Once again I’ve rounded up some of the most interesting digital marketing stats we’ve seen this week.

Stats include smartphone shopping in the EU5, e-commerce delivery expectations, ad clicks on the mobile web, interactice iPad apps and three different sets of Facebook stats.

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

Facebook is king of social

Smartphone shopping in the EU5

  • One in six smartphone users in the EU5 (France, Germany, Italy, Spain and the UK) now accesses online retail stores and apps on their device, while one in eight users has completed a transaction on their phone.
  • In May this year 16.6% of EU5 smartphone owners accessed retail sites or apps, a 4.6% increase year-on-year.
  • The UK was the largest market by absolute numbers with 6.5m smartphone retail users, but also had the least rapid growth rate at 74%.

Facebook’s Q2 earnings

  • Facebook reported revenue of $1.18bn for Q2, a 45% year-on-year increase in line with Wall Street estimates.
  • Monthly active users and daily active users stood at 955m and 552m, respectively, as of the end of the second quarter, an increase of 29% and 32% year-over-year.
  • But Wall Street wasn’t satisfied with the numbers and investors sent its shares down more than 10% in after-hours trading following an 8.5% drop during the day.

40% of online shoppers are willing to pay for next day delivery

Nearly half of US mobile users have clicked an ad on the mobile web

  • A new report from Adobe found that 42% of US mobile users had clicked through ads on mobile sites while 37% had clicked ads in mobile apps.
  • Consumers also reported that a majority of advertisers provide mobile optimised experiences when they click through ads on both mobile websites (73%) and mobile apps (77%), suggesting that optimisation of mobile ad content appears to be prevalent.

People use tablets in the evening

  • Research from PPC agency Periscopix shows that between 7.30pm and 9pm more people click on tablet ads than on mobile ads, while for the rest of the day mobile clicks track slightly above tablets.
  • Click-throughs from tablets account for around 11% of all clicks at 7pm rising to 14% at 9.30pm, compared to 10% and 12% respectively from mobile.
  • The vast majority of clicks (80%) still come from desktops but this starts to decline at around 4.30pm as people begin to leave work.

Interactivity works best for iPad ads

  • New research from the IAB shows that when it comes to advertising on tablets, interactivity is key.
  • A quarter (25%) of respondents said they would be likely to click interactive ads compared to just 11% for static ads. Furthermore, 54% of respondents had a positive overall opinion of them compared to just 27% for static ads.
  • A majority of respondents (55%) also agreed that tablet ads can do things that other media can’t.

Energy supplier websites suffer from terrible UX

  • UK energy companies are delivering such a poor customer experience that they’re potentially losing out on new customers, according to a new report from Global Reviews.
  • In fact the study found that just 6% of potential customers would recommend energy suppliers’ websites, while 64% would actively discourage friends or colleagues from visiting.
  • Global Reviews analysed the websites of the so-called ‘Big Seven’ energy companies and found that on average they scored just 50% for usability. The highest mark achieved in the report was 53% by SSE while Scottish Power scored just 39%.

Email marketing

  • Email achieves higher conversion rates per session (4.16%) than search (2.64%) and social (0.48%), according to data included in a new infographic from Monetate.
  • It also achieves a higher add-to-cart rate per session (10.91%) than search (7.09%) and social (2.28%).

Facebook fraud

  • Limited Run, which provides a store platform for recording labels, musicians and artists, has decided to delete its Facebook Page after discovering that up to 80% of ad clicks might be bots.