Folks, it’s time for your weekly dose of digital stats.

We’ve got news about Instagram, Black Friday, email marketing, and more.

Be sure to check out the Internet Statistics Database while you’re here – it includes tonnes more data for you to get stuck into.

Instagram videos generate 21% more interactions than images

Quintly’s Instagram 2018 study has revealed some interesting facts about the platform’s usage.

From analysis of 44,432 profiles and over 8.9 million posts between January 1st and September 30th 2018, it found that videos get up to 21% more interactions than images. This is despite images being the most popular type of post.

The study also found that 31% of overall Instagram posts have more than 300 characters in their post description, highlighting the recent popularity of lengthier descriptions (largely thanks to users believing that it is favoured by the algorithm).

Interestingly, 35.8% of profiles typically use between one and three emojis per post, while 54.9% of profiles don’t use any emojis at all.


Online retailers increase discounting by a third in the months leading up to Black Friday

The latest figures from the IMRG Capgemini e-Retail Sales Index have revealed that online retail sales growth in October was the second lowest ever recorded. This is a continuation of the subdued performance of online retail this summer.

There was just a 8.5% growth year on year in October, while sales from smartphone devices were markedly down, increasing just 17.2% year on year compared to 53% last year.

IMRG suggests that evidence for this tough period can be seen in the level of discounting on retail websites, which was up a third in the months leading up to Black Friday. In Q3, 23% of overall sales revenue came from products that were in sale – up almost a third on the same period last year.

As Black Friday kicks off, it will be interesting to see whether shoppers’ attention is captured by discounts (considering we have already been through a heavy period of sales activity).

black friday stat

John Lewis (#nottheretailstore) sees huge social boost on the back of Twitter ad

Twitter’s Christmas advert has been named as one of the best of the year, and there’s one person in particular who is seeing success on the back of it.

According to Socialbakers, John Lewis (the person, #nottheretailstore) has seen a huge boost in Twitter followers since the ad aired.

Since tweeting the satirical ad, John gained over 6,600 followers in just a single day – a large proportion of the more than 10,000 followers he has gained this festive period. John’s tweet also gained almost 38,000 interactions in one day.

There is a way to go before Twitter’s spoof catches up to the official John Lewis ad, however, which gained 388,000 interactions in the four-day period since its launch.

john lewis twitter

77% of users check their email when they are bored

New research by Email Monday has revealed that brands could be wasting time overthinking the context in which their email marketing is received. According to its report, which is based on a survey of over 400 US consumers, there is no fixed pattern to when the majority of people check their email.

77% of people say they check it while bored, yet 60% say they also do so when they wake up. 72% say they check email while watching TV, and 50% do so in the bathroom.

Other findings from the report include the fact that over 50% of unengaged users are simply waiting for the right moment. When asked why they don’t unsubscribe from branded emails they typically ignore, 37% say it’s because they are waiting for the right discount, and 24% say it is because they expect to buy from the brand again.

email stat

Over half of black Friday shoppers have made a purchase prior to the main event

We’ve yet to hear the latest Black Friday figures, however, data from Maru/edr suggests that over half of Black Friday shoppers have already snapped up a bargain – days before the event itself began.

In a survey of 500 UK consumers who plan to shop during this year’s Black Friday sales, 55% said they have already grabbed a bargain. Meanwhile, just 4% of shoppers plan to brave the crowds in-store, with the large majority opting for online shopping instead.

Just 21% of shoppers will just purchase from brands they normally shop with, proving the opportunity for retailers to engage shoppers outside of their loyal consumer-base.

black friday shopping

Nearly 80% of publishers and marketers would outsource data strategy

A new study by Lotame has delved into how marketers and publishers use and manage audience data. In a survey of 300 senior execs in media and marketing, 80% of respondents said they’d outsource data strategy and execution.

When it comes to the reasons why, 33% said that they don’t ‘have the internal resources in place to do so’ while 31% said they ‘don’t even know where to begin’. A further 21% said they don’t have the ‘tools or technology needed’.

The most common use case for audience data is to make content or messaging more relevant, with 60% of respondents citing this. It was following by 59% who said it is to make campaigns perform better, and 53% who said to sell more advertising inventory.

Lastly, the top metrics for data success among marketers include increased brand loyalty, with 58% citing this, followed by an increase in ad performance and an increase in conversions/purchases, with 49% and 43% citing these respectively.

data stat

That’s your lot. Head over to the Internet Statistics Database for more.