It’s back to business this week (I'm back from gallivanting at an industry event), so let’s get straight down to some trusty stats.

The roundup includes news about UK online sales, customer targeting, and influencer marketing. You can head on over to the trusty Internet Statistics Compendium if you fancy delving into more.

Levels of trust in traditional media rise

As people question the accuracy of what they see and read online, the European Broadcasting Union has revealed that the level of trust in traditional media is increasing across Europe.

Based on over 1,000 interviews in 33 countries – it found that broadcast media remains the most trusted throughout Europe. 

Radio is the most trusted medium, rated so by 59% of EU citizens, closely followed by TV at 50%.

Meanwhile, due to the recent surge in fake news, trust in the internet and social networks continues to fall. Only 36% of EU citizens tend to trust the internet and just 21% of EU citizens say they trust social networks.

 

40% of consumers have abandoned a brand because of poor values

MediaCom has been studying how consumers feel towards brands that display poor corporate values or behaviours.

The results of a 2,000 consumer survey show that people are increasingly abandoning brands that do not demonstrate social responsibility, with 63% believing brands should give back to society and 80% stating they must take steps to minimise environmental impact.

The study also revealed a general level of scepticism towards brands, with 65% believing brands overstate their environmental credentials and 45% admitting to being cynical about brands that overtly claim to support good causes.  

The power of brand purpose is also reflected in how much consumers are willing to pay - one in two people say they would pay more for a brand that supports a cause that's important to them.

54% of marketers & PRs now using CAP guidelines for influencer marketing

2016 saw a lack of compliance to the CAP guidelines (which stipulate that industry professionals and influencers properly disclose brand relationships). 

However, new research from Takumi shows that marketers and PR’s are finally taking notice, with 54% now following the guidelines compared to just 37.5% last year.

In light of the disaster that was Fyre Festival – whereby a number of celebrities failed to divulge payment for attending – it appears the industry is beginning to recognise the potential downfalls of failing to be honest. 75% now agree that full transparency when signposting sponsored content or affiliation is essential. 

Brits have already spent £2bn on Christmas 2017

Proof that the nation is crazier than ever – we’ve already spent £2bn on Christmas presents.

This is according to a Criteo survey of over 2,000 adults, which found that - despite not even being halfway through the year - 15% of the population have already spent in excess of £200 ahead of December.

The survey also found that one in five Brits have bought their first Christmas present by May, while 30% have already spent at least £100 on Christmas 2017.

Young people are surprisingly organised, with 9% of 18 to 24 year olds saying that they have already purchased all of their Christmas presents.

Instagram rated the worst social media for mental health

The Royal Society for Public Health has found Instagram has the most negative impact on the mental health of young people.

In a survey of 1,000 people aged 14 to 24, Instagram was rated the worst social media channel based on its impact on 14 areas of health and wellbeing, including anxiety, loneliness, body image, self-identity and sleep.

It wasn’t all bad, as Instagram scored fairly highly on factors such as self-expression and self-identity. YouTube was found to be the most positive channel, however, scoring well in nine out of 14 categories (with a particularly bad score for its impact on sleep).

UK travel growth unaffected by Brexit

Adobe has released its 2017 Online Travel Industry Report, which reveals that despite the weaker pound, online travel brands are still receiving increased consumer spend. 

In the period of January to March 2017, online travel in the UK saw 14% year-on-year growth, with flight bookings increasing 1.8 times since January 2015. 

Meanwhile, European online travel spend for flights and hotels is expected to total nearly €70bn this year, with the summer period accounting for €19bn.

It’s not all positive, however – car rental companies have seen a 14% decrease in rentals recorded year-on-year in Q1.

Three in five consumers think marketers fail to target them effectively

Despite the growing availability of data, 58% of consumers think that brands and marketers are failing to target them effectively.

Meanwhile, consumers are becoming increasingly open to the idea of targeted content and ads, with 46% saying they would like ecommerce sites to promote products based on their prior tastes and interests.

So why are marketers failing? According to BlueVenn’s research, it is down to a lack of the right tools, with 87% of the marketers surveyed agreeing that effective customer data analysis is impossible until this is revolved. 

Newspaper websites suffering from slow load times on mobile

Lastly, DeviceAtlas has been testing the mobile web performance on 3G networks of some of the largest daily newspaper websites from 18 different countries.

The results suggest that many could be losing out due to mobile pages taking longer to load than most people are prepared to wait – which is just three seconds. 

It appears even the average load time is far longer than that. The study found that 50 of the world's most popular newspaper websites take an average of 10.5 seconds to load, while the slowest take between 19 and 22 seconds. 

Digital advertising predicted to spur industry growth to 2021

Research by MarketLine has found that the global advertising industry generated total revenues of nearly $98.3m in 2016, representing a compound annual growth rate (CAGR) of 3% between 2012 and 2016.

The report also states that the US accounted for 41.3% of the global market, making it the largest region in terms of value. Meanwhile, Europe achieved 22.1% and Asia-Pacific accounted for 26.8%.

On this basis, MarketLine predicts that the industry will continue to see strong growth, with a CAGR of 4.6% through to 2021.

Online retail sales for April were lower than expected

The latest figures from the IMRG Capgemini Index show that UK online retail sales were up 13.9% year-on-year in April. However, growth on March was just 4.3% - much lower than expected.

With Easter falling in April this year, beers, wines and spirits grew 28.9% - a six-year high for the category. Meanwhile - despite clothing seeing a sales growth of 10.5% - menswear and womenswear experienced negative growth at -7% and -5% respectively.

Insight suggests that the announcement of the general election could be a key factor, with previous data indicating a strong correlation between elections and a dip in online sales of clothing and footwear in particular.

Nikki Gilliland

Published 26 May, 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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