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This one includes news about GDPR, email spam, out-of-home ads, and CX. There’s lots more in the Internet Statistics Compendium too, so feel free to download at your leisure.

On we go…

Over a third of Brits will exercise right to be forgotten

Ahead of GDPR regulations coming into force on May 25th, the7stars has revealed that 34% of Brits plan to exercise their right to be forgotten. This news comes from a survey of 1,000 Brits undertaken earlier this month.

It also revealed that just 19% of companies (or one in five) feel confident that their personal data is used in the best possible way, with GDPR prompting a further 58% to question how much data businesses hold on them. There also appears to be a lack of knowledge about the changes being ushered in by the regulation, with just 27% of respondents agreeing that they have an understanding of what GDPR is and how it affects them.

Finally, despite general concerns, the study still found a sense of positivity about GDPR. 58% of respondents think the regulation is a positive step towards protecting their data and privacy. Similarly, 32% of customers say they will trust brands more with their data as a result.

For lots more on this topic, check out our GDPR hub

Strong subscriber engagement results in less delivered spam

Return Path’s latest research has revealed that email senders with strong subscriber engagement tend to see less email delivered to spam folders. The report contains analysis of more than 5.5 billion commercial emails sent in 2017.

It states that, for the second consecutive year, overall spam placement increased, rising from 12.5% in 2016 to 13.5% in 2017. However, this increase is offset by the fact that consumers are now more likely to rescue wanted mail from the spam folder.

Elsewhere, the amount of email delivered to the spam folder varied by industry, from just 3.5% for distribution and manufacturing to 23.7% for education, non-profit, and government senders.

Subscribers also read email at a slightly lower rate than last year, but mail that is deleted before reading was also slightly less common than a year ago, falling to 11.9% in 2017 from 12.5% in 2016.

More on email marketing:

Out of home investment leads to success

According to Warc’s latest edition of its Global Ad Trends report, which comes from data across 96 countries and findings from 12 key ad markets, investment in out of home marketing is paying off for brands.

It suggests that successful brands allocate 13% of their media budgets to out of home advertising. Meanwhile, the cost per thousand 'impressions' (CPM) for billboards is typically below the all media average, which is why brands with low to medium budget also tend to allocate the highest proportions towards out of home.

The report also states that the biggest OOH spenders are government and non-profit campaigns, committing an average of 26% of total budgeted spend. Meanwhile, alcoholic drinks brands committed 6% of budget and retail brands committed 14%.

More on OOH:

Retailers with shopping apps see 50% of online sales take place on mobile

Criteo’s Q4 Global Commerce Report suggests that mobile apps are continuing to drive purchases, as it reveals that retailers who operate a shopping app see 50% of online sales take place on mobile. The report is made up of purchasing data from over 5,000 retailers in 80 countries.

It seems that the UK is way ahead of the rest of Europe for mobile shopping. Even when apps are excluded, mobile devices are said to account for 53% of online transactions in the UK, compared to 40% in Europe overall.

Apps are key, however, as European retailers who operate a shopping app see 54% of sales take place in-app as opposed to on mobile web, while globally, omnichannel customers are generating seven times more value per shopper than offline-only customers.

In the UK, fashion, luxury, health and beauty have seen the most dramatic rise in UK mobile sales, generating 56% year-on-year. 

More on retail apps:

‘Creepy’ personalisation leads consumers to look elsewhere

InMoment’s 2018 CX Trends Report suggests that brands run the risk of losing customers from ‘creepy’ forms of personalisation. From a survey of 1,000 brands and 2,000 consumers in the US, 75% of respondents said they find most forms of personalisation at least somewhat creepy, while 22% said they would look for an alternative brand after a creepy experience.

The report also suggests that the biggest offenders when it comes to creepy marketing tactics are banks – 56% of millennials report having an experience that felt creepy. Meanwhile, 52% said the same about healthcare companies, and 51% said it about technology brands.

Lastly, it seems even brands themselves are aware of the dangers – 40% of the brands surveyed admit that their marketing can come across as too personal.  

More on personalisation & CX:

Replying to online reviews can boost overall ratings

new study highlighted in Harvard Business Review suggests that replying to online reviews can boost overall ratings. 

From the analysis of tens of thousands of hotel reviews and responses on TripAdvisor, it found that hotels who respond receive 12% more reviews, while their ratings increase by an average of 0.12 stars. This might sound like a miniscule increase, however, as TripAdvisor rounds average ratings to the nearest half, even small changes can impact overall scores. 

The study also found that, if hotels typically reply to comments, users are less likely to leave short and negative reviews (to avoid awkward interactions with hotel management).

More on online reviews:

Nikki Gilliland

Published 23 February, 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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