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Father’s Day Shopping Survey 2022 – Highlights from EMEA & LATAM

Posted May 30, 2022

Father’s Day is a widely popular holiday globally and honors the role of fathers play in the lives of their children. Father’s Day may be celebrated on different dates in different regions but is celebrated similarly, usually giving gifts and family activities. With that in mind, as Digital Turbine, we asked consumers about their purchasing intentions, the impact of mobile ads on buying decisions, the motivations for online shopping, and the ways they follow up to discover gifts.

Digital Turbine 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 ranged from 16 to 75 and were typically aged 35 to 44 in EMEA and LATAM.

Let’s dive into the insights on shopping preferences for 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!

Highlights from EMEA:

Smartphones are the primary device preference for online shopping – The majority age was between 35-44 with 28% and 52% of respondents being female. When we asked about their online shopping preferences, 58% of respondents stated they are planning to do online shopping and 66% of them will use smartphones the most when making online purchases followed by 22% laptops or desktops and 12% tablets.

Ordering from in-app provides more convenience – When shopping on a mobile device for Father’s Day, 67% of consumers in the UK prefer doing in-app. Also, 50% of them primarily plan to use order online and home delivery feature. When we asked about consumers’ intention to do online shopping this year, 58% of South African consumers said they have done so for Father’s Day in the past and intend to do it again this year.

Online ads drive consumers to the purchase journey – Turkish consumers, who state that they discover products through online advertisements (49%) while shopping online, state that they plan to buy clothes (46%), perfume/fragrance (41%), and watches (31%) for Father’s Day this year. In addition, 46% of Turkish consumers said that rewards (discounts, gifts, etc.) motivate them to shop for Father’s Day.

Mobile devices keep increasing dominancy in every aspect – While 62% of consumers in KSA state that having their mobile devices with them while shopping in-store is significant, 56% of them believe that shopping on mobile is much more secure than shopping on the desktop. Also, 54% of UAE consumers mostly recall being attracted to an ad related to Father’s Day on their smartphones. 68% of consumers in Egypt state that if the product were relevant to them, they would purchase something on their mobile devices directly from an advertisement for Father’s Day.

DT-fathersday-EMEA-2022DT-fathersday-Egypt-2022DT-fathersday-KSA-2022DT-fathersday-SA-2022
EMEAEgyptSaudi ArabiaSouth Africa
Fathers Day TR 2022DT-fathersday-UAE-2022DT-fathersday-UK-2022
TurkeyUnited Arab EmiratesUnited Kingdom
Highlights from LATAM:

Online shopping remains empowered by smartphones again – The majority age was between 35-44, with 30% and 51% of respondents being female. When we asked about their online shopping preferences, 66% of respondents stated they plan to do online shopping, and 56% of them will use smartphones the most when making online purchases.

In-app purchasing will be the primary preference of online shoppers – When shopping on a mobile device for Father’s Day, 53% of consumers in Brazil prefer doing so in-app. 67% of them primarily plan to use order online and home delivery feature. This year, 66% of Brazilians state they had in previous years and plan to do it again this year when it comes to online shopping.

Ads on mobile apps help discover gifts online – 40% of LATAM consumers state that they discover products through mobile advertisements while shopping online and say that they plan to buy clothes (45%), electronics (36%), and perfume/fragrances  (36%) for Father’s Day this year. In addition, 46% of consumers in LATAM state that high-quality products motivate them to shop for Father’s Day.

Mobile devices continue to provide convenience to customers in every sense – While 60% of consumers in Brazil state that having their mobile devices with them while shopping in-store is critical, 64% of them mostly recall being attracted to an ad related to Father’s Day on their smartphones. Also, 71% of consumers in Brazil said that if the product were relevant to them, they would purchase something on their mobile devices directly from an advertisement for Father’s Day.

DT-fathersday-LATAM-2022DT-fathersday-Brazil-2022
LATAMBrazil

About the Study

Digital Turbine’s Father’s Day Shopping Survey 2022 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.

Learn more from Digital Turbine

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