Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include smartphone search CTR, mobile security, digital marketing budgets in 2013, search traffic, online video ad viewing and the impact of Facebook ads.
For more digital marketing stats, check out our Internet Statistics Compendium.
Smartphones achieve highest paid search CTR
- Mobile devices achieve higher click-through rates than desktops when it comes to UK paid search ads, according to a report from Marin Software.
- The data looks at how different devices performed during 2012, with smartphones achieving the highest CTR at 5.87%, compared to 3.93% on tablet and 2.29% on desktop.
- And though the same is true of the Eurozone, the difference is less pronounced – smartphones achieved a CTR of 4.78%, compared to 4.48% on tablet and 3.1% on desktop.
One in three don’t trust security on smartphones and tablet
- An survey of 2,012 UK adults by bss digital has found that nearly 1 in 3 (29%) of British shoppers don’t trust the security on smartphones and tablet computers for online shopping, so they use a PC instead.
- The survey also found that a quarter (25%) of consumers research a product first on a smartphone or tablet computer and then purchase it later on a PC.
- A fifth (19%) of UK adults research and purchase a product via their smartphone or tablet computer.
71% of businesses plan to spend more on digital marketing technology in 2013
- Just over two-thirds (71%) of businesses are planning to increase their spend on digital marketing technology this year, down marginally from 74% in 2012.
- In comparison, just 3% of companies plan to decrease the amount spent on digital technology.
- The findings come from the new Econsultancy/Responsys Marketing Budgets 2013 Report, which looks in detail at how companies are allocating their online and offline marketing budgets in 2013.
- More than 800 companies, mainly from the UK, participated in this research, which took the form of an online survey between December 2012 and January 2013.
Strong start to the year for online sales
- The online retail market has got off to a strong start in 2013, with the IMRG Capgemini e-Retail Sales Index recording 16% year-on-year growth in January.
- This represents a month-on-month decline of 27% on December 2012, which is a common trend following the peak Christmas shopping period.
- The clothing sector continued to perform well following a largely disappointing 2012, with sales of seasonal ranges affected by unpredictable weather patterns. The sector was up 23% on January 2012, the highest for the sector since July 2011.
- The growth of retail sales through mobile devices (including tablets) is showing signs of slowing, though they were still up 193%. Mobile sales in 2012 were up 304% on 2011, though in December 2012 growth slowed to 207%.
- Conversion rates through mobile devices are rising however, reaching 2.6% in January. This is the second month that the conversion rate has hit a new record, following the 2.1% recorded in December 2012.
Search traffic increases 18% year-on-year
- Year-on-year search activity has increased by 18% with over 400 million more visits going to search engines in January 2013 than in January 2012.
- During January Google continued to see its lowest market share in the last five years, accounting for 88% of all searches made in the UK – a year-on-year drop of 3.18%. Microsoft Sites on the other hand, led by the bing engine continued to see an increase in its market share by 0.20% to hit a new high of 5.19% – a year-on-year increase of 1.41%.
Mobiles and games consoles account for 12% of online video ad viewing
- Devices such as smartphones, tablets and games consoles accounted for 12% of all online video ad viewing in Q4 2012, an increase from just 2% year-on-year.
- Apple continues to dominate non-desktop video viewing, with 60% of viewing taking place on iPhones, iPads and iPods.
- In comparison, Android devices make up 31% of non-desktop viewing, though it’s held back the by the iPad’s dominance of the tablet market.
- The data come from FreeWheel’s Video Monetisation Report, which also shows that online video viewing increased by 23% from Q4 2011 to Q4 2012.
Mobile shopping is on the rise
- According to a new report from Monetate, one out of every five visits to ecommerce websites in In Q4 2012 came from either a tablet or smartphone, up from only 8% in Q4 2011.
- Smartphone conversion rates remained low (1.21%), suggesting promotional emails reaching smartphone users are prompting research but still are not making easy for smartphone users to make a purchase. For comparison, iPad conversion rates were 4.07%.
- Smartphones led in average order value by device at $113.95. Compared to $98.72 for traditional PCs and $104.30 for tablets.
Consumers want to use mobile for grocery shopping
- Brits are increasingly ditching the shopping list for impulse purchases when they hit the grocery stores, according to new research from Microsoft Advertising.
- 40% of the population compare prices on their mobile device, while the study also found an awareness and demand for mobile services that are not currently widely available.
- A fifth (20%) said they want to pay for grocery shopping using their mobile device and 17% want to download nutritional information about products in-store.
- But one in five UK consumers (19%) have already ditched paper-based shopping lists and are instead saving ‘must have’ grocery items on their mobile, and 16% have redeemed money-off coupons direct from their mobile device.
Good news for Facebook ads
- Facebook newsfeed ads are significantly more effective than those appearing in the sidebar, according to research from Nanigans.
- It evaluated more than 975m Facebook ad impressions and found that CTR, at 1.87%, was 46 times higher than Facebook domain ads, which showed a return of only 0.04%.
- Cost per click, at $0.26, was less than a third of that for comparable domain ads, which came in at $0.82.
- Overall, Nanigans suggested that ROI was 14% higher for newsfeed ads.
- Furthermore, mobile newsfeed page post ads recorded a CTR of 3.38%, almost twice as high as the 1.75% registered by desktop ads.
- In terms of cost per click, mobile newsfeed ads cost roughly half as much, at $0.14 versus $0.28 for desktops.
Consumers still unsure how social data is collected
- A new survey by Gigya has found that more than half of consumers (53%) have logged into an application or website using social login.
- Of consumers who have opted not to use social login, 40% say it is because they do not know what will happen to their personal information, and 41% say they are unsure if the site or application would post or share without asking for permission.
- 49% of consumers said that they would be more comfortable using social login if presented with a short, clear message informing them what information is being collected by the website.
- Similarly, 37% of consumers indicated that they would be more comfortable using social login if presented with a badge or seal from an independent organization that promises that the website or mobile app will follow the social network’s privacy restrictions for how it uses their information on a site.