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It’s Valentine’s Day on Sunday, and I’ve got the perfect gift idea for you… 

No, it’s not something trashy and predictable like a box of chocolates or a diamond necklace. It’s the Econsultancy digital marketing stats round-up.

Seriously, I sent the link to my wife last year along with the message 'from Meconsultancy with love', and she didn’t even divorce me. In fact, I was out of the dog house within days without having spent a single penny. 

Totally worth it. Thank me later. 

This week we’re covering – yep, you guessed it – Valentine’s Day, along with lots of other exciting stats around marketing salaries, digital skills, ad viewability and much more. 

Buckle up, this is a good one...

Mobile highest-paid digital specialism

There’s a very simple way to gauge what the most in-demand skills are, and that’s to find out how much companies are willing to pay for them.

That’s exactly what our 2016 career and salary survey aimed to do, and mobile emerged as the top-paid specialism, with mobile-savvy marketers receiving an average basic salary of £49,280. 

UX still remains strong. Marketers with this specialism can expect to be paid £48,111 on average. 

digital marketing salaries by specialism

Gender pay gap still persists

There is still a significant gender pay gap in marketing, according to our salary survey. 

Male digital specialists enjoy an average salary of £46,378, while their female counterparts only receive £38,176 on average. 

The gap is equally wide for general marketers, with males getting paid £45,750 on average vs. just £37,477 for females. 

gender pay gap marketing salaries

47% say young people can’t apply digital skills at work

Almost half of senior decision makers in UK companies say that while young people are digitally savvy they don’t know how to apply those skills in a work situation, according to a recent YouGov poll. 

Other key findings include:

  • 84% of respondents agree digital literacy is important in their place of business.
  • 18% believe that not enough young people have the specific digital skills needed for their organisation, rising to 20% in media, marketing and PR and 37% in IT and telecoms.
  • The ability to use the internet for work purposes (87%), staying safe online (87%) and creating basic digital content (84%) were identified as the most sought after when recruiting young people.

80% of shoppers want to collect loyalty points on their phone

Eight in ten UK consumers would like to start collecting loyalty points on a retail app, according to new research from Apadmi

Other key findings include:

  • 29% of shoppers would be happy to share their location with a retail app to gain incentives and loyalty points when they walk around the store.
  • 51% of consumers claim they own more than one loyalty card.
  • 46% say they regularly collect and spend points on a reward card.
  • Only 20% of UK smart phone users currently interact with a retail loyalty scheme on their phone, however.

Only 3% of European ad inventory is available at 80%+ campaign viewability goal

Ad viewability levels are suffering across Europe, according to new research from Quantcast, which analysed 5bn impressions per month across more than 10,000 publishers for three years. 

Other key findings include:

  • An average of 16% of UK inventory not measurable from a viewability perspective.
  • At 75%-100% viewability, inventory is 92% more expensive than RTB average.

Half of UK online retailers ignoring Chinese ecommerce

While two-thirds of the UK’s largest online retailers are selling internationally, almost half are completely ignoring China’s growing ecommerce market, according to new research from Global-e. 

Other key findings include: 

  • Just 26% of retailers present prices in Chinese Yuan.
  • Only 22% of retailers that ship to China offer shoppers the ability to pay using local payment methods.
  • Only one in ten retailers offers a Mandarin-language shopping experience.

98% uplift in conversion rate for flowers in lead-up to Valentine’s Day

Perhaps unsurprisingly (definitely unsurprisingly), online conversion rates for flowers increased by almost 100% in the days leading up to Valentine’s Day last year, according to new figures from Ve.

But Mother’s Day saw an even bigger uplift in conversions for flowers (138%). 

Check out the table below for a breakdown of sectors and their respective conversion rates, split between Valentine’s Day (middle column) and Mother’s Day (right column):

conversion rates valentine's day mother's day

54% of Q4 2015 retail app traffic came from London

More than half of all Q4 2015 retail app traffic in the UK came from London, according to a new report by Poq. 

Other key findings include:

  • App users in the North East of England generated the highest average order values of the UK, with average order values 126% higher than average.
  • Revenue per user was highest for Scotland-based app users, who were 143% more profitable for retailers than the average app user.
  • The average person shopping from an app generated 2.6x more revenue for a retailer than someone shopping from a mobile site, and 1.5x more than someone using a desktop device.
  • Customers using apps also interacted with retailers 2.8x more often than customers using the mobile website.

57% plan on using Instagram for Valentine’s gift inspiration 

More than half of people say they will turn to Instagram to look for ideas on what to buy their significant other for Valentine’s Day, according to new research from Greenlight. 

Other key findings include: 

  • 41% of Instagram users admit to dropping hints on the social network about what they want to receive.
  • Celebrities posting luxurious presents on their profiles doesn’t influence us as much as we think, with 76% of us valuing our friends and family’s posts the most when searching for what to buy.
  • 35% of younger Instagram users will be influenced by celebrities, however.

‘Actionable emails’ best sent on Friday

The best time to send emails that require a decision from the reader is the end of the week, according to a new infographic from My.com.

Check out the infographic below for more stats:

best time to send emails infographic

TV no longer the dominant screen in the living room

When it comes to the coveted living room attention span, all screens are increasingly equal, according to new research from Sparkler. 

Only 50% of UK online adults now say the TV set is the focal point of their living room, while 70% report they ordinarily use a connected device while watching TV – this rises to 87% of 16-34s. 

Multi device activity peaks between 6pm-9pm, and during TV programmes more than one third (34%) check emails, 31% Instant Message or text and 25% shop online.

Half will use digital device to research and buy Valentine’s gifts

Almost half (49%) of people will do Valentine’s Day gift research on a digital device, with 27% using a smartphone or tablet, according to a new infographic from RadiumOne.

Check out the infographic below for more stats:

valentine's day digital marketing stats infographic

7 in 10 Valentine’s Day retail searches to be made from a mobile device

More than 70% of Valentine’s Day related searches will be made from a mobile in the lead-up to the day, according to new figures from Bing Ads.

Other key findings include:

  • More than half of Valentine’s Day searches are expected to be made on the move.
  • Men leave it later to start searching for gifts.
  • The most popular pre-Valentine’s day search times are 11am–2pm on mobile, with a last-minute rush between 7pm-10pm on PCs
  • ‘City breaks’ are the most searched-for romantic getaway.
  • Wedding bells could be ringing with ‘engagement rings’ the most searched-for jewellery category.

Valentine’s gift searches grow 195% from 2013-2015

The number of people searching for ‘Valentine’s gifts’ in the run-up to the day increased by almost 200% between 2013 and 2015, according to new research from Connexity. 

The research also reveals the top sites cashing in over Valentine’s Day, with the results listed in the table below:

search stats for valentine's day

Timely and vaguely relevant stat of the week…

On this day in 2004, Mattel announced that Barbie and Ken were breaking up. 

The dolls had met on the set of their first television commercial together in 1961. 

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 12 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

Comments (2)

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Daisy S, AM at Adelphic

Hey Jack,

Love this column and read it regularly - thank you for putting everything together in a digestible, easy way to read :) Kudos for that!

One little suggestion from my side, would you be able to include the links of all the sources you draw your information from regardless whether paid or not research? I often find myself googling random snippets of words to find the source and sometimes without any luck!

Thank you,
D

10 months ago

Jack Simpson

Jack Simpson, Writer at Econsultancy, Centaur Marketing

@Daisy - Firstly, thank you for the kind words!

In terms of linking to sources, we try to do this whenever possible, but sometimes we receive extracts from the research without access to the full report.

I will bear your comment in mind, however, and do my best to hunt down sources in future.

10 months ago

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