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‘Every accomplishment starts with the decision to read the weekly Econsultancy digital marketing stats round-up,’ is probably my favourite quote of all time.

It should be yours, too, if you want to be the next Bill Gates or Mark Zuckerberg. 

This week we’ve got some delightful digital marketing stats for you, from content marketing salaries to the rise of video, to poor ad viewability, shunned smartwatches, Six Nations rugby and much more.

And we’ve only snuck one tiny Valentine’s Day stat in there so don’t worry if you’re not yet feeling the love.

Let’s begin, shall we?

Content marketing salaries fall

The average salary for a UK content marketer is on the way down, according to our Career and Salary Survey Report 2016.

In terms of specific job titles, the average salary for ‘Content Marketer’ fell from £31,111 in 2015 to £29,739 this year. 

‘Content Producer’ fell to £30,263 from £35,403 last year, while ‘Copywriter’ dropped from £28,906 to £22,500.

content marketing salaries 2015 to 2016

59% of fashion and beauty influencer marketing budgets will increase in 2016

Influencer marketing is on the rise in the fashion and beauty industry, according to a new Fashion & Beauty Monitor report in partnership with Econsultancy, The Rise of Influencers.

Digital marketing agency Flying Point Digital recently used some of the stats from the report to create an infographic about influencer marketing, which you can see below (click to enlarge):

Influencer marketing infographic

Amazon, Argos and Boots top for UK ecommerce

The latest IRUK Top 500 report has named Amazon, Argos and Boots as the top-three ecommerce and multichannel retailers in the UK. 

House of Fraser came in fourth, followed by John Lewis, Mothercare and Screwfix. 

Other key findings include:

  • The size and turnover of the UK’s 500 leading retailers varies between £500,000 and £43bn, of which ecommerce spans between £500,000 to £5.3bn (13%).
  • The number of largest 100 UK retailers offering Sunday and nominated-time delivery has doubled in the past year.
  • 23% of the Top 500 retailers have a transactional app, and 20% have native apps.
  • Half of the largest 50 retailers are selling their most popular products at a lower price than Amazon.

74% of all web traffic will be video by 2017

Video content will make up almost three quarters of all web traffic by next year, according to a new infographic by Wochit. 

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

video marketing infographic

Almost half of retailers say 21-50% of web sales come from apps

Retailers are prioritising mobile-first strategies in 2016 in order to tackle disjointed customer experiences, according to a new report from Urban Airship. 

Other key findings include: 

  • 94% believe they will achieve an omnichannel strategy that fully integrates the app within two years.
  • 61% of retailers have a transactional-focused mobile app. Only 8% have an experience-focused app.
  • 80% will be allocating at least 21% of their digital budget to mobile over the next 12 months.

Only 16% of Brits owns a smartwatch 

The UK population has not been quick to adopt the smartwatch, falling well behind countries such as the USA (26%) and France (20%), according to a new infographic from Kentico.

Other countries have been even slower to adopt the new technology, however. Only 7% of Germans own a smartwatch, with Netherlands and Czech Republic falling even further behind with just 5% and 2% respectively.

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

Smartwatch infographic uk stats

Alphabet sees 18% YoY revenue growth

In its recent earnings report, Google’s parent company announced revenue of $21.329bn for Q4 2015, an 18% year-on-year increase for that period. 

Google alone made $74.541bn in revenue for all of 2015, something you might not find surprising if you checked out the data visualisation of all the internet giants’ earnings I posted the other day. 

Online ad viewability falls across Europe

Viewability levels for UK display ads dropped from 52% in Q3 to 50% in Q4 2015, according to new figures from Meetrics.

Display ad viewability in Germany fell from 61% to 58% in the same period, while in France it fell from 69% to 65% and in Austria from 70% to 65%.

48% of Six Nations fans share rugby-related content online

Six Nations fans share rugby-related content 2.8 times a day on average, with 55% using a second screen while watching matches, according to a new infographic by RadiumOne.

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

6 nations rugby digital marketing infographic

England winning Six Nations on social media

The England rugby team has more than 2.5m social media followers, putting it way ahead of the second-most followed team in the competition, Ireland, which has fewer than 1.1m followers. 

The worst-performing team on social media is Italy, with fewer than 328,000 followers.

6 nations rugby social media infographic

20,000 Valentine’s-related searches on Monday before 14 February last year

The Monday before Valentine’s Day saw almost 20,000 searches for Valentine’s-related items on the eBay UK site last year, according to figures from the brand itself. 

Other key findings include:

  • More than 200 searches per hour for ‘Valentine’ and ‘present’ on 13 February, 2015.
  • Women were more likely than men to be searching for the keyword ‘Valentine’s’ on this day.
  • Consumers reached ‘peak panic’ between 1pm and 2pm on 13 February, using their lunch break to find belated gifts
  • Between 11pm and midnight on 13 February there were 200 searches for 'Valentine’s’ items.
  • The day after Valentine’s Day, searches by women for ‘luxury’ items and ‘candle’ on eBay.co.uk rose by 20% and 24% respectively.

Half of people exclusively use laptops to book holidays

Laptops are still the most popular device for booking holidays, with 50% of travel shoppers opting to use them, according to new research by RhythmOne.

Other key findings include: 

  • 37.5% plan to holiday this winter and travel more than 100 miles from home.
  • 62% of women have already begun their research vs. just shy of 50% for men.
  • 43% use mobile devices in their travel planning but only one in six (16%) are exclusively mobile.
  • Women are more likely than men to visit a destination’s official website (60.8% vs 33.2%), watch a video review of a destination (52.4% vs 33.2%), and visit a destination’s official social media platform(s) (52.5% vs. 26%).
  • 31% use mobile more on holiday than at home. 

Morrisons fastest growing supermarket on social media

The yellow one has achieved 1,106% follower growth on Twitter alone since August 2015, helping it become the most successful of all the supermarkets on social media, according to figures from eDigitalResearch

Despite only being able to deliver to 52% of the population, its online efforts have enabled Morrisons to become one of the UK’s fastest-growing social media brands.

Timely and vaguely relevant stat of the week…

On this day in 1986 (*desperately clutches at straws*), Prince released the song ‘Kiss’.

Relevant, if extremely vaguely, because we're big fans of the way he used social media to promote his recent UK tour

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 5 February, 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

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