It’s time for another round-up of the most interesting US digital marketing stats we’ve seen in the past week.

This time we’ll be covering everything from Snapchat to Super Bowl ads and the habits of Halloween shoppers. 

51% of Super Bowl ad viewers did not watch them on TV

Unruly surveyed 1,200 people to find out how they engaged with 16 ads aired during the Super Bowl. 

38% said they had seen an ad. 51% of those said they had seen the ad on their PCs, tablets or mobile phones rather than on TV.

This year was also a record-breaker for ad shares: 9m (484m views), representing a 73% increase on 2014.

43% of Halloween shoppers start in the first two weeks of October

New data from Bing has highlighted some of the shopping habits of US consumers around Halloween. 

Halloween shopping habits Bing

27% start shopping for Halloween in September, while 25% start in the last two weeks of October. Only 5% begin before September. 

Other key findings include:

  • 95% of shoppers plan to buy candy and spend an average of $29.
  • 34% search online for costumes.
  • The top search on Bing across all devices is ‘halloween costumes’

Mexican online shopping landscape grew 400% in the last five years

The findings are from a new report by Oban Digital (registration required), which also predicts online shopping in this region will increase another 150% by 2018. 

Other key findings include: 

  • Mexico: population of 122.3m, internet penetration at 49.2%.
  • 89% of Mexican people owning a PC or laptop, 81% a smartphone, 55% owning a tablet.
  • 75% of Mexican internet users now say they buy online.

70% of Snapchat viewers skip ads after three seconds

According to an agency that shared a chart with Digiday showing Snapchat ad performance for one of its clients, users are very quick to skip ads. 

The findings suggest that even 10-second ads might be too long to engage the short attention span of this social network’s users. 

Some Snapchat advertisers claim an average view time of four seconds and a completion rate of 34%, which seems to tie in relatively closely with the above findings. 

Customer experience impacts brand advocacy

BCG measured the experiences of more than 227,000 customers across 650 brands and found that direct word-of-mouth recommendations from friends or family were four to five times more influential than indirect recommendations. 

Indirect recommendations might refer to those from newspapers, magazines, television and social media. 

The study found that strong advocates for brands tend to spend more and that a better customer experience overall leads to greater advocacy and therefore increased revenues, loyalty and growth. 

Social media dominates display ads in Latin America 

According to figures from comScore, more than half of all digital display ads served in Mexico in April this year were on social media sites. The figure was 42.1% in Argentina and 38.4% in Brazil. 

Not counting mobile visitors, comScore reported that 169m people in Latin America visited social media sites in April from home and work locations.

Digital to account for 30% of Mondelez’s media spending by 2018

The snack foods giant has recently announced its intention to significantly boost digital spend over the next few years. 

Overall expenditure on advertising and consumer support is steadily being increased, from 8% of revenue in 2014 to more than 9% in the second quarter of this year. It will continue to grow to more than 10%. 

In other news…

Instagram opens up ads to the world

As part of a major global expansion campaign, Instagram is opening up advertising on its site to all brands across the world. It announced the plans in a recent blog post.

Instagram ads were previously only available in eight countries but will now be extended to more than 30, including Italy, Spain, Mexico, India and South Korea. 

Instagram also announced significant changes to its ad platform, including longer, 30-second ads. 

For lots more up-to-date statistics…                                           

Download Econsultancy’s Internet Statistics Compendium, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.

It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.