The Week in Digital Marketing
We take a quick look at some of the most interesting insights from the past week…
Personal Digital Assistants
A report by Next Revolution of Search has shown that 80% of consumers thought that it would be “incredibly useful” for their personal digital assistant to help find the best options for them. 75% of the respondents were interested in the idea of a digital assistant making automatic purchases, where the consumer has very little, if any, input in the transaction.
Even for those respondents who did not use a personal digital assistant frequently, 90% did admit that having products that they buy regularly delivered automatically would make their lives easier.
Newsworks and the Association for Online Publishing have completed some research into how the context affects the efficacy of a digital advert. When shown the same ad in different contexts, the participants brain responses were measured. The results showed that when an ad is shown on a premium publishers site, it is viewed for 17% longer, creates 29% higher engagement and generates greater levels of left brain and right brain memory encoding (which correlates with decision-making and purchase intent) than the same ad shown on Facebook or YouTube.
Smartphone Grocery Shopping
Over 1,000 UK consumers were surveyed by Shoppercentric, with the results showing that there has been a dramatic increase in smartphone usage for grocery shopping.
Although smartphones still lag behind the laptop when it comes to grocery shopping – 45% compared with 63% – smartphone usage actually increased by 18% in the past year, whereas laptops only gained 6%.
The Asian Smartphone Market
Smartphone usage is also notably more popular in Asia, with 71% of Asian consumers using their devices, which compares to 59% of all global shoppers. Two individual Asian countries are doing even better, with 76% of Indonesian shoppers using their mobiles, and an impressive 90% in China.
Brands in Asia are still focussing on creating a great in-store experience, but these numbers are proof that mobile is becoming a more natural and instinctive choice for shoppers.