Comparing growth and sources in smartphone mobile visits in the retail, travel, automotive, finance, banking, insurance and media statistics
We know from trends in mobile adoption statistics that, in most industry sectors, we have passed the tipping point where smartphone mobile visits (and sales) exceed desktop visits. In this latest research from Adobe, there are useful benchmarks comparing smartphone growth by sector and the traffic sources for this. This graph showing trends in the device used to access websites and apps suggests we're not only seeing growth in smartphone visits, but that visits from desktop and tablet are declining as smartphone effectively cannibalises these other platforms
This next chart compares growth in smartphone visits by sector shows that while overall web visits have been flat, larger companies are still seeing growth (c 8% year-on-year) in smartphone visits.
Chart of the day: 16-24s spend 50% of online time on mobiles
Users aged 16-24s spend the longest time online more generally, half of this online time is now taking place on a mobile. Whereas age 55-64 users are spending 74% of their online time on desktop still.
The popularity of mobile devices, many of which are now smartphones shows why businesses must continue to prioritize investments in mobile marketing. We now spend up to 5 hours per day on our mobile devices, as this only increases businesses need to ensure their website and content is optimized for mobile. Developing compelling mobile experiences is the future for customer communications and developing customer experiences.
Source: Global Web Index
Sample Size: 178, 421 internet users
Recommended Resources: …
Chart of the Day: Drivers and barriers for online purchase
When I first got involved in digital marketing in the mid 1990s, online shopping via ecommerce was in its infancy. It's hard to believe now, but many consumers were reluctant to buy online, so it was important for retailers to understand the drivers and barriers to online purchase. Then tactics, messaging and incentives could be developed to encourage online purchase.
Today, purchasing online is accepted by many, but if you look across categories of purchase, there are some sectors where there is still reluctance to buy online, so online retailers still need to work on their tactics to encourage online conversion and multichannel tactics to encourage offline purchase in store. A new report from KPMG has some of the most detailed research evaluating the consumer psychology of purchase, broken down by different countries, so I'm showcasing some of the main findings here.…
Chart of the day: AB testing is the most popular method of improving conversion rate optimization (CRO) - personalization is the least used technique
Feedback and insights from surveys and usability testing are also popular methods of improving conversions.
Are CRO and UX becoming one entity?
Over the years there have been two distinct ways of improving conversions, the testing approach of trying different methods (like AB testing) and the insight approach (getting feedback from surveys and doing user testing). Now the two are coming together more than ever, UX practitioners and CRO specialists are slowly becoming one, as they realise AB testing isn't enough. But it still is the most popular technique. Copy Optimization is also a very popular technique - but marketers realise that copy is so incredibility important. Marketers have really bought into the value of copywriting and content marketing, so ultimately copy optimization being a popular method, does make…
Chart of the Day: More than half of UK business owners unaware of incoming General Data Protection Regulation (GDPR)
We only have a year left before the GDPR is officially implemented on 25th May 2018. But the figures in today's chart are showing many businesses may be left with fines of up to 10 million Euros or 2% global turnover, unless action is taken.
In the chart, we can see a massive 84% of small and medium-sized enterprises (SME) and 43% of C-suites are not even aware of the forthcoming regulation.
[si_guide_block id="99357" title="Download Premium Resource – GDPR briefing guide" description="Our round-up of the best guidance on the latest European Union data protection and privacy legislation and how it affects you and your business Are you ready for the GDPR? The GDPR (General Data Protection Regulation (Regulation (EU) 2016/679) comes into force in all 28 countries in Europe on 25th May 2018. It…
Chart of the day: Over 1 in 2 now watch video on social each month
According to Global Web Index, 56% of internet users report watching videos on the four major networks, up from 38% in 2015. With platforms such as Snapchat, Instagram and Facebook adding more video features and content, this suggests engagement with video will only increase. A
Source: Global Web Index
Sample Size: 443, 016 internet users
Recommended Resources: Social Media Marketing
Chart of the Day: Cross-industry benchmarks for B2B services, Travel, Healthcare, Legal and Education sectors
'What does good like?' 'How do we compare?' are common questions when businesses are reviewing their conversion rates. It's useful to have conversion statistics to compare your conversion rates against if you're serious about CRO (conversion rate optimisation).
If you work for a transactional Ecommerce business, a good range of sources for retail conversion rates statistics are available, as my regularly updated compilation shows. Yet, if you work for a B2B business or in other sectors like travel and healthcare there are fewer sources.
So, it was good to see this new research from Unbounce giving lead conversion rates by industry particularly since it's based on real-data of conversion rather than reported data which is more common for B2B and other sector.
The chart shows wide variation within and between…
Chart of the Day: How verticals differ in their email campaign performance.
Out of the top six sectors, who would rate their company's email campaigns performance as excellent?
The chart shows amazing growth from the print/publishing & media sector. To go from 40% effectiveness in 2014 to 73% in 2016 is astounding. This shows the importance of keeping up to date with current trends and getting the most out of your Email Service Provider (ESP).
At the other end of the spectrum are tech and telecoms. They are the only sector to be under the 56% average in 2016 for how it uses email. In fact, it has a 9% drop from 2014 to 2015.
It isn't surprising to find that those who don't have an email strategy or use email optimisation, end up having low-performance rates and poor Return on Investment (ROI) figures.
The king of…
Chart of the day: Customers trust traditional channels more than digital channels
Customers indicated they trusted traditional channels such as TV, print, radio and outdoor ads, over digital channels such as search engines, sponsored blog posts and ads on mobile.
The research by MarketingSherpa found that digital channels were trusted less than traditional methods when compared.
Satisfied customers are more prepared to engage with a brands digital marketing campaigns
The research also found that satisfied customers engage more with digital channels, they skip fewer pre-roll ads. When compared to unsatisfied customers, they are also less likely to unfollow companies on social media.
What causes dissatisfaction?
The study also looked at what causes users become unsatisfied, finding that bad customer service is one of the biggest reasons.
Users expect to receive quality…
Chart of the Day: 39% of marketers don't think their organization's marketing strategy is effective
Having already looked at top priorities in organizations, marketing and sales priorities and challenges, it is now time to address whether above all else marketers feel marketing is effective.
Seems ridiculous to think that marketers think marketing is not effective. Almost a whopping 4 in 10 (39%) of respondents believe that their organization's marketing strategy is not effective. This might be due to them not using and utilizing the correct marketing model that suits their business objectives and goals. You also need to integrate a variety of platforms to gain a wider audience reach, using just one model might not be effective.
Do you feel that your organization's marketing strategy is effective?
One respondent commented:
The most disruptive force to affect my job in the next 3-5 years is the lack…