Our headlines never lie. We’ve got some delightful digital marketing stats for you this week, including news on ad fraud, retail returns, and AR apps.
There’s lots more in the trusty Internet Statistics Compendium of course. Check it out for further facts and figures.
Without further ado…
Digital ad fraud predicted to rise to $19bn in 2018
A new report by Juniper Research predicts that digital ad fraud will cost advertisers $19bn in 2018 – that’s equivalent to $51m per day. This figure, which represents advertising on online and mobile devices, is also predicted to rise to $44bn by 2022.
Meanwhile, the report further predicts that platforms using AI for targeting purposes will account for 74% of total online and mobile advertising spend by 2022.
Honesty is the key to winning trust from travel consumers
According to research by the DMA, simple factors like honesty and value for money can instill trust in travel consumers – perhaps even more so than technological innovation.
The DMA found that 59% of consumers want value for money, 58% want ease of use, and 58% want good customer service from travel brands. Similarly, these factors can also keep customers loyal, with 53% saying good customer service would lead to a repeat booking, and 40% saying the same for deals and loyalty schemes.
That’s not to say customers don’t want the convenience of technology as well. 52% of consumers say they would use a chatbot to help with pre-travel questions, and 53% would be interested in using a VR headset to see a hotel room.
Three in four UK consumers are concerned about privacy of connected devices
New research from Worldpay has revealed a lack of trust in connected devices among UK consumers.
In a study of over 2,000 people, just 23% of UK respondents said they feel comfortable with a smart device such as a fridge or virtual assistant ordering items on their behalf. Not only did the study uncover that Brits are laggards when it comes to Internet of Things adoption, but also that privacy is still a massive barrier.
Worldpay found that 78% of British consumers are worried that businesses would share their personal data, while 77% are concerned about the prospect of devices being hacked by fraudsters. UK consumers are clearly a stubborn lot too, as 33% claimed that nothing would make them feel comfortable with automated purchasing.
93% of consumers would consider a rival brand after a negative email experience
A new report by Mailjet suggests that lost emails can negatively affect levels of customer retention.
Research has found that 28% of consumers across the UK now receive four or more transactional emails per day. Furthermore, 77% state they always check that they have received a purchase confirmation email, and 41% won’t wait more than one minute for a transactional email to arrive before getting annoyed with the company they are using.
Consequently, 93% of customers would consider choosing a rival provider following a negative transactional email experience, with 21% of UK consumers saying speed of email delivery is the most important factor.
Decline in number of retailers offering free returns
Research by ReBound has uncovered a drop in the number of UK and European retailers offering their customers free returns. In a study of over 200 leading fashion brands, just 28% were found to offer free returns – a big decrease from 55% in Q1.
ReBound’s report also found that the majority of retailers are failing to be upfront about their returns policies, with just 6% promoting their returns policy at all three key stages of the purchase journey – product page, basket, and checkout.
Social sentiment for Uber increases following licence revoke
Since TFL announced that it won’t be renewing Uber’s licence to operate, social media has been awash with conversation about the decision. 4C Insights has been looking at engagement and sentiment for both companies across platforms including Facebook and Twitter.
Surprisingly, it found that sentiment has dropped 13% for TFL since the announcement, with Uber remaining level despite the working practices highlighted by TfL’s decision.
With 730,000 signatures on the petition for Uber to have its London license renewed, it seems the general attitude on social media is annoyance at the service being taken away.
90% of Gen Z travellers influenced by social media
When it comes to travel plans, Expedia Media Solutions has revealed that the Generation Z is the demographic most influenced by social media, with Instagram and Facebook being named as the most influential platforms.
While Gen X (or millennials) are influenced less by social media than younger generations, more than half of them say Facebook has an effect on their decision-making.
Lastly, baby boomers are the least likely to research travel destinations on social media, with more than 55% already deciding where to go, and 43% saying they don’t need help with planning.
iOS 11 sparks consumer demand for new AR apps
Following on from the launch of iOS 11 and Apple’s new AR platform, ARKit, consumer demand for AR apps is on the rise.
A new report by DigitalBridge suggests that 61% of consumers say augmented reality is the technology they are most excited about using, compared to 30% for virtual reality. Consequently, 69% now expect retailers to launch an AR app within the next six months.
Meanwhile, a further 18% of consumers don’t expect to be kept waiting longer than 12 months before they are offered access to an augmented reality platform, and 82% are expecting the technology to be made available via mobile.
Consumers fail to recall brand logos
Signs.com has been looking at how well consumers can recall the brand logos they see every day. The study involved 150 participants drawing 10 famous logos from memory, including Apple, Burger King, and Domino’s.
Results found that just 6% of people could recall the Starbucks logo – perhaps surprising considering many participants buy one of the 18m cups of coffee it sells per day.
Ikea saw the most success, with nearly a third of participants recreating near-perfect logos. Meanwhile, more than 20% of participants wrongly included a crown when drawing the Burger King logo, despite the fact that the design hasn’t included one in almost 50 years.
Lastly, one in three participants incorrectly included a stalk in the Apple logo.
Pizza generates 26m shares on Instagram
Lastminute.com has revealed the world’s most-shared food trends, including the top international foods and the most popular obscure trends.
Topping the list of the most-shared international foods is pizza, with 26m shares on Instagram. This is followed by sushi with 17.6m shares, and pasta with 11m shares.
Meanwhile, matcha tea was found to be the most popular unusual food, generating 2.5m shares. Cronuts, bubble tea, and freakshake also appear in the top 10 obscure foods Instagram users love to document.