Welcome to your weekly fix of online marketing stats from around the world.

This week we have UK publishers looking rather optimistic, supermarkets looking rather smug and travel agents looking rather sad. It’s a rollercoaster ride of emotion, as you would expect from a round-up of statistical data.

UK publishers achieved annual growth of more than 25% for the first time since early 2014

Association of Online Publishers (AOP) revealed that UK publishers have experienced positive growth in the last year, with 26% of survey participants displaying annual growth of more than 25% for the first time in five successive quarters.

Publishers cited advertising revenue as their focus for growth during the next quarter, while fewer cited cost reduction as a source for future growth, a 24% decline compared to the previous quarter.

Mobile advertising revenue continued to rise in Q2 of 2015, showing an increase of 21% over the year, with a 44% growth in smartphone display advertising revenue.

There are now 668m internet users in China

Here are some incredible stats from We Are Social on the current pace of social, digital and mobile adoption in China:

  • China internet users: 668m - a 6% year-on-year increase
  • Social media users: 659m – more than the USA and Europe combined
  • Unique mobile users: 675m - responsible for 1.3bn mobile subscriptions
  • Mobile internet users: 594m - accounting for 89% of all China's internet users
  • Mobile social media users: 574m - up 15m since this time last year 

Ecommerce on mobile sales up 42% YoY

The latest IMRG Capgemini e-Retail Sales Index figures have revealed that UK online retail sales were up 12% year-on-year (YoY) in July. M-commerce also continued to perform strongly, with sales made via a mobile device registering 42% annual growth.

Eight out of 10 UK consumers now buying supermarket own label products

Also according to Instantly, around two thirds of consumers knew the names of the private-label ranges supplied by supermarkets Tesco (Everyday Value) and Asda (Smart Price).

Price was cited by 58% of respondents in choosing own label products, while 49% cited taste and quality.

Almost half (48%) agreed that supermarket own labels had improved over the past decade.

61% of UK brands are personalising basic data like first names

Compared to 50% of brands globally. Experian’s latest research also indicates that 51.7% of brands will be using more sophisticated personalisation in the future.

25% of organisations have integrated big data analyses in their marketing

Marketing leads the way in big data analysis and integration, according to a new BARC study. 

The benefits of using data more effectively are becoming more well known, as more companies are reaping the rewards of data analyses and seeing on average an 8% increase in sales and 10% cost reductions. As you can see below, marketing is at the forefront…

22% of consumers aged 18 to 34 believe that ads they see are increasing in relevancy

However this contrasts to just 10% of those aged 35+. In fact, the perceived relevancy of adverts generally tails off the older consumers get, suggesting a greater degree of cynicism in the older consumer, according to Acxiom. 

The millennial age group also seem more likely to respond emotionally to advertising, with 48% of millennials having had an emotional response to an advert in the last six months compared to 38% of older generations.

A massive 41% of those 55+ believe that nothing will make them respond positively to an advert compared to just 15% of 18-24 year olds.

‘Never active’ email subscribers drop below 70% for the first time ever

A new study from Yesmail has debunked the idea that email marketing is a dying tactic, the ‘never active’ subscriber segment dipped under 69% for the first time and under 60% for retail specifically. 

One in three UK holidaymakers no longer visit travel agents

According to Blue Yonder, the above stat is consistent across all age groups and gender. Although in Bristol and Cardiff this figure increases to 43%.

One in four of us also spend more than two hours hunting around for the best holiday and travel deals.

Non-marketing infographic of the week

Take a journey from iOS1 to iOS9 courtesy of Somo. You may have to stop off for a futile burying in uncooked rice along the way.

Click below for full length version…

For lots 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 21 August, 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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Tom Smith, Head of local search at Neesh

Wonder why Bristol and Cardiff are outliers for online travel bookings

over 2 years ago

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