Here’s a round up of some of the most interesting digital marketing stats we’ve seen this week. 

Stats include Walmart’s localised Facebook strategy, QR codes, email marketing, Pinterest and the UK’s search traffic for August. 

For more digital stats, see our comprehensive Internet Statistics Compendium.

Walmart’s local strategy doesn’t catch on

  • Last October Walmart launched 3,500 Facebook pages for its local stores in an attempt to build brand loyalty with “enhanced local interaction at an unprecedented scale.”
  • But a year on the pages have clocked up just 2m fans between them compared to 21m for its main brand page.
  • The problem could be fan interaction – when it came to responding to fans the local pages performed very poorly, with 84% failing to respond to a single fan post.

3.3m UK consumers scanned QR codes in Q2

  • More than 3m UK consumers used their smartphone to scan QR codes in Q2, according to new data from a comScore survey of 15,000 consumers.
  • This equates to 11.4% of the total smartphone audience and represents a year-on-year growth of 43%.
  • But the data suggests that other European nations have actually been quicker on the uptake than the UK. For example, 18.6% of German smartphone owners scanned a QR code in Q2, a YoY growth of 128%.

Email marketers failing to measure success rates

  • A new survey of 333 senior marketing executives by Return Path shows that 16% of marketers have no way of tracking email deliverability. 
  • In fact only 41% of respondents said they had the information readily available in a dashboard.
  • The difficulty that marketers have in measuring campaign success is reflected in the fact that 26% of marketers claimed that knowing how to optimise email marketing was the greatest challenge they faced, while 24% said that analysing campaign results was the biggest challenge.

Mobile will influence £15bn of in-store sales in 2012

  • Almost half (46%) of UK smartphone owners have used their device to research product information before or during a shopping trip, according to a survey of more than 2,000 consumers by Deloitte Digital.
  • As a result, Deloitte estimates that around 6% of in-store retail sales will be influenced by smartphone use, equivalent to £15.2bn of sales per year.
  • This is almost double the value of direct purchases made through mobile, which Deloitte puts at £8bn in 2012.

19% of women in the US are now on Pinterest

  • According to a survey of more than 1,000 adults in the United States, nearly 20% of women using the internet are now on Pinterest compared to just 5% of men.
  • All told, 12% of American internet users are on the image-based social network, which has surged in popularity in the past year.
  • The Pew Internet & American Life Project found that Pinterest’s relative reach is highest for users 18 to 29 years of age, the social network’s audience isn’t limited to teens and twenty-somethings: combined, 25% of internet users between the ages of 30 and 64 are using Pinterest.

A quarter of UK travel consumers say mobile sites are easy to use

  • Travel consumers living in the UK have a mixed opinion on the use of mobile optimised travel sites, with only a 5% distinction between those who consider them easy to use (24%) and could be better (29%). 
  • Encouragingly though, the EyeforTravel survey of 2,330 UK travel consumers found that only 12% of consumers consider their use frustrating.

Consumers go nuts for the iPhone 5

  • A new survey by Mojiva has found that 69% of people in the UK who currently own an iPhone are planning on upgrading to the iPhone 5. 89% would do so if reviews are positive and of that, 52% have only had their current iPhone for less than six months.  
  • Reports from Apple state that iPhone 5 pre-orders topped 2 million in the first 24 hours, more than double the amount of iPhone 4S pre-orders during that same time period.
  • The survey of 947 consumers also found that nearly half of iPhone users (46%) stated they would like to see more mobile ads that include discounts and special promotion offers, and more than two-thirds (71%) stated that they would be more likely to interact with ads on their iPhone that are based on their previous browsing history.

Summer Olympics weaken online sales in August

  • According to the latest figures from the IMRG Capgemini eRetail Sales Index, British shoppers spent £5.8bn online in August, a year-on-year growth of 11%, but dropping 11% on July.
  • While a decline between July and August is typical (-6% in 2011 and -8% in 2010) with the start of the autumn school term, the decline was particularly significant this year, however, with the Olympics distracting regular online shoppers.
  • M-commerce sales continued to perform particularly well in August, with report finding a growth of 294% on the same time last year and up 280% year-on-year, excluding travel sales.

Search traffic decreases for first time this year

  • According to new data from Experian Hitwise visits to the major search engines have actually decreased by 100m since July 2012.
  • Similarly, visits are down by 40m since August 2011, making this month the first of 2012 in which there hasn’t been a year-on-year increase in search activity.

  • Although the Olympics dominated much of last month, Olympic related terms didn’t feature within the top ten fastest moving search terms. Instead these included much more generic sports related sites such as Sky Sports and BBC Sport.
  • The second fastest moving search term for August was ‘Prince Harry Vegas Pictures’.

Video ads are 27 times more effective than banner ads

  • A new study by MediaMind found that that the click-through rate (CTR) for online video is 27.4 times that of standard banners and almost 12 times that of rich media ads.
  • The results also revealed that, globally, people were 10 percent more likely to watch an interactive video ad (VPAID) to completion than rich media ads that include video.