1. Tablet users spend 30% more time on-site and have 20% higher engagement than PC users

Digital marketing solutions firm Ignition conducted research into device usage and using their proprietary engagement measurement technique have reported that across a sampling of client sites there is a clear differentiation between tablet users when compared to PC and mobile users.

Tablet users on average spent 30% more time on-site and had 20% higher engagement scores than PC users on average. Smart phone users, while representing a larger overall audience, had on average 4% lower engagement scores than PC users and 11% fewer page views (likely to be due to slower speeds, smaller screes and less optimal browsing experiences). Tablet engagement was even higher within the retail vertical (especially fashion), showing the importance of reaching the tablet audience. With the upcoming Sun iPad launch and our awarded winning TT/ST tablet apps we provide advertisers with great options here.  

2. UK mobile shopping survey reveals opportunities for retailers

An IBM study examining consumer preferences and attitudes surrounding mobile shopping found that 87% of consumers expect a seamless and consistent shopping experience across brands and channels highlighting the importance of coordination between online and offline. Other findings include that 64% are interested in the possibility of using their phone to scan and purchase items, enabling them to bypass checkout lines; and that 23% believe the ability to receive specials and promotions (such as coupons) on their mobile phone when shopping would be a distinctive plus.

[This marries well with The Sun where around 3 in 4 readers agree “The Sun has good promotions”. Furthermore, Sun readers are 32% more likely than the GB average adult to shop on their mobile phone. Among Times readers it’s even higher - 40%]

3. Double-dip recession ends as UK economy grows 1% in Q3...

According to official gross domestic product figures (GDP), which measure the value of everything produced in the country, the UK economy grew by 1.0% in the three months from July to September. It is the strongest quarterly figure since Q3 2007 and brings an end to successive quarters of contraction, exceeding analyst forecasts of 0.6% growth. However, the ONS (Office for National Statistics) estimate that ticket sales for the Olympic games added 0.2 percentage points, and that 0.5 percentage points could be attributed to the Q2 ‘Jubilee effect’ (i.e. lost output in Q2 due to the extra bank holiday). So, while Q3 performance is positive news, there will remain underlying longer-term concerns for output and economic stagnation as levels are still well below pre-global crisis levels.

4. ...however, IPA Bellwether survey indicates Q4 marketing spend will be cut back vs budget forecasts made earlier in the year

Despite the UK economy performance in Q3, the influential quarterly IPA survey, conducted among marketing execs with budget decision making power, reports that marketing spend in Q4 2012 is expected to be cut (vs predictions made in Q2 2012).  The tough trading environments have ensured cost control remains high on the agenda and as a result marketing spend across all media is expected to be scaled back (with the exception of internet advertising, which is expected to grow for the 13th consecutive quarter). Furthermore, marketing execs are reportedly more ‘pessimistic’ about the financial prospects of their own companies and for their industries as a whole.

5. Most marketers claim to not currently base marketing budgets on ROI analysis

A 2012 joint-study by Columbia Business School and the New York American Marketing Association (NYAMA) into marketing ROI has revealed some interesting findings. The aim of the study – conducted among senior corporate marketing decision makers - was to gain a better understanding of changing practices among large corporate marketers across a range of relevant areas. Key findings reveal:

• 91% of senior marketers believe successful brands use customer data to drive marketing decisions Yet, 39% say their own company’s data is collected too infrequently or not real-time enough
• 51% say that a lack of sharing customer data within their own organisation is a barrier to effectively measuring their marketing ROI
• 65% of marketers said that comparing the effectiveness of marketing across different digital media is “a major challenge” for their business 
• 57% are not basing their marketing budgets on any ROI analysis 
• 22% are using brand awareness as their sole measure to evaluate their marketing spend