You might think you’ve got the impending weekend to thank for your Friday feeling, but you’re wrong.
If you were being completely honest with yourself you’d admit it was because you’re about to read the critically acclaimed and universally applauded Econsultancy stats round-up.
This week we’ve got good news for marketers in terms of job prospects and even better news for anyone who’s invested in content teams, as research confirms Google now values high-quality content more than ever.
Let’s take a look at some of the best digital marketing stats from this week.
Effective measurement increasingly important to marketers in Australia & New Zealand
This is according to our new report titled ‘The State of Digital Marketing in Australia and New Zealand’ in partnership with Marketo.
In 2012, 83% of marketers considered increased traffic to a website to be a measure of effectiveness. That figure is only 61% today.
Q: Which metrics do you use to measure marketing effectiveness?
UK programmatic spend surges
According to new research by the Internet Advertising Bureau (IAB), almost half of UK online display ads were bought via programmatic last year, amounting to nearly £1bn in spending,
Of the £3.13bn spent on display ads in 2014, 45% (£960m) was traded programmatically. This represents a 28% increase on the previous year.
Ad viewability falls below 50% in face of programmatic’s rise
UK ad viewability is falling further behind other key EU countries due to the rise in programmatic, according to a study released this week by Meetrics.
In Q2 2015 only 49% of online ads served in the UK met the IAB and Media Ratings Council’s recommendation that an ad is considered viewable if 50% of it is in view for at least one second. In Q2 2014 that figure was 56%.
The UK figure is well below Germany (64%) and France (62%), where automated ad buying techniques are less dominant.
APAC suffers unengaged followers
Brand-based social media updates achieve extremely low levels of engagement in Southeast Asia according to new data from Edelman.
Only Vietnam scores double-digit engagement rates for brand-based content (25%), compared to 1.17% in Thailand, 0.29% in Indonesia and 0.55% in Singapore.
For more South East Asia-related stats read David Moth’s APAC digital marketing stats roundup from July.
Over-55s the fastest-growing market for online shopping
By 2025 one in three people in the UK will be aged over 55, and this age group will make up two thirds of all retail activity.
Despite this, online retailers are failing to tap into this growing market, with just one in five marketers targeting older shoppers online.
The report from Greenlight also found the following:
- Shoppers aged over 55 are set to spend £14.45bn online this year, with three out of four (76%) over 55s making at least one purchase online each month.
- The over 55s are set to make up a third of the population and two-thirds of retail activity by 2025.
- Vast majority of over 55s shop online: 9 out of 10 use the internet to research products and also to buy products.
- One in ten spend more than £150 per month online; over half (51%) spend between £20 and £80 per month.
- Women are biggest online shoppers; while men spend more in-store.
- Shoppers in the East Midlands spend the most online; while shoppers in Northern Ireland prefer the high street.
Record first quarter prompts upwards forecast for UK advertising
Data released by the Advertising Association/Warc shows that UK advertising expenditure shrugged off European uncertainty to post 8.2% growth in Q1 2015.
Other findings from the data:
- Reaching £4,711m in total, UK advertising spend in the first quarter of the year was the highest on record.
- Growth in traditional display advertising, including television, radio and outdoor, was particularly strong with TV spot advertising rising 11.5% to reach £1,220m for the quarter.
- The 8.2% growth posted in Q1 was well ahead of the previous prediction of 6.2% – and forecasts for full year 2015 have been revised up 0.6pp to 6.2%.
Marketing vacancies surge 78% year-on-year
New research from Robert Walters UK found that:
- Growth was strongest in the North West (86%), followed by London (75%) and the Midlands (74%).
- Vacancies rose 55% from Q1 to Q2.
Want to rank higher on Google? Quality content is more important than ever
New research from Searchmetrics concludes that Google is now better able and more focused than ever on giving higher search rankings to good quality web content that is easy to understand and relevant to the search query.
Positive user signals such as ‘time on site’ help Google determine the relevance of content, while the days are numbered for old-style SEO such as link building or emphasising relevant keywords and search phrases.
Social media customer service drives airline online perceptions
Crimson Hexagon recently studied five major UK airlines to see how they fared on social media.
The key findings were as follows:
- British Airways dominates the social media conversation on Twitter.
- KLM and Virgin Atlantic tied for the highest percentage of positive sentiment, with 27% of the overall conversation.
- The airline with the highest negative percentage of overall conversation is Ryanair, with 46%.
Nearly 80% of marketers around the world use location targeting for mobile ad campaigns
xAd recently announced its global location snapshot: a worldwide look at location and mobile advertising receptiveness and use by region.
The research reveals the current media spend, use of location technology and plans for the coming years across North America, Western Europe, Asia Pacific and Latin America.
Key findings include:
- Two-thirds of marketers believe their audience is either currently engaged with mobile or will be in the future.
- Of the 80% of marketers using location targeting for their mobile ad campaigns, the top strategy they use is audience targeting.
- However 3 in 10 marketers worldwide said the inability to measure success was their top concern with mobile location advertising.
- Across all four regions, retail is one of the top three industries for location-based targeting.
- In both APAC and LatAm, where mobile devices are often the primary internet connection for consumers, banking is also rated as one of the top three industries for location-based targeting.
Luxury travellers make up to 14 more purchases prior to holidays than non-luxury travellers
New research from Rocket Fuel looks at pre-holiday online spending spree trends to reveal the purchasing patterns of luxury and non-luxury travellers.
Some of the key findings include:
- Luxury travellers make up to 18 purchases prior to a trip, compared to four for non-luxury travellers based on Rocket Fuel’s conversion data
- Both luxury and non-luxury travellers are more likely to convert on dining, retail, and entertainment ads prior to a trip than non-travellers
- Prior to their trip, luxury travellers are more than 2x more likely than non-luxury travellers to book a reservation to dine out on steak. Comparatively, non-luxury travellers are 3.7x more likely to order a pizza
View the full infographic for more stats (preivew below).
Social media is the first ‘app of the day’
Opera Mediaworks’ latest State of Mobile Advertising report has been released today and the top-line global trends include:
- Android leads in traffic and revenue generation for all mobile platforms, but iOS is still on top for monetisation.
- The iPad in particular generates the highest revenue per impression of any device and platform combination.
- Social networking apps still get the most traffic and remain number one in terms of generating revenue across the OMW platform.
- Social apps account for 31.5% of all impressions and 17.7% of revenue.
- Mobile apps still dominate over mobile web in terms of ad traffic and overall revenue.
- Video advertising fuels regional growth, especially across Australia, Japan and Germany.
Business travellers driving online retail for high value goods
New research by ADARA reveals that four in five business travellers do more than half of their shopping online and are 3.5 times as likely to have spent over $1,000 online in the past six months compared to non-travellers.
Other findings include:
- Business travellers are keen to switch their financial products and favour credit card rewards schemes.
- 40% of business travellers identify themselves as early tech adopters.
- Business travellers are five times more likely to own a car worth more than $35,000 than the average non-traveller.
- Three in four (74%) business travellers have purchased luxury goods in the last thirty days.
Summer sales boost ecommerce growth in June
Thanks to fashion discounts in the summer, online sales grew by 17.6% compared to the same month last year, according to new figures from the British Retail Consortium (BRC).
The figures contrast with last June when internet sales had grown by 10.6%, and reflect the best online performance since August 2014.
During June, online sales outperformed both the three-month and 12-month averages of 14.6% and 12.6% respectively. In the previous month of May, ecommerce sales grew by a more lacklustre 9.9%.
30% of consumers say retail is the least trusted sector when it comes to data
The Digital Catapult surveyed 4,000 UK consumers to assess their trust in organisations across various sectors.
The results were as follows:
- 30% of consumers stated that the retail sector is most guilty of using personal data without being clear they are doing so.
- 60% admitted they were uncomfortable sharing personal data, with 14% refusing to share any personal data.
- Over two-thirds (65%) revealed they are ‘unsure if data is being shared without their consent’.
- 79% believe the main use of personal data is for organisations’ economic gain.
- For 76%, the main concern around sharing information is that they have ‘no control over how data is shared or who it is shared with’.
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.