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

Stats include paid digital media, mobile commerce, social marketing, Asian marketing budgets and EE's dreadful customer service.

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

Only a fifth of companies optimising paid for digital media

  • The new Econsultancy/Adobe Quarterly Digital Intelligence Briefing, entitled Optimising Paid Media, has found that just 21% of companies are carrying out ‘effective optimisation’ of media buying across search, display and social advertising.
  • The majority of marketers (57%) say that optimisation of this kind is only ‘limited’, while the remaining 22% say there is ‘no optimisation’ of media buying.

To what extent do you or your agency (or your clients) optimise media buying across different digital channels?

 

EE gets an ‘F’ for customer satisfaction

  • EverythingEverywhere is the UK’s least favourite mobile network provider, according to research by Synthesio which monitored feedback on social media sites.
  • In terms of sheer volume EE garnered the most overall comments from users but was also ranked the worst provider, with less than a fifth of social media users having something positive to say about the network.
  • A clear theme was dissatisfaction with basic network coverage, with many ex-Orange customers perceiving that coverage has become worse since the merger of the T-Mobile and Orange networks to form EE.
  • EE’s launch of its 4G network in October had little impact on quelling the intensity or volume of customers’ day-to-day frustrations being shared on forums, Twitter, blogs and Facebook.

Mobile commerce now accounts for 23% of online sales

  • Mobile commerce sales have doubled in the space of a year and now account for almost a quarter of total online sales, according to a new report.
  • The new data from IMRG and Capgemini shows that sales completed through mobile devices accounted for 23.2% of total ecommerce sales in Q2 2013, up from 11.6% in the same period last year.
  • There was a significant rise in ‘click and collect’ sales in Q2, reaching a record high of 16% of online sales for multichannel retailers.
  • This represents annual growth of 33%, up from 12% in the same period last year.

50% of businesses believe that social offers greatest marketing opportunities over next year

  • Digital marketing offers greater opportunities for businesses over the next year than more traditional channels, according to a new report.
  • When asked to identify which three marketing channels offer the greatest opportunities, half of brands (50%) mentioned social media followed by email (43%) and websites (35%).
  • In fact the top 10 most cited channels are all online, with the most popular offline channel being direct mail at 8%.
  • The findings come from the new Econsultancy and Responsys Cross-Channel Marketing Report 2013.

Which three marketing channels offer the greatest opportunities over the next year? (Client-side respondents)

Travel aggregator sites dominate airline brands in Google results

  • Travel aggregator sites dominate airline brands for both natural and paid Google rankings, according to a new Searchmetrics report looking at search visibility.
  • The study is based on analysis of how airline brands performed on Google for the 1,439 most popular search terms relating to flights.
  • The highest ranking airline brand for natural search is easyJet which appears in sixth place, just ahead of Ryanair in seventh position. British Airways is the only other airline to rank among the top 15 most visible travel brands.

66% of Asian businesses plan to increase digital marketing budgets over the next 12 months

  • Two-thirds of Asian businesses (66%) plan to increase their digital marketing budgets over the next 12 months, according to new research from Econsultancy and Campaign Asia-Pacific.
  • In comparison, just 19% of companies plan to increase their offline budgets in the same time period.
  • Furthermore, companies surveyed as part of the State of Digital Marketing in Asia 2013 Report are spending an average of 29% of their total marketing budgets on digital, a slight increase from 26% in the 2012 survey.

What percentage of your overall marketing budget is spent on digital marketing?

Google+ is second most popular social network

  • A new GlobalWebIndex report in social media usage has found that Google+ remains the second most actively used social network with 318.4 million active users in 31 markets.
  • Emerging platforms have experienced notable growth in popularity since Q2 2012 with Pinterest and Tumblr being the fastest growing global social media.
  • Facebook maintains the highest penetration of active users among account owners at 62% globally.  This compares to 51% for Twitter and 44% for Google+.
  • More photos are shared on Facebook using mobile phones than PCs in Q2 2013.

 

Nokia comes second to Samsung for online video shares

  • New research from Unruly shows that Nokia received 17% of all-time online video shares among smartphone brands, second only to Samsung which dominated with more than half (52%) of shares.
  • Apple came a lowly third with 9.4% closely followed by Sony (7%) and Blackberry (6.7%).
  • However Samsung’s impressive performance is thanks to the high number of videos it has launched over the years, so it’s potentially a case of quantity rather than quality.
  • Comparing Samsung and Apple head-to-head, ads for the Galaxy S4 massively outperformed the iPhone 5 by attracting 89% of the total shares for the two devices.

Why mobile is key to an effective multichannel strategy

  • The new Econsultancy Multichannel Retail Survey shows that 44% of smartphone owners have used their mobile to find details about a retailer (e.g. nearest outlet or opening times), up from 32% in 2012.

Have you used your mobile to find a retailer’s nearest store, opening times etc.?

  • The survey also asked smartphone owners whether they had used their mobile to compare prices and look at product reviews while out shopping, also known as ‘showrooming’.
  • The results show that 40% of respondents had used their mobile while out shopping, which is actually a slight decline on 2012. Even so, the number of people showrooming is still twice as high as it was in 2011 (19%).

Consumers more concerned about mobile privacy than a phone’s brand or screen size

  • A TRUSTe survey of 900 smartphone users has found that battery life is the primary concern for 45% of smartphone users when using mobile apps, followed by privacy (20%), brand (13%)  and screen size (11%).
  • Furthermore, 54% of smartphone users are frequently or always concerned about privacy when banking online, the online activity causing mobile users the greatest concern, followed by shopping online (50%).
David Moth

Published 6 September, 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

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