10 delightful digital marketing stats from this week
From Instagram and mobile usage, to online sales and shifting attitudes towards paid content – here’s what’s going on in the world of digital.
For more, don’t forget to check out the famous Internet Statistics Compendium!
Premium editorial websites drive more engagement than social feeds
New research from Teads has discovered that advertising placed in premium editorial articles results in more engagement than social feeds.
In a study of 115 participants, eye-tracking technology measured how users perceived and reacted to ads.
With 9 out of 10 users viewing the in-article ads compared to just 6 out of 10 in social feeds, it appears users are far more engaged and attentive depending on context.
MP’s say UK is facing ‘digital skills crisis’
According to a new report from the Commons Science and Technology Committee, the UK’s lack of digital skills could end up damaging the country’s productivity and competitiveness.
With a predicted 12.6m adults lacking basic digital skills, the report urges businesses to invest more heavily in training and education.
The report also suggests that the UK will need another 745,000 workers with digital skills by 2017.
Influencers choose Instagram at London Men’s Fashion Week
With over 281,000 posts, Instagram has been the most popular social media platform at this year’s event.
Conversely, Twitter has declined in popularity. With just 18,053 tweets about the event, the fashion pack clearly favours the filtering features of the photo-sharing app.
Meanwhile, Instagram’s recent unveiling of new business tools is good news for brands eager to gain greater insight into demographic behaviour.
79% of publishers rely on paid distribution for branded content
New insight from Polar has highlighted the changing attitudes of editorial teams, who are showing a greater reliance on branded content.
Since Facebook’s recent rule change, which stipulated that anyone promoting branded content must tag the advertiser, it has become less of a taboo.
With three out of four publishers now looking to paid distribution, it has become a primary tool for pushing audiences towards branded content.
Hot weather drives sales in May
The IMRG Capgemini eRetail Sales Index has revealed that online sales in May saw a growth of 17% year-on-year.
With sales in the garden sector increasing 55% YoY, it appears it has largely been due to the recent (and rather short-lived) spate of hot weather in the UK.
However, despite our enthusiasm about getting outside, it doesn’t look like we’re in the party mood just yet, as online sales of beer, wine and spirits have declined 3% YoY.
Mobile is #1 for travel booking and research
Opera Mediaworks has revealed that mobile is the number one tool for booking and researching holidays in the US.
According to a survey of 1,000 consumers, 85% of travellers now use a smartphone to book travel activities.
Similarly, 45% rely on mobile apps, and one in three automatically go to specific apps like TripAdvisor and Yelp to aid research.
Mobile also appears to be a drive for undecided consumers, with special offers and email announcements helping to encourage bookings.
Brits show greater interest in sharing economy
New research from Hitwise, a division of Connexity, has revealed that Brits are becoming more inclined to access shared goods and services than ever before.
With website visits increasing more than three times in 2016, its appears that consumers are attracted to the value and personalisation sites like Airbnb can offer.
While consumers under 35 are more likely to look for experiences online, those over 35 are more interested in planning hobbies.
Marketing teams failing to consider the rise of mobile
Rocket Fuel has discovered that 68% of ad impressions are still being served on desktop, despite the fact that mobile is now the leading device for users.
Research found that we’re now spending 30 minutes more on our mobiles than desktop, and twice the amount of time compared to 2013.
However, marketing teams are failing to keep up with the shift, with just 21% of ads served by mobile.
Lack of knowledge preventing digital transformation
A new survey from Code Computer Love has revealed that while 86% of business leaders think digital transformation is important, only half of them feel like they fully understand it.
Similarly, only 35% of senior directors believe their board has a strong grasp on digital channels.
As well as a lack of skills and knowledge – a lack of funding was also cited as one of the biggest obstacles for businesses hoping to achieve digital transformation.
Instagram interactions drop 33% in a year
Instagram might be many people’s social media platform of choice, but new data from Quintly has revealed that interactions have declined 33% in just one year.
Despite increasing post frequencies, the average user interaction on each post is declining.
Consequently, insight suggests that it’s not necessarily due to a lack of interest in the platform itself, but an overwhelming amount of content on a user’s timeline.
With more brands joining Instagram, this behaviour could also be put down to users becoming more alienated with advertising on the platform.
