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Here are some of the most interesting digital marketing statistics we've seen this week.

Stats include social customer service, Facebook ads, smartphone sales, tablet video, showrooming, mobile conversions, and eBay's mobile hotspots.

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

Just 11% of people expect to receive customer service via social media

  • New research from eDigitalResearch examined how consumers prefer to contact companies and then compared the various response times and satisfaction levels.
  • The survey asked more than 2,000 UK respondents how they expect to be able to contact a business - 92% selected email, followed by telephone (71%) and by post (45%). Fewer than one in four (22%) said live online chat and just 11% said social media.
  • Email also proved to be the most popular channel for actually contacting brands, as 58% of respondents used that channel the last time they got in touch with a company, compared to just 31% who picked up the phone.

If you were going to get in touch with a company, by what means would you expect to be able to contact them? Please tick all that apply vs. Thinking of the last time you got in touch with a company, how did you contact them?

Improvement in Facebook ad performance

  • New data from Kenshoo highlights the improved performance of Facebook ads in the first two quarters of 2013. Key findings are that clicks increased 16.4%, conversions increased 56.9%, and advertiser revenue increased 28.3%.
  • The findings are based on a global analysis of 75 billion Facebook ads across a representative sample of advertisers and agencies using Kenshoo Social.

Smartphones now sell more than feature phones

  • Worldwide mobile phone sales totalled 435 million units in the second quarter of 2013, an increase of 3.6% from the same period last year, according to Gartner
  • Worldwide smartphone sales reached 225 million units, up 46.5% from the second quarter of 2012. 
  • In comparison, sales of feature phones totalled 210 million units and declined 21% year-over-year, making it the first time that smartphone sales surpassed feature phones.

25% of top brands still use Twitter for broadcasting

  • A new report from Brandwatch shows that a quarter of the world’s major brands are still using Twitter as a broadcast channel rather than bothering to actively engage with consumers.
  • Of the 253 brands monitored, 97.6% brands tweeted, compared to 90% in 2012 and just 62% in 2011. More than half of these brands (145) tweeted 30 times per week or more.

  • Overall, Twitter usage among the world’s biggest brands has been steadily increasing since 2011, up to 97% from just 62% two years ago.

UK's 50 most-visited retail sites

  • An index of the top 50 most visited retail sites was dominated by retailers in the travel sector in July, although most were lower in the rankings compared with this time last year. The rankings are taken from the IMRG Hitwise Hot Shops List, a quarterly index which measures traffic to UK retail sites.
  • The biggest fallers against this time last year were Expedia, down 15 places to 28th position and Travel Republic, which ranked 38th in the list, down from 28th in July 2012. The Train Line bucked the trend for travel companies, rising five places to 16th position in the Hot Shops List.
  • The fastest risers this quarter were Netflix (+16 places), Asda Direct (+13), followed by Halfords (+11), Currys (+9) and House of Fraser (+8).

Chinese watch video on their tablets

  • Chinese consumers are turning to tablets as their preferred device for watching online videos and reading magazines, according to a new report from Millward Brown.
  • The report found that 84% of tablet owners used their devices for watching online videos while almost 50% read app-based magazines. 

Showrooming is on the rise

  • According to JiWire's Mobile Audience Insights Report for Q2 2013, there has been a 25% increase in the use of mobiles in retail stores, which has significant implications for retailers.
  • The report also looks at the use of Wi-Fi by smartphone users, finding that more and more are online via public Wi-Fi.
  • Of the commercial venues where people use mobiles, 31% are retail locations, with the most popular being clothing stores (28%), convenience stores (18%) and speciality stores (12%).
  • JiWire's stats show that more and more consumers are using their mobiles in store, a 25% rise from Q1 2012.

Marketers concerned about falling behind

  • UK marketers are behind the curve on implementing modern marketing strategies to effectively reach today’s highly informed and connected consumer, according to research announced today from Oracle Eloqua.
  • UK marketers rated themselves at less than 60% against benchmarks which define the 'ideal' modern marketer, in five key areas: targeting, engagement, conversion, analytics and marketing technology.
  • Also, they believe the ability to track marketing return on marketing investment (ROMI), using new technologies has impacted modern marketing practices the most, followed by the use of social media in marketing.

Mobile conversions on the rise

  • A new study by AOL shows that mobile conversions are increasing due to the fact that people care spending more time using their devices.
  • Nearly a third (31%) of online conversions across the telecom, retail, auto, and travel sectors occur on mobile devices. This is an increase of 28% since last year.
  • According to Mediapost, Telecom had the highest proportion of mobile conversions, at 37% (buying new plans and devices), followed by 35% for retail (making a purchase), 22% for auto (finding a local dealer, requesting more information, configuring a car or travel) and 20% in travel (booking a hotel, flight or car reservation).

eBay reveals mobile shopping hotspots

  • eBay has plotted the top 20 locations where Brits are shopping with their mobile and has revealed Birmingham as the nation's number one destination. The remaining top five locations are South London, Sheffield, Nottingham and Belfast.
  • According to eBay, clothes, shoes and accessories are the most popular items being snapped up on smartphones and tablets. Technology and motors are the next most popular product categories.
  • There are no signs of mobile shopping slowing down. Whether on a smartphone, tablet or both, mobile shoppers on eBay are highly engaged – the 21% of shoppers who shop on eBay across multiple devices such as mobile generate nearly half (44%) of global sales.

David Moth

Published 23 August, 2013 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

1680 more posts from this author

Comments (5)

Rob McCreedie

Rob McCreedie, Assistant Marketing Manager at Nu-Heat

Some interesting stats there.

The most interesting one for me is how ebay have moved Portsmouth into Devon!

about 3 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

@Rob, eBay aren't just powerful in ecommerce you know...

about 3 years ago

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Melaina25

No hot spots in Scotland at all? That seems strange.

about 3 years ago

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Ian Knox

How I would prefer to contact a company and how I do are two separate things. Despite the horror of being on hold for huge amounts of time, the phone is still usually the best way to get a timely result. That big businesses suggest 24-48 hours response time for email (which is common) is insane.

Chat is a great option a) if it is available b) if once connected there are not huge waits between responses and most importantly c) the person chatting can make a decision about anything.

You would think that email or chat would be cost effective but it is rarely taken seriously. Twitter can be good, but again too often you are asked to phone a number!! I complained about poor customer service on a bank twitter site recently and asked them to resolve my problem (trying to get paperwork sent to setup a payment gateway) and the result - the bank added me as a 'follow' on twitter but did not respond to my tweet.

When registering for events, I am often amused that you are required to print out and fax or post the form. What century are we in?

almost 3 years ago

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Ali Moghadam

Nice.

The improved Facebook ads performance might have something to do with the ever shifting forms they take, don't you think?

On mobile devices, the Facebook app changes so frequently that it should be cutting edge by now - but it's horrifyingly slow and clunky. For example, I can't even send feedback when prompted to by the app itself. A very disappointing number of Facebook app sessions end in a crash or a freeze. The mobile version of the site is actually a better experience than the dedicated app.

It's evidence that all the work is going on improving the ad mechanisms in Facebook's own, fully controlled domain. User experience is forced to suffer. Great news that ads are getting more clicks and getting advertisers more revenue and conversions, but I have yet to see a relevant one.

I really do believe in the power of FB and social sites as a whole - and don't mean to be such a big downer. But there's such a long way to go, for Facebook especially. It's becoming more obvious every day that users are a commodity to them. They must treat their users with some respect - a better mobile app would be a start!

almost 3 years ago

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