Digital marketing is full of statistics and trends and it’s always worth keeping an eye on the pulse. Not only will trends help you to develop your campaigns but also guide you in the right direction, pointing out where you need to be focusing more or less effort. With that in mind we’re taking a quick look at the trends that have been happening during the first half of October.
Online Ad Spending Not Haltered by Ad Blocking
The Advertising Bureau UK Digital Ad spend report by the PwC showed that during the first half of 2015, digital advertising spending was up by 13.4% on 2014, reaching a record £3.98bn. The findings of the report showed:
- 22% of display revenue came from video ad spending, reaching £292m.
- Social media spending also increased by 51% to reach £574m.
- 25% of display revenue came from native content, which increased by 50% to £325m.
- Tablet ad spending increased by a dramatic 115% to £68m.
Mobile shopping transactions on the rise
The behavioural trends of 2m shoppers were analysed by Demandware. The findings are interesting as they show that mobile phones are driving 25% of shopping transactions. The findings also showed that tablet year on year traffic has decreased by 10% but mobile is still growing. Interestingly, iOS has 15% more order and traffic share than Android.
The top 50 retailers are now boosting sales and engaging with customers using social media.
92% of the top 50 retailers in the UK are now using social media, according to a study by SpinMe. Social media is being used to drive traffic to on and offline stores and improve customer retention. 28% of the top retailers offer exclusive promotions to the customers that interact with their social media accounts while 88% are producing their own content while others only use Facebook and Twitter to give support to their customers.
Fewer mobile email conversions during the second quarter of 2015.
Movable Ink research showed that the UK email conversions decreased by 3% from the first quarter. 30,000 emails were analysed to show conversions stood at 59%, but the fall was directly related to the reduction in smartphone conversions that fell to 22% in the second quarter. The findings revealed:
- Android users had the highest engagement, with Android tablet users engaging 15 seconds longer during the second quarter.
- Morning users are using their smartphones to check emails, tablets are dominating evenings and desktop is most popular for email opens during work hours.
- Scotland has the highest amount of conversions, while London and the South East have the highest share of email clicks.
- Analysis of 47m emails showed that mobile accounted for 69% of all email opens in the second quarter.
Poor customer experiences are costing mobile operations £1.6bn
UK mobile operations are losing billions in lost revenues due to poor customer experiences, according to the latest research from Thunderhead. Mobile operators are being dropped in favour of competitors all down to bad experiences, while the average yearly spend stands at £371.20 per person. The findings of the research include:
- 46% of British consumers have had a bad experience with their operator and 11% have left the operator because of their experiences.
- Bad experiences are shared with an average of 18 people and an average of 29 people for the younger market.