Note. 2013 Mobile Future in Focus. Speaker: Mark Donovan Event: comScore Webinar View Presentation Smartphones have hit the mainstream in the U.S., with 54 percent of the mobile audience using smartphones. In this presentation, comScore Senior Vice President of Mobile Mark Donovan will share key insights from our 2013 Mobile Future in Focus whitepaper, covering U.S. and international mobile market dynamics and what they mean for the coming year. Some of the key insights shared in the presentation include: Mobile channels now account for one out of every three digital media consumption minutes. E-commerce, aided by mobile, is growing at 4x the rate of traditional retail and now accounts for one out of every ten retail dollars. Want Better Email Revenue? Send Late at Night. In everyday life, most people don’t want to be bothered late at night.
But the opposite seems to be true when it comes to email. According to a Q4 2012 analysis by Experian CheetahMail of its North American clients’ email campaigns, emails sent late at night outperformed emails sent any other time of day. Experian found that emails sent between 8pm and 12am generated higher open and clickthrough rates, more transactions, larger orders, and greater revenue per email than emails sent during any other time of day—and by a significant margin. The advantage of nighttime sends in revenue per email was especially noticeable: Emails sent between the evening time slot averaged a return of 48 cents per email, more than triple the overall average of 14 cents per email.
Just as senders benefited from off times, so too did they benefit from sending on off days of the week. Opens and clickthroughs were highest on Saturdays and Sundays, Experian found. A Multi-Mix Media Approach Drives New Product Awareness - Global Media Insight - Nielsen. Source: Nielsen When it comes to launching a new product, understanding what inspires consumers to try something new is key. The methods to reach and engage consumers vary, but a recent Nielsen global survey of respondents with Internet access indicates that a mix of media and word of mouth advertising garner the most success in raising consumer awareness.
According to new research from Nielsen, in-store discovery (72%) tends to be the largest driver of new product awareness. TV (59%) and print (54%) advertising are leading influencers as well. Of the 21 methods reviewed in the study, however, the advice of family and friends (77%) is the most persuasive when looking for information about new products. Globally, the most persuasive awareness drivers, as ranked by the likeliness to purchase a new product when learned via these methods, include a mix of all activities. For more detail and insight, download Nielsen’s Global New Product Report. 53% of Organic Search Clicks Go to First Link [Study] How important is it to be on top? In search marketing, the difference between a first and second place listing can be huge, according to new research from Compete.com. Their recent analysis of "tens of millions" of consumer-generated search engine results pages from the last quarter of 2011 highlights a few interesting insights for marketers.
As shown in the illustration above, 85 percent of all listings shown are organic, with 15 percent paid search listings. Overall, 55 percent of search engine results pages have ads. When it comes to clicks on those organic listings, 53 percent go to the top result. The second sees 15 percent of the action, the third 9 percent, the fourth 6 percent, dwindling all the way down to 4 percent to round out the top 5.
Paid listings perform far better at the top, as well. Compete’s research shows that 61 percent of paid search ads are displayed in the right sidebar. However, the third listing in the top ad block gets more than double this, at 9 percent. Time Spent In Mobile Apps Is Starting To Challenge Television, Flurry Says. Now that usage of mobile apps has overtaken browsing on the desktop web, it’s starting to challenge television, Flurry says. The San Francisco-based mobile analytics startup says that consumers are spending 127 minutes per day in mobile apps, up 35 percent from 94 minutes a day in the same time last year.
At the same time, desktop web usage actually declined slightly by 2.4 percent from 72 to 70 minutes. This means that U.S. consumers are spending nearly two times more time in mobile apps than on the web. And this time spent is now starting to challenge time spent watching TV. “We ultimately expect apps on tablets and smartphones to challenge broadcast television as the dominant channel for media consumption,” said Flurry CEO Simon Khalaf. Flurry’s CEO Simon Khalaf says in spite of recent VC hand wringing over how hard it is to invest in consumer mobile apps, there’s still a golden opportunity. Wilson said in a post this week that he’s refining his thoughts on mobile first, web second.
Travel SEM Is at a Crossroads. Travel marketers are well aware of search marketing’s importance to the online travel market. According to a Q2 2012 survey from iPerceptions, 40% of US online travel consumers entered the purchase funnel through search engines. And as smartphones and tablets become more ubiquitous, some of that search traffic is coming from mobile. Notably, The Search Agency’s “State of Paid Search Report Q3 2012” found that tablets gained a full 8 percentage points of paid click share year-over-year, while smartphones also jumped 3 percentage points in that time period. Of course, nearly 84% of all paid search travel clicks still occurred on the PC in Q3 2012, and mobile’s growth may be at least partially attributed to the relative newness of the medium.
When it came to engagement with paid search travel ads, The Search Agency also reported that US overall paid search clickthrough rates for travel and leisure dropped considerably year-over-year from Q3 2011, falling 34%, from 7.94% down to 5.28%. Convenience, Discounts Trump Privacy Concerns in Canada. Consumers in Canada, like consumers around the globe, have understandable concerns about the creeping disintegration of privacy, as personal information and behaviors are now more transparent and readily available to companies than ever before. But deeper study shows that consumers are also reflective about this trend, and when put in context, their concerns often play second fiddle to gaining advantages that can help them in concrete ways.
Giving a little to get a little seems to be the way consumers think about providing personal details. In a McCann Truth Central survey conducted in September, seven out of 10 internet users in Canada said they were willing to share personal information with brands if it meant they could get access to discounts and promotions. While there is a clear monetary advantage to this preference, consumers also showed a reasonably high willingness to share personal information in order to make shopping and buying more convenient.
Viewability Is Key to Clicks. Much marketer focus has turned to whether their rich media ads are even in-view, which would likely affect whether the ads are clicked on or result in conversions. And research suggests that for ads that are not in-view, the difference in clicks is significant. Digital advertising solutions provider MediaMind reported that overall, rich media ads boasted a 0.22% clickthrough rate. However, for ads that were actually viewable—defined as 50% viewable for at least one second—clickthrough rates averaged 0.34%, a 54.5% lift. The significance of viewability rose further when measuring conversions.
Post-click conversions rose in tandem with clickthrough rates. And once ads reached 60% viewability, and kept rising, clicks—and post-click conversions—rose alongside. What’s the solution for marketers? Marketers can also look beyond viewability in the hopes that ads placed alongside engaging content, in front of an appropriate audience, will be seen whether they are further down the page or not.