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Here are some of the most interesting digital marketing statistics we saw last week.

Statistics include the #nomakeupselfie campaign, Nasty Gal's mobile experience, second-screening, data privacy, US ecommerce sales and social traffic to newpapers.

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

The #nomakeupselfie phenomenon

  • The craze for the #nomakeupselfie campaign on Facebook helped Cancer Research £8m, enough to cover four clinical trials.
  • According to data from Socialbakers, as a result of the publicity the charity also added an additional 15,000 Twitter followers in just 15 days, and on 20 March it attracted almost 20,000 @mentions.

Premier Inn’s superior multichannel experience

  • Premier Inn has topped the latest Multichannel Benchmark study from eDigitalResearch, which compared 17 online travel websites and their respective desktop sites, mobile sites and mobile apps.
  • According to the research, the UK hotel brand scored well across the board, but excelled in terms of booking process, design and usability.
  • Here’s the overall rankings from the study:

Nasty Gal is top dog for mobile

  • Nasty Gal, eBags and Zazzle have come top of a Search Agency report looking at the mobile experience offered by the top 100 pure-play ecommerce retailers.
  • It found that women's retailers tended to be the top performers, with 75% of the 20 highest scoring sites on the scorecard skewed more toward females, while 75% of the 20 lowest scoring sites skewed toward males.
  • The report also shows that the average time the top 100 web-only retailer sites took to load was 2.99 seconds, almost two seconds longer than Google’s recommended load time.

Apple dominates global mobile web browsing

  • A global study in mobile usage in 101 countries has found that iOS devices dominated browsing in 34, while Android comes out on top in some 67 nations.
  • The study by dotMobi found that Apple attracts 30.76% of the UK web traffic with 18 phone models, Samsung has to maintain 100 handsets to attract just 14%.
  • BlackBerry devices come out on top only in South Africa with 39.34% of traffic, but are still widely used to browse the web in Canada and Britain.
  • China is characterised by local device brands where the top ten browsing devices are made up of seven different manufacturers, including HTC and Samsung, as well as local brands Huawei, Xiaomi and ZTE.

16% of TV audience is second-screening

  • According to the latest study from the Council for Research Excellence (CRE), 16% of a television audience is using social media at the same time. 
  • Less than half (7%) of that segment is engaging in social media related to the actual show they’re watching.
  • The survey is based on a sample of 1,665 respondents between September and October 2013.

Ebay data shows consumers are likely already shopping for summer

  • Ebay Advertising has published new sales data which shows that retailers should already be preparing their summer product ranges.
  • Sales of BBQs doubled on eBay in the UK between March and April 2013, and sales of cricket bats jumped up by 40%, despite last April being unseasonably cold, showing that the transition from March to April marks a tipping point when shoppers start spending in anticipation of summer.
  • Consumers also get ready to tackle home improvement projects once April hits, with sales of paint and varnishes rising by 22% between March and April in 2013, the highest increase across the year. 

US consumers willing to share information for relevant ads

  • A TRUSTe survey of 2,000 adults aged 18-75 across the US found that 82% of consumers are concerned about the type of personal information collected through their web-browsing history, yet some consumers are willing to share details of specific products and services they are interested in with advertisers in exchange for a more relevant ad experience. 
  • 39% would share their interests directly with advertisers if it meant receiving ads tailored to those interests, while nearly half of consumers (48%) would be willing to do this if the advertiser's privacy policy was certified by a third-party privacy organisation. 

Strong growth in US ecommerce sales

  • US ecommerce sales showed strong growth in February, increasing 10% year-on-year. In contrast overall retail sales grew by just 1.5%.
  • The proportion of online sales that came from mobile commerce increased fro 14% to 19.5% in the same time period. This total was roughly split 50/50 between smartphones and tablets, with eat accounting for 9% and 10.5% respectively.

Social traffic to UK newspapers triples in 12 months

  • UK newspapers have seen referral traffic from social networks triple in the past 12 months, according to data from SimilarWeb.
  • While Facebook is the dominant social network when it comes to sharing articles among social networks, the second biggest is often Reddit rather than Twitter.
  • The Guardian, The Telegraph and The Independent receive significantly more site visits from Reddit than from Twitter. 

Ecommerce in the Middle East

  • Just over half (51%) of consumers in the UAE used ecommerce in 2013, according to a survey of 3,000 Middle East consumers by MasterCard.
  • The level of ecommerce usage was similarly high in Saudi Arabia and Qatar at 48%.
  • Furthermore, 17% of people included in the survey had bought something using a mobile device in the preceding three months.
David Moth

Published 28 March, 2014 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

1685 more posts from this author

Comments (1)


Scott @ Kawntent

That had a lot of information packed! The quantitative researches must have taken a lot of time. And The Independent receiving more traffic from Reddit shouldn't be surprising. Reddit usually helps a lot in driving traffics to news sites.

over 2 years ago

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