15 startling digital marketing statistics from this week
Organic social visitors have 4% higher AOV than average at MADE.COM
Hannah Pilpel, social project manager at MADE.COM, gave us an interview this week.
She let slip some very interesting figures about the value of social to ecommerce.
- People who came to MADE.COM from organic social had an average order value 4% higher than the site average in Q1 2016.
- Users who visited MADE Unboxed (MADE.COM’s own social network / community hub) during their visit had 3x higher dwell time and an average order value up 16% on the site average in Q1.
- Collections with videos have sold four to nine times more pieces than those without.
Internal competition hindering digital transformation
Forrester and Squiz have a new report on digital transformation that reveals some startling news.
43% of firms with a mature digital strategy see competing departments wanting to own digital as the most significant barrier to effective digital transformation.
Other findings from the survey of 410 IT and business decision makers include:
- 54% say that fostering a culture of innovation is a critical enabler of digital business.
- 89% are planning to improve partnerships with external startups and accelerators in order to innovate.
51% of UK searchers can’t spot a paid ad
Ofcom’s annual Media Use and Attitudes report is fascinating as always.
We covered it fairly extensively – here are some highlights.
- 18% of searchers think that if a website has been listed it must be accurate and unbiased.
- 12% say they have not thought about it.
- 8% say they do not know.
Away from search, the continued rise of very successful intermediaries such as Facebook means users are discovering fewer new websites and apps.
Average product page conversion rate is 7.91%
Receiptful has conducted a large study of 2,687 online stores and found the average product page conversion rate is 7.91%.
- For one site studied this was as high as 49.73% of its product page traffic turning into sales.
- The median product conversion rate is 5.97%.
- At the low end, some brands convert only 0.10% of the traffic that hits their product pages.
Of course, although global conversion rates have been estimated in many studies (usually given as 2-3%), the undertaking is somewhat arbitrary, given that conversion rate is influenced by so many factors (from product to web design to marketing).
UK newspapers lose £155m in print advertising
The total UK ad market grew 7.5% to £20.1bn in 2015, the fastest rate of growth since 2010.
However, Warc’s Expenditure Report shows it’s far from a rosy picture for print.
National newspapers endured an 11% fall in ad revenue to £1.2bn in 2015.
- Cinema advertising was up 21%.
- Internet advertising grew 17.3% in 2015 to £8.6bn.
- Mobile ad spend was up 61% to £2.6bn.
- TV advertising was up 7.3% to £5.2bn.
Bing has 11% of worldwide PC searches
Microsoft’s Q1 earnings revealed the current hold that Bing has in the global search market.
- Bing now has 31.1% of the US PC search market,
- 17.3% of the UK market,
- and 11% worldwide.
That equates to 16bn monthly searches globally. What the figures look like across all devices, well, I’m not sure.
Mobile and desktop experiences are on a par in the travel industry
eDigitalResearch conducted a travel benchmark report based on user testing of a variety of travel websites.
For the first time, mobile experiences are now rated on a par with desktop with both touchpoints achieving an overall average score of 84%.
Booking.com tops the standings for a fifth consecutive time.
39% of telcos display a phone number on their homepage
A further 20% show a phone number after one click.
Now Interact’s research looked at 54 leading telecoms companies across the US and Europe and found that:
- Despite 56% of telcos analyzed displaying a phone number within the order flow, only 6% connect the visitor directly with the right call centre agent.
- 78% of all channels offered to website visitors were offered in a reactive way – visitors have to seek out a channel in order to use it.
16% of UK adults will never complain in person
Review platform Trustpilot found that two thirds of Brits (66%) will avoid confrontation where possible, and 16% are so shy that they will never complain in person.
50% feel they can express themselves better online than they can in person.
The online poll of 2,000 UK adults was conducted by One Poll in April 2016. Sadly, I don’t have a link.
Programmatic display viewability improved 62% year-on-year
Programmatic media trading volume has maintained robust growth rates both globally and across Europe in Q1 2016.
Accordant Media’s Programmatic Media Market Pulse revealed the following:
- Q1 2016 RTB media auction volume jumped 217% year-over-year.
- Viewability is improving by 62% year-over-year and non-human traffic (NHT) decreasing by 81%.
- Smartphones accounted for 71% of all mobile programmatic transactions in Q1, up from 59% in Q4.
- Cross-device marketing can lead to a 19% higher conversion rate.
73% of Brits do not expect to be paying with cash in five years’ time
Starcom’s study of 1,500 Brits also suggested that half the nation currently distrusts cashless technology
No link I’m afraid.
Insurance companies answer only 40% of Facebook queries
The sector is delivering excellent service on email (answering 80% of questions), but lags behind on Twitter (50%) and Facebook (40%).
Eptica reviewed 100 major UK insurance brands (find the methodology in the report).
- Response times range from eight minutes to over five days and few companies deliver consistent answers across different channels.
- Every brand included in the study had a presence on Twitter, but only half responded successfully to a tweeted query.
- Email response rate (80%) has improved dramatically from 50% in 2015.
51% of Europeans will check digital sources daily to catch up during Euro 2016
And 88% will check in at least once per week.
RocketFuel’s research (no link I’m afraid) also concludes:
- Nearly half of Europeans are planning to use online video to catch up on games (51%).
- Half of fans are planning to use the internet more than they have in previous years, and 57% will access Euro 2016 content wherever they are.
TV viewing still dominates, but:
- 66% said they’ll watch more TV.
- 41% will increase their desktop use.
- 37% will increase their smartphone use.
- 27% use a tablet more.
Two thirds of fashion traffic is now mobile
Affiliate Window’s internal data confirms that:
- More than 50% of multi-device sales occur one week after the cookie is dropped.
- 65% shop across multiple devices.
John Lewis the biggest desktop PPC spender in 2015 for home decor
John Lewis has been named as the biggest UK paid search advertiser on 500 selected keywords in the home décor sector.
All fitted wardrobe fans will be pleased to see the term topping the tables for PPC spend (according to new research released today by the Kantar Media company AdGooroo).
The study examined Google desktop activity on 500 non-branded search terms in the year ending January 2016.
- £45.5m was spent by 4,892 advertisers on 500 non-branded home décor keywords in 2015.
- After John Lewis, Argos, Amazon, blind retailer Hillarys and US furniture retailer Wayfair invested most in paid search advertising on the keyword group.
- But although John Lewis spent the most on the keywords in the study, the data reveals that Amazon attracted the most clicks.
