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

Stats include tech companies use of social media, digital opportunities in 2013, showrooming, LinkedIn’s 200m members and the mobile web in Africa.  

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

Tech companies failing to engage on social media

  • A new report into the use of social media among the UK’s top 50 tech companies has found that while usage has increased since 2011, engagement levels have actually fallen.
  • EML Wildfire’s study found that LinkedIn proved to be the most popular social network, with 98% of companies in the study having registered an account, compared to 82% on Twitter and 68% on Facebook.
  • Facebook usage has actually dropped slightly from 70% in 2011 and would have fallen further had it not been for B2B businesses.
  • In the 2010 and 2011 reports 100% of B2C companies used Facebook, however this fell to 83% in 2012, while B2B usage increased from 32% in 2010 to 65% this year.

Mobile optimisation is 2013’s most exciting digital opportunity

  • Mobile optimisation is the most exciting digital opportunity for marketers in the coming year, according to stats from a new Econsultancy report. 
  • Our latest Quarterly Digital Intelligence Briefing: Digital Trends for 2013, produced in association with Adobe, looks at what marketers see as the most important trends in the next 12 months. 
  • While social media was much talked about at the beginning of last year, it seems that many companies must have progressed in this area, with other focuses this year. 
  • After mobile optimisation (43%) comes targeting and personalisation and social engagement (both 35%), followed by, of course content marketing (30%). 

Mobile accounts for 20% of mobile ad spend

  • Mobile now represents 20.3% of overall Facebook ad spend, with Google’s Android dominating the market in terms of smartphone spending.
  • The findings come from a new report by Kenshoo Social that analysed more than 2m Facebook ad clicks and conversions by global advertisers.
  • It found that the average cost per click on mobile ads (including both smartphones and tablets) is $1.38, 70% more than desktop ads at $0.81.
  • Looking at the breakdown by devices, Apple iOS dominates the tablet market with 97% of ad spend, but the opposite is true on smartphones where Android accounts for 71% of ad spend.

A quarter of shoppers admit to ‘showrooming’ over Christmas

  • Almost a quarter (24%) of UK shoppers used their mobile while in-store to compare prices in the run-up to Christmas, according to a new survey from Foolproof.
  • The process, known as ‘showrooming’, means that retailers have to come up with new ways to encourage customers to make a purchase in-store.
  • Alarmingly for some retailers, the survey of 1,000 adults also found that 40% of showroomers, or one in 10 of all shoppers, bought items from a competitor after comparing prices on their phone.
  • Unsurprisingly the habit is more prevalent among younger shoppers, with 39% of 18-39 year olds actively engaging in showrooming over Christmas compared to just 18% of shoppers over the age of 40.

90% of agencies say clients expect more work for less money

  • Almost 90% of digital and design agencies believe their clients now expect more work for less money, according to a new survey.
  • The Design Industry Voices report, which interviewed 500 agency staff, found that 80% said client budgets have been reduced and more than two-thirds (70%) said clients expect more work in pitches for free.
  • The Design Industry Voices report also suggests that agencies are experiencing a huge turnover in staff and relying heavily on freelancers.
  • Almost two thirds of respondents said they are employing fewer permanent staff (61%), using more freelancers (66%) and more than two fifths are using more unpaid interns (41%).

LinkedIn reaches 200m users

  • LinkedIn announced this week that it has reached 200m members. New members continue to join LinkedIn at a rate of two per second.
  • The network has added more than 13m members since its last announcement on November 1 2012.
  • It counts more than 160m unique monthly visitors and is the 23rd most visited Web property in the world according to comScore.

Mobile internet access over Christmas reaches all time high

  • The number of people accessing the internet from their smartphone or tablet device on Christmas Day and Boxing Day reached an all-time high in 2012, according to eDigitalResearch and IMRG.
  • 89% of the 2,000 online consumers surveyed went online over the two days with around a third (30%) doing so via their smartphone and another 21% from their tablet device, an increase of 8% and 13% respectively year on year.
  • The results also found that a record number of consumers were logging on over both Christmas Day and Boxing Day. 65% of consumers said that they accessed the Internet on both days, up from just under 59% last year.

Online retail booms over Christmas

  • According to the British Retail Consortium UK retail sales values were up 0.3% on a like-for-like basis from December 2011, when they were up 2.2% on the preceding year.
  • Online sales were up 17.8%, the fastest growth since December 2011, when they had risen by 18.5%.
  • The most popular gifts people bought online were electrical goods such as e-readers, smartphones and tablet computers.

Boxing Day mobile traffic was higher than Cyber Monday

  • Data from Usablenet shows that mobile traffic on Boxing Day was 38% higher than on Cyber Monday, traditionally the biggest day for online shopping.
  • Usablenet’s data highlights the different ways that consumers chose to shape their shopping on two of the most important retailing days.
  • Shoppers keen to complete their Christmas shopping on Cyber Monday may viewed fewer pages, but they made 50% more transactions in their rush to purchase gifts. On Boxing Day, however, shoppers were more likely to be browsing for a bargain, spending a full minute more on sites than in the pre-Christmas period.

State of mobile internet in Africa

  • Data from Twinpine shows that mobile subscriptions in Africa have more than doubled between 2007 and 2011, with the combined total now standing at over 130m.
  • In West Africa, mobile internet use has grown significantly to reach penetration levels almost equal to fixed line use for the first time. 
  • For example, in Nigeria fixed internet usage stands at 28% compared to 26% for mobile internet usage.  While in Ghana fixed internet subscriptions are at 10% and mobile internet at 9%.
  • Mobile internet penetration will continue to grow at pace in the next 12 months, and is set to surpass fixed within the next year.