Stat’s just the way it is. Some things will never change.

Welcome to the weekly round-up of all the best internet statistics and data analysis from around the digital marketing and ecommerce world (and slightly beyond).

Although the stats may change, our determination to bring you the very best insight will remain forever undaunted. 

Mobile clicks have overtaken desktop

Marin Software announced its quarterly benchmark report revealing that clicks on mobile devices have overtaken desktop for the first time.

  • Mobile now accounts for 44.8% of ad impressions, 50% of clicks, 46% of spend and 43% of conversions in the UK.
  • Search ads on tablets achieved the highest click through rate in Q4 2014. This contrasts with the US and rest of the Eurozone where smartphone ads are more successful at converting sales.
  • While desktops continue to command the greatest share of conversions, (57% compared to 8.1% via smartphones and 25% via a tablet), the cost per click (CPC) is considerably higher than for a smartphone click.
  • Share of conversions on smartphones increased 6%
  • Overall Mobile (smartphone and tablet combined) conversions are also climbing year on year with a 8.9% increase since Q4 2013, in contrast to an 8.3% drop for desktop conversions. 

Why do people abandon their bookings?

The travel industry spends billions of dollars every year driving traffic to their websites, yet 81% of visitors leave before completing their booking. SaleCycle surveyed 1,000 holidaymakers to discover why that might be…

Click the above image to see the full-length infographic.

You can read insight from the blog here: Why do people abandon online travel bookings?

Search and social advertising spend increases

Kenshoo released its Search and Social Snapshot: Q4 2014, highlighting strong performance of digital marketing during the final quarter of 2014. 

  • Advertising spend in search increased 15% quarter-over-quarter (QoQ) and 14% year-over-year (YoY), while ad spend in social increased 32% QoQ and 33% YoY.
  • Paid search impressions increased 11% QoQ but decreased 4% YoY
  • Paid search clicks increased 14% QoQ and 8% YoY
  • Paid search click-through rate increased 2% QoQ and 11% YoY
  • Social impressions decreased 32% QoQ and 79% YoY
  • Social clicks increased 16% QoQ and 10% YoY
  • Social click-through rate increased 70% QoQ and 430% YoY

Understanding the mobile customer journey

Our latest study, The Retailer’s Imperative: Strategic Approaches to Customer Experience conducted in partnership with SDL reveals how retailers are mastering customer experience across channels. Here’s a sneak peek at the findings…

We asked our respondents: how well does your organisation understand the customer journey for the following audiences? (this chart shows responses for ’strong understanding’).

The results of previous investment in understanding the mobile customer journey are evident as more than half are now satisfied with their knowledge of their customers’ mobile journeys. 

Various technical issues have hampered tracking and measurement efforts, and mobile has the lowest proportion of respondents saying they have a ‘strong understanding’ but the tide has turned, with more than 50% responding positively.

The Guardian is the most tweeted newspaper

Searchmetrics revealed that stories from The Guardian are tweeted on average 392,358 times per week making it the most popular newspaper in the UK on Twitter.

This is followed by The Daily Telegraph (307,690 tweets) in second place and the Daily Mail (237,381 tweets) in third, meaning that the Daily Mail’s content is 92,000 tweets less popular than The Guardian’s.

Most Popular UK Newspaper Websites on Twitter:

  1. The Guardian – 392,358 tweets per week
  2. The Daily Telegraph – 307,690 tweets per week
  3. Daily Mail – 237,381 tweets per week
  4. Independent – 214,868 tweets per week
  5. The Mirror – 113,194 tweets per week
  6. Financial Times – 61,065 tweets per week
  7. Daily Express – 24,165 tweets per week
  8. Daily Record – 11,107 tweets per week
  9. The Times – 8,772 tweets per week
  10. Daily Star – 6,556 tweets per week
  11. The Sun – 3,531 tweets per week

You can see further analysis here: How The Guardian became the most tweeted UK newspaper.

Connected consumers embracing mobile banking

Data included in the following infographic from Somo shows how quickly people have adopted digital banking services, with 77% of bank customers using online or mobile banking at least once a month.

Furthermore, there have been 14.7m mobile banking apps downloaded so far in the UK and globally only 14% of people say they go into a branch once a week.

To see the entire full-length infographic read: How consumers are embracing the mobile banking revolution: infographic

Non-marketing stat of the week

0.3% of all accidents in Canada involve a Moose.

2015 Global Digital, Social & Mobile landscape

We Are Social has published its annual study of the current Global Digital, Social and Mobile landscape, where it has revealed the following information…

  • The reported number of internet users around the world increased 20% since the same time last year, with half a billion new users recognised over the past 12 months.
  • The number of social media users has gone up by 12% year-on-year, and more than 2bn people now use their respective country’s most active social network every month.
  • Mobile social use has grown 23% in the same period, and Facebook Messenger, WhatsApp, WeChat, and Viber have all published numbers showing growth of more than 100m active users in the past year.
  • More than half the world now has a mobile phone, with 185m new unique users signing up since January 2014 to take the number of global users to 3.65bn. These users maintain an average of almost two subscriptions each, meaning the number of mobile connections now exceeds the total world population.

Intergalactic programmatic

Yieldr has created the following infographic to show the growth of programmatic in the last year. Including $21bn global programmatic media transactions in 2014 and a projected $53bn spend in 2019. Click below for the full length infographic.

Post holiday shopping stats

Wipro Digital has released the results of its post holiday study looking at how consumers did their holiday shopping and why. After surveying around 2,000 consumers in the United States and United Kingdom, the study found that:

  • 47% of US shoppers did half (or more) of their shopping on ‘internet pure’ marketplaces
  • 51% of US consumers found shipping costs to be the biggest concern for holiday shopping,
  • 16% of US consumers did not receive their purchases in time for the holidays
  • Four out of every 10 consumers reported using mobile devices for shopping, but only 3% of US consumers reported using a form of mobile payments.

Shopify’s year in review

Shopify has published its year in review, revealing some interesting trends based on the 140,000+ businesses that use its platform.

In 2014, one third of ecommerce orders came from a mobile device rather than a computer

In 2014 ecommerce orders coming from social media grew 202%

The most popular time to buy online is weekdays between 12-2pm and on Sunday evenings.

Non-marketing infographic of the week

Check out all of these weird/failed/experimental items found on McDonald’s menus from around the world. Spam McGriddle anybody?

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.