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

Stats include barriers to online measurement, digital salaries, Facebook, second-screening and which Premier League clubs are most successful in social media.

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

Lack of budget the barrier to online measurement

  • For the second year in a row 50% of businesses have cited lack of resource and budget as the main barrier to implementing a successful online measurement strategy.
  • The second most common reasons were siloed organisation/lack of co-ordination and lack of strategy, both of which were identified by 25% of respondents.
  • The findings come from the Econsultancy/Lynchpin Online Measurement and Strategy Report 2013 which contains a comprehensive analysis of issues affecting the web analytics industry and valuable insights into the use of analytics and business intelligence tools.

What are the barriers that prevent you from having an effective online measurement strategy?

Digital and commerce salaries on the rise

  • New research by Cranberry Panda shows that the highest salaries on offer in ecommerce and digital marketing roles have increased since last year, with ecommerce directors unsurprisingly earning the most within their sector.
  • The salary band for ecommerce directors stands at £100k to £200k, up from between £80k and £180k in 2012. Head of ecommerce was the second highest paid role with a salary of between £60k and £100k.
  • Looking at online marketing roles, digital marketing directors earn the most (£70k to £140k) which reflects the fact that they sit at the top of the marketing tree and must ensure all online marketing channels are being run effectively, while also being responsible for the overall strategy.
  • SEO specialists and social media managers are also among the highest paid marketing roles, earning £28k to £67.5k and £30k to £55k respectively.

Germans take to second-screens

  • A survey of 1,007 German web users by the IAB Europe found that 49% frequently accessed the internet while in front of the TV. This figure had increased by 250% since 2010.
  • Second-screening peaked at 78% among 16-24 year olds, compared with 56% for 25-34 year olds and 52% for 35-44 year olds.

Amazon becomes king of Facebook

  • Amazon has overtaken Topshop to become the most popular retailer on Facebook, according to a new report from eDigitalResearch.
  • The report found that Amazon has leapfrogged Topshop to become the most ‘liked’ UK brand on Facebook, with 3.8 million compared to Topshop’s 3.4 million.
  • Amazon has also made the biggest improvement since the last wave of research, adding just over 600,000 new fans, while Asda saw the second biggest increase by adding 235,000 fans.
  • Amazon’s increase is attributed to the quality of its content, which includes offers, competitions and product promotions. It also appears to have invested in Sponsored Stories.

Everton top Premiership club for social media

  • New research by RadiumOne shows that if the Premier League was decided on social media performance then David Moyes would have sacrificed the title by moving to Manchester United, as Everton have the most effective social media in the Premier League.
  • Norwich City would come as surprise runners up with a core of dedicated fans actively engaging with the club across all social channels and Manchester United would drop to third, showing that sheer number of fans aren't as important as passionate fans when it comes to social media.
  • The top five is as follows:
  1. Everton.
  2. Norwich.
  3. Manchester United.
  4. Southampton.
  5. Sunderland.

Tiffany & Co. tops Facebook charts

  • Tiffany & Co. achieved the highest engagement score on Facebook among the top 50 US retail brands in the first half of this year, according to a new report from Expion.
  • The research ranked the 50 retailers according to how engaging their Facebook posts were between January 1 and June 30, with engagement rated as the number of fan actions per post.
  • As mentioned, Tiffany & Co. proved to be the most successful brand by scoring a massive 28,741 interactions on each post. It achieved this by posting one high quality update per day.
  • On the flip side, although Walmart clocked up a higher total number of interactions it posted as many as six updates per day so achieved an average engagement score of 11,461.

Facebook's amazing user numbers

  • This week Facebook released its latest UK-specific user data, broken down for the first time into daily and monthly, and total and mobile user numbers.
  • The network has 33 million monthly active users with 26 million on mobile, and 24 million daily users with 20 million on mobile.

Rooney, Bale and Suarez are most talked about footballers

  • After analysing 62,510 Twitter posts, with a post volume increase of over 200% in the last three months, Crimson Hexagon discovered which Premier League footballers are the most talked about on the social network.
  • Rooney, Bale, and Suarez dominate the conversation, with 25%, 22% and 30% respectively.
  • There was a major peak in relevant Twitter conversations on 17 July (the day Rooney allegedly handed in his transfer request).
  • Overall volumes up by 226% across the time period – May 26 through August 13 – as momentum builds towards start of season and end of transfer window.
  • 90% of the analysed posts were made by men.

People like to buy stuff from abroad

  • A new survey by Rakuten Linkshare, which covers the UK, US, Canada, Australia, Japan, Brazil, France and Germany, shows that 68% of online shoppers have bought something online from outside their home country in the past year.
  • In the UK this rises to 75%, with transactions between the UK and the US being particularly well-established.
  • The report also found that 61% of UK online shoppers would reconsider an abandoned shopping basket if they received an offer.
  • And in Canada consumers love loyalty programmes with 37% saying they make heavy use of loyalty and cash-back sites, compared to only 22% of respondents in other countries.

People turn to smartphones instead of TVs

  • Around 10% of US smartphone owners watch full-length television programmes on their devices according to Magid Advisors.
  • The report found that people were using their phones to catch up on their viewing while travelling on public transport or choosing to use them at home when other household devices like televisions or computers were unavailable.
  • 38% of smartphone owners already watch video clips on their devices.
David Moth

Published 16 August, 2013 by David Moth @ Econsultancy

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

1688 more posts from this author

Comments (3)

Emily Westing

Emily Westing, Content Strategist at QuestfortheLink.co.uk

Looking at these statistics I'm not surprised to hear that Digital and commerce salaries are on the rise.

This was expected as more traditional media budgets are starting to shift from offline to online.

Now perhaps I've got leverage to convince my boss I need a pay rise in 2013 :)

about 3 years ago



Very useful post based on the facts & statistics which will help business managers in making decision for digital marketing and allocating more budgets for the same.

about 3 years ago


Facebook marketing

Very nice and usefull post.which shows a interesting points about marketing on digital.just learnig this all tips and its very simple to understand thanks for sharing this post.

about 3 years ago

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