Time to sink your teeth into some juicy stats.

This week we’ve got news about ad fraud, seasonal emails, and mobile tech. If the roundup isn’t enough to satisfy, be sure to head over to the Internet Statistics Compendium for lots more.

Please enjoy.

UK marketers eager to capitalise on data pooling

A new Criteo study has revealed that most UK marketers think data pooling is a positive, with 76% of survey respondents agreeing that it offers a huge opportunity to improve the customer experience. 

Meanwhile, for UK marketers looking to boost multi-channel CX and sales, collaborative data pooling (i.e. the anonymous sharing of data sets) is also a growing priority. 83% of survey respondents think successful data aggregation can improve ease of purchase, while 75% believe it can lead to more relevant deals.

UK marketers also appear much more eager to capitalise on pooled data, with 82% willing to contribute online search data to a pool compared to 71% of global respondents.

Ad fraud predicted to peak in Q4

According to White Ops, half of all ad fraud in 2017 will take place as we head into the holiday season, leading to a potential $3.5bn in losses.

Analysis of last year revealed that ad fraud spiked to 13.5% between October and January, which is more than double the previous quarter. It also found that fraud increased during key holiday periods, such as Black Friday and Cyber Monday.

54% of travellers want better mobile tech on holiday

New research from Apadmi has found that over half of travellers think the sector needs to offer customers more ways to utilise their mobile devices while on holiday.

In a survey of 1,000 people who have taken a trip in the last 12 months, 50% said they want to see more mobile check-ins in airports, as well as the ability to check-in at hotels via mobile.

37% of travellers also want a mobile digital hub containing all the travel information they need, e.g. for transport, accommodation and visitor attractions. Lastly, 38% would like better tools to help them with language translations, and a quarter would like to be able to use mobile payments more.

Seasonal product marketing generates 10% rise in email open rates

As Starbucks and other brands re-introduce Autumnal ranges, a Mailjet test found that email open rates rose 10% in instances where popular flavourings like pumpkin spice were mentioned. 

In the US, email subject lines mentioning pumpkin spice generated the highest open rate, with a 90% higher open rate than a regular email sent around the same time.

Meanwhile, with Halloween on the horizon, Mailjet has found that marketers are successfully engaging consumers on the back on anticipation for the new Stranger Things series. Email open rates were 74% higher when the TV show was directly mentioned in the subject line.

UK ad viewability hits 18-month high

According to the latest benchmark report from Meetrics, UK ad viewability has hit its highest level for 18 months. 

In the third quarter of 2017, the amount of banner ads served that met minimum viewability standards rose from 51% to 52% – the highest level since Q1 2016. This also follows a rise from 47% to 51% in the previous quarter.

Despite this, Meetrics says that the UK still lags behind other European countries on ad viewability. Italy and Austria lead the way, with 68% and 67% viewability respectively, while Switzerland and Poland are the closest to UK levels with 55%. 

34% of APAC consumers visit Amazon each month

Research by GlobalWebIndex has revealed that Amazon is now in the top three commerce platforms in the regions of Asia-Pacific, Latin America, and the Middle East. 

Its latest report states that 34% of internet users in Asia Pacific are visiting Amazon each month, closing in on rival Alibaba, which draws in 42%.

Globally, 75% of digital consumers are now purchasing at least one product online every month. However, APAC is the top region for purchasing online, with 77% of internet spend coming from India, 79% from Indonesia, and 83% from both South Korea and China. 

Only 8% of consumers pre-order new products

With pre-orders starting on Apple’s iPhone X, HotUKDeals has been investigating how consumers spend on newly-launched products.

Interestingly, just 8% of British consumers say that they usually pre-order new products, while 53% that they prefer to wait to see if the price drops before purchasing. 11% usually purchase at the time of launch (when products are available) and 29% say that it differs depending on the product.

Consumers who generally pre-order new products tend to be younger shoppers, with 14% of 16 to 24-year olds doing so. Meanwhile, 9% of the people who usually pre-order are men, compared to 6% of women.

Halloween generates 260% spike in online traffic

New research from BazaarVoice suggests that Halloween is now viewed as the start of the holiday shopping season, with the event generating 260% more online traffic than normal, and steady increases taking place in the lead-up to Christmas.

People are said to start planning their costume about six weeks before Halloween, with increased page views for costumes starting around the third week of September.

Black Friday and Cyber Monday see the next largest spikes after Halloween, before a peak in the week before Christmas generating 800% more traffic than normal.

Increase in US children using mobile technology

A report by Common Sense has revealed that American children aged eight and under are spending more time than ever using mobile technology. 

Kids reportedly spend 48 minutes a day on mobile devices – up from just five minutes in 2011 – with 42% also owning their own tablet device, compared to just 1% in 2011. 

The report also states that 49% of children aged eight or under typically watch TV or play video games in the hour before bedtime, and 10% of this group have a ‘smart’ toy that connects to the internet or a voice-activated virtual device.

Mobile consumers more willing to engage during holiday season

Finally, a new study by Liftoff suggests that mobile marketers should capitalise on low acquisition costs and high rates of engagement in the period of October to January.

Research found that last December, acquisition was at a low of $54.63 while engagement rates were at 6.81%. In contrast, engagement fell to 5.4% at the beginning of March, with the cost to acquire users going on make a purchase rising to $65.06.

Nikki Gilliland

Published 27 October, 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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Udit Khanna, SEO at expert training institute

Very informative post. You have shared some great insights here.Thanks for this great post.

24 days ago

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