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The holiday season seems like a lifetime ago already, but it has been an exciting start to the year for digital marketing

In this first US-focused digital marketing stats round-up of 2016, we’ll be covering everything from loyalty programs to Tinder and teenagers.



Let’s take a look at some of the best stats we’ve seen in the past week.  

Email channel of choice for B2B ecommerce

92% of B2B organizations say email is one of their top-three marketing channels when it comes to ecommerce, according to a new report by Accenture.  

Check out the infographic below for more stats:

b2b ecommerce channels US

Native ad growth stalling

While half of marketers used native ads in 2015, only 45% are going to do so this year, according to a poll by Trusted Media Brands Inc.

Despite this slump in growth, native remains the first choice of mobile ad format for client-side marketers (42%). 

Display banners are (thankfully) falling in popularity. 63% of respondents used them last year but only 45% say they will do so in 2016. 

Retailers making basic ecommerce mistakes

60% of retailers integrate email with social channels but almost half fail to collect email addresses via any social media channels or at in-store locations, according to the 2016 Yesmail Marketing Channel Report

Other key findings:

  • More than two-thirds of retailers don’t capture addresses through their mobile app.
  • 17% don’t harvest addresses from website visitors.
  • 64% don’t use customer data to personalize email offers.
  • More than one-third don’t personalize subject lines.
  • Over half fail to use a recipient's name in the body of their emails. 

Tinder second most-used app at CES 2016

Facebook Messenger was, perhaps unsurprisingly, the most-used app at this year’s CES in Las Vegas. 

But many attendees were also on the lookout for love, it seems, as dating app Tinder came a fairly close second. Grindr also made an appearance as the ninth most-used app. 

Here is a list of the top 10 most-used apps at the event:

  1. Facebook Messenger — 74.3%
  2. Tinder — 61.2%
  3. Twitter — 56.9%
  4. Snapchat — 51.8%
  5. Kik — 38.2%
  6. Skype — 33.5%
  7. Tumblr — 20.7%
  8. LinkedIn — 22.7%
  9. Grindr — 16.2%
  10. Slack — 12.8% 

45% of Americans own or plan to own a connected-home device

Despite some people’s arguably justified aversion to internet fridges, almost half of Americans are keen to own a home-connected device or own one already, according to new data from Coldwell Banker

Not only that, but 72% of US millennials say they would pay upwards of $1,500 to own a home-connected gadget.

How so many millennials have $1,500 lying around is a mystery to me.

Loyalty program enrolment on the rise

The average number of loyalty programs per member in the US rose from 10.9 in 2014 to 13.3 in 2015, according to a new infographic by Selfstartr. 

Check out the infographic below for more stats:

loyalty programs US marketing

Parents monitoring teens’ online behavior

61% of US parents say they have checked which websites their teens have visited, while 60% have checked their social media activity, according to new data from the Pew Research Center

Other key findings include:

  • 48% have looked through their children's text messages and phone call records.
  • 65% have at some point taken away their teen's mobile phone or internet privileges as a punishment.
  • 48% of parents know the password to their teen's email account, 43% know the password to their mobile phone and 35% know the password to at least one of their social media accounts.
  • 16% say they actually use monitoring tools on their teen's mobile phone to track their location.

For lots more up-to-date statistics…                                           

Download Econsultancy’s Internet Statistics Compendium, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.

It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.

Jack Simpson

Published 13 January, 2016 by Jack Simpson

Jack Simpson is a Writer at Econsultancy. You can follow him on Twitter or connect via LinkedIn.

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