Nine Most Interesting Digital Marketing Statistics in February

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These statistics include consumer confidence in mobile commerce, mobile use in Australia, Instagram, online sales in February and luxury brand mobile apps.

1. The growth of consumer’s trust in mobile purchasing

  • The latest research has revealed that consumer willingness to purchase goods and services using their mobile devices has increased in the past year, with a half of Australia smartphone owners now happy to spend more than $15 on their mobile.
  • Similarly, 56% of American smartphone owners are happy to spend $10 on their mobile.
  • Almost one in two US consumers (44%) and 40% of Aussies are now more likely to make a purchase using their mobile device compared to a year ago.

 

2. Australia leads the way in tablet and smartphone click share

  • Australia has the biggest number when it comes to share of ad clicks from tablets and smartphones.
  • The Mobile Search Advertising Around The Globe report found that Australia has the highest number of click share from tablet devices (9.3%) and the third highest number of click share from smartphones (11.7%).
  • Moreover, Australian marketers spend the highest percentage of their budget (8%) per device on tablet advertising than any other market, and have the second highest allocation of budget put towards smartphones (8.8%).

 

3. The increasing usage of Instagram

  • New data shows that 59% of the “Interbrand 100” now use Instagram. This number is gradually increasing from 54% in November.
  • Brand activity is on the rise, with 41% of brands now post at least one photo per week, up from only 34% last quarter.
  • Engagement is also growing. Overall consumer engagement with top brands increased by 35% quarter over quarter. The average brand photo received over 4,800 engagements (likes, comments, Tweets, and Facebook shares).
  • Finally, the number of brands with 100,000+ followers increased from eight to 10, led by MTV, Starbucks and Nike. 26% of brands now have over 10,000 followers, up from just 20% the previous quarter.

 

4. Online sales increase in run up to Valentine’s Day

  • Online sales grew by 29.65% year-on-year for this month. The analysis is based on the week leading up to Valentine’s Day (February 3 – 9).
  • The results show a strong growth in the use of mobile devices for shopping and browsing retail websites, with sales via mobile devices going up 55.19% year-on-year and mobile traffic increasing by 70.49%.
  • Average order value of transactions went down slightly: $165 was spent on average on each shopping cart this year, compared to $166 last year.

 

5. Mobile traffic increases over recent days

  • Mobile traffic to e-commerce sites more than doubled during the recent days.
  • A new report shows that Cyber Monday visits via smartphones and tablets increased from 7.9% to 18.9%.
  • The survey also found that the conversion rate on smartphones remains low, at just 1.2% compared with 4% for tablets, even though smartphone traffic was around 10%.

 

6. Average internet users spend 37 hours online per month

  • The average internet user spends 37 hours a month on the web and is increasingly likely to go online on mobile devices.
  • Almost two-thirds (64%) of mobile users now own a smartphone and 82% of new phones acquired in December 2012 were smartphones. The increasing popularity of smartphones meant that almost a third of page views were found to come from non-PC devices.
  • Advertisers anticipated to this trend, with 16% more display ads published online in December 2012 compared to a year earlier. In total, 923 billions display of ad impressions were delivered across the web in 2012.

 

7. Luxury brands fail to maintain their mobile appearance

  • More than a quarter (27%) of luxury brands have launched mobile apps then subsequently failed to update them or fix bugs. This research looked at 238 apps released by 100 brands over the past five years in the sectors of fashion, beauty, hospitality, retail, watches and jewellery.
  • However some sectors were better than others at providing updates. Fashion brands were the most likely to release an app and never update it, as 40% of their apps fell into this category.
  • The hospitality sector was the busiest with 45% of hotel operators having developed an app in the past year, often devoting them to a specific property.

 

8. Apple is world’s most valuable brand

  • Two tech giants Apple and Samsung are the world’s most valuable brands.
  • Apple is now valued at $87.3 billions, increase of 24% from 2011. On the other hand, its rival company Samsung is worth $58.8 billions, an increase of 54% on the previous year.
  • Google and Microsoft take third and fourth place, with valuations of $52.1 billions and $45.5 billions respectively. Google’s valuation was 10% up on a year earlier, while that of Microsoft showed a 1% decline.

 

9. Consumers worry about sharing data with mobile apps

  • A survey of 9,500 people in ten countries shows that only a third of consumers (37%) are comfortable sharing personal data with an app.
  • The majority of consumers consider it important to know when an app is gathering (70%) and sharing (71%) their personal information.
  • 18% of respondents stating that they are not confident whether their personal information is being protected.
  • Females and older consumers (over 35 years old) are more likely to have concerns over privacy.

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