10 brilliant digital marketing stats we’ve seen this week

We’ve got some cracking stats for you this week, including news about Google ads, email open rates, online video, and P2P apps. 

CTR increases, one year after Google drops right-side ads

In early 2016, Google stopped showing ads in its right-hand column, replacing them with the fourth row of ads above the organic search results.

Over a year on, and Accuracast has discovered that there has been an increase in click-through-rates as a result. Based on 2 million searches in the 12 months before and after Google dropped the right-column ads, Accuracast found that click-through rates increased for all positions above organic search, with positions three and four seeing the biggest gains.

Altogether, CTRs for ads in the top four positions have increased by 49.04% year-on-year.

Online video viewing predicted to increase by 20% in 2017

Zenith’s Online Video Forecasts study suggests that global consumers will spend an average of 47.4 minutes a day watching videos online in 2017 – up from 39.6 minutes on the previous year.

Mobile devices will drive this behaviour, with views on mobile devices expected to increase 35% to 28.8 minutes per day. Meanwhile, viewing on fixed devices is expected to increase by just 2% to 18.6 minutes a day.

Zenith also predicts that online video adspend will grow 23% to £1.7bn this year.

Amazon’s own-brand devices dominate Prime Day

Analysis from Profitero has revealed that Amazon UK discounted the prices of its own electronics devices by an average of 38% on Prime Day 2017.

As a result, Amazon’s share of the top 10 best-selling products in the category rose 80% from its June average. Meanwhile, its share in the top 100 rose 122%.

One of the most heavily-discounted items – the Amazon Echo – shot to the top of the best-sellers list, having previously ranked 10th earlier in June. More stats from Prime Day 2017.

Ads are 80% more likely to be seen on news brand sites

In a comparison of ad viewability, a study by Lumen found news brand sites to far outperform non-newsbrand sites, showing that ads were 80% more likely to be seen.

Using eye-tracking technology, the study found just 20% of all ‘viewable’ digital ads were actually seen by the participants. However, 24% of viewable ads were viewed on newsbrand sites compared to just 13% elsewhere.

Meanwhile, ads on newsbrands sites were noticed in around half the time required by other sites, and dwell time was almost twice as long.

Successful companies are 63% more likely to be drawing on agency CX expertise than others

The research found that high performing companies (who are exceeding their top 2016 business goals) are highly engaged with their agencies.

These more successful brands are 63% more likely to be using their agency partners in areas related to customer experience than those who are less-successful. 44% also cite the ability to share new and innovative ideas for how to improve CX as the area that provides the greatest value.

UK retailers more committed to improving online experiences than in-store

Research from Qmatic UK has found that the majority of UK retailers are failing to replicate the online experience in physical stores.

In a survey of over 100 retailers, it was found that, on average, respondents spend £1m a year on improving the customer experience in physical stores. However, half admit that they are investing much more in their ecommerce offering, with just 25% injecting comparatively more budget into bricks and mortar.

69% of retailers said they think their online customer experience is more innovative than that of in-store, and 53% admit that there is a disconnect between the online and the in-store customer experience.

That being said, 60% of retailers said that they would like their physical stores to become ‘more important in the future’.

Millennials more likely to act on personalised emails

A new report by Campaign Monitor has highlighted the importance of personalisation in email.

It states discounts and personalisation are the top reasons consumers will open brand emails, with 62% of people citing a personalised subject line as incentive enough to open.

The report also found that millennials are far more likely to act on a personalised and relevant email than any other age group. Interestingly, the non-profit sector was found to benefit the most here, with 58% of millennials ‘always’ or ‘most of the time’ donating to a non-profit based on an email compared to just 18% of people aged 55 and over.

Mobile is now the preferred channel for reading email

Sticking with the email theme, search from Return Path has revealed that mobile is now the preferred channel for email, with 55% of email now being opened on mobile devices – up from just 29% in 2012.

This contrasts with email on internet browsers, where opens have dropped 9% – from 37% to 28% – over five years.

Unsurprisingly, the greatest proportion of mobile opens occur on the weekend, with 60% being opened on Saturday and Sunday, compared to 51 to 55% during Monday to Friday.

One in three Brits opt-in to brand communication

A new study by Affilinet has found that one in three Brits are likely or very likely to opt-in to allow brands to communicate with them online.

Interestingly, males are said to be more likely to do so, with 37.5% of men being more open to the scenario than women. In terms of regional differences, people in London are the most likely to say yes to brand communication, while those in Scotland are the least.

Peer-to-Peer payment apps transaction predicted to exceed $120bn

According to eMarketer’s latest mobile banking and payments forecast, the transaction value of US P2P (peer-to-peer) payment apps will grow 55.0% to $120.38bn this year.

This is due to 32.6% of US smartphone users – or 63.5m US adults – being expected to use a P2P payment app at least once a month.

Meanwhile, mobile payment apps like Apple Pay and Google Wallet are being adopted in smaller numbers in the US, with total proximity mobile payment transaction value predicted to grow to $49.29bn this year.

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