Did you know that classic American author Fletcher Knebel once said digital marketing is one of the leading causes of statistics?

He may have said it about smoking actually, and he may also have been dead before digital marketing became a thing.

But I bet at least 76% of you don’t care for such pedantry and just want to see some of the finest digital marketing stats we’ve seen in the past seven days.

This week we’re also trialling our new ‘Timely and vaguely relevant stat of the week’ subheading, where you’ll find a mind-expanding historical fact about today’s date that is somewhat business-related and therefore tenuously linked to marketing. 

Searches for ‘baking’ on eBay rise 680% during Great British Bake Off final

The final of Britain’s favourite baking competition achieved an average audience of more than 13m viewers, and inevitably this had a knock-on effect on internet searches for baking-related terms. 

Data from eBay and Co-operative Electricals used real-time insight to target dual-screening shoppers during Wednesday’s episode and discovered some interesting results. 

Key findings include: 

  • 112% increase in searches for ‘food mixer’ compared with the semi-final.
  • 240% rise in searches for ‘Kenwood mixer’ (featured in this year’s series) compared with the semi-final.
  • 230% spike in searches for related brand ‘KitchenAid’ compared with the semi-final.

Online ad spend grows 13.4% despite ad blocking

Advertisers spent a record £3.98bn on digital advertising in the first half of 2015, up 13.4% on the previous year, according to the latest Internet Advertising Bureau UK Digital Adspend report conducted by PwC. 

Display advertising revenue grew 27.5%, more than twice the overall digital rate, to hit £1.31bn. 

Key findings include: 

  • Video ad spend grew 56% to £292m, accounting for 22% of display revenue.
  • Social media spend rose 51% to £574m.
  • Native/content grew 50% to £325m, accounting for 25% of display revenue.
  • Tablet-dedicated ad spend grew 115% to £68m.

Bad customer experiences costing mobile operators £1.6bn

New research from Thunderhead has revealed that poor customer experiences could be costing UK mobile operators billions in lost revenues. 

Bad experiences are driving millions to abandon their mobile operator for a competitor, taking with them an average annual spend of £371.20 per person.

Key findings include:

  • Almost half of British consumers (46%) say they have had a bad experience with a phone provider, while one in ten (11%) say they have left the operator as a result.
  • Customers share bad customer experiences with an average of 18 people, while young people shared them with an average of 29.

47% of people stressed by marketers targeting them with irrelevant content

A survey of 1,000 adults across the UK by Esri found that many people are struggling to process the vast amount of emails, news and social media in their working and personal lives, and it’s impacting them in a negative way. 

Around two-thirds (61%) of consumers surveyed say the need to read and keep track of information from too many sources is a major concern in their daily lives, and 34% say they struggle to absorb the content. 66% say they find maps or graphics easier to understand and digest than lots of text.

Irrelevant marketing content was cited as one of the main causes of stress, reiterating the need for marketers to personalise campaigns. 

An interactive map shows a  breakdown of the findings by region.

How to improve email capture rates: stats

This new infographic from Barilliance highlights some of the ways in which sites can improve email capture rates. 

Key findings include:

  • Sites that position the email field in the top three fields on the checkout page achieve a 14.6% higher email capture rate compared to those who position it in lower positions.
  • The email capture rate of sites with one checkout page is 16.7% higher on sites with multiple checkout pages.

Check out the full infographic below:

Infographic how to imrpvoe email capture

Mobile phones driving 25% of all shopping transactions

Demandware has released findings from its quarterly commerce research analysing the behavioural trends of more than 2m shoppers. 

Key findings include:

  • Tablet traffic is down 10% year-on-year.
  • Mobile is growing, but 65% of all ecommerce orders still take place on computers.
  • iOS is 15% higher than Android in order and traffic share.

Mobile email conversions decreased in Q2 2015

New research from Movable Ink shows UK email conversions slowed during Q2 2015, representing a 3% decrease from Q1.

Based on an analysis of around 30,000 emails primarily in the retail sector, 59% of conversions were from mobile devices. The decrease was driven entirely by a reduction in smartphone conversions, which fell from 25% in Q1 to 22% in Q2.

Key findings from Q2 include: 

  • Mobile accounted for 69% of all email opens, down from 71% in Q1 based on analysis of 47m emails. 
  • Tablet users have the shortest attention span when it comes to reading their emails, spending fewer than three seconds on 43% of the emails they open.
  • London and the South East accounted for the highest share of email clicks across the UK, while Scotland had the highest share of conversions.
  • Android users remain engaged. The number of Android tablet users engaging with their emails for longer than 15 seconds increased to 55% in Q2 from 48% in Q1.
  • Smartphones continue to be the device of choice for email opens in the morning, while desktop opens peak during work hours and tablet use dominates in the evening.

92% of top 50 UK retailers use social media to engage customers and boost sales

A study by SpinMe found that almost all of the top 50 UK retailers are using social media to improve customer retention and encourage visits to both online and offline stores. 

88% produce content such as recipes, fashion tips, lifestyle imagery and videos, while the rest mainly use Facebook and Twitter for practical online customer support.

Just over a quarter (28%) offer exclusive promotions to customers if they interact on social media, such as an instant discount in the checkout process or the chance to win a voucher for retweeting or following.

Consumers control 99.63% of the online conversation surrounding luxury fashion

Brandwatch analysed the luxury fashion industry to find out the social ranking of 32 top brands

Key findings include:

  • 69% of the conversation around luxury fashion is from female authors.
  • Artists (39.77%), executives (13.61%) and students (13.40%) are the most common professions discussing luxury fashion.
  • Music (25.84%), fashion (11.37%) and sports (6.56%) are the most common interests of those discussing luxury fashion.
  • Black (26.81%) is the most commonly mentioned colour and is exceptionally present in conversations around dresses (50%) and jackets (49%).
  • Dresses (28.57%) and underwear (27.01%) are the most commonly mentioned clothing items.
  • ‘Shoes’ (57.73%) is the most common footwear term.
  • Bags (48.88%) and clutches (24.79%) are the most common accessories mentioned.

47% of Affiliate Window’s traffic originated from a mobile device

Affiliate Window has released its latest mobile update report for Q3 2015, with data drawn from more than 3.5m network transactions across 1,600 advertisers in the retail, travel and telecoms sectors. 


Key findings include: 

  • 37.19% of sales across the network originated from a mobile device.
  • 35,612 sales came through a mobile device (smartphone and tablet) each day.
  • 17,052 of these were through a smartphone.
  • 711 sales were generated through a smartphone each hour.
  • 655 clicks originated from a mobile device each minute.
  • 31.3% of revenue generated for our advertisers originated from a mobile device in Q3.

Timely and vaguely relevant stat of the week…

On this day in 1779: the first ‘Luddite’ riots broke out in a lace factory in Loughborough as workers protested against new labour-saving machinery that was likely to make them redundant.

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.