Once again I’ve rounded up some of the most interesting digital marketing stats we’ve seen this week.
Stats include Topshop’s performance on social networks, Olympic social media buzz, SMS marketing, iPhone e-commerce traffic and good news for Facebook stores.
For more digital marketing stats, check out our Internet Statistics Compendium.
More than three-quarters of searches are successful
- Stats from Experian Hitwise show that Bing and Yahoo had the highest proportion of ‘successful searches’ in July, meaning searches that resulted in a click-through, with 84% and 86% respectively.
- Ask and Google both achieved a success rate of 76%, however it should be noted that it is increasingly common for Google to give users the answer to a query without them having to click on something.
Topshop has the most fans and followers
- Data from eDigitalResearch’s Social Media Benchmark shows that Topshop is the top retailer for Facebook fans and Twitter followers.
- It has 2.4m Facebook fans compared to ASOS’s 1.8m, and 370,000 Twitter followers compared to ASOS’s 338,000.
Nike trumps Adidas in social buzz during Olympics
- Nike managed to outperform official Olympic sponsor Adidas on social media during the Games, generating more tweets and pulling in more new Facebook fans.
- According to Socialbakers’ CheerMeter there were more than 16,000 tweets associating Nike with the word Olympic between 27 July and 2 August compared to 9,295 for Adidas.
- Nike attracted 166,718 Facebook fans during the Games versus 80,761 for Adidas.
Consumers are open to SMS marketing
- Almost half of UK consumers (48%) would be quite likely or highly likely to respond to text offers if they were sent to them from a company they had purchased from.
- A further 49% claim that they would be quite or highly likely to opt in to join a text offer list.
- The findings come from a survey of 1,368 consumers by Text Marketer, which also found that 68% of people would be open to receiving special offers via text message.
iPhone dominates smartphone traffic
- The iPhone accounted for 61% of smartphone visits to e-commerce sites in Q2 compared to 37% from Android devices, according to new data from Monetate.
- This represents a massive shift since Q4 2011 when iPhones made up 52% of traffic versus 46% from Android.
- However there’s a different story when comparing tablet traffic. While the iPad still dominates the market the Kindle Fire and other Android devices have managed to take 10% of market share away from Apple in less than a year.
Real-time bidding video ad inventory is on the increase
- The amount of pre-roll video advertising inventory available for real-time bidding grew by 14% per month in Q2, topping 29.9m streams per day in July according to data from TubeMogul.
- As a result of the increase in ad space CPMs declined to £4.97 in Q2 from £6.47 in Q1.
Barriers to m-commerce
- A new Webcredible study has identified four reoccurring issues that put respondents off making purchases on their smartphones – security, safety, screen size and connectivity.
- The study conducted diary studies and in-depth interviews with 15 smartphone users.
The influence of mobile ads
- Data from inMobi’s UK Mobile Media Consumption Report for Q2 2012 shows that mobile advertising is just as influential as desktop advertising when it comes to impacting purchase decisions.
- Almost half (48%) of respondents claimed that mobile and PC advertising had influenced a purchase decision compared to 55% from mainstream TV advertising.
- This influence is directly relating to brand sales both on and offline, with a fifth of respondents stating mobile advertising influenced their subsequent in-store purchase and 21% stating it influenced them to buy via their mobile.
M-commerce predicted to boom
- A new report form Juniper Research predicts that consumers will spend more than £465bn per year on digital and physical goods through mobile devices by 2017.
- This accounts for 30% of total e-commerce transactions.
Good news for Facebook stores
- Total average f-commerce revenue grew by 38% in Q2, while the number of businesses operating Facebook stores grew by 26%.
- The stats come from Facebook store app Ecwid which powers 40,000 companies in 174 countries (largely SMBs).
- On average, companies with both a Facebook store and a web storefront increased the portion of total e-commerce revenue coming from Facebook sales by 5% quarter-on-quarter to 22%.