Here’s the second part of our roundup of key statistics and findings detailed at the latest Creative Programmatic event chaired by the good people at Econsultnacy:
1 – The rate at which online shopping baskets are being abandoned has once again spiked to a new high. On the whole, a full 75% of shopping baskets are now abandoned without any purchases being made. A statistic that highlights the clear importance of focusing on conversion optimisation.
2 – Video advertising is continuing its quite extraordinary rise to fame, experiencing year-on-year growth of an incredible 43% in the last three months of 2015 alone. Video is expected to account for the overwhelming majority of all Internet content by the end of the decade.
3 – When mobile apps are advertised on Instagram and Facebook, the spike in download rates can be extraordinary. In fact, marketers using these platforms to advertise their mobile apps noted an incredible 196% increase in downloads during the last three months of 2015.
4 – Most major supermarkets in the United Kingdom experienced a significant decline in online visits, in the wake of the announcement that Amazon would be heading into the grocery business monthly desktop and mobile visits to Asda fell by close to 10 million, Tesco saw a monthly drop of 9 million visitors while Ocado saw an increase of around 800,000 monthly visitors.
5 – Research carried out in the run-up to Mother’s Day found that television remains the number one media platform for mothers. Up to 40% of mums polled said they didn’t use a smartphone to access the Internet even once every week, while 69% said that special offers, coupons and vouchers have a big influence over their purchase decisions.
6 – Also discovered in the run-up to Mother’s Day was that no less than 60% of searches carried out by those looking for gifts originated from a mobile device. 67% of all Mother’s Day searches were carried out by women, while no less than 83% of consumers said that they would be doing or buying something for Mother’s Day.
7 – Social media customer service offerings are performing considerably better than e-mail, in terms of both quality of customer care and popularity. While a rather pathetic 38% of question e-mails to UK companies get a reply, 44% of Facebook queries and 48% of Twitter queries are responded to. In addition, the average response time to e-mail query now stands at just over 34 hours. By contrast, Twitter queries are usually responded to in around 5.5 hours, with Facebook queries lagging behind at around 8.5 hours.
8 – When tested across multiple channels, it turned out that 22% of companies failed to offer any kind of response whatsoever. Even when contacted by way of Facebook, Twitter, live chat and email, almost one in every four businesses did not offer any response at all.
And there you have it – another undeniably interesting and at least partially helpful set of statistics to chew over!