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.

Multi-screen usage 

  • 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

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. 

Tablets

  • 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.