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

Topics covered include tablet users' spending habits, newspaper pages on Google+, Facebook ad CTR, participation inequality, and consumer attitudes to online ads...

Tablets and consumer spending

  • 69% of tablet owners make a purchase on their device every month, according to stats from inMobi and Mobext.
  • One in ten consumers were also happy to use their tablet for ‘big ticket’ purchases and over 20% claim to shop less in bricks and mortar stores since purchasing their device.  
  • 50% of tablet owners spend at least an hour a day accessing media content on their tablets, and 72% use it while watching TV.

Newspapers and Google Plus

  • According to stats from Searchmetrics, FT.com had by far the most followers of 13 US and UK newspapers on Google+, with 637,724 having the newspaper’s brand page in their Google+ ‘Circles’.
  • Next up was the New York Times with 370,043, the Wall Street Journal with 173,993 and The Guardian with 130,629.
  • The Daily Mail, normally at the top of any web charts, had just 53,110, behind the likes of The Independent (108,969).

Facebook ads CTR

  • Click-through rates on Facebook ads have increased 50% over the past 12 months, according to data from Marin Software.
  • It also found that the cost-per-click of social ads increased by 26%, while the CPC of marketplace ads decreased by 26%.

Facebook social readers

  • Figures from AppData.com show that in the past month The Guardian has gone from 5.7m monthly active users of its Facebook social reader app to just over 3m.
  • The Washington Post’s monthly user numbers peaked at more than 17m last month but since then has plummeted down to around 8m.

Social commerce: Facebook vs Pinterest

  • Pinterest drives more sales and more new customers than Facebook, according to a study of social media traffic by accessories retailer Boticca.com.
  • After integrating ‘pinning’ buttons on its website Pinterest has become its number one social referrer, assisting roughly 10% of sales, compared to 7% from Facebook.
  • Boticca found that Pinterest users spend more than twice as much as Facebook users ($180 vs. $85), and the site drives higher numbers of new customers.

  • 86% of visits from Pinterest are new to Boticca compared to 57% from Facebook.

The 1% participation rule

  • 77% of us are now actively participating in digital media in some way which, according to the BBC, signals the death of the 1% rule.
  • 23% remain passive and do not particpate at all. 

The EU cookie law

  • 89% of UK consumers think that the EU cookie law is a positive step, though 75% had not heard of the e-Privacy Directive before they were surveyed. 
  • 23% are happy for websites to use cookies to improve their browsing experience, though 33% of those surveyed by IMRG believed that cookies could be used for viruses and Trojans.

Alternative payments and e-commerce

  • Alternative payment (AP) methods are used in 11% of online purchases in the UK, according to WorldPay stats
  • APs account for €165bn of global e-commerce transactions across the world (22% of total transactional value). 
  • PayPal owns more than half the AP market in the US and around 45% in the UK.

Consumer attitudes to online advertising

  • According to an IAB/ValueClick study52% of consumers are happy to see online advertising because it allows them to view content or use services online at no cost. 
  • 61% expect that a large portion of the web would disappear without the advertising revenue that is needed to support it. 
  • 55% said they would rather see online advertising relevant to their interests and 59% would prefer a lower number of relevant ads than a higher volume of irrelevant ones. 

Mobile social networking

  • Stats from comScore reveal that 82% of a smartphone user’s media time is spent engaged with apps. 
  • Facebook is the top social brand on mobile, with the average FB mobile user in the US engaging for more than seven hours via browser or app in March.
  • 25.6m Twitter mobile users (this stats doesn't include third-party apps) had an average engagement of nearly two hours during the month. 
  • By comparison, people using their PCs spent just 20.4 minutes on Twitter.com.
Graham Charlton

Published 11 May, 2012 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

Comments (2)


K.Singh - NobleInfosys

Pinterest has indeed taken the internet by storm. The boticca study in particular has received much attention and widespread popularity. However, it is important to note that while Pinterest created history by becoming the fastest social network to attract its first 20 million users, it still has a long way to way to go before it can come close to Facebook's 800 million user base. And it is anyone's guess what Facebook's user-base would rise to by the time (IF) Pinterest reaches its 800 million.

over 4 years ago


Jess Shanahan

I think Pinterest is a great social tool but it looks like a lot of people are going to boycott it unless they change some of their terms and conditions.

In terms of getting sales through Pinterest, I think amazing photography is an absolute must.

over 4 years ago

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