Blog Post:To gain more insight into online consumer shopping behavior, Adobe surveyed 1,200 people who plan to Christmas shop online in the UK, Germany and France (400 shoppers in each country) as part of the Adobe 2013 Holiday Retail Survey. And as the days tick down to Christmas, let’s take a look at what some of the numbers reveal. How Much Will Consumers Spend? In the UK, online shoppers indicated their median holiday spend will be about 400 pounds (480 euros), while German and French online shoppers anticipate that they will spend about 300 euros (250 pounds) each. Despite economic concerns, the majority of UK consumers anticipate that they will spend the same online as they did last year, while more than half expect to spread between 21 percent and 60 percent of their holiday spend online.   Adobe-IG_MEDAIN_HOLIDAY_SPEND_V1D Blog 2   Will Consumers Rely On Mobile To Shop? Absolutely, and even more so than in years past. In fact in Germany, 12 percent of consumers plan to rely more on their mobile device to Christmas shop than they did last year, while most (62 percent) will rely on mobile just as much as in 2012. Britons are even more keen on mobile this year, as 21 percent indicate they will use mobile to holiday shop, while 68 percent plan to use it just as much as they did last year. France looks to have the least mobile growth this year among online shoppers, as only 10 percent indicate they will rely more on mobile than in 2012; although, 65 percent of French online shoppers will turn to mobile just as often. Also in France, 19 percent of online shoppers say they often use their mobile to compare prices while in a physical retail store - with this number being even higher among the younger generation (aged 18-34) at 24 percent.   Adobe-IG_MOBILE_RELIANCE_V1E Blog2   What Role Does Social Media Play? More so than ever, according to Adobe’s Holiday Retail survey, marketers need to have a solid social strategy in place this holiday season. In France, 33 percent of online shoppers plan to at least occasionally consult social media before buying a gift online, while almost half of those surveyed in Germany (45 percent) indicated they would also occasionally consult social media. As for which sites shoppers will be consulting? More than half of all consumers across the UK, Germany and France anticipate turning to Facebook for help with their Christmas shopping, while Twitter, in every country, is the second-most relied upon site for online gift buying. Not sure where to turn to next? Receive useful tips and guidance across digital marketing this Christmas on Adobe’s Marketing Cloud page .   About Mark Phibbs Mark Phibbs Mark Phibbs (@MarkPhibbs ) is Vice President of Adobe Systems for Europe, Middle East and Africa (EMEA) Marketing.   Author: Date Created:18 November 2013 Date Published: Headline:Online Shoppers Turning To Mobile, Social During The Christmas Season Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/11/38.png

To gain more insight into online con­sumer shop­ping behav­ior, Adobe sur­veyed 1,200 peo­ple who plan to Christ­mas shop online in the UK, Ger­many and France (400 shop­pers in each coun­try) as part of the Adobe 2013 Hol­i­day Retail Survey.

And as the days tick down to Christ­mas, let’s take a look at what some of the num­bers reveal.

How Much Will Con­sumers Spend?

In the UK, online shop­pers indi­cated their median hol­i­day spend will be about 400 pounds (480 euros), while Ger­man and French online shop­pers antic­i­pate that they will spend about 300 euros (250 pounds) each.

Despite eco­nomic con­cerns, the major­ity of UK con­sumers antic­i­pate that they will spend the same online as they did last year, while more than half expect to spread between 21 per­cent and 60 per­cent of their hol­i­day spend online.

 

Adobe-IG_MEDAIN_HOLIDAY_SPEND_V1D Blog 2

 

Will Con­sumers Rely On Mobile To Shop?

Absolutely, and even more so than in years past. In fact in Ger­many, 12 per­cent of con­sumers plan to rely more on their mobile device to Christ­mas shop than they did last year, while most (62 per­cent) will rely on mobile just as much as in 2012. Britons are even more keen on mobile this year, as 21 per­cent indi­cate they will use mobile to hol­i­day shop, while 68 per­cent plan to use it just as much as they did last year. France looks to have the least mobile growth this year among online shop­pers, as only 10 per­cent indi­cate they will rely more on mobile than in 2012; although, 65 per­cent of French online shop­pers will turn to mobile just as often. Also in France, 19 per­cent of online shop­pers say they often use their mobile to com­pare prices while in a phys­i­cal retail store — with this num­ber being even higher among the younger gen­er­a­tion (aged 18–34) at 24 percent.

 

Adobe-IG_MOBILE_RELIANCE_V1E Blog2

 

What Role Does Social Media Play?

More so than ever, accord­ing to Adobe’s Hol­i­day Retail sur­vey, mar­keters need to have a solid social strat­egy in place this hol­i­day sea­son. In France, 33 per­cent of online shop­pers plan to at least occa­sion­ally con­sult social media before buy­ing a gift online, while almost half of those sur­veyed in Ger­many (45 per­cent) indi­cated they would also occa­sion­ally con­sult social media. As for which sites shop­pers will be con­sult­ing? More than half of all con­sumers across the UK, Ger­many and France antic­i­pate turn­ing to Face­book for help with their Christ­mas shop­ping, while Twit­ter, in every coun­try, is the second-most relied upon site for online gift buying.

Not sure where to turn to next? Receive use­ful tips and guid­ance across dig­i­tal mar­ket­ing this Christ­mas on Adobe’s Mar­ket­ing Cloud page .

 

About Mark Phibbs

Mark Phibbs

Mark Phibbs (@MarkPhibbs ) is Vice Pres­i­dent of Adobe Sys­tems for Europe, Mid­dle East and Africa (EMEA) Marketing.