Technology Publishing Group Purch Unveils Results Of Its UK Christmas Survey 2017

Key Results:

  • More than half of the tech gifts (52%) purchased as gifts this year will be for children
  • 41% of respondents said they would be shopping for technology related christmas gifts during Black Friday this year.
  • 22% will be shopping for tech in the first two weeks of December.
  • Tablets and video games will rule this year as top tech purchases during Black Friday with 24% and 22% of shoppers respectively.
  • Only 8% will purchase cameras, and only 7% were interested in purchasing voice activated smart speakers such as the Amazon Echo or Google Home.
  • A third of consumers say that Brexit price uncertainty means they are more likely to shop for bargains during Black Friday.
  • The average spend on technology related gifts this year is estimated at £404.
  • Trust in social media and TV ads is at an all-time low, possibly as a backlash to the fake news epidemic that has taken hold this year.

 

London 14th November 2017: More than half of all gifts purchased this year for Christmas will be technology related, according to Purch’s 2017 Christmas Spending Survey, conducted independently by OnePoll among 2,000 18-55 year olds.

Global technology publisher Purch has today unveiled the results of its UK Christmas survey and they point to another bumper year for vendors of technology-related gifts. When it comes to buying presents, Black Friday will take 41% of all sales while the final two weeks leading up to Christmas eve will take a further 22% of sales. The proportion of shoppers looking to snag bargains on Black Friday is up 17% from 24% last year, driven by Brexit price uncertainty.

Tablets/ipads are set to be the most popular gift with 24% of shoppers opting to buy them as a gift, closely followed by video games (22%), Smart TV’s (20%), Laptops (19%) and Android Phones, Gaming Consoles and Fitness related tech at 15%. For those hoping to be zipping about on a new electric bike, scooter or skateboard this Christmas, the odds are low with only 1% of consumers reporting plans to purchase mobility orientated gifts.

But what will be sitting under the Christmas tree for kids this year? Parents have their eyes on tablets (24%), video games (22%) and gaming consoles (18%) with the average tech spend at £286. The vast majority of shoppers (47%) will be turning to online reviews on trusted websites in order to help make their purchasing decisions. The second most popular shopping source is online supermarket websites, which were cited by 32% of respondents as being the place they went to in order to decide what to buy.

Social media platforms are not proving a popular destination for inspiration with a mere 16% of respondents reporting trust in sources on Facebook and Instagram. 16% of respondents also said they won’t be putting their trust in television ads – significant in the wake of a year full of fake news and possibly reflecting a consumer backlash with trust at an all time low in social media.

Andre Baden-Semper, VP of European Sales & Marketing at Purch said, “Despite the increase in price uncertainty post-Brexit, It seems consumers across the UK are still set to be spending significant amounts on technology-related products this Christmas with the average shopper looking to pay £404 compared to £266.58 last year. However, despite the growth in Christmas budget, consumers are increasingly looking to shop in a savvy fashion with more shoppers than ever planning on buying their gifts during Black Friday and more turning to reviews on trusted websites to help with their decisions. Purch helps more than 100 million people worldwide make better buying decisions through its technology editorial and shopper services – we’re looking forward to seeing what our audience will be buying this year and if they will buck or confirm the trends revealed in our survey.”

See our infographic about the survey results here.

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More than half of all gifts purchased this year for Christmas will be technology related, according to new research.

The findings come from Purch’s 2017 Christmas Spending Survey, conducted independently by OnePoll among 2,000 18-55 year olds.

Key Results:

  • More than half of the tech gifts (52%) purchased as gifts this year will be for children
  • 41% of respondents said they would be shopping for technology related christmas gifts during black friday this year.
  • 22% will be shopping for tech in the first two weeks of December.
  • Tablets and video games will rule this year as top tech purchases during black friday with 24% and 22% of shoppers respectively.
  • Only 8% will purchase cameras, and only 7% were interested in purchasing voice activated smart speakers such as the Amazon Echo or Google Home.
  • A third of consumers say that Brexit price uncertainty means they are more likely to shop for bargains during Black Friday.
    The average spend on technology related gifts this year is estimated at £404
  • Trust in social media and TV ads is at an all-time low, possibly as a backlash to the fake news epidemic that has taken hold this year

Read more about our recent survey on Net Imperative.

More coverage of the survey can be found on MarketingTech.

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A quarter (25%) of Apple fans in the UK are considering switching brands in the wake of recent price rises and an increasingly stretched household budget, a new survey reveals.

Publishing group Purch commissioned the survey of 2,000 consumers to find out what technologies consumers in the UK were planning on spending their money on over the next 6 months and what mattered most to them post Brexit when making buying decisions…

“The consumers who are aware of price increases have started to amend their purchasing patterns accordingly, however 60% of consumers surveyed were still unaware of the price adjustments taking place in the market” said André Baden-Semper, VP Europe at Purch.

“Our research shows that people are more likely to shop around following the Brexit vote, increasingly likely to read online reviews of products before purchasing and are becoming more brand agnostic as getting higher specs and better value for money become the key consideration, a factor that brands need to take into growing consideration.”

Read the full article here.

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By Andre Baden Semper

Consider something radical: it’s about time marketers stopped looking at consumers in terms of audiences. Yes, it’s true. Marketers need to look beyond audiences and delve a little deeper.

With the sophisticated digital marketing tools that allow marketers to securely collect user data available today, marketers can – and should – aim to achieve a single view of each consumer.

After all, consumers are individuals so delivering the right offer at the right time comes from using data correctly to build an understanding of that individual and what will make him or her click.

But why is it important? Well, for starters, taking the ‘single customer view’ builds long-term relationships with  consumers. It ensures that a potential customer is understood and marketed to thus appropriately.

In taking the single customer view, a marketer’s data set should include every interaction point that they’ve had with a customer website, including advertising data.

It’s not enough to look at short-term revenue from advertising or commerce; what is important is to look at longer-term gains from membership and increase the focus to understand the lifetime value of a user.

Of course, privacy is of tantamount importance here. The way in which marketers collect this single customer view data should be anonymised and encrypted, so that it is used to benefit a consumer’s purchase journey only.

It is very possible (and, indeed, crucial) for marketers and publishers to balance data privacy with developing a single view of each customer to ensure that each customer gets the most tailored, optimised ads and offers.

Building a single customer view is all about putting your data to work in the most efficient way possible — by focussing on the customer. Here, we break down the how and why of taking steps towards a single customer view.

These are best practices compiled through our considered approach to looking at consumers. At Purch, we believe that when in doubt, a marketer should always put the user first.

Play the long game

The single customer view requires marketers to look at audience members individually, in terms of each consumer.

Rather than trying to monetise quickly on a consumer’s first visit to a website, it’s better to look at what you can do to facilitate loyalty over time.

Revenue from a single impression isn’t nearly as valuable as a user’s long-term loyalty.

Read the full article here: http://www.marketingtechnews.net/news/2016/nov/01/why-you-should-activate-data-single-customer-view/

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