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

Stats include mobile email, Heinz's Facebook product launch, email customer service, US Christmas shopping trends and consumers' indifference to cookies..

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

Consumers love mobile email

  • Almost 10% of consumers use a smartphone or tablet as the primary device for checking email, according to a new survey by the DMA.
  • This suggests that desktop clients should still be the most important focus for marketers, however it doesn’t take into account the number of people who check or prioritise their emails on mobile.
  • The data also shows that 39% of respondents open emails from trusted brands using their mobile, while 36% would save it to read later on their desktop, so it’s important that brands are optimising email content and subject lines for mobile.

Heinz means fans

  • Heinz recently used its Facebook fanpage to build buzz around the launch of its new Five Beanz product. 
  • The campaign, which ran for two weeks, achieved some impressive stats; 22,143 took the quiz to apply for a personalised bean; more than 10,000 users shared the app; and the campaign reached 10.8m people on Facebook.
  • Furthermore it reached 3m people reached outside of Facebook through Twitter, blogs and news sites, and the Heinz Facebook community grew by 30,000 extra fans.

Mobile paid search gives higher CTR than desktop

  • Paid search CPCs in the US were around 50% cheaper on smartphone than on desktop in Q3, according to data from The Search Agency.
  • CPCs on smartphones stood at 31 cents compared to 49 cents on tablet and 59 cents on desktop, meaning the level of discount offered on smartphone is roughly the same as Q3 2011.
  • This is despite the fact that smartphone ads apparently have a much higher CTR than both computers and tablets.
  • The Search Agency’s report, which is based on client data from search engine advertising tools, shows that smartphone CTR has increased from 4.48% in Q3 2011 to 5.71% in Q3 2012. 

Consumers not too fussed about cookies

  • It seems that the vast majority of web users are not too concerned about viewing information about privacy and cookies, with just 1.47% clicking to find out more about their preferences by clicking on the “Cookie Preferences” icon.
  • Of the visitors to the “About Cookies” page, 8.2% chose to view their Cookie Settings and took the following actions...
  • 14.8% chose to change their settings to Functional Cookies, described as “cookies that allow us to analyse site usage so we can measure and improve”.
  • 26.8% chose to change their settings to Minimal Cookies described as “cookies required to enable core site functionality”.
  • 58.4% did not change their setting from the default of Advertising Cookies, described as “cookies used by advertising companies to serve ads that are relevant to your interests”.

Fashion brands are top for social

  • The latest update of eDigitalResearch’s Social Media Benchmark assesses how more than 100 of the UK’s top retail organisations by revenue are using Facebook, Twitter, Google+ and Pinterest and how successful they have been.
  • It found that Topshop has the most Facebook fans and Twitter followers, All Saints has the most G+ followers and Topman is the top dog on Pinterest.

Online shoppers prefer email for customer service

  • Email is the preferred customer service channel among online shoppers in the UK, according to a new survey by Rakuten.
  • Around half (49%) of respondents said they prefer to use email compared to 43% on phone. Younger shoppers are highly likely to turn to social channels when these touch points fail, with 46% of under 25s and 33% of 25-33 year olds using social to air their grievances more publicly.

Online shopping more popular than the high street

  • UK consumers are more likely to use e-commerce than make a trip to a brick-and-mortar store, according to new research from Tealeaf.
  • A survey of 2,071 adults found that when it comes to making a retail purchase the use of a laptop or desktop computer (83%) actually beats trips to a store (81%).
  • The difference is most noticeable among respondents aged 34-44 where the difference was 85% to 78% in favour of e-commerce.

Google Product Listing ads deliver higher CTR than search ads

  • A new search study has found that Google’s Product Listing Ads (PLA) far outperform standard text ads in terms of CTR and CPC.
  • Analysis of more than 270m global impressions and clicks shows that the CTR for PLAs was 73% higher than standard text ads and more importantly the conversion rate was 35% higher.
  • Furthermore, the average CPC was 36% lower meaning that the ROI achieved with PLAs is 46% better than with standard ads.

US Christmas shopping trends

  • Almost two-thirds (63%) of US shoppers plan to do a majority of their Christmas shopping online this year, according to stats from LivePerson.
  • And mobile devices are set to play a large role in gift-buying, with 65% of respondents stating that they expect to use a tablet device as one of two primary devices for their Christmas shopping.
  • Social also looks set to play a big part, with 70% of shoppers using Twitter to get product reviews, 75% turning to Facebook to look for discounts and 73% using Pinterest to research ideas.

Return to sender

  • Two in five consumers (41%) buy multiple sizes of the same garment when shopping online, just to check the fit – and then send the ‘wrong ones’ back, according to a new survey from Fits.me.  
  • Women (49%) are more likely than men (31%) to engage in the practice of ordering more sizes than they intend to keep.
  • The survey also found that more than half of consumers (60%) won't consider making a purchase online unless returns were free and one in ten consumers (11%) report that they have even returned online purchases that they have worn.
David Moth

Published 2 November, 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

1685 more posts from this author

Comments (2)


Jose Mejia

The stats on the Heinz campaign are just amazing, the fact that a bean campaign reached 3 million people is crazy. Adding on 30000 new fans doesn’t hurt either. What really interested me was the CTR of mobile phones and it’s cheaper to advertise on them than desktops and tablets. What I would want to know it’s the bounce rate between mobile vs. desktops. I always accidentally click on advisement on my phone and go back with in a second. I would like to see richer data than just CTR.

almost 4 years ago



We do a fair amount of Google Adwords marketing for both computers and mobile devices. It may just be the industries we are in but I find CPC's to be a little higher in mobile advertising than computers and tablets.

Having said that, we get a good return on spend from mobile because the call to action (a call) is easier to achieve.

At least that's our experience.

I would be interested to see what others have to say when they read this.

almost 4 years ago

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