Once again I’ve rounded up some of the most interesting digital marketing stats we’ve seen this week.
Stats include the ever-increasing search spend, the open-rates for email marketing, mobile usage stats and a look at what influences our purchase decisions.
For more digital marketing stats, check out our Internet Statistics Compendium.
Search spend keeps climbing
- Search spend and ROI continued to grow in the US and UK in Q2, according to new statistics from Adobe.
- In Q2 search spend increased year-on-year in the US (13%), UK (18%) and Germany (12%), with the amount spent on Google and Bing/Yahoo staying roughly the same YoY.
- ROI also increased in the US (23%) and UK (5%) but Germany saw a 5% decrease.
Consumers only read one-fifth of email marketing
- The average open rate for marketing emails is 20.1%, with little variation between the US (19.9%), EMEA (20.9%) and Canada (20.7%), according to stats from Silverpop.
- However there were far bigger differences when looking at the results by industry.
Email and search are most popular mobile tasks
- A new consumer survey by Deloitte has found that using social networks is the third most popular activity on smartphones behind email and search.
- The survey also found that more than half of the UK population (52%) now own a smartphone, while tablet penetration now stands at 16%.
The web isn’t key for overseas trade
- Just 34% of decision makers said that they rank the internet in their top three most effective channels for attracting foreign customers.
- According to a survey by Search Laboratory, the majority (64%) still consider more traditional marketing channels, like events sponsorship, email marketing and print advertising, as more effective methods.
Price is key for tech sales
- 81% of respondents in an EML Wildfire survey said they thought price was the top consideration when buying consumer tech, followed by technical specifications (61%) and compatibility (46%).
- Brand loyalty came fifth out of the six options on offer with just 11%.
- The survey also looked at how purchase decisions are made, with the results showing that advice from friends and family is the key factor (52%), followed by reading user reviews on retail sites (51%) and seeking opinion on forums and online communities to sanity check purchasing decisions (33%).
Tech proliferating with UK consumers
- The average household now contains three internet-enabled gadgets and 15% of homes have more than six, an Ofcom report has revealed.
- The study found that that 39% of British adults possessed a smartphone at the end of 2011, up 12% from 2010, and the amount of time these subscribers spend using the web via this route had also increased by 25% year-on-year.
Who is sponsoring the Olympics?
- A survey of UK consumers by Third City found that 24% of respondents could not think of a single Olympic sponsor, and a further 33% were willing to guess without being sure their answer would be correct.
- It was a different story in London though, as 80% respondents recalled one or more of the 14 main sponsors.
E-commerce booms in Brazil
- 29m Brazilians make online retail purchases out of a population of 195m people, according to McKinsey.
- In value terms, e-commerce revenues hit R$19bn, or 3.9%, of retail sales, in 2011. This is an increase from figures of R$11bn and 2.7% in 2009.
- For more stats on this emerging market read our report, Brazil: Digital Market Landscape Report.
- New research from the IAB shows that the majority of tablet owners think that advertising on tablets can do things that other media can’t (55%), and they expect this unique functionality of tablets to be incorporated into the advertising they see.
- However, the advertising experience to date has not lived up to expectations for 30% of the sample, who had a negative overall opinion of ads they had seen on tablets in the past.
- Almost two thirds of respondents would prefer tablet applications to have lower upfront costs with more ads, than higher upfront costs with fewer ads.
Olympic crackdown backfires
- Following Seb Coe’s suggestion that fans wearing Pepsi t-shirts might be turned away from the Olympic Stadium, non-sponsors experienced a boost in traffic.
- Visits to Pepsi.co.uk increased 53% on Sunday after declining 30% in the five weeks to 21 July, while on the same day traffic to Coca-Cola’s corporate site fell by 69%.
- Showing a similar trend, web traffic to Nike.com, which had fallen 1% in the previous five weeks, saw a 16% increase in traffic on Sunday while Adidas.co.uk experienced a 20% fall in visitor numbers.