Grab yourself a mince pie and settle in for this week’s roundup of stats.
We’ve got news about cart abandonment, Google Shopping, UK retail, and lots more to boot. Be sure to check out the Internet Statistics Database for a deeper dive into even more stats.
32% of Shopping ads in Europe are from providers other than Google
It’s been more than a year since the European Commission’s antitrust ruling, which forced Google to open up its shopping service to competition. Now, a study by Searchmetrics has revealed that a third of ads within Google Shopping boxes are coming from providers other than Google.
Searchmetrics’ research involved the analysis of Google search results for approximately 500,000 keywords per country in the UK, France and Germany.
It found that 9% of these ads are from the traditional comparison shopping sites (CSSs) that the EU’s ruling was originally intended to support. 23% are actually from digital marketing and advertising agencies, whose role is to manage the ad auction process for merchants.
Elsewhere, the report states that six of the top 10 competitors in the UK are new, with sites first listed in Google’s paid or organic search results in 2018.
Global cart abandonment rate is 76.9% for Q3 2018
SaleCycle has revealed that the average global cart abandonment rate for Q3 2018 was 76.9%.
In terms of sectors, cart abandonment was highest for travel sites during this period, with a rate of 81.1%. Conversely, fashion sites saw the lowest with an abandonment rate of 73.5%.
SaleCycle has also delved into the past few years of data to see if there are any significant trends. Interestingly, however, it found that abandonment rates haven’t really changed that much since 2015. While the rate has been as high as 78.4% and as low as 74.3%, it has typically remained around the same range overall.
Less than 20% of customers feel rewarded for their loyalty to travel providers
A new survey by Collinson has found that just one in five consumers feels rewarded for their loyalty to travel organisations.
Part of the problem appears to be personalisation, or rather, the lack of it. 61% of consumers say that they ignore the majority of communications from travel providers because they aren’t relevant or personalised. Moreover, just 27% of consumers say they receive offers or loyalty initiatives that are personalised to their interests or preferences, while half say they receive offers that they would never use.
This research supports a similar study from Collinson, which revealed that 64% of travel companies fail to understand their customers or why they are loyal to their brand. Only 50% of organisations say they collect a wide range of customer data and augment it with third-party sources.
High street still integral to high-value purchases
A survey by Divido, involving 2,000 UK consumers, suggests that the high street still plays a pivotal role in the shopping behaviour of Brits – especially when it comes to buying bigger priced products.
28% of consumers say they like to go in-store to look at an item before making a high-value purchase, and 7% say they browse exclusively in-store.
Meanwhile, it seems the impact on buying decisions from social media is minimal. Just 6% of consumers state social media promotion affects buying decisions, with UK shoppers are twice as likely to be influenced by friends and family over promotions on social media.
Finally, the availability of different finance options is becoming more appealing for Brits, as 17% state that this is an important factor when making high-value purchases.
Perceived higher spend in B2B ads generate greater impact
A new report by JAR suggests that B2B brands which are perceived to run more creative or expensive ads can have a greater impact on an audience. This comes from four studies that covered B2B and consumer advertising.
This is largely because – due to a perceived expense or creativity in advertising – the advertiser sends a message that they are more forward-thinking and innovative than competitor brands (that spend less), regardless of the specific message about the advertised product.
The study also found a similar effect in recruitment advertising. The perceived expense of ads was seen as a signal of ability by participants of the study, which in turn made them think of the brand as a more attractive potential employer.
Ethnic representation in advertising has doubled since 2015
A study by Lloyds Banking Group has revealed that representation of black, Asian and minority ethnic (BAME) people in UK advertising has more than doubled from 12% to 25% in three years. The study comes from the analysis of more than 2,000 ads from the top 50 spenders in 2017 and a survey of 2,000 people in England and Wales.
Despite this news, the study also found that 60% of ads still feature all or a majority of white people. Similarly, just 7% of lead roles in ads are played by someone from a BAME group.
The survey also revealed that consumers feel they are underrepresented and often stereotyped. 32% of black Britons and 28% of Asians continue to feel they are under-represented in ads, while 34% think they are inaccurately portrayed, and 29% feel their ethnicity has been negatively stereotyped in ads.