[September 19, 2018] |
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OpenX and The Harris Poll 2018 Holiday Survey Finds Strong Consumer Confidence in U.S. Economy Will Fuel Spending Surge as Consumers Plan Significant Shift Away from Retail Stores to Mobile Commerce
OpenX, the world's largest independent advertising technology provider,
today released the findings of a nationwide survey conducted in
partnership with The Harris Poll looking at consumer shopping ahead of
the 2018 holiday season. The study found that the majority of consumers
believe the economy is doing better today than it was a year ago, and 75
percent say it will improve over the next year. The strong consumer
confidence metrics should translate at the cash register this year with
more than 80 percent of consumers planning to spend the same or more on
gifts this holiday season than they did in 2017.
This year's report also found that the way in which shoppers consume
content, research products and ultimately make purchases will undergo
significant change, highlighting the challenges brand marketers face
reaching and engaging consumers in today's highly fragmented media
environment.
Consumers are spending their time on a variety of different devices, and
specific highlights from the report include:
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55 percent of consumers are on their smartphones for at least three
hours a day, and more than a third of millennials and one out of four
parents spend 6+ hours on their smartphones daily.
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25 percent of consumers watch no live TV.
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Millennials spend 5X more time on a mobile device than watching live
TV.
As content consumption habits shift further online and into mobile,
shopping habits are shifting as well, and it is more important than ever
to build omnichannel engagement programs that meet consumers where they
are watching content, and where they are choosing to make their holiday
purchases. With consumers taking greater control over when, how and
where they shop, mobile and digital shopping have now reached parity
with in-store shopping and consumers plan on spending nearly an
identical amount in-store and online.
Millennials and individuals making more than $100k year both over index
towards digital and plan to do more total shopping online than in a
physical locaion, and millennials and parents are inclined to shop from
their mobile devices, with both groups expecting to make about
one-quarter of their purchases on mobile devices.
"Consumers are confident and plan to spend this holiday season," said
Dallas Lawrence, Chief Brand Officer at OpenX. "The big changes we see
this year involves how shoppers consume content and how they plan to
spend their holiday dollars. The shift away from traditional television
content to mobile is fueling a strong surge in mobile holiday shopping
this year. Whether it's the 1 out of 4 consumers who now make mobile
purchases weekly from bed at night or the 10 percent who are now using
smart speakers to help research holiday purchases, consumers are
shopping in new and unique ways, relying on mobile in particular, and
advertisers that have developed smart omni-channel strategies to reach
the always on shopper will have the happiest holiday returns."
The survey also highlighted changing consumer perceptions around key
shopping events like Black Friday (News - Alert). Less than half of consumers believe
Black Friday is the best day to get deals, and many consumers have
strong negative associations with the day, with 60 percent finding it
overwhelming. Most consumers say they plan to skip what has
traditionally been the biggest shopping day of the year all together in
2018.
The full study from OpenX and Harris contains additional info on topics
like how much consumers are planning on spending this year, what items
they are looking to buy, when people start planning their holiday
shopping and more. To download the full report, visit http://www.openx.com/2018holidayresearch
This survey was conducted online within the United States by The Harris
Poll on behalf of OpenX from August 30 to September 6, 2018 among 2,021
adult holiday shoppers.
About OpenX
OpenX powers highly relevant advertising at global scale, delivering
quality and value to brands, publishers and consumers across every type
of connected screen and ad format. The company's leading technology
aggregates, curates and values consumer interest in real time on one of
the world's largest and highest quality ad exchanges to ensure marketers
reach exactly the audience they want. OpenX serves more than 30,000 of
the world's most recognized brands, more than 1,200 publishers and more
than 2,000 premium mobile apps.
http://www.openx.com
About The Harris Poll
The Harris Poll is a global consulting and market research firm
established in 1963 to help support decision making among leaders.
Harris work with clients in three primary areas; crafting brand
strategy, building corporate reputation, and earning organic media
through public relations research. To learn more, visit www.theharrispoll.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180919005315/en/
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