We’ve got stats on just about everything this week. The roundup ranges from news about data privacy to Mother’s Day spend and so much more.
As always, be sure to download the Internet Statistics Compendium for more stats.
Correlation between spam rates and subscriber engagement
The latest report from Return Path highlights how industries that outperform the average on key email marketing metrics (like read rate, reply rate etc.) also see less email delivered to spam folders.
While the Hidden Metrics of Email Deliverability shows that overall spam placement has increased slightly year on year - from 13% in 2016 vs 12% in 2015 – levels of positive engagement have significantly improved.
In terms of industries, the banking and finance and distribution and manufacturing categories saw just 6% of email delivered to spam folders, while this figure rose to 28% in the automotive category.
Chart shows percentage of email delivered to spam folders
Generation X perform four in 10 family travel searches
New research from Bing Ads has revealed how families are searching for holiday inspiration and services online.
The report shows that 59% of searches for family holidays are undertaken by women compared to 41% by men. Similarly, Generation X (those aged 35 to 59) perform four of every 10 searches.
Other highlights from the report include how consumers are more likely to use mobile devices to search for inspiration and PCs or tablet devices to make a final reservation. Meanwhile, it appears consumers dream of visiting the beach all year long, meaning companies need to invest in year-round campaigns to capture this evergreen interest.
Nine in 10 consumers concerned about how companies use personal data
New research from Verint has found that while more consumers crave highly personalised customer service, they are also increasingly sceptical about how businesses collect and store personal data.
From a study of more than 24,000 consumers, 80% said they like service that is personalised to their needs (which in turn relies on the use of customer data to deliver).
However, 89% of consumers also want to know how companies keep their personal information secure, and 86% insist that they should know when their data is passed on to third parties.
Kinetic emails increase unique click rates by 18%
Experian’s Q4 2016 Email Benchmark Report has revealed that kinetic emails – i.e. those that include interactive content like carousel navigation – see greater levels of engagement than any other kind.
From analysis of seven brands in 2016, kinetic emails were found to increase unique click rates by as much as 18.3% and click-to-open rates by more than 10% compared to standard emails.
The report also highlights that email volume increased 17.4% year-over-year, while metrics like click and transaction rates, revenue per email and average order volumes all remained relatively stable during the same period.
British SMEs grow online exports by more than a third
New data from PayPal has revealed how small and medium-sized businesses benefitted from the record lows of the pound last year.
SMEs in the UK saw their rate of growth treble to 34% year-on-year from July to December 2016. Similarly, while there was an uplift in PayPal sales for British businesses overall, the biggest impact was seen on small and medium-sized organisations, with the amount international shoppers spent with UK SMEs rising 13% per transaction in the last six months of 2016.
Fashion and sports experienced the highest growth, with a 49% year-on-year increase in goods from these categories sold to international shoppers.
Native video ads boost ROI
Yahoo’s State of Native report suggests that native advertising continues to reign supreme, with the brand seeing exponential growth of native ad consumption in all regions and across all devices.
Data from more than 74.5bn native ad impressions show that publishers have seen a 446.7% lift in eCPMs (effective cost per thousand ad impressions) on native video ad placements compared to display.
The report also highlights how consumer engagement for specific apps and devices vary by time of day and location. For example, in the US, users spend the late afternoons and evenings on their smartphones, while their nights are spent on desktop. This is compared to other parts of the world, where nights are typically spent on smartphones.
Household gifts drive the biggest basket value for Mother’s Day
According to Criteo, Brits are still lacking in imagination when it comes to buying Mother’s Day gifts online.
Data reveals that household gifts such as kitchen, laundry appliances and vacuums drive the biggest basket value for online sales. Similarly, gardening tools typically see a boost in sales with spring just around the corner. Last year, there was a 193% increase in units sold in the two week’s leading up to Mother’s Day.
In 2016, it was suggested that we spent a total of £928m on the day, with this figure expected to rise even higher this year.
TV accounts for 94% of viewed video ads in the UK
New data from Thinkbox has revealed that TV accounted for 93.8% of video ads viewed in the UK in 2016. This is the equivalent of 18 minutes and 53 seconds a day.
These figures are slightly down on 2015, when TV saw a share of 94.4%. However, other forms of video advertising saw far less engagement, with YouTube accounting for 0.7% of viewed video ads in 2016, while other online video (including Facebook) collectively accounted for 5.2%.
The average person is said to have watched 20 minutes of video ads a day in 2016, while total daily video consumption increased to 4 hours, 37 minutes in 2016.
Wearables now at an all-time high
The International Data Corporation has revealed that the global wearables market reached a new all-time high in the fourth quarter of 2016. In this period, 33.9m units were shipped, representing a year-on-year growth of 16.9%.
A total of 102.4m wearable devices were shipped in 2016 – a figure up 25% year-on-year. Insight suggests this could be due to single purpose devices evolving into hybrid ones, fusing together multiple health and fitness capabilities with smartphone technology.
In terms of brand dominance, Fitbit continued to reign supreme, with 22.5m shipments being made over the course of the whole year.
64% of decision-makers say sales and marketing teams could be more aligned
According to a YouGov survey of 725 business leaders, commissioned by Huthwaite International, 92% of respondents believe sales and marketing teams should work closely together.
Despite this fact, 64% also say that sales and marketing teams need to do more to facilitate this alignment.
When it comes to the benefits of working more closely, 52% cited a consistent message delivered to clients and prospects, while 50% said the opportunity to gain new customers. Just 8% of respondents said they didn’t believe there was any benefit.