Here are some of the most interesting digital marketing stats we’ve seen this week.

Stats include online video ads, tablet commerce, multi-screening, email marketing, in-store Wi-Fi and mobile commerce.

For more digital marketing stats, check out our Internet Statistics Compendium.

Entertainment and FMCG ads dominate social shares in Q1

  • Entertainment and FMCG brands dominated social video advertising in Q1, accounting for more than half (54%) of the total online ad shares.
  • Tech brands also performed well with 17% of total shares, but it proved to be a disappointing start to the year for the automotive sector (9%).
  • The data comes from the Unruly Analytics dashboard, which has tracked more than 329 billion video views across the social web.
  • FMCG video ad shares actually increased by a massive 78% compared to Q4 2012, attracting a quarter (25%) of the total online video shares in Q1 2013. Only the entertainment sector attracted more shares (29%).

Australian content marketing vs. UK and US

  • A report by the Content Marketing Institute (CMI) and ADMA has found that 96% of Australian marketers use content marketing – which is higher than figures seen in North America and the UK – yet only 29% consider themselves to be “very effective” or “effective” at doing so.
  • Brand awareness was cited as the top content marketing goal for B2B marketers (75%), whereas B2C peers listed customer retention/loyalty as their top goal (80%).
  • Around 25% of marketing budgets in Australia are allocated to content marketing, with B2B marketers allocating a slightly higher percentage than B2C peers.
  • This year will also see 61% of Australian marketers look to increase their content marketing budgets, as well as 64% of British marketers. 

Tablet traffic spikes over Easter

  • New stats from Affiliate Window show that over the Easter weekend tablet traffic averaged at 11.1% share of the entire network’s traffic while 11.3% of sales were generated through these devices.
  • Saturday was the peak for tablet traffic with a 12% share whereas sales peaked on Easter Monday at 11.7% (despite receiving the lowest share of traffic over the four day period – 9.7%)
  • Looking at Saturday and Sunday in isolation and comparing this with the previous and following weekends, it is evident that mobile was more prevalent over the Easter weekend.
  • Traffic on the Saturday and Sunday averaged at 12% while sales stood at 11.25%. Looking at the weekend prior to Easter this was 11.6% and 11.1% respectively, while for the weekend after Easter this was 11.95% (traffic) and 10.6% (sales).

Multi-screening trends in the UK

  • A recent study by Fast Web Media has yielded some interesting insights into multi-screening trends in the UK.
  • According to the study, 68% of the brands assessed encouraged multi-screening by including a URL or social network mention within the TV advert.
  • 48% of brands referenced their website URL, 20% included a Twitter logo or hashtag, 16% sought Likes on Facebook, and 6% prompted a follow up on YouTube.
  • A comparison of how many followers a brand has versus how many times the hashtag was tweeted gives an idea as to how successful the hashtag campaign has been:

Australian marketers increase their digital marketing budgets

  • Almost three-quarters of Australian companies are planning to increase digital spend this year, with digital marketing budgets expected to increase an average of 28%.
  • Search engine optimisation and email marketing for engagement/retention will be the top digital priorities, with 65% increasing investment in these areas.
  • In the mobile world, businesses will be concentrating on mobile applications (47%) and QR codes (45%).
  • These findings come from the fourth annual Marketing Budgets report, conducted by Responsys and Econsultancy, which is based on a survey of 834 marketing professionals in December and January 2013.

61% of marketers rate their email campaigns as poor or average

  • Almost two-thirds (61%) of marketers rate their email campaign performance as ‘poor’ or ‘average’, while just 4% would rate themselves as ‘excellent’.
  • The findings come from the new Econsultancy/Adestra Email Marketing Industry Census 2013 which surveyed more than 1,300 agency and client-side respondents.
  • The results how that 62% of marketers spend two or more hours on design and content on an email campaign, while 18% spend more than eight hours.
  • 71% have basic to non-existent email optimisation strategy for mobile devices, while 22% regard optimising emails for mobile as one of their top priorities.

A quarter of time online is spent on social networking

  • Data from Experian shows that if the time spent on the internet was distilled into an hour then a quarter of it would be spent on social networking and forums across UK, US and Australia.
  • In the UK 13 minutes out of every hour online is spent on social networking and forums, nine minutes on entertainment sites and six minutes shopping.

 

  • In North America, figures are similar with 16 minutes spent on social media in the US, nine minutes on entertainment and five minutes on shopping.  
  • Australian Internet users spend 14 minutes on social sites, nine on entertainment and four minutes shopping online.

Free in-store Wi-Fi

  • Mobile agency Sponge surveyed 117 retailers with multiple stores in central London and found that just 28 offer customers access to free Wi-Fi.
  • While half of those that do offer free Wi-Fi are collecting customer data, a significant number of retailers are missing an opportunity to engage with people that shop in their stores.
  • Of the 28 retailers with free Wi-Fi, only 11 clearly communicated its availability with marketing material on display throughout shops.
  • Sponge’s research found that contemporary retail brands, such as Urban Outfitters and Topshop, offer wi-fi as a service as opposed to using it to collect customer data.
  • There is minimal advertising and the sign-up process is mainly acceptance of terms and conditions rather than entering personal details.

The future of the high street looks bleak

  • A survey of Internet Retailing Expo attendees by Rakuten has revealed just 7% of retailers expect sales growth this year and 63% expect sales in physical stores to decline.
  • One in four expect physical stores to become more like showrooms where shoppers browse in store, but ultimately purchase online.
  • Despite the growing need for an online offering, half of retailers questioned were concerned about attracting sufficient footfall to an independent website online.
  • Most retailers questioned still rely on email for the majority of customer communications with 69% stating this was their main customer contact channel. Despite the growing hype around social shopping, surprisingly Facebook and Twitter platforms were used by just 13% and 15% of retailers respectively.

Men more likely than women to shop via their mobiles

  • As the number of people owning a smartphone continues to rise, research from Kantar Media’s Global TGI reveals that men lead the way when it comes to mobile shopping.
  • In the US 15.9% of men say they are interested in using their phone to make purchases, compared to 13.3% of women. Figures are 12% and 10.3% respectively in Great Britain, and 4.7% versus 2.5% in South Africa.
  • Kantar Media’s Global TGI research also showed that mobile shoppers were more predisposed to impulse purchasing.  In France, 13% of mobile shoppers say they tend to spend money without thinking, compared to 6% of the general population.  
  • In Brazil, 36% of mobile shoppers buy products on impulse, versus 29% of the total population.