Samuel Johnson once wrote, “When a man is tired of the Econsultancy digital marketing stats round-up, he is tired of life.”

I’m pretty sure that’s an exact quote, but let’s not get bogged down in all the finer details. In my experience pedantry is the fastest way to ruin a perfectly good Friday. 

This week we’ll be covering marketers’ apparent inability to use useful metrics when measuring effectiveness, along with some interesting stats from London Fashion Week and the Rugby World Cup. Plus lots more of course. 

Let’s take a look at some of the most exciting digital marketing stats from the past week. 

Marketers criticised for using 'shocking' metrics

A new report by The Fournaise Marketing Group analysed more than 500 marketing strategies during the first half of this year and branded the results ‘shocking’. 

The report found that 77% of marketers considered generating awareness as a critical way of proving effectiveness, assuming that if their target audience sees a campaign it will automatically engage with them. 

71% believe they can prove effectiveness through engagement KPIs such as website traffic, video views, open rates, likes or tweets. But ‘engagement is nothing without conversion,’ according to the report’s publisher. 

The finding that was the ‘most alarming of all’ however was that 86% marketers thought their engagement KPIs proved that they generated more business for their organisation, even though they couldn’t actually prove this was the case.  

More than half of products over £20 are now bought online for home delivery

According to new multichannel shopper research by Savvy, digital retailing influences 69% of purchases costing more than £20.

Other key findings include:

  • 53% of products bought for more than £20, are purchased online for home delivery, 39% in store and 7% by online click and collect.
  • When making purchases over £20, shoppers currently use an average of 2.2 sources of research. As the cost of a product increases, so too does the number of sources they are likely to consult.
  • In terms of research sources:
    • 51% of shoppers use online retailers.
    • 49% visit stores.
    • 22% use product manufacturers’ websites.
    • 17% use blogs.
    • Only 6% use social media.

Facebook, Google and Microsoft considered less secure than governments for personal data

Research by Artmotion has found that consumers trust government systems more than corporations such as Facebook or Google when it comes to keeping their data safe.

In a survey of 1,000 people throughout the US, Europe, Russia and Australia, respondents consistently agreed that government systems such as tax and medical databases are more secure than data held by the likes of Facebook, Amazon, Google, Apple and Microsoft.

Rugby World Cup on target with digital conversion

Dynatrace has announced the results from its performance health check on the Rugby World Cup (RFC) website and mobile app. It found that both have been built with performance in mind but third-party content issues could affect user experience. 

The findings described the RFC online store as ‘no longer a burden’, saying that previous slow page-load times have been rectified. 

It did mention that slow rendering delays page load-time on the main site however, suggesting that better optimising such as minifying CSS and Javascript files could improve performance. 

As for the mobile app, analysis found that its functionality is both fast and responsive. 

It did note however that third parties are still creating weaknesses, causing lag when launching the app. 

Burberry drives more than 10% of London Fashion Week tweets

Burberry was the most talked-about brand at London Fashion Week, generating 40,229 tweets during the event. The total number of tweets across the week was 304,353.

By contrast, Topshop generated 7,408 tweets while celebrities Cara Delevingne and Benedict Cumberbatch garnered 6,739 and 2,345 mentions respectively.

More social media stats from London Fashion Week…

Socialbakers also analysed social media activity throughout London Fashion Week for the top 30 designers, looking at everything from the number of followers gained to the total number of mentions. 

Some of the key findings include:

  • Topshop, Burberry, and Vivienne Westwood performed very well across social networks. 
  • Burberry's Twitter handle (@Burberry) was mentioned the most of any designer, followed by Topshop's (@topshop) and Julien Macdonald's (@JulienMacdonald).
  • Topshop had the most engagement on Instagram, tallying up over 1.8m likes and comments on its Instagram posts.
  • Burberry had the largest audience growth on Instagram, with nearly 74,000 new followers.

Spouses and partners are biggest influence on car purchasing decisions

A new study by Rocket Fuel analysed 43 automotive campaigns and surveyed 329 UK car buyers to find out what really drives us when deciding on a new car.

The research revealed that spouses and partners have a bigger influence on car buying decisions than anything else. 

Other key findings include:

  • Women are more likely to take their partner’s view into consideration than men. 
  • Audi has the strongest brand loyalty, with 61% of its customers having previously owned an Audi within the last five years.
  • Dating websites have the highest rate of ad conversion for Brits in the mid-sized car market.

Big spenders like lookbooks

According to Poq Commerce, shoppers flicking through lookbooks are 56% less likely to convert than the average shopper. But out of all the shopping features, lookbooks drive the steepest average order values.

Someone who browses a lookbook will spend around twice as much as the average app shopper, and also browse twice as long.

One in three Brits ditch purchase if no digital voucher is available

Retailers risk losing more than a third of potential sales if they fail to take a consistent multichannel approach to digital vouchers, according to a new study conducted by Forrester and commissioned by RetailMeNot.

Key findings include:

  • Online channels now influence 40% of in-store sales, and this figure is expected to grow rapidly.
  • More than a third of UK consumers (42%) are more likely to buy a product or service at full price later from a company that offers digital vouchers.
  • 29% of UK consumers now prefer to redeem vouchers via mobile in-store.

Japan most mentioned Rugby World Cup team on social media 

After their shock win against South Africa last week, Japan unsurprisingly had the most social media mentions in an analysis of 2m total mentions by Brandwatch.

Japan had 156,000 mentions, with England trailing behind in second place with 110,000. 

The #RWC2015 hashtag had been tweeted 726,600 times. 

Even Gary Lineker got involved, cleverly managing to steer the conversation back to football. 

For comparison, the X Factor launch received just 484,000 social media mentions while the Wimbledon final only generated 686,000. 

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 25 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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