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Once again, here are some of the most interesting digital marketing statistics we've seen this week.

Statistics include Pinterest, eBay, mobile, social customer service, Amazon and a bumper stack of data from Cyber Monday.

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

Failure to measure offline sales means marketers are missing out on ROI

  • A failure to take a holistic view of customer journeys means marketers are missing out on potential revenues, according to a new report from ResponseTap
  • In particular, marketers are ‘flying blind’ when it comes to understanding the vital role that offline channels such as phone calls play in the £582m Britons spend online every week.
  • The report, based on responses from a nationally representative sample of over 2,000 UK consumers and interviews with 250 marketing managers, found that 72% of marketing managers said their companies make more than a quarter of their sales over the phone, and 46% make more than half.
  • One in three online shoppers say they prefer to talk to someone on the phone before buying – equating to £186m of weekly online spend in the UK.

ASOS is top UK retailer on Pinterest

  • A study by Searchmetrics has found that online fashion retailer ASOS is the top UK brand on Pinterest, generating 1,728 shares per week.
  • In total, 160,958 links to content on ASOS.com had been pinned by users at the time of the study (w/e 22 November 2013).
  • ASOS has 48,000 Pinterest followers. This is over five times greater than the next nearest retailer, Next, which has just over 9,000 followers.

eBay's Cyber Monday performance

  • The latest global figures from eBay Enterprise show that mobile visits increased nearly 116% on Cyber Monday, while mobile orders increased by almost 98% during the holiday weekend (Saturday 30 November and Sunday 1 December).
  • On Cyber Monday, mobile phones accounted for 66.7% of mobile visits and 41.31% of mobile orders, while tablets accounted for 32.5% of mobile visits and 58.4% of mobile orders.
  • Mobile activity during the holiday weekend 2013 was also on the rise, with the number of consumers visiting our platform or platforms of our partners from a mobile device, increasing 110.9% and total mobile orders increasing 97.7% compared to last year's holiday weekend.

Mobile accounts for 40% of PPC spend

  • Smartphones and tablets accounted for nearly 40% of all paid search advertising spend by retailers on Thanksgiving and Black Friday, and 44% of all clicks on paid search ads. 
  • But 73% of sales revenue from paid search still came via shoppers using desktop computers.  
  • The data comes from digital marketing technology company Kenshoo which tracked impressions, clicks, conversions and revenue on Thanksgiving and Black Friday. 

UK retailers see massive sales spike on Black Friday/Cyber Monday

  • New data from Qubit shows a massive increase in traffic volumes and conversion rates over the Black Friday/Cyber Monday period.
  • Based on an analysis of nearly 4m unique website visitors from Friday 29 November to Monday 2 December, the data shows that total sales were 9.6 times those of an average day, driven by a 4.6 times increase in visitor numbers and a 76% increase in conversion rates from 4.72% to 8.73%.
  • Tablet devices played an important role in this increase, making up over a quarter (28.23%) of sales, compared to just 7.9% for mobile over the period.
  • While Cyber Monday is often touted as the peak time for online shopping, so-called 'Black Friday' saw 22% more visitors - this is a stark comparison to 2012 where Cyber Monday saw 20.8% more traffic. 

Next and Argos provide best social customer service among multichannel retailers

  • A new study by IMGroup found that fashion retailer Next currently provides the best overall social customer service among brick-and-mortar retailers, followed by Argos and Marks & Spencer.
  • Next was the top performer on Facebook and the second best on Twitter, which are the two channels most commonly used for social customer service.
  • All of the retailers in the report had a Twitter presence, with seven of them operating a dedicated customer service feed. Only Superdrug and Boots do not use Twitter for customer service or complaint handling.
  • Argos currently provides the best overall online customer service on Twitter and achieved an average response rate of 76% and a response time of 55 minutes.

In Amazon we trust

  • Nearly one in three consumers say they would spend more than $1,000 on a product online without seeing it first, as long as it came with free shipping and returns, compared to only one in 10 who would spend the same amount without. 
  • The Walker Sands’ 2014 Future of Retail Study also found that 95% of consumers have made a purchase from Amazon in the past year and that 40% would buy anything on Amazon.com.

Cyber Monday biggest shopping day ever seen in UK

  • Data from Experian shows that Cyber Monday 2013 was the busiest day ever for online retailers in the UK.
  • British internet users made 115m visits to retail websites on Monday 2 December, representing a 2.5% increase compared to Boxing Day 2012, the previous record holder for biggest ever shopping day. 
  • Compared to last year’s Cyber Monday, visits were up by 3.3m representing a 3% growth year-on-year.
  • UK consumers set new records for the amount of time spent shopping online in a single day, spending 15.3 hours on retail sites.
  • On average consumers spent eight minutes per site visit on Monday.

Tablet and mobile drive bumper Cyber Monday for online fashion retailers

  • Fashion websites saw a 25% year-on-year increase in visits on what is now known as Cyber Monday, an uplift that appears to have been driven by the growth of mobile and tablet shopping. 
  • Both of these devices accounted for nearly double the amount of visits to fashion e-tailers in 2013 compared to 2012, while desktop’s share of the visits has decreased from 81% to 66%.
  • In fact the total number of consumers browsing fashion websites using desktop devices on Cyber Monday increased by just 1.8% in 2013.

Push notifications improve retention rates

  • Six-month analysis from more than 2,400 apps and 500m push messages found that users opted in to push notifications are retained at nearly double the rate of users opted out and are much more engaged with 26% more average monthly app opens per user.
  • Users receiving push notifications from retail, gambling and entertainment apps had twice the retention rate of opted-out users. In addition, opt-in audiences for retail, gambling and games apps were at least 35% more engaged than opt-out users based on average monthly app opens per user. 
  • The data comes from a user study published by Urban Airship.
David Moth

Published 6 December, 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

1678 more posts from this author

Comments (3)

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Corey Gault

Thanks for mentioning Urban Airship's push notification study. As an industry first we also shared opt-in rates across these verticals and you can check out the full study at: www.urbanairship.com/good-push-index

over 2 years ago

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Rob Parker

Excellent article! Digital marketing metrics are changing frequently and those who are able to keep up will reap great benefits. Simply creating a website does not necessarily mean it will automatically create viewership. You must constantly create valuable content and use the medium that your customers are utilizing.

over 2 years ago

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Stan Wayne, Content Manager at Ringostat

According to Ringostat intelligent call tracking service communication over phone is the easiest and fastest way to provide good and effective customer service. It becomes much more convenient in urgent situations, when customer needs support right at the moment.

about 1 year ago

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