Welcome to our weekly round-up of the very best online marketing stats from around the internet and ever so slightly beyond.
This week we have stats on mobile ad spend, validated customer reviews, the sites that will suffer under Google’s ‘mobilegeddon’ update and many more.
Consumer spending on mobile to top £53 billion by 2024
New research from Barclays looks at the rapidly evolving field of m-commerce:
- UK Consumers to spend £53.6bn a year using their smartphones and tablets by 2024.
- Mobile’s real influence on spending expected to be more than double that, with 42% of all retail sales to involve a mobile device in some way or another.
- Less than 3% of retailers believe their business is at the cutting-edge when it comes to being mobile ready and a further 70% said they did not currently offer a mobile website or a mobile app for consumers.
- Sales made through apps now account for a third (33%) of all retail spend on mobiles, despite only 10% of retailers offering one.
FTSE 100 companies not prepared for Google algorithm change
Two thirds of FTSE 100 websites are not responsive, despite the upcoming Google algorithm update on April 21 which will impact the search ranking for sites not deemed to be mobile friendly.
The Search Agency has revealed that:
- Although Google has established responsive design as the industry best practice, only 32 sites have responsive sites
- 29 of the FTSE 100 have mobile dedicated sites, dropping from 42 last year
- 39 companies in the FTSE 100 have no mobile friendly site, risking significant impact on their search ranking
- When scoring the sites, none met all of the The Search Agency’s criteria. Tesco came the closest last year and this year, maintaining its top spot.
Average household owns more than seven internet devices, drives online adspend up to record £7.2bn
The annual IAB/PwC and YouGov study reveals consumer internet-related behaviour and how much advertisers are spending to reach them:
- Nearly four in 10 households bought a tablet in the last year, an average of 7.4 internet-devices now owned
- Banking/finance is area of people’s lives most affected without the internet
- Display hits largest ever share of the digital ad pie: 32%
- Mobile accounts for 23% of digital ad spend and 56% of social media spend
- Advertisers spent a record £7.2bn on digital advertising in 2014 – 14% more than the previous year
42% now bank on mobile, yet banks are still failing to advertise to the majority audience
Research from BuzzCity reveals a 60% increase of people using their mobile devices to bank online. Almost half (42%) of all mobile users (up from 26% in 2013) are now routinely making payments through mobile devices.
Although mobile payments have overtaken the use of credit and debit cards globally, one in ten don’t believe their banks offer the facilities to bank online.
Although nearly all banks now offer mobile banking services, marketing efforts to communicate to their customers remain traditional, with TV cited as the most used medium for promotions (42%).
Only 16% of marketing spend was placed on mobile advertising, a decrease of 10% from 2013 and less is spent on radio and newspaper (9%) respectively. Banks are failing to communicate on the very devices they are offering their services on.
Brands think they provide great customer experience, consumers disagree
Brands appreciate the need for great CX but according to our new Consumer Conversation report, produced in partnership with IBM, there’s a gap between marketers’ intentions and their customers’ satisfaction.
- Only one in three consumers believe that their favourite companies understand them.
- Of those consumers who switched consumer services in the last year, most did so for reasons companies should be able to predict and prevent.
- Of the nearly 50% of consumers with a significant service issue in the last 12 months, only 28% say that the company dealt with it very effectively.
When asked, brands are fairly bullish about the experience they provide…
Q: Do you agree or disagree with the following statements? (N = 265)
Websites that contain validated reviews convert 3.2 times more than those that don’t
Reevoo has recently published these findings on building consumer advocacy through user generated content:
- One in five customers are now happy to leave a review online after making a purchase
- Websites that contain validated review content convert 3.2 times more than those that don’t
- Weekday purchases generate more positive feedback than items bought at the weekend
- Early morning and late at night are when shoppers provide happiest feedback
- Beware of 4PM, when average ratings reach their lowest
- Bread makers, games consoles and coffee machines are the most highly rated gadget purchases
Click the image below for the larger infographic:
Non-marketing stat of the week
The highest-paid animal actors are bears. They can earn up to $20,000 a day.
98% of small business buyers looking to adopt marketing automation for the first time
Software Advice recently analysed interactions with marketing automation software buyers to discover the top reasons for evaluating, the most requested features and most active buyer sizes and segments.
Only 2% of buyers they spoke to already have a marketing automation system in place. However, 61% of buyers used some type of software to manage marketing operations.
More than half the population says they no longer “surf the net” for content or products
A recent study conducted by Carat shows that 55% of people have stopped surfing the web for content and products and rely on only a few trusted sites.
According to the study consumers feel overwhelmed by the sheer wealth of choice on the internet and have therefore stopped surfing the web. They are now relying on a few trusted sites, among those, BBC, Amazon, Google, ITV and eBay are the most trusted ones.
Do companies understand the customer journey?
Our new report Understanding The Customer Journey in association with ResponseTap looks at what companies are doing to map journeys and improve the overall customer experience across an array of different touchpoints, including interactions in the digital and physical worlds.
The vast majority of respondents were aware of the benefits of understanding the customer journey, which suggests that one of the major hurdles has already been overcome.
86% of companies said that ‘profitability and increased revenue’ were a major benefit, while a similar proportion (83%) said that ‘identifying pain points and reducing customer struggle’ were a significant benefit.
We asked our respondents: “how would you best describe your understanding (or your clients’ understanding) of the customer journey?
Grand National post race social media stats
With viewing figures peaking at 8.8m, The Grand National claimed a 60.3% share of Saturday’s TV audience. Here’s how it played out on social media according to Brandwatch:
Before the race, ShutTheFrontDoor had been way out front in terms of social media mentions, but as the race approached, all attention turned to Many Clouds who lead the social media race from beginning to end of the real race.
Non-marketing infographic of the week
To celebrate Record Store Day, this week’s infographic comes courtesy of the Vinyl Factory, celebrating how vinyl is made.
Click below for the full length version.
For loads more up-to-date statistics…
Download Econsultancy’s Internet Statistics Compendium, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.
It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.