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It's time again for our weekly roundup of interesting US stats we've seen from the world of digital marketing and ecommerce.

This time it includes a whole load on mobile marketing and commerce, programmatic buying, digital music sales and how marketers understand ROI.

And for more of the same, download Econsultancy's Internet Statistics Compendium.

Marketers don't understand ROI

  • The majority of marketers lack proper training in marketing performance and marketing ROI, according to new research from the Fournaise Marketing Group.
  • A survey of more than 1,200 global top-level management and marketing executives around the world found that two thirds of marketers (67%) didn't realise that ROI required a financial result. 
  • 64% said they used brand awareness as their main KPI, while 58% put engagement metrics such as 'likes', tweets or CTR in their top five marketing ROI KPIs. 
  • Almost one third (31%) used audience reach as their main measurement for ROI.

Digital revenue trumps TV for first time ever

  • New figures published by the IAB show that US digital ad revenues rose 17% in 2013, leapfrogging broadcast TV advertising for the first time.
  • Internet ad revenues reached $42.8bn compared to $40.1bn for TV.
  • For the third year in a row, mobile achieved triple-digit growth year-on-year, rising 110% in 2013 to reach $7.1bn. 
  • Mobile accounted for 17% of 2013 revenues, compared to 9% in in 2012, but search easily remained the largest digital channel in terms of revenue, accounting for 43% of the total or $18.4bn in 2013. 

US digital music sales drop, streaming increases

  • Nielsen Soundscan figures show that US digital record sales fell dramatically in the first quarter of 2013, with track sales down 12.5% year-on-year and digital album sales falling 14.2%. 
  • Digital track sales fell to 312m units from 356.5m units, while digital album sales declined to 27.8m from 32.4m.
  • Combined music and video streams totalled 34.28bn in Q1 2014, a growth of 25.8% on Q1 2013’s 25.44bn streams.

US mobile advertisers set to go local

  • US mobile local advertising revenues are predicted to reach $4.5bn in 2014, up from $2.9bn in 2013, according to BIA/KELSEY. 
  • The Annual US Local Media Forecast (2013-2018) predicts that mobile local ad revenues will more than triple to $15.7bn in 2018.
  • According to the report, total US mobile ad spend will grow from $11.4bn in 2014 to $30.3bn in 2018.

Programmatic knowledge gap

  • Only a quarter (23%) of marketers understand and use programmatic buying, according to a new Forrester/ANA survey of more than 150 marketers.
  • A further 29% said they were familiar with the term but had limited knowledge, while 12% had never heard of programmatic.

Tablet fuel mobile broadband boom

  • Analysts from the NPD Group believe that tablets are likely to make up a large majority of all new mobile broadband connections in the US over the next two years.
  • More specifically, by the end of 2015 NPD expects the number of active mobile broadband devices to reach 34m, a near 50% increase from 2013, with tablets accounting for two-thirds (66%) of those devices.
  • Tablets currently account for 40 percent of mobile broadband connections. 

Walmart is most valuable retailer

  • Walmart has retained its position as the world's most valuable retail brand, thanks in part to its focus on digital and omnichannel.
  • Interbrand's 'Best Retail Brands' report found that Walmart led the North American region With a value of $131.9bn.
  • The report noted that  retailers would only survive if they continued to embrace digital technology in-store.

Mobile is changing the way people shop

  • Research by app company the Apigee Institute found that 81% of US smartphone owners say their mobile device has changed the way they shop
  • Two-thirds (66%) of shoppers say they are more likely to shop in a physical store that has a 'useful' mobile app.
  • When defining a 'useful' mobile app, 50% of shoppers said it's one with an easy-to-use interface that allows them to find a store, followed by access to customer service and the option of being able to make a purchase via the app.

China's ecommerce set to overtake US

  • China's ecommerce penetration is forecast to overtake that of the US in 2014, according to UBS AG.
  • China's online shopping sales hit two trillion Yuan (US $323bn), accounting for about 8% of the country's total retail sales last year.
  • That figure is likely to grow this year thanks to increased urbanisation and faster internet access.
David Moth

Published 16 April, 2014 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1686 more posts from this author

Comments (1)


Lionel Matecha

Nine interesting US digital marketing stats... some of the stats seem self-evident / not surprising?

over 2 years ago

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