Friday Research Wrap, 1/15/16

AdMediaPartners-Digital-Ad-Growth-Expectations-by-Category-Jan2016Advertising, marketing and media executives around the world are bullish on the prospects for mobile marketing spending this year, with almost half (45%) expecting buying and spending growth of at least 20%, according to AdMedia Partners’ 22nd Annual Market Survey [pdf]. Respondents were likewise optimistic about spending on video, native advertising, programmatic and social, with close to one-third or more expecting hikes of at least 20%. More mature categories such as search and display are expected to see slower growth, though.

That tallies with recent figures from the IAB which showed relatively slow growth for display-related spending in the US through the first half of the year. And while search hasn’t been displaying growth rates exceeding 20%, it has seen solid growth.

The following is a brief list of other intriguing data points sourced from recently-released research.

  • Desktop-based online holiday retail sales grew by 6% to reach $56.4 billion, reports comScore in its final holiday season estimates for desktop commerce. Cyber Monday once again was the heaviest day for desktop-based shopping, with more than $2 billion in sales, with the following day (Tuesday, Dec.1) beating out Black Friday. Meanwhile, comScore’s preliminary estimates suggest that mobile commerce increased by 59% year-over-year during the holiday period, growing to account for 18% of total digital commerce. That lifted digital commerce’s growth rate to an estimated 13% for the period.
  • Smartphones certainly seem to be the devices driving e-commerce growth, per results from the latest annual State of Retailing Online study, conducted by, Forrester Research Inc. and Bizrate Insights. The 195 retailers surveyed reported that, on average, smartphones comprise 17% of their online sales. That’s now ahead of tablets (14% share), as year-over-year growth in smartphone sales has far outpaced tablet sales growth (53% and 32%, respectively).
  • Sticking with retail, Yesmail surveyed nearly 200 retailers at the NRF’s Digital Summit and found that many retailers aren’t collecting email addresses at various touchpoints. For example, 17% still aren’t collecting their website visitors’ email addresses, and only 56% collect buyer’s email addresses at the point-of-sale in-store. Separately, the study reveals that 90% of respondents are personalizing their brand emails, and that email activity, purchase behavior and demographic data are the most commonly used data types to improve email campaign relevance. The report, which contains more data on cross-channel integration, is available for download here.
  • Switching gears, a study from Saatchi finds that on average, half of mothers (with childnre ages 0-17) surveyed across 7 markets feel agree that marketers do not understand them. The figure was highest among a subset of US Hispanic mothers surveyed, 56% of whom feel this way. More here [download page].
  • A Verint survey of more than 18,000 consumers across 9 countries reveals that almost half (48%) are suspicious about how companies use their data. Suspicion was highest in the UK (63%) and lowest in Poland (28%), with the US (49%) right around the average. Further results from the survey indicate that 1 in 5 consumers don’t trust any businesses to keep their data safe. Trust was found to be lowest for online and in-store retailers and highest for banks, though only a minority (43%) trust their bank to keep their data safe.
  • Finally, a survey of 176 customer experience (CX) professionals by TeleTech [download page] reveals that these respondents feel that the most important CX strategy for business is implementing a customer-centric culture, followed by improving workforce training/management/retention and transformation change. A corresponding survey of 3,515 consumers found that consumers and businesses alike believe that improving self-help website capabilities is the most important CX objective, but that consumers place a higher priority than businesses on improving the ability to answer questions and resolve issues via voice.

Have a great weekend!