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

Stats include display advertising, content marketing, Facebook ads, omnichannel retailing and the continued growth of ecommerce sales.

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

64% of businesses increased spending on online display this year

  • Almost two-thirds of businesses (64%) increased their spending on online display advertising this year, while just 14% decreased their level of investment in this channel.
  • The findings come from the new Econsultancy Online Advertisers Survey Report, published in association with Rubicon Project.

Has your spending on online display advertising gone up or down in the last year?

  • The increase in spending on display advertising is part of a wider trend for increased investment in digital channels.
  • Reflecting the continued growth of Facebook as an advertising platform, the most buoyant area of investment continues to be Facebook advertising, where 68% say they have increased spending in the last 12 months compared to 71% who said the same in the 2011 survey.

High street retailers 'missing out on £1bn per month'

  • High street retailers are losing up to £1bn of sales per month due to poor stock management, as customers leave stores downcast and empty handed as their item or size isn't available.
  • According to a YouGov survey commissioned by Venda, 38% of 2,043 respondents have left stores without making an intended purchase as the item they wanted was unavailable. 

Facebook accounts for 41% of social ad budgets vs. 18% on LinkedIn

  • On average businesses spend 41% of their social advertising budget on Facebook, compared to 18% on LinkedIn and 17% on Twitter.
  • But the split is even more extreme when looking at responses from agency staff, who claim that Facebook accounts for more than half (53%) of their clients’ budgets.
  • The findings come from the new Econsultancy/Adobe Quarterly Digital Intelligence Briefing, entitled Optimising Paid Media, which is based on a survey of more than 600 Econsultancy and Adobe subscribers.

How is your / your clients’ social advertising budget split between the following properties?

Consumers vote for omnichannel

  • Almost half of consumers online want retailers to deliver genuine omnichannel retail experiences over the next five years, according to a study from Peerius.
  • When asked how they would like the retail experience to change over the next five years, 46% of respondents said they "would like retail to combine the best elements of online and in-store to create a single, consistent experience no matter how I shop".
  • In contrast, just 10% want the in-store experience to be more like the experience of buying online, and 14% want buying online to be more like the in-store experience.

August online sales growth doubles that of July

  • Figures from the IMRG Capgemini e-Retail Sales Index reveal the e-retail market returned to double digit growth in August, with online sales up 18% year-on-year; double that of the growth rate in July (9% year-on-year).
  • This was led by a return to double-digit growth for multichannel retailers (+17%) following a poor July. Sales for online-only retailers grew 19%.
  • The home and garden sector led the way in August with 25% year-on-year growth, followed by electricals at 18%. Clothing meanwhile grew 18% year-on-year compared to 10% in July, with the average basket value increasing by £5 year-on-year as the heavy discounting used by retailers earlier in the year has been scaled back.

B2B companies face multichannel problems

  • Respondents in a survey of 400 B2B companies by Intershop agreed that the world of B2B commerce is undergoing a radical transformation, and B2C trends are reflected in the B2B environment.
  • Yet, almost all organisations (96%) are facing challenges. Half find it difficult to provide intuitive and user-friendly interfaces for multiple touch points such as B2B online stores, mobile apps etc.
  • A similar number (48%) say it is difficult to manage complex organisational structures such as different user roles, multiple business models, multiple commerce touch points and multiple data domains.

It'll be a mobile Christmas

  • A new survey by eDigitalResearch and IMRG found that 44% of smartphone owners have said that they will consider doing some of their Christmas shopping online, with over half of these (64%) planning to purchase more gifts and Christmas items from their device than they did during the festive period in 2012.
  • The survey of 2,000 online consumers also found that almost all respondents (96%) will shop online this Christmas, with 48% purchasing at least half of their Christmas shopping on the internet.
  • The survey also found that a quarter (25%) of consumers feel that their online shopping experience is ‘significantly better’ or ‘slightly better’ at Christmas time thanks to special deals and a bigger range of products on offer. Just 7% feel that it gets worse.

Online shopping to hit £50bn by 2018

  • Ecomerce is set to grow by almost 50% over the next five years to be worth over £50bn in 2018, when one pound in every seven spent on retail will be made online, according to new research from Verdict.
  • One of the key drivers for the growth is the fact that more and more shoppers consider online shopping to be as enjoyable, or even more enjoyable, than traditional shopping.
  • In a survey of over 10,000 online shoppers, only 4% more people considered physical shopping to be more enjoyable than online, compared to a 25% gap 18 months ago.

Executives see benefits of becoming socially enabled

  • An Oracle survey of more than 900 marketing and technology executives has found that 60% of respondents plan to integrate social business metrics into customer care initiatives in the next 12 months.
  • Furthermore, 43% of executives stated that it would take their organisations more than a year to truly begin making use of social throughout their businesses.
  • Finally, 97% of respondents believe it will be important for successful organisations to transition to being socially enabled enterprises.

Strategy vacuum in financial services content marketing

  • A survey of more than 100 financial services companies released today showed that only 41% have a content marketing strategy in place, despite over half increasing their budget for the activity.
  • The research, conducted by Editions Financial in conjunction with the Financial Services Forum,  found that 53% plan to increase their content marketing budget, and 81% said it is going to become more important in the next 12 months.
  • 58% said they believed it was more effective than other approaches in helping to rebuild trust in financial services.
David Moth

Published 20 September, 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 (7)

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Christian B

"On average businesses spend 41% of their social advertising budget on Facebook, compared to 18% on LinkedIn and 17% on Twitter."

That's interesting. We've had a hard time making either one work really well for os (or even just half as well as Google). FB has such an impressive reach, but since we sell mainly B2B, the segmentation offered by LinkedIn is (on paper, at least) fantastic. We have yet to make it work for us, though.

almost 5 years ago


Visakan Veerasamy, Marketing at ReferralCandy

^pretty sure LinkedIn or Twitter is going to work better for you than Facebook! Anecdotally speaking, few people think about making B2B purchases while on Facebook.

If you check out the major B2B Pages on Facebook- even the popular ones tend to be somewhat inactive, with superficial engagement.

Clearly the real B2B action is happening somewhere else. Where exactly, though?

almost 5 years ago

Philip Storey

Philip Storey, Founder & Principal Consultant at Enchant Agency

Lots of interesting points here. Regarding social marketing for B2B, the previous comments sum this up well.

For B2C, I am seeing a lot of my clients increasing budgets and resources around social, particularly Facebook. Facebook is working great for most of the retailers I work with, but for some, the social network has provided a real boost of engagement and revenue through new functionality and implementation of new strategies (changes to news feed, tactics around targeting last actor, more granular targeting through graph search for "pages like by people who like <competitor>"). Plenty of new things to trial and split test.

Interesting times!

almost 5 years ago


Sumit Dawas

This is the reason why there is an increment in the graph of the people who are choosing digital marketing as a career option.

almost 5 years ago


The Virtual Marketeer

I agree that Twitter and LinkedIn will work better for many businesses but Facebook can work well for smaller businesses and consumer focused ones. It has a different kind of engagement to twitter where many people are now overwhelmed by the sheer number of tweets I find.

Ultimately though it comes down to whether you're using the channel in a way that's effective which is of course the secret to all marketing. Selling yourself (expertise, insights and knowledge) rather than your services on twitter seems to produce better results for example.

almost 5 years ago


Warren Whitlock

I'm continually baffled by trends where brands and agencies show an increase in what doesn't work and that consumer don't want.

The only explanation that makes sense to me is that they don't realize there are better alternatives.

almost 5 years ago



hi david..this is such anice blog..lots of information you are given.thank you for sharing with us

almost 5 years ago

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