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

Stats include how Australian’s use QR codes, the top brands on LinkedIn, the popularity of Wi-Fi instead over 3G, connected TV, and mobile use in France.

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

Two-thirds of Australians don’t know what QR codes are

  • A new survey by Econsultancy and Toluna has revealed that 62% of Australian consumers don’t know what a QR codes are, or how to use them.
  • Just over half (51%) of the 18-34 age demographic can recognise QR codes.
  • Proportionately, 44% of males know what a QR codes are and how to use them, compared to 35% of females.
  • Across all consumers who knew what QR codes are, nearly half (51%) had used one in the last three months.

Two seconds to playback

  • According to a study conducted by computer science professor Ramesh Sitaraman, user expectations are extremely high for online video.
  • In looking at some 23m video views generated by 6.7m unique users, Sitaraman found that users, not surprisingly, have no qualms about abandoning a video if it takes too long to play.
  • Just how long is too long? By five seconds, 20% of users will leave for short-form video; purveyors of long-form video have a few seconds of wiggle room.
  • All told, each second of delay after the first two seconds increases the abandonment rate by nearly 6%.

Affiliate Window’s mobile traffic

  • Affiliate Window’s latest mobile and m-commerce figures show that 10.7% of all sales were through mobile devices (including tablets) – up from 9.98% in September.
  • Furthermore, 13.25% of traffic came through mobile devices – up from 12.79% in September. This falls to 7.76% if tablet traffic is stripped out – up from 7.48% in September.
  • Mobile traffic is converting at 3.2% – up from 2.60% in September.

IBM and Coca-Cola are top brands on LinkedIn

  • IBM, Coca-Cola and Hewlett-Packard are the top brands on LinkedIn in terms of driving engagement, according to a study by DigiDay.
  • IBM generated 1.8m interactions on the social network last year and has accrued 779,000 fans. 
  • Coca-Cola claimed second place in the rankings, again securing 1.8m comments, likes and shares from its 129,000 followers.

Red Bull is top for social video

  • The first goviral Social Video Equity Report shows that Red Bull tops the list for the 100 most powerful brands in branded content in 2012. 
  • The drink brands beat technology giants Google (2nd) and Samsung (5th), with Apple and Microsoft both failing to make the top ten, coming in at numbers 11 and 37 respectively.
  • The top 10 was Red Bull, Google, Disney, Nike, Samsung, Old Spice, Prada, Coca-Cola, Nintendo and Adidas.

Wi-Fi delivers over three-quarters of all UK smartphone data

  • UK Android smartphone owners transfer more than three-quarters (78%) of their internet content using Wi-Fi rather than 3G, according to data from Nielsen
  • Wi-Fi usage increases each hour after 5pm, building to a peak between 11pm and midnight, when 90% of data transferred is via Wi-Fi. 
  • Conversely, 3G data transfer tends to peak just before the working day starts, again at lunchtime, and finally during the early evening commute when users cannot rely so much on a Wi-Fi connection.

More than half of Brits have connected TV sets to the internet?

  • Over half (55%) of people in Britain have connected their TV sets to the internet, according to a new study from YouGov.
  • The study found that more than one in ten (11%) Brits intend to purchase a Smart TV in the next year and that the optimal price for a 32 inch HD Smart TV – based on the average amount this group is willing to pay – is £440. 
  • The optimal price for a 42 inch version is £550. According to YouGov projections, sales of Smart TVs over the next year could equate to nearly £2.54bn.

PayPal and eBay predict m-commerce boom in Australia

  • A new report from eBay and PayPal has predicted that m-commerce sales will reach A$5.6bn in Australia this year due to the rapid proliferation of smartphones and tablets.
  • This is a massive growth from the total of just $155m in 2010.
  • Based on a poll of 3,200 people, the study forecast that 64% of Australians would own a smartphone by the end of 2012, compared to 51% in 2011. These totals hit 39% and 18% respectively for tablets.

Majority of consumers are aware of online tracking

  • A new survey by TRUSTe has found that 86% of respondents in the Netherlands were aware of internet browser cookies compared with 81% in Great Britain, 78% in Germany and 59% in France.
  • The top 50 French websites are dropping nearly twice as many third party cookies (434) as Dutch websites (237).
  • 71% of French respondents were very concerned about their privacy online compared with 69% in Great Britain, 62% in Germany and 48% in the Netherlands.
  • The study included over 4,000 consumers (conducted online via Ipsos MORI’s iOmnibus survey in France, Germany, Great Britain and the Netherlands) and 200 top websites.

Vive le mobile revolution

  • More than four in ten consumers now access the mobile internet in France, with growth driven by women and older users, according to a study by Médiamétrie.
  • It found that 22.3m people went online via a mobile browser or app in Q3 2012, equivalent to a penetration rate of 41.2%.
  • Some 23.8m consumers, or 46.6% of the population, now own a smartphone, up from 17m in Q3 2011.
  • The market share of Apple’s iPhone has declined from 26.6% to 21% during this period, while Android’s market share increased from 33.2% to 45.1%.