80%+ of video users leave if there is a glitch and other stats

Quite a long post this, it forms the basis of this week’s Cow Digital Digest (subscribe here), the summary of stats and trends that Louise and myself send out every week.

28% of Americans say that social media has influenced their holiday purchases

Metrics firm Comscore (source Marketing Charts) carried out a study to show that during the first 36 days of the Christmas shopping season in the US, during which consumers spent $16 billion, 28% were influenced by social media when buying. The biggest source of influence we reading a consumer generated review of a product (including blog posts) at 13%.

At the same time, the effectiveness of using Twitter feeds to blast out special offers and promotions could be called into question from the stat that only 5% bought after following a company’s Twitter feed to find out about special deals.


“Cyber Monday” (UK) moves closer to Christmas
According to Hitwise, ‘Cyber Monday’, the day when online retailers are at their busiest, moved a week closer to Christmas this year. In 2008 it was on 30 November / 1 December, this year it shifted to 7 / 8 December.

Hitwise says that larger online retailers and department stores were the main beneficiaries of later Christmas shopping. Amazon in particular saw its market share of visits increase from 6.1 to 8.2%. M&S and John Lewis similarly featured in the top ten.

According to Hitwise analyst Robin Goad, the trend towards established brands and also ones with a high street presence “clearly illustrates a preference for multiple delivery and dispatch options.” In other words, we’re tending towards retailers that offer a mixture of trust and convenience.

Last week it was rumoured that Amazon is eyeing up High Street locations around the UK, at a time when Borders books has gone into administration.

Latest Facebook stats for Europe

Inside Facebook has the latest Facebook figures for November, showing that in Europe it now reaches 112 million monthly active users. As before, the UK is by far Facebook’s biggest market with 23,009.220 users, which gives it 37.6% penetration.

Inside Facebook points out the social network’s growth rate is however slowing. This comes as Facebook announced 350 million users globally, which raises the question of whether it’s reaching saturation levels.

4/5 video viewers leave a stream if it “buffers”
Better make sure your site and stream has the right bandwidth as if there is any kind of glitch, the vast majority of users will leave.

Tubemogul looked at 192 million video streams (source New Tee Vee) across 14 days and found that more than 81% of viewers will leave if it “rebutters.” In other words, most viewers won’t hang around for a video to reload but will go and find something else to do with their time.

According to Tubemogul, that’s particularly significant for advertisers who’ve invested in ‘post rolls’, ads that run at an end of a clip. Chances are most people will never see them.

A day in the life of the Internet
This killer graphic was featured on NextWeb, visualising a day in the life of the Internet. Apparently we send 210 billion emails a day, post five million tweets and post 900,000 new blog articles.

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