A study between Google and Boston Consulting Group shows 90% of customers will share their email address for a small incentive, such as a discount.
The study aims to find common ground between consumers and marketers when it comes to data sharing.
When it comes to data collection, marketers have to navigate regulatory changes involving privacy, while consumers grow more conscious of how their data is used
However, both marketers and consumers have the same desired endpoint — more relevant advertising.
Google’s research finds that not only do 65% of consumers have negative experiences when ads are not relevant, but 74% of customers only want ads that are relevant.
How can that goal be achieved?
To answer that question, let’s look at some highlights from the results of Google’s study.
How Much Information Are Customers Willing To Share?
It’s not possible to deliver relevant ads without gathering at least some data on who the ads are being served to.
Customers understand this, and are willing to cooperate to a certain extent.
The study finds that consumers are most willing to share information they don’t view as invasive and identifying.
That can include information such as their gender, postal code, age, interests, and previous purchases.
Gathering this data first-hand is beneficial to marketers and businesses as well, since buying data from third parties can go against privacy regulations.
Still, customers have concerns about how information about them is used. Specifically, three things matter to them:
- What information is collected?
- How it is collected?
- Why it is collected?
In the next section we’ll look at how the willingness to share information goes up when incentives are offered.
Incentives Increase Customers’ Willingness To Share Data
Google’s study find that nearly 1 in 3 customers are willing to share their email for no incentive.
With the right incentive, such as a discount or a free sample, 90% of customers are willingly share their email address.
In addition to offering an incentive, it’s also important to build trust.
When consumers trust a brand, they are about twice as willing to share their personal information.
This is even more important when attracting new customers, as 29% start from a place of mistrust of all companies across any industry to protect their personal information and privacy.
Further, 64% of consumers mistrust companies in at least one industry.
Why so much mistrust?
It stems from the idea that companies are selling their data, which is a concern that Google says is exaggerated:
“And while almost 60% of customers believe that companies are selling their data, our research found that very few brands do that.
Marketers understand the value of data and the trust their customers place in them — and how customer-centric, data-driven marketing unlocks significant gains across business objectives.”
The next section includes takeaways marketers can success by creating win-win relationships with consumers.
How To Win With Data Conscious Consumers
Marketers can continue to succeed by making privacy a win-win with customers through relevant experiences and transparency.
In particular, Google’s study recommends focusing focus on three key things:
- Build trust by prioritizing transparency: Make it obvious how you use customer information by overcommunicating how it’s being handled.
- Create great experiences through first-party data: Accelerate first-party data collection by offering an exchange of value that’s inline with customer motivations.
- Build a data-centric organization that respects privacy: Reimagining your role in the data privacy space can lead to greater long term success, such as shifting from third-party to first-party data collection.
Featured Image: elenabsl/Shutterstock
Top 10 Content Management Systems In 2022
Since WordPress launched in 2003, it’s held the dominant share of the Content Management Systems market.
Currently, the popular platform stands at 64.1% market share, according to W3Techs, which offers the most reputable and trustworthy data source.
In this report, you’ll learn about the size of the CMS market, how it has evolved over the past decade, how different content management systems stack up against one another, and why this matters for someone working in SEO.
How Large Is The CMS Market?
From this, we can assume that the current market size for content management systems is approximately 796 million websites.
Top 10 Content Management Systems (CMS) By Market Share (Globally)
|Top 10 CMS, May 2022||Launched||Type||Market Share||Usage|
Data from W3techs, May 2022
What Is The Most Widely Used CMS?
*Graphs are separated due to the dominance of the WordPress market share:
- WordPress market share has increased 16% since 2011 but declined by 2% this year.
- Wix has increased 17% this year.
- Squarespace has increased 11% this year.
WordPress has held the dominant market share almost since its launch in 2003.
Since 2011, that position has been relatively steady – almost stagnant. In 11 years, it’s increased only by 16% to 64.1%.
Between 2011 – 2022:
- Websites with no CMS system have declined by 57%.
- Websites with WordPress have increased by 227%.
Joomla vs. Drupal vs. WordPress Market Share
- Since 2011, Joomla has decreased its market share by 77%.
- Since 2011, Drupal has decreased its market share by 69%.
Joomla and Drupal between them used to hold 17% CMS market share, which has slumped to 4.4%.
This decline has seen them drop from positions 2 and 3 to 5 and 6, as Wix and Squarespace have risen and finally superseded them this year.
Why did these popular content management systems decline so much?
It’s most likely due to the strength of third-party support for WordPress with plug-ins and themes, making it much more accessible.
The growth of website builders, such as Wix and Squarespace, indicates that small businesses want a more straightforward managed solution. And, they have started to nibble market share from the bottom.
Website Builders Market Share, Wix vs. Squarespace
- Wix has increased 17% this year, from January to May.
- Squarespace has increased 11% this year, from January to May.
If we look at the website builders, their significant growth is a strong indication of where the market might go in the future.
From 2011 to 2022:
- Wix grew by 3,678%.
- Shopify grew by 2,033%.
- Squarespace grew by 1,400%.
When we compare the 16% growth of WordPress over the last 11 years to the other players, that growth for the CMS behemoth becomes even more flattened and stagnant.
Why is that happening?
SaaS web builders such as Wix and Squarespace don’t require coding knowledge and offer a hosted website that makes it more accessible for a small business to get a web presence quickly.
No need to arrange a hosting solution, install a website, and set up your own email. A web builder neatly does all this for you.
WordPress is not known as a complicated platform to use, but it does require some coding knowledge and understanding of how websites are built.
On the other hand, a website builder is a much easier route to market, without the need to understand what is happening in the back end.
Consider that, during the pandemic, much of the population worked from home, leading to more interest and attention placed on how being online could be a source of income.
Elementor is a WordPress-based website builder used by 17.2% of all the websites that use WordPress.
It also has significantly more market share than Wix and Squarespace combined.
However, because it’s a third-party plug-in and not a CMS, it isn’t listed in the Top 10 CMS above.
If we compare the volume of traffic to the number of CMS, we can see that WordPress is in the golden section, up and to the right, clearly favored by sites with more traffic.
Drupal fits into a niche of fewer installs but more high-traffic sites, indicating that more professional sites are using it.
Squarespace and Wix are to the left and down, highlighting that they are installed on fewer sites with less traffic.
A strong indication that they are used more by small websites and small businesses.
Elementor bridges the gap between the two and has the weight of the WordPress market share, but is used by sites with less traffic.
The appetite is growing for drag-and-drop, plug-and-play solutions that make having a web presence accessible for anyone. This is the space to watch.
Ecommerce CMS Market Share, Shopify vs. Woocommerce
- WooCommerce has a market share of 13%.
- Shopify has a market share of 6.4%.
The ecommerce CMS space echoes a similar pattern to the website builders.
Technically, WooCommerce is not a standalone CMS, but a WordPress plug-in – which is why it doesn’t appear in the Top 10 CMS data table.
However, it’s essential to the ecommerce space, so it’s worth considering and mentioning.
8.7% of all existing websites use WooCommerce, which has a CMS market share of 13.0%.20.3% of all websites that use WordPress use WooCommerce.
Looking at the distribution, we can see a clear pattern emerge. In comparison to other ecommerce CMS platforms, WooCommere is dominant.
It has more market share than the other competitors combined:
Magento + OpenCart + PrestaShop + Shopify = 8.9% market share.
Magento might not have the volume of installs, but high-traffic sites favor it – indicating that Magento is a CMS of choice for bigger and more professional businesses, just as we saw with Drupal.
Smaller sites might favor WooCommerce, but it has the WordPress platform’s weight for market access and, therefore, more installs – much like Elementor.
Shopify has more market share, but the traffic levels are similar to WordPress.
Shopify saw massive growth during the pandemic of 53% from 2020 to 2021, then 27% from 2021 to 2022, far more than any other platform.
Why Does CMS Market Share Matter To Someone Working In SEO?
WordPress retains its dominance in the CMS market share but website builders such as Wix, Squarespace, and Shopify are on the rise, indicating where market growth lies, especially for small businesses.
If more small businesses are switching to website builders, understanding the limitations and intricacies of these platforms for SEO could be a competitive advantage.
Shopify is installed on 4.3% of all websites (not just sites with a CMS): a total potential market of 50 million websites.
Similarly, specializing in Wix and Squarespace is a way to differentiate yourself from the competition.
WordPress might be dominant now, but that also means that many other people are servicing that specific CMS.
Aligning with a more niche CMS can be a strategic move for new client opportunities.
All data collected from W3techs, May 2022, unless otherwise indicated.
W3Tech samples its data from the Alexa top 10 million and Tranco top 1 million. Websites with no content or duplicate sites are excluded. Limitations of the data source mean that hosted Tumblr and WordPress.com sites are not included as the data collection doesn’t count subdomains as more than one site.
Featured Image: NESPIX/Shutterstock
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