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

© 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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Trend 1

The Digital Audience:

Multiple Devices

Change the Game

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The UK is

a leading

digital nation.

2014:

Smartphones

passing 50%

penetration,

and tablets

nearing 40%

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The UK’s kids and teens used many

devices to go online in 2013

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2014:

Time with

digital >

time with TV

And mobile

is the main

driver …

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Most online

activities

are already

moving to

smartphones

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Trend 2

Ecommerce:

Pushing the Limits

with Mobile

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Ecommerce =

Everywherecommerce

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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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Females are a key constituency among

the UK’s mobile shoppers and buyers

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Mobile

spending

is climbing

too…

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Sales via

tablet are

growing

fastest.

Many

consumers—

including

seniors—like

shopping

with a larger,

touchscreen

device

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Trend 3

Big Data:

Much Talk,

Little Action?

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Big data initiatives are catching on.

But progress is slow, even in big firms

Still

under

30%

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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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Data issues

have many

causes.

But even now

the main one

is…

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Most UK web users worry that their data

is at risk online, and on mobile platforms

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Businesses

are in the

firing line…

And social

networks…

And search

engines…

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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

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Agencies

were less

familiar with

real-time

advertising

on mobile,

however

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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

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Measuring

success:

Web traffic

was the most

popular

metric, used

by 66%.

Cost savings?

Not so much.

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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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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

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