Here's a round up of some of the most interesting digital stats we've seen this past week.
Topics include customer retention, mobile commerce, Pinterest, and the US search market...
The value of existing customers
- In the US and Europe, 40% of revenue for online retailers comes from returning or repeat purchasers, who represent only 8% of all visitors, according to Adobe's Digital Index report.
- Marketers in the US and Europe must bring in five and seven shoppers respectively, to equal the revenue of one repeat purchaser.
- Most of the revenue improvement in purchaser segments can be attributed to increased conversion rates which are up to nine times those of shoppers.
- Retailers are upping their investment in mobile. It was $55,000 last year, the average is $207,000 this year, according to a new report by Shop.org.
- While the vast majority of retailers are making mobile investments, and 60% say they now have a mobile-friendly site, well over half (60%) still aren't sure about the business objectives for mobile.
Google and car insurance
- Google's search visibility for car insurance comparison has leapt from 0% to 75% in the space of two days since it launched its own rival to the likes of Confused.com, according to Greenlight.
- Google’s car insurance comparison service is now visible for at least 500,000 relevant UK searches per month.
Social media discounts attract Australian consumers to brands
- More than half (55%) of respondents to an Econsultancy/Toluna survey said that direct discounts or offers from brands were the primary motivations behind following brands on social media.
- Around a third of respondents want direct product or service information (33%), content from the company (32%), want to demonstrate loyalty (31%), or want to affiliate themselves with the brand (30%).
What attracts you to a brand or company on social media? (Gender breakdown)
SEMPO State of Search study
- Search engine marketing has returned to robust growth of nearly 19% in 2012, according to SEMPO and Econsultancy's State of Search study.
Fashion retailers and mobile commerce
- 84% of fashion SMEs do not have a mobile site, though 89% believe that mobile commerce is essential to the future success of their business, according to stats published by IMRG.
- iPhone users now account for a third of the 114m US smartphone users age 13 or over, according to comScore.
Social CRM adoption
Adoption of social customer relationship management (CRM) systems is low among marketers, with just 16% currently using one, according to Omniture.
- 21% plan to do so. 17% claim to be unfamiliar with social CRM, while 46% simply do not use a system.
- Adoption is higher among respondents with social media marketing budgets of more than $100,000. 44% of this group have adopted social CRM, and another 26% plan to by the end of 2012.
Pinterest traffic and average order values
- Shoppers who arrive at e-commerce sites via Pinterest spend $168.83 on average, compared to $94.70 for Facebook and $70.84 for Twitter, according to a RichRelevance study.
Twitter ad revenues
- By 2014, eMarketer predicts that Twitter will take 12.7% of US social network ad revenues.
For more digital stats, see our comprehensive Internet Statistics Compendium.