5 killer stats to start your week

We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.

1. Brits unsure about voice assistant technology

Almost a third of consumers (29%) are put off using voice assistants (VA) because they don’t like the idea of saying commands out loud, with women more put off than men (33% versus 25%).

Users are most interested in VA technology as a means “to entertain” (75%), while 65% of users are interested in using it to control home appliances. Over half (56%) of users are interested in using the technology to book services.

Source: IPA

2. Over 50s feel ‘patronised and stereotyped’ in advertising

A staggering 85% of Brits aged 50 or over believe ads aimed at older people rely on stereotypes, with 79% claiming their age group is patronised by advertisers.

Meanwhile, 55% hate words like ‘older’, ‘silver’, ‘mature’ and ‘senior’, and more than half (52%) say brands whose ads resonate with them win their custom.

Source: Gransnet and Mumsnet

3. Brexit uncertainty fuels EU workforce shortages

More than half (56%) of retailers claim their EU colleagues are concerned about their right to remain in the UK. Meanwhile, 22% reported that people from the EU have already left their UK workforce.

The BRC warns that the knock-on impact of a potential reduction in availability of skills and workers and higher costs of employment could hit consumers.

Source: British Retail Consortium

4. Ad industry makes progress against ‘piracy problem’

Anti-piracy steps taken by the digital advertising industry have reduced ad revenue for pirate sites by between 48% and 61%.

Digital ad revenue linked to infringing content was estimated at $111m last year, the majority of which (83%) came from non-premium advertisers. Ad piracy is still considered a $2.4bn problem.

Source: TAG

5. Discounting does not drive loyalty

Customers whose first purchase from a brand is discounted by over 30% are less likely to buy from that brand again. While they will buy a single bargain it will not help build long-term brand loyalty.

Discounts of 5% to 30% do help ‘charm’ individuals, with discounts of up to 20% more likely to encourage a second purchase.

Source: Optimove

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