Before you get stuck into that stack of choccy eggs, don’t forget to sample the finest digital marketing stats around this week.
The roundup includes news about US ad spend, programmatic budgets, and online influencers. Check out the Internet Statistics Compendium for lots more to boot.
Enjoy, and happy Easter!
Grocery retailers failing on ecommerce UX
From a survey of 2,000 consumers in the UK, France, and Germany, Rich Relevance has discovered that there are still barriers preventing people from switching from in-store to online grocery shopping.
Despite the fact that 53% of the UK population now buy groceries online – falling to 40% and 32% in France and Germany respectively – consumers expect more from their experience.
53% say that they would be happy for their retailer to automatically re-order frequently bought items. Meanwhile, 55% of consumers would like grocery retailers to offer recipe ideas based on what they are adding to their cart.
When it comes to consumers that don’t shop for groceries online, 51% say the reason is a lack of trust in retailers picking the freshest produce on their behalf, while 68% say they prefer to physically handle items themselves in-store.
More on grocery retailers:
- Store locator tools: Which supermarket has the best mobile UX?
- M&S to trial grocery delivery service: Will it take off?
- 10 of the best ad campaigns from the UK’s top supermarkets
US TV ad spend predicted to decline further in 2018
In 2017, TV ad spending dropped 1.5% to $70.22 billion. According to eMarketer’s latest forecast, further decline is expected in 2018, with TV ad spend set to drop another 0.5% to reach $69.87.
Overall, this will bring TV’s share of ad spend down to less than a third of US ad revenue in 2018.
Elsewhere, spend on digital advertising is predicted to surge, growing 18.7% to reach $107.3 billion. eMarketer suggests that OTT (over-the-top) video platforms will play a large part, offering live services that directly compete with television.
Product discovery can increase mobile conversion
A new report by Qubit, which is based on the analysis of 1.2 billion customer interactions, has delved into the causes of low mobile conversion.
While the assumption might be that payment methods are the biggest barrier for mobile shoppers, Qubit’s research found that problems tend to occur much earlier in the funnel.
47% of respondents said that they would complete more purchases via mobile if ‘the browsing experience was easier or faster’. Similarly, 44% said they would if ‘it was easier to find exactly what I want.’
A better mobile UX doesn’t just lead to more mobile conversions either. Mobile discovery is said to have a direct impact on cross-channel sales, increasing revenue by around 19%.
One way brands can improve product discovery is with artificial intelligence or machine learning – Qubit suggests that AI-powered discovery helps customers find 2.25x more products, making them 80% more likely to buy.
More on mobile conversion:
- Using data to improve your mobile conversion: A simple but effective approach
- Mobile conversion rates: How does your site compare?
- Ask the experts: Conversion rate optimisation trends, challenges & strategy
Programmatic budgets held back by poor measurement
A new study by Infectious Media has revealed that the inability to effectively measure campaigns is preventing advertisers from further investing in programmatic.
From a survey of more than 200 decision-makers in EMEA, APAC and North America, it found that almost 90% of marketers would be able to justify ‘slightly’ or ‘significantly’ more investment in programmatic with better measurement.
66% of respondents said they find accurately measuring campaigns ‘extremely’ or ‘very’ challenging, while 65% said the same for maintaining high viewability. 64% said that increasing brand safety protection is highly challenging.
Lastly, it appears that advertisers largely view clicks as the most important indicator of success – despite click data often being distorted by fraud. 56% of advertisers describe number of clicks as the most important metric, followed by 45% who say cost per click and 43% who say click-through rate.
More on programmatic:
- Three ways to boost brand safety in the programmatic age
- Ask the experts: What’s the best way to target programmatic ads?
- 10 signs that programmatic advertising is reaching maturity
56% think that most mobile ads are boring or dull
Verve has found that generic mobile ads generate little engagement. From a survey of 2,000 UK adults, it found that just 17% of people are ‘likely’ or ‘very likely’ to interact with a generic ad on their phones, while 56% think that most mobile ads are boring or dull.
As a result, brands need to do more to pique user interest, which means making mobile ads much more relevant to individuals.
Verve found that mobile ads which reference the user’s interests or location drives twice as much engagement as generic mobile ads. Dynamic ads (that use phone mechanics to tilt, tap, zoom or zoom) were also found to increase engagement by 20%, while interactive ads that ask questions can do so by 21%.
‘Digital trailblazers and emergers’ create sweet spot for brand engagement
Do all influencers have an impact on consumer behaviour?
A new study by Fullscreen Media has attempted to find the answer, analysing 31,802 influencers with a range of followings, and surveying 1,200 individuals aged 18-34 who have in some way interacted with their branded content.
Overall, it found that digital creators (i.e. those with one to 19 million followers) have the highest cross-social engagement rate among influencer segments – ranging from 50% to 88% higher than celebrities and micro-influencers. This is said to be the ‘sweet spot’ for engagement, resulting in the greatest impact on purchasing decisions.
While micro-influencers (those with 250,000 to 999,000 followers) generated the lowest engagement rate among the four measured Influencer segments, this group is still fairly effective at driving purchases. 26.9% of people that viewed or interacted with micro-influencer content went on to make a purchase, compared with just 20.4% who interacted with celebrity content.
More on influencers: