Welcome back to our weekly round-up of the very best digital marketing stats from around the online world. 

This week we have app-nesia, digital ad spend, ecommerce behaviour around the world, and Shakespearian insults.

Something for everyone. 

Digital ad spend

Digital advertising continues to rise, and hit an annual record £7.2bn in 2014, up from £6.26bn.

The IAB UK Digital Adspend report, conducted by PwC, also found that mobile ad spend rose by 63% to £1.62bn last year. Mobile now accounts for 23% of all digital ad spend. 

Display advertising across the internet and mobile grew to £2.27bn in 2014. Display now accounts for 32% of digital ad spend, its largest ever share.

Email marketing automation

More relevant communication is the biggest benefit of email marketing automation, according to our Email Marketing Industry Census.

78% saw relevance as the main benefit, while increased engagement and more timely communications also figured highly. 

Q: What do you see as the main benefits of marketing automation?


A Google survey of 1,200 UK app users spanning three categories (shopping, restaurants, takeaways and travel & holidays) found that one in five installed apps are then forgotten.

47% said they use an app when they need information quickly, compared to 17% who use a mobile site.

The research also finds that:

  • For simplicity of navigation, 50% prefer an app, but 31% prefer a mobile website.
  • 46% believe apps are quicker to load, while 29% say a mobile site would win.
  • When it comes to ease of use, 51% prefer installed apps because logins are pre-entered.

Ecommerce and browsing habits around the world

A report from Content Square reveals differences in online behaviour around the world. 

While in no way wishing to stereotype a whole country, the report reveals that Germans are sticklers for reading the ‘small print’, with more than one in five reading the T&Cs before purchase. 

On the subject of stereotyping, the French icon just needs a beret and a string of onions… 

We Brits study pages carefully, and move the mouse less than the rest. Our activity rate (Interaction time/display time) is 15% less than the global average. 

British web users also get to the point, says the report. We’re apparently 12% less hesitant online than our friends over the channel. 

Leading ecommerce sites in China have product pages which are ten times longer than the average European site. 

How marketers are using technology and data

Our new Customer Experience Optimisation report investigates how marketers are using technology and data to personalise the customer experience.

The results show that not all data is perceived as equal for the purposes of customer experience optimisation.

The majority of both agency and client-side respondents (93%) are pulling data from their web analytics, while around two-thirds are also utilising their CRM and data warehouse.

However, this is the end of the similarities as 59% of companies say data is pulled from customer satisfaction surveys, compared to 48% of agency clients.

Q: From which of the following sources do you / your clients pull data for customer experience optimisation?

Social login trends

A Q1 study from Janrain found that Google+ had a 37% share of social logins, trailing Facebook by 8%. 

Drone delivery

One third (33%) of online shoppers would be willing to opt for delivery by drones, according to eDigitalResearch.

68% of respondents feel that faster delivery is the main benefit to the new delivery technology, while 40% believe it would lead to cheaper and more convenient delivery options.

On the other hand, 47% feel that packages left unattended would be the biggest disadvantage of delivery by drone, and 39% believe that the technology is unreliable and only able to cope with parcels of a certain size.

So there you have it…

The importance of free delivery and returns

A survey of 1,000 UK consumers by Stellar Search found that 56% of people believe free returns are very important when buying products online. 

Email marketing budgets  

Our 2015 Email Marketing Industry Census found that, despite organisations gaining a significant proportion of their income from the channel, companies  are only spending an average of 13% of their marketing budget on email.

Not only is this somewhat low given the value it provides, it is also a decline from last year’s figure of 16%.

What proportion of your total marketing budget does email marketing account for?

Marketing infographic of the week 

This infographic on luxury from Somo is just too long to add here (you’d be scrolling for hours), so click on the image to see the full version. 

Non-marketing infographic of the week 

It’s a grand collection of Shakespearian insults courtesy of Charley Chartwell. Thou knotty-pated fool… 

For more digital stats

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.