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

Stats include how retailers are performing on Pinterest, m-commerce, paid search revenue on Black Friday, spam emails, marketing attribution, and Tesco’s dominance of online grocery shopping.

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

ASOS and Debenhams lead the way on Pinterest

  • Research from Searchmetrics’ shows that images and pages from ASOS were found to have been shared most overall on Pinterest, but Debenhams is currently top when looking at the number of shares per week.
  • Up to the 12 November, 80,071 links to content on ASOS had been pinned on the social network, compared to 45,157 for John Lewis and 27,067 for Debenhams.
  • But Searchmetrics’ weekly data found that Debenhams currently generates the highest number of average pins per week (1,963), followed by ASOS (1,499) and John Lewis (755).

Please note, this table is a screenshot so the hyperlinks don’t work.

A third of smartphone owners have used m-commerce

  • Orange’s new Exposure Report found that 29% of smartphone owners had purchased an item using the mobile web in the past six months, a small increase from 24% in 2011.
  • This is despite the fact that smartphone ownership has increased from 41% to 49%, which you would think meant that people are becoming more comfortable with the technology.
  • The survey, which interviewed 1,000 respondents, found a rather different situation among tablet owners.
  • Tablet penetration has now reached 17% in the UK, two-thirds of which (64%) have made a purchase online using their device.

Revenue from paid search grows 31% on Black Friday

  • According to NetElixer’s study, which looked at data from 38 large U.S. retailers and 120m search ad impressions, revenue driven by paid search on Black Friday rose an impressive 31% year-over-year as advertisers invested 21% more in search ads than they did in 2011.
  • Of the sales driven by paid search, NetElixer saw 15% coming from mobile. Last year, just 4% of sales from search came from mobile.
  • That creates some challenges for retailers. Year-over-year, Black Friday average order values (AOV) have increased ever so slightly (3%) despite an 8% increase in the average number of items added to cart. 
  • With average cost per click increasing by a double-digit percentage (12%), retailers will not only need to monitor their paid search campaigns closely, but also make sure that they’re doing everything they can to maximize AOVs and minimize cart abandonment.

Marketing emails account for 70% of spam complaints

  • A new report has found that marketing emails account for more than two-thirds (70%) of spam email complaints.
  • This is despite the fact that marketers only account for 18% of total email volume and just 0.03% of unique domains seen by ISPs.
  • Return Path’s Q3 Intelligence Report, which tracked more than 315,000 campaigns, suggests the disproportionately high number of spam complaints is caused by the fact that pushing emails to the spam folder has become a shortcut for deleting them.

46% of businesses don’t measure marketing attribution

Tesco hoovers up over half of online grocery shopping

  • According to Kantar Media’s latest Online Shopper Intelligence Report, 20% of the UK internet population visit the leading grocery retailers’ websites each month, with an average of 1.3m consumers purchasing online.  
  • Key motives are the ability to shop at anytime (60%), having groceries delivered to the door (58%), and the avoidance of carrying home heavy items (55%). 
  • Over half (57%) of the people purchasing groceries online do so at Tesco – a larger share of the market than the retailer sees at its bricks-and-mortar outlets.  Asda is second (33%), followed by Sainsbury (18%), Ocado (5%), Amazon grocery (4%), Waitrose (2%) and Marks & Spencer (1%).
  • Search is identified as the leading referral source to the top grocery retailers. A review of actual search terms identified that 69% of online grocery shoppers have clear intent to shop with specific retailers. 31% of searches are for fresh food items, 24% are now for recipes and 12% are for processed food.

iOS 6 update means 86% of Google referral traffic is encrypted

  • When Apple first launched IOS 6 all the talk was about the usability problems with the news maps.
  • However the new mobile operating system brought with it a bigger issue for website owners, as publishers no longer receive Google referral data from IOS 6 users.
  • The problem is caused by Apple’s decision to route Google searches made through the Safari search box to an encrypted version of Google search.
  • It means a big proportion of Safari organic search traffic is now being misread as being ‘direct’ traffic, so publishers don’t know how IOS 6 users found their websites through organic Google search.
  • Stats from show that organic traffic makes up 51% of visits from IOS 5, but for IOS 6 the figure plummets to 14%.

People will tolerate mobile ads if the content is free

  • Millward Brown’s AdReaction 2012 has found that over a third of consumers will tolerate ads on mobile websites and in apps (36% and 34% respectively) as long as the sites and apps are free. 
  • This percentage is much higher among people in the 18-34 age group, who have grown up with mobile advertising, at 55% and 65% respectively. 
  • But that doesn’t mean people are enthusiastic, as just 17% of UK smartphone or tablet users are favourable towards mobile ads, compared with 34% for online display ads, 46% for newspapers and 55% for TV. 
  • However, this is a 12% increase on those who were favourable towards mobile ads in 2009, showing that acceptance is growing as people get more used to them.

Mobile to influence almost £3.5bn in sales over Christmas

  • £3.5bn of Christmas retail sales will be purchased on or influenced by smartphones, according to Deloitte
  • The influence of smartphones far outweighs the value of direct sales made through them, with consumers using their device to research products.  
  • It suggests that around £3.2bn of in-store Christmas sales will be influenced by smartphones, with another £330m of sales made directly through the devices. A further £500m in sales will be made through tablets.
  • Deloitte also forecasts another strong year for online retail with sales increasing this Christmas by 17% with total UK retail sales edging up by 1%.

Social media adspend to double in US

  • Social media ad spend will double in the US during the next four years, surpassing $9bn as a result, according to BIA/Kelsey.
  • It predicted that ad spend via this channel is set to expand from $4.6bn in 2012 to $9.2bn in 2016, an annual growth rate of 19.2%.
  • Within the overall total, display ads are anticipated to generate $3bn in revenues in 2012, rising to $5.4bn in four years’ time.