Consumer Research

Valentine’s Day Survey 2022 — Highlights from EMEA & LATAM

Valentine’s Day is a huge opportunity for brands and marketers to reach consumers. To grab attention during this romantic holiday, user-oriented campaigns are key. Most consumers tend to be online shoppers for Valentine’s Day which means brands should focus on mobile interaction with well-applied and personalized message associations. ​​To clarify how big of an impact mobile ads have on consumers’ shopping preferences, we asked consumers about their approaches to Valentine’s Day this year and the changes in their habits compared to last year.

Digital Turbine distributed Valentine’s Day Survey to the EMEA (Europe, Middle East, and Africa) and LATAM (Latin America) regions to analyze consumers’ preferences and approaches to Valentine’s Day. Respondents’ ages ranged from 16 to 75 and were typically aged 16 to 34.

Let’s dive into consumer preferences in EMEA and LATAM regions. Check out the highlights and be sure to click the images to download the full-size infographics!

Survey Highlights — EMEA

Consumers can’t get enough of shopping online! — 72% of respondents are planning to shop online this year for Valentine’s Day and 43% of them will prefer to order online with a home delivery option. Consumers’ top purchases will be clothes, cosmetics, jewelry, and chocolates during Valentine’s Day shopping.

The pandemic couldn’t break up lovers’ gifting habits — Since online shopping skyrocketed in recent years, the easy navigation features of applications lead consumers to shop online more than ever. 60% of respondents state that there has been no change in buying gifts or celebrating Valentine’s Day during COVID-19.

Mobile devices continue to dominate the online shopping experience — 72% of respondents state that they will use their smartphones for Valentine’s Day shopping and 53% think it is very important to have their smartphone with them when shopping via other methods for Valentine’s Day.

Mobile ads let consumers navigate like in the online stores! — 67% of respondents state that mobile ads have given consumers reasons to consider shopping for Valentine’s Day and while 68% of them prefer to shop in-app.

Purchasing directly from an ad is becoming a usual behavior — Thanks to interactive user-oriented ad journeys, 87% of respondents have purchased gifts for their loved ones on their mobile devices directly from an advertisement, while 42% of respondents purchase a product after seeing an ad online or offline in just a few days.

Survey Highlights — LATAM

Online shopping is popular for Valentine’s Day in Latin America — 68% of respondents are planning to shop online this year and 42% of them prefer to order online with home delivery pickup. Consumers’ top purchases are clothes, electronics, and flowers during Valentine’s Day shopping.

The pandemic increased the intention of online purchases. — 56% of respondents state that their plans did not change in buying gifts or celebrating Valentine’s Day during COVID-19.

Mobile devices are on top priority while shopping — 71% of the respondents stated that they will use their smartphones for Valentine’s Day shopping while 58%of the respondents think it is very important to have their smartphone with them while shopping for Valentine’s Day through other channels.

Consumers do not hesitate to buy a product after seeing an ad — 69% of the respondents are considering shopping on Valentine’s Day because of mobile ads while 68% of them prefer to shop in-app.

Purchasing the product directly from an ad is not that rare anymore — 86% of consumers have purchased gifts for others on their mobile devices directly from an advertisement.

Mobile ads’ have a massive impact on buying preferences — 62% of respondents purchase a product after seeing an ad online or offline in a few days.

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