Expect a lot of Cyber Monday/Black Friday stuff towards the end, but I’ll try not to double-up on any other stats we’ve already covered.
European Christmas conversion rates
Online conversion rates in the UK this Christmas are expected to increase by more than a third compared to the rest of the year, according to Become Europe.
The number of purchases made by UK shoppers grew during Q4 2013 by 34% on the rest of the year.
In Q4 2013, the most popular gifts were photographic and video products, resulting in a 182% increase on the rest of the year’s sales volume. Sporting goods took the second highest place, with purchases growing by 125% over the same period.
European territories saw a similar increase in transactions online over the Christmas period. Germany recorded a 17% rise in conversion rates in Q4, while France experienced a 411% surge in sales of telecommunications products. Italy saw a 150% increase in sales of toys and gift items.
US paid search revenue increase
US retail paid search advertising saw year-on-year increases across nearly all key metrics including impressions, clicks, click-through rate and conversions in November according to latest Kenshoo data.
Advertiser revenue also saw a 34% bump in November when compared to last year.
Hey big spender!
The UK is set to be the first country spending over half of its ad budget on digital in 2015.
According to Group M, the trend amongst UK consumers for gadgets, social networks and online shopping means that advertisers will be spending £1 in every £2 online next year.
The report also forecasts:
- Total UK ad spend will reach £15.7 bn
- Online display advertising to reach £2.7bn
- Search spend to reach £4.2bn
Top 10 social video brands of 2014
According to Unruly, the brand with the most video shares in 2014 is Activia, with Samsung and Nike not far behind. Surprisingly, there are no automotive brands in there at all.
The mobile path to purchase
Research from xAd suggests that more than 80% of mobile research now results in a purchase.
It also discovered that 70% of shoppers still have a decision to make when they pick up their device and that 37% of those that research on their mobiles will go on to purchase in a bricks and mortar store.
Global online population reaches 3bn
According to the most recent calculations more than 3bn people now have access to the internet, which equates to around 42% of the global population.
If you compare the online population in 2014 to that in 2000 then you see that developing regions have seen the sharpest growth, which obviously stands to reason.
Read David Moth’s full report. He also likes to start with a joke.
Here’s some search figures direct from eBay. Do with them what you will:
In the week commencing 29th December, eBay Advertising registered a jump of over 150% in searches for “running shoes,” compared to the previous week. Over the same period searches for “sports bra” more than doubled.
Searches for “juicer” increased by 75% in the week after Christmas, compared with the week preceding the big day.
As Christmas draws to a close, searches for “bikini” shot up by 200% between December and January, while searches for “beach towel” and “flip flops” rose by 140% and 90% respectively, during the same period.
Non marketing stat of the week
There has never been an American President who was an only child.
Now on with the Black/Cyber/Monday/Friday mania…
Cyber Monday 2014 record breakers
The Custora E-Commerce Pulse tracked data from more than 100 US retailers and more than 100m online shoppers to reveal the following:
- Cyber Monday online sales grew 15%, over the same day in 2013, making it the biggest day in US online shopping history, easily breaking the previous record set just three days ago on Black Friday.
- Mobile Shopping accounted for more than a fifth of online shopping on Cyber Monday 2014 (21.9% of orders). That’s a significant jump from only 15.9% on Cyber Monday 2013.
- Email Marketing drove most orders on Cyber Monday and the holiday weekend. While usually lagging behind online search, on Cyber Monday email marketing was the primary channel, driving 23.9% of sales.
- Social media (including Facebook, Twitter, Instagram, and Pinterest) drove only 1.7% of sales.
Black Friday/Cyber Monday cart abandonment
79% of mobile phone users abandoned their shopping cart during the Black Friday to Cyber Monday weekend according to Barilliance.
It also found that:
- The average cart abandonment rate during the period was 65%.
- Reported abandonment rate on desktops was 62% and abandonment rates on tablets was 67%.
- A higher abandonment rate was tracked in the USA with an average cart abandonment rate of 75%.
Cyber Monday: UK vs. USA
Here’s how the two sides of the Atlantic compared according to Monetate:
- Traffic: the US saw a year-on-year traffic increase of 11.8% compared to 20.8% in the UK.
- Conversion: in the US conversion rates were up by 8.3% from last year compared to 7% in the UK.
- Total page views: in the US total page views increased by 38.1% compared to 2013 whilst the UK saw an even greater increase of 39.8%.
Fashion retail and Black Friday
1.5 million shoppers used Lyst to shop for fashion over the busiest shopping weekend of 2014, leading to a 75% increase in revenue for the company compared to this time last year.
Traffic was only 10% higher on Cyber Monday than Black Friday, but revenue was 33% higher; Lyst saw customers waiting over the weekend to buy big ticket items on the Black Friday was $297, compared to Cyber Monday’s $380.
The US remains the most engaged Black Friday audience, with 47% of traffic coming from America. The phenomenon is definitely making waves worldwide though. There was a huge spike in visits from the UK, with British traffic up by 76% on Black Friday.
27% of traffic came from mobile, an increase of 63% compared to this time last year.
Non marketing infographic of the week
The evolution of video game controllers.
Authors: The Pixel Works