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A snapshot of the mobile-first shopper in Spain1
Spanish conversions visible to Facebook2
People in Spain shop more on mobile when off-the-clock and on-the-go2 Daily share of mobile versus share of desktop conversions by day in Spain
1. Order online, pick up in store
Using mobile to make life easier and steal a deal1 Comparing Spanish mobile-first shoppers, with in-store-first shoppers
Mobile-first shoppers in Spain start earlier¹
1. “Facebook Holiday Study” by Ipsos Marketing (Facebook-commissioned online study of 1,201 people ages 18+ in Spain, Jan 2017.2. Facebook and Instagram data, across managed accounts only, from Nov 1–Dec 31, 2016 (Holiday season 2016). Analysis of conversion pixel and app events data for ads shown to people in Spain ages 18+ on Facebook. Excludes gaming vertical.3. Spanish Facebook and Instagram chatter data, from Nov 1–Dec 31, 2016 (Christmas 2016).
Sources
Year’s Eve
When do you start your holiday shopping?
2. Free gifts with purchase
Top three preferences of mobile-first shoppers
Top three preferences of in-store-first shoppers
2. Familiarity with the store I am buying from
1. How closethe store is to me
Age
Mobile-first
0% 20% 40% 60% 80% 100%
Desktop-first
In-store-first
18-34 35-49 50+
Gender Parents
60%Mobile-first
39%Desktop-first
33%In-store-first
Mobile-first Desktop-first In-store-first
55%
Female Male
44%
Female Male
48% 51%
Female Male
48%51%
Nov 6 Nov 16 Nov 26 Dec 6 Dec 16 Dec 26 Jan 5 Jan 15 Jan 25
Cyber Monday
Black Friday
DeviceDistribution
57% 43%
Christmas
Singles Day
Three Kings Day
70%
60%
50%
40%
30%
Weekends
Nov 5 Nov 12 Nov 19 Nov 26 Dec 3 Jan 10 Jan 17 Jan 24 Jan 31
In Spain, Christmas starts early on Facebook3
400k
300k
200k
100k
0kNov 7, 16 Nov 17, 16 Nov 27, 16 Dec 7, 16 Dec 17, 16 Jan 27, 16
Volu
me
of m
entio
ns
3.Coupons
3. Price
Mobile Desktop
Volu
me
of m
entio
ns
0%
Spain Total
Desktop-first
Mobile-first
In-store-first
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
21% 10% 69%
33% 6% 61%
30% 8% 62%
15% 13% 72%
No fixed time frameOctober through mid-November Late November through late December
0% 20% 40% 60% 80% 100%
The Who, When and Why of Mobile Shopping this Christmas in Spain
Volume of mentions of Christmas and Xmas on Facebook
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