Here are some of the most interesting digital marketing statistics we've seen this week.

Statistics include email marketing, online travel agents, tag management, Google+, data collection and ecommerce site speed.

For more digital marketing statistics, check out our Internet Statistics Compendium.

22% of marketing emails fail to reach the subscriber's inbox

  • Just over one in five (22%) commercial emails sent globally on the first half of 2013 never made it to the subscriber’s inbox, according to a new report from Return Path.
  • Furthermore, the global inbox placement rate actually declined slightly versus the first half of 2012, dropping 4% year-on-year.
  • Return Path’s report also looks at deliverability by industry. Retailers proved to be one of the best performing sectors with an inbox placement rate of 92%, up 5% on last year’s total.
  • Only utilities (95%), consumer products (93%) and publishers (97%) performed better in the first half of 2013.

Tripadvisor is most visible travel site in organic search

  • Tripadvisor is the most visible brand in organic search, according to a new report from Epiphany. Travel aggregator sites also feature prominently in the list.
  • The report shows that Tripadvisor dominates in terms of overall visibility and the number of keywords it’s visible for (815,885 keywords), with TravelSupermarket the second most visible site despite only appearing for 86,000 keywords.

Tag management adoption to reach 50% by 2017

  • Up to 50% of websites will have adopted tag management technology by 2017, according to new research from Qubit.  
  • The data shows a massive surge in take up among the top 100,000 websites globally, with adoption increasing by 600% since May 2012.
  • The research, which looked at the tag management technologies in use on 100,000 leading websites, also found some key trends in the TMS marketplace.
  • While server-side tag management represented 49% of the market in 2012, client side solutions now dominate with more 80% of the installed base.
  • Furthermore, free products now represent 44% of the total installed tag management market.

Ecommerce page load times are becoming slower

  • A new report from Radware suggests that despite the effort that businesses put into ensuring a fast load time, average site speeds are actually getting slower.
  • The study shows that in spring 2012 the median page took 6.79 seconds to load, but this has now dropped to 7.72 seconds, a slowdown of 13.7%.
  • Among the top 500 leading retail websites, as ranked by, Ikea was found to have the fastest full load time at just 1.85 seconds followed by AbeBooks (2.06 seconds) and Pixmania (2.20 seconds).

Just 20% of businesses tie data collection to business objectives

  • Only one-fifth of businesses (20%) have a company-wide strategy that ties data collection and analysis to business objectives, according to a new report Econsultancy and Lynchpin.
  • The Online Measurement and Strategy Report has tracked the extent to which data and business objectives feed into one another since 2009, with the results remaining fairly consistent for the past five years.
  • The proportion of companies who claim to be working a strategy has remained at around 60% since 2009, which indicates that these companies aren’t having much success at achieving their objectives.

52% of agencies now offer a 'full range of digital marketing services'

  • Data included in our new UK Search Engine Marketing Benchmark Report 2013 shows that more than half of agencies (52%) now offer a ‘full range of digital marketing services’, and increase from 45% in 2012 and 42% in 2011.
  • In comparison just 12% of agencies specialise in SEO while 7% focused exclusively on paid search. A further 10% of agencies carry out both SEO and paid search.

What area is your main focus as an agency?

  • The report also asked businesses whether they outsource their search, display and social media marketing to an agency.
  • A majority of companies (69%) take care of social marketing in-house, while only 7% exclusively use an agency.

Australian companies face challenges delivering great digital user experience

  • Almost half of Australian companies rate the user experience (UX) on their digital properties as just ‘ok’, and 16% rate it as ‘poor’ or ‘very poor’.
  • These findings come from a new report by Econsultancy and Macquarie Telecom which sheds light on the challenges organisations are facing in this area.
  • The research found that three-quarters (74%) of respondents say their companies are committed to delivering the best possible online user experience, including 17% who say they are ‘seriously committed’.
  • A huge 96% of respondents agreed that user experience must lead all marketing and ecommerce efforts.

Google+ shows strong correlation with high search rankings

  • A new report by Searchmetrics shows a strong correlation between a site's social signals and its ranking in Google SERPs.
  • Websites that rank in the top positions for Google usually have a large number of social signals, with Google+ apparently having the biggest impact.
  • The report is based on analysis of 10,000 search terms from Google UK, using the first three pages of results.

  • It’s important to point out that this is a correlation rather than causation, so we can’t necessarily say that social signals definitely lead to higher search rankings. But it does seem to suggest that there’s some relationship between the two.

Agency coordination becoming impossible

  • Almost half of European marketers (48%) say the burden of agency coordination has become unmanageable, according to a new report from Charterhouse.
  • According to the research, almost two thirds (63%) of European marketers, and almost three quarters (70%) in the UK, feel that working with so many agencies is making creating integrated campaigns more difficult.
  • More than half (53%) say problems also arise as a result of lack of, or miscommunications between agencies. 

Email still top dog for marketing

  • New research from TagMan shows that digital marketers still find email to be the most useful form of advertising.
  • The data shows that 43% are not confident that social media drives ROI, while 63% of marketers still consider email as the most useful form of digital advertising.
  • Furthermore, 55% still measure success of display campaigns by click-through rates, while 31% are struggling with data overload.
David Moth

Published 2 August, 2013 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (5)

Adam Lee

Adam Lee, Managing Director at No Pork Pies

Just because agencies say they offer a full service doesn't mean they are good at all of it (or any of it!).

I still think specialist agencies will offer more creativity within their chosen area than an agency that is a jack of all trades.
I'm not denying there are benefits to one agency doing everything but think some areas get more attention than others in a lot of cases.

almost 5 years ago


Emily Felix-Davies

There are certainly pressures on agencies to be a one stop shop for all digital services - we've turned away companies who required us to undertake their Social in addition to our standard PPC and SEO.

It would have been easy (and profitable) to jump on the current buzz bandwagon , employ a social specialist and roll it out to clients but for me, until there's definite ROI for our clients, the strategy is to stick to what we do best, employ specialists in those areas and focus on what our experience proves works.

Clients who I've said no to when asked to undertake other areas have appreciated the honest response of 'it's not our specialist area so we won't do it'. A simple strategy that results in clients that trust us.

almost 5 years ago



Wow, these stats are very interesting. I knew that a site's social signals impacted their rankings, but the report itself is very interesting. Thanks for sharing all of this!

almost 5 years ago



What is interesting about this article is the growing number of 'full service digital agencies' which don't offer Search, PPC, Social and Content". What we are seeing more and more is the need for a fully integrated digital strategy which joins all of these aspects together seamlessly and joins back to the overall marketing strategy.

almost 5 years ago


Brent White

Bottom line is businesses need help and in a big way, and that help can come in many different forms. The fact of the matter is that due to a lack of knowledge and time, you're simply going to see more and more agencies, freelancers and independents offering more services in the Digital Marketing field for a long time to come.
Brent White

almost 5 years ago

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