It’s that time of the week again when we round up some of the most interesting stats we’ve seen in the past seven days.
This week it includes the browsing habits of those aged 65+, how businesses use Twitter, Schuh’s mobile traffic, iBeacons and YouTube.
And for more of the same, download the Econsultancy Internet Statistics Compendium.
Tablets encouraging older generations to go online
- The number of people aged 65 and over accessing the internet has risen by more than a quarter in the past year, according to the latest Ofcom Adults’ Media Use and Attitudes Report 2014.
- The proportion of people aged over 65 that are accessing the internet reached 42% in 2013, a 9% rise from 33% in 2012.
- One major reason for this is an increase in the use of tablet computers by older people aged 65-74. In just one year, the number of older people using tablets has increased from 5% in 2012 to 17% in 2013.
- These findings come from a survey of 2,674 adults aged 16+.
Uncluttered sites aid ad recall
- An eye-tracking study by Adblock Plus has found that ads on clean, uncluttered sites are far more likely to be effective.
- Similarly, static ads are much easier to understand and far more positively received than flashy animated ones.
- Participants spent 30% more time looking at ads on the ‘clean’ test sites, and were able to recall ads on these straightforward sites 64% of the time, a 36% improvement compared to the cluttered sites.
Twitter use varies for SMEs vs. big business
- A survey of just over 100 marketers by SocialBro found that 57% of respondents are spending at least 50% more on Twitter marketing compared with two years ago, with 15% of respondents stating that their spending has tripled.
- While the majority of SMEs (up to 200 employees) rated brand building as their key reason for using Twitter with lead generation in second place, bigger companies with 500+ employees were much more likely to list acquiring new customers as a top priority along with building relationships with influencers.
Schuh’s mobile traffic
- A chart tweeted by Schuh‘s Stuart McMillan reveals the extent to which desktop traffic has declined since February 2012.
- The shoe retailer’s smartphone traffic is now equal to desktop at just under 40% each, while tablet traffic is roughly 25%.
Consumers are well up for iBeacons
- Almost half (45%) of smartphone owners would be ‘very willing’ or ‘somewhat willing’ for retailers to send messages to their smartphone, according to a report from eDigitalResearch.
- Shoppers would most like to receive special offers and promotions, as well as discount codes, straight to their mobile.
- Of the 1,300 smartphone owners surveyed, one third (33%) believe that personalised, direct messages sent straight to their smartphone when out shopping would ‘likely’ or ‘very likely’ influence their purchase decisions.
920m packages to be sent by UK e-tailers in 2014
- Delivery volumes from UK e-retailers continue to be much larger than last year, according to the IMRG MetaPack UK Delivery Index April 2014.
- Parcel volumes are up 19.2% year-on-year while current growth translates as 888m orders and 920m parcels during 2014.
- Furthermore, international orders are proving to be worth more than domestic orders. The average order values are 30% higher within the EU and 40% higher for non-EU.
UK youths love YouTube
- A survey of 1,544 UK 16 to 24 year olds by Voxburner has found that more than half (53%) ‘love’ YouTube compared to 33% for WhatsApp and 31% for Skype.
- Around a quarter of respondents professed a love for Facebook (27%) and Instagram (24%).
UK adspend predicted to hit £20bn by 2015
- According to the latest quarterly Expenditure Report from the Advertising Association and Warc, UK adspend reached £17.88bn in 2013, up 3.9% year-on-year. It is predicted to rise by 5.5% in 2014 and by a further 6.5% in 2015.
- Mobile adspend is predicted to continue to grow rapidly after increasing by 95.2% to just over £1bn in 2013 (within total internet adspend of £6.3bn) and is expected to rise by 73% in 2014 and by 45.5% in 2015.
4G drives higher mobile shopping?
- More than two thirds (68%) of 4G users feel that faster access to the internet encourages them to make more purchases from their smartphone, according to a survey by eDigitalResearch and IMRG.
- Similarly, more than half (54%) of 4G users surveyed have shopped online from their mobile compared to just under a third (32%) of non-4G smartphone owners.
- And 70% of 4G users have browsed retail websites from their mobile, compared to under half (48%) of non-4G users who have done the same.
- However it’s important to note that there is no evidence of a causality between 4G access and higher use of m-commerce.
Facebook comes top for mobile referrals
- Data from Quantcast shows that Facebook accounts for a quarter (24%) of mobile referrals to top news and entertainment publishers.
- In contrast Twitter accounts for 7% and Pinterest just 2%.
- Quantcast looked at referral traffic for the top 250 publishers over the past year.