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Father’s Day Survey 2021 – Highlights from EMEA & LATAM

Posted Jun 8, 2021

Father’s Day is a day where families appreciate their fathers who play an important role in their lives, emotionally, mentally, and morally. This day acknowledges the contribution of fathers to their own families and society. While most of the kids have a closer bond with their mothers, this day helps forge a closer relationship with their dads, and sometimes with that in mind, buying a gift for them is a way to express feelings. In this sense, we were curious about consumer behavior in preparation for Father’s Day and asked our audiences these questions; are there any changes in their habits compared to last year in their purchasing intentions, and how do mobile ads impact their shopping priorities?

AdColony distributed the Father’s Day Survey to the EMEA (Europe, Middle East, and Africa) and LATAM (Latin America) regions to analyze consumers’ preferences and approaches to Father’s Day. Respondents’ ages ranged from 16 to 75 and were typically aged 16 to 34 in EMEA and 25 to 44 in LATAM. 

Let’s dive into the insights on shopping preferences of Father’s Day in EMEA and LATAM regions. Do not forget to check out the highlights and click the thumbnails to download the full infographics for each country!

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Survey Highlights EMEA

Online shopping maintains its dominance for Father’s Day  — 46% of respondents state that they shopped online in the past and 49% of them intend to shop online again this year for Father’s Day.

Mobile devices are the first things that spring to mind for online shopping 86% of the respondents state that they will use their smartphones while making online purchases for Father’s Day and unsurprisingly 60% of the respondents state that they use their smartphones all the time while shopping online for Father’s Day.

Mobile ads are convenient for discovering gifts and products. – While almost all participants are planning to buy clothes, electronics, cosmetics/fragrances, and books/magazines as gifts on Father’s Day in the EMEA region, 58% of them state that ads they see online help them discover gifts and products for their online purchases.

Trusted brands and fast delivery options are attractive during online shopping –A big part of the participants in the EMEA region state that purchasing from a trusted brand and fast delivery advantages are the most important factors for online purchases.

The COVID-19 pandemic made online shopping easier to compare prices – 62% of those who participated state that they will do more online shopping for Father’s Day this year due to the COVID-19 pandemic because it’s easier to compare prices.

Mobile ads’ impact continues — 82% of respondents say they will purchase something directly from a Father’s Day ad on their mobile device if the product is related to them and 42% of them clicked on the ad and purchased a gift for Father’s Day before.

Survey Highlights LATAM

Buying a gift online is the top priority again for Father’s Day  – 25% of respondents state they shopped online in the past and 64% of them are intending to shop online again this year on Father’s Day.

Smartphones are providing the best way for online shopping – 82% of respondents state that they will use their smartphones while making online purchases for Father’s Day and 65% of them state that they use their smartphones all the time while shopping online for Father’s Day.

Mobile ads are guiding shoppers about products for Father’s Day – While most of the participants are planning to buy clothes, electronics, travel, and event tickets as gifts on Father’s Day in the LATAM region, 64% of them state that ads they see online let them discover gifts and products for their online purchases.

A quick and smooth transaction process increases online purchase intent for Father’s Day Almost all participants in the LATAM region state that a quick and smooth transaction process on mobile and fast delivery options are the most important factors while purchasing online.

Online shopping ensures a safe platform during the COVID-19 pandemic – 72% of those surveyed state that they will do more online shopping for Father’s Day this year due to the COVID-19 pandemic because it feels safer.

Mobile ads’ impact on purchase intentions are undeniable – 76% of respondents say that they will purchase something directly from a Father’s Day ad on their mobile device if the product is relevant to them and 52% of them stated that they clicked on the ad and purchased a gift for Father’s Day before.

About the Study
The AdColony Father’s Day Shopping Survey 2021 was distributed in the EMEA and LATAM regions. The survey asked respondents, aged 16 years old to over 75, about their shopping behaviors and preferences during the Father’s Day season, and how their mobile devices and mobile ads play a role in the buying process.

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