This week’s internet marketing stats include video marketing, wearable tech, Eurovision, and booze…

For more digital marketing statistics, download the behemoth that is our Internet Statistics Compendium…

Shoppers want wearable tech

A study from PowerReviews looks at how customers use tech while shopping. 

It found that: 

  • 45% of current smartphone users either own or plan to buy a wearable device within the next 12 months.
  • Almost 90% of shoppers are using technology to help them shop.
  • 80% of consumers are interested in accessing product ratings and reviews while in store.
  • A third of shoppers would like their favourite stores to alert them to long queues so they know to come back later.
  • 27% want retailers to enable one-click payments through a wearable device.

How international brands manage customer engagement

Our new report, The Global Conversation: How international brands manage customer engagement, is based on a survey of more than 325 international senior marketers based in North America. 

Key findings include: 

  • Leaders control global marketing through a hub and spoke model. There is a consistent thread in the approach of leaders; an emphasis on central government in concert with local talent. 

    While leaders prefer to create content locally, they are much more likely than the rest of the industry to require approvals for all content (72% to 32%). They are also more likely to centralize specialist skills and budgets.

  • Leaders use external partners differently from the mainstream. The mainstream relies on creative agencies for support across functions, but is significantly less likely to use translation/localization services than the leaders.

Social media and booze

32% of all UK brand mentions on Twitter were linked to food and drink, according to a study from Brandwatch. 

  • The UK largely fits to alcohol stereotypes with hard liquor leading the conversation in Scotland and Northern Ireland. 

  • The Midlands and North favour beer, although North Yorkshire bucks the trends of it’s neighbours, highlighting a much higher than national average conversation level about wine.

  • The South lives up to stereotype leading the Twitter conversation about wine.

Brandwatch has also produced this handy guide to alcohol preferences around the UK: 

Subscription commerce and retention

Subscription commerce businesses were on the receiving end of more than $350m in venture capital funding in 2014, almost a 100% year-over-year increase in funding growth, according to CB Insights. 

Average orders per customer in 12 months:

  • Subscription: 7.68 orders
  • Retail: 2.36 orders
  • Flash sales: 1.41 orders

Customers that did not make a repeat purchase in the six months following their first order:

  • Subscription: 72%
  • Retail: 91.5%.
  • Flash sales: 93.8%.

Time spent on social media

A study by GlobalWebIndex found that one in four online minutes are being spent on social media, driven by the rise in mobile and tablet usage.

Further notable stats from the report:

  •  The average person has 5 or more social networking accounts.
  • Teens are 3.5x more likely than the average to be on Snapchat.
  • YouTube is the coolest platform among teens, just 14% would say Facebook.

Eurovision stat of the week

According to the Adobe Digital Index, if the Eurovision Song Contest was decided on social media, Saturday’s winner would be Australia’s Guy Sebastian, with a quarter of overall Eurovision mentions coming from the UK. 

The full ADI Eurovision Top 10 is:

  1. Guy Sebastian (Australia)
  2. Elnur Huseynov (Azerbaijan)
  3. Elhaida Dani (Albania)
  4. Mans Zelmerlow (Sweden)
  5. Electro Velvet (UK)
  6. Edurne (Spain)
  7. Uzari & Maimuna (Belarus)
  8. Daniel Kajmakoski (FYR Macedonia)
  9. Il Volo (Italy)
  10. Polina Gagarina (Russia)

No, I’ve no idea what Australia is doing in Eurovision either… 


Live chat

According to a benchmark report from Zendesk, Live chat drives higher customer satisfaction ratings than phone, email, or social media channels.

The most popular time to live chat an agent? Between 10AM and 3PM local time. More than 50% of chats occurred at this time.

#ThisGirlCan and video marketing

Speaking at our brand new Video Masterclass event this week, Sport England head of brand and digital strategy Kate Dale spoke about the #ThisGirlCan campaign and how it achieved genuine engagement.

Sport England’s campaign soft launched in October 2014, with a prime-time national TV campaign launching in January 2015. 

The response after the broadcast led to the following: 

  • More than 25m total campaign views.
  • 10 days after the launch, 11m views across YouTube and Facebook
  • Trended twice at #2 on Twitter and Google Hot trends
  • Attracted more than 223,000 Facebook followers and 62,000 Twitter followers
  • This led to more than 200,000 social interactions

More lessons from the campaign here

Big data confusion

A recent survey undertaken by Ensighten and Econsultancy for the Customer Experience Optimization report revealed that marketers are overwhelmed by data.

Nearly two-thirds (62%) of survey respondents reported feeling overwhelmed by the volume of incoming data, and a staggering 85% said they were unable to extract the full value from the data sources they have access to. 

Marketing infographic of the week

What happens when you send an email?