Welcome to your weekly roundup of stats. 

It's slightly retail-heavy this week, but don’t worry, there’s lots more good stuff on travel, search and mobile ads to enjoy. Oh, and don't forget there's always our Internet Statistics Compendium, for the real die-hard digital stats fans out there.

Let's hop to it.

59% of Instagram Stories leads to a shopping cart

New research from Klear shows that 59% of brands' Instagram Stories link to a shopping cart or shoppable page.

In contrast, just 23% of brands link their Stories to other social platforms, while 10% link to a blog post.

Klear also found that 36% of brand Instagram Stories involve some form of product promotion, making it the most popular type of post. 22% of Stories involve an 'insider look' at the brand, and 14% involve an influencer takeover.

42% of all US business trips extended for leisure

A new report by Expedia Media Solutions has highlighted the growing trend for ‘bleisure’ trips – i.e. travel that combines both business and leisure.

It has found that 42% of all business trips within the US are extended for leisure, with this increasing to 52% when employees have to travel overseas for work. Expedia also suggests that trips to attend conferences and conventions are more likely to turn into leisure trips, as opposed to travel for client meetings or presentations.

Lastly, it found that the leisure portion of a trip can often equal or exceed the length of the business portion, making ‘bleisure’ trips much longer than a typical business trip.

55% of consumers prefer shopping direct from brands than retailers

A new study by Astound Commerce has found that over half of consumers prefer visiting a brand or manufacturer’s website rather than shopping from multi-brand retailers. 

In a survey of over 1,000 consumers, 54% said they would turn to brands over retailers for more comprehensive product information, improved customer service, better value and more chance of personalisation. 

45% of millennials said they expect a more engaging, holistic experience on a brand’s website than a retailer’s, while 59% of shoppers would visit a physical store to seek out the full brand experience they don’t believe they can get online.

UK sees surge in search interest for electric cars

New data from Hitwise suggests that there has been a surge of interest in electric cars in the UK, following on from the launch of Tesla’s ‘Model 3’ car.

In July, there was a 345% increase in searches for the new ‘Tesla Model 3’, as well as a 346% increase in people searching for ‘electric cars’ in general. This comes on the back of the news that there has been a 10.3% drop in new car sales and an increase in used cars sales in 2017.

Hitwise also found that people aged 18-24 were the demographic most likely to be searching for ‘Tesla’, and the third most-asked question to be: “What electric cars are available in the UK?”

Transparency now a pressing priority for brands

In light of last year’s Media Transparency report by the ANA, a large number of global brands are in the midst of making changes to their media governance practices.

In a survey of global marketers in 35 multinational companies, the World Federation of Advertisers found transparency to be a top priority for 47% of brands, while 51% said it is rising up the list. 

Brand safety is also a hot topic, with 70% saying it has escalated as a priority in the last 12 months. As a result, 74% have suspended investment in ad networks where they felt there was an unnecessary risk to their brands. Meanwhile, 89% are also limiting or plan to limit investment in ad networks that do not allow use of third-party verification.

Global cart abandonment increases 1.3% on previous quarter

SaleCycle has released its Remarketing Report for Q2 2017, highlighting key cart abandonment stats from April to June.

It shows that the global cart abandonment rate for Q2 was 76.9%, which is up 1.3% on the previous quarter. Meanwhile, the average retail conversion rate was 3.29%.

In terms of sectors, gaming websites had the lowest abandonment rates at 67.4%, while finance had the highest at 83.7%. This was closely followed by non-profit – a sector which faces ongoing challenges in optimising online conversions. 

88% of consumers value speed of delivery over choice of brand

A new report by Salmon has revealed that 88% of consumers see the speed of delivery as more important than the brand being ordered. Additionally, it found that modern-day consumers also like to shop in new ways, with 45% currently using a digital assistant like Alexa or Google Home to do so.

Other stats from the report include the fact that almost a quarter of consumers make all their purchases online, while 37% of total online spend is now done through Amazon.

Lastly, it is clear that consumers are becoming more digitally obsessed than ever before, with 57% believing they are more digitally advanced than the retailers that serve them.

Searches for ‘make up’ increase over 200% in three years

According to research by PI Datametrics, the UK beauty market saw a 76% increase in search volume growth from 2013 to 2016. The term ‘make up’ specifically has grown a whopping 203% in these three years.

Insight suggests that this growth can be put down to the popularity of bloggers and vloggers within the category, plus the rise of visual social media and its influencers. With make-up sales being worth an estimated £1bn in the UK in 2017, the opportunity for retailers continues to grow.

Interestingly, the report also revealed that the top four performers within the beauty market are all retailers (as opposed to make-up or beauty brands themselves), with Boots.com owning 9.1% of the entire market and competitor Superdrug owning 8.7%.

77% of APAC mobile ads delivered via apps 

A new study by Vpon has revealed that mobile advertising in Asia-Pacific heavily relies on apps, with 77% of such ads being delivered in-app, and just 23% via the mobile web.

This figure rises to 90% in Indonesia, where app usage is at its highest. Similarly, 86% of ads are delivered via apps in India, while the same goes for 85% in Thailand and 82% in Malaysia.

In contrast, countries in East Asia are leaning more towards mobile web, with China and Japan delivering just 34% and 33% of ads in apps respectively.

Private Eye is the UK’s most-read current affairs title

The Audit Bureau of Circulation (ABC) has named Private Eye as the most-read news and current affairs magazine in the UK, with a circulation of 249,927 per issue, and a growth of 8.6% year-on-year.

For the same category, circulation of the Economist was up 5% in the UK to 248,196, while Prospect grew substantially with a rise of 37% to 44,545.

In contrast to the popularity of some news titles, ABC noted a decline in women’s weekly magazines, which dropped almost 11% from the same period last year. Look magazine suffered a 35% drop in circulation to 58,561, while Now fell almost 21% to 84,588.

Elsewhere, TV Choice was found to have the biggest readership in the UK overall, with a circulation of 1.2m.

Nikki Gilliland

Published 18 August, 2017 by Nikki Gilliland @ Econsultancy

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

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