Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include tablet traffic, digital marketing budgets in 2013, retail sites in paid search, tablet ad CTRs and Gucci’s mobile commerce revenues.
For more digital marketing stats, check out our Internet Statistics Compendium.
Tablets now account for more web traffic than smartphones
- New data from Adobe shows global websites are now getting more traffic from tablets than smartphones, at 8% and 7% of monthly page views respectively.
- While smartphone usage is relatively similar in the UK, US, Canada and Australia, the UK leads the way in terms of tablet usage.
- Overall, UK internet users are far more likely to browse on a mobile device than their counterparts in France and Germany.
- Furthermore, the data highlights the cultural difference between the East and West, with smartphones proving to be more popular than tablets among Japanese and Chinese consumers.
Online advertising in Australia hits $3.3 billion
- Digital ad spend in Australia reached $3.3bn last year, an 18% increase on 2011, according to a new Interactive Advertising Bureau (IAB) report.
- Figures showed that not only did digital ad spend as a whole exceed market predictions last year but mobile advertising saw a growth of 220%, pulling in $86.2m. Year-on-year, video advertising also grew 30% to reach $90.3m.
- The significant rise in figures was due to growth across all categories, including a 27% increase in Search and Directories advertising, a 10% increase in General Display advertising and a 9% increase in Classifieds advertising.
55% of businesses plan to increase digital marketing budgets in 2013
- More than a third of companies (39%) plan to increase their digital marketing budgets this year at the expense of other channels, according to the new Econsultancy and SoDA Digital Marketing Outlook Report 2013.
- A further 16% of respondents said that they would be increasing digital budgets alongside overall marketing spend, while just 11% said they planned to decrease the amount allocated to digital marketing.
- Overall it shows that brands are confident of the value of digital marketing and are backing that up with increased investment.
Spike in interest for the Galaxy S4
- Data from Experian Hitwise shows online consumer interest in the Samsung brand in the lead up to the launch of its new S4 smartphone.
- Samsung S4 was the second most searched for mobile phone of the week after the iPhone; 9.2% of all mobile phone searches were for the S4 last week.
- Overall Samsung accounted for one in every four mobile phone searches last week (Apple was one in five) – just to be clear this means searches for mobile phones, not searches made on mobiles.
- Searches for the S4 increased by 30% in the last week, a bigger increase than any other smartphone.
- Of all the S4 searches conducted last week 10% included the words ‘release date’, 3% included the word ‘pictures’ and only 1% included the word ‘price’ which indicates at this stage that people are more interested in when the phone will be available and what it looks like rather than what it costs.
Retail sites dominate list of most visible sites in paid search
- Retail websites account for more than half of the top 20 most visible advertisers in Google paid search, according to a new report from Searchmetrics.
- Question answering site Ask.com actually takes top spot for paid search, with Amazon and Zappos taking second and third respectively.
- The findings come from a study into the top 20 most visible sites in paid search on Google.com and a similar list for the top performers in organic search.
- The report also looks at the most visible sites in organic search on Google.com. Wikipedia tops the list with a visibility score five times higher than Facebook in second place.
74% of businesses believe user experience is key for improving sales
- Almost three-quarters (74%) of businesses believe that the user experience is important for improving sales and conversions, according to data in our new User Experience Survey Report.
- Increased customer satisfaction (72%) and customer loyalty (44%) were also popular responses, however few business appear convinced of the cost-saving benefits of improving the user experience.
- The User Experience Survey Report, conducted by Econsultancy in association with WhatUsersDo, is based on a survey of more than 1,400 digital and ecommerce professionals.
- The research looks at the approaches taken by companies and agencies, and the challenges and barriers they face.
85% of consumers favour apps over mobile websites
- A new report from Compuware suggests that consumer preference is strongly in favour of apps (85%) ahead of mobile sites.
- The most common reason for this is that apps are seen to be more convenient (55%), faster (48%) and easier to browse (40%).
Tablet ad CTRs massively outperform smartphones, except in retail and dating
- A new report from Adfonic again underlines the fact that tablets outperform smartphones by almost any advertising measure.
- Throughout 2012 Adfonic tracked a steady increase in the number of ad impressions viewed on tablets, rising from 9% in Q2 to 14% in Q4.
- The report also shows that clickthrough rates (CTR) for tablets are far higher than on smartphones in both direct response campaigns (such as cost per acquisition, per click, or per impression) and branding campaigns based around cost per thousand (CPM).
- Adfonic’s data looks at the CTR for different advertisers verticals. Compared to smartphones, tablets achieve particularly strong CTRs in style/fashion (+106%) lifestyle/health (+99%) and entertainment/media (+81%).
Gucci’s mobile site beats expectations
- Gucci has announced that it far exceeded its mcommerce sales targets following the launch of a new mobile optimised site three months ago.
- By simplifying the ccustomer journey, Gucci has seen mobile conversion rates increase by 70%, while mobile revenues have risen fourfold.
UK marketers are feeling more confident
- UK marketers are slightly more optimistic about the future than they were in late 2012, according to a survey by the Chartered Institute of Marketing.
- The CIM polled 1,300 marketing professionals and found that the Index had increased slightly from +4.12 in its first such survey in October 2012 to +5.28 in January/February 2013.
- Professional and business services was by far the most confident, reporting a score of +20.37, while energy, petroleum, chemicals, mining and utilities recorded –1.80.