I’ve just realised there will only be two or three more of these digital marketing stats round-ups before Christmas. 

No doubt your office is already filled to the brim with forced enjoyment and every last ounce of festive fun has been beaten out of your heart before the first week of December has finished. 

But don’t despair because we’ve got some great stats for you this week. We’ll be looking at everything from UX to Pinterest and even a bit of Cilla Black. 

And yes, we’ve snuck in a couple of extra Black Friday stats. Why stop flogging a horse when it’s not dead? (I think I just made that saying up on the spot). 

Mobile overtaking desktop as research tool of choice for purchasing decisions

UK consumers in particular are more frequently turning to mobile when researching what to buy online, according to a new infographic by xAd. 

(Click through to see the full infographic)

mobile research infographic

Black Friday sparks 11% rise in bad reviews

Trustpilot saw a 13% increase in total reviews left on its site over Black Friday, with an 11% increase in the number of negative reviews. 

£1.1bn spent online in 24 hours on Black Friday

Total UK ecommerce spend on Black Friday was £1.1bn, a 36% increase on 2014, according to data from Experian-IMRG.

Recipe and product pins perform best on Pinterest

In terms of total shares, pins featuring recipes or products outperform ‘regular’ or ‘app’ ones on Pinterest, according to a report by Quintly

Other key findings include:

  • ‘Regular’ pins posted most frequently, making up 55% of all pins. 
  • Article pins second most-posted, making up 27% of total pins. 
  • Original pins receive fewer ‘likes’ than re-pins. 

UK publishers experience revenue growth in online video

UK publishers saw a 23.8% increase in year on year (YoY) online video revenue in Q3 2015, according to the latest Digital Publishers Revenue Index report from Deloitte and the Association of Online Publishers (AOP). 

Other key findings include:


  • Advertising revenue for portable devices continues to experience year-on-year growth of 16.2%, with all growth being attributed to phone display advertising.
  • Tablet advertising revenue maintained its decline with a -23% decrease in Q3 2015 compared to the same period in 2014.

B2B companies missing out on revenue growth due to poor customer experience

B2B customers are increasingly demanding a richer, consumer-like experience, yet only a quarter of companies are meeting that demand, according to a new study by Accenture Strategy.

Other key findings include:

  • Only 23% of companies are implementing truly effective customer experience programs and achieving higher revenue growth.
  • 66% believe that new entrants are providing better customer experiences than existing brands.
  • 76% feel that customers are now more knowledgeable, self-directed, and continually evaluating suppliers.
  • 74% of respondents recognise customer experience will play an even larger role in overall corporate strategy over the next two years.

Advertisers spending 500% more on millennials than any other age group

Advertisers are spending 500% more on the group of 18-35-year-olds than any other age group, according to a new infographic from Turn. 

(Click through to see the full infographic)

millenial advertiser spend infographic

Poor retail customer service lets down UK Christmas shoppers

21% of British consumers complain that it is impossible or extremely difficult to find information on retailers’ websites, a threefold increase from 2014’s 7%, according to a new report by Eptica. 

Other key findings include:

  • 20% of UK consumers say they haven’t started shopping yet,  although 9% have completed their present buying.
  • A significant minority are also using their smartphones to buy when they are in store. 14% bought from the website of the retailer they were in but 13% purchased from a rival instead. 

Cilla Black most searched-for celebrity in 2015

Bing has announced UK consumers’ top searches of 2015, revealing the biggest trends across current affairs, film, celebrity, music, and sport.

Other key findings include:

  • The General Election and Labour leadership contest took the 1st and 2nd spots respectively on the news agenda list.
  • The Rugby World Cup was revealed as the most searched-for sporting event.
  • Uptown Funk was the most searched-for song of the year, despite originally being released in 2014.
  • Star Wars Episode VII was the most searched-for film of the year.

Black Friday cart abandonment was 72%

This represents a 7% increase in cart abandonment rates when compared to 2014’s Black Friday weekend, according to a new report from Barilliance

Split by device, abandonment rates on desktop and tablet increased while on mobile they actually decreased. 

Traditional delivery methods costing UK economy £192m in sick days

Almost 5% of people have faked sick days to wait in for a delivery, potentially costing the UK economy and employers millions of pounds each year, according to a survey by Shutl. 

Other key findings include:

  • Over 25% of online shoppers in the UK claim that their workplace is not happy for them to receive personal deliveries at work.
  • Almost a third (30%) of UK shoppers are planning to do their Christmas shopping online more this year than last year.
  • Over 40% regard Christmas shopping as a ‘necessary evil’.

John Lewis voted best advert and clearest brand 

Despite topping the survey for the people’s favourite Christmas advert, John Lewis loses out to Tesco as top destination for our Christmas spending, but Aldi is consistently high-ranking.

Other key findings include:

  • 47% of consumers agreed the John Lewis advert was true to its brand values, while only 18% thought that House of Fraser.
  • Only 27% stated they would be spending any of their Christmas money with John Lewis, however. 

Shoppers set to spend £659m with overseas retailers online

The UK is set to see a 25.6% increase in online cross-border sales this Christmas, with Brits spending £659m, according to research by RetailMeNot.

Other key findings include:

  • Brits will spend one in every £4 online this Christmas, approximately £18.57bn.
  • Shoppers in the UK are set to exceed £76bn on Christmas gifts and other items this year.
  • The average UK household will spend £792.86, the highest amount in Europe.

23% have downloaded a store or brand app

With nearly a quarter using store apps and 39% keen to receive real-time offers on the mobile whilst they’re out and about, there is a huge opportunity for retailers, according to research from Salesforce.

Other key findings include: 

  • Even though 83% do product research before they head out, almost one-third buy things they hadn’t planned on.
  • One in five (20%) say they have texted or called a friend/family member from a store to get advice when making a buying decision.
  • 11% of women admit to having taken a selfie in a dressing room of an item they are considering buying and sending to a friend/family member to get their opinion before purchasing.
  • More than 1 in 10 (11%) use their apps on their smartphone to scan barcodes when in-store to identify better deals online.

Timely and vaguely relevant stat of the week…

Today is Jay-Z’s birthday, the man who was responsible for launching a spectacularly unsuccessful Spotify rival earlier this year. 

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 4 December, 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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Jessica Snavely, Digital marketing at Adeptia

Interesting stats about Star Wars search volume and the movie hasn't launched yet. Have you seen any other interesting stats on it? (now that it releases tomorrow)

almost 2 years ago

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