CPG Brand Website Visitors Buy More In-Store

Visitors to CPG brand websites buy 37% more in retail stores than non-visitors to the brand website, and complete 41% more transactions,  according to a comScore, Accenture, and dunnhumbyUSA study released in January 2012. Website visitors are also heavier buyers within a brand’s product category, spending 53% more category dollars than non-visitors. And they have more purchase occasions than non-visitors for both the brand and the category, making 35% more purchase trips for the brand, and 39% more in the overall category (3.2 vs. 2.3).

Specifically, CPG brand website visitors spend an average of $2.86 per household, $0.72 more than non-visitors. Engagement with the brand does not translate to exclusivity, as these visitors are also highly engaged in the category: compared with non-visitors, they also purchase 58% more units in the category.

These results on consumers’ cross-channel shopping behavior come on the heels of findings from ForeSee showing that mobile shopping satisfaction positively impacts other channels: satisfied mobile customers report being 40% more likely than dissatisfied mobile customers to consider the same company when purchasing from other channels such as a traditional website or store (88% vs. 63%).

Site Visitors Pay Less Per Unit, Though

comScore’s study indicates that despite greater engagement with the brand and the category, website visitors pay 8% less per unit than non-visitors. According to the report, it is likely that these visitors were visiting websites to download coupons, thus reducing their net price paid. For the 2 CPG brand websites (of the 10 studied) where visitors paid 2% more per unit than non-visitors, the web content strategy focused on “brand value messaging” rather than “coupon downloads.”

Coupon Seekers Don’t Stay Long

The study measured the online behavior of consumers who buy CPG brands in retail stores (”Brand Buyers”) in relation to the average US internet user across 4 variables: website reach (”Reach”); minutes per visitor (”Time”); number of pages viewed per visitor (”Pages”); and Reach multiplied by Pages, divided by the same metric for the average user (”Intensity Index”). Among the categories examined, some key findings emerged. For example, the Coupon category over-indexed on Reach, but under-indexed on Time and Pages, suggesting that the deal-seeking segment tends to quickly depart a property when no coupons or relevant coupons can be found. The Beauty/Fashion/Style website category exhibited by far the strongest Intensity Index among the website categories, while the Politics category was also of great interest to Brand Buyers, with these consumers spending over twice as much time with this category than the average internet visitor.

Time Most Important Purchase Determinant

Data from “Are Your CPG Brands Maximizing the Return on Your Digital Investment” indicates that the length of time that visitors spend on a brand’s website was the key determinant of their likelihood to purchase that brand in the store, although the presence of a social cause on the brand site also increased the likelihood of in-store brand purchase.

Meanwhile, the attribute that most influenced whether visitors spent more time on a site was fresh content updated frequently. The presence of brand value messaging, a click-to-buy feature, and value-added tools such as product ratings, user-generated content, and recipes all increased length of stay.

Overall, 4 website attributes correlated most closely with a higher brand purchase index (greater brand spending in-store for website visitors than non-visitors): a compelling brand value message; fresh content updated at least weekly; content that creates an engaging online experience such as a pulse survey on the home page; and well designed site navigation.

About the Data: The study was based on an integrated panel of 1 million US Internet users who have given comScore explicit permission to have their online activities continuously measured and matched to their in-store brand buying behavior provided by dunnhumbyUSA. This integrated panel provided a single-source, privacy-protected data mart containing each panelist’s online activities and their in-store buying behavior. Using the comScore-dunnhumbyUSA database, the study examined 10 individual food and household product brands with annual sales between $40 million and $3 billion. These brands had at least 100,000 unique visitors to their websites and as many as 2.3 million per month. The study covered the time period from September 2010 through February 2011. Leveraging comScore’s knowledge of the digital user, dunnhumby’s shopper understanding, and Accenture’s experience in operating and maintaining consumer packaged goods websites, the study quantified the linkage between CPG brand buying at retail and digital behavior by comparing the in-store purchase behavior of website visitors and non-visitors and identifying the common components of successful CPG brand websites. For website performance scoring criteria, the Accenture Web Evaluator was used for this survey. The Accenture Web Evaluator provides a comprehensive assessment of how well companies use their websites to attract and retain customers, support and reinforce their brand, deliver services and generate sales.

Retailers See E-Commerce as Main Digital Platform Across Channels

The vast majority (89%) of retailers with comparable store/channel sales growth of over 4% (”winners”) agree that their e-commerce platform will ultimately serve as the central point of all digital activity across channels, and 94% agree that the future of online commerce lies more with cross-channel or merged channel capabilities, according to a report released in January 2012 by RSR Research. Those with comparable store/channel sales growth of less than 4% (”laggards”) also agree, but to a lesser extent: 62% see their e-commerce platform as ultimately becoming their digital platform across all channels, and 70% agree that the future of online lies more with cross-channel.

In fact, 34% of retailers report being in pilot to extend their e-commerce platform as a mobile platform, with a further 38% budgeting or planning to do so. And 21% plan to one day use their e-commerce platform at their point of sale, while 36% have already taken steps to do so.

Digital Channels Grow, as do Expectations

Data from “eCommerce 2012 – Back to the Future” indicates that 84% of the retailers surveyed in 2011 operated an online channel, up 17% from 72% in 2010. Along with an increased presence in the online channel, retailers’ expectations for what digital channels can contribute to their business continue to grow. While just 13% cited the percentage of sales coming from their online channel today to be 25% or greater, one-third said it would be so in 3 years.

Channel proliferation spread into mobile also, with 44% engaged in mobile commerce, up 76% from one-quarter the previous year. Retailers’ best be careful to optimize their mobile experiences, though: according to a report released in November 2011 by Limelight Networks,2 in 5 mobile shoppers penalize retailers for unsatisfactory site experiences. 20% of mobile shoppers respond to a bad shopping experience on their mobile device by completing their research and/or purchase but vowing to never return to the site in the future if they can avoid it, with a further 18% saying they abandon the site and seek alternative brands using their device.

Meanwhile, according to RSR survey results, retailers presence in traditional channels is falling as they expand into digital channels. The only 2 channels to show a decline in respondents reporting a presence were catalog (from 27% to 24%), and stores (from 84% to 80%).

Consumer Engagement Among Top Biz Challenges

The top 3 e-commerce business challenges most cited by winners included keeping up with evolving consumer shopping patterns, getting consumers to engage more online, and maintaining growth rates (all at 54%). These were also cited as the top challenges by laggards, although they gave top billing to online consumer engagement and growth rates (both at 64%). More than twice as many winners as laggards said that providing more ways for consumers to connect with each other through their brand was a top 3 challenge (46% vs. 21%).

Customer Engagement Also Top Operational Challenge

Understanding and accommodating how different customer segments engage with them is the most widespread top 3 operational challenge for both winners (65%) and laggards (75%), followed by difficulty coordinating with other channels to create a seamless cross-channel experience (48% of winners, and 58% of laggards). Laggards appear far more uncertain about what makes for a differentiated online experience than winners: three-quarters said they had not yet defined what a differentiated experience looks or feels like for their brand, compared to just 13% of winners.

About the Data: RSR conducted an online survey from September to December 2011 and received answers from 94 qualified retail respondents across the world. 31% had 2010 revenue of less than $50 million, while 41% had 2010 revenue of over $1 billion.

Women Take Note of Price, Quality Info in Advertising

January 26, 2012

The top elements of advertising that make women “take notice” are an easily found price (45%) and proof or details of quality (43%), according to [pdf] a white paper released in January 2012 by Fleishman-Hillard in partnership with Hearst Magazine. A relevant message (39%) closely follows, while advertising that is easy to remember (28%), provides comparisons to competition (26%), or offers something free or highly discounted (26%) also earn women’s attention. Testimonials from actual users (21%) and appealing graphics (20%), by contrast, are less significant elements.

Price, Quality Info Helps Purchase Decisions

Price is by far the most popular type of information that companies could provide to help women’s purchase decisions, cited by 74% of respondents. Women also clearly want to know about quality information, including quality of materials (38%), quality of craftsmanship (29%), and quality of service (22%). Meanwhile, ratings or reviews from actual users and owners are more important than from experts in helping women make purchase decisions (33% vs. 19%).

Partners Top Factor, Though

Although expert opinions (39%) and third-party endorsements (30%) are significant factors for women in making purchase decisions, spouses and partners (66%) are easily the leading factor. Of note, though, more respondents reported that information found online (40%) was a highly important decision factor to them than their parents (30%), friends (27%), and children (24%). Additionally, information found online was also more significant than information in magazines (17%), newspapers (17%), or on the TV (16%).

More Men Have the Final Say

Data from “Game Changers: Women Defining the New American Marketplace” indicates that women are twice as likely to say they share decision-making equally with their spouse or partner than to say they have the final or primary say (67% vs. 32%). By contrast, men are as likely to say they have the final say as to say they share their decision making (50% vs. 49%).

For purchases of smaller-ticket items, though, women’s influence is greater: just 31% say they share the decision-making process with their spouse or partner for purchases under $100, compared to 45% of men. For purchases over $100, most women and men agree that the buying decision should be jointly made, although a greater proportion of women view the decision that way.

According to a report released in September 2011 by Nielsen, women see themselves as the primary drivers of a variety purchases in the African-American consumer demographic. The largest gap in whether women see themselves or men as the primary purchase drivers was health/beauty, with 77% of women saying they were the primary drivers and only 1% saying men were the primary drivers. There were few categories where a large percentage said men and women have equal influence on purchase decisions. Those were locations for social activities (women 50% and men/women equally 47%), personal electronics (women 47% and men/women equally 41%) and automobiles/other transportation (women 49% and men/women equally 31%).

Other Findings:

• According to the Fleishman-Hillard report, women are more likely than men to wish their spouse or partner would help make more of the decisions for the household (56% vs. 52%).
• Men are less likely than women to say that being the primary decision-maker is stressful (62% vs. 70%) or tiring (55% vs. 66%).

About the Data: The Fleishman-Hillard results are based on a 20-minute online survey conducted from Sept. 8-15, 2011, among 1,270 women in the US aged 25-69 with an annual household income of $25,000 or more. For comparison purposes, 263 men were also surveyed.

Ad Targeting Voted Leading Data-Driven Marketing Activity

Ad targeting (placement/content) is projected to be the leading focal point of future data-driven marketing activity, with respondents to a Winterberry Group survey released in January 2012 rating it an average of 4.4 on a 5-point scale of data use significance. Other use cases closely following ad targeting in terms of future significance include market research/customer behavior analysis and offer optimization (both at 4.3), as well as content optimization and cross-channel touchpoint optimization (both at 4.2). Ad inventory forecasting and ad verification (both at 3.5) are projected to be the least likely activities to be significant for future data utilization.

In terms of current data-driven marketing activities, ad targeting (4) and market research/customer behavior analysis (3.9) are also rated the most significant.

Prior Marketing Campaigns Provide Best Data

Data from “From Information to Audiences: The Emerging Marketing Data Use Cases” indicates that advertising and marketing thought leaders are realizing the most value from utilizing data from prior marketing campaigns (i.e. for retargeting), rating this source a 3.7 on a 5-point scale. Web analytics providers (3.4) are rated the next-most valuable sources, with social media and/or mobile applications (3.3) close behind. Search engines (3.1), data originators, such as market research providers (3), and commercial data compilers (3) are also valuable third-party marketing data sources, while data exchanges (2.6) and list brokers and managers (2.5) are rated least valuable.

According to a comScore and ValueClick study released in November 2010, retargeting is the online targeting strategy that offers the most lift, although it has low reach.

Interest Driven by Insights, Hindered by Talent

Meanwhile, respondents to the Winterberry survey indicate that the growing ability to derive insights from deep first-party data assets, along with a growing understanding of the tactical needs of multichannel integration, are the leading reasons driving deeper interest and investment into marketing data, rating each an average of 4.1 on the 5-point scale of significance. Pressure from the “C-suite” to exploit the high-ROI potential of direct and digital channels (4) and to deliver quantifiable performance or performance improvement (3.9) are also significant factors.

Marketers appear to be affected by a talent shortage, though, rating a shortage of data-savvy marketing talent (4) as the top hindrance to their interest and investment in marketing data, closely followed by siloed collection and management of data within the company (3.9). Marketers are also struggling with poor insight among sales teams (or media buyers) into the relative value of data, and an insufficient data strategy (both at 3.8).

Quality Beats Recency

Meanwhile, quality and accuracy of a data set is far and away the most critical attribute in driving its value, rated a 4.4 on the 5-point scale, beating recency/”freshness” of the data set, insights into online /digital marketing interactions, and scale/coverage of the data set (all at 4.1). The length of the data history (3.7) was voted the least important in driving the data set’s value.

About the Data: Developed in research partnership with the IAB, the Winterberry Group’s findings are based on the results of an intensive research effort that included in-person, phone and online surveys of more than 175 marketers, agency executives, data compilers, technology developers and other industry thought leaders around the globe, 54% of whom best describe their job role or function as executive management.

Source: MarketingCharts.com

Online Revenue Better for Local Media Cos. With Digital-Only Reps

A “one-staff-fits-all” strategy may not be the best approach for local media companies, according to a January 2012 report from Borrell Associates, which finds that sites with dedicated digital account executives (AEs) outperform those without by a factor of 2.5. In fact, gross online revenue per sales representative (online dollars divided by all representatives selling digital products) is roughly $186,000 for sites with digital AEs, compared to $73,300 for those without any dedicated AEs.

Among TV stations the disparity is even greater: those with sales representatives dedicated exclusively to selling online advertising average almost 3 times the gross revenue of those without ($208,200 vs. $70,300).

Online-Only AEs Hiring Down

46% of local media respondents reported having an online-only AE, down from 60% in 2009. Radio sported the lowest average of digital-only sellers, with just 11% of radio companies employing at least one. Only 2 in 5 local TV stations had at least one online-only AE, although the majority of newspapers (55%) did.

Digital AEs Perform Well With Consultative Sales Approach

Overall, sales managers seemed pleased with their representatives’ performance using the consultative approach, with the majority rating their performance good to outstanding. However, there was a clear difference between companies working with dedicated digital AEs and those without: managers with digital AEs reported an excellent to outstanding rank at a rate of 56%, while those without a dedicated digital staff reported that satisfaction level at a rate of 32%.

Similarly, managers whose staff included digital AEs were far more likely than those without to rank their staff’s understanding of digital products as excellent to outstanding (58% vs. 11%).

Other Findings:

• 15% of managers who had no digital-only AEs on staff rated their staff’s motivation to sell digital products as poor.
• Less than half of managers without digital-only AEs said that their sales representatives had a good to outstanding level of understanding of the basic business trends for their advertising customers.

About the Data: Borrell’s analysis was derived from: an online survey of 345 local media sales managers that yielded 230 usable responses, conducted November 2011 to January 2012; Borrell’s database of online revenue and number of dedicated sales representatives at more than 5,100 local media companies in the US and Canada; and a survey of 7,805 local businesses conducted January to December, 2011.

Source: marketingcharts.com

US Online Ad Spend Set to Exceed Print (Update)

January 19, 2012

US online ad spending will exceed the total spent on print magazines and newspapers this year for the first time, according to a January 2012 eMarketer estimate that projects $39.5 billion in online ad spending, $19.4 billion in newspaper ad spending, and $15.4 billion in magazine ad spending. eMarketer estimates that online ad spending will continue its dramatic growth to reach $62 billion by 2016, while the print total will continue to decline to $32.3 billion that year.

US online ad spend is expected to grow by 23.3% this year, with double-digit growth continuing through 2014 before slowing to 8.9% in 2015 and 7.8% in 2016.

TV Growth Unaffected

As online ad spending grows, so will TV, albeit more slowly, notes eMarketer, which estimates that US TV spending will reach $72 billion in 2016. At that point, the gap between TV and online ad spending will be $10 billion, compared to the $28.7 billion gap seen in 2011.

Overall, eMarketer projects total media ad spending to grow 6.7% this year to $169.5 billion, boosted by national election campaigns and gains in mobile spending. Growth will remain between 3-4% through 2016, with spending reaching almost $200 billion by then. And while online will be a major driver of that growth, traditional ad spending will for the most part stagnate during the period.

Q1-Q3 ‘11 Ad Spend Up 1.5%

Total US advertising expenditures in the first 9 months of 2011 increased 1.5% from the previous year, finishing the period at $104.7 billion,according to December 2011 data from Kantar Media. Spending growth slowed during Q3, up 0.4% compared to 2010, after rising 4.1% in Q1 and 2.8% in Q2. Spending among the 10 largest advertisers in the first 9 months of 2011 was $11.8 billion, representing a 1.4% decline compared to the previous year. Procter & Gamble maintained its top-ranked position with spending of $2.1 billion through September, down 5.6% compared to 2010, although its Q3 spending was flat compared to the previous year.

Meanwhile, expenditures for the 10 largest categories grew 3.1% in the first 9 months of 2011, to $59.5 billion. For Q3, the aggregate increase was 1.8%, although quarterly growth rates for 7 of the 10 categories trailed their year-to-date average. Automotive was the top category with $9.9 billion of spending during the 9-month period, up 7% from 2010. However, the bulk of the gain came early in the year, and from April through September automotive budgets grew just 1%.

TV Ad Spending Rises

Most forms of TV displayed spending gains in Q3 2011: expenditures on cable networks rose 6.5% during Q3, while year-to-date outlays grew 9.9%. Network TV registered its first quarterly gain of the year, as Q3 expenditures inched up 0.2%, although year-to-date expenditures remained down 5.7%. Kantar insight suggests higher budgets from movie studios and consumer package goods marketers accounted for the Q3 increase for network TV, while the year-to-date decline can be attributed to the loss of marquee college football and basketball programming to cable networks in Q1.

Meanwhile, ad spending in Spanish Language Television jumped 18% during Q3 2011 compared to Q3 2010, while syndication TV was also up 14.8% for the period. The only TV segment to lose ground was spot TV, where spending fell 5.7% year-over-year in Q3, and was also down 2.7% for the year-to-date.

Overall, compared to the corresponding periods in 2010, TV ad spending grew 2.3% for the year-to-date, and 3.2% for Q3.

The top 10 TV advertisers, led by Procter & Gamble, spent $7.3 billion in the medium during the first 9 months of 2011, up 0.1% from a year ago. The group accounted for 15% of total TV expenditures by all advertisers.

Most Other Media Also Post Gains

Outdoor spending slowed during the third quarter, but still registered gains of 3.2% for Q3 and 8.6% for the first 9 months. The pace of spending in radio media was more muted, but remained steady, up a modest 1.1% in Q3 and 1.2% for the year-to-date, driven by over 2% growth in local radio and network radio advertising.

Magazine media spending declined 1.2% for Q3, but rose 1.5% for the year-to-date. The top 10 magazine advertisers invested $2.7 billion in the medium for the year-to-date, a decrease of 2.8%. As a proportion of total magazine ad spending by all advertisers, the top 10 accounted for 17.1%.

Although the internet sector posted a Q3 2011 drop of 2.9% compared to last year, overall expenditures for the year-to-date were up 2.8% compared to a year earlier. Display ad expenditures soared 15.8% in Q3 and 10.1% for the year-to-date, offsetting paid search drops of 14.4% and 2.1%, respectively. The 10 largest internet advertisers, led by General Motors, invested a total of $1.8 billion in paid search and display campaigns, up 11.1% versus a year ago, and accounting for 10.8% share of all internet ad dollars.

Newspapers Fare Poorly

The newspaper sector posted the worst figures of all media, experiencing a 3.7% decline in spending in Q3 2011 compared to Q3 2010, and 3.8% decrease for the year-to-date. Local newspapers, despite robust budgets from local auto dealers and an uptick in financial advertising, saw a 4.4% spending decline in Q3, and were down 3.9% year-to-date.

Print Media Get Spending, Lack Consumption

Meanwhile, according to December figures from eMarketer, although newspapers accounted for 15% of all US ad spending in 2011, they held just a 4% share of adults’ daily media time. Magazines also held a much larger share of ad spending than daily media time, at 9.7% and 2.8%, respectively.

By contrast, eMarketer estimated that mobile accounted for 10.1% share of adults’ media time each day, but less than 1% of ad dollars. TV (42.5% vs. 42.2%), internet (25.9% vs. 21.9%), and radio (14.6% vs. 10.9%) all also displayed a higher share of adults’ daily time than share of US ad spending.

eMarketer notes that time spent with the internet excludes internet access via mobile, but online ad spending includes mobile internet ad spending. As such, the total of the ad spending share for all the media adds up to more than 100%.

‘11 Holiday Season Paid Search Revenue, Returns Up

January 18, 2012

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Total global revenue driven by paid search rose 36% year-over-year during the 2011 holiday season (November 6 to December 25), while transactions rose 56%, according to a Kenshoo report released in January 2012. Average order value (AOV) peaked the week of November 20, but overall, consumers spent 13% less per transaction in 2011 compared to 2010.

According to Kenshoo insight, these trends are likely indicative of consumers’ willingness to shop around at different retailers when buying all the items on their shopping lists, as well as their propensity to purchase more frequently without regard to order size due to retailers’ free shipping offers with lower or no minimums.

Returns Up 23% Y-O-Y

Data from Kenshoo’s “2011 Global Online Retail Holiday Shopping Report” indicates that the quality of paid search ad campaigns for retailers around the globe improved significantly as compared to the previous year. Acquisition costs were driven down as the average cost per conversion (transaction) fell 29%. Lower costs helped drive up return on ad spend (ROAS) to a total of $6.54, meaning that for every dollar retailers invested in paid search during the 2011 holidays, they generated $6.54 in online sales revenue.

The report notes that monetary figures were adjusted based on global currency conversions to US dollars.

Search Budgets and Conversion Rates Increase

Retailers around the world increased search ad budgets by 10% during the 2011 holiday season, compared to 2010, with the period of largest spend being the week of December 11-17. This aligned with the conversion rate peak, with overall conversion rates up 39% year-over-year for the period. Other metrics that rose year-over-year included clicks (+12%) and CTR (+13%), although impressions remained stagnant. By contrast, results from IgnitionOne, Performics, and Marin Software saw significant gains in impressions among their clients in Q4 2011, accompanying impressive rises in clicks and CTRs. However, similar to results from those entities, Kenshoo found that the average cost per click was not affected by the increased paid search competition, remaining flat year-over-year.

Meanwhile, according to Efficient Frontier, search spend increased 14% year-over-year in the US and 19% year-over-year in the UK in Q4 2011. Despite this increased budget, CPCs dropped 5% quarter-over-quarter across the board, due to a rise in mobile advertising, which accounted for 7-8% of search spend, compared to 2% the previous year.

Data from RKG Digital [pdf], meanwhile, shows paid search spend rose 31% year-over-year in Q4, while ad clicks increased 32.8%. Higher CTR was the primary driver, increasing 25.9% year-over-year, while impression growth was limited to 5.5%, CPC fell 1.4% year-over-year, and revenue per click rose 6.6%, suggesting a greater focus on efficiency among RKG’s base of advertisers.

Tablets Boast Highest Order Size

According to Kenshoo, tablets were responsible for the highest average order value (revenue per conversion) during the holiday season, at $149.84, slightly ahead of PCs ($146.07). PCs held the lion’s share of revenue (91.66%), though, with tablets accounting for 7% and mobile phones for 1.35%. Conversion rates on PCs (3.48%) were also higher than on tablets (2.72%), with mobile phones (0.87%) trailing distantly.

IBM Smarter Commerce results from December 2011 paint a different picture: according to those results, the conversion rate on all mobile devices shoppers was 3.1%, led by the iPad, which experienced conversion rates that reached 6.3% for the month (see link above).

Other Findings:

• According to Kenshoo, for those consumers who did use smartphones to make purchases, Apple iOS mobile phone users represented a more desirable audience than Android users, spending 13% more on purchases ($122.48 vs. $108.33) and delivering a conversion rate almost 28% better (1.01% vs. 0.79%).
• According to the Efficient Frontier report, Google maintained 80% spend share in Q4, although Yahoo/Bing clicks were 14% more valuable and had 9% more ROI. RKG data showed Google increasing its search lead over Bing and Yahoo in Q4, generating 86.5% of paid clicks and 83.5% of organic search visits. Meanwhile, recent comScore data indicates that Google led the US explicit core search market in December 2011 with 65.9% market share, with Microsoft overtaking Yahoo for the first time, at 15.1% and 14.6%, respectively.
• Efficient Frontier data indicates that Facebook spend share reached 2.7% of biddable online advertising spend in Q4 2011, and is expected to reach 5% of all online advertising spend by the end of this year. According to RKG, Facebook generated 3.6% of referral traffic to sites on average in Q4, and 0.6% of all traffic. For marketers running Facebook ads, RKG found that 90% of Facebook impressions were generated by the ads, as opposed to organic or viral activity.
• Efficient Frontier results indicate that Google’s Doubleclick increased its exchange display market share by 19% year-over-year in Q4, due to both inventory constraints and shifting strategies by Yahoo for their Right Media Exchange.

About the Data: The Kenshoo statistics were culled from an aggregation of more than 40 billion total search advertising impressions, 650 million clicks and 20 million online sales transactions. The mobile and tablet data represents a subset of retailers from the US in the index and a shorter window of analysis for the month of December 2011 only.