By The Numbers

Insights for Social Media and Digital Marketers

We’re obsessed with understanding how social impacts business. We’ve gotten into the habit of collecting digital marketing, social & mobile statistics so we can keep an eye on trends and benchmark our performance and we’ve decided to make our collection public. We will be updating this page regularly so be sure to visit often and don’t forget to Like us if you find it useful.


Social Sharing

  • 81% of consumers receive advice from friends & family relating to product purchase through a social networking site –  Social Commerce Today
  • 78% of consumers trust peer recommendations - BizReport
  • 75% of online shoppers click on the link referrals by their Facebook friends - 53% went on to make a purchase - Sociable Labs
  • 83% of consumers globally are more likely to visit a website recommended by a friend on Facebook, and more than half say comments posted on a retailer’s Facebook…. also influence their opinions” - Channel Advisor
  • 60% of users surveyed were more likely to recommend a brand since becoming a friend. 79% on Twitter - Chadwick Martin Bailey + iModerate Research Technologies
  • 51% of users surveyed were more likely to buy from a brand since becoming a fan on Facebook. 67% on Twitter - Chadwick Martin Bailey + iModerate Research Technologies


Fan Communities

  • For the top 100 brand pages, friends of fans represent a larger consumer base than a brand’s fans by 81x  - ComScore
  • The dollar amount more that Facebook fans spend per/year than non-fans $71.84  - Syncapse 
  • Of the top 100 brand pages, the number of Fan friends that can be reached per Fan 34 - ComScore & Facebook
  • Auto-posting to Facebook decreases likes and comments by 70% - Inside Facebook
  • % of all online consumers that are social media fans or followers 46%Exact Target


Social Network Demographics

  • Percent of social network users that follow a brand 53%Nielsen
  • Active social networkers are  47% more likely to be heavy spenders – Nielson
  • Percent of online individuals that use Twitter 13%OnlineMBA
  • Average time spent on Pinterest 16:40OnlineMBA
  • In Q1 2012 Pinterest accounted for 26% of social media visits to retail sites – Monetate
  • Percent of shoppers that have made a purchase after seeing an item on Pinterest 32% – BizRate
  • Percent of Pinterest users who are women 80%Google Ad Planner


Social Advertising

  • 0.588% CTR at $0.63 CPC – what Facebook desktop news feed Sponsored Stories get on average – TBG Digital
  • 1.93x the CTR and 2.65x more earning – the amount that Facebook is getting on mobile sponsored stories compared to what it makes on the web – TBG Digital
  • 46% higher CTR and and 18% lower cost per fan – Facebook Sponsored Stories over Facebook traditional ad units - TBG Digital
  • 55% of advertisers don’t use Sponsored Stories – Social Fresh
  • 5 – 14 days – the most popular lifespan of a Facebook advertising campaign – Social Fresh


Mobile Demographics

  • 87% of the world’s population (6 billion people) are mobile subscribers - DigitalBuzz
  • 50% of all US consumers use a smartphone  – Forrester Research
  • 14.8% use Twitter solely in mobile and 6.9% engage with Pinterest only in mobile – BIGinsight
  • 50% of people accessing Facebook are on mobile  – Facebook
  • 11.2% of mobile users regularly pay attention to sponsored stories/links – BIGinsight
  • 25% of internet users in the United States are mobile only – Trinity Digital Marketing


Mobile Shopping

  • 64% the percent of mobile shopping sessions done with an iPad. Other iOS devices accounted for another 17% – RichRelevance 
  • 82% of consumers want to engage retail brands via mobile and social channels if they believe that it would improve future expectations – Empathica Inc. 
  • 1.5% the conversion rate of the iPad compared to other mobile devices which had a .5% conversion rate - RichRelevance 
  • 79% of large online retailers still don’t have a mobile optimized site – CultureLabel
  •  2:1 Mobile web subscriptions that already outnumber broadband subscriptions- CultureLabel
  • 25.4% of consumers engage in online shopping via mobile – Prosper Mobile Insights