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

Stats include how UK newspapers are performing on Pinterest, the London Olympics, CMOs fear of big data, iOS’s dominance of mobile ads, and The Guardian’s growth in online readership.

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

Daily Mail wins on Pinterest

  • Analysis by search and social analytics company Searchmetrics shows that eight out of the top 13 UK newspapers have official Pinterest accounts.
  • The Guardian has attracted the most followers (2,258), The Telegraph is next with 1,502 and The Daily Mail has just 322 followers.
  • It may have fewer followers, but the Daily Mail’s content is pinned by other users far more often than its rivals. It has gained 2m pins compared to 429,137 for The Telegraph and 329,720 for The Guardian. 

London Olympic’s digital marketing performance

  • At Econsultancy’s JUMP 2012 event LOCOG’s head of new media Alex Balfour revealed some of the impressive stats achieved by his team during the Games.
  • For example, during the Olympics the LOCOG site achieved 432m total visits from 109m unique users across web and mobile, making it the most visited Games-time channel ever.
  • Furthermore, two thirds (66%) of traffic to the LOCOG site came from search and around 5% of traffic came from the doodles and ‘knowledge panels’ that appear on the right-hand side of SERPs as part of Google’s Knowledge Graph.

Retailers don’t know how to use Google Analytics

  • A DBD Media survey of 50 e-commerce sites found that 73% of businesses are inflating traffic in their reports, while 67% haven’t integrated social media tracking.
  • Furthermore, only 50% of e-commerce businesses track main conversion points and 73% of businesses are inflating traffic in their analytics reports.

CMOs can’t cope with ‘big data’

  • A Sky IQ survey of 200 chief marketing officers has found that Only 28% of CMOs say their company is coping well with the challenges of ‘big data’;
  • Also, one in seven feel “overwhelmed” by all the customer data available to them and a majority of CMOs expect to spend more time on big data next year.

SMEs have web envy

  • A survey of 1,222 senior marketers at Britain’s small and medium businesses has found that more than a third (39%) think their closest competitor’s website is better than their own, giving rise to a new breed of website envy among British businesses.
  • The survey, which was commissioned CMS provider Decibel, also found that one in five people (20%) don’t actually think their own company website represents their brand. 
  • Yet 44% of people say they would consider not even doing business with a company that had an out of date or hard to navigate website and a third (36%) of people would be put off working for a company with a poor web presence.

iOS makes gains in global ad impressions

  • A Velti report into the state of mobile advertising shows that the launch of Apple’s IOS 6 and iPhone 5 has halted Android’s gains for total number of global ad impressions. 
  • In September Apple retook the 5% of ad share taken by Android since June and the company now owns 62% of all ad impressions. 
  • This is a familiar pattern mirroring figures following the launch of the iPhone 4S, when total ad impressions also spiked by 5%.

Wasted ad space

  • Results from a new Online GRP tool from Nielsen show a surprising amount of wastage in UK online ad campaigns. 
  • According to the tool less than 50% of all online ad impressions reach intended audiences, with major variances in success (15% – 80%) between publishers/networks.

Mobile beats TV in the viewing stakes

  • A survey of 2,071 UK adults by video search engine blinkx has found that over half (57%) of the population prefer to view content on laptops, tablets and mobiles than their TV sets or desktop computers. 
  • And among 18-24 year olds 75% prefer to view content on mobile, laptop and tablet devices over more traditional devices.
  • Two thirds (63%) of 18-24 year olds rely on recommendations by others via social media to find content they are interested in over traditional search, and nearly half (42%) rely on searching for information from video content.

Guardian gains online readers

  • The latest comScore global audience data for September 2012 shows that the Guardian’s online readership has seen a rapid increase of 12.5% since June 2012, with 34.2m unique users per month – up from 30.4m unique users.
  • This means the Guardian has the second largest global audience of any UK newspaper title behind Mail Online.

Cyber Monday set to be UK’s biggest online shopping day in 2012

  • According to Marin Software December 3 will be the day that the most online purchases are made online in the UK.
  • The prediction is based on the fact that Monday December 5 was the largest day in terms of paid search click volumes.
  • UK consumers spent approximately £7.9bn online in December 2011, representing a 16.5% increase on 2010. This figure is highly likely to continue to grow in 2012.