{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

The first week of the new year is almost over. Well done for making it through.

Now give yourself a pat on the back while quietly admitting you spent most of it watching people struggle to walk through a puddle.  

But the past four days were simply a warm-up for the real start of the year: the moment you open the first weekly Econsultancy digital marketing stats round-up of 2016. 

Savour that beautiful moment for a minute or two...

This week we’re covering ad blockers, mobile growth, travel booking and much more. 

We’ve even snuck in one last Christmas stat for good measure, but I promise it’s a good one.


Shall we?   

Travel businesses big on digital transformation

84% of travel and hospitality firms have a digital transformation (DT) function, according to our Digital Trends in the Travel and Hospitality Sector report

Of that group, 43% say they have a central, integrated DT function, 37% have a cross-functional DT team, while 4% say their DT function operates as a separate innovation hub. 

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

travel and hospitality sector digital transformation

Christmas ecommerce revenue up 12.1% YoY

Revenue from online retail grew significantly year on year (YoY) during this holiday season, according to figures from the Custora Ecommerce Pulse.  

Other key findings include:

  • Orders grew 10.9% while average order value (AOV) was up 1.1%, indicating a less promotion-driven holiday season than 2014.
  • 30.4% of online sales were placed on mobile.
  • Over three quarters of all mobile orders (76.9%) were made on Apple devices, while only 22.7% happened on Android devices.
  • Organic search drove the majority of online sales (21.5%), followed closely by email with 20%.
  • Social media only drove 1.8% of sales.

Forbes gets 42% of readers to switch off ad blockers 

Forbes recently offered readers an ‘ad-light’ experience and asked them to turn off their ad blockers in return. 

In a test sample of 2.1m readers, 903,000 turned their ad blockers off in exchange for fewer ads, as Chief Product Officer Lewis Dvorkin tweeted below:

Conversion rate 5.5 times higher after clicking a personalised recommendation

People are over five times more likely to complete an order if the recommendation is personalised to them, according to a new infographic from Olapic and Movable Ink. 

Check out the infographic below for more stats:

ecommerce stats infographic

Social media first choice for 1 in 5 seeking answers in complex situations

When looking for an answer to a complex question or situation, 20% of consumers turn to social media before any other channel, according to new research by Echo Managed Services. 

Other key findings include:

  • 18% of consumers turn to social media first to voice complaints.   
  • Social media is the first choice for 14% of people in a crisis.

UK travellers leave it later to book than other European holidaymakers

British people are on average the most relaxed in Europe about making travel arrangements, according to a new study by Rocket Fuel. 

Other key findings include:

  • Brits consume the largest amount of travel advertising before making the final decision to book. 
  • Premier Inn is the most popular hotel choice among Brits.
  • WiFi is the most treasured hotel facility among Brits. 

Mobile app use grows 58% in 2015

Europe experienced huge mobile app growth last year, according to a recent study of 3.2tn sessions by Flurry. 

Other key findings include:

  • Personalisation apps saw sessions grow by more than 344%.
  • The majority of the growth is from Emoji apps (mainly keyboards).
  • ‘Phablet’ use increased 334% YoY.
  • Productivity app sessions grew by 119%.

mobile app use 2015

Mobile conversion on the rise

Affiliate Window’s mobile traffic conversion rate rose to 4.56% in the last quarter of 2015, up from 3.78% during the same period the previous year, according to its latest quarterly report.

Other key findings include:

  • 47.5% of traffic across the network originated from a mobile device.
  • 39.6% of sales across the network originated from a mobile device.
  • 57,119 sales came through a mobile device each day.
  • 28,303 of these were through a smartphone.
  • 1,179 sales were generated through a smartphone each hour.
  • 870 clicks originated from a mobile device each minute.
  • 35.6% of revenue generated for advertisers originated from a mobile device in Q4 up from 31.3% in Q3 2015.

Timely and vaguely relevant stat of the week…

On this day in 1889, Dr Herman Hollerith patented the tabulating machine. His firm, Tabulating Machine Company, later became International Business Machines Corporation. Otherwise known as IBM. 

Last year I wrote a post about IBM’s content marketing. Spoiler: they’re really good at it.  

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 8 January, 2016 by Jack Simpson

Jack Simpson is a Writer at Econsultancy. You can follow him on Twitter or connect via LinkedIn.

252 more posts from this author

Comments (1)

Avatar-blank-50x50

Stephen Goodridge, Product Manager at Access control systems, PVC Cards, Touchscreen kiosks

Does the Organic Search stat in the Christmas section include PPC?

9 months ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.