Here are some of the most interesting digital marketing statistics we’ve seen this week.
Statistics include triggered email, showrooming, consumer attitudes to privacy, website usability, Instagram video and mobile advertising.
For more digital marketing stats, check out our Internet Statistics Compendium.
Triggered email open rates are four times higher than newsletters
- Data from ExpertSender shows that the average open rate for triggered emails was consistently around 45% to 55% for the year to date, some four times higher compared to email newsletters which averaged around 10%.
- In regard to clicks the results aren’t quite as clear-cut. The data shows that the average click rate achieved by triggered emails was around 4% to 5%, while the CTR from newsletters ranged from 2% to 3.4%.
Showrooming isn’t seen as a threat to revenue
- Just 11% of retailers see showrooming as a threat to revenue, according to the new Econsultancy/BuyDesire Mobile Marketing and Commerce Report. Tweet this
- This is despite the fact that 67% of companies acknowledge that the number of customers using smartphones in-store is increasing.
UK consumers appear less concerned about privacy in 2013
- 46% of UK consumers agree that privacy is ‘a really important issue which I think about often,’ down from 51% in 2012.
- The same proportion of people consider privacy ‘a somewhat important issue which I think about sometimes,’ with a further 8% admitting they ‘hardly ever think about it.’
- The stats are taken from the latest edition of the Econsultancy Internet Statistics Compendium.
LinkedIn users are more interested in your company
- LinkedIn is now responsible for 64% of all visits from social media channels to corporate websites according to research by Investis, which tracked an average of 2m monthly visits to 60 corporate websites over two years.
- By contrast, Facebook accounts for 17% of such visits, while Twitter is on just 14%.
Top websites provide a better UX
- According to data collected by ClickTale on ecommerce clients, websites that are among Alexa’s top 10,000 perform much better compared with their less mature peers.
- They have one third the bounce rate of smaller websites and visitors spend only 70 seconds on a page on average compared to three minutes in other websites, which is a taken as an indication that they find what they are looking for faster
- During their brief visit, visitors are active 23% of the time compared with only 12%-13% in other websites.
Apps, email and search are among top mobile priorities for businesses
- When asked which mobile channels they plan on using during the next 12 months just over half of businesses (55%) said apps, followed by mobile advertising (51%), optimised emails (50%) and tablet-specific sites (50%).
- Mobile search and commerce were also cited by precisely half (50%) of client-side respondents.
- The data comes from the new Econsultancy Mobile Marketing and Commerce Report, published in partnership with BuyDesire.
What mobile channels and technologies do you plan on using during the next 12 months?
Brands account for 40% of most 1,000 most shared Instagram videos
- 40% of the 1,000 most shared Instagram videos last month came from brands, according to data from Unruly.
- The social video marketing platform found that more than 80 different brands – including Samsung, Nike, BMW, Disney, General Electric and Red Bull – feature on the Unruly Viral Video Chart’s top 1,000 Instagram videos, despite the Facebook-owned mobile app only adding video functionality in June.
- The most shared brand on Instagram Video was MTV, with 84 videos in the top 1,000, attracting a total of 134,110 shares altogether across Facebook, Twitter and the blogosphere.
- Peanuts’ Snoopygram (26,962) was the most shared branded video on Instagram, followed by EA Sport’s FIFA 14 real-time spot (16,499) and a promo for HBO’s popular TV show Girls (15,376).
John Lewis predicts a mobile Christmas
- John Lewis has predicted that this year will be the UK’s first ‘mobile Christmas’ with traffic from mobile phones and tablets overtaking that from desktops for the first time on Christmas Day itself.
- Mobile made up almost 50% of all traffic to johnlewis.com on 25 December 2012, with the peak hour being 9pm.
- The busiest day on mobile last year was 26 December, with over 920,000 visits. Over 1m visits are estimated for this Boxing Day which will be a new record for mobile.
- Mobile now accounts for over 40% of traffic to johnlewis.com and traffic is up over 115% year on year.
Position of online ad has largest impact on viewer completion
- A study by Akamai Technologies has found that the position of an online ad has the single largest impact on completion rate, with a mid-roll ad 18.1% more likely to be completed than the same ad as a pre-roll, and pre-rolls 14.3% more likely to be completed than the same ad as a post-roll.
- Repeat visitors to a site have higher completion rates for ads on that site than one-time visitors to that site.
- Viewers are more tolerant of video ads than of slow-loading videos. Viewers who must wait 10 seconds for their video to load are three times more likely to abandon than users who spend the same amount time watching a pre-roll ad.
- The study analysed in aggregate 367 million videos and 257 million ads from over 3,000 publishers that were viewed by 65 million unique users worldwide.
Internet display ad spend up 27% globally
- Global on internet display marketing increased by 26.6% in the first half of 2013 according to a study by Nielsen.
- Asia Pacific and Latin America contributed heavily to this growth, with increases of 43% and 38.5%, respectively.
- In comparison, TV advertising grew by 4.2% and accounted for 58% of total adspend, while newspaper adspend fell by 2%.