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Well hopefully you’ve all recovered from St. Patricks’s Day, and by recovered I mean woken up in time to call in sick with at least some conviction. 

But if you have called in sick today then never fear, because the weekly Econsultancy digital marketing stats round-up looks great on any device, including your mobile phone while you lie in bed clutching your head and wondering why you needed to go on to that last bar.

This week we’re covering the ever-present importance of managing the multichannel customer experience, email marketing benchmarks, the impending EU referendum and much more. 

Get those painkillers down you and have a read…

Multichannel biggest priority for digital marketers

97% of digital marketers surveyed for our recent report on digital transformation in the retail sector say that optimising the customer journey across multiple touchpoints will either be quite or very important to their digital marketing over the next few years.

A further 96% say ensuring consistency of message across channels is either quite or very important, suggesting marketers are taking the multichannel customer experience extremely seriously.

Q: How important will the following be for your digital marketing over the next few years?

biggest priorities for digital marketing 2016

Email open rates are on the rise

Average open rates for emails in the UK increased 0.43% year-on-year (YoY) to 24.88%, according to a new email benchmarking report from Sign-up.to.

Other key findings include:

  • Click-through rate (CTR): 3.42% (up 0.29% YoY).
  • Unsubscribes: 0.52% (down 0.03% YoY).
  • Click-to-open (CTO) rates: 10.88% (up 0.09% YoY).
  • Unsubscribe-to-open (UTO) rates: 2.72% (up 0.04% YoY).

Instagram sees drop in interactions

Average interactions with posts on Instagram dropped from 4.96 to 3.10 between January and December last year, according to a new study by Quintly.

Presumably Instagram feels like this could be partly driven by the way the site’s timeline is sorted, given its recent decision to make it algorithmic and show people what it thinks they will be most interested in.

Interaction rate on Instagram over time (all interactions divided by number of posts and followers)

Drop in Instagram interactions 

Search data shows Brits still unclear on EU referendum 

With under 100 days until the EU referendum, search data shows that people in the UK are still not sure what either decision would mean for the country, according to a new report by Hitwise, a division of Connexity. 

Other key findings include:

  • 18-25 year olds are five times more likely to search for ‘EU Referendum Wiki’ than 55+ year olds, who instead opt for the ‘BBC News Referendum’ (167% more likely to search ‘BBC News Referendum’ compared to 18-25 year olds)
  • Men search for phrases such as ‘question’, ‘facts’ and ‘odds’ over 100% more often than women.
  • 18-25 year olds are 33% are more likely to search for ‘register to vote’ than those 55+.
  • 18-25 year olds are nine times more likely to search for the ‘latest’ EU Referendum opinion than those aged 55+.
  • Over 55s are still trying to get their head around the news, searching five times more for ‘EU Referendum explained’ than their younger counterparts.
  • ‘Boris Johnson’ appears to be resonating with the older generation in the run up to the EU Referendum, with 55+ year olds searching five times more than those aged between 18-25.
  • Men are 122% more likely to search for Boris Johnson than women 

61% of travel loyalty programme members want more choice of rewards

Just over six in ten travel loyalty programme members look for programmes with a greater choice of rewards, while 71% say the value of a loyalty programme decreases when the range of rewards is limited, according to a new survey by Collinson Latitude. 

Other key findings include:

  • 42% of programme members think programmes offering only core inventory rewards are dated and old-fashioned.
  • 40% would tell friends and family about a programme following a positive redemption experience, while 33% would actively encourage them to join the programme.
  • 59% would buy a brand’s core inventory whenever possible following a positive redemption experience.

Facebook beats email and Twitter for retail customer service

Between Facebook, Twitter and email, Facebook performs best when it comes to customer services, according to a new study by Eptica

The study found that UK retailers could answer 59% of questions asked on Facebook, 55% on email and 45% on Twitter, and just 10% provided consistent responses across all three channels.

Other key findings include:

  • Entertainment retailers finished bottom, answering just 38% of questions on the web, email and Twitter, followed by food and wine (60%), consumer electronics retailers (55%) and fashion (68%).
  • Company websites answered an average of 66% of queries, up just 1% since 2015.
  • Only 88% of companies (10% fewer than in 2015) made email available to non-customers.
  • Twitter was the fastest channel for an answer, with an average response time of 5 hours 40 minutes, ahead of Facebook (6 hours 36 minutes).

TV accounted for 76% of the UK’s total video consumption in 2015

Despite massive increases in online video viewing, TV is still very much the dominant channel, according to Thinkbox’s latest report, A year in TV.

TV consumption in the UK report

Other key findings include: 

  • TV ad revenue surpassed the £5bn mark for the first time in 2015, with a sixth consecutive year of growth.
  • 33% of media-driven Facebook interactions are created by TV ads.
  • Viewers aged 16 to 24 watched more than twice as much TV on other devices as the average viewer in 2015.

Mums relate to 66 different identities

UK mothers relate to 66 distinct identities and define themselves with at least six of these on average, according to a new survey by Mumsnet.  

Other key findings include:

  • 19% of mothers report seeing ads that depicted them in a way they could relate to.
  • The four most important identities are lone parents (2.3m), mums of children with special needs (1.4m), mums of teenagers (6m) and self-employed mums (1.7m).
  • The top 10 identities also included mothers with children at secondary school (31%), those who live in a town (28%), mums who had a caesarean section (22%) and mums who work out of home (17%).

Global adspend to hit £387bn in 2016

Global adspend is expected to increase 4.4% in 2016 to hit $561bn (£387bn), according to the latest forecast from Warc

Other key findings include: 

  • $90bn will be spent on mobile ads in 2017 (44% of all online ad investment).
  • Adspend on mobile search expected to hit $40bn by end of 2017 (double 2015 levels).
  • Overall global adspend growth will drop to 3.7% next year, with almost all regions experiencing slowed growth. 

Timely and vaguely relevant stat of the week…

On this day in 1999, France's largest music retailer, Fnac, became the first major European music retailer to sell song downloads on its website.

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 18 March, 2016 by Jack Simpson

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

252 more posts from this author

Comments (3)

Milita Sen Das

Milita Sen Das, Digital Marketing Analyst at Digital Marketing

Thanks, Jack for nice sharing. We r not able to create any account in Instagram from a desktop. For this, its position is going down, I hope.

9 months ago

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David Bosse, Founder at InfluencerDB Tech GmbH & Co KG

Hi Militia,
in the past it was the strategy of Instagram to force the users to use mobile phones. I think the main purpose was to prevent spam and to maximize the user experience.
Currently it looks like that they gonna open Instagram to be used on desktop pc as well. Because they want marketeers and companies to be present on Instagram as well.

Gz David Bosse
--
http://www.influencerdb.net/

9 months ago

Avatar-blank-50x50

Nick Hodder, Digital at Consultant

If you're searching for 'Boris Johnson', does that mean a) You share his views, or b) Your looking for the several hundred pages of content covering the ridiculous things he's said and done, for your own amusement.

9 months ago

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