Most marketers love facts and stats around our digital world, so here are some that I found interesting this week; a few of which may also help me decide what to buy this Christmas!
1. Two weeks before Christmas is prime time for UK advertisers
According to AppNexus’s latest whitepaper, UK advertisers could make big savings on ad spend by focusing on the two weeks before Christmas, instead of late November.
Unlike in the US, conversion rates tend to be low in the UK during late November, while CPMs are typically high. So, by ignoring the later run up to Christmas, advertisers could be spending over the odds.
The report also emphasises how Boxing Day and the early January period presents a great opportunity for the UK in particular.
2. 34% of UK consumers would become disloyal to a brand after just one bad experience
According to research from Optimizely, 80% of UK consumers have abandoned a basket during an online shopping journey.
While this is not surprising news, it could be having a bigger impact on the long-term retention of customers, as well as the reputation of brands.
In a recent survey, 34% of consumers said they would become disloyal to a brand after a bad experience. This suggests that retailers need to take more steps to prevent basket abandonment from occurring in future.
3. Hatchimals is the most searched-for Christmas gift in the UK so far
With Christmas now just two months away, Hitwise has been looking at which toys consumers are searching for this year.
Taking the top three spots for the biggest branded search terms is Hatchimals, an interactive hatching egg, and the latest craze to hit the toy world.
Traditional toys and games like Baby Annabell and the FIFA video game also make the top 10 searches.
Here is the list in full:
- Hatchimals UK
- Baby Annabell
- Speak Out game
- Paw Patrol toys
- Battlefield 1
- Skylanders Imaginators
- FIFA 17
4. ‘Window shopping’ is the biggest reason for basket abandonment
A new report from SaleCycle has uncovered the biggest reasons behind online shopper basket abandonment.
Based on a customer survey data of fashion and retail companies, it found that 34% of consumers abandon a basket because they are ‘just looking’ or researching products. This explains why the travel sector has the highest abandon rates of 80.4%.
Second to window shopping, 23% of consumers cite issues with shipping and delivery costs as the reason they most often fail to buy.
5. Simple navigation is the most important feature for online consumers
New research from Tryzens has determined the key areas that consumers see as most important in their ecommerce experience.
In a survey of 1,000 people, 71% said the most imprtant feature was a clear and easy-to-navigate page.
Clear stock availability and effective search facilities came in second and third on the list, with 62% and 61% of consumers citing these factors respectively.
Tryzens also found that easy delivery and returns, best price assurance, and the delivery of rich multi-media content should also be priorities to drive online retail success.
6. Global ad spend predicted to slow next year
The latest Consensus Ad Forecast from Warc has indicated that global advertising spend will rise by 4.5% during 2016 as a whole, before the growth rate slows down to 4.2% in 2017.
Apart from newspapers and magazines, all major media channels are predicted to record year-on-year growth in 2017, with mobile expected to see the greatest ad spend rise of 34.2%.
In terms of the countries with the strongest ad spend, India tops the list, with a predicted 13.3% growth rate.
7. UK backs Clinton while Trump garners most online attention
According to Kantar Media, while most Brits are backing Clinton to be the next US President, many can’t help but be drawn into online conversations about Trump.
From analysis of 700,000 posts made since the first debate, Trump has received 81% of the total share of voice on social platforms. Unsurprisingly, 61% of posts about him were from detractors.
Despite this, 57% of posts about Clinton were also disparaging. This demonstrates the nation’s frustration with both candidates and the US election as a whole.
8. Over half of consumers want to ‘Buy British’
Research from Rakuten Marketing has revealed that Brits are patriotic when it comes to the brands they buy from, despite many also failing to identify popular British brands.
As well as over 50% of survey respondents saying they prefer to buy from home-grown brands, only a tenth correctly identified brands including SuperDry, Hotel Chocolat and Caffé Nero as being British.
In terms of consumer confidence, brand heritage looks to be an important factor, with the majority of respondents citing the likes of John Lewis and Marks & Spencer as businesses that will still be around in 10 years’ time.
9. Smartphones account for 78% of US gaming usage
A new study from PayPal has revealed that smartphones have overtaken tablets and laptops for gaming in the US, with over three-quarters now using their mobile.
As a result, mobile is expected to account for just under half of the global games market in 2016, which is predicted to reach $77.3bn in total.
From a study of gamers, PayPal also found that 40% play their video games for one to two hours over each session, while 34% play for two to four hours.
This level of time commitment suggests that there might be untapped opportunity for in-gaming ads.
10. Q4 Christmas ad spend increases 32% in the last five years
We just can’t get away from Christmas this week.
This time, we’re looking at the Advertising Association’s newly released figures on ad spend.
According to the data, Q4 Christmas advertising spend has increased 31% in the last five years, with many retailers capitalising on consumer interest and increased media usage leading up to December.
In terms of channels, it appears the biggest focus is the internet, with a predicted £2.6bn to be spent on internet advertising in Q4 2016.
Lastly, mobile ad spend is set to increase 27% year-on-year.