Online is surpassing real-world experiences, especially at Christmas time, new research from Yahoo7 has revealed.
The 7 Christmas Insights report highlights key Christmas shopping trends and behaviours of Australian consumers online, to provide marketers with an enhanced understanding into reaching their consumers this holiday season.
According to the research, Australians have reached a tipping point, with more people opting to hunt online in order to avoid tackling shopping centres. Some 39 per cent of those surveyed even admitted they were stressed about dealing with crowds when Christmas shopping, while a third were worried about finding the time to shop.
The research also found that more than half of all Australians have already started their Christmas shopping but 62 per cent of Australians are not sure about what to buy our loved ones. Despite this, what is clear is that parents will be the most impressed come Christmas Day with respondents more likely to buy something special for their parents, followed by partners and siblings.
Peter Hammer, head of data and insights at Yahoo7 commented, “Our insights assist marketers and advertisers plan and adapt their strategies to effectively reach different audiences. In particular, with more Australians revealed to be doing their Christmas shopping online this year, it suggests that used effectively, online advertising stands to be more valuable this Christmas compared to previous years.”
The most popular gift ideas this year have been revealed to be experiences, electronics, home appliances and clothing, while 46 per cent of respondents noted they will purchase a charitable gift this year. Toys, jewellery, travel and cosmetics also rated highly on the list.
The 7 Christmas Insights research is part of Yahoo7’s new Insights Series, aiming to provide advertisers with a greater understanding of the behaviour of their target consumers.