Archive for July, 2014
Q2 E-Commerce Trends: Mobile Traffic Grows; Paid Search Remains Valuable
source: http://www.marketingcharts.com/wp/online/q2-e-commerce-mobile-traffic-grows-paid-search-remains-valuable-44369/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Smartphone traffic to online merchants continues to grow, but tablet traffic remains more valuable, according to the latest quarterly performance index from MarketLive, providing further support to the notion that smartphones are for research, tablets for purchases. The MarketLive study indicates that smartphones alone accounted for almost 1 in 4 visits to the tracked merchants during Q2 2014, up more than 50% from a year earlier. But despite being behind in traffic, tablets accounted for almost twice as much revenue as smartphones.
For the quarter, tablets comprised 12.7% of revenues, compared to 6.7% for smartphones. Even so, smartphones’ share of traffic and revenues grew at a faster rate than tablets.
The difference in revenue share is the result of better conversion rates and higher average order values on tablets. For the quarter, the subset of MarketLive sites (required to be active from January 1, 2013 or prior in order to measure same-site trends) measured for the report saw smartphone traffic convert at an average rate of 0.67%, well behind the rates for tablet (2.01%) and desktop (2.22%) traffic. (That order has also been found by Monetate, with tablet conversion rates closer to desktops than smartphones.) Average order values (AOVs) on smartphones ($98.73) also lagged comparable figures for both tablets ($112.05) and desktops ($118.20) by a considerable margin.
Other key performance indicators similarly favored tablets:
- Average time on site: 3:46 tablets; 2:40 smartphones;
- Add-to-cart rate: 11.5% tablets; 4.9% smartphones;
- Cart abandonment rate: 77% tablets; 88% smartphones;
- Checkout abandonm! ent rate : 45% tablets; 69% smartphones;
Consumer Spending Trends: Deal-Seeking Behavior Prevalent
source: http://www.marketingcharts.com/wp/traditional/consumer-spending-trends-deal-seeking-behavior-prevalent-44358/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Consumers are more likely to be found shopping around for deals than making impulse purchases and going shopping just for fun, details Gallup in newly-released survey results. Some 83% of respondents reported having purchased generic or store brand goods during the 4 weeks prior to the survey, while roughly 6 in 10 reported having shopped at more than one store for similar items to get the best deal (61%) and having gone online to compare prices and find the best deal (59%).
Moreover, 58% have used coupons when shopping and 55% have followed a strict budget.
Interestingly, though, a majority 58% also report having purchased more at the store than originally intended, despite only 38% saying they’ve made an impulse purchase. Few have gone shopping (31%) or made a major purchase that cost at least one week’s pay (27%).
The study release comes after a survey from Harris Interactive, fielded during a similar period, found a year-over-year decrease in the percentage of consumers cutting back on various small-ticket purchases such as print subscriptions. Nevertheless, a majority of respondents reported having purchased more generic brands during the prior 6 months to save money.
Meanwhile, data released separately by Gallup examines spending trends by category, finding that:
- 59% report spending more on groceries than they did a year ago, versus 10% spending less;
- 32% are spending more on telephone services, compared to 11% spending less (the balance spending about the same);
- 33% spending more on cable or satellite, versus 15% spending less;
- 25% spending more on clothing, compared ! to 30% s pending less;
- 20% spending more on consumer electronics, against 31% spending less;
- 26% spending more on both travel and dining out, versus 38% spending less on each.
drag2share: THE CLOUD COMPUTING REPORT: How Different Cloud Services Are Competing For Users And Pushing Up Usage
source: http://feedproxy.google.com/~r/businessinsider/~3/5vUOKMRUYZY/cloud-report-competing-for-users-and-pushing-up-usage-2014-7
Consumers are already using the cloud widely, even if a lot of them don’t know it. Approximately 90% of global internet users are already on the cloud in some manner, and that number will remain steady as internet usage spreads globally.
But mobile has led to explosive growth in cloud usage. Mobile consumers leverage the cloud to store and consume media, and sync their apps, files, and data across devices. BI Intelligence estimates traffic to the cloud from mobile devices will grow at a compound annual rate of 63% between 2013 and 2018.
Even as cloud usage is exploding, though, consumers remained confused about the cloud, and services specifically aimed at cloud storage still only reach a small share of U.S. internet users. That means companies like Dropbox and Google Drive have a big opportunity to grab users. To do so, they’re slashing prices and upping storage space.
Most Popular Facebook Ad Targeting Criteria
source: http://socialfresh.com/facebook-ad-options/
Here is a glimpse at how popular the different Facebook ad targets were amongst those we surveyed.
Global B2C E-Commerce Sales Forecast to Grow by 19.3% This Year
source: http://www.marketingcharts.com/wp/online/global-b2c-e-commerce-sales-forecast-to-grow-by-19-3-this-year-44300/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Source: eMarketer
Notes: B2C e-commerce sales will grow by 19.3% this year to reach $1.47 trillion, per eMarketer’s estimates. Growth rates will slow beginning next year through the end of the forecast period (2018), for an overall compound annual growth rate of 13.8% for 2013 through 2018. While North America will account for the largest share – 32.9% – of B2C e-commerce sales this year, Asia-Pacific will take the top position next year and extend its lead through 2018, when it is projected to comprise 37.4% of total sales.
By that point, a slight majority of internet users aged 14 and older in the Asia-Pacific region will be purchasing items on digital devices, per the forecast, though buyer penetration will be greatest in Western Europe (69%) and North America (68.8%).
Social Media Sites Ranked by User Satisfaction
source: http://www.marketingcharts.com/wp/online/social-media-sites-ranked-by-user-satisfaction-44257/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Source: American Customer Satisfaction Index (ACSI) [download page]
Notes: Customer satisfaction with social media websites improved by 3 points year-over-year to an average score of 71 on the ACSI’s 100-point scale, which nevertheless ranks 4th-lowest of the 43 industries measured. This year, Pinterest led the social rankings with its users giving it an average score of 76. Despite each improving by 5 points, LinkedIn and Facebook (both with a score of 67) had the lowest ratings (the survey was conducted before news of Facebook’s emotion study). Meanwhile, social media users were most satisfied with site performance (index score of 84) and least satisfied with the amount of ads on the sites (75).
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How CMOs and CIOs Feel About Collaboration
source: http://www.marketingcharts.com/wp/traditional/how-cmos-and-cios-feel-about-collaboration-44304/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Last year, 44% of global CMOs surveyed by Accenture felt that there was no need for alignment with CIOs. This year’s Accenture study of the CMO-CIO relationship finds a rapprochement of sorts, with 83% of IT executives feeling a need to align and interact with marketing (up from 77% in 2012) and 69% of marketing executives feeling the same way about IT (up from 56% in 2012). But while many see the relationship improving, 45% of CMOs believe more collaboration is needed, and some problems persist.
Some positive developments from the CIO perspectives include:
- 51% agreeing that their marketing employees understand technology (up from 48%); and
- 41% agreeing that the marketing department does not provide adequate levels of business requirements, down from 46% in 2012.
Facebook Ad CTRs Up in Q2
source: http://www.marketingcharts.com/wp/online/facebook-ad-ctrs-up-in-q2-43985/
The average click-through rate for Facebook ads on desktop and mobile platforms in Q2 was 0.36%, details Nanigans in its latest quarterly benchmarks report [download page] covering activity among its customers, which are predominantly direct response advertisers at e-commerce, gaming and other pure play internet companies. The 0.36% CTR represents a 47% quarter-over-quarter increase and a 146% year-over-year increase, from 0.14% in Q2 2013. The upward trend comes as advertisers allocate a greater share of their budgets to mobile.
According to the report, mobile captured 56% of Facebook ad budgets in Q2, a substantial increase from less than 40% share a year earlier.
Facebook reported in Q1 that mobile represented 59% share of its ad revenues. Recent data from comScore suggested that in May, almost 1 in every 10 minutes spent online was with the Facebook app. Indeed, 94% of mobile time spent with Facebook was in-app rather than via browser, per comScore figures examining April 2014 data.
Meanwhile, singling out a couple of major verticals, the Nanigans study reports that CTRs more than doubled year-over-year among its e-commerce customers (to 0.3%), while increasing more than six-fold among its gaming customers (to 0.58%).
Facebook in Q2: Mobile Accounts For 62% of Ad Revenues; 81% of MAUs
source: http://www.marketingcharts.com/wp/online/facebook-in-q2-mobile-accounts-for-62-of-ad-revenues-81-of-maus-44332/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Source: Facebook [pdf]
Notes: Facebook’s advertising revenues grew by 67% year-over-year in Q2 to almost $2.7 billion, of which mobile comprised 62%, up from 41% share a year ago. Some 63% of Facebook’s more than 1.3 billion monthly active users accessed the site daily, translating to 829 million daily active users (DAUs); roughly 79% of those were mobile DAUs.
drag2share: NASCAR Is In Big Trouble As Team Values Continue To Shrink
source: http://feedproxy.google.com/~r/businessinsider/~3/lHf3a-4M6v0/nascar-values-2014-7
Things are going well for NASCAR’s top team, Hendrick Motorsports, which includes some of the sport’s top drivers, including Jeff Gordon, Kasey Kahne, Jimmie Johnson, and Dale Earnhardt Jr. But a closer look at the value and profit of the other top teams reveals a sport that is trending in the wrong direction.
According to Forbes.com and its valuations of NASCAR’s top nine teams, the current value of Hendrick Motorsports ($348 million) is relatively unchanged since 2010 ($350 million). However, the average team has seen a 31.1% drop in profit since 2010 which has translated into an average team value of $139.7 million, down 16.4% during the same span.
NASCAR’s popularity surged up until 2007, but then the bubble burst. Forbes blames the recent decline in values on plummeting attendance and TV ratings.
Digital Consigliere
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.
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