Eight intriguing US digital marketing stats from the past week

By Jack Simpson @ Econsultancy

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It’s time for another dose of digital marketing stats from North America. 

This week we’ll be covering the must-haves for producing trustworthy content, lots of exciting stats around mobile and much more. 

So, let's begin...

Nine in ten consumers want brands to share content online

Insights in Marketing has released an infographic highlighting some of the key steps marketers must take in order to create trustworthy content. 

Key findings include:

• 92% of consumers want to do business with companies that have values like their own.
• 58% of consumers trust editorial content, jumping to 74% when the content is considered educational (i.e. objectively written and not explicitly selling a product).
• 70% of consumers prefer getting to know a brand via content marketing rather than ads.  

Check out the infographic below for more stats:

78% have discovered a new business on their mobile device

A new survey from Hubshout has produced some stats around mobile search. 

Key findings include: 

• 94% of respondents say they use a mobile phone to search for local businesses.
• While conducting a search for local goods and services, 78% of mobile users discovered a business that they previously didn't know existed.
• 54% will look for information on a business elsewhere if it can’t be found on the mobile website, but 39% will simply look for another business.
• 72% will quickly leave a mobile website if it is slow to load.
• 33% will leave a site that is difficult to navigate.
• 72% say a well-designed mobile website makes a good impression.

Only 10% of ads are delivered in a mobile-compatible format

JW Player has released its latest Trends in Online Video report, focusing on the viewing habits of 1bn unique global viewers. 

Key findings include:

• Only 10% of advertisements are delivered in a mobile-compatible format despite 30% of viewers using mobile devices to consume video. 
• Ad-blocking technology usage continues to increase globally, with as much as much as 30% of viewers using ad blocking software in some markets.

Almost a quarter of online shoppers purposely abandon cart to get coupons

A survey by Bizrate Insights has found that 23% of potential online buyers purposely abandon their shopping carts in order to collect coupons that sellers send to try and close the sale. 

The study also found that the vast majority of online shoppers seek free shipping, ideally with no minimum purchase. 

Discounts are the second most desirable coupon, with 33% of shoppers hoping for some sort of discount on items or their entire order.

Mobile advertisers lose $10bn through lack of ad transparency

A new study into mobile advertising units by S4M has found that a lack of transparency is costing mobile advertisers billions of dollars in lost revenue. 

Key findings include:

• Nearly 20% of ads in HTML5 format were not seen or closed before being displayed.
• There's a major brand safety issue with ads in static formats with almost 40% of ads appearing in unfavourable contexts.

America most widely feared nation for government surveillance

This infographic from Artmotion highlights global attitudes towards data privacy, with some interesting findings.  

US email marketers only reach subscribers’ inboxes 76% of the time

This figure is lower than the current global average of 79%, according to new a new study of 357m marketing messages by Return Path. 

Key findings include:

• Brazil (74%) is the only country that has less success reaching consumers’ inboxes than the US.
• Globally, messages from brands in the apparel (92%), food and beverage (93%), hospitality (87%), and travel (85%) sectors reached consumers more reliably than others.
• Messages from media and entertainment (73%) and telecommunications (74%) senders were less likely to reach their targets.

78% of marketers have used advanced TV

A survey of 255 brand and agency decision-makers by the Interactive Advertising Bureau (IAB) also found that 72% see advanced TV’s importance in marketing as increasing. 

70% expect to be spending more on the medium within the next year, and the current median budget allocation for advanced TV is $1.4m. 

Respondents identified several benefits, including better targeting capabilities (51%), the ability to reach consumers anytime on any device (38%), improved ROI (37%) and the ability to personalize or localize messages (35%).