By Nikki Gilliland @ Econsultancy
It’s that time of the week when we regale you with some glorious digital marketing stats.
This week’s roundup includes news about ecommerce reviews, CRO, AI, and digital payments. Be sure to head on over to the Internet Statistics Compendium for lots more.
Let’s get down to businesss.
Facebook native videos generate 530% more comments than YouTube
Quintly’s latest study involves the analysis of 187,000 Facebook profiles and over 7.5m Facebook posts from January to July 2017.
Alongside the discovery that 92% of these profiles used native video, it was found that Facebook native videos resulted in 530% more comments than YouTube videos.
Cementing the power of the platform, Quintly also found a 477% higher average share rate for Facebook native videos, and a 168% higher average interaction rate compared to YouTube videos.
Majority of consumers think AI in marketing should be regulated
On the back of Blade Runner 2049’s release, a survey by Syzygy has revealed US and UK attitudes about artificial intelligence.
It found that the majority of respondents think AI in marketing should be governed by a key principle from the movie – i.e. that it should be illegal for AI to hide its real identity and impersonate a human. 85% of Brits agree with this sentiment, as do 79% of Americans.
The survey also found that 43% of Americans believe AI poses a threat to the long-term survival of humanity, while 17% feel anxious about the rise of the technology.
Meanwhile, 92% of Brits believe there should be regulation with a legally-binding code of conduct, while 75% think brands should need explicit consent before using AI in their marketing.
Negative reviews rise in November and December due to delivery issues
Trustpilot has analysed data from over a million online reviews left in November and December in both 2015 and 2016.
Results show that delivery was the biggest cause of complaints. The most common two-word phrases in one-star reviews were “customer service,” “days later,” and “still waiting” during October to December 2016. The appearance of “delivery” in one-star reviews rose to more than 19% in December – a 13.27% increase since October.
Finally, there were more negative reviews left on 20th December than any other day of the year.
Conversion rates on desktop more than double that of mobile
A new study by Qubit has found that mobile commerce still lags behind desktop when it comes to discoverability, conversion, and revenue.
In the analysis of data across 35 fashion and cosmetics brands since January of this year, it found traffic to each channel to be about the same – 45.87% on desktop and 44.7% on mobile. However, there are stark differences in other areas.
Conversion rates on desktop were found to be 3.35%, while conversion rates on mobile were 1.61%. Similarly, revenue per visitor (RPV) is more than double on desktop – £6.10 vs. £2.66 on mobile.
Lastly, the average number of products viewed per customer was also far higher on desktop – 17.99 on desktop and 13.65 on mobile.
Music improves the customer experience in-store
A study by Mood Media and Sacem suggests that music can improve the customer experience in-store, even in more ‘serious’ sectors such as banking.
When measuring the difference music makes in locations where it was not previously used, it found that 70% of customers had a more positive perception of a business’s image when music was playing, and 65% agreed that music helped to differentiate the business from its competition.
When sectors like banking and pharmacy were silent, only 33% of customers initially thought adding music would feel appropriate. However, 76% of customers agreed the music was a good addition once it was introduced.
Interestingly, customers in banking felt more comfortable having confidential conversations when music was playing in the background.
Global digital payments predicted to reach 726bn transactions by 2020
Capgemini’s World Payments Report says that global digital payments volumes are predicted to increase by an average of 10.9% in the run up to 2020, reaching approximately 726bn transactions.
This is said to be heavily influenced by retail customers, who are increasingly willing to use online and mobile channels to adopt next-generation payment methods.
The report also revealed that by 2019, it is estimated that around 50% of transactions carried out using a credit or debit card will be made either online or via mobile.
Fewer marketers see CRO as ‘crucial’ to success
Econsultancy’s Conversion Rate Optimization Report, in association with RedEye, has revealed a dip in the perceived importance of CRO.
In a survey of 800 marketers and ecommerce professionals, 38% of respondents said they still see it as ‘important’. However, just 50% now see it as ‘crucial’ – a decline from 55% in 2016.
This percentage has fallen even further since 2013, when 59% of professionals cited CRO as ‘crucial’.
Subscribers can download the full report here.
More consumers predicted to shop online this Black Friday
A survey by Market Track suggests that more consumers will choose to make online purchases this Black Friday, favouring digital commerce over traditional brick and mortar stores.
Out of 1,000 people surveyed, 40% of respondents said they expect to shop in physical retail stores on Black Friday. Meanwhile, 30% said the same for Thanksgiving compared with 50% last year.
In contrast, 80% said they are likely to purchases from Amazon this year – an increase of 6% from 2016. And while in-store shopping is likely to decline, Walmart came out on top as the top retail destination for the holiday season.
Snapchat is top social platform for US teens
In a survey of 6,100 US teenagers across 44 states, it found 47% of respondents cite Snapchat as their favourite social media platform – almost twice as many as those who prefer Instagram.
Just 9% of teens said they favour Facebook, while 7% said Twitter, and just 1% said Pinterest.
Interactive video ads boost viewing time by 49%
According to Magna, interactive video ads result in a 47% increase in time spent watching compared to non-interactive ads.
What’s more, when consumers interact with a 15-second ad, brands can reportedly triple their time spent with consumers.