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Online budgets are getting bigger to more accurately reflect consumer behaviour, but so are ROI expectations.
And some new technologies which promise to bring us closer to our customer, arguably push us further away.
How is the ad tech landscape changing in 2016? And what tactics can we expect to boom?
Despite the fact that pharmaceutical companies have more opportunities than ever to reach physicians through digital channels, many are missing the boat on mobile and social.
According to research by Deloitte Consulting and the Gerson Lehrman Group (GLG), mobile apps published by pharma companies for physicians average just 100 to 5,000 installs in the Google Play store compared to 1m to 5m installs for apps targeting physicians published by third parties.
In 2013 the percentage of in-store sales where mobile phones were used as part of the shopping journey in the UK stood at 6.8%. This equates to £18bn of sales, a figure 45% up on 2012.
This comes from a recent study by Deloitte Digital, where 2,000 consumers were polled on their smartphone usage in relation to in-store purchasing.
Consumers who used their mobile phones before or during their shopping trip were more likely than the average shopper to make a purchase. Those using a smartphone during a shopping trip were almost twice as likely to make a purchase.
As previously explored, the recent Digital Disruption report from Deloitte examines the impact of digital innovation on individual sectors, analysing how much change they can expect to experience in the years to come and how long they have to adapt.
This accompanying infographic sets out some of their key findings, chiefly that the Australian economy will be facing greater digital disruption in the coming years, with businesses needing to begin planning strategic responses to this as soon as possible.
According to a new report, one-third of the Australian economy faces major digital disruption in the near future and companies face watching 50% of their business perish if they don’t adapt to the digital changes quickly and efficiently.
The report by Deloitte titled ‘Digital disruption: Short fuse, big bang?’ looks at the impact of digital innovation on individual industries, analysing how much additional change they can expect to experience in the years to come. The report also speculates what time frame each industry has to adapt and how they should pull together the right strategic response to cope with these changes.
Almost half (46%) of UK smartphone owners have used their device to research product information before or during a shopping trip, according to a survey of more than 2,000 consumers by Deloitte Digital.
These numbers tally with a survey of European consumers by Tradedoubler which found that 42% of smartphone owners use their device to compare prices in-store, while 13% claim to have switched stores after finding a better offer elsewhere.
As a result, Deloitte estimates that around 6% of in-store retail sales will be influenced by smartphone use, equivalent to £15.2bn of sales per year.
This is almost double the value of direct purchases made through mobile, which Deloitte puts at £8bn in 2012.
Just 6% of UK consumers own a TV with built-in Wi-Fi despite the fact that in the past three years more TVs have been sold in the UK than there are households.
The findings come from a Deloitte survey of 4,000 UK consumers which also found that TV viewers will watch one trillion ads in 2012.
It adds to a growing body of evidence which suggests that connected TV is failing to catch on with consumers.
Up to 70% of homes have at least one way of connecting their TVs to the internet either through an integrated connection or through a games console, yet just 16% of respondents use their TV to watch catch up TV on a regular basis.
Almost half of respondents had never used their TV to watch video-on-demand. Furthermore, just 5% of respondents said they use connected TV apps ‘frequently’.
Nearly a quarter of people (24%) use second screens while watching TV and almost half of all 16-24 year olds use communication tools such as messaging, email, Facebook, or Twitter to discuss what they are watching on TV.
The findings come from a survey by Deloitte, which interviewed 2,000 UK respondents aged 16+ about their viewing habits and use of second screens.
It found that despite the rise in second screening people only one in ten people browse the internet for information about the programme they are watching.
Furthermore, 68% of respondents that do use the internet to connect with a programme would not want the websites for products, personalities or adverts that have just been shown on television, to automatically appear on their second screen.
More than half of the UK population (52%) now own a smartphone, while tablet penetration now stands at 16%.
The findings come from a new study by Deloitte, which also shows that tablet users spend an average of £2.50 per month on apps compared to just 80p for the average smartphone user.
The survey also asked people what they most frequently use their smartphones for, with checking email proving to be the most popular activity followed by search and social networks.
This adds to the growing body of evidence which shows that brands need to be optimising their email marketing for mobile.
Deloitte has announced that it submitted an application for the top level domain (TLD) name ‘.deloitte’ to the Internet Corporation for Assigned Names and Numbers (ICANN).
Applications for new TLDs reportedly cost around $185,000, but Deloitte feels that the '.deloitte' domain will give it a more personalised online presence and “enhance the site user experience”.
As part of his budget speech last night, George Osborne unveiled a film industry-style tax break that will help to encourage creative development in the animation and games industries.
Aardman Animations was highlighted as an example of British excellence – and Osborne said that the Government intends to keep ‘Wallace and Gromit’ exactly where they are.