{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.

Welcome to Friday! You’re going to love it here. But don’t get too comfortable because the laws of space and time dictate that all good things must eventually come to an end.

Except for the weekly Econsultancy digital marketing stats round-up…

Rumour has it this round-up is older than spacetime itself. Some say a particularly exciting instalment of it actually caused the Big Bang.

Others believe it will continue to provide useful yet deeply entertaining insight long after the universe has imploded into eternal nothingness. 

I cannot verify those claims, nor can I provide any evidence whatsoever to support them, but they are absolutely true. And that’s a fact.

Anyway, this week we’ve got some seriously exciting stats for you, from swearing in subject lines to the continuing success of online retail, and some juicy numbers from London Fashion Week.  

Let’s get started...

59% of fashion and beauty brands will increase influencer marketing budget this year 

Influencer marketing is still on the rise, particularly in the fashion and beauty industry, according to our new report, The Rise of Influencers, in collaboration with Fashion and Beauty Monitor. 

11% say their influencer marketing budget will increase significantly in 2016, while 48% say it will increase moderately. 

39% believe it will remain the same, while only 2% are expecting a decrease. 

Q: In 2016, will your budget for influencer marketing?

influencer marketing budget stats

Northern businesses turning away work due to lack of digital skills

Almost two in five businesses in the north of England have had to turn away work in the past year due to a gap in the digital skills market, while 25% have had to outsource work to outside the EU, according to a new infographic by Manchester Digital.

Check out the infographic below for more stats:

northern uk businesses digital marketing skills shortage

Swearing in email subject lines increases open rates by 28.6%

Brits are almost 30% more likely to open an email if the subject line includes a swear word, while Americans react negatively to them, according to new research by Mailjet. 

Other key findings include: 

  • Brits responded well to swearing in the subject line, opening 27% of emails, compared to only 17% being opened in America.
  • Brits responded best to ‘old fashioned’ swear words such as ‘numpty’, which increased open rates by 26%.
  • Even ‘soft’ swear words had a negative effect on an American audience, with a 30% decrease in open rates when the subject line included a ‘curse word’.

60% of shoppers would ditch retailers unable to fulfil digital needs

Six in ten shoppers are ready to stop using retailers that are unable to cater for their digital expectations, such as next-day click-and-collect, according to new research by Kibo

Other key findings include:

  • 80% of consumers prefer to buy online and ship-to-home.
  • Two-thirds are less likely to buy from retailers unable to confirm product availability online.
  • A third are less likely to buy from those unable to offer click-and-collect.
  • A quarter of Brits expect click-and-collect for the next day as standard.
  • One-third prefer to use same-day delivery and they don’t expect to pay for the privilege.
  • Over half of consumers would purchase elsewhere if their preferred method of delivery wasn’t available from a retailer they felt loyal to.

Instagram more popular than Twitter at London Fashion Week

There were 5,602 Instagram posts using #LFW2016 in the month leading up to London Fashion Week 2016, compared with just 1,178 Twitter mentions over the same timeframe, according to figures from Greenlight. 

In 2015 things looked quite different, with more than 6,000 Twitter mentions using the #LFW2015 hashtag leading up to the event. 

Clearly Twitter is ‘so last year’. Its recent performance certainly seems to support that idea. 

14% YoY growth for online retail sales

Latest figures from the IMRG Capgemini e-Retail Sales Index have revealed a 14.1% year-on-year (YoY) increase in online retail sales for January 2016, more than double the 7% increase recorded at the same time last year. 

Other key findings include: 

  • The Index fell 24.7% from December (in line with historic trends). 
  • Strongest performing sectors in January were clothing, menswear, footwear, lingerie, electrical and home.
  • Dry January saw alcohol sales fall 2% YoY, its worst performance since February 2014.
  • Sales via smartphones up 96% YoY, in contrast with just 26% recorded in January 2015. 

58% of UK CX professionals say voice-of-customer programmes don’t meet management expectations

More than half customer experience (CX) processionals in the UK believe voice of customer (VOC) programmes are not meeting expectations, according to a recent study by MaritzCX.

Other key findings include:

  • UK CX efforts rife as research finds fewer than half (42%) believe current VOC programmes improve business results.
  • 78% of 500+ UK CX professionals surveyed confirmed their company’s current Customer Satisfaction score, Net Promoter Score or CX performance was not significantly better compared to a year ago.
  • 36% also believe their organisation is more concerned with improving scores than actually delivering a great customer experience.

Online adults have an average of six social media accounts

93% of online adults have at least one social media account, while on average online adults have six accounts and engage actively with 3.5 of them at once, according to a new infographic from Propeller.  

Check out the infographic below for more stats:

UK adults social media accounts stats

Mobile rich media and interactive in-stream video best for completion and engagement

The best video formats in terms of completion and engagement rates are mobile rich media (93.7%) and interactive in-stream video (87.4%), according to a new report by RhythmOne.

Other key findings include:

  • Mobile full page ads are ideal for driving engagement on tablets (14.2%), and mobile rich media units are ideal for driving engagement on smartphones (10.7%).
  • Adding an interactive element to 15-second in-stream video can significantly decrease consumer drop-off.
  • Increased video length (30 seconds vs. 15 seconds) negatively impacts video completion rate for a number of advertiser categories. 

The top five performing advertiser categories in 2015 by video completion rate and engagement rate were:

  • Sports and Fitness (94.4%).
  • Entertainment – DVD Release (92.1%).
  • Travel (91.2%).
  • Retail (89.4%).
  • Financial Services (89.3%).

Timely and vaguely relevant stat of the week… 

On this day in 1985, Coca-Cola introduced Cherry Coke to the world. It later went on to carry out these 10 inspiring digital marketing campaigns

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 19 February, 2016 by Jack Simpson

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

252 more posts from this author

Comments (5)

Parry Malm

Parry Malm, CEO at Phrasee Ltd.

Swearing in subject lines is clearly the dogs b*ll*cks. Haha. But, here's the thing - while it may give a one-off open uplift, is it on brand? It seems to me it's a great spammer trick that'll work once, but it's not a sustainable strategy. I mean, there are, according to George Carlin 7 actual swear words, which are pretty f*cking versatile, but still, there's a finite limit, innit!

8 months ago

Jack Simpson

Jack Simpson, Writer at Econsultancy, Centaur Marketing

@Parry - Yeah you'd soon get bored of Argos calling you a see-you-next-Tuesday.

8 months ago

Kate Gowers

Kate Gowers, Principal Digital Consultant at Ogilvy&Mather UKEnterprise

So 'numpty' is a swear word - I love that stat, I truly do but it does sound like the definition of swear word is quite...broad. I imagine f*ck would impact open rates differently from, say, prat.

To Parry's point, I'd imagine it would depend on the brand an audience - it would probably (if I had to guess) have a negative effect on say Barclay's brand than it would for some really cool, hip start up. Just guessing here, though.

8 months ago

Jack Simpson

Jack Simpson, Writer at Econsultancy, Centaur Marketing

@Kate - Yeah the 'numpty' thing made me chuckle. Definitely not considered a swear word where I come from!

Totally agree on your second point. Would be ridiculously cringeworthy for certain brands. Also, somebody opening an email doesn't necessarily mean they're happy with it. They could just be shocked to see a swear word in a subject line and open it out of curiosity.

8 months ago

Grant Whiteside

Grant Whiteside, Technical Director at Ambergreen Internet Marketing

Interesting! there are no digital specialists in Northern Ireland and the North West of England has 3.5 times as many digital specialists as the whole of Scotland. Not forgetting that there are 23 times as many digital specialists in London as there are north of Hadrians Wall. The last report from a competitor of Econsultancy didn't look anything like this. Are these stats simply based on who responded or is there some kind of science behind it all?

8 months ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.