In this final US-focused digital marketing stats round-up before we all head home for the holiday, we’ll be covering the travel industry, a few more Cyber Weekend insights (sorry), Star Wars and much more.  

Let’s take a look at some of the most interested US digital marketing stats we’ve seen in the past couple of weeks. 

84% of travel businesses have a digital transformation function

The vast majority of firms in the travel and hospitality industry have a digital transformation function, according to our new report, Digital Trends in the Travel and Hospitality Sector, produced in partnership with Adobe.

Q: Does your organisation have an individual or function responsible for digital transformation?

Travel and hospitality industry digital transformation

Travel industry lacks data-driven marketing skills

Our Digital Trends in the Travel and Hospitality Sector report also found that the industry is seriously lacking in data-driven marketing skills. 

32% of travel and hospitality industry marketers rate data science in their top three most-lacking skills, with programmatic coming in a close second at 28%.

Q: In the context of your digital strategy, in what areas is your organisation most lacking skills and capabilities?

travel and hospitality industry marketing skills gaps

Mobile wins with email over Cyber Weekend

Movable Ink recently released some data around Cyber Weekend emails, which shows how mobile dominated the channel on both Black Friday and Cyber Monday.  

Black Friday

Email opens: Data based on 36,080,661 email opens. Smartphones dominated Black Friday email opens.

1. Total mobile opens - 76%

a. Smartphone opens - 60%

b. Tablet opens - 16%

2. Desktop opens - 24%

Email conversions: Data based on a total of 21,946 email conversions. Mobile conversions were higher than desktop industry wide, which is unusual in that desktop usually outperforms mobile for email conversions in all sectors except retail apparel.

1. Total mobile conversions - 57%

a. Smartphone conversions - 44%

b. Tablet conversions - 13%

2. Desktop conversions - 43%

Cyber Monday

Here are data pulled from Cyber Monday (November 30, 2015) from brand emails across the same verticals as Black Friday.

Email Opens: Data based on 20,551,880 email opens. There was only a slight increase in desktop opens on Cyber Monday - when it would be expected for people to be sitting at home shopping online. The majority of opens were still on smartphones.

1. Total mobile opens - 63%

a. Smartphone opens - 51%

b. Tablet opens - 12%

2. Desktop opens - 37%

Email Conversions: Data based on 10,250 email conversions. Mobile conversions were still fairly high on a day it would be expected for people to be shopping at home on desktops - although tablets are often used at home too.

1. Total mobile conversions - 49%

a. Smartphone conversions - 38%

b. Tablet conversions - 11%

2. Desktop conversions - 51%

Marketers failing at personalisation

Despite two thirds of marketers rating their personalisation ability as ‘very good’ or ‘excellent’, only 31% of consumers feel the same, according to a study by Hybris. 

Check out the infographic below for more stats:



personalisation infographic

69% of last-minute holiday shoppers likely to shop at Target this year

15% of people admit to leaving holiday shopping to the ;ast minute, according to a recent study by Vennli. 

In terms of the last minute shopping destination of choice, more than two thirds of people say they will be going to Target. 

Other key findings:

  • 66% of last minute shoppers intend to shop at Walmart.
  • only 25% of last minute holiday shoppers will choose Macy’s.

Only 23% of B2B  firms have achieved revenue growth through UX improvements

66% of B2B businesses understand they face threats from ‘new entrants’ providing superior experiences, yet this is not translating into a successful UX strategy, according to new research by Accenture Strategy. 

Only 32% say they have the resources, skills, and tools they need to provide the experiences B2B customers require. 

Star Wars fans spend more

Star Wars fans tend to be relatively wealthy, to have young families and to spend more than the average movie-goer, according to a study by Nielsen.

The survey revealed that fans of the Disney-owned franchise spent $4,300 a year across the personal care, food, auto and technology categories, or $200 more than average.

Their households were also 9% more likely to have $70,000 or more in annual income.

US teens prefer music to social media

While almost half of US teens use social media every day, they prefer listening to music and watching TV, according to a Common Sense Media study. 

The poll of 2,600 young people found that only 36% of teens enjoy using social media ‘a lot’, while TV and music scored much higher with 73% and 45% respectively. 

TV drives mobile app installs

Mobile app installs increase by up to 74% after a TV ad is shown, according to new research by Fetch

The study reported that app installs increased between 56% and 74% following individual TV ads.

The positive impact lasted up to two hours, with a 24% increase in installs in the 10 minutes following a TV ad, falling to a 20% rise in the following 30 minutes. 

Travel sites underperforming on mobile

Many travel sites are not performing well on mobile devices, according to a new report from Radware. 

Key findings include:

  • Among the top 100 mobile travel websites, the median page took 6.7 seconds to load on the iPhone 6.
  • As a percentage of the sites’ total size, images accounted for about a quarter of a page’s weight on average (22.8%). 10% of the sites had images accounting for over half their size.
  • The median mobile travel site weighed in at over a megabyte. Mobile sites should be less than a megabyte.

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 17 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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Comments (1)

Ivan Burmistrov

Ivan Burmistrov, Usability Expert at interUX Usability Engineering Studio OÜ

Always provide links to original research...

about 2 years ago

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