The great Charles Dickens once said, “I will honour the Econsultancy weekly digital marketing stats round-up in my heart, and try to keep it all the year.”

In all fairness, he may or may not have been talking about Christmas. But I’m no historian, just a bringer of brilliant stats. 

This week we’ll be covering a few more findings from Cyber Weekend (which I’ve handily grouped together in the first part of the post), along with the most in-demand digital skills and some exciting insights around display ads and programmatic

Cyber Weekend

Black Friday beat Cyber Monday this year

Revenue increased by 200% on 27 November compared to the average between 23 and 30 November. Total traffic was 147% higher, according to data published by Poq Commerce

Other key findings include: 

  • Revenues were highest at 7am and 11pm, suggesting most shoppers were placing orders in bed. 
  • Apps had a 60% higher conversion rate on the day than desktop. 
  • There were twice as many app shoppers than mobile web shoppers. 

Cyber Monday wins for UK fashion

While UK fashion orders rose 17% on Black Friday, both visits and basket creation were down. On Cyber Monday, however, visits, basket creation and orders all spiked.

The figures come from the Demandware Shopping Index, and also highlight the difference in consumer habits. 

Phone visit share is rising globally but the volume of order share from phones rose by nearly a third in the UK over the start of the Christmas retailing period.

Uk fashion Cyber Weekend stats

Smartphone sales increased 72% during Cyber Weekend

Smartphone devices saw the most significant boost in sales over the 2015 Cyber Weekend, according to figures from Tradedoubler. 

Other key findings include:

  • The amount of money spent via smartphones in the UK during this period was 88% higher than in 2014.
  • Spending on smartphones more than doubled (105%) compared to last year.

Black Friday: retailers sent 63% more holiday notifications than in 2014

2015 saw a huge surge in holiday notifications from retailers during Black Friday – 63% more than in 2014 – according to a report by Urban Airship. 

Other key findings include: 

  • Consumers responded to this increased volume, growing average notification engagement rates from 16% in 2014 to 18% in 2015.
  • Days with the highest notification engagement rates were 1 and 3 November, when initial promotions were just beginning, as well as the Thursday before Thanksgiving and the Sunday before Cyber Monday.
  • In total, one third of all app opens during the 2015 holidays came from a push notification.

Black Friday fails to change Christmas shopping habits

63% of UK shoppers bought items for themselves on Black Friday and less than a third (30%) bought gifts solely for others, according to a YouGov-backed survey by Ampersand.

Other key findings include: 

  • 73% of UK shoppers did not take part in Black Friday at all this year.
  • 21% of UK shoppers bought items online during Black Friday, while 8% bought items in-store.  
  • UK retail footfall continues to fall in wake of Cyber Weekend
  • UK retail destinations have continued to take a hit from online shoppers in the aftermath of the Black Friday weekend and Cyber Monday, falling 2.7% year-on-year (YoY), according to a report by Springboard.
  • The overall decline in footfall was driven by significant falls in high street and shopping centre activity, which recorded -4.2% and -3.4% YoY drops respectively. 
  • While retail parks bucked the trend with a +2.0% YOY increase, retail park footfall rose considerably less when compared to the same week in 2014, when footfall increased by 3.7% YoY.

And the rest...

Companies experience a lead generation capability gap

89% of marketers say generating leads is ‘very important’ or ‘important’, according to the State of Sales Q4 2015 report by DueDil.  

Despite this, only 55% say their company is ‘very effective’ or ‘effective’ at generating quality leads, suggesting a significant capability gap in this area.

Another gap highlighted by the report was the ability to generate sufficient numbers of leads. 

78% say this is ‘very important’ or ‘important’, yet only 55% again rate their company as ‘very effective’ or ‘effective’ in this area.  

Social media is the most in-demand marketing skill of 2015

Social media experts are the most sought-after marketers of 2015, according to new data by Upwork based on the number of jobs posted under each category this year.

The top 10 most in-demand marketing skills of 2015 are:

  1. Social media marketing
  2. Lead generation
  3. Search engine optimization
  4. Internet marketing
  5. Internet research
  6. Marketing strategy
  7. Email marketing
  8. Content marketing
  9. Google adwords
  10. Demand generation

Only half of digital managers rate their skills above average

Just 53% of digital managers ranked their own abilities as ‘good’, ‘really good’ or ‘excellent’, although only 51% of employees agree, according to a new report by The Candidate

The research also found soft skills are more highly valued than technical skills by both managers and employees. 

Only 23% of managers and 27% of employees included hard skills in their top three most important qualities in a good manager. 

Good communication was the quality that the majority of respondents across both levels (65% of managers and 69% of employees) cited as one of the most important.

Two thirds of UK marketers already use programmatic

69% of the UK marketing industry already uses programmatic, almost equal to the 70% who use it across Europe, according to a new report by AppNexus. 

Other key findings include: 

  • Respondents in the UK are more likely to be using programmatic for mobile (80% of all programmatic users), the highest number of any European market.
  • The UK is the most likely (equal with France) to say that programmatic will be the dominant form of online advertising by 2020 (44%).
  • More importance is placed on ‘where’ than on ‘who’. The context in which ads are placed is considered as the most important factor in successful campaigns (61%), compared with in Europe where it is only the fourth.
  • ‘Lack of transparency over where ads end up’ is perceived as more of an issue by UK respondents (54%) than in any other market, with an average of 46% across the rest of Europe.
  • The UK is the most likely market to say that it will be important for agencies to possess programmatic skills in five years (77%), compared with 65% in the rest of Europe.

67% of client-side marketers will increase ‘moment marketing’ spend in 2016

Real-time, or 'moment', marketing is on the rise, with more than two thirds of marketers planning on increasing their budget for this area next year, according to a report by TVTY.

Other key findings include:

  • 83% say it is more difficult to reach consumers online with relevant, targeted messages than it was a year ago.
  • 23% of digital marketing budgets are now allocated for moment marketing campaigns.
  • Just 11% say they can react to offline events in under five minutes.
  • Travel and transport is the best performing sector for moment marketing.
  • Finance is the worst performing sector.

Mobile display ad conversions overtake desktop for the first time

Display ads on mobile have outperformed those on desktop for the first time, according to Marin Software’s Q3 2015 Performance Marketer’s Benchmark report.

Other key findings include:

  • Display ads on mobile won 64% of click share making it fastest growing segment of mobile advertising.
  • 33% more click-throughs on mobile devices than desktop.
  • Mobile conversions on social ads lag behind desktop at 39% compared to 61%.
  • Desktop suffered the largest loss of engagement across all devices.

People vote for non-intrusive ad formats 

Adblock Plus has commissioned its first global survey rating online ads, with respondents saying pop-ups, big banners and video ads are ‘intrusive’ while modest banners and search ads are not.

Other key findings include: 

  • 63% (US), 65% (Germany) and 73% (France) ranked banner ads and pop-ups as their top two most disruptive formats.
  • Banner ads, animated banners, pop-ups and video ads received the absolute worst score more often than any formats. These types of ads got a ‘disruption score’ of over 90 more than any other types.
  • Search, text and conservative banner ads received the best score. These type of ads consistently received a ‘disruption score’ of less than five.

74% abandon shopping basket if customer service too slow

Almost three quarters of people would abandon their basket if a customer service representative was too slow to respond to them, according to research by Interactive Intelligence. 

And nearly half (49%) will abandon their online shopping basket if a vendor does not offer their preferred method of communication.

86% of retail marketers believe that Google will support their online strategy

Everyone’s favourite search engine is the most trusted platform among retail marketers when it comes to supporting their digital strategy, according to a report by Greenlight. 

Other key findings include:


  • 71% feel that Facebook is a ‘friend’ followed by Twitter at 69%.
  • Marketers are worried about the influencer and hold of tech titans, with the use of customer data from tech firms such as Yahoo and Apple being the biggest worry for next year at 57%.
  • The tech trends that will be the most important for marketers next year include social commerce at 52% and 49% envisage that the growth in location based marketing technology will be one of the biggest trends
  • As we enter the New Year, we encounter new challenges and 59% of UK marketers said there is a need for skills in in data analysis and 52% would value better customer optimisation skills.

UK audience data expenditure grows 11%

Overall spend on audience data in the UK grew 11% from Q2 to Q3 2015, according to a new infographic from Eyeota, although this increase was small in comparison to other regions. 


Check out the infographic below for more stats:

UK audience data expenditure infographic

Record spend for TV advertising during UK Christmas season

£3.92bn will be spent on TV advertising this year in the UK, according to figures from ZenithOptimedia, making it a record year for the industry. 

Other key findings include:

  • £310m (7.9% of total UK ad spend) will be spent in December, a record spend for TV advertising during the Christmas season in the UK (vs. £287m in 2014).
  • UK spend on TV advertising has grown by 8% this year to date.
  • The Rugby World Cup helped increase revenues across all channels in the UK in 2015.
  • Forecast for TV ad spend in UK to grow by 5% during 2016.
  • In 2018, however, internet will overtake television for the first time to become the largest advertising medium globally (TV is currently the dominant advertising medium with 38% share of spend).

Timely and vaguely relevant stat of the week…

On this day in 2009, Angry Birds was released. Personally I was more a fan of Flappy Bird. Perhaps I’m some kind of masochist. 

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.

Jack Simpson

Published 11 December, 2015 by Jack Simpson

Jack Simpson is a Writer at Econsultancy. You can follow him on Twitter or connect via LinkedIn.

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Comments (1)

Aimee Joseph

Aimee Joseph, Freelance Digital Strategist at Freelance Digital Strategist

The article states: "89% of marketers say generating leads is ‘very important’ or ‘important’, according to the State of Sales Q4 2015 report by DueDil.

Despite this, only 55% say their company is ‘very effective’ or ‘effective’ at generating quality leads, suggesting a significant capability gap in this area."

Instead of concluding that companies are lacking skill/capability, perhaps they just aren't focusing on lead generation as a key objective when it comes to campaigns. Lead generation is rather easy to incorporate if a key objective :)

about 2 years ago

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