10 monumental digital marketing stats from this week
Don’t forget to download the famous Internet Statistics Compendium for further insight and analysis.
Amazon generated 471.4m clicks from paid advertising in 2016
Analysis from Adgooroo has found that Amazon topped all US paid search advertisers last year, generating 471.4m clicks in 2016, far beating the 245.6m generated by Weather.com.
Macys was third with 167.6m clicks, followed by The Home Depot with 146.1 clicks. Meanwhile, Apple ranked 17th with 57.8m clicks, becoming the only technology brand in the list.
65% of Brits access the internet from their smartphone
A new report from Google suggests that the days of thinking of a smartphone as a secondary device are gone. In contrast to just 35% in 2012, 65% of people now say they regularly use their smartphone to access the internet – almost double the amount previously.
Google’s study, which involved 625.000 interviews with consumers around the world, also found that three in four people in the UK now use a smartphone, with the average Brit now using 3.3 internet-connected devices.
Lastly, 54% of Brits say they prefer to do a task digitally if possible, while 50% reach for their smartphone first thing in the morning, using it as their primary alarm clock.
48% of organisational leaders are unsure they’re addressing needs across digital platforms
PointSource’s latest study has highlighted some of the key areas of concern for companies executing a digital transformation strategy.
Despite an increased demand for seamless digital experiences at every step of the customer journey, many organisations are struggling to meet these higher expectations.
In fact, 48% of organisational leaders report that they aren’t sure they’re accurately addressing their audiences needs across platforms, while 84% say their organisation has outdated legacy systems that impact the ability to improve their digital experiences.
Cyber security breaches cost UK businesses nearly £30bn in 2016
New research from Beaming has revealed that 52% of British businesses fell victim to cybercrime in 2016. This indicates that 2.9m UK firms suffered security breaches, costing a total of £29.1bn.
23% of businesses suffered computer viruses and phishing attacks, making this the most common type of cyber threat. Meanwhile, 18% of businesses suffered some form or hack or data breach.
The research also shows that cyber security breaches increases with business size, as 71% of organisations with more than 250 employees fell victim last year, compared to 31% with fewer than 10 people.
Best Picture mishap drives social media engagement for Oscars
Fresh data from 4C has shown how social media users reacted to Sunday night’s Oscars. Unsurprisingly, the Best Picture mishap saw the biggest surge, with over 634,000 engagements in the minutes immediately afterwards. The moment also generated 4,200 rebroadcasts across 728 channels in the US in the 10 hours after the event.
In terms of brands, Cadillac’s 60-second advertisement drew 45,533 engagements and 89% positive sentiment, while Meryl Streep’s outfit change helped the designer Elie Saab earn over 21,000 engagements.
Only 50% of consumers are using mobile coupons
A study by Walker Sands has found that just 50% of US mobile users redeemed a coupon last year, despite the fact that 53% believe it would improve their in-store experience.
With 57% of retailers currently offering mobile coupons, it’s not due to a lack of opportunity. Instead, it could be due to a disconnect between retailers’ offerings and consumer expectations for a digital streamlined experiences. With the majority of consumers still choosing paper coupons over mobile offers, it seems the latter is failing to provide anything of additional value.
Almost two-thirds of insurers are neglecting mobile and tablet users
From analysis of major UK insurers and aggregators, Dock9 has found that 28% are ignoring mobile and tablet users by failing to design websites for these devices.
Out of those that do consider these devices, 57% are still failing to create touch-optimised sites, making the customer quote-to-buy journey over a quarter longer than necessary.
In a ranking of online quote-and-buy experiences, AXA, Go Compare and Simply Business came out on top in terms of the best, while Quantum PLC, Markel Direct and The Insurance Octopus were found to be the worst.
One in six people bought a smartphone in 2015
A new report by the EU Intellectual Property Office highlights how in 2015, 12.9% of legitimate global sales of smartphones were lost due to the presence of counterfeits – an equivalent of €45.3bn.
This comes from analysis of the number of smartphones sold in 90 countries in every region in the world, based on point-of-sale tracking of consumer purchases. The report also found that 1.3bn smartphones were sold worldwide in 2015, meaning that approximately one out of every six people on the planet purchased a smartphone that year.
Half of marketers feel disconnected from the c-suite
In a survey of 600 global senior marketing professionals, Squiz has found that 50% feel disconnected from the c-suite. Despite 78% of senior marketers feeling confident in explaining the value of technology investments, 52% think that other c-level execs don’t understand marketing.
Meanwhile, just 33% think that the c-suite understands the value of martech at a financial level. As a result of this, stakeholder buy-in is still a key challenge for 32% of marketers, with a further 28% failing to feel that they can confidently set goals that the whole business can support.
One third of publishers are failing to correctly label sponsored content
According to MediaRadar, more than one third of publishers are failing to label sponsored content correctly, risking both reputation and revenue.
From the analysis of ads from 12,000 brands during 2016, the study found that 37% of digital publishers were not native compliant. However, there has been some improvement, since a previous study had found this figure to be 71%.
Currently, the biggest culprits appear to be smaller publishers. 74% used terms such as ‘sponsored’ and 11% used ‘promoted’ rather than the FTC-approved “sponsored content”. Lastly, 5% of publishers provided no labelling at all.
