A real mix of digital marketing stats for you this week, each addressing some major concerns for marketers.

Whether it’s mobile, your IT department or GDPR, there’s at least some solace to be had here. Remember to check out the Internet Statistics Compendium for more.

More than half of millennials have a separate email account for promotions

A study of the email habits of 1,000 consumers from Yes Lifecycle Marketing has found that more than one in three (36%) have opened separate email accounts solely for brand communication.

The figure amongst millennials is a whopping 58%.

Half of marketers call on their IT department at least once a week

49% of marketers contact their organisation’s IT department at least once a week to carry out their marketing role effectively. This stat highlights how the pace of martech change is defining much of the marketer’s day job.

The stat comes from Episerver’s 2017 State of Digital Commerce report, based on a survey of 100 marketers.

Other findings include:

  • 28% of marketers still can’t edit their company’s website
  • 15% work with their IT department on marketing-related tasks on a daily basis
  • 56% of marketers say that departments outside of marketing are holding back their ability to drive change, but 44% see working with IT as a positive step

4 in 10 marketers are creating square or vertical format social video

Animoto’s State of Social Video report provides perspective from 500 marketers and 1,000 consumers.

The power of Facebook was an important theme, with 67% of marketers saying they had paid to boost or advertise video on Facebook in the last year. Marketers also said that Facebook videos drive more views, engagement and purchases than videos any other social network. YouTube places a close second, as you can see from the infographic below.

Only 25% of marketers video advertising on Instagram and Twitter, though more than half say that will change in the coming year.

social video

Infographic showing Facebook as most impactful social network for video advertising

Here are some of the other findings from Animoto’s social video report:

  • 84% of consumers say they watch social video content on mobile devices
  • 81% of marketers say they optimize their social videos for mobile, which includes things like planning for sound-off viewing
  • 39% of marketers create videos in square and/or vertical formats

31% of US consumers have experienced package theft in the past year

Ecommerce has changed building concierges into postmen and completely changed our relationship with parcels, and it seems thieves are adapting, too.

A 2015 report estimated that 23m Americans had packages stolen from their doorsteps. And now a Shorr Packaging survey of 1,000 Americans this week found that 31% of respondents had personally experienced package theft in the past year.

  • 61% of respondents said they believe online retailers are not doing enough to prevent package theft.
  • And it seems the blame lies with retailers, as 58% of respondents believe shipping companies are doing their job to prevent package theft.
  • 41% of respondents stated they have avoided purchasing certain items online to prevent package theft.
  • 53% of respondents actively change their plans to make sure they are home for packages, despite not having to sign for it. 

It seems home delivery (92%) is still preferred to work (5%), so perhaps we see our colleagues as a bigger risk than the neighbourhood thief.

The graphic below shows the majority of respondents feel unsafe spending more than $500 on an item that will be shipped.

package theft

Homeware retail in the UK: search share shows a competitive market

A nicely detailed study by Pi Datametrics shows how competitive the homeware retail sector is in UK search.

The top 3 players own just 19% of the organic search market (Argos, Ikea, Wayfair). Retailers outside the top 20 (numbering more than 50,000), own almost half (46%) of the ‘Retail: home’ organic search market.

The chart below shows this competition for organic share, split between popular categories such as furniture and bedroom.


Average search CPCs for homeware retail in the UK

The same Pi Datametrics report gives some average cost per click data (Pi Datametrics’ own suggested bids for various terms). Here are the various categories ranked:

  • Bathroom: £1.14
  • Blinds and curtains: £1.08
  • Furniture: £0.96
  • Kitchen appliances: £0.75
  • Bedroom: £0.73
  • Household and storage: £0.54
  • Decor and rugs: £0.52
  • Cook and dine: £0.43

The graphic below shows, beyond the categories, which three specific terms are the most valuable, with sofa on top of the pile at £3.09, thanks to competition in search. 


(*) measured by OVS Organic Value Score

Account based marketing is still the domain of instinct

94% of sales and marketing people may agree that data delivers better ROI but 50% of decisions are still based on instinct.

This is the shocking finding from a study of account based marketing (ABM) by Agent3. The survey of 400 US and UK sales and marketing professionals also reveals:

  • 77% of marketers agree they’re drowning in information, but struggle to achieve insight
  • Marketers spend 55% of their time doing research, but see this as part of their role

If you’re interested in ABM, why not take part in Econsultancy’s latest survey. More details here.

62% of brand marketers don’t have a mobile marketing strategy

62% of surveyed brand marketers don’t have a mobile marketing strategy in place according to WARC’s EMEA mobile marketing survey of 500+ client-side, agency, and technology vendor marketers.

Number of marketers feeling prepared ahead of GDPR reduces

215 respondents were surveyed by the DMA on their readiness for the General Data Protection Regulation (GDPR). Those reporting ‘good’ rather than ‘basic’ knowledge has slipped from 66% in February 2017 to 59% in May. Those feeling ‘extremely’ or ‘somewhat’ prepared reduced from 71% to 61% of the total over the same period.

More marketers also feel they will be ‘very’ or ‘extremely’ affected by the GDPR rising from 44% to 54%.

55% say they are on course or ahead of plan to be ready for the GDPR, however 24% have yet to start a GDPR plan.

Marketers’ five main concerns are consent (68%), legacy data (48%), implementing a compliant system (38%), profiling (30%) and legitimate interest (23%).

Click through the infographic below to see more.

gdpr readiness

34% in FSI see customer experience as they biggest opportunity

Econsultancy’s 2017 Digital Trends in FSI survey shows that one third of company respondents vie customer experience as the single best opportunity for their organisation to deliver on their priorities for 2017.

The average for all other sectors is just under a quarter (24%).