The Google-Facebook duopoly extends to mobile apps: What can marketers do?

According to comScore’s newly-published 2017 U.S. Mobile Apps Report, well over half (57%) of the time consumers spend using digital media now occurs in mobile apps.

But for marketers looking to use mobile apps to reach consumers, there’s some not-so-good news: slightly more than half of smartphone users don’t download any new apps in a given month, and of those who do, the highest percentage download just a single app.

Ads on premium sites drive 67% greater brand lift

Thanks in large part to programmatic, advertisers have more ways than ever to reach consumers online, and to target their ads at scale.

But according to comScore, not all ads are created equal. Instead, ads that appear on premium sites are far more productive, particularly mid-funnel.

Are mobile apps bottom of the marketing funnel?

The mobile web is maturing and a growing number of companies with native apps now have enough user data to start evaluating the long-term ROI.

So it’s no surprise that the mobile web versus native app debate is taking on new dimensions.

comScore: the desktop is far from dead

Thanks to the proliferation of smart phones, mobile has seemingly taken over the web, forcing companies to build mobile-friendly experiences, or else.

But that doesn’t mean that the desktop is dead. 


The trillion dollar ecommerce pie: are you getting your slice?

First the $1 trillion part: According to a recent report from eMarketer, ecommerce topped the trillion-dollar mark for the first time in 2012.

This was not a one-time fluke, or even something unexpected, on the contrary, this number is expected to rise: The National Retail Federation and both reported that eRetail spending grew by 15% over 2012. 

ComScore recently reported that ecommerce represented 10% of all discretionary dollars spent in 2012 and that web sales for 2013 are expected to increase from 9 to 12%

How can you get your slice? Truly, a trillion dollar question. We have prepared some tips that can help you on your way to having your pie and eating it as well.

3.3m UK consumers scanned a QR code in Q2

More than 3m UK consumers used their smartphone to scan QR codes in Q2, according to new data from a comScore survey of 15,000 consumers.

This equates to 11.4% of the total smartphone audience and represents a year-on-year growth of 43%.

But the data suggests that other European nations have actually been quicker on the uptake than the UK. For example, 18.6% of German smartphone owners scanned a QR code in Q2, a YoY growth of 128%.

While in Spain 16% of users have used the technology, up a massive 218% from the same period last year.

55% of shoppers abandon carts due to shipping costs: infographic

A large proportion of abandoned shopping carts are unavoidable as consumers never really intended to make a purchase in the first place.

Data from comScore shows that 57% of consumers have abandoned a purchase as they were only window shopping while 56% said they abandoned a transaction as they were just saving items for later.

However the next three most popular reasons for abandoning a shopping cart were all to do with shipping costs.

A separate survey that we conducted last year found that 74% of respondents had abandoned a basket due to high delivery charges, while a survey by Trimble found that more than half of respondents (58%) would choose free or discounted shipping as the main way to improve e-commerce.

23% of UK smartphone owners access retail sites on their device

The number of m-commerce shoppers nearly doubled in five of Europe’s biggest markets in the past 12 months, according to new stats from comScore.

One in six smartphone users in the EU5 (France, Germany, Italy, Spain and the UK) now accesses online retail stores and apps on their device, while one in eight users has completed a transaction on their phone.

Typically smartphones shoppers convert at a much lower rate than tablet or desktop users, but the comScore study shows that the market is still growing.

In May this year 16.6% of EU5 smartphone owners accessed retail sites or apps, a 4.6% increase year-on-year.

Banner ads: the more people click, the more they buy

A new report into the efficacy of banner ads claims to dispel myths about low CTRs and conversions.

Published by display ad firm Criteo, the report is essentially a rebuttal to a comScore research paper from 2008 entitled ‘How Online Advertising Works: Whither the Click?’ 

ComScore found that a small subset of people, less than 10% of all internet browsers,  were responsible for more than 80% of all clicks.

It concluded that those who click on banner ads tend to be younger and with low income, so were “hardly an attractive target segment for most advertisers”.

Criteo disputes these findings, claiming that people who click ads are more likely to make a purchase, and the more ads a user clicks on the more products they will buy.

The report highlights several ‘myths’ about banner ads, and then seeks to dispel each one…

Free shipping and delivery timing are key for customer satisfaction

Deliveries and returns are an inescapable part of e-commerce, yet there are few accepted norms within the industry.

Delivery times and cost vary across retailers and product categories, and can have a major impact on a consumer’s purchase decision.

To find out what consumers expect from online retailers, UPS and comScore have published the findings of a survey of more than 3,000 US consumers.

Free and discounted shipping are cited as key factors, as are delivery timing and communication.