Another Roundup of Key Digital Marketing Stats

Lisa Morton E-Commerce News, Weblog 0 Comments

It’s been a while since we shared a roundup of thought-provoking statistics, so we thought we’d make amends right now. If you’ve been hungry for some insightful facts and figures to get your teeth into, here’s a few to chew on from the last few weeks:

Post-GDPR ICO complaints are up 113%

First up, research carried out by GDPRPLAN suggests that the Information Commissioner’s Office has seen an enormous increase in complaints received since the introduction of EU GDPR. Approximately 24,300 complaints were recorded between May and October last year – an increase of just under 12,900 from the same period in 2017. The implementation of GDPR appears to have significantly increased public awareness of their rights with regard to their private data and personal information. Evidence suggests that even greater volumes of complaints will be received by the ICO in 2019.

Social media users are proactively cutting down

Citing a variety of motivations, a study from GlobalWebIndex has revealed that almost half of all Internet users are proactively cutting down the amount of time they spend on social media. In total, 46% of respondents in the United States said they deliberately spent less time on social media in 2018. Interestingly, it turned out to be the respondents in the lower age bracket that showed the strongest motivation to reduce social media use – 58% of those aged 16 to 24.  Facebook use showed a particularly strong decline among female respondents, while Instagram demonstrated growing popularity among male users.

Consumers show preference to brands that are competent and warm

A new report from the Journal of Advertising Research suggests that of the characteristics favoured by today’s consumer, brands that demonstrate competence and warmth top the table. When a company is deemed both warm and competent, it is significantly more likely to attract customers and close more sales. However, the number of brands deemed to be both warm and competent in the eyes of today’s consumer remains comparatively low.

China leads the charge for smart speaker adoption

Anyone who thought smart speakers would be no more than a passing fad needs to take a look of what’s happening in China right now. According to eMarketer, China is set to overtake the United States by the end of 2019 with a whopping 85.5 million smart speaker users. This amounts to just 10% of the total connected population, while the 74.2 million smarter speaker users in the US accounts for 26% of all of Internet users. Almost a quarter of Internet users in the United Kingdom have used a smart speaker (22%), while the uptake in France sits at a much lower 14%.

Mobile advertisers aren’t as good as they think they are

Last but not least, a recent study carried out by Unlockd showed just how confident today’s mobile advertiser is. 85% of participants stated that they believe they’re providing their users with a quality experience. The problem being that when presented with exactly the same question, just 47% of consumers agreed. A stark lesson for those who simply assume they’re getting the job done, rather than making sure they are. 

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