Here are some of the most interesting digital marketing statistics we’ve seen this week.

Stats include mobile adspend, hotel search volumes, jobs at tech startups, Google’s dominance of web traffic, big data, retargeting and social media.

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

Mobile adspend up 127% to £429m in first half of 2013

  • Mobile adspend in the UK grew to £429.2m in the first half of 2013, an increase of 127% compared to the same period last year.
  • The data comes from a new report by the IAB, which also found that mobile now accounts for 14.1% of all digital advertising spend – nearly double the 7.2% for the same period last year.

UK boutique hotels prove to be a popular holiday choice

  • There were three times as many online searches for lifestyle and boutique hotels in the UK than there were for those located in short-haul and long-haul destinations combined, according to analysis of specialist hotels search data from Greenlight.
  • Of the total, 57% were for accommodation in the UK compared to 17% in short-haul and just 3% in long-haul destinations.
  • On the domestic front, the term ‘boutique hotels london’ was the most queried, accounting for 7% of searches made for boutique hotels in the UK. In fact, of the ten most popular search terms used, four pertained to the UK capital.
  • Other popular local spots UK consumers sought this style of accommodation in included Brighton, the Lake District and Edinburgh.

Social media trumps focus groups

  • A new Crimson Hexagon survey of 170 digital marketing and advertising professionals found that 72% of respondents said that they now consider social media to be a more reliable source of public sentiment than traditional focus groups.
  • When discussing social media as a research tool, 11% of brands and agencies surveyed say they consider their market research to be “very thorough”.

UK jobs figures show tech startups’ hiring up 44% year-on-year

  • A new survey by Silicon Milkroundabout has found that there are more jobs than ever before in UK tech startups, and the competition for tech talent is intensifying.
  • Tech hubs around the country, including east London’s Silicon Roundabout/Tech City cluster, are hiring for 4,753 positions, up 44% since 2012. Software developers are in hot demand with 1,473 jobs currently on offer (+31% since 2012), with marketing roles second at 1,142 (+78% on 2012) and product at 570 (+8% on 2012).
  • A software developer in a UK tech startup can expect to earn an average of £45,088 p.a., 17% higher than the tech industry average, and a designer can expect £38,692 p.a. (+5%).

Google takes one in twenty web visits

  • The share of traffic to Google domains for the UK and Europe is somewhere between 5% and 6%, which means that one in every 20 site visits takes place in a Google-owned website.
  • The findings come from a report by Similar Web, which also found that more than 50% of Google’s UK traffic comes from search. YouTube takes 25% of the pie and Gmail 12%.
  • In the UK Google Search has 86% market share and the story is pretty similar across the other countries.

Breakdown of UK visits to Google sites

Average UK family home contains 10 devices

  • Families in the UK are using instant messaging and video calls to talk to each other in the home, according to new research from Microsoft Advertising. Almost one in three (30 per cent) said they use devices such as tablets and smartphones to let each other know when dinner is ready (rather than shouting up the stairs), or ask for help with homework.
  • The ‘Families’ research was carried out by Sparkler and looked at over 1,500 families and their use of connected devices in the home.
  • The average family home contains 10 different devices, with almost six (57%) of these connected to the internet. These devices are encouraging family members to second screen, with three quarters (73%) of those surveyed saying they use a separate smartphone, tablet or laptop while watching TV.

7% of marketing departments take responsibility for big data

  • Three quarters of enterprises now say they use big data for strategic decision making, with 65% of finance heads confirming this to be the case.
  • However, the Stibo Systems survey revealed that, despite being used across different business units, 61% of senior managers said their company’s data was held by the IT department, with only 7% saying it was the property of marketing, 21% saying finance, and 9% admitting to not knowing who owned their business’s data.

Retargeting FTW

  • A lack of persistence means online retailers are missing out on the chance to convert ‘web window shoppers’ into paying customers, according to new research by cloud.IQ.
  • The survey of 2,000 online shoppers found that 88% of people say they are open to online retailers following up by email after they abandon an online purchase and over a third (35%) say they actively welcome the assistance.

Consumer use of online maps

  • An Infogroup survey of almost 1,000 US consumers found that between a third and half of consumers using navigation systems (48%), smartphones (40%) and online maps (32%) for driving directions get lost at least once a month.
  • More than 40% of consumers say search engines are most likely to give them correct business information, while online directories are most likely to be outdated (22%).
  • Less than 1% of consumers use print directories as their primary source of information.

Concerns over site speed

  • Site speed is apparently the main concern among ecommerce professionals in the run up to Christmas.
  • A survey by PEER 1 Hosting found that 50% of respondents admitted that the speed of their site was the factor they were most concerned about.