Desktop, Mobile Jump On Searches For Holiday Deals

Consumers turning to both desktop and mobile search engines want to find specific holiday deals. Most type in "black friday," "cyber monday" or "mobile coupons." The latter term supporting the search for discounts via smartphones rose 90% this holiday season on google.com, compared with a year ago, Julie Krueger, Google's retail industry director, told MediaPost.

Searches for the term "Cyber Monday" took the lead on google.com, jumping 120%, and "Black Friday" -- which began in early November -- follows, rising 60% this year compared with last. When asked about the influence these searches continue to have on bids for these terms in paid-search campaigns, Krueger called the uptick "robust," with the "winners" serving up ads that communicate "relevant" information about the good deals and explain hours of operation.

More retailers opting into cross-channel marketing this year ran campaigns online and opened brick-and-mortar stores on Thanksgiving Day. 

Consumers continue to search for electronics, specifically "tablets for kids." Search interest on the tablet term rose 500% from October and 900% from last November. Searches for "hot wheels video racer" rose 270% from September, and "my keepon" bouncing doll rose 90% from November.

On Cyber Monday, eBay had a special in the morning on a white Apple iPad 2 Wi-Fi 16GB for $449 that sold out in less than two hours. More than four units were purchased per minute.

As of 11 a.m. PST, PayPal saw a 514% increase of more mobile payment volume on Cyber Monday 2011, compared with the same time period the year prior.

About 11.8% of consumers used a mobile device to visit a retailer's site, and 6.7% used their mobile device to make a purchase, according to IBM. Big Blue said the iPhone continues to lead all mobile device traffic at 4.6%, followed by Android at 3.9% and iPad at 3.1%.

Google's Krueger believes it's too early to tell how mobile electronic payment systems such as Google Wallet will support mobile search and payments during the holidays. But Beth Robertson, director of payments research at Javelin Strategy & Research, points to a study released Monday that finds alternative online payment options, such as electronic mobile payments and prepaid and gift cards, continue to climb.

Online retail purchases grew 16% in 2011. Javelin expects consumers to spend at least $309 billion for the U.S. retail ecommerce market, which includes mobile, but not electronic wallet options. Credit cards are expected to make a comeback in market share by 2016, but prepaid and gift cards should experience the largest compound annual growth rates in the next four years, according to Robertson. "Secure cards limit spending and require offset, which makes it more similar to a debit card," she said.

1 comment about "Desktop, Mobile Jump On Searches For Holiday Deals".
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  1. cheryl mead from other, November 29, 2011 at 1:04 a.m.

    Last year, 332 billion coupons were offered. Use of digital coupons taken from websites like coupons and Printapons is increasing but only 10% most of the coupons are surprisingly from sunday paper

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