Ad effectiveness, data protection, customer service: 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. €1tn of European retail sales to be digitally impacted by 2021

More than half (55%) of European retail sales – worth about €1tn (£875bn) – will either take place online or be digitally-influenced offline sales by 2021.

Consumers’ use of mobile and tablet devices to purchase goods is driving this change.

Smartphones and tablets are expected to influence €620bn (£525bn) of retail sales in 2022, up from €306bn (£268bn) in 2017. This will account for 81% of all digitally-influenced retail sales.

2. ‘Second screening’ while watching TV makes an ad more effective

Viewers are 75% more likely to follow up on an ad they’ve seen on TV if they watch it while looking at their smartphone or tablet, known as ‘second screening’. Viewers are also 10% less likely to change channel if they watch TV while using a mobile or other connected device.

About 59% of women actively respond to an advert while second screening compared to 51% of men.

People aged 40 to 54 are the most responsive, with 57% of all active responses happening while second screening. Those aged 55 and over are the least responsive, with 50% of responses occurring while second screening.

Source: MediaCom and ViewersLogic

3. UK consumers vow to punish businesses that fail to safeguard their data

More than a third of consumers do not trust organisations to safeguard their personal data, with 39% saying they believe most businesses don’t know how to protect their data.

More than half (56%) say they will stop buying from a business that fails to protect their data, while 47% will consider switching to a competitor brand if they find a business is not keeping their data safe.

An additional 79% will tell their friends and family to boycott the organisation and 74% say they will report the business to regulators. Nearly two-thirds (60%) will also post negative comments about the business online.

However, consumers will reward companies that properly protect their data, with 46% saying they will spend more money with organisations they trust to look after their data.

And nearly a quarter (21%) are willing to spend up to 25% more with businesses that take data protection seriously.

Source: Veritas

4. Tweets of more than 140 characters generate greater attention

Despite popular opinion, longer tweets could lead to greater attention from users. A study using eye-tracking technology to gauge attention finds mobile users linger for an extra 0.5 seconds if a tweet contains more than 140 characters. People also spend up to 0.7 seconds longer on tweets if they contain an image.

In terms of mobile versus desktop, those using a mobile device are more likely to view a tweet, which is more than 140 character for an entire second longer than a person viewing the same tweet on a desktop.

Unsurprisingly, tweets with media attached are also more likely to gain attention. For instance, a tweet that’s 140 characters long that includes an image will be viewed for an average of 2.4 seconds compared to 1.9 seconds for a tweet without media attached.

5. Vodafone tops ranking for customer service on social media

Vodafone is the best brand at responding quickly to customers on social media, answering 3,374 out of the 18,996 questions it received via social in less than two hours, in a study of the UK’s 20 most valuable brands, according to Kantar Millward Brown’s UK BrandZ ranking.

Three UK came second, having answered 2,841 user requests in under two hours, followed by Sainsbury’s which answered 2,616 questions within the two-hour window.

When it comes to gaining new followers, Burberry added the most, with 2.2 million followers on Instagram and another 1.1 million on Twitter. However Marks & Spencer dominated Facebook, gaining 463,088 followers in 2017.

Shell lost more than 400,000 fans in a single day on 4 April 2017, it is suggested this is due to relocating followers from a global page to a newly-created regional page.

Source: Quintley