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Verticals > Retail & E-Commerce

Share of Digital Ad Spend Spent on Branding, by Industry, in 2015

May 27, 2015

eMarketer-Digital-Ad-Spend-by-Industry-Objective-May2015Source: eMarketer [download page]

    Notes: Branding will be the primary objective of 42% of US digital ad spending this year, forecasts eMarketer, a slight increase from 40.9% last year but well below the 48.5% share previously forecast for 2017. Nevertheless, objectives vary widely by industry, with CPG and consumer product digital ad spend heavily weighted towards branding (65% share) and travel to direct response (72% share). Read more »

    Majority of US Smartphone Owners Say They’ve Used A Mobile Payment Service. For What?

    May 26, 2015

    YouGov-Smartphone-Owners-Mobile-Payment-Services-May2015Some 91% of US adult smartphone owners have heard of a mobile payment service such as PayPal (85%), Google Wallet (51%) and Apple Pay (45%), and of those almost 6 in 10 currently use at least one, according to recent survey results from YouGov. While estimates of mobile payment services adoption vary quite markedly from one survey to the next, the YouGov research offers some insights as to how these services are being used. Read more »

    Out-of-Home Media Touted For Ability to Reach Consumers Prior to Mobile Activities

    May 26, 2015

    OAAA-Media-Exposure-Before-Smartphone-Activities-May2015Out-of-home (OOH) media outpace other traditional media in reaching smartphone users in the hour before they engage in specific mobile activities such as mobile shopping, mobile search, and mobile social networking, says the Outdoor Advertising Association of America (OAAA) in a recently-released study conducted by RealityMine. Read more »

    Top Industries by Share of Digital and Mobile Ad Spend in 2015

    May 20, 2015

    eMarketer-Top-Industries-by-Share-of-Digital-Mobile-Ad-Spend-in-2015-May2015Source: eMarketer

      Notes: Retail will continue to be the largest-spending vertical on US digital advertising, according to eMarketer's latest estimates, accounting for 22% share of total spend. That would be slightly higher than the 21% share detailed by the IAB and PwC in their 2014 online ad revenues report. The retail sector is expected to be even more influential in mobile advertising, where it is expected to account for 23.2% of total revenues this year. Read more »

      Digital Estimated to Influence Half of In-Store Retail Sales

      May 15, 2015

      Deloitte-Digital-Influence-In-Store-Retail-Sales-2012-2014-May2015Source: Deloitte [pdf]

        Notes: Digital technologies influenced an estimated 49% of in-store sales last year ($1.7T), in line with previously-released projections and up from 36% the year prior, says Deloitte. Mobile's influence, as expected, has been growing quickly, directly impacting 28% of in-store sales last year, accounting for about 57% of digital's total impact. Read more »

        Mother’s Day Spending Set for Growth This Year

        May 8, 2015

        NRF-Mothers-Day-Spend-2007-2015-May2015Americans are expected to spend an average of $173 on Mother's Day this year, up almost $10 (6%) from last year's total and the highest figure in the survey's 12-year history, according to the latest survey from the NRF conducted by Prosper Insights & Analytics. Total spending is projected to reach $21.2 billion, representing a 6.6% rise from last year's $19.9 billion. The survey finds greeting cards to be the most popular planned gift (with 80% planning a purchase), followed by flowers (67.2%) and special outings (54.2%). Read more »

        Consumer Perception of Retailers’ Data Security Impacts Loyalty, W-O-M

        May 8, 2015

        CFIGroup-Consumer-Confidence-Retailer-Data-Security-May2015Source: CFI Group [download page]

          Notes: Slightly fewer than one-third of consumers say they are "very confident" in retailers' ability to keep their private information secure, although another 38% are "somewhat confident," according to survey results from CFI Group. The analysis finds that those who are "very confident" in a retailer's data security are significantly more likely to shop again at the retailer and to recommend it than those who are somewhat doubtful or not at all confident of the retailer's data security. Read more »

          What Motivates Smartphone Users to Download and Use Apps?

          May 7, 2015

          GoogleIpsos-Reasons-Downloading-Smartphone-App-May2015Word-of-mouth is a key driver of smartphone application discovery and a┬áleading reason why users download apps, details Google [pdf] in a study conducted with Ipsos MediaCT. But downloads don't necessarily equate to usage, as 1 in 4 installed smartphone apps are never used, according to the research. Read more »

          Top 10 Marketing Charts of the Month – April 2015

          May 5, 2015

          MC-Top-10-Charts-Apr-2015-EntryThis month's quick-hit set of top charts includes the following topics: the number of Millennials in the US; the "ideal" customer experience; direct media ROI benchmarks; digital marketers' top priorities; B2B form downloads; online ad spend trends; e-commerce share of retail sales; major media consumption estimates; teens and social media; and American's attitudes to direct mail.

          Email Subject Lines: The Latest Data

          May 5, 2015

          ReturnPath-Email-Read-Rates-Subject-Line-Length-May2015The topic of email subject lines always generates interest (and some debate) as marketers try to fight through inbox clutter that sees consumers receiving a reported average of 416 commercial emails per month (and that was 2 years ago). A couple of recently-released studies provide some fresh data to review. Read more »