Here it is everyone, Econsultancy’s weekly roundup of some of the most intriguing digital marketing and ecommerce stats we’ve seen this week.
For your delectation this week we’ve got stats relating to mobile commerce, blogging, Facebook engagement, paid search and behavioural marketing.
For more digital marketing stats, check out our Internet Statistics Compendium.
32% of UK smartphone owners use m-commerce
- New research published by Google shows that UK consumers are far ahead of Europe in terms of using smartphones for online shopping.
- Around a third (32%) of UK smartphone owners make a purchase each month on their device compared to just 8% in France, 15% in Germany and 19% in Sweden.
- The study surveyed a minimum of 1,000 adults in 18 European countries, from January to February 2014, and February to March 2013.
Finance institutions lacking mobile presence
- An IAB study found that around a quarter of the top spending 50 UK finance brands still don’t have a mobile presence.
- However the report shows that 22% of those surveyed had a responsive site compared to just 2% of retail and 4% of travel companies.
- Furthermore, 70% of the banks that were analysed as part of the survey had a mobile app, with the most common functions being a cash point locator and a money transfer tool.
What type of blog posts drive traffic?
- Analysis of four different categories of blog articles has found that instructional posts are most effective at driving long term traffic.
- This was when comparing them to topical, promotional and knowledge-based post that may be educational but don’t include instructional advice.
- To find out why this is the case, read Steve Master’s excellent blog post.
Suzuki achieved top Facebook engagement rate in February
- Socialbaker’s monthly status report for February shows that Suzuki Cars UK achieved the highest engagement rate on Facebook at 8.05%. This was an increase of 1,557% compared to January.
- Spar UK came second at 3.44%, followed by Huawei UK (3.38%) and Lanson Champagne (3.16%).
- Looking at the brand with the best response rate, ASOS came top with a response rate of 96% followed by Virgin MEdia (93%) and Vodafone (84%).
1% of advertisers generate 80% of PPC clicks
- Paid search advertising is dominated by an elite minority of highly successful advertisers, according to data from the Festival of Media Global and Kantar Media.
- The report examined search advertising activity in 10 different business categories on Google AdWords in the US, UK and France during January 2014. The study found that 1% of advertisers generated an average of 80% of estimated paid search clicks across all categories.
- The results were most prominent in cable & internet services and wireless & phone services, where 1% of advertisers controlled an average of 91% and 88% of estimated paid search clicks respectively.
LinkedIn hits 15m members in UK
- LinkedIn announced this week that it has passed 15m members in the UK, a 50% increase from 10m members in September 2012.
- Students and recent graduates have emerged as one of the key drivers of this growth, and represent the fastest-growing demographic on the site.
- The 15m includes 12,530 journalists, 48,679 solicitors, 374,711 engineers and 4,083 farmers.
57% of UK marketers are transitioning to behavioural marketing
- A survey carried out by Silverpop among 151 UK marketers found that nearly three quarters (71%) of respondents are using marketing automation.
- While only 36% of respondents identified themselves as mature practitioners of multichannel marketing, 52% said they were in transition.
- Both behavioural marketing and multichannel marketing have positive business impact. Mature behavioural marketers in B2B companies reported 42% of their sales pipelines as marketing sourced, while their B2C counterparts reported 47%. Both of these are significantly higher than average – 35% and 41% respectively.
Move over Assange, there’s a new whistleblower in town
- According to stats from Hotwire/33Digital Edward Snowden’s appearance at SXSW attracted 62,468 mentions on Twitter compared to 19,310 for Julian Assange.
Study shows hotel guests want digital tools
- Results of MCD’s survey of 1,000 US consumers show that a digital customer experience is key for hotels to earn traveler loyalty.
- 70% of respondents agreed that a hotel’s website and app impacts their decision to book a stay.
- 74% would like substantial digital involvement from hotels once they’ve arrived in order to make their visit better
- 80% want to set their personal preferences, such as dietary needs, bed type or newspaper delivery, happily exchanging this information for a more personalised stay.
Young people are least likely to use use desktop for ecommerce
- Consumers aged 16-24 are the least likely to buy products via PCs and laptops (58%, compared to 25-34s with 68%), according to a report from GlobalWebIndex.
- In addition, young adults are also the least likely to use search engines to research products (48%, compared to 55-64s with 63%) but are the leading group for using Question & Answer sites such as Quora to find out product information (26%, compared to 55-64s with 16%).
- The stats come from a survey of 170,000 respondents across 32 countries.