Welcome to your weekly fix of digital marketing stats from around the world.

This week we have the rise of connected devices, the rise of digital transformation, the rise in accidentally letting the word ‘millennials’ slip through onto the blog and the rise of describing an ascendancy of something as ‘the rise of’.

75% of millennials’ purchases affected by online and/or mobile advertising

Adroit surveyed 1,000 US and Canadian consumers aged 18-34 and 500 US and Canadian consumers age 35+ to see how they shop online and how digital advertising influences their path to purchase. 

Here are some highlights:

  • 75% of those 18–34 and 73% of those 35+ replied that online and/or mobile advertising affects what they purchase
  • 73% of those 18-34 and 71% of those 35+ are likely to change their plans to visit a retailer or restaurant if they are away from home and receive an ad on their mobile device for a local deal or discount in the area
  • 55% of millennials and 54% of those 35+ chose online review sites as the online social medium that affects their retail purchases the most
  • 68% of millennials and 69% of those 35+ agree that one-click purchasing makes a difference in their likelihood to buy something

64% of Western European retailers are currently undergoing a formal digital transformation effort

Also according to IDC Retail, all the top Western European retailers are in the process of determining the impact of digital and developing a respective digital transformation strategy.

Video completion rate now the priority for U.K. advertisers

A video’s ‘view through rate’ is now the priority for UK advertisers when establishing campaign objectives. According to Videology, 50% of U.K advertisers are choosing it as a top KPI to measure the effectiveness of their media spend.

The UK advertising industry has also seen significant growth in the adoption of multi-screen campaigns, with a 28% increase in adoption since Q2 2014. Videology has found that 80% of all UK video ad campaigns are running on more than one device in Q2 2015.  

Multi-screen campaigns are significantly higher in the UK than in the rest of Europe, with research showing that 63% of EMEA campaigns were run across more than one device.

The analysis also found that the majority of advertisers in the UK are choosing to run their campaigns on medium to large size players, with 71% of advertisers preferring premium quality content. 

Other highlights from study include:

  • 42% of all placements used for Q2 campaigns were taken from upfront guaranteed inventory
  • 26% of all ads were from the FMCG category in Q2, maintaining the same majority as Q1 2015
  • The majority of impressions in Q2 served on entertainment web sites, with 57% of all the impressions. Sports came in second, with 13%.

Online video accounts for 50% of all mobile traffic

Hubspot has created the following gigantic infographic uncovering a host of video related stats, including the insight that 65% of viewers watch more than 3/4 of a video and that 78% of people watch videos every week.

Click for larger version…

Mobile advertising grew 65% last year 

According to report from the IAB, mobile advertising has become a $31.9bn global industry. Spending on mobile display ads also rose 88% from 2013 to 2014 reaching $15.1bn, 47% of total mobile ad spend.

30% of Tinder users married and addicted to selfies

GlobalWebIndex has also brought to light that 75% of married users consider themselves ‘risk-takers’ which puts them 80% ahead of the average person.

Users are also twice as likely to take ‘selfies’ than the typical digital consumer, almost two thirds (63%) of Tinder users report having done this in the last month. 

Unsurprisingly, Tinder users are heavy consumers of the mobile web. On a typical day, they are spending an average of almost four hours online via their smartphones, double that of non-Tinder users.

The more you know, etc.

There are 4.9bn connected ‘things’ in use

Here is an infographic from Computer Science Zone on the rise of the internet of things and the security implications involved.

There have been five breaches of security in 2015 involving 30,000+ records stolen, although there has been a 74% rise in cyber security jobs in the last six years.

Click below for full version…

Just 6% can recall brand in ‘viewable’ video ads

Millward Brown’s study commisioned by Teads, looks into the viewability of online video advertising and shows that with an ad that’s six seconds or less, just 6% of consumers could recall the brand shown. 

The study also compared instream video ads with outstream ads, those placed outside of the traditional video stream, such as within a text article or a newsfeed… 

  • Consumers watch outstream video ads for 25% longer than instream
  • 42% of respondents who viewed outstream video ads were aware of the brand measured in the study vs. only 6% who saw 6 seconds or fewer of the ad
  • 65% of respondents who were exposed to outstream formats were aware of the ad upon video completion vs. 12% who saw 6 seconds of the ad or fewer
  • Outstream formats create a 10% lift in brand awareness of the ad versus instream

19 out of 20 premier league clubs are active on Vine

Here are some football related social video stats from Burst…

  • Nine of this season’s 20 Premier League clubs have an active Vine account, posting six second looping videos to Vine and Twitter. Aston Villa is the only club without an official Vine account
  • All Premier League clubs for the 2015/2016 season combined collected 471.8m vine loops from the start of the 2014 season on 16th August 2014 to present day, 6th August 2015
  • The top three clubs alone (1. Chelsea, 2. Manchester United, 3. Manchester City) contributed over 86% of these loops (407,226,205m)
  • Chelsea are the biggest global sports club on Vine and growing at an incredible rate of 2152% YoY. Chelsea started the 2014/2015 season with 9.6m loops and are now at 218m loops 

The global internet population now represents 3.2bn people

Domo has released its yearly overview of the vast amount of data that is churned out by the internet’s 3.2bn users each minute. The below infographic highlights interesting stats about our online habits per minute, such as… 

  • Vine users playing 1,041,666 videos 
  • Tinder users swiping 590,278 times
  • 2,041,674,217 emails being sent
  • Uber passengers taking 694 rides 

Click below for larger image…

For lots more up-to-date statistics…                                           

Download Econsultancy’s Internet Statistics Compendium, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.

It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.