Five per cent of people don’t believe the weekly Econsultancy digital marketing stats round-up is the best thing to grace the internet since someone put special effects over that Star Wars Kid video

But when we studied that 5%, 98% turned out to be malicious bots while the other 2% were simply put off by these rambling, irrelevant and frankly unamusing intros.

Anyway, let’s take a look at some of the most interesting digital marketing stats we’ve seen this week. 

Senior managers are holding back content efforts

No doubt driven by an increasing demand for quality content, over 30% of companies now have a dedicated in-house content team, and 30% regard content marketing as business critical.

But interference from senior managers is holding them back.

This is according to a new survey by Sticky Content, which found that in 15% of organisations almost half of all written content never gets published. 

According to respondents the biggest challenge in producing good content is a lack of clear direction: the absence of a content strategy, guidelines, workflows or an understanding of the target audience. 

53% say time spent on feedback is the biggest challenge to getting content live, while 46% blamed briefs that change after content has already been created. 

22% of people use more than one ad-avoidance technique on mobile

A new report from BuzzCity has highlighted attitudes towards ads and ad blocking techniques across various different mediums.

36% of people say there are too many ads while 30% complain about seeing the same ads too often. 

Key findings include:


  • 30% changing channels on the TV or radio to minimise exposure to ads.
  • More than a quarter (28%), pay to avoid ads, subscribing to Pay TV or Video on-demand services.
  • 26% use browser pop-up blockers when online.
  • Internet ad-blocking software is used by 26% of respondents when online.
  • Direct mail is discarded by 24%.

Marketing and media professionals most likely to risk their health because of work

A new study conducted by MedExpress UK has revealed that three quarters of the British public will miss a doctor appointment because of work commitments or being too busy within their careers.

The study also found that marketing and media professionals are the most likely to put their job before their health. 

Marketing and media even scored well above industries notorious for overworked employees such as food and hospitality, healthcare and education. 

Only 19% of UK business revenue comes from digital channels

Despite UK businesses investing heavily in ecommerce, less than a fifth of total annual revenue comes from this channel, according to a new study by Salmon. 

According to respondents, the biggest challenges in growing ecommerce revenue are integrating with traditional sales channels such as face-to-face or in-store, handling customer service, and managing distribution of products.

In more positive news: 89% of luxury retailers with a mobile sales channel have experienced benefits as a result, and more than two thirds (69%) of respondents highlighted the ability to collect customer data and target customers more accurately as key benefits. 

Search engines still top means for UK consumers to find products online

A new study by Pitney Bowes has revealed the way consumers shop around the world. 

Key findings include: 

  • Online marketplaces, such as eBay and Amazon, and retailers are still the dominant online sites consumers said they would consider buying products from.
  • UK online shoppers had the highest rate for using a mobile device or mix of devices globally.
  • The UK is the number two online destination for consumers looking to purchase goods online outside their own country. 

Check out the infographic below for more stats:

Infographic about global online consumer shopping habits

100% of 15-34 year olds in the UK use YouTube every month

This is according to the latest Comscore Mediametrix report. 

And here are more of the latest YouTube stats:

  • Watch time in the UK is growing at 60% year-on-year (Source: Google Internal Data).
  • More than a quarter of YouTube viewers say that researching a product to purchase is a trigger for going to the site (Source MTM: UK YouTube Audience Report 2015).
  • Approximately 30% of the parent brands that bought Google Preferred in the UK were new to YouTube (Source: Google Internal Data).
  • For our top 100 advertisers in the UK, spend per advertiser on YouTube Video is up more than 60% from 2014 (excludes Q3 '15 data).

Instagram growing rapidly, but interaction rates dropping

Quintly has just released its Instagram Study Q2 report, highlighting some interesting stats about usage habits on the site betwee the first and second quarters of 2015. 

Key findings include:

  • Post frequency: grew from an average 0.89 to 1.11 times per day.
  • Audience growth rate: 17.7% during Q2.
  • Interaction rate: dropped considerably on Instagram.
  • Video/image distribution: videos rose during Q2 to 10.23%, which is a growth of more than four percentage points.

UK online ad viewability rises above 50%

The level of online ad viewability in the UK rose from 49% in Q2 to 52% in Q3, according to a new report from European ad verification company Meetrics.

In Q3 2015, 52% of online ads served in the UK met the IAB and Media Ratings Council’s recommendation that an ad is considered viewable if 50% of it is in view for at least one second.

Viewability in the UK is still well below that of Germany (even though levels there dropped from 64% to 61%) and France (with a huge rise from 62% to 69%).

Online searches for ‘voucher’ and ‘discount’ rise 85% in 2015

A new study by Vouchercloud has revealed that the average person will shop around for a discount or promotion at least twice per month.

The most popular items bought using vouchers and promotional codes are televisions and holidays.

‘Discount’ (54%) and ‘voucher’ (30%) are the most popular search terms used, and online interest for ‘voucher’ has increased from 3% in 2005 to 47% in 2015, while for ‘discount’ it has increased from 39% in 2005 to 85% in 2015.

The poll also revealed that 28% of these deal hunters lie about their bargain, making out that they paid the full price.

Ecommerce sales return to double digit growth in September

The latest figures from the IMRG Capgemini e-Retail Sales Index have revealed that UK online retail sales returned to double digit growth in September following a weak August, recording a 12% increase on the same period last year.

As a result of the launch of the new iPhone 6S the electrical sector, which has had a disappointing 2015, saw a 6.4% spike in September compared to the same period last year, its second highest YoY growth this year. 

Sales made via mobile devices (either a smartphone or tablet) saw an annual increase of 41% in September.

Timely and vaguely relevant stat of the week...

Today is Oscar Wilde's birthday, who once said, "It is a very sad thing that nowadays there is so little useless information."

I don't believe many of us in the digital marketing world could say those words with a straight face today.

I'll leave you with that thought... 

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 16 October, 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 (1)

Robert Stoubos

Robert Stoubos, Managing Director at Odyssey New Media Ltd

Reall great set of statistics there. I totally agree with Senior managers holding back content marketing efforts, they always want to approve everything but are usually too busy in our experience. Working in a Digital Marketing agency I can also totally agree with the stat on those in marketing/media overworking and putting their health at risk.

An interesting stat to see would be % of revenue on avg. from Social Media.. this might change in 2015/2016 with Facebook's announcement that they are integrating shopping features into their app. Exciting times ahead for Social.

Cheers,

Rob
MD @ http://www.odysseynewmedia.com

over 2 years ago

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