It’s been a fine week for digital marketing and ecommerce stats.

So, if you’re at all interested in travel and social media, PR and advertising codes, PC shipments, UK adspend, data breaches, email subject lines, B2B customer experience or the ‘single customer view’, reader, you’re in luck.

And for more useful data, check out Econsultancy’s Internet Statistics Compendium.

46% of American millennials say it’s important that people comment on their holiday snaps

Expedia’s Millennial Travel Report has some delicious stats for those that are long in the tooth (and secretly hate millennials).

The research surveyed 1,000 people in each of a number of international markets, asking them about vacations and online media.

Here are some of the juicy findings:

  • One in four millennials admit that it is important for people to comment on the holiday photos they post on social media.
  • This rises to almost one in two American millennials (46%).
  • 42% of millennials say that their destination choice is influenced by others’ holiday photos on social media.
  • This is particularly true in America, where the proportion rises to 50%.

Bleeding-edge technology is also of definite interest in the holiday market to millennials:

millennials holidays

millennials holidays

12% of PRs have no idea about advertising codes of conduct

A survey of 500 PR and marketing experts by Takumi found that just 37% fully adhere to the the UK’s official advertising code.

The fairly shocking findings include:

  • 12% had no idea what the CAP code of conduct is.
  • Of those familiar with the recommendations, over a third (34.7%) choose not to adhere to it due to a lack of understanding or a reluctance to be transparent about paid-for content.

Results differed sharply between smaller businesses (50-100 employees) and large brands (over 500 employees).

  • When working with influencers, 50% of those surveyed in smaller businesses openly admitted they don’t fully comply with the CAP guidelines.
  • For large brands, this drops to 20%.

The survey also showed that marketers expect a lot from influencers: 

  • Nearly three quarters (72.7%) of marketers expect influencers to participate in brand campaigns for free in exchange for product or credit.
  • 19% have promised influencers paid work later down the line in return for their efforts.
  • The average spend among those that do pay is £800 per post, with 12.5% paying over £1,000 for a single photo.
  • The average total campaign spend is nearly £6,000 run seven times a year.

For more on this topic, see our Rise of the Influencers report.

rise of the influencers

UK digital adspend grew 16.4% in 2015 to over £8.6bn (the biggest growth in seven years)

There’s a whole host of detail on the change in UK digital adspend, found within the IAB’s latest report.

The headline is, of course, big growth (16.4%) but how does that break down?

Mobile and video 

  • Mobile accounted for 78% of digital ad spend growth, increasing 60.3% year-on-year to £2.63bn (30.5% of all digital advertising).
  • Video ad spend overall grew 50.7% to £711m.
  • Video spend on mobile increased by 98% to £353m. 

Content and social

  • Content and native advertising spend (includes native format ads in social) increased by 49.9% to £776m.
  • Ad spend on social media grew 45% to £1.25bn.
  • This social spend now accounts for 41% of banner/video display ad spend.
  • Over 71% of social media spend goes on mobile.

Display by sector 

  • Display ad spend rose 24.5% year-on-year to reach a 35% share (£3.03bn) of digital ad spend.
  • The share traded programmatically rose from 47% in 2014 to 60% (£1.60bn) in 2015.
  • Consumer goods companies spent the most on banner and video display ads in 2015 (18% of spend).
  • This sector was followed by travel & transport (13.4%) and retailers (13.3%).

adspend uk

PC shipments in Q1 2016 were down around 10% year-on-year (or 6m units)

Gartner and IDC both published their own estimations of PC shipments in Q1 2016. One identified a 9.6% fall and the other 11.3% (apparently conservative estimates, too).

The detail from Gartner is as follows. PCs are defined as desktops and portables (laptops, netbooks etc).


Worldwide PC shipments = 64.8m units in Q1 2016.

This is a 9.6% decline from Q1 2015 and the sixth consecutive quarter of PC shipments that has seen falling numbers.

2007 was the last time (before this quarter) that shipment volume fell below 65m units.

pc shipments gartner q1 2016

IDC vendor market share

idc pc vendor market share

ASOS profits up 18%

Pre-tax profits are up, at £21m in the six months to February 29th.

During that period, Black Friday and Cyber Monday saw record website visitors, with the company processing up to nine orders per second. 

Total sales rose 21% to £667m, while UK sales grew by 25% to £289.5m.

The brand received lots of press coverage over its £2.7m loss in China during this period. ASOS announced it would be pulling out of China (for these reasons).

asos china

Data breaches – rise of 85% in number of businesses choosing not to report lost records

Symantec’s Global Internet Security Threats Report makes for scary reading:

  • 2015 saw nine mega-breaches and an estimated 429m identities exposed, 23% more than 2014.
  • However, the number of businesses that chose not to report the number of records lost jumped by 85%.

Other key findings include:

  • 1m+ web attacks every day in 2015.
  • 43% of all attacks targeted at small businesses in 2015.
  • UK ranked as the most targeted nation for spear phishing attacks.

For more on data fraud, see our recent blog post on trends in online verification.

data breaches unreported

20% of marketers have created an actionable ‘single customer view’

That’s according to our latest Quarterly Intelligence Briefing: The Pursuit of Data-Driven Maturity (in association with Adobe).

Other findings include:

  • 23% of respondents have no formal approach to better using data in marketing programmes.
  • 8% have a comprehensive data strategy.
  • 32% use first-party data to target similar audiences on third-party websites. 

The chart below shows further data-driven marketing approaches and the extent to which companies are applying them. 

single customer view  

Email provides greatest ROI of any digital marketing channel

This week saw the 10th anniversary edition of Econsultancy’s Email Marketing Industry Census, in association with Adestra.

Almost three-quarters (73%) of company respondents rated email marketing as ‘excellent’ or ‘good’ when it comes to ROI. This is up from 66% in 2015.

Only 5% rate email poor for ROI. This figure is as high as 26% for display advertising.

Over the past five years, the survey data shows a correlation between proportion of marketing budget allocated to email and subsequent proportion of sales attributable to email (see the chart below). 

However, with only 15% of the marketing budget (the proportion going on email in 2016) accounting for 23% of total sales, is email under appreciated?

email deserves investment

41% of B2B marketers admit their organisation is not customer-centric

But (more encouragingly) 74% of marketers think they are responsible for the customer experience.

These stats come from a survey by Squiz of 150 B2B marketers.

Other findings include:

  • 83% of B2B marketers recognise that customer centricity is “very important”.
  • 14% have difficulty gaining c-level support.
  • Just 46% of marketers surveyed think other people within their organisation would agree they are responsible for CX.

survey - cx in b2b

According to 32,198 emails, most retailers use boring subject lines

Parry Malm has written another excellent blog post for Econsultancy based on analysis of email subject lines.

Phrasee looked at 2,598 retailers across the UK, USA, Canada, and Australia, from January through March. They scored each subject line on five key semantic categories: urgency, friendliness, offbeatness, directness and curiosity. 

The results (detailed in the chart below) revealed six types of email subject line being sent (go check out the post for further detail).

63% of retailer subject lines were lumped together as pretty generic, being very direct, quite urgent, and sounding very similar in tone.

Parry argues that retailers aren’t doing enough to stand out when it comes to email copy and subject lines.

retailer subject lines