Smartphones are helping to drive users to Facebook. Through the marriage of social and mobiletechnology, those who take advantage have instant, everywhere access to all their profiles. Smartphone users between ages 18 to 44 take full advantage of their smartphones and use them from the early morning right to the end of the day. 62% of all respondents said they reach for their device immediately after waking up, whereas 79% of users did the same within 15 minutes of waking up. This statistic is even higher for the younger demographic. Most of smartphone users' time on mobile Facebook is spent checking their newsfeed, messaging, posting photos, and even playing games. This worked out to just above an average of 30 minutes being spent on mobile Facebook every single day. This goes without being said that investing time on social mobile media is going to be a wise decision.
More than 77% of the Canadian population will use the internet at least monthly, which includes more than three-quarters of the total population with broadband connections. Small businesses on the other hand, having dedicated online websites is less common. Around 46% of small businesses mentioned they had a website and fewer than half advertised or sold their business online. Along with this statistic, social media use was even less common for small businesses. Nearly four in 10 small business owners said they promoted their businesses through social media sites. This makes both websites and social just as unpopular for smaller business owners. This strategy may want to be reconsidered seeing as the value of a company website is crucial to the business's success. RBC found that of all the small business's revenue, at least 38% comes from ecommerce, which is a very substantial amount.
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Over the last few years, the average daily time spent on mobile devices (excluding talk time) by US adults has increased dramatically. In 2012, the average will grow to 82 minutes per day, an increase of 51.9% from 2011, and an increase of 141% from 2010. Time spent online on other major media platforms is also increasing, but at a significantly slower rate, as seen by the table to the right. Almost 3 hours of time spent with media on a daily average is online, and it is highly unlikely that the growth rate of this number will reach double digits even as consumers continue to spend more time on their computers. On the other hand, smartphones and tablets have only penetrated a minority of all consumers when compared to laptops and desktops. As more acquire smartphones and tablets, and current owners shift more of their online activities to these devices, mobile is taking an ever-increasing share of time with all media.
While time spent on mobile is increasing at a rapid rate, advertising spending has been slow to follow suit. As can be seen by the graph to the left, mobile time share has increased from 3.5% in 2009 to 11.7% in 2012, but ad spending share has only increased from 0.3% in 2009 to 1.6% in 2012. Advertising for mobile is expected to increase rapidly over the next few years (reaching an estimated $12 billion in 2016) as the popularity of smartphones and tablets continues to grow.
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Email is a highly effective tool for marketers in North America. More than nine in ten adult internet users will send an email at least once per month in 2012. We can see the importance of email marketing from the performance metrics to the right. The non-bounce rate measures the percentage of emails that do not bounce, and are thus considered delivered. The non-bounce rate has increased slightly from 2010 to 2012. Email open rates have increased steadily in the last two years, while the clickthrough rate has been decreasing. The clickthrough rate is the number of times a link in an email is clicked, divided by the number of times the email is opened, expressed as a percentage. This graph shows that consumers are being more responsive to marketing emails, opening them more often. While they do not click the links included in the emails as often as in previous years, there is a higher non-bounce rate, meaning more people explore further than the landing page the link takes them to.
The effectiveness of Search Engine Marketing appears to extend beyond the Internet, and the benefits that can be expressed through web analytics, as there is evidence it may impact in-store behaviour as well. According to the results of a GroupM Search and Compete survey, 93% of responding internet users perform an online search at some point during their shopping process, regardless of the purchase channel they plan to exercise.