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We've got so many beautiful stats for you this week.

From native advertising to online TV, paid search spend to site search conversion, social media in travel to banking online. Please enjoy and share at will.

For more online marketing statistics, download our Internet Statistics Compendium...

Native advertising

The IAB and Edelman Berland surveyed 5,000 consumers of business, entertainment and general news as to their perceptions of native advertising.

Nearly nine in 10 (86%) consumers feel that online advertising is necessary to receive free content online. Additionally, 60% of consumers are more open to online ads that tell a story than ones that simply sell a product.

Sponsored content awareness was around 70%.

sponsored content awareness

Does sponsored content add value?

does sponsored content add value

Although respondents seem to suggest more often than not the content doesn’t add value, they believe that placing in-feed content enhances the brand reputation. 

This perhaps points to this being a good time for brands to jump on board the native advertising train.

For more detail, check out the report.

brand enhancement through native 

Online TV

Ofcom’s annual communication report has some interesting findings. Let’s start with online TV.

As you can see from the chart below, subscription view on-demand services are rapidly increasing their revenue. Free-to-view ad revenues are also increasing, perhaps fuelled by the increase in tablet computers in UK households.

(Click to enlarge)

online tv revenue 

Digital display

More from Ofcom. Digital display advertising grew more than 22% in 2013. The chart below shows how bullish Google’s control of advertising is, considering it accounts for the majority of the nearly £3.5bn spent on paid search. 

digital ad spend in 2013 

Mobile and paid search

38% of all clicks on paid search ads in the UK are from mobile devices, according to research from Kenshoo into Q2 2014 data from 6,000 advertisers and agencies. 

  • Quarterly search ad spend and sales revenue across EMEA increased nearly 25% year on year.
  • The research reveals the total volume of clicks on search ads rose by 11% year-on-year in Q2.
  • Total impressions fell by 6%.
  • Targeting of ads seems to have improved as click-through rate has risen by 17% YoY to 1.8% in Q2 2014.

The increased share for mobile could be due to the success of Google’s Enhanced Campaigns.

Social media in travel

Between July 7 and 13 2014, eDigitalResearch looked at the social media activity of 80 top travel brands. The research looked at productivity and quality of content.

Here are some of the findings:

  • KLM is the only brand to appear in the top league tables across each social network.
  • Expedia has made one of the most impressive improvements climbing three places up the Facebook league table to second, as well as now claiming the top spot on Google+.
  • Expedia’s rise may have come from its use of Global Pages, which allows brands on Facebook to run multiple, regional dependant pages whilst maintaining a global follower base.
  • KLM is the first travel brand to surpass the 1m follower mark on Twitter.
  • Hotel brands performed particularly well on Pinterest with Four Seasons taking the top spot followed by Mr & Mrs Smith and Hotels.com.
  • The study also highlights that travel brands are posting a lot less across social media platforms during weekends.
  • On average, most travel brands are posting less than half on Saturdays and Sundays than they are during the week.

(Click to enlarge)

facebook engagement with travel brands

facebook followers of travel brands

See the report for more detail on Twitter, Pinterest and Google Plus.

Site search

Chemist Direct updated the search function on its website in January 2014 to include auto-complete and machine learning functionality.

The improved site search certainly seems to have aided customers in navigating the retailer’s 20,000 SKUs. 

  • Search customers on the site now generate 43% of the total value of the site.
  • They have a 175% higher conversion rate than those who don’t use search.
  • Search customers’ average order values increased by 196%.

chemist direct site search 

Long-tail search

Of the 3.5bn global searches conducted each day on Google, 16% to 20% involve phrases that have never been searched before.

Covario has been looking into the decline of industry ‘head terms’ with some simple Google Trends searches.

The simplified charts below (without axes) show how search terms are changing. Why not head over to Google Trends and try similar phrases for your sector.

Head terms

trends for head search terms in various sectors

Long tail

trends in long tail searches across sectors

Mobile and online banking

The number of household bill payments made via PCs, tablets and mobiles will exceed 20bn this year, representing approximately 16% of all global consumer household bills.

Usage of online banking is expected to continue to increase over the next five years as consumers, especially Generation Y users, increasingly use mobile channels to manage their accounts.

These findings come from Juniper Research and its 'Mobile & Online Banking: Developed & Developing Market Strategies 2014-2019' report.

Email marketing

570 individuals from across 25 countries participated in Lionbridge’s 2014 Global Email Marketing Survey. 

Highlights include: 

  • 77% use an automation or email system...
  • ...however, 16.7% of respondents use email as a standalone activity...
  • ...and 45% have no clear strategy for frequency of emails.

The chart below shows what aims email marketing serves for the respondents.

email marketing aims

For lots more stats from the survey, see the infographic below.

(Click to enlarge)

email marketing infographic

Content and commerce

Copywriting company Stratton Craig polled 700 people on the subject of ‘the price of bad content’. Respondents were male and female, and aged 18 to 65+.

Findings include:

  • Only two out of 712 people enjoy shopping online.
  • Spelling and grammar mistakes were voted the biggest turn-off when buying from a website by 28.21% of 18-24 year olds and 16.28% of 65+ year olds.
  • This was rated as more annoying than poor design, broken navigation, too much jargon and too much text.

For more fun from the survey, check out the infographic.

(Click to enlarge)

content and commerce infographic

Ben Davis

Published 8 August, 2014 by Ben Davis @ Econsultancy

Ben Davis is a senior writer at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com, follow at @herrhuld or connect via LinkedIn.

852 more posts from this author

Comments (2)


Firmenadressen kaufen

Thank you ben for the great post! Especially I liked all these nice info graphics.

Firmendressen kaufen

about 2 years ago


Richard Hussey

Interesting and well presented piece. It's always fascinating to look, for example, at how the popularity of search terms varies over time. Yet how many brands assume that optimising their site is a one-off job, or neglect the power of specific time-limited landing pages to correspond with times of peak interest?

about 2 years ago

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