Here are some of the most interesting digital marketing statistics we’ve seen this week.
Stats include Google shopping, reserve-and-collect, mobile budgets in APAC, relationship marketing, Facebook Exchange and ecommerce in China.
For more digital marketing statistics, check out our vast Internet Statistics Compendium.
CPCs for Google Shopping ads have increased 53% year-on-year
- The cost per click (CPC) of Google’s Product Listing Ads (PLAs) has increased by 53% year-on-year, reaching an all time high in June as the search engine finally completed the transition of shopping results to a commercial model.
- In fact, PLA CPCs have increased by 34% since January alone and costs are likely to continue rising despite a slight drop off in July, which is likely as a result of seasonality.
- The data, which comes form Marin Software, also shows that shoppers continue to find PLAs more attractive than standard text ads, as evidenced by the fact that PLA clickthrough rates (CTR) have remained higher than standard text ads since November 2012.
Fashion fuels commerce growth rapidly
- Data included in Rakuten’s new ecommerce index shows that a fifth (20%) of Brits now buy more items online than they do in-store, while a further 18% buy the same amount on the web as they do offline.
- Other key findings of the independent study include the fact that global ecommerce sales are being driven by consumer demand for clothing and accessories, with two-thirds (66%) of Brits now buying clothes online and one-in-four (26%) recommending items to friends and family via social media.
- Globally, the top three categories for online shoppers are clothing and accessories, followed by books and magazines, and consumer electronics.
79% of consumers have used reserve-and-collect in the past year
- Almost two-thirds of consumers (63%) have bought products online before collecting them in-store at least once in the past 12 months, while 16% use reserve-and-collect at least once a month.
- Overall around a fifth (22%) of consumers said they have never used the service, which is actually a very slight increase compared to 2012 when the figure stood at 20%.
- The Multichannel Retail Survey, conducted using the Toluna survey tool, also found that 50% of respondents had abandoned a purchase online due to unsatisfactory delivery options.
Do you reserve products online before collecting them in store? How often?
APAC mobile budgets predicted to rise
- A Warc survey of 336 client-side advertisers and marketing services agencies across 13 markets in Asia-Pacific found that mobile accounted for 10% or less of marketing budgets in 2013.
- But almost all respondents (90%) expected that budgets would increase in the next year, with a third (34%) predicting an increase of up to 75%.
- One problem highlighted by the survey was consumer concern over privacy and security, which 42% of marketers felt was holding the industry back.
Teens concerned about app privacy
- A Pew Research survey of 800 teens aged 12 to 17 has found that 51% said they avoided some apps due to privacy concerns.
- Furthermore, 46% also cited privacy as the reason they turned off location tracking features, including 59% of girl respondents and just 37% of boys.
- Finally, 26% of teen apps users have uninstalled an app because they learned it was collecting personal information that they didn’t want to share.
Almost a quarter of businesses don’t carry out any relationship marketing
- Data from the new Econsultancy/Responsys Cross-Channel Marketing Report 2013 shows the value of building customer relationships, as 70% of respondents agreed that “it is cheaper to retain than acquire a customer.”
- Similarly, nearly half (49%) agreed that “pound for pound, we achieve better ROI by investing in relationship over acquisition marketing”.
- However businesses aren’t necessarily making a huge effort to retain their customers, as just 30% of companies say they are “very committed” to relationship marketing, with 22% conducting no relationship marketing at all.
Does your company carry out relationship marketing?
Dynamic ads win on Facebook Exchange
- A new study by Kenshoo Social has found that the most successful ads on Facebook Exchange (FBX) tend to be those that are dynamically generated based on the products or pages that online shoppers have previously viewed outside of Facebook.
- Dynamically generated FBX ads that are customised according to Facebook users’ previous browsing history have clickthrough rates (CTRs) which are 1.9 times higher than static uncustomised ads.
- Furthermore, dynamically generated ads also have conversion rates (CVRs) which are twice as high and a CPC which is 16% lower. Overall the ROI from dynamic ads versus static ads is 1.8 times higher ($8.10 versus $4.50).
Europcar comes top in rental car website usability study
- The UK’s most popular car rental businesses are Europcar, Alamo, Budget, Thrifty Car and Van Rental, National Car Hire and Hertz, but as each is essentially offering the same product, customer experience is an important way for them to differentiate themselves from the competition.
- To this end, a new Qubit benchmark examines the onsite effectiveness of each of these brands by focusing on the three main stages of the customer journey – find, choose and buy.
- To do this, it uses over 80 industry best practice criteria based on both the industry specifically and general best practice for websites.
- Here’s what it found out…
China set to become world’s biggest commerce market
- A new report from Bain & Company suggests that China is set to become the world’s biggest commerce market this year.
- Online spending in China reached $212.4 billion in 2012 compared to $228.7 billion in the US.
- But China’s growth rate of 71% between 2009 and 2012 suggests that it will overtake the US this year and reach $539 billion by 2015.
Very early Christmas preparations
- Between May and June this year, there were over 150,000 searches for ‘Christmas’ on eBay in the UK alone, as shoppers apparently began their “long-listing” for Christmas.
- Looking back to last year, eBay Advertising found that from September to December 2012, there were over a quarter of a million searched for the generic term ‘Christmas presents’, rather than specific items, as shoppers were undecided on brand or even product.
- And over the same time period, eBay in the UK recorded over 170,000 searches for ‘stocking fillers’.