If you’re not too busy filling your face with mince pies or panicking about all the gifts you’ve got left to buy, why not take a few minutes to enjoy some stats?

It’s far more pressing, surely.

This week’s roundup includes news about Instagram, online ads, IoT and much more. As always, be sure to check out the Internet Statistics Compendium for further insight.

On we go...

Growing recognition of emerging technologies

New research from Adobe has delved into how brands are using emerging technologies such as AR, VR, and AI in their Christmas marketing.

While it seems largely limited to big brands, emerging technologies are increasingly being used by marketers to help grab the attention of consumers. 

Consumers are now cottoning on to its potential, too, with 68% agreeing that it provides brands with a competitive edge. Likewise, 32% of consumers also agree that it helps to drive customer loyalty to a brand, and 55% believe that it is useful in attracting potential customers.

Finally, one fifth of marketers also believe VR will be the biggest trend of Christmas campaigns next year.

Instagram reaches 600m monthly users

Instagram has announced that it now has over 600m monthly active users, with 100m having joined in the past six months.

This also means that the platform has doubled in size in just two years, increasing from 300m in 2014.

Pre-Christmas discounts reach a new record

UK consumers are witnessing record discounts in the run-up to Christmas, according to analysis from Deloitte.

Discounts are currently averaging 43.3%, a figure that’s 1.5% deeper than last year, and discounts are also set to rise to 54% by Christmas Eve.

The high level of discounting is said to be due to a number of factors, including a successful Black Friday period, unseasonably warm weather and favourable economic conditions for consumers. 

However, insight suggests that it is also an indication of nervousness from retailers, particularly in how increasing inflation will affect consumer confidence and spending. 

Nearly half of online ads miss target audience

Online advertising is missing the mark, according to new research from Nielsen.

In a study of more than 44,000 campaigns across 17 countries, only 53% of ad impressions served in the UK were viewed by people of the intended age and gender.

The accuracy of ads also varies between sectors, with travel marketers being the most likely to reach their desired audience, closely followed by entertainment.

Demographics also appear to be a tricky factor, with campaigns focusing on those aged 25-44 reaching the audience just 38% of the time. 

Older consumers are said to be a little easier to reach, with success 44% of the time in campaigns targeting 18-34 year olds and 58% for 35-64 year olds.

23% of consumers have bought a fake product online

New research by MarkMonitor has revealed that nearly a quarter of all online consumers have been duped by counterfeiting, with 23% unwillingly ordering a fake item.

Surveying the percentage of people that were duped, MarkMonitor found that 71% said the experience had a negative impact on their perception of the genuine brand, with 59% being extra cautious when interacting with the company in future.

Likewise, 12% said they wouldn’t buy from that brand again, and 29% complained to the company that owned the brand. 

Lastly, a very polite 32% took no action upon discovering they were duped.

Eurovision is TV’s most-tweeted about event in 2016

Kantar Media has revealed what got us talking on social media in 2016, with data on the most-tweeted about television shows in 2016.

The most-tweets in a minute occurred when Adele won a Brit award in February, generating 16,832 tweets in 60 seconds.

In terms of the top broadcasts, everyone went gaga for Eurovision, with the program resulting in 1.6m tweets and 246,000 unique authors overall.

Entertainment has been the most-tweeted about genre, accounting for almost half of tweets sent. However, current affairs saw a significant increase, accounting for almost a quarter of TV related tweets. 

Abandonment rates drop during Black Friday sales

Data from SaleCycle has shown that abandonment rates dropped on Black Friday and Cyber Monday this year, with shoppers keen to follow through with their bargain hunting.

While abandonment rates for the rest of the year averaged out at 75%, they dropped to 67% on Black Friday and 70% on Cyber Monday. 

However, there was also a 312% increase in abandonment emails sent, due to the greater volume of traffic on retailer websites.  

‘Fitness buffs’ 25% more likely to buy on mobile

Hitwise, a division of Connexity, has examined the shopping behaviour of consumers who typically purchase or visit websites for athletic apparel, fitness trackers or workout equipment.

It has found that this demographic is strongly dependent on mobile, with 25% of fitness buffs more likely to purchase a product advertised on their mobile.

Likewise, this group places a deep trust in social media reviews, being 95% more likely to pay attention to the opinions of other consumers and 94% more likely to follow their favourite brands or companies on social platforms.

34% of consumers say extended delivery dates would prompt purchase

With Christmas nearing ever closer, Astound Commerce’s latest report revealed how logistics factors will play a role in purchase decisions during the holidays.

According to survey results, 35% of consumers say extended shipping dates would cause them to make a purchase from a particular retailer this Christmas. 

The option for in-store pick-up is also a big draw, with 34% also citing this factor.

Lastly, the study also found that technology is of growing importance for consumers, with 81% saying that technology to help locate products in-store would be desirable.

A fifth of businesses to embrace the Internet of Things

Big data and the Internet of Things (IoT) are expected to add £322bn to the UK economy from 2015 to 2020.

Now, research from SAS has predicted that a fifth of businesses are planning to adopt IoT to address customer demand and drive overall engagement.

In a study of 75 large European organisations, 36% of respondents said that IoT will have a positive impact on end-user experiences if fully embraced.

What’s more, 29% believe it would drive them to produce higher quality hardware and services, and one in 10 cited concerns about losing market share as the biggest risk of not embracing IoT.

Despite concerns over the time required for IoT implementation, 37% of organisations are said to be responding to these challenges - and to the persistent skills shortage - by collaborating with external technology vendors.

Nikki Gilliland

Published 16 December, 2016 by Nikki Gilliland @ Econsultancy

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

610 more posts from this author

You might be interested in

Comments (0)

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.