Video advertising platforms Unruly and Tremor Video today released the results of a joint study exploring consumer attitudes, expectations, and plans ahead of the 2020 holiday season.
800 US consumers were surveyed in September 2020, and more than half of respondents plan to do their holiday shopping in November. 25% said they will do the shopping in October or before, and 25% said they will do the shopping in December.
The study reveals that 75% plan to do at least half of their holiday shopping online and 53% will increase the frequency of their online shopping.
On media consumption, 53% will be watching TV more frequently and 58% will be browsing the internet more frequently. 41% believe that TV ads are among the most influential media channels in terms of inspiring their holiday purchase decisions.
“Online shopping and TV consumption are on the rise this holiday season, and as these channels are increasingly embraced due to continued stay-at-home restrictions, it presents advertisers with an opportunity to more effectively reach new consumer groups through online video and TV,” said Terence Scroope, VP of Insights at Unruly and Tremor Video. “Brands should seize this opportunity to deliver highly-targeted, personalized ads to consumers across all screens, including CTV, in-app, instream, mobile, and desktop.”
89% of consumers from households that make over $100K per year plan to do at least half of their holiday shopping online, followed by 79% of those from households that make $40K-$100K per year and 67% of those from households that make less than $40K per year.
Nearly 56% do not plan to travel this holiday season (and increases to 77% for consumers aged 55 or above); however, over 25% intend to travel within their state of residence and nearly 15% are planning out of state travel.