Once again, here are some of the most interesting digital marketing stats I’ve seen this week.
Stats include usage of connected TV apps, sales and traffic data from Affiliate Window, fashion search rankings, attitudes to privacy and how brands use big data.
Online reviewers are altruistic
- The main reason people leave online reviews is to help other consumers make good decisions (90%), according to a survey by Demandforce.
- This was followed by a desire to share experiences (86%) and because posting reviews is seen as “a way of giving back”.
- Just over half (51%) of respondents claimed that feedback they had left in the past 30 days had been mostly positive, while just 1% said it had been mostly negative.
On-demand apps dominate connected TV
- Samsung Smart TV app owners have an average of nine apps installed on their device, according to a new report by Rovi.
- The survey of 500 Smart TV owners also found that video content delivery apps such as BBC iPlayer, BBC News and LoveFilm are the most frequently used apps.
- But alongside content apps, Rovi’s survey found there is a desire for more utility apps such as banking, betting and shopping services. Parents also indicated an interest in games and educational apps for their children.
Mobile sales and traffic up from affiliates
- A new white paper from Affiliate Window shows that in May 8% of sales through its network came through mobile. This is up from 3.92% on the same period from last year.
- Mobile traffic on the network has more than doubled in the past six months from 3.5% to 11%.
- Though sales and traffic have both increased on AW’s network, conversion rates have actually dropped slightly from a December high of 3.5% to 3% in May. In April mobile conversions fell to just over 2.5%.
Boohoo and ASOS top search rankings
- Boohoo and ASOS were found to be the top performers in a report into search rankings among fashion retailers.
- Search marketing agency Stickyeyes looked at how 20 online retailers ranked for a set of item specific and generic search terms. Boohoo and ASOS came top for organic search, while Marisota and Very came top for paid search.
- Overall, Boohoo’s strong performance in organic search made it the most visible brand for paid and organic results combined.
Smartphone use in-store
- 42% of European smartphone owners use their device to compare prices in-store, while 13% claim to have switched stores after finding a better offer elsewhere.
- The findings come from a report by Tradedoubler into smartphone usage in the UK, France, Germany and Sweden.
- A quarter (26%) of respondents said they would buy more frequently if websites were optimised, and 50% of UK respondents said they become frustrated with the mobile shopping experience.
Tracking on the increase
- Analysis of the top 50 US websites that do not require a login found that they activate an average of 56 data collection processes during each browsing session. This is compared to an average of just ten in 2010.
- Krux Digital, which analysed between six and ten pages on each property, found that 300 monitoring firms currently gather online user data, a lift from 167 in 2010. Previous research by the Wall Street Journal pegged this figure at 131 two years ago.
Students just want to be entertained
- 97% of UK students use Facebook compared to 45% who use Twitter and 24% on Google+, according to a new survey by The Beans Group.
- When asked what they use Facebook for, only 13% said it was for offers and discounts while 6% said it was for information about brands.
- The most common answers were entertainment (53%) and chatting with friends (94%).
Attitudes to privacy
- The Direct Marketing Association has identified three broad groups of consumers based on attitudes to privacy.
- 53% of us are ‘data pragmatists’ who are willing to share personal data for free services, 31% are ‘data fundamentalists’ who are unwilling to share data unless there is a compelling reason to do so, and the remaining 16% are ‘unconcerned’ about who they share their information with and what it’s used for.
- Consumers are generally savvy to privacy online, with 85% claiming to be either aware or somewhat aware of the techniques used by companies to track online behaviour and preferences.
- The number of people using social media to follow their favourite sports team has almost doubled from 13% to 21% in the past year.
- The report by digital sports agency Perform found that Twitter, in particular, has become popular among sports fans as they can follow individual players and football clubs, while sites like Facebook are being used to comment on matches in real-time.
Brands and big data
- More than half (54%) of respondents in a poll of 607 executives said that strategic choices based on “purely on intuition or experience” are today typically regarded as being “suspect”.
- The report by Capgemini and the Economist Intelligence Unit found that 65% of respondents agreed that growing numbers of business decisions now depend on “hard analytic information”.
- However, 55% also revealed big data is “not viewed strategically at senior levels” as yet.