Here are some of the most interesting digital marketing statistics we’ve seen this week.
Stats include real-time bidding, showrooming, m-commerce, mobile sharing, US search spend and mobile ad budgets.
For more digital marketing stats, check out our Internet Statistics Compendium.
Improved performance seen as main benefit of real-time bidding
- Our new Online Advertisers Survey Report asked 1,000 advertisers and publishers about the benefits of real-time bidding and found that more than half of advertisers see improved performance (62%) as the main advantage.
- This was followed by reduced wastage (54%), lower cost per acquisition (53%) and better targeting capabilities (46%).
- This is the third Online Advertising Survey Report, produced in association with advertising technology company Rubicon Project.
What do you see as the advantages of real-time bidding?
Showrooming is rife in the UK
- A new survey from Microsoft has found that ‘showrooming’ is rife in the UK for ‘considered’ purchases – 42% of people look at electronic goods in-store before buying online from a different retailer, compared to 27% in US. 36% look in-store before buying online from the same retailer. (NB: this isn’t showrooming as defined here, since mobile is not necessarily involved in the process).
- In the UK consumers are also much less impulsive in-store – 81% buy only the electronic item they went in for and nothing else, compared to 57% in US (where 34% buy other electronics after buying what they actually wanted in the first place).
M-commerce accounts for all online growth
- New data from the IMRG and Capgemini shows that mobile devices now account for all online sales growth as the amount of sales through desktop computers has plateaued.
- Though total online retail has averaged around 15% growth since Q1 2011 figures excluding mobile have actually seen a steady decline before flat-lining in Q2 2013.
- The data also shows that 23% of all online retail sales in Q2 2013 came from mobile devices.
Consumers 7% more likely to click on ads during the weekend
- Consumers are 7% more likely to click on a display ad during the weekend, with a significant rise on Saturday and Sunday compared to the rest of the week. At the same time, the average cost for online advertising at the weekend was found to be lowest, around 12% lower than during the week.
- The findings are revealed in Adform’s Quarterly Media Barometer which measures consumer trends and engagement with online display advertising.
- Overall, the report also revealed that brands raised their real-time bidding (RTB) advertising spend by 92% through the summer. This is despite the rising costs from publishers, who saw their CPMs increased by 30% across the quarter.
Mobile capabilities are top priorities for marketers
- A survey of 400 US companies found that 40% of respondents said that mobile is a top priority for their brand and core to their overall marketing strategy.
- Additionally, 80% of respondents in the MMA survey cited that mobile is not only transformational for their companies, but also strategic for their careers to stay on the cutting edge of emerging trends and technology.
- The survey identified that data offers significant value when paired with mobile as 61% of companies plan to invest more in data capabilities over the next year.
UK mobile sharing overtakes desktop
- Analysis of RadiumOne’s first-party data has found that the UK is the first country to share more on mobile platforms than on desktops. Peak sharing on mobile devices in the UK rose above 50 per cent for the first time in May 2013, according to analysis of RadiumOne’s first-party data.
- By August, consumer sharing in the UK was dominated by mobile devices with average desktop sharing accounting for just under a third of all sharing (32%).
- As recently as November 2012, mobile sharing only peaked at 28% of all UK sharing despite the growth in popularity of smartphones.
- The USA is behind with peak mobile sharing only edging past desktop (51%) just one day a week, while desktops remain the preferred sharing platform during the working week.
US search spend increases
- IgnitionOne’s latest quarterly report has found that US search spend in Q3 was up 13% when compared to Q3 2012. However total search spend was a decrease quarter over quarter (QoQ), which is expected due to seasonality.
- Google Enhanced Campaigns had a noticeable effect on CPC for search advertising on tablets which were up 32% – more than double the increase for PCs. Enhanced Campaigns also are suspected to be responsible for the drop in CTR for tablets compared to last year at this time, which were down 20%.
Mobile ad budgets increase
- Mobile marketing budgets have increased by 142% since 2011 and one-in-five US marketers expect to increase their mobile spend by more than 50% over the next couple of years, according to a new IAB survey of 300 organisations.
- The survey also found that 74% of brand marketers expect their mobile spend to increase in the next two years, including 19% who expect budgets to increase by more than 50%.
Mondelez opts for investment in social
- Snack foods giant Mondelez has said that it plans to invest heavily in social marketing after running a campaign which resulted in the same purchase consideration as television but at one third of the cost.
- Mondelez used Promoted Posts, daily posts, user feedback and user-generated content as part of its “Have a Fling” promotion for Cadbury’s Creme Egg.
- The result was that brand consideration on TV increased by 20% over three months, while the increase attributable to Facebook rose 18%.
- Furthermore consumers exposed to both TV and Facebook were 66% more likely to purchase than the expected combined effect of both channels.
Anyone know if digital works?
- Only 9% of marketing professionals strongly agreed with the statement that they “know their digital marketing is working,” according to a new survey from Adobe.
- The survey of 1,000 US marketers found that just under half (48%) of digital marketers feel highly proficient in digital marketing.
- Furthermore most digital marketers don’t have formal training; 82% learn on the job.