LONDON, June 3, 2013 /PRNewswire/ --
Gaia Insight, the web analytics service for corporate communicators, has just published its 2013 FTSE100 Online Audience Report.
The aim of the study is to spread awareness of the scale and power of corporate web sites, reveal the behaviour of their audiences, and the technology and social media they use. The research is based on 2012 data from 21 FTSE100 corporate web sites.
Andrew Morris, Director of Web Analytics at Gaia Insight, commented: "We have found significant trends that stopped or changed direction in 2012, indicating that this is a truly dynamic and fascinating time to be measuring what users of large scale UK corporate web sites are doing."
Three key themes emerged from the research:
1. Growth in all aspects of usage confirms the importance of corporate sites
- Traffic grew significantly in 2012 as visits to FTSE100 web sites rose by 17%, helped by wider internet access and growth in tablet and mobile access
- Large capitalisation companies experienced higher visit growth, 22% versus 8% for companies from the bottom half of the FTSE100
- The amount of content accessed by users increased considerably, up by 20% in 2012
- Tablet access grew significantly to account for 6% of visits (from 2% in 2011)
- User behaviours such as engagement, loyalty, curiosity and consumption all showed a positive increase over the year
2. Diversity is very evident, with a wide variety of audiences, devices and accessed content showing that corporate web sites remain the communications nexus
- The corporate sites included in the survey covered a cross section of industry sectors and had audiences of extremely varied sizes, however they all exhibited similar behaviour
- Audiences are international, with 58% of visitors based outside the UK, primarily from the USA, India, France and Germany
- Mobile and tablet-based users achieved critical mass, accounting for 13% of total visits in 2012 (up from 3% in January 2012)
- The diverse user base consumed a wide range of content, with careers content (33% of page views) being the most popular, with investor content at 18% and commercial content at 14%
3. Change - new trends emerged in 2012 showing how dynamic the market is for online corporate communications
- Corporate web sites are attracting evening traffic, with tablet access to corporate web sites peaking in the evening, perhaps as people use tablets as a second screen in front of the TV
- Content focus varies by device: tablet users are more investor focussed than the average - over 20% of the content they view is investor related. Mobile users are more likely to be job seekers - 41% of the content they view is careers related
- The well publicised growth in fans and followers of social media is not yet a significant traffic driver to corporate web sites, although its impact is growing. Only 3% of visits to corporate sites came from social media referrals (up from 2% in 2011)
- Mobile usage slowed in 2012 and tablets appear to be cannibalising their market share but total visits still grew to 7% (from 5% in 2011). Apple iPhone, with 57% of share of mobile traffic, was the most popular followed by Android handsets with 26% share
The full research document is available upon request and any FTSE100 company is welcome to join Gaia Insight's FTSE100 online audience index and research.
About Gaia Insight
Gaia Insight is part of The Group - the UK's leading online corporate communication agency. It is the first behavioural web analytics service that's been designed specifically for corporate communicators.
We have been measuring and analysing FTSE100 web sites for the last 15 years. We combine web analytics and technical expertise with experience in corporate communications to provide actionable insights and analytical support.
Our services combine our own bespoke analytics with systems including Google Analytics, Omniture and WebTrends, creating a powerful insight-led approach to digital reputation management.
You can find out more here: http://www.gaiainsight.com
About The Group
The Group is the UK's leading digital corporate communications agency.
Since 1991 we have been helping organisations to connect, inform, understand and influence the people who matter to them, delivering enhanced corporate reputation and competitive advantage.
We design, build, host and manage web sites and reports, and provide consultancy and analysis services to more than 1 in 9 FTSE100 companies.
You can find out more here: http://www.the-group.net
SOURCE Gaia Insight, the web analytics division of The Group