Here we are everyone, it’s the weekly stats roundup. It comes tainted with sadness this time due to England’s pathetic showing at the World Cup.
But to cheer you up, it includes stats on the Met Office’s content strategy, analytics budgets, big data, real-time advertising, m-commerce and agency income.
And for more online marketing stats, download the Econsultancy Internet Statistics Compendium…
The Met Office’s content strategy
- The Met Office gave us an insight into its content marketing strategy this week, revealing that its tailored events pages are the fastest growing area of the site.
- As one might expect, when the UK’s weather is bad site traffic increases as people are more interested in the forecast.
- Head of digital Simon Swan said:
As with all events, if the weather is nice then traffic is very low as nobody is interested. But when the weather is bad or changeable or there’s a risk of severe conditions, then our traffic can go up 400%-500%. Search traffic rockets up, social engagement increases by 200%-300%, email clickthroughs suddenly increase – it all correlates with bad weather.
Analytics budgets on the rise
- The new Measurement and Analytics report published by Econsultancy and Lynchpin shows that budgets for digital analytics technology and consultancy services are rising, with 61% of companies are increasing budgets for analytics technology, up from 35% in 2013.
- The report is based on a survey of 1,000 marketing professionals.
Proportion of companies planning to increase their analytics budgets in the following areas over the next 12 months:
Big data and Wimbledon tennis
- England’s imminent exit from the football World Cup means we can shift our focus to Wimbledon tennis tournament, which this week gave us a look behind the scenes at its plans for catering to its digital audience.
- Organisers are preparing for around 20m unique users to the desktop website, live streaming to millions more and real-time content updates to the mobile and iPad apps, not to mention providing statistics and insights for television broadcast to millions.
- Last year, a peak of 17.3m UK viewers tuned in to watch Murray triumph over Djokovic.
- Read all about it in Amy Rodger’s post on how Wimbledon is using big data to engage millions.
Advertisers still uncertain about real-time advertising
- Most advertisers in the UK are still uncertain about real-time advertising (RTA), according to an ISBA survey.
- More than a third of respondents are unaware of what proportion of their own online campaigns involve RTA, although a similar proportion admit to having a ‘positive perception’ of RTA and Programmatic Trading.
- The vast majority (76%) believe RTA will feature more strongly in future campaigns.
Income for top agencies reaches £1.48bn
- The agency world went into a frenzy this week thanks to the launch of Econsultancy’s Top 100 Digital Agencies Report, sponsored by Sitecore.
- It rank agencies according to fee income from their UK digital activities, revealing that the total income reported by the top 100 agencies this year is £1.48bn, 23% higher than last year.
- 77% saying they were “very optimistic” for their growth for the next 12 months. Not a single agency reported a lack of optimism.
How optimistic are you for your business over the next 12 months?
John Lewis is top for m-commerce
- John Lewis offers the best consumer mobile shopping experience, closely followed by Argos and Amazon UK, according to a new report from EPiServer.
- However the UK’s top 20 retailers achieved an average score of just 47%, compared to 55% in 2013.
- John Lewis topped the UK retailer table with 75%, demonstrating a consistently good mobile strategy across its Android and iOS apps, and mobile site.
65% of Google searches are enhanced with video intrgrations
- Google delivers blended or Universal Search results for around 81% of all searches according to a new study from Searchmetrics.
- During 2013, Universal Search Integrations featuring video results appeared for 65% of keyword searches, while the total count of Google Shopping Product Listing Ads (PLAs) appearing within Universal Search grew by nearly 200%.
- The number of PLAs grew by almost 500% between May and September.
Why do we share?
- A 16-country online survey of more than 6,500 respondents with social media profiles has found that people prefer to share content that is humorous and informative.
- The Social@Ogilvy survey found that 13% of respondents feel that content sharing helps to define their personality – most notably so in countries where tradition still plays a prominent cultural role: Hong Kong (24%), China (22%), Poland (20%), Turkey (18%) and Japan (15%).
- Informative or educational content is shared more frequently among mature markets (43%), while emerging markets across the globe drive conversation via funny or entertaining content (40%).
CMOs predict a digital age
- CMOs predict that digital will account for more than 75% of their marketing budget over the next five years, according to a survey from Accenture Interactive.
- However only 1% of C-suite executives surveyed believe CMOs are responsible for digital innovation in their organisation.
- Furthermore, 79% of respondents do not believe their company will be prepared for this digital shift.
UK leads the US in tablet adoption
To finish here’s an infographic, which is quickly becoming the traditional way to end the stats round up.
This week Usablenet has created a graphic showing what we can expect from the growth in tablet usage…