The Role of Digital in the Toy Shopper's Journey

12.2011 | North America

Gifters are always on the search for the best toys that will put smiles on those little faces. More than 68% of all toy sales are influenced by the web. We wanted to understand just what kind of role does digital, search and mobile play in the shopping journey and partnered with Compete to find these insights:

  • Over half of all online toy shoppers research on online retailer or mass merchant sites. Conversely, only 26% of them research on manufacturer sites. This indicates that a co-op investment strategy is crucial for toy manufacturer brands
  • The top two ad types that were most effective for online toy shoppers were sponsored search engine listings (26%) and email ads (21%). Marketers should make sure the messaging and deals in the two are consistent to delivery a better experience
  • 39% of online toy shoppers research for a window longer than 3 weeks, which was surprising for many of those in the industry. Marketers should lengthen their attribution window to maximize the opportunity
  • Among online toy buyers, 90% of those who visited Amazon.com converted on Amazon.com. 72% of those who visited ToysRUs.com converted elsewhere. This business skews heavily towards online and merchants that are very skilled at delivering a top notch online shopping experience will have an advantage
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