Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include a decline in PC sales, Q2 paid search data, Facebook mobile stats, mobile traffic, PPC budgets and ecommerce in Australia.
For more digital marketing stats, check out our Internet Statistics Compendium.
Australian businesses say lack of strategy is main barrier to co-ordinated marketing campaigns
- Data included in our new Australian Cross-Channel Marketing Report, published in partnership with Experian Marketing Services, shows that 57% of Australian companies feel that a lack of strategy is the main barrier to implementing effective cross-channel marketing.
- This was followed by a lack of knowledge (42%), lack of budget and poor interconnecting technology (both 38%).
- The report, which is based on a survey of 200 Australian businesses, investigates the use and understanding of cross-channel marketing tactics, as well as the level of investment by Australian businesses.
What are the three biggest barriers preventing you / your clients from driving effectively co-ordinated marketing campaigns across multiple channels?
77% of online display ads are never seen
- 77% of online display ads are never seen, according to a new report from Sticky.
- Sticky tracked 500 consumers across 25 different websites with 25 different brand ads. Results showed varied seen levels (9% to 41%) with an average of 23% seen.
- Consumers spent an average of 1.7 seconds looking at the ads across all brands and sites.
Q2 paid search data
- Q2 search data from Kenshoo shows that average cost-per-click remained higher in EMEA (including the UK) at $0.51 compared to the US ($0.36) and APAC markets ($0.41).
- Similarly, click volume is up 10% and clickthrough rates are up 6%, both year-on-year.
26% of businesses don’t have an employee dedicated to analysing web data
- A quarter of respondents (26%) in the Online Measurement and Strategy Report 2013 stated that they do not have an employee dedicated to analysing web data.
- However the good news is that since 2012 (when 49% of companies said they were to increase their resourcing of dedicated employees) the number of companies that don’t have a dedicated analyst for web data has fallen by 4%.
- At the other end of the scale, 14% of respondents stated that they have more than five staff dedicated to analysing web data.
How many dedicated employees does your organisation have doing analysis of web data?
Facebook’s mobile stats
- New stats released by Facebook show that the site’s mobile monthly active users in June have increased by 18% in the U.S. and 22% in the U.K. year-on-year.
- People open the Facebook app around 10-15 times per day and 751 million people are using Facebook on mobile, up 54% versus last year.
- As of May 2013, there are around 4.75 billion content items shared daily and 4.5 billion ‘likes’.
- Finally, more than 350 million photos are uploaded per day on average to Facebook.
Ecommerce to account for 10% of Aussie sales by 2017
- A new report from Frost & Sullivan has predicted that ecommerce sales will account for 10% of all retail sales in Australia by 2017, up from 7% in 2013.
- The average annual spend online per online shopper in Australia in 2013 is expected to be $1,750, with overall online sales reaching $18.3 billion.
Businesses now spend 24% of total marketing budget on paid search
- Paid search now accounts for around a quarter (24%) of the average business’ total marketing budget, according to a new report from Econsultancy and NetBooster.
- The UK Search Engine Marketing Benchmark Report 2013 asked respondents about the division of marketing budgets into the search, social media and display categories.
- Paid search is apportioned the largest average budget by companies (24%), followed by SEO (18%). Social media and display had equal average share of budget (both 11%).
- This figure could potentially increase further by 2014, as more than half of respondents (55%) said they expect their PPC budgets to increase over the next 12 months.
Do you expect your budgets to increase or decrease in the next 12 months?
72% of business get 10% of their traffic through mobile
- Data from the new Econsultancy and IBM Tealeaf Reducing Customer Struggle Report examines the proportion of traffic that businesses receive through mobile devices.
- It found that around three-quarters (72%) of responding companies said that mobile accounts for more than 10% of traffic, up from 52% in 2012.
- The proportion of respondents who said that more than 20% of their traffic can be attributed to mobile has more than doubled in the last 12 months, from less than a fifth (17%) in 2012 to 41% this year.
PC sales decline
- PC sales have slumped thanks to the popularity of mobile devices, according to Gartner.
- It reported that 76 million units were shipped worldwide in Q2 2013, representing a 10.9% decline on the same period a year earlier.
- Lenovo now has a 16.7% market share of global PC sales, ahead of HP on 16.3% and Dell on 11.8%.
CEOs say ad agencies don’t deliver ROI
- New research by The Fournaise Marketing Group shows that 78% of global CEOs believe that ad agencies are not performance-driven enough and do not focus enough on helping to generate business results.
- Furthermore, 76% of CEOs feel ad agencies are not business-pragmatic enough, are too inward-looking, talk too much about “creativity as the saviour” without really being able to unquestionably prove or quantify it, and are often too opportunistic.
- Finally, 70% of CEOs feel agencies too often hide behind technicalities such as not having enough budget or not being paid fast enough as a way to justify their inability to deliver the business results expected of them.