I've rounded up some of the most interesting digital marketing stats I've seen this week. 

Stats include multi-screen usage, mobile email, online returns, buying patterns of tablet users, social media customer service and Twitter's mobile user numbers.

Multi-screen usage 

  • Stats from our Multi-Screen Marketer report, produced in association with the IAB, show that 65% of the respondents with a tablet in our study said they were likely to be using a second device while watching television.
  • Even most people with only two screens (TV + computer) are more likely to be online while watching than not (52%).
  • Multi-screening can be positive for publishers and advertisers. Those with tablets are significantly more likely (47%) to take an action (voting, purchasing, etc.) in response to what they’re watching than their peers with three screens (37%). 
  • 47% of tablet owners have used a mobile device to respond to something on the screen and 28% have downloaded an application that’s related to a show they watch.

Chance of using a mobile device to take action from television prompt:

Mobile web usage

  • Almost two-thirds of UK smartphone owners (59%) access the mobile internet everyday, according to stats from Google
  • 85% of UK mobile users seek local information on their smartphone, and 81% take action using the local content.
  • Mobile search has grown 500% in the past two years.

Online research and in-store purchases

Reducing online returns rates

  • By using the Shoefitr tool, which helps shoppers to find the best fit for them, US retailer Running Warehouse has reduced fit-related returns by 23%
  • The app has enabled Running Warehouse to increase its profit margins by 2.5%. 
  • Previously, around 65% of the retailer returns were due to size related issues, but now 20% of orders come in from customers that have used the app. 

Social media and customer service

  • More than a third of UK consumers (36%) have engaged with brands through social media, according to a survey from Fishburn Hedges.
  • 68% of those who have engaged with brands through social media believe that it “allowed them to find their voice”.
  • More than two-thirds (65%) also believe that it is a better way to communicate with companies than call centres.

Twitter's mobile users

  • Twitter now has 10m UK users, of which 80% access the site using mobile.
  • This makes the UK Twitter's fourth largest audience behind the US, Brazil and Japan. It has 140m users worldwide. 


  • One tablet generates as many website visits as four smartphones, according to data from Adobe's Digital Index Report.
  • By the end of Q1 2012 smartphones accounted for 6.1% of site visits compared to 4.3% on tablet (mainly iPad).
  • Within a year of its launch in Q2 2010 the iPad accounted for 1% of total website visits, reaching 4.3% of total visits by the end of 2011.

Facebook and customer acquisition

  • More than a third of UK businesses (36%) now use Facebook to attract new customers, according to data from Basekit.
  • This makes it more popular as an advertising tool than local business directories such as Yellow Pages and Thomson, which are used by 27% of the 500 small businesses surveyed.
  • The use of online advertising is now almost as common as print advertising (20% vs. 21%), and Twitter is also quickly gaining popularity (17%).

Marketing emails and mobile

  • Research by STEEL finds that 36% of all consumers are already reading marketing emails on a mobile device. This figure rises to 55% for 18-34s. 
  • However, one in four find marketing emails too difficult to read on their mobiles
  • The top area of dissatisfaction is too much scrolling (42%), while 29% state that the layout of emails isn't right for their mobile device and 27% feel there is too much content. 
  • Reasons for opening emails on mobile:

Shazam and TV ads

  • According to ITV and Shazam, around 50,000 viewers used the Shazam app to tag the Pepsi MAX and Cadbury ads shown during ad breaks in Saturday’s Britain’s Got Talent final.
  • Shazam recently announced a partnership with ITV to provide interactive TV ads. 
Graham Charlton

Published 18 May, 2012 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

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