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This week’s diverse roundup includes news about start-up success, cyber-attacks, TV sponsorship, and lots more. You’ll also find tonnes more facts and figures in the Internet Statistics Compendium.

On we go...

Mobile shopping ads presents growth opportunity for retailers

According to a new report by Foundit, mobile clicks on Google Shopping ads represent the largest single source of visitors for online retailers, accounting for nearly 25% of all sessions across direct, paid and shopping search traffic.

However, the report – which reviewed over 60m shopping sessions across leading retailers – also states that search is the worst channel for bounce rate, with users typically viewing just two and half pages before quitting.

In terms of the difference in bounce rates between Google shopping on mobile and desktop, just 27% of sessions browse past the first page, compared with 38% on desktop. 

TV sponsorship increases positive brand associations

According to a study by Thinkbox, brands that sponsor TV shows are able to improve brand health metrics – mainly thanks to the strong affinities viewers have with their favourite programs.

Research found that there was a 53% increase in ‘personality fit’ between viewers of a TV show and the sponsoring brand when compared to non-viewers. In turn, viewers were far more likely to recommend the brand than those that didn’t watch the TV show. 

Meanwhile, when the sponsorship creative was a natural fit with the program, key brand health metrics for viewers were 5% higher than for non-viewers. 

UK shoppers buy from just three online stores

According to a YouGov poll commissioned by Apptus, online fashion retailers are struggling to attract new and loyal customers.

In a survey of over 1,500 online shoppers, 62% of people were found to have a core group of favourite online retail stores – a figure that rises to 68% for women.

Interestingly, younger shoppers appear more likely to stick to a narrow selection of sites, with 78% of 18-24 year olds and 70% of 25-34s staying loyal to a select few retailers.

In order to tempt them away from their favourites, 66% of shoppers said that other retailers should offer greater value for money, while 48% said they should make it easy to find products they are looking for. In contrast, just 4% pointed to ‘lifestyle content’ as a means of grabbing their attention and building loyalty.

North Dakota named the best US state to start a business

WalletHub has compared 50 US states across 20 key indicators to determine where startup businesses are most likely to succeed.

It found New Jersey to be the worst, mainly due to high office space and labour costs as well as inaccessible financing.

On the flip side, North Dakota was ranked the best, seeing the highest average growth in small businesses. The state also has the most startups per 100,000 residents – three times more than West Virginia, the state with the fewest.

75% of users are searching on mobile more often due to voice technology

New research from Google shows that voice search is influencing user behaviour, with 75% of consumers saying that they now search on their mobiles more often because of the technology.  

People who started using voice search in the last six months are said to be the most frequent users, with 42% now using it daily. In comparison, just 25% of people who started using voice search over four years ago use it as frequently.

The research also found that both visual and text search remain popular, with 51% of respondents using the two interchangeably.

Cyber-attacks on UK businesses increase 52% in Q2

A new report by Beaming suggests that the number of cyber-attacks aimed at UK-based businesses increased by more than half in Q2 2017. This means that businesses saw almost 65,000 attacks in just three months – an increase of 52% from the previous quarter.

68% of attacks targeted connected devices such as networked security cameras and building control systems. However, there was also a marked increase in attacks on company databases, with businesses experiencing an average of 105 attempts per day compared to just 14 in the first quarter.

Mobile traffic at an all-time high across Europe

A new report from Adobe – which includes analysis of the top 20% of companies using Adobe Experience Cloud and a survey of over 5,000 consumers across Europe – suggests mobile traffic is increasing across Europe.

It states that smartphones accounted for 31% of all European web visits in 2016 – an increase from 22% in 2015. In comparison, desktop accounted for 58% of browser traffic - down from 65% in 2015. For the top-performing companies, 41% of web traffic came from a smartphone in 2016, up from just 31% the previous year. 

Meanwhile, the report found that consumer expectations are driving mobile usage, with 57% preferring to use a smartphone over another device when completing tasks in 2016 – up from 51% in 2015.

Shoppers’ dual-screening habits present big opportunities for retailers

Data from eBay has revealed there was a huge spike in consumer spending during last summer’s sporting events, indicating the potential for retailers to tap into dual screening behaviour.

On the final day of the Tour de France last year, searches for ‘Pinarello’ – the bike that Chris Froome rode – rose by 62% on eBay.co.uk. Meanwhile, searches for ‘cycling shorts’ and ‘road bike’ increased by 46% and 71% respectively.

Similarly, in the two weeks of the Rio Olympic Games, searches for ‘running shoes’ rose by 66%, and interest in running watches jumped by 113%.

Uber gains more customers than any other US company in the past year

Despite the series of scandals that have plagued the company in the past year or so, Uber has made the largest customer gains since the first half of 2016. 

26% of all US millennials are said to have recently used the service, which has increased its Adobe BrandIndex ‘current customer score’ by 8.2 points.

Other companies in the sharing economy have also grown, with Lyft – Uber’s biggest US rival – becoming the third biggest gainer, and Airbnb coming 12th in this list.

Online consumers desire security over transaction speed

New research suggests that retailers who favour speed and convenience over security measures could be losing customer trust. This is because 67% of consumers surveyed said they are concerned about their online banking and shopping security, with one in four respondents being ‘very concerned’.

In order to improve levels of trust, retailers must implement greater transparency around security practices, as well as increased security steps. 

40% of respondents said they would like to use cardholder PIN to authenticate online transactions, while 50% would like to use a combination of both PIN and biometrics. Only 2% of consumers believe transaction speed is more important than security.

Nikki Gilliland

Published 7 July, 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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