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The 10 Best Digital Marketing Stats of the Week

Social media's newest star is an old airport carpet, plus Super Bowl data

PDX's old carpet has sparked an intriguing social media phenomenon. Oregon Public Broadcasting blogger Lizzy Duffy

Here are the 10 most fascinating digital marketing statistics from Jan. 25 through 30, including Big Game data, eyebrow-raising earnings figures from Google and Facebook, as well as the curious, Portlandia-ish case of an airport rug.

1. Location-based dating apps don't creep out chilled-out millennials, right? Think again. SinglesAroundMe, a competitor to Tinder, HowAboutWe and Match.com, said 60 percent of its iPhone users are employing the app's "Shift" option to move their real location by a few miles. So if you are a mobile-tethered single, your Valentine's date might not be as near to your heart as you think.

2. Thirty-one thousand. That's how many photos—mostly shoe or feet selfies—of the former carpet at Portland International Airport (PDX) have been shared on Instagram, according to The Wall Street Journal. People loved the rug, which was installed in 1987 before getting replaced in recent months, so much that someone started a dedicated Instagram account in the carpet's name. And entrepreneurial-minded folks even sell T-shirts, socks and smartphone cases based on the rug's design pattern.

3. Facebook video views have hit 3 billion daily, tripling since early fall 2014. The Menlo Park, Calif.-based social giant revealed the number during its earnings call on Wednesday, when it reported $3.6 billion in total ad sales—69 percent of which came from its mobile business.

4. During Google's quarterly earnings call yesterday, it said YouTube's mobile ad sales have increased 100 percent year over year. The Mountain View, Calif.-based tech behemoth also disclosed that consumers had watched 100 million minutes of Super Bowl ads on YouTube.

5. MarketLive's data show that smartphone-loving consumers have increased mobile commerce by 125 percent across all product categories, with traditional retailers and furniture-and-housewares merchants, in particular, getting triple-digit lifts in purchases coming in via iPhones, Androids and the like. The Petaluma, Calif.-based company's findings are based on millions of digital transactions.

6. With 30-second Super Bowl spots going for $4.5 million, it's fun to ponder what marketers could do on digital channels with that kind of cash. In just one example from our thorough breakdown on the subject, they could buy six days worth of Snapchat's pricey $750,000 Sponsored Snaps product, which reaches tens of millions of engaged millennials in a single day.

7. The National Football League didn't have a YouTube channel until this week because it's so protective of its footage. Now, the NFL is ready to leverage the uber-popular video platform—but it's off to a modest start. In the last few days, it has attracted 21,000 subscribers.

8. Retail brands responded to roughly 47 percent of the consumer tweets directed at them with @mentions, per Brandwatch's research. That figure seems low for an industry that has long prided itself on customer service.

9. According to a Teradata survey of 1,506 global marketers, 90 percent said achieving more one-to-one personalization was a top priority going forward. 

10. Similarly, Autopilot found that just 35 percent of marketing practitioners think they are doing a good job of staying in touch with customers, while 65 percent say they are not doing a good job, or could be doing better.

Bonus stat: The Wall Street Journal's back-of-the-napkin math estimates that BuzzFeed's revenues will jump 50 percent this year to $150 million

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