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Android the most popular device used by Christmas shoppers in Singapore: BlisMedia study

Zafirah Salim | Dec. 19, 2014
The highest shopper traffic is during the fourth weekend of November, with Orchard emerging as the most popular shopping area.

Android has reigned as the most popular device opted by Christmas shoppers (63.8 percent), with iOS trailing at nearly half the adoption rate of 36 percent, according to a recent BlisMedia study.

The study also revealed that shoppers kept themselves most busy accessing websites and apps in the categories of Arts & Entertainment (28.7 percent), followed by Hobbies & Interests (18.9 percent) and Video & Computer Games (14.9 percent).

Another key finding of the survey is that Christmas shopping has arrived early in Singapore this year, peaking nearly an entire month before the holiday. In fact, the fourth weekend of November accounted for the highest shopper footfall amongst top shopping areas in Singapore.  

The big data and advertising technology firm analysed a million data points that identified footfall and online behaviour of mobile users over two-week periods in November and December across five of Singapore's top shopping areas - Orchard, Tampines, Marina Bay Sands, VivoCity and Jurong East.

According to the study, Orchard dominated as the most popular shopping area (61.8 percent). This is followed by Tampines, which also grabbed a large share of shopper interest at 18.7 percent, beating other popular shopping hotspots such as VivoCity (8.7 percent), Marina Bay Sands (6.1 percent) and Jurong East's cluster of malls (4.6 percent).

Singapore's largest shopping mall, VivoCity, witnessed the strongest increase of shopper traffic in the December period at 57.7 percent. In the same time frame leading up to Christmas, Jurong East suffered the biggest slump in shoppers, decreasing 22.3 percent. This signifies that consumers prefer to shop at central locations, most of which attract an up-market crowd as Christmas draws near, said BlisMedia.

"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," said Greg Isbister, CEO and Founder of BlisMedia.

"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," he added.


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