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Here are some of the most interesting digital marketing stats we've seen this week.

Stats include mobile strategy, desktop use in Australia, personalisation, mobile search, tablet apps, ad targeting, international ecommerce sales and conversion rate optimsation.

For more digital marketing stats, check out our Internet Statistics Compendium.

45% of businesses still don't have a mobile site or app

  • Despite the massive growth in mobile traffic over the past two years almost half (45%) of businesses still don’t have a mobile-optimised site or app, according to a new report from Adobe.
  • Only 7% have built mobile apps and around a fifth (21%) have implemented both a mobile-optimised site and a mobile app.
  • Adobe’s report also shows that average conversion rates are below 1% for more than half (57%) of companies, including 41% who say they are below 0.5%.
  • However, further interrogation of the data shows that companies investing in mobile-optimised sites are three times more likely to achieve mobile conversion rates of 5% or above than those who rely on desktop sites. 

What is your average mobile conversion rate?

Desktop use in Australia continues to fall

  • A new report has revealed that not only do Australians read more news than their American and British counterparts but all three countries are spending less time interacting socially on their desktops.
  • Experian Marketing Services recently discovered that the proportion of online desktop time spent on social media has dropped across many countries, including Australia where usage fell to 24% in 2012, down from 27% the year prior.
  • In a typical hour in 2012, Australian desktop users were only spending 14 minutes on social sites, 9 minutes on entertainment and 4 minutes shopping online.
  • Surprisingly though, 6% of all time spent online in Australia was on news sites, compared to 5% in the UK and 4% in the US. 

Just 13% of businesses implement personalisation on mobile

  • The Econsultancy/Monetate Realities of Personalisation Report shows that while 43% of companies currently deliver a personalised experience on desktop this figure falls to just 14% on tablet and 13% on mobile.
  • For both devices more than half of respondents (54%) stated that they plan to adopt personalisation in the next 12 months, but this needs to be treated with caution as the road to hell is paved with good intentions.
  • It also means that around a third of businesses have no plans to implement the technology.

Which of the following channels are you using to deliver personalised experiences?

55% of mobile search conversions happen within an hour

  • When consumers search for things on their mobiles more than half usually intend to buy it, according to new research from Google and Nielsen.
  • Participants in the study were asked to log their mobile searches over a two week period in Q4 2012, which resulted in more than 6,000 mobile searches being recorded, and then follow-ups were conducted by Nielsen to see what actions resulted from these searches.
  • Of the searches conducted by participants, three out of four triggered actions, which ranged from additional research (36%) to a website visit (25%) to a store visit (17%) to a purchase (17%) to a phone call (7%).
  • And, on average each mobile search triggered at least two of the above actions, although product and shopping searches were more likely to have higher numbers of outcomes.
  • Conversions also happened quickly after a search, with 55% occurring within just one hour of the original search.

Smartphone apps downloaded at three times the rate of tablet apps

  • Smartphone applications ranging from news, health, shopping and music are being downloaded at up to three times the rate of their tablet counterparts, according to Kantar Media.
  • Social networking was the most popular type of smartphone app, with 37% of smartphone web users surveyed saying they had downloaded a social networking app in the past 12 months.
  • While this was the second most popular kind of tablet app, just half that amount (18%) of tablet web users surveyed had downloaded a social networking app in the past 12 months.

  • The biggest gap was evident across health and diet apps, which were downloaded by 11% of smartphone web users but just 3% of tablet web users – a difference of more than triple. The smallest gap was for property apps – downloaded by 4% of smartphone web users and 3% of tablet web users.

Most companies spend less than 5% of marketing budgets on conversion optimisation

  • A majority of companies (53%) spend less than 5% of their total marketing budgets on optimisation activities, despite the fact that a small uplift in conversion rates can translate into millions of dollars of extra revenue.
  • The findings come from a new survey by Adobe which also found that companies spending more on optimisation are reaping the benefits.
  • In total, 86% of companies surveyed allocate 15% or less of their marketing budget to optimisation activities, while at the other end of the scale only 3% of respondents allocate more than half of their marketing budget to optimisation efforts.

What percentage of your total marketing budget is allocated to optimisation activities (including agency fees, professional services, technology)?

Consumers want more ad targeting online

  • New research from visual classification company WeSEE shows that over half of UK consumers find online advertisement targeting too simplistic and when it comes to video advertising 70% skip or are bothered by advertising that they believe to be ill-targeted.
  • Consumers today recognise that online advertising is meant to be targeted, with only 30% of consumers suggesting that online advertising is untargeted.
  • However the industry still has a way to go. On average, 57% of UK consumers believe that the targeting is too simplistic. Broken down by age group, 70% of 18-25 year olds; 67% for 26-35 year-olds and 61% of those aged 36-45 share these sentiments.

Marketers are unprepared to meet their objectives

  • A new survey by Accenture Interactive found that due to today's complex environment 40% of marketing executives feel they are unprepared to meet their objectives.
  • Furthermore, while 55% of marketing executives said they were satisfied with the level of collaboration with their outside agencies, there is a disconnect between their expectations and results.
  • Only 44% said agency partners help marketing executives transform their marketing organisation – as transformation is a clear goal for marketing executives 2013, there will be added pressure for agencies to deliver in this area.
  • Finally, 66% of marketing executives are allocating at least 25% of their budget to digital marketing in 2013, and 23% said more than half of their spend will be on digital marketing.

Overseas sales to generate £28 billion for UK e-tailers by 2020

  • According to new research by OC&C Strategy Consultants and Google online sales generated by UK retailers from international markets are expected to soar sevenfold by 2020 to £28 billion, from £4 billion in 2012.
  • International growth in online sales will outpace domestic growth threefold, to make up 40% of total online sales by 2020, up from only 14% in 2012.
  • North America will continue to be the single biggest regional market, with sales expected to increase from £0.8 billion in 2012 to £2.7 billion in 2020.
  • Sales in Western Europe are expected to increase to £9.8 billion in 2020 from £1.5 billion in 2012.
  • The data is based on analysis of Google search statistics for around 500 of the UK’s most prominent and interesting UK e-tailers from 2010-12.

Mobile and older users driving more active usage of social networks

  • Mobile and older internet users are driving a surge in active use of the major global social platforms, says a new report from GlobalWebIndex.
  • It reveals that Android and iOS devices are making a key contribution to active usage of the biggest social platforms in the 31 countries surveyed.
  • In Russia, for example, iOS users were 51% more likely to be active participants on Facebook than the average Russian internet user, while Android users indexed 34% higher.
  • The impact was even more marked on Google+ and Twitter. Japanese iOS users are 133% more likely to use Google+ than average Japanese internet users and the figure was 125% in Germany and 73% in Italy.
  • On Twitter, iOS users were 211% more likely to be active participants in Poland than average internet users in the country and 116% more likely in France.
  • At the same time, while the five major global platforms – Facebook, Google+, Twitter, Pinterest and LinkedIn – have grown their headline numbers, growth is skewed towards older users with active use of Twitter growing nearly 80% among 55-64s and Facebook up 46% among 45-54s, for example.
David Moth

Published 3 May, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1686 more posts from this author

Comments (1)


Pierre Hun

Does '55% of mobile search conversions happen within an hour' take into account cross device attribution?

over 3 years ago

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