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Experian Holiday Shopping Survey, 2014

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Experian Holiday Shopping Survey, 2014

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As the holidays draw near, learn the preparations that shoppers will make for their holiday purchases this year. With information that includes consumer attitudes relative to information security and privacy, you can discover how the opinions of those who have become recent victims of a data breach view shopping and retailers can differ. Learn who is more likely to have made a budget in advance, who prefers to reward themselves, and who's considering a DIY gift this year. Make your shopping merry this holiday season - and learn how others will shape their approach, too.

As the holidays draw near, learn the preparations that shoppers will make for their holiday purchases this year. With information that includes consumer attitudes relative to information security and privacy, you can discover how the opinions of those who have become recent victims of a data breach view shopping and retailers can differ. Learn who is more likely to have made a budget in advance, who prefers to reward themselves, and who's considering a DIY gift this year. Make your shopping merry this holiday season - and learn how others will shape their approach, too.

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Experian Holiday Shopping Survey, 2014

  1. 1. Experian Holiday Shopping Survey EDELMAN BERLAND November 2014 1 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  2. 2. Research Methodology WHO HOW MANY ACCURACY WHEN HOW Adults Nationwide (18+) n=1,005 Margin of Error = ± 3.1% Data Collection Occurred October 29 - November 3, 2014 Online Survey RESEARCH OBJECTIVE: To garner media-genic research around consumer’s holiday shopping behaviors with regard to spending, identity protection and retail data breaches 2 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  3. 3. Key Findings • Consumers anticipate spending more on holiday gifts this season compared to 2013, but 30% plan to do their holiday shopping without creating a set budget • Many plan to charge their holiday purchases on major credit cards (48%) and store credit cards (22%) or put gifts on layaway (12%). • Shoppers are particularly concerned about identity theft / fraud during the holiday season, and they have an appetite for more information from retailers about how customer information is being protected • Consumers themselves take various precautions when shopping, but they also expect retailers to be especially vigilant during this period of high volume commerce • Shoppers that have been affected by a recent retail data breach are especially likely to take various actions to protect their identities when shopping both in-store and online • Consumers expect retailers to keep customer information protected, and breaches have direct consequences for visitation and purchasing • Nearly one in four consumers will shop at stores that had a recent data breach less often or not at all • Fully 28% of retail data breach victims report that they have stopped shopping at the breached store 3 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  4. 4. Holiday Gift Spending 4
  5. 5. Holiday shopping is often unbudgeted; this year 30% of consumers plan to shop for holiday gifts without first setting a target spending amount (Shown: % Done in the past; % Plan to do this season) 62% Holiday Spending Behaviors 54% 38% 44% 30% 25% 29% 17% Shop for holiday gifts without a set budget Set aside a budget for holiday gift shopping Put off a major purchase to make it a holiday gift Open a store credit card to purchase a holiday gift Done in the past Planning to do this holiday season Anticipated Spending Behaviors (Shown: % Plan to do this season) Men Women 18-34 65+ 31% 30% 28% 42% 34% 42% 42% 25% 30% 20% 32% 15% 27% 7% 25% 8% Q5: Below is a list of holiday shopping behaviors. Which, if any, of the following have you ever done in the past / do you plan to do this holiday season? 5 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  6. 6. More than a quarter of consumers plan to give an “experience” or a DIY gift this holiday season Holiday Gift-Giving Behaviors (Shown: % Done in the past; % Plan to do this season) 55% 53% 37% 46% 33% 27% Buy yourself a holiday gift Give a DIY / homemade holiday gift Give an "experience" as a holiday gift Done in the past Planning to do this holiday season Anticipated Gift-Giving Behaviors (Shown: % Plan to do this season) Men Women 18-34 65+ 41% 33% 43% 22% 33% 33% 38% 28% 29% 25% 31% 22% Q5: Below is a list of holiday shopping behaviors. Which, if any, of the following have you ever done in the past / do you plan to do this holiday season? 6 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  7. 7. More than a quarter of consumers plan to give an “experience” or a DIY gift this holiday season 63% 47% 43% Experiential Gifts (Shown: % Selected) 39% 34% Food & dining Travel & adventure Arts & culture Sports & entertainment Health & beauty Men (n=146) Women (n=125) 18-34 (n=94) 65+ (n=34) 62% 66% 66% 50% 53% 40% 52% 26% 40% 46% 34% 41% 45% 34% 46% 21% 37% 31% 40% 21% Q5: Below is a list of holiday shopping behaviors. Which, if any, of the following have you ever done in the past / do you plan to do this holiday season? Q6: Which of the following types of “experiential” gifts do you plan on giving this year? (Asked if giving an “experiential” gift this season, n=271) 7 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  8. 8. Shoppers anticipate spending marginally more on holiday gifts this season compared to 2013 $722 Holiday Gift Spending by Year $800 (Shown: Mean USD amount) $644 $509 $566 $758 $864 $652 $563 $560 Total Men Women 18-34 65+ Reported 2013 Holiday Spending Anticipated 2014 Holiday Spending Holiday Gift Spending Trend NET +11 MORE 36% 25% 39% Spending more this holiday season Spending the same amount / Unsure Spending less this holiday season Q7: People spend different amounts on holiday gifts each season. Approximately how much did you spend on holiday gifts last season / do you plan to spend on holiday gifts this season? 8 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  9. 9. Cash is the most universal form of payment for holiday gifts, but nearly half of consumers anticipate using a debit card this season Anticipated Payment Methods (Shown: % Selected) 59% 48% 47% 23% 22% 12% 9% Cash Major credit card Debit Card Reward Points Store credit card Layaway Specialized Savings Account No Retail Breach Retail Breach Men Women 18-34 65+ 60% 58% 56% 62% 62% 54% 40% 54% 44% 52% 42% 59% 45% 49% 48% 46% 56% 29% 20% 25% 23% 22% 25% 9% 15% 27% 25% 19% 22% 20% 11% 12% 15% 8% 12% 3% 7% 11% 13% 5% 9% 5% Q8: How do you plan to pay for your holiday gifts this year? 9 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  10. 10. Identity Protection 10
  11. 11. Majorities want to hear how retailers are protecting customer information this holiday season; interest is particularly high among recent data breach victims Identity Concerns & Retailer 79% 76% 62% Expectations (Shown: % Agree) I would like to hear from retail stores about what they are doing to protect my personal / credit card information before the holiday holiday shopping season starts I am concerned about the risk of identity theft / fraud during the holiday shopping season Retail stores will place higher emphasis on protecting their customers' personal / credit card information during the holiday shopping season No Retail Breach Retail Breach Men Women 18-34 65+ 72% 84% 79% 79% 75% 85% 69% 81% 77% 74% 68% 78% 61% 63% 69% 56% 64% 58% Q14: To what extent do you agree or disagree with each of the following statements? 11 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  12. 12. Consumers overall feel their identities are more at risk when shopping online than in-store, but retail breach victims are more split Perceived Places of Identity Risk (Shown: % Selected) 30% 23% 18% 14% 12% When shopping online In a retail store In a restaurant At the ATM At a gas station No Retail Breach 33% 28% 28% 32% 39% 32% 21% 25% 21% 26% 22% 18% 14% 21% 18% 18% 11% 28% 20% 10% 18% 10% 17% 7% 10% 14% 14% 10% 10% 11% Q13: Where do you feel that your identity is most at risk this holiday season? Retail Breach Men Women 18-34 65+ 12 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  13. 13. Shoppers anticipate visiting both physical and online stores; two in five plan to use a mobile device for holiday purchases Anticipated Shopping Breakout (Shown: Mean Percentages) 12% 39% 48% Tota l Anticipated Shopping Methods No Retail Breach (Shown: At least 1%) Retail Breach Men Women 18-34 65+ Physical Store 95% 92% 97% 94% 96% 95% 95% Online Store via Computer 86% 80% 91% 87% 86% 90% 82% Online Store via Mobile Device 41% 32% 49% 56% 27% 57% 14% Q9: What percentage of your holiday shopping do you anticipate doing in a physical store / online, using a desktop or laptop computer / online, using a Smartphone, tablet or other mobile device? 13 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  14. 14. Among consumers who plan to use a mobile device for holiday shopping, nearly a third never interact with their mobile app privacy policies Shopping App Privacy Policy Interaction (Shown: % Selected) 31% 28% 32% 26% 43% 42% 26% 30% 44% 24% 46% 28% 40% 33% 33% 38% 22% 37% 29% 24% 43% Total No retail breach (n=137) Retail breach (n=280) Men (n=281) Women (n=136) 18-34 (n=171) 65+ (n=21) When downloading and if updated When downloading only Never Q12: Thinking about the mobile apps that you use for shopping, which of the following best describes how you interact with their privacy policies? (Asked if shopping via mobile device, n=417) 14 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  15. 15. Victims of recent retail breaches are especially apt to take security precautions when shopping in-store In-Store Shopping Precautions 71% 70% 68% (Shown: % Action taken) 63% 55% 47% 41% Stay aware of surroundings Do not leave purse / wallet in an unattended car Carry a closed wallet or purse when shopping Conduct transaction only at the register Keep credit / debit cards covered until the point of… Use a credit card / cash instead of a debit card Cover the pin pad when entering PIN number at… No Retail Breach (n=397) Retail Breach (n=557) Men (n=471) Women (n=483) 18-34 (n=285) 65+ (n=144) 70% 73% 62% 81% 65% 83% 66% 73% 54% 87% 62% 87% 59% 75% 51% 85% 60% 86% 57% 67% 50% 75% 53% 75% 49% 60% 42% 68% 48% 66% 43% 50% 40% 54% 31% 62% 39% 42% 37% 45% 39% 37% Q10: Which, if any, of the following actions do you take to protect your identity when shopping in a physical, brick-and-mortar store? (Asked if shopping in-store, n=954) 15 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  16. 16. Retail breach victims also demonstrate greater awareness and caution when shopping online Online Shopping Precautions (Shown: % Action Taken) 61% 61% 59% 59% 54% 46% 28% Log out of personal accounts after shopping Check to see if the site is secure Shop only on personal, protected internet connections… Go to websites directly instead of clicking on links Do not click on links sent in emails Do not store payment card information on a retailer's… Pay with a credit card dedicated specifically for online shopping No Retail Breach (n=355) Retail Breach (n=544) Men (n=447) Women (n=452) 18-34 (n=280) 57% 64% 49% 73% 53% 68% 53% 67% 54% 68% 56% 70% 52% 63% 50% 67% 55% 70% 52% 63% 52% 66% 56% 63% 48% 58% 46% 62% 47% 64% 42% 49% 37% 56% 36% 57% 31% 26% 32% 24% 26% 27% Q11: Which, if any, of the following actions do you take to protect your identity when shopping online? (Asked if shopping online, n=899) 65+ (n=126) 16 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  17. 17. Data Breach Impact 17
  18. 18. One in two consumers has been notified of a retail data breach in the past two years Data Breach Experience by Industry (Shown: % Received notification of at least 1 57% 35% breach) 24% 20% 19% 18% 16% Retail stores Financial institutions Web service providers Medical providers Government agencies Foodservice providers Technology companies Men Women 18-34 65+ 55% 60% 53% 60% 41% 28% 30% 33% 35% 14% 28% 18% 29% 12% 20% 16% 31% 7% 18% 12% 30% 7% 21% 11% 27% 6% 18% 9% Q16: In the past two years, approximately how many data breach notifications do you recall receiving from each of the following? 18 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  19. 19. One in four retail data breach victims have stopped shopping at the store where their personal information was compromised 71% Retail Data Breach Reactions 46% (Shown: % Action taken) 30% 28% 16% Checked bank statements for suspicious activity Checked my credit report Enrolled in credit monitoring services offered by the company with the data breach Stopped shopping at the breached store Enrolled in credit monitoring services not offered by the company with the data breach Q17: Which, if any, of the following actions did you take after you were notified that you were impacted by a retail data breach? (Asked if received at least 1 retail data breach notification, n=575) 19 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement
  20. 20. Recent retail data breaches have encouraged consumers to shop with cash more often; data breach victims also plan to use debit cards less often Data Breach Purchase Impact 40% (Shown: % Selected) 25% 23% 18% 14% 14% I will pay with cash more I will pay with debit cards less often or not at all I will shop at stores that I have had a data breach… I will pay with credit cards less often or not at all I will pay with store credit cards less often or not at all I will shop onine less often or not at all No Retail Breach Retail Breach Men Women 18-34 65+ 41% 39% 38% 42% 42% 38% 20% 28% 26% 23% 19% 23% 18% 27% 23% 23% 22% 28% 16% 20% 24% 12% 16% 14% 13% 16% 20% 9% 14% 13% 14% 14% 20% 8% 12% 10% Q15: How, if at all, will recent retail data breaches impact the way you make purchases during the holiday season? 20 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement

Notas do Editor

  • Survey methodology
    The data points referenced above come from a study commissioned by ConsumerInfo.com, Inc., an Experian company, produced by research firm Edelman Berland and conducted as an online survey of n=1,005 adults nationwide, ages 18+. Interviewing took place from October 29 - November 3, 2014. The margin of error is plus or minus 3.1 percent.

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