Yes, summer is nearly over and it’s cold and wet outside and you won’t get another holiday until Christmas, but it’s hard to get depressed about all that when you’re staring into the beautiful face of the Econsultancy weekly digital marketing stats round-up.
This week we’re covering everything from the customer journey to ad-blockers and personalisation.
So, let’s take a look at some of the most interesting digital marketing stats from the past week.
Only 10% of brands closely match marketing activities to the customer journey
According to figures from our new report, Quarterly Digital Intelligence Briefing: The Multichannel Reality, many marketers are failing to match their activities to the customer journey, and the headline figure drops to 8% for agencies.
Q: How does your organisation (or how do your clients) carry out marketing activities based on the customer journey?
More than 25% of email-driven purchases completed via mobile in Q2 2015
Q2 2015 was a record-breaking period for email marketing according to a study by Yesmail, with smartphones also accounting for more mobile revenue and purchases than tablets for the first time.
Other firsts for this quarter include:
- Consumers opened an average of four brand emails per week, the highest number of emails per opener recorded.
- The ‘never active’ segment of email subscriber databases fell below 69% for the first time.
- Half of all emails were responsive, a 28% quarter-on-quarter increase and a 75% year-on-year jump.
62% underestimate contribution of advertising to publishers
Research by Teads found that 65% of Britons believe society would be worse off without high quality, low cost newspaper and magazine content.
But the latest figures show 15% of Brits are using adblockers, threatening this online business model.
It is estimated that ad-blocking will hit global ad revenues by more than £14bn in 2015, and ironically ad-blocker users are 12% more likely to value low cost editorial content than the general population.
Teads created the following video imagining what a world without advertising would look like:
29% of UK consumers feel brands share too many social media updates
In a survey of 2,000 UK adults, Headstream found that too many irrelevant updates are the main source of frustration on social media.
Other key findings include:
- 27% are fed up of irrelevant and unpersonalised updates by brands
- 28% find brand’s social media updates ‘too salesy’ with a heavy focus on products.
87% of customers find it acceptable for brands to personalise communications using their data
A study by Experian Marketing Services asked consumers their opinion on personalised communication and found that the majority don’t mind as long as the content is relevant or is from companies they’ve recently purchased from.
You can see some of the key stats in the infographic below:
71% of marketing hiring managers looking to recruit this year
It’s good news for marketers as the latest Robert Walters Hiring Intentions Survey finds that a huge number of marketing managers will be looking for new staff in 2015.
Positive economic conditions have been the main driving force behind the figures, with 83% of hiring managers claiming that anticipated growth of the business was the biggest factor driving their recruitment strategy.
58% of employers will be seeking junior-level staff and 60% will be seeking mid-level executives.
17% of 18-24 year olds hit the shops at least five times per week
VoucherCodes.co.uk and behavioural psychologist Jo Hemmings have released a new study into British spending habits.
The study splits consumers into five categories: pleasure seekers, tactitians, traditionalists, bargainistas and impulsives.
Some key findings from the study include:
- The majority of Brits (27%) fall into the ‘Pleasure Seekers’ category when it comes to their spending habits – they tend to be women under 35 who enjoy fashionable, inspiring items.
- Men are likely to be more tactical when saving for big purchases, as 13% of men save their disposable income for these as opposed to only 8% of women.
- A quarter of over 55s admit they prefer to shop locally, compared to younger age groups.
Take the quiz to find out what kind of shopper you are.
163% increase in searches for ‘ballroom shoes’ on day of Strictly final
New data from eBay looks at how the autumn TV schedule impacts on ecommerce and starts real-time buying trends.
Key stats from the data include:
- 34% increase in searches for ‘ballroom dress’ overnight when first episode of Strictly aired last year.
- 36% increase in searches for ‘KitchenAid’ on day of Great British Bake Off 2014 final.
- Quarter rise in searches for oven brand ‘Neff’ on GBBO’s sponge cake focused epidode on 27th September last year.
- Searches in eBay’s Home, Furniture and DIY category jumped by 26% overnight on day clocks changed last year.
- Searches in eBay’s ‘Sound & Vision’ and ‘Video Games & Consoles’ categories also rose by a fifth (20%) when the clocks changed in 2014.
Men more likely to have worked in marketing for more than 10 years
A new infographic from Axonn Media depicts the gender divide within the marketing industry.
While men are more likely to have been working in the industry for over a decade, women dominate the less experienced brackets.
Check out the infographic below for more stats:
50% of shoppers put off making a purchase due to lack of in-store staff
Despite the assumption that young people prefer to shop and research products using digital means, research from Gekko shows that a third of 18-24 year olds actually prefer receiving in-store advice from staff to help them with their purchasing decision.
The study also warns that brands need to strike the right balance to improve the in-store experience. Shoppers are quick to criticise staff with half (52%) complaining that they are too pushy when making a sale.
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.