Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include ASOS’s brand value, Twitter’s relationship with TV, dual screening, holiday search traffic, QR codes, the value of online gambling and slow loading websites.
For more digital marketing stats, check out our Internet Statistics Compendium.
Load times for top retail sites slump 22% in the past year
- Load times among America’s top retail sites have increased by 22% in just one year from an average 5.94 seconds in December 2011 to 7.25 seconds in December 2012.
- The findings, which come from a report by Radware, are bad news for ecommerce sites considering the importance of site speed for traffic and conversions.
- The data shows that the top 100 sites are actually slower than average with a median load time of 8.23 seconds, 14% slower than the overall load time of 7.25 seconds.
- Top retailers are also slowing down at a faster rate than the top 2,000 sites. In the past year the load time for the median top 100 site has slumped from 6.4 seconds to 8.23 seconds, which represents a slowdown of 28% compared to 22% for the top 2,000.
UK’s online gambling sector worth £2bn in 2012
- Sports, and especially ‘in-play’, betting is leading the growth in the UK’s online gambling market, with the sector worth more than £2bn in 2012.
- For example, football betting has grown by 69% during 2011 to 2012, making it the second most lucrative, after horse racing.
- Stickeyes has released a report on the sector, which looks at the top 50 keywords driving online search, and which brands are cleaning up.
- William Hill has the biggest share of the market, while Ladbrokes, Paddy Power, Betfair and Bet365 have around 11% each.
- William Hill also dominates search volume, though the other brands aren’t so close together.
Brand related search impression volume for the top gambling brands
UK internet users make over a billion visits a month to video sites
- Data from Experian Hitwise shows that visits to online video sites now account for 5% of all online usage compared to 4% in 2011.
- UK internet users are now making more than a billion visits a month to video sites, an increase of 16% year-on-year.
- In February 2013, the UK Internet population spent 323 million hours watching online video content, accounting for 100 million more hours viewing compared to the same period in 2012, an increase of 45%.
- Ecommerce is benefitting the most from the growth of online video with 16% of all visits now ending up on a transactional site, up from 12.5% in February 2012.
Web searches for popular holiday terms and destinations suffer significant drop
- Quarterly data from Greenlight found that in February UK consumer online searches for holidays totalled 1.2m, down significantly on November’s 2.9m.
- Generic holiday terms including ‘last minute holidays’, ‘all inclusive holidays’, ‘cheap all inclusive holidays’ and ‘package holidays’, made up 55% (695,000) of all holiday-related queries.
- ‘Cheap holidays’, which in July 2012 peaked at one million searches, was the most popular holiday-related search time February. However, it accounted for just 165,000 (13%) queries.
83% of tablet owners use their device while watching TV
- A new BBC World News survey of more than 3,600 digital device owners has found that tablet owners watch more TV news, not less, with 43% of tablet users saying they consume more TV than they did five years ago, and most saying they use tablets alongside TV.
- Second screening for news is becoming commonplace, with users often using devices in tandem. 83% of tablet users say they have used their tablets while watching television.
- TV still dominates overall usage, taking 42% of people’s news consumption time compared with laptops (29%), smartphones (18%) and tablets (10%).
- The survey also found that people respond to advertising across all the screens, with 1 in 7 users indicating they responded to a mobile ad in the last four weeks whilst responses to TV and desktop are 1 in 5 and 1 in 4 respectively.
Brand websites are the most important tool for digital marketing
- Brand websites, social media and online advertising are regarded as the three most effective components of digital marketing by executives in the US, according to a survey by Gartner.
- When asked what activities contribute to marketing success some 45% cited the brand website as one of their top three responses, while 43% pointed to marketing on social networks and the same proportion opted for online advertising.
- Overall, digital marketing budgets were found to average 2.5% of revenue, with a prediction they will increase by 9% in 2013.
11% of Europeans have scanned a QR-enabled outdoor ad
- Just 11% of European consumers have scanned a QR code in an outdoor advert, according to a new a survey by CBS Outdoor.
- This is despite the fact that the study showed that more than half (54%) of respondents are aware of what QR codes are for.
- It does need to be taken into account that outdoor advertising refers exclusively to billboards and posters, with press ads not included in the survey.
- The Interactive Europe 2013 report also found that 75% of urban audiences now own a smartphone, up from 56% last year, so the opportunity for targeting them with mobile and interactive ads is huge.
Twitter chatter boosts TV ratings
- A Nielsen study of Twitter’s impact on TV viewings has found that, for premiere episodes, an 8.5% increase in Twitter buzz was associated with a 1% increase in TV programme ratings for 18-34 year olds.
- Furthermore, a 14% increase in Twitter volume was associated with a 1% increase in TV ratings for 35-49 year olds, reflecting a stronger relationship between Twitter and TV for younger audiences.
- The study also found that Twitter’s correlation to TV ratings strengthened as the series went on. An increase in Twitter chatter of 4.2% and 8.4% was associated with a 1% increase in ratings for 18-34 year olds and 35-49 year olds respectively.
ASOS rated as UK’s tenth most valuable retail brand
- ASOS has been rated as the UK’s tenth most valuable retail brand according to research by Interbrand.
- The pureplay online retailer was valued at £416 million, placing it ahead of B&Q ($405 million) and John Lewis ($314 million).
- Tesco was the runaway winner though with a value of $10.8bn, followed by M&S ($6.5bn) and Boots ($3.2bn).
Family recommendations carry the most weight
- More than two-thirds (70%) of US consumers trust brand and product recommendations from their friends and family, but only 10% feel the same about online ads, a report from Forrester has revealed.
- Professionally-written online reviews on sites like CNET are deemed trustworthy by 55% of shoppers, while consumer-written reviews on sites like Amazon are found to be valuable by 46% of respondents.
- 43% trusted natural search engine results, as did 32% for the information contained on brand and company websites.