Welcome to our weekly round-up of all the best online marketing stats from around the digital world.

Put on your leather jacket, tease out your hair and try not to lose yourself to the corrupting influence of Danny Zucco, as the T-Birds gather around you to sing ‘You’re the One Stat I Want’.

Just remember that our greaser gang is way better than their (admittedly similar) greaser gang, after all we have 14 stats that you’ll want, they only have one.

Early US data shows the impact of the Google Mobile update

Searchmetrics has carried out a provisional analysis on the winners and losers of the Google Mobile Update.

The list of sites thought to be ‘losers’ after the update, include online music site LastFM and online movie site, boxofficemojo.com.

Interestingly when both these sites were tested using Google’s own testing tool, both of the homepages tested as not optimised for mobile search either.

In the run up to the Google mobile update Searchmetrics carried out an analysis of how many of the top 100 most visible domains are ‘mobile-friendly’. The result: as late as the beginning of April 2015, 16% had not been optimised for mobile devices. 

Read Graham Charlton’s analysis on the effect of the Google algorithm update.

Top 200 B2B brands on social

Brandwatch has launched its B2B Social Top 200, an index examining the leading B2B organisations in the US and UK.

The report has found that:

  • IBM is the most mentioned B2B brand in over 100 countries around the world.
  • 53.8% of all 10 B2B industry conversations is about the business software sector, the aerospace sector follows with 13.5% of all mentions, while medical and energy generate 8% each.
  • The average UK B2B brand owns 1.2 Twitter accounts and has a following of 11,634 on their primary account. In contrast, the average American B2B company owns 2.4 Twitter accounts and has 6x more followers (82,411).
  • 12% of B2B companies have inactive Twitter accounts and 10% of B2B companies have inactive Facebook accounts
  • The leading 200 B2B brands receive 76,756 intent to purchase mentions per year.   

How are brands optimising for mobile? 

Brands are making progress with their mobile strategies, though there's still plenty to be done, according to our latest Quarterly Briefing The Quest for Mobile Excellence, produced in partnership with Adobe.

Not surprisingly, responsive design is one of the most popular ways to optimise for mobile users.

Adaptive design, on the other hand, is less popular. This may be because AWD is more complex and resource heavy, though it does offer benefits that RWD doesn't. 

Q: Which of the following have you employed as part of your attempts to optimise for mobile (company respondents)?

80% of millennials would watch a TV show after watching an online promo

Unruly has published a white paper (registration required) which looks at how TV networks can promote their TV shows to millennials through online video promos more effectively.

Stats include: 

  • 80% of digital natives will tune into a show if someone in their social network had shared a trailer, a clip or an original promo for that show. This is compared to 66% of average TV viewers.
  • NBC is leading the way on social video, with 48% share of online promo views and 39% of promo shares. ABC follows in both categories with 27% of promo views and 34% of promo shares.
  • Millennials are 39% more likely to watch online video content on their smartphones than the average TV viewer and 14% more likely to watch TV on their laptops, while less than half (42%) still watch online video in the living room through connected TVs
  • While low-cost TV clips are the most prevalent form of TV promotional content, original promos are actually the most shareable form of promotional content, with an average share rate of  3.9%, compared to the average 2.1% of branded content

The history of email design

Instiller has created a giant infographic revealing the rich history of the humble email. Did you know that in 2003 77m office workers solely accessed the internet to read their emails.

Click below for the full length version.

Affiliate marketing & lead generation generates £16.5bn in consumer spend 

A new report from PwC/IAB shows that advertisers spent £1.1bn on ‘Online Performance Marketing in 2014, generating record consumer spend of £16.5bn on price comparison, cashback and voucher websites:

  • Advertiser spend up 8%, consumer spend up 14%
  • Advertiser ROI increases 6% to £15 per £1 spent
  • OPM drives 10% of e-commerce retail sales 
  • Four out of five Britons online have used a website employing OPM techniques

Social Election: winners and losers

We Are Social has been gauging who’s winning the popularity war on social during the run up to the general election.

  • Most talked about: Labour has the biggest share of voice on Twitter so far in 2015 with 33% of conversation volume, ahead of the Conservatives with 24%
  • Small impact: Lib Dems and Green Party fail to gain interest of the Twitter community with consistently low conversation volumes 
  • Dividing the nation: The Conservative party had the highest volume of both positive and negative tweets 
  • On the fence: Labour’s proactive Twitter strategy has generated over two million neutral conversations due to a high level of retweets 

Non-marketing stat of the week

If all 600 muscles in your body pulled in one direction, you could lift 25 tons. Easy. Really pulls into focus the fact that you couldn’t get the lid off the jam this morning.

Mobile app is the new face of your business

Oracle Mobile explored how and why young people today use apps across their connected devices. 

According to the research, this generation is unlikely to use a company’s service again following a poor app experience:

  • 48% of UK millennials  said that a poor mobile experience would make it less likely for them to use a business’s other products (54% globally)
  • 31% of UK millennials  said it would make them less likely to recommend the company’s products (39% globally)
  • 20% of UK millennials  said it would even give them a negative view of the business’s products (27% globally)

UK millennials were also revealed to be less comfortable in general in using apps on their smartphone or tablet:

  • Only 63% of UK millennials like using a mobile app to purchase a company’s product or service, compared to 73% of their global counterparts
  • 61% of millennials globally uploaded media content via their smartphone, as opposed to only 51% in the UK

Portrait of a mobile consumer

Vouchercloud has created an infographic looking at the changing landscape of mobile use in relation to commerce. For instance, by 2018 mobile commerce sales are expected to reach $626bn, equalling global ecommerce in 2013.

Clickbait email subject lines don’t work

Return Path has announced findings contradicting several widely held beliefs about consumer preferences and behaviour when it comes to email subject lines.

Subject lines like “You won’t believe this shocking secret…” while highly successful at capturing web traffic, were among the least effective at getting the message read. 

The use of “Secret of” accompanied an 8.69% decrease in read rates compared to messages containing similar content sent under different subject lines. The word “shocking” accompanied a 1.22% decrease in read rates.

On the other hand, subject line length, a frequently debated factor, made no real difference at all. Although subject lines that ran longer than 100 characters correlated to the lowest read rates (8.8%), those between 91 and 100 characters were among the best-performing in the survey (15.1%). 

Who should own the customer journey?

All marketers know that managing and optimising the customer journey is important, but who is in charge of it at your organisation?

This is one of the themes investigated in our new report, Understanding the Customer Journey: More Than Just Online, published in association with ResponseTap.

Which single department is primarily responsible for owning the customer journey within your / your clients’ organisation(s)?

20% of millennials won't interact with cashiers

This is one of the findings from a survey by Retale examining consumer self-service checkout adoption and preferences among brick-and-mortar retailers. 

Additional findings from the report include:

  • 33% say self-checkout is actually inconvenient, with scanning items the hardest part
  • 26% of millennials want to use mobile devices at self-service kiosks
  • 91% of millennials have used a self-service kiosk versus 81% of those 35 and older

Non-marketing infographic of the week

This mighty wheel of cheese is brought to you by Pop Chart Lab, showing off 65 different cheeses from around the world.

Click below for a closer inspection.

For loads more up-to-date statistics…

Download Econsultancy’s Internet Statistics Compendium, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.

It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social. 

Christopher Ratcliff

Published 4 May, 2015 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (3)

Matt A

Matt A, Head of Product at Pay on Performance

16% of companies have "no one" responsible for the customer journey. That number right there will keep some of us working for a very long time. That's depressing though.

about 2 years ago

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vinney ashurst, head of shopper marketing at blue chip marketing

If you don't understand your customer journey how can you even plan a marketing campaign?

about 2 years ago

Corey Zeimen

Corey Zeimen, Owner at Guaranteed PPC

I have noticed a pretty significant push by the more successful B2B brands to seed content via their social media outlets, and I know why... its not who you know in B2B but who knows you and what your up to. Boosting content is key in doing this as well.

about 1 year ago

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