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

Statistics include US mobile search spend, the improving ROI of Facebook ads, customer experience, mobile video and social referrals.

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

Online retail's golden 1%

  • Just over 1% of a retail website’s users generate as much as 40% of its revenues according to new research from Qubit.  
  • Based on analysis of 950m page views from more than 123m website visits, the research found that a customer segment identified as 'big spenders' make up just 0.03% of total users but create 30% of revenue.  
  • Intensely loyal to their chosen retailer, they visit their preferred sites 300 times more often than the average user.  
  • They’re 20% more likely than the average to be using a tablet, but are 10 times less likely to be visiting via a mobile. 

US mobile paid search spend up 66% year-on-year

  • Marketers in the US are continuing to invest heavily in mobile paid search across Google and Bing/Yahoo, with the total spend on tablets and smartphones up 65.9% year-on-year to 28.7% of search budgets.
  • Taken individually, spend on tablets increased 87.6% compared to Q3 2012, while the increase on smartphone was 118.1% in the same period.
  • The data also looks at how the share of clicks is spread out by device. It shows that both smartphones and tablets gained click share at the expense of desktop on Google.
  • In fact, for the first time smartphones and tablets made up more than one-third of total clicks on Google in Q3.

ROI and conversions from Facebook ads increase in Q3

  • Analysis of Facebook advertising performance in Q3 has found that the platform has improved across numerous key performance indicators (KPIs).
  • It comes off the back of a strong performance in Q2, when there were also improvements across the board compared to Q1.
  • The data from Kenshoo shows that CPC has dropped 9% in Q3 compared to Q2, while revenue per click (RPC) has increased 1.73x.

People use connected devices 34 times a day on average

  • A new IAB survey has found that the average person uses some form of ‘connected device’ 34 times a day.
  • The respondents averaged a total of two hours 12 minutes per day using a connected device, while for 46% of this time – one hour and one minutes – they’re using at least two devices, sometimes three, simultaneously.
  • Over half (52%) say they prefer to check their smartphone if they have any “downtime” rather than just sit and think. Among 18-30 year olds, the figure rises to over six in 10 (62%).
  • Over one third (37%) say they even check their smartphone if there’s a lull in conversation with friends. Over four in ten (44%) say their smartphone makes their commute more enjoyable.
  • The findings are based on studies carried out by independent research agency Firefish, involving over 1,350 interviews amongst smartphone owners and 700 hours of video footage from people wearing FishEye cameras.

Just 20% of companies have a well developed customer experience strategy

  • New research published this week by Econsultancy and CACI has found that the majority of companies (58%) only have an embryonic customer experience strategy.
  • Our Integrated Customer Experience report, produced in association with CACI,found that organisations are facing their biggest challenges around data, systems and processes.
  • Although most companies (90%) say there is some level of organisational commitment to delivering an integrated customer service, only 20% of companies have a well developed strategy.

How developed is your customer experience strategy?

Mobile users expect same experience as on desktop

  • New research into consumer attitudes by Vibrant Media shows that seven out of ten smartphone and tablet users (72%) expect the same quality of content experience across all their digital devices.
  • Furthermore, the research shows that most owners of handheld devices – 81% of smartphone users and 71% of tablet users – still prefer to consume content on their desktop or laptop computers.

Engagement with mobile video is three times higher than desktop

  • New research suggests that mobile video is actually more effective than desktop in terms of clicks throughs, after the average CTR for smartphone and tablet campaigns tripled in the past 12 months.
  • In fact, online video viewers are almost three times more likely to click through to a brand’s website from their smartphone than their laptop or desktop computer.
  • Using data from more than 3,000 branded campaigns, Unruly found that the average CTR for mobile is 13.64% compared to 5.45% on desktop.
  • Similarly, interaction rates for mobile have more than doubled in the last year (up 105.63%) to 22.64% in Q3 2013.

Customers still like email marketing

  • According to a new DMA report, the number of consumers signed up to receive emails from brand they like and trust has remained stable at 90% year-on-year.
  • Consumer approval of email marketing has remain unchanged in the past 12 months, with one in four people (28%) saying that more than half of the emails they receive being of relevance to them; 50% still find at least one in three emails ‘relevant or interesting’.
  • Desktop remains the primary device for reading emails for 75% of consumers, with 57% saying they also access emails on smartphone. However, most mobile users (68%) would wait until they’re on laptop to buy a product they saw in an email on their phone. Just 7% say they would actually buy straight away using their phone.

Social referrals are on the up

Aldi, John Lewis and Harrods are the social media stars of retail

  • Research from RadiumOne revealed that Aldi, John Lewis and Harrods would be the most successful supermarket, high street and luxury brands if performance was based on social media effectiveness.
  • Aldi was the surprise social supermarket winner. In addition to seeing the second most relevant digitally shared content, Aldi received an impressive 910,426 mentions with a relatively small Twitter following of 31,238. Its active posting on Facebook paid dividends too, with the supermarket gaining the most user comments and the second most likes.
  • Luxury brands also had significant social followings, with Louis Vuitton, Dior and Gucci enjoying combined Twitter and Facebook followings of around 16m, 15m and 12m respectively but Harrods, with a combined following of 718,487, was the surprise social media leader. It attracted over 10m likes from just 435,917 Facebook fans.
David Moth

Published 18 October, 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

1682 more posts from this author

Comments (3)

Parry Malm

Parry Malm, CEO at Phrasee Ltd.

Wait a second, I thought email was dead?

almost 3 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

@Parry, you're thinking of SEO...

almost 3 years ago

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mike louca

That "Google Click Share by Device Graph" is a bit too purposeful with the missing bottom 60% and partial display of desktop.

almost 3 years ago

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