A mobile consumer shopping survey captured customer experience in real-time on Black Friday, showing that 64% of respondents were satisfied with their Black Friday shopping experiences – while 66% indicated concerns about their safety while shopping for the best deals.
Survey Analytics and Ipsos Loyalty conducted the survey.
“The Black Friday survey offers an analysis of consumer experiences when it's most relevant – while the consumer is in the store,” Survey Analytics CEO Andrew Jeavons said in a press release. “We will increasingly see retailers using mobile survey technology to capture sentiment and then use that data to communicate with consumers in real time. It's the next step in connecting the dots between online, in-store, and social brand experiences.”
To illustrate an example of a mobile survey capturing customer experience in real time, Survey Analytics and Ipsos Loyalty conducted one on Black Friday last month. Here are some key results gleaned in real time from that survey:
Top Items on Wish Lists this Year
Extreme discounts and buy one, get one offers keep consumers coming back for more year after year on Black Friday, especially when it comes to electronics. Survey results show the top purchases on Black Friday were electronics (43%), clothes (42%), toys (28%) and new phones (19%).
Ecommerce Spikes on Black Friday
Consumers lined up outside stores again this year hoping to be among the first to get their hands on coveted Black Friday exclusive discounted items. Electronic stores (70%) and department stores (71%) were among the most popular destinations for shoppers on Black Friday. However, most shoppers (90%) were content to do some or all of their shopping online, hoping to avoid the long lines and potential battles that awaited them in-store.
Majority of Online Shopping Still Done on Computers, But Mobile Not Far Behind
The survey revealed that 62% of Black Friday shoppers did their shopping online, and 33% shopped on mobile phones. The most used browsers were Mobile Safari (28%), Chrome (26%), and Firefox (17%).
Consumer Spending Stays Under $1K
The majority (42%) of shoppers spent $100 or less on Black Friday; 38% of shoppers spent $100-$500, while only 20% spent more than $500.
Consumers Divided on Thanksgiving Day Shopping
More than half (55%) of shoppers felt that stores should remain closed on Thanksgiving Day. Stores that were open this year included Walmart, Target, and Kohl’s.
The Black Friday 2013 Mobile Survey represents data from more than 300 respondents in five major U.S. cities including New York, Los Angeles, Chicago, Philadelphia, and San Francisco.