Statistically you’re likely to enjoy the Econsultancy weekly stats round-up more than your own wedding day, but slightly less so than the birth of your first child.
There’s no evidence for that, but it is scientific fact (bonus point for anyone who gets that reference).
This week we have everything from football to fashion to Cecil the lion. Let’s take a look at some of the most interesting digital marketing stats from this week.
Marketers reluctant to adopt new channels
According to a new study by Hotwire, 46% of senior marketers admit that campaigns tend to run in isolation, while nearly a third (30%) say their campaigns are not designed for multichannel.
Fear of the unknown could be preventing marketers from trying out new channels. 41% reported concerns with using new platforms and 36% said channel integration would be their biggest challenge in the next five years.
For more stats around this topic, check out the infographic below.
79% of big-ticket retailers have no way to rate/review their service online
Additionally, a third (33%) don’t even have a system in place for public reviews of the products they sell, and almost half (40%) of those that do offer a product reviews/ratings use an in-house embedded system that isn’t independently verified.
The analysis by Aura Corporation looked at the websites of 52 of the biggest UK high street retailers specialising in high-value items: computers, electrical & white goods, furniture and department stores.
Facebook takes mobile success to new channels and flourishes
Mobile continues to be a major area of growth for Facebook with a reported 1.31bn users logging on via their mobile already this year.
Marin Software’s VP Stephanie Carr comments on Facebook’s success with mobile and video:
The surge in mobile usage as fuelled advertisers to allocate more spend in this direction. It’s been widely predicted that 75% of Facebook’s ad revenue will come from mobile by the end of the year. Today’s percentage of 76% confirms this.
Hot on the heels of mobile, video is starting to have a major impact on Facebook’s road to domination. It’s more than just a number’s game. Ads are served via an auto-play format on a hyper-targeted basis, using detailed audience data, requiring no activation from the consumer.
It’s clear Facebook is building a powerful video philosophy which will offer smart advertisers the opportunity to push video content in increasingly innovative ways. Video is the channel to watch over the final half of 2015.
Third of British consumers are frustrated by large volumes of online ads
A survey of 2,200 adults by Criteo found that many people recall seeing only one ad a day and admit to having an often negative knee-jerk reaction to brand advertising.
Other findings include:
- 40% of respondents between the ages of 16-34 confirmed they instantly feel ‘positive’ when they see an online advert and this reduces to just one in six for those aged over 55.
- When it comes to gender, men are more likely to feel ‘extremely negative’ almost instantly, compared to less than 10% of women and a quarter only need to see an ad once to actively start disliking a brand.
- Nearly a quarter of UK adults said the colour red makes them notice an online advertisement most.
- Women (22%) are more attracted to colour-rich advertisements compared to men (15%), with purple creating the greatest divide.
- A third of Brits (33%) said on average they need to see an advert up to five times before they start to feel positive about that company.
- One in 10 16-24 year olds only need to see an advert once to feel positive while a third of over 45’s take on average two to five times before an ad resonates positively.
Mr Porter most socially engaged premium fashion retailer
Analysis from retail marketing agency Leapfrogg revealed that Mr Porter is the most socially engaged fashion retailer.
The study looked at 25 fashion and footwear brands’ social activity across Twitter, Facebook, Instagram and Pinterest.
Although a handful of retailers stood out, research showed most weren’t delivering relevant, consistent content and engaging socially with customers.
Leapfrogg’s engagement rate scorecard covered user actions such as likes, comments and shares, which were then divided by the number of fans to ensure brands with different sized audiences could be compared, producing unbiased results.
Engagement levels across key social channels influencing purchases were scored using analytics tools and qualitative testing. Retailers received 0 to 5 for each platform, with 5 being the highest.
The table below shows the full set of results:
Retail sites fail to meet the demands of their digitally savvy customers
According to research by Equimedia, many retailers are damaging their search visibility because of websites that are difficult to use and not mobile friendly.
Some of the common problems found were:
- 26% of the leading retail sites homepages are not mobile device friendly, according to Google.
- 32% of sites served content wider than a smartphone screen size making usage difficult.
- 91% had buttons that were judged to be too close together to use on a smartphone.
- 26% served content that was too small to read on a smartphone.
- 78% could do more to improve page load times with 32% needing to make significant improvements.
- 40% had page titles that were too long, 29% had meta descriptions that were too long and 9% had no meta description at all.
Wet and windy August set to kick-start Christmas countdown
New data from eBay looks at how bad weather in the summer can kick-start Christmas shopping.
Some of the key findings include:
- 82% increase in searches for “Christmas stocking” when Hurricane Bertha brought unseasonably bad weather to the UK on second weekend of August.
- 61% increase in searches for “Christmas tree” and 54% increase in searches for “tinsel” over the same weekend (9th and 10th July).
- Searches for toys and games amongst the first to peak on the site as people prioritise children’s presents.
- Home entertainment brands more likely to capture interest much closer to Christmas.
For the first time, there are now more mobile users than desktop users
This infographic from Distiller shows how responsive email design has changed the game thanks to the huge surge in mobile usage.
89% of parents select a retailer for back-to-school shopping based on deals available on mobile devices
This is one of the findings from a brand-new survey commissioned by Retale examining the shopping behaviour and smartphone habits of parents during their back-to-school shopping this year.
Key findings from the study include:
- 82% of parents will make at least 70% of their back-to-school purchases in-store this year.
- 78% of parents will use a smartphone for back-to-school shopping this year.
- 62% of parents that use a smartphone for back-to-school shopping use it to search for coupons/deals.
Share of mobile clicks and spend on search ads reaches all-time high in EMEA
The share of paid search advertising spend and clicks from mobile devices reached an all-time high in EMEA during the second quarter of 2015, according to the latest quarterly data from Kenshoo
Mobile devices accounted for 41% of all clicks on search ads in the region and 35% of all spend, with growth in smartphone spend driving the overall spending rise when adjusted for currency fluctuations.
Tottenham Hotspur top the mobile website league
With the dawn of the Premier League this weekend, The Search Agency has analysed which team has the best mobile site performance.
Topping the table (for a change) with a mobile site score of 3.71 is Tottenham Hotspur, who triumphed over Aston Villa, the only other site to score higher than 3. Tottenham finished three places higher than fierce North London rivals Arsenal.
The story wasn’t so good for the rest of the football league teams. 96% of teams in the football league use the same template for their mobile site, as well as nine Premier League teams.
With Google establishing that Responsive Web Design (RWD) as the industry best practice, it’s surprising that only eight football clubs had responsive mobile websites, with the other 84 teams having a dedicated mobile website instead.
#CecilTheLion racks up 670K tweets in 24 hours
Following the media hype around hated bringer of death and dentistry Walter Palmer, the aformentioned hashtag also generated around 2bn impressions, according to Digiday.
— Change.org (@Change) August 6, 2015
— CNN International (@cnni) August 5, 2015
— Mashable (@mashable) August 4, 2015
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.