Ebay figures suggest Christmas day boom
Online auction sales site eBay has released its sales figures from last Christmas, which showed that almost 7 million people visited the site on Christmas day.
1.2 million searched eBay during the Queen's speech
It said that 6.9 million unique users visited eBay in the UK on Christmas Day 2012, with over 1.2 million searches made during the Queen’s speech.
It said that those in the 40-50 age range outsearched 18-30 year olds by 73%.
“Times have changed; with the growth of couch commerce, consumers are continuing to shop 24/7 throughout the festive season, so planners can’t afford to take their foot off the gas as we approach this period,” Phuong Nguyen, UK head of eBay advertising said.
“With so many different motivating factors at play at this time of year, it’s crucial that brands tap into real-time behavioural insights to tailor and target their campaigns most effectively.”
David Teague of Mindshare said that in the information-driven age, consumers could be better understood, which enabled marketers to plan campaigns through analysis.
He added that this allowed campaigns to be adapted based on observed consumer behaviour, which presented a significant opportunity for brands.