Who Keeps Buying iPads? And Why?

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Since its release in 2010, the iPad has remained one of Black Friday’s top-selling items, year after year. And this year was no exception. But while the demographics of who buys iPads (disproportionately Caucasian & Asian, mid-to-high-income families with kids) haven’t changed much over the years, it appears that the reasons have. Here’s what we discovered when we surveyed shoppers who made an iPad purchase on Black Friday 2015.

Not surprisingly, most of this year’s iPad shoppers are the ones who wait a little longer to adopt new technology.

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Sixty-eight percent of iPads purchased on Black Friday were purchased as gifts. 47% of them, as a gift for someone within the same household.

 

 

 

More than half of iPad shoppers (57%) already own other non-iPad tablets. This suggests that tablets are being used more BlackFriday2015_TabletOwnership@2x (1)exclusively by different members of the household and might also be used for different functions (e.g., news and browsing versus games and streaming videos).

Or, perhaps having an additional iPad in the home will give mom and dad more quiet time while the iPad plays babysitter?

 

 
About the Data
These insights were powered by InfoScout’s ability to trigger real-time surveys based on observed shopping behavior. The data in this article was sourced from a survey completed by 255 of our 300,000 active panelists, triggered on Saturday, 11/28/2015 to a random subset of shoppers who made iPad purchases on Black Friday.

InfoScout’s 2015 Gift Guide: What to get for Mom, Dad & the Kids

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Don’t you love that squeal of joy when your loved one unwraps the ultimate gift on their wish list? Then make sure you buy the must-have items of the season! Every year manufacturers and retailers try to predict the top sellers for each holiday in an effort to have what people want. But what are parents and spouses actually purchasing this holiday season?

At InfoScout, we crunched data from over one-million holiday shopping trips to bring you a few ideas on what to get your family members this Christmas.

For the kids, we looked at toy sales (both in-store and online) so far this season. As expected we see Hot Wheels and Nerf guns at the top of the list, with Disney items rounding out the mix. But who would have predicted the surge in board game sales–as in, family time? It’s a return to the Gen-Xer’s childhood, with board games a’plenty, including Chutes and Ladders, Connect 4, and Trouble (with a Despicable Me twist!) all making it onto the hottest toys purchased list. And let’s not forget PLAY-DOH! Just don’t eat it, kids.

For Mom, we looked at individual-level insights into what the Dads (adult males with children living at home) have been
purchasing in the past 4 weeks. At the most affordable price point, we can see that Adele’s new album will stuff more than a few stockings. In the mid-tier, Dad’s laziness shows a little with Amazon gift cards being the most common gift (not that Mom is going to complain about that). At a price-point of $250 and above we found HP’s 15-inch laptop which has proven to be a hit since Black Friday.

 

For Dad, we reversed the genders of the previous table, and looked at what females with children at home have been purchasing in the last 4 weeks. At the most affordable price point, we find a Nascar-themed collector’s pocket knife, followed by more gift cards, but this time to home improvement store Home Depot (a clear signal to start checking items off the “Honey-Do” list). At the most expensive price point, we found the PS4, the hottest console this past Black Friday, and one that will surely make Dads (and kids) all around the US, very happy.

 

About the Data
More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. More than 1,000,000 receipts reported from shopping trips in the last 4 weeks were analyzed to support the insights above. For further information, please contact press@infoscoutinc.com.

Forget Showrooming, Webroomers spent more this Black Friday

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What is “Webrooming” exactly? In simple terms, it’s shopping online before buying in the store. In realistic terms, it’s simply another tool in an “informed” shoppers arsenal. A strategy to navigate the chaos that can only be found on the busiest shopping days of the year. After all, “browsing” in a big toy store with a herd of other parents trying to get the hottest toy and best deal doesn’t seem at all possible. So shoppers might want to have a plan.

 

But how does Webrooming impact the retailer-shopper interaction? InfoScout analyzed almost 300,000 receipts from shoppers who purchased items on Black Friday. Over 500 shoppers who made at least one purchase from a key retailer during this period completed a mobile survey to determine how webrooming impacted their shopping experience.

 

I mean, how many shoppers are really webrooming anyway? Webroomers were a slight majority in this group of holiday shoppers, with 51% stating they were looking online before visiting the actual store. The highest percentage of Webroomers made a purchase in Target (63%) or Toys R Us (62%). By contrast, slightly less than 35% of the shoppers surveyed reported Showrooming, which is the act of browsing products in store before buying them online. That’s right, Webrooming is actually more common than Showrooming.

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When are these Webroomers searching online? The majority (63%) are online looking 12 hours or less before their in-store visit. And another 17% are online while they are in the physical store location.

 

What exactly did Webroomers look at while they were online? Black Friday specials, of course!! 74% were online looking at Black Friday specials. But check out the shoppers who made a purchase in Toys R Us!! 80% of these shoppers were comparing prices to other retailers before their in-store trip – that’s almost double the shoppers for any other retailer. Top websites Toys R Us shoppers were comparing? toysrus.com (80%), walmart.com (56%), target.com (60%), and amazon.com (52%).

 

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So can retailers really benefit from Webrooming? Webrooming seems like a win-win for both shoppers and retailers. Compared to shoppers who didn’t spend time online before going to the store, Webroomers were more tactical in their approach – visiting a fewer number of stores but spending more overall.

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It’s important to note that with an ever growing group of digitally armed – saving savvy shoppers, retailers will be forced to implement marketing plans that are smart, releavant, flawless, and above all perfectly timed. The retailer must be able to easily provide shoppers with the basics (price, product, promotion, and place) thereby allowing the shopper to feel confident in knowing they made the right plan.

 

While Black Friday sales might have been disappointing for many retailers and many didn’t even shop on Black Friday, there is still time to woo shoppers in December as they look to complete their holiday shopping.

 

About the Data:

These insights were powered by InfoScout’s ability to trigger real-time surveys based on observed shopping behavior. The data in this article was sourced from a survey completed by 500 of our 300,000 active panelists, triggered on Tuesday, 12/1/2015 to shoppers who made Black Friday purchases in 2015 (11/26/2015).

Black Friday: How Much is Being the ‘First Stop’ Worth to a Retailer?

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Shoppers who braved the cold this Black Friday had a choice to make: Where to shop first?

We analyzed the results and effects of this decision by looking at receipt data from almost 300,000 shopping trips captured by InfoScout on Black Friday. By referencing the exact date and time listed on each receipt, we were able to piece together a shopping trip timeline for each person. It looks like Black Friday deals were good enough to keep shoppers moving, with 74% visiting more than one store during the period.

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With so many retailers choosing to pull Black Friday into Turkey Day, we wondered what it’s worth to be the first stop? If you’re Walmart, it’s $32. Shoppers who went to Walmart first spent an average of $68, while shoppers who went to Walmart after visiting another retailer spent only $36—quite a difference!

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It’s not only Walmart that was hurt by not being first; almost every retailer does better when they are the first visit. Many of the shoppers who went to Walmart after another store arrived after stopping at Target or Kohl’s.

 

 

 

 

BlackFriday2015_WalmartShareSwiped@2xWhile the retailers above were able to convince shoppers to come there first, they didn’t hurt Walmart’s basket as much as the retailers to the left. Many of these retailers heavily promoted their Black Friday special deals (e.g., 50% off store-wide at Old Navy and free coffee and donuts at Fred Meyer’s). In terms of gaining the coveted “first stop,” their promotions appear to have worked.

 

About the Data
More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 270,000 receipts reported on Thanksgiving night and Black Friday were analyzed to provide a quick read on this year’s trip circuits by shoppers nationwide.

Why Some Shoppers are Opting Out of Black Friday This Year

 

With our early reading showing a sales decline in stores this Black Friday, we wanted to understand why some shoppers chose to stay home this year after braving the Black Friday mayhem in 2014.

We scoured our database of shopping trips from our consumer panel of over 300,000 Americans to isolate people who shopped on Black Friday in 2014 but failed to make any Black Friday trips in 2015. While this group of “defectors” may have had the patience last year, over 40% decided the crowds and lines were just too much this year.


Why stayed
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We also looked at which retailers these Black Friday defectors felt compelled to shop last year to understand who’s losing out on their Black Friday $’s in 2015 and found out that Walmart, Target, Costco and Sam’s Club lost the most and may be responsible for the negative shopping experiences that drove them to sit on the sidelines this year.

 

So, this begs the question. If they’re not shopping on Black Friday, when do they plan on doing their holiday shopping? It turns out about half plan to do more online gift buying than last year, and specifically, 32% are looking forward to shopping online tomorrow during Cyber Monday.

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Here at InfoScout, we’ll continue to monitor on and offline shopping trips throughout the season, but the early signal is clear. Black Friday’s importance continues to wane as the holiday deal landscape becomes more fragmented and digital.

 

About the Data

These insights were powered by InfoScout’s ability to trigger real-time surveys based on observed shopping behavior. The data in this article was sourced from a survey completed by 101 of our 300,000 active panelists, triggered on Saturday, 11/28/2015 to shoppers who made Black Friday purchases in 2014 but did not shop on Black Friday 2015 (11/27/2015).

Black Friday’s Payment Method Showdown: How Did Mobile Wallets Fare?

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It’s the weekend after Black Friday, and the InfoScout team is busy analyzing millions of receipts to report on where people shopped and what they bought. But what about how consumers paid for those Amazon Fire tablets and Fitbit trackers? With the rise of mobile wallets like Apple Pay, Android Pay, Samsung Pay, and PayPal, we wanted to find out if this Black Friday would be the shot heard round the world for mobile payments.

 

With 300,000 Americans submitting pictures of receipts through apps on their smartphones, InfoScout can identify exactly what type of devices they’re using, down to the model numbers. This allows us to study transactions made by people who actually have the capability to use mobile payment technologies such as NFC exclusively at stores with compatible point-of-sale (POS) terminals. For Apple Pay, this qualifies owners of the iPhone 6 and above. On the Android side, the device market is far more fragmented, so we limited our study to owners of fairly equivalent devices: the two most recent versions of Google’s Nexus phones, the LG G3 and G4, and the Samsung Galaxy S5 & S6.

 

We found Apple Pay usage at its lowest rate since we’ve started tracking it, being used for only 2.7% of Apple Pay-eligible transactions. This is a fairly marked decrease from what we saw last year on Black Friday, when iPhone 6 owners used Apple Pay for 4.9% of eligible transactions at participating merchants. Of course, back then the primary owners of Apple Pay-enabled devices were early—and technologically curious—adopters, whereas now the technology is in the hands of the broader population. Below you can see the usage over time in our quarterly Apple Pay tracking reports.

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On the Android side of the table, we saw an even lower rate of mobile wallet usage – just 2.0% of eligible transactions. This was our first time investigating mobile wallet usage among Android owners and we were interested to see that of all the mobile wallet options available, it was actually PayPal that came out on top on Black Friday. Since Android Pay and Samsung Pay were both released within the last three months, we may see this picture change as time goes on.

So what was the most common way shoppers paid for their Black Friday bargains? Plastic. This year, 79% of iPhone users and 74% of Android users paid with their credit and debit cards on 2015’s iconic shopping day, and that doesn’t even count the mobile wallet transactions that were funded by credit/debit cards.

How Android and iPhone users paid for their Black Friday purchases.

Walmart and Kohl’s Winning Share Among Shoppers on Black Friday

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InfoScout analyzed the baskets of more than 160,000 Black Friday transactions made from midnight through 1:00pm Friday at brick-and-mortar retailers to see how shopper spending shifted compared to last year’s big event.


Walmart, Kohl’s, and Best Buy are the stores capturing a greater overall share of Black Friday dollars, along with a greater proportion of trips and shoppers. Early data shows Target experiencing the largest declines in terms of transactions and dollars.

 

About the Data
More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 161,849 receipts reported by 1pm on Black Friday were analyzed to provide a quick read on this year’s performance by retailer.

 

Stay tuned to the InfoScout Blog for further analysis of Black Friday 2015. For further information, please contact press@infoscoutinc.com.

PlayStation wins Black Friday among Millenials; Nintendo slides further among GenXers

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It is now well-known that video games are no longer purchased and played exclusively by young people. In fact, recent analyses show that the average video gamer is 31 years old, and about 40% of gamers are over the age of 36. Game developers are acutely aware of these facts. Otherwise, we would not be blessed with perpetual installments of Super Mario, Final Fantasy, Halo, and so on.

 

By contrast, Millennials are widely regarded as picky consumers who place comparatively less emphasis on brand loyalty. They live in the moment and their shopping consideration sets are comparatively more flexible.

 

When presented with a sales promotion, are Millennials more likely to shift their video game buying habits compared to older gamers? Between Microsoft’s Xbox, Sony’s PlayStation, and Nintendo’s Wii, who “won” Black Friday by enticing gamers to their brands?

 

To answer this question, InfoScout established a baseline group of 2,364 people who purchased video game products in October 2015.   We then contrasted their purchases to those of 1,020 Americans who purchased a video game, console or accessory during the 2015 Black Friday promotion period (starting at 6PM on Thanksgiving, and running until the end of day Friday). Gamers in the baseline group of October buyers versus Black Friday buyers were segmented into Millennial (ages 18 – 35) and Middle Age (ages 36 – 55), to compare their dollar spend on Xbox, PlayStation, and Nintendo products.

 

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Based on the evidence above, Sony PlayStation clearly “won” Black Friday 2015 among Millennials, stealing 7 percentage points of market share directly from the Microsoft Xbox.  Millennials are notoriously fickle, and Sony clearly took advantage at Microsoft’s expense.  By contrast, Middle Aged video game buyers’ preferences only changed slightly (away from Nintendo) during the Black Friday shopping spree, with Xbox capturing a slightly higher share of those gamers’ wallets than PlayStation.

 

About the Data

More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 250,000 receipts reported from shopping trips on Thanksgiving night and Black Friday were analyzed to support the real-time insights above. For further information, please contact press@infoscoutinc.com

Black Friday’s Top Sellers by Retailer – Did Apple’s iPad ‘throw in the towel’ against the Amazon Fire?

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After the Apple iPad dominated Black Friday in 2013 and 2014, most pundits predicted another strong holiday season for the tablet. Although the iPad remains near the top of the charts as a best seller once again in 2015, InfoScout’s early read on the top items this year favors ‘throws’, ‘towels’ and the Amazon Fire tablet.

 

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* After $200 manufacturer rebate

 

About the Data
More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 150,000 receipts (151,337 to be exact) reported on Thanksgiving night and Black Friday were analyzed to provide a quick read on this year’s hottest items based on unit sales and dollar sales for each major retailer.

 

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For further information, please contact press@infoscoutinc.com

You Won’t Believe Which Brands Dominated Black Friday at Walmart

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Wrangler? Hanes? Better Homes and Gardens? Seriously?!

That’s right, gone are the days of Black Friday dominance by iPads, Xbox consoles, and Samsung TVs. An early read of 15,000 receipts from shopping trips to Walmart between 6:00pm Thursday and noon on Black Friday indicates a very different kind of Christmas this year.

 

Without further ado, here are Walmart’s hottest products this Black Friday 2015:

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About the Data

More than 300,000 Americans snap pictures of their everyday shopping receipts every day via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 15,000 receipts reported from trips to Walmart on Thanksgiving night and Black Friday were analyzed to provide a quick read on this year’s hottest items based on unit sales. For further information, please contact press@infoscoutinc.com