We’ve got stats coming out of our ears this week.

The roundup includes news on industry skills, online sales growth, Christmas travel and presidential email campaigns.

So, let’s waste no more time.

Don’t forget to download the Internet Statistics Compendium for more.

51% of UK online ads don’t reach viewability standards

Meetrics’ Q3 viewability report has revealed that the UK is underperforming when it comes to online ad viewability.

According to the benchmark defined by the IAB and Media Ratings Council, 50% of online ads should be in view for at least one second. 

However, this is only the case for 49% of display ads.

This means that the UK remains far behind other European countries, with the likes of Austria and France having 69% and 60% viewability rates respectively.

68% of digital marketers see data analysis as the skill most integral to their role

Greenlight Digital’s 41 Hour Report has highlighted the increasing role data is playing in all areas of the marketing industry.

Alongside content optimisation and the ability to align with the sales team, 68% of digital marketers say that analysing data – a task that is done on a daily basis – is the most integral skill for their job.

Coding is also growing in importance, but even more so for younger generations. 

35% of digital marketers feel that it is important, but more specifically, 50% of marketers under the age of 30 believe that it is essential for their role.

Trump’s email campaign outperforms Clinton's

Despite poor performance overall, research from email service provider, Mailjet, has revealed that Trump’s email campaign is better at engaging grassroots donors.

From analysis of both Clinton and Trump’s email campaigns across six different parameters, Trump comes out top in three, with the significant inclusion of calls-to-action winning him vital points.

However, with Trump scoring just 12.9 points out of a possible 27, low scores across the board indicate missed opportunities for both nominees. 

Mailjet suggests that poor personalisation, poor design and a lack of cross device compatibility has led to poor results.

75% of consumers say omnichannel capabilities are a key factor for choosing retailers 

The 2016 Mobile Research Survey from Astound Commerce has revealed that consumers are increasing looking for omnichannel capabilities on mobile devices.

In a study of consumer behaviour, it found that 64% have made an online purchase with an in-store pick-up in the last three months.

Likewise, six out of 10 consumers have used their mobile phone at least three times in a month to check whether a product is in stock at a local store.

With 57% saying that features like store locators (including nearby locations and mapped directions) are very important – the desire for a seamless shopping experience across all channels is growing.

65% of marketers see digital video as an important sales tool

Video marketing has traditionally been seen as a tool for engaging consumers as opposed to a medium for driving and tracking ROI. 

However, new research from Sequent Partners shows that new technology in the video marketing space means marketers perceptions of the medium are changing.

Now, 65% of marketers say that digital video is growing in importance for driving offline sales.

85% of marketers also reported positive ROI from digital video.

Post-Brexit sales see strongest growth since 2014

The IMRG Capgemini eRetail Sales Index has revealed that the quarter following on from Brexit saw the strongest online sales growth since Q1 2014.

Alongside a growth of 16% year-on-year for the month of September, the report also shows a 17% growth for Q3 overall.

It was an impressive period for the home and garden sector in particular, seeing growth of 21% year-on-year and the 11th consecutive month of positive growth.

An unseasonably sunny and warm September is said to have been a big factor.

Sundays and Mondays set to be the best days for US travel this December

According to Sojern’s Global Travel Insights report, just 9% of Americans have booked to travel on Sundays and Mondays in December. 

This is compared to the 23% who are have made bookings for Fridays and 20% for Thursdays.

In terms of the top destination, Sojern says that Miami remains at the very top, with both Las Vegas and London increasing in popularity.

As Christmas Eve (historically the busiest day of the year for travel) falls on a Friday, 2016 looks set to be the busiest and most expensive for a while. 

62% of customers feel undervalued by businesses

A report by Wiraya has suggested that businesses need to change the way they communicate with customers or risk losing them to rivals.

From a study of 500 UK consumers who have left their bank, energy, mobile or insurance provider in the last six months – 86% said they would have been more content to stay if they’d been contacted differently.

One in five consumers complained about the lack of relevancy in email communication, and 41% said being asked the same information twice was also a big annoyance. 

Overall, banks and mobile providers came out in a better light than insurance and energy companies, however a need for increased relevancy and personalisation was a theme for all.

72% of people now they check their emails on a smartphone

In a survey of over 1,700 US consumers, Mapp Digital recently found 72% of respondents regularly check their emails using a smartphone instead of a desktop or tablet.

The fact that this figure rises to a whopping 91% for 18 to 24 year olds shows the growing acceptance of mobile use among millennials.

According to Mapp, this also extends to a willingness to receive marketing messages on mobile.

The percentage of 18 to 34 year-olds using a separate email address for brand communication decreased from 40% to 30% over the past year.

Videos overtake photos as the most popular brand post on Facebook

A new study by Quintly has delved into how big brands are performing on Facebook.

One of the biggest findings from the report shows how videos have overtaken photos as the most popular type of post. 

In the first half of 2016, 54.9% of posts were videos compared to just 45.1% for photos.

Finally, there has been a steady decline in brand posts overall, going from an average of 150 posts per month in January to less than 100 posts per month in June.

Nikki Gilliland

Published 21 October, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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Hugh Nelson, Designer at http://mobilia.ae/

I have same experience with video, I get far more feedback when showing a video rather than a photo. They say a photo says a 1000 words, I would say that video perform says a lot more.

over 1 year ago

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