NewsRubicon Project’s First Consumer Survey Sheds Light on Valentine’s Day Consumer Spending Habits

Rubicon Project, a technology leader that has set up the industry’s largest independent, real-time trading platform recently announced the results of its first Consumer Pulse for Valentine’s Day. This nationwide survey captures the technology, advertising and consumer habits driving the Valentine’s Day market, and how advertisers are responding to the same.

The survey has identified significant opportunities for advertisers, with a large percentage of shoppers claiming that they would wait until the final week to buy gifts for their loved ones. This will prove to be greatly advantageous to mobile and online marketers.

Anthony Kastur, the Head of Buyer Cloud, Rubicon Project was quoted stating, “With consumer spending for Valentine’s Day estimated to be in excess of $18 billion this year, savvy advertisers embraced the initial opportunity to shape shopping habits by driving marketing campaigns early during the research phase and now have the opportunity to focus their remaining marketing efforts to capture the more than $16 billion that will be spent in the final days leading up to February 14th.”

The survey accurately highlights the importance of online and mobile marketing, given the fact that online advertisements play a critical role in shaping purchase intent. Valentine’s day being a popular event in the yearly calendar, marketers can now capitalize on the various avenues available to them in the digital space, through which they can effectively engage with their customers.