RESEARCH: Valentine's Day Customers Go Increasingly Mobile

Provided by RadiumOne
It must be love: new research by RadiumOne finds that Valentine's Day 2015 will be defined by mobile behaviour.

What was the Challenge / Background of the Campaign?

Rupert Staines, European MD at RadiumOne, comments: "In recent years, mobile technology has revolutionised UK shopping and nowhere is this more apparent than amongst the younger generation. This group tends to be more digitally-savvy, dependent and demanding. What we're seeing is people researching Valentine's gifts on the go and then being comfortable purchasing later via their desktop, mobile or tablet. ...In today's data-driven, omni-channel world, it's about ensuring your business has the right platform to reach the valentine's Day customer on the right device."

What was the Campaign Objective?

The Valentine's Day research reinforces the luxury report findings illustrating just how important it is for marketers to increasingly optimise their luxury digital experience through mobile and advertising technologies. Forward-thinking brands can now bridge the gap between their physical and digital footprint by understanding consumer behaviour across desktop, mobile and in-store.

What was the Solution?

Almost 30% of the UK's population research for Valentine's Day on their smartphone or tablet - 42% of 18-34 year olds use mobile or tablet devices to find a gift for a loved one. Mobile devices support their last minute on-demand attitude, with 62% researching gifts during the week before or on Valentine's Day itself! Despite the last minute nature of these consumers, marketers can't ignore them. 64% will buy something for their Valentine, more than any other age group and 37% will spend £25-49, a further 11% spending £100+, second to the richer but less tech-savvy 55+.

What were the Results?

• Almost one third of all adults (30%) will use a smartphone or tablet to research Valentine's Day gifts, rising to 42% amongst 18-34 year olds • Men are almost twice as likely (39%) to research their gifts on smartphones or tablets, compared to women (21%) • 26% of UK consumers would use either a mobile or tablet to purchase their Valentine's Day gifts, rising to 34% for 18-34 year olds • Importantly, 39% of consumers still use a desktop computer to research • 64% will still consider buying their gifts in-store or on the high street.

What were the Key Learnings of this Campaign?

With the UK's romantics buying two or more (2.8) gifts on average, marketers need to act fast to capitalise. Aside from the obligatory Valentine's Day gifts including a card (68%), a meal (44%), chocolates (39%) and flowers (35%), will also be bought by romantics this year. Luxury goods such as perfume (22%), jewellery (15%) and lingerie (8%) were also favoured gifts, according to a recent RadiumOne US study into luxury trends, entitled, 'Luxury Retails Digital Moment'.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsValentine's Day shoppers
All adultsBoth
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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