We've got a fine roundup of digital stats for you this week, including news on mobile app install ads, supermarket click-through-rates, social buy buttons and brand disclosure.

Before we get down to business, don't forget to check out the Internet Statistics Compendium for more.

Nearly 50% of chat app users are subjected to spam every week

Findings from the Mobile Messaging Fraud Report 2016 have revealed that 26% of chat app users receive an unwanted message every day – and 49% receive a minimum of one a week.

While spam still affects SMS more than chat apps, the gap is closing. 28% of consumers receive an unsolicited SMS message every day, with 58% reporting one every week.

33% also said these messages were attempts to get them to disclose personal data like bank details or online passwords.

Despite this, most consumers still cite SMS as the most trustworthy way to communicate with companies.

Mobile app install ads trigger a 95% increase in total clicks

A Kenshoo report has revealed that global spend on Facebook and Instagram install ads grew 54% year-on-year this Q2.

The growth appears to be due to the wider adoption of carousel format ads, which now support up to five separate images and links.

Futhermore, an increase in the use of video also looks to have contributed, accounting for 42% of spend on mobile app install ads in the quarter.

The report highlights how the gaming sector is responsible for 61% of total spend in the second quarter, paying more than any other industry for mobile app install ads.

Users fail to shop through social buy buttons

Despite 3 out of 4 consumers being aware of social buy buttons, research from Sumo Heavy Industries has found that just 10% have ever used one. 

Likewise, 61% say they don’t think they will be using them any time soon.

First introduced by Pinterest’s ‘buyable pins’, the feature allows consumers to shop directly through social posts. Since, we’ve seen a plethora of platforms introduce their own versions.

So why the reluctance? It’s been suggested that the chronological nature of social media feeds means shoppable posts often go unnoticed, or are seen as a disruption to the user experience.

Christmas spend predicted to increase by 12% in the US this year

The summer might only just be over, but according to Rubicon Project, nearly one-third of US consumers have already started their Christmas shopping.

The Holiday Consumer Pulse Poll predicts that Americans will spend an average of $1,175 this holiday season, which is an increase of 12% on 2015.

Parents and millennials are reported to be key drivers for this growth, with 39% of millennials already buying gifts.

Missing same-day delivery options cost the high street £4.9bn a year

According to research from the delivery platform, Stuart, consumers would spend an average of £168 each year on their favourite retailer if it offered same-day delivery

As well as delivery options being increasingly important in terms of how much we spend, it also affects where and why consumers shop.

The research found that 32 % of shoppers will always choose a high street retailer that offers same-day delivery over one that doesn’t. 

What’s more, 79% would switch from their favourite high street retailer if it didn’t offer a desirable delivery method.

Branded content on social drives better engagement

Research from Yahoo suggests that consumers are becoming more receptive to branded content, as long as it provides them with something of value. 

A study on the attitudes of Tumblr users found that high-quality content can be the gateway to greater engagement, most notably in three areas:

  • 73% agree that content helps them to form an opinion of the brand
  • 74% agree that brands which create content they like can become like friends on social media
  • 73% agree they’re more likely to be loyal to a brand with a strong personality in its content

Reviews are the more influential than friend and celebrity endorsements

In a survey of 2,140 UK adults, Feefo found that 75% of consumers are influenced by reviews when making an online purchase.

This is in comparison to recommendations from friends or celebrity endorsements, where less than half of people said they would be influenced to buy.

However, it appears money is the overriding factor, with 79% of consumers stating that the biggest thing to influence a purchasing decision would be a substantial discount or offer.

Placing brand disclosure after headline increases CTR on native mobile content

An infographic from Polar has highlighted some interesting trends in branded content performance on mobile, specifically when it comes to disclosure.

Research found that including the advertiser in a native ad's disclosure term can increase CTR by 220%. 

Moreover, placing a disclosure term after the headline also improves CTR by 300% on mobile.

Asda comes out top for click-throughs

Kantar Media company AdGooroo has named Asda as the UK’s leading supermarket for paid search advertising this year.

In a study examining Google desktop advertising activity on 83 branded and unbranded grocery-related keywords, Asda was found to have generated 5.8 m clicks.

This is 2.5m clicks more than its closest competitor, Waitrose, which saw 3.3m click-throughs in total.

Despite being the UK’s second largest supermarket, Sainsbury’s came sixth in the list. Insight suggests this is due to stiff competition from advertisers bidding on competitor’s keywords.

36% of parents want school websites to be improved

Research by Web Foundry has found that many parents are unimpressed by the online strategy of their children’s schools.

Despite 93% of the parents surveyed saying they use a school website, just over a third rated it as satisfactory or worse, with a quarter saying that it could definitely be improved.

The biggest problems cited included a lack of information about school holidays as well as notifications about closures and school trips.

36% said they would feel happier and more engaged if improvements were made.

Nikki Gilliland

Published 16 September, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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