BRC-HITWISE DIGITAL RETAIL INSIGHT JANUARY 2017 2.9 ...BRC-HITWISE DIGITAL RETAIL INSIGHT –...

Covering the four weeks: 01 January – 28 January 2017

BRC-HITWISE DIGITAL RETAIL INSIGHT – JANUARY 2017

2.9 billion Visits to retail websites in January

Retail Website visits:

2.9bn The number of visits to UK retail websites totalled 2.9 billion in

January. This is up 5% year-on-year.

Retail page Views:

36.6bn Almost 37 billion pages were viewed on retail websites in January,

averaging just over 9.1 billion page views per week.

Duration on websites:

06:32 An average time of 6 minutes 32

seconds per visit was spent on retail websites in January, lower than the 06:35 in December.

Pages viewed per visit:

12.5 The average number of pages

viewed per visit for all retail websites was 12.5.

Mobile visits:

51% The proportion of total retail visits

made on Mobile devices was 51% in January, down from 52% in December.

2

BRC-HITWISE DIGITAL RETAIL INSIGHT - JANUARY 2017


Rachel Lund, Head of Retail Insight and Analytics | British Retail Consortium

“January is always a quieter month for shopping than its immediate predecessor, and this year was no exception. Total visits per week to retailers’ websites dropped back below levels seen in the last quarter of 2016, although they were up 5% on January last year. With online non-food growth at 8% year on year, the fact that visits aren’t growing as fast suggests that as e-shoppers become more confident they are making more purchases per visit, rather than browsing a greater variety of pages. “The big winners in sales terms were furniture and homewares this month, so it’s not surprising that we saw house & garden see some of the highest growth in page views. However, both Health & Beauty and Clothing, which saw weaker sales growth this month recorded some of the highest growth in browsing activity. Clearly shoppers are still looking at products, even if they aren’t spending so much now. Whilst lower conversion rates may be disappointing, retailers should take the opportunity to build identification with their brand, as there will be months ahead when consumers are willing to spend more.”

Christian Marsden, General Manager | Hitwise

“Off the back of a strong festive period, January saw a steady rise of 5% in the number of online visits to Shopping & Classifieds year-on-year. “Yet performance by retail category largely varied. Industries normally associated with a fresh start of the year experienced significant growth, such as Health & Beauty (+14%), House & Garden (+13%) and Sports & Fitness (+8%). In contrast, industries that were heavily discounted over last year’s festive period largely dropped in January year-on-year, including Computers (-14%) and Video & Games (-9%). “Uncertainty has clouded the start of 2017, as the impact of Brexit on the economy and consumer spending is yet to be known. With consumers turning to the internet for answers, retailers need to keep a close monitor on searches and search clicks to their industry, in preparation for the year ahead.”

3



VISITS TO RETAIL WEBSITES TOTALLED 2.9BN IN JANUARY

There were over 2.9 billion visits to retail websites in January, an average of 731 million visits

per week.

In our recent BRC-KPMG Online Retail Sales Monitor, we saw sales rise 8.0%, against a strong

comparable a year earlier (+14.9%). Consumer Electronics, Furniture, Homewares and Health

and Beauty were the top performing categories online in terms of sales growth. This was

largely reflected in the retail website visit numbers, although Consumer Electronics visits were

down on a year ago, implying that consumers were more confident in making purchases and

did not need to browse a large number of pages.

898

698 671 683 678 668 668

693 690 715

753

873

924

731

350

450

550

650

750

850

950

De

c-1

5

Jan

-16

Fe

b-1

6

Mar

-16

Ap

r-1

6

May

-16

Jun

-16

Jul-

16

Au

g-1

6

Se

p-1

6

Oct

-16

No

v-1

6

De

c-1

6

Jan

-17

Av

era

ge

We

ek

ly V

isit

s in

Mil

lio

ns

http://brc.org.uk/retail-insight-analytics/retail-sales-reports/online-retail-sales-monitor

4



PROPORTION OF VISITS BY CATEGORY AND DEVICE

Health and Beauty and House and Garden, reported the highest growth rates in January, with

visits up 14% and 13% respectively. Clothing, Fitness and Footwear and Department Stores

were also popular, driven by discounts over the January sales period.

Consumer Electronics and Classifieds both reported a decline, down 1% and 14% respectively

and also demonstrated a low proportion of overall visits.

Department Stores continued to demonstrate the highest proportion of visits, with 42% of all

visits going to this category.

VISITS BY CATEGORY % GROWTH YOY PROPORTION OF VISITS

Health and Beauty 14% 3%

House and Garden 13% 9%

Clothing, Fitness and Footwear 6% 19%

Department Stores 5% 42%

Food and Drink 4% 3%

Auctions 4% 12%

Books Stationery and Home Entertainment 0% 6%

Consumer Electronics -1% 4%

Classifieds -14% 3%

Total Retail 3%

Proportion of visits on

mobile devices

56% 54%

37%44%

56% 51% 52% 57% 57%

0%5%

10%15%20%25%30%35%40%45%50%

Clo

thin

g F

itn

ess

an

dF

oo

twe

ar

Co

nsu

me

r E

lect

ron

ics

Au

ctio

ns

Bo

oks

Sta

tio

ne

ry a

nd

Ho

me

En

tert

ain

me

nt

Cla

ssif

ied

s

De

par

tme

nt

Sto

res

Fo

od

an

d D

rin

k

He

alth

an

d B

eau

ty

Ho

use

an

d G

ard

en

Pro

po

rtio

n o

f T

ota

l Vis

its

Proportion of Visits Proportion of Page Views Mobile

5



PROPORTION OF VISITS: BY CATEGORY, DEVICE AND GENDER

Across the whole of the industry, retail visits from mobile devices (smartphone or tablets)

accounted for 51% of all visits, slightly below the 52% in the previous two months. This

equates to nearly 1.5 billion visits and over 49 million more than seen on desktops.

Engagement on mobile devices was highest for Health and Beauty (57%), House and Garden

(57%) Clothing, Fitness and Footwear (56%), and Classifieds (56%).

Auctions and Books, Stationery and Home Entertainment demonstrated the lowest proportion

of visits from mobile devices, accounting for just 37% and 44% of visits respectively.

The share of total visits that females accounted for was 58%. The Health and Beauty and

Clothing, Fitness and Footwear categories were the most popular amongst females, accounting

for 76% and 71% respectively.

Visits to Consumer Electronics sites showed the highest proportion of male visitors at 56% in

January.

58% 71%44% 50% 51% 53%

58% 66% 76% 63%

0%

10%

20%

30%

40%

50%

60%

70%

To

tal r

eta

il

Clo

thin

g F

itn

ess

an

dF

oo

twe

ar

Co

nsu

me

r E

lect

ron

ics

Au

ctio

ns

Bo

oks

Sta

tio

ne

ry a

nd

Ho

me

En

tert

ain

me

nt

Cla

ssif

ied

s

De

par

tme

nt

Sto

res

Fo

od

an

d D

rin

k

He

alth

an

d B

eau

ty

Ho

use

an

d G

ard

en

Pro

po

rtio

n o

f T

ota

l Vis

its

Desktop Mobile Proportion of Female visits

Proportion of

female visitors

6



VISITS: BY CATEGORY AND TIME

The average number of pages viewed per visit for all retail websites was 12.5 pages in January, with

an average time of 6 minutes 32 seconds per visit.

Visits to Auction sites demonstrated the highest average time with 10 minutes spent per visit, this

was significantly higher than any other sector.

Page views per visit were highest in the Auctions, Department Stores and Clothing, Fitness and

Footwear categories. Average page views per visit were lowest for Consumer Electronics (6.2),

Books, Stationery and Home Entertainment (7.8) and the Health and Beauty (8.1) categories.

12.513.2

6.2

15.8

7.8

10.2

14.0

9.48.1

9.0

00:00

01:26

02:53

04:19

05:46

07:12

08:38

10:05

11:31

To

tal R

eta

il

Clo

thin

g F

itn

ess

an

dF

oo

twe

ar

Co

nsu

me

r E

lect

ron

ics

Au

ctio

ns

Bo

oks

Sta

tio

ne

ry a

nd

Ho

me

En

tert

ain

me

nt

Cla

ssif

ied

s

De

par

tme

nt

Sto

res

Fo

od

an

d D

rin

k

He

alth

an

d B

eau

ty

Ho

use

an

d G

ard

en

Av

g_T

ime

mm

:ss

Avg_Time Page views per visits

7



PROPORTION OF VISITS BY REGION

The South East (14.2%), London (11.8%) and North West (10.8%) all had the greatest share of

traffic to retail sites in January.

The East, East Midlands, South East, South West, Wales, West Midlands and Yorkshire all had

a higher proportion of traffic to retail sites than they have share of the population.

9.6

%

7.4

%

11

.8%

4.1

%

2.5

%

10

.8%

14

.2%

8.3

%

8.8

%

5.0

%

9.0

%

8.4

%9.3

%

7.2

%

13

.1%

4.1

%

2.9

%

11

.1%

13

.7%

8.3

%

8.4

%

4.8

%

8.9

%

8.3

%

0%

2%

4%

6%

8%

10%

12%

14%

16%

Eas

t

Eas

t M

idla

nd

s

Lo

nd

on

No

rth

Eas

t

No

rth

ern

Ire

lan

d

No

rth

We

st

So

uth

Eas

t

Sco

tlan

d

So

uth

We

st

Wale

s

We

st M

idla

nd

s

Yo

rksh

ire

Share of Traffic Share of Population

8



UPSTREAM/DOWNSTREAM – ANALYSIS OF ACTIVITY BEFORE AND AFTER RETAIL WEBSITE VISITS

The percentage of upstream visitors coming from search engines to retail sites was 43.6%, lower than the 44.7% rate seen in December. The downstream rate back to search engines after the retail site visit was 18.3%.

Retail traffic from Social Networking and Forums accounted for 8.6% of retail traffic, just over 251 million visits.

1.8%

2.0%

2.3%

2.5%

2.7%

3.7%

6.9%

8.6%

43.6%

3.0%

2.6%

2.4%

2.3%

3.9%

6.0%

10.8%

8.9%

18.3%

Lifestyle- Fashion

News and Media- Print

Rewards and Directories

Entertainment- Multimedia

Auctions

Apparel and Accessories

Department Stores

Social Networking and Forums

Search Engines

Before retail visits After retail visits

9



APPENDIX: CLOTHING, FITNESS AND FOOTWEAR

UPSTREAM

Search Engines 44%

Apparel and Accessories 12%

Social Networking and Forums 8%

Department Stores 7%

Lifestyle - Fashion 6%

DOWNSTREAM


Search Engines 17%

Lifestyle - Fashion 11%



70

90

110

130

150

170

190

Jan

-16

Fe

b-1

6

Mar

-16

Ap

r-1

6

May

-16

Jun

-16

Jul-

16

Au

g-1

6

Se

p-1

6

Oct

-16

No

v-1

6

De

c-1

6

Jan

-17

Av

era

ge

we

ek

ly v

isit

s in

mil

lio

ns

0%

2%

4%

6%

8%

10%

12%

14%

0%

2%

4%

6%

8%

10%

12%

14%

16%


10



APPENDIX: CONSUMER ELECTRONICS

UPSTREAM

Search Engines 51%


Appliances and Electronics 5%

Business and Finance - Telecommunications 5%


DOWNSTREAM

Search Engines 17%


Appliances and Electronics 10%


Business and Finance - Telecommunications 6%

15

20

25

30

35

40

Jan

-16

Feb

-16

Mar

-16

Ap

r-1

6

May

-16

Jun

-16

Jul-

16

Au

g-1

6

Sep

-16

Oct

-16

No

v-1

6

Dec

-16

Jan

-17

Ave

rage

wee

kly

visi

ts in

mill

ion

s

0%

2%

4%

6%

8%

10%

12%

0%

2%

4%

6%

8%

10%

12%

14%

16%


11



APPENDIX: AUCTIONS

UPSTREAM

Search Engines 34%



Auctions 5%

Entertainment - Multimedia 4%

DOWNSTREAM

Search Engines 21%



Auctions 5%

Business and Finance - IT and Internet 4%

50

55

60

65

70

75

80

85

90

95

100

Ave

rage

we

ekl

y vi

sits

in m

illio

ns

0%

2%

4%

6%

8%

10%

12%

0%

2%

4%

6%

8%

10%

12%

14%

16%


12



APPENDIX: BOOKS, STATIONERY AND HOME ENTERTAINMENT

UPSTREAM

Search Engines 46%




Auctions 3%

DOWNSTREAM

Search Engines 16%



Auctions 4%

Toys and Hobbies 3%

25

30

35

40

45

50

55

60

Jan

-16

Feb

-16

Mar

-16

Ap

r-1

6

May

-16

Jun

-16

Jul-

16

Au

g-1

6

Sep

-16

Oct

-16

No

v-1

6

De

c-1

6

Jan

-17

Ave

rage

we

ekl

y vi

sits

in

mill

ion

s

0%

2%

4%

6%

8%

10%

12%

0%

2%

4%

6%

8%

10%

12%

14%

16%


13



APPENDIX: CLASSIFIEDS

UPSTREAM

Search Engines 47%


Classifieds 6%

Auctions 5%


DOWNSTREAM

Search Engines 19%


Classifieds 9%

Auctions 7%


15

17

19

21

23

25

27

29

31

Jan

-16

Feb

-16

Mar

-16

Ap

r-1

6

May

-16

Jun

-16

Jul-

16

Au

g-1

6

Sep

-16

Oct

-16

No

v-1

6

De

c-1

6

Jan

-17A

vera

ge w

eekl

y vi

sits

in m

illio

ns

0%1%2%3%4%5%6%7%8%9%

10%

0%2%4%6%8%

10%12%14%16%


14



APPENDIX: DEPARTMENT STORES

UPSTREAM

Search Engines 43%





DOWNSTREAM

Search Engines 22%




Auctions 4%

100

150

200

250

300

350

400

450

Jan

-16

Feb

-16

Mar

-16

Ap

r-1

6

May

-16

Jun

-16

Jul-

16

Au

g-1

6

Sep

-16

Oct

-16

No

v-1

6

Dec

-16

Jan

-17

Ave

rage

wee

kly

visi

ts in

mill

ion

s

0%

2%

4%

6%

8%

10%

12%

0%

2%

4%

6%

8%

10%

12%

14%

16%


15



APPENDIX: FOOD AND DRINK

UPSTREAM

Search Engines 44%



Grocery and Alcohol 4%

Rewards and Directories 3%

DOWNSTREAM

Search Engines 16%



Grocery and Alcohol 6%

News and Media - Print 3%

15

20

25

30

35

40

45

Jan

-16

Feb

-16

Mar

-16

Ap

r-1

6

May

-16

Jun

-16

Jul-

16

Au

g-1

6

Sep

-16

Oct

-16

No

v-1

6

De

c-1

6

Jan

-17

Ave

rage

wee

kly

visi

ts in

mill

ion

s

0%

2%

4%

6%

8%

10%

12%

0%

2%

4%

6%

8%

10%

12%

14%

16%


16



APPENDIX: HEALTH AND BEAUTY

UPSTREAM

Search Engines 51%


Health and Beauty 6%


Rewards and Directories 3%

DOWNSTREAM

Search Engines 16%


Health and Beauty 11%



10

12

14

16

18

20

22

24

26

28

30

Jan

-16

Feb

-16

Mar

-16

Ap

r-1

6

May

-16

Jun

-16

Jul-

16

Au

g-1

6

Sep

-16

Oct

-16

No

v-1

6

Dec

-16

Jan

-17

Ave

rage

wee

kly

visi

ts in

mill

ion

s

0%

2%

4%

6%

8%

10%

12%

14%

0%

2%

4%

6%

8%

10%

12%

14%

16%


17



APPENDIX: HOUSE AND GARDEN

UPSTREAM

Search Engines 54%

House and Garden 8%



Lifestyle – House and Garden 2%

DOWNSTREAM

Search Engines 18%

House and Garden 14%



Lifestyle – House and Garden 4%

30

35

40

45

50

55

60

65

70

Jan

-16

Feb

-16

Mar

-16

Ap

r-1

6

May

-16

Jun

-16

Jul-

16

Au

g-1

6

Sep

-16

Oct

-16

No

v-1

6

Dec

-16

Jan

-17

Ave

rage

we

ekl

y vi

sits

in m

illio

ns

0%

2%

4%

6%

8%

10%

12%

0%

2%

4%

6%

8%

10%

12%

14%

16%


18



NOTES TO EDITORS Methodology On the 6th September 2015 Hitwise migrated from a sample of predominately household level data to a new enhanced database of consumer level data which provides full visibility into secure browsing across both visit and search behaviour. Secure site browsing has become increasingly important as organisations deliver their websites through secure protocols and focus their strategy on delivering improved mobile experiences, our new sample much better represents the broad range of ways the users connect to the internet.

19



ENQUIRIES

The British Retail Consortium (BRC) is the go-to trade association for all UK retailers, promoting the story of retail, shaping debates and influencing the issues that matter to the industry.

ABOUT HITWISE Hitwise is a leading provider of consumer measurement and analytical services. We change the way brands understand consumers by connecting consumer decisions, behaviours, attitudes and preferences creating actionable insights to improve customer strategy, media effectiveness and audience engagement. Connexity, Inc. is a technology and data-driven marketing services company that leverages almost twenty years of ecommerce expertise to enable retailers and brands to understand their consumers better, acquire new customers at a lower cost, and increase sales. For retailers, Connexity offers a range of marketing services including search marketing, syndicated product listings, targeted display advertising, and the Bizrate Insights customer feedback program. For marketers and their agencies, Connexity delivers targeted audiences on any device through a programmatic media buying platform. Headquartered in Los Angeles, the company operates sites and business services in the United States, the United Kingdom, France and Germany including Bizrate, Beso, Shopzilla, Retrevo, TaDa, PrixMoinsCher, and SparDeinGeld. Connexity, Inc., formerly Shopzilla, Inc., is owned by Symphony Technology Group (STG).

(C) British Retail Consortium (2016). The contents of this report and those of all ancillary documents and preparatory materials are the sole property of BRC and are not to be copied, modified, published, distributed or commercially exploited other than with the express permission of BRC or for the purposes of journalistic comment and review. All rights reserved.

BRC

Siobhan Bentley

Analyst - Retail Insight & Analytics, BRC T 0207 854 8961 E [email protected] W www.brc.org.uk

Hitwise

4th Floor Victoria Central, 111 Buckingham Palace Rd, London, SW1W 0SR

T 02070293310 W [email protected]

Connexity UK Ltd., Registered No. 05220340

mailto:[email protected]

BRC-HITWISE DIGITAL RETAIL INSIGHT JANUARY 2017 2.9 ...BRC-HITWISE DIGITAL RETAIL INSIGHT –...

Documents

Transcript of BRC-HITWISE DIGITAL RETAIL INSIGHT JANUARY 2017 2.9 ...BRC-HITWISE DIGITAL RETAIL INSIGHT –...