I’ve rounded up some of the most interesting digital marketing stats I’ve seen this week.
Topics covered include the use of tablets and other devices while watching TV, search marketing budgets, mobile payments and Google+.
Search marketing budgets
- According to stats from our UK Search Engine Marketing Benchmark Report, based on a survey of over 300 UK in-house marketers and over 200 agency employees, nearly two-thirds of companies (62%) plan to increase their social media spending within the next 12 months.
- 57% plan to increase spending on SEO and almost half (49%) will up their spending on paid search.
- 52% of respondents said that it’s somewhat or very likely that they’re using another device while watching television, according to stats from our Multi-Screen Marketer report.
- With each screen added to the mix, that percentage rises, with 60% of smartphone users (three screens) and 65% of tablet owners (four screens) saying that multi-device use is the norm while watching TV.
Use of consumer data
- Only 16% of businesses use data to form a single customer view, according to a survey by Experian.
- While 72% of businesses recognise the benefits of using data to offer customers a joined-up multichannel experience, 84% aren’t able to use the data effectively.
- 72 hours of video are uploaded to YouTube every minute.
- A massive 88% of consumers ‘sometimes or always’ consult a review when making a purchase, and 60% were more likely to purchase from a site that has customer reviews on, according to stats from Reevoo.
- More than half of respondents (52%) said friends’ recommendations were influential, followed by consumer reviews (48%), advertising (24%) and advice from sales assistants (22%).
Social media marketing on mobile
- According to DMA stats, 44% of consumers regard marketing on mobile social media as invasive, while 52% believe that ads should only be seen by fans or followers of brands.
- Only 17% of UK consumers are ‘completely aware’ of what contactless mobile payments are, according to a survey by eDigitalResearch.
- 60% of people would avoid mobile payments altogether, with security concerns (36%) the most common reason.
Google+ and SEO
- A study by Kevin Gibbons found that brands with plenty of +1s on their G+ pages had lower CTR than those without.
- For example, Soft32.com, which had 456 Google+ votes on its brand page, experienced a 44% decrease in CTR.
The EU cookie law
- Only 24% of online consumers are aware of the EU cookie law, according to stats from TRUSTe.
Tablets and mobile ads
- In Q1 2011, 15% of all ad impressions served by mobile ad network Millennial Media were to tablet devices, but in the first quarter of this year, that number had jumped to 20%.
- Millennial Media served some 9bn of its 45bn impressions to tablet devices.
- The most popular tablet in the mix was Apple’s iPad. The Samsung Galaxy Tab and Amazon’s Kindle Fire took the second and third spots, respectively.