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©2014 eMarketer Inc. Karin von Abrams Senior Analyst J U N E 2 0 1 4 UK Key Digital Trends for 2014

eMarketer Webinar: UK Key Digital Trends for 2014

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The UK continues to be one of the world’s most advanced and innovative digital markets. Nearly 54% of the population will use a smartphone this year, for example, and a similar number are using the mobile internet, according to our estimates. Topics in this webinar include: How is the proliferation of media devices and platforms changing UK consumer behavior, including shopping and buying habits? How is the notion of big data affecting UK marketers and consumers? How are developments in real-time ad buying and content marketing changing the game for marketers and consumers?

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Page 1: eMarketer Webinar: UK Key Digital Trends for 2014

©2014 eMarketer Inc.

Karin von Abrams

Senior Analyst

J U N E 2 0 1 4

UK Key Digital Trends

for 2014

Page 2: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Questions

How is the proliferation of media devices

changing UK consumer behavior?

How are mobile phones and tablets altering

shopping and buying habits?

How is the notion of big data affecting UK

advertisers and consumers?

How are developments in real-time

advertising and content strategies changing

the game for marketers?

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Page 3: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Trend 1

The Digital Audience:

Multiple Devices

Change the Game

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© 2014 eMarketer Inc.

The UK is

a leading

digital nation.

2014:

Smartphones

passing 50%

penetration,

and tablets

nearing 40%

Page 5: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

The UK’s kids and teens used many

devices to go online in 2013

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Page 6: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

2014:

Time with

digital >

time with TV

And mobile

is the main

driver …

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© 2014 eMarketer Inc.

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© 2014 eMarketer Inc.

Most online

activities

are already

moving to

smartphones

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© 2014 eMarketer Inc.

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© 2014 eMarketer Inc.

Trend 2

Ecommerce:

Pushing the Limits

with Mobile

Page 11: eMarketer Webinar: UK Key Digital Trends for 2014

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Ecommerce =

Everywherecommerce

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© 2014 eMarketer Inc.

Thanks to mobile, the customer journey

is much more complex

32% of UK consumers buy via

mobile at least once a month

4G boosts mobile

browsing and buying

Research is mapping

shoppers’ locations and habits,

inside and outside stores

Sources: eDigitalResearch/IMRG, Google/TNS

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© 2014 eMarketer Inc.

Females are a key constituency among

the UK’s mobile shoppers and buyers

Page 16: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Mobile

spending

is climbing

too…

Twitter – #eMwebinar

Page 17: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Sales via

tablet are

growing

fastest.

Many

consumers—

including

seniors—like

shopping

with a larger,

touchscreen

device

Page 18: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Trend 3

Big Data:

Much Talk,

Little Action?

Page 19: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Big data initiatives are catching on.

But progress is slow, even in big firms

Still

under

30%

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© 2014 eMarketer Inc.

Why the

delay?

It’s not easy

to apply

data to

decision-

making…

47% cited lack of resources/time

46% had data in disparate

systems/locations, or too much data

36% lacked useful data

30% had no suitable analytical systems

28% said big data wasn’t a priority

for senior management

Source: SAP/Loudhouse Research

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© 2014 eMarketer Inc.

Data issues

have many

causes.

But even now

the main one

is…

Page 22: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Most UK web users worry that their data

is at risk online, and on mobile platforms

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Page 23: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Businesses

are in the

firing line…

And social

networks…

And search

engines…

Page 24: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Trend 4

Real-Time Advertising

and Content Creation:

Top Agenda Items for

Brands

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Real-time

bidding for

ads was good

news for

most users

in 2013

Page 26: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Agencies

were less

familiar with

real-time

advertising

on mobile,

however

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© 2014 eMarketer Inc.

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© 2014 eMarketer Inc.

20% of UK content marketers spent at

least 50% of budget on content in 2013

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Social media

was a major

focus for UK

content

marketers

in 2013.

Facebook

was edged

out by

Twitter and

LinkedIn

Page 31: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Measuring

success:

Web traffic

was the most

popular

metric, used

by 66%.

Cost savings?

Not so much.

Page 32: eMarketer Webinar: UK Key Digital Trends for 2014

© 2014 eMarketer Inc.

Time spent with digital media will surpass time

spent with TV in 2014.

Most retailers will struggle to match consumer adoption of

omnichannel shopping and buying.

While firms work on big data strategies, many

consumers worry about how their data is being used.

Real-time messages can boost ROI, but many

consumers don’t like them, especially on a phone.

Content marketing will see major growth this year, but

brands face challenges with content creation and analysis.

Recap: UK Key Digital Trends 2014

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Page 33: eMarketer Webinar: UK Key Digital Trends for 2014

©2014 eMarketer Inc.

Q&A Session

UK Key Digital

Trends for 2014

You will receive an email tomorrow with a link to view the deck

and webinar recording.

Karin von Abrams

Learn more about digital marketing with an

eMarketer corporate subscription

Around 200 eMarketer reports are published

each year. Here are some recent reports you

may be interested in:

Key Digital Trends for 2014

Native Advertising: An Emerging Consensus for a New

Kind of Ad

UK Time Spent with Media: The Complete eMarketer

Forecast for 2014

UK Internet Users: 2014 Complete eMarketer

Forecast

UK Millennials and Mobile: The Key Device in a

Digitally Dominated Life

UK Mobile and Tablet Users

To learn more: www.emarketer.com/products

800-405-0844 or [email protected]