What better way to step into spring than with a spellbinding roundup of stats? 

We can’t promise it’ll be too cheerful, but hey, the sun’s been out this week. You can’t have it all.

The roundup includes news about ad fraud, online delivery, and digital ads. For even more, head on over to the trusty Internet Statistics Compendium.

Advertisers predicted to be defrauded by $16.4bn in 2017

A new report by The&Partnership suggests that the global cost of advertising fraud could have been significantly under-reported up until this point.

While fraud is believed to cost advertisers $7.2bn globally each year, the real cost of ad fraud may have been as high as $12.48bn in 2016 (accounting for almost 20% of the $66bn spent on digital advertising).

If advertising fraud continues to evolve at its current rate, this figure could potentially rise to $16.4bn in 2017.

A third of Brits would rather read a blog than a book

New research from Affilinet has found that one in three people in the UK say they read more online than they do in print.

In a survey of over 2,600 Brits, 32% confessed tospending more time reading online, with cookery, diet and nutrition recipes being the most likely category to search for.

When asked about the reasons why, 61% said they prefer blogs because they are ‘cheaper’ than buying books, 58% stated that they are ‘more convenient’ and 49% said they ‘prefer short-form content rather than full books’.

42% of marketers agree that email relevance is hit and miss

A DMA infographic has highlighted how marketers are failing to create relevant emails, with 42% saying ‘some’ are relevant to the recipient at best. This is despite the fact that the medium remains an effective channel, with email ROI increasing from £29.64 to £30.01 in the past year.

DMA also suggests that one of the biggest stumbling blocks is a lack of content, with one in four marketers citing this as a major problem.

As shown below, other issues preventing effective email is said to be a lack of strategy, a lack of data and data siloes.

Poor communication results in nearly a quarter of missed deliveries

Research from Engage Hub has revealed that a lack of communication from delivery companies is the main reason UK consumers miss scheduled deliveries, with 23% of consumers saying poor communication has caused them to miss a delivery in the past 12 months.

Other reasons include a parcel not arriving at the specified time and having no ability to reschedule the delivery time.

When asked about the most important elements of the delivery process, 49% of UK consumers cited clear confirmation regarding delivery time, while 30% said updates from the delivery company in the event of any changes.

Top three searched-for luxury brands see 63.5% of online visits

In terms of the online market share, Hitwise has revealed that Michael Kors, Ralph Lauren and Coach are the most searched-for luxury brands.

In fact, these three brands take 63.5% of the share of online visits to the luxury apparel industry as a whole. 

Meanwhile, data shows that Versace, Tom Ford and Yves Saint Laurent are a hit with millennials, as a large portion of their traffic is currently driven by consumers aged 18 to 34.  

UK shoppers rate retail experiences as average

According to a new report by Zeta Global, only 40% of UK shoppers think their favourite retailers provide a good or great customer experience.

This comes from a study of 3,000 UK adults, which also found that 48% of respondents considered their retail experience to be merely ‘average’. Meanwhile, a further 11% believe that their favourite shops provide poor service.

From this, it is clear that personalisation presents a huge opportunity for retailers to capture consumer loyalty, with almost two-fifths of shoppers saying they would be inclined to shop around if they received a personalised service.

Emotional context could make digital ads 40% more effective

According to Yahoo, the emotional state of consumers can dramatically impact how receptive they are to advertising.

With US and UK consumers reportedly feeling ‘upbeat’ 46% of the time, this is a key window for advertisers, with people said to be 40% more receptive to digital ads when they are in this mood.

The study also found that when consumers are upbeat, they are 30% more likely to engage with native video content than when they are in any other emotional state. 

Lastly, consumers are 28% more likely to engage with content marketing and 21% more likely to engage with direct marketing when feeling happy.

Majority of marketers haven’t got to grips with mobile

A new report by Mobile Marketing Association and RadiumOne has revealed that the majority of marketers are failing to tap into the way consumers use their mobiles.

From interviews with over 300 senior marketers, two-thirds admitted that they’re not confident they've identified the most critical signals in their customers’ journey.

What’s more, 61% aren’t fully confident in their ability to find new profitable customers, and 58% are not fully confident in their re-engagement efforts to prevent customer churn. 

In terms of the most valuable data, 29% of marketers cite content sharing from apps, 28% cite mobile site visits and 27% cite app installs as the best signals for improving mobile branding. 

25 to 34 year olds 65% more likely to search for bank accounts

New data from Hitwise has revealed that people aged between 25 to 32 are 65% more likely to search for a savings account than any other demographic. What’s more, men in this age group are 60% more likely to be saving compared to women.

From an audience of 8.3m 25 to 34 years old consumers in the UK searching to switch banks, Hitwise suggests that the most popular banks to visit are Santander and Halifax, followed by Lloyds and Natwest.

BMW drivers are the biggest retail spenders of any car owner

A new study by Viant has delved into the purchase habits and behaviour of major car brand owners in the UK. 

The report states that Fiat is the most popular car brand for millennials, with this age group 18% more likely to drive hatchbacks than non-millennials. BMW drivers are said to be the biggest retail spenders, being 54% more likely to shop at John Lewis and 2.3 times more likely to shop in Selfridges than Ford drivers.

Lastly, Ford drivers reportedly spent £2,157 on flights over a period of six months, with their preferred airline being Emirates.

Nikki Gilliland

Published 17 March, 2017 by Nikki Gilliland @ Econsultancy

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

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