How many three to four year olds own a tablet?

Read on to find out, along with other stats on party political conference buzz, digital ad spend, B2B procurement habits and much more.

For more online marketing statistical insight, download the Econsultancy Internet Statistics Compendium.

Fewer TVs in children’s bedrooms, much higher tablet ownership

Ofcom this week published its Children and Parents Media Use and Attitudes Report 2014.

  • The report shows 34% of children aged 5-15 in the UK now has their own tablet computer. This figure has nearly doubled in year-on-year (up from 19%).
  • Twice as many children are using a tablet to go online (42% versus 23% in 2013).
  • For the first time, the proportion of children accessing the internet on a PC or laptop decreased (now at 88%, down from 91% in 2013).
  • Looking even younger, 11% of children aged three to four now own their own tablet (up from 3% in 2013).


The number of children with a TV set in their bedroom has decreased by a third over the past five years (from 66% in 2009 to 46% in 2014).

The proportion of children watching TV on a tablet has risen by a third in a year to 20% (up from 15% in 2013) while a third (33%) watch on-demand TV. 

UK political party conference social buzz

Hotwire monitored all social mentions for the UK party conferences and found that the Conservative party generated the most social buzz.

  • #CPC14: 206,483 tweets 
  • #LAB14: 154,879 tweets 
  • #LDCONF: 57,532 tweets 

However, negative tweets were shown to be the most engaging, making this buzz difficult to interpret. Here is a couple of the most popular tweets:

B2B procurement habits

Acquity Group’s State of B2B Procurement study explores the purchasing habits of corporate business procurement professionals in organizations across the U.S.

The 2014 report surveyed 500 procurement officers with annual purchasing budgets in excess of $100,000.

40% conduct online research for a majority of goods priced under $10,000 and 31% do so at that frequency for goods costing at least $100,000.

Respondents were about as likely to say that no sales person is necessary (10.4%) as they were to say they’d like to speak with a sales rep in person (12.4%). The remaining respondents are split between preferring phone or live chat.

b2b producrement habits

Amazon and personalisation

Amazon sets the standard for retailers when it comes to personalising experiences for its customers. This, according to a study by BloomReach that sampled 1,000 UK consumers and 122 UK online retailers.

  • 82% of UK consumers said that no company offers the same levels of web-personalisation as Amazon.
  • 34% of retailers said they thought that brand reputation was the most important factor when consumers choose a retailer (only 2% thought a personalised shopping experience was an important factor).
  • 31% of consumers said they would be more likely to make purchases if they were offered personalised experiences such as product recommendations or tailored content.
  • 85% of consumers said brand reputation was not an important factor.

Ad spend

The IAB/PwC Digital Adspend released this week shows a 59% combined year-on-year rise in spending to £202m in the online and mobile video advertising industry in the first half of 2014. 

The report predicts that digital consumer spending will overtake traditional spending next year. It also predicts digital advertising will overtake TV advertising in 2017.

ad spend 

Email still important

Forrester has conducted research with Monetate revealing the continued importance of email to marketers. 

The study finds that email marketing is still the channel most used by marketers. However, there’s still room to innovate with email.

  • 40 percent report that failing to innovate with email will result in loss of customers.
  • 58 percent report that email is effective at driving sales.
  • 73 percent report that email is effective at generating leads.
  • 66 percent report that email is effective at building loyalty.
  • 39 percent of respondents say that dynamic content, such as changing an offer based on a user’s profile, is one of the top three email innovations needed.

Opera Mini used by 30m in Indonesia

More than 30 million Indonesians use the Opera Mini mobile browser according to Opera Software’s State of the Mobile Web report.

  • The average age of Opera Mini users in Indonesia is 24 years old.
  • 4 out of 10 users are still at school or university.
  • 90% said speed is one of the top features they look for in a browser.

SME marketing budgets up 20% in 2014

Optimus Performance Marketing  polled 1,149 SME owners throughout the UK. Each SME employed 20 or more individuals and was established at least five years ago.

  • 59% revealed their marketing budgets had increased within the past year (an average increase of 19.5%).
  • 31% admitted that budgets had remained the same.
  • 10% stated their budgets had reduced.

Of those that increased marketing budgets, the main reasons were as follows:

  • Overall increased emphasis on the power of digital/social media for the company in 2014 (43%). 
  • An increase of commissioning externally outsourced marketing tasks to other businesses and freelancers (28%).
  • Higher number of employees working in the marketing department and the creation of brand new digital roles (17%).
  • More strategic planning of marketing plans with longer-lead goals and targets (14%).
  • Cost of training existing employees in new online/digital skills and qualifications (7%). 

The number of employees currently working for each SME owner polled emerged as around 92.5, with an average of 7 individuals working within the company’s marketing or communications function. 

28% of purchase abandonment due to methods of payment 

Skrill has surveyed 2000 UK adults and found that 28% of people who give up on an online purchase do so because the website they are using does not offer their preferred method of payment. 

Other key statistics include: 

  • 43% said the website being too slow or crashing was the main reason for abandoning a transaction.
  • 25% claimed not trusting the website’s security was another key issue.

Marketing skills

Nearly two thirds (62%) of European and close to half (47%) of North American mid-market companies believe their marketing teams have the best skills to extract value from information.

However, less than 1% think these teams should have a responsibility for data protection, according to a report by Iron Mountain and PwC.