12 intriguing digital marketing stats from the past week
What a woman. *Wipes away tear*
This week we’ve goldfish, the gradual global domination of the internet, yet more ad blocking woes, customer experience, basket abandonment, Mother’s Day and much more.
Enjoy…
Goldfish have better attention spans than people, and other stats from Creative Programmatic
Anyone at our Creative Programmatic event on Wednesday may have seen some interesting stats cited by the speakers, one of which, from Innovid’s Tal Chalozin, being that Americans have an attention span of roughly eight seconds.
That’s one second less than a goldfish.
Other interesting stats cited on the day include:
- One in five web pages bounced within four seconds – Tal Chalozin, Innovid.
- Only one in 25 web pages is viewed for more than 10 minutes – Tal Chalozin, Innovid.
- 48% of the time people are watching TV they are distracted, and of that, 23% can’t recall what was on screen – Tal Chalozin, Innovid.
- 52% of adspend is digital, 50% of that is in search, 40% in display, and 70% of display is programmatic – Adrian Gans, VCCP.
- In 1970 the average person saw 500 marketing messages a day. In 2016 they see 7,000 marketing messages a day – Jim Freeman, Telegraph Media Group.
3.2bn people now connected to the internet
More than 3bn people across the world had access to the internet by the end of last year, with 4.1bn yet to be connected, according to Facebook’s new State of Connectivity report.
Other key findings include:
- 90% of the world’s unconnected population live in developing countries.
- Within developing countries, people in rural areas are 70% less likely to be connected than those in urban areas.
- The majority of those not connected are women.
More than a fifth of Brits now using ad blockers
More than 9m British internet users are currently blocking ads, a 4% increase in as many months, according to new figures from the Internet Advertising Bureau (IAB).
Other key findings include:
- The number of British adults using ad blockers has risen from 18% to 22%.
- More than half of those using ad blockers would turn them off to access content they want.
Poor customer experience costs UK brands £234bn a year
UK businesses are missing out on £234bn in potential sales every year thanks to a lacklustre customer experience, according to a new report by Magnetic North.
Other key findings include:
- 92% of consumers have had a poor customer experience.
- One in three have acted on their frustration by abandoning a purchase because they couldn’t find the information they needed.
- 69% prefer to make a purchase online.
Basket abandonment rate hits 75%
Basket abandonment rates hit 75.45% in Q4 2015, according to a new infographic from SaleCycle.
Check out the infographic below for more stats:
UK publishers’ digital revenues hit £416m in 2015
UK publishers saw overall revenue growth of 5.2% last year, with digital revenue reaching £416.2m, according to the latest Digital Publishers Revenue Index Report by Deloitte and the Association of Online Publishers.
Other key findings include:
- Display advertising remains the largest single revenue category, accounting for 46% of total revenue.
- Overall revenue growth was driven by three formats: online video (27% increase), sponsorship (19% increase), and mobile (11% increase).
- Desktop has experienced a slow but steady decline over the last 12 months.
- Video advertising reported annual growth of 43.1% in Q4 alone.
Mobile app ads on Facebook and Instagram drive 196% increase in app downloads
Marketers who use mobile app ads on Facebook and Instagram generated a 196% increase in app downloads globally in Q4 2015 (compared with Q4 2014), according to a new report from Kenshoo.
Other key findings include:
- Impressions increased 187% YoY.
- Clicks increased 280% YoY.
- Cost per thousand impressions (CPM) decreased 11% YoY.
- Cost per click (CPC) decreased 33% YoY.
- Click-through rate (CTR) increased 32% YoY.
Biggest UK supermarkets see major fall in online visits
Following the recent announcement that Amazon will be partnering with Morrisons in a new online grocery offering, new data from SimilarWeb paints a grim picture for some of the competing supermarkets when it comes to online performance.
By total monthly visits (desktop and mobile) between November 2014 and January 2016:
- Tesco dropped from 49.3m to 40.1m.
- Asda fell from 30.3m to 20.5m.
Others have faired slightly better, however:
- Sainsbury’s increased from 7.5m to 9.3m.
- Ocado jumped from 2.2m to 3m.
To put it into perspective, Amazon is the UK’s fifth most-popular website overall and generated 326m visits in January this year.
TV trumps online when it comes to mums
Good-old-fashioned television is still the most consumed media for mothers, according to new figures from Carat.
Other key findings include:
- 69% of mums agree that vouchers and offers persuade them to try brands.
- 60% access the internet via a smartphone at least once a week, 41% via a tablet.
- 41% use the internet to play games.
- 89% say they are the ones responsible for the main grocery shopping ‘almost all the time’.
Mother’s Day shoppers turn to mobile for last minute gifts
More than half (60%) of Mother’s Day retail searches will be made from a mobile device, according to new figures from Bing Ads.
Other key findings include:
- Search volumes set to increase by five times between 7am and 9am on Mother’s Day.
- Women make up more than two-thirds (67%) of all searches.
- Searches will increase by up to four times in the 48 hours leading up to Mother’s Day.
68% of UK shoppers plan to celebrate Mother’s Day
More than two-thirds of UK shoppers will be taking part in Sunday’s Mother’s Day celebrations, according to new research from Savvy Marketing.
Key findings include:
- 83% of all shoppers planning to get involved agree that Mother’s Day is a special event and 61% are looking forward to it.
- 28% of shoppers said they tend to buy more expensive food and drinks on the day – up 4% on 2015.
- 67% say they ‘don’t mind spending more to make Mother’s Day special’ – up 28% on 2015.
Social media outperforms email for UK customer service
UK brands answer just 38% of emailed questions, compared to Twitter (48% success rate) and Facebook (44%), according to a new study by Eptica.
Other key findings include:
- 64% of companies (10% fewer than in 2015) made email available to non-customers and the average time taken to answer emails increased by nearly five hours, to 34 hours 15 minutes.
- Company websites answered an average of 66% of queries, up 2% since 2015, but with a large range between sectors and brands.
- Average response times on Twitter improved from 5 hours 27 minutes to 4 hours 14 minutes, well ahead of Facebook (8 hours 37 minutes).
- 18% of companies only answered accurately on a single channel from email, Twitter, chat, and Facebook, while nearly a quarter (22%) failed to respond successfully on any channel at all.
Timely and vaguely relevant stat of the week…
On this day in 1999, Monica Lewinsky’s book about her affair with US President Bill Clinton went on sale. Relevant for anyone who watched Lewinsky’s talk at our Festival of Marketing event last year.
For lots more up-to-date statistics…
Download Econsultancy’s Internet Statistics Compendium, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.
It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.
