© 2014 Keller Fay Group | Not to be quoted or distributed without written permission

Putting a Bow on Holiday Season WOM

Keller Fay TalkTrack® Insights March 2014

Introduction: Holiday WOM

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In this report we explore WOM over the holidays (November and December), including:

- How did WOM during the 2013 holidays

compare to 2012?

- What were the hot holiday brands?

- What brands lost WOM momentum compared to 2012?

Executive Summary

• WOM across major consumer categories was down compared to 2012. – Retail/apparel, telecom and tech saw the biggest declines.

• It was a mixed bag for key gift-giving categories; video game console WOM was up, while children’s clothing and toys were down.

• New gaming consoles Playstation 4 and Xbox One topped the ‘hot brand’ list for 2013, while Apple and Walmart saw the biggest WOM declines from 2012.

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Key Consumer Categories Saw Significant Declines in Holiday WOM

4 Source: Keller Fay’s TalkTrack®, Nov. – Dec., 2012 & 2013 * Holiday period includes November and December

% of People Talking Daily About Key Consumer Categories

Category Holidays* 2012 Holidays 2013 Difference

Retail / Apparel 46% 40% -6 pts

Telecom 35 30 -5

Technology 43 39 -4

Automotive 33 29 -4

Food / Dining 57 54 -3

Media / Entertainment 51 48 -3

Children’s Products 18 15 -3

While WOM for Video Game Consoles Was Up, Other Gift-Giving Categories Were Down in 2013

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WOM for Key Gift-Giving Categories People Talking Daily About Category,

Indexed to Holidays 2012

Category Holidays 2013

Video Game Consoles 125

Discount Stores 94

Consumer Electronics 92

Electronics / Office Stores 86

Department Stores 85

Apparel Brands 80

Phone Equipment 80

Children’s Clothing 76

Toys 74

Source: Keller Fay’s TalkTrack®, Nov. – Dec., 2012 & 2013

Leading apparel brands like Nike, American Eagle,

Hollister and Aeropostale all saw significant

declines in WOM.

Two New Video Game Consoles Topped the Hottest Brands List, While Industry Titans Apple and Walmart Declined

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Holiday Brands: 2013 Hot / Not List* Ranked by Change in WOM Impressions from Holidays 2012 to 2013

Brand Increase in WOM

Impressions (Millions)

PlayStation 4 +367

Xbox One 294

Amazon 239

Samsung 152

Sony PlayStation 87

Grand Theft Auto 87

Battlefield 87

Microsoft 85

GameStop 85

Home Depot 77

Brand Decrease in WOM

Impressions (Millions)

Apple -359

Walmart 263

Halo 216

Call of Duty 199

iPod 187

Dell 166

Xbox 360 164

iPad 154

Sony 150

Toys R Us 149

Source: Keller Fay’s TalkTrack®, Nov. – Dec., 2012 & 2013 * Includes brands from Technology, Children’s Products and Retail / Apparel Categories

© 2014 Keller Fay Group | Not to be quoted or distributed without written permission

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