Congratulations are in order. You have survived the first week of January (hopefully without too much complaint or injections of coffee).
What better way to reward you than with a jam-packed roundup of digital marketing stats?
This week’s dose includes news about the internet of things, TV ads, and entertainment sales.
Don’t forget – you can download the Internet Statistics Compendium for lots more.
Holiday shopping generates $91.7bn in online sales
Adobe has revealed the total number of online sales from the Christmas period.
November 1st to December 31st generated $91.7bn in online sales – an 11% increase year-on-year.
Mobile brought in $28.43bn in revenue, which is a 23% increase from 2015. Figures also show that mobile drove 50% of visits and 31% of purchases.
While there was an increase in sales, shipping costs were down, going from an average of $2.60 in 2015 to $2.50 in 2016.
Older consumers prefer rational marketing
A new study by the Journal of Advertising Research has found that older consumers have a clear preference for rational rather than emotional ads.
While 49.7% of audiences under 50 preferred a rational advertisement compared to 50.3% favouring an emotional ad, this was significantly increased among those over 50, with 63% preferring the rational example.
Insight suggests that this should inform marketing activity, with logical and knowledge-based appeals being much more effective for prompting older consumers into action.
One in five digital leaders consider their organization digitally mature
Clearhead recently undertook a survey of 150 ecommerce executives, aiming to find out the state of digital maturity with organizations.
The results showed that there is still a significant gap between the desire for personalization and the processes and capabilities necessary to execute it, with just one in five leaders considering their companies as ‘digitally mature’.
What’s more, despite the obvious desire to be data-driven – with 81% of retailers having purchased or built the technology required for testing programs – just 17% of online retailers have a path to develop personalized experiences for customers.
36% of consumers unfamiliar with IoT
According to a new study by Yahoo, consumer understanding of the Internet of Things (IoT) is below par, with many in the dark as to what the term actually means.
Despite 70% of consumers currently owning a connected device, 36% still don’t know what IoT is.
However, it appears many are keen to learn, with 41% of survey respondents interested in expanding their knowledge of the subject.
The group with the highest level of understanding is teens and millennials, with video games and consoles the most popular connected device.
Increasing importance of customer service
Salesforce has released its latest State of Service report, delving into how service teams are responding to increasing customer demands.
The most interesting stats from the research revolve around how collaboration within companies is key to delivering the best customer service.
In fact, in a survey of more than 2,600 customer service professionals, 78% of respondents agreed that every employee is an agent of customer service.
However, despite this level of recognition, there’s still room for improvement, with just 63% of service teams having a formal process in place to collaborate with sales.
Alongside collaboration, service teams also recognise that a single 360-degree view of the customer can lead to greater productivity, with 79% agreeing that this helps to provide consistency and continuity in every customer interaction.
One third of consumers actively choose to buy sustainable goods
A new study by Unilever has discovered how sustainability affects the purchases of 20,000 adults across five different countries.
The results found that 33% now actively choose to buy from brands considered to be sustainable, while 21% would be more likely to choose brands that clearly promote sustainability credentials on packaging and in marketing.
Consequently, Unilever predicts that the sustainable goods market is worth an average of £817bn in untapped sales.
‘Personal assistants’ is the top marketing search of 2016
Microsoft’s Bing Ads has released the top marketing-related searches of 2016.
Due to greater advances in chatbots and virtual assistants like Alexa, Cortana and Amazon Echo, personal assistants and AI saw the biggest interest.
The top five include:
- Personal Assistants/ Intelligent Agents
- Virtual Reality/Augmented Reality
- Search Marketing
- Artificial Intelligence
- Content Marketing
54% of consumers plan to buy a new smartphone this year
After a three-year low, an Accenture survey of 26,000 consumers has found that smartphone purchases are set to rise again this year.
54% of the consumers surveyed said they plan to buy a smartphone in the next year – a figure up from 48% last year.
Insight suggests that this demand is largely fuelled by better security, new functions and improved performance, with 51% of consumers planning to buy a new phone to access the newest and most innovative features and functions.
Similarly, 45% of consumers cite inadequacy of their current device as motivation.
While there is growing demand for smartphones, purchases of connected devices like smartwatches and fitness monitors are predicted to remain sluggish, mainly due to high prices and concerns about the privacy of personal data.
DFS dominates TV advertising over New Year
TVTY has analysed more than 80,000 TV spots from the Christmas and New Year period, revealing the brands that invested the most in the medium.
Furniture company DFS came out on top with more than 1,200 spots over Christmas Eve and Christmas Day.
With a further 900 messages on New Year’s Eve and Day, the brand totalled 2,159 TV broadcasts.
Other dominant brands over New Year included Confused.com and Thomas Cook, which both aimed to capitalise on consumer interest in holidays and finance.
Digital entertainment overtaking physical sales
According to new figures from the Entertainment Retailers Association, digital sales of games, music and video are now overtaking physical sales in the UK.
74% of game sales are digital, and 57% of music revenues are derived from digital services like downloads or streaming.
In total, digital revenues jumped 23% to £1,309.3m in 2016.