There’s more stats than you can shake a stick at in this week’s roundup.
It includes news about brand logos, online shopping, search behaviour, and so much more. If that’s not enough, go give the trusty Internet Statistics Compendium a look-see too.
On we go…
55% of consumers have made a purchase via social channels
A new report by Avionos suggests that, while influencers aren’t having a big impact on consumers, social channels themselves are still valuable for purchasing decisions.
In a survey of more than 1,400 consumers, 55% of respondents said that they have made a purchase from a social media channel. Out of this, 40% said they have purchased via Facebook, 13% have made a purchase through Instagram, and 12% have done so on Pinterest.
Interestingly, however, 60% of consumers said they have never purchased a product promoted by a celebrity or social influencer, and only 9% have done so in the past few years.
When asked what brand recommendations they are most likely to act on, 27% chose user-generated recommendations, with 19% saying they would be likely to purchase trending products.
- Social commerce: Why basic bots and buy buttons are not enough
- MADE.COM on the value of social commerce
Businesses fall into one of two tribes for GDPR implementation
It’s the day of GDPR reckoning, which means even more data protection-related stats for you to enjoy. This one comes from Marketo, which suggests marketers are split down the middle when it comes to their preparation for GDPR.
In a survey of 300 marketing decision makers in the UK, Germany and France, Marketo found that 55% of businesses are marketing-first – i.e. using GDPR compliance as an opportunity to better engage with customers and prospects through smarter marketing.
On the other hand, 45% were found to be legal-first – doing what they need to be legally compliant with GDPR and changing marketing in line with these legal requirements.
When comparing the two business approaches, the research found that, of the marketing-first respondents, 34% have significantly redefined their priorities compared to just 13% of legal first companies. Meanwhile, 49% of the marketing-first group has implemented new systems and marketing tools, compared with 33% of legal-first.
You can check out our round-up of the best GDPR-related stats and surveys here.
Coca Cola named as the most powerful brand logo
A new study by Graphic Springs has revealed the world’s most powerful corporate logos, based on worldwide poll of consumer recognition.
24,000 people took part in the study, with participants from the US, EU, and Asia being asked to recall logos and describe the brand and its products or services.
Top of this list was Coca-Cola, with 100% of respondents correctly identifying its logo. Second was Ford, and third was Sony. Interestingly, Amazon came 13th in the list, with lesser recognition in Asia contributing to its lower score.
Check out the top 15 below.
More on Coca Cola:
- How Coca-Cola uses design to create a memorable customer experience
- How Coca-Cola is using smartphone data to personalise in-store ads
- 10 inspiring digital marketing campaigns from Coca-Cola
64% of consumers trust banking services to correctly handle data
Research by GlobalWebIndex has revealed that consumer trust in companies handling their data varies significantly by sector.
Based on the responses of 1,250 UK internet users aged 16 to 64, the study found that just 64% trust online banks or payment services with their personal data. This comes despite the fact that 59% of 16 to 24 year olds and 69% of 25 to 34 year olds now use online banking services or apps.
Meanwhile, just 48% of respondents cite trust in Facebook handling their data, while 53% trust search engines and email services.
Overall, the study also found that 76% of respondents view GDPR as being extremely or very important to them in relation to their digital lives, and only 2% think it has no importance.
More on banking apps:
- Banks set to release money management apps as UX change spurred by Open Banking
- How will Open Banking affect UX?
Royal wedding impacts fashion search
New data from MyVoucherCodes has revealed that there has been a 185% surge in searches for ‘white halter neck dress’ since the Royal Wedding last Saturday.
As visitors searched for a similar style of dress, searches for Boohoo.com discounts also increased by 810.65%, soon after the retailer announced that it was selling a copycat version of the bride’s evening gown for £22. Meanwhile, a £25 dupe from Pretty Little Thing sold out within minutes.
Lyst has also revealed that Amal Clooney’s dress was the most-searched for gown out of all the wedding guests, with searches for ‘yellow dresses’ up 1,500%.
— boohoo.com (@boohoo) May 19, 2018
- How fashion retailers can use search trend data to inform marketing & product strategy
- How creative SEO can deliver big wins for luxury fashion retailers
- How visual search is helping ecommerce brands
35% of brands reduced the role of external agencies in 2017
New research from IAB and ANA suggests that even more brands are moving programmatic in-house, as it was revealed that 35% reduced the role of external agencies last year.
In a survey of 119 US brand executives, 18% of programmatic buyers said they had already moved all programmatic buying in-house, and 47% had already begun the process.
In contrast to this, 22% said they had no plans to change their current arrangements with agencies, while the remaining 13% had trialled in-house programmatic but reverted back again.
When it comes to the main reasons for bringing programmatic in-house, 47% of respondents cited ROI attribution, 44% said better audience targeting, and 44% said campaign effectiveness.
More on programmatic:
- 10 signs that programmatic advertising is reaching maturity
- Ask the experts: How to integrate your programmatic and TV ad strategy?
- Three ways to boost brand safety in the programmatic age
57% of consumers buy online while at work
A new report by Namogoo has revealed the extent to which consumers multi-task when making a purchase online.
In a survey of 1,300 US consumers, the majority of respondents said they are typically engaged in another task while online shopping. More specifically, 57.2% said they make purchases while at work, and 50.6% said they do so while carrying out household chores. Meanwhile, 46.38% said they buy online while making an in-store comparison.
The report also highlights the most frustrating part of the online checkout process. Having to fill out the same information more than once was the most-cited frustration experienced by consumers (regardless of device), followed by a ‘back button’ which doesn’t go back to the previous page.