tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2016-07-22T12:00:15+01:00 tag:econsultancy.com,2008:BlogPost/68106 2016-07-22T12:00:15+01:00 2016-07-22T12:00:15+01:00 10 sizzling digital marketing stats of the week Nikki Gilliland <h3>Travel industry experiences highest cart abandonment rates</h3> <p>According to the latest report by SaleCycle, the travel industry is experiencing the highest rates of online abandonment, with time sensitive flight and hotel bookings being the most commonly discarded.</p> <p>The retail industry is the second biggest industry affected, suffering from abandonment rates of 74.6%.</p> <p>Insight shows that SMS retargeting could be the most beneficial solution as consumers generally read messages within 3 minutes of receiving them.</p> <p><img src="https://assets.econsultancy.com/images/0007/7329/abandonment_rates.PNG" alt="" width="700" height="317"></p> <h3>Sweden biggest users of Snapchat and Instagram in Europe</h3> <p>The latest stage of the Adobe Best of the Best 2015 report has revealed that Swedes are the most social-media savvy of all European countries.</p> <p>33% of people in Sweden use <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat/">Snapchat to engage with brands</a>, compared with 22% in France and 20% in the UK.</p> <p>51% of people surveyed in Sweden said that they also use Instagram for the same reason. This is in contrast to the UK where Twitter is the leading platform for brand engagement. </p> <h3>Political searches soar since Brexit</h3> <p>Hitwise, a division of Connexity, has revealed how online behaviour is reflecting the growing concern over the current UK political situation.</p> <p>Since <a href="https://econsultancy.com/blog/68003-ecommerce-in-the-uk-post-brexit-positives-negatives-opportunities">Brexit</a>, there has been a 300% increase in searches about moving to other EU countries.</p> <p>Likewise, there has been an increase in searches for mortgages, interest rates and gold.</p> <p>Despite the weaker pound, searches for holidays and flights have not been impacted.</p> <p><img src="https://assets.econsultancy.com/images/0007/7334/image001.png" alt="" width="750" height="359"></p> <h3>Shoppers less tolerant of queuing due to technology </h3> <p>A new report from Worldpay has highlighted how Brits are becoming less patient when it comes to queuing in-store.</p> <p>Out of a nationwide survey of over 2,500 consumers, London was found to be the least patient, with 18% prepared to queue for more than five minutes. In contrast, northerners are the most patient, with 28% of shoppers saying they’d be willing to queue for longer.</p> <p>The rise of online shopping is said to be the reason behind this growing trend. </p> <p>One-click ordering and next-day delivery means that consumers are becoming more demanding as a result.</p> <h3>‘Invisible socks’ the most searched-for menswear item in the UK</h3> <p>With temperatures soaring to 33 degrees this week, Lyst has been looking to see if the heat has been affecting our spending habits.</p> <p>According to data, sales of ‘invisible socks’ (i.e ankle or trainer socks) are up 218% week on week, making it the most-searched for item right now.</p> <p>It seems women are feeling summery too, with Monday seeing us purchase more white dresses than black for the first time this year.</p> <p><img src="https://assets.econsultancy.com/images/0007/7338/iStock_82510309_SMALL.jpg" alt="" width="600" height="399"></p> <h3>Retail apps overtake mobile web for loyalty and engagement</h3> <p>App commerce company Poq has discovered that more shoppers are moving to mobile apps to buy.</p> <p>According to research, the average online shopper spends 6% more money on apps and 5% less money on the mobile web.</p> <p>What’s more, apps are also said to increase customer retention and improve long-term loyalty. Long-term retention rates are over twice as high when a shopper makes at least one purchase in an app.</p> <p><img src="https://assets.econsultancy.com/images/0007/7335/mobile.PNG" alt="" width="300" height="424"></p> <h3>7.5m people in the UK left behind by digital revolution</h3> <p>Analysis by Experian has discovered that, when it comes to digital behaviour, Britain is a nation divided into three distinct camps.</p> <p>A third of people in the UK are digital devotees, with the most devices and the most amount of time spent online.</p> <p>Half of the population are day-to-day doers, using the internet for practical reasons like paying bills.</p> <p>Lastly, 7.5m people are said to be digital dawdlers, with a limited knowledge and lack of interest.</p> <p>Insight suggest that businesses must take this into account when communicating with audiences.</p> <h3>Sports fans flock to YouTube ahead of Rio Olympics</h3> <p>In anticipation of the Olympics this summer, research from Ipsos Mori and Flamingo has revealed how online video platforms will benefit from the event.</p> <p>A survey found that 75% of Brits will look for related <a href="https://econsultancy.com/blog/67932-the-future-of-video-is-vertical-texted-emotional/">video content</a> during the Olympics. Similarly, 44% will watch sports or fitness videos online while simultaneously watching live sports on TV. </p> <p>Unsurprisingly, YouTube is the most popular platform, with 78% of people saying that it is home to content that they can’t find elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0007/7336/youtube.PNG" alt="" width="630" height="362"></p> <h3>Binge-viewing is on the rise</h3> <p>Research suggests that binge-viewing (i.e. watching multiple episodes of a TV show in one sitting) has never been more prevalent. </p> <p>According to data from GfK MRI, 6 in 10 television viewers say they regularly watch three or more episodes in one go.</p> <p>Millennials are the most prolific binge-watchers, with 16% of this demographic saying that watching live television is a special event.</p> <p>As a result, the challenge for brands is finding how to advertise to them.</p> <h3>Luxury brands set to get the biggest boost from this year's Black Friday?</h3> <p>According to research by Qubit, brands in the luxury retail category saw the highest boost in conversion rate on last year's Black Friday.</p> <p>Conversely, electronics and home and garden retailers had the lowest increase, with the latter seeing a 27% uplift in conversions compared to the rest of year average.</p> <p>With some fashion retailers seeing a spike in conversions despite not even participating, it appears the day inspires more shopping behaviour all round.</p> tag:econsultancy.com,2008:Report/3008 2016-07-21T11:30:00+01:00 2016-07-21T11:30:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68081 2016-07-19T15:59:00+01:00 2016-07-19T15:59:00+01:00 Pokémon GO: Zappar founder tells us what it really means for augmented reality Ben Davis <h3>Brands shouldn't get too carried away</h3> <p>Caspar is refreshingly pragmatic about augmented reality (AR) and Pokémon GO. The game doesn't change the landscape for AR, merely shows how fun the technology can be.</p> <p>"Some people are saying ‘finally AR is having it’s moment’," he says, "but I’m not sure I necessarily agree with that statement. AR has been around for an awfully long time, it just depends what your benchmark is for what you think the right use case is.</p> <p>"There are plenty of different use cases which have been proven over many years, quite frankly.</p> <p>"It’s lovely to see things like Snapchat FaceSwap and now Pokémon GO give it that different, mass-market consumer appeal but a lot of that has got to do with the fact that they haven’t raised it in consumer’s minds as ‘AR’. It’s just a fun thing to do."</p> <p><img src="https://assets.econsultancy.com/images/0007/7215/poke.jpg" alt="pokemon go" width="470" height="264"></p> <p>Caspar goes further and points out that any new interest in AR on the back of the Nintendo phenomenon is par for the course in the hype machine of marketing and advertising.</p> <p>"Just this week, where people wanted to be <em>the Uber of X</em>, you probably can’t go to a VC presentation now without somebody mentioning Pokémon GO.</p> <p>"My background is in advertising, we worked on the Guinness Surfer campaign. I distinctly remember after that campaign came out, other clients - who were never going to make a campaign like that, because it wasn’t in their brand essence - would all go, ‘how could we do our version of Guiness Surfer?’</p> <p>"And I think that’s what you’ll find now. You'll get people whose brands don’t fit culturally, but they want to do it, [a large scale AR game]."</p> <p><img src="https://assets.econsultancy.com/images/0007/7214/Guinness_Surfer_advert_still.jpg" alt="guinness surfer" width="447" height="356"></p> <p>However, the Zappar co-founder isn't looking the gift horse of publicity in the face, but is merely setting expectations.</p> <p>"The great news is, people are talking about Pokémon GO. The thing to temper is - it’s not an easy thing to achieve.</p> <p>"There are so many things that have slotted into place to form the way Niantic have gone about it, with the brand and the underlying system they’ve already spent a lot of money exploring. It’s not easily replicable."</p> <h3>But AR campaigns <em>can</em> provide a sense of discovery</h3> <p>Whilst the scale and sophistication of Pokémon GO may be off limits, AR can still provide discovery and wonder, by targeting the increasingly personal smartphone.</p> <p>"What’s AR’s role in marcomms or in outreach for a digital strategy?" Caspar asks. "Where ZapCodes (real-world triggers for AR) help us is that brands have real estate across print, packaging, online - and AR can help you control that through the device that means the most to people.</p> <p>"And [the question for AR creative is] how do we make a connection between the two - a point of discovery that will delight and turn into intention to purchase or a social share?</p> <p>Pokémon GO is driving gamers on to the streets and sees them visiting many locations designated as 'gyms' to fight their monster proteges. I asked Caspar if this dynamic is something that could drive consumers to stores, using AR more broadly.</p> <p>He cited a recent Zappar campaign for its impact on sales.</p> <p>"We did a campaign in South Africa with Engen, a petroleum company. The marketing director had come from McDonalds so was someone who was used to consumer-facing marketing.</p> <p>"Part of Engen's challenge was that the price of petrol is set by the government in SA, so how else can they entice people to forecourts? What are the other value-add promotions they can do to get people to spend more money?</p> <p>"We printed our codes on the fly on the till receipts, if you spent a certain amount of money. If you scanned that till receipt you got a little driving game, relevant to the occasion.</p> <p>"You could enter your score in a high score table by giving your details and then someone at the end of the week won a swag bag of goodies, such as a laptop, headphones etc.</p> <p><iframe src="https://www.youtube.com/embed/5l_hztG8CPA?wmode=transparent" width="560" height="315"></iframe></p> <p>The results were impressive..</p> <p>"Over the eight week campaign Engen attributed an 11% uplift in sales around that activity, versus the previous year.</p> <p>"Going into that campaign, you think 'how many people can be bothered to keep a till receipt?' The ability to make something as dumb as a receipt into something that’s interactive and people will share is a really interesting example of changing behaviour with the use of AR on existing real estate."</p> <h3>And AR experiences will become better integrated</h3> <p>Caspar gave a vision of a branded AR experience in the not-too distant future, one characterised by fewer hurdles for the user.</p> <p>"Because of the way mobile will develop, more use of deep linking, the <a href="https://econsultancy.com/blog/67866-five-implications-of-android-instant-apps-for-marketers/">Android Instant App</a> development - taking away the friction - all these things will impact adoption and you’ll see more experiences of something appearing in the camera view either in <a href="https://econsultancy.com/blog/67713-augmented-reality-vs-virtual-reality-where-should-brands-focus/">AR or VR</a>"</p> <p>This idea of brand AR not needing an app download is compelling. Caspar continues, "Yeah, you could be on the web, hit a link that could download effectively that part of the app and take you straight to the experience and that’s why we’ve built our <a href="https://zap.works/">ZapWorks</a> authoring platform to work with that future in mind." </p> <p><iframe src="https://www.youtube.com/embed/zgkGDSQTy1g?wmode=transparent" width="560" height="315"></iframe></p> <p>"Our long term vision is to democratise AR. How do you make it a mass-market proposition, not only for end users but for content creators?</p> <p>"The thing we’ve tried to build is a platform that understands the canvas of mobile and tablet and can allow the next gen. of digital creatives to build short form experiences that are good quality with a high level of expression and immersion and game play and be able to publish that immediately. </p> <p>"Part of our roadmap will include the ability for anyone to do a face swap or 360 video, or create a mixed reality experience - take all these things and put them into one tool that anyone can access - this will be the evolution of our business. </p> <h3>AR and VR should be part of brand thinking (at least)</h3> <p>I asked Caspar if Pokémon GO had generated more new business enquiries for Zappar.</p> <p>"Definitely," he replied, "over the last five years, since snapchat and all the noise about VR and Google Cardboard and now Pokémon GO - it gives people permission, let’s people feel there’s more adoption.</p> <p>"...I think we are at the stage [because of support from big tech companies] that within marketing departments, people should be thinking about possible uses of AR and VR, the sense that you don’t only look at you phone, but you can see through it. </p> <p>"But remember a lot of big companies have only just come to terms with having a website. A lot of companies aren’t set up internally to do AR and VR.</p> <p>"The bigger the corp, the more legacy software and infrastructure - it’s hard for them to move at this pace."</p> tag:econsultancy.com,2008:BlogPost/68068 2016-07-18T15:06:00+01:00 2016-07-18T15:06:00+01:00 Four ways brands are marketing through dating services Patricio Robles <h3>Match.com and Starbucks</h3> <p>The coffee shop is a common location for first dates, so when Match.com announced a "Meet Me at Starbucks" feature in 2015, it made sense.</p> <p><a href="http://blog.match.com/match-starbucks-the-perfect-blend/">The tie-up</a>, which continues to this day, allows Match.com users to invite each other to Starbucks for a date.</p> <p>Users can also display a Starbucks badge on their profiles, highlighting their affinity for the coffee chain and making it easier for them to connect with other Starbucks aficionados.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6988/matchstarbucks-blog-flyer.jpg" alt="" width="470" height="267"></p> <p>The Match.com/Starbucks relationship has also been used in joint promotions by both companies.</p> <p>While it's not known how much foot traffic Starbucks has seen as a result of its Match.com integration, Match.com says it knows of hundreds of couples who connected on its service and met in person for the first time at Starbucks.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6989/starbuckspromo-blog-flyer.png" alt="" width="360" height="506"></p> <h3>Tinder Branded Profiles</h3> <p>Mobile dating app Tinder, which is especially popular with younger singles, has embraced native advertising like no other dating service. Its branded profiles, for instance, allow companies to set up profiles to promote their wares to Tinder users.</p> <p>For example, FOX created a Tinder profile for Mindy Kaling, an American comedian and actress, to promote her television show, The Mindy Project.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6991/mindy_project_tinder-blog-flyer.png" alt="" width="470" height="229"></p> <p>When users match with a branded profile by swiping right, a marketing message can be sent. While <a href="http://www.cnbc.com/2014/02/07/fox-and-mindy-push-limits-of-native-advertising.html">some suggest that this pushes the limits</a> of what is acceptable, other networks and movie studios have created branded profiles for fictional characters.</p> <h3>Tinder Promotions</h3> <p>Tinder has also worked with brands to run more conventional and less controversial promotions. For instance, pizza chain Domino's teamed up with Tinder to offer discounts and the chance to win free food.</p> <p>Other brands using Tinder to connect with singles in a similar fashion include Bud Light, <a href="https://econsultancy.com/blog/66288-bud-light-turns-to-dating-app-tinder-for-whatever-usa-campaign">which integrated Tinder into its Whatever USA campaign last year</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/6992/dominostinder-blog-flyer.jpg" alt="" width="470" height="314"></p> <h3>Happn Branded Profiles</h3> <p>Happn, a dating app designed to help daters connect with people they have crossed paths with in real life, has its own branded profiles, which function similarly to those on Tinder.</p> <p>While Happn's audience is smaller than Tinder's, the company has snagged advertisers like Fiat, which used branded profiles to promote the launch of the Fiat 500.</p> <p><img src="https://assets.econsultancy.com/images/0007/6993/fiathappn.png" alt="" width="314" height="471"></p> <p>Happn has also run branded profile campaigns for a number of charities, including Equality Now and Plan UK.</p> <p><a href="http://www.campaignlive.co.uk/article/1389738/advertising-dating-app-happn-ngos-brand-romance">According to</a> Happn exec Marie Cosnard, charity campaigns have experienced "very strong engagement" with branded profiles and their campaigns are a good match for the app.</p> <p>"When NGOs are fighting for a cause that’s linked to human relationships, such campaigns make people think about other types of relationship," she stated.</p> <p><em>Other dating-inspired articles:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/67563-how-tinder-has-changed-ecommerce/">How Tinder has changed ecommerce</a> </li> <li> <a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review/">Missguided launches Tinder inspired app experience: review</a> </li> <li> <a href="https://econsultancy.com/blog/66086-four-product-marketing-reasons-why-tinder-got-really-really-big/">Four product marketing reasons why Tinder got really, really big</a> </li> </ul> tag:econsultancy.com,2008:BlogPost/68079 2016-07-15T13:15:43+01:00 2016-07-15T13:15:43+01:00 10 notable digital marketing stats of the week Nikki Gilliland <p>Now, let's crack on.</p> <h3>Amazon receives 81.6m visitors on Amazon Prime Day</h3> <p>It’s been criticised for its lacklustre algorithm, but in terms of traffic, Amazon Prime Day has been confirmed as a success for the retailer.</p> <p>Despite visits from mobile and desktop falling 6% from last year, Amazon.com still received 81.6m visits on <a href="https://econsultancy.com/blog/68058-has-amazon-prime-day-2016-made-up-for-2015-s-primedayfail/">Prime Day 2016</a>.</p> <p>According to data from Hitwise, a division of connexity, this means it has been the most successful online shopping event since Cyber Monday, Black Friday and Amazon Prime Day of 2015.</p> <p><img src="https://assets.econsultancy.com/images/0007/7120/amazon_prime.PNG" alt="" width="599" height="287"></p> <h3>Pokemon Go surpasses Candy Crush with highest number of US daily users</h3> <p>With 15m downloads, and currently just under 21m daily active users, <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">Pokemon Go</a> is now the biggest mobile game in US history.</p> <p>It’s only just out in the UK, however data from BoomApp has revealed that over 3% of UK android users had already downloaded the game ahead of its release.</p> <p>Which means, you can probably expect more Pokemon related stats next week…</p> <p><img src="https://assets.econsultancy.com/images/0007/7122/pokemon_go.PNG" alt="" width="400" height="335"></p> <h3>Millennials are a key demographic for energy providers </h3> <p>According to research by Accenture, millennials will drive much of the future value for energy providers, with 24% being classed as early adopters.</p> <p>However, despite this, the demographic is also the most demanding.</p> <p>81% of millennials say they would be discouraged from signing up to additional products or services if the company did not offer a seamless digital experience.</p> <h3>APAC overtakes US as world’s biggest digital ad market</h3> <p>Research from Strategy Analytics has found that Asia-Pacific is set to overtake North America for digital ad spend in 2016.</p> <p>While the latter will rise 9.6% to $59.5bn, APAC is predicted to rise 18.2% to $59.7bn.</p> <p>What’s more, APAC’s spend per person is relatively low in comparison to the saturated markets in the west, meaning there is huge potential for growth.</p> <p><img src="https://assets.econsultancy.com/images/0007/7123/Trend_in_Digital_Ad_Spend_by_Region_540.PNG" alt="" width="540" height="316"></p> <h3>UK population saving 51.4m hours per month thanks to disruptive apps </h3> <p>Opinium has discovered that apps and online tools are saving consumers a collective 51.5m hours over the course of each month.</p> <p>With convenience and time saving being cited as the most important advantage of an app (even over saving money), customer loyalty is up for grabs.</p> <p>68% of survey respondents said that would have no qualms about switching from traditional brands when given the option.</p> <h3><strong>Consumer goods firms unprepared for new data regulation</strong></h3> <p>Capgemini Consulting has revealed that companies risk facing fines of up to $151 billion, by failing to comply with the new General Data Protection Regulation.</p> <p>While the legislation has been created by the European Union, anyone that holds data within Europe or offers services to EU citizens will be affected.</p> <p>With 90% of consumer-facing companies experiencing customer data breaches, many are failing to put safeguards in place.</p> <h3>One in four name Amazon their favourite brand</h3> <p>In a survey of 1,000 consumers, the DMA found that one in four people named Amazon as their favourite brand.</p> <p>High street favourites John Lewis and <a href="https://econsultancy.com/blog/67883-marks-spencer-what-does-putting-the-customer-at-the-heart-of-everything-mean/">Marks &amp; Spencer</a> were next in line.</p> <p>With just three out of the top twenty being online brands (ASOS, eBay and Amazon), the physical shopping experience is clearly still in favour.</p> <h3>Live TV viewing drops 6% in two years</h3> <p><a href="http://stakeholders.ofcom.org.uk/binaries/broadcast/reviews-investigations/psb-review/psb2016/PSB-Annual-Report-2016.pdf" target="_blank">Ofcom's Annual Research Report</a> has revealed that fewer young people are watching live television than ever before.</p> <p>From 2014 to 2016, the total viewing time of live TV among young adults dropped from 69% to 63%</p> <p>With one-third of all viewing among 16 to 24 year olds occuring via on-demand services, platforms like Amazon and Netflix have seen a surge.</p> <p><img src="https://assets.econsultancy.com/images/0007/7139/ofcom_report.PNG" alt="" width="633" height="373"></p> <h3>YouTube pays $2bn to content owners</h3> <p>A statement from Google has revealed that YouTube has generated over $2bn for content owners from its Content ID management system.</p> <p>Over 90% of Content ID claims result in monetisation, and the music industry in particular chooses to monetise 95% of claims.</p> <p>With even <a href="https://publicpolicy.googleblog.com/2016/07/continuing-to-create-value-while.html" target="_blank">more efforts to combat copyright infringment</a>, Google has in turn created a whole new revenue stream for companies.</p> <h3>Apple overtaken by local brands in China</h3> <p>Apple's iPhone is no longer one of the top smartphones in China, having been overtaken by local brands like Huawei, Vivo, Oppo and Xiaomi.</p> <p>The iPhone has dropped to the fifth most popular, although it remains the biggest non-Chinese brand.</p> <p>Huawei, a brand with a lower price point, has seen its market share rise to 17%, while Apple's has dropped to 10.8%.</p> tag:econsultancy.com,2008:BlogPost/68062 2016-07-13T14:06:36+01:00 2016-07-13T14:06:36+01:00 Mobile marketing strategy: Four key charts from our latest research Nikki Gilliland <p>With this in mind, here are a few key takeaways from the research, which investigates the extent to which marketers have embraced mobile marketing and how organisations are approaching and implementing mobile strategies.</p> <p>The report is based on a survey of more than 4,000 marketers and digital professionals.</p> <h3>1. To avoid playing catch up</h3> <p>While the majority of consumers might still prefer to buy on desktop, the amount of mobile-only shoppers is on the rise. </p> <p>Of course, wiith limited screen space and contextual differences, a completely different set of rules apply.</p> <p>By paying attention now, marketers might just have the time and opportunity to create a memorable mobile experience.</p> <p>If not, they run the risk of lagging behind when consumers are even more demanding and mobile-savvy.</p> <p>With 63% of people agreeing that the mobile experience is more important due to the lack of room for error, it’s vital that marketers get to grips with the platform sooner rather than later.</p> <p><img src="https://assets.econsultancy.com/images/0007/6964/quality_of_mobile_experience.PNG" alt="" width="714" height="598"></p> <h3>2. To understand the customer journey</h3> <p>Marketers with a well-defined mobile strategy are able to understand far more about their customers than those without.</p> <p>From discovering where the path to purchase tails off to when users tend to use mobiles the most, it can provide a comprehensive picture of the journey at all stages.</p> <p><img src="https://assets.econsultancy.com/images/0007/6965/figure_3.PNG" alt="" width="746" height="583"></p> <h3>3. To improve the customer journey</h3> <p>As well as understanding customer behaviour, a good strategy allows marketers to increasingly target the specific needs of the customer.</p> <p>Instead of creating a strategy based on what an experience merely looks like on mobile, marketers can concentrate on how that experience engages and delights.</p> <p>Our research discovered that even the 20% of companies with a well-defined strategy aren’t making the most of customer analysis – which just goes to show the untapped potential of data.</p> <p><img src="https://assets.econsultancy.com/images/0007/6966/mobile_strategy.PNG" alt="" width="724" height="600"></p> <h3>4. To measure success and justify investment</h3> <p>As well as tracking users and measuring traffic, a good mobile strategy also helps to define large-scale objectives and practical goals. </p> <p>For example, with mobile payments increasingly contributing to the channel’s dominance, brands that have an ecommerce app (allowing users to buy in just one or two steps) could be the factor that determines whether mobile traffic overtakes desktop.</p> <p>By utilising data to measure ROI on apps, organisations are much more likely to further invest.</p> <p>Essentially, a well-defined mobile strategy provides just as much benefit for the marketer as it does the consumer.</p> <p><img src="https://assets.econsultancy.com/images/0007/6967/ecommerce_revenue.PNG" alt="" width="724" height="570"></p> <p><em><strong>For more on this topic, download the <a href="https://econsultancy.com/reports/digital-intelligence-briefing-taking-advantage-of-the-mobile-opportunity/">Taking Advantage of Mobile Opportunity Report</a>, and </strong><strong>check out all our reports and posts in celebration of Data Month <a href="https://hello.econsultancy.com/datamonth/?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econblog">here</a>.</strong></em></p> tag:econsultancy.com,2008:Report/4189 2016-07-13T10:25:00+01:00 2016-07-13T10:25:00+01:00 Digital Intelligence Briefing: Taking Advantage of the Mobile Opportunity <p>The <strong>Taking Advantage of the Mobile Opportunity</strong> report, produced by Econsultancy in association with <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, examines the extent to which marketers have embraced mobile marketing, and how organisations are approaching and implementing mobile strategies.</p> <p>The <strong>third annual iteration</strong> of our mobile research – part of the Digital Intelligence Briefing <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">series</a> that Econsultancy publishes in partnership with Adobe – revealed that <strong>marketers recognise both the outsized role of mobile and the challenge of providing a great experience</strong> when there is no margin for error.</p> <p>More than 4,000 marketers and digital professionals took part in this year’s survey, giving us a great glimpse into how organisations are approaching and implementing mobile strategies across all channels.</p> <h2>Findings include:</h2> <ul> <li>The proportion of organisations describing themselves as ‘mobile-first’ has more than doubled in the last two years, with those based in North America leading the way.</li> <li>Companies are continuing to invest in their mobile capabilities, with 60% increasing their 2016 spending and only a tiny fraction moving away from their mobile investments.</li> <li>The average proportion of ecommerce revenues being transacted on mobile devices has increased by 75% since 2014, reaching 28% this year.</li> <li>Nearly three in five (57%) organisations are aware of the different technologies available to support their mobile strategies.</li> <li>Mobile is considered to be extremely important for customer experience - exceeding the importance of the desktop site.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. You can access the other reports in this series <a href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/68050 2016-07-08T14:11:49+01:00 2016-07-08T14:11:49+01:00 Ten intriguing digital marketing stats from this week Nikki Gilliland <p>Don’t forget to check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium/">Internet Statistics Compendium</a> for further insight and analysis.</p> <h3>73% of retailers plan to increase digital investment in next two years</h3> <p>New research by RetailMeNot has found that retailers are ramping up tech investment to improve <a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/">the customer experience</a> and drive sales in-stores.</p> <p>With three-fifths of retailers admitting that they are still challenged by the misalignment of physical and digital shopping experiences, many hope to prioritise this in the next 24 months.</p> <p>Introducing mobile payments and real-time app offers are said to be top of the to-do list.</p> <h3>Businesses need to adapt to multi-channel demands of younger generation</h3> <p>It appears young people aren’t as talkative as they once were, with just 7% of 16-24 year-olds willing to contact a company via the telephone.</p> <p>According to Magnetic North, one in five young consumers prefer to buy from a business that offers multiple channels of communication. As a result, companies will need to rethink the old rules or risk losing customers in future. </p> <p>However, it’s not just young people who are shunning traditional methods - only 12% of 16-55 year-olds prefer to call a business.</p> <p><img src="https://assets.econsultancy.com/images/0007/6882/iStock_84047479_SMALL.jpg" alt="" width="780" height="519"></p> <h3>Adobe finds that consumers are using new technology to disconnect from reality</h3> <p>According to the Future of Experience report by Adobe, over half of consumers believe that good technology gives them the power to switch off from the world as well as stay connected.</p> <p>With 52% agreeing that wearables and VR empower them to create their own private worlds, many consumers will choose a brand based on the experience it offers.</p> <p>Similarly, 32% of adults agree that empathy is the top attribute for delivering a great digital experience.</p> <h3>Top travel sites lack inclusivity for disabled users</h3> <p>New research by Sigma has revealed that the top ten travel websites in the UK are failing to consider users with sight and hearing loss.</p> <p>Out of a possible 35 points, the average score for usability across sites including Virgin Airways, Airbnb, British Airways and Expedia was just 23. </p> <p>Out of all the sites, Co-Operative Travel was the worst ranking with just 17 points on usability.  </p> <p><iframe src="https://www.youtube.com/embed/RqbvfWxbB3s?wmode=transparent" width="912" height="641"></iframe></p> <h3>Euro 2016 was the most mobile-centric yet</h3> <p>This summer saw many football fans turn to mobile to keep up with the latest news and analysis, as sports app usage increased by 65% in the UK, Germany and France.</p> <p>According to analysis from Flurry, UK users spent 44% more time on sports apps during the month of June when compared with the same time last year.</p> <p>Similarly, sports gaming has also enjoyed a boost, with the number of sessions increasing by more than a third.</p> <h3>Consumers think facial-recognition technology is a step too far</h3> <p>In the second instalment of its ‘Creepy or Cool’ series, RichRelevance surveyed 2,000 consumers to find out what in-store technology was the most (and least) well-received.</p> <p>Coming out on top was fingerprint technology, with 47.5% of respondents thinking that paying for goods and getting automatic home delivery via the tech was ‘cool’.</p> <p>In contrast, 75% of shoppers thought that facial-recognition and personal greetings would be entering into ‘creepy’ territory.</p> <h3>6% increase in charity fundraising complaints</h3> <p>According to FRSB’s Annual Complaints Report, consumers are becoming increasingly frustrated with charity fundraising.</p> <p>With mail and telephone communication generating the majority of complaints last year, a third of them were specifically about the manner in which charities approached them.</p> <p>Similarly, with the frequency of approaches another big cause for concern, more needs to be done to build transparency and trust within the third sector.</p> <p><img src="https://assets.econsultancy.com/images/0007/6883/Charity_complaints.PNG" alt="" width="448" height="551"></p> <h3>Online shoppers still spending post-Brexit</h3> <p>In contrast to the news that Britain’s high streets have seen a dip, new digital data shows that online shoppers are actually spending more since Brexit.</p> <p>From the period of 25th June to the 3rd July, online traffic was up 29% and revenue was up 22%.</p> <p>With apparel jumping 24% year-on-year and outdoor goods rising 22%, it appears the nation is working through its worries with help from a little fresh air.</p> <h3>Jobs in the creative industries increasing three times faster than UK average </h3> <p>New figures released by the government show that the UK’s creative industries are continuing to dominate other employment sectors.</p> <p>In the past five years, the number of creative jobs has increased by 20%, with the creative industry now accounting for 1.9m jobs in total.</p> <p>With programmers and software developer jobs up by 30%, the demand for new digital skills is certainly a contributing factor.</p> <h3>Desktop is preferred method of online shopping</h3> <p>According to a new survey by Signal, the assumption that mobile has overtaken desktop for online shopping is not entirely true.</p> <p>In a survey of 2,000 UK consumers, 61% said that a desktop was their most preferred method of browsing for gifts, and 54% said most gift purchases were completed on a desktop computer.</p> <p>With just 6% of shoppers saying that mobile is their favourite method of browsing, insight suggests that retailers need to focus on making the mobile experience more simple and secure in future.</p> <p><img src="https://assets.econsultancy.com/images/0007/6884/iStock_73208737_SMALL.jpg" alt="" width="780" height="521"></p> tag:econsultancy.com,2008:BlogPost/68042 2016-07-07T15:04:02+01:00 2016-07-07T15:04:02+01:00 Snapchat’s user base is getting older: How should marketers respond? Patricio Robles <p>According to comScore data, in May 38% of US mobile users aged 25 to 35 and 14% of those older than 35 used Snapchat, a significant increase from 5% and 2%, respectively, three years ago.</p> <p><img src="https://assets.econsultancy.com/images/0007/6817/snapchat_reference.png" alt="" width="600" height="316"></p> <p>As <a href="http://www.wsj.com/article_email/snapchats-teen-fans-grumble-as-app-catches-on-with-their-folks-1467661872-lMyQjAxMTA2NzA3NDMwNDQ5Wj">noted by</a> the Wall Street Journal's Yoree Koh, "An aging demographic is inevitable for many apps that first catch fire with teens," but the <em>parents-are-joining-Snapchat</em> moment has not surprisingly been the subject of headlines like <em>Adults are invading Snapchat</em>.</p> <h3>Is Snapchat different?</h3> <p>At the moment, comScore's data doesn't indicate that Snapchat's popularity with younger users is waning.</p> <p>The number of US mobile users between the ages of 18 to 24 has hit 67.5%, up from 24% three years ago. ComScore doesn't provide data for users under 18.</p> <p>While it's conceivable that the growth in older users will eventually change the way Snapchat's youngest users view the service, other popular social networks like Facebook have "grown up" and still managed to remain dominant, suggesting that Snapchat's maturation probably isn't the beginning of its demise.</p> <p>And because of the way communication on Snapchat functions, Snapchat's young users could find that insulating themselves from the adults will be far easier than on other services, making it less likely they'll cut their Snapchat use significantly or abandon it altogether.</p> <h3>What marketers need to know</h3> <p>That would be good news for the growing number of marketers spending time and money trying to reach Snapchat's 150m-plus audience.</p> <p>But marketers do need to be aware of Snapchat's changing demographics for a couple of reasons.</p> <p>First, even if the risk of a young user exodus is small, changing demographics could prompt changes in behavior on Snapchat.</p> <p>For example, older users might exhibit different usage patterns than younger users, or younger users might alter how they use the app to deal with the "my mom is on here" phenomenon.</p> <p>Some of these behavioral changes could be of importance to marketers as they work to create effective Snapchat campaigns.</p> <p>Second, the growing number of older users on Snapchat could create new opportunities for brands.</p> <p>Rather than seeing Snapchat as a platform for reaching teenagers, marketers who recognize that the user base is diversifying may be able to target and reach multiple demographic groups on the service.</p> <p>This makes Snapchat an even more attractive and productive platform than it is today.</p> tag:econsultancy.com,2008:BlogPost/67995 2016-07-07T14:21:54+01:00 2016-07-07T14:21:54+01:00 Mobile programmatic: The basics that CMOs need to know Ben Davis <h3>Mobile is not a 'channel'</h3> <p>Online advertising is now predominately mobile, despite some in the industry still talking about mobile as a 'channel'.</p> <p>Mobile display surpassed desktop display spend in 2015 (eMarketer) and it's mobile that's driving online advertising growth (78% of growth) - in fact mobile now accounts for <a href="http://www.iabuk.net/about/press/archive/digital-adspend-grows-at-fastest-rate-for-seven-years">more than 30% of <em>all</em> online advertising</a> (not just display).</p> <p>But the predominance of mobile advertising doesn't mean marketers understand it.</p> <p>In January 2016, <a href="http://www.iabuk.net/about/press/archive/new-research-reveals-50-of-marketers-are-buying-mobile-programmatically">the IAB noted</a> that programmatic advertising on mobile was one of the least understood mobile topics with 44% of respondents reporting having little or no knowledge of it.</p> <p>The same survey found 50% of marketers are buying mobile programmatically - the other half, it seems, need to skill up.</p> <p><img src="https://assets.econsultancy.com/images/0007/6667/facebook_mobile_ads-blog-flyer.jpg" alt="mobiles" width="300"> </p> <h3>There's opportunity in context</h3> <p>Mike Reynolds, senior mobile executive at the IAB UK, sums up the advantages of targeting advertising to mobile users.</p> <p>“There are more data points available in mobile and that’s its selling point. Location is something brands definitely get excited about. That’s the way the market is headed and programmatic will play a huge part in making this data work harder.”</p> <p>Many TV advertisers also target cross-screen users (implicitly), by following up broadcast TV spots with time-sensitive, targeted mobile ads.</p> <h3>Tracking is possible with device IDs</h3> <p>Smartphones present a challenge for the cookie tracking model (multiple devices, browsers, apps and ecosystems, with no interaction between them).</p> <p>But data management platforms can use a probabilistic device graph to match desktop audiences to app users.</p> <p>These device graphs match specific data with a large aggregation of anonymous data to create a picture that the industry estimates is anywhere between 70-90% accurate in identifying a single customer across a variety of devices. </p> <p>This technology allows advertisers to prevent waste of spend caused by over-serving a particular user.</p> <p>Despite some inaccuracy, Gerhard Louw from Deutsche Telekom advises advertisers get stuck in.</p> <p>"We’re at the beginning of a mobile journey. It’s a big process and very difficult because of the User ID and cookie issue.</p> <p>"There’s still a huge amount of work to be done. But the point is not to wait until it works perfectly. You shouldn’t expect to know everything. It’s like the TV audiences at the beginning when we didn’t know much about them."</p> <p>"You have to start somewhere and starting with a desktop and tablet is a damn sight better than not starting at all."</p> <p><img src="https://assets.econsultancy.com/images/0007/6665/track.jpeg" alt="tracking" width="275" height="183"> </p> <h3>Private marketplaces offer quality on mobile</h3> <p>Ad blocking is increasing rapidly on mobile (because of interruptive or slow UX) and some publishers are responding by producing much slicker native ad formats that blend in on mobile (e.g. the Guardian - new <a href="https://www.theguardian.com/gnm-press-office/2016/may/27/guardian-partners-with-canon-to-launch-latest-digital-ad-formats">Focus</a> ads are bespoke and designed to be enjoyed rather than endured, as some automated inventory is).</p> <p>Back in the world of automated display, private marketplaces are a growing trend on mobile, ensuring brand-safe inventory at scale.</p> <h3>Native formats are the only way</h3> <p>In mobile, native advertising commonly refers to native formats (rather than advertorials or sponsored content).</p> <p>Native formats are ads that fit seamlessly into the UX of the publisher site - this often means simple in-stream (such as Facebook ads) but also implies that ads are shown in the right context (next to relevant content).</p> <p>The Mobile Marketing Association has conducted <a href="http://www.mmaglobal.com/files/documents/mobile_native_advertising_final_0.pdf">research</a> suggesting that mobile native ads performed up to 10 times better compared to an equal frequency of standard mobile display (e.g. banners) - it's fairly obvious why that would be.</p> <p>Native ads still annoy some users, let's not kid ourselves, but far less so than having to kill overlays or put up with banners.</p> <h3>Programmatic video is slowly growing</h3> <p>Mobile video is a contentious issue - autoplay and data usage are anathema to many users.</p> <p><a href="http://digiday.com/platforms/robust-state-mobile-video-programmatic-europe-4-charts/">AppNexus notes</a> the issues responsible for the slow uptake of mobile programmatic video to date.</p> <p><img src="https://assets.econsultancy.com/images/0007/6663/Screen_Shot_2016-06-30_at_09.02.36.png" alt="mobile programmatic challenges" width="615"></p> <p>But programmatic video is on the rise - in November 2015, Google announced that publishers would be able to sell native and mobile video ads programmatically through DoubleClick.</p> <p>Interstitial video ads are also available for apps on AdExchange in both open auction and private marketplaces.</p> <p><em>For the full introduction to programmatic, subscribers can download <a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/">The CMO's Guide to Programmatic</a>.</em></p>