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Hitwise Intelligence - Robin Goad - UK
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The profile of online shoppers becomes more affluent over the Christmas period
January 19, 2010
One of the things we discovered when helping to develop the new Experian Mosaic UK 2009 profiles was that the typical online shopper tends to come from a middle or lower middle income group. However, over the Christmas period, the proportion of visitors from higher income groups increases.
For most of 2009, the largest number of visitors to online retail websites in the UK came from the Ties of Community Experian Mosaic Group, defined as “People living in close-knit inner city and manufacturing town communities, responsible workers with unsophisticated tastes”. However, during December this group was replaced at the top spot by the more affluent Happy Families, defined as “Families with focus on career and home, mostly younger age groups now raising children”.
Other Experian Mosaic Groups that saw their share of visits to the category increase over the Christmas period included Suburban Comfort (“Families who are successfully established in comfortable, mature homes. Children are growing up and finances are easier”) and Symbols of Success (“People with rewarding careers who live in sought after locations, affording luxuries and premium quality products”).
This analysis is taken from our new report, The Experian Hitwise Christmas 2009 Retail Review: Was Christmas 2009 the start of the retail recovery?. Using both Experian Hitwise and Experian FootFall data, it analyses online and offline retail traffic during the pre- and post-Christmas periods. The report covers the impact of a number of factors, including: the economic environment, the impact of poor weather and the way consumers responded to the New Year VAT increase. It also looks at the most searched for products over the Christmas period, and the changing demographic profile of online shoppers using the Experian Mosaic lifestyle classification system. You can download a FREE copy here.
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Posted by Robin Goad at 01:30 PM
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In Categories Christmas | Demographics | Experian | Mosaic lifestyle | Retail | Shopping and Classifieds
This came as no surprise as its the season of gift giving and buying for wish lists of friends and family. I noticed on some other reports by eMarketer and Forrester it suggested the recession has hit affluent shoppers harder than originally expected.
Posted by reactorr | November 25, 2010 04:19 PM