For you jaded stat-fiends out there who have ‘lost stat loving feeling’ from one to many boring, unenlightening stats, here is our weekly round-up of all the best internet marketing stats to reignite your spark.
You’d think I would have run-out of these stat based music puns by now, but apparently as long as songwriters insist on using the word ‘that’ in their music I have an endless resource.
Top 100 UK Digital Agencies revealed
SapientNitro and IBM Interactive Experience ranked at the top of the table and well ahead of other agencies, with UK fee incomes from digital hitting £165,433,349 and £142,508,100 respectively.
Key statistics from the Top 100 Digital Agencies Report 2015:
- The top five agencies hold 29% of the fee income of the entire Top 100.
- The average projected fee income increase for the next 12 months across the Top 100 this year is 21%.
- More than a quarter of the Top 100 are projecting that their fee income will rise by 30% or more over the coming year.
- Since 2014, the average fee income across the 100 has increased by 25%, with 77% of agencies saying they were ‘very optimistic’ about the next 12 months.
Companies and brands are not keeping pace with the ‘nonstop Customer’
The digital age has given rise to a new kind of consumer who is ‘always on’ and companies are increasingly struggling to keep pace with them.
This disconnect has caused a steady erosion of customer loyalty resulting in a growing switching economy due to constant changes in consumer spending and switching among brands and providers.
The tenth annual Accenture Global Consumer Pulse Survey shows that the Switching Economy is worth £210bn in the UK alone, with the potential to grow by 13% in the next 5 years.
The survey also finds that:
- 36% UK customers are satisfied, yet 35% do not feel loyal.
- 60% say they are more likely to switch from one provider to another.
- 27% want more digital interactions than proposed by providers.
- Of the UK respondents who switched, 50% could have been retained if they had been rewarded by the provider in some way.
The “Switching Economy” and changing UK consumer dynamics has affected the marketplace:
- 52% of UK customers have switched due to poor service in at least one industry, in line with last year.
- By industry, Retail (23%), Banking (12%) and Utilities (13%) show highest switching levels.
- 39% are open to consider offers from ‘non-traditional’ providers in a given industry.
The reasons why we are seeing this customer volatility:
- Poor customer service (68%) and loss of trust in the company (49%) emerged as the top two reasons for switching service providers.
- 53% believe that companies are not making optimal use of data to create tailored offers and experiences.
- 82% say that companies do not make it easy to do business with them.
- About 85% are frustrated when being put on hold and for having to contact customer service multiple times for the same issue.
Top 50 online retailers in the UK
IMRG revealed the top ranking retailers in the UK. Amazon claims the top spot, closely followed by Argos, Apple and non-letter-A beginning Tesco.
Mobile commerce makes up 40% of UK sales
This is up from 32% last year, according to Movable Ink.
Also revealed in the research:
- The size of the UK mobile commerce market in 2015 £14.95bn
- This year Brits will spend £1m every 35 minutes
- Consumers are set to spend £53.6bn a year using their smartphones and tablets by 2024
Billions of emails from global brands are unverifiable
Research released by Return Path indicates that billions of emails from global brands are not verifiable, signalling an even greater rise in phishing attacks.
The study involved the examination of around 235bn messages which were attributed to large international brands in financial services, retail, gaming, airlines and market places. The research uncovered that 9% of these emails failed DMARC-based authentication and were not coming from the brands’ own IP-addresses.
Key information in the report includes:
- The largest numbers of fraudulent emails were found in financial services, gaming and marketplaces with 11%, 7.6%, 5.7% respectively.
- The majority of the suspicious messages (94%) were attributed to the brands’ parent domain as opposed to the subdomain, which are traditionally unregulated and feeding ground for attackers.
- Traditionally trade organisations and web platforms have been a major target for the digital theft as attackers are looking for user account details, but there’s a significant increase of phishing within the gaming community.
Mobile shoppers spend 66% more than non-mobile shoppers
Elasticpath has created the following infographic revealing the three unstoppable forces transforming shopping right now.
- 14% of consumers would prefer to pat via mobile rather than credit card
- 89% of millenials would prefer a store with advanced mobile capabilities
- 68% of millenials want a seamless integrated experience regardless of channel
Non-marketing stat of the week
It costs 10,000 times more to produce a litre of bottled water than a litre of tap water.
Majority of small businesses prefer to pay electronically
65% of SMEs say they have moved away from cheques in the past five years in favour of electronic payment methods.
This is according to results from the most recent Close Brothers Business Barometer.
Payment methods in order of popularity:
- BACS/electronic transfer: 49%
- Credit or debit card: 16%
- Direct debits: 14%
- Cheques: 13%
- Cash: 4%
In-app purchases in games declining in 2015
Return Path announced new market analysis revealing that popular games such as Machine Zone’s Game of War, Supercell’s Clash of Clans, and King Digital Entertainment’s Candy Crush games are seeing declines in paying users and numbers of orders from Apple’s iTunes Store in 2015.
After peaking in January, in-app Game of War purchases by consumers in Return Path’s panel of 4m email users showed a 21% decline as of March despite the game’s extensive advertising campaign featuring the model Kate Upton.
Compared to January the number of in-app orders was down 3% in February and another 18% in March.
Fewer panellists made iTunes in-app purchases after January, too, as the number of users placing orders initially rose by 3% in February, but then declined by 10% in March.
Rival online game Clash of Clans also saw a 27% falloff in order volume between January and March, with 12% fewer panellists making in-app purchases through iTunes.
Candy Crush continued its decline, too, with a 30% drop in in-app orders and 15% fewer panellists placing them in March compared to January.
85% of millennial parents use mobile to shop
A new study by Retale examines how millennial parents use their smartphones to help them shop today.
- 85% of all millennial parents use smartphones to help them shop in-store
- The number one activity dads use mobile for is to check reviews
- The number one activity mums use mobile for is to search for coupons or deals
- 40% of millennial mums and just 22% of millennial dads never shop without a deal
- Mums are 12% more likely vs. dads to buy if pushed a deal in or near a store
Consumers split 52% vs. 48% on blame for delivery problems
Data released this week from Acquity Group identifies the risks and opportunities in the modern delivery market:
- When a package arrives late, 52% of consumers blame the company they purchased it from, while 48% blame the shipping company
- Of 69% of respondents who have had an online purchase arrive late, 63% said the experience impacted their future shopping with that brand or retailer in some way
- Nine out of 10 consumers favour businesses that provide delivery transparency, and 73% have opted for third party delivery from a retailer or grocery store
- 66% of consumers are more likely to order from a company offering expedited delivery, and 64% would pay a premium for it
Online shoppers least hesitant to buy diet products when it comes to online shopping
Ve has announced that amongst common online purchases, consumers are quickest to complete a purchase related to diet products, and require the least encouragement from marketers to complete the transaction.
- Cart abandonment rate is lowest for diet product shoppers, beating fashion, beauty and electronics products
- More than twice the number of re-engagement emails were required per sale of a beauty product than diet products
Non-marketing infographic of the week
I’m not sure if this is the most terribly responsible infographic I’ve ever published here, but it’s still very important research that deserves to be highlighted.
How beer and coffee help creativity…
For loads more up-to-date statistics…
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It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.