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Here are some of the most interesting digital marketing statistics we saw last week.

Statistics include Christmas shopping, eBay's referral traffic, mobile marketing, content marketing and how millennials use social.

For more digital marketing stats, check out our Internet Statistics Compendium.

Price and range of products among main benefits of Christmas shopping online

  • A survey by eDigitalResearch found that a quarter (25%) of shoppers feel that online shopping experiences improve at Christmas, while 42% of respondents stated that their overall in-store experience deteriorated at this time of year.
  • Improved satisfaction is mainly down to the lack of queues (53%), but price (51%) and the range of products available online (51%) are also seen as key benefits of ecommerce.
  • Furthermore, flexible delivery slots (33%) and clear messages about last ordering dates are often appreciated to better plan what and when to buy (24%).

Online sales were worth £164bn in 2012

  • The ONS's new Ecommerce and ICT Activity Report, which includes annual data from 2012, shows that website sales totalled £164bn representing 6% of total UK business turnover in 2012.
  • Looking at the use of social, the data shows that a third of companies (33%) that use social do so to develop the business’ image or to market products. 
  • A further 23% use social to respond to customer opinions, reviews or questions, while 12% use it to involve customers in the development or innovation of goods or services.
  • Interestingly, almost half (44%) of the largest businesses (1,000 or more employees) used social media to recruit employees in 2012.

Proportion of businesses using social media, by size of business, 2012

eBay referral traffic to Argos up 28%

  • Referral traffic from eBay to Argos increased by almost a third between October and November, thanks in part to a new click-and-collect partnership between the two retailers.
  • In September eBay signed a deal that enabled its customers to collect purchases from Argos’ UK stores, giving the online retailer a permanent foothold on the high street.
  • Argos currently achieves around 25% of its overall traffic from referrals, of which eBay now accounts for 11%. This equated to more than 600,000 visits in November. 
  • The data comes from web measurement firm SimilarWeb, which tracked a 28% increase in referral traffic from eBay to Argos.

Consumers uninterested in NFC

  • A YouGov survey of 1,051 adults in the UK found that only 9% of mobile and smartphone owners knew if their device was NFC-enabled, and of these just 22% ever used it to make payments. 
  • Just over half (56%) weren't at all interested in it, while 39% didn't see the need for it, being perfectly happy with existing 'chip and PIN' technology. Another factor was trust, as 53% expressed concern about financial exposure if their phone was lost or stolen. 

UK set to spend £518m more on Christmas 2013

  • Britons are expected to spend £518m more on Christmas this year, up 2.9% from 2012, according to a report from global business analytics firm SAS and retail analysts Conlumino.
  • Seasonal food and drink is set to be a winner over the festive period with sales expected to rise by 4.2% to £5.3bn. 

Mobile is now a regular part of media proposals

  • New research released today by the Internet Advertising Bureau (IAB) UK reveals that nearly 40% of respondents claimed that new budgets are being allocated for mobile, within UK media agencies.
  • Nearly 40% of media agency employees claimed that mobile is now a regular part of client proposals and nearly 20% said that it’s now a regular part of their business. 
  • Lack of client understanding is still a challenge for the industry, with 65% claiming so however client knowledge levels have increased by nearly 14% since 2011.

The rise and rise of content marketing

  • A survey by Trapit Inc. has found that today’s marketer is spending roughly 28% of their time on content marketing, but if time limitations didn’t exist, they’d spend nearly half of their time on content marketing efforts. 
  • This is likely due to the fact that on average, marketers believe they should share 15 pieces of content daily to properly engage with their customers – a number that they’re struggling to meet.
  • While the majority of respondents (74%) agree that content curation is an important part of their content strategy, some feel challenged to find original content that peers and / or competitors aren’t also curating.

Mobile shopping set to reach £2.9bn in UK this Christmas

  • Shoppers are expected to spend £2.9bn through mobile devices (smartphones and tablets) on UK retail sites this December, according to new data from IMRG and Capgemini, twice as much as the £1.45bn spent over the same period in 2012.
  • This follows a year of consistently strong growth for mobile, with sales through the channel currently accounting for 27% of online retail sales and 38% of retail site visits.
  • The split is currently running at 80 / 20 between tablets and smartphones, which means that the forecast spend by device is £2.3bn and £600m respectively.

Millennials still uninterested in social

  • A survey of 2,000 UK and US consumers aged 17 to 31 by Bite found that 43% said they didn't use Twitter at all while only 41% said they used Facebook for more than three hours a week.
  • The average millennial spends 108 hours a year browsing the internet for work or study and 77 hours a year reading news online.
  • They are also more likely to share a link related to their work or study (30%) than they are to share a link related to a story about a celebrity (18%).
  • Furthermore, 65% of millennials spend more time accessing the internet via a laptop or desktop PC than via a tablet or smartphone and, perhaps surprisingly.

Fewer US brands using mobile

  • Research from BDO USA found 38% of leading US retailers planned to use mobile marketing for the holiday season, a decrease compared with 50% last year.
  • However mobile has grown to 15% of marketing spend for those retailers planning to use the medium, up from 5.9% in 2012.
David Moth

Published 13 December, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1676 more posts from this author

Comments (5)

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Paul Lovell

The mobile world is upon us.
This data is great Like I keep tying to tell people is more and more about mobile now, having a website is great but businesses need to engage more for the smaller screen whether that be tablet or mobile these devices are getting used more by your on line customers than ever and Argos picks up on this in the Christmas tv ad

over 2 years ago

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Hangduy

thanks for your report about digital marketing. I see that this field is worth trying. Hope to read more helpful information from you. Have a nice day

over 2 years ago

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Andy Hughson

I think the most important parts of this blog were the parts identifying the phenomenal growth in shopping via mobile devices. Therefore your webshop needs to be optimised to be responsive and engaging for shoppers using tablets and smartphones. "Add to basket" is so 20th century and is not really fit for purpose when shopping on an iPad for instance. The site needs to recognize the device and direct you to a site that gives optimum performance and improved usability for that device; we should be swiping goods into our baskets on tablets, not clicking "Add to basket". To see what I mean, take a look at our YouTube channel (http://www.youtube.com/user/iStoneUK).

over 2 years ago

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John McElborough, MD at Inbound360

Hadn't heard about that eBay/ Argos deal - sounds like a clever partnership

over 2 years ago

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johnmerchant

Most of the young generation can use Mobile like smart phones for online shopping because they did't want to spend to much time on web and any other medium so now a days online shopping through mobile is growing day by day and you are providing such a useful information.

over 2 years ago

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