Consumer Sentiment with Online Holiday Shopping Experience Improves but
Retailers Have Long Road Ahead with Mobile and Social, Reports Baynote
- Personalization of shopping experience on Facebook, mobile phones and
tablets lags far behind traditional eCommerce websites
- Vast majority of shoppers reported social networks had no influence on their
holiday purchase decisions
- Email and search delivered shoppers the most relevant product
recommendations, outperforming eCommerce sites and in-store sales associates
- Coupons and promotions delivered via email, direct mail and search were more
useful to shoppers than daily deal sites and social networks
SAN JOSE, Calif., Jan. 12, 2012
SAN JOSE, Calif., Jan. 12, 2012 /PRNewswire/ --Baynote, a leading provider of
eCommerce personalization solutions, today revealed the results from its 2nd
Annual Holiday Online Shopping Experience Survey. The independent study, which
surveyed more than 1,000 U.S. online holiday shoppers between Cyber Monday and
Christmas Eve 2011, examined consumer sentiment related to their shopping
experience across different retail channels, including eCommerce websites,
social networks, tablets and mobile devices.
An infographic of the study's primary findings is available at
http://bit.ly/wrt3tO. To see the survey results in full, please visit
Overall, more than 84 percent of consumers said their online shopping
experience this season was "good" or "excellent," up from 78 percent last
year. The attributes consumers said were most important to ensuring a
positive online shopping experience included a smooth checkout process,
effective on-site navigation and search, informative user reviews and
comments, and personalized product recommendations, although consumers
indicated there is room for improvement across the board. Furthermore,
consumers were generally satisfied with privacy controls across eCommerce
channels this year, except on Facebook, which has publically struggled to
quell the privacy concerns of its users; more than one out of five people said
it did not meet their expectations on privacy.
"With so much hype around emerging channels this holiday season, our survey
shows online retailers which of them actually delivered the best online
experience," said Anurag Wadehra, chief marketing officer for Baynote. "While
social, mobile and tablets all have tremendous potential, retailers need to
improve the customer shopping experience across these new channels. This holds
particularly true for the tablet, which we expect will dominate all other
emerging channels in the coming year."
Key findings of the Baynote Holiday Online Shopping Experience Survey include:
oThe future of mobile commerce is the tablet:
oNearly half of tablet owners (49 percent) used their tablets to make
oRespondents indicated that tablets would become a larger part of
mobile commerce than other platforms; nearly 60 percent of tablet
owners expect to use their tablet to research or purchase products in
the next year, compared to only 21 percent of mobile phone users.
oDespite opportunities around the tablet, consumers gave the overall
shopping experience on this channel a B- grade.
oDespite the hype, social commerce has yet to deliver on its promise:
oNearly 80 percent said social networks had no influence on their
holiday shopping decisions yet 55 percent said getting advice on
products from friends was important, indicating retailers are missing
an opportunity to exploit the social graph.
oLess than nine percent of consumers purchased something from a
retailer's Facebook fan page yet 20 percent made a purchase on an
eCommerce website based on a promotion seen on Facebook.
oConsumers gave the overall shopping experience on Facebook a C+
oPersonalized recommendations are driving sales:
oThe majority of shoppers (57 percent) purchased items recommended to
them, indicating personalized recommendations are payingoff for
online retailers. Shoppers were most satisfied with how retailers
personalized the shopping experience on retail websites, compared
with Facebook, mobile phones and tablets, with 93 percent saying it
met or exceeded their expectations.
oEmail and search delivered the most relevant personalized product
recommendations, outperforming those of eCommerce sites and in-store
oConsumers found coupons and promotions delivered via email, direct
mail and search more useful than those received via emerging channels
such as daily deal sites and social networks.
Baynote is the leading provider of intent-based personalization solutions for
multi-channel retailers. Using Baynote's patented approach, retailers are able
to understand buyer intent "in the moment" across the shopping experience to
deliver compelling offers, content and product recommendations that increase
engagement, conversion and average order value. Baynote quickly integrates
with existing websites, onsite search, chat or email systems to increase ROI
without deep IT involvement or expensive system upgrades. Based in San Jose,
Calif., with offices in the U.K. and Germany, Baynote's personalization
solutions are trusted by more than 300 of the world's most well-known brands,
including AT&T, Altrec.com, Anthropologie, Bluefly, BT, Campbell's, Dell,
Expedia, Intuit, J-Crew, Jockey and Urban Outfitters. For more information
about Baynote, visit http://www.baynote.com.
The survey was conducted online between Cyber Monday and Christmas Eve 2011.
The survey pool was comprised of 1,032 U.S.-based individuals who shopped
online during the holiday season. Margin of error: +/- 2.9 percent.
Contact: CONTACT: Amy Ziari of Bateman Group, for Baynote, +1-415-503-1818,
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