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

Stats include Cyber Monday conversion rates, basket abandonment, eBay's 'Super Sunday' mobile traffic, online security concerns and Stylistpick's increase in conversions.

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

Burberry delivers best omni-channel experience on the UK high street

  • Burberry delivers the best omni-channel experience on the UK high street, according to new research carried out by Webcredible.
  • The luxury fashion retailer scored highest in the study of ten well-known UK high street retail brands from an omni-channel perspective. Burberry received an ‘excellent’ overall rating with 75.4 out of a possible 100, whereas most other brands in the study only scored ‘average’.
  • Waterstones and Debenhams both received ‘good’ overall ratings, awarded 65 and 62.5 respectively, while ‘average’ ratings were awarded to Topshop (60.9), Harrods (57.5), John Lewis (56.1), Marks & Spencer (55.7), Boots (44.2) and Next (42).
  • The brand with the lowest score – 41.2 – was Ted Baker, which was rated ‘poor’.

Cyber Monday conversion rates were higher on tablet than desktop

  • Stats from Monetate show that conversion rates on the iPad on Cyber Monday were over 6%, more than 2% higher than any other day during the Thanksgiving to Cyber Monday period.
  • Furthermore, tablet conversion rates (5.84%) actually exceeded conversion rates on desktop (5.51%). 
  • In 2011, the numbers were 5.48% on tablet and 5.98% on desktop.

Tablet vs. traditional (desktop) conversion rates on Cyber Monday

67% of consumers cite slow websites as the main cause of basket abandonment 

  • A study by Brand Perfect found that two thirds of UK consumers (67%) cite slow loading times as the main reason they would abandon an online purchase.
  • The second most common reason for basket abandonment is difficult navigation or problems finding a product (50%), followed by too many steps when trying to purchase goods (40%) and not being able to gauge the size of products (36%).
  • A third of respondents (33%) said that being forced to register was a key reason for basket abandonment.

23% of Brits have shopped online using their smartphone

  • New research by delivery company DPD reveals that 23% of people have bought goods online using their smartphone while 19% have shopped online using a tablet computer.
  • The research shows that the m-commerce trend is set to continue with a quarter of people (24%) saying that they expect to shop via their smartphone or tablet device in the next 12 months.
  • Online shopping apps are key to the m-commerce revolution - 23% of tablet and smartphone users have downloaded online shopping apps to help them make transactions more easily.

Ebay celebrates its biggest ever mobile Christmas

  • More than 3m Brits logged on to eBay this Sunday 2 December to do some Christmas shopping through their mobile devices.
  • The number of mobile visitors to the site on ‘Super Sunday’ peaked at almost double the number on the same day last year (up by 96%), with festive mobile sales rocketing by 110% and traffic peaking at around 8pm.
  • In total there were more than 9m unique UK visitors to the site throughout the day – an 18% increase in visitors from the same day last year and driving a 15% uplift in sales across the site as a whole.

Britain is a nation of digital shoppers

  • A new survey by The Cloud found that 73% of British smartphone owners have used their phone when they are out shopping to check prices, look for offers or use apps like Facebook, Twitter or Foursquare, while around one in eight of all UK adults (13%) regularly use their smartphone on the high street.
  • That’s the equivalent of 5.6m people, or 23% of everyone who owns a smartphone.
  • Meanwhile one in five smartphone owners (20%) have used their device to upload a photo of themselves or a product when shopping and asked their friends or family for advice before buying it – that’s equivalent to 4.8m people.

Shoppers still concerned with online security

  • New research by MySiteChecker.com found that 64% are unhappy about providing financial information online, whilst 47% are unhappy about buying a product online from a website/company they have never heard of.
  • Furthermore, 45% are not confident they would be able to quickly and easily determine if a website is safe to submit personal information on.
  • The padlock symbol on a website was the most popular security measure with 80% of consumers looking out for this.

Stylistpick achieves 33% increase in conversions

  • Online fashion retailer Stylistpick managed to increase conversions by 33% after working with Qubit to track when is the best time to serve a discount.
  • In order to engage with first time visitors, Stylistpick was offering a 25% discount to new users by email. 
  • By serving the same discount via an onsite message layer it was predicted that Stylistpick would see a rise in new visitor conversion rates.
  • The discount was served when a new visitor arrived on their second category page with no items in their basket.
  • The test achieved a 33% increase in conversion rate for new users who use Google’s Chrome browser, who Stylistpick also found to be the most price sensitive group of consumers.

Mobile social media use grows in the US

  • Over 80m people in the US now access social media using the mobile web and apps, according to a Nielsen study.
  • It stated that 85.8m people had logged on to social sites via an app in July, and 81.1m did so through the mobile web, a lift from 44.8m and 43m in turn 12 months earlier. The PC user base grew by 8.2m to 171.8m.
  • Overall, the social media population dedicated 121.1bn minutes to this platform in July 2012, up from 88.4bn minutes on an annual basis.
  • A 61% share of the time spent on this activity in July 2012 was attributable to PCs, followed by apps on 34% and the mobile internet with just 5%.

Aussies prefer brick-and-mortar stores to e-commerce

  • A majority of Australian shoppers would rather make purchases in brick-and-mortar stores than on the web, according to a new report by Ernst & Young
  • A poll of 625 Aussies found 66% favoured visiting stores over the internet, while 52% sometimes did not buy online as they have to wait for deliveries.
  • The analysis also showed that 60% of Australians had completed transactions online, with finding information and contacting digital-only vendors the main sticking points.
  • The benefits of ecommerce sites included prompt delivery (30%), offering good deals and prices (18%) and getting orders right at the first time of asking (14%).
David Moth

Published 7 December, 2012 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

1676 more posts from this author

Comments (1)

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Scott Campbell

Really interesting stats, and shows why that just having a website isn't enough. All businesses (independant or large chain) need to have a mobile presence aswell by having a mobile site and a mobile app to engage with their customers.

Scott
SCNC-Marketing.com

over 3 years ago

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