Here are some of the most interesting digital marketing statistics we saw last week.
Statistics include second-screening, real-time marketing, guest blogging, paid search, online video and The Guardian’s record-breaking month for traffic.
For more digital marketing stats, check out our Internet Statistics Compendium.
76% of second-screeners aren’t looking for TV-related content
- Millward Brown’s AdReaction 2014 survey found that TV is still the most popular device among UK ‘multiscreeners’, with people using it for 148 minutes per day. This was closely followed by smartphones at 111 minutes.
- Laptops and tablets clocked up 97 minutes and 55 minutes per day respectively.
- The rise of multiscreening means that on average people in the UK spend 50 minutes per day using both a TV and a smartphone, so it would seem that there’s a lot of potential to use the second-screen as part of a multichannel ad campaign.
- However, the study also found that only a quarter (24%) of the time spent multiscreening involves looking at related content, which the report refers to as ‘meshing’.
Reasons for meshing
The challenges of real-time marketing in social
- A new survey from Immediate Future has found that 51% of brands find it a challenge to extract insights and data from real-time social marketing.
- Almost two-thirds of brand marketers say that monitoring trends and headlines is essential for best practice real-time community management in social media.
- Yet more than half say getting real-time data and insights is the biggest obstacle.
Google ‘takes action’ against major guest blog network
- Okay, so this isn’t so much a marketing stat as an interesting news story from the digital world, but it made the list anyway.
- Having previously announced the death of guest blogging, Google this week kicked a guest blogging network out of its search results.
- Read all about it in Graham Charlton’s excellent post.
Paid search CTR on mobile increased by 78% in 2013
- In the UK, the share of clicks coming through mobile search ads almost doubled in 2013, from 24% in January to 43% in December.
- According to the latest research from Marin Software, mobile devices will account for 50% of all paid-search clicks globally by December 2015.
- The UK is ahead of the rest of Europe, where mobile and tablets only accounted for 20% of paid search clicks in 2013.
- That being said, advertisers in Europe increased their investment in mobile paid search by 109% in 2013, while UK advertisers increased their mobile paid search spend from 22% to 35%.
Real-time advertising spend increased 80% in 2013
- Real-time advertising spend increased 80% in the UK in 2013 and now accounts for 14% of the display market, according to data included in a new infographic.
- Last year real-time ad revenue in the UK reached €204m, compared to €82m in France and €113m in Germany.
- The graphic also highlights the growth of premium real-time display and video inventory, as well as the variety of brand formats available.
96% of consumers find video useful when buying online
- A new study by Animoto has found that nearly three quarters of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand.
- It also found that 94% of consumers watched a video online last week, 76% of smartphone owners watch videos at least once per week from their phones and 40% of 18-24 year-olds watch videos more than 10 times per week.
The struggles of multichannel retailers
- A study from Accenture has found that nearly all (94%) of retail decision makers believe that their companies face significant barriers to becoming an integrated omni-channel company.
- 40% of retailers reported that they are having difficulty integrating back-office technology across all of their channels.
- And although 46% of decision makers surveyed said they already have a dedicated omni-channel team, conflicting priorities and organisational silos remain a key challenge.
Third record traffic month in a row for The Guardian
- The Guardian website has recorded its third record traffic month in a row, according to the latest digital ABC numbers.
- The data confirms that theguardian.com and Guardian apps reached 91.1m unique browsers in February 2014, 1% up on January’s record figure and 18% up since this time last year.
- The number of daily average unique browsers recorded in February also hit a record high at 5.4m, up 8% since January’s previous record and an 18% rise year-on-year.
- February’s record figures were largely driven by strong traffic from outside of the UK.
More on second-screening
- New European research from Tradedoubler has found that 40% of ‘big online spenders’ shop using their tablet devices between 9pm and midnight compared to 27% on smartphone.
- In contrast to the Millward Brown survey it found that more than half of smartphone owners (57%) use their device for activity related to the programme they are watching, and 59% use their device to buy something they have seen advertised on TV, with the latter rising to 71% for tablet owners.
Twitter in Turkey
- Turkey’s government clamped down on activists this week by blocking access to Twitter. Aside from the obvious infringement on civil liberties, this is really going to screw up some marketing campaigns…
- Data from Socialbakers shows that there are 283 major brand profiles in Turkey, which received a question every five minutes in Q4 2013. This is more than twice as many as the corresponding Facebook pages.
- Between 1 and 20 March there were 8,775 admin tweets by Turkish brands and 332,072 mentions of these brands by users, which means that there are almost 12 mentions every minute.