Source: RKG [download page]
Notes: Mobile’s 33% of Google search visits in Q1 2014 represented only a slight uptick from Q4 2013 (32%), but a more robust rise from 27% share during the year-earlier period. During Q1 2014, Yahoo actually saw a larger share (36%) of organic search visits come from mobile than Google. Overall, mobile devices accounted for an estimated 31% share of US organic search visits during Q1, up from 24% in Q1 2013.
A couple of new studies suggest that despite the apparent rise in over-the-top video consumption, particularly among youth, the vast majority of Americans usually watch TV programming the old-fashioned way: live on TV. According to survey results from Ipsos Open Thinking Exchange (OTX), that’s the typical viewing method for 81% of Americans; a separate study from BroadStream Solutions similarly finds that roughly 8 in 10 American adults are watching live TV. Predictably, though, live TV viewing skews towards an older audience.
As the Ipsos survey results indicate, 89% of American adults aged 50-64 usually watch TV programming live on TV, a figure which drops to 82% among 35-49-year-olds and 72% among the 18-34 crowd. That aligns with study findings from Nielsen, which show a strong skew towards older age groups for traditional TV viewing in comparison to TV content viewed on computers and smartphones. Other data from Nielsen also shows that older age groups watch significantly more traditional TV than their younger counterparts, although the recent drop-off among youth hasn’t been as drastic as sometimes implied.
Costs-per-click are also slowly rising, per the report, although trends in impression volume appear to be more reliant on the individual client set.
Following are some interesting highlights from the reports not covered in the above chart:
- Tablets captured 58% of mobile search spending in Q1, versus 42% for smartphones (IgnitionOne);
- Mobile accounts for 28% of all search impressions, and is projected to reach 40% by the end of this year (The Search Agency);
- CPCs are as high on tablets ($0.93) as they are on desktops ($0.94), per The Search Agency;
- Smartphones (18%) and tablets (18%) together generated 36% of search ad clicks in Q1 (RKG);
- Google returned 33% higher revenue per click for advertisers than Bing Ads (RKG);
- PLAs, which accounted for 29% of Google paid search clicks for retailers, showed an ROI 14% better than comparable non-brand text ads (RKG);
- Baidu accounted for about 8% of global search ad spend, 7% of impressions, and an out-sized 24% of clicks (Covario);
- Advertiser revenue from search advertising grew by 12% year-over-year, while shooting up 191% for social advertising (Kenshoo); and
- Social ad impressions grew 39% year-over-year, although click-through rates w! ere just 0.1%, down 27% year-over-year.
Only 3% of Americans completely trust the advertisements they see, read or hear, while 11% don’t trust them at all, according to the results of a survey conducted by YouGov. The survey found that among American adults who see any advertising at least once a month, 44% find them to be fairly (37%) or very (7%) dishonest, and half don’t trust them. The figures were fairly consistent across demographic groups, with a couple of notable exceptions.
That exception was black Americans: just 31% believe the ads they see are dishonest, and an equal percentage don’t trust them. Perhaps brands should rethink the fractional amount of advertising spending they’re directing at black Americans.
Blacks’ relative trust in advertising is notable as most other demographic breakdowns featured narrower gaps in perception. For example, men were more likely to distrust advertising than women (53% vs. 47%), but not to a large degree. Similarly, while 18-34-year-olds proved most distrusting of ads (53%), 35-54-year-olds, the least-trusting, weren’t too far behind (42%).
Interestingly, distrust for advertising tended to rise alongside educational attainment: some 65% of those with a post-graduate degree distrust advertising to some extent, versus 44% of those with a high school degree or less.
Source: RKG [download page] Notes: Mobile’s 33% of Google search visits in Q1 2014 represented only a slight uptick from Q4 2013 (32%), but a more robust rise from 27% share during the year-earlier period. During Q1 2014, Yahoo actually saw a larger share (36%) of organic search visits come from mobile than Google. Overall, […]
Source: BrightEdge [download page]
Notes: About 7 in 10 search marketers feel that it will be more important this year to understand the correlation between social sharing of pages and ranking for those pages. While studies (such as this one) have found social signals to highly correlate with search rankings, Matt Cutts has denied[YouTube video] that Google gives any special treatment to social signals. Meanwhile, 85% of search marketers believe that it is more important to measure rank across mobile devices this year and about 8 in 10 see it more important that content efforts are connected to ROI.
Some 78% of local searches conducted on a mobile phone result in a purchase, and 73% of those purchases are made in-store, according to the 2014 Local Search Study from Neustar Localeze and 15miles, which measured the last action taken by more than 3,000 users of local business internet search. That suggests that a majority […]
The e-commerce market is maturing, and that was reflected in the flurry of acquisitions last year of online retail businesses, as well as a number of high-profile initial public offerings.
In fact, e-commerce led as the tech industry that saw the greatest number of venture-backed exits in 2013, according to venture capital database CB Insights.
Out of the 450 venture-backed exits in the technology sector last year, 16% were e-commerce companies. It’s considered an “exit” when a company is either acquired or becomes publicly traded.
The deal activity is an indicator of how bullish investors and market participants are in the fast-growing e-commerce industry.
Google, Wal-Mart, Amazon and other corporate giants all acquired companies in recent years that did something in the e-commerce space — from having online retail stores to facilitating digital payments to providing analytics software that tracks online retail sales. Some e-commerce companies, such as Zulily, even resisted buy-out offers and instead opted to raise additional capital through an initial public offering, allowing it to continue operating as a standalone company.
We are expecting e-commerce deal activity to be red hot in 2014 as well. Coupons.com recently went public at a valuation that exceeded $1 billion, and many investors are eagerly awaiting online Chinese marketplace Alibaba’s IPO, which is expected later this year.
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
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