The Week’s Most Interesting Digital Marketing Statistics

There’s nothing like a good roundup of the latest statistics to give you a solid insight into what’s new and relevant in the world of online marketing. Things are moving so fast these days that we’re never short of useful insights and revelations to work with. And while we’re only two weeks or so in, May is already providing to be a seriously interesting month for marketers.So without further ado, here’s a quick rundown of just a few of the most interesting digital marketing statistics, harvested by eConsultancy and published this week:  1 – First of all, when it comes to spending on video advertisements, television is apparently not cutting the mustard these days. In fact, an extensive study revealed than in no less than 77% of campaigns, YouTube delivers a higher overall ROI than TV marketing. This therefore suggests that those not already upping the ante when it comes to YouTube spending might want to consider reconsidering their approach.2 – You might not think you’re won over by gimmicks like smilies, but research suggests you are. Or if you’re not, the person sitting next to you most probably is. It’s been revealed that the UK public in general is more than 60% more likely to open an email, if it features an emoji. Interestingly, it’s apparently not quite so powerful over the pond, increasing email open rates in the US by 43%. And of all the emojis available, the ‘face crying with laughter’ turned out to be the most influential of all.3 – If you’d already reached the assumption the mobile market was predominantly young, you weren’t far wrong. In fact, it’s now known that more than 55% of all mobile searches are carried out by those under the age of 35. Every year, the number of search queries originating from smartphones is increasing by a further 20%. But while younger consumers rule the roost when it comes to smartphones, it remains the over-50 group that’s responsible for the most searches carried out from tablet PCs – a full 40%.4 – Thought smartphones and tablets were mostly boys’ toys? Evidence suggests otherwise, with six in every ten mobile queries now coming from female device users.5 – Businesses in growing numbers seem to agree that social advertising is just about as big a deal as it gets right now. This is illustrated in the fact that in the first three months of 2016, year-on-year spending on social advertising increased a mighty 86% compared to last year. The biggest spending increase of all was attributed to mobile ad spending, which rocketed to an enormous 122% since the same time last year.6 – Last but not least, the UK’s smartphone market is going from strength to strength right now, with sales having increased a hefty 101% year on year. However, the same most certainly cannot be said for tablet PCs, which over the same period saw an increase in sales of just 6%. Still, any increase is preferable to no increase at all!