If you’re a regular reader of this weekly round-up of fascinating online marketing stats then you’ll know how this introduction normally goes.

Brief set-up to painfully contrived song-title pun, followed by lengthy paragraph desperately trying to contextualise the pun, before ending with an apology.

This week however the best I could come up with was something by the Ting Tings, so therefore I feel the very bottom of the barrel has finally been reached. I will hang my head in shame, hand over my keys to the stats-kingdom and finally admit that stats not my name.

78% of marketers feel that their job is more stressful compared to five years ago

However marketing is finally getting the respect it deserves by leading the charge in the quest for customer centricity and personalised customer experiences that will take organisations into the next era of profitability.

This is according to our brand new report Marketing Pain Points and How to Overcome Them published in association with SmartFocus.

Here are some of the major pain-points discussed and remedied in the report:

Average order value online reaches £67

Demandware has released research analysing the behavioural trends of more than 200m shoppers. 

  • Mobile phones drove 24% of all orders and 36% of traffic
  • Overall visits to ecommerce sites are up 28% year-over-year but the duration of shopping visits has fallen by 30% overall and 41% on mobile phones
  • The average order value is now £67 and discounts reduced order size by 7%

Video accounted for 64% of web traffic in 2014

Yieldr has put together the following infographic charting how video has become the content of choice for internet users and marketers alike.

Among the interesting stats:

  • 40% of households have access to video streaming services
  • Video views are up to 40% year-on-year
  • Global ad revenue from online video doubled between 2011 and 2014 to $11.2bn

‘Mobilegeddon’ before and after

Searchmetrics has conducted a ‘before and after’ study of the Google mobile-friendly update, analysing the change in search rankings for a set of hundreds of thousands of web pages against a database of tens of thousands of keywords on Google. 

The study analysed the search results appearing on the first three search engine results pages (SERPS).

The analysis highlights two key trends.

The share of web pages Google considers mobile-friendly appearing in the first three SERPs increased by 3% after the update, accounting for 71% of the total. 

While those pages deemed not to be mobile-friendly dropped by a corresponding amount to 29% the total after the update.

The average change in ranking position of pages deemed not to be mobile-friendly fell. Dropping 0.21 positions on average (against the tens of thousands of keywords tested) after the update.  At the same time, pages deemed mobile-friendly appeared higher in search results by 0.2 positions.

Business and IT leaders disagree on the future of data

Rosslyn Analytics has released new research looking at why so many big data projects fail and why 90% of the workforce cannot access data in their organisation.

The research reveals that the root cause of poor data monetisation is the lack of business and IT alignment and the need for business leaders to develop a data strategy that defines technology purchases.

  • 56% of CIOs and senior IT managers believe data is inaccessible by business decision-makers, whereas in reality, only 36% of business leaders believe this to be the case
  • 71% of corporate leaders recognise the importance of data to their companies but only 11% have actually generated financial value
  • IT believes the lack of data utilisation is caused by the company’s data being in an unusable format, whilst business leaders cite “understanding what data tells you and what it doesn’t” as the main reason

Uganda is the most entrepreneurial country

Approved Index has created a map looking at entrepreneurship across 73 countries, accounting for over 70% of the world’s population.

Topping the list of most entrepreneurial countries by almost double any other is Uganda, with 28% of its adult population having started a business in the last 42 months. 

Thailand (16.7%) and Brazil (13.8%) take second and third place, while the least entrepreneurial titles are taken by Suriname (0.2%), Puerto Rico (1.3%) and Italy (1.3%).

Click below for the full size image:

Non-marketing stat of the week

On average, murderers are 7.5 years younger than their victims. Let this be a life lesson for us all. I for one will now refuse to go camping with anyone aged 27.

Engaging with one minute of advertising on mobile is equivalent to £6.80 per consumer

A new study conducted by Opinium Research and commissioned by Millennial Media explores the value exchange consumers have with advertisers in return for letting them into their mobile devices.

  • Four out of five (79%) said they understood the need for ads to support free apps and content.
  • Almost three quarters (72%) said they expected ads on mobile devices to keep content free
  • Only 3% paid for apps to remove ads

With results revealing that consumers are more than twice as likely to remember a product or message on a mobile device (22%) than desktop (10%), the survey also revealed that over a third of consumers that engaged with a mobile ad in the last 12 months on their smartphone (35%) and tablet (38%) have consequently been prompted to specific actions:

  • Most likely to consider a product or a brand that they would not have otherwise have thought about (18%), with other actions including save a page (13%) and to add a product to a wish/shopping list (10%)
  • The second most popular action for consumers that had clicked on a mobile ad was to then make a purchase (14%)
  • Of all those who made a purchase as a result of clicking a mobile ad, four out of 10 (43%) said they made their purchase in a bricks and mortar store, while eight out of 10 (82%) made it online  
  • 27% say they are likely to engage with TV at the same time as viewing other media, and one in four (25%) say the same for mobile
  • Of audiences that click on mobile ads, 43% say they would be more likely to pay attention to other adverts from the same brand in future
  • Nearly half (48%) of all consumers would be more likely to click on a mobile advert if it was targeted to their interests

50% of consumers aged 40-44 willing to pay more for socially responsible goods

Vouchercloud’s infographic ‘Perception of Value’ looks at the psychology behind consumers perceptions of how much a product or service is worth.

Among the interesting stats:

  • Charm prices (ending in ‘9’) increase sales by 24% vs. nearby rounded price points
  • Revenue from concerts and festivals rose nearly $8bn in just six years
  • Vinyl sales increased by 38% in 2014

Click below for the much longer version…

First-party data and the marketer’s imperative

Faster, easier and better service mean knowing what the customer wants well enough to best serve them. Ironically, the only way to provide a personalised, more human experience is by using technology to identify how to add value to a customer.

The majority of survey respondents in our brand new report The Promise of First-Party Data believe that first-party data is how they will win that battle for customer understanding and engagement.

82% agree or strongly agree that they will increase their use of first-party data over the next year.

To complement their own data, 60% agree or strongly agree that they will be looking to close partners and their second-party data.

These attitudes are in contrast with marketers’ plans for third-party data, where there is significant ambiguity and a minority (44%) predict an increase in their spending.

How big will Apple Music be?

Not big enough to defy Taylor Swift, that’s for sure. Here is Takelessons handy infographic revealing, among other things, that Apple is hoping to gain 100m paid streaming accounts and that it already had 800m incumbent iTunes account users with their credit card details already on file.

Click below for the full size infographic.

Click here for all the best reactions, information and stats on Apple Music.

Non-marketing infographic of the week

Courtesy of BMJ, here is a cheery look back at how it won’t be Blofeld, Oddjob or an STI that will finally finish off James Bond at the early age of 56. No no… it will be the boozing. 

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 26 June, 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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