Welcome to another instalment of our fortnightly round-up of the best US digital marketing stats we’ve seen. 

This time we’re covering everything from CX to holiday shopping and the increasing number of B2B sales that happen online.


Strategy, design and culture most important to CX success

When it comes to creating a great customer experience, marketers rate strategy, design and culture as the three most important factors, according to our new Quarterly Digital Trends Briefing report in association with Adobe. 

Q: Please rank the importance of these elements of the customer experience from 1 to 5, where 5 is most important to success’.

customer experience CX stats

59% of B2B organizations see a third of customers transact online

The number of B2B sales occurring online is increasing, according to a new report from Accenture. 

Other key findings include:

  • 86% of B2B organizations say customers can make purchases via their website.
  • Only 14% offer no online purchasing options at all.
  • 92% say email marketing is the most prevalent B2B tactic. 

US, UK and German consumers spend most online annually per person globally

People in the US spend an average of around $1,438 online each year, according to new research from Internet World Germany. 

This makes the US second only to the UK in terms of online spend per person, with Germany in third place.

Store fulfilment order volume up 72% YoY during peak season 

Omnichannel fulfilment is more critical than ever when it comes to keeping pace with ecommerce demand during busy periods, according to new figures from eBay Enterprise.

Other key findings include:

  • Ship-from-store orders on Cyber Monday increased more than 30% in sales and order volume compared to 2014.
  • Ecommerce fraud attempts increased by 30% in 2015 and eBay Enterprise experienced a downward trend in prevented fraud ($39m in 2014 compared to $50m in 2015).
  • The Digital Commerce Index shows a global footprint increase of 40% in 2015, led by significant expansion among the Asia-Pacific region.

$83bn spent online this holiday season

Americans set a new record between November 1 and December 31 last year with a 12.7% YoY increase in holiday spending. 28% of all online sales for 2015 were generated during this period. 

Other key findings include:

  • Online sales on December 23 grew 56% YoY, $920m in sales compared to $590m in 2014.
  • 62% of retail traffic was driven by mobile on Christmas Day, almost exceeding desktop and tablet traffic combined. 
  • Tablets drove 11% of all mobile sales, a YoY decrease of 1%, while smartphones accounted for 17% of mobile sales, almost doubling its share YoY (9% in 2014).  

Email volume rose 25% YoY during 2015 holiday season

Cyber Monday retained its rank as the top email volume and transaction day, according to new findings from Experian

Other key findings include: 

  • 90% of emails included an offer.
  • Unique email opens increased 19%.
  • Clicks increased 10%.
  • Transactions increased 20%. 

Only 50% of marketers believe social media market research impacts their business

Despite 71% of business owners declaring that marketplace insight is one of the most valuable benefits of social media, just half think it’s actually important to their wider organization, according to a new infographic from Insights in Marketing. 

Check out the infographic below for more stats (click to enlarge):

social media stats infographic

59% say smartphone coupons would improve view of retailers

Almost three-fifths of consumers say their opinion of a retailer would become more positive if they started to receive coupons and offers that could be saved on their smartphones, according to a new report from Vibes.

And 60% say they would take action upon receiving a coupon and save it to their smartphone.  

Mobile dominates Thanksgiving

Mobile’s share of holiday shopping grew considerably in 2015, making up two-fifths of total ecommerce sales on Thanksgiving, according to new figures from the Custora Ecommerce Pulse report.

Other key findings include:

  • Apple continued to dominate mobile commerce.
  • Search and email played a huge role in driving holiday orders.
  • Growing trend toward last minute shopping – December 22/23 had highest YoY revenue growth.

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 27 January, 2016 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)

Stephen Fair

Stephen Fair, Managing Partner at Sponge New Business

Well worth knowing. I wonder if the YoY growth figures for 22-23 December take the fact that it's different days of the week into account. A Tue/Wed 22/23 might see growth as it's further from a weekend (did the weekend see growth too?).

To my mind, great CX has to be results and outcomes-driven. It's not something where a set of fixed rules can be applied. It'd be interesting to see of the importance given to each factor in the chart correlates with actual customers' experiences of the brands whose marketers provided the answers...

over 2 years ago

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