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| What are people shopping for near your stores — and across America? Posted: 20 Oct 2015 04:36 PM PDT Today we're launching the beta of our new Shopping Insights tool, another step towards helping retailers connect with consumers in moments that matter, by making data about shopping habits and preferences more accessible. Shopping Insights shows the products people are searching for across cities, time and devices. While 87% of shopping research happens online, 92% of goods are still sold in retail stores. By better understanding user's shopping intent online, retailers can make more informed local merchandising and marketing decisions for their stores. The Shopping Insights tool estimates popularity and trends for a given product by aggregating keyword data from the millions of searches consumers are doing to shop for that product. Further, you can see data for every city available for targeting in AdWords, and compare mobile to desktop patterns to better serve customers near your stores. Here's a demo of how it works: Observe and meet local demand Shopping Insights lets retailers analyze product interest by city and time to understand local demand. As an example, let's take a look at search interest in Halloween costumes. While Elsa and Olaf from Frozen set the pace last year, this year the battle is shaping up between Minions and Star Wars. Minions were initially more popular, with search interest for Minion costumes over 2.5X higher than Star Wars costumes in July. Following the release of new footage for the next Star Wars movie in late August, search interest for Star Wars costumes briefly overtook Minions, closing the gap to a 10% difference in September.    Shopping Insights also gives you a clearer look at the devices people are using during their "I-want-to-know, go, do, and buy" moments, so you can plan your campaigns for the right screens. For instance, searches for Disney Vans shoes have grown a whopping 10X since the launch of the "Young at Heart" line in May. And fans of Disney Vans clearly prefer to shop on mobile, using smartphones 3X more often than desktop to search for the popular shoes.  Understand nationwide, regional, and local outliers with featured stories We will also release featured stories highlighting interesting trends across the nation, based on data mined by our teams. Check out the console war story between 'xbox one' and 'ps4' or the rising popularity of Birkenstock sandals. We hope these stories inspire your own creative uses of Shopping Insights. Getting started with Shopping Insights Shopping Insights Beta is now available in the U.S., covering the 5,000+ most popular products on Google Shopping between April 01, 2014 to September 30, 2015. In the coming months, we'll have fresh updates with new data, insights and stories. It's all part of our long-term commitment to help retailers succeed with deeper insights about users' intent and context. To get started visit: shopping.thinkwithgoogle.com. Posted by Jonathan Alferness, Vice President, Product Management, Google Shopping   | ||||
| 2015 Holiday Trends - Shopping Moments Are Replacing Shopping Marathons Posted: 20 Oct 2015 06:00 AM PDT If the idea of shopping on your phone while waiting for your morning coffee sounds familiar, you're not alone. This holiday season, shopping moments will replace shopping marathons. Rather than rely on day-long mall marathons Black Friday weekend, shoppers are now turning to their mobile phones at hundreds of micro-moments throughout the day, all season long. In fact, more than half (54%) of holiday shoppers say that they plan to shop on their smartphones in spare moments throughout the day like walking or commuting.1 As we head into this year's holiday shopping season, we looked at how the rise of these shopping moments will impact retail trends. After analyzing Google data and working with Ipsos MediaCT to survey consumers on their holiday shopping intentions, today we're sharing our predictions for the digital trends impacting this year's biggest shopping season. Big shopping days are becoming smaller It used to be that people would plan their shopping marathons for days like Black Friday or Cyber Monday. Now, shopping happens in the moments between everything else in our lives. Last year, for example, we saw steady consumer shopping interest in "gifts and presents" all season long.2
The time to start reaching these holiday shoppers is now. We found that 61% of shoppers will have already started researching their purchases before Thanksgiving weekend, up 17% from last year.4 While research starts early, the majority of purchasing will take place later into the holiday season.5 Why? There is no longer a sense of urgency since everyday is a shopping day. Mobile will influence more purchases than ever before Consumers are using their smartphones in all parts of the shopping process - from inspiration to research to purchasing. In fact, shopping-related searches on mobile have grown more than 120% year over year and are fast approaching those on desktop.6 In addition to a rise in mobile commerce, we're also seeing a rise in mobile's influence on local commerce. People are increasingly using their phones to research and buy products in stores. More than half (52%) of shoppers plan to use a smartphone for holiday shopping this year before they visit a store, and a whopping 82% of smartphone users will consult their phone while in a store.7 People are searching 37% more inside department stores than they were last year.8 And more people have the opportunity to tap and pay with their phones in stores this season, with new mobile payments platforms available. In fact, in a Google Consumer Survey we found that 40% of people say they are likely to use their smartphones to pay in stores this holiday season.9 While big sale days are becoming smaller, one day still stands out in shopping popularity for mobile. Sunday is consistently the most popular day for shopping on smartphones - on average, mobile shopping searches are 18% higher on Sundays than the rest of the week.10
People are also increasingly turning to YouTube to help them shop, looking for advice, inspiration, or product reviews. One in four shoppers (26%) say online videos are their go-to source for gift ideas, and 32% of shoppers say they plan to use online video more this year for holiday purchases.11 Additionally, people in the U.S. are spending nearly twice as much time watching fashion and apparel shopping videos this year over last.12 Unboxing videos have become a growing phenomenon, as people turn to YouTube to inform their purchase decisions. In 2015 alone, people in the U.S. have watched 60M hours of unboxing videos on YouTube, totalling 1.1B views.13 Our research shows YouTube has become an important part of the purchase process for consumer electronics - a surprising 64% of consumer electronics shoppers watch consumer electronics videos on YouTube one week before they purchase and 65% do so the week after they purchase.14 To help shoppers discover more of the latest and greatest products, we've partnered with popular YouTube creators to bring you Awesome Stuff Week: a series of week-long celebrations highlighting shoppable videos on YouTube. Tune in on Monday to watch our next set of shoppable videos focusing on "gadgets."  Posted by Matt Lawson, Director, Performance Ads Marketing 1 Google / Ipsos MediaCT, Consumer Holiday Intentions Study 2015; Shoppers defined as people who intend to shop this holiday season with smartphones. n=778 2 Google Data, October 2014–January 2015, United States. 3 Google Analytics data, United States. Sept 2014 v. Sept 2015 4 Google / Ipsos MediaCT, Consumer Holiday Intentions Study 2015 Base: Holiday shoppers n=2004 5 Google / Ipsos MediaCT, Consumer Holiday Intentions Study 2015. Base: Holiday shoppers n=2004 6 Google Global search data Nov 2014-Oct 2015, as defined by searches that trigger Shopping ads 7 Google / Ipsos MediaCT, Consumer Holiday Intentions Study 2015 8 Aggregated anonymized internal Google data from a sample of US users that have turned on Location History. Queries were considered as being "from" a location if they occurred within one hour of a user visit to the department store. September 2015 vs. September 2014. 9 Google Consumer Survey, October 2015, n=500 10 Google search data, Global, Q3 2015, mobile shopping searches as defined by clicks on Shopping ads 11 Google / Ipsos MediaCT, Consumer Holiday Intentions Study 2015 12 YouTube data, Sep 2014 vs. Sep 2015, United States. Classification as a shopping video was based on public data such as headlines, titles, tags, etc and may not represent all apparel shopping videos on YouTube. 13 YouTube data, January–October 2015, U.S. Classification as a "haul" video was based on public data such as headlines, tags, etc., and may not account for every "haul" video available on YouTube. 14 Google Millward Brown CE Study, YouTube video analytics, Dec. 2014  |
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