63% of holiday shoppers start their journeys on commerce marketplaces like Amazon, according to new research from Intent Lab, a partnership between Performics and Northwestern University Medill School
Chicago (Dec. 10, 2019)—As brands compete this holiday season, shoppers make purchase decisions based on ease of shopping across channels, trust and privacy, according to a new Digital Satisfaction Index (DSI) study by the Intent Lab, a research partnership between Performics and Northwestern University Medill School of Journalism, Media, Integrated Marketing Communications.
According to Esteban Ribero, SVP Planning and Insights at Performics, “This data shows that brands must have planning processes in place to align to consumer intentions this holiday. Consumers intend to discover and purchase products seamlessly across channels, including online to offline, brand site and commerce marketplaces. Holiday shopping isn’t a one-stop shop or one-size-fits-all experience.”
Intent Lab has been measuring consumer satisfaction related to trust in digital experiences for 4 years, and the new study found that, once again, trust has dropped:
Ashlee Humphreys, Associate Professor of integrated marketing communications at Medill, commented, “In March 2019, when evaluating the importance of digital satisfaction factors for consumers, we found that Utility/Ease had the highest importance weighting at 41%, followed by Trust at 21%. But for holiday 2019, consumers are putting an equal amount of importance into Utility/Ease (27%), Trust (26%) and Privacy (26%).”
Other findings include:
See more at: https://www.performics.com/about-us/intent-lab/
As the original performance marketing agency, Performics is the premier revenue growth driver for many of the world’s most admired brands. Across an expansive global network operating in 57 countries, Performics leverages data, technology and talent to create and convert consumer demand wherever it is expressed—search, social, display, commerce and offline channels. Performics is built for the relentless pursuit of results. Headquartered in Chicago, Performics is a Publicis Media company and the performance marketing engine of Publicis Groupe. Demand Performance. To learn more, visit https://www.performics.com.
About Northwestern University Medill School
Northwestern University Medill School of Journalism, Media, Integrated Marketing Communications is a leader in education and research in both journalism and IMC. The school’s innovative teaching and research focus on enduring skills as well as new techniques and technologies that are changing the way stories are told and consumed in today’s digital world, as well as how organizations engage audiences. With a home base in Evanston, Illinois, Medill is on the eve of turning 100 years old in 2021.