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

Stats include UK adspend, barriers to optimization, the digital jobs market, social logins in ecommerce, mobile adspend and the increasing amount of time spent online by US consumers.

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

UK adspend hits £17bn in 2012

  • Advertising expenditure in the UK reached £17,172bn in 2012, up 2.3% on 2011 according to figures released this week in the AA/Warc Expenditure Report. The last time advertising spend exceeded £17bn was prior to the recession in 2007 (£17,364bn).
  • AA/Warc’s forecasts for the next eight quarters show adspend continuing to grow, reaching a 5% growth rate in 2014, well ahead of inflation. Growth of 2.7% is expected in 2013.
  • National newsbrands saw a decline of 6% in 2012, with zero growth predicted for 2013 but 2.7% growth in 2014, driven partly by a strengthening economy plus a strong increase in digital adspend at 20.3%
  • It is the same scenario for magazine brands in 2014, where digital revenues will power overall growth of 1.1%.

Budget and lack of resources are biggest barriers to optimization

  • The perennial business problems of budget and resource availability are the main barriers to adopting or improving testing processes, according to a new survey by Adobe.
  • Just under half of respondents said that budget (45%) and lack of resources (42%) were “very challenging” problems when it came to testing, while “knowing how to test effectively” is the third most challenging area (37%).
  • But these results are unsurprising when compared with the report’s broader findings.
  • The data shows that a majority of companies (53%) spend less than 5% of their total marketing budgets on optimization activities, while a further 49% of respondents stated that testing is not a priority at their company.

How challenging are the following when it comes to testing? (All respondents)

Worldwide internet penetration

  • According to the ITU, in 2013 41% of the world’s households are connected to the internet. Half of them are in the developing world, where household internet penetration has reached 28%.
  • In the developed world, 78% of all households are connected to the internet.
  • 90% of the 1.1 billion households not connected to the internet are in the developing world.
  • Europe and Africa are the regions with the highest and the lowest levels of household Internet penetration respectively: 77% in Europe, compared with 7% in Africa.
  • The majority of households in the Americas are online (61%), compared with around one third of households in the Arab States and Asia and the Pacific.

Nearly half of top 100 Australian companies have no social media presence

  • Only 50% of Australia's biggest companies use social media to talk to their customers and it seems many would prefer their customers didn’t talk back, according to a new report from Web Profits.
  • The survey found that while 53% of companies were using Twitter, only 27% used Facebook and only 2 out of 10 were using both platforms.
  • Telstra, Coca Cola and Woolworths each had more than 340,000 fans at the time of the survey but when Web Profits examined their social activity it became apparent that interaction with consumers was low.
  • In fact, none of the three companies had responded to any of the last 10 posts on their timeline.

Media planners were the most in-demand digital staff last year

  • Media planners were the most in-demand digital staff last year while mobile job vacancies are increasing at the fastest rate, according to data from Propel.
  • Its new Digital Salary Insights report shows that average salaries have increased every year since 2009, however the rate of increase slowed from 3% in 2011 to 1% in 2012.
  • Looking at the vacancies split, there has been a massive increase in demand for mobile and media planning skills since 2009, while the availability of social media and media sales roles has also increased but to a lesser extent.
  • Media planning roles are now the most common vacancies, followed by media sales and mobile. On the other hand strategic planning, production and business development roles have shown the biggest decline since 2009.

Retailers shy away from social logins

  • Facebook Login integration is twice as popular with European online retailers than with their US counterparts, reveals the ‘Login to Boost Checkouts’ study by Betapond.
  • The report scored the websites of 200 of Europe’s top online retailers against a best practice social integration benchmark.
  • 14.5% of European online retailers implement Login with Facebook, compared to 6% in the US (according to a previous Sociable Labs report).  
  • ASOS and Hepsiburada topped the social study, achieving 79% against the social criteria. Both sites have implemented Login with Facebook, and feature a good array of social sharing options on product pages.
  • However, not all retailers have embraced social ecommerce, with 33 out of the 200 assessed offering no social elements at all.

Warmer weather and lighter mornings offer new browsing time

  • According to stats from eBay advertising this year's unseasonable cold snap saw searches for camping gear fall by almost 70% on Easter Sunday, compared to last year, and searches for patio furniture drop nearly 40%.
  • This means that as the UK finally starts to heat up, outdoor items are likely to see growth, representing a significant opportunity for brands in other categories looking to target consumers in the summer mindset.
  • The data also reveals that the early evening window on a Bank Holiday Monday is consistently the peak period for shopping online over long weekends.
  • In the first May Bank Holiday of 2012, ebay.co.uk recorded a peak of nearly three million sessions in this early evening window on the Bank Holiday Monday.
  • The site also recorded spikes of over 2.5 million at this time on the other bank holiday Mondays in May and August, and again this Easter.

Content management systems are failing to deliver on brand expectations

  • Just 38% of businesses believe that their content management system (CMS) helps to deliver a brand-enhancing digital presence, according to the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing.
  • The report also shows that nearly all (87%) respondents stated that a CMS should help them to improve user and customer engagement, while 78% said it should help to build the brand though positive experiences.
  • But despite a widespread grasp of the fundamental role played by a CMS in delivering great experiences, the reality is that all too often the technology is actually the problem rather than the solution.
  • The report, entitled ‘From Content Management to Customer Experience Management’, is based on a web content management survey of more than 1,000 business professionals spanning marketing, web development and other business departments, carried out in March 2013.

Which of the following business goals does (or should) content management help you/your clients to meet?

Mobile adspend set to increase

  • Mobile marketing expenditure is likely to reach nearly $20bn in the US by 2015, almost tripling the spending levels recorded by this channel last year, according to the Mobile Marketing Association.
  • Brands and retailers spent $6.7bn on mobile marketing - including ads, direct response and CRM - in 2012, a figure that is predicted to rise to $19.8bn by 2015.
  • The amount spent on mobile media advertising - including voice, messaging, web, email, apps proximity and recognition-based formats - was expected to reach $9.2bn by 2015, followed by mobile CRM on $7.7bn.

US consumers spending more time online

  • Data from GfK and the Interactive Advertising Bureau shows that the average daily time spent online rose from just under three hours in 2011 to three hours and seven minutes in 2012.
  • Consumers spent an extra seven minutes on social networks, a total of 37 minutes daily. Online video saw a similar increase, from 17 minutes to 24 minutes.
  • Email continued to occupy a substantial part of consumers' time, rising five minutes to a total of 33 minutes. Other areas seeing significant usage included search, on 22 minutes, and online games, on 17 minutes. 
David Moth

Published 10 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

1679 more posts from this author

Comments (2)

martin flanagan

martin flanagan, Jupiterblue

Really interesting collection of statistics. I've got first hand experience of increasing traffic earlier in the mornings compared to over the winter.

over 3 years ago

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Adam Beizsley-Pycroft

The statistics around content management systems make interesting reading. There is a tendency amongst marketing teams in multiple industries to believe that adoption of a new content management system (and the inevitable website redesign which goes with it) will be the silver bullet which slays the werewolf of poor user experience.

Unfortunately CMSs tend to have the opposite effect as teams tend to buy the one with the most features rather than the most flexibility offering little room to innovate and differentiate.

over 3 years ago

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