We’re back in the January swing, which means another stellar round-up of the best digital marketing stats to grace the interweb this week. It includes news about grocery sales, failed deliveries, email performance, and so much more. 

The internet statistics compendium is also ready and waiting to download should you want to get stuck in.

Mobile payments continue to rise

Fresh data from Global Web Index suggests that mobile payment usage is steadily rising. 

From analysis of 89,029 internet users aged 16 to 64 in 40 countries, it found that 33% had used a mobile payment service in the last month – up from 29% the previous year. 

Asia is the global leader, with 46% of Chinese consumers using a mobile payment service in the past month. While legacy payment methods might be holding other countries back, growth is still promising, as uptake in the UK has almost doubled since Q4 2015.

(Percentage of internet users who used a mobile payment service in the last month)

While WeChat Pay is one of the top mobile payment services in China, it is far outweighed in the US and UK by the likes of Apple Pay and PayPal mobile. Could its recent expansion to Malaysia spur on adoption elsewhere? Subscribers can read more on what’s next for WeChat in Econsultancy’s new report.

FMCG has highest average marketing salaries

Marketing Week’s 2018 Salary Survey has produced some interesting results.

FMCG, consumer electronics, and gaming and gambling are the top three industries when ranked by average pay.

average marketing wage

Average marketing wage by sector

The happiest sector is gaming and gambling, where more than 60% of marketers are quite happy or very happy with their role. At the other end of the scale, more than 35% working in beauty are quite unhappy or not happy at all, making it the most unhappy sectors for marketers.

It’s no coincidence, therefore, that when asked if they receive fair financial reward for their work, marketers in gaming and gambling were fairly positive, with 65% agreeing. Only utilities saw a greater percentage of marketers who agreed they receive fair financial rewards for their work.

More at Marketing Week.

Promotional emails typically generate poor read rates

Return Path’s latest report, which comes from the analysis of 600,000 commercial emails, suggests that email marketers could be wrongly focusing on promotional emails. 

Despite promotional emails (i.e. emails that highlight a particular service, offer, or event) accounting for more than 70% of all messages in the study, it’s one of the most poorly performing campaign types, seeing a read rate of just 19% and a deleted-before-reading rate of 12%.

Other takeaways from the report include the recognition that welcome emails are effective for building new subscriber relationships. However, this type of campaign was found to have the lowest inbox placement rate out of all studied, showing that it still presents a big challenge for marketers.

Finally, post-purchase emails were found to outperform every other campaign type, typically seeing a high read rate and a low deleted before reading rate.

More on email marketing:

Leaked data shows poor performance of Snapchat maps

Snapchat is notoriously secretive about its usage stats, however leaked data obtained by the Daily Beast shows that new features are failing to capture the imagination of long-term users.

Maps, which tells you the location of friends on a map, had 30m daily users when it first launched. However, this has now fallen to just 19m (11% of Snapchat’s daily active user-base). Stats also show that just 21% of people use Discover on a daily basis, which includes content from news brands and magazines likes The New York Times and Buzzfeed.

It’s not all bad news however. With users sending an average of 34 messages a day during the period of June to September 2017, it appears the app’s core functionality is still keeping users on the platform.

More on Snapchat:

Failed Christmas deliveries in UK predicted to cost £464.9m in return

According to research from Sorted, failed Christmas deliveries will cause an estimated £464.9m of returns in January. This prediction comes from an original survey of 2,000 shoppers in the UK based on their attitudes and opinions towards delivery.

It predicts that even after ‘Take Back Tuesday’ – the first working day of the New Year, when gift return volumes double the daily average – returns will continue to squeeze already tight margins for retailers. 

The report also suggests that this could lead to a ripple effect, with 20% of shoppers who send back one item due to late delivery also likely to return the rest of their basket. Meanwhile, it also poses bad news for loyalty, as 38% of shoppers say a complex or difficult returns experience would make them less likely to shop with that same brand in future.

More on delivery and returns:

Consumers favour socially-conscious brands

Sprout Social has surveyed more than 1,000 US consumers to find out their opinion on brands that weigh in on social and political events. The results show that brands face greater reward than risk, as consumers are more likely to share on social if they agree, but take no action if they don’t. Meanwhile, ‘intrigued’, ‘impressed’ and ‘engaged’ were the top three emotions cited in association with brands taking a stand.

Interestingly, it appears brands that express an opinion on social issues can do more than just generate awareness. While 66% of respondents say posts from brands rarely or never influence their opinions, 37% say that brands encourage them to take specific steps to support a cause or make a donation.

So, which brands have taken a stand in advertising campaigns? Read about five successful examples here.

UK shoppers spent an extra £1bn this Christmas

Kantar Worldpanel has revealed that the average UK household spent an average of £1,054 on groceries in the three months leading up to Christmas 2017, also spending a total of £747m on 22nd December alone.

Kantar also found shoppers spent a total of £469m on premium own label lines in December, with chilled items, fresh meat and bakery among the most popular food categories. With an extra £1bn being spent compared to the previous year, it resulted in huge sales for the biggest supermarkets. 

While Lidl and Aldi were the fastest growing year-on-year, Tesco actually saw the fastest growth over the Christmas period, with sales up 3.1% during the 12 weeks.

More on supermarkets:

Nikki Gilliland

Published 12 January, 2018 by Nikki Gilliland @ Econsultancy

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

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