From searches for Disney’s Frozen fancy dress costumes to cross channel marketing maturity, it can only be the stats roundup!

The full 10 for today’s halloween edition and, of course, there are more online marketing charts and statistics over in the Econsultancy Internet Statistics Compendium.

Enjoy and be well.

Costume searches

SLI Systems has analysed 80+ million ecommerce site searches to find the most popular costume themes for halloween 2014.

Here they are:

  1. Frozen – 1,192,000 (includes searches Elsa, Olaf & other characters)
  2. Zombie – 863,000
  3. Ninja – 863,000
  4. Pirate – 796,000
  5. Clown – 659,000
  6. Witch – 588,000
  7. Vampire – 565,000
  8. Teenage Mutant Ninja Turtle (TMNT) – 536,000
  9. Book of Life – 308,000 (includes searches for “day of the dead”)
  10. Flapper – 277,000
  11. Batman – 251,000
  12. Despicable Me – 233,000 (78% of related searches for minion characters)
  13. Maleficent – 227,000
  14. Monster High – 206,000
  15. Star Wars – 148,000

Paid search

Quarterly data from Kenshoo has revealed sales revenue from paid search advertising is up 18% year-on-year (YoY) in Europe, Middle East & Africa (EMEA)

  • Click-through rate (CTR) has increased by 32% YoY in EMEA to reach an all-time high of 2.4% in Q3 2014.
  • Q3 saw a 4% increase in clicks on search ads while the volume of impressions declined by 21%.
  • In the U.K., the share of search spend and clicks from mobile devices reached an all-time high with mobile now accounting for 38% of spend and 39% of all clicks on search ads.
  • The CPC of advertising on tablets (€ 0.49) is now very similar to the CPC on mobile phones (€ 0.48), indicating value from mobile search traffic.

A regional breakdown of the data shows:

  • The U.K. pays more per click (€ 0.49) than their continental counterparts.
  • Germany has the lowest Cost-per-Click (CPC), € 0.33, of the major EMEA markets, but it also has the lowest CTR (1.2%).
  • Spain enjoys the highest click-through rate. 

(Search results are based on five quarters of performance data from over 6,000 Kenshoo advertiser and agency profiles across all regions, including 17 vertical industries and 51 countries, spanning the Google, Baidu, Bing, Yahoo!, and Yahoo! Japan ad networks)

Click to explore infographic.

paid search click through

Brand simplicity

Siegel+Gale’s brand simplicity index has Aldi in top spot for the second year in a row, closely followed by fellow discount brand Lidl in third place.

Lidl also tops the UK’s list of simple brands, beating the rest of the UK’s more traditional supermarket brands, including Sainsbury’s (up six places, to 7thplace) and ASDA, which has slid down from 5th place to 9th in just the space of a year.

The scores are compiled using feedback from 12,318 consumers in 8 countries (including 1,751 in the UK), and measure the perceived simplicity or complexity of brands’ products, services, interactions and communications in relation to their industry peers.

LinkedIn too complex

The research also revealed that LinkedIn is considered the most challenging social network to understand, leaving it in the bottom 10 brands for the second year running.

UK respondents attributed this to the company sending too many emails and its website being ‘unnecessarily complex’. 


Elsewhere in the rankings, Amazon has lost the top spot globally, falling to tenth amid concerns around tax avoidance, employee working conditions, and suggestions the brand is overextending itself with its ever-increasing range of products and services.

brand simplicity

Social media traffic

Shareaholic’s Q3 Social Media Traffic Report covers 13 months of data (September 2013 – 2014).

Here are the findings:

  • Facebook, the premier source of social referrals, drives 22.36% of overall visits to sites across the web.
  • Facebook share of visits since Q2 is -4.4% but +115% YoY.
  • Pinterest is the second largest driver of social referrals, delivered 5.52% of overall traffic to sites last month.
  • Twitter sent 0.88% of overall traffic to sites, which, alone, is more than visits from StumbleUpon, Reddit, YouTube, LinkedIn, and Google+ combined.

Price comparison

Research from Give as you Live has revealed that on average, Brits will spend 32 minutes comparing prices online before they make a purchase, with nine in 10 Brits now bargain hunting.

  • The majority (81%) of Brits compare prices on electrical products, followed by home appliances (77%) and travel (71%).
  • One hour and five minutes is spent comparing travel options.
  • According to the data, taken from a survey of 2,012 UK residents, cost still remains the ultimate deciding factor influencing 89% of online purchases.

price comparison duration by consumers

Travel searches

Sojern has released its Q3 Global Travel Insights Report based on the analysis of more than 600m traveller intent data points across the globe.

Overall, the most searched destinations were the U.S., Spain, the U.K., France, Turkey, China, Russia, Germany, Italy, and Greece.

Global sporting events and festivals had a major impact on tourism.

  • Flight searches to Brazil for the World Cup more than doubled month over month.
  • Similarly, this year’s Incheon Games increased interest in tourism to South Korea by nearly 20%.
  • Germany’s Oktoberfest meant Munich saw a 38% increase in overall flight searches during Oktoberfest.
  • With many tourists traveling to neighbouring countries for the weekend, short trips made up over a third of all European searches (39%).

Click to view the full infographic.

travel searches infographic

Ecommerce in Eastern Europe

Ecommerce Europe has revealed an average growth rate of 47% over the year 2013 for the ecommerce market in Eastern Europe.

There is a projected online turnover of €23bn for 2014, with only 34m of 135m internet users using the Internet for shopping.

Mobile web

A new report has been released by Netbiscuits detailing the behaviours and attitudes of more than 6,000 consumers towards mobile. The report describes online brand loyalty as ‘a dead concept’.

  • 91% of consumers surveyed will turn to a rival brand if mobile site inadequate.
  • Millennials ‘promote or punish’ ethos creates huge mobile challenge for brands.
  • 96% claim the mobile web is failing them, as consumers seek to do more on the move. 

The major reasons for mobile web disappointment include websites being too slow (96%).

95% claimed it was too difficult to enter information.

Ad spend

The Advertising Association and Warc has released data showing UK advertising spend grew at its fastest rate for three years in Q2 2014.

  • Growth of 8.5% year-on-year (reaching £4,515m for the quarter) was the highest since Q3 2010.
  • Across the first half of 2014, total UK adspend rose by 6.3% year-on-year.
  • Q2 performance was boosted by double-digit growth for TV, radio and internet.
  • Having declined for 21 of the previous 23 quarters, recruitment advertising has now registered three consecutive quarters of growth and was up 5.8% YOY for Q2 2014. 

ad spend table

Cross channel marketing

New research from Experian Marketing Services and Forrester Consulting has identified that while marketers are aware of the power of cross channel marketing in reaching customers, many are not yet taking full advantage of the technique.

The research, a global study of 428 digital marketing businesses, finds varying levels of technology adoption and cross channel marketing success across markets, with technology issues still a major hurdle in implementation.

Additional findings from the research include:

  • 97% of respondents use email today, and 65% have used it for at least three years.
  • Email maturity has not discouraged investment, as it is still growing at 8% compound annual growth rate.
  • On average, any two channels are integrated by only 45% of respondents.
  • Only 24% are able to merge contextual data into a single, shared and real time cross channel view of the customer.
  • APAC led other regions in overall cross-channel marketing maturity.