The best digital marketing stats we’ve seen this week

This week’s roundup includes news about CRM budgets, social sentiment, ad targeting, and lots more to boot. Check out the Internet Statistics Compendium for even more facts and figures.


Smartphones now generate half of email-driven orders

Yes Lifecycle Marketing’s latest report states that smartphone usage reached a breakthrough in Q1 2018. From the analysis of over seven billion emails sent during the period, it found that smartphones generated 51% of all email-driven orders for the first time, as well as 35% of all email-driven revenue.

Meanwhile, it found the share of email-driven revenue from smartphone orders increased by 22% since Q1 2017, and 92% since Q1 2016.

Lastly, during the first quarter, smartphone and tablet orders together accounted for 58% of all email-driven orders – a 22% year on year increase from 2017.

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US consumers unhappy about ad targeting

A new report by Janrain, which is based on a survey of 1,000 US consumers, suggests that the majority of people are unhappy with being served ads based on information about their online behaviour.

53% of respondents said they are not in favour of websites or apps using their data to serve relevant ads. Out of this, 49% said it’s because they simply don’t like the idea of companies watching what they do online, while 23% said it was due to concern over misuse of data.

Interestingly, following on from the GDPR coming into force in Europe, US consumers are now keen for similar laws to be enacted in the US. 68% of respondents said they would like this to happen, while 22% said they are not sure, and just 10% said a flat-out no.

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Just 35% of UK businesses have full integrated CRM systems

New research by Wiraya – which comes from a survey of 750 leading CRM managers across the UK and Europe – states that just 35% of UK businesses have separate budgets for CRM. As a result, two-thirds of businesses are forced to take this money from the marketing budget.

The survey also highlights a surprising lack of maturity when it comes to CRM in general, with just 35% of UK businesses having fully integrated CRM systems. 45% of businesses say that they are still in the process of integrating systems and distilling processes.

It’s not all doom and gloom, however. The good news is that 21% of UK businesses are prioritising existing customers more than prospects this year. The customer’s voice is also represented in the top management team in 89% of companies.

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10,000 UK stores predicted to close by the end of 2018

A new report by the Centre of Retail Research predicts that 10,000 UK retail stores will close by the end of 2108. As a result of this, the number of stores still in the retail industry will be c.317,000, marking an 18.4% drop.

CRR states that, in the first 100 days of 2018, 18 large and medium-sized retail companies collapsed into administration, involving almost as many stores and more jobs than in the whole of 2017.

Meanwhile, the report predicts that online retailing will reach 17.8% of the market in 2018, and around £61.4bn in sales. Online’s share of the food and grocery market will be about 6.3% and its share of non-food will be 26.5%.

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Sports tourism to benefit travel brands and more this summer

It is set to be a summer of sport, with both the World Cup and Wimbledon providing advertisers with a lucrative opportunity to engage their target audiences. This is according to group’s Travel People, which suggests that brands should be ready to capitalise on it.

Travel People reports that searches for travel deals to London on rose by 19% on the first day of last year’s Wimbledon tournament. Meanwhile, interest in travelling to Nice rose by a massive 112% on the day of the Monaco Grand Prix.

South Korea has benefited from sports tourism this year, with media interest prior to the Winter Olympics prompting a 116% increase in searches for Seoul three days before the games began, compared to just a week before.

Consumers will be inspired to do more than just travel too, with knock-on purchases such as clothing, food and drink, and technology also presenting great opportunities for brands this summer.

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Real Madrid wins on social engagement but loses sentiment

4C Insights has revealed that a staggering 8,366,967 online engagements were directed at Real Madrid on May 26th (the Champions League final), surpassing the number generated by both Liverpool (847,425) and the UEFA Champion’s League itself (3,911,649).

However, despite winning the game, sentiment towards Real Madrid – which was measured through online engagements across Facebook and Twitter – fell from 77% to 71%.

4C has also reported that, when it comes to individual players, Liverpool came up trumps. Mohammad Salah generated 638,723 engagements, trumping both the man of the match, Christiano Ronaldo, who generated 359,001, and the lead goal scorer, Gareth Bale, who generated 373,692.

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