It’s time for another roundup of the best US digital marketing stats we've seen in the past seven days. 

This week we’ll be covering exciting new data around mobile SEO, the rising age of social media users and much more.

Separate SEO strategy required for mobile ranking

A new Searchmetrics study analysed the top 30 mobile phone search results for 10,000 relevant keywords on Google.com and found that ranking on mobile devices requires a different approach to desktop.

Key findings include:

  • 22% of pages ranking in the top 30 mobile search results use responsive design that automatically adjusts the format to suit a mobile, tablet or desktop.  
  • In high ranking mobile search results, the average font size above the fold is significantly larger than on high ranking desktop results, while fonts below the fold are smaller.
  • 72% of mobile pages in the top 30 search results contain at least one unordered list (e.g. bullet points) to help structure information (around a quarter more than in desktop search results). However, the lists on mobile pages are usually much shorter, with fewer individual points.
  • The average mobile page file size was found to be around 25% smaller, allowing faster load times.
  • Only 5% of mobile pages make use of flash design.
  • 70% of high-ranking pages contain important ‘proof terms’ strongly related to the search topic, while around half also include slightly more distant ‘relevant  terms’.
  • High-ranking content on mobile pages tends to be shorter on average (867 words) than on desktop (1,285 words). 

Cross-device activity now accounts for half of ecommerce transactions

Criteo has released its 2015 Q3 M-commerce Report, which indicates a distinct increase in the cross-device usage during the customer journey.

Key findings include:

  • For purchases completed on laptops and desktops, 50% of buyers use at least one additional device during the shopping process.
  • On mobile, 47% of smartphone buyers and 50% of tablet buyers use an additional device.
  • Globally, for retailers who have prioritised their app experience, 58% of all mobile revenue is generated through the app; travel is at 49%.
  • Apps convert at a rate 3.7 times higher than mobile browsers and two times more than desktop in terms of adding to basket and buying.
  • Tablets lead with 57% of mobile transactions. 

Median age of social media users increases

The median age of social media users on top sites is between 30 and 44, according to figures from GfK MRI’s Survey of the American Consumer

Instagram remains the youngest of the mainstream sites, with a median age of 30, while LinkedIn has the oldest demographic with 44. 

Facebook users are getting older: their median age has increased from 29 in 2009 to 40 today. 

Apple is ‘best global brand’

In Interbrand’s latest Best Global Brands report, Apple took the top spot while Google, Microsoft and Samsung also featured in the top 10.  

Apple voted best global brand

The report ranks companies based on the financial performance of branded products or services, the role they play in influencing consumer choice and the strength the brand has to command a premium price or secure earnings for the company. 

According to the report, Apple’s brand value has increased 43% in the last year to $170.3bn. To put that in context, runner-up Google only achieved a brand value increase of 12% (to $120.3bn). 

Seven in ten internet users watch over-the-top video

The number of users of over-the-top (OTT) video, i.e. bypassing traditional distribution and viewing content streamed through an app or website, is on the rise. 

According to new figures on OTT video from eMarketer, 181m people in the US will watch video content streamed over the internet in 2015, a 4.6% increase on the previous year. 

Currently 69.7% of internet users are watching OTT content, but while this figure is large, the growth is relatively slow. The figure is predicted to rise to 70.4% in 2016 and reach 72.1% by 2019.

Mobile TV streaming more likely at night

According to data from TubeMogul, the time of day plays a role in determining the device on which digital videos viewers consume content. 

Looking at activity on its platform between April and June this year, TubeMogul found that between midnight and 6am only 12% of pre-roll ads on streaming TV were viewed on desktop computers. 

When looking at ads viewed on mobile phones the share was almost double that of desktops at 25%, while tablets also performed strongly with 22%.

Mobile still used for browsing more than buying

New data from Demandware has shed some light on the way consumers are using mobile. 

While mobile devices account for a significantly larger share of US ecommerce traffic than a year ago, gaining a 12% increase in total traffic share, when it comes to actual purchases the story is quite different. 

In terms of its share of total ecommerce orders, mobile rose by just 5%. This suggests that while an increasing number of people are browsing online shops via mobile, the traffic is not necessarily converting into sales on those devices.

Banking: almost two thirds of customers expect greater rewards for loyalty

According to new research by The Collinson Group, banks should be focusing less on features such as online banking and mobile apps and more on their customer service and retention strategies. 

The report found that only 41% of US consumers feel as though their bank knows and understands them. 

It also found that half of respondents are not satisfied with their banks and are considering or have already switched providers. 

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.

Jack Simpson

Published 7 October, 2015 by Jack Simpson

Jack Simpson is a Writer at Econsultancy. You can follow him on Twitter or connect via LinkedIn.

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Comments (2)

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Arghya Ray, Author at Freelancer

Well, Mr. Simpson, you have written a wonderful article no doubt with lots of info about the current situation of online business and commerce. However, at one place you have written "Apple is ‘best global brand’." My innocent question here is ... WHY? And if technology giants like Apple continue to preoccupy the top spots, then what will happen to the average entrepreneurs and enthusiasts? In order to get you a glimpse of the hardships of an ordinary marketer, I would like you to visit http://ryanwashere.com/resources/cold-calling/. And if you have gone through a marketing job (at the junior level of course), I think you know the horrors of cold calling. Well but I am not the only pessimistic person about this. You could also read an article titled "Nonvoluntary class participation in graduate discussion courses: Effects of grading and cold calling" (published in the Journal of Management in 2006), where anticipations about marketing and related learning activities have been elucidated. So what will the new marketers do? Please help me find some more statistics on this issue ...

almost 3 years ago

Y Patel

Y Patel, Founder at Mappfia

I would say mobile is not just used for browsing any more, If you look at the stats 8/10 Thanksgiving purchases were from mobile devices, mainly iOS, and Apple made up for over 78% of mobile e-commerce purchases over Thanksgiving. And mobile spending accounted for over a 1/4 of all purchases that took place on Cyber Monday!

over 2 years ago

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