There’s lots to enjoy in this week’s stats roundup.
We’ve got news about personalisation, data partnerships, and predictive tech. And if that’s not plenty enough, you can also always head on over to the Internet Statistics Compendium for lots more.
Get stuck in…
Live stream engagement is on the rise
According to GlobalWebIndex, the amount of users engaging with live streams on social media has increased nearly 10%.
Now, 28% of internet users have watched a live stream on Facebook, Instagram or Twitter in the past month – up from 20% in Q3 2016.
Data usage increases while lack of transparency remains high
A new study by Bazaarvoice and AdAge has revealed how digital marketers view the impact and credibility of data partnerships.
Despite an increase in data usage, it found that there is still a lack of transparency, with both the sources and quality of the data being misunderstood and mistrusted by marketers.
While 95% of the marketers surveyed said that they employ first- and third-party data in their media plans, 64% are unsure about the origins of their data sources. What’s more, one quarter of brand marketers do not know how often their data sources are refreshed.
Lastly, three out of four marketers said they are not confident that their data is reaching in-market consumers, and just 23% of agency buyers are fully confident that their third-party data partners deliver against KPIs.
Only 17% of new leads are converted as sales & marketing teams struggle to align
A new study by Dun & Bradstreet has revealed that there is huge disconnect between sales and marketing teams, with just 17% of new leads being converted into revenue as a result.
57% of marketers say that understanding their target audience is a big challenge, and 56% say that an inability to find relevant and complete data holds them back.
Meanwhile, 24% of salespeople say they don’t have enough time to research potential customers, and 35% say they are under more pressure to provide value in a digitally-led business.
72% of consumers turn to Amazon to research products
According to Kenshoo, Amazon is playing an increasing role in shopping discovery, as 72% of people say they visit Amazon to research products online.
26% of Amazon users also admit to checking for alternatives, background information, and prices on the site when they are thinking about making a potential purchase in a physical store. Meanwhile, 51% say they usually refer back to Amazon to find out additional product information or to compare prices – even if they’re happy with the offering on another retail site.
Lastly, 9% say that they often share interesting products that they find on Amazon with friends, colleagues, and family.
Millennials spend more time watching time-shifted content than live TV
CTA (Consumer Technology Association) has revealed that millennials’ interest in live TV is dwindling, with this demographic dedicating more time to watching content after it’s already aired.
Millennials are now dedicating 55% of their TV-watching activity to ‘time-shifted’ content – either on streaming sites or on-demand platforms – compared to 35% of people aged over 35.
Additionally, millennials are more likely to try content recommended by predictive recommendations, with 79% saying they’ve watched shows that have been suggested for them.
Personalisation generates 50% higher email open rate
A new report by Yes Lifecycle Marketing has revealed that brands are failing to use personalisation in email subject lines, despite a proven increase in open rates.
It found that messages with personalised subject lines generated a 58% higher click-to-open (CTO) rate than emails without. However, just 1.1% of all emails sent in Q2 2017 had personalisation based on name in the subject line, while 1.2% were personalised based on other factors like browser behaviour or purchase history.
In contrast, it appears marketers are largely focusing efforts on welcome messages, with 69% sending this type of email.
82% of global marketers say that predictive marketing is essential
Forrester’s latest study has found that the majority of global marketers believe predictive marketing is essential.
66% of marketers in a survey said that their customer and marketing data comes from too many sources to make sense of it. Consequently, 82% said predictive marketing is essential to keep up with competitors in future.
The survey also found that 86% of global marketers plan to increase the use of AI to drive marketing insights in the next 12 months, and 80% said they will use AI to deliver consistent, optimised, cross-device content.
Half of millennials prefer sales outreach via social media
Research by Bambu has revealed that millennials are keen to use social media to learn about new products and services, with 45% of this demographic more likely to prefer sales outreach via social than older generations.
Bambu also found that 35% of people are more likely to buy from a sales representative who shares industry news and helpful content on social, and 22% say that this activity makes them more likely to follow that representative on social.
Social selling is clearly more favourable than traditional methods such as cold-calling – just 9% of consumers say that the phone is their preferred way to hear from a company for the first time.
81% of retailers anticipate a future as a media company
According to Brightcove, an increasing number of brands are taking on traditional broadcasters by producing long-form, TV-style content. As a result, 81% of retailers say they anticipate transitioning into fully-fledged media companies in future.
From a study of 200 retail businesses in the UK, France, and Germany, Brightcove found that 61% are already offering TV-style content services, and a further 33% have plans to do so within the next two years.
There could be resistance from consumers, however, as Brightcove also found that 41% of consumers who have previously watched this kind of content say it is too ‘salesy’, while 30% say it is inauthentic.
Only 9% of people visit high-street travel agents
Finally, Apadmi suggests that the high-street travel agent could be under threat, as just 9% of UK holidaymakers say they now visit travel agents in person to book their holiday. This comes from a survey of 1,000 people who have gone on holiday in the past 12 months.
The study also revealed that just 4% of 18-24 year olds have visited their high street travel agents in recent times, while this rises to 18% for people over the age of 65.
It’s not all gloom and doom for travel agents though. Apadmi also found that an increase in technology would attract consumers back to the high street, with 48% saying they would like to see travel agents invest in augmented reality and virtual reality so they can view destinations, hotels or transport in store.