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This week's stats roundup is all about shopping, including conversion optimisation, mobile-friendly web design, showrooming and eBay.

There's also room for some beefy stats on Facebook and Twitter (after Twitter's IPO) and some interesting detail on web standards and ad complexity.

Feed your brain with this week's rare and juicy stats - watch that white shirt! And for more digital marketing stats, check out our Internet Statistics Compendium.

Twitter vs. Facebook – advertising 

Larry Kim at WordStream has been digging into Twitter and Facebook, looking at their respective network size and ad engagement. Take a look at the full article here – but below are a few highlights.

  • Facebook: 1.15bn active users that share 4.75bn items daily.
  • Twitter: 232m active users posting 500m tweets a day.

Twitter claims 13% of social media advertising budgets compared to 57% for Facebook.

Engagement rates for Twitter ads can be as high as 1%-3%, much higher than Facebook’s average CTR of 0.119%. 

Average CPM is significantly higher on Twitter, at up to $3.50 compared to an average CPM of $0.59 on Facebook, and Twitter does not release stats on ROI (109% for Facebook).

Revenue per visitor (RPV): $0.93 for Facebook compared to $0.44 for Twitter. Facebook’s RPV is double that of Twitter’s, but note that Twitter’s RPV is up 300% year on year.

While Facebook currently leads in mobile market share, expect big growth from Twitter in this area. By 2015, Twitter is expected to net $1.33bn in worldwide ad revenue, and more than 60% of that will be from mobile ads.

Mobile users unhappy with the performance of top retail mobile sites

By the end of 2013, m-commerce is expected to generate 16% of all online sales, a 68% increase on 2012. With mobile sales on the rise, mobile sites are still falling short of their performance potential, which can critically impact potential business revenue for the holidays.

A new report from Radware, “2013 State of the Union: Mobile Ecommerce Performance,” reveals:

  • Mobile sites are on the rise, but one in five don't allow visitors to access the full site, putting retailers at risk of potential loss of revenue.
  • The median full site page loads in 7.84 seconds, while the median mobile site page loads in 4.33 seconds.
  • While mobile sites load 44% faster than full sites, load time still fails to meet consumer expectations. 

Radware has also released an infographic that hits on the key points of the report and provides insight into the research. Click the stub below to explore the full graphic. 

eBay’s private ad exchange is growing

More than 200 advertisers now use eBay's platform to manage campaigns. The company's advertising wing yesterday announced that its private ad exchange has exceeded expectations in its first year of trading after recording a five-fold increase in the volume of impressions traded since its first quarter.

The ad exchange launched in September 2012 to give brands access - via programmatic trading - to around 5bn impressions and more than 18m active users in the UK.

Guy Jones, head of programmatic at eBay Advertising:

We launched the eBay Ad Exchange last year to help selected advertisers leverage the power of eBay’s unique data and premium advertising formats via real-time-bidding. We are delighted with the response that we have had from the industry. It is now a major sales channel for us, and a key part of our growth strategy in the UK.

Debenhams’ mobile-friendly competition website see massive traffic boost

The third annual Debenhams Beauty Club Awards received a 2,370% increase in traffic after the launch of a mobile-friendly competition website using responsive web design (RWD). This was designed by STEEL, and was promoted via Facebook, Twitter and Debenhams traditional marketing routes including email and in-store. 

The IAB recently showed that just 11% of the UK's 100 biggest advertisers are using RWD – websites that automatically display content in the most appropriate way for whichever device a consumer is using. 

In two weeks the Debenhams site had over 60,000 unique visitors – 2,730% more than the previous year, with 41% of votes cast via mobile. 

The key to the campaign’s improvement was moving beyond Facebook as Andy Hinder, STEEL’s CEO, explains: 

In previous years, the Beauty Club Awards only existed on Facebook, which limited the campaign’s reach. Facebook apps can also be difficult to present well on mobile devices. By moving beyond Facebook we could create a premium, awards ceremony-style experience which resulted in an average dwell time of almost six minutes.

Conversion rate optimisation crucial to strategy

Three out of five businesses (59%) believe that conversion rate optimisation is crucial to their overall digital marketing strategy, according to a new report from Econsultancy and RedEye.

A further 40% of respondents consider CRO to be ‘important’ (31%) or ‘quite important’ (9%). In contrast, only 1% of businesses believe that CRO is ‘not important’.

The findings come from the fifth annual Conversion Rate Optimization Report which is based on a survey of almost 1,000 client-side and agency digital marketers.

 

Fashion mobile orders see 250% rise with Rakuten

The latest round of global mobile testing from Rakuten Marketing reveals significant growth in mobile tracking. Three quarters of the brands that the network works with globally have implemented some mobile tracking in their CPA programme. 

The fashion sector alone saw a 250% increase in mobile orders across the CPA network during the first half of 2013. Likewise, the entertainment (414%), sporting goods (364%) and lingerie sectors (341%) report dramatic growth, up four-fold, showing the appetite amongst consumers for smartphone and tablet shopping.

90% of mobile orders driven by Rakuten LinkShare’s affiliate programmes come through Apple’s iOS platform, with the network seeing dominance from the iPad in particular. The average order value on tablet is almost always equal to or higher than on PC.

Online campaigns with 50 or more ad versions increase

DG MediaMind released new research today showing that digital marketers are managing increasingly complex online campaigns; the number of campaigns that averaged 50 or more ad versions in a single campaign has increased by 32.2% over the last four years.

Based on online campaign data, this ‘Complexity Index’ has been edging up year over year, increasing more than 20% from 2010 to 2013.

Advertisers are striving to reach multiple audiences with the same campaigns or test variations of campaign messages to audiences. Campaigns that had two to four ad versions increased from 24.6% to 29.0%, and those with 50+ ads increased from 5.4% to 6.4%.

Ricky Liversidge, chief marketing officer, DG said:

Agencies and campaign managers are battling with the burgeoning complexity of campaigns across multiple screens. A smart, digital platform reduces complexity and can quickly become an agency or campaign manager’s best ally

Showrooming

Almost a third (30%) of US shoppers now use a smartphone while in-store compared to 40% in the UK, according to a new report into ‘showrooming’.

Furthermore, separate data taken from the new Econsultancy/BuyDesire Mobile Marketing and Commerce Report found that retailers don’t actually see showrooming as a threat to their revenues.

The report found that although 67% of companies acknowledge that the number of customers using smartphones in-store is increasing, only 11% believe that showrooming poses a threat to their business.

Perceptions of in-store use of mobile and showrooming (retail respondents)

The “Christmas Creep”

The early arrival of Christmas retail campaigns has created two very distinct types of Christmas shopper, according to Experian.  This Christmas sees the emergence of ‘The Festive Early Bird’, who is most likely to have Christmas shopping well under way by early December and ‘The Savvy Christmas Saver’, who will still be shopping on Christmas Eve. 

By using its Hitwise competitive intelligence tool to analyse visits to the shopping & classifieds category online in the four weeks ending 8 December 2012 and by comparison the four weeks ending 5 January 2013, Experian has identified where each type of shopper is likely to live: 

Portrait of the Festive Early Bird:

  • Mid 40s to mid 60s.
  • Married.
  • Parents - families with children under 15 years old.
  • High income families with household incomes over £100,000.
  • Focus on quality when shopping.
  • Likely to shop at Amazon and John Lewis. 

Portrait of the Savvy Christmas Saver:

  • Aged 18-25.
  • Single.
  • A mix of students and young professionals living in student houses or home sharing, and lower income singles.
  • Many on low incomes earning less than £10,000 per year.
  • Bargain hunters who look for the cheapest products.
Ben Davis

Published 8 November, 2013 by Ben Davis @ Econsultancy

Ben Davis is a senior writer at Econsultancy. He lives in Manchester. You can contact him at ben.davis@econsultancy.com, follow at @herrhuld or connect via LinkedIn.

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Comments (1)

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Creative Marketing Agency

What is more efficient about the twitter ads is that they blend right in with the normal visual of the site instead of Facebook which just shove their face in the way.

over 2 years ago

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