10 mind-bending digital marketing stats from this week
Published: 30 Jun 2017 By Nikki Gilliland
It’s time for this week’s digital stats roundup, which includes lots of juicy titbits about podcast ads, SME retail, and paid search.
If that’s not enough, be sure to head on over to the trusty Internet Statistics Compendium for even more.
US podcast ad revenue predicted to hit $220m
US podcast ad revenue was recorded at 119m in 2016. However, IAB has predicted that this will rise a whopping 85% to reach more than $220m in 2017.
By compiling data from 20 of the largest podcast companies, IAB has found consistent year-over-year growth, with podcast ad revenues also growing 73% between 2015 and 2016. Consequently, it is now seen as one the industry’s "most dynamic areas".
52% of global ecommerce traffic comes from mobile devices
A new report from SapientRazorfish has highlighted the changing behaviours of worldwide shoppers, specifically when it comes to mobile.
Research found that just over half of all ecommerce traffic worldwide comes from mobile devices. Meanwhile, 35% of UK consumers start their hunt in physical stores, but 63% now go through digital channels.
It appears consumers in the UK and Australia in particular cannot get enough of browsing via their mobiles, with mobile accounting for 56% of shopper device traffic in both countries.
Lastly, 48% of shoppers will compare prices on their mobile while in-store, while the UK has seen a 36% increase since 2015 in the percentage total of conversions from mobile visits.
Marketers priorities are changing
Salesforce’s fourth State of Marketing report has revealed that marketers are becoming increasingly positive about organisational change.
From a survey of 3,500 marketing leaders from B2B and B2C companies, the report found that 69% of UK marketers are extremely or very satisfied with their ability to engage customers across channels at scale.
What’s more, 70% of UK marketers are extremely or very satisfied with their collaboration with other departments such as sales and IT. This comes as even more UK marketers are now aligning marketing roles with a customer journey strategy.
Lastly, Salesforce suggests that the use of technology, particularly AI, is raising the bar for efficiency and personalisation, with 70% of marketers saying their current tech stack is effective at delivering better analytic insights.
Paid search clicks overtake organic in three out of four summer categories
New search data from Hitwise has found that, in the categories of Furniture, Appliances, and Garden – clicks from paid searches have overtaken clicks from organic searches.
Wayfair and Amazon have emerged as the top retailers in the Furniture category, with all retailers in the top five pulling over half their traffic from paid search this year. For the Appliances category, paid clicks surpassed organic for all five major appliance retailers in 2017.
Lastly, Amazon is also dominating traffic for garden product searches, with the brand more than doubling their paid clicks since last May.
75% of smartphone users read privacy policies
As businesses prepare for new GDPR rules to come into effect, MEF has discovered that consumers are showing a heightened awareness of privacy, which is also resulting in a change in behaviour.
In a study of consumers in 10 different countries, MEF found that 75% of smartphone users now read privacy policies or T&C’s before signing up to a mobile app or service.
Similarly, 86% of users take action if their trust is challenged, while 44% will stop using a service and 30% will warn friends and family. Overall, a lack of trust was found to be the biggest obstacle to the greater adoption of mobile services, with 40% of respondents citing this reason for not downloading apps.
71% of UK consumers say they get nothing in return for sharing data
In an ICLP survey of over 1,000 UK shoppers, three-quarters of respondents said that they do not feel that it is worth sharing data with brands, mainly due to the feeling that they get nothing of note in return.
The survey also found that 48% of consumers don’t believe that their personal information will be treated with respect, while only 28% believe that retailers will remember what they’ve purchased in the past.
Overall, respondents remain sceptical about brands' abilities to deliver personalised content and product recommendations. Consequently, many suggest that they will be less likely to give their consent ahead of new GDPR laws.
More than two thirds of SME retailers feel confident about UK trading conditions
Research by Shutl has found SME retailers are largely positive about trading conditions in 2017 and going into 2018.
Nearly two thirds of the 500 SME retailers surveyed feel their business will be in a stronger position by 2018, with a third citing smarter delivery options as the key to success. Despite 73% stating competition from larger online retailers as the biggest threat to success in the next two years, 34% feel smarter ecommerce technology, and better delivery options will help them compete more effectively.
Meanwhile, 70% believe the delivery of a more personalised customer service will help them win out against larger retailers, while 62% cited a unique brand experience.
Most UK consumers do not display brand loyalty
According to research by the DMA and Foresight Factory, the majority of UK consumers spend time looking for the best deal rather than remaining loyal to the brands they like.
The Customer Engagement 2017 survey found that 55% of consumers tend to use the same brands or online sites without looking for alternatives. However, 81% are willing to spend time researching products to get the cheapest price possible.
Uncertainty over brand values remains a big issue for many people, with 46% of respondents saying they find it difficult to know which companies to trust. One way brands can counteract this is to demonstrate stronger values, however, 76% of respondents also said that more relevant loyalty offers would also instill trust.
71% of Brits now associate ads with fake news
Rakuten Marketing has found that British consumers are more likely to associate display ads with fake news in comparison to their European or American counterparts.
In a survey of more than 2,500 global consumers, 71% of Brits said they now associate ads with fake news, compared to 54% of French and German respondents and 58% of American.
Other findings include 32% of survey respondents admitting to using an ad blocker, and 46% proactively opt out of ads in other ways.
Interestingly, men were found to be 41% more likely to use an ad blocker than women, and 16% more likely to opt out of ads and 17% more likely to clear cookies.
Consumer confidence declines following UK election
A YouGov survey has found that there has been a ‘profound collapse of consumer confidence’ in the UK following on from the recent election result.
Coupled with rising inflation and a slowdown in the housing market, YouGov found that consumer confidence fell to 105.2 the week after the election results – a dip from 109.1 on the consumer confidence scale the week previous.
For the whole of June, when combining both pre and post-election data, the index stood its second-lowest level since the summer of 2013.