IAB Holiday Shopper Playbook: A guide to holiday shoppers and digital influence on clothing and electronics purchases

This playbook provides a guide to holiday shoppers and digital influence on clothing and electronics purchases, examining the ways digital media and mobile devices are used differently among various age groups.
  • As the top product categories sold digitally, shopping behaviours and influences around clothing and consumer electronics are explored in detail in this report.
  • 85% of US adults planned to spend the same or more on clothing shopping online over October, November, and December than they did at this time last year.
  • More US adults are influenced by email (26%) than broadcast TV (21%) and more by Internet ads (19%) than cable TV (13%) in their clothing purchases.
  • Roughly two-thirds (67%) of US adults planned to spend the same or more on electronics over the holiday shopping season,...

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