10 devastating digital marketing stats we’ve seen this week
Remember, Econsultancy subscribers can get more from the Internet Statistics Compendium.
TV still paramount
Americans spend more time watching television than all other media combined, according to GfK’s new study.
Adults spend an average of 4hrs 54mins per day watching broadcast television, which is 16% more than time spent on all other ad-supported media combined.
Next on the list were radio (62 minutes), email (56 minutes) and social media (50 minutes).
Of course, this picture likely differs greatly depending on demographics, but it’s a reminder of the hold that TV has on consumers.
Ecommerce KPIs revealed
Wolfgang Digital has launched a Benchmark KPI report for ecommerce, based on analysis of 87m website sessions and €230m online revenue for the year to July 2016.
Here are the key findings:
- Google delivers over two-thirds of website traffic (69%) and website revenue (67%).
- Despite accounting for 38% of digital marketers’ budgets, display failed to register as a top 10 traffic source.
- Bounce rate has zero correlation with conversion rate.
- In two years Facebook-driven traffic has risen from 1.3% to 5%.
- Mobile is now the largest traffic source of all devices, but its 42% share of traffic accounts for only a 21% share of revenue.
- Mobile has the lowest average conversion rate and AOV, however websites with a larger than average proportion of mobile traffic benefited from larger than average conversion rates.
- For every 0.2 of a second a website can shave off its server response time, it can expect an 8% improvement in conversion rate.
- Average conversion rate is 1.5%. Travel websites averaged 2%, retail websites averaged 1.4%. Pureplays converted almost twice as well as their multi-channel counterparts.
- Email delivers as much traffic as all social channels combined.
The power of FOMO
Brits are 39% more likely to open email that plays on their fear of missing out (FOMO).
The Mailjet study database of over 15,000 subscribers also revealed the following:
- 18% of us would open an email with a swear word in the subject line, whilst one in 10 admit to opening an email that explicitly mentions containing nudity.
- US recipients are no more likely to open emails that employ rudeness or FOMO to pique their interest.
Moment marketing more popular as CPCs rise
TVTY, a company specialising in ‘moment marketing‘, has conducted a study that suggests the practice is in vogue, driven partly by expensive advertising costs.
The company surveyed 200 digital marketers in June 2016.
93% said it has become more expensive to gain the same audience attention over the past 12 months as advertising costs have risen.
To cope, 21% are cutting costs (such as staff), 31% are reducing their number of campaigns, and 81% have launched moment marketing campaigns.
More findings from the report:
- The most common offline macro moments being used are sports events (61%), TV programmes (45%), and financial (22%) data.
- The research shows a third (34%) of brands are now taking an even more granular approach, by targeting ‘moments within moments’ (such as goals within football matches).
- ‘Always Ready’ campaigns are also a theme, with brands preparing content ahead of trigger events. The research shows the top three triggers are: changes in the weather (21%); the TV advertising of competitors (17%); and travel metrics such as flight delays (10%).
- 52% say they are now using automated processes to launch moment marketing campaigns, up from just 32% when the last survey was conducted in November 2015.
A third of global content blocked
A third of content is blocked globally by ad blockers.
Blockmetry’s ‘weather report’ for content blocking shows the figure at 32.4%.
Most banking customers want more communication
75% of consumers saying they have not switched banking providers in the last six years. 40% having never changed their bank at all.
Out of those who haven’t switched banks in the past year, 41% say this is due to convenience.
The DMA survey of 1,000 consumers revealed that 59% said they are interested in a service that would automatically notify them of the best rates on savings accounts.
36% are interested in a service that delivers alerts regarding account activity via a social or chat messenger service.
These trends have profound implications for loyalty in financial services.
Consumers almost ready for IoT
57% of UK consumers say they will be ready for automatic purchasing via connected devices (the internet of things) within two years.
13% are ready now, according to Salmon’s new survey of 2,000 consumers on the subject.
35% already have a connected device in their home or plan to buy one in the coming year.
Amazon’s Dash buttons have recently been released in the UK and may begin to popularise the concept (but hopefully not internet fridges).
The eight motivations for content engagement
AOL’s advertising team has done a study of the motivations for content engagement and identified eight key drivers.
32,000 respondents and analysis of 55,000 consumer interactions across eight different markets allowed AOL to compile the following content moments:
- Inspire: look for fresh ideas or try something new.
- Be in the know: stay updated or find relevant ideas.
- Find: seek answers or advice.
- Comfort: seek support or insight.
- Connect: learn something new or be part of a community.
- Feel good: improve mood or feel relaxed.
- Entertain: look for an escape or a mental break.
- Update socially: stay updated or take a mental break.
Brazil and the US share content online more frequently. Germany and Japan share content online the least often.
Japan scored highly on ad awareness and over-indexed in the two most popular moments globally: Inspire and Feel Good.
I don’t have detail on the methodology involved, but you can explore more via AOL.
1.36m tweets during iPhone launch
The Apple iPhone 7 launch inspired 1.36m tweets.
Visibrain collected the following data:
- iPhone 7 (491,376 tweets)
- AirPods headphones / Removal of the headphone jack (153,704 tweets)
- Apple Watch 2 (97,512 tweets)
- Super Mario Run (74,734 tweets)
- Pokemon Go for Apple Watch (31,873 tweets)
The most popular tweet of the night was this rather underwhelming effort.
The #iPhone7 is Water Resistant!!! pic.twitter.com/CKCfnqj5MB
— All iPhone (@iPhoneTeam) September 7, 2016
National Lottery’s #IamTeamGB comes up trumps
The National Lottery’s ‘I Am Team GB’ campaign was the most successful of any Team GB partner during the Olympics.
The campaign delivered increased awareness of the Lottery’s role in funding Olympic athletes by close to 50%.
Additional campaign headlines include:
- Video content gains more than 18m views.
- 11m engagements with Facebook activity.
- Most conversation on Twitter of any Team GB partner.
