Posts Tagged ‘ mosaic ’

Affluent shoppers boost online retail traffic

Holiday retail sales for 2011 are expected to increase 2.8% to $465.6 billion, according to the National Retail Federation, lower growth than the 5.2% increase in sales from the 2010 holiday season. Last year, the increase in visits to online retailers was higher than the overall lift in sales as consumers researched products and store information as well as purchased holiday gifts. Last year, visits to the Retail 500 (excludes auctions, classifieds and rentals) increased during the kickoff of the holiday season, the weeks with Thanksgiving & Black Friday and Cyber Monday, increased 8% and 11% respectively. As we head into the holiday season, recent economic indicators like consumer confidence have declined, causing concern about potential spending power. However, traffic to online retailers has grown with visits up 10% year-over-year for the week ending October 23, 2011.One driver behind the increased visits to the Retail 500 is the audience, which over-indexes against the population for the most affluent Mosaic Groups: Power Elite (over-indexes for household incomes of $125k and up), Flourishing Families (over-indexes for household incomes between $75k and $250k), Booming with Confidence (over-indexes for household incomes over $75k), Suburban Style (over-indexes for household incomes of $75k to $175k). These 4 Mosaic Groups represented 28% of the visits to the Retail 500 for the 12 weeks ending October 22, 2011. While there may be anxiety around consumers’ ability to spend during the holidays, purchases from affluent segments may help offset the decreased buying power of those with lower household incomes.[ READ MORE ]

Google+ opens the floodgates to all, market share rockets

Google+ emerged as the third largest site in the Social Network and Forums category last Wednesday, a day after the site went from “invitation-only” to "open access" available to everyone.Opening access created a massive spike in market share of visits for the site, with a 1269% growth from the week ending September 17th to the week of September 24th. The site also received nearly 15 million total US visits last week.In just one week, Google+ went from ranking as 54th most visited site in our Social Networking and Forums category to 8th place.The evolution of Google+’s audience composition from its launch in early July to last week illustrates how quickly the cycle from “Innovator” and “Early Adopter” phase, to the “Early Majority” and “Late Majority” can occur.In comparison to the online population, Google + continued to over-index for and win a high share of its visits from Mosaic USA 2011 Types which contain “Influencers”, “Early Adopters” and the internet-savvy, like “Bohemian Groove”, “Gotham Blend” and “Progressive Potpourri” ; this indicates that “Early Adopters” still account for a large share of Google+’s traffic.Yet the week of September 24th also saw a sharp increase in visit share from “Hispanic Harmony”, “Platinum Prosperity” and “Striving Single Scene”, amongst others, shifting the audience profile of Google+. Besides the outlier “Platinum Prosperity”, the unifying factor between these varied groups is their lower to middle income profile. This evolution in audience profile indicates that Google+ may be shifting into the “Early Majority” stage.Note – the data does not include mobile traffic or traffic from the Google Notification BarThanks to Margot Bonner, Analyst on the Custom Data & Insights team for helping with today's analysis.[ READ MORE ]