Here’s a round up of some of the most interesting digital stats we’ve seen this past week.
Topics include measuring social media, Cookie Law compliance, live chat, checkout usability and mobile ads.
Managing and measuring social
- Most companies now look at social media as a key part of their marketing and overall business strategies, according to Econsultancy’s Quarterly Digital Intelligence Briefing: Managing and Measuring Social , published in association with Adobe.
- 66% of digital marketers surveyed working for companies with an annual turnover of more than £100m agreed that ‘social media is integral to business strategy’, while 67% said that social media activity was ‘integral to their marketing mix’.
- While just 9% of respondents from companies with a turnover lower than £100m disagree that social is integral to the marketing mix, that figure rises to 17% for enterprise-level firms.
Do you agree or disagree with the following statements? (Client-side respondents)
Cookie law compliance
- 37% of the ‘top’ 231 UK sites have taken no visible steps to comply with the EU cookie law, according to stats from TRUSTe.
- 51% had opted for minimal privacy notices with limited cookie controls.
- The remaining 37% did not appear to have taken any steps towards compliance.
- Of the 37%, 49% had a low number of third-party cookies present on their site (0-25), 35% had a moderate level of third-party cookies (26-50) and 16% had a high level of third-party cookies.
Online customer service
- John Lewis claimed top spot in Brandwatch’s annual customer service index.
- Only three brands analysed were the subject of more positive discussion about customer service-oriented issues than negative. These were John Lewis, Waitrose and B&Q.
- John Lewis’ response time on Twitter was 32% quicker than other brands, with an average Twitter response time of 3hrs 23minutes. It also responded to more than a third of posts on Facebook.
Online retail budgets
- 59% of respondents from global retail brands will make the greatest investment on their websites in the coming year, according to a survey of 100 senior decision makers by EPIServer.
- 35% see mobile as the biggest spending priority, and 22% social networks.
- In the US, 21% of online shoppers prefer live chat, close to the same number as those who favour using the telephone (23%) and ahead of social media (2%), according to stats from BoldChat.
- Email remains the most popular method for online shoppers to communicate with customer services, with 54% saying they prefer this method.
- More than 65% of American online shoppers have engaged in a live chat, up from 50.4% during 2009.
- The figure is slightly lower in the UK but still growing at 53%, up from 41% in 2011.
Mobile ads and fat fingers
- 40% of clicks on mobile ads in June this year were “completely worthless” as they were accidental clicks, according to a study by Trademob.
- Trademob studied 6m clicks across 10 mobile ad networks in June, Trademob concluded that 22% of these worthless clicks were the result of accidents.
E-commerce checkout best practice
- The average checkout process consist of 5.08 steps, according to a Checkout Usability research study by Smashing Magazine.
- 24% require account registration.
- 81% think their newsletter is a must have (opt-out or worse).
- 41% use address validators.
- 50% ask for the same information twice.
- The average top 100 checkouts violate 33% of the checkout usability guidelines.
Online engagement in Europe
- The average European web user spent 25.9 hours online in July 2012, according to comScore stats.
- UK web users are the most engaed, with the average Brit spending 39.0 hours online in the month.
- The Netherlands ranked second with an average user spending 29.4 hours online.
Twitter and Facebook mobile ad revenue
- Twitter will earn $129.7m in mobile advertising revenues this year in the US, according to eMarketer.
- Facebook, which rolled out mobile ads for the first time this year, will come in at just over half that amount, at $72.7m in the US.
- In the EU5 (France, Germany, Italy, Spain and the UK) 30m people accessed their bank accounts via smartphones in July 2012, an increase of 85% on last year, according to comScore stats.
- The UK had the largest userbase with 7.3m smartphone owners accessing bank accounts in July, nearly twice as many as in July 2011.
For more digital stats, see our comprehensive Internet Statistics Compendium.