Article

Craig Tuck
Craig Tuck 7 November 2017

8 in 10 Christmas shoppers share gift ideas via “Dark Social”

Dark Social is the biggest missed opportunity in marketing as many brands do not have the right tools in place to harness the power of this consumer signal.

RadiumOne, an advertising technology company has announced the launch of their latest insights report revealing consumer sharing and purchase behaviour over the Christmas period in 2016. With less than 100 days until Christmas, the report has been released to coincide with the window of opportunity opening for brands to influence consumers’ purchasing behaviour.

Bringing Dark Social into the Light

The report identifies that 80% of Christmas shoppers share Christmas themed content, including gift recommendations and requests, through one-to-one email or instant messaging, also known as “Dark Social”. Dark Social is the biggest missed opportunity in marketing as many brands do not have the right tools in place to harness the power of this consumer signal.

The report reveals that 30% of consumers shared more content online over the Christmas period than usual and 72% of this content, including gift ideas and recipes, is shared via dark social. This is compared to just 22% of content shared on Facebook.  

Dark social sharing is a clear sign of intent for later purchase, with 50% of people sharing technology gift ideas and 33.3% of people sharing fashion gifts via these channels. Of those who shared technology and fashion gift ideas, one-half and one-third, respectively, went on to make purchases in these categories. 

No signs of Black Friday madness easing up
  

Although brand purchases at Christmas time remained above average compared to the rest of the year, in 2016, RadiumOne data revealed a clear spike in online transactions on Black Friday. 

Technology and jewellery sales increased by 52% and 48% respectively on Black Friday compared to Christmas, and sports and beauty purchases increased by a third. These insights reveal the day is no longer just considered a tech sale, with a number of categories reporting a jump in online sales during that period.

Most consumers are still researching on mobile, but buying on desktop

Still someway short of perception, the research highlights that whilst consumers might use a mobile device to generate gifting ideas, the majority are still turning to desktop devices for transactions. 

Sharing behaviour is an indicator of consumer intent and the most likely moment they’ll interact with a brand. Our data shows that 61 per cent of shoppers will also do a ‘big shop’ vs little and often. So harnessing the planning and sharing period is key in influencing consumers’ final purchase, and tracking sharing dark social is imperative at any point, but more so during the Christmas period where there is more to gain.
 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
McDonald's: the History and Evolution of a Famous Logo

McDonald's: the History and Evolution of a Famous Logo

McDonald's logo is one of the most recognizable in the world. What does the logo of this brand mean, how did it evolve and what is the secret to the success of McDonald’s fast food network?

Anna Kuznetsova
Anna Kuznetsova 24 October 2019
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
The Unintended Consequences of Brand Building on Social Media

The Unintended Consequences of Brand Building on Social Media

The rise of social media and digital connectivity in our daily lives has necessitated brands to establish a strong online presence, often relying on image-based social media platforms to engage with customers and...

Rob Sewell
Rob Sewell 9 February 2024
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more