Welcome to our brand new weekly guide to the best US digital marketing stats from the last seven days.

Here we have everything from mobile advertising revenue, Periscope user figures and the surprising grasp television still has on children's attentions.

North America accounts for 44.9% of total mobile advertising revenue 

Global mobile advertising revenue increased to 65% between 2013 and 2014 and reached a total of $31.9bn according to the Interactive Advertising Bureau (IAB). 

North America accounted for the greatest share of this, with $14.32bn (44.9%) of the total. North America was also the fastest-growing region, with revenues up 76.8% on 2013. 

Viewability rates have dropped from 49.4% to 44.0%

According to Integral Ad Science, overall viewability rates have dropped five percentage points year over year, from 49.4% to 44.0%.

The viewability rate for ads sourced directly from publishers declined from 55.5% to 50.1% while that for ads from networks and exchanges fell around 45% to 39.9% over the same period.

Cracking ‘the shopper genome’ can lead to 20% revenue increase for online retailers

According to McKinsey, ecommerce retailers tend to connect shoppers with a product's affinity like designer style but ignore emotional connection points, or they might deliver a poor customer experience by using separate channels and teams. 

However if they can develop a coherent and comprehensive profile of their digital customers and effectively engage them across all the main digital touchpoints, they stand to achieve revenue increases of between 10% and 20%.

Pay TV operators lost 625,000 video subscribers in Q2 2015

SNL Kagan reports that despite there still being 100.4m US residential and commercial customers of pay-TV services, the rise in popularity of streaming services such as Netflix and Hulu is leading to a “period of general malaise” in cable TV consumption.

SMS/MMS is the most used mobile function in almost every generation

According to RealityMine, millennials are the most “enthusiastic texters”, with this function making up 33% of their mobile device use. However the older the generation, the less they use SMS and MMS.

People aged 55 to 64 prefer to talk on the phone (13%) and spend time reading and writing emails (21%). Whereas millennials are the least active users of these functions (phone 9% and email 12%). 

75% of millennials’ purchases affected by online and/or mobile advertising

Adroit surveyed 1,000 US and Canadian consumers aged 18-34 and 500 US and Canadian consumers age 35+ and found that the majority of paths to purchase are affected by digital.

As well as the above statistic, it was also found that 73% of those 18-34 and 71% of those 35+ are likely to change their plans to visit a retailer or restaurant if they are away from home and receive an ad on their mobile device for a local deal or discount.

US children spend more time watching TV than playing video games or streaming short-form videos

PwC surveyed more than 500 children aged eight to 18 and found that, on average, they spent 15.5 hours a week consuming media content.

Typically, they spent between seven and eight hours watching network television (7.0 hours), playing video games on a console (7.5), viewing videos on YouTube (7.2) and watching cable channels (7.8).

Co-op advertising programs in North America will total $36 billion this year

In Borrell and Netsertive’s latest research, it is claimed that brand managers have been “ploughing more dollars into co-op programs, growing the coffers 20% annually over the past three years.”

However at least 40% of it (more than $14bn) is left unused. That’s roughly twice the amount that went unused just three years ago. 

Periscope has more than 10m users in less than five months

The live-streaming app owned by Twitter also revealed that its users are watching approximately 40 years worth of footage a day. The equivalent of 21m minutes every 24 hours.

Pointless marketing statistic of the week

Despite the FDA’s crackdown on Kim Kardashian’s erroneous promotion of a morning-sickness medication without mentioning the side-effects, Kardashian’s Instagram photo helped boost Diclegis’s ‘digital buzz’ by 500%, according to Treato.

For lots 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.

Christopher Ratcliff

Published 18 August, 2015 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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