Here’s a round up of digital marketing stats we’ve seen this week.
Topics covered include tablet users’ spending habits, newspaper pages on Google+, Facebook ad CTR, participation inequality, and consumer attitudes to online ads…
Tablets and consumer spending
- 69% of tablet owners make a purchase on their device every month, according to stats from inMobi and Mobext.
- One in ten consumers were also happy to use their tablet for ‘big ticket’ purchases and over 20% claim to shop less in bricks and mortar stores since purchasing their device.
- 50% of tablet owners spend at least an hour a day accessing media content on their tablets, and 72% use it while watching TV.
Newspapers and Google Plus
- According to stats from Searchmetrics, FT.com had by far the most followers of 13 US and UK newspapers on Google+, with 637,724 having the newspaper’s brand page in their Google+ ‘Circles’.
- Next up was the New York Times with 370,043, the Wall Street Journal with 173,993 and The Guardian with 130,629.
- The Daily Mail, normally at the top of any web charts, had just 53,110, behind the likes of The Independent (108,969).
Facebook ads CTR
- Click-through rates on Facebook ads have increased 50% over the past 12 months, according to data from Marin Software.
- It also found that the cost-per-click of social ads increased by 26%, while the CPC of marketplace ads decreased by 26%.
Facebook social readers
- Figures from AppData.com show that in the past month The Guardian has gone from 5.7m monthly active users of its Facebook social reader app to just over 3m.
- The Washington Post’s monthly user numbers peaked at more than 17m last month but since then has plummeted down to around 8m.
Social commerce: Facebook vs Pinterest
- Pinterest drives more sales and more new customers than Facebook, according to a study of social media traffic by accessories retailer Boticca.com.
- After integrating ‘pinning’ buttons on its website Pinterest has become its number one social referrer, assisting roughly 10% of sales, compared to 7% from Facebook.
- 86% of visits from Pinterest are new to Boticca compared to 57% from Facebook.
The 1% participation rule
- 77% of us are now actively participating in digital media in some way which, according to the BBC, signals the death of the 1% rule.
- 23% remain passive and do not particpate at all.
The EU cookie law
- 89% of UK consumers think that the EU cookie law is a positive step, though 75% had not heard of the e-Privacy Directive before they were surveyed.
Alternative payments and e-commerce
- Alternative payment (AP) methods are used in 11% of online purchases in the UK, according to WorldPay stats.
- APs account for €165bn of global e-commerce transactions across the world (22% of total transactional value).
- PayPal owns more than half the AP market in the US and around 45% in the UK.
Consumer attitudes to online advertising
- According to an IAB/ValueClick study, 52% of consumers are happy to see online advertising because it allows them to view content or use services online at no cost.
- 61% expect that a large portion of the web would disappear without the advertising revenue that is needed to support it.
- 55% said they would rather see online advertising relevant to their interests and 59% would prefer a lower number of relevant ads than a higher volume of irrelevant ones.
Mobile social networking
- Stats from comScore reveal that 82% of a smartphone user’s media time is spent engaged with apps.
- Facebook is the top social brand on mobile, with the average FB mobile user in the US engaging for more than seven hours via browser or app in March.
- 25.6m Twitter mobile users (this stats doesn’t include third-party apps) had an average engagement of nearly two hours during the month.
- By comparison, people using their PCs spent just 20.4 minutes on Twitter.com.