Adobe：2017年假日购物季预测报告(英文版)（24页）.pdf

1、 HOLIDAY PREDICTIONS 2017 Methodology Adobe Experience CloudAdobe Analytics Cloud Most comprehensive report of its kind in industry Based on analysis of aggregated and anonymous data via: Adobe Analytics measures 80% of online transactions at the largest 100 U.S. web retailers* Report based on analy

2、sis of 1 trillion visits to over 4,500 retail websites and 55 million SKUs Analysis based on 6 million average daily orders during November and December Companion research based on survey of 1,100+ U.S. consumers and 440+ U.S. retailers that sell products online 12M Social Mentions From August 1 Oct

3、ober 11, 2017 *Source Internet Retailer 2017. HOLIDAY PREDICTIONS 2017 Key findings 1. 1.The 2017 U.S. online holiday season is poised to be the first to break $100 billion. The 2017 U.S. online holiday season is poised to be the first to break $100 billion. Online revenues during the holiday season

4、 are 13.8% higher in the U.S. than last year (compared to 3.8% for all U.S. holiday retail) 2. 2.Big and small retailers are the winners, beating out the middle. Big and small retailers are the winners, beating out the middle. Big retailers have higher order values and desktop conversion rates while

5、 small retailers have the highest mobile conversion rates 3. 3.Consumers are buying more and buying cheaper: Consumers are buying more and buying cheaper: for toys and consumer electronics (amongst others), unit growth is outpacing revenue growth 4. 4.Mobile is key to winning. Mobile is key to winni

6、ng. Fast mobile growth is closely correlated with fast revenue growth, but desktop orders remain the biggest 5. 5.Novelty and nostalgia drive top product buzzNovelty and nostalgia drive top product buzz. The most buzzed about products on social include throwbacks to the 80s and 90s (like Teddy Ruxpi