This week the stats roundup offers you programmatic trading, international ecommerce, phablet shipments and the ever popular Twitter and TV.
Don’t forget to check out the Internet Statistics Compendium for more internet marketing data and charts.
OC&C Strategy Consultants have produced a little piece of research with Google looking at UK ecommerce exports.
For UK companies international export, a £13bn opportunity now, is set to grow to £45bn by 2020.
This chart demonstrates how quickly internationalisation is now sought by pureplays compared to companies that did it pre-web.
Click to enlarge
OC&C cites the global nature of search as one factor that is driving the opportunity for UK pureplays.
Brand use of media agency trading desks has declined from 81% of advertisers in 2013 to 69% in 2014, according to a WFA poll of marketers from 43 of the biggest global brands (with $35bn annual advertising spend).
- Independent trading desks and demand-side platforms have seen their usage increased from 8% of brands in 2013 to 29% in 2014.
- Zero marketers using agency tradind desks reported that they were ‘completely satisfied’.
- Half of the respondents with concerns were unhappy with the way data is captured, stored and utilised.
- 85% were concerned about ad placement.
- 64% of marketers said practices such as ‘arbitrage‘ were not acceptable – even if they were getting improved value from manual trading.
According to a new forecast from the International Data Corporation (IDC) Worldwide Quarterly Smart Connected Device Tracker, worldwide phablet shipments (5.5-7 inch screen size) will reach 175m units worldwide in 2014.
- This is larger than the 170m portable PCs expected to ship during the same period.
- In 2015, total phablet volumes will hit 318 million units, surpassing the 233 million tablets forecast to ship in the same year.
- In 2013, a phablet cost an average of $568 and a smartphone $320. IDC forecasts that in 2014, those prices will drop to $397 and $291, respectively.
Click to enlarge
eBay Advertising conducted research which revealed that, on average, 30% of shopping journeys are carried out by ‘brand switchers’. These are people who care about brand, but are not loyal to one in particular and are may switch before making a purchase decision.
By comparison, the eBay Advertising research found that only 37% of shopping journeys focus solely on one brand.
The remaining 33% are carried out by brand agnostics – focussing on product, price and functionality.
Further findings included:
- Consumers list previous ownership (68%), visiting a store (53%) and recommendations from family and friends (34%) as the biggest influences on their brand decision.
- ‘Availability’ of a product (68%) ranks higher than ‘attractiveness’ (40%) when it comes to brand choice.
- Younger people tend to consider more brands before making a purchase, 25 – 34 year olds considering 3.14 brands for every purchase, compared to the 65+ age group at 2.72 brands.
- 19% of shoppers say they actively continue searching even after they have decided on a brand.
TV appointments to view
Must-see TV is driving consumers back towards planning evenings around the linear TV schedule, according to new research from Carat.
The data from surveying 11,000 British consumers reveals that 35% of people now actively plan their evenings around the TV schedule.
- This is 5m more people than four years ago when TV on demand started to increase significantly.
- This change is being fuelled by social media use and appointment-to-view (APT) TV shows, such as Breaking Bad.
- The research shows that 57% of people are second screening in some way while watching linear TV, and 33% are commenting on Facebook or Twitter about what they’re watching during the show.
- 20% of people say that their friends and family have had a big influence on their TV viewing – compared to only 5% in 2010.
18% of people online follow the show they’re watching on TV via Twitter, according to a report from global forecasting firm Strategy Analytics.
The categories above are discussed as such:
- “couch potatoes” – Very focused on TV when watching it. None of this group uses Twitter on a weekly basis to follow a show they’re watching.
- “OTTers” – less interested in TV. The most likely to go 24 hours without watching it. They prefer to watch shows via online or via a smart TV.
- “Couch chatterers” – similar to couch potatoes but are more than twice likely than the average person online to phone or text others about what they’re watching on TV. However, again, none of this group use Twitter to follow a show they’re watching.
- “Indifferent multi-screeners” are the least interested in TV. 83% use another device whilst watching TV and they’re highly likely (84%) to phone or text people about what they’re watching. Nine in ten use Twitter to follow a show.
- “Moderate multi-screeners” watch TV 45% of the time on computers, tablets or smartphones. 90% go online if they’ve missed a show. However, they’re likely (66%) to have a pay TV subscription. They phoneor text (93%) about a show but only 1% use Twitter on a weekly basis to follow a show.
- “Manic multi-screeners” have a pay TV subscription, use a variety of devices to watch online and use a phone to text and tweet about TV shows.
See the study for more information.
According to a poll of 2,000 UK adults by Webtrends, the average UK inbox contains 260 unopened emails.
- 56% of these emails are from brands the user has signed up with and subsequently found to send irrelevant content.
- However, the survey also revealed that of the 20% of respondents who never open brand emails, 60% say they would be more likely to open them if the subject line was personalised.
- Only 19% admitted that personalised content would make no difference to their response.
Last week I covered some stats from ZenDesk’s quarterly report on customer satisfaction.
Here’s some of the data presented in a more digestible form.
Click to explore