Why is this day such a big one for marketing? No, it’s not because of that bloody advert.

Today is the day you lucky people get another dose of the weekly Econsultancy digital marketing stats round-up. 

This week we’ll be covering lots of Christmas trends and forecasts along with some interesting findings around mobile, multichannel and much more.

And yes, obviously we’ve got John Lewis stats. Jeez. 

New John Lewis Christmas ad receives 16,396 mentions within hour of launch

The two Twitter hashtags associated with the new John Lewis Christmas ad, #manonthemoon and #onthemoon, received more than 16,000 mentions between them within an hour of the advert launching. 

The analysis by PR firm Hotwire found sentiment to be 11% positive, 87% neutral and 2% negative, with positive tweets including people saying the ad was ‘adorable’ and had ‘a beautiful message’. 

Here's the ad in case you've somehow managed to avoid it until now, not including my cynical commentary about the exploitation of a genuine issue in order to sell products. I’m saving that one for my wife over dinner tonight, the lucky lady. 

Hotwire also analysed the performance of the previous four John Lewis Christmas ads:

2011: #thelongwait – data too low to measure accurately (no official hashtag in 2011, #thelongwait was user created).

2012: #snowmanjourney – 649 mentions over 24 hours on day of launch (no official hashtag in 2012, #snowmanjourney was user-created).

2013: #bearandhare – 6,826 mentions over 24 hours on day of launch.

2014: #montythepenguin – 97,257 mentions over 24 hours on day of launch.

UK online Christmas shopping forecast to hit £17bn

Adobe recently released its online holiday shopping predictions for this year’s Christmas period, and says UK consumers will spend an incredible £17bn between them over the festive period. 

Other key findings include:

  • Almost a quarter (23%) of UK Christmas shopping will occur through a mobile or tablet.
  • The UK is getting shopping-savvy, with almost a quarter (24%) of UK shoppers expecting to spend less time searching for presents.
  • Over a quarter (27%) say they feel they are more efficient at Christmas shopping this year.
  • Nearly half of respondents in the UK (45%) said product reviews are now among the top two influences when considering a major purchase.

Mobile technology will be used by two thirds of shoppers this Christmas

Research released by Exterion Media has found that a significant majority of shoppers will use mobile devices as part of their Christmas shopping this year. 

The report also found that 92% of shoppers will utilise mobile to make buying decisions while completing their purchase in store.

Monday most popular day for online Christmas shopping

Shopping trend analysis from Give as you Live has discovered the most popular day and time for online Christmas shopping.

Not counting Black Friday and Cyber Monday, last year’s peak days for Christmas shopping were Tuesday 2, Monday 8 and Monday 15 December. 

Amazon was the top retailer in terms of the number of purchases, followed by eBay, John Lewis, Marks & Spencer and Sainsbury’s.

30% of people to watch Christmas TV on connected devices

According to new research from RadiumOne, 30% of Britons aged over 16 will use some form of connected device to watch TV.

Laptops are the most popular at 19%, ahead of tablets (11%), desktop computers (10%) and smartphones (9%).

68% people say the TV set will be the sole device on which they’ll watch TV over Christmas. 

Christmas tv viewing by device

Marketing vacancies up 59% in Q3

The latest results from the UK Jobs Index by Robert Walters indicate that the number of marketing vacancies in the UK has significantly increased in the third quarter of 2015. 

Regionally, marketing vacancies in the North West were up 61%, in the Midlands 41% and in London and the South East 36%. 

More than half of top marketing executives don't have a multichannel strategy

New research from the CMO Club and Rakuten Marketing has highlighted whether Chief Marketing Officers (CMOs) are executing multichannel strategies and the hurdles they are facing during implementation.

Other key findings include:

  • Only 11% of CMOs have put integration across online and offline channels in place.
  • 64% report a lack of resource and investment to succeed in multichannel.
  • 65% of marketing executives rely on attribution to show success, but 34% still evaluate each channel individually. 20% already use cross data ad attribution to evaluate all performance.

Nearly 40% of consumers don’t want to commit to an ongoing subscription

A global survey of more than 7,000 people by Worldpay has discovered a significant fear of commitment in consumers when it comes to paid sign-ups, with 39% saying they don’t want to commit to an ongoing subscription.

Other key findings include:

  • 58% of consumers only want to pay for what they use.
  • 47% say subscriptions can make it difficult to keep track of spending.
  • 34% of those who have signed up to a subscription service cancelled within six months.
  • 30% believe subscriptions are bad value for money.
  • 25% have concerns about the relative security of creating an account with an online subscription service vs. making a one-off payment.

Email click-to-open rates continue to decline

A recently published report by MailerMailer based on data from 1.1bn emails has highlighted some key trends around email marketing. 

Other key findings include:

  • Mondays had the highest average open rates for both halves of the year.
  • Click rates peaked on Mondays and Fridays during H1, and on Sundays in H2.
  • Messages sent between 6pm and 2am had the highest open and click rates.
  • Recipients generally opened messages within the first few hours of the day.
  • Emails where the content was personalised, but not the subject line, produced the highest open and click rates.

Apple regains top spot for ad revenue, fuelled by video and tablets

Opera Mediaworks’ Q3 report on mobile behaviour from its global ad platform says Apple has regained the top position from rival Android when it comes to mobile monetisation. 

Almost half (52%) of all ad revenue on the platform comes from Apple devices, largely driven by the iPad and strong performance of Apple video ads on tablets. 

Other key findings include:

  • Games publishers accounted for 23.7% of revenue on the mobile ad platform, making it the top revenue-generator.
  • News & Information took the number two slot for revenue generation (18.3%) and for impression volume (17%), a boost from the 10% it captured in Q2.
  • Social networking apps and sites continue to be served the most impressions (18.7%), albeit a dip from the high volume they had in previous quarters (around 31%).

45% of UK consumers believe maximum TalkTalk fine should be ‘significantly higher’ than £50,000

More than half (53%) of UK consumers believe that the maximum fine administered to businesses for failing to protect customer privacy should be increased, according to research by Artmotion. 

As for putting a price on it, 45% of respondents say the fine should be ‘significantly higher’ than £50,000.

Marketing and advertising employees most likely to allow personal and professional online lives to cross

New research by Igniyte into the overlap of personal and professional social media use has found that 41% of marketing & advertising employees would accept any work colleague as a ‘friend’ on Facebook compared to a national average of 28%.

Other key findings include:

  • Almost one in three (29%) of marketing & advertising employees check out interviewers and interviewees on social media beforehand.
  • Twice as many marketing & advertising employees check their social media profiles before applying for a job to ensure a ‘professional image’ compared to the rest of UK employees.

Timely and vaguely relevant stat of the week…

On this day in 1923, Jacob Schick was granted a patent for the electric shaver. His invention meant men no longer had to suffer the crippling indignity of turning up to work with their faces covered in tiny pieces of tissue.  

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 6 November, 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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