Here are some of the most interesting digital marketing stats we’ve seen this week.
Stats include mobile analytics, Twitter customer service, eBay’s mobile revenue, online privacy, digital salaries, dual screening in America, and app downloads.
For more digital marketing stats, check out our Internet Statistics Compendium.
Just 41% of businesses can accurately track mobile vs. desktop user behaviour
- Despite the increasing importance of mobile devices for both traffic and sales, fewer than half of businesses (41%) are able to accurately measure the behavioral differences between mobile and desktop visitors.
- A further 41% report that they have limited insight into how mobile users browse their sites, while almost a fifth (18%) say they cannot measure the difference at all.
- The findings come from the new Econsultancy/Kontagent Mobile Sophistication and Strategy Report, which takes a hard look at how organizations and agencies are responding to the ever-expanding reach and importance of mobile.
30% of top brands have dedicated Twitter feeds for customer service
- New research from Simply Measured shows that 30 of the Interflora Top 100 Brands currently operate a dedicated customer service Twitter feed, a number that has increased from 23 since December 2012.
- This indicates that more brands believe there is value in allowing marketing and customer service to be master of their own domains.
- The average response rate to all customer service mentions was 42%, while the best response rate was 75%. Only five of the dedicated support accounts maintained response rates greater than 60%.
- The average response time for a customer support mentions over the last three months was 5.1 hours. On Twitter, 5.1 hours is a very long time; however the fastest average response time was just 42 minutes, which is highly commendable.
EBay expects to take over $20bn through mobile in 2013
- EBay’s mobile director Olivier Ropars told us in an interview this week that the company exceeded its original targets for mobile sales in 2012, reaching $13 billion, and expects to see this grow to over $20 billion this year.
- Furthermore, one third of all eBay transactions today are “touched” by mobile, meaning users access listings or post products using their mobile, even if the sale isn’t made on a mobile phone.
- He also revealed that last Christmas eBay found that tablet shoppers tended to spend the most, with the average user spending £154 compared to smartphone shoppers who spent around £85 each.
58% of internet users oblivious to online invasions of personal information
- New research by Adblock Plus reveals that 58% do not feel comfortable with any of their personal information being tracked and shared by online advertisers.
- The study of over 1,000 respondents within the UK found that only 5% feel comfortable with their search history details specifically being gathered and shared by advertisers.
Salaries for digital executives fell in 2012
- The percentage of digital industry managing directors, partners and chief executives earning in excess of £300K declined in 2012, as the global recession put pressure on top pay packages.
- The results of the annual SoDA Salary Survey revealed that nearly a quarter (23%) of respondents earned £300,000 or more in 2012, compared to more than a third (35%) in 2011, and a quarter (25%) in 2010.
- A chief technology officer (CTO) earned an average £96,000, down by 5% on 2011 figures. Account directors averaged £69,000, down 16% year on year, while producers took home £43,000.
People use the internet to sell second hand items
- Three quarters of the active online population have sold something online in the past and half are likely to sell again in the next 12 months, according to musicMagpie.
- Most consumers’ first ventures into online sales this year came through the sale of clothes (21%). This was followed in popularity by books (17%), CDs (14%), DVDs (13%) and video games (10%).
Small business owners forced to juggle numerous jobs
- Small business owners are being forced to juggle an average of seven different roles on a daily basis, according to research from Pitney Bowes.
- One in five of the businesses questioned professed to have a marketing plan, but most carry out marketing activities on an ad hoc basis (35%) – especially those in micro-businesses of 1-10 employees (45%).
- When it comes to how businesses are marketing themselves, print advertising comes out top (40%) but encouragingly online is not being neglected with email marketing (37%) and Facebook (26%) appearing in the top five most popular methods.
- Mobile is also moving up the agenda and while just 8% have a mobile optimised website, 49% say mobile is a part of their marketing activity.
Free delivery and low prices key to ecommerce
- Free delivery is the key to encouraging more people to shop online, according to a survey of 1,500 US consumers by The Boston Consulting Group.
- Almost three-quarters of respondents said free delivery would do the trick, while half of those surveyed said lower prices. Only 9% cited same-day delivery.
- Consumers said they would pay $7.50 on average to get a $50 online purchase delivered on the same day, which is lower than the fees charged by most retailers and e-commerce companies now providing these services.
Rich Americans are dual screening
- The majority of rich Americans frequently use laptops, smartphones and tablets at the same time as watching television, according to the Ipsos Mendelsohn Affluent Barometer.
- It surveyed 1,055 adults with a household income of at least $100,000, and included 192 ultra-affluent consumers, or adults with a household income of at least $250,000.
- The Barometer established that 64% of affluent Americans were dual-screening on a regular basis. Most preferred to use their laptop (63%), but almost as many used smartphones (58%) and tablets (53%).
App downloads double in 2012
- The number of mobile apps downloaded around the world increased by 104% in 2012 to 60.1bn, according to new figures from Berg Insight.
- Those 60bn apps generated an estimated €6.4bn in revenues, including direct revenues and in-app ad revenues.
- Direct revenues, including paid applications, in-app purchases and subscription services, accounted for 80% of the total at €5.1bn.
- But this proportion is set to fall as in-app advertising develops. By 2017, Berg forecasts that this sector will account for 25% of all app revenues and be worth £3.5bn.