2010 Holiday Recap Presentation

© 2009 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.

Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,

or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

2010 Holiday Retail Recap

January 12, 2011

2© 2009 Experian Information Solutions, Inc. All rights reserved.

Today’s Discussion


Key Traffic Trends


Visits increased to Retail 500 during 2010 holiday season


Comparison shopping tools and large retailers topped the fast growing websites for visits in Dec


Apparel & Accessories and Flowers & Gifts experienced highest gain in traffic during December


Flash Sales & Private Shopping Clubs increased in popularity during December


Visits to Flash Sales & Private Shopping Clubs increased throughout the holiday season


Online Holiday Shoppers


Visitors to Retail 500 largely mirror US population


HH income of visitors unchanged from last year


Upscale America and Affluent Suburbia represent the largest share of visitors to Retail 500


Top retailer rank high for visits along with footwear & sneakers for the Struggling Societies segment

Share of Visits to Retail 500 from

Struggling SocietiesShare of Visits to Website from

Struggling Societies


Key Drivers of Traffic


Upstream traffic to the Retail 500 increased from Social Networking and Multimedia websites in Dec


Referrals from Social Networking and Forums increased throughout the entire holiday season


Consumers often visiting retailers immediately after Facebook

*Internal search terms are based upon custom analysis


Downstream traffic to Retail 500 from Email peaked on Thanksgiving and Black Friday


Retailers receive the highest share of traffic from Rewards & Directories on Thanksgiving

Rewards & Directories

Filtered to include Retail 500


Downstream traffic from Search Engines to Retail 500 peaked on Black Friday


Volume of Black Friday related searches similar to previous holiday season

3%

52%


Searches for retailer coupons and discount codes continue to grow

+27%

+13%


Majority of consumers continue to find coupons & codes on aggregator websites


Significant share of searches for retail coupons & discount codes from affluent households

*Demos are based upon custom analysis


Searchers for retail coupons & discount codes more likely to visit many of the top-trafficked websites

*Rankings are based upon custom analysis


iPads/iPods, Kindles, Nooks and Xbox 360 Kinectwere the top product searches to increase YoY

Filtered to exclude names of retailers


Electronics also dominated the internal searches on Target.com throughout the holidays

*Search terms are based upon custom analysis of internal searches on Target.com


Searches for Consumer Electronics continued to grow during the holiday season

11%


Amazon & Best Buy captured a higher share of searches for specific consumer electronics


Many consumers hope to exchange or sell gift cards during the post Holiday season


Key Takeaways

Visits increased to Retail 500 during 2010 holiday season and Black Friday was the top day for traffic, followed by Thanksgiving and Cyber Monday. The Apparel category experienced the highest growth in December with an increase of 25% in visits. Larger retailers also continued to capture additional market share.

Search remains the key driver of traffic to retailers and represented 28% of all upstream traffic in December. Traffic referrals from the Social Networking and Forums category increased 27% YoY due to the continued growth of the category and popularity of Facebook.

Affluent consumers were among the budget-conscious shoppers turned to search to find discounts & deals during the holiday season, searches for retailer branded coupons increased 13% YoY.

Electronics reigned supreme among products with searches for tablets, electronic readers and consoles & video games topping the lists this year with increases over the previous holiday season.


Thanks!

Visit our blogs:

ilovedata.com

experian.com/blogs/marketing-forward/

Follow us on Twitter & Facebook:

@Hitwise_US

@ExperianMkt

facebook.com/ExperianHitwise

facebook.com/ExperianMarketingServices

For a copy of today’s presentation, please email [email protected]

http://www.ilovedata.com/

http://www.experian.com/blogs/marketing-forward/



http://www.facebook.com/ExperianHitwise

http://www.facebook.com/ExperianHitwise

http://www.facebook.com/ExperianMarketingServices



© 2009 Experian Information Solutions, Inc. All rights reserved.

Business

2010 Holiday Recap Presentation