Here's a round up of some of the most interesting digital marketing stats we've seen this week. 

Stats include CompareTheMarket's dominant performance on social, the use of m-commerce in the UK, the increase in impulse buying thanks to mobile and BBC iPlayer's record-breaking month.

For more digital stats, see our comprehensive Internet Statistics Compendium.

Survey shows social is integral to business

  • New research from Econsultancy and Adobe - presented in this infographic - found that two-thirds of businesses (67%) agree that social media is integral to their marketing mix, while 66% say social is integral to their overall business strategy.
  • The survey of 650 marketing professionals also found that 64% of businesses use social for brand awareness, 44% for marketing campaigns and a quarter (25%) for customer service.
  • The Quarterly Digital Intelligence Briefing: Managing and Measuring Social examines the trends for managing and measuring the business value of social media and provides a snapshot of social media uses, challenges and needs from companies today.

25% of UK consumers have made a purchase using their mobile

How important is it to be able to purchase from a retailer from different channels e.g. in a store, by mobile, online?

CompareTheMarket is top performing financial brand on social media

  • Price comparison sites are proving to be better at engaging customers via social media than high street banks, with achieving the highest engagement scores thanks to its meerkat character.
  • A new report from Stickyeyes, which attributes social scores out of 100, found that CompareTheMarket is the top performing brand with a social score of 71.3, thanks to “the cross pollination and integration of their ‘Compare the meerkat’ brand campaign within their social assets”.

  • The comparison site currently runs dedicated Facebook and Twitter accounts for the character that have 811,000 fans and 53,000 followers respectively.

Smartphones and tablets drive an increase in impulse buying online

  • A new survey of UK smartphone and tablet owners shows that mobile is helping to drive an increase in impulse buying, particularly for clothes and music.
  • Almost one-fifth (17%) of respondents to the Rackspace survey said that mobile devices have increased their impulse purchases.
  • 71% of this group said that the main reason for the increase in spending is that the process is so simple and the technology is so easy to use, while 27% said that the experience of shopping with smartphones and tablets is better than shopping in-store.
  • Clothes are the most popular impulse buy for 41% of mobile shoppers, followed by books (35%), music (32%) and fast food or takeaways (14%).

Microsoft ahead of Google in email battle

  • New research by YouGov and digital marketing provider Pure360 has found that Microsoft’s Hotmail is Britain’s most widely used email host, easily beating Gmail and other providers.
  • Nearly a third of Britons online (29%) confirmed they used Hotmail as their main personal email account, with Yahoo second most popular (15%) and Google’s Gmail in third place (14%).
  • The online survey of over 2,000 people also reveals that Hotmail is particularly popular amongst young adults, with 47% of 18 to 24 year olds claiming they have Hotmail as their main personal account. It also revealed that the average Brit online has four email accounts and that Hotmail is more popular among women (31%) than men (27%).

Men more receptive to Facebook ads than women

  • A new study conducted by Kenshoo and Resolution Media found that despite the fact that they make up a minority of Facebook users (42%), men produce 60% of all ad clicks on the social network.
  • They also cost less to reach as well, with the average CPM and CPCs for males being 16 cents and 51 cents, respectively, versus 20 cents and 68 cents, respectively, for females.
  • Marketers seem to be clued in to the male-female dynamic on the world's largest social network: they're allocating more of their Facebook budgets (53%) to males than they are to females (47%).
  • The study looked at 65bn Facebook ad impressions and 20m clicks over the course of the last year.

West behind East for m-commerce adoption

  • An international survey of 12,000 consumers by Rakuten has found that the East is ahead of the West for m-commerce adoption.
  • Countries in the Far East were nearly twice as likely as their western counterparts to shop via their mobile device, with 15% of Indonesians and 13% of Thais happy to shop from their handsets, compared to just 8% of Americans and 8% of Brits.
  • In Europe, Brits were most worried about mobile security, with 27% of respondents stating that this was their biggest mobile shopping concern, compared to just 14% of Italians and Japanese.

iPlayer's record breaking month

  • Data released by the BBC shows that its iPlayer had a record breaking month in August thanks to the Olympics. It hit a new high for the number of requests with 196m and had the highest-ever requests per week (51m).

  • It also had the highest-ever number of requests from mobile and tablet devices in August (22m and 17m respectively), contributing almost a fifth of total requests in the month (19%) - driven by TV requests for programmes related to the London 2012 Olympic Games.

Mobile ads aren't that memorable

  • A new survey by Azullo has found that mobile ads are failing to make an impact on consumers. 
  • When asked, “In the last 6 months, do you recall having seen an advert of any kind whilst using the browser function or apps on your smartphone?” just 21% of the 1,014 smartphone users taking part said ‘yes’.
  • These respondents were then asked if they could recall what brands, products or services were being promoted in the adverts they had seen, to which the majority, 53%, said ‘no’.
  • Those who couldn’t recall what was being advertised on adverts they’d seen through their smartphone were asked to explain why they thought that was the case. While a third (34%) put it down to the adverts not being memorable, 39% said one or more of the adverts were ‘too distorted’ to be able to tell and 17% put it down to their own bad memory.

High street turns to smartphones and tablets for growth

  • Research from NetSuite Inc. has found that nearly one in every £10 spent with UK high street retailers comes from mobile channels, totalling an approximate turnover of £45bn in 2011. 
  • Across the whole retail industry m-commerce accounts for 12% of sales and with 23% growth expected, m-commerce turnover in 2012 is predicted to reach £56bn.
David Moth

Published 28 September, 2012 by David Moth

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

1719 more posts from this author

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Comments (4)

Tara West

Tara West, Senior Biddable Media Manager at Tara West

I'm surprised that only 67 percent of businesses agree that social media is integral to their business. It's probably integral for so many more than this but isn't being credited properly. It's great that functions in Google Analytics which can show you whether a visit or conversion has been attributed to social somewhere along the line. When this kind of data becomes more well known and more people start using it I'm sure they'll realise how important social really is to their businesses.

almost 6 years ago

Gemma Holloway

Gemma Holloway, Digital Marketing Executive at Koozai

With reference to your first point - "Survey shows social is integral to business" - I agree it shows that social media is integral to business, however, I was surprised with the percentages which agreed with this.

In a society which is so highly dependant on Social Media, and with Google beginning to place more emphasis on social signals, I expected the percentage of businesses to see social as an integral part of their marketing mix to be even higher - at least 3/4.

almost 6 years ago


James M Singleton

I see how important that social media has become. I have decided to employ Twitter only, for now.

almost 6 years ago


Cloud Accounting

I agree with both Tara and Gemma. Social Media has become very essential for business point of view. I already started and James you also start soon.... Many companies like already started and getting business.

over 5 years ago

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