As a famous news anchor once said, “60% of the time, the weekly Econsultancy digital marketing stats round-up is engaging every time.”

He was wrong, of course. 98% of people who’ve read this round-up say they now look forward to it more than Christmas, and the other 2% misunderstood the question and thought Christmas was a code word for stats round-up. 

This week we’re covering some exciting areas, from the digital skills shortage to the continuing growth of mobile video adspend, and of course we’ve got some lovely Christmas stats in there too. 

Side note: you may be wondering why we’ve yet to include any Black Friday stats in our weekly round-up. Yes, the silence is deafening.

But stay tuned because early next week we’ll be releasing the ultimate list of facts and figures leading up to the big day. 

Digital skills shortage to cost UK economy almost £500m

The British Interactive Media Association (BIMA) has revealed how its members alone are missing out on nearly half a billion pounds due to a digital skills shortage. 

The total turnover of the 117 companies that completed the survey is £1.36bn, but 95% of those reported their growth is being held back by a shortage of digital talent, which will result in missed revenue of £445m over the next two years.

Other key findings include:

  • 75% said finding the right people is the biggest challenge facing their business.
  • Roles most difficult to fill are those where candidates require coding skills (73%), analytical skills (37%), sales skills (31%) and visual arts skills (31%).
  • 93% of respondents also support the idea of a time-limited 'Digital GCSE' to help young people develop skills aligned to industry needs.

UK shoppers want the personal touch this Christmas

A new report from Salesforce into the expectations of UK Christmas shoppers has highlighted a desire for personalisation, and they’re not afraid to exchange their data for it. 

Key findings include:

  • 28% of customers would like the shops they visit to know exactly who they are when they walk in the door through the use of location-based technologies such as iBeacons.
  • 43% would be more likely to shop at a certain retailer based on the technology that the store staff use to provide better service.
  • 39% of shoppers would be willing to share personal information with a retailer to receive a faster and more convenient service when they are in the shop.
  • 87% research products before hitting the high street and often feel better informed than the store staff.
  • Almost half of men (47%), and more than one-third of women (36%), say they typically know more about a product than the store staff.

In-store smartphone use quadruples two years

Location-based marketing firm xAd has discovered a growing trend toward in-store smartphone use, with 53% of UK consumers saying mobile devices are the most essential aid to their decision, while more than a third rely solely on mobile.

Other key findings include:

  • 38% of UK shoppers who researched purchases on their mobile device expect to buy within the hour. This has increased by 65% since 2013.
  • 60% of consumers who research goods and services in-store convert to purchases on location.
  • One-third of consumers searching at home will go on to complete their purchase on their mobile device and in the UK 64% of mobile usage is at home. 

Mobile video strongest growth area for digital adspend in Europe

AOL has just released its State of the Video Industry report, which highlights some key trends in video advertising across Europe. 

Other key findings include:

  • 98% of video buyers in the European markets buy video programmatically, with approximately 40% of their total video budgets being channelled this way.
  • On the sell side, 97% are selling digital video programmatically.
  • In terms of challenges for programmatic video buyers, two in five cite viewability and fraud scores as vital when measuring campaign performance.
  • Almost two thirds of the video buyers (61%) who have seen an increase in their digital video budgets say that broadcast TV budgets are being reallocated to video advertising.

Online sales predicted to soar for UK businesses

59% of UK businesses anticipate that more than a quarter of their revenue will be generated online in the next three to five years, according to a recent MarkMonitor survey. 

Other key findings include:

  • 78% say just three years ago less than a quarter of their revenue was generated online, while 42% generated less than 5% of their total revenue.
  • 31% say they now generate at least a quarter of their revenue through online operations.

1 in 6 UK business owners only offer discounts at Christmas

A recent survey by Vouchercloud of more than 2,000 UK business owners found that while more than three quarters of them run promotions in the lead-up to Christmas, only two thirds do so throughout the rest of the year. 

35% of those surveyed believe that offering too many promotions can cut into a company’s profit margin. 

October sees lowest growth in online sales since records began

IMRG’s latest eRetail Sales Index has highlighted relatively slow growth of 8.9% in online sales when looking at year-on-year data. 

Since the index was launched, that is the lowest year-on-year annual growth level recorded. 

Other key findings include:

  • Clothing, garden and electrical sectors suffer as consumers withhold spending in run up to Black Friday.
  • Sectors selling low-cost items have strong month however.

Students ditching the pub for Facebook

Research from Unidays that looked at the lifestyles and habits of current UK students has highlighted a trend away from heavy nights out and toward staying in with a digital device.  

Key findings include:

  • One in three (32%) say they are ‘not interested in getting drunk and going out’ at all.
  • When it comes to the top 10 ways to spend their spare time, clubbing and gigs are out while online video and social media are in.

Students ditching the pub for facebook

Nearly half of Britain’s Christmas travellers book after mid-November

According to research by ADARA, brands still have time to reach and engage with potential Christmas travellers if they act quickly. 

The report found that the peak ‘last-minute’ booking window is 15 November to 20 December, and 45% of Britain’s Christmas travellers are still yet to book their flights or hotels for the festive period. 

UK retailers not prepared for shipping challenges this Christmas

A report by Temando has highlighted some alarming stats suggesting many UK retailers are not fully ready to handle potential shipping pitfalls over the festive season. 

The research explored specific areas of customer concern among UK retailers and found that:

  • 77% aren’t well prepared to offer customers multiple shipping options during the checkout process on their websites, such as express and same day delivery.
  • 76% aren’t well prepared to handle potential shipping delays.
  • 75% aren’t well prepared to handle their return processes.
  • 79% aren’t well prepared in terms of back-end logistics such as pick and pack, labelling, documentation and transfer to carriers.

7 in 10 Brits do not see email as a threat to computer security

Research by Mailjet has found that 70% of Brits do not know that simply opening an email could expose their computer to a cyber attack. 

Almost half of respondents (49%) also admit to opening an email at work that was personal or non-work related.

Other key findings include:

  • Two in 10 people would open an email with a swear word in the subject line.
  • 10% have admitted to opening an email that explicitly mentions containing nudity.

Timely and vaguely relevant stat of the week…

On this day in 1962, John Glenn became the first American spaceman to orbit the Earth. It wasn’t until 33 years later that Festival of Marketing speaker Chris Hadfield had his first space flight. 

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 20 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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