Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include Google Adwords, digital video campaigns, customer satisfaction with m-commerce, mobile advertising, Nissan’s social strategy and e-commerce in China.
For more digital marketing stats, check out our Internet Statistics Compendium.
40% of consumers are unaware that Google Adwords are adverts
- Research carried out by Bunnyfoot suggests that many people are unaware of the difference between paid and organic search listings, with 40% of web users unaware they were adverts.
- While conducting a research project for an insurance sector client, Bunnyfoot discovered that 81% of users clicked on Google Adwords listings as opposed to natural search results.
- Further investigation of this surprising bias revealed that 41 out of the 100 individuals tested did not know that Adwords were paid-for adverts, believing them instead to be the most authoritative links.
Only 50% of agencies plan TV and digital video campaigns together
- Despite a growing convergence between TV and online advertising, only half of agencies (50%) currently plan their TV and digital video campaigns together.
- However the situation is likely to improve, as more than two-thirds (67%) of those who don’t plan TV and digital video together indicated that they would begin to do so in the next 12 months.
- The findings come from research by Adap.tv and AdMonsters into how publishers and agencies view online video.
- One of the issues preventing a more joined up approach to online and offline video advertising could be the difficulties involved with measurement.
- About 43% of agencies agree (7% strongly) that they simply don’t have the tools they need to enable truly unified planning and measurement of TV and video campaigns.
Customer satisfaction with m-commerce almost on par with desktop
- Customer satisfaction with mobile commerce appears to be gradually improving year-on-year, to the extent that the m-commerce experience is almost considered to be on par with desktop.
- The findings come from a survey by Foresee, which has been examining satisfaction scores from visitors to 40 of the largest UK mobile retail websites and apps in the UK since 2010.
- It found that customer satisfaction with desktop websites in the UK scored 74 on the study’s 100-point scale, compared to 72 for mobile retail experiences.
- The difference between the two channels has dropped steadily from five points to just two points in three years.
53% of smartphone owners say they’ve never seen mobile advertising
- More than half (53%) of UK smartphone owners say they have never received adverts while using their device, which either suggests that it is an underused marketing channel or consumers find it easy to ignore mobile advertising.
- The findings come from Nielsen’s Mobile Consumer Report, which found that 97% of the UK population owns a mobile phone, with smartphone ownership now at 61%.
- The report also asked UK respondents which kinds of mobile ads they receive most often. The most common answer was ads shown while using the mobile web (27%), followed by streaming music/radio (26%) and online games (25%).
- A quarter of respondents (24%) said they had been exposed to ads in apps, while 17% had received marketing text messages or watching mobile video, and just 10% had seen ads in a location-based/GPS service.
68% of people use their smartphone for email, 26% for shopping
- The importance of optimising email campaigns for mobile has again been underlined by a new survey which shows that checking emails is among the most common activity for UK smartphone owners.
- The Nielsen Mobile Consumer survey found that 68% of UK smartphone owners used their device to check email in the past 30 days. Only text messaging was more popular (92%), while using the mobile web (66%) and social networking (63%) achieved similar results.
- US smartphone owners exhibit similar behaviours, with 86% using their devices for text, 82% for the mobile web, 75% for email and 63% for social networking.
- The results from the Nielsen survey also appear to be encouraging for mobile commerce sites, as a quarter of UK respondents (26%) said that they had used their device for shopping in the past 30 days.
Amazon dominates paid search on Google UK
- Amazon.co.uk is the site mostly likely to be seen in paid search ads on Google UK, as well as being the most visible online retail site in organic search results, according to research from Searchmetrics.
- The list is dominated by retail, price comparison and travel brands including johnlewis.com, supaprice.co.uk and laterooms.com, with amazon.co.uk taking the top position.
Chinese online consumers to spend £177bn in 2013
- According to Alibaba.com, Chinese consumers in 2013 are expected to spend £177bn shopping online, surpassing all other countries, including the UK, US and Western Europe.
- More than 242 million Chinese shop on the Internet- that’s six times the number in the UK.
- The average online spend among Chinese consumers in 2012 was £703, compared to £1,083 in the UK.
- 12% of online purchases are made by mobile phone.
Nissan aims to be most social brand at Geneva Motor Show
- Nissan is aiming to be the most socially enabled stand at this year’s Geneva Motor Show by using Radio Frequency IDentification (RFID) technology to enable those attending the stand to share their experiences via their own social networks and enjoy live engagement.
- 11 RFID sharing stations will allow content on all the cars featured on the stand to be posted to social networks instantaneously.
- The technology on stand follows on from Nissan’s work at the 2012 Paris Motor Show, where a multi-platform social campaign resulted in 8,000 on-stand activations, 662,585 impressions on Facebook (with a reach of 2.8 million people), an uplift of 49,877 Likes and shares, and over 25,000 YouTube views.
£7.5bn spent through mobile devices in 2012
- The value of sales through mobile devices (smartphones and tablets) hit £7.5bn in 2012, according to data from the IMRG Capgemini Quarterly Benchmarking.
- Mobile device sales accounted for 12% of the £62.4bn spent at e-retail sites last year. This value has tripled against 2011, when mobile device sales accounted for just 4% of e-retail spend.
- Although this yearly growth is very strong, there was a considerable slowdown toward the end of 2012 both in terms of sales and visits.
- While mobile sales as a percentage of e-retail sales almost doubled between Q1 and Q4, from 8.2% to 15.4%, the signs halfway through the year were that it could reach as much as 20% by Q4.
Engagement-based retargeting brings shoppers back to Smyths Toy Superstores
- After three months of using Rakuten MediaForge’s retargeting display ads Smyths Toy Superstores achieved a 76% increase in revenue from shoppers that had abandoned the site.
- For every £1 spent on retargeting Smyths Toy Superstores generated £37 worth of business.
- During the fourth quarter of 2012, 8% of all shoppers targeted by Smyths Toy Superstores engaged with the dynamic ads.