This post covers the ever-present importance of managing the multichannel customer experience, email marketing benchmarks and many more. Here are seven 2016 digital statistics every marketers should pay more attention to:
1. Multichannel biggest priority for digital marketers
97% of digital marketers surveyed for the recent report on digital transformation in the retail sector say that optimising the customer journey across multiple touchpoints will either be quite or very important to their digital marketing over the next few years.
A further 96% say ensuring consistency of message across channels is either quite or very important, suggesting marketers are taking the multichannel customer experience extremely seriously.
2. Email open rates are on the rise
Average open rates for emails has increased 0.43% year-on-year (YoY) to 24.88%, while other key findings include:
- Click-through rate (CTR): 3.42% (up 0.29% YoY).
- Unsubscribes: 0.52% (down 0.03% YoY).
- Click-to-open (CTO) rates: 10.88% (up 0.09% YoY).
- Unsubscribe-to-open (UTO) rates: 2.72% (up 0.04% YoY).
3. Instagram sees drop in interactions
Average interactions with posts on Instagram dropped from 4.96 to 3.10 between January and December last year. Presumably Instagram feels like this could be partly driven by the way the site’s timeline is sorted, given its recent decision to make it algorithmic and show people what it thinks they will be most interested in.
Interaction rate on Instagram over time (all interactions divided by number of posts and followers)
4. 61% of travel loyalty programme members want more choice of rewards
Just over six in ten travel loyalty programme members look for programmes with a greater choice of rewards, while 71% say the value of a loyalty programme decreases when the range of rewards is limited.
Other key findings include:
- 42% of programme members think programmes offering only core inventory rewards are dated and old-fashioned.
- 40% would tell friends and family about a programme following a positive redemption experience, while 33% would actively encourage them to join the programme.
- 59% would buy a brand’s core inventory whenever possible following a positive redemption experience.
5. Facebook beats email and Twitter for retail customer service
Between Facebook, Twitter and email, Facebook performs best when it comes to customer services. The study found that retailers could answer 59% of questions asked on Facebook, 55% on email and 45% on Twitter, and just 10% provided consistent responses across all three channels.
Other key findings include:
- Entertainment retailers finished bottom, answering just 38% of questions on the web, email and Twitter, followed by food and wine (60%), consumer electronics retailers (55%) and fashion (68%).
- Company websites answered an average of 66% of queries, up just 1% since 2015.
- Only 88% of companies (10% fewer than in 2015) made email available to non-customers.
- Twitter was the fastest channel for an answer, with an average response time of 5 hours 40 minutes, ahead of Facebook (6 hours 36 minutes).
6. TV accounted for 76% of the total video consumption in 2015
Despite massive increases in online video viewing, TV is still very much the dominant channel. Other key findings include:
- TV ad revenue surpassed the £5bn mark for the first time in 2015, with a sixth consecutive year of growth.
- 33% of media-driven Facebook interactions are created by TV ads.
- Viewers aged 16 to 24 watched more than twice as much TV on other devices as the average viewer in 2015.
7. Global adspend to hit £387bn in 2016
Global adspend is expected to increase 4.4% in 2016 to hit $561bn (£387bn). Other key findings include:
- $90bn will be spent on mobile ads in 2017 (44% of all online ad investment).
- Adspend on mobile search expected to hit $40bn by end of 2017 (double 2015 levels).
- Overall global adspend growth will drop to 3.7% next year, with almost all regions experiencing slowed growth