It’s time for a change of seasons and a fun and engaging holiday comes with it in the most needed time. Who doesn’t love impressing their friends and loved ones with a great turn of gifts during these tough days? While the whole world is waiting for the Easter holiday to make their loved ones feel special with gifts, brands should look out for great insights about consumers’ shopping behaviors on this pastel, egg-centric holiday.
In our latest research, we were able to answer the following questions: What are consumers’ preferences and approaches to the Easter holiday? 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 the Easter Holiday Survey to the Europe and LATAM (Latin America) regions to analyze consumers’ preferences and approaches to the Easter holiday. Respondents’ ages ranged from 16 to 75 and were typically aged 16 to 24 in Europe and 35 to 44 in LATAM.
Let’s dive into consumers’ shopping preferences in Europe and LATAM regions. Do not forget to check out the highlights and be sure to download the infographics!
Survey Highlights — Europe
Mobile devices are a necessity for online shopping – While 61% of respondents state that they will shop online, 81% of respondents state that they will use their smartphones for online shopping on the Easter holiday this year.
The pandemic is not affected by users’ shopping preferences – 46% of respondents state their preferences didn’t change during COVID-19 for the Easter holiday.
Mobile devices become an online-store with in-app purchases – 51% of respondents state that they use their mobile device all the time for Easter Holiday and 63% of them will prefer in-app shopping.
Buying gifts will be online but shared in person – 61% of respondents state that they purchased gifts for their loved ones for Easter on their mobile devices and 61% of them ship to their home and exchange later.
Online shopping made life easier for Easter – 42% of shoppers state they found a better deal online while shopping in-store and 44% of them prefer online shopping for an easy payment/transaction process. (i.e. Apple Pay, PayPal)
Mobile devices are important in every way of shopping – 66% of respondents state that it is very important to have a mobile device with them while shopping in-store. In general, 41% of respondents believe that shopping on mobile is much more secure than shopping on the desktop. Also, 44% of them use their mobile devices in-store to take a picture of the product for future reference.
Capture your audience with mobile ads – 53% of respondents state that they clicked on an ad on their mobile device when shopping for Easter Holiday before and 73% of respondents state that they purchased something directly from an advertisement on their mobile device. Also, 71% of respondents state that if the product were relevant to them, they would buy on their mobile device directly from an advertisement.
Survey Highlights — LATAM
Consumers plan to do online shopping on mobile devices – While 62% of respondents state that they will shop online, 76% of respondents state that they will do their plans by their smartphones for online shopping on the Easter holiday this year.
The pandemic doesn’t affect shopping preferences- 48% of respondents state their preferences were not affected by COVID-19 for the Easter Holiday.
Mobile devices are preferred as an online-store with in-app shopping – 51% of respondents state that they use their mobile device most of the time for Easter Holiday and 63% of them prefer in-app shopping.
Gift purchases are made online by the power of mobile – 60% of respondents state that they purchased gifts for their loved ones for Easter Holiday on their mobile devices and 72% of them prefer to ship to their home and exchange them later on.
Online opportunity made shopping flawless for Easter – 42% state that they prefer online shopping because it offers an easy-to-navigate app/online store and 39% of them state they found a better deal online instead of in-store shopping.
Mobile devices are impeccable in any kind of shopping – 72% of respondents state that it is very important to have a mobile device with them while shopping in-store. In general, 66% of respondents believe that shopping on mobile is much more secure than shopping on the desktop. Also, 66% of them use their mobile device to compare prices.
The undeniable power of mobile ads continues during Easter shopping – 51% of respondents state that they clicked on an ad on their mobile when shopping for Easter Holiday before and 60% of respondents state that they purchased something directly from an advertisement on their mobile device. Also, 75% of respondents state that If the product were relevant they would buy something on their mobile device directly from an advertisement
About the Survey
AdColony distributed the Easter Holiday Survey to the Europe and LATAM (Latin America) regions to analyze consumers’ preferences and approaches to the Easter holiday. Respondents’ ages ranged from 16 to 75 and were typically aged 16 to 24 in Europe and 35 to 44 in LATAM.
Join the Conversation
Have you finished all of your shopping for Easter? Tweet us @AdColony_EMEA. For the latest AdColony mobile news and updates, follow @AdColony_EMEA on Twitter, like us on Facebook, or connect on Linkedin.
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