In Q4, one-quarter of US mobile traffic was suspicious, down slightly from 27% in Q3, but up more than 30% from 19% share during Q1.
While the levels of suspicious web activity have reached new heights in the US, the problem is more acute in other regions of the world, such as Southeast Asia, China, and Eastern Europe. Within those regions, Singapore, Taiwan Poland, Lithuania and Romania are identified as having the highest levels of bot traffic.
Earlier this year, Solve Media reported – by way of a Q4 survey of 600 digital media buyers, senior marketers and online publishers – that 59% of agencies see bot traffic’s harmful effects on campaign performance. That same study estimated that up to $11.6 billion in global display spending could be wasted this year advertising to bots.
In terms of age, the adult (18+) TV audience is more than twice as likely to be aged 55 and older (45% share) than it is to be aged 18-34 (21% share). Those figures are basically flipped among the smartphone video viewing crowd, of whom 43% are aged 18-34 compared to 18% aged 55 and up.
Among the online video audience, viewers are equally as likely to be in the 55+ bracket as they are to be in the 18-34 bracket (30% share each).
Not surprisingly, the prevalence of device-switching increases alongside the number of devices owned. Within the US, a slight majority 53% of respondents who own 2 devices switch between them to finish tasks, while 77% of those who own 3 devices do so.
Among all the switches tracked in the study, 22% finished on a tablet and 58% on a laptop. (Among UK respondents, those figures were even higher, at 25% and 60%, respectively.)
That likely speaks to the types of activities that each device is considered most suitable for. Smartphones are the choice for more than three-quarters of online adults when it comes to communication and social activity on-the-go, while tablets are considered more to be entertainment devices typically used at home, shared with others by 50% of UK respondents and 43% of US respondents. When it comes to productivity, laptops and desktops are the preferred choice, with 80% of US respondents and 86% of UK respondents using them at home.
Desktop accounts for the greatest share of online video ad views in the U.S., according to FreeWheel, an online video ad company. The figures are a reminder that mobile video advertising is still in its infancy, despite efforts to ramp it up.
- Desktop accounted for 81% of online video ad views in the fourth quarter of 2013. Mobile devices, including mobile phones and tablets, accounted for a much smaller 17% of the viewership share.
- Streaming devices, devices that access content from over-the-top (OTT) services like Netflix, only accounted for a tiny 2% of views.
- That said, non-desktop devices are showing the fastest growth: Mobile phones and tablets had the largest yearly growth in video ad views in the fourth quarter of 2013, at 178% and 136%, respectively. Video ad views on streaming devices also grew at an impressive 109% over the previous year.
- Despite accounting for the largest share of video ad views during the quarter, views on desktop grew by only 19% over the previous year.
Here’s a look at the yearly growth of online video ad viewership by device during the fourth quarter of 2013:
No wonder a recent report from the Radio Advertising Bureau found optimism surrounding digital ad sales growth.
Meanwhile, although Edison’s study this year doesn’t measure online video viewership, the report last year indicated that among weekly users, online radio consumption was far higher than online video viewing, and it’s unlikely that this has changed.
Almost half – 47% – of the 12+ population this year reports listening to online radio at least monthly, a figure that represents a modest increase from the 2013 report (45%). A more recent survey from Edison Research had pegged the total audience at 53% of the 12+ population, though that survey didn’t reference listening frequency.
Not surprisingly given that it’s a digital medium, the audience skews young. Among both monthly and weekly listeners, the 25-54 age group skews closely to the overall average, while the 12-24 bracket over-indexes significantly (75% listen monthly; 64% weekly).
When it comes to advertising, 8! 0% of wee! kly AM/FM radio listeners agree that listening to commercials is a fair price to pay for free programming, and 75% of weekly online radio listeners agree. Weekly listeners of both AM/FM and online radio on a weekly basis tend to feel that AM/FM radio has more commercials than online radio (69% vs. 17%) and has commercials that are more of an intrusion (47% vs. 30%). But, they feel that AM/FM has commercials more relevant to them than online radio (44% vs. 32%).
In fact, Millennials are the only generation to rank mail as their preferred source of coupons.
(The survey measured use of coupons when shopping for items such as food, OTC medications, paper products and health and beauty care products.)
The order of preference for Millennial coupon users in terms of sources is as follows:
- Mail (61%, versus the 51% overall average);
- Newspapers (52%, equal to the overall average);
- Internet: download (47%, versus the 30% average);
- Internet: print at home (42%, versus the 34% average); and
- Smartphones (39%, versus the 20% average).
Those results resemble those for another demographic group: Hispanics. Hispanic coupon users maintained the same order of preference as Millennials, perhaps a reflection of their relative youth compared to the general population.
Overall, 75% of the retailers surveyed forecast mobile influencing consumers’ purchases a majority of the time in 3 years, up from 47% this year.
Those aren’t far-fetched figures, either. By mid-year 2013, a comScore report indicated that mobile devices already accounted for a majority share of time spent with online retail sites. In late 2012, a Google study found 2 in 3 respondents using multiple devices to shop online, with almost two-thirds of those purchase journeys beginning on a smartphone.
Mobile’s influence isn’t only online, though. Going back to mid-2012, a Deloitte study revealed that smartphones alone influenced more than 5% of in-store sales. One can only imagine how quickly that figure has risen, given the growth rate of smartphone penetration in the US.
The report breaks participants in the collaborative economy into 3 segments:
- “Neo-Sharers” – those who have in the past year used at least one of several “emergent” sharing services, such as Etsy, Arbnb and Kickstarter;
- “Re-Sharers” – defined as those who “buy and/or sell pre-owned goods online using well-established services like eBay and Craigslist,” but who have yet to graduate to neo-sharer status; and
- “Non-Sharers” – those yet to participate, but many of whom intend to in the next year.
A closer look at neo-sharers – the early adopters, so to speak – reveals that they account for some 16% of the US and Canadian adult populations and 29% of the UK population. Re-sharers, meanwhile, comprise about 23% of the population in the US and UK and one-quarter in Canada.
Together, neo- and re-sharers therefore constitute about 40% of the US and Canadian populations and about half of the UK population.
Despite those sizable numbers, the report indicates that the collaborative economy is still in its infancy, meaning that there is still time for brands to dive in and participate. Examples given include Patagonia partnering with eBay to drive buying and selling of pre-owned goods, BMW renting cars on demand, and the W Hot! el in New! York partnering with Desks Near Me to give guests access to premium workspaces.
With the number of transactions also rising by a similar amount (77.2%), total revenue from Pinterest-referred mobile visitors increased by 224.1%.
Growth on the tablet side of things was more muted. While visits were up 43.7% year-over-year and average order value had grown by 30.5%, total revenue increases were limited to 10.3%.
While the study doesn’t contain any details concerning the actual extent of Pinterest-referred traffic to the brands studied, it’s probably quite small. Monetate’s latest e-commerce report, for example, showed that social platforms as a whole refer only a fractional amount of direct traffic to e-commerce sites. Nevertheless, Pinterest’s influence as a social traffic referrer is growing (as this chart illustrating its traffic share to publishers demonstrates) and brands are taking note. Indeed, a recent study from Experian Marketing Services found that 64% of brands tracked promoted Pinterest in their email campaigns last year, double the proportion from the year before.
Smartphones in the hands of so many on-the-go users have created a very enticing business proposition:
provide mobile-local services and targeted marketing that pinpoints consumers based on exactly where they are, and what they’re doing. Foursquare has built its entire business model on this idea, and CEO Dennis Crowley was spotted on CNBC this month saying the company’s revenue growth was 600% in 2013.
Techniques like geotargeting have become popular as a means of serving advertising, as have new technologies like beacons, which send signals via Bluetooth to consumers’ phones. These services provide everything from information on where to find a certain product in-store to frictionless checkout.
The only problem is that a lot of people don’t actually want to share where they are, and all these technologies depend on users’ opting in. For local-mobile services to really succeed then, they must create a strong enough value proposition that convinces consumers to share their location.
In a recent report from BI Intelligence, we take an in-depth look at each of the most popular location-based marketing strategies and services, and explain how they’re being used. The report identifies some the latest and most effective location-based apps that are giving consumers’ reasons to share their locations. Research increasingly supports the notion that local apps and advertising lead to in-store purchases, which means there’s even more reason to use location-based mobile marketing to nudge consumers down the purchase funnel.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
Collaborators – Digital Profs
- Coke vs Pepsi vs Dr Pepper
- Netflix vs Blockbuster - Perfect example of an industry replaced by a more efficient version of itself
- Marketing Costs Normalized to CPM Basis for Comparison
- The JKWeddingDance video was real; the viral effect was MANUFACTURED - Post 1 of 2
- Netflix Pricing Plan Changes 2011
- drag2share: How Taco Bell's Lead Innovator Created The Most Successful Menu Item Of All Time
- Mobile OS Version Fragmentation Android vs iOS
- drag2share: This Project Is Going Absolutely Bonkers On Kickstarter, Raising $101,000 In 29 Hours
- Samsung 52 inch HDTV $9.99 at BestBuy - purchase receipt below (6:21a eastern time August 12, 2009)
- Brand Advertisers: Escaping an Ecosystem of Digital Advertising Fraud
- #SESNY: Toward a Performance Mindset for All Advertising
- Tips for Marketers Selecting a Digital Agency
- Context Is Not King or Queen; It's Just Necessary
- 2013 New Year's Digital Marketing Resolutions
- The Good, Bad, and Ugly of Online Campaign Ratings and eGRPs
- Why You Should Banish the Net Promoter Score Immediately
- Digital Strategy To-MAY-to vs. To-MAH-to
- The Agency-Client Relationship is Forever Changed
- Targeting vs. Privacy - Who Will Win?
- March 2014 (55)
- February 2014 (167)
- January 2014 (222)
- December 2013 (167)
- November 2013 (111)
- October 2013 (116)
- September 2013 (214)
- August 2013 (210)
- July 2013 (200)
- June 2013 (87)
- May 2013 (87)
- April 2013 (70)
- March 2013 (114)
- February 2013 (89)
- January 2013 (136)
- December 2012 (96)
- November 2012 (130)
- October 2012 (147)
- September 2012 (94)
- August 2012 (93)
- July 2012 (112)
- June 2012 (71)
- May 2012 (82)
- April 2012 (80)
- March 2012 (122)
- February 2012 (114)
- January 2012 (129)
- December 2011 (60)
- November 2011 (54)
- October 2011 (29)
- September 2011 (17)
- August 2011 (30)
- July 2011 (18)
- June 2011 (19)
- May 2011 (23)
- April 2011 (23)
- March 2011 (52)
- February 2011 (69)
- January 2011 (108)
- December 2010 (82)
- November 2010 (67)
- October 2010 (68)
- September 2010 (44)
- August 2010 (101)
- July 2010 (61)
- June 2010 (28)
- May 2010 (28)
- April 2010 (26)
- March 2010 (33)
- February 2010 (21)
- January 2010 (12)
- December 2009 (4)
- November 2009 (2)
- October 2009 (14)
- September 2009 (6)
- August 2009 (19)
- July 2009 (34)
- June 2009 (11)
- May 2009 (4)
- April 2009 (6)
- March 2009 (13)
- February 2009 (32)
- January 2009 (25)
- December 2008 (1)
- October 2008 (1)
- June 2008 (1)
- November 2007 (1)