Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include mobile email, Aussies’ shopping online, eBay search data, email segmentation, the state of the PR job market, and digital revenue growth among online publishers.
For more digital marketing stats, check out our Internet Statistics Compendium.
Internet Explorer users are the most valuable customers
- Internet Explorer users are the most valuable customers online, according to new research from customer data platform Qubit.
- The research, which captured data from nearly 100m visitors on 90 leading retail sites December 2012 to January 2013, shows that IE users have the highest average customer value (£2.42 per visit) and the highest average conversion rate (3.14%).
- While other browser users may have higher average basket value totals, IE user’s higher propensity to convert makes them overall the most valuable customer based on browser type.
- Firefox users in fact have the highest average basket total of any browser (£110.99), with Safari (£108.44), Chrome (£90.36) and IE (£76.87) in second, third and fourth respectively. Safari users are the trickiest to convert into paying customers, with a conversion rate (1.64%) nearly half that of IE users (3.14%).
Marketers still need to work on mobile email
- While companies appreciate the importance of mobile email, they are a long way away from implementing best practice, with just 25% currently optimising emails for mobile.
- The stats come from the Econsultancy/Adestra Email Marketing Industry Census, which also shows that 33% of businesses still do not know what proportion of their emails are read on mobile devices.
- However, 23% state that more than 30% of their emails are now read on mobile devices, compared to just 9% last year.
Australian consumers turn to domestic online retailers
- Australian consumers are shying away from international online retailers if the recent NAB Online Retail Sales Index is anything to go by.
- Domestic retail accounted for almost three-quarters (73%) of total online sales in Australia in January 2013, and domestic online retail sales saw a higher year-on-year growth than international, rising 28% vs 25%.
- Online sales as a whole also improved in January, seeing a 27% year-on-year rise to hit A$13 billion. But unfortunately traditional retail sales only saw a 0.4% growth year-on-year.
eBay shows that summer shopping starts in winter
- New data from eBay shows that summer shopping has begun in February. Last year eBay.co.uk saw searches for sunglasses and BBQs start to climb steadily from February onwards, both reaching an annual peak in May and then declining as the warmer weather started
- This year the same appears to be happening as there’s been a 183% increase in daily searches for BBQs and a doubling of searches for sunglasses between February and March.
- Over 100 pairs of sunglasses and four BBQs were sold every hour on eBay.co.uk last month, despite the cold snap.
73% of businesses carry out basic email segmentation
- Almost three-quarters (73%) of businesses carry out basic email segmentation while a further 16% are planning to implement it, according to the new Econsultancy/Adestra Email Marketing Census.
- After basic segmentation, encouraging sharing of content (52%) and regular list cleansing (49%) are the email practices that marketers are most likely to be undertaking.
- Businesses are clearly seeing the benefits of segmenting their email marketing as a further 46% are planning to implement a more advanced programme.
UK digital ad spend up 12.5% to £5.42bn in 2012
- UK digital ad spend increased by 12.5% to almost £5.42bn in 2012, according to a new report from the Internet Advertising Bureau (IAB).
- The figures show that marketers have responded to the fact that smartphone ownership now stands at more than 64% in the UK by investing a massive £526m in mobile advertising.
- This represents a rise of 148% on 2011 and the real term increase of £322.7m accounts for more than half (53%) of the £607.3m increase in total digital ad spend.
- Overall mobile accounts for 9.7% of digital ad spend compared to just 1.1% in 2009, which underlines the growing importance of this channel.
Forgotten marketing sees SMEs lose £122bn in sales
- Despite most British SMEs (87%) acknowledging that marketing has a positive impact on sales, the sector is losing out on up to £122bn in sales by allowing it to slip off the radar, according to Pitney Bowes.
- The research found that the average SME is only achieving 39% of its planned marketing activity. Yet when business owners were asked to predict the sales impact produced by increased marketing activity, results showed a growth of 9.2% compared to 2011 prices.
- Three-quarters (77%) recognise that marketing is important to the success of their business, however a third rate their efforts over the last six months at under 5/10. 11% admit to doing none of the marketing they had planned.
PR and marketing jobs untouched by effects of recession
- The number of PR and marketing job opportunities in the UK has grown by 13.39% over the past year, according to latest figures from the Reed Job Index.
- Salaries in the industry are also faring well. Last month the average yearly wage in PR and marketing had grown by 2.48% since March 2012, whereas the average salary across all sectors has dropped by 1.52% in the same time-frame.
UK mobile consumers show strong purchase intent
- New research by Telmetrics has found that in the UK price comparisons and reviews are the top two mobile research activities as mobile searchers generally take time to conduct thorough research before making a purchase.
- UK mobile searchers demonstrate strong purchase intent – 40% of UK mobile searchers claim that they intend to make a purchase within the day and an additional 35% take up to a month before making a purchase decision.
- Smartphone users demonstrate more immediate needs than tablets searchers with 22% looking to make a purchase within an hour of their search.
Online publishers expect strong digital revenue growth
- In its fifth annual organisation census, the Association of Online Publishers found that its members are expecting digital revenue growth of 15% in 2013.
- On average, digital revenues already account for 34% of AOP members’ total revenues. Within this number, digital revenues account for 50% or more for only a quarter of AOP members, with another quarter saying they represent less than 10% of their total.
- Increased revenues will come from a variety of sources, with 88% saying they expect to increase paid-for elements of their websites.
- Besides growing advertising revenues, AOP members are also looking to data, mobile and apps for more revenue, with 88% increasing investment in technology this year, up from last year’s 78%.