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We’re halfway through January already, which means it’s basically nearly Christmas again, which is exactly why we’ve got, among other things, even more holiday season digital marketing stats for you. 

Oh stop complaining.

We’re trying to educate you through the medium of data so that next Christmas you can smash your targets out of the park.

You should be out in the streets cheering our name. Or something...

Anyway, it’s a good one this week. We’re covering some slightly alarming news about marketing budget growth, some lovely stats around social media and advertising, and lots more. 

Marketing budgets saw weakest growth for three years in Q4 2015

Marketers said they would be increasing their budgets by just 0.5% in the final quarter of last year, the lowest level for 11 quarters and a drop from 4.4% in Q3, according to the IPA’s quarterly Bellwether report.

The figures reflect a somewhat dampened outlook in the wider economy, although adspend is still predicted to grow by 3.9% in 2016. 

£114bn spent online in 2015

Online retail sales recorded an 11% year-on-year (YoY) increase in 2015, equating to a total online spend of £114bn, according to the latest figures from the IMRG Capgemini e-Retail Sales Index.

The Christmas period alone – defined as the eight weeks between 1 November and 26 December – saw online spend of £24.4bn, a 12% YoY increase.

Unsurprisingly, the greatest concentration (17%) of Christmas spending happened during the week of Black Friday. 

23.4% is the benchmark email newsletter open rate

Email marketers can use a benchmark of 17.8% for newsletter click rates and 1% for conversion rate, according to a new email marketing report by Remarkety

benchmark garden bench

Other key findings include:

  • 46.6% open rate for abandoned basket follow-up emails, with a 5% conversion rate. 
  • 38.9% open rate for inactive customer emails.
  • 5% conversion rate for order follow-up emails. 

More than a third of Christmas click-and-collect shoppers experienced issues with their orders

Tough news for retailers who offered click-and-collect services over the holiday season. 36% of shoppers say they experienced issues, according to a recent YouGov survey of 2,000 consumers.

Other key findings include:

  • Key issues: retailers not having a dedicated area in-store for click-and-collect purchases (31%), long waiting times (31%) and staff being unable to/taking a long time to locate items (24%) were cited as the primary reasons.
  • 41% of online Christmas shoppers opted to use click-and-collect services this year compared to 39% in 2014.
  • 33% of online Christmas shoppers stated they had experienced issues with their purchases (an increase from 31% the previous year).
  • 48% had suffered from late deliveries or never received their goods and a further 48% has suffered from missed deliveries including when they were at home.
  • More than three quarters (77%) of Brits said they would likely switch to shopping with an alternative retailer next Christmas as a result of a poor online Christmas shopping experience.

50% of marketers buy mobile programmatically

Half of marketers are buying mobile ads via programmatic, yet general understanding of the channel is still relatively low, according to new research from IAB UK

According to the study, almost half of marketers have little to no knowledge of buying mobile ads programmatically.

Clearly there are some training needs that need to be filled if brands are to get the best possible return from programmatic activity. 

66% of marketers believe location-based advertising is the ‘most exciting’ mobile opportunity for 2016

The same IAB UK study also found that two-thirds of marketers believe location-based advertising is going to be the next big thing in 2016. 

52% believe that wearable tech is going to provide significant opportunities for the marketing industry, while 56% plan to start advertising on wearables within the next 12 months.

Snapchat receives more than 7bn video views per day

In my list of Snapchat stats last year I mentioned that the social network achieved 6bn video views a day. 

In the relatively short span of time that has passed since I published that post, that figure has risen by more than a billion, according to a recent article by Fortune

The latest figures mean Snapchat is fast catching up with Facebook’s reported 8bn video views per day, but with far fewer users. 

Periscope achieves 100m live broadcasts in 10 months

Since March last year, the live-streaming app has grown from strength to strength, achieving an enormous amount of usage in a relatively short space of time. 

Periscope videos now autoplay on Twitter, so with that and culturally earth-shattering events such as the Drummond Puddle, no doubt we’ll see this app experience further growth in the coming months. 

Drummond puddle watch bbc news

People watched 12bn hours of Netflix in Q4 2015

During the same period in 2014, Netflix users consumed 8.25bn hours of content, meaning the streaming service achieved a 69% year-on-year (YoY) uplift. 

Timely and vaguely relevant stat of the week…

On this day in 2001, Wikipedia was launched! And that totally deserved an exclamation mark.

It’s strange: at uni we were always told Wikipedia was an unreliable source, but now it’s everyone’s first port of call whenever they want to research a new subject. 

The moral of the story is: ignore literally everything they taught you at school. Or just don’t go to school. You heard it here first, kids. 

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 15 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 (3)

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Tiffany Trinh, E-Commerce Business Manager at BSH Home AppliancesSmall Business

Hi Jack,

Happy Friday! I enjoy reading your articles and your intros are always so fun and fresh! I look forward to these weekly digital stats.

Thanks for writing!

Cheers!

Tiffany

6 months ago

Jack Simpson

Jack Simpson, Writer at Econsultancy, Centaur Marketing

@Tiffany - Cheers, that's lovely to hear! And happy Friday to you too :)

6 months ago

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Richard White, teaching at Professor

Digital marketing extends beyond Internet Marketing to include channels like SMS and MMS that do not require the use of the internet. Anyone doing business online should seriously consider formulating and implementing a solid plan to tackle several or all of these areas to ensure success. You don’t have to be seeking a monetary profit to employ digital marketing. It’s basically about using various methods to advertise directly to other Internet users and to drive people to a designated area. People and brands who have not caught onto the fact that everything is digital nowadays may have their businesses suffer greatly. I got myself certified in Digital marketing and various other aspects in Sales and Marketing which helped me a lot. I would recommend also you to visit www.smstudy.com

6 months ago

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