Cyber Week 2017, Part 3: Audience…

Cyber Week 2017, Part 3: Audience Zoom

Part 3 of the Hitwise Cyber Week Insights 2017 Report

In Part 3 of our Cyber Week series, Hitwise has profiled the Black Friday shopper and looked at how they differed by industry.

4.3 million people searched for a Black Friday deal in November, a 3% YoY increase. October also saw a 34% YoY increase.

The Black Friday shopper is traditionally younger and male-oriented. This year, a shift occurred toward older and female audience.

Electronics saw the much needed boost in November. New product releases, like the Google Home, and an older demographic have helped drive a 10% YoY visit growth.

Fashion also saw 15% YoY uplift in November, with the industry’s traffic coming from winter clothing searches and female audiences.

Travel entered the Cyber Week frenzy, doubling traffic from Black Friday searches. Compared to other verticals, the Travel Black Friday shopper skewed to specific regions like London.

The Black Friday Audience

Who are they and how have they changed since last year


Black Friday: Audience Size

Black Friday is becoming wide spread with more people participating in the UK each year.

Cyber Week 2017: Black Friday Audience Size
Source: Hitwise Intelligence. Audience = People who searched for “Black Friday” and variations. November = 4 weeks to 25-Nov-2017 YoY, October = 4 weeks to 28-Oct-2017 YoY.

4.2 million people searched for a Black Friday deal in November, which was an increase of 3% in population share YoY.

Cyber Week research is also starting earlier. Although smaller at 0.3 million, October saw a rise of 34% in population share YoY.

Black Friday: Audience Demographic

Black Friday has traditionally drawn a younger and male-oriented audience.

Cyber Week 2017: Black Friday Audience Demographic
Source: Hitwise Intelligence. Audience = People who searched for “Black Friday” and variations. November = 4 weeks to 25-Nov-2017 YoY, October = 4 weeks to 28-Oct-2017 YoY. Index to standard online population.

2017 still had an over-index of Millennials, particularly in October. But in November, we see a shift toward an older and more female demographic.

Black Friday: Audience Spread

In October, the Black Friday audience mostly resided in South Eastern regions. When we approach November, this audience spreads out across regions.

Cyber Week 2017: Black Audience Region
Source: Hitwise Intelligence. Audience = People who searched for “Black Friday” and variations. November = 4 weeks to 25-Nov-2017 YoY, October = 4 weeks to 28-Oct-2017 YoY. Index to standard online population.

November’s trend was similar in 2016, but compared to last year, London saw the greatest YoY growth. The share of Londoners had risen by 14% in November, to reach 0.6 million.

Black Friday: Audience Personal Income

Black Friday is still a peak event for people with the highest propensity to spend.

Cyber Week 2017: Black Friday Audience Income
Source: Hitwise Intelligence. Audience = People who searched for “Black Friday” and variations. November = 4 weeks to 25-Nov-2017 YoY. Index to standard online population.

People earning over £75K were 11% more likely to look for Black Friday deals in November, compared to people earning up to £10K, whom were 2% less likely.

In the next sections, we will see how the Black Friday audience differs by industry, and how this has changed over the past year.

Industry Overview

Cyber Week Standouts – Electronics, Fashion, and Travel


Industry Zoom: Visit Share Growth

In our earlier Cyber Week reports, three key industries stood out:

Electronics – the traditional Black Friday vertical which saw the much needed growth in Nov,
Fashion – the retail vertical that has continued their online rise and participation in Black Friday sales, and
Travel – the disruptor industry entering the Cyber Week frenzy.

Cyber Week 2017: Visit Share Growth by Industry
Source: Hitwise Intelligence. * Industries: Shopping & Classifieds – Appliances & Electronics, Shopping & Classifieds – Apparel & Accessories and Travel – Accommodation & Destinations.
Industry Zoom: Black Friday Traffic

Electronics relied the most of Black Friday traffic, at 1.56% of all search clicks to its industry.

Cyber Week 2017: Share of Black Friday Searches
Source: Hitwise Intelligence. * Industries: Shopping & Classifieds – Appliances & Electronics, Shopping & Classifieds – Apparel & Accessories and Travel – Accommodation & Destinations. ** Share of searches within top 10,000 to industry, containing “Black Friday”

This was a decline of 13% YoY, however, searches with only models (such as “Google Home Mini” and “iPhone X”) have grown in contrast.

The other two key industries, in contrast, saw double digit rises in Black Friday traffic, particularly in Travel.

Industry Zoom: Hot Products Cyber Week

The Google Home entered the top 5 for Electronics. The colder weather in November has also seen Canada Goose enter Fashion’s top ranks. 2017 saw the entrance of English Heritage & Legoland into the top 5 for Travel, booting out London attractions like the Shard and the London Eye.

Cyber Week 2017: Top 5 Product Searches
Source: Hitwise Intelligence. 4 rolling weeks to 02-Dec-2017, excluding brand-only terms.

Audience Zoom by Industry

How does the Black Friday shopper differ by vertical


Electronics Audience Yoy

The Electronics Black Friday attracted a higher proportion of 55+ and higher income brackets, compared to the general Black Friday shopper. This audience also had less females and people based on London and South East.

Cyber Week 2017: Electronics Shopper
Source: Hitwise Intelligence, Audience = Searched for “Black Friday” or related, before clicking on the Shopping & Classifieds – Appliances & Electronics industry OR Top 5 Retailers – Electronics Page. Period = 5 weeks ending 02-Dec-2017 YoY.
Fashion Audience Profile

The Fashion Black Friday shopper skewed younger, however, age and region were flatter across groups. Compared to Electronics, females over-indexed and were 6% more likely to look for deals.

Cyber Week 2017: Fashion Shopper
Source: Hitwise Intelligence, Audience = Searched for “Black Friday” “Cyber Week”, “deal/sale” or related, before clicking on the Shopping & Classifieds – Apparel & Accessories industry. Period = 5 weeks ending 02-Dec-2017 YoY.
Travel Audience Profile

The Travel Black Friday shopper differed in gender and location. Like Fashion, females were 6% more likely to search for flight, hotel or holiday deal over Cyber Week, with a significant 43% over-index in London.

Cyber Week 2017: Travel Shopper
Source: Hitwise Intelligence, Audience = Searched for “Black Friday” “Cyber Week”, “deal/sale” or related, before clicking on the Travel industry. Period = 5 weeks ending 02-Dec-2017 YoY.
Google Home: Pathway to Purchase

The Google Home has made a splash this year.

The audience’s research to buying cycle differed to other electronics (for instance, laptops take up to 3 months, as Hitwise has previously published). 

Source: Hitwise Intelligence, 1 rolling week. Audience = Searches for “Google Home” and variations of the term.

Visits to media sites first peaked in the wake of the Mini announcement.

Visits to shopping sites were delayed to week before Black Friday, despite the Mini’s released on 19-Oct.

Travel: Pathway to Purchase

Searches around Black Friday and travel deals also don’t surface until November.

Cyber Week 2017: Travel Deal Hunter
Source: Hitwise Intelligence, 1 rolling week. Audience = Searched for “Black Friday” “Cyber Week”, “deal/sale” or related, before clicking on the Travel industry.

The audience size at this period is tiny, compared to Black Friday week (from 1,000 at the start of to 90,000 by the end of November).

Purchases are more impulsive responding to flash deals, making the research to purchase cycle shorter.

Visits to actual agencies, airlines and hotels only spiked in Black Friday week.