Stat’s life! Stat’s what all the people say.

It’s time again for the weekly round up of stats and data relating to all things digital.

This week it includes the Guardian’s latest online figures, mobile commerce growth, digital adspend, and barriers to mobile commerce.

For much more of the same, download the Econsultancy Internet Statistics Compendium...

A new record for the Guardian

The Guardian has achieved a new record high for monthly unique visitors.

More than 120m unique browsers visited the site during January 2015, beating the previous record of 114m set in September 2014.

In the same month as the Guardian completed the switch to its redesigned website, traffic rose 14% month-on-month and almost 35% year-on-year. Monthly page views were also up by over 25% year-on-year. 

Mobile traffic has also seen an increase of 98% since January 2014.

Out-of-home revenues

UK advertisers invested more than £1bn in out-of-home campaigns during 2014.

Q4 was the biggest ever, with revenues close to £300m for the first time.

The growing representation of digital inventory in media owners’ portfolios continues to pay dividends as digital out-of-home now accounts for more than 28% of the total revenue within the medium.

Growth in mobile commerce

Data from Ipsos and PayPal shows that mobile shopping is growing at nearly four times the rate of overall online spending in the UK.

From 2013-2016, the UK average compound annual growth rate for mobile spend is projected at 36% vs. 10% for overall online spend.

However this is mainly due to the relatively small base size for mobile commerce.

As a percentage of UK online spending, smartphone shopping accounts for on average 8% of online spending while shopping on tablets accounts for only 6%. In comparison, laptops, desktops and notebooks together account for 86%.

Digital to account for 50% of UK adspend in 2015

Half of UK advertising spend in 2015 will go on the internet and mobile devices, according to data from Strategy Analytics.

Nearly £8bn is forecast to be spent on digital advertising in 2015 – over twice that spent on TV (£3.8bn, 24% share). 

Print follows at £2.5bn (16%), outdoor at £910m, radio at £492m and cinema will account for the remaining 10% (£179m).

UK app revenues

New research from App Annie shows that while the number of app downloads rose 5% in the UK during 2014, the revenues being generated were up 30%.

Games are the most popular type of app, but people are increasingly using media apps for reading newspapers, watching TV or listening to music.

For example, among the top ten non-gaming apps, by revenue, were three newspaper apps from the Guardian, Times and Telegraph.

Online retail sales figures

Online retail sales increased by 7% year-on-year in January, according to data from IMRG and Capgemini.

However there was a huge variation between different sectors.

The electrical and home & garden categories, which saw the biggest discounts on Black Friday, both recorded a 9% drop on January 2014.

But thanks to the cold weather, plus the introduction of many new lines, clothing saw a 14% year-on-year increase; accessories and footwear surged 40% and 20% respectively.

The travel sector also recorded a strong January, with online sales reaching 21% growth year-on-year. 

Huge commerce growth predicted for ASEAN nations

The online retail market in ASEAN 6 countries (Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam) could grow by 25% a year through to 2017, according to a study by consulting firm AT Kearney.

ASEAN 6 currently accounts for less than 1% of global online retail, even though it has 3%-4% of global GDP and around 8% of the population.

However the region has to overcome several major barriers, including improving security and logistics, and promoting the adoption of online payment methods.

Most importantly the nations need to improve internet access, which currently stands at just 29%.

Barriers to shopping

The PayPal/Ipsos research mentioned above also investigated the barriers to mobile shopping,

It found that 37% of UK smartphone owners who had not used their smartphone to shop online in the past 12 months said that screen size prevented them from mobile shopping. 

This surpassed security concerns (30%) or poor network connections (12%).

Despite this, mobile shopping is still significant. A third (33%) of online shoppers surveyed report buying something online via smartphone in the past 12 months, and 23% report making a purchase via tablet.

David Moth

Published 20 February, 2015 by David Moth

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

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Comments (2)

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Devlin Primo, Web Designer at OWDP

Maybe I should start studying app development. Thanks for this.

over 2 years ago

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Jarred Bonica, Owner at EmailMarketingHome

App development is really needed and it is really beneficial to know about this. Because, now all over the world its necessity is increasing day by day. Learn more http://www.emailmarketinghome.com/

over 2 years ago

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