SocialVibe, a digital ad tech company, shows that 70 percent of tech-savvy consumers plan to shop on Black Friday – the Friday after Thanksgiving – which is a steep increase over 52 percent of respondents who reported they shopped on Black Friday in 2010.
Key findings from the survey include:
- 70 percent of the more than 1,000 consumers surveyed plan to shop this Black Friday, up from 52 percent who reported they did so in 2010
- 61 percent of surveyed consumers plan on taking advantage of Cyber Monday (Monday after Thanksgiving) deals this year
- The most popular items on people’s shopping lists are Computers/Laptops (40 percent); Clothing (38 percent); Electronics (34 percent); and TVs (32 percent)
- “Our research shows that about two-thirds of consumers intend to shop on Black Friday and Cyber Monday, so brands should really be looking for effective ways to draw people into stores, as well as drive site traffic on these mega-shopping days,” said Jay Samit, CEO of SocialVibe.
“The key to reaching consumers is to interact with them, rather than rely on a display ad, in the environments where they are already engaged and then provide a valued benefit along with your message. It’s not too late to look beyond banners and fuel holiday sales by incorporating engagement ads into your media plan for the holiday shopping season.”
Throughout October 2011, SocialVibe surveyed the most active social media consumers across eight of the top 10 Facebook apps and other social sites about holiday shopping trends.
The study, which was opt-in and garnered more than 1,000 responses, ran throughout SocialVibe’s network of premium publisher sites including Pandora and Causes.com and social games such as Zynga’s FarmVille and CityVille.
SocialVibe’s value-exchange advertising platform offers consumers something they value – such as virtual currency for a social game, premium content, or a donation to charity – in exchange for paying attention to and interacting with an ad. Consumers who completed the in-ad unit survey were rewarded for their participation with virtual currency or a free donation to charity, for example.
“Online advertising campaigns that incorporate interactive features and provide an incentive in exchange for a consumer’s attention to a brand message can increase website and in-store traffic, as proven by the research we announced last month with KN Dimestore,” Samit continued.
According to the company, the ads work well.
“Consumers exposed to SocialVibe’s engagement ads are 161 percent more likely to visit a brand’s website and 36 percent more likely to shop for a brand at the store after interacting with the ad—key metrics brands should be thinking about when it comes to holiday-driven marketing campaigns.”
- What are consumers looking for on Cyber Monday?
- Shoppers going online for holiday deals this year (infographic)
- Retailers better be ready for holiday mobile and online shoppers
- Cyber Monday shoppers to spend more holiday dollars online than in stores
- Mobile shopping surged on Black Friday, biggest increase in the South
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