Always-on consumers, showrooming and economic uncertainty among key retail
trends for 2013
Experian Marketing Services provides actionable insights for digital marketers
NEW YORK, Feb. 26, 2013
NEW YORK, Feb. 26, 2013 /PRNewswire/ -- Marketers face a number of challenges
in 2013 as consumer spending fluctuates with continued economic uncertainty.
Experian Marketing Services will release the latest consumer retails trends,
benchmarks and recommendations for marketers in its upcoming2013 Digital
Marketer Report. The report provides marketers with actionable insights to
address the changing consumer landscape, and help better unite brands and
customers through intelligent and meaningful interactions.
Consumers today are multidevice and multichannel shoppers, forcing digital
marketers to adapt and evolve their message to reach consumers across channels
and all along the winding path to purchase. The 2013 Digital Marketer Report
reveals unique data and insights about the multichannel consumer. For example,
Experian Marketing Services research found that 74 percent of marketers
surveyed have either coordinated, or are in the process of coordinating,
customer interactions among both online and offline channels.
"The way consumers gain information from brands — the means by which they get
it, even the ways in which they process it — is constantly evolving given the
complexity of our multichannel world and evolving consumer behavior driven by
economic variables," said Bill Tancer, general manager of global research for
Experian Marketing Services. "With the recent retail numbers coming out of
January, retailers can anticipate consumer hesitation, making it imperative
that marketers create integrated customer experiences and maximize digital
marketing opportunities and return on investment."
oBrick-and-mortar stores face a choice in price matching to online retail.
We're already seeing this with retailers such as Best Buy rolling out
policies to price match online.
oComparison shopping continues to be strong as shopping sites are the third
largest driver of traffic to other retail sites.
oIn Q4 2012, shopping sites accounted for 19 percent of referral traffic on
average to the top 500 retail sites.
Economic uncertainty will continue
oExperian Marketing Services' Consumer Expectation Index (CEI) showed a
decline in consumer confidence going into the end of 2012, fueled by the
fiscal cliff, payroll tax concerns and rising gas prices.
oIn good and bad times, however, online retailers can benefit as consumers
search for better deals and consumer awareness continues to improve with
more retail information readily available.
oOnline traffic to top 500 retail sites increased 13 percent year-over-year
in January 2013.
Consumers are "always on"
oConsumers are hyperconnected and move seamlessly across devices/channels.
With the always-on consumer, multichannel marketing is no longer a trend
but a marketing necessity.
oFifty-nine percent of adults say they email from at least two different
devices during a seven-day period. Nearly one-third of adults under age 35
email from three or more devices each week.
oAccording to a recent Experian Marketing Services survey, 36 percent of
U.S. organizations interact with customers and prospects across five or
more channels. Among young adults ages 18 to 34, mobile phones now tie
with televisions when it comes to reach.
Maturing mobile market
oThe maturing mobile age represents huge opportunities for marketers.
oForty-eight percent of adults ages 18 to 24 say that a conversation via
text message is just as meaningful as a telephone call. A similar share of
adults ages 25 to 34 feel the same way.
oDuring a typical month, smartphone owners ages 18 to 24 send 2,022 mobile
text messages and receive another 1,831, for a combined total of 3,852
texts sent and received. With every age bracket moving up, the number of
mobile texts drops by roughly 40 percent.
oIn a given month, 8 percent of all smartphone owners report having shopped
from their phones, whereas nearly 40 percent of tablet owners say they
shopped from their tablets.
oIt is important for marketers to remember that at the receiving end of all
digital marketing channels is a customer with very specific preferences.
oDemographic data alone is not enough for marketers to rely on to truly
understand customers, as two divergent demographic groups make up the
majority of consumers today:
oMillennials represent upwards of 80 million consumers, and 52 percent
of Millennials rank far above or above average when it comes to being
early adopters of technology.
oBaby boomers are nearly 80 million strong and account for more than
75 percent of America's net worth.
oPersonalized promotional mailings have 29 percent higher unique open rates
and 41 percent higher unique click rates than nonpersonalized mailings.
Make sure to read about these and more of the latest consumer trends in our
2013 Digital Marketer Report.
About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer
insight, targeting and cross-channel marketing. We help organizations from
around the world intelligently interact with today's dynamic, empowered and
hyperconnected customers. By coordinating seamless interactions across all
marketing channels, marketers are able to plan and execute superior brand
experiences that deepen customer loyalty, strengthen brand advocacy and
For more information, please visit: http://www.experian.com/marketingservices.
Experian is the leading global information services company, providing data
and analytical tools to clients around the world. The Group helps businesses
to manage credit risk, prevent fraud, target marketing offers and automate
decision making. Experian also helps individuals to check their credit report
and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a
constituent of the FTSE 100 index. Total revenue for the year ended 31 March
2012 was US$4.5 billion. Experian employs approximately 17,000 people in 44
countries and has its corporate headquarters in Dublin, Ireland, with
operational headquarters in Nottingham, UK; California, US; and Sao Paulo,
For more information, visit http://www.experianplc.com.
Experian and the Experian marks used herein are service marks or registered
trademarks of Experian Information Solutions, Inc. Other product and company
names mentioned herein are the property of their respective owners.
Experian Marketing Services Public Relations
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