It’s that time again when we round up the most interesting digital marketing and ecommerce stats weve seen in the past seven days or so.
This week it includes Google Adwords, online video shares, live chat, Channel 4’s earnings, mobile ads, and email marketing.
And for more delicious stats, download Econsultancy’s Internet Statistics Compendium.
Celebs do not equal shares
- According to a new study from Unruly, celebrities alone do not drive online ad sharing.
- For example, none of the top three most shared ads from Super Bowl 2014 featured celebrities. And only three of the top 12 Super Bowl ads and one of the top five Super Bowl ads include celebrities.
- Other big campaigns starring Ellen Degeneres (Beats – #36), U2 (Bank of America – #20), Bob Dylan (Chrysler – #15), David Beckham (H&M – #22) and Stephen Colbert (Wonderful Pistachios – #33) failed to make it into the top 12.
36% of people still don’t realise that Google Adwords are ads
- Research from UX firm Bunnyfoot shows that 36% of people still do not realise that Google Adwords are ads.
- Furthermore, about a quarter of people don’t know that Google had any advertising at all.
- To find out the full results, read Graham Charlton’s write up of the research.
Consumers open to mobile vouchers
- Savvy Marketing has published a report on the digital shopper landscape in which it surveys 1,000 consumers on their ecommerce habits.
- It found that 71% of UK shoppers currently own a smartphone and 78% say that they will own one by the end of 2014.
- In terms of what shoppers find the most appealing, 65% find the idea of receiving targeted vouchers to their phones attractive.
- 64% of shoppers would also find the concept of receiving vouchers while they are actually shopping in-store appealing.
91% of companies are distributing more digital content than last year
- MSLGROUP has published a survey entitled Curing the Content Headache in which 100 communications professionals from complex global organisations were asked about the current state of their content marketing strategies.
- The majority of companies surveyed are producing original content specifically for digital channels rather than repurposing existing content made for TV, print or other media.
- When asked which digital channels are they using to distribute and share content, 93% use their own website for corporate communications and 73% for consumer communications.
Live chat seen as most satisfactory customer service channel
- Live chat has been rated by consumers as the customer service touch point that requires the least effort, according to a report by eDigitalResearch.
- Of the 2,000 consumers surveyed, a quarter (26%) have used live chat to contact a company in the last year – 73% of whom said they were ‘satisfied’ or ‘extremely satisfied’ with the service they received.
- One third (30%) of those surveyed now expect to be able to use live chat to contact a brand.
Mobile leads in-store revolution
- One in four Brits (25%) won’t consider using in-store technologies while out shopping according to a survey of more than 2,000 British adults by VoucherCodes.
- However the Future of Online Retail Report found that 51% of consumers use their smartphone while out shopping, and half of these (50%) use their device in-store.
- More than a third of shoppers (38%) claim they would like to receive targeted offers to their phone whilst shopping in-store.
- In contrast, only 16% of Brits say they would make use of virtual reality fitting rooms on the high street and 12% claim they’d engage with digital in-store marketing services, such as NFC and QR codes.
Channel 4’s earnings
- Channel 4 recorded a loss of £15m in 2013, though it claims it will break even in 2014.
- Total revenue fell from £925m in 2012 to £908m in 2013, and TV advertising and sponsorship revenues fell by £8m to £825m.
- However its digital services continued to grow, with non-linear revenues increasing by 15% year-on-year to £61m.
- Nearly a third (29.5%) of all video on demand views came from logged-in, registered users and the number of registered users rose by 4m to 10m.
European millennials place more value on privacy than US counterparts
- A global study released today by SDL shows higher sensitivity among European millennials (aged 18–36) about sharing personal data with brands compared to those in the US.
- More than half (52%) of respondents in the US have no issue with brands using their information to benefit customer experience. This is compared to 37% in the UK, 28% in Germany, 23% in Norway and only 13% in the Netherlands.
- Millennial customers are more likely to consider a brand’s offer if they’ve done business with them in the past. This is true of 89% of consumers in the US, 81% in the UK, 71% in Germany and 78% in the Netherlands.
Mobile ads in apps more prominent in UK than rest of world
- UK mobile users are twice as likely to view advertising in apps as on the mobile web compared to the rest of the world, according to data from Opera Mediaworks.
- 72% of mobile ad impressions in the UK coming from apps, compared to just 31% globally.
- UK mobile advertising features video far more prominently than the global average, with 30% of rich media mobile ads including video, compared to 2.5% worldwide.
- The data is based on an analysis of mobile advertising traffic across Opera Mediaworks’ global platform and is based on 65bn impressions it receives from 14,000 mobile websites and apps.
Consumers prefer email
- The DMA’s Customer Acquisition Barometer 2014 report has found that at least three-quarters of all UK adult internet users prefer to be contacted by brands via email.
- This rose to 83% of respondents aged 18 to 24. This age group also differed from older generations by being more open to receiving messages via mobile, text and social media.
- Around 20% said they were content to be contacted on their mobile compared to 8% of 35- to 44-year-olds and just 3% of those aged 65+.
- Here’s an infographic with more of the findings…