I’ve rounded up some of the most interesting digital marketing stats I’ve seen this week.
Stats include multi-screen usage, mobile email, online returns, buying patterns of tablet users, social media customer service and Twitter’s mobile user numbers.
- Stats from our Multi-Screen Marketer report, produced in association with the IAB, show that 65% of the respondents with a tablet in our study said they were likely to be using a second device while watching television.
- Even most people with only two screens (TV + computer) are more likely to be online while watching than not (52%).
- Multi-screening can be positive for publishers and advertisers. Those with tablets are significantly more likely (47%) to take an action (voting, purchasing, etc.) in response to what they’re watching than their peers with three screens (37%).
- 47% of tablet owners have used a mobile device to respond to something on the screen and 28% have downloaded an application that’s related to a show they watch.
Chance of using a mobile device to take action from television prompt:
Mobile web usage
- Almost two-thirds of UK smartphone owners (59%) access the mobile internet everyday, according to stats from Google.
- 85% of UK mobile users seek local information on their smartphone, and 81% take action using the local content.
- Mobile search has grown 500% in the past two years.
Online research and in-store purchases
- More than a third of Homebase customers research online before going in-store, according to the retailer’s Head of Multichannel Andy McWilliams.
Reducing online returns rates
- By using the Shoefitr tool, which helps shoppers to find the best fit for them, US retailer Running Warehouse has reduced fit-related returns by 23%.
- The app has enabled Running Warehouse to increase its profit margins by 2.5%.
- Previously, around 65% of the retailer returns were due to size related issues, but now 20% of orders come in from customers that have used the app.
Social media and customer service
- More than a third of UK consumers (36%) have engaged with brands through social media, according to a survey from Fishburn Hedges.
- 68% of those who have engaged with brands through social media believe that it “allowed them to find their voice”.
- More than two-thirds (65%) also believe that it is a better way to communicate with companies than call centres.
Twitter’s mobile users
- Twitter now has 10m UK users, of which 80% access the site using mobile.
- This makes the UK Twitter’s fourth largest audience behind the US, Brazil and Japan. It has 140m users worldwide.
- One tablet generates as many website visits as four smartphones, according to data from Adobe’s Digital Index Report.
- By the end of Q1 2012 smartphones accounted for 6.1% of site visits compared to 4.3% on tablet (mainly iPad).
- Within a year of its launch in Q2 2010 the iPad accounted for 1% of total website visits, reaching 4.3% of total visits by the end of 2011.
Facebook and customer acquisition
- More than a third of UK businesses (36%) now use Facebook to attract new customers, according to data from Basekit.
- This makes it more popular as an advertising tool than local business directories such as Yellow Pages and Thomson, which are used by 27% of the 500 small businesses surveyed.
- The use of online advertising is now almost as common as print advertising (20% vs. 21%), and Twitter is also quickly gaining popularity (17%).
Marketing emails and mobile
- Research by STEEL finds that 36% of all consumers are already reading marketing emails on a mobile device. This figure rises to 55% for 18-34s.
- However, one in four find marketing emails too difficult to read on their mobiles.
- The top area of dissatisfaction is too much scrolling (42%), while 29% state that the layout of emails isn’t right for their mobile device and 27% feel there is too much content.
- Reasons for opening emails on mobile:
Shazam and TV ads
- According to ITV and Shazam, around 50,000 viewers used the Shazam app to tag the Pepsi MAX and Cadbury ads shown during ad breaks in Saturday’s Britain’s Got Talent final.
- Shazam recently announced a partnership with ITV to provide interactive TV ads.