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I've rounded up some of the most interesting digital marketing stats I've seen this week. 

Stats include the mobile user experience, young people on Facebook, Sony's Pinterest strategy and Android's domination of Europe...

Mobile strategy

  • 20% of brands don’t have a mobile site according to addictive founder Simon Andrews.
  • The three most valuable keywords in mobile search are mortgages, insurance and loans. Yet often people pay top dollar for these keywords in mobile search then link to a desktop site.
  • The average cost for mobile display is around 70cents, whereas desktop will cost more than $3. Andrews said brands should be trialling campaigns and learning from them, or else risk losing ground to the competition.

Data never sleeps

  • The mobile web receives 217 new users every minute, according to an infographic compiled by Domo.
  • Every 60 seconds also sees 47,000 app downloads for Apple, 571 new websites created, more than 2m Google search queries and over 100,000 Tweets.

Understanding the mobile user experience

  • Just 18% of brands describe their understanding of the mobile user experience as ‘excellent’ (3%) or ‘good’ (15%), according to Econsultancy and Tealeaf’s Reducing Customer Struggle 2012 report.
  • This compares to an equivalent combined figure of 45% for the overall online experience.

Young people don’t trust Facebook

  • A survey of 1,698 university students by The Beans Group has revealed that 68% dislike using websites that integrate Facebook’s API to share their personal information.
  • Furthermore, 91% do not want to use their Facebook account to pay for things online and over a third of respondents (39%) say they have no interest in talking to brands on the social platform.

Sony’s Pinterest stats

  • Similarly, it has ten times more clicks on the ‘Pin It’ button compared to the ‘Tweet This’ one.
  • Sony’s strategy is to pin at least four images a day with new boards created as needed to maintain momentum.

House of Fraser’s multichannel strategy

  • In a talk at Econsultancy’s Future of Digital Marketing event, House of Fraser e-commerce director Andy Harding revealed that online sales now account for more than 10% of total revenue.
  • The retailer’s ‘buy and collect’ makes up 35% of online orders, so it has begun trialling new ‘.com’ stores in Aberdeen and Liverpool.
  • Buy and collect sales are highly incremental as customers said they wouldn’t have bought the product otherwise.
  • The Aberdeen .com store is proving to be so successful that it will have paid for itself in just 12 months.

New web addresses

Android’s domination

  • Android smartphones now have a 60% market share in the major European markets, up from just 38% last year, according to Kantar WorldPanel ComTech.
  • In Spain and Germany it has a market share of 79% and 69% respectively, while in the UK the figure stands at 52.5%.
  • Founder of Android, Andy Rubin, tweeted this week that 900,000 Android smartphones are being activated per day.

Mobile bounce rates

  • Bounce rates on retail sites hit 27% in Q1 2012, increasing from 23% in Q1 2011.
  • According to the IMRG Capgemini Quarterly Benchmarking Index, this is likely to have been caused by the increasing popularity of internet access through mobile devices.
  • However mobile sales are rising rapidly. In Q1 2010 the percentage of retail sales via mobile devices was recorded as 0.4% of online sales, but as of Q1 2012 this figure stands at 8.2%.
  • Visits via a mobile device are currently double that of the sales figure, at 16.4% of total site visits in Q1 2012.

BBC is king of Twitter

  • A survey of more than 150,000 articles from 10 news outlets found that more than half the stories shared on Twitter originate from the BBC.
  • The survey by Rippla.com found that links from the Beeb are shared in an average of 749,974 tweets each month.
  • But it plays second fiddle to the Mail Online on Facebook, which comes top with an average of 624,278 shares a month. This accounts for roughly 33%-40% of all links shared each month.
  • The Mail Online came fourth on Twitter behind the BBC, The Guardian and the Daily Telegraph.
David Moth

Published 15 June, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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