Commentary
eXelate Releases Audience Segment Black Friday, Cyber Monday Data
- by Laurie Sullivan , Staff Writer @lauriesullivan, November 28, 2012
eXelate, which provides insights about online purchase intent, household demographics and behavioral trends, offered data outlining consumer shopping activity during Black Friday and Cyber Monday sales.
eXelate surely sees enough to get an accurate read on shopping events because it pulls in data from online and offline sources, about 200 media companies that contribute anonymous data. Data is kept for about 30 days on more than 500 million unique users spanning demographic, interest and purchase intent online behaviors.
For the long U.S. holiday weekend, eXelate pulled together numbers showing the variations in the top 10 product segments on Cyber Monday and Black Friday. On Cyber Monday eReaders took the top spot, up 199%, compared with Black Friday. Outerwear followed with 152%; apparel, 148%; health and beauty, 137%; netbooks, 121%; laptops, 111%; Wii, 111%; cameras, 108%; hardware and tools, 106%; and peripherals, 96%.
Shopping by device varied on Cyber Monday and Black Friday compared with the previous Fridays and Mondays. More consumers shopped on the iPhone on Black Friday compared with Cyber Monday, 52% to 26%, respectively, compared with the previous Friday and Monday.
Android took the No. 2 spot with 41% on Black Friday vs. 21% on Cyber Monday, compared with the previous Friday and Monday. When it came to laptops, consumers shopped 28% more on Cyber Monday compared with 22% on Black Friday, and on Windows 23% and 10%, respectively.
eXelate also analyzed data on where consumers shopped. The West shopped on Cyber Monday 31% more than on Black Friday. The central part of the United States proved to be the heaviest Cyber Monday shoppers. Consumers in the Midwest shopped 34% more on Cyber Monday compared with Black Friday. Those in the South shopped on Cyber Monday 36% more than on Black Friday. And consumers in the North East shopped 33% more on Cyber Monday, compared with Black Friday.
When comparing shopping for the four-day weekends in 2011 vs. 2012, this year consumers shopped 20% more on Thanksgiving Day; 17%, Black Friday; 15%, Saturday; 19%, Sunday; 29%; Cyber Monday.
Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at lauriesullivan@gmail.com.
The problem is, these behaviors are not representative of the consumer, as the consumer shops for his/her mom, dad, sister, brother, niece, nephew, daughter, son...........Looks like this consumer is going to get cookied as atleast 4 different people.