After our Black Friday bonanza, it’s business as normal this week.
We’ve got shed loads of good stats for you, including news about effective abandonment emails, smartphone use, retail strategy and more.
Don’t forget to download the Internet Statistics Compendium for further insight.
Now, let’s get straight to it.
British retail to gain a boost from ‘fly-in’ shoppers
According to lastminute.com, London stores are set to get a big boost from Spanish and Italian travellers this weekend, with many taking the opportunity to shop while travelling during Europe’s Immaculate Conception public holiday.
Data suggests that that 11% of Spaniards and 10% of Italians that booked to travel through the site will arrive in London this weekend.
Combined with the weak pound, this makes the UK capital the top destination for international shoppers.
Emails proven to be effective for prompting purchases after abandonment
Abandoned-basket emails are key to encouraging consumers to complete a transaction according to Experian’s Q3 Email Benchmark Report.
It found that customers who receive multiple abandonment emails are 2.4 times more likely to complete a transaction than customers who receive only one.
75% of retailers aren’t listening to customer feedback
According to the latest research from eCommera, there is an increasing gap between retailers’ perceptions of the customer experience and the actual reality.
In interviews with 500 European retailers, 99% claimed to measure customer loyalty, but only 25% said they use customer feedback to do so. Instead, the majority rely on the number or value of purchases.
Large businesses in particular appear to be failing here, with retailers that have a turnover of over £500m per annum claiming 38% of customers are ‘loyal’.
Eight in ten consumers find misleading business info from search
A new survey from Yext has revealed how critical inaccuracies in online business data is misleading consumers.
In a survey of 2,000 consumers, eight in ten reported encountering incorrect information about a business when searching online, with 43% of consumers saying that this was not a rare occurrence.
The research also found 65% of large UK businesses have incorrect addresses listed online, with 33% listing incorrect phone numbers.
Over half of minority groups feel under-represented in UK ads
The ‘Reflecting Modern Britain’ report by Lloyds has discovered that just 47% of consumers in the UK feel accurately portrayed in advertising.
With just 19% of people featured in ads coming from minority groups, there still appears to be a lack of fair representation in the media.
The report shows that, while disabled people represent 17.9% of the population, just 0.06% feature in the ads included in the study.
Similarly, 0.29% of single parents feature in ads, despite the fact that they make up 25% of the population.
Lastly, 35% of survey respondents feel the Asian community did not feature enough in ads, and 31% thought mixed race people were under-represented.
Local businesses prefer to advertise on Facebook
A new report by Borrell Associates has found that local businesses favour Facebook over any other social media platform to advertise.
In a survey of 7,564 US businesses that had recently purchased local advertising, 84% now have a social media presence – a figure up from just 57% in 2011.
From this percentage, 96% are on Facebook, with 80% having their own Facebook page and 62% buying Facebook ads.
Just 51% of local businesses on social media have a Twitter account and 34% use Instagram.
31% of consumers use smartphones to click-through and buy from email
The DMA’s Consumer Email Tracker 2016 report has found that email remains the most-used medium for reaching consumers.
Furthermore, 51% of consumers access emails with a smartphone. This percentage also rises to 69% for younger respondents, meaning that smartphones have overtaken desktop as the primary way for young people to access email.
The report also found that 41% of millennials have two email addresses, with one often used as a ‘ghost’ account to screen marketing messages.
‘Chewbacca Mom’ is the most viewed Facebook Live video of 2016
It’s that time of year again, when brands look back at the biggest and most talked-about moments of the year.
Facebook has just revealed the top ten most viewed Facebook Live videos, with ‘Chewbacca Mom’ taking the top spot.
The top five include:
- Candace Payne: Chewbacca Mom
- Ted Yoder: Soundscapes
- Buzzfeed: Countdown to the next presidential election
- Atlanta Buzz: People are lining up to hug police officers in Dallas
- NBC News: Election results
46% of millennials plan to Christmas shop from their smartphone
Catchpoint has revealed how UK consumers are doing their Christmas shopping this year, with younger consumers three times more likely to use their smartphone than older consumers.
A big reason appears to be convenience and lower stress levels, with 42% of millennials saying that shopping on their smartphone would result in a happier Christmas gift shopping experience compared to just 29% of older shoppers.
Regardless of age, Catchpoint also discovered that bed is the preferred location for shopping online, followed by a desk during a lunch break.
Interestingly, a third of millennials also cite a lack of Wi-Fi as a reason they’d be put off from Christmas shopping in-store.
Facial tracking reveals John Lewis to be the most engaging Christmas ad
John Lewis’s ‘Buster the Boxer’ is officially the most engaging festive ad, according to the results of a Realeyes study which measures viewers’ emotions by tracking facial expressions.
The study involved measuring the emotional reactions of 4,450 people who watched a total of 65 ads.
Taking the top spot with 94.8% on the emotionally compelling scale was John Lewis, narrowly beating The Body Shop’s Jungle Bells, which scored 94.1%.
While the latter was the highest scoring ad among men, the Robert Dyas’ spoof of the Buster ad was found to be the most engaging for women.