Stats! A-ah! They’ll save every one of us.
Welcome to our weekly round-up of the very best digital marketing stats from around the online world and ever so slightly beyond.
On a side note, I’m starting to run out of synonyms for ‘interesting’ now. I think I’ve managed 14 different variations so far. If you can think of any more, please feel free to leave them in the comments below. (Basically do my work for me, thanks).
Digital spend to reach more than 25% of total advertising spend in 2016
Carat forecasts that in 2015, ad spend across all media will increase by$23.8bn to reach $540bn, accounting for a +4.6% year-on-year increase. Carat further predicts that digital media will. for the first time, account for more than a quarter of all advertising spend in 2016 with a market share of 25.9%.
In the UK the total advertising market is forecast to grow by +6.4%. Digital media spend will reach 48.2% share of the total UK market this year increasing to a majority share of 51.1% in 2016.
Within the digital sector, display spend is expected to increase by +12.4%, with video +15% and mobile +55.3% helping to drive investment. Meanwhile paid search is predicted to increase by +11.8% in 2015.
Easter Bank Holiday bonanza starts the weekend prior for brands
eBay has shared its data which pinpoints the previous weekend as the starting point for bank holiday season spending, and reveals that the weekends before bank holidays are when “plan ahead purchasers” start shopping in earnest for home improvement, sports and entertainment items.
- Its sports and DIY categories see the biggest uplift. Seven days before Easter Sunday last year, searches in the Sporting Goods category on eBay increased by 16%.
- On Sunday 17th May 2014, the Sunday before Spring Bank Holiday, there was a 60% jump in searches for “dust sheets”, as consumers invested in the right kit for their spring DIY projects.
- On the same day, there was an uplift of almost a fifth in searches for “paint roller,” in addition to a 40% spike in searches for “garden furniture.”
- In the final two days before Good Friday last year, there was a search every minute for “board game” on eBay.co.uk, coinciding with the news that Easter Sunday and Easter Monday would bring unsettled weather.
Adweek Europe Social media stats of top trends, people, and brands
Hotwire monitored mentions of last week’s AdWeek Europe event using the official hashtag #AWEurope and found:
- Over 25,000 tweets were sent, with YouTube and Facebook hitting the top spots for most talked about brands online over the course of the week
- Martin Sorrell received the most tweets out of any speaker, following his talk on the advertising industry and the need for better reporting when he also defended the WPP long term share scheme
- Katie Price received more tweets than Disney (257 vs. 140)
- Mobile was the top trend of the week, receiving around 10% of all tweets during the event
- Data was the second biggest trend on social as marketers are becoming more aware of the need for harnessing the correct data, if they are to drive effective marketing campaigns
For more insight from AdWeek Europe check out Econsultancy’s Instagram page for a collection of soundbites.
10% of the top 250 UK brands are running mobile display campaigns without a mobile optimised site
Internet Advertising Bureau UK (IAB) also reveals that over 80% of the top 250 UK advertisers have a mobile optimised site, with half of those being developed using responsive web design.
Looking at the break down of the different sectors:
94% of auto brands have a mobile optimised site (39% of which were responsive web design and 55% were separate mobile sites), compared to travel where 87% have a mobile optimised site and 72% of FMCG brands have a mobile optimised site.
Retailers are lagging behind though. The majority (64%) of the top spending UK retailers have a transactional mobile site, however this has only increased by four percentage points in the last two years.
A large percentage (68%) of the top 250 UK advertisers have an app but when looking at the retail sector specifically only 32% had a transactional app, this has only increased by two percentage points since June 2013.
The top 50 online retailers in the UK February 2015
According to IMRG and comScore, travel companies performed well generally in the latest Top 50 Retailer Ranking, while apparel retailers fared less well.
Analysis of traffic to UK retail sites in February revealed that Ryanair, Expedia and Travelodge each rose six places with British Airways up slightly, although Lastminute.com was the biggest faller this time, dropping 14 places.
However a number of fashion brands dropped down the list including New Look and River Island, both down 8 places, as well as Asos (-5) and Next (-1).
Wickes (+10), House of Fraser and Thomson (+8) were among the fastest risers.
Click below for the full ranking.
Non marketing stat of the week
Wearing headphones for an hour increases the bacteria in your ears 700 times.
*throws headphones immediately off head, accidentally subjectswhole office to 10 second blast of NWA*
More than half (55%) of shoppers now use mobile devices to research products in-store
While nearly a forth (21%) have purchased a product via smartphone while browsing it in the store, as revealed by a recent survey conducted by SecureNet.
- 44% of respondents have researched an item for their company using a mobile device
- 37% have researched business goods on their tablet devices
- 24% have made a purchase for their company using a mobile device
- 25% have made a corporate purchase using a tablet device
More than two-thirds of UK retailers say their customers receive the best service online, not in-store
New global research by Dyn reveals that as purchases on mobile devices increase, 96% of retailers expect at least a 25% increase in online sales this year and half expect online sales will increase by 50%.
Key findings from the report reveal that:
- More than 57% of retailers think that one of the biggest things consumers want to see when shopping online is the same quality of experience, yet more than 76% admit that today the experience isn’t consistent at all
- More than two-thirds of retailers believe their customers receive the best service online (either website, mobile or app) compared to 25% of retailers believing the best customer service comes from in-store
- Globally nearly 70% of consumers surveyed have bought from retailers located in other countries, offering UK retailers the opportunity to benefit from cross border commerce as the popularity of British brands abroad rises
What degree will make you a billionaire?
Approved Index has looked at the further education of the world’s top 100 billionaires and discovered the following:
- 32% of billionaires did not complete tertiary education
- 22% studied engineering at university
- 9% studied an arts degree, which is more than those who studied economics, finance, maths, law or science.
Click the image below for lots more information.
Top 11 digital asset management platforms
G2 Crowd has released a grid ranking of the 11 best digital asset management softwares, based on more than 200 reviews.
Widen Media Collective and Brandfolder are two leaders with rankings based on user reviews, social rankings and data as opposed to analyst research.
Ad viewability benchmark
Sizmek has analysed data from more than 240bn measured impressions, from more than 840,000 ads, served in 74 countries, across 2014, to identify trends around viewability.
- Ads with a 70%+ viewable threshold had significantly higher performance across all measured impressions
- Viewable rates increase as advertisers adopt more interactive formats
- HTML5 improved viewable rates more than Flash
- Mobile-specific-sized creative was more viewable than desktop-sized creative for both publisher direct and DSPs/exchanges
- Ads served direct to publishers increased viewability over ads served via programmatic
Non marketing infographic of the week
This week we ask the important question “how much does it cost to be Batman?”
Click image for larger version courtesy of Mashable.
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.