Here’s a look at some of the most interesting digital marketing stats we’ve seen this week.
Stats include the mobile search market, banner ads, the value of a Facebook ‘like’, second screening and RIM’s continuing woes…
- A survey by mobile marketing company Velti found that nearly half (45%) of UK consumers are willing to accept branded communications via mobile if they are delivered according to their opt-in terms.
- When respondents were asked what type of companies they would opt-in to receive information from, mobile network operators came out on top (42.4%), followed by retailers (25.6%), financial services firms (16.9%) and travel companies (16.5%).
- Microsoft made its biggest move to date in the enterprise social networking space by purchasing Yammer for $1.2bn in cash.
- Yammer is a full-fledged social networking platform with 5m corporate users.
- A basic service is offered free of charge; companies pay to add additional features, such as more sophisticated administrative tools. Microsoft says it plans to keep operating Yammer as a standalone entity.
- Spending on mobile search in the US increased 333% in Q2 2012 compared to the same period last year, according to a report from IgnitionOne.
- Impressions are also up 130% year-on-year (YoY), and clicks increased 325%.
- Of the overall mobile search spend, tablets account for 60% with smartphones making up the remaining 40%.
Smartphones drive in-store sales
- Deloitte claims that smartphones will impact 5.1% of all retail store sales in 2012, equivalent to $159bn in revenues.
- This is compared to $12bn in pure m-commerce sales.
- The stats is based on the fact that 48% of people in the US own a smartphone, and 58% of them use their device for ‘store-related-shopping.’
- Blackberry maker Research in Motion has announced that it is to axe 5,000 jobs from its global workforce.
- The cuts came as the company’s revenues dropped 43% year-on-year in Q2 from $4.9bn (£3.1bn) to $2.8bn (£1.8bn).
- RIM’s next generation handset has also been delayed again, and is now scheduled for release in Q1 2013.
US grocers face new digital trends
- More than half (52%) of US consumers use digital tools on the path to obtaining grocery goods, according to a new survey by Booz & Company.
- 32% of respondents said they reclaimed online coupons, 31% used mobile phones to make lists or find recipes, and 23% checked prices at multiple stores on the web before buying.
- The analysis also suggested that the web has “quietly encroached” on the grocery sector. The typical consumer making category purchases in this way spent 4% of their grocery budget on the net.
The banner ad debate
- Consumers who click on banner ads are almost three times more likely to make a purchase than ‘non-clickers’, according to a new report from display ad firm Criteo.
- The report, which looked at the purchase history of users that had been exposed to retargeting ads, also found that users “who click heavily are the same people who are buying heavily.”
What does a ‘like’ mean?
- Marketers and consumers have different opinions on what a Facebook ‘like’ means, according to a report on eMarketer.
- While 57% of marketers said a ‘like’ is an endorsement of content, 49% of users think it is a show of loyalty to that brand.
- And users expect that loyalty to be rewarded – when asked the best way companies could build consumer loyalty, 20% said they should get rewards for purchases, feedback and referrals, while 13% wanted exclusive offers.
- eBay has revealed that 20% of its UK vehicle sales in Q1 were made via smartphone, amounting to nearly 45,000 transactions.
- It represents an increase of 120% year-on-year, and shows that the online marketplace is probably on track to hit its target of $8bn in mobile sales in 2012, almost the double the $5bn it achieved last year.
- Among the cars sold were a Porsche 911 and a Land Rover Evoque that both went for more than £40,000.
- Almost nine in ten (86%) of UK consumers have used an second screen while watching linear TV, according to a poll by Thinkbox.
- A further 34% “regularly” participated in second screening with devices such as laptops, tablets and smartphones.
- 31% of the panel had chatted about TV shows on a second screen, hitting 56% for 16–24 year olds.