We’ve got a myriad of digital marketing stats for you this week.
Settle in for news about Super Bowl ads, Valentine’s Day searches, grocery retailers and lots more. Meanwhile, don’t forget to give the Internet Statistics Compendium a look-see too.
Now, let’s get straight to it.
Technology is holding back half of UK retailers
Retailers are still struggling to harness the power of new technology, according to the latest research from eCommera and Coleman Parkes.
In a study of 200 UK retailers with revenue of over £100m, 46% of respondents said their tech stack is inhibiting growth. Consequently, 64% plan to increase investment in 2017.
When it comes down to the reasons why, retailers cited website stability, customer experience and analytics as the three areas that require greater focus. This proves that – while retailers might have invested in the latest tech – many are unable to implement it correctly.
Pepsi Super Bowl ad generates most media conversation
4C has revealed the Super Bowl moments that ignited social media, with both Lady Gaga and Pepsi overshadowing the game itself.
There were over 37m engagements around the event in total, including conversation about teams, players, and performers.
Tom Brady earned 2.5m engagements, while Lady Gaga gained 5.5m engagements for her impressive performance. Meanwhile, Pepsi was the most talked about brand ad, garnering 708,089 engagements.
UK searches for mini-breaks up a fifth year on year
The Spring Travel Insights report from Bing Ads has revealed the travel destinations Brits are currently searching for.
With a spike driven by Valentine’s Day and the approaching spring bank holiday, searches for mini or short breaks are up nearly a fifth year on year. Spa breaks are similarly popular, making up 23% of searches.
Mobile is also a key driver, with 31% of mini-break search volume coming from a smartphone or tablet.
More consumers search eBay for iPads than roses for Valentine’s Day
In more Valentine’s Day news, eBay has revealed that Valentine’s gifts are increasingly moving from the practical to the experiential, as shoppers search for more unusual and imaginative gift ideas.
This time last year, searches in eBay’s Travel & Holidays category surged by 55%, while interest in its Art category rose by 60%. Further to this, interest in event tickets and books rose by 57% and 39% respectively.
Even traditional gifts like roses have been eclipsed by practical items like the iPad, which saw a 31% spike in search interest.
One in ten marketers admit their emails are irrelevant
New research from the DMA highlights how vital emails are to marketing strategies, with 95% of marketers agreeing that they are ‘important’ or ‘very important’.
Despite this, only 9% say that all their emails are relevant to customers, and 38% say that ‘some’ are relevant at best.
For marketers, ‘lack of strategy’ remains the biggest concern, followed by ‘lack of data’ and ‘data silos’. It’s not all bad news, however, as last year’s biggest concern of ‘limited internal resources’ has dropped out of the top three.
With over half of consumers having considered deleting their email account, it is up to marketers to strive to provide greater relevance and value.
AI marketing spend predicted to hit $2bn by 2020
A new report from Qubit and IDC predicts that marketing spend on artificial intelligence technology will grow by 54% from $360m in 2016 to $2bn by 2020.
A large factor in this prediction is the belief that traditional tools like A/B testing and predictive analytics are flat lining. Similarly, the suggestion that marketers are struggling with the sheer volume and variety of consumer data, leading to inaccuracies and errors.
Consequently, while marketers are still failing to grasp AI effectively, marketing spend looks set to boom.
Quality more important than price for grocery shoppers
New research from Shoppercentric has highlighted the changing expectations of grocery shoppers, as high quality produce overtakes competitive pricing in terms of importance.
Now, 54% of consumers say quality produce is the most critical factor, while 49% cite price.
Other changing behaviour includes how often consumers shop, with the ‘little and often’ trend increasing 5% since 2016. Lastly, the rise of mobile continues, with 27% of shoppers using their smartphone to shop in the past month – a rise of 3% from last year.
5.5bn people predicted to be using mobile phones by 2021
According to a new report from Cisco, more people will be using mobile phones in 2021 than bank accounts and landlines.
Due to strong growth in mobile users, smartphones and IoT connections – combined with network speed improvements and mobile video consumption – mobile data traffic is predicted to grow sevenfold.
Cisco also forecasts that there will be 12bn mobile-connected devices by 2021 – a figure up from 8bn in 2016. Lastly, the total number of smartphones is expected to account for more than half of all devices and connections in the world.
46% of consumers influenced by social video
In a survey over 5,500 consumers, the Science of Social Video has found that people spend an average of six hours a week watching video content on social media networks.
67% of respondents said that this figure had increased over the course of the past year, while 60% said that it’s likely to continue to rise.
The survey also highlights how social video can impact purchasing decisions, with 46% saying they had made a purchase as a result of watching a branded video on social media, while 32% had considered doing so.
(Minutes of social video consumers watch per day)
Omni-channel sales restricted by security concerns
A new survey from Aspect has found that security concerns about social media could be preventing sales.
69% of consumers have security concerns over payment or personal details, while 60% have concerns over social media channels being at risk of phishing attempts or fraudulent profiles.
While social media channels are still widely used for research purposes, purchases are generally carried out elsewhere, with a majority of consumers being unwilling to pay via communication channels like Facebook, WhatsApp or Instagram.
On the other hand, consumers are increasingly confident in paying via mobile applications, with 75% saying they are happy to do so.