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A mobile and email festival this week in the US, with stats on devices, retargeting, content consumption and even some TV thrown in.

There's also some titbits on webrooming and ecommerce, including a beautiful infographic.

For more digital marketing stats, check out the Econsultancy Internet Statistics Compendium.

Without further ado, let's get into the stats.

Email on mobile

Movable Ink’s Q1 report looks at email across devices. 

Opens by device

  • Smartphones and tablets combined to account for 66% of all email opens.
  • 18.5% of email was opened on a tablet in Q1, stealing some time from desktop but also from mobile.
  • 47.2% of opens were on mobile in Q1, versus 48.2% in Q4 2013. 

Flavour of device (Apple VS Android)

  • iPhones and iPads accounted for 54.5% of all opens in Q1, compared to 49.9% in Q4 2013.
  • Android took 10.8% of opens, down from 14.4% in Q4 2013.

What about time viewing email?

Android users viewed email for longer than Apple users.

device timeshare and opens for email

Email by state

13 “desktop states” remain.

This number is down from 15 in Q4 2013 and 24 in Q2 2013. 

In Q1 2014 the state of Mississippi overtook Texas as the nation’s top smartphone state.

states opening of email on mobile

“Heavy” means that more than 50% of recipients in the state open email on a smartphone or desktop. “Leaning” means that fewer than 50% but still leading device (tablet represents a third category).

Retargeting, social and mobile

A survey from Chango questioned 400 media buyers, agency executives and brand executives in the US and Canada on their use of retargeted advertising and how social and mobile fits into their marketing strategies. 

  • 41% of both brands and agencies indicated that social media ad exchanges are “key” to retargeting on mobile devices.
  • 38% of buyers are using Twitter’s Tailored Audiences.
  • 67% are using Facebook’s FBX. 

Social media ad exchanges can serve as a workaround to the problem of cookies and mobile as social reaches users wherever they are and on every device.

Chango’s survey found that retargeting as a general tactic continues to be very popular among brands and agencies. 

  • 56% of brands and agencies rely on retargeting to acquire new customers
  • 42% use it to build brand awareness and increase direct revenue.
  • 11% of brands and 7% of agencies use retargeting to acquire their competitors’ customers. 

Other findings include: 

  • 73% of brands put 0-20% of their online budget to mobile while 26% moved 21-50% of their budget to mobile.
  • 63% of respondents take retargeting budgets from display advertising budgets.
  • 10% of agencies and 9% of brands give retargeting its own budget.
  • 33% of brands and 36% of agencies give paid social its own budget. 

Online to in-store

Merchant Warehouse looked at data revealing ‘webrooming’ (browsing online and then shopping in store).

Although 50% of consumers have showroomed (browsing in-store then purchasing online), nearly 66% had ‘webroomed’.

Motiviation for ‘webrooming’: 

  • 47% of consumers wanted to avoid shipping costs.
  • 23% didn't want to wait for delivery.
  • 42% wanted to check product availability. 

In-store pick-up and product levels meet these concerns when available on a retail website. 

  • 37% preferred to shop in store after looking online because they found it easier to return a product.
  • 46% of webroomers said they like to see an item before making a purchase.
  • 36% said it was important to them to be able to pay online prices in-store. 

Offering in-store returns is more and more an expectation of consumers.

(click to see full infographic)

infographic stub - webrooming

Retail and mobile

Nearly 60% of respondents in a 2013 Acquity Group study state that browsing product images on a smartphone played a role in their decision to make a purchase in store.

TV ads

Astonishingly, US TV viewers were exposed to an average of more than one hour of TV ads each day in 2013. 

That’s according to the "Advertising and Audiences" report from Nielsen.

Ads accounted for 14minutes 15 seconds of each hour's worth of network TV programming in 2013, up 50 seconds since 2009.

Americans are estimated to watch an average of five hours of TV each day, with ads taking up a quarter of this time.

Other trends:

  • 15 second ads accounted for 44% of all commercials aired in 2013, up from 35% since 2000. 
  • 30 second spots decreased from 62% to 53% over the same period.

This trend is partly attributed to changes in video wrought by increased media consumption online.

Win-back emails

The content of win-back emails was observed in a study by ReturnPath which looked at a representative sample of 300 million email messages sent to 100 million consumers by brands from the most recent Internet Retailer Top 500 Guide.

Content played a big role in their effectiveness. Those containing “miss you” and “come back” performed better than simple promotional offers. Among discounting offers, fixed amounts were significantly more widely read than percentages, but used less frequently.

Mailers that deployed win-back campaigns stopped sending messages to 4% of recipients, but most of these removed subscribers (85%) were not inactive – at minimum, they read the win-back message and didn’t unsubscribe.

At least some of these removed subscribers represent marketing relationships that didn’t need to be abandoned.

  • 12% of all win-back messages were read, typically within a few days of delivery.
  • However, as many as 45% of recipients later reengaged with the sender’s email program, taking an average of 57 days to read additional messages.

The findings show that mailbox providers’ definitions of inactivity are different enough to necessitate customized win-back campaign formulas.

Content consumption by device by sector 

Certain categories of online content are increasingly being consumed on mobile devices, but not in all sectors.

A comScore/Millennial Media survey showed 80% of time spent online by US adults on B2B content, for example, was through a PC, with smartphones at 12% and tablets just 8%.

Overall, PCs are in decline when it comes to content consumption across all categories. PCs took a 44% share of online time, equal with smartphones, and ahead of tablets with 12%.

Eight of the 14 categories had greater use on PCs than any other device, as follows: 

  • Automotive - 76% PC compared to 19% on smartphones and 5% on tablets.
  • Travel- 68% PC, 21% smartphone, 11% tablet.
  • TV - 67% PC, 22% smartphone, 11% tablet.
  • Business and finance – 62% PC, 36% smartphone, 2% tablet.
  • Food – 58% PC, 27% smartphone, 15% tablet.
  • Sports – 56% PC, 38% smartphone, 6% tablet.
  • News – 55% PC, 39% smartphone, 6% tablet. 

Health was split evenly -  50% PC, 50%, smartphone, 5% tablet.

Mobile devices took a greater share of content consumption than PC in the remaining categories.

  • Streaming radio - 79% smartphone, 16% on tablet, 5% PC.
  • Games – 79% smartphone, 6% tablet, 15% PC.
  • Social media – 61% smartphone, 28% PC, 11% tablet.
  • Weather - 61% smartphone, 31% PC, 8% tablet. 
Ben Davis

Published 16 May, 2014 by Ben Davis @ Econsultancy

Ben Davis is a senior writer at Econsultancy. He lives in Manchester. You can contact him at ben.davis@econsultancy.com, follow at @herrhuld or connect via LinkedIn.

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