As Spring approaches, Easter is one of the first major family holidays of the year. Many consumers have already started to look to update and personalize their habits around shopping Easter sales, and for Easter gifts in regions where they’re common - not just candy! Many consumers are aware that mobile shopping provides easy navigation to search and find the products they want. Brands are looking out for some opportunities to reach their target audiences in this egg-centric holiday. Easter holidays are another effective holiday that helps mobile commerce (m-commerce) marketers and advertisers to identify their customers, increase engagement, and grow the business.
We distributed the Easter Holiday Survey in the EMEA and LATAM regions to analyze consumers’ shopping preferences and approaches, the products they tend to buy, the industries that may benefit from the holiday, and the effectiveness of mobile advertising during the holiday on their shopping experience.
Let’s dive into consumers’ shopping preferences in EMEA and LATAM regions.
Don’t forget to check out the highlights and be sure to download the infographics!
Survey Highlights
Millennials are more active on their mobile devices during Easter holidays – In EMEA, the majority of mobile users age between 25-34 with 26% and followed by 35-44 with 21%. The majority of the audience is 53% female.
In Latin America, the majority of users online for Easter are between 18-34 with 54%. The majority of the audience is 55% female which means women will be more likely to be active on their mobile devices.
M-commerce is an increasing trend for online shopping – Across EMEA, 68% of respondents state that they use their mobile device to shop online for Easter Holiday and 45% of them consider ordering online with a home delivery service. In general, when shopping on mobile devices for Easter, 72% of consumers prefer in-app over using a mobile browser.
In LATAM, 59% of respondents state that they use their mobile device to shop online and 54% of them consider ordering online with home delivery. When shopping on mobile devices, 76% of consumers prefer doing in-app rather than using a mobile browser.
Playing a mobile game is a usual activity for the Easter holidays – When thinking about activities during Easter, Latin American consumers said that they will message family and friends (67%), play mobile games (56%), and watch online videos on streaming services (52%). Also, respondents state that, during the Easter holidays, 46% of them will spend more time playing mobile games.
Across the Atlantic, EMEA consumers responded similarly, with 62% saying will message family and friends, play mobile games (54%), and watch online videos on streaming services (52%). Respondents said also said that over a third of them 34% of them will spend more time playing mobile games than usual over the Easter holiday
FMCG, retail, and cosmetic industries may be hot trends for online shopping- When we asked EMEA consumers about the products they tend to buy these days, groceries (72%), clothes (65%), and cosmetics (54%) are the most purchased products! Traveling during Easter is also be a popular trend across respondents. 23% of respondents stated that they will travel abroad while 34% of them say they will travel around their country.
In South and Latin America consumers have the same question, they said they tend to buy clothes (66%), cosmetics (62%), and chocolate (56%)! 25% of respondents stated that they will travel abroad while 38% of them say they will travel within their own country.
Consumers discover brands and products directly from mobile apps! – 43% of EMEA shoppers said they discover new brands/products during Easter by the ads on mobile apps. 56% of consumers said reward programs of brands are motivates them to shop during Easter.
57% of Latin shoppers state they discover new brands/products during Easter via the ads in mobile apps. Additionally, 62% of consumers state reward programs of brands are motivates them to shop during the upcoming holiday.
Mobile ads let users recall the brand and product – 72% of consumers across the LATAM region said they mostly recall and attract to an ad on their mobile devices and 56% said they have made a purchase on their mobile device based on an ad they saw.
In EMEA, 68% of consumers said that they mostly recall and attract to an ad on their mobile devices and 48% of consumers state that they have made a purchase on their mobile device based on an ad they saw while using it.
Brands should also care about relevancy. 64% of EMEA consumers and 68% of LATAM consumers said when asked that If the product were relevant to them, they would prefer to purchase something on their mobile device directly from an advertisement.
Click on the infographics for the full-size versions!
About the Survey
Digital Turbine distributed the Easter Holiday Survey in the EMEA and LATAM regions to analyze consumers’ preferences and approaches to the Easter holiday. Respondents’ ages ranged from 18 to 55 and were typically aged 18 to 34 both in EMEA and LATAM.
