George Bernard Shaw once said "It is the mark of a truly intelligent person to be moved by statistics." Legend says it was the Econsultancy weekly digital marketing stats round-up that inspired him to say it. 

76% of people believe the above statement to be true, while only 38% believe I should stop trying to be funny in these intros and just get on with the damn stats already.

Only 17% of brands have the ability to fully analyse the customer journey

A new Econsultancy report in partnership with Adobe found that companies are still struggling to embrace multichannel marketing.    

We surveyed nearly 2,000 digital marketers and ecommerce professionals and found that only a relatively small number currently have the capability to properly analyse the entire customer journey. 

42% say they are currently working on having the capability, but 41% say they are either still in the planning stage or have no plans at all.

Q: In the context of integrated marketing, how would you describe your organisation's customer journey analysis capabilities?

Programmatic video spend to hit €2bn

Programmatic video ad spend in Europe will grow to €2bn within the next five years, according to a study by SpotX.

It predicts that media spend on programmatic advertising will hit €375m this year and will grow to five times that amount by 2020. 

The study also claims that the UK generates more than a third of all programmatic video spend across Europe, with almost a quarter (23%) of UK video ads bought programmatically.

Contactless mobile wallets to reach 200m by 2016

According to a new study from Juniper Research, the number of mobile wallets using contactless technology is expected to reach 200m by the end of 2016. This would represent more than 100% growth from the end of 2014.

The research found that Apple Pay has had a large influence on the trend and prompted a lot of activity in the contactless area. 

Other key findings include:

  • Wallets run by mobile operator consortia continue to fare badly, with the UK’s Weve dropping its planned wallet, and Softcard folding in the US
  • In developing markets there has been a significant upscaling of wallet usage for savings and loan disbursements, while more than 100m are now in use for micro-insurance.

Digital transformation: customer needs more important than cost savings

74% of businesses say improving their ability to meet customer expectations is more important in digital transformation than reducing IT costs (54%) and reducing the costs of doing business (62%).

These figures are according to a survey of 200 companies of 1,000 employees or more carried out by Stibo Systems. 

87% say it is essential to plan for a major disruption. More than half (53%) however admitted that they hadn’t adequately predicted the disruption in their own digital transformation activity. 

Other key findings include: 

  • More than half of business agreed that ‘digital transformation is hampered by poor quality data across the business’ (53%).
  • 54% of companies underestimated the level of data management issues around their transformation.
  • ‘Finding the right data’ (70%) and ‘inconsistent data’ (62%) were cited as the top two challenges in terms of data management when undergoing digital transformational activities.
  • More than half of companies found the level of disruption in their activity exceeded their original expectations (59%). 

Retailers warned to get ready for generation Z

A survey of 2,000 UK consumers carried out by Red Dot Research found that almost twice as many (60%) 18-24 year olds than 45-54 year olds (33%) have higher expectations of retailer delivery performance compared to two years ago.

Similarly, 86% of 18-24 year olds say delivery options are a key factor influencing their choice of retailer when buying online, but this figure declines steadily as shoppers get older.

Check out the infographic below for more stats.

Generation Z retail stats infographic

Only 31% of the apps use personalisation in their messages

96% of the top 50 online retailers in the UK have an app, but research by Teradata suggests they are not using mobile communications effectively to engage customers despite 44% sending in-app notifications.

Only 13% of apps analysed use customers’ names when sending messages, and less than half (48%) welcomed new customers to their app with an offer. 

Of those in the top 50 that have retail stores, only half encouraged app users to visit the store. 

None of the apps sent abandoned cart notifications to customers with incomplete transactions, suggesting retailers are missing out on potential opportunities for revenue. 

25% of UK rugby fans watch sports on their smartphone

A new infographic from xAd has highlighted the mobile behaviour of rugby fans in the UK. 

Fans will on average use their phone five times while watching a match on TV, and the best moment to engage them in the stadium is before or after the match or at halftime. 

Check out the infographic below for more stats:

Mobile behaviour of UK rugby fans infographic

More than half of sales leaders can’t access their data in real time

Domo conducted a survey to find out how data impacts the work of sales teams. The study found that data issues are actually holding sales teams back in many cases, despite 90% of respondents saying real time access to data is important.

Other key findings include:

  • 71% struggle with slow data analysis and nearly 40% don’t know what to do with their data once they finally receive it.
  • Half of sales leaders worry that their data isn't accurate and spend many hours trying to determine how to use it and developing reports.

148m travel bookings were made online last year

A new infographic from FusePump highlights how potentially lucrative the travel sector is for online marketers. One in three Brits plan to spend more on their holiday this year than in 2014.

But it is also a highly competitive market with a basket abandonment rate of 82.7%. 

In terms of customer behaviour, 59% of holidaymakers will compare prices online before making a decision and 27% will visit a travel review site at some point in the process.

Check out the infographic below for more stats:

Online travel booking infographic

Apple launch generates 5.1m brand mentions in 24 hours

Hotwire analysed the social media buzz around the launch of the new Apple devices, monitoring the terms ‘Apple’, ‘iPhone’ and ‘iPad’.

The results were as follows: 

  • 5,139,960 social media mentions in the past 24 hours
    • 4,880,993 of these were from Twitter 
    • Buzz peaked at 6pm BST yesterday with 642,879 mentions in just one hour alone
  • In order, the biggest generators of social media buzz were:
    • iPhone (with 2,486,663 mentions)
    • iPad (with 951,570 mentions)
    • Apple Pencil (with 176,076 mentions) 

26% of the leading retail sites’ homepages are not mobile-friendly

According to new research from Equimedia, some of the biggest retail brands in the UK are failing to live up to Google’s mobile standards. 

Some of the key findings include:

  • 32% of sites serve content wider than a smartphone screen size making usage difficult.
  • 91% have buttons that are judged to be too close together to use on a smartphone.
  • 26% serve content that is too small to read on a smartphone.
  • 78% could do more to improve page load times, with 32% needing to make significant improvements.
  • 40% have page titles that are too long, 29% have meta descriptions that are too long and 9% have no meta description at all. 

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. 

Jack Simpson

Published 11 September, 2015 by Jack Simpson

Jack Simpson is a Writer at Econsultancy. You can follow him on Twitter or connect via LinkedIn.

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Comments (2)

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Svend Georg Jorgensen, Community Manager at SELF

100% of me think you should disregard the 38% party poopers, and keep up the amusing intros!

about 2 years ago

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Ashish Jain, owner at http://pitechnologies.org/

Digital marketing is achieving greater importance. To make it work I think we need to consider the buying psychology of a customer. Once you understand that you can easily target your marketing campaign.

about 2 years ago

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