Stat me up!

If you stat me up I’ll never stop! Well actually I’ll stop after 11 statistics, being as it’s getting close to lunch and I need to go to the post office, but still… there’ll be enough here to keep you going for a short while.

Welcome to our weekly round-up of the most fascinating internet marketing stats from around the digital world, and slightly beyond.

Eight out of 10 consumers will shop online more if offered free shipping

New data from Walker Sands reveals that the offer of free shipping and returns goes a long way, with consumers saying they’d not only shop online more frequently and across more product categories, but would also buy expensive items online without seeing them first.

  • 76% of consumers now say they would spend more than $100 online on a product without seeing it first, up from 70% in 2013. 
  • Free shipping (83%) continues to be the top reason consumers say they would shop more online.
  • Free returns can help drive higher ecommerce sales for big-ticket items – nearly three times as many consumers (27% vs. 10%) would purchase a product online costing more than $1,000 without seeing it first, if returns were free.

Apps suck

Ampersand Mobile has released new findings from its survey on consumer attitudes to brand mobile marketing, revealing that brands are failing in their efforts to engage with consumers using apps. 

  • 71% believe branded apps do not engage and merely market and push content
  • 54% avoid big brand apps, as they see them as just a one way marketing tool
  • 62% think apps have reached market saturation and something new is needed

Here’s the latest word on apps from our blog: Seven reasons why retailers should have an app (and six why they shouldn’t)

No wait, apps rule!

British consumers are now spending a total of £4.04bn a year through apps released by brands – a year-on-year increase of 24%. This comes from Conjure’s Apps and Brands Benchmark 2015. 

  • iOS users spend an average of £26.56 more than Android users through brand apps each year
  • The average British app user spent £89 through branded apps last year
  • The average number of brand apps we are downloading appears to have plateaued – it has only moved from 5.5 to 5.9 year-on-year
  • One in three app consumers who don’t spend as much time using apps blame repetitive or irrelevant notifications for their flagging interest. 

News publishers serve 20m native ads per day

Many news publishers are seeing increased engagement with their sponsored content programs when compared with display advertising, according to MediaVoice.

  • News publishers see a 0.18% average click-through-rate (CTR)
  • News focused publications see a click through rate 6X that of B2C financial news
  • Headlines between 6-20 words increase CTR by 30%
  • The average news focused publisher pushes 14 sponsored content campaigns per quarter
  • News publishers achieve 50% better CTR when there is a number in the headline of their native ads

Personalised recommendations help conversion

A new study by Barilliance indicates that up to 31% of ecommerce site revenues were generated from personalised product recommendations during Q4 2014.

  • The conversion rate of visitors who clicked on product recommendations was found to be 5.5 times higher than the conversion rate of non clicking customers.
  • Above the fold recommendations were found to be 1.7 times  more effective than below the fold recommendations.
  • Out of the 20+ product recommendations types that were reviewed in this study, the most engaging recommendation type  was ‘what customers ultimately buy’.
  • The Click-through rate (CTR) of personalised ‘Top Sellers’ recommendations was found to be two times more effective than the CTR of global (non personalised) ‘Top Sellers’ recommendations.

(Click on the image below for larger infographic)

Non-marketing stat of the week

You are more likely to be killed by a champagne cork then a poisonous spider.

Mobile commerce is rising

IMRG and Capgemini’s Quarterly Benchmark reveals that mobile now accounts for 40% of all online retail sales. This figure is up from 37% in the previous quarter, and represents the steepest quarterly rise in the rate of mobile retail penetration since Q4 2013/14, when mobile devices accounted for 32% of online sales.

One in four mobile commerce sales are now done through smartphones.

Welcome emails most popular marketing email

Return Path has recently conducted a survey of nearly 2m email users to analyse the effect subject lines of welcome emails had on engagement with readers and found the following results:

  • Welcome messages are read 42% more often than any other email
  • Subscribers are two-and-a-half times more likely to complain about welcome emails
  • Customers who read welcome emails went on to read more than 40% of further messages sent from the brand

Spurious marketing stat of the week

Taken from a press release, the sender of which will remain anonymous: “90% of all photos taken on a phone are selfies”. The email then went on to explain its latest product – a way to make taking selfies and group photos much easier using ultrasound technology – before I closed my laptop and went out for a long walk to think about something else for a while.

Oscar buzz

In terms of generating online buzz and brand consumption in real time during the Oscars ceremony, there were two brands which stood out the most according to Amobee Brand Intelligence. 

Lego stood apart with the most brand mentions around the event, with 46,881 social mentions and 45% positive sentiment, the brand probably earned around $7.5m dollars of free advertising on the night.

Meanwhile Dove earned 29,250 social mentions around its brand and their #speakbeautiful hashtag, with sentiment around the brand and hashtag at an amazing 91% positive.

Earning honorable mentions, Coca-Cola generated 12,600 social mentions and 28% positive sentiment during the Oscars, Samsung had 11,502 social mentions and 23% positive sentiment, and McDonald’s had 6,111 social mentions and 20% positive sentiment for the night.  

Non-marketing infographic of the week

From Pop Chart Lab comes this detailed taxonomy of every superpower featured in comic books spanning the last 75 years.

Click for super large version.

For loads 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.