Over 35% of Online Shoppers Plan to Shop on Black Friday

Half of Them Plan To Do At Least Part of Their Shopping Online

Friday, October 29, 2010

New York, N.Y. – Over one in three (37%) online shoppers are planning to shop on Black Friday, according to a new Ipsos Public Affairs telephone survey conducted on behalf of Offers.com. Among them, half (18% among all online shoppers), plan to do at least part of their shopping online; including 10% who plan to shop both online and in stores and 8% who plan to shop primarily online. Six in ten (60%) are not planning to shop on Black Friday, and 19% plan to shop primarily in stores.

  • A similar proportion of male and female shoppers plan to shop on Black Friday (36% and 41%, respectively).
  • However, there are some differences by age group, as younger adults are more likely to do so: a larger proportion of adults aged 18-34 (49%) and 35-34 (39%) plan to shop on Black Friday than those over the age of 55 (22%).
  • Age also has an impact when it comes to online shopping on Black Friday, as a larger proportion of those under the age of 55 are planning to shop both online and in stores (12%), than are those over 55 (4%).

Among all online shoppers interviewed, 18% are planning to shop on Cyber Monday; however, a similar proportion are not sure (18%), and 60% say they do not plan to do so.

  • As for Black Friday, there are differences when it comes to age, as larger proportion of younger adults (aged 18-35) are planning to shop on Cyber Monday (27%) than are those over the age of 35 (13%).

Among those who are planning to shop on Cyber Monday, just over half are planning to visit a deal or coupon website (57%), while 43% of them are not.

For the survey, a nationally representative sample of 1,000 randomly-selected adults aged 18 and over residing in the U.S. was interviewed by telephone from October 7 – 11 via Ipsos’ U.S. Telephone Express omnibus – including 581 adults who have made a purchase online at least a few times a year. With a sample of this size, the results are considered accurate within ±3.1 percentage points when it comes to the entire sample, and ±4.1 when referring to online shoppers, 19 times out of 20, of what they would have been had the entire population of adults in the U.S. been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure the sample's regional and age/gender composition reflects that of the actual U.S. population according to data from the U.S. Census Bureau.

For more information on this news release, please contact:
Julio C Franco
Senior Research Manager
Ipsos Public Affairs
New York, NY

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals that helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world. Member companies assess market potential and interpret market trends to develop and test emergent or existing products or services, and build brands. They also test advertising and study audience responses to various media, and measure public opinion around the globe.

They help clients create long-term relationships with their customers, stakeholders or other constituencies. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting and offers a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2009, Ipsos generated global revenues of €943.7 million ($1.33 billion U.S.).

Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.

Over 35% of Online Shoppers Plan to Shop on Black Friday

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Elen Alexov
Director, Marketing Services,
North America