Black Friday 2013 Mobile Survey Unwraps Consumer Shopping Behaviors in Real Time

Groundbreaking smartphone survey reveals in-the-moment sentiment on shopping safety, top spending categories and opinions on Thanksgiving Day store openings

Dec 02, 2013, 09:00 ET from Survey Analytics

SEATTLE, Dec. 2, 2013 /PRNewswire/ -- Survey Analytics and Ipsos Loyalty conducted a mobile consumer shopping survey to capture customer experience in real-time on Black Friday. While survey findings show 64 percent of respondents were satisfied with their Black Friday shopping experience, too much holiday cheer left an overwhelmed 66 percent concerned about their safety while shopping for the best deals.

Top Items on Wish Lists this Year
Extreme discounts and buy one, get one offers keep consumers coming back for more year after year on Black Friday, especially when it comes to electronics. Survey results show the top purchases on Black Friday were electronics (43 percent), clothes (42 percent), toys (28 percent) and new phones (19 percent).

Ecommerce Spikes on Black Friday
Consumers lined up outside stores again this year hoping to be among the first to get their hands on coveted Black Friday exclusive discounted items. Electronic stores (70 percent) and department stores (71 percent) were among the most popular destinations for shoppers on Black Friday. However, many shoppers (90 percent) were content to do some or all of their shopping online, hoping to avoid the long lines and potential battles that awaited them in-store.

Majority of Online Shopping Still Done on Computers, But Mobile Not Far Behind
Sixty-two percent of Black Friday shoppers did their shopping online, and 33 percent shopped on mobile phones. The most used browsers were Mobile Safari (28 percent), Chrome (26 percent) and Firefox (17 percent).

Consumer Spending Stays Under $1K
The majority (42 percent) of shoppers spent $100 or less on Black Friday. Thirty-eight percent of shoppers spent $100$500, while only 20 percent spent more than $500.

Consumers Divided on Thanksgiving Day Shopping
Fifty-five percent of shoppers felt that stores should remain closed on Thanksgiving Day. Stores that were open this year included Wal-Mart, Target and Kohl's, which 45 percent, 34 percent and 15 percent of shoppers reported that they planned to visit on Black Friday.

"The Black Friday survey offers an analysis of consumer experiences when it's most relevant – while the consumer is in the store," said Survey Analytics CEO Andrew Jeavons. "We will increasingly see retailers using mobile survey technology to capture sentiment and then use that data to communicate with consumers in real time. It's the next step in connecting the dots between online, in-store and social brand experiences."

The Black Friday 2013 Mobile Survey represents data from more than 300 respondents in five major U.S. cities including New York, Los Angeles, Chicago, Philadelphia and San Francisco. The Black Friday survey also collected passive data from consenting respondents. Consumer data such as apps running on Black Friday, battery life and location tracking through GPS is expected to be released later this week.

About Ipsos Loyalty
Ipsos Loyalty is the global leader in customer experience, satisfaction and loyalty research and consulting with over 1,200 dedicated professionals located in over 80 countries around the world. Our creative solutions build strong relationships which lead to better results for our clients. This has made us the trusted advisor to executives across industry sectors in B2C and B2B on all matters relating to measuring, modeling, and managing customer and employee relationships. For more information please visit  

About Survey Analytics
Survey Analytics is an enterprise grade research platform that provides companies with feedback in over 30 industries. With powerful cloud enabled tools, Survey Analytics can deliver feedback on consumers, prospects, customers, sponsors and employees in real time and on a global scale. We specialize in the kind of "listening systems" that are geared toward rapid deployment and cross-compatibility across all channels including web, email, social media, and mobile. Some customers include companies like Zynga, Motorola, McGraw Hill, CareerBuilder and Agencies of the US Federal Government including the FCC, USPS and the GSA. For more details, please visit

SOURCE Survey Analytics