Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include mobile strategy, interactive and outdoor advertising, email open rates, and online customer service.
For more digital marketing stats, check out our Internet Statistics Compendium.
Mobile consumers are ‘screen agnostic’
- According to a mobile ad study by YuMe, consumers are increasingly screen agnostic when it comes to consuming content.
- By device, 38% of respondents accessed entertainment content on their smartphone; 34% on their laptop, and 28% on their tablets.
- Consumers prefer to consume content in the comfort of their homes, where they are also much more receptive to advertising. Even with smartphones, the most mobile device, there is an almost even split in media consumption at home (31%); out and about (24%); travelling (24%) and work usage (21%).
Mobile strategy and sophistication
- The majority of companies do not have a well-defined or track mobile specific KPIs, according to the Econsultancy/Kontagent Mobile Sophistication and Strategy Report.
- 25% of the mobile mainstream report having a “well-defined mobile strategy,” while roughly half has some strategic pieces in place.
- There is a push towards longer term planning as 45% say that their existing mobile strategy extends beyond 2013.
- However, many organizations are planning without fundamental information. Only 28% of the mobile mainstream is tracking performance indicators specific to their mobile programs.
- Mobile strategy is a multi-departmental effort at many organisations. Senior management, marketing, and technology groups are working together to set goals and strategy at 45% of mobile mainstream companies. By contrast, collaboration is the norm at 71% of mobile first companies.
Which of the following apply to your mobile programs? (703 company respondents)
- Shop Direct and Tesco have the fastest websites among Europe’s top retailers, according to a report from Radware and Level 3.
- Overall, the median web page load time was 7.04 seconds, which is double the time it would take for a majority of consumers to abandon their purchase.
- The research found that UK retailers Shop Direct and Tesco had the fastest load times at 1.69 seconds and 1.72 seconds respectively.
Online customer service
- 65% of people have received poor customer service online, according to a YouGov survey of over 2000 UK consumers, commissioned by Sirportly.
- A slow response was the most common customer service problem, with 50% of people reporting that companies have left them waiting.
- 64% of people would not return to a shop or company online that provided bad customer service, no matter how much they enjoyed the product or service on offer.
- Mobile purchases have risen dramatically by 19% in the last year, from 40% to 59% according to Stibo Systems’ 2013 Consumer Retail Survey.
- 17% of people are put off by lack of information on mobile sites, 48% said that the screen was too small to satisfactorily read product information, while 46% lack trust in the security of their device.
Online shoppers miss the personal touch
- 43% of respondents to a Whisbi have abandoned online baskets in the last 12 months, with 44% citing lack of customer interaction as the primary reason.
- 34% said that a lack of support deters them from shopping online altogether whilst 59% of respondents believe that being able to see and speak to a sales assistant would make the purchasing process easier.
- 19% of respondents dislike the poor customer service experienced when purchasing online, whilst 15% dislike the conflicting and confusing information that is available.
Interactive and outdoor advertising
- According to an annual study of over 5,000 people in six European countries by CBS Outdoor International, consumers are more likely to buy something online, ‘Like’ a brand on Facebook and download an app after seeing an outdoor ad vs. TV, radio and print.
- 77% of consumers reported doing something as a direct result of seeing an outdoor ad. 20% of consumers are reported to have made a purchase online after seeing an outdoor ad vs 16% for print ads.
- 16% of consumers ‘Like’ a brand’s Facebook page after seeing an outdoor ad vs 11% for radio ads.
- 13% of consumers have downloaded an app after seeing an outdoor ad (up 117%), which is almost double the amount who downloaded one after seeing a TV ad (only 7%).
- The survey found that, despite a tenfold increase in NFC ready smartphones, only a marginal increase in NFC awareness was reported by consumers:
- 408.3m people in Europe used the desktop-based internet in December 2012, a 7% increase over the past year. Turkey has the youngest internet audience with nearly 70% under the age of 35. The figures come from comScore’s Digital Europe report.
- 15% of Europe’s net users are in Russia, while Yandex web search has gained a 10% share of the European search market.
Email open rates
- According to Sign-Up.to’s 2013 UK Email Marketing Benchmark Report, there has been a strong increase in average email open rates, rising from 18.35% to 21.47% in the last 12 months.
- B2B emails achieved the highest open rates at 27.97%, while and Sport & Leisure emails achieved open rates of 25.57% on average.
Awareness of new top level domains
- 75% of UK and US consumers oblivious to new web extensions such as .Google, .Microsoft and .Nike launching this year.
- More than half of consumers in both the UK and US would not visit a website with an extension they didn’t recognise.
- Over two-thirds would prefer to use heritage domain such as .com, .co.uk etc.