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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 VW's social shares, the impact that ads masquerading as content can have on your brand, Google's marketshare in the UK and President Obama's digital ad strategy.

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

Businesses avoid email contact

  • Almost a quarter (23%) of the top 100 UK businesses fail to provide an email address to non-customers, according to a new report from Eptica.
  • The 2012 Eptica UK Multichannel Customer Experience Study analysed the responses of 100 organisations via the web, email and social media channels, replicating research conducted in 2011.
  • In many cases results have deteriorated since 2011 – more than a quarter (28%) of companies performed worse this year despite being asked exactly the same questions through the same channels.

VW tops online sharing chart

  • A new report from Unruly found that Volkswagen accounted for a quarter of all automotive video shares from June 2011 to June 2012, followed by Kia (21.6%) and Chevrolet (15.3%).
  • The data, which is sourced from the Viral Video Chart of 12,867 autos videos, also shows that VW’s Super Bowl ad The Force is the most shared ad of all time, with more than 5.5m shares and 62.5m views.
  • The ad resulted in a 127% uplift in traffic and apparently drove the sale of 20,902 units. 

Ads masquerading as content might damage your brand

  • A Mediabrix survey of more than 2,500 US adults has revealed that the majority of online adults who have seen advertising appearing as content in the past 12 months say that the ads negatively impacted or had no impact on their perception of the brand being advertised.
  • 62% of those who had seen Promoted Tweets in the past 12 months said they negatively impacted or had no impact on their perception of the brand being advertised.
  • A further 72% of those who had seen Facebook sponsored stories in the past 12 months said they had negatively impacted or had no impact on their perception of the brand being advertised.

Google loses marketshare in the UK

  • The latest Experian Hitwise search stats show that 89.33% of all UK internet searches were conducted on Google Sites. This is the first time in the last five years that Google has ever dropped below a 90% market share of UK search.
  • As Google’s market share dropped it was a positive month for Microsoft, Yahoo, Ask and the all other search engines monitored by Experian Hitwise.
  • Microsoft Sites, led by the Bing engine increased market share by 0.72% up to 4.71% of all searches. This was a 2012 peak for Microsoft which was also ahead by 0.86% year-on-year.

Everyone loves football

  • A survey of 7,340 respondents from 11 different countries has found that 7% of global mobile media users follow the Barclays Premier League, and it's even more popular in South Africa, Saudi Arabia and Qatar, than in the UK.
  • 71% of UK mobile media users who follow the Premier League use their mobile to access football news, equal to TV usage.  
  • Although TV is the most popular device to watch football on, currently 24% of UK mobile media users who follow the Premier League, watch football on their mobile.

Obama invested in digital advertising

  • Data taken from the past five months of the US election campaign trail shows that, in June, Obama was showing display ads on 130 websites per day compared to Romney’s six, but the Republican narrowed the gap in August to 62 sites versus Obama’s 103.
  • Obama’s impression share peaked in October with 1.03% of all display ads online
  • Romney’s messages included words like, “business”, “recovery”, “comeback team”, “clear choice” and “Obamacare”. The call-to-action buttons ask you to “donate” or “contribute”.
  • In comparison Obama’s messages include words like, “register to vote”, “women’s right to choose”, “47%”, “join Michelle” or “Nevada votes early”.

UK goes online for groceries

  • Three-quarters (74%) of UK consumers use the internet for household grocery shopping activity according to a study from Nielsen.
  • It found that saving money is a major factor why consumers go online for grocery shopping – almost half (48%) look for deals, 30% go to coupon websites and 25% compare prices. 
  • Among those looking for grocery coupons, more than a quarter (26%) do so on a daily basis.

Hurricane Sandy forces US to go mobile

  • New data from Usablenet shows how US consumers affected by Hurricane Sandy turned to their mobile devices to stay up to date with important information.
  • From Monday to Thursday of last week mobile traffic to airline sites increased 98%, while there was a 16,000% increase in traffic to utilities sites.
  • Furthermore there was a 495% increase in traffic to transportation sites and a 126% increase in traffic to telecom sites.

Smartphones lead the way in mobile ad impressions

  • Quarterly results from InMobi’s ad network show that while smartphones remain the dominant device in mobile advertising impressions with 74.1% share, tablets and connected devices are increasing rapidly with an overall share of 18.9%.
  • The data, sourced from July 2012 to September 2012, reveals that the iPhone (27.9% impression share) continues to be the most popular handset on the market. However, the iPad’s share of impressions continues to rise with 11%, a 43% increase from Q2.
  • Samsung achieved an increase in its share of impressions in Q3, with 16% increase from Q2.

M-commerce booming among ‘Generation C’ in the US

  • A new survey of US 18-34 year olds by RadiumOne has found that 47% of respondents had clicked on a mobile ad in the past three months.
  • Furthermore, 55% had made a purchase from a mobile device in the last six months (of those, 32% made 1-3 purchases, 14% made 3-6 purchases and 9% made 6+ purchases).
  • Half of the respondents (50%) used their smartphones to share offers such as coupons, sales and ads with friends - at the rate of 1-3 times per month (31%), 3-6 times per month (16%) and more than six times (3%).
  • Finally, more than half (55%) of respondents used their mobile device to comparison shop at least once per week (of those, 33% use it 1-3 times, 14% use it 3-6 times and 8% answered 6 or more).
David Moth

Published 9 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

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