The Wolfgang Digital 2020 KPI Report

The 2020 Wolfgang Digital annual KPI Report is now live. Wolfgang Digital drilled into the consumer research and purchase behaviour from a third of a billion euro tranche of data from the globe’s e-commerce activity and discovered a reservoir of valuable insights for marketers to benchmark their 2019 performance and plan their 2020 strategy.

Key findings:

— For the first time, mobile accounts for the majority of e-commerce website revenue with 54% share of revenue and a staggering 70% of traffic.

–This is the first time ever that paid search is the primary channel driving revenue to e-commerce websites with 34% of revenue. Organic search was a close second at 33% of revenue.

–Does this mean SEO is dead? Not a hope. Organic search revenue grew by double digital rates.

–Retailers can now measure the instore impact of their online activity. For every euro they make online they make a further €1.68 in store. In-store average order values are TREBLE their online counterparts. These findings demonstrate that the website is not just another store, it’s the big-ticket item customers first point of contact before entering the store ready to spend.

–The average online purchaser visits a website 5 times before parting with their cash.

–18% of people believe they are influenced by influencers.

–The strongest point of difference between the top-performing websites and the chasing pack is that the top performers have figured out how to generate social media traffic that converts.

Data is the new oil

The most valuable companies in the world 100 years ago, 50 years ago and even 10 years ago were oil companies. The last decade has seen a seismic shift in the commercial order. The largest companies in the world by market cap are now data companies. Apple makes the data gathering devices and Google and Facebook are the largest marketplaces for data. Data is the new oil.

The key driver of this transformation has been the smartphone. Wolfgang Digital’s data demonstrates the value of mobile with the majority of eCommerce revenue now taking place on smartphones.

The 2010s saw the largest migration in human history

There are now 4 billion people living large chunks of their lives in a virtual world, we are socialising, shopping, communicating and entertaining ourselves in a space that didn’t exist 30 years ago. History will view the 2010s as the decade the smartphone-driven internet facilitated the largest movement of human attention in history. 2.2 billion Christians look up to the gods. Now 3 billion internet users look down to their smartphones. Christianity arrived at that figure after 2,000 years. Smartphones took a decade. The 2010s are truly the decade of the smartphone.

The iterations of Gs and their impact on society

Every second G is transformational. 1G brought us the mobile phone. 3G brought us the smartphone. 5G promises the smart device. We are currently sitting at the top peak of the 3G/4G smartphone version of the internet. This is born out in our stats which demonstrate the dominance of the mobile device.

What will the 5G smart device internet bring? The truth is, nobody knows. What we do know is, the marketers who will prosper are those who can effectively extract and act upon a consumer insight. Data, after all, is the new oil.

Click here to read the Wolfgang Digital 2020 KPI Report in full to uncover more valuable insights.