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A real mix for you this week, from chocolate bathtubs to push notifications.

Which brands are making gains on social? Just how much reach do organic posts gain anyway? What will the size the wearables market be?

All that and more in this week's online marketing stats roundup. Read on!

Why not download our compendium of online marketing stats for more on the market?

99% of organic social posts create almost no engagement

SocialFlow conducted a study between April 1 and July 31 analysing 1.6m organic posts from Twitter, Facebook and Google+.

The study found that 99 percent of those updates create little to no engagement at all.

SocialFlow posits that the 1% rule, previously talked of in relation to content creation, may now apply to organic social posts and engagement.

(Click to enlarge)

social engagement

Mobile optimised sites

The Internet Advertising Bureau (IAB) has revealed that 76% of the top 50 UK technology and telecoms brands have a mobile optimised site, however 6% have no mobile presence whatsoever.

The audit in July 2014 was carried out across the top 50 technology and telecom brands spending the most on advertising in the UK.

Mobile friendly sites, mobile search optimisation and apps were surveyed. 

  • 62% of the technology and telecom brands had a mobile site and an app.
  • 80% of the brands had an app, with brands favouring developing for the Google Play store over the Apple App store (72% Google Play mobile app, 58% App store mobile app).
  • 6% of the top 50 had no mobile presence.
  • 38% of the brands were optimising their paid search for mobile..
  • ..47% of those were optimising their search with click-to-call. 

O2, Sky, EE, Three, ADT and HP all performed well across the criteria.

Push notifications

Research from Localytics shows push messaging drives 88% more app launches from users who opt-in.

  • 88% higher engagement on average for push-enabled users.
  • Ecommerce apps exhibit the highest push engagement lift at 278%.
  • Users who enable push have a retention rate three times higher than those who disable push.
  • App abandonment rate for one time app use decreases from 21% to 11% for push-enabled users.
  • Push-enabled users show higher retention.

retention and push notifications

engagement and pushnotifications

Ad free internet

An ad-free internet would cost each of us at least £140 a year, a sum which 98% of UK web users say they would never pay. This, according to new research from Ebuzzing.

1,400 UK consumers were surveyed. 

  • 63% of these web users skip online video ads 'as quickly as possible'..
  • ..this figure rises to 75% for 16-24 year olds.
  • More than a quarter of all respondents (26%) said they mute their sound.
  • One in five scroll away from the video.
  • 16% use ad blocking software.
  • 16% open a new browser window or tab. 

Respondents were asked which factors would make them more likely to watch online video ads: 

  • 34% answered that ads ‘should be relevant to me’.
  • 20% said ‘being able to select the ad I watch’ was important (rising to 38% for 16-24 year olds). 26% said the ad should be ‘funny or entertaining’.
  • 21% wanted short ads (less than one minute)
  • 16% said ads should be relevant to the content in question.

Social retail

eDigitalResearch’s Retail Social Media Benchmark results have Amazon as a big gainer of new followers after the introduction of their #AmazonBasket hashtag.

The #Amazonbasket initiative allows social media users to add products directly to their Amazon basket if they reply to an Amazon post and use the hashtag. Since June this year, Amazon have moved nine places up the Twitter league, attracting almost 150,000 new followers in just six months.

Amazon remains at the top of the Facebook league table with over 1million more followers than Topshop in second.

Primark has seen the biggest growth of followers in the last six months, attracting almost 500k new Facebook Likes.

Primark's lack of ecommerce leaves social as a key battleground for generating product awareness.

new facebook followers

The young are annoyed by customer service

KANA Software has conducted a survey of 2,000 consumers suggesting poor customer service is eroding consumer loyalty and confidence in retail brands. 

  • 30% of UK consumers have become less loyal to retail brands in the past five years.
  • One-quarter of those customers identified poor service as the main reason for this decreased loyalty.
  • Almost half of respondents (48%) said they had to repeat information during their last communication with a retailer.
  • All age groups identified repetition as a problem; however, it occurs most frequently for customers under the age of 35—with one in 20 repeating themselves at least five times.
  • Only 30% of these younger customers had their issue resolved after one interaction.
  • By contrast, 64% of customers over the age of 65 did not have to repeat their complaint at all, feeling satisfied after first contact.
  • Of those who feel less loyal to retail brands, 37% of 18 to 24 year olds cite service as the key factor versus just 20% of those aged 65 and older.

Mobile advertising

Marin Software has analysed £500m of ad spend and revealed Brits research purchases and shop on mobile devices more than any other nation. 

  • In the UK, 50% of all paid search ad clicks come from mobile devices, compared to a third across the rest of Europe.
  • Brits are 65% more likely to click through paid ads on mobile devices than on desktops.
  • 37% more click through on Facebook ads in the UK than the US. And 78% more than the Eurozone. 

Interestingly, whereas consumer engagement with ads on most channels falls during the hot weather in the UK, on Facebook, Marin found clicks actually increased.

Advertisers may have failed to spot this trend as CPCs actually fell in July and August 2013.

In the UK, CPCs on smart devices are 42% cheaper than desktop ads and it seems targeting Facebook could pay dividends in the summer holidays.cpc in the UK and Europe


By the end of 2015, a total of 13% of consumers are predicted to own an in-home IoT device such as a thermostat or in-home security camera. This is according to the 2014 State of the Internet of Things Study conducted by Acquity Group.

Currently, only about 4 percent of those surveyed own such a device.

Adoption of wearable IoT technology such as smart watches and fitness devices is also expected to increase, with nearly half of consumers already owning or planning to purchase a device in the next five years.

Taking into account respondents who already own these products, the following connected devices are expected to be most popular over the next few years: 

  • Wearable fitness devices (expected to have 22% adoption by 2015; expected to have 43 percent adoption in the next five years).
  • Smart thermostats (13% projected adoption in the next year; 43% in the next five years).
  • Connected security systems (11% adoption in the next year; 35% in the next five years). 

The Guardian

The Guardian saw record digital traffic again in July - one year after it moved to theguardian.com

The publisher saw 105m monthly unique browsers in July 2014 across Guardian and Observer, according to the latest ABC digital figures. 

  • This was a 24% increase on the same time last year.
  • This is the third time since March 2014 that the Guardian has broken the 100m browser barrier.
  • 70% of traffic now comes from other markets than the UK. 

The proportion of traffic received from mobile devices continues to increase, with around half of all browsers accessing Guardian content from a smartphone or tablet in July 2014, compared with 37% in the same month of 2013.


Ending on a fun note, Bathrooms.com has been running a microsite at bathroomsweets.com giving away chocolate bathroom suites.

The idea came from the frequent misspelling of bathroom suites in search.


On the same topic, given that Google AdWords now defaults to close match or variation, here are the top 10 spelling mistakes from The Plain English Campaign.

  1. Heard / herd
  2. Racket / racquet
  3. Sweet / suite
  4. Navel / naval
  5. Profit / prophet
  6. Chilli / chilly
  7. Feat / feet
  8. Mail / male
  9. Not / knot
  10. Pause / paws 
Ben Davis

Published 22 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.

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Comments (2)


Mark Watson

It's amazing how the marketing world is changing so drastically with the emerging of smartphones. Mobile advertsing is a HUGE deal right now. Personally i've been "internet marketing" or making some extra money online for a few years. The most success i've found was running a mobile ad campaign on Buzzcity.com.

I believe the exact method was brought to my attention from the free membership I was part of at http://www.grabblemarketing.com, The #1 Online Income Training.

Anyways, I'm going to contiounsly test with mobile ads, because so far I've only used text ads (very succesfully!) I'd like to run some banners though.

Awesome article, I'll be subscribing for more!


about 2 years ago


eifiki fiki, fikristinanian at eifikrian

Halla, I would agree mostly because no one from the nw marketers of 21sth century can manage to create an alternative ways in the marketing and online marketing fields mainly because there is a lot of major players like in this case The Statistic of the new era of online marketing.. and the rest follow even the SJ and http://www.marxmarketingandtechnologies.com/ confirmed that in a way,

over 1 year ago

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