Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include social advertising in the alcohol industry, a drop in Facebook usage, consumer loyalty, barriers to mobile payment adoption and Google News.
For more digital marketing stats, check out our Internet Statistics Compendium.
Budweiser is king of social advertising in Q1
- Budweiser proved to be the king of alcohol advertising in Q1 by achieving more than half of the industry’s total social shares.
- The beer company’s ‘Brotherhood’ ad was shared 2.4 million times compared to 970,000 for little-known vodka brand Neft’s ad, ‘Bad Motherf***er’.
- According to Unruly’s data, Bud’s advert accounted for 59% of total alcohol ad shares in Q1, despite the fact that it isn’t really the kind of creative one would normally associate with beer ads.
Facebook use down 9% among UK internet users
- Facebook usage is down by 9% from this time last year amongst internet-connected UK consumers, according to a new YouGov SixthSense report.
- The proportion of those who have stopped using social media sites due to being fed up with social media marketing promotions has risen by 18% from April 2012. Additionally, one-fifth (20%) stopped using social media sites during the last year because they don’t like the possibility of their information being used by third parties.
- The report found that nearly half (45%) of social media users have liked/joined the page of a brand/company, while less than a quarter (22%) have followed a brand on Twitter.
Organic posts are most popular social tactic but paid ads are more successful
- A new report from Kenshoo shows that although organic posts (such as maintaining a branded Facebook page) are the most popular social tactic, paid ads actually proved to be the most successful approach.
- The report, which is based on in-depth survey with 105 large social advertisers (i.e. they spend more than $100,000 per year on social media ads), found that consumer social networks were the most popular form of social advertising (87%), followed by microblogs (67%) and business-focused networks (51%).
- And although all the respondents used paid social ads, overall they were more likely to implement organic tactics like branded pages and content no matter what type of social network they were targeting.
Just 15% of consumers believe it pays to be loyal to brands
- Only 15% of British consumers believe strongly that it pays to be loyal to their favourite brands, according to a new survey by Epsilon.
- The research, which was conducted among 419 British respondents, also shows that the recession appears to have made UK shoppers more frugal.
- More than half (57%) of respondents said that they will shop around to find the best deal and just (15%) are prepared to pay the premium for luxury products and new-to-market products.
- Looking at what drives repeat purchases, just over a quarter (28%) of British customers see rewards programmes as an incentive to secure their loyalty.
Security and fraud concerns are biggest barriers to mobile payment adoption
- New research into consumer attitudes suggests that people are slowly edging towards accepting contactless mobile payments.
- A survey of 2,006 consumers by eDigitalResearch found that 39% of respondents had seen a contactless payment point, up from just 15% in May 2012.
- ￼Furthermore, ownership of NFC-enabled handsets has also doubled since May 2012. Around 7% of those surveyed claim that they own an NFC-enabled handset, though this is likely to be inaccurate as the survey also found that 26% of people are still unaware of contactless mobile payments.
Before this survey were you aware of what contactless mobile payments were?
- Among those who have used contactless mobile payments, supermarkets and fast food outlets were the most common locations to have tried the technology.
Mobile is almost as popular as desktop for travel research
- When researching their next holiday or business trip consumers are just as likely to turn to their mobile device as they are to use a laptop, according to new research from JiWire.
- However laptops are still by far the most popular device when it comes to actually making a purchase.
- The new report into mobile’s role in the travel industry shows that 56% of consumers use their laptop to research travel options, compared to 49% on tablet and 48% on smartphone.
- But almost two-thirds (63%) of consumers make travel purchases using their laptop compared to just 39% on tablet and 27% on smartphone.
BBC and Guardian appear most in Google UK news results
- Stories from the BBC website (bbc.co.uk) are most likely to be displayed in news results in Google.co.uk search results, ahead of The Guardian (guardian.co.uk) and the Daily Mail (dailymail.co.uk), according to new research from search and social analytics leader, Searchmetrics.
- And a separate US study by Searchmetrics found that the number of news results that Google is showing grew by 70% during 2012.
- The study also indicated that news results are being drawn from a much wider range of sources, with a 15% increase during 2012 in the number of different news sources, including news sites, blogs and other publications.
Apple still the world’s most valuable brand
- Apple remains the BrandZ Top 100 Most Valuable Global Brand for 2013, worth $185 billion. Apple grew just 1% in the last year compared to a 51% growth for its closest competitor, Samsung, which is now number 30 in the global ranking with a brand value of $21 billion.
- Google is also a serious challenger for the number one spot, reversing last year’s decline to grow 5% in brand value this year. The brand is second in the ranking with a value of $114 billion, while IBM is third with a value of $112 billion.
Mobile adspend to hit £3.5 billion by 2017
- According to a new eMarketer report UK mobile ad spending is expected to almost quadruple to £3.58 billion ($5.68 billion) by 2017.
- Real-time bidding (RTB) platforms and better targeting and retargeting technologies are giving UK brands and media agencies greater confidence that targeted audiences are seeing their mobile ads.
- According to eMarketer’s April 2013 forecast, mobile will represent almost one-quarter (22.4%) of the UK’s total ad spend in 2017, approaching £3.6 billion ($5.71 billion) in value. Moreover, growth of mobile ad spending will drive up overall ad spend for digital to 49.7% of total UK ad spending by the end of the forecast period.
Consumers shun social media for financial services customer service
- UK consumers are not convinced by social media’s effectiveness for financial service (FS) customer service, with just 3.1% using Facebook and 1.2% using Twitter to interact with their financial services provider, according to new research released today by 7.
- The survey of 2,002 consumers found that people are increasingly using a variety of channels to communicate with their FS providers, with 93% of people regularly using more than one channel to do so.
- But more than half of consumers (55%) would rather resolve issues with their FS provider in private rather than complain about bad customer service via social media.
- While social media use for FS customer service rises among 25-34 year olds (7.6% use Facebook and 3.5% use Twitter) the most popular methods of interacting with banks and other FS institutions remain in-person and over the phone.
- 16% of consumers regularly use their mobile, with that figure rising to more than a third among 18-24 year olds, suggesting that smart phones are becoming a significant customer service channel.