Here are some of the most interesting digital marketing stats we’ve seen this week.

Stats include how shoppers use mobile for product research, content marketing, Marks & Spencer’s multichannel shopping experience, Vevo and online customer service.

For more digital marketing stats, check out our Internet Statistics Compendium.

Shoppers use mobile for product research

  • A new survey of 2,000 smartphone owners found that more than two-thirds (71%) of respondents research products on their mobile, with 32% doing it on a weekly basis.
  • When asked what they had done after researching products on their mobile, 38% of respondents said they completed a purchase in store compared to 25% that made a purchase on their smartphone.
  • In response to a different question, 41% of respondents said they use their mobile in-store at least half the time they are out shopping.

Moviegoers increasingly influenced by mobile

  • A study conducted by the IAB’s Mobile Marketing Center of Excellence and InMobi found that some key segments of moviegoers are increasingly influenced by mobile.
  • A full 75% of those under the age of 35 and 68% of those over the age of 35 polled stated that they use their mobile device to help pick movies to see.
  • Males are more likely to turn to their mobile devices than females for help picking a flick, with 71% indicating that they’ve done so, but at 68%, females aren’t far off.

Companies not putting the effort into content marketing

  • While the importance of content marketing is beyond dispute, with 90% of respondents believing that it will become more important over the next 12 months, just 38% currently have a defined strategy in place
  • Econsultancy’s first Content Marketing Survey Report, produced in association with Outbrain, is based on a survey of more than 1,300 digital marketing professionals working for brands, publishers and agencies.
  • Nearly three quarters (73%) of digital marketers agree that ‘brands are becoming publishers’ and 64% of in-house marketers agree that content marketing ‘is becoming its own discipline’.

Does your company / do your clients have a defined content marketing strategy?

M&S offers the best mobile and online customer experience

  • Marks & Spencer offers the best multichannel customer experience across three digital channels, according to a report published by eDigitalResearch.
  • The eChannel Benchmark evaluated 14 retail brands that have mobile optimised sites and apps as well as a desktop site to find out which offered the most consistent customer experience.
  • M&S came top with an average score of 86% across the three channels, followed by Amazon (85%), Topshop (84%) and House of Fraser (84%).
  • Amazon was the top performing retailer for on-site search, thanks mainly to the fact that it offers predictive search terms across all three platforms.

Vevo on the go

  • New stats from Vevo reveal that 40bn music videos were watched globally on its website in the last year (July 2011-June 2012).
  • Also, UK monthly video streams reached 157m in June 2012, with more than 10m unique views.
  • UK mobile video streams have grown by more than 150% since May 2011 to nearly 30m. Mobile use peaks between 6pm and 12am mirroring traditional television viewing.

Consumers want fast customer service

  • A new survey of 1,000 consumers by Sitel found that the expectation of a rapid response is driving more consumers to non-traditional methods of interacting with customer service agents such as chat and social media. 
  • 25% of consumers aged 16-24 stated that companies could improve their customer service experience if they responded quickly to question on Twitter, up 9% from last year.
  • 6% more consumers selected chat compared to last year when asked about their preferred method of interacting with customer service, while preference for email dropped 3% and phone dropped 1%.
  • Preference for chat has nearly doubled since 2011 among the affluent (earners over £60,900), jumping from 18% to 34% year on year.

Consumers love Amazon

  • EPiServer’s latest report, Benchmarking the Digital High Street: UK Ecommerce Performance Index 2012, has found that the top UK retailers are providing a poor online shopping experience.
  • The report scores 25 of the UK’s top retailers’ websites against a detailed best practice benchmark.
  • Amazon came top with a score of 73%, followed by M&S (70%), House of Fraser (66%), ASOS (65%) and Argos (65%).
  • The average score of 58% is slightly lower than last year’s average of 63%.

Online drives car sales

  • Digital media is becoming an increasingly large part of the car buying process, according to a new survey by JD Power & Associates.
  • It found that 79% of buyers now research potential auto buys online, and 99% of this audience used a desktop or laptop computer as part of this process, while 20% used smartphones and 19% a tablet.
  • More broadly, a 30% share of the consumers who looked for vehicle details before making their final choice sought out this material via at least two of these channels.

Coca-Cola is most valuable brand

  • Coca-Cola has retained its spot as the world’s most valuable brand, according to a study by Interbrand.
  • The soft drinks company increased its value by 8% to $77.8bn, closely followed by Apple at $77.6bn. Apple’s value has increased by 129% from $33.5bn last year thanks to the runaway success of the iPhone and iPad.
  • IBM fell from second to third despite logging an 8% expansion to $75.5bn, Google came fourth, up by 26% to $69.7bn.

Image credit: BU Research blog