Wherever I lay my hat, stat’s my home.
I will run out of stat based puns at some point, which will probably coincide with my editor breathing a huge sigh of relief, but thankfully stat hasn’t happened yet.
Welcome to our weekly round-up of the best online marketing stats from around the digital world.
Average British shopper to spend £1,174 online in 2015
RetailMeNot revealed that British shoppers are set to spend £52.25bn online this year.
The research also found that online is expected to account for 15.2% of all consumer retail sales in the UK.
Other key points include:
- Each person expected to make 21.2 purchases online this year
- Average shopper will spent £55.36 per purchase online
- British people are the most frequent online shoppers in Europe
- Average british shopper expected to spend £1,174 this year online
Traveller trends Q4 2014
Sojern announced the release of its Q4 Global Travel Insights Report, in which it revealed the following insight on how customer travel trends are changing.
- The Top 10 countries searched are: United States, Spain, Germany, United Kingdom, Italy, Turkey, France, Russia, India, Mexico
- In December, travel was at its all-time peak
- Europeans travelled mostly regionally and flocked to cities with established traditional Christmas markets
- A tumbling Russian ruble shifted travel patterns to and from Russia in Q4; with a weakened currency Russians were searching less and less for trips, outbound searches were down 38% over the last year
- Online Cyber Monday deals were a major factor in shaping travel; Kicking off a 92% increase in worldwide flight bookings overnight, accounting for a four-fold surge week over week
And in Europe:
- European travellers were the early birds for booking their December holiday travel, with nearly half of all bookings (48%) made in November
- Late November and early December travel got an extra boost from the world famous Christmas markets in several European Cities, 93% of searches came from Europe
- The busiest travel dates in December were on 5th, 12th, 19th and 20th
- Turkey leads overall within the top five destinations in Q4 for last minute European bookers. The top five cities included Barcelona, Izmir, Berlin, London and Antalya.
Digital trends 2015: CX & personalisation still high priorities
The latest Quarterly Digital Intelligence Briefing from Econsultancy and Adobe highlights the key digital trends, challenges and opportunities which marketers need to be aware of during 2015, covering topics ranging from customer experience and mobile to cross-channel marketing and personalisation.
You can download the full report above, but here is one of the highlights…
44% of companies see customer service/experience as the primary way they will seek to differentiate themselves from the competition.
In comparison, 28% said that product quality would be their greatest differentiator. We asked our respondents: “Over the next five years, what is the primary way your organisation will seek to differentiate itself from competitors?”
53% of emails were opened on a mobile or tablet device in Q3
Experian Marketing Services new email benchmarking report has found that both mobile device usage and email engagement have increased and 53% of emails were opened on a mobile or tablet device in Q3.
Additional key findings included:
- Email volume rose by 17.1% in Q3 2014 compared to Q3 2013
- Unique open rates were 16.7% in Q3 2014 – ahead of 16.2 percent in 2013
- Unique click rates were 2.1% in Q3 2014, declining slightly from 2.3 percent in Q3 2013
- Revenue per email was $0.08 in Q3 2014, matching Q3 2013
Eccomerce sales were up 74% on last Christmas
13ten has produced a massive infographic on ecommerce and mobile shopping growth over Christmas 2014.
Click the image above for the much larger extended version.
US ecommerce revenue was up 15.6% this holiday season
Custora’s 2014 holiday ecommerce recap report summarised the 2014 holiday shopping season (Nov – Dec 2014) as follows:
- US ecommerce revenue was up 15.6% this holiday season over holiday 2013, continuing the strong mid-teen growth streak of the past four years.
- Black Friday and Cyber Monday are still the top two shopping days (by far), but there’s more to the season than these two days.
- Mobile shopping growth: One out of four online purchases was done on a mobile device this season. Black Friday was “Mobile Friday” with nearly a third of sales done on phones and tablets. Apple is (still) the king of mobile shopping: Almost 80% of holiday mobile orders happened on iPhones and iPads.
- Email marketing and online search (free and paid) were the dominant marketing channels this holiday season.
Non-marketing stat of the week
Only 45% of the London Underground is underground. Mind-blowing huh? And yes I stole it from QI. Where else do you think all of the world’s facts are stored now?
CIOs find that data is not being used to its full potential
Recent research carried out by Experian Data Quality has found that Chief Information Officers are increasingly being tasked with the responsibility of data. However, already overwhelmed with other pressures, CIOs admit that data management can be reactive and disjointed.
Journalists’ use of social media appears to have peaked
While the majority of UK journalists now use social media for their work, they actually spend less time using the technology than they have in the last two years, according to the latest Social Journalism Study from Cision and Canterbury Christ Church University.
- The percentage of journalists using social media regularly, for four hours or more a day, has declined during the last three years, from 24% in 2012 to 13% in 2014, indicating a level of saturation in its use
- More than half (53.5%) of UK journalists said they cannot carry out their work without social media, an increase from 42% of journalists last year.
- Twitter (75.1%) continued to be the most popular social networking app for journalists followed by Facebook (56.7%) – while a strong showing for Google+ (41.2%) reflected the now-redundant importance of Google Authorship for search engine optimisation
- PR professionals are the most important sources for journalists, followed by experts/academics and then other journalists and media outlets.
- While journalists tend to perceive the impact of social media on their work as generally positive, there are growing concerns about privacy, data security and journalistic values.
Business leaders are ‘still relying on gut instinct’
New research by Rosslyn Analytics has revealed that only 23% of UK decision-makers closely align business strategy to data, while less than half (44%) of business leaders thought that data was considered a strategic asset.
The survey asked 600 UK business leaders to identify the biggest challenges to them utilising data already in their organisations.
- When asked to identify the biggest barriers to using data, the single biggest challenge cited was that data was from too many sources and of different types was identified as according to 43% of the respondents
- Poor quality of data was cited as the second biggest challenge to data being used within the organisation.
- Only 40% of respondents believe their organisation effectively exploits its internal data to gain competitive advantage.
Non-marketing infographic of the week (or is it?)
Column Five has traced the important dates of Grumpy Cat’s life up until now. What did you achieve before the age of two?
For hundreds more up-to-date statistics…
Download Econsultancy’s Internet Statistics Compendium, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.
It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.