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A good mix of stats this week, with figures for social traffic, ad spend and consumer scepticism among others.

Do check out our US flavoured stats, too. For more from the market, download the Econsultancy Internet Statistics Compendium.

Marketers fail to understand ROI

Two thirds of marketers (67%) think that ROI does not require a financial result, according to Fournaise Marketing Group.

1,200 top-level management and marketing executives were surveyed, with the majority failing to understand ROI.

ROI KPIs: 

  • 64% said they used brand awareness as their main KPI.
  • 58% included 'Likes', tweets, clicks and/or CTR in their top five marketing ROI KPIs.
  • Almost one third (31%) were simply measuring audience reach and believed this represented ROI.

63% of marketers did not include any financial outcome when reporting to management.

For more stats, check out the Econsultancy Marketing Budgets Survey.

Mobile commerce

Research from RetailMeNot, the digital coupon marketplace and owner of Vouchercodes.co.uk, looks at the predicted growth of mobile commerce.

Europe:

  • Mobile shoppers in the EU are set to spend £19.8bn in 2014 almost twice as much as 2013 (£10.7bn).
  • One in five Europeans (20%) have used their mobile device to access a retail site in the previous 3 months.
  • Mobile commerce spend in Europe accounted for 8% of the e-commerce market, driving £10.7 billion of the total £111.2 billion in online sales.

UK:

  • In the UK in 2014, mobile commerce will account for £7.9bn of a total £45bn in online sales.
  • The UK is the most mature mcommerce market in Europe, with 28% of consumers using smartphones for shopping.

For more information of mobile commerce, see our Mobile Commerce Compendium.

mcommerce growth in europe

Reddit growth

Reddit continues to grow at a truly staggering rate, as shown by these statistics from SimilarWeb: 

UK growth year on year:
  • March 2013: 3.7m site visits.
  • March 2014: 28.1m visits.
Global growth year on year:
  • March 2013: 87m global visits.
  • Feb 2014: 350m. 

While we're on the subject, here's 21 reasons why your boss should pay you to browse Reddit. Just tell them we said it was OK... 

French ecommerce

The French ecommerce market is estimated to hit €90bn in 2020, according to a report by Xerfi-Precepta.

  • Online sales are expected to grow by almost 60% between 2014 and 2020.
  • However, the rate of growth is decreasing, falling from 14% in 2013 to a predicted 11% in 2014 and 10% in 2015.
  • The study noted that traditional distributors took 35% of the total sales of the top 30 ecommerce companies.

Local shops, numbering 600,000, were identified as big potential for ecommerce with local artisans beginning to become more prevalent online.

Weekends best for financial services online advertising

Consumers are more likely to convert on financial services ad campaigns on Saturdays (+16%) and Sundays (+30%).

A survey from Rocket Fuel, analysed 2,300 ads on its platform two months, from over 200 financial services campaigns.

Other conversion factors:

  • Consumers were also more likely to convert late at night, with conversion rates peaking between midnight and 6 am.
  • Consumers were ten times more likely to convert on ads featuring special offers (other than loyalty rewards).
  • 'Learn more' was found to be the most effective call to action.
  • Animated ads showed lower click-through rates but significantly higher conversion rates.
  • Consumers were more likely (+8%) to click on credit card ads featuring a human face and twice as likely to convert on such ads.

Social traffic to news sites in the UK from Facebook, Reddit and Twitter

Online ad spend

The IAB and PWC ad spend study of 2013 shows digital continued to show double-digit growth in the first half of 2013 with a new record high of £6.3bn.

  • UK digital advertising expenditure grows 15.2% to £6.3bn in 2013
  • Search, classifieds and display advertising all showed healthy like-for-like growth in 2013.

Consumer scepticism

UK consumers are among the most sceptical of brand advertising. Fewer than two in 10 believe what companies tell them, a study by the Reputation Institute has found.

55,000 consumers were surveyed across 15 markets to measure corporate reputation.

  • Globally, 25% of consumers indicated they felt they could trust what companies said in their advertising (75% either neutral, disbelieving or unsure).
  • At 15.4%, UK consumers were in the bottom four, with only French, German and Japanese respondents more sceptical.

The top four brands with the best reputation in Europe were Sony, Samsung, BMW and Volkswagen.

Restaurants, digital and 16-24s

We've been saying this for a while, and here's proof of the importance of online and mobile for restaurants

Voxburner carried out some research into the eating out habits of the 16-24 age group, and the results show the importance of digital channels. 

When thinking about eating out at a restaurant, which of the following appeals to you? 

  • Being able to view the full menu and prices online (90%).
  • Being able to see if a restaurant has a free table via an app or website (48%).
  • Booking a table via an app (47%).
  • Ordering food via a digital platform or app (22%).
  • Paying for meal using a digital platform or app (22%).
  • A screen at your table (10%).

How important are restaurant reviews when you are trying somewhere new?

  • Quite important, I sometimes look at reviews (66%).
  • Very important, I will always look at reviews (21%).
  • Not really important (13%). 

Endless aisle in-store ecommerce

I spoke to Harver Bierman, VP global ecommerce at Crocs, at Demandware's Xchange 2014.

Crocs has been using endless aisle technology in store for around two years. Harvey said "Endless aisle represents a significant part of ecommerce revenue i.e. bigger than single digit."

This might be surprising for some who are sceptical about in-store tech, but it points to the rise of assisted selling in apparel.

Ben Davis

Published 11 April, 2014 by Ben Davis @ Econsultancy

Ben Davis is a senior writer at Econsultancy. He lives in Manchester. You can contact him at ben.davis@econsultancy.com, follow at @herrhuld or connect via LinkedIn.

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Comments (5)

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Joseph Lowe, Personal at Personal

Interesting stats! I guess it's time to hit the French ecommerce market!

over 2 years ago

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Zubair

you have the wrong flag published for Netherlands...

over 2 years ago

Ben Davis

Ben Davis, Senior Writer at EconsultancyStaff

@Zubair

Good point. Looks like Netherlands and Italy have swapped flags. We didn't produce this chart, but I'll let the guys know at VoucherCodes.

Cheers

over 2 years ago

Avatar-blank-50x50

Lionel Matecha

Marketers may be confusing ROI with 'measures of success'? Or perhaps they are forced into calling it ROI because that's the term that management likes?

over 2 years ago

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Laura | Ricemedia SEO

The ROI stats are scary! Reach is obviously an important factor but a larger reach doesn't always equal a larger ROI - especially if this reach is to the complete wrong audience.

over 2 years ago

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