First-Timers: Pew Research Center put tablets in the hands of more than 100 US adults who had never had internet access, then kept tabs to see what they did. Nearly four in 10 said they used the device solely to take the survey. But one-third played games, and more than one-quarter accessed the news and took pictures. The experiment also found that about 70% had to call for tech support for their tablets.
Experiential Gifts: In lieu of gadgets or tchotchkes, a sizable number of holiday gift givers will deliver experiences this year. The NPD Group found that almost 40% of US shoppers they polled planned to give experiences as gifts to friends and loved ones this season. Another 7% said they would gift subscription services. The proclivity to give experiential/subscription gifts was highest among Gen Z and millennial generations.
Cart Black Box: Cart abandonment remains a predicament for online retailers, even on Black Friday and Cyber Monday. According to IgnitionOne, consumers abandoned some $24 billion worth of goods on the two high-volume shopping days. Home goods and furniture led the way, with $4.3 billion worth of merchandise abandoned, followed by apparel at $3.7 billion.
Third-Party Over Here: The Interactive Advertising Bureau (IAB) Data Center of Excellence and the Data & Marketing Association (DMA) report that US companies will spend over $10 billion on third-party data this year in an effort to better understand audiences. The largest portion will go to omnichannel data ($3.53 billion).