Interesting Digital Marketing Stats.

I don’t know about you, but I find digital marketing stats fascinating. They give a bird’s eye view on what’s happening in the digital arena, which can often prove enlightening offering inspiration to try new strategies in your own marketing.

This little round up come courtesy of a recent article I read in Econsultancy:

Tablets encourage older generations to go online

• The number of people aged 65 and over accessing the internet has risen by more than a quarter in the past year, according to the latest Ofcom Adults’ Media Use and Attitudes Report 2014.
• The proportion of people aged over 65 that are accessing the internet reached 42% in 2013, a 9% rise from 33% in 2012.
• One major reason for this is an increase in the use of tablet computers by older people aged 65-74. In just one year, the number of older people using tablets has increased from 5% in 2012 to 17% in 2013.
• These findings come from a survey of 2,674 adults aged 16+.

Uncluttered sites aid ad recall

• An eye-tracking study by Adblock Plus has found that ads on clean, uncluttered sites are far more likely to be effective.
• Similarly, static ads are much easier to understand and far more positively received than flashy animated ones.
• Participants spent 30% more time looking at ads on the ‘clean’ test sites, and were able to recall ads on these straightforward sites 64% of the time, a 36% improvement compared to the cluttered sites.

Twitter use varies for SMEs vs. big business

• A survey of just over 100 marketers by SocialBro found that 57% of respondents are spending at least 50% more on Twitter marketing compared with two years ago, with 15% of respondents stating that their spending has tripled.
• While the majority of SMEs (up to 200 employees) rated brand building as their key reason for using Twitter with lead generation in second place, bigger companies with 500+ employees were much more likely to list acquiring new customers as a top priority along with building relationships with influencers.

UK adspend predicted to hit £20bn by 2015

• According to the latest quarterly Expenditure Report from the Advertising Association and Warc, UK adspend reached £17.88bn in 2013, up 3.9% year-on-year. It is predicted to rise by 5.5% in 2014 and by a further 6.5% in 2015.
• Mobile adspend is predicted to continue to grow rapidly after increasing by 95.2% to just over £1bn in 2013 (within total internet adspend of £6.3bn) and is expected to rise by 73% in 2014 and by 45.5% in 2015.

4G drives higher mobile shopping?

• More than two thirds (68%) of 4G users feel that faster access to the internet encourages them to make more purchases from their smartphone, according to a survey by eDigitalResearch and IMRG.
• Similarly, more than half (54%) of 4G users surveyed have shopped online from their mobile compared to just under a third (32%) of non-4G smartphone owners.
• And 70% of 4G users have browsed retail websites from their mobile, compared to under half (48%) of non-4G users who have done the same.

• However it’s important to note that there is no evidence of a causality between 4G access and higher use of m-commerce.

Facebook comes top for mobile referrals

• Data from Quantcast shows that Facebook accounts for a quarter (24%) of mobile referrals to top news and entertainment publishers.
• In contrast Twitter accounts for 7% and Pinterest just 2%.
• Quantcast looked at referral traffic for the top 250 publishers over the past year.

Author – Sally Ormond, Briar Copywriting Ltd