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It’s that time again. I’ve been reading through some of the best US-focused digital marketing stats from the last week or so and I’ve summarized some of the most interesting ones below.

This week we’re covering the top frustrations of mobile shoppers, native ads, email, The Oscars and much more.  

Top frustrations for mobile shoppers

We’ve all got our own bugbears when it comes to poor mobile UX, but a recent study by Bizrate Insight has discovered the top eight frustrations of mobile shoppers.

The top eight frustrations of mobile shoppers are: 

  1. I have to enlarge the screen first to ensure I touch/click in the right place.
  2. Pages load slowly.
  3. I have to use the 'full site' version to access what I'm looking for.
  4. Text is too small.
  5. Entering my information at checkout is frustrating.
  6. Pictures are too small.
  7. Not enough product information available.
  8. Data security concerns.

top mobile shopper frustrations

21% YoY increase in app activity during Super Bowl 50

This year’s Super Bowl game saw a massive surge in app activity compared to 2015, with a 21% YoY increase, according to new data from Flurry.

Other key findings include:

  • During Super Bowl 49 there were 77 occurrences where app activity dipped below Sunday average. This year there were only eight.
  • TV ad spend went further during the first quarter, while mobile marketing paid off most in the third quarter.

Average cost of a native ad program is $54k

Marketers can expect to pay an average of $54,014 to launch a native ad program, according to a new survey by Fractl

Other key findings include:

  • Highest cost found was $200,000. 
  • Content marketing campaigns outperformed BuzzFeed native advertising by nearly 200% in total links.
  • Respondents spending between $10,000 and $50,000 compared to those spending between $1,000 and $5,000 saw a 162% increase in the total links generated by their campaigns.

Sanders and Trump approval ratings strongly correlate with social media followers

It seems social media activity can be indicative of wider success when it comes to political campaigning, as both Trump’s and Sanders’ approval ratings strongly correlate with their growing social media following, according to new figures from Quintly

Bernie Sanders

Bernie Sanders social media following

Donald Trump

Donald Trump social media following 

51% of premium shoppers say custom packaging makes products feel more valuable

More than half of premium shoppers say customer packaging ‘makes the product itself feel more valuable’, while only 25% of non-premium shoppers said the same, according to a new infographic from Shorr.

Check out the infographic below for more stats:

premium shopping infographic

Academy Awards ad cost & volume reach record highs

The average cost of a 30-second ad unit during this year’s Academy Awards ceremony is expected to be between $1.9m and $2m, according to new figures from Kantar Media.

By comparison, the average cost for last year’s show was $1.8, while back in 2010 it was just $1.4m. 

Utilities & manufacturing have highest email read rates

The highest email read rates for 2015 by industry were utilities (47%) and distribution/manufacturing (31%), while business, marketing and social, and dating companies had the lowest rates at just 9%.

This is according to a new Return Path report on the hidden metrics of email deliverability. 

Other key findings include:

  • The amount of promotional emails delivered to the spam folder ranged from just 2% (utilities) to 28% (automotive parts/accessories).
  • Most industries saw a flat to slightly declining read rate in the fourth quarter, with just one industry - utilities - experiencing a double-digit drop (-14%).
  • The average deleted-before-reading rate across all industries remained steady at 9% throughout the year. Industries that exceeded this mark significantly include office supplies (14%), pets (13%), and flowers/gifts (13%) - a sign of poor subscriber engagement and possible indicator of over-mailing.
  • In the fourth quarter of 2015, spam complaints increased by an average of 0.5%, indicating that subscribers may not appreciate the increased volume of promotional emails around the holidays.

Public backs Apple over FBI on privacy issue

The American people are mostly in support of Apple when it comes to its ongoing feud with the FBI over the tech giant’s decision not to help unlock San Bernardino shooter Syed Rizwan Farook’s iPhone. 

65% saying they don't believe Apple should be forced to unlock the iPhone, according to a recent survey by Vrge Analytics.  

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 24 February, 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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Comments (1)

Chris Liversidge

Chris Liversidge, Director at QueryClick Ltd

Thoughts on the mobile section:

a) Those people should have tried to do all that 5 years ago - it's much better now
b) Why haven't sites fixed all these things? They are exactly the same ones as 5 years ago!
c) The next Google Update will not be kind to the sites that have issues with 1), 2), (3 and 7).
d) There is an event next month in London that explains how it will affect rankings and how to avoid problems. http://uk.queryclick.com/en/digital-marketing-events/

D

9 months ago

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