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1、2022 HolidayShopping GuideWhat Australian Brands and Retailers Need to KnowInMobis 2022 Retail HolidayShopping PlaybookTable of ContentsUnderstanding Consumer SentimentThe Holiday Shopper Journey Circa 2022Meet Australias Holiday ShoppersGetting Started This Holiday Season01020304Research Objective
2、and MethodologyInMobi conducted this research study to better understand the shopping sentiments of Australian consumers this festive season,which in turn will provide marketers with deep insights to fine-tune their mobile strategies.The research methodology for the report is as follows:An on-device
3、 survey conducted with a sample of 500 shoppers in AustraliaRecruited between September 8thand September 10th,2022Results are targeted and weighted to be representative of Australias smartphone populationUnderstanding Consumer Sentiment01Understanding Consumer SentimentIs Australia ready for this Ho
4、liday Season?Australians are emerging as cautiously optimistic as they gear up for the 2022 Holiday Season.This reflects in the fact that 3x more Australians are geared for the upcoming holiday season,having made concrete shopping plans,compared to 2021.Shoppers are buying more online,and this habit
5、 formed during the pandemic is here to stay.This year,they are taking a hybrid path-to-purchase with 44%of respondents planning to shop both in-store and on mobile.of Australians have made concrete shopping plans49%Of Australians will shop both in-store and on mobile44%Source:InMobi Holiday Season C
6、onsumer Survey,2022Q.Through which channel are you more likely to make a purchase this festive season?Q.Which of the following best describes your approach to shopping during festive season sales?1.Emerging cautiously:Australian consumers in 2022,McKinsey&Co,2022After two years of lockdowns and stay
7、-at-home notices,Australians are finally in a post-pandemic reality and are emerging largely optimistic.With borders having opened for over a year now,Australian residents are finally mobile again;brands will be able to drive meaningful connections with shoppers,as normalcy returns.Understanding Con
8、sumer SentimentSpending will Stay the SameAustralians will spend about the same as last year43%The cautiously optimistic outlook reflects in the spending plans as only 26%of Australians intend to increase their spending compared to last years holiday season budgets.Inflation and increase in family s
9、ize are the key drivers for Australians to spend more.The majority 43%-plan to spend about the same as last year.For 32%of Australians surveyed,incomes have declined since the pandemic and consequently,they are reducing their holiday season spends.The majority nearly 2 in 4 Australians surveyed are
10、planning to save more.1 in 4 plan to switch to less expensive brands.Plan to use digital wallets for their purchases42%Source:InMobi Holiday Season Consumer Survey,2022Q.How will your spending change this year,compared to your festive season spends from last year?Q.Please indicate the reasons for pl
11、anning to spend more on the categories chosen aboveQ.Please indicate the reasons for planning to spend less on the categories chosen aboveUnderstanding Consumer SentimentTop Shopping Categories67%Apparel37%Skincare&Makeup1437%Gadgets349%Groceries236%Gift baskets531%Home Dcor&Furnishings6Source:InMob
12、i Holiday Season Consumer Survey,2022Q.What categories of items are you planning to buy during the upcoming festive season sales(in the next 4-5 months)?Indicates a growth in shopper interest shoppers who plan to purchase the particular categoryWhen to Reach Holiday ShoppersWill peak in November,dur
13、ing the Black Friday and Cyber Monday sales.However,last minute shoppers will have one last shopping spree just ahead of Christmas.BuyingSource:InMobi Holiday Season Consumer Survey,2022Q.When do you plan to buy the particular brand/product?22%58%9%18%28%27%Fashion Fever Sale inSeptember/OctoberBlac
14、k Friday and CyberMonday/Week inNovemberGreen Monday on 5thDecemberFree Shipping Day:15thDecember1-2 weeks beforeChristmasBoxing Day Sales:26thDecember143256The Holiday Shopper Journey,Circa 202202Source:InMobi Holiday Season Consumer Survey,2022Q.When do you plan to buy the particular brand/product
15、?46%42%12%MobileIn-storeDesktop websitesAs always,reaching your consumers where they are will be of utmost importance this holiday season.While traditionally Australian consumers have been more comfortable going to retail stores,the pandemic has shifted patterns;this year balance will be key.Austral
16、ians will primarily shop in a hybrid manner with as many planning to shop on mobile as in-store.Mobile Plays a Major Role Online and OfflineIts important to consider the holistic customer journey,with mobile playing a key role in all each step of the shopping journey.According to our survey,61%say t
17、hey discover new products through mobile,a 2x growth over last year making it the one of the most influential discovery channels for consumers this holiday season,second only to television.more Australians expect to Discover New Products and Services through Mobiles80%How do consumers conduct resear
18、ch on what to buy,and what will post-pandemic browsing look like?The Role of Mobile in DiscoverySource:InMobi Holiday Season Consumer Survey,2022Q.Where do you learn about festive season sales and offers?As Australians look forward to kick off their shopping journey,a key stage during the process is
19、 the exploring and researching of products and services available across categories.This year,mobile will dominate as the most critical channel for exploring and researching for 56%of Australian shoppers,while the preference for in-store visits moves to second place with 31%of consumers.more Austral
20、ian respondents plan to Explore and ResearchNew Products and Services through Mobile 44%The Role of Mobile in Exploring and ResearchingSource:InMobi Holiday Season Consumer Survey,2022Q.Which channel will you use to research or explore for festive season shopping?After two years of uncertainty and r
21、estrictions on movement,this year Australian shoppers are keen to experience the holidays in all their glory both in-store and on mobile.While as many shoppers plan to purchase on mobile as in-store,mobile will dominate the shopping journey.In fact,this year,60%more Australians will shop on mobile a
22、nd 30%fewer Australians will shop in-store as compared to last year.shoppers will make holiday purchases on Mobile2.5 in 5The Role of Mobile in BuyingSource:InMobi Holiday Season Consumer Survey,2022Q.Through which channel are you more likely to make a purchase this holiday shopping season?Understan
23、ding Consumer SentimentMobile vs In-StoreHow choices differ27%Gadgets352%Jewellery252%Apparel&Accessories1Source:InMobi Holiday Season Consumer Survey,2022Q.Through which channel are you more likely to make a purchase this festive season?MobileMobile66%Groceries144%Home Dcor&Furnishings3InIn-StoreSt
24、ore51%Home Appliances2Mobile apps and websites are gaining significant momentum as apurchase medium for the average Australian for a variety of reasons including the convenience that comes with mobile shopping,availability of shopper reviews,better loyalty programs and easy returns and exchanges.Mob
25、ile Shoppers will prioritize Gadgets,Jewelry and Gift Packs as the most critical Shopping Categories this Holiday Season.Decoding the Power of Mobile Quick Checkout64%Availability of shopper reviews62%Better loyalty programs59%Easy returns and exchange57%Why Do Australians Prefer to Shop on Mobile?S
26、ource:InMobi Holiday Season Consumer Survey,2022Q.What are your top three reasons to shop online on your mobile?Meet Australias Holiday Shoppers!03Bargain Hunters Rise To The TopBargain Hunters are shoppers who havent planned their purchases and are waiting for offers this holiday season.This year,t
27、he majority-51%of Australian Holiday Shoppers fall in the category of Bargain Hunters.The category is witnessing a decline year-on-year with 44%fewer Australians relying on offers alone to make their purchasing decisions.Last year,3 in 4 Bargain Hunters planned to spend up to AUD 1000 on their purch
28、ases.This year,the majority-48%of Bargain Hunters,plan to spend about the same as last year.Source:InMobi Holiday Season Consumer Survey,2022Q.Which of the following best describes your approach to shopping during festive season sales?Q.How will your spending change this year,compared to your festiv
29、e season spends from last year?Q.What categories of items are you planning to buy during the upcoming festive season sales(in the next 4-5 months)?Category Explorers Shop AheadCategory Explorers are shoppers who have decided categories,but not the products or brands this holiday season.28%of Austral
30、ian Holiday Shoppers fall in the category of Category Explorers,which is a 3.5x Y/Y increase.Last year,40%of Category Explorers planned to spend up to AUD 1000 on their holiday purchases.This year,almost 2 in 4 Category Explores plan to spend more than they did last year.The most popular categories
31、amongst Category Explorers are Apparel,Gadgets,and Beauty Products.Source:InMobi Holiday Season Consumer Survey,2022Q.Which of the following best describes your approach to shopping during festive season sales?Q.How will your spending change this year,compared to your festive season spends from last
32、 year?Q.What categories of items are you planning to buy during the upcoming festive season sales(in the next 4-5 months)?Brand Lovers Know What Theyre Looking ForBrand Lovers are shoppers who have already decided the brands and products they will purchase this holiday season.21%of Australian Holida
33、y Shoppers fall in the category of Brand Lovers,a 3.5x Y/Y increase compared to 2021.Last year,25%planned to spend more than AUD 1500.This year,while the majority will spend the same as last year,38%of respondents said they will spend more than they did last year.The most popular categories amongst
34、Brand Lovers are Gadgets,Gift Packs,and Groceries.Source:InMobi Holiday Season Consumer Survey,2022Q.Which of the following best describes your approach to shopping during festive season sales?Q.How will your spending change this year,compared to your festive season spends from last year?Q.What cate
35、gories of items are you planning to buy during the upcoming festive season sales(in the next 4-5 months)?04How to Get StartedWhat Does A Successful Holiday Campaign Look Like?Steps to Get Started This Holiday Season0102Identify where your best audiences are(specifically what apps they use the most)u
36、sing InMobi Audiences030405Drive engagements from your ideal audience using InMobi DSP and give them multiple options to buyUnderstand who your audience is,how they will shop,etc.using InMobi PulseEngage your target audience at scale on mobile using InMobi ExchangeUse eye-catching creatives that res
37、onate with your audience and drive business resultsIn the world of mobile marketing-or really any marketing for that matter-who youre trying to talk to is more important than what youre offering.You need to have a full and complete understanding of who your target audience and what they really care
38、about.As mobile shoppers take to their primary device,brands must think about how they intend to leverage these rich signals and identify and target their core TG in the connected world.By leveraging a combination of demographic,apprographic,real-time location or aggregate visitation patterns,ad int
39、eraction,category/brand affinity,and media consumption signals,one can drive precision targeting at scale on mobile.Get Your Mobile Audience Strategy RightLeveraging the Power of Mobile As you leverage the power of mobile to identify your core audience across the connected world,what youd need to be
40、 mindful of is the changing roles of initiator,influencer,buyer,and user within a household.The pandemic has altered the roles of everyone within a household,in addition to an already non-linear shopping journey.If you are a brand that delivers products or services that have shared usage and consump
41、tion(e.g.,cereals),is for dependents(e.g.,baby care),or includes involved purchase due to the ticket-sizes(e.g.,real estate),household targeting is critical for you to ensure that you expand your audience and amplify your message across the household while enabling a seamless brand experience across
42、 devices.Leveraging the Power of Mobile Guide Families Along their Path to PurchaseAs consumers increasingly take to learning,exploring,and buying online,especially on mobile,it is critical that brands engage with consumers in their moments of truth and capture intent.With shoppable online-to-online
43、 and online-to-offline experiences,brands can help consumers traverse the entire journey from awareness to consideration to purchase.These experiences not only enable delivering an end-to-end experience in terms of communication but also enable making the purchase within the ad unit in case of onlin
44、e-to-online experiences and driving footfall to the nearest store using map-based online-to-offline rich media experiences.Capture Intent with Shoppable ExperiencesLeveraging the Power of Mobile About InMobiInMobi is a leading provider of marketing and monetization technologies.With deep expertise a
45、nd unique reach in mobile,it is a trusted and transparent technology partner for marketers,content creators and businesses of all kinds.InMobis mission is to power its customers growth by helping them engage their audiences and build meaningful connections.Its affiliated businesses Glance,an unconso
46、lidated subsidiary that offers a lock screen-based content discovery platform and video platform Roposo help InMobi create new content and commerce experiences in a world of connected devices.InMobi is headquartered in Singapore,maintains a large presence in San Francisco and Bangalore and has operations in New York,Chicago,Kansas City,Los Angeles,Delhi,Mumbai,Beijing,Shanghai,Jakarta,Manila,Kuala Lumpur,Sydney,Melbourne,Seoul,Tokyo,London and Dubai.To learn more,visit .Interested in learning more?Write to us at: