tag:econsultancy.com,2008:/topics/email-marketing Latest Email content from Econsultancy 2018-04-23T13:39:00+01:00 tag:econsultancy.com,2008:Report/3008 2018-04-23T13:39:00+01:00 2018-04-23T13:39:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:TrainingDate/3457 2018-03-08T13:00:10+00:00 2018-03-08T13:00:10+00:00 Email Marketing - Advanced <p>Give your email campaigns an injection of fresh thinking in this fantastic email marketing workshop.</p> <p>You’ll gain advanced, strategic email marketing training and get the opportunity to have your email campaigns reviewed by an industry expert who will provide practical tips for improvement.</p> <p>Strictly limited to 10 places, the workshop allows for plenty of interaction and you’ll be able to bounce ideas off other experienced marketers.</p> <p><strong>June Booking Offer:</strong> Book our June date and <strong>get 1 week’s free access</strong>  to the Econsultancy platform – the richest online content and insight available to modern marketers today. You’ll benefit from our market-fresh research reports and best practice guides, as well as the latest news and views and blogs. What’s more, you will be guided personally through the platform by one of our consultants to ensure you have access to the content most relevant to you as a modern marketer.</p> tag:econsultancy.com,2008:TrainingDate/3456 2018-03-08T12:59:30+00:00 2018-03-08T12:59:30+00:00 Email Marketing - Advanced <p>Give your email campaigns an injection of fresh thinking in this fantastic email marketing workshop.</p> <p>You’ll gain advanced, strategic email marketing training and get the opportunity to have your email campaigns reviewed by an industry expert who will provide practical tips for improvement.</p> <p>Strictly limited to 10 places, the workshop allows for plenty of interaction and you’ll be able to bounce ideas off other experienced marketers.</p> <p><strong>June Booking Offer:</strong> Book our June date and <strong>get 1 week’s free access</strong>  to the Econsultancy platform – the richest online content and insight available to modern marketers today. You’ll benefit from our market-fresh research reports and best practice guides, as well as the latest news and views and blogs. What’s more, you will be guided personally through the platform by one of our consultants to ensure you have access to the content most relevant to you as a modern marketer.</p> tag:econsultancy.com,2008:TrainingDate/3455 2018-03-08T12:58:40+00:00 2018-03-08T12:58:40+00:00 Email Marketing - Advanced <p>Give your email campaigns an injection of fresh thinking in this fantastic email marketing workshop.</p> <p>You’ll gain advanced, strategic email marketing training and get the opportunity to have your email campaigns reviewed by an industry expert who will provide practical tips for improvement.</p> <p>Strictly limited to 10 places, the workshop allows for plenty of interaction and you’ll be able to bounce ideas off other experienced marketers.</p> tag:econsultancy.com,2008:BlogPost/69775 2018-02-02T14:06:49+00:00 2018-02-02T14:06:49+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>This week’s includes news about Google, travel ads, global internet usage, and lots more to boot. Check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for further statistical goodness.</p> <h3>Google Shopping dominated by its own ads</h3> <p>Last year, the European Commission accused Google of gaining an unfair advantage over other price comparison sites, leading to Google pledging to make changes to allow competitors to bid on equal terms.</p> <p>However, <a href="https://blog.searchmetrics.com/us/2018/01/29/google-shopping-revamped-fairer-to-competitors/?utm_source=PR&amp;utm_medium=external+media&amp;utm_campaign=2018%2F01-EN-Blog-Google-Shopping" target="_blank">a study</a> by Searchmetrics suggest that this has made little difference, as it found just 0.4% of the product listing ads (PLA) that appear in desktop searches in UK Google Shopping are from rival comparison services. </p> <p>Overall, just 6.1% of Shopping Units include at least one PLA from a competing comparison site. When taking into consideration the fact that many Shopping Units include a carousel of up to 29 PLAs (and some formats can include up to a 100), the overall rate of rival ads is still very limited.</p> <p><img src="https://assets.econsultancy.com/images/0009/2042/Searchmetrics.JPG" alt="" width="697" height="375"></p> <p><strong>More on Google:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68264-six-clever-ways-to-optimise-google-shopping-campaigns" target="_blank">Six clever ways to optimise Google Shopping campaigns</a></li> <li><a href="https://econsultancy.com/blog/67857-google-introduces-shopping-ads-to-image-search-the-expert-view/" target="_blank">Google introduces Shopping Ads to image search: The expert view</a></li> </ul> <h3>Digital ads play a huge role in travel decisions </h3> <p>A <a href="http://www.phocuswright.com/Free-Travel-Research/The-Travel-Marketers-Guide-to-the-US-Digital-Travel-Landscape" target="_blank">new report</a> from Phocuswright has revealed how digital media is playing a huge role in travel-related decisions, with 72% of US consumers saying they recall having seen an online ad while planning their last trip. What’s more, over half of travellers who recalled those online ads said they were both helpful and influential. This comes from a survey of over 1,600 US business and leisure travellers in September 2017.</p> <p>Elsewhere, the report highlights the rise of mobile, as well as the ingrained reliance on desktop for booking. Despite 37% and 43% of travellers having used their smartphone to shop for flights and accommodation respectively, less than half of flight shoppers and slightly more than half of hotel shoppers went on to book on their phones.</p> <p>For the time being, it seems that travel brands are mirroring this behaviour, with companies allocating under half of their digital marketing budgets to mobile-specific platforms, and the rest still being focused on desktop.</p> <p><img src="https://assets.econsultancy.com/images/0009/2043/phocuswright.JPG" alt="" width="780" height="428"></p> <p><strong>More travel articles:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69763-six-of-the-best-travel-brands-on-youtube-snapchat-instagram-twitter-pinterest-linkedin" target="_blank">Six of the best travel brands on YouTube, Snapchat, Instagram, Twitter, Pinterest &amp; LinkedIn</a></li> <li><a href="https://www.econsultancy.com/blog/69763-six-of-the-best-travel-brands-on-youtube-snapchat-instagram-twitter-pinterest-linkedin" target="_blank">Six excellent hotel websites (and how they encourage direct booking)</a></li> </ul> <h3>Number of global internet users surpasses 4bn</h3> <p>The <a href="https://wearesocial.com/blog/2018/01/global-digital-report-2018" target="_blank">Digital 2018 report</a> from We Are Social and Hootsuite has revealed that the number of internet users in the world has surpassed the 4 billion mark, putting more than half the global population online. Global social media usage has also increased by 13% in the last 12 months, reaching nearly 3.2 billion users.</p> <p>Meanwhile, 95% of the UK population now uses the internet, which is an increase of 5% from 2017. Similarly, Brits now spend almost six hours online every day, with a third of that time spent using social media.</p> <p>The report also found that global growth of the internet is fuelling ecommerce, with 1.77 billion internet users purchasing consumer goods online in 2017 - an increase of 8% compared to the previous year. Collectively, consumers spent a total of USD $1.474 trillion on ecommerce platforms in the past 12 months, which is 16% more than in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0009/2041/We_Are_Social.JPG" alt="" width="780" height="438"></p> <h3>Younger children are adopting voice recognition technology</h3> <p>From a survey of more than 2,000 children in schools across the UK, Childwise Monitor <a href="http://www.childwise.co.uk/reports.html#monitorreport" target="_blank">has discovered</a> that four in 10 kids aged nine to 16 are already using voice recognition technology.</p> <p>42% of children aged nine to 16 access voice recognition gadgets at home - 36% use Apple’s Siri, 20% use Microsoft’s Cortana, 15% use Amazon’s Alexa at home and 7% use Google Assistant.</p> <p>So, what are this new ‘Alexa generation’ using the tech for? The research suggests that the majority of children use it to search for information, with one in seven typically asking for help with their homework. One in nine ask their digital assistants to play music.</p> <p>Interestingly, it seems that younger children are more comfortable with the technology than those who are older. Fewer than half of teenagers aged 15 to 16 who have the technology at home say they use it at all – perhaps due to the fact that they haven’t grown up with it (and therefore feel less accustomed). </p> <p><strong>More on voice tech:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69724-how-will-voice-technology-change-consumer-behaviour" target="_blank">How will voice technology change consumer behaviour?</a></li> <li><a href="https://www.econsultancy.com/blog/69610-what-do-voice-user-interfaces-mean-for-marketers-brands" target="_blank">What do voice user interfaces mean for marketers &amp; brands?</a></li> </ul> <h3>89% of marketers are prioritising email in 2018</h3> <p>Despite the growing popularity of mobile apps and social media channels, the majority of marketing professionals still view email as primary focus. This news comes from Yes Lifecycle Marketing, who <a href="http://www.yeslifecyclemarketing.com/resources/whitepaper/using-audience-insights" target="_blank">surveyed over 300 marketers</a> to find out their priorities for 2018.</p> <p>89% of marketers said that email is one of their top three priorities for the year ahead, while 45% ranked it as number one overall. This is likely to be due to proven and somewhat reliable ROI of email marketing. Elsewhere, 71% of marketers ranked website and 56% ranked social media channels as one of their top three priorities for 2018. In comparison, just 27% and 17% of marketers included channels like push notifications and direct mail in the ranking.</p> <p><img src="https://assets.econsultancy.com/images/0009/2044/yes_lifecycle_marketing.JPG" alt="" width="780" height="364"></p> <p>Interestingly, just 10% of marketers said they will prioritise the in-store experience in 2018, despite a separate study showing the majority of consumers rank this as influential.</p> <p>You can read more on how <a href="https://econsultancy.com/blog/69754-how-lush-is-raising-the-bar-for-in-store-experience" target="_blank">Lush is raising the bar for in-store experience here</a>.</p> <p><strong>More on email:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69730-ask-the-experts-email-marketing-optimisation/" target="_blank">Ask the experts: Email marketing optimisation</a></li> <li><a href="https://econsultancy.com/blog/69733-how-consumer-tech-habits-could-be-impacting-email-success/" target="_blank">How consumer tech habits could be impacting email success</a></li> </ul> <h3>Study suggests brands should measure attention</h3> <p>A new study <a href="https://www.warc.com/content/article/How_ad_attention_leads_to_purchase/117777" target="_blank">highlighted by Admap</a> suggests that it could be worthwhile for brands to look beyond typical metrics to measure consumer attention.</p> <p>In a study that used gaze technology to measure the effects of attention, a strong correlation between higher levels of attention and sales was found. In other words, active attention was seen to drive more sales than less conscious levels of passive attention. </p> <p>The study also considered whether high-arousal emotions deliver more attention (and therefore the potential for sales). Interestingly, however, this was not the case, as the uplift in sales and attention gained from an ad that generated a positive and high-arousal response was less than that gained from the ad simply being visible. This suggests that while quality is important, overall visibility is crucial.</p> <h3>Top travel ads suggest Brits are keen to holiday at home</h3> <p>4C has revealed the top 10 travel TV ads for January 2018 by measuring each ad in terms of the amount of social conversation it generated. </p> <p>Center Parcs and Haven achieved joint fifth place in the ranking, with a TV social lift score of 89%. Additionally, Butlins show a 76% social lift, perhaps suggesting that 2018 will see yet another increase in staycations in the UK.</p> <p>That being said, bigger airlines still came out on top, with Virgin Holidays topping the list with its “screw it, let’s do it” ad. The brand’s TV spot saw it achieve a TV social lift score of 109%. Elsewhere, Jet2holidays came in at 3rd place with a TV social lift of 103%, while British Airways fared pretty well with a score of 90% - despite the brand suffering from notable controversy throughout 2017.</p> <p>Interestingly, TUI (formerly Thomson) was entirely absent from the list, suggesting that its recent rebrand failed to connect with consumers.</p> <p><iframe src="https://www.youtube.com/embed/T0mY68KvLn0?wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/69722 2018-01-12T15:36:38+00:00 2018-01-12T15:36:38+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Mobile payments continue to rise</h3> <p>Fresh data from Global Web Index <a href="http://insight.globalwebindex.net/mobile-payments?utm_campaign=Mobile%20Payments&amp;utm_source=hs_email&amp;utm_medium=email&amp;utm_content=59916829&amp;_hsenc=p2ANqtz-_faJUDXluJY8tk003JcJHqw5tavH9kcLCw0DW98JC7eK7IejDHbZPJ2M1tiyn0QXp1PrspQKqN97mn6L5JrM_kCSktS-4UNhF4StyBRki9uNCKoB8&amp;_hsmi=59917916" target="_blank">suggests</a> that mobile payment usage is steadily rising. </p> <p>From analysis of 89,029 internet users aged 16 to 64 in 40 countries, it found that 33% had used a mobile payment service in the last month – up from 29% the previous year. </p> <p>Asia is the global leader, with 46% of Chinese consumers using a mobile payment service in the past month. While legacy payment methods might be holding other countries back, growth is still promising, as uptake in the UK has almost doubled since Q4 2015.</p> <p><img src="https://assets.econsultancy.com/images/0009/1630/Mobile_Payments.JPG" alt="" width="841" height="449"></p> <p><em>(Percentage of internet users who used a mobile payment service in the last month)</em></p> <p>While WeChat Pay is one of the top mobile payment services in China, it is far outweighed in the US and UK by the likes of Apple Pay and PayPal mobile. Could its recent expansion to Malaysia spur on adoption elsewhere? Subscribers can read more on what’s next for WeChat in Econsultancy’s <a href="https://econsultancy.com/reports/understanding-wechat-an-overview-of-china-s-social-payment-and-messaging-giant/" target="_blank">new report.</a></p> <h3>FMCG has highest average marketing salaries</h3> <p>Marketing Week’s 2018 Salary Survey has produced some interesting results.</p> <p>FMCG, consumer electronics, and gaming and gambling are the top three industries when ranked by average pay.</p> <p><img src="https://assets.econsultancy.com/images/0009/1645/av_wage.jpg" alt="average marketing wage" width="615"></p> <p><em>Average marketing wage by sector</em></p> <p>The happiest sector is gaming and gambling, where more than 60% of marketers are quite happy or very happy with their role. At the other end of the scale, more than 35% working in beauty are quite unhappy or not happy at all, making it the most unhappy sectors for marketers.</p> <p>It’s no coincidence, therefore, that when asked if they receive fair financial reward for their work, marketers in gaming and gambling were fairly positive, with 65% agreeing. Only utilities saw a greater percentage of marketers who agreed they receive fair financial rewards for their work.</p> <p><em><a href="https://www.marketingweek.com/tag/career-and-salary-survey-2018/">More at Marketing Week.</a></em></p> <h3>Promotional emails typically generate poor read rates</h3> <p>Return Path’s <a href="https://returnpath.com/downloads/2018-email-marketing-lookbook/?sfdc=701370000006RpG" target="_blank">latest report</a>, which comes from the analysis of 600,000 commercial emails, suggests that email marketers could be wrongly focusing on promotional emails. </p> <p>Despite promotional emails (i.e. emails that highlight a particular service, offer, or event) accounting for more than 70% of all messages in the study, it’s one of the most poorly performing campaign types, seeing a read rate of just 19% and a deleted-before-reading rate of 12%.</p> <p>Other takeaways from the report include the recognition that welcome emails are effective for building new subscriber relationships. However, this type of campaign was found to have the lowest inbox placement rate out of all studied, showing that it still presents a big challenge for marketers.</p> <p>Finally, post-purchase emails were found to outperform every other campaign type, typically seeing a high read rate and a low deleted before reading rate.</p> <p><img src="https://assets.econsultancy.com/images/0009/1629/post_purchase.JPG" alt="" width="250" height="687"></p> <p><strong>More on email marketing:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69675-what-were-the-biggest-email-trends-in-2017" target="_blank">What were the biggest email trends in 2017?</a></li> <li><a href="https://econsultancy.com/blog/69688-email-trends-in-2018-what-do-the-experts-predict" target="_blank">Email trends in 2018: What do the experts predict?</a></li> </ul> <h3>Leaked data shows poor performance of Snapchat maps</h3> <p>Snapchat is notoriously secretive about its usage stats, however <a href="https://www.thedailybeast.com/this-is-the-data-snapchat-doesnt-want-you-to-see" target="_blank">leaked data</a> obtained by the Daily Beast shows that new features are failing to capture the imagination of long-term users.</p> <p>Maps, which tells you the location of friends on a map, had 30m daily users when it first launched. However, this has now fallen to just 19m (11% of Snapchat’s daily active user-base). Stats also show that just 21% of people use Discover on a daily basis, which includes content from news brands and magazines likes The New York Times and Buzzfeed.</p> <p><img src="https://assets.econsultancy.com/images/0009/1627/snapchat_maps.JPG" alt="" width="780" height="467"></p> <p>It’s not all bad news however. With users sending an average of 34 messages a day during the period of June to September 2017, it appears the app’s core functionality is still keeping users on the platform.</p> <p><strong>More on Snapchat:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69623-how-will-snapchat-s-redesign-affect-branded-content" target="_blank">How will Snapchat's redesign affect branded content?</a></li> <li><a href="https://econsultancy.com/blog/69623-how-will-snapchat-s-redesign-affect-branded-content" target="_blank">Snapchat opens up to the web in a big way with new Paperclip linking feature</a></li> <li><a href="https://econsultancy.com/reports/snapchat-how-brands-are-getting-creative-on-the-service" target="_blank">Snapchat: How brands are getting creative on the service</a></li> </ul> <h3>Failed Christmas deliveries in UK predicted to cost £464.9m in return</h3> <p><a href="http://sorted.co.uk/p/24IJ-6W6/coming-together-the-blueprint-for-collaborative-commerce" target="_blank">According to research</a> from Sorted, failed Christmas deliveries will cause an estimated £464.9m of returns in January. This prediction comes from an original survey of 2,000 shoppers in the UK based on their attitudes and opinions towards delivery.</p> <p>It predicts that even after ‘Take Back Tuesday’ – the first working day of the New Year, when gift return volumes double the daily average – returns will continue to squeeze already tight margins for retailers. </p> <p>The report also suggests that this could lead to a ripple effect, with 20% of shoppers who send back one item due to late delivery also likely to return the rest of their basket. Meanwhile, it also poses bad news for loyalty, as 38% of shoppers say a complex or difficult returns experience would make them less likely to shop with that same brand in future.</p> <p><strong>More on delivery and returns:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68677-how-10-ecommerce-sites-present-returns-policies/" target="_blank">How 10 ecommerce sites present returns policies</a></li> <li><a href="https://www.econsultancy.com/blog/69301-how-10-online-retailers-promote-free-and-fast-shipping" target="_blank">How 10 online retailers promote free and fast shipping</a></li> </ul> <h3>Consumers favour socially-conscious brands</h3> <p>Sprout Social <a href="https://sproutsocial.com/insights/data/championing-change-in-the-age-of-social-media/" target="_blank">has surveyed</a> more than 1,000 US consumers to find out their opinion on brands that weigh in on social and political events. The results show that brands face greater reward than risk, as consumers are more likely to share on social if they agree, but take no action if they don’t. Meanwhile, ‘intrigued’, ‘impressed’ and ‘engaged’ were the top three emotions cited in association with brands taking a stand.</p> <p>Interestingly, it appears brands that express an opinion on social issues can do more than just generate awareness. While 66% of respondents say posts from brands rarely or never influence their opinions, 37% say that brands encourage them to take specific steps to support a cause or make a donation.</p> <p>So, which brands have taken a stand in advertising campaigns? Read about <a href="https://www.econsultancy.com/blog/69702-five-brand-campaigns-that-took-a-stand-on-social-issues/" target="_blank">five successful examples here</a>.</p> <h3>UK shoppers spent an extra £1bn this Christmas</h3> <p>Kantar Worldpanel has revealed that the average UK household spent an average of £1,054 on groceries in the three months leading up to Christmas 2017, also spending a total of £747m on 22nd December alone.</p> <p>Kantar also found shoppers spent a total of £469m on premium own label lines in December, with chilled items, fresh meat and bakery among the most popular food categories. With an extra £1bn being spent compared to the previous year, it resulted in huge sales for the biggest supermarkets. </p> <p>While Lidl and Aldi were the fastest growing year-on-year, Tesco actually saw the fastest growth over the Christmas period, with sales up 3.1% during the 12 weeks.</p> <p><img src="https://assets.econsultancy.com/images/0009/1628/kantar.JPG" alt="" width="642" height="538"></p> <p><strong>More on supermarkets:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69172-10-supermarkets-with-10-very-different-email-opt-in-opt-out-strategies" target="_blank">10 supermarkets with 10 very different email opt-in/opt out strategies</a></li> <li><a href="https://www.econsultancy.com/blog/69645-10-of-the-best-ad-campaigns-from-the-uk-s-top-supermarkets" target="_blank">10 of the best ad campaigns from the UK’s top supermarkets</a></li> <li><a href="https://www.econsultancy.com/blog/67992-how-amazonfresh-is-hoping-to-threaten-the-uk-s-big-four-supermarkets" target="_blank">How AmazonFresh is hoping to threaten the UK’s ‘big four’ supermarkets</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69606 2017-11-27T09:54:36+00:00 2017-11-27T09:54:36+00:00 Seven email strategies used by 10 retailers on Black Friday Nikki Gilliland <p>So, did any retailers manage to pique my interest this year? Here’s a run-down of some Black Friday emails to hit my inbox, categorised by strategy, and what impact they might have on consumers.</p> <h3>Early bird (River Island and Body Shop)</h3> <p>Black Friday and Cyber Monday are no longer day-only events. Now, many retailers hold sales events across an entire week, with emails being a key driver for capturing early consumer spend.</p> <p>River Island is one retailer to attempt to capture clicks before Black Friday itself, letting users know they could get their hands on deals the day before. </p> <p><img src="https://assets.econsultancy.com/images/0009/0695/River_Island.JPG" alt="" width="400" height="423"></p> <p>Other brands went even further than this, with Body Shop sending out an email on Wednesday to signal its own event. </p> <p><img src="https://assets.econsultancy.com/images/0009/0708/Body_Shop_2.JPG" alt="" width="400" height="446"></p> <p>This strategy is somewhat risky, with unclear communication potentially leading to confusion over when and how long the sale is running for. Similarly, it could also lead to the brand peaking too soon, with consumer interest subsequently dwindling or being diverted elsewhere on the day itself.</p> <h3>Point of difference (Firebox)</h3> <p>Black Friday is better known for electronics and big-item bargains, however, one tactic used by retailers is to let consumers know that there’s something different on offer.</p> <p>Firebox differentiates itself from others in its email copy, telling users that Firebox is the key to escaping ‘Black Friday mediocrity’.</p> <p><img src="https://assets.econsultancy.com/images/0009/0693/Firebox.JPG" alt="" width="350" height="481"> </p> <p>The retailer also creates a frustrating level of intrigue with its ‘Black Friday box’, which includes a box of best-selling items usually worth £130. Nice, different, interesting.</p> <p><img src="https://assets.econsultancy.com/images/0009/0694/Firebox_2.JPG" alt="" width="350" height="461"></p> <h3>Subtlety (Anthropologie)</h3> <p>While Firebox goes against the Black Friday grain, other brands choose to take an even subtler approach, with no mention of the event itself or the most commonly associated words or phrases.</p> <p>Anthropologie does this, sending out emails with a subtle 20%-off discount code. The email includes no mention of the sale, instead simply integrating its usual product-focused creative, and clearly avoiding the ‘Black Friday’ bandwagon altogether.</p> <p><img src="https://assets.econsultancy.com/images/0009/0697/anthropologie_1.JPG" alt="" width="400" height="533"></p> <p>Anthropologie is not a brand typically associated with offers and discounts, so it would be strange if it suddenly started shouting about it.</p> <p>In this sense, it is a good example of how to offer loyal consumers something of real value, without compromising on brand image or pricing strategy.</p> <h3>Urgency (Debenhams and Warehouse)</h3> <p>Naturally, many retailers go for the insistent approach, <a href="https://econsultancy.com/blog/64420-now-now-now-five-quick-ways-to-create-consumer-urgency/" target="_blank">using urgency</a> in emails to prompt consumers to click through.</p> <p>Debenhams' highly urgent subject line aims to light a fire under consumers, indicating that now is the time to bag a bargain (<a href="https://econsultancy.com/blog/67241-what-s-the-best-black-friday-subject-line-ever-according-to-3-892-emails/">but is that the best approach?</a>). </p> <p><img src="https://assets.econsultancy.com/images/0009/0698/Debenhams_subject_line.JPG" alt="" width="450" height="62"></p> <p>Warehouse goes one step further, telling users that they have a limited amount of time to shop the 25% offer.</p> <p>It also integrates some nicely-crafted copy to encourage users to shop online instead of heading in-store.  </p> <p><img src="https://assets.econsultancy.com/images/0009/0700/Warehouse.JPG" alt="" width="400" height="461"></p> <h3>Intrigue (John Lewis and Amazon)</h3> <p>Instead of promoting how much money consumers can save, some retailers choose to hold back vital information in emails, with the hope that a level of intrigue will further prompt consumers to click through.</p> <p>John Lewis does this, merely letting consumers know that the event is on. The similarly dark and mysterious email design also contributes to this intrigue, making it all the more tempting to click through and find out what’s on offer.</p> <p><img src="https://assets.econsultancy.com/images/0009/0701/John_Lewis.JPG" alt="" width="400" height="596"></p> <p>Of course, this tactic does not guarantee sales, but it can be an effective way to counteract the often repetitive and salesy nature of the event – and the consumer frustration that can occur as a result.</p> <p>Amazon is another brand that does this, using the double whammy of urgency and intrigue to make consumers think they might be missing out on something special.</p> <p><img src="https://assets.econsultancy.com/images/0009/0702/Amazon_1.JPG" alt="" width="400" height="460"></p> <h3>Product promotion (House of Fraser)</h3> <p>The problem with Black Friday sales is that it can all be a bit overwhelming, leading many consumers to avoid browsing retail sites altogether.</p> <p>In order to capture interest via email, a good tactic is to help narrow down choice by showing exactly what products are included in the sale, along with how much money customers can save.</p> <p>Here, for example, House of Fraser chooses a featured or hero product, alongside the number of people that have already been looking at it. This is an effective bit of social proof, indicating the popularity of the product and this particular discount.</p> <p><img src="https://assets.econsultancy.com/images/0009/0703/HOF.JPG" alt="" width="400" height="521"></p> <h3>Blanket sales (ASOS and H&amp;M)</h3> <p>While the aforementioned tactic can be effective, limited sales or discounts can also put people off. After all, there’s nothing more disappointing than searching to see if a particular item is on sale, before realising it’s not included.</p> <p>With hundreds of different brands sold on its site, ASOS avoids this issue by making it clear that consumers can get 20% off every single one.</p> <p>Including the names of big name brands like Nike and Ralph Lauren in the copy also emphasis this, making it sound much more appealing to customers.</p> <p><img src="https://assets.econsultancy.com/images/0009/0704/ASOS_BF.JPG" alt="" width="400" height="449"></p> <p>Finally, despite the email design being rather bland and disappointing, H&amp;M also takes this no-fuss approach, reassuring customers that the sale covers everything in-store and online.</p> <p><img src="https://assets.econsultancy.com/images/0009/0706/H_M_1.JPG" alt="" width="400" height="436"></p> <p><em><strong>More on Black Friday 2017:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69528-uk-black-friday-landing-pages-the-good-the-bad-the-ugly" target="_blank">UK Black Friday landing pages: The good, the bad &amp; the ugly</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69534-ask-the-experts-black-friday-ecommerce-strategy" target="_blank">Ask the experts: Black Friday ecommerce strategy</a></em></li> </ul> <p><strong><em>Get more advice on email by downloading <a href="https://www.econsultancy.com/reports/email-marketing-best-practice-guide">Econsultancy's Email Best Practice Guide</a></em></strong></p> tag:econsultancy.com,2008:BlogPost/69591 2017-11-17T15:00:00+00:00 2017-11-17T15:00:00+00:00 10 thought-provoking digital marketing stats we’ve seen this week Nikki Gilliland <p>Without further ado…</p> <h3>Half of online shoppers abandon a purchase if they don’t like the delivery options</h3> <p>MetaPack’s <a href="http://content.metapack.com/acton/media/29620/2017-state-of-ecommerce-delivery" target="_blank">latest report suggests</a> that delivery has the power to make or break the online shopping experience, often being the difference between a purchase or an abandoned basket.</p> <p>In a survey of 3577 consumers across Europe and the US, 54% of respondents said delivery defines what retailers they regularly shop with. Half of all shoppers also said they would abandon a purchase if <a href="https://www.econsultancy.com/blog/69301-how-10-online-retailers-promote-free-and-fast-shipping">delivery choices</a> were unsatisfactory, while 39% would never use an online retailer again following a negative delivery experience.</p> <p>Lastly, the report also suggests that expectations are rising, with 54% of survey respondents saying they want online retailers to offer one-hour delivery services in metropolitan areas.</p> <h3>89% of B2B businesses attribute growth to ecommerce</h3> <p>With ecommerce predicted to represent 11% of all B2B sales in the US by the end of this year, <a href="https://cloudcraze.com/resource/why-digital-will-become-the-primary-channel-for-b2b-engagement-report/" target="_blank">CloudCraze has uncovered</a> the value B2B organisations are seeing from digital and online channels.</p> <p>In a survey of more than 400 B2B decision-makers in the UK and the US, it was revealed that 48% of B2B businesses sell their full line of products online. As a result, 89% of B2B decision-makers attribute expected business growth to the success of digital commerce, and 60% indicate that the growth of digital has caused their sales team to grow along with it.</p> <p><img src="https://assets.econsultancy.com/images/0009/0533/b2b.JPG" alt="" width="313" height="420"></p> <h3>83% of 18 to 24 year olds have bought an item of physical media in the last year </h3> <p>While the success of digital services like Spotify and Netflix might suggest otherwise, new data from eBay indicates that a large percentage of consumers are choosing physical media.</p> <p>In a survey of over 2,000 consumers, eBay found that 76% of Brits have bought a book, a DVD or Blu-ray, CD, vinyl record, or video game in the last year, rising to 83% for 18 to 24 year olds or so-called ‘digital natives’.</p> <p>Insight suggests that this could be due to an increasing desire to connect with the digital world, coupled with the emotional and intellectual appeal of owning physical objects. </p> <p><img src="https://assets.econsultancy.com/images/0009/0534/physical_media.JPG" alt="" width="600" height="393"></p> <h3>CMOs overhaul digital strategy amid brand safety concerns</h3> <p>New research from Teads has revealed that concern over brand safety has risen in the path 12 months, leading many CMOs of large UK brands to make drastic changes to their digital advertising strategies.  </p> <p>In a survey of 100 leading CMOs, 83% said they have become more concerned about brand safety in the past year, with 77% more worried about ad fraud than before. As a result, 95% of CMOs say they’ve overhauled their digital strategy, demanding greater transparency from suppliers and agencies, with 44% questioning their supplier relationships and 43% scrutinising agency relationships.</p> <p>What’s more, 36% of CMOs say they have boycotted or reduced spend on channels that can’t guarantee brand safety, and 37% of CMOs say they are now directly involved in the execution of digital strategy. </p> <h3>Singles Day results in a 61% increase in mobile traffic</h3> <p>Analysis of <a href="https://www.econsultancy.com/blog/69578-what-western-brands-need-to-know-before-joining-china-s-massive-ecommerce-economy">Singles Day</a> by Qubit has revealed that this year's shopping event drew 593% more visitors from China to UK retail sites compared to an average Saturday. </p> <p>There was a 236% increase in overall traffic from Singles Day in 2016, with 59% of visitors to UK retail sites from China coming from mobile.</p> <p>However, despite this growth, just 16% of revenue came from mobile shoppers, while desktop generated 82% of total revenue.</p> <h3>Strong performance in search correlates to retail success </h3> <p><a href="https://www.pi-datametrics.com/winners-loser-retail-causation-correlation/" target="_blank">New research</a> by PI Datametrics suggests that the most successful retailers are those who consider organic performance as a key KPI.</p> <p>From analysis of the top UK retailers - including ASOS, Boohoo, and Missguided - it was revealed that the most successful all have a strategy focused on customer intent and search data. </p> <p>ASOS has the strongest share of voice overall, which perhaps correlates to it also generating the most commercial success. Last year, its revenue grew 33% to £1.88bn.</p> <p><img src="https://assets.econsultancy.com/images/0009/0536/share_of_voice.JPG" alt="" width="740" height="385"></p> <p><em>Top retailers by share of voice</em></p> <h3>Searches for GDPR rise 215%</h3> <p>According to research from i-COM, more than 3x the number of people are searching for information about the GDPR legislation than they were at this time last year.</p> <p>Searches for terms related to GDPR have risen by 215% in the past 12 months, going from 138,290 in October 2016 to 435,600 searches in October 2017.</p> <h3>Ads failing to represent diversity in Britain</h3> <p>According to <a href="http://www.the7stars.co.uk/article/state-nation-latest-qt/" target="_blank">a study</a> by the7stars, UK advertising is failing to represent the diversity of life across the UK. </p> <p>The study – which involved a survey of 1000 Brits plus face-to-face workshops – found that just 11% of people feel advertising truly reflects where they live. In contrast, 55% of respondents say that it does not, and 56% agree that the debate around diversity in advertising is a big issue.</p> <p>Interestingly, there appears to be a regional split, with 18% of Londoners saying that advertising is reflective of life compared with just 1% of those in the North East.</p> <h3>Emotion is key to Black Friday email success – not deals</h3> <p>From the analysis of <a href="https://econsultancy.com/blog/66328-211-awesome-phrases-for-email-subject-lines-that-sell">email subject lines</a> by 50 UK retailers during Black Friday 2016, <a href="https://persado.com/insights/persado-holiday-email-subject-lines-dos-donts/" target="_blank">Persado found</a> that five key emotions generated greater levels of success.</p> <p>First, more than 20% of consumers engaged with challenge-focused emails, such as “are you ready?”. Meanwhile intimacy and encouragement also prompted consumers to respond. A third emotion was guilt, instilling in consumers a fear of missing out, as well as fascination – with interest piqued at the promise of trying something new.</p> <p>Overall, Persado determined that emotional language accounts for as much as 60% of audience response, showing the clear potential for retailers in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0009/0535/black_friday_email.JPG" alt="" width="450" height="569"></p> <h3>In-app purchases boosted by ‘reward’ ads </h3> <p>A <a href="http://www.journalofadvertisingresearch.com/content/57/3/272.short" target="_blank">new study</a> by the Journal of Advertising Research (JAR) has revealed that ‘reward’ ads in gaming apps - which offer free items to users if they interact – can boost overall in-app purchases.</p> <p>By studying 1.4m transaction records and in-app behaviour, JAR found that more than 17% of users made subsequent purchases after clicking on a reward ad, compared with just 2.75% of users who did not.</p> <p>Finally, the study also found that those who spent more time playing gaming apps each day responded better to reward ads in terms of overall spending value.</p> tag:econsultancy.com,2008:BlogPost/69561 2017-11-03T14:00:00+00:00 2017-11-03T14:00:00+00:00 Why online shoppers abandon their baskets and how to stop them Nikki Gilliland <p>Subscribers can download the <a href="https://econsultancy.com/reports/ecommerce/" target="_blank">full report here</a>, but in the meantime, let’s concentrate on a few reasons why consumers typically abandon their online shopping – and how ecommerce marketers might counteract this behaviour.</p> <h3>Feeling pressured into making a purchase</h3> <p>Checkout isolation has previously been cited as an effective way to reduce basket abandonment. By removing all navigational elements, it theoretically means that consumers are less distracted, and therefore more focused on completing their purchase.</p> <p>However, this tactic also has its downsides, potentially reducing overall performance if the consumer feels like they’re being pushed prematurely towards a purchase. It might be an unconscious feeling, of course, but sensing that they could be forced into buying before they are ready or have done enough research elsewhere could be enough to send consumers fleeing.</p> <p>Instead, it might be better to avoid forcing a too linear path, allowing people to go back onto the site if they want. Similarly, it’s important to avoid information loss – for example if customers are required to move through multiple stages, the data they’ve entered should be temporarily stored so they don’t need to re-enter it if they navigate between stages or away from the checkout.</p> <p>Warehouse is one retailer that stores this type of info, and while it also encloses the checkout to avoid distraction, it effectively highlights the steps to confirmation so that the customer knows exactly where they are in the process.</p> <p><img src="https://assets.econsultancy.com/images/0009/0152/Warehouse.JPG" alt="" width="780" height="360"></p> <h3>Using the shopping basket for research</h3> <p>According to <a href="https://www.pwc.com/gx/en/industries/retail-consumer/total-retail/total-retail-categories.html" target="_blank">PwC</a>, 52% of global shoppers prefer to research clothing and footwear purchases online, with this rising to 62% for electronics and 68% for books, music, and video games. </p> <p>Unsurprisingly then, this is one of the biggest reasons for consumers abandoning their baskets without making a final purchase, with many planning to shop around on other ecommerce sites to ascertain the best price or service. </p> <p>In this instance, consumers can often be tempted back into the purchasing journey with relevant and well-timed communication. An email reminding the consumer that their basket is still there waiting for them can effectively do this, with elements of personalisation (i.e. drawing on names and other data) also adding extra value. </p> <p>Not only does Kate Spade take this approach, but the US retailer also ramps up temptation to buy with the offer of a 15% discount on top.</p> <p><img src="https://assets.econsultancy.com/images/0009/0155/Kate_Spade.JPG" alt="" width="550" height="663"></p> <h3>Intent to buy in the real world</h3> <p>Alternatively, consumers doing research online might abandon their basket with the aim of purchasing from a physical store (and not necessarily from the same retailer). In this case, retargeting or sending an email reminding them of their basket contents might not be enough. </p> <p>So, instead of trying to tempt them back to complete the online checkout, it makes more sense to align to their own needs or behaviour – which means facilitating the in-store purchase. This could be achieved through incentives, such as a mobile voucher or discount to increase levels of convenience and value.</p> <p>Another way is to consider offering alternative steps during the checkout process or when the user clicks away, such as “find this item in-store” or “save basket contents to a wish list”. That way, the shopper might be prompted to convert using <a href="https://econsultancy.com/blog/68739-how-has-click-collect-evolved-and-is-it-still-in-high-demand/" target="_blank">Click and Collect</a> or an in-store pick up there and then.</p> <p>Clothing retailer Barbour includes a “save for later” option at the checkout, which is a good tactic to encourage consumers (both researching with or without online buying intent) to convert at a later date.</p> <p><img src="https://assets.econsultancy.com/images/0009/0149/Barbour.JPG" alt="" width="780" height="381"></p> <h3>Lack of trust</h3> <p>When it comes to purchasing online, consumers need reassurances throughout the entire journey.</p> <p>First, with online consumer opinions being the second-most trusted form of communication, <a href="https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them" target="_blank">user reviews</a> are a great way to instil trust.</p> <p>At a basic level, the simple act of handing over card details means that people need to feel certain the site is safe and secure. While some visual signals can of course be reproduced by underhand means, web browsers can fortunately refer to third-party issued certificates that demonstrate security compliance. SSL certificates - which often come in the form of a padlock at the end of the address bar, or a green highlighted area – are one of the most common signs.</p> <p>Alongside this, consumers like to be reassured that they are buying the right product, so another way to instil reassurance is with a persistent basket summary. This helps remind users of the contents and the total cost of their order so they don't have to leave the checkout to find out.</p> <p>Bicycle and outdoor apparel retailer Wiggle is a good example of this, reminding users what they are buying throughout the checkout.</p> <p><img src="https://assets.econsultancy.com/images/0009/0150/Wiggle.JPG" alt="" width="780" height="471"></p> <h3>Frustration over delivery options</h3> <p>In a survey by Walker Sands, nine in 10 respondents cited free shipping as the number one incentive to shop online. Unsurprisingly then, unexpected delivery costs are one of the top reasons consumers might change their mind at the point of checkout.</p> <p>To prevent this from happening, it’s important to communicate delivery options upfront and as prominently as possible, meaning people don’t get halfway through the checkout process and quit in frustration if you’re not providing them with the service they want.</p> <p>Similarly, it's a good idea to offer help during the checkout (perhaps with a live chat icon, for instance) to avoid customers abandoning the process due to unanswered questions.</p> <p>Schuh is a good example of this, asking shoppers to choose their delivery preference as the first step. Also note other effective features like Google Reviews and the reassurance of a secure checkout.</p> <p><img src="https://assets.econsultancy.com/images/0009/0151/Schuh.JPG" alt="" width="780" height="367"></p> <p><em><strong>Don't forget to check out the <a href="https://econsultancy.com/reports/ecommerce/" target="_blank">Ecommerce Best Practice Guide</a> in full here.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69548 2017-10-27T16:26:00+01:00 2017-10-27T16:26:00+01:00 10 of the best digital marketing stats we’ve seen this week Nikki Gilliland <p>Please enjoy.</p> <h3>UK marketers eager to capitalise on data pooling</h3> <p>A new <a href="http://www2.criteo.com/vibrant-future" target="_blank">Criteo study</a> has revealed that most UK marketers think data pooling is a positive, with 76% of survey respondents agreeing that it offers a huge opportunity to improve the customer experience. </p> <p>Meanwhile, for UK marketers looking to boost multi-channel CX and sales, collaborative data pooling (i.e. the anonymous sharing of data sets) is also a growing priority. 83% of survey respondents think successful data aggregation can improve ease of purchase, while 75% believe it can lead to more relevant deals.</p> <p>UK marketers also appear much more eager to capitalise on pooled data, with 82% willing to contribute online search data to a pool compared to 71% of global respondents.</p> <h3>Ad fraud predicted to peak in Q4</h3> <p>According to <a href="https://www.whiteops.com/q4-ad-fraud-surge" target="_blank">White Ops</a>, half of all ad fraud in 2017 will take place as we head into the holiday season, leading to a potential $3.5bn in losses.</p> <p>Analysis of last year revealed that ad fraud spiked to 13.5% between October and January, which is more than double the previous quarter. It also found that fraud increased during key holiday periods, such as Black Friday and Cyber Monday.</p> <p><img src="https://assets.econsultancy.com/images/0009/0023/Ad_Fraud.JPG" alt="" width="780" height="379"></p> <h3>54% of travellers want better mobile tech on holiday</h3> <p>New research from <a href="https://www.apadmi.com/travel-report-2017/" target="_blank">Apadmi</a> has found that over half of travellers think the sector needs to offer customers more ways to utilise their mobile devices while on holiday.</p> <p>In a survey of 1,000 people who have taken a trip in the last 12 months, 50% said they want to see more mobile check-ins in airports, as well as the ability to check-in at hotels via mobile.</p> <p>37% of travellers also want a mobile digital hub containing all the travel information they need, e.g. for transport, accommodation and visitor attractions. Lastly, 38% would like better tools to help them with language translations, and a quarter would like to be able to use mobile payments more.</p> <h3>Seasonal product marketing generates 10% rise in email open rates</h3> <p>As Starbucks and other brands re-introduce Autumnal ranges, a Mailjet test found that email open rates rose 10% in instances where popular flavourings like pumpkin spice were mentioned. </p> <p>In the US, email subject lines mentioning pumpkin spice generated the highest open rate, with a 90% higher open rate than a regular email sent around the same time.</p> <p>Meanwhile, with Halloween on the horizon, Mailjet has found that marketers are successfully engaging consumers on the back on anticipation for the new Stranger Things series. Email open rates were 74% higher when the TV show was directly mentioned in the subject line.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Handcrafted. <a href="https://twitter.com/hashtag/MaplePecanLatte?src=hash&amp;ref_src=twsrc%5Etfw">#MaplePecanLatte</a> <a href="https://t.co/89fURSIOvu">pic.twitter.com/89fURSIOvu</a></p> — Starbucks Coffee (@Starbucks) <a href="https://twitter.com/Starbucks/status/918181475723259905?ref_src=twsrc%5Etfw">October 11, 2017</a> </blockquote> <h3>UK ad viewability hits 18-month high</h3> <p>According to the latest benchmark report from <a href="https://www.meetrics.com/en/benchmark-reports/" target="_blank">Meetrics</a>, UK ad viewability has hit its highest level for 18 months. </p> <p>In the third quarter of 2017, the amount of banner ads served that met minimum viewability standards rose from 51% to 52% – the highest level since Q1 2016. This also follows a rise from 47% to 51% in the previous quarter.</p> <p>Despite this, Meetrics says that the UK still lags behind other European countries on ad viewability. Italy and Austria lead the way, with 68% and 67% viewability respectively, while Switzerland and Poland are the closest to UK levels with 55%. </p> <p><img src="https://assets.econsultancy.com/images/0009/0024/Country_comparison_chart.PNG" alt="" width="774" height="534"></p> <h3>34% of APAC consumers visit Amazon each month</h3> <p>Research by GlobalWebIndex has revealed that Amazon is now in the top three commerce platforms in the regions of Asia-Pacific, Latin America, and the Middle East. </p> <p>Its latest report states that 34% of internet users in Asia Pacific are visiting Amazon each month, closing in on rival Alibaba, which draws in 42%.</p> <p>Globally, 75% of digital consumers are now purchasing at least one product online every month. However, APAC is the top region for purchasing online, with 77% of internet spend coming from India, 79% from Indonesia, and 83% from both South Korea and China. </p> <h3>Only 8% of consumers pre-order new products</h3> <p>With pre-orders starting on Apple’s iPhone X, HotUKDeals has been investigating how consumers spend on newly-launched products.</p> <p>Interestingly, just 8% of British consumers say that they usually pre-order new products, while 53% that they prefer to wait to see if the price drops before purchasing. 11% usually purchase at the time of launch (when products are available) and 29% say that it differs depending on the product.</p> <p>Consumers who generally pre-order new products tend to be younger shoppers, with 14% of 16 to 24-year olds doing so. Meanwhile, 9% of the people who usually pre-order are men, compared to 6% of women.</p> <h3>Halloween generates 260% spike in online traffic</h3> <p>New research from BazaarVoice suggests that Halloween is now viewed as the start of the holiday shopping season, with the event generating 260% more online traffic than normal, and steady increases taking place in the lead-up to Christmas.</p> <p>People are said to start planning their costume about six weeks before Halloween, with increased page views for costumes starting around the third week of September.</p> <p>Black Friday and Cyber Monday see the next largest spikes after Halloween, before a peak in the week before Christmas generating 800% more traffic than normal.</p> <p><img src="https://assets.econsultancy.com/images/0009/0021/BazaarVoice.JPG" alt="" width="450" height="518"></p> <h3>Increase in US children using mobile technology</h3> <p>A report by <a href="https://www.commonsensemedia.org/research/the-common-sense-census-media-use-by-kids-age-zero-to-eight-2017" target="_blank">Common Sense</a> has revealed that American children aged eight and under are spending more time than ever using mobile technology. </p> <p>Kids reportedly spend 48 minutes a day on mobile devices – up from just five minutes in 2011 – with 42% also owning their own tablet device, compared to just 1% in 2011. </p> <p>The report also states that 49% of children aged eight or under typically watch TV or play video games in the hour before bedtime, and 10% of this group have a ‘smart’ toy that connects to the internet or a voice-activated virtual device.</p> <p><img src="https://assets.econsultancy.com/images/0009/0022/Mobile_Devices.JPG" alt="" width="540" height="472"></p> <h3>Mobile consumers more willing to engage during holiday season</h3> <p>Finally, a new study by <a href="https://liftoff.io/resources/" target="_blank">Liftoff</a> suggests that mobile marketers should capitalise on low acquisition costs and high rates of engagement in the period of October to January.</p> <p>Research found that last December, acquisition was at a low of $54.63 while engagement rates were at 6.81%. In contrast, engagement fell to 5.4% at the beginning of March, with the cost to acquire users going on make a purchase rising to $65.06.</p>