Settle in for this week’s stats roundup.
This week we’ve got news about data privacy, event marketing, brand relevance, and ever so much more.
Don’t forget to check out the Internet Statistics Database for lots more too.
Apple, Lego, & PlayStation are the most indispensable brands in consumers’ lives
Prophet has released the results of its Brand Relevance Index – a ranking of the most relevant brands in consumers’ lives today. It comes from a survey of 11,500 UK consumers about 240 brands across 27 industries.
Apple was named as the most relevant brand for the third year in a row, with a large proportion of respondents citing it as a technology brand they use on a daily basis.
Lego has moved from fourth to second in the ranking, and PlayStation has jumped from ninth to third. New entrants into the top 10 include Fitbit and the NHS, pushing out Dyson and Lush.
Despite Lush’s decline, the ranking shows the power of purpose, as brands with conviction are becoming more powerful, influential, and relevant than ever. Similarly, brands that use data to deliver more personalised and relevant experiences to consumers are being welcomed, such as Netflix and Spotify.
- How Lego uses Instagram to inspire fans of all ages
- How well can Apple’s smart speaker hold its own against tech rivals?
UK companies struggling to support digital self-service
Consumers are increasingly demanding digital self-service options, such as online chat and text messaging for customer service. However, new research from Calabrio suggests that companies are too quick to add new channels of communication without first addressing internal barriers.
From a survey of more than 1,000 marketing and customer experience leaders, Calabrio found that 93% of respondents think it’s important to provide a seamless and quality experience across all company channels.
Despite this, only 45% think they are very effective at providing that experience. 42% of respondents cited poor or ad-hoc training for employees as a reason, while 38% put it down to a lack of budget.
Another reason appears to be poorly-researched and messy strategy, as 44% companies reported that they offer four or more channels of communication – yet 58% admitted they think their customers only use two or three.
- Seven retailers that use live chat to improve customer service
- Great social media customer service is proactive, not reactive
Attention spans are becoming selective rather than shorter
Prezi’s State of Attention report suggests that our attention spans are becoming more selective, not shorter, highlighting the importance of relevant and personalised content marketing.
The research, which involved a survey of 2,008 full time office workers, found that attention spans have actually increased. Six out of ten respondents say they can give a piece of content their undivided attention without getting distracted, more than they could one year ago. Meanwhile, 42% say they’ve become more selective about the content they consume.
For marketers, it seems the key to grabbing attention is a compelling story combined with visuals. 85% said a strong narrative behind what’s being presented is critical in maintaining engagement. Similarly, 34% say a great story captures their focus and keeps them engaged with content.
- A beginners’ guide to measuring & increasing user attention online
- Three trends shaping the future of customer engagement in marketing
- Why apathy towards apps is rising (and how to combat it)
75% of consumers are concerned about past-purchase history being used for personalisation
While consumers are increasingly demanding personalisation from retailers, a new study by JDA and Centiro suggests there are still concerns about how their data is being used.
In a survey of 12,000 global consumers, a hefty 75% of respondents said they’re concerned about their online and in-store shopping history, such as transaction history and online searches, being used to provide a more personalised service.
Meanwhile, the study also found that while the majority of global shoppers have used some form of emerging technology while shopping in store – e.g. mobile coupons or personalised service based on loyalty programs – this is not the case for UK consumers.
70% of UK respondents claimed they haven’t used any emerging technology in stores. In contrast to this, more than 90% of Chinese in-store shoppers said they have.
- How does the GDPR impact e-receipts?
- A day in the life of… a Chief Privacy Officer (preparing for GDPR)
- 12 stats that prove why personalisation is so important
Fastest-growing companies are investing in event marketing
A new report by Splash suggests that the fastest-growing companies are investing more in event marketing, highlighting the opportunities afforded by the strategy.
It states that companies that have seen revenue growth of 30% or more over the past two years have increased their event activity the most.
Meanwhile, in a survey of more than 700 business executives, 52% of respondents said that event marketing drives more business value than other marketing channels, while just 8% said it drives less.
It seems one of the biggest challenges for marketers continues to be tracking ROI, however, as just 22% of respondents cited that they were effectively able to do so. The report also states that investing in the newest generation of event marketing technology is critical to being able to calculate event ROI, as well as to realising other benefits.
More than two-thirds of UK consumers still abandon online shopping due to poor payment options
New research from PPRO Group suggests that retailers are still losing out on sales due to poor online payment processes.
PPRO found that 67% of UK consumers have abandoned an online retail transaction due to the payment process, just marginally down 1% during the course of four years from 68% in 2014.
There have been some improvements to the checkout, as 21% now abandon the process for being too complicated – much lower than the 57% who did in 2014. However, a quarter still abandon their purchases, usually because the retailer doesn’t provide the option to pay the way they want to.
Now, 90% of consumers expect a variety of payment methods to be made available to them, with PayPal being cited as the number one most preferred.