The most romantic day of the year is just around the corner. Couples are waiting to feel the love in the air and freshen the feelings of their loved ones especially during these days that the world has been going through. All over the world couples are eagerly waiting for Valentine’s Day to make their partner feel special with the gifts that they will buy for each other. With that in mind, what are consumers’ preferences and approaches to Valentine’s Day this year? Are there any changes in their habits compared to last year? How big of an impact do mobile ads have on their shopping preferences?
AdColony distributed Valentine’s Day Survey to the EMEA (Europe, Middle East, and Africa) and LATAM (Latin America) regions to analyze consumers’ preferences and approaches to Valentine’s Day. Respondents’ ages ranged from 16 to 75 and were typically aged 16 to 34 in EMEA and the same in LATAM.
Let’s dive into lovers’ preferences in EMEA and LATAM regions. Don’t forget to check out the highlights and be sure to download the infographics!
Survey Highlights — EMEA
Online shopping is the top priority — 74% of respondents are planning to shop online this year on Valentine’s Day and 44% of them will prefer to order online with a home delivery option.
Plans will haven’t changed much for lovers — 58% of respondents state that there is no change in buying gifts or celebrating Valentine’s Day during COVID-19.
Smartphones have retained their dominance — 65% of respondents state that they will use their smartphones for Valentine’s Day shopping and 51% think it is very important to have their smartphone with them while shopping for Valentine’s Day.
Mobile ads have turned into online stores! — 72% of respondents state that mobile ads have given consumers reasons to consider shopping for Valentine’s Day and while 66% of them prefer to shop in-app.
The power of mobile ads — 88% of respondents have purchased gifts for their loved ones on their mobile devices directly from an advertisement while 36% of respondents purchase a product after seeing an ad online or offline in just a few days.
Survey Highlights — LATAM
Online shopping has no boundaries by the regions —72% of respondents are planning to shop online this year and 42% of them prefer to order online with curbside pickup.
The pandemic could not stop the love during the holiday. — 58% of respondents state that their plans did not change in buying gifts or celebrating Valentine’s Day during COVID-19.
Smartphone is the dominant device. — 67% of the respondents stated that they will use their smartphones for Valentine’s Day shopping while 52% of the respondents think it is very important to have their smartphone with them while shopping for Valentine’s Day.
See the ad, buy the product — 69% of the respondents are considering shopping on Valentine’s Day because of mobile ads while 65% of them prefer to shop in-app.
Mobile ads’ effect on buying decisions — 85% of consumers have purchased gifts for others on their mobile devices directly from an advertisement.
Purchasing as soon as possible —75% of respondents purchase a product after seeing an ad online or offline in a few days.
About the Study
The AdColony Valentine’s Day Shopping Survey 2021 was distributed in the EMEA and LATAM region. The survey asked respondents, aged 16 years old to over 75, about their shopping behaviors and preferences during the Valentine’s Day season, and how their mobile devices and mobile ads play a role in the buying process.
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