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

Stats include how retailers are smartphone privacy, B2B websites, Super Bowl ads, NFC in Australia, Facebook driving B2B traffic, Product Listing Ads and dual screening.

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

66% of smartphone owners are worried about privacy

  • Two-thirds (66%) of smartphone owners are more worried about privacy on their device than they were a year ago, according to a new survey from TRUSTe.
  • Furthermore, 79% of respondents said they would avoid using smartphone apps that they don’t believe protect their privacy online.
  • The online survey of 2,006 adults found that 88% of British internet users worry about online privacy – this is largely unchanged from the 2012 survey when the total was 90%.
  • Similarly, 43% of users do not trust companies with their personal information (up 6% on 2012) while 91% of respondents said that they avoided doing business with companies they don’t believe protect their privacy.
  • Online shopping proved to be the activity that consumers are most concerned about, with 88% worried about their privacy, followed by the use of social media (86%).

B2B businesses to focus on their websites in 2013

  • Nearly half of B2B companies will up their marketing budgets in 2013, with more than half of those saying they’ll increase their investment in email marketing, social media, online video and search.
  • But one marketing asset will be receiving the biggest investment by far: the company website.
  • According to a survey conducted by BtoB Magazine, slightly more than 70% of B2B companies will boost their spending on website development this year.
  • That websites will be the greatest beneficiaries of increased B2B marketing investment in 2013 isn’t all that surprising given that 93% of those BtoB Magazine polled indicated that they use websites as a marketing channel.
  • The second most popular channel, social media, is still employed by substantially fewer — 65% — of B2B marketers.

Super Bowl ads

  • In 1967, a thirty second ad in Super Bowl I sold for $40,000; today that same spot costs $3.7m.
  • Forbes points out that this growth record beats the S&P 500 (10.3% to 6.3%), and that it has been more consistent than the rise of stock prices over the same period.

NFC in Australia to grow 450+%

  • The number of NFC-enabled smartphones available in Australia is expected to rise dramatically, growing from 375,000 in Q1 2012 to 2.125 million in Q1 2013 – a growth of 467% year-on-year – according to Tapit.
  • It has also been forecast that by Q4, the number of NFC handsets in Australia will reach some 4 million – or 30% of all smartphones on the market.

Facebook drives most social B2B traffic

  • Despite the huge attention lavished on social media, it still accounts for only a fraction of the traffic and leads for US B2B websites according to a new report from Optify.
  • Overall, social accounts for 1.9% of traffic compared to 41% for organic search, however there is potential for it to become a more important and effective channel.
  • According to the findings, Facebook drives the most traffic compared to Twitter and LinkedIn, but Twitter generates the most leads.
  • In fact, Twitter achieves a higher conversion rate (2.17%) than the average for all channels combined (1.6%) including organic and paid search. In comparison, LinkedIn and Facebook achieve conversion rates of 0.8% and 0.74% respectively.
  • But when it comes to the number of pageviews per visit, LinkedIn is the top performer with 2.48, followed by Facebook (1.94) and Twitter (1.51).

83% of online shoppers need support to complete a purchase

  • Online shoppers expect to receive assistance within five minutes, otherwise will either head elsewhere or abandon a purchase altogether.
  • This stat comes from LivePerson’s Connecting with Consumers report, which is based on a survey of more than 5,700 online consumers from the UK, USA, Australia, France, Germany and Italy.
  • According to the survey, the key reasons for abandoning online purchases are unexpected delivery costs (70%) and lack of information about the product, service or delivery (56%). These are key pieces of information, yet some sites seem to hide these from customers.
  • Other reasons for abandonment were connected to customer service, such as  wanting to ask a question / not finding the answer (37%) and difficulty of getting any help on the website (30%).
  • 83% of shoppers surveyed said they needed some form of support during their online journey. This is a particular issue for ‘dependent’ shoppers, those with limited experience of online shopping, where this increases to 90%.


Google Shopping ads see increase in clicks and impressions during 2012

  • New research from Marin Software suggests that advertisers who have launched Product Listing Ad campaigns in the US have achieved a great deal of success.
  • More than 100,000 retailers had inventory in Google Shopping by the end of September 2012 and reaped the rewards during the holiday season.
  • The click share for PLAs increased in the US from 2.1% in January 2012 to 6.6% in December 2012, indicating that shoppers are finding the ads increasingly relevant to their search queries.
  • Furthermore, one month ahead of the transition from free to paid the share of impressions of PLAs compared to standard PPC text ads was 4% to 96% respectively, but by the end of December this had increased to 6.1% of impressions.
  • On top of the increase in click share and impressions, PLAs ended 2012 with a higher click-through rate (CTR) and lower average cost than text ads. 

Consumers increase time spent in retailer mobile apps by 525%

  • Data released last week by mobile analytics firm Flurry suggests that the barriers to mobile app adoption, including app clutter, aren’t impeding retailers from growing adoption of their mobile apps.
  • In looking at a variety of shopping apps available through the Apple App Store and Google Play, Flurry discovered that time spent in apps offered by retailers such as Walmart, Macy’s and Saks 5th Avenue surged by a whopping 525% between December 2011 and December 2012.
  • That surge now means that consumers are spending more time in retailer apps than in apps in any other single shopping category. In December 2011, consumers spent more time in apps in other categories, like marketplaces and daily deals. But this past December, with 27% of time in shopping apps being spent in retailer apps, retailers took the lead.

UK brands take advantage of dual screen trend to increase Twitter coverage

  • A study released by social media monitoring company Brandwatch shows that the simple step of displaying a hashtag at the beginning of a show can increase the conversation about a programme by almost two thirds (63%).
  • 83% of all brands analysed were using an official hashtag in all or most of their tweets and 61% were taking steps to embrace dual screening by regularly tweeting during the time of the actual broadcast.
  • Not all brands proved so successful however. Despite positive signs, the research also highlighted some key failings in brands’ quests for online buzz:
  • Only 43% of the TV shows studied include the shows official/most used hashtag in their Twitter bio.
  • Nearly half (48%) of all the TV show accounts never or very rarely responded to fans’ tweets, whether they included the hashtag/@name or not.

IAB study reveals 54% increase in mobile optimisation amongst top 100 brands

  • Research released this week by the Internet Advertising Bureau UK (IAB) shows a significant increase in the top 100 brands optimising their websites for mobile in the past six months.
  • The second wave of the IAB’s mobile optimisation study reveals that 57% of the top 100 brands now have a mobile optimised site, up from 37%. This represents a 54% in six months.
  • The research revealed that the sectors with the most significant percentage increase in mobile marketing over the last six months are FMCG (up 267%), media (up 150%) and tech & telecoms (up 150%). Looking at the sectors with the greatest degree of mobile optimisation,  FMCG again comes out on top with 79% of the 14 sites listed being optimised, followed closely by automotive with 73% of the 26 sites listed being optimised.