Online auction giant eBay has revealed its sales figures from the festive season last year, showing that it received almost seven million visitors on Christmas Day.
Data released by the website showed that 6.9 million Britons visited the site on December 25, with more than 1.2 million search queries made during the Queen’s Christmas Message – which was the first such speech to be broadcasted in 3D.
An analysis of the statistics revealed that those in the 40-50 age bracket out-searched their younger counterparts – those in the 18-30 age range – by more than 72 per cent.
Speaking about the findings, eBay’s UK head of advertising, Phuong Nguyen, said that times have now changed, and the growth of what he referred to as ‘couch commerce’ means that planners must be savvy in the build-up to Christmas.
Further, he explained how it’s crucial for brands to stay on top of trends in customer habits and operate effective marketing strategies, as there are various factors motivating shoppers during the festive period.
David Teague of global media firm Mindshare said that, in today’s information-driven culture, marketers are able to analyse consumer behaviour and adapt their campaigns appropriately.
Importantly for brands with sales platforms on their own sites, new research has highlighted the biggest frustrations for online shoppers. A study conducted by Rackspace found that webpages loading slowly and complex check-out stages are two of the biggest customer gripes – suggesting that marketers should ensure platforms utilise a responsive webdesign, streamlining the customer experience and, ultimately, increasing conversion rates.
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