2017美国网络星期一购物报告（英文版）_13页-1mb

Cyber Monday 2017 - US Summary

Core Content

Cyber Monday 2017 marked a significant moment in the US retail sector, demonstrating the growing influence of omnishopping—the practice of consumers using multiple channels and devices to make purchases. This trend was supported by both Black Friday and Cyber Monday events, which saw increased online activity and purchasing behavior. The data highlights a shift in consumer habits, with a notable rise in mobile commerce and a variety of products emerging as top breakout gifts.

Main Points

• Online Shopping Growth: The number of US online shoppers increased by 4.8% year-over-year (YoY), while the number of purchasers grew by 13.4% YoY. This suggests that many shoppers had already started their holiday shopping before the main events.
• Ecommerce-Driven Holidays: Thanksgiving became the new ecommerce-driven holiday, with Black Thanksgiving showing the highest cart sizes and mobile commerce percentage.
• Cyber Monday Cart Size: The average cart size on Cyber Monday was $149, with an average item price of $50. There was no significant difference in item value between purchases made on computers and mobile phones.
• Conversion Patterns: Purchasing activity spiked at 9 AM EST (when shoppers arrived at work), 12–2 PM EST (lunch time), and 9 PM EST (before deals expired).
• Mobile Commerce: 33% of purchases were made on mobile phones, showing the increasing role of mobile in retail transactions.
• Device Performance: While the average unit price was similar across devices, computers saw more units per cart (3.2 units) compared to mobile phones (2.6 units).

Key Breakout Gifts

The following items saw significant increases in search volume and interest during the Cyber Week period:

• Google Home Mini: The most searched term, with a 1365% increase in rank.
• Wearable Electronics: Fitbits and Apple Watches were highly sought after.
• Small Appliances: Instant Pot and air fryer emerged as popular gifts.
• Tablets: Despite a general decline in tablet interest, the iPad maintained its edge.
• Apparel & Accessories: Under Armour was the top brand in this category.
• Gaming: PS4 and Xbox One were top choices, with PS4 unseating Nintendo Switch as the leading gaming device.
• Toys: Fingerlings, LOL Surprise, Hatchimals, and Legos were top toys, though Fingerlings were sold out by the end of the season.
• Other Top Gifts: Christmas pajamas, adult onesies, Michael Kors handbags, and Smart TVs also saw high demand.

Data Sources

The data is provided by Criteo, a leader in commerce marketing, which collects information from its Sponsored Products network. This network includes major US retailers such as Walmart, Target, Best Buy, Toy's R Us, Kohl's, Costco, Kmart, Wayfair, and Macy's. The data represents billions of product searches and millions of completed transactions, offering insights into consumer behavior and preferences.

About Criteo

• Shoppers: Unique users seen on Criteo's network within a given time period.
• Purchasers: Unique users who completed a transaction.
• AOV: Average order value of a completed transaction.
• Sponsored Products: Ads for specific items that are relevant to the shopper’s search, purchased by brands on a CPC (cost per click) model.
• Data Usage: Criteo uses non-personally identifiable data in aggregate to provide insights into shopping behavior and ad performance.

Conclusion

Cyber Monday 2017 showcased a dynamic and evolving retail landscape, driven by omnichannel shopping and mobile commerce. The data underscores the importance of understanding consumer behavior across different devices and time frames, as well as the impact of seasonal promotions and product trends on purchasing decisions.