2017美国网络星期一购物报告（英文版）_11页_1mb

Cyber Monday 2017 - US Summary

Core Content

Cyber Monday 2017 saw a notable increase in online shopping activity compared to the previous year, with a 4.8% year-over-year (YoY) growth in the number of shoppers. This growth was observed across the holiday shopping period, with a peak in purchasing activity occurring between 9 PM and 10 PM EST on Cyber Monday, as shoppers rushed to complete their purchases before deals expired.

Main Trends

• Purchasing Activity Timing: The peak shopping time was recorded between 9 PM and 10 PM EST, indicating a surge in consumer behavior as they arrived at work and had the opportunity to make purchases.
• Cart Size and Spending: On average, the cart size was $149, with an average item price of $50. This was slightly lower than the November average of $155, suggesting that many consumers had already made their major purchases earlier in the month.
• Mobile Shopping: 33% of purchases were made using mobile phones, showing the increasing role of mobile devices in online shopping. Despite this, the average unit price did not vary significantly between devices, with computers being preferred for stocking up due to a 23% higher number of units per cart.
• Breakout Gifts: Several products stood out as top gifts during the holiday season based on search volume and popularity:
  • Google Home Mini: The most searched term with the greatest increase in rank during Black Friday week.
  • Wearable Electronics: Fitbits and Apple Watches were in high demand.
  • Small Appliances: The Instant Pot and air fryer were popular, especially among home cooks.
  • Tablets and Gaming Systems: The iPad maintained its edge despite declining interest in tablets overall, while the PS4 overtook the Nintendo Switch in popularity.
  • Apparel & Accessories: Under Armour emerged as the top brand in this category.
  • Toys and Accessories: Fingerlings, LOL Surprise, Hatchimals, and Legos were top breakout gifts, although they were eventually overtaken by more expensive items.

Key Statistics

• Cyber Monday Shoppers Growth: 4.8% YoY.
• Peak Shopping Time: 9 PM - 10 PM EST.
• Average Order Value (AOV): $148.
• Average Unit Price: $50.
• Units per Cart: 3.0.
• Items per Order: 2.5.
• Mobile Purchases: 33% of total purchases.
• Top Search Terms by Rank:
  • Google Home Mini (Rank 34, Increase 1365)
  • Fitbit Charge 2 (Rank 48, Increase 935)
  • Call of Duty WW2 (Rank 47, Increase 276)
  • iPad (Rank 16, Increase 153)
  • Under Armour (Rank 43, Increase 120)
  • Apple Watch Series 3 (Rank 17, Increase 115)
  • Drone (Rank 40, Increase 114)
  • Sheets (Rank 33, Increase 111)
  • PS4 games (Rank 21, Increase 105)
  • Chromebook (Rank 26, Increase 104)
  • xBox One Games (Rank 27, Increase 103)
  • Smart TV (Rank 42, Increase 99)
  • xBox (Rank 24, Increase 97)
  • Headphones (Rank 35, Increase 74)
  • Apple Watch (Rank 20, Increase 68)
  • Instant Pot (Rank 14, Increase 65)
  • Hoverboard (Rank 12, Increase 58)
  • Air fryer (Rank 13, Increase 54)
  • Samsung TV (Rank 38, Increase 44)
  • Ugg (Rank 32, Increase 34)
  • Paw Patrol (Rank 49, Increase 11)
  • Keurig (Rank 45, Increase 11)
  • PS4 (Rank 2, Increase 11)

About the Criteo Retail Data

• Data Source: The data is collected from the Criteo Sponsored Products network, which includes major US retailers such as Walmart, Target, Best Buy, Toy's R Us, Kohl's, Costco, Kmart, Wayfair, and Macy's.
• Shoppers vs. Purchasers:
  • Shoppers: Unique users who viewed products on the network.
  • Purchasers: Unique users who completed a transaction.
• AOV: The average order value is calculated based on completed transactions.
• Sponsored Products: These are ads for specific items that appear relevant to the shopper. Brands use a CPC (cost per click) model to bid on keywords, aiming to increase awareness and drive sales.
• Data Privacy: All data is non-personally identifiable and used in aggregate, ensuring consumer privacy.

Summary

Cyber Monday 2017 was marked by a 4.8% YoY increase in shopper numbers, with a significant spike in purchasing activity around 9 PM EST. Mobile shopping played a major role, accounting for 33% of all purchases, while computers were preferred for larger orders. The average order value was $148, and $50 per item. Breakout gifts included Google Home Mini, Fitbits, Apple Watches, Instant Pots, and air fryers, alongside the iPad and PS4. The data highlights the growing influence of mobile shopping and the shift in consumer preferences towards more expensive, tech-driven, and health-conscious products.