Digital Marketing Research Publications for week 4 2014
Estimated reading time: 7 minutes, 24 seconds
State of Digital wants to provide you with the best information out there. And in Digital things keep changing all the time, so it’s difficult to keep up-to-date. But we are here to help you!
Every Friday we will be giving you an overview of research done around the world, published on the web somewhere. Research you can then use in your marketing efforts, whether it’s optimising a campaign or making sure your superiors will walk the route you plan to walk.
Here’s the overview of research in week 4.
Digital Marketing General
[inlinetweet prefix=”” tweeter=”” suffix=””]Online Performance Marketing Generates £14 Billion in Sales[/inlinetweet]
The thriving online performance marketing (OPM) industry generated a whopping £14 billion in sales in 2013. The figure comes from the Internet Advertising Bureau (IAB), which commissioned PricewaterhouseCoopers (PwC) to carry out a survey on the value and growth of the channel.
The monthly ranking of U.S. desktop web activity at the top online properties for December 2013 based on data from the comScore MMX service. Holiday e-commerce was the primary driver of growth in the Shipping and Retail subcategories, while Christmas and New Year’s also spurred a surge in e-card website traffic.
[inlinetweet prefix=”” tweeter=”” suffix=””]The amount of time teens aged 13-17 are spending online grew considerably[/inlinetweet]
Insights from GfK’s MultiMedia Mentor® show that teenagers’ Internet use is growing faster than that of any other key age group, abetted by a variety of devices – smartphones, tablets, videogame consoles, and connected TVs.
[inlinetweet prefix=”” tweeter=”” suffix=””]Consumers Say Personalization Influences Retail Purchase Decisions[/inlinetweet]
1 in 5 consumers say they have encountered personalized offers and promotions in-store, while 27% have seen them online, according to recent survey results [pdf] from Infosys.
[inlinetweet prefix=”” tweeter=”” suffix=””]Facebook May Lose 80% Of User Base Between 2015 And 2017[/inlinetweet]
Facebook is already experiencing some erosion in usage, but will the social network see 80 percent of its user base disappear between 2015 and 2017? Possibly, according to a new study by researchers from Princeton University, which compared the life cycles of ideas with the life cycles of diseases.
[inlinetweet prefix=”” tweeter=”” suffix=””]Facebook Active Usage Down 3% From 2Q Through 4Q 2013[/inlinetweet]
Although Facebook remains far and away the top social network in terms of accounts, active users, and frequency of visits, it saw a 3 percent drop in active usage between the second quarter of 2013 and the fourth quarter, according to the latest study from GlobalWebIndex.
[inlinetweet prefix=”” tweeter=”” suffix=””]Instagram Is The Fastest-Growing Social Site Globally[/inlinetweet]
According to research published by the GlobalWebIndex, Instagram is growing the fastest of all social media sites worldwide, increasing its active user base by 23% in the last six months. But on an overall basis, it’s still behind the likes of Facebook, YouTube, Google+, Twitter and LinkedIn
[inlinetweet prefix=”” tweeter=”” suffix=””]Twitter is Gaining Ground in Social Customer Care[/inlinetweet]
Consumer demand on Twitter pages is trending up overall, and has even surpassed the demand on Facebook. When a customer logs a complaint on social media, it’s increasingly likely that he or she will Tweet it to you, rather than post it on your Wall.
Twitter’s 230 million monthly active users post more than 500 million Tweets per day. This is the draw of the network, for both users and advertisers alike.
[inlinetweet prefix=”” tweeter=”” suffix=””]Pinterest Surpasses Email for Sharing Online and Beats Facebook Growth in 2013[/inlinetweet]
Pinterest has outpaced email for the first time to become the third most popular sharing channel overall. In a sign of how quickly social media has changed the digital landscape, consumers are now “pinning” things like articles, photos and recipes to share with their friends more often than emailing links.
Facebook ad click-through rates grew by 10% quarter-over-quarter (Q-o-Q) in Q4, says Kenshoo Social in its latest Facebook advertising data release.
[inlinetweet prefix=”” tweeter=”” suffix=””]Communications, Social Networking Among Top Smartphone Activities in Western Europe[/inlinetweet]
According to comScore MobiLens polling in March 2013 in 2014, internet penetration in the main Western European markets will continue to vary substantially, from 58.0% and 64.0% in Italy and Spain, respectively, to more than 74% in France and Germany.
[inlinetweet prefix=”” tweeter=”” suffix=””]Mobile Ad Market Spending To Hit $18BN In 2014, Rising To ~$42BN By 2017[/inlinetweet]
In a new report on the mobile ad market, analyst Gartner is projecting a slowing in the growth rate over the next three years, owing to mobile ad inventory outpacing demand.
[inlinetweet prefix=”” tweeter=”” suffix=””]Mobile Internet Growth Will Shift to Asia-Pacific Region[/inlinetweet]
Following the current worldwide trend, many of the people who have yet to experience the Internet will likely gain access via a mobile device — such as a smartphone. During 2013, global mobile Internet service revenue is estimated to have grown 23.4 percent to roughly $300 billion, according to the latest market study by ABI Research.
An overview of mobile marketing statistics for 2013 by Snaphop.
[inlinetweet prefix=”” tweeter=”” suffix=””]59% of marketing professionals will increase content marketing efforts this year[/inlinetweet]
Content marketers are looking to shift efforts to include more curation, research suggests, but every step along the journey is a struggle.
[inlinetweet prefix=”” tweeter=”” suffix=””]Retailer Sites Hugely Relevant for UK Holiday Shoppers[/inlinetweet]
In the run up to Christmas last year, nearly half (48%) of UK internet users planned to make gift purchases online—the top response to a November 2013 survey by Lightspeed Research.
[inlinetweet prefix=”” tweeter=”” suffix=””]Ecommerce Sales Climb Nearly 10% Over Holiday Season[/inlinetweet]
According to the National Retail Federation, total holiday retail sales in 2013 increased by 3.8% year over year for a total of $601.8 billion. But ecommerce holiday sales saw an even sharper growth rate of 9.3%, with sales totaling $95.7 billion.
[inlinetweet prefix=”” tweeter=”” suffix=””]More Than 1 in 4 Global Consumers Made Their Most Recent Purchase Online[/inlinetweet]
A new study from IBM has found that while the store is still the retail channel of choice for a large majority of global consumers, it’s losing share to e-commerce at a rapid rate. The survey of 30,554 consumers across 16 countries found 27% of shoppers claiming that their last purchase was made online.
The 8thBridge report reveals that while Facebook (99%) and YouTube (98%) adoption is almost ubiquitous among the studied brands, some 38% have already begun using Vine.
Increasing time spent online and access to new vehicle information have reshaped the way people research and evaluate cars. Consumers now consider more vehicles and ultimately visit fewer dealerships than ever before.
Read more >>> (pdf)
[inlinetweet prefix=”” tweeter=”” suffix=””]Nielsen: 73% of Brand Tweeters Also Tweet About TV[/inlinetweet]
More than seven out of 10 people who tweet about brands also tweet about TV, according to Nielsen SocialGuide. Nielsen’s analysis reveals that among 7.6 million Twitter users who tweeted about brands from August to October last year, 5.5 million tweeted about TV as well. Notably, this group who tweeted both brands and TV, sent 89 percent of the tweets about brands.
[inlinetweet prefix=”” tweeter=”” suffix=””]82% of Companies Ignore Branding Goals When Interacting With Customers[/inlinetweet]
Only 18% of companies provide a customer experience based on their branding strategies. In other words, if a company runs a major ad campaign boasting a personal frustration free experience, it’s unlikely that its customer support and sales staff are taking a blind bit of notice.
[inlinetweet prefix=”” tweeter=”” suffix=””]Consumers Abandon Brands Online Out of Frustration with Mistargeting[/inlinetweet]
While mistargeting may not be new, the alarming finding is that as a result, 94% have taken steps to break off communication, including automatically deleting emails, unsubscribing from lists and never visiting the site again.
Data from the comScore Video Metrix service showing that 188.2 million Americans watched 52.4 billion online content videos in December, while the number of video ad views totaled 35.2 billion.