Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include consumer confidence in mobile commerce, mobile use in Australia, Instagram, online sales in February and luxury brand mobile apps.
For more digital marketing stats, check out our Internet Statistics Compendium.
Consumer confidence in mobile purchasing grows
- New research carried out by Intela has found that consumer willingness to purchase goods and services using their mobile devices has increased in the past year, with a half of UK smartphone owners now happy to spend more than £10 on their mobile.
- Similarly, 56% of American smartphone owners are happy to spend $10 on their mobile.
- Almost one in two US consumers (44%) and 40% of Brits are now more likely to make a purchase using their mobile device compared to a year ago.
Australia leads the way in tablet and smartphone ad share
- Australia is leading the way globally when it comes to share of ad clicks from tablets and smartphones, according to recent research from Marin Software.
- The Mobile Search Advertising Around The Globe report found that Australia has the highest penetration of click share from tablet devices (9.3%) and the third highest penetration of click share from smartphones (11.7%).
- Similarly, Australian marketers spend the highest percentage of their budget (8%) per device on tablet advertising than any other market, and have the second highest allocation of budget put towards smartphones (8.8%).
Instagram usage on the increase
- New data from Simply Measured shows that 59% of the Interbrand 100 now use Instagram. This is up from 54% in November.
- Brand activity is on the rise, with 41% of brands now post at least one photo per week, up from only 34% last quarter.
- Engagement is also growing. Overall consumer engagement with top brands increased by 35% quarter over quarter. The average brand photo received over 4,800 engagements (likes, comments, Tweets, and Facebook shares).
- Finally, the number of brands with 100,000+ followers increased from eight to 10, led by MTV, Starbucks and Nike. 26% of brands now have over 10,000 followers, up from just 20% the previous quarter.
Online sales increase in run up to Valentine’s Day
- IBM analysis of UK online retail traffic and sales in the period leading up to Valentine’s Day has found that online sales grew by 29.65% year-on-year for this week.
- The analysis is based on the week leading up to Valentine’s Day (February 3 – 9).
- The results show a strong growth in the use of mobile devices for shopping and browsing retail websites, with sales via mobile devices going up 55.19% year-on-year and mobile traffic increasing by 70.49%.
- Average order value of transactions went down slightly: £112 was spent on average on each cart this year, compared to £113.57 last year.
Mobile traffic increases over US holiday period
- Mobile traffic to ecommerce sites more than doubled during the recent US holiday period, according to data from Monetate.
- A new report shows that Cyber Monday visits via smartphones and tablets increased from 7.9% to 18.9%.
- The survey also found that the conversion rate on smartphones remains low, at just 1.2% compared with 4% for tablets, even though smartphone traffic was around 10%.
British internet users spend 37 hours online per month
- The average British internet user spends 37 hours a month on the web and is increasingly likely to go online on mobile devices, according to comScore’s UK Digital Future Report.
- Almost two-thirds (64%) of British mobile users now own a smartphone and 82% of new phones acquired in the UK in December 2012 were smartphones. The increasing popularity of smartphones meant that almost a third of page views were found to come from non-PC devices.
- Advertisers adpated to this trend, with 16% more display ads published online in December 2012 compared to a year earlier. In total, some 923bn display ad impressions were delivered across the web in 2012.
Luxury brands fail to maintain their mobile apps
- More than a quarter (27%) of luxury brands have launched mobile apps then subsequently failed to update them or fix bugs, according to research from L2.
- L2 looked at 238 apps released by 100 brands over the past five years in the sectors of fashion, beauty, hospitality, retail, watches and jewellery.
- However some sectors were better than others at providing updates. Fashion brands were the most likely to release an app and never update it, as 40% of their apps fell into this category.
- The hospitality sector was the busiest, with 45% of hotel operators having developed an app in the past year, often devoting them to a specific property.
UK TV viewers watch four hours a day
- According to BARB, UK TV viewers watched a total of 2.7bn ads during 2012, equivalent to the average viewer seeing 47 ads every day.
- And despite the growth in on-demand viewing, linear TV viewing remains the preferred option of UK consumers, accounting for four hours and one minute of their time each day.
- The great majority of linear TV viewing is ‘live’, as the programming is broadcast, although at 89.9% of the total.
- The data also shows that 81% of on-demand viewing was done within seven days of recording, and 47% within 24 hours.
Apple is world’s most valuable brand
- Tech firms Apple and Samsung are the world’s most valuable brands, according to Brand Finance.
- Apple is now valued at $87.3bn, up 24% on 2011, while rival company Samsung is worth $58.8bn, an increase of 54% on the previous year.
- Google and Microsoft take third and fourth place, with valuations of $52.1bn and $45.5bn respectively. Google’s valuation was 10% up on a year earlier, while that of Microsoft showed a 1% decline.
Consumers worry about sharing data with mobile apps
- A MEF survey of 9,500 people in ten countries has found that only a third of consumers (37%) are comfortable sharing personal data with an app.
- The majority of consumers consider it important to know when an app is gathering (70%) and sharing (71%) their personal information.
- Perceptions are that security around data is robust with only 18% stating they are not confident that their personal information is being protected.
- Females and older consumers (over 35s) are more likely to have concerns over privacy.