Experian Hitwise has made twelve key retail, social media and video predictions for this year’s festive season. Based on the latest data trends in online shopping, social networking, email and entertainment, here are their “12 Insights of Christmas”
- 350 million hours will be spent shopping online by the UK Internet population this December. This translates to an average of 8 hours and 45 minutes spent per person on shopping websites over the course of the month.
- Cyber Monday (5 December) will be the UK’s biggest pre-Christmas shopping day online with 85 million visits to retail websites from UK Internet users, an 18 per cent increase on last year.
- 2.1 billion visits will go to online retail sites in December, with record peaks in traffic both pre and post-Christmas.
- Lego will be the most searched for toy this Christmas, in particular Lego Star Wars games and sets.
- Hull will be the online shopping capital of Britain of December 2011, with proportionally more people doing their Christmas shopping online than any other city in the UK.
- Monday 19 December will be the biggest day of December for online Grocery visits as people do some last minute food shopping but also check store opening times across the Christmas period.
- Facebook will see a new peak in UK Internet visits as friends share messages of good will with one another. 25 million hours will be spent on Facebook on Christmas Day alone.
- iPhones will be a third more popular online than iPads this Christmas. If search intent was reflected in sales, for every three iPads Apple sold this Christmas they would sell four iPhones.
- Searches for the post-Christmas sales will start earlier than ever this year, with eager shoppers starting to do their research online as early as Christmas Eve.
- Friday 23 December will be the biggest day of December for retailers receiving traffic from email as the multi-channel retailers prepare their customers for the post-Christmas sales.
- The fashion sector will be the most reliant on Facebook traffic this Christmas, with TopShop, River Island and ASOS among the biggest recipients of Facebook traffic.
- 12 million hours will be spent watching video clips on BBC iPlayer this Christmas with the biggest driver of traffic being the Dr Who Christmas special.
“Christmas 2011 looks set to be another record-breaker for many of the online sectors and particularly for retail,” commented James Murray, Marketing Research Analyst at Experian Hitwise.
“Cyber Monday is going to be crucial in the online retail sector and we are predicting 85 million visits on the 5th December, 15 per cent up on last year’s figures. Boxing Day could be another big day for retailers as more people go online to check out which stores have the best deals on offer. This year we will are expecting to see a massive multi-channel marketing push as brands look to win online to drive web purchases and in-store footfall.”