There are lots of fine stats to enjoy this week.

You’ll find news about online search, consumer behaviour, email, apps and even more.

Don’t forget, you can download the Internet Statistics Compendium for lots more insight.

On we go...

Less than half of consumers satisfied with retail apps

New research from Apadmi has found that retail apps are failing to meet the expectations of consumers, with just 40% of UK consumers being satisfied with the apps they’ve downloaded in the past.

Nearly one in five say they would like retailers to invest more heavily in improving apps, while 30% would be more likely to use them if they had a wider range of features. 

Lastly, 25% of consumers say they would think less of a retailer that failed to update its app regularly.

Online searches for food trends increase

New data from Hitwise has revealed that online searches related to diet, nutrition and super-food have risen by 70% in the past two years. Searches for ‘gluten-free’ have become particular popular, rising 141% since 2014. 

Meanwhile, searches for ‘paleo’ enjoyed a big spike at the start of 2016, however with New Year’s resolutions waning, interest declined as the months passed.

92% of online consumers don’t intend to buy during a first visit 

A new report by Episerver has discovered that too much of a focus on conversion means retailers could be missing out on opportunities for engagement.

In a survey of over 1,000 consumers, it was found that 92% who visit an ecommerce website or mobile app with the intent of buying rarely or never complete checkout.

This reflects the importance of relevant and engaging content that supports the entire purchase journey, rather than content that's geared around getting consumers to buy.

Location & convenience drives supermarket shoppers 

Despite continual ‘price wars’ between the big four supermarkets, consumers don’t choose where to shop based on low prices - this is according to a new study by TCC.

In a survey of 1,530 UK shoppers, proximity and location was found to have the biggest influence on where consumers shop, with 48% of Brits citing this as the main factor. 

40% of survey respondents said a decent range of products and services, 39% said habit and familiarity, while just 34% said low prices. 

Half of students predict online tracking would improve grades

According to new research by Kortext, 47% of students believe that they would achieve better grades if their lecturers were able to track their study habits throughout the academic year.

In a survey of over 1,000 current and former students, 91% said they would be happy for universities to use analytics to track weekly progress, while 76% said that a closer monitoring of study habits would lead to fewer university dropouts.

Over 50s spend 71% more per visit than younger shoppers

Coniq has found that shoppers over the age of 50 tend to spend 71% more in shopping centres than younger people, despite visiting 25% less.

The research also found that the over 50s complete around 45% of transactions per trip, which is a much higher amount compared to other consumer age groups. Likewise, older consumers were found to make use of 31% more offers than younger age demographics.

For retailers, this proves the importance of older consumers, with the over 55s now expected to make up two thirds of all retail activity by 2025.

Advertisers wasted over 600m on non-viewable ads in 2016

According to the latest report from Meetrics, UK advertisers spent approximately £606m on online ads that failed to meet the minimum viewability standards in 2016.

In the final quarter of the year, just 49% of banner ads met the recommendation that 50% of the ad is in view for at least one second.

Despite the figure being a slight improvement on Q2, it still remains a noticeable drop from the 54% viewability level of Q1 2016.

In comparison to other European countries, this means the UK is lagging behind, with Austria and France having 69% and 60% viewability levels respectively. 

50% of consumers uninspired by finance marketing

A new study by 3radical has delved into consumer perceptions of marketing campaigns across the UK’s largest industries.

Efforts from banks and brands within the finance industry were found to be the most ineffective, with 50% of survey respondents citing marketing campaigns as uninspiring. 

38% of consumers said the same thing about fashion and beauty marketing, making it the second-worst performing industry. In contrast, supermarkets and technology brands both scored well, with 80% of Brits believing supermarkets’ marketing to be effective, and 79% saying the same for technology brands.

Email rated as the best performing marketing channel

According to the DMA’s latest benchmarking report, email remains in good health, with 41% of marketers rating it as the best-performing channel.

Now at 98%, email delivery rate is at its highest ever, increasing by 11 percentage points since 2010. 

Lastly, despite some decline in recent years, unique open rates and unique click-to-open rates remain steady, currently at 15% and 20% respectively.

Total emails delivered

Aldi named as one of the UK’s most customer-centric retailers

Dunnhumby’s latest global index report has revealed that Aldi, Lidl and Tesco are the UK’s most customer-centric retailers.

The findings are based on the key drivers behind a customer’s likelihood to repurchase from a retailer as well as desire to recommend it, including factors like ‘affinity’, ‘range and service’ and ‘rewards’.

Aldi was ranked highest for ease and price, Tesco for its customer loyalty programmes, and Lidl for its value-focused approach.

Nikki Gilliland

Published 20 January, 2017 by Nikki Gilliland @ Econsultancy

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

549 more posts from this author

You might be interested in

Comments (2)

Avatar-blank-50x50

Adam Beautement, Optimisation Lead at BiglightSmall Business Multi-user

Hi Nikki, great article. Could you provide a source for the Episerver report that says 92% of first time visitors are not there to purchase? We focus on optimising the customer experience rather than just conversion and this really supports our view. It would be great to be able to read a little more about it. We have been looking recently at where in the journey visitors should be shown content (landing page vs discovery later in a session) and it sounds like this is something we should definitely be pursuing more for new vs returning visitors. Thanks!

10 months ago

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.