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Black Friday & Cyber Monday Shopping Survey – Highlights from EMEA & LATAM

Posted Oct 25, 2021

The biggest shopping days of the year, Black Friday & Cyber Monday, are coming up fast! These online-focused shopping periods will bring discounts and sales straight to consumers. According to Adobe’s yearly shopping insights report, retailers reported $10.8 billion in overall revenue on Cyber Monday versus Black Friday’s $9.0 billion last year. These unofficial holidays are not just important for consumers, they are also crucial for brands and advertisers.

For consumers, acting fast will be the key to getting a good deal, so it’s important to know what you’re shopping for ahead of time. For brands, it is important to understand who you are promoting your products to. Before digital consumers click the “buy” button this Black Friday & Cyber Monday, AdColony collaborated with GlobalWebIndex to clarify consumers’ shopping preferences, purchase intentions, approaches to mobile ads, and the frequency of their mobile gaming activities. 

Let’s dive into consumers’ shopping preferences in EMEA and LATAM regions on Black Friday & Cyber Monday. Don’t forget to check out the highlights and be sure to download the infographics for each country!

Survey Highlights EMEA

Shoppers are going to use their smartphones to purchase online. – 67% of respondents from EMEA state they will shop on Black Friday, while 60.6% will shop on Cyber Monday. While 7.6% of the consumers prefer only their smartphones while shopping online, 28.1% state that they use their smartphones most of the time and sometimes their desktops. Also, 34.2% of consumers prefer in-app for their online shopping.

Consumers expect a convenient shopping process. – While 58.9% of users in EMEA prefer simple, easy-to-use applications/web pages during shopping, 45.8% prefer an easy payment process. Another very important result for brands is to provide special promotions to consumers during this period as 36.2% of respondents stated they want to access special coupons and offers.

Mobile is preferred for shopping rather than desktops. – The fact that our smartphones are the most accessible devices at any time makes them one step ahead of other devices. The biggest reason why mobile devices are preferred over desktops when shopping online is that 54.7% of consumers consider mobile devices to be faster. Ease of use follows with 49.2%, a good user experience with 43.8%, a personalized shopping experience with 42.4%, and providing security with 38.2%. All of these benefits prove once again why mobile devices are more preferred than desktop devices.

Smartphones allow consumers to easily look up product reviews. – Consumers in EMEA state that they use their smartphones to look up product reviews, research competitor prices, take a picture for future reference and research more information about the product. Furthermore, most surveyed consumers (53.3%) prefer online shopping instead of in stores because they find products at a better deal online.

Advertisements in mobile games have an impressive effect on purchase behavior. – While 35.1% of consumers say they discover Black Friday/Cyber Monday deals through online ads in mobile apps, 13.2% say they discover them through ads in mobile games. Additionally, 46.6% of consumers say they have made a purchase after seeing an ad on their mobile devices during Black Friday/Cyber Monday. Also, 23.7% of the participants state that the mobile ads they see during the Black Friday/Cyber Monday period heavily affect their purchasing decisions.

Shoppers are looking for special deals and offers in mobile ads. – During this crucial shopping period, it is very important for brands to meet the expectations of engaged consumers. 45.8% of respondents expect online ads on their mobile devices to provide them a coupon/discount, 45.6% expect ads to include offers relevant to them, and 35% expect the ad to inform them about the sales and campaigns details.

Survey Highlights LATAM

Smartphones are the top priority of online shoppers once again! – This year 75.1% of the LATAM consumers will shop on Black Friday and 60% will shop on Cyber Monday. While 5.4% of consumers prefer only their smartphones while shopping online, 29.8% state that they use their smartphones most of the time and sometimes their desktops. Also, 39.4% of the consumers state they prefer in-app for their online shopping.

The convenient shopping process is what consumers want in their online shopping experience. -When it comes to mobile shopping, 53% of users in EMEA believe simple, easy-to-use applications/web pages during shopping are a priority and 35.1% need access to exclusive coupons/offers. Its also very important for online retailers to have an easy payment process during this period, proven by 32.9% of respondents that they see this as a priority. 

Mobile is the best way to shop because of its speed and ease of use. – The biggest reason why mobile devices are preferred over desktops when shopping online is that consumers consider them to be quick. They also cited ease of use, personalized shopping experience,n good user experience, and security as reasons why mobile devices are favored over desktops.

Online shopping provides better deals. – Consumers in LATAM state that they use their smartphones to research competitor prices, look up product reviews, sign-up for promotions/discounts to use in-store, research for more information about the product, and scan QR codes while shopping in stores. The biggest reason why surveyed consumers prefer online shopping (61.5%)  instead of stores is that they find products at a better deal online.

Mobile games and mobile apps have an impressive effect on purchasing behavior – While 37.5% of consumers say they discover Black Friday/Cyber Monday deals through online ads in mobile apps, 12.4% say they discover them through ads in mobile games. Besides that, 54.4% of consumers state that they made a purchase after the advertisements they saw on their mobile devices during the Black Friday/Cyber Monday period. Also, 25% of the participants state that the mobile ads they see during the Black Friday/Cyber Monday period heavily affect their purchasing decisions.

Online ads meet consumers’ expectations during shopping online – During this major shopping period, it is very important for brands that want to reach consumers on their mobile devices to meet the expectations of consumers. 51.8% of respondents expect online ads on their mobile devices to provide them a coupon/discount, 44.6% expect the ad to inform them about the sales and campaigns details, and 43.9% expect the ad to include offers relevant to them. Brands need to provide these kinds of offers through their own apps or in mobile ads.

About the Study

AdColony partnered with GlobalWebIndex to conduct deep research across the EMEA & LATAM regions, including data from 12 countries. The study’s purpose was to get to know users’ shopping preferences, purchase intentions, approaches to mobile ads, and the frequency of their mobile gaming activities during the Black Friday & Cyber Monday period.

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