Singapore Xmas shopping surges in November
Christmas shopping in Singapore peaked in November, a month before the holiday. The fourth weekend of November accounted for the highest shopper footfall amongst top shopping areas in Singapore.
This was highlighted in an analysis from big data and advertising technology firm BlisMedia that identified footfall and online behaviour of mobile users. The analysis studied location data leveraging IP addresses and 3G/4G signals at a geo-fence of 400 metres across five of Singapore’s top shopping areas.
“Christmas is one of the most lucrative periods of the year for brands and marketers, and it’s a great chance to reach out to your target audiences who are looking to spend,” says Greg Isbister, CEO and Founder of BlisMedia.
There was a minimal decrease of 1.4 per cent in the number of shoppers for the December period when compared to November, whilst the strongest surge of shopper footfall fell between the weekend of November 21 and 23, accounting for close to one quarter (22.4 per cent) of the total traffic.
The research highlights that during the period 27.8 per cent shoppers accessed websites and apps in the categories of arts and entertainment, followed by hobbies and interests at 18.9 per cent and video and computer games at 14.9 per cent.
Android was the most popular device opted for by the shoppers (63.8 per cent) while the iOS adoption rate was 36 per cent.
“Understanding the most popular shopping periods is the first step. Coupled with an additional level of location insight and behavioural data, marketers can even time relevant brand campaigns to reach their desired audiences at the best times and places, be it through the desktop at home, or mobile and tablets whilst they are in the store shopping,” Mr Isbister said.
