The best digital marketing stats we’ve seen this week

This week’s includes news about data privacy, product pages, voice assistants and much more. And don’t forget to check out the Internet Statistics Compendium for more.

Let’s get cracking.

40% of UK consumers intend to exercise their data privacy rights in the next six months

A new study by Veritas has found that 40% of UK consumers are already planning to request personal information within six months of GDPR coming into force.

In a survey of 3,000 people (including 1,000 UK consumers), 56% of respondents said they don’t feel comfortable having personal data sit on systems that they have no control over. Similarly, 56% want to better understand exactly what personal information companies hold on them.

Veritas also found that data breaches increase the likelihood of requests for personal data. 47% of respondents said they will exercise their rights to request personal data or have that data deleted if a company that holds their personal information suffers a breach.

Lastly, it appears consumers also want to put companies to the test. 27% want to test businesses to understand how much their consumer rights are valued, before deciding whether to continue doing business with them. Most interestingly of all perhaps, 8% said they will exercise their data privacy rights simply to irritate a company that they feel has mistreated them in the past.

Check out all the GDPR resources you need right here.

Most sales and marketing teams struggle to make data-based decisions

A new global study by Forrester Consulting (on behalf of Dun & Bradstreet) has revealed that the majority of organisations are struggling to activate their data to address rising customer expectations.

In a survey of 500 B2B decision makers, 82% of respondents said managing data across the business is a big challenge. This is largely due to the sheer amount of data available, with 81% citing handling of volume and velocity of data as the main reason why.

Currently, just 52% of decisions are currently based on data, with 48% instead basing things on intuition or personal experience.

The study also found that organisations with data activation maturity are more likely to report increases across marketing and sales, with 73% reporting more rapid sales cycles, 73% reporting a higher return on marketing spend, and 77% reporting increased customer retention and loyalty.

More on data:

Google Assistant fails to match up with featured snippets

A new report by Roast has explored the variance between 22 different verticals within voice search. In order to do so, it ran a total of 10,051 key phrases throughout April of this year.

Results show that – out of the 10,051 key phrases – the Google Assistant wasn’t able to answer 5,572 of the queries, only providing an answer to 4,479.

Most interestingly, the report states that the Google Assistant result didn’t always match the result found on a web search featured snippet answer box. The assistant often failed to read out a result (even if a featured snippet answer box existed) and there were also instances of the assistant reading out a result from a different website than the one listed in the featured snippet answer box.

See the below chart for differences across verticals.

More on voice assistants:

Visitors who land on a product detail page are 72% more likely to bounce

When it comes to improving landing pages, research from Monetate suggests that product detail pages (PDP’s) aren’t getting the attention they should.

From the analysis of nearly two billion shopping sessions that occurred during the first quarter of 2018, PDP’s were found to underperform in key areas when weighed against benchmark landing page data. However, PDP’s account for nearly a quarter of all ecommerce landing pages, meaning the negative impact of their poor performance (and the opportunity to improve) is significant.

Results show that visitors who enter or land on a PDP are 72% more likely to bounce, and are half as likely to make a purchase. Meanwhile, they view 42% fewer pages, and convert at 1.5% (while visitors who land elsewhere convert at 2.9%).

Ultimately, the research proves that brands need to place greater focus on optimising these pages or continue risk losing visitors they’ve fought so hard to engage.

More on product pages:

Amazon’s dominance worries digital marketers

According to Greenlight, a third (or 32%) of digital marketers are concerned how competition from Amazon will impact their business over the next 18 months. This comes from a survey of 200 marketing professionals across a range of industries.

It appears the biggest concerns are Amazon’s competitive pricing and logistical efficiency, with 33% and 31% of those surveyed citing these issues respectively. However, this is a double-edged sword, as it is Amazon’s logistical prowess that encourages businesses to collaborate with the retailer – a fact indicated by the 38% of people who want to use the Amazon Marketplace to aid global distribution.

Despite concerns, digital marketers recognise that understanding their customers is a key area in which they can compete. For 39% of those surveyed, offering higher quality customer service is key to remaining competitive, and 36% feel it is niche expertise that will give them an advantage.

Meanwhile, many understand how Amazon can be used to their advantage, with 37% keen to utilise the Amazon audience by using ad space, and 25% hoping to use voice search to market to potential customers.

More on Amazon:

Subscription box sites see 30% traffic increase

New data from Hitwise has revealed that the UK’s subscription box industry is currently experiencing significant growth, receiving 3.1 million visits across sites in the last three months of 2017.

Throughout 2017 as a whole, visits to subscription box sites increased 30%, with year-on-year online visits rising to a total of 76.7 million. As a result, subscription boxes have become one of the fastest growing retail verticals in the UK.

Delving into demographics, Hitwise suggests that 18 to 24-year old’s drove website visits throughout Q4, being 16% more likely to have visited a subscription box website than other demographics. However, Q4 also saw a 125% increase in male shoppers searching for subscription boxes, while consumers aged 45+ also increased by 40% in this period.

Convenience appears to be the main driver of this increased interest, with shoppers turning to subscriptions in a variety of categories including food and drink, grooming, and pet products.

More on subscription boxes:


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