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2015 to 2017: Black Friday Trends

Nov 2, 2017 1:05:53 PM

2015 to 2017: Black Friday TrendsHere at Audiense our vision is to 'democratize actionable insights'. How you ask? Through the extraction, compilation and analysis of data from a variety of social media channels. Replacing traditional data collection methods during the market research process such as surveys or interviews with the use of social data has proven to be more accessible, cost-effective and time-saving.

With Black Friday around the corner, it was only right to turn our attention to the big blow out marking the beginning of the festive shopping season. In this example, we were excited to demonstrate the evolution of trends and participating audiences.

Looking back…

In an effort to map an accurate evolution of the Black Friday phenomena we analyzed a sample of 150,000 users who posted tweets containing relevant keywords or trending hashtags on Black Friday in 2015 and then in 2016. As a result, it was revealed Black Friday was tweeted about 16 million times between 2015 and 2016.

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Our findings

Black Friday making waves in international waters: As shown in the graph below there was a significant increase in interactions for countries like France, Italy, South Africa and Greece. Maybe it’s time to take another look at your strategy?

Audiense Insights - Black Friday 2015 2016 - Location

Social Media reigning supreme: Although recommendations from friends and family remain the primary factor of influence, the influence of Social Media as a purchasing factor continues to increase.

Audiense Insights - Black Friday 2015 2016 - Purchase influence factors

The industry winners are? In terms of brand affinity, it is evident that video games and clothing brands seem to have conquered user interests.

Audiense Insights - Black Friday 2015 2016 - Brands most affinity

Interested in Fashion who could your Influencers be? With an interest in fashion, the participating audience has displayed an affinity to a number of social media and entertainment personalities. Although there has been minimal change within influencer affinities the increased interest in new age social media personalities correlates with the rise in influence of social media as a purchasing factor.

Audiense Insights - Black Friday 2015 2016 - Influencers - Category Fashion

As detailed in our previous post, in order to reveal the relevant insights that have the power to inform your strategy it is essential to define the purpose and a target audience. Selecting influencers, geographically specific strategy and appropriate social data is the key to informing your decisions.

Let’s see what Black Friday 2017 brings!

Interested in analysing your own audience? Why not sign up Audiense Insights for FREE and create a complimentary report!

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This blog is a translation from the Spanish original, written by Paz Segura, for the Audiense Spanish blog.

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