假日購物季消費(fèi)者調(diào)查報(bào)告

1、Research FindingsKey findingsTremor & Unrulys Creative Studio enables brands to effortlessly optimize their creative for interactivity and shoppable experiences.Unruly & Tremor enable brands to create the positive CTV ad experiences that are key to growing consumer attention in this medium.Advertise

2、rs should not make the mistake of underestimating consumer interest this holiday season. Demand is still healthy especially amongst the highest earners.1Despite the disruption that COVID-19 has had on peoples lifestyles over the past several months US consumers are still looking forward to the holid

3、ay season. Two thirds of our respondents reported being just as or more excited about the holidays this year.2With 41% of consumers reporting decreased comfort with shopping in person, shopping patterns are increasingly moving online with over three quarters of consumers planning to do at least half

4、 of their shopping digitally during the 2020 holiday season.3Over 50% of Americans report that they will watch more television and browse the internet more frequently during the coming winter months.Our respondents also reported that TV ads were amongst the most influential of media channels for hol

5、iday shoppers looking for inspiration.Q. How excited are you about the approaching holiday season compared to last year?64% of respondents reported being as or more excited about the holiday this year18%19%27%23%13%Equally As ExcitedMuch More Excited Somewhat Less ExcitedSomewhat More Excited A Lot

6、Less Excited2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. When do you plan to do the bulk of your holiday shopping this year?More than half of respondents plan to do their holiday shopping in NovemberBefore Oct10%Oct15%NovNov Black Fri-Cyber Mon1st Half of Dec17%2nd Half of Dec8%2020 Holiday

7、 Consumer Survey, US, n=820. Sept 2020.27%23%Q. Compared to last year, when do you plan to do most of your holiday shopping this year?The majority of people are not changing their shopping timeframe from last year13%2020 Holiday Consumer Survey, US, n=820. Sept 2020.16%53%11%7%Much EarlierSomewhat E

8、arlierAbout the Same TimeSomewhat LaterMuch LaterQ. Compared to last year, how much do you plan to spend on holiday gifts this year?Spending on alcohol gifts is will see the largest increase this holiday season13%10%8%9%8%10%11%12%12%12%12%16%36%39%38%41%40%43%16%17%16%16%15%14%29%26%24%22%22%14%Gif

9、tsClothesFood Much MoreAlcohol Somewhat MoreGoing OutAbout the SameSomewhat LessTravelA Lot Less2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. Which of the following describe why you plan to spend less on holiday gifts this year? (Choose all that apply)Discomfort with shopping and tighter bud

10、gets are major factorsMore Frugal & Cautious with Expenses41%Less Time to Focus on Shopping11%Fewer People to Buy Gifts For19%Planning to Attend Fewer Parties & Gatherings36%Not as Comfortable Shopping41%Challenging to Exchange Gifts with Friends & Family24%Planning to Shift or Delay Holiday Traditi

11、ons9%Other2%2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. How do you plan to do most of your holiday shopping this year?More than three quarters plan to do at least half their shopping online17%28%30%12%6%7%Online OnlyOnline and In Person, Equally In Person OnlyMostly Online, with Some In Pe

12、rson Mostly In Person, with Some Online Im Not Sure2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. How important is each of the following factors in deciding which retailers you will shop at for holiday gifts this year?Price and cost savings will play a major role in attracting shoppers44%40%4

13、4%40%39%27%18%16%25%30%27%29%30%29%24%17%20%20%18%20%20%24%26%25%5%5%6%6%5%12%21%21%6%5%5%5%5%8%12%22%Free/Discounted Shipping FeesWide Variety of ProductsCompetitive Pricing & OffersEase of ShoppingCustomer ServiceSustainabilityIndependent StoreMinority-Owned StoreVery InfluentialSomewhat Influenti

14、alNeutralNot very influentialNot at all influential2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. Do you think brands should reference COVID in their holiday advertising?A majority of Americans think holiday ads should acknowledge COVID-1920%2020 Holiday Consumer Survey, US, n=820. Sept 2020.

15、22%37%11%10%Strongly AgreeAgreeNeutralDisagreeStrongly DisagreeQ. Where do you usually get your inspiration for holiday gifts and entertaining?Over 60% of respondents report TV & Online Video ads influence holiday decisions17%16%18%14%28%12%18%23%26%24%24%19%19%22%29%17%24%30%27%29%28%26%23%28%26%26

16、%29%29%27%30%16%19%18%19%7%22%14%9%9%9%15%20%22%17%9%22%15%10%10%9%TV adsOnline Video AdsAds on Social MediaEmails from Retailers or BrandsSearching OnlineMagazine or Newspaper ArticlesBrowsing CatalogsBrowsing Online RetailersBrowsing Shops In PersonWord of Mouth from Family, Friends or ColleaguesV

17、ery InfluentialSomewhat InfluentialNeutralNot Very InfluentialNot At All Influential2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. Which types of products do you plan to purchase as holiday gifts this year?Gift cards and clothing are the most popular holiday gift choices49.4%2020 Holiday Cons

18、umer Survey, US, n=820. Sept 2020.27.2%33.4%28.7%27.7%15.4%12.9%24.0%17.1%16.6%33.2%50.2%10.9%6.6%2.3%7.4%Clothing Beauty & Personal CareToys ElectronicsFood AlcoholHome & GardenBooks Music Movies Games Gift CardsCharitable Donations Virtual ExperiencesOther None of the AboveQ. How would you like ho

19、liday ads to make you feel right now? (Choose all the apply)Happiness is the most sought after emotion for holiday ads followed by warmth40%2020 Holiday Consumer Survey, US, n=820. Sept 2020.57%36%30%21%22%17%20%12%4%15%10%WarmHappyInspiredNostalgicAmusedInformedSurprisedAmazedExhiliratedSadProudNon

20、e of the aboveQ. Which of the following statements best describes your travel plans for the upcoming holiday season?Most Americans plan to stay home or travel only within their state25%15%56%4%Plan to Travel, But Within my State of Residence Only Plan to Travel Outside of my State of ResidencePlan t

21、o Travel Overseas/InternationallyWill Stay at Home & I Do Not Plan to Travel2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. How do you plan to travel this holiday season?For travel intenders, the majority will be doing so in their own car4%2020 Holiday Consumer Survey, US, n=820. Sept 2020.2%1

22、6%9%13%56%Other/UnsureBy boat/ferryBy PlaneBy TrainBy Car (rental)By Car (my own)Q. As the colder weather of the Winter season approaches, how will the frequency with which you do the following activities change?Internet, TV usage and online shopping will all see increases in Winter5%4%16%10%9%16%4%

23、2%36%39%8%11%7%11%41%39%42%41%28%25%23%21%16%19%30%28%19%18%18%14%Watch TVPlay Video GamesRead BooksHome ImprovementBrowse the InternetMuch moreSomewhat moreAbout the SameSomewhat LessExerciseMuch Less2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. As the colder weather of the Winter season ap

24、proaches, how will the frequency with which you do the following activities change?Shopping online and virtual gathering are more popular than in person alternatives27%12%17%8%20%18%10%5%8%13%34%19%15%39%21%37%19%36%36%31%31%26%24%22%17%16%15%27%13%19%16%14%13%13%10%Dine Out at RestaurantsShop Onlin

25、eOrder TakeOut FoodMuch moreShop At Stores In PersonSomewhat moreAbout the SameSocialize w/ Friends &Socialize w/ Friends &Socialize w/ Friends & Family Outside my Home Family Inside my HomeFamily VirtuallySomewhat LessMuch Less2020 Holiday Consumer Survey, US, n=820. Sept 2020.Age splitsQ. How exci

26、ted are you about the approaching holiday season compared to last year?Younger consumers expressed higher levels of excitement about the holidays30%21%26%16%8%22%27%22%20%10%25%24%21%11%19%20%19%27%24%11%6%32%28%22%Much More ExcitedA Lot Less Excited12%Somewhat More Excited18-24Equally As ExcitedSom

27、ewhat Less Excited 25-3435-4445-5455+2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. When do you plan to do the bulk of your holiday shopping this year?Consumers 45+ are far more likely to delay shopping until December10%14%28%29%12%11%18%24%30%10%7%7%10%15%32%26%13%5%12%14%25%17%23%11%8%15%27

28、%16%24%10%Before OctOctNov1st Half of Dec2nd Half of Dec18-2425-34Nov Black Fri-Cyber Mon35-4445-5455+2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. Compared to last year, when do you plan to do most of your holiday shopping this year?Consumers under 45 are more likely to shop earlier than th

29、ey did in 2019%1424%10%10%18%20%10%5%15%20%9%7%15%11%53%48%47%42%14%7%11%66%11%7% 5%Much EarlierSomewhat EarlierMuch Later18-24About the Same TimeSomewhat Later 25-3435-4445-5455+2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. How do you plan to do most of your holiday shopping this yearConsum

30、ers 55+ are most likely to lean toward doing their shopping in-person18%29%25%13%4%11%20%30%35%1%5%15%33%33%9%8%6%4%19%29%32%10%3%7%15%25%17%11%8%Online Only24%Mostly Online, w/ Some In PersonIn Person OnlyIm Not SureOnline and In Person, Equally18-2425-34Mostly In Person, w/ Some Online35-4445-5455

31、+2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. Do you think brands should reference COVID in their holiday advertising?Roughly 50% of consumers under 55 feel COVID should be referenced in ads31.2%20.8%5.68.8%11.2%26.8%32.0%9.2%4.24.7%27.3%29.3% 8.0%10.7%6%4.0%22.9% 21.9%23.8%9.2% 9.3%5.3%6.6

32、%8.7%14.9% 44.0%39.7%33.6%18.3%14.1%7.9%Strongly AgreeAgreeStrongly DisagreeIm not sureNeutral18-2425-3435-44Disagree45-5455+2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. Which of the following statements best describes your travel plans for the upcoming holiday season?More than three quarte

33、rs of Americans 55+ plan to stay at home for the holidays29%10%33%17% 19%5%44% 42%35%20%3%41%21%15%4%60%15%7%1% 77%of Residence OnlyPlan to Travel, But Within my State Plan to Travel Outside of my State ofWill Stay at Home & I Do Not Plan to TravelResidence18-2425-3435-44Plan to Travel Overseas/Inte

34、rnationally45-5455+2020 Holiday Consumer Survey, US, n=820. Sept 2020.Household Income SplitsQ. How excited are you about the approaching holiday season compared to last year?Nearly one third of those making $100k+ reported much more excitement15%21%23%23%17%17%20%17% 17%21% 34%29%26%12%7%Much More

35、ExcitedA Lot Less ExcitedSomewhat More Excited$0 - $40kEqually As Excited$40k - $100kSomewhat Less Excited$100k or more2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. When do you plan to do the bulk of your holiday shopping this year?Roughly 50% of all HHI groups plan to focus their shopping i

36、n November10%13%26%11%8%15% 29%18% 18%7%12%19%25%21% 22%28%13%3%Before OctOctNov1st Half of Dec2nd Half of Dec$0 - $40kNov Black Fri-Cyber Mon$40k - $100k$100k or more2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. Compared to last year, when do you plan to do most of your holiday shopping thi

37、s year?Largest % of all HHI groups will be shopping at similar time to last year10%13% 10%16% 14%20%20%61%51%44%10% 12% 10%3%5%Much EarlierMuch LaterSomewhat Earlier$0 - $40kAbout the Same TimeSomewhat Later$40k - $100k$100k or more2020 Holiday Consumer Survey, US, n=820. Sept 2020.Q. How do you plan to do most of your holiday shopping this year?Preference for online shopping has a skew toward wealthier