Post by account_disabled on Jan 6, 2024 8:02:13 GMT
Verizon Media has carried out a study on consumer predisposition and behaviors ahead of the Christmas campaign. The overall balance indicates that more than half of Spaniards (57%) plan to spend the same or more this Christmas than last year . Furthermore, the trend of purchasing gifts in advance until November is becoming increasingly popular (33% of Spaniards), and Covid-19 is going to force a renewal of the marketing and advertising techniques of brands in the face of a uncertainty and competitiveness more complex than ever. The main insights of the study are the following: 1. Buyers try to stay true to their budget The majority of Spaniards will remain within the spending range of last year, with a slight tendency to spend more (15%) . The rest (43%) aspire to spend less.
Less travel 70% of users surveyed are less favorable to traveling due to restrictions due to the pandemic and fear of contagion. Similarly, 65% are also reluctant to attend Phone Number List Christmas events or markets, and 42% would prefer to attend meetings with few people. In addition, 37% will choose to meet with family or friends close to their place of residence. 3. Online events will succeed 29% of consumers are now more favorable to attending Christmas events or parties virtually. 4. The unstoppable rise of online sales 44% of Spanish consumers will do their Christmas shopping online this year ; and even 33% will also use this channel for food . This trend has been dragging on and consolidating since confinement; Because due to the restrictions, the channel attracted many new users who were satisfied with the service and became loyal.
Among the most popular product categories in recent months, especially those covered by the State of Alarm, are technology items (+60% compared to 2019) and toys (+125%). 5. Innovative advertising and communication 39% of consumers expect and want to perceive normality from advertisers during these times. Additionally, 68% of those ages 18 to 24 say they appreciate brands “connecting with them in new and innovative ways .” “To be able to differentiate and succeed at this time, it is key to use 'the right image, the right message, at the right time',” explains Raúl de la Cruz, general director of Verizon Media in Spain. “We have seen that user behavior is changing and it is important that brands are prepared for it. In this sense, the use of native advertising (due to the remarkable positive brand association it offers) or dynamic ads (34% of users who have seen one claim that it influenced their purchase intention), are some of the formats. that can help them get the engagement they need to succeed in Christmas shopping.”
Less travel 70% of users surveyed are less favorable to traveling due to restrictions due to the pandemic and fear of contagion. Similarly, 65% are also reluctant to attend Phone Number List Christmas events or markets, and 42% would prefer to attend meetings with few people. In addition, 37% will choose to meet with family or friends close to their place of residence. 3. Online events will succeed 29% of consumers are now more favorable to attending Christmas events or parties virtually. 4. The unstoppable rise of online sales 44% of Spanish consumers will do their Christmas shopping online this year ; and even 33% will also use this channel for food . This trend has been dragging on and consolidating since confinement; Because due to the restrictions, the channel attracted many new users who were satisfied with the service and became loyal.
Among the most popular product categories in recent months, especially those covered by the State of Alarm, are technology items (+60% compared to 2019) and toys (+125%). 5. Innovative advertising and communication 39% of consumers expect and want to perceive normality from advertisers during these times. Additionally, 68% of those ages 18 to 24 say they appreciate brands “connecting with them in new and innovative ways .” “To be able to differentiate and succeed at this time, it is key to use 'the right image, the right message, at the right time',” explains Raúl de la Cruz, general director of Verizon Media in Spain. “We have seen that user behavior is changing and it is important that brands are prepared for it. In this sense, the use of native advertising (due to the remarkable positive brand association it offers) or dynamic ads (34% of users who have seen one claim that it influenced their purchase intention), are some of the formats. that can help them get the engagement they need to succeed in Christmas shopping.”