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I've gathered together some of the most interesting digital marketing stats released this week, from our own and third party research. 

Stats include web users' attitudes to cookies, e-commerce sales for March, digital salaries, and mobile commerce. 

Online sales

  • UK consumers spent £5.8 billion online in March, the equivalent of £114 per person, according to the latest IMRG Capgemini e-Retail Sales Index. 
  • This equates to a year-on-year growth of 14% for the e-retail sector and a 9% increase on February.
Cookies
  • 40% of respondents to an Econsultancy/Toluna Quick survey think cookies are bad for the web, which highlights the need for education on this issue. 
  • In the same survey, just 23% of those surveyed said they would be happy to opt-in to cookies on a website. 
Digital salaries
  • According to research by Propel London, average salaries in the digital industry have increased from £38,192 in 2009 to £40,117 in 2011.
  • Mobile marketers are most in demand, with mobile job vacancies listed on its site increasing from just 10 in 2009 to 150 in 2011, while social vacancies increased from 28 to 100 in the same period.
Internet use in the UK
  • Around 74.2% of the UK's population, totalling 47m, will go online at least once a month this year on a range of devices including smartphones and tablets, according to eMarketer stats. 
  • According to the stats, more than 17m Brits will access the internet via mobile this year.

Cross-border e-commerce

  • Retail searches on UK e-commerce sites from overseas rose by 57% in Q1 2012, compared to the same period last year, according to the BRC-Google Online Retail Monitor.
  • Search volumes grew at their fastest rate for health and beauty and food and drink related items.

Mobile websites

  • One in 20 sales are lost because firms haven't launched mobile optimised websites, according to research by Mediarun, reported in InternetRetailing.
  • Bounce rates from mobile devices are currently 10% higher than that on desktop sites. 

Attitudes to digital ads

  • Two thirds of US and UK internet users think that digital advertising is excessive, and they are seeing more and more ads online and via mobile. 
  • Three in 10 web users in both the US and UK were unlikely to ever respond positively to new messages from brands they thought were advertising too much.

Online ad revenues

  • Online ad revenues reached $31bn in 2011, breaking the previous high of $26bn in 2010, according to new IAB stats
  • Mobile was the fastest growing category, up 149% YOY to $1.6bn in 2011. 
  • Search revenues in 2011 totalled $14.8bn, up almost 27% from $11.7bn the previous year.

Retailers on social media

  • Topshop is the most popular retailer on Facebook and Twitter, according to stats from eDigital Research
  • The fashion retailer has 2.24m fans on Facebook, and 303,788 followers on Twitter.

Social media and TV

  • Accenture stats show that nearly two-thirds (64%) recalled seeing a Facebook 'Like' image on television, and one-third actually interacted with a social media service online after seeing a social media symbol on their TV screen.
  • The most common reasons for responding were: seeking out more information about a show (43%), accessing coupons and promotional codes (32%) and participating in contests (31%).

For more stats, see our  Internet Statistics Compendium, a collection of the most recent statistics and market data publicly available on online marketing, e-commerce, the internet and related digital media. 

Graham Charlton

Published 20 April, 2012 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (5)

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Mohit Jain

Thanks for sharing this. Thought my research about The State of Web Analytics in Middle East could be part of this list as well. Research can be seen here at http://bit.ly/Iyprzm. Thanks.

over 4 years ago

James Gurd

James Gurd, Owner at Digital JugglerSmall Business Multi-user

Hi Graham,

Thanks for the list.

Re the mobile issue with bounce and lost sales, a key problem is that for many SMEs where the mobile audience is still a very small % (<5%) of total traffic and there is limited budget, investment does not flow to optimising the mobile channel. Simple commercial decision.

I think we might see this improve for tablets as the screen size means many of the features of the desktop store will work ok, but for smartphones it's going to be a case of chicken & egg. - until the audience grows sufficiently, investment will stay with desktop site. However, without investment, no incentive for more people to shop via their mobile.

cheers
james

over 4 years ago

Paul North

Paul North, Head of Content and Strategy at Mediarun

Hi James,

Which sectors are these SMEs in? The % of mobile traffic to a site isn't so affected by the size of that business. It's more a reflection of the online userbase and their shift to mobile devices. We're seeing mobile traffic for many SMEs hit about 15-20%. There was a big increase after Christmas.

You're right it's a commercial decision, whatever the %, however. Mobile site development needn't cost much but it depends on the scale of the site and what it is designed to do. It's relatively cheap to produce an informational or lead-gen site, for example.

Regards,

Paul

over 4 years ago

James Gurd

James Gurd, Owner at Digital JugglerSmall Business Multi-user

Hi Paul,

Yes you are right, it does depend on the type of business. I have found that across my client base, there is a small % using mobile although it is growing quickly. Part of this is down to the demographic.

What type of SME are you seeing the biggest mobile traffic for? Is it niche, or mass market?

The question is best use of budget and whether or not investment in the future is preferred over short-term revenue. Sometimes it's hard for e-commerce managers to get the green light to invest in projects that don't give immediate payback vs. spending more on marketing that is proven to generate revenue. That's becoming more of an issue as the economy climate has put more pressure on budgets.

Thanks
james

over 4 years ago

Paul North

Paul North, Head of Content and Strategy at Mediarun

Hi James,

We work with a lot of retailers and the mobile shift is very visible there. In particular, in fashion which has a younger-skewed demographic on average.

Cheers,

Paul

over 4 years ago

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