This document provides 40 marketing facts and figures from the UK. Some key points include: - Inbound marketing is 62% cheaper per lead than outbound marketing. Most marketers will invest more in earned media like blogs in 2011. - The internet has fundamentally changed how people shop and discover information. The average Brit spends 50 hours online per week. - Ranking highly in Google search results is critical as 75% of users never look past the first page. Higher rankings can lead to more traffic and revenue. - Social media is driving purchases and leads for businesses. Over half of UK shoppers cite online reviews as a key factor when purchasing. - Facebook has over 30 million UK users

1. +
Over 40 Really Useful
UK Marketing Facts & Figures
Brought to you by Inside Consultants Limited

2. + 1. Inbound vs.
Outbound Marketing.

3. +
FACT: The internet has fundamentally
changed the way people shop, share
and discover

4. +
“Audiences everywhere are
tough. They don’t have time to
be bored or brow-beaten by
orthodox, old-fashioned
advertising. We need to stop
interrupting what people are
interested in and be what people
are interested in”.
Craig Davis – Worldwide Chief Creative Officer
at J.Walter Thompson (the world’s fourth largest
ad agency).
“Marketers are shifting their
budgets away from ‘interruption
advertising’”.
Hubspot
FACT: Inbound marketing is 62%
cheaper per lead than Outbound
marketing.
http://www.orbitalalliance.com/blog/2011/mar/
inbound-marketing-vs-outbound-marketing-lead-
costs.html

5. +
61% of marketers will
invest more in earned
media in 2011.
Answerlab & Society of Digital Agencies,
February 2011
Only 5% of marketers
will invest less in
earned media in
2011.
Answerlab & Society of Digital Agencies,
February 2011

6. + marketing
Inbound
tactics don’t just
generate leads. They
generate revenue
Hubspot State of Inbound Marketing Report,
2011
Outbound marketing
costs more
Hubspot State of Inbound Marketing Report,
2011

7. +
The Bottom Line
---------------------------------------------
Go inbound or go home.

8. + 2. The World Wide Web.

9. +
FACT: British adults love the internet.
In 2010, 30.1 million adults in the UK (60%) accessed
the Internet every day or almost every day. This is
nearly double the 2006 estimate of 16.5 million.
ONS Opinions Survey from the Office of National Statistics
The average Brit spends an astonishing 50 hours a
week online – up from 30 hours in 2009
.YouGov survey, February 2011

10. +
FACT: British kids love the internet
more.
14% of 18-24 year old Brits spend more
than 10 hours a day online on the weekend.
www.forward.co.uk - professional surfers: brits

11. +
The Bottom Line
---------------------------------------------
Everyone’s online, are you?

12. + 3. Google & SEO.

13. +
Search Engine Land, February 2010

14. +
Google, the top website with most
audience per month in UK
Audience 33,667,000
Upper Middle to Lower Middle Class 20,251,000
Main Shopper 15,514,000
Pages Visited Per Person 203
Time Spent Per Person 1 h 28 min
UKOM, September 2011

15. +
FACT: Ranking high on Google is
no longer optional, it’s critical.
75% users
never scrolls past the first page
of search results
www.marketshare.hitslink.com, October 2010
30% companies spends up to £5,000 on SEO each
year, some spends over £1m
64% people in the UK uses SEO, as compared 3 years
ago
www.smallbusinesssearchengineoptimitization.co.uk

16. + FACT: Higher ranking = Larger Revenue
More Target Traffic
More Revenue
Increase popularity
Higher Search Engine
Ranking results
Interesting Content

17. +
SRI, October 2010

18. +
Google, October 2010

19. +
The Bottom Line
---------------------------------------------
If Google can’t find you, nobody will

20. + 4. Blogs.

21. +
FACT: The more keyword-rich content
you generate, the more search engines
will find you.
71% of all respondents who maintain blogs for a
business – their own or one they work for – report that
their blogs have increased their visibility within
their industry.
56% say that their blog has helped their company
establish a positioning as a thought leader within
their industry
Technorati

22. +
Hubspot, State of Inbound Marketing Lead Generation Report,
2010

23. +
The Bottom Line
---------------------------------------------
Help Google help you.

24. + 5. Social Media.

25. + The world is becoming more and
“While social media is not more social.
the silver bullet that some
pundits claim it to be, it is an
extremely important and
relatively low-cost touch
point that has a direct impact
on sales and positive word of
mouth. Companies not
actively engaging are
missing a huge opportunity
and are saying something to
consumers – intentionally or
unintentionally – about how
willing they are to engage on
consumers’ terms”.
John Mendelsohn, Vice President, Chadwick
Martin Bailey

26. +
FACT: Social media sites get the most
traffic
In January 2011, social
media websites
accounted for over 12% of all UK traffic,
overtaking the entertainment sector as the biggest
traffic driver. In that month alone, there were 2.4
billion visits from UK internet users.
Experian Hitwise

27. +
FACT: Social media actively drives
purchases.
59% of UK shoppers said that online product
ratings were a key factor when purchasing, whilst
57% cited user-generated or consumer product
reviews as vital.
eConsultancy, July 2010

28. +
FACT: Social media generates leads.
Advertisers are most likely (85%) to generate leads
through email and online transactions.
Email marketing (in-house lists) accounts for 18% of
online lead generation.
Online lead generation is now responsible for 42%
of total sales.
eConsultancy

29. +
FACT: UK SMBs are actively using social
media marketing to promote their
businesses.
70% of SMB owners currently use social networks,
whilst 49% use them as part of their marketing
initiatives
In fact, 88% of all marketers found social media
helps get them increased exposure. Additionally,
72% of those surveyed saw increased traffics and
subscriptions as a direct result of social media
eConsultancy

30. +
The Bottom Line
---------------------------------------------
Being social pays off.

31. + 6. Facebook.

32. +
FACT: Facebook is constantly growing,
and gives businesses unparalleled
exposure.
Facebook has over 800 million active users, of
which over half log in every day – this averages about 17
million users per hour alone.
There are over 900 million objects to interact with (brand
pages, groups, events and communities) - the average
user is connected to about 80.
Facebook has now reached 30 million users in the UK
alone, approximately half of the population.
www.facebook.com

33. +
(APPROXIMATE FIGURES) Hitwise

34. +
FACT: Internet users spend most of their
time on Facebook in UK.
Audience 26,054,000
Upper Middle to Lower Middle Class 15,107,000
Main Shopper 10,419,000
Pages Visited Per Person 841
Time Spent Per Person 6 h 55 min
UKOM, September 2011

35. +
FACT: Facebook is becoming
increasingly important for
marketers.

36. +
Hubspot, State of Inbound Marketing 2011

37. +
The Bottom Line
---------------------------------------------
Facebook has real business value for
both B2B and B2C companies.

38. + 7. Twitter.

39. +
FACT: Twitter is currently
experiencing an annual growth
rate of 15,000%
2007 2009 2011
2011
340,000 58M
Users
Users Users
200M 200M Users
Lauren Pantanacce Interview,
www.webdeux.info & www.bbc.co.uk
28 March 2011

40. +
FACT: It is a misconception that the
average Twitter user is young,
smart, affluent and tech-savvy.

41. +
UK Twitter users’ age
65+ 0-17
2% 4%
55-64
45-54 6% 18-24
16% 13%
35-44 24-34
26% 33%
UK Social Media Statistics

42. +
UK Twitter users’ education
53%
17%
7% 15%
7%
Less than HS
Diploma Secondary
School Sixth Form/
College Bachelors
Degree Graduate
Degree
UK Social Media Statistics

43. +
UK Twitter users’ income
31% 31%
26% 25%
21%
16%
12%
8% 9%
7% 6% 7%
<£15,000 £15,000-19,999 £20,000-24,999 £25,000-29,999 £30,000-49,999 £50,000+
UK Social Media Statistics
2009 2011

44. +
FACT: Despite this, Twitter has huge
potential for businesses.
Over 67% of people on Twitter follow a brand (that
they will purchase) in comparison to only 51% on
Facebook.
www.digitalbuzzblog.com
91% of online retailers plan to have a Twitter
account by the end of 2011. 57% of the Fortune 100
have at least one active account.
www.panorma.net
53% of people on Twitter recommend companies and/or
products in their Tweets, with 48% of them delivering on
their intention to buy the product.
ROI Research for Performance, June 2010

45. +
Edison Research, 2010

46. +
Edison Research, 2010

47. +
Hubspot, State of Inbound Marketing 2011

48. +
The Bottom Line
---------------------------------------------
Don’t be a twit, get tweeting.

49. + 8. LinkedIn.

50. +
FACT: LinkedIn community is
growing rapidly
2 million new
members (which
equates to a 50% increase in
numbers) have joined. ( between
Jul 2010 to Mar 2011)
linkedintraining.net
In the UK, 3.59 million visitors in
May, 57% more in April
BBC News, 27-06-2011

51. +
“LinkedIn connects
you to your trusted
contacts and helps
exchange
knowledge, ideas
and opportunities
with a broader
network of
professionals.”
socialmediadd.com

52. +
FACT: Almost every member in
LinkedIn community is from white-
collar business world
3x internet users with a post graduate degree are
more likely to visit LinkedIn, when compared to average.
Nielson Social Media Report Q3 2011
20% of LinkedIn users are senior level executives
and managers; what’s more, over 60% are either
decision makers in their companies or have direct
influence of decision making.
linkedin.com

53. +
JOB FUNCTION
www.linkedin.com/ads

54. +
The Bottom Line
---------------------------------------------
Increase your links in LinkedIn.

55. +
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