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

Stats include the ever-increasing search spend, the open-rates for email marketing, mobile usage stats and a look at what influences our purchase decisions.

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

Search spend keeps climbing

  • Search spend and ROI continued to grow in the US and UK in Q2, according to new statistics from Adobe.
  • In Q2 search spend increased year-on-year in the US (13%), UK (18%) and Germany (12%), with the amount spent on Google and Bing/Yahoo staying roughly the same YoY.
  • ROI also increased in the US (23%) and UK (5%) but Germany saw a 5% decrease.

Consumers only read one-fifth of email marketing

  • The average open rate for marketing emails is 20.1%, with little variation between the US (19.9%), EMEA (20.9%) and Canada (20.7%), according to stats from Silverpop.
  • However there were far bigger differences when looking at the results by industry.

Email and search are most popular mobile tasks

  • A new consumer survey by Deloitte has found that using social networks is the third most popular activity on smartphones behind email and search.
  • The survey also found that more than half of the UK population (52%) now own a smartphone, while tablet penetration now stands at 16%.

The web isn’t key for overseas trade

  • Just 34% of decision makers said that they rank the internet in their top three most effective channels for attracting foreign customers.
  • According to a survey by Search Laboratory, the majority (64%) still consider more traditional marketing channels, like events sponsorship, email marketing and print advertising, as more effective methods.

Price is key for tech sales

  • 81% of respondents in an EML Wildfire survey said they thought price was the top consideration when buying consumer tech, followed by technical specifications (61%) and compatibility (46%).
  • Brand loyalty came fifth out of the six options on offer with just 11%.

  • The survey also looked at how purchase decisions are made, with the results showing that advice from friends and family is the key factor (52%), followed by reading user reviews on retail sites (51%) and seeking opinion on forums and online communities to sanity check purchasing decisions (33%).

Tech proliferating with UK consumers

  • The average household now contains three internet-enabled gadgets and 15% of homes have more than six, an Ofcom report has revealed.
  • The study found that that 39% of British adults possessed a smartphone at the end of 2011, up 12% from 2010, and the amount of time these subscribers spend using the web via this route had also increased by 25% year-on-year.

Who is sponsoring the Olympics?

  • A survey of UK consumers by Third City found that 24% of respondents could not think of a single Olympic sponsor, and a further 33% were willing to guess without being sure their answer would be correct.
  • It was a different story in London though, as 80% respondents recalled one or more of the 14 main sponsors.

E-commerce booms in Brazil

  • 29m Brazilians make online retail purchases out of a population of 195m people, according to McKinsey.
  • In value terms, e-commerce revenues hit R$19bn, or 3.9%, of retail sales, in 2011. This is an increase from figures of R$11bn and 2.7% in 2009.
  • For more stats on this emerging market read our report, Brazil: Digital Market Landscape Report.

Tablet ads

  • New research from the IAB shows that the majority of tablet owners think that advertising on tablets can do things that other media can’t (55%), and they expect this unique functionality of tablets to be incorporated into the advertising they see. 
  • However, the advertising experience to date has not lived up to expectations for 30% of the sample, who had a negative overall opinion of ads they had seen on tablets in the past.
  • Almost two thirds of respondents would prefer tablet applications to have lower upfront costs with more ads, than higher upfront costs with fewer ads.

Olympic crackdown backfires

  • Following Seb Coe’s suggestion that fans wearing Pepsi t-shirts might be turned away from the Olympic Stadium, non-sponsors experienced a boost in traffic.
  • Visits to Pepsi.co.uk increased 53% on Sunday after declining 30% in the five weeks to 21 July, while on the same day traffic to Coca-Cola’s corporate site fell by 69%. 
  • Showing a similar trend, web traffic to Nike.com, which had fallen 1% in the previous five weeks, saw a 16% increase in traffic on Sunday while Adidas.co.uk experienced a 20% fall in visitor numbers.
David Moth

Published 27 July, 2012 by David Moth

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

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