©2014 eMarketer Inc.
Karin von Abrams
Senior Analyst
J U N E 2 0 1 4
UK Key Digital Trends
for 2014
© 2014 eMarketer Inc.
Questions
 How is the proliferation of media devices
changing UK consumer behavior?
 How are mobil...
© 2014 eMarketer Inc.
Trend 1
The Digital Audience:
Multiple Devices
Change the Game
© 2014 eMarketer Inc.
The UK is
a leading
digital nation.
2014:
Smartphones
passing 50%
penetration,
and tablets
nearing 4...
© 2014 eMarketer Inc.
The UK’s kids and teens used many
devices to go online in 2013
Twitter – #eMwebinar
© 2014 eMarketer Inc.
2014:
Time with
digital >
time with TV
And mobile
is the main
driver …
© 2014 eMarketer Inc.
© 2014 eMarketer Inc.
Most online
activities
are already
moving to
smartphones
© 2014 eMarketer Inc.
© 2014 eMarketer Inc.
Trend 2
Ecommerce:
Pushing the Limits
with Mobile
© 2014 eMarketer Inc.
Ecommerce =
Everywherecommerce
Twitter – #eMwebinar
© 2014 eMarketer Inc.
© 2014 eMarketer Inc.
© 2014 eMarketer Inc.
Thanks to mobile, the customer journey
is much more complex
32% of UK consumers buy via
mobile at le...
© 2014 eMarketer Inc.
Females are a key constituency among
the UK’s mobile shoppers and buyers
© 2014 eMarketer Inc.
Mobile
spending
is climbing
too…
Twitter – #eMwebinar
© 2014 eMarketer Inc.
Sales via
tablet are
growing
fastest.
Many
consumers—
including
seniors—like
shopping
with a larger,...
© 2014 eMarketer Inc.
Trend 3
Big Data:
Much Talk,
Little Action?
© 2014 eMarketer Inc.
Big data initiatives are catching on.
But progress is slow, even in big firms
Still
under
30%
© 2014 eMarketer Inc.
Why the
delay?
It’s not easy
to apply
data to
decision-
making…
47% cited lack of resources/time
46%...
© 2014 eMarketer Inc.
Data issues
have many
causes.
But even now
the main one
is…
© 2014 eMarketer Inc.
Most UK web users worry that their data
is at risk online, and on mobile platforms
Twitter – #eMwebi...
© 2014 eMarketer Inc.
Businesses
are in the
firing line…
And social
networks…
And search
engines…
© 2014 eMarketer Inc.
Trend 4
Real-Time Advertising
and Content Creation:
Top Agenda Items for
Brands
© 2014 eMarketer Inc.
Real-time
bidding for
ads was good
news for
most users
in 2013
© 2014 eMarketer Inc.
Agencies
were less
familiar with
real-time
advertising
on mobile,
however
© 2014 eMarketer Inc.
© 2014 eMarketer Inc.
© 2014 eMarketer Inc.
20% of UK content marketers spent at
least 50% of budget on content in 2013
Twitter – #eMwebinar
© 2014 eMarketer Inc.
Social media
was a major
focus for UK
content
marketers
in 2013.
Facebook
was edged
out by
Twitter a...
© 2014 eMarketer Inc.
Measuring
success:
Web traffic
was the most
popular
metric, used
by 66%.
Cost savings?
Not so much.
© 2014 eMarketer Inc.
 Time spent with digital media will surpass time
spent with TV in 2014.
 Most retailers will strug...
©2014 eMarketer Inc.
Q&A Session
UK Key Digital
Trends for 2014
You will receive an
email tomorrow with a
link to view the...
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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?

Published in: Marketing

eMarketer Webinar: UK Key Digital Trends for 2014

  1. 1. ©2014 eMarketer Inc. Karin von Abrams Senior Analyst J U N E 2 0 1 4 UK Key Digital Trends for 2014
  2. 2. © 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? Twitter – #eMwebinar
  3. 3. © 2014 eMarketer Inc. Trend 1 The Digital Audience: Multiple Devices Change the Game
  4. 4. © 2014 eMarketer Inc. The UK is a leading digital nation. 2014: Smartphones passing 50% penetration, and tablets nearing 40%
  5. 5. © 2014 eMarketer Inc. The UK’s kids and teens used many devices to go online in 2013 Twitter – #eMwebinar
  6. 6. © 2014 eMarketer Inc. 2014: Time with digital > time with TV And mobile is the main driver …
  7. 7. © 2014 eMarketer Inc.
  8. 8. © 2014 eMarketer Inc. Most online activities are already moving to smartphones
  9. 9. © 2014 eMarketer Inc.
  10. 10. © 2014 eMarketer Inc. Trend 2 Ecommerce: Pushing the Limits with Mobile
  11. 11. © 2014 eMarketer Inc. Ecommerce = Everywherecommerce Twitter – #eMwebinar
  12. 12. © 2014 eMarketer Inc.
  13. 13. © 2014 eMarketer Inc.
  14. 14. © 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
  15. 15. © 2014 eMarketer Inc. Females are a key constituency among the UK’s mobile shoppers and buyers
  16. 16. © 2014 eMarketer Inc. Mobile spending is climbing too… Twitter – #eMwebinar
  17. 17. © 2014 eMarketer Inc. Sales via tablet are growing fastest. Many consumers— including seniors—like shopping with a larger, touchscreen device
  18. 18. © 2014 eMarketer Inc. Trend 3 Big Data: Much Talk, Little Action?
  19. 19. © 2014 eMarketer Inc. Big data initiatives are catching on. But progress is slow, even in big firms Still under 30%
  20. 20. © 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
  21. 21. © 2014 eMarketer Inc. Data issues have many causes. But even now the main one is…
  22. 22. © 2014 eMarketer Inc. Most UK web users worry that their data is at risk online, and on mobile platforms Twitter – #eMwebinar
  23. 23. © 2014 eMarketer Inc. Businesses are in the firing line… And social networks… And search engines…
  24. 24. © 2014 eMarketer Inc. Trend 4 Real-Time Advertising and Content Creation: Top Agenda Items for Brands
  25. 25. © 2014 eMarketer Inc. Real-time bidding for ads was good news for most users in 2013
  26. 26. © 2014 eMarketer Inc. Agencies were less familiar with real-time advertising on mobile, however
  27. 27. © 2014 eMarketer Inc.
  28. 28. © 2014 eMarketer Inc.
  29. 29. © 2014 eMarketer Inc. 20% of UK content marketers spent at least 50% of budget on content in 2013 Twitter – #eMwebinar
  30. 30. © 2014 eMarketer Inc. Social media was a major focus for UK content marketers in 2013. Facebook was edged out by Twitter and LinkedIn
  31. 31. © 2014 eMarketer Inc. Measuring success: Web traffic was the most popular metric, used by 66%. Cost savings? Not so much.
  32. 32. © 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 Twitter – #eMwebinar
  33. 33. ©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 webinars@emarketer.com

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