FWM Digital Bytes

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week we look at digital ad spend growth, Adidas’s success at Euro 2012 and new stats that show people use their phones more to surf the web than to call friends and family…

Digital ad spend to rise in 2013

UK ad spend will increase 3.2% to £13.6bn in 2013, according to a new report from Group M. Digital spend is expected to account for £6bn of that total, but spending on national newspapers will fall to just £971m. Adam Smith, Futures Director at Group M, said “Digital spending growth already represents a quarter of the entire UK marketing economy, and it continues to grow. Smartphone proliferation has suddenly made mobile search an urgent priority, while bestowing long-awaited targeting intelligence at scale. Mobile devices are also fuelling second-screen usage, which is another digital revolution in the making: versatile, universal and ergonomic.” More information on the report can be seen on the Group M website.

Surfing on the telephone

Smartphone owners use their mobile devices to surf the internet more than they do to call people, new research has discovered. The average smartphone owner spends over two hours every day using the device, and of that time 24 minutes and 49 seconds are spent on the internet and 17 minutes and 29 seconds on social media websites – only 12 minutes and 6 seconds are spent making calls. Mobile network 02 conducted the survey, and the company’s general manager of devices, David Johnson, said that the shift in use of mobile phones is down to their functionality. “Smartphones are now being used like a digital ‘Swiss Army Knife’, replacing possessions like watches, cameras, books and even laptops. While we’re seeing no let-up in the number of calls customers make or the amount of time they spend speaking on their phones, their phone now plays a far greater role in all aspects of their lives.”

IBM launch a new shopping app

IBM Research has announced a new shopping assistant app available for consumers to use in stores. Consumers would download the app and create a profile of features that matter to them – from product ingredients that will inflame an allergy to whether the packaging is biodegradable. John Kennedy, VP of corporate marketing for IBM Research says “This will help you make a very accurate and precise decision relative to the criteria you have. At this point, it’s a demonstration of a really interesting technology that starts to provide a glimpse of how shopping will evolve. There’s more work to be done on the implementation and roll-out. The goal for IBM is that this would be another aspect of our relationship with retailers.”

Adidas top Euro 2012 sponsors

Adidas were the most prominent sponsor at Euro 2012 in terms of social media, according to new stats. Research company Precise analysed all the English-language social media discussion during the competition and found that Adidas took a 29 per cent share of overall conversation, which was down in total on the volume recorded during the 2010 World Cup. James Withey, head of brand insight at Precise, said: “Social media use has exploded over the last two years, but that doesn’t necessarily mean people will discuss sponsor activities in ever-greater volumes. So the question is – how do sponsors get people talking about what they are doing? The success of those brands with a strong focus on using offline activities to get people talking about them online, suggests that sponsors would benefit from better coordinating their offline and online marketing activities.” Along with Adidas, McDonalds and Orange also scored well in the Precise research.

Women dominate on Facebook and Twitter

If you’ve ever wondered which social media platforms speak loudest to which gender group then this is the infographic for you. New York based Digital Flash have crunched the numbers and found that women are in the majority on the two big platforms, Facebook and Twitter. They also rule the roost on Pinterest, while men dominate on LinkedIn and Reddit. The full infographic can be seen here