We’re kicking off September with a great roundup of stats.

Read on for news about viewability, location based ads, brick and mortar retail, and lots more to boot. Check out the Internet Statistics Database for further stats and insight.

Farmers love to open emails

Sort of. SaaS email marketing company Campaign Monitor has analysed billions of emails to set benchmarks across industries in the UK.

Here’s a table of industry averages, with Agriculture, Forestry, Fishing & Hunting top of the tree for open rate.

UK desktop display viewability reaches over 70% for the first time

The H1 2019 Media Quality Report from Integral Ad Science has revealed that desktop display viewability exceeded 70% for the first time during H1 2019. The UK achieved 70.9% viewability – an increase of 7.5 percentage points year-on-year. Meanwhile, Canada took the top spot at 73.6%, and Germany came in third at 69.4%. Overall, global viewability averages surpassed 60% across all formats and environments in H1 2019.

In the UK, mobile in-app environments drove the highest in-view duration at 22.52 seconds, highlighting the fact that UK consumers are engaging most with mobile. UK desktop display ads hit 21.67 seconds in duration, slightly below the global average of 23.53 seconds.

Finally, the report revealed that ad fraud levels increased by 0.2 percentage points year-on-year in the UK, up to 0.9% from 0.7%. Despite this, the UK sees less fraud compared to the global average of 1.1%. New Zealand sees the lowest ad fraud levels, with only a 0.4% risk, whilst Japan see the highest with fraudulent impressions at 2.6%.

Viewability (1)

65% of spend on location-based advertising is wasted due to poor targeting

Nearly two-thirds of location-based advertising spend is still being wasted because of poor quality data and mis-targeted location impressions, according to Location Sciences. This comes from the analysis of 500 million digital location targeted impressions delivered in the UK and US from January to June 2019.

It was found that, out of every $100,000 spent on targeted location advertising, $29,000 was delivering impressions outside of the targeted area. Meanwhile, up to $36,000 was possibly being wasted due to location signals of quality insufficient to deliver the targeting requirements.

Elsewhere, the research discovered that an average of 29% of impressions currently miss the target specified by the client, while 36% of impressions assessed are not of the quality needed to deliver to the specific targeting area required for location campaigns. 

One in six internet users aged over 18 visited a dating site or app in June 2019

Comscore has highlighted the prevalence of online dating in the UK, stating that over 7.6 million (or one in six internet users aged over 18) visited a dating site or app in June 2019. Around 87% of this group used a mobile app or site to do so, 9% used a desktop only, and just 4% used a combination of desktop and mobile apps or sites.

Comscore’s online dating in the UK report also suggests that users are spending longer than ever partaking in the activity. Desktop users, for example, spent an average of 139 minutes on dating sites in June 2019, while mobile users spent an average of 191 minutes.

Finally, the report states that male users dominate the online dating landscape in the UK, making up 70% of desktop users and 61% of mobile users. Perhaps more surprisingly, younger consumers do not dominate the sector. In fact, it is older users who make up the majority on desktop: 58% of desktop online dating site users are aged over 45, while on mobile, this age group still makes up 39% of the total.

Tesco awarded ad of the month due to rise in awareness and impressions

YouGov has named Tesco as the brand to have achieved the highest uplift in ‘ad awareness’ in the UK this month, with a change in score of 4.3.

Ad awareness relates to whether someone has seen or heard an advert broadcast by a company in the past two weeks. Tesco’s advert – which is part of their Food Love Stories series – showed a mother preparing a good luck meal for her son ahead of his exam results. The ad was released in August, the month of GCSE and A Level results days. This resulted in Tesco’s Awareness scores increasing by 7%, rising from 20% to 27%.

The emotive nature of the advert also had a positive effect on the brand’s impression scores (i.e. whether someone has a positive or negative impression of a brand) – increasing 11.9% from +22.9 to +34.8. The increase is even more pronounced among current customers of the brand (rising here from +44 to +57.8), as well as those who are parents of a child under the age of 18 (rising from +26.4 to +44.3).

Tesco ad stat

40% of consumers say brands inform their food and drink buying decisions

In a survey of 2,000 British consumers, KPMG found that 62% of respondents say they care more about the health qualities of the food and drink they buy than they did five years ago.

Meanwhile, brands are now the most influential factor on consumer perceptions relating to how healthy food and drink is, with 40% of respondents crediting brands for informing their buying decisions.

The survey also found that just 22% of respondents base their food and drink decisions on government advice or their friends and family. What’s more, despite a focus on technology and social media, only 13% say they use an app-based nutritionist, and only 4% credit nutrition information to a social media influencer.

FMCG stat

How food brands are taking a bite out of the meat-free movement

Lego to open 160 new stores by the end of the year

Despite the collapse of competitors in the toy industry, including Toys R Us and Top Toy, Lego is intent on expanding its empire.

Interestingly, the toy brand has just announced that it is to open 160 new brick and mortar stores by the end of 2019, particularly focusing on China and India. This is also despite the fact that – though Lego’s half-year revenue rose by 4% in the first half of 2019 – net profit dropped 12% during the period.

According to the FT, Lego is also investing big in ecommerce, “updating its online platforms and ensuring its VIP loyalty programme works across its websites as well as Legoland.”

lego store

How Lego uses Instagram to inspire fans of all ages