Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice / Template Files / Trends & Innovation
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Internet Statistics Compendium Sample only, please download the full report from: http://econsultancy.com/reports/internet-statistics-compendium
Sample document Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
Internet Statistics Compendium Sample document
Published
2011
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Š Econsultancy.com Ltd 2010
Econsultancy London 4th Floor, The Corner 91-93 Farringdon Road London EC1M 3LN United Kingdom Telephone: +44 (0)20 7269 1450 http://econsultancy.com help@econsultancy.com
Econsultancy New York 41 East 11th St., 11th Floor New York, NY 10003 United States Telephone: +1 212 699 3626
Contents 1. About this report .............................................................. 7 1.1.
About Econsultancy .................................................................... 8
2. Usage and Demographics ................................................ 9 2.1. 2.2.
Global reach / penetration of interactive services ..................... 9 Media consumption figures: internet and other media ............ 13 2.2.1. Internet security..................................................................... 14
2.3. 2.4.
Connection speeds...................................................................... 15 Broadband adoption ..................................................................16 2.4.1. Levels of connectivity and broadband penetration ............... 16
2.5. 2.6.
Age and gender usage variations ...............................................18 What users are doing and looking at online ..............................18 2.6.1. What users are going online for............................................. 18
2.7.
Instant messaging (IM) .............................................................. 21 2.7.1. Voice over internet Protocol (VoIP) ...................................... 21
2.8. 2.9.
Gaming ...................................................................................... 22 Podcasts ..................................................................................... 22
3. Video .............................................................................. 23 3.1. 3.2.
Market size and growth trends ................................................. 23 User generated video and video sharing .................................. 24
4. Audio .............................................................................. 25 4.1. 4.2.
Downloading music ................................................................... 25 Online radio ............................................................................... 25
5. Social Media ................................................................... 26 5.1.
Social networking ...................................................................... 26 5.1.1. 5.1.2. 5.1.3. 5.1.4. 5.1.5.
5.2. 5.3. 5.4. 5.5. 5.6. 5.7.
Market growth and trends ..................................................... 26 Twitter .................................................................................... 32 Facebook ................................................................................ 38 YouTube .................................................................................40 LinkedIn ................................................................................. 41
Blogging ..................................................................................... 42 Ratings and reviews .................................................................. 46 User generated content ............................................................. 50 Widgets ....................................................................................... 51 Online PR and reputation monitoring ...................................... 52 Viral marketing.......................................................................... 52
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5.8. 5.9.
Social gaming ............................................................................ 53 Social media and mobile ........................................................... 54
6. E-commerce ................................................................... 55 6.1.
Market size and growth trends ................................................. 55 6.1.1. Online banking ....................................................................... 56
6.2.
Conversion rates ........................................................................ 56 6.2.1. Shopping carts / dropout rates .............................................. 57 6.2.2. Site content optimisation....................................................... 57
6.3.
Christmas ................................................................................... 58 6.3.1. 2009 ....................................................................................... 58 6.3.2. 2008 ....................................................................................... 58
6.4. 6.5. 6.6. 6.7. 6.8. 6.9.
B2B e-commerce ....................................................................... 58 Security and fraud ..................................................................... 59 Fulfilment and delivery ............................................................. 59 Online customer service ............................................................ 59 Mobile e-commerce ................................................................... 60 Social e-commerce .....................................................................61
7. Multichannel Marketing / Commerce ........................... 63 7.1. 7.2. 7.3.
The business case for multichannel .......................................... 63 How online drives offline sales ................................................. 64 Use of offline channels to drive online sales ............................ 65
8. Customer Experience and Customer Engagement ....... 66 9. Usability ......................................................................... 68 10. Search Engine Marketing .............................................. 69 10.1. 10.2. 10.3. 10.4. 10.5. 10.6. 10.7.
Overall market figures ............................................................... 69 Local search ............................................................................... 70 Natural search / SEO / organic search ...................................... 71 Paid search / pay per click (PPC) .............................................. 74 Search conversion rates ............................................................ 76 Click fraud ..................................................................................77 Mobile search ............................................................................ 78
11. Email Marketing ............................................................ 79 11.1. Market size and growth trends ................................................. 79 11.2. Plain vs. HTML .......................................................................... 84 11.3. Deliverability/delivery rates ..................................................... 85
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11.4. 11.5. 11.6. 11.7. 11.8. 11.9. 11.10.
Open rates.................................................................................. 87 Click-through rates (CTR) / response rates ............................. 89 Use and effect of relevance and targeting ................................. 90 Opt-in/opt-out (permission marketing) ................................... 92 Unsubscribe ............................................................................... 92 Spam, virus email, spyware, phishing ...................................... 92 Transactional emails ................................................................. 94
12. Internet Advertising....................................................... 95 12.1. 12.2. 12.3. 12.4. 12.5. 12.6. 12.7. 12.8. 12.9.
Market size and growth trends ................................................. 95 Advertising formats ................................................................... 97 Online advertising response rates ............................................ 98 View-through rates .................................................................. 100 Brand and brand metrics ........................................................ 100 Targeting ................................................................................... 101 Online advertising rates ........................................................... 101 Online advertising networks .................................................... 101 Video advertising ...................................................................... 101
13. Affiliate Marketing ....................................................... 103 13.1. 13.2. 13.3. 13.4.
Market size and trends ............................................................ 103 Affiliate revenue ...................................................................... 104 Linking methods and tracking ................................................ 104 Merchant and product selection ............................................. 105
14. Web Analytics .............................................................. 106 14.1. Market size and trends ............................................................ 106 14.2. The business case for web analytics ........................................ 106 14.3. Web analytics tools ...................................................................107
15. Site Performance and User Technology ...................... 108 15.1. 15.2. 15.3. 15.4. 15.5. 15.6. 15.7. 15.8.
Site speed and availability ....................................................... 108 Domain names......................................................................... 108 User technology (browsers) .................................................... 109 Mobile browsers ........................................................................111 Operating systems .................................................................... 113 JavaScript ................................................................................. 114 Display / screen resolution ...................................................... 115 Flash / Java / QuickTime penetration..................................... 116
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16. Mobile ........................................................................... 117 16.1. Mobile growth trends ............................................................... 117 16.1.1. Market size and demographics ............................................. 117 16.1.2. SMS ...................................................................................... 126 16.1.3. MMS and camera phones .................................................... 126 16.1.4. Mobile video ......................................................................... 126 16.1.5. Mobile audio ........................................................................ 127 16.1.6. Mobile applications.............................................................. 128
16.2. Mobile advertising .................................................................... 131 16.2.1. Advertising spend ................................................................. 131 16.2.2. Advertising impressions ...................................................... 132 16.2.3. Advertising recall ................................................................. 132 16.2.4. Advertising response ........................................................... 133
16.3. Mobile internet .........................................................................134 16.3.1. The iPad ............................................................................... 137
17. Acknowledgements ...................................................... 139
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1.
About this report Econsultancy‟s Internet Statistics Compendium is a collection of the most recent statistics and market data publicly available on online marketing, e-commerce, the internet and related digital media. The report is a one-stop shop for internet stats to help you quickly track down the latest data. The compendium is available as seven main reports, split across different geographical regions: Asia-Pacific Europe Global / International Latin America Middle East and North Africa North America United Kingdom
Statistics and data about the following topics are also included as separate reports: Affiliate Marketing
Mobile
Customer Experience
Search Marketing
Demographics
Social Media
E-commerce
Technology Adoption
Email Marketing
Web Analytics
Internet Advertising
The information contained – including charts and graphs – is taken both from proprietary Econsultancy data and from third party sources, credited throughout the document and in the acknowledgements at the end of each report. If there is data that you feel is inaccurate, missing, or incorrectly credited then please get in touch with Econsultancy‟s Research Director Linus Gregoriadis: linus@econsultancy.com or phone +44 (0)20 7269 1450. Likewise, if you would like to contribute data or research then contact us.
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1.1.
About Econsultancy Econsultancy is a digital publishing and training group that is used by more than 200,000 internet professionals every month. The company publishes practical and timesaving research to help marketers make better decisions about the digital environment, build business cases, find the best suppliers, look smart in meetings and accelerate their careers. Econsultancy has offices in New York and London, and hosts more than 100 events every year in the US and UK. Many of the world's most famous brands use Econsultancy to educate and train their staff. Some of Econsultancy‟s members include: Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte, T-Mobile and Estée Lauder. Join Econsultancy today to learn what‟s happening in digital marketing – and what works. Call us to find out more on +44 (0)20 7269 1450 (London) or +1 212 699 3626 (New York). You can also contact us online.
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
2.
Usage and Demographics
2.1.
Global reach / penetration of interactive services ď Ź Global online population forecast by region for 2014. [Source: Forrester, November 2010]
ď Ź Share of global audience by region. [Source: comScore, September 2010]
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
2.2.
Media consumption figures: internet and other media Over 40% of internet users already listen to or watch conventional TV while surfing the net. [Source: TGI, via MediaTel, July 2010] Although men are in the majority across the global internet, women spend about 8% more time online, averaging 25 hours per month on the Web. [Source: ComScore, July 2010] Television is “a universally important platform for video consumption”, with connected consumers in many markets spending 4+ hours per day watching television. [Source: How we watch: the global state of video consumption, Nielsen, July 2010] Average daily media consumption [Source: Council For Research Excellence via Mediabrands Worldwide, July 2009]
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
2.3.
What users are doing and looking at online
2.3.1.
What users are going online for Top 10 Countries for entertainment news. [Source: comScore, November 2010]
Worldwide internet users spend 4.6 hours using social media a week, compared to 4.4 hours using email. [Source: TNS, October 2010] 48% of online users are reading content (articles, blogs, websites). [Source: CMB Consumer Pulse, September 2010] 49% of online users are reading and writing emails. [Source: CMB Consumer Pulse, September 2010]
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
ď Ź Consumers willing to pay for content [Source: Changing Models: A Global Perspective on Paying for Content Online, Nielsen, February 2010]
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
Sharing paid content online [Source: Changing Models: A Global Perspective on Paying for Content Online, Nielsen, February 2010]
3.
Video
2.4.
Market size and growth trends Online video: approximately 70% of global online consumers watch online video; but North Americans and Europeans lag in adoption. [Source: How People Watch: The Global State of Video Consumption, NielsenWire, August 2010] – More than half of global online consumers watch online video in the workplace. Online video: approximately 70% of global online consumers watch online video; but North Americans and Europeans lag in adoption. [Source: How we watch: the global state of video consumption, Nielsen, July 2010]
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
Online video ads have a 65% general recall compared to 46% for TV ads. Brand recall online is also higher at 50%, compared to TV‟s 28%. Message online recall is 39%, compared to TV's 21%. Likability is at 26% online, compared to TV's 14%. Consistently, online ads had more impact on consumers. [Source: Nielsen video study, via Econsultancy blog, April 2010]
6.
Social Media
6.1
Social networking
2.4.1.
Market growth and trends Globally, women spend 30% more time on social networking sites than men. Women average 5.5 hours per month compared to men‟s 4 hours. [Source: ComScore, July 2010] 37% of UK smartphone users have a social networking app on their phones which they use at least once a week. [Source: Initiative, June 2010]
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
2.4.2.
Twitter Twitter‟s global reach [Source: Business Insider, October 2010]
Twitter claim to have 190 million users and that there are some 65 million tweets a day. [Source: Econsultancy blog, July 2010] 75% of Twitter traffic is generated from outside of twitter.com. [Source: Econsultancy blog, July 2010]
2.4.3.
Facebook 40% of respondents clicked the „like‟ button for, or „liked‟, a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010] There are more than 60 million status updates on Facebook everyday. [Source: Facebook, August 2010] 30 billion pieces of content (web links, news blogs etc) are shared each month on Facebook.
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
7.
E-commerce
2.5.
7.1
Market size and growth trends
Retail site penetration across markets. [Source: comScore, October 2010]
2.6.
Conversion rates Photos of people on a website can help double conversion rates. [Source: Think Vitamin, via GetElastic, October 2010] 70% of companies surveyed by Econsultancy said that their conversion rates had improved during 2009. [Source: Econsultancy RedEye Conversion Report, October 2009]
2.6.1.
Shopping carts / dropout rates Only 34% of companies surveyed by Econsultancy perform shopping cart abandonment analysis. [Source: Econsultancy RedEye Conversion Report, October 2009] 46% of companies found shopping cart abandonment analysis to be highly valuable, while another 47% found it to be quite valuable. [Source: Econsultancy RedEye Conversion Report, October 2009]
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
11.
Search Engine Marketing
11.1
Overall market figures 35% of online shoppers visited a particular etailer thanks to their visibility on search engines. [Source: eCommera, via Econsultancy blog, August 2010] Google‟s image search is now receiving over 1bn page views each day. [Source: NetImperative, July 2010] – The search engine now has over 10bn pictures in its archive, which first launched in 2001 with only 250m. The global market for SEM market is projected to reach US$50.68 billion by 2015. [Source: SEM Global Business Strategy Report, Global Industry Analysts, June 2010]
2.7.
12. Email Marketing
2.8.
12.1 Market size and growth trends How marketers send emails [Source: Emailing in the Dark, ReturnPath, April 2010]
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data. Budget changes 2010: Email Acquisition [Source: ExactTarget/Econsultancy supplemental survey data: Marketing Budgets 2010: Effectiveness, Measurement and Allocation, February 2010]
54% of organisations are planning to increase their email marketing budgets during 2010. [Source: Econsultancy/ExactTarget Marketing Budgets 2010, February 2010] Around 90 trillion emails were sent through the internet in 2009. [Source: Pingdom, January 2010] The average number of email messages per day is about 247 billion. [Source: Pingdom, January 2010]
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
14.
Internet Advertising
2.9.
Market size and growth trends Global internet advertising revenue was around $54 billion dollars in 2009. [Source: Morgan Stanley, via Business Insider, November 2010] Facebook took 16% of the display ad market in the first quarter of 2010, up from 11% in the fourth quarter of 2009. [Source: comScore, via Econsultancy blog, July 2010]
2.10.
Online advertising response rates Impact of various calls to action [Source: Dynamic Logic, September 2009]
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
14.
Mobile
14.1
Mobile growth trends
14.1.1
Market size and demographics The number of smartphones in use globally is expected to hit 1.7 billion by 2013. [Source: Analysys Mason, July 2010] Android 2.1 is now on 59.7% of Android phones. [Source: theNextWeb, August, 2010] – Android 2.2 is now installed on 4.5% of Android handsets – 1.5 and 1.6 still account for 35.6% of all Android devices Top mobile devices, year on year [Source: Mobile metrics, Admob, May 2010]
14.1.2
SMS Approximately 58% of mobile operators believe SMS and MMS-based messaging will be one of the top 3 forms of marketing/advertising by 2015. [Source: Airwide Solutions, November 2010] Forrester Research says that SMS campaigns regularly get response rates of 5% to 25%. [Source: Forrester Research, May 2009]
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
14.2
Mobile advertising
14.2.1
Advertising impressions Worldwide requests from Android devices increased 97% from October to December. [Source: Experian Hitwise, January 2010] In June 2009, AdMob served ads on more than 16m unique iPhone and iPod Touch devices worldwide. [Source: AdMob, June 2009]
14.2.2
Advertising response 61% of mobile operators predict coupons and vouchers to be the most widely accepted form of mobile marketing/advertising by 2015. [Source: Airwide Solutions, November 2010] Women are 85% more likely to respond to mobile advertising than men. [Source: GfK / Limbo via ReadWriteWeb, February 2009]
14.3
Mobile internet Web-enabled smartphones now make up 20% of the 3 billion mobile devices worldwide, with market share heading towards 50% over the next 3-5 years. [Source: comScore, September 2010]
15.
Acknowledgements Econsultancy would like to thank the following organisations and individuals for information:
Thomson Intermedia
Blendtec
NetExtract
Talisma
Channel Advisor
eGain
Royal Mail
Ingenio
Datran Media
Essential Research
Nielsen Monitor-Plus
Tapp, A.
BSA
Henley Centre
PQ Media
De Vos& Jansen
eGovernment News
Logan Tod & Co.
Postini
Enquisite
eCircle
Kontraband
Princeton Survey Research Associates International
M-Metrics
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
EIAA
London Business School
Thomson Intermedia
Mobile Data Association
360i
eDigital
Lyris Technologies
Prospectiv
Accessibility Forum
Elogisitcs Magazine
M:Metrics
PwC
ACNielsen
Email Systems
Macromedia
Quaestor Research and Marketing Strategists
Actinic
EmailLabs
Makovsky & Co
Questus
Admap
EmailMonitor
Marketing magazine
Rax.ru
AdTech AG
eMarketer
Marketing Week
RCT Analytics
AlchemyWorx
Empirix
MarketingProfs
Receptional
Amazon
Employers’ Forum on Disability
MarketingSherpa
Responsys
Analysys International
Enpocket
MarketingVox
Return Path
Anti-Phishing Group
Enquiro
McKinsey
Revenue Science
AOL
Entertainment Media Research
MediaBuyerPlanner
Revolution
AOP
Epsilon Interactive
Media Contacts
RightNow Technologies
AP
Equi-Media
MediaPost
RNIB
APACS
eROI
Merchant Risk Council
Royal Mail
Atlas
eTForecasts
Merrill Lynch
Russell Research
Axon Publishing
Eyeblaster
MetaPack
Scarborough Research
Bango
Financial Times
Millward Brown
SciVisum
BARB
Forrester
Mintel
Search Engine Guide
B2B Marketing
Foviance
Microsoft bCentral
SearchEngineWatch
BBC
Fireclick Index
MMXI
SearchIgnite
BCG
Gallup
Mobile Data Association
SEMPO
BCS
Gartner
Motorola
Sento Corp
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Important This sample document is intended to give an indication of the type of data covered in the Internet Statistics Compendium and how information is presented. The content within each individual statistics document varies, depending on the availability of data.
Ben Edelman
GetSafeOnline
MSN
SEO-PR
Benchmark Research
GfK market research
Mutual Points
Silicon.com
Bernstein Research
GMI
Bigfoot Interactive
Goldman Sachs
Nakamura Communications
BIGResearch
Gomez
Net.Applications.com
Site Confidence
BizRate/Shopzilla
National Sales Association
SiteIntelligence
Bloglines
Group M
National Statistics
Sky
ClickZ
IMRG
Oneupweb
Thomas, Townsend & Kent
comScore
IMS Research
Online Publishers Association
TNS
Commtouch
Informa Telecoms & Media
ONS
Touch Clarity
Coremetrics
InsightExpress
Overture
Unica
Cornell University
Intel
Panlogic
Universal McCann
Cranfield School of Management
Interpublic
Paypal
University of Oxford
CyberSource
IPA
PCPRO
Useit.com (Jakob Nielsen)
Dave Chaffey
iProspect
Pew
Webroot
Deloitte
Ipwalk
Pheedo
WebSideStory
Deutsche Bank
iResearch
PhoCusWright
Wireless World Forum
Digital Strategy Consulting
iMedia Connection
Point Topic
Workplace Print Media
DoubleClick
IRN Research
Piper Jaffray & Co
Yahoo!
DirectGov
ITFacts
Pingdom
Yankee Group
silverPOP
If you feel any individual statistics have been inappropriately or inaccurately reproduced, or if you would like your organisation and data added / removed from the compendium, please contact Linus Gregoriadis, email: linus@econsultancy.com
Sample only, please download the full report from: http://econsultancy.com/reports/internet-statistics-compendium
Internet Statistcs Compendium Sample
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