tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2016-05-31T14:20:00+01:00 tag:econsultancy.com,2008:BlogPost/67896 2016-05-31T14:20:00+01:00 2016-05-31T14:20:00+01:00 Has CNN created the worst ever mobile ad experience? Ben Davis <p><img src="https://assets.econsultancy.com/images/0007/5472/IMG_2963.PNG" alt="money.cnn bad ad" width="450"></p> <p>I arrived from Twitter via the CNN RSS feed.</p> <p>Before I could see the article I wanted, I had to endure an overlay (or lightbox) showcasing the terrible side of <a href="https://econsultancy.com/blog/66410-you-may-also-like-the-horror-of-bad-content-recommendation/">content discovery networks</a>.</p> <p>Even if I'm not interested in car insurance or military flashlights, the text at the top right informs me I must consider them for 10 seconds before I can see my article.</p> <p>Furthermore, this paid content is described as 'paid parnter (sic) content' in the top left.</p> <h3>So what's so bad about this?</h3> <p>First, the obvious, I've clicked to read an article, why on Earth would I click away to another article before my original one has even appeared?</p> <p>Then there's the method of interruptive delivery. Overlays often appear on a range of websites and are seen particularly in ecommerce to capture email addresses.</p> <p>However, on mobile, where network speeds vary so dramatically, disrupting the user's experience like this is misguided. Users have less patience on mobile and are looking for relevant content.</p> <p>Anything that suggests I'll be tortured during a mobile experience often leads me to abandon the article (and did in this case).</p> <p>Furthermore, this is not in keeping with the CNN brand at all.</p> <p>Yes, CNN articles on desktop and mobile include some annoying and arguably necessary ad experiences (clickbait content discovery at the bottom of articles, autosound video ads on the right hand side), but its UX is very good.</p> <p>As you can see from the article below, text is chunky, navigation is conventional.</p> <p>CNN creates content I actually want to read in a format I enjoy. So why compromise that so thoroughly?</p> <p><a href="http://money.cnn.com/2016/05/31/media/china-wanda-disney-wang-jianlin/index.html"><img src="https://assets.econsultancy.com/images/0007/5471/IMG_2964.PNG" alt="money cnn mobile" width="361" height="640"></a></p> <h3>What can we take away from this?</h3> <p>Well, it seems this ad experience is getting noticed (see <a href="https://www.reddit.com/r/cnn/comments/4iqtd4/is_anyone_else_getting_paid_parnter_content/">this Reddit thread</a>).</p> <p>On mobile, content discovery networks surely face an impending crisis. Can quality publications continue to compromise their mobile content with interruptive sponsored headlines when, for all the increase in clickthrough and ad revenue, these publishers won't truly know who they are alienating?</p> <p>Dark patterns in UX still abound - taking the user somewhere that feels like the antithesis of what they expected to discover.</p> <p>The sooner those in marketing and advertising view the problem of profitability in the round, the better the solution for all.</p> <p>Mobile network Three is certainly on to something in identifying the problem of mobile ads, with its ad blocking trial testing the following features:</p> <ul> <li>No data charges for downloading adverts.</li> <li>Privacy and security fully protected.</li> <li>Advertising must be relevant and interesting (not intrusive and unwanted).</li> </ul> <p>Let me know what you think about these kind of mobile ad experiences in the comments below.</p> <p><em>For further reading on the background of ad blocking, see the following posts:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67750-how-are-brands-using-people-based-advertising/">How are brands using people-based advertising?</a></li> <li><a href="https://econsultancy.com/blog/67130-seven-ways-publishers-are-addressing-ad-blocking/">Seven ways publishers are addressing ad blocking</a></li> <li><a href="https://econsultancy.com/blog/67076-the-rise-and-rise-of-ad-blockers-stats/">The rise and rise of ad blockers: stats</a></li> </ul> tag:econsultancy.com,2008:BlogPost/67891 2016-05-27T15:36:30+01:00 2016-05-27T15:36:30+01:00 Personalisation can lift push notification open rates by up to 800%: Study Patricio Robles <p><a href="https://econsultancy.com/blog/66851-five-tips-for-reducing-mobile-app-churn/">Push notifications can be an effective tool in the fight against churn</a>, and <a href="https://econsultancy.com/blog/65342-mobile-push-notifications-an-effective-but-underused-marketing-channel/">an effective marketing channel generally</a>, but cutting through the clutter can be tricky given the proliferation of apps using push notifications.</p> <p>Fortunately, <a href="https://segment.com/blog/push-notification-study-analysis/">according to</a> mobile marketing platform <a href="https://www.leanplum.com/">Leanplum</a>, marketers can increase their push notification opens dramatically by employing personalisation.</p> <p>By just how much? After analysing more than 1.5bn push notifications sent between January 2015 and March 2016 by apps large and small, <strong>the company found that certain kinds of personalisation can increase open rates by a whopping 800%.</strong></p> <p>Specifically, Leanplum looked at four different factors that seemed to impact push notification opens and suggested that:</p> <blockquote> <p>If you can personalize any combination of [these] factors...there’s a good chance you’ll see high user engagement.</p> </blockquote> <h3>Platform</h3> <p>There are significant differences between how push notifications work on iOS versus Android.</p> <p>For example, on iOS, push notifications disappear when a user unlocks the screen on her device.</p> <p>Whereas on Android, push notifications remain present until a user takes action to remove them.</p> <p>Additionally, on iOS, users must opt in to push notifications whereas on Android push notification permission is opted in to by default.</p> <p>Consequently, just 42% of iOS users opt in to push notifications.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5399/leanplum1-blog-flyer.png" alt="" width="470" height="322"></p> <p>Likely because of these platform differences, push notifications are opened on Android at double the clip as iOS, but they aren't opened as quickly.</p> <p>In fact, on average, iOS push notifications are opened within 10 minutes compared to nearly 50 minutes on Android. Here too, differences between user experience on these two platforms likely drive different behavior among users.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5398/leanplum2-blog-flyer.png" alt="" width="470" height="344"></p> <p>With these figures in mind, companies looking to maximise their open rates should explore segmenting by platform and seeing how specific personalisation techniques work on each platform.</p> <h3>Content</h3> <p>Not surprisingly, <strong>personalising the content of push notifications can deliver a 4x lift on open rates</strong>, boosting the 1.5% average open rate seen with generic notifications to a much more respectable 5.9%.</p> <p>There are numerous ways to add personalisation – incorporation of a customer's name, gender, an event or action that she took, etc.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5400/leanplum3-blog-flyer.png" alt="" width="470" height="311"></p> <p>Interestingly, while personalised push notifications are much more likely to be opened, users will often wait longer to open them.</p> <p>The median time to open a generic message is over 25% higher, but as Leanplum notes, this isn't necessarily a bad thing:</p> <blockquote> <p>If a user receives a generic message at an inopportune time, they may dismiss it without a second thought. However, a user may react differently if they receive a relevant message tailored to an action they want to take, also during an inopportune time.</p> <p>That person may instead wait for a more appropriate time in their schedule to open the message.</p> </blockquote> <h3>Delivery Type</h3> <p>Timing is everything, and that's true when it comes to push notification open rates. Many companies schedule their blasts, but this fails to deliver the best results.</p> <p>Even when time zones are taken into account, cultural differences often mean that scheduled delivery doesn't maximise opens.</p> <p>Instead, according to Leanplum, companies that use machine learning algorithms "which accounts for users’ individual engagement patterns" produce far greater open rates.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5403/leanplum4-blog-flyer.png" alt="" width="470" height="391"></p> <p>Not surprisingly, fewer companies are using such a sophisticated technique to time push notification deliveries.</p> <p>But applying an algorithm isn't the most effective approach.</p> <p>Leanplum says that distinction belongs to behavior-based delivery, which involves sending push notifications in response to specific actions users take.</p> <p>For example, a travel app might deliver a push notification when a customer books a flight, or a music app might notify a user when new music from a favorite artist becomes available.</p> <p>Less than 100m of the more than 1.5bn messages Leanplum analysed were based on behavior, but the open rate for these push notifications was 8% – <strong>a massive 800% greater than generic notifications sent immediately.</strong></p> <p>This suggests that companies taking advantage of behavior-based delivery may be able to realise an unfair advantage, at least for the time being.</p> <h3>Geography</h3> <p>Finally, Leanplum found that users in North America opened push notifications at a higher rate, and more quickly. The company notes...</p> <blockquote> <p>One theory for North America’s quick opens: the majority of North American apps send all push notifications at one time, rather than delivering them during localized times for users around the world. </p> </blockquote> <p>This is a reminder of the importance of personalisation that takes into account user locations despite the fact that notifications scheduled by time zone still underperformed compared to those scheduled by algorithm or behavior.</p> tag:econsultancy.com,2008:BlogPost/67893 2016-05-27T14:26:00+01:00 2016-05-27T14:26:00+01:00 10 tantalising digital marketing stats from this week Nikki Gilliland <p>Now, on with the show!</p> <h3>Mobiles provide the most emotionally engaging moments</h3> <p>According to a study by Yahoo, 50% of ‘seamless moments’ occur on mobile.</p> <p>This term refers to when a user’s situation and context is combined with an emotional connection, resulting in an all-round emotive experience.</p> <p>The research also found that television and mobile phones are the only screens where consumers welcome engagement from brands while relaxing. </p> <p><img src="https://assets.econsultancy.com/images/0007/5411/mobile_video.jpg" alt="" width="780" height="519"></p> <h3>Football fans to spend 1.7m hours reading about Champions League final</h3> <p>Ahead of the European Champions League final this Saturday, Teads has revealed that fans will spend a combined 1.7m hours reading about the match.</p> <p>With an average of 40 minutes before the game and 30 minutes after, this means fans will dedicate almost as much time to reading as watching the actual game.</p> <h3>Google confirm ‘trillions’ of searches per day</h3> <p>Despite not giving away the exact figure, Google has announced that trillions of searches happen on its site every day.</p> <p>It is not known how many searches <em>exactly</em>, yet by using the plural, we can assume that this means at least two trillion.</p> <p>Thanks for the vaguest stat ever, Google.</p> <p><img src="https://assets.econsultancy.com/images/0007/5409/Google.jpg" alt="" width="750" height="498"></p> <h3>Opportunities for retailers to win back shoppers</h3> <p>Research from Connexity has revealed that 53% of shoppers who abandon baskets at the checkout tend to return at a later date.</p> <p>For those aged 18 to 35, the main reason for abandonment is said to be high cost.</p> <p>However, the biggest reason cited overall is a lack of reassurance that the product will meet the consumer’s needs.</p> <p>With brand loyalty higher than expected, it's good news for retailers trying to win back lost customers. </p> <h3>Online travel spend predicted to grow 6.8%</h3> <p>Research from Adobe has revealed that online travel spend for flights and hotels in Europe will total €67bn this summer.</p> <p>With travellers paying €85.97 to get to the cheapest destinations, the UK has the highest average flight prices of all.</p> <p>Ireland, Slovakia and Poland are some of the cheapest places to head to. </p> <p>However, for spontaneous types, Italy and Spain are said to be the best options for a last-minute bargain.</p> <p><img src="https://assets.econsultancy.com/images/0007/5410/Easyjet.jpg" alt="" width="750" height="497"></p> <h3>85% of Facebook video is watched without sound</h3> <p>With over 8bn views on its platform each day, Facebook is becoming increasingly focused on video.</p> <p>However, new stats have revealed that around 85% of video views on-site occur without sound.</p> <p>Thanks to publishers posting striking visual messages and text-heavy videos, more users are viewing content without feeling the need to turn up the volume.</p> <h3>60% of British retailers have no plans in place for Brexit</h3> <p>Ahead of June’s referendum, research has found that three in five retail decision-makers have made no plans should a Brexit go ahead.</p> <p>The results from a survey of 250 people shows that small to medium-sized retailers are the most prepared – and also the group most in favour of leaving the EU. </p> <p>Interestingly, 54% of retailers with 100-249 employees said they plan to vote to leave, compared with just 24% of people from retailers with more than 500 employees.</p> <h3>41% of influencers have no idea what the CAP code is</h3> <p>Set by the Committee of Advertising Practice, the CAP code regulates how brands promote products with signposting for paid-for content.</p> <p>However, a new study has revealed that 41% of influencers have no idea what it is.</p> <p>Likewise, less than a quarter use the necessary signposts such as #sp #spon and #ad.</p> <p>With brands failing to insist that <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencers</a> use the hashtags, tighter regulation looks set to be implemented in future.</p> <h3>Woman laughing becomes most-watched video on Facebook Live</h3> <p>A video of a woman laughing hysterically while wearing a Star Wars mask has become the most-viewed video on Facebook Live to date.</p> <p>Despite most views coming after the initial live stream, the now-viral video has been seen by a whopping 48m people.</p> <p>It’s the little things, guys.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FcandaceSpayne%2Fvideos%2Fvb.1245618915%2F10209653193067040%2F%3Ftype%3D3&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <h3>Consumers show demand for biometrics over traditional passwords</h3> <p>In a survey of 4,000 consumers, Gigya has found that 26% of people have had an online account compromised during the past twelve months.</p> <p>As a result, 52% would prefer a modern authentication method rather than a regular username and password.</p> <p>The need for increasingly complex passwords were also found to be off-putting, with 68% of people abandoning the creation of an account due to this request.</p> <h3>Marketing budgets shift towards visual content</h3> <p>A recent study Lewis has found that marketing budgets are increasingly favouring visual content, with graphic designs and video being the most popular.</p> <p>In a survey of 422 senior marketers, 75% noted increased budgets, and 66% forecasted a shift to visual content in future.</p> <p>With higher levels of engagement and support for social channels being cited as the main reasons behind the shift – we can expect lots more video designed to ‘evoke emotions’.</p> tag:econsultancy.com,2008:Report/3008 2016-05-27T12:40:00+01:00 2016-05-27T12:40:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/67890 2016-05-27T11:37:41+01:00 2016-05-27T11:37:41+01:00 The 11 most interesting stories in digital this week Ben Davis <h3>1. Facebook could sway the UK's EU referendum</h3> <p style="font-weight: normal;">A fascinating piece <a href="http://www.ft.com/cms/s/0/383959de-2107-11e6-9d4d-c11776a5124d.html#axzz49lh6TVu9">in the FT</a> this week posited that the effect of Facebook's 'voter megaphone' (reminding users of polling day) and its "I voted" button could be significant.</p> <p style="font-weight: normal;">A study in Nature in 2012 analysed the use of similar features during the 2010 congressional elections in the US.</p> <p style="font-weight: normal;">60m US users saw the message “Today is Election Day” along with a link to polling place information and the “I voted” button (the button included a counter showing how many of your friends had also voted, and how many in total on the network). Crucially, a control group of 600,000 saw no notification.</p> <p style="font-weight: normal;">When who voted was tallied with who got the Facebook reminder, the researchers saw it as responsible for 340,000 additional votes across the US.</p> <p style="font-weight: normal;">Factoring in users whose Facebook names don't match the electoral roll (nicknames etc.) and it's possible that Facebook could have increased turnout by 0.6%.</p> <p style="font-weight: normal;">That's not small fry at all.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/5397/polling_place.jpg" alt="facebook polling day" width="350"></p> <h3>2. Does ASOS have a Facebook customer service bot?</h3> <p>The brand denies it. The Facebook page suggests otherwise.</p> <p><img src="https://assets.econsultancy.com/images/0007/5402/Screen_Shot_2016-05-27_at_09.55.16.png" alt="asos bot" width="400"></p> <p><img src="https://assets.econsultancy.com/images/0007/5401/Screen_Shot_2016-05-27_at_09.53.03.png" alt="asos bot" width="400"></p> <h3>3. US nuclear forces still use floppy disks</h3> <p>And not just any floppy disks - eight-inch floppies from the 1970s.</p> <p>The most astonishing fact <a href="http://www.bbc.co.uk/news/world-us-canada-36385839">reported this week</a> was that the US spends $61bn maintaining ageing tech, three times the amount it spends on new I.T.</p> <p>And you thought you had legacy infrastructure...</p> <p>As a side note, the old 'X still uses floppy disks' story seems to be a journalistic staple over the last few years (see below).</p> <p><img src="https://assets.econsultancy.com/images/0007/5391/Screen_Shot_2016-05-26_at_12.29.16.png" alt="FLOPPY" width="615"></p> <p><img src="https://assets.econsultancy.com/images/0007/5392/Screen_Shot_2016-05-26_at_12.28.28.png" alt="floppy" width="615"></p> <p><img src="https://assets.econsultancy.com/images/0007/5390/Screen_Shot_2016-05-26_at_12.28.54.png" alt="floppy" width="615"></p> <h3>4. Microsoft backs out completely from mobile hardware</h3> <p>Microsoft announced a $950m writedown of its smartphone business (formerly Nokia).</p> <p>Though the loss of Nokia/Lumia was effectively accounted for last year with a $7.6bn writedown, this latest action, including the loss of 1,850 jobs, is being seen as the final nail in the coffin.</p> <p>This follows on from the sale to Foxconn of the old feature phone side of Nokia for $350m.</p> <p>Nokia's former director of strategy was unimpressed.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/Microsoft?src=hash">#Microsoft</a> <a href="https://twitter.com/hashtag/mobile?src=hash">#mobile</a> cutting 1350 people in Finland + 500 globally, killing <a href="https://twitter.com/hashtag/windowsphone?src=hash">#windowsphone</a> <a href="https://twitter.com/hashtag/wp?src=hash">#wp</a> So this was Microsoft's mobile first strategy.</p> — Juha-Pekka Helminen (@jphelminen) <a href="https://twitter.com/jphelminen/status/735397442150146048">May 25, 2016</a> </blockquote> <h3>5. Thomas Cook is the latest brand to use cats in an ad</h3> <p><iframe src="https://www.youtube.com/embed/c9Z1ewFLgR8?wmode=transparent" width="560" height="315"></iframe></p> <h3>6. The Co-op has rebranded</h3> <p>If you're not reading this in the UK, The Co-op is one of the world's largest <a href="https://en.wikipedia.org/wiki/Consumers%27_co-operative">consumer cooperatives</a>, operating businesses in food retail, funeral care, legal services and running a bank (which itself is not co-operatively owned).</p> <p>The reason the Co-op is of interest to digital types is that its chief digital officer since late 2015 has been Mike Bracken, former chief data officer and executive director of digital for the British Government.</p> <p>Mike and some other former members of the <a href="https://econsultancy.com/blog/65774-gov-uk-the-government-s-website-is-better-than-yours">groundbreaking GDS</a> are amongst those spearheading an effort to recreate the Co-op for the digital era, defining what membership can mean in this age.</p> <p>Rebranding this week has been one part of recovering from <a href="https://www.theguardian.com/business/2013/nov/23/coop-scandal-paul-flowers-mutual-societies">past controversies</a>, with <a href="https://digital.blogs.coop/2016/05/24/changes-to-co-op-membership/">membership benefits also changing later this year</a>. Check out the sexy lorries below.</p> <p>In the spirit of transparency brought over from GDS, you can read all about what the Co-op's digital teams are doing on the <a href="https://digital.blogs.coop/">Co-op digital blog</a>.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The lorries look good <a href="https://t.co/yuLYPNdBxT">pic.twitter.com/yuLYPNdBxT</a></p> — Ben Terrett (@benterrett) <a href="https://twitter.com/benterrett/status/735149655831531520">May 24, 2016</a> </blockquote> <h3>7. Google wants to get rid of passwords</h3> <p>Google I/O took place on Friday last week, but I thought it worthwhile flagging one feature that wasn't as widely reported as <a href="https://econsultancy.com/blog/67864-vr-messaging-or-assistant-which-is-the-best-bet-for-google/">Assistant, Allo or Daydream</a>.</p> <p>Daniel Kaufman in his talk mentioned the Trust API, a way of securing Android apps. Trust API will use facial recognition, typing and even walking patterns to confirm your identity.</p> <h3>8. Angry Birds is killing it at the box office</h3> <p>Okay, this isn't vital for marketers to know, but it surpised me that The Angry Birds Movie is taking lots of money, particularly in America where it tops the box office and is set to become the biggest computer game adaptation ever.</p> <p>Here's the trailer. It's not bad.</p> <p><iframe src="https://www.youtube.com/embed/1U2DKKqxHgE?wmode=transparent" width="560" height="315"></iframe></p> <h3>9. Twitter ditches the Buy button just as Facebook tries shoppable video</h3> <p>Yep, that nine-month silence from Twitter about the success of its Buy button spoke volumes. The feature was <a href="https://econsultancy.com/blog/67887-twitter-ditches-its-buy-button-puts-focus-on-retargeting/">effectively cut this week</a>.</p> <p>The Information <a href="https://www.theinformation.com/facebook-eyes-more-retail-dollars-with-shoppable-video-ads?unlock=f51afa&amp;token=628fd6e4d5416b29d313c4d1fee969ef00e81e90">reports</a> that Facebook is close to trialling shoppable video ads. It will be interesting to see if the network's reach and undeniable success with video will pay dividends.</p> <p>Shoppable video hasn't exactly set the world alight elsewhere.</p> <h3>10. Twitter changes cause predictable grumbling</h3> <p>Twitter has relaxed the character restrictions that thus far have made it the home of both wit and dimwittery on the web.</p> <p>Usernames will no longer count towards the 140 character limit, nor will photo or video. The faux outrage from Twitter users seemed to revolve around the prospect of being included in spammy tweets with up to 50 usernames added (they should be so lucky).</p> <p>The .@ is also disappearing, as Twitter will show everybody the first tweet in your conversation with another user (regardless of whether your followers also follow your interlocutor).</p> <p>Probably a good thing, all in all.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Twitter making changes: <a href="https://t.co/8IzGSfiqbk">https://t.co/8IzGSfiqbk</a> (...was there ever a reason to use ".@" that wasn't self-important or passive aggressive?)</p> — The Media Blog (@TheMediaTweets) <a href="https://twitter.com/TheMediaTweets/status/735111936447250432">May 24, 2016</a> </blockquote> <h3>11. Changes to Google AdWords</h3> <p>More text will be allowed in PPC ads for the first time since launch. Maps also joins Google inventory, with more sohisticated branded pins and business listings with promotions and local inventory enabled.</p> <p>For the full detail, read: <a href="https://econsultancy.com/blog/67882-what-do-google-s-expanded-text-local-search-ads-mean-for-marketers/%20">What do Google's expanded text &amp; local search ads mean for marketers?</a></p> <p><img src="https://assets.econsultancy.com/images/0007/5345/expanded_text_ads_on_mobile.gif" alt="expanded text ads" width="426" height="200"></p> tag:econsultancy.com,2008:BlogPost/67873 2016-05-24T14:19:11+01:00 2016-05-24T14:19:11+01:00 12 examples of persuasive mobile UX from ecommerce app Wish Ben Davis <h3>1. 'Pay after delivery'</h3> <p>An interesting payment option indeed! The terms and conditions say I can select this option and I don't have to pay for 14 days (interest free).</p> <p><a href="https://www.klarna.com/uk/customer-service/pay-after-delivery/how-does-klarna-pay-after-delivery-work">Klarna</a> (a Swedish payment company) pays the retailer in question and then the shopper owes Klarna. There are three delayed payment fees (each up to £8) if the customer fails to pay on time.</p> <p>There may be some who see this credit as irresponsible, especially given the relatively low value of some of the products, but it's certainly a good tactic to increase sales.</p> <p>Those who are without their payment card or who are in a rush (many of the deals on site are timed) may prefer to select this option.</p> <p><img src="https://assets.econsultancy.com/images/0007/5244/pay_delivery.PNG" alt="pay after delivery" width="300"> </p> <h3>2. Instant offers to incentivise add-to-bag</h3> <p>As you can see below, <a href="https://econsultancy.com/blog/63462-ecommerce-product-pages-where-to-place-30-elements-and-why/">product pages</a> on the Wish app sometimes show a time-sensitive instant offer.</p> <p>The offer is one of a mystery lower price, which can be 'unlocked' simply by tapping 'Buy' and adding the item to your bag.</p> <p>The second screenshot shows that the new price is £8 instead of £9 (not to be sniffed at) and this new price expires in one hour.</p> <p>All designed to urge the customer to buy now rather than later.</p> <p><img src="https://assets.econsultancy.com/images/0007/5258/instant_offers.PNG" alt="instant offer" width="300">  <img src="https://assets.econsultancy.com/images/0007/5259/instant_2.PNG" alt="instant offer" width="300"></p> <h3>3. Abandoned checkout notifications</h3> <p>Notifications have become commonplace in most apps, including ecommerce.</p> <p>One of the oft-heard complaints about the app ecosystem is the way that on install, apps immediately ask for permission to send notifications and then compete for your attention.</p> <p>This leads to an OS clogged up with meaningless messages, de-sensitising the user who may look to another proxy OS, such as <a href="https://econsultancy.com/blog/67553-what-will-facebook-messenger-ads-mean-for-marketers">Facebook Messenger</a>, which is trialling brand communications.</p> <p>Wish aggressively sends <a href="https://econsultancy.com/blog/64167-basket-abandonment-emails-why-you-should-be-sending-them/">cart abandonment notifications</a> (amongst many others) and also uses a red dot on the burger menu icon within the app, to inform the user that a notification awaits.</p> <p>Often these notifications are relatively impersonal deals incentives and announcements. </p> <p>As Wish offers time-sensitive deals, it will no doubt argue these notifications are warranted.</p> <p><img src="https://assets.econsultancy.com/images/0007/5246/IMG_2937.PNG" alt="notifications" width="300"> </p> <h3>4. Gamification</h3> <p>The Deal Dash is a daily period of extra discounts which is activated by tapping to spin a wheel (below).</p> <p>Your spin will determine the number of minutes the deals are available for, cueing a mad dash (browse) from the user.</p> <p>This feature encourages habit and I have to admit it made me scroll and browse products that bit quicker, looking for something right for me.</p> <p><img src="https://assets.econsultancy.com/images/0007/5251/deal_dash.PNG" alt="deal dash" width="300">  <img src="https://assets.econsultancy.com/images/0007/5250/deal_dash_2.PNG" alt="daily dash" width="300"></p> <p>Once the Deal Dash timer hits zero, anything you have added to the cart will be available at the discounted price for a further 30 minutes.</p> <p>If you haven't got timer fatigue by now, you're a stronger man/woman than I.</p> <p><img src="https://assets.econsultancy.com/images/0007/5249/dash_time_up.PNG" alt="daily dash" width="300"> </p> <h3>5. Checkout now for 'cashback'</h3> <p>Yet another time-sensitive incentive now - this time within the checkout itself.</p> <p>If the user checks out within the 10-minute period on the timer, they get 5% of the value of their order back in the form of a giftcard.</p> <p>With all these time-sensitive offers, it would be interesting to know if there are rules for how they are offered - do they always apply to certain products? Or are they offered only to new users? etc. etc.</p> <h3><img src="https://assets.econsultancy.com/images/0007/5247/checkout_incentive.PNG" alt="checkout incentive" width="300"></h3> <h3>6. Wait a minute! Have another discount.</h3> <p>Just when you thought Wish couldn't have any greater designs on your wallet and your attention, it serves an interstitial when you try to <a href="https://econsultancy.com/blog/67120-12-ways-to-reduce-basket-abandonment-on-your-ecommerce-site">abandon the checkout</a>.</p> <p>As you can see below, another 5% off is offered if I will only be a darling and checkout.</p> <p>It would be interesting to know whether customers know about this and try to game the system.</p> <p><img src="https://assets.econsultancy.com/images/0007/5252/leave_checkout.PNG" alt="wait!" width="300"> </p> <h3>7. Countdown timers</h3> <p>An oldie but a goodie. Countdown timers are more often seen in email marketing, where marketers can make use of <a href="https://econsultancy.com/blog/64792-agile-creative-the-future-of-email">dynamic content</a> to advertise deals.</p> <p>However, in the world of discount ecommerce, countdown timers are an everpresent. Here, Wish always includes at least two at the top of every category page.</p> <p>These deals are particularly time sensitive, products only available at that price for one hour.</p> <p><img src="https://assets.econsultancy.com/images/0007/5248/deal_clocks.PNG" alt="timers" width="300"></p> <h3>8. 'Only [n] left!'</h3> <p>Another classic UX feature that creates the impression of <a href="https://econsultancy.com/blog/64420-now-now-now-five-quick-ways-to-create-consumer-urgency">scarcity</a>. Only 13 left!</p> <p><img src="https://assets.econsultancy.com/images/0007/5257/IMG_2923.PNG" alt="number remaining" width="300"></p> <h3>9. Size and colour selection after the Buy button</h3> <p>The app wants you to buy, and has removed hurdles and added incentives to coax you into doing so.</p> <p>To that end, Wish makes sure the user has to click 'Buy' before selecting size or colour of an item (see below the pop-ups that occur when tapping Buy).</p> <p>This way, the cognitive process of deciding to buy ('yes, I want that') happens earlier in the journey, without size and colour selection tiring the user or putting them off in those crucial milliseconds when they have decided to make a purchase.</p> <p>It's a very subtle feature but one that I feel is particularly powerful.</p> <p>The only downside is when a size isn't available, which may disappoint (and disillusion) the user - though it must be said that Wish has useful filters which can be used to specify a size etc.</p> <p><img src="https://assets.econsultancy.com/images/0007/5260/size.PNG" alt="buy button" width="300">  <img src="https://assets.econsultancy.com/images/0007/5261/colour.PNG" alt="colour selection" width="300"></p> <h3>10. Recently viewed products shown in search</h3> <p>I love this feature. Recently viewed products are often shown on websites at the bottom of product pages and it's not a feature that regularly entices me.</p> <p>However, in the Wish app, 'recently viewed' lives in the search functionality, reminding you of what you may have wanted to buy.</p> <p><img src="https://assets.econsultancy.com/images/0007/5253/search.PNG" alt="search" width="300">  </p> <h3>11. Rewards</h3> <p>Buy more stuff, get more points, earn more discounts, buy more stuff. A virtuous circle and a technique used for a long time indeed.</p> <p><img src="https://assets.econsultancy.com/images/0007/5255/rewards.PNG" alt="rewards" width="300">  <img src="https://assets.econsultancy.com/images/0007/5254/rewards_2.PNG" alt="rewards" width="300"></p> <h3>12. No product titles</h3> <p>At first, I was annoyed by the lack of product titles on category pages.</p> <p>But then I realised that Wish wants to encourage browsing and discovery - I'm not looking for a particular product, rather it's a shopping experience.</p> <p>The filters help to narrow down my options, but then I need to click into products to see what they're all about and this (I'll admit it) only served to pique my interest further.</p> <p>Dropping product titles probably isn't right for conventional ecommerce, but here it adds to the frenzy.</p> tag:econsultancy.com,2008:BlogPost/67864 2016-05-19T16:14:51+01:00 2016-05-19T16:14:51+01:00 VR, messaging or Assistant: Which is the best bet for Google? Ben Davis <h3>Messaging - Allo</h3> <p>With Allo, Google is abandoning the necessity of logging in with a Google account (a la Hangouts) and allowing users to message each other using an encrypted service (though, controversially, this won't be enabled as default). Allo will be tied to your phone number, much like WhatsApp.</p> <p>In appearance, what we've seen looks a lot like Facebook Messenger. Indeed, messaging UX itself doesn't vary a great deal across apps.</p> <p>So far, so good, but what's going to make Allo stand out?</p> <p>Well, it seems to be taking all that's good from a variety of social messaging apps, wrapping it together and adding a few new features.</p> <p>You can annotate photographs (like <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat/">Snapchat</a>) and add stickers (like Messenger, LINE, <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat/">WeChat</a> etc.).</p> <p>Little extras include the ability to scale text up and down (Google calls this 'Whisper Shout' and it's an intriguing way of adding another dimension to messaging, certainly to add humour).</p> <p>Smart reply and a virtual assistant is how Google intends to give Allo the edge, making the most of Google's machine learning and <a href="https://econsultancy.com/blog/62241-google-s-knowledge-graph-one-step-closer-to-the-semantic-web/">Knowledge Graph</a>.</p> <p>The virtual assistant is demoed in the GIF below, and it looks like an interesting way to find information mutually with a contact, something that will save time and confusion.</p> <p>Smart reply is probably not a game changer, being much like templated messages in SMS, though with the obvious advantage that they are a lot more intelligent and learn from your app usage.</p> <p>Still expect suggestions including lots of exclamation marks - perhaps not perfectly tailored to the British market.</p> <h4><strong>The verdict?</strong></h4> <p>Allo looks incredibly slick and fun to use. It's difficult to say though how deep the inroads it makes into WhatsApp and Messenger usage will be.</p> <p>One thing's for sure, the usage of messaging apps is so high that if Google can gain traction here, it suddenly gets lots more data and lots more real estate to sell advertising (<a href="https://econsultancy.com/blog/67553-what-will-facebook-messenger-ads-mean-for-marketers/">like Facebook</a>) through its assistant's recommendations.</p> <p>Oh and one last point - I'm not convinced by the name Allo. I find it a bit anaemic, a bit too much like <a href="https://econsultancy.com/blog/65534-you-say-ello-and-i-say-goodbye-to-facebook/">the ill-fated Ello</a>. But what's in a name?</p> <p><img src="https://3.bp.blogspot.com/-ROYrLax6ggg/Vzx3fKq_mjI/AAAAAAAASUo/M5hptuwxzqYuhcyB1jcYcbwSA0nHiiN0wCLcB/s640/3-Gbot_animation_v4-GIF_abbrev%2B%25281%2529.gif" alt="google allo" width="315" height="639"></p> <h3>Virtual Reality - Daydream</h3> <p>I get very excited about <a href="https://econsultancy.com/blog/67834-why-virtual-reality-is-the-ultimate-storytelling-tool-for-marketers">VR</a> and consequently I'm excited about Daydream. It's a platform, allowing developers to create VR content for a range of devices.</p> <p>Google will work with hardware manufacturers to define and design new headsets and controllers.</p> <p>What excites me about Daydream is the consolidation of content, notably 360 degree video from YouTube, but also Google StreetView, Photos and Play.</p> <p>Though there have been many exciting demonstrations of VR from Oculus and its competitors, the consumer needs to be compelled by devices that offer more than simply early and expensive implementations.</p> <p>Google Daydream could really accelerate this process and hit some of the marks that <a href="https://econsultancy.com/blog/63292-what-we-learned-from-trying-google-glass">Glass</a> failed to hit so spectacularly.</p> <h4><strong>The verdict?</strong></h4> <p>A lack of hardware makes me even more excited about Daydream, avoiding the hype that accompanies a prototype headset and focusing on content.</p> <p><a href="https://vr.google.com/daydream/#signup"><img src="https://assets.econsultancy.com/images/0007/5093/Screen_Shot_2016-05-19_at_14.43.28.png" alt="daydream" width="615" height="246"></a></p> <h3>Google Assistant</h3> <p>Okay, we've touched on this already, it's going to be included in Allo, but more broadly Assistant will be part of Home (Google's new <a href="https://econsultancy.com/reports/a-marketer-s-guide-to-the-internet-of-things">Internet of Things</a> hub) and increasingly a part of interacting with your mobile (if you want).</p> <p>Google hasn't named its assistant, unlike Amazon (Alexa), Microsoft (Cortana), Apple (Siri) etc.</p> <p>I think that's a great move, as part of the scepticism around assistants and intelligent bots is whether indeed they will save time for the user.</p> <p>Apeing human interaction isn't always advantageous (see <a href="http://dangrover.com/blog/2016/04/20/bots-wont-replace-apps.html">this fantastic post</a> from Dan Grover), and Google seems to understand this need for incredibly useful interventions without a frustrating bot personality added in.</p> <p>Creating a home device that sits on your table and responds to commands is a way of showcasing Google Assistant.</p> <p>Even those without Home should start to realise that Assistant is something that can be utilised on their devices.</p> <p>If Assistant works with subtlety and nuance, much like the Allo example above, combined with the announcement of <a href="http://android-developers.blogspot.co.uk/2016/05/android-instant-apps-evolving-apps.html">Instant Apps</a>, it could greatly speed up mobile UX.</p> <h4><strong>The verdict?</strong></h4> <p>The most powerful part of Google's new announcements, given its ability to bring together products and pioneer new UX.</p> tag:econsultancy.com,2008:RoundtableEvent/811 2016-05-18T17:17:41+01:00 2016-05-18T17:17:41+01:00 Mobile Marketing <p><strong>Exclusively available for Econsultancy Enterprise subscribers,</strong> this roundtable gives you the chance to meet with your peers, share best practice and get insight into how they are managing their challenges in particular areas of Mobile Marketing.<br></p> <p><strong>Agenda</strong></p> <p>Agenda points to be published soon...</p> tag:econsultancy.com,2008:BlogPost/67854 2016-05-18T10:40:00+01:00 2016-05-18T10:40:00+01:00 Atom Bank: No branches, no legacy tech, fewer channels Ben Davis <h3>What does personalisation mean in banking? How do you ensure it is 'light touch' and not annoying?</h3> <p><a href="https://econsultancy.com/blog/66576-why-make-it-personal-personalisation-vs-contextualisation/">Personalisation</a> is about understanding the way in which customers want to interact with you and giving them the tools to tailor what you do to their own preferences.</p> <p>Everyone’s different, so you can’t second guess the way in which someone wants to use your services.</p> <p>In banking people generally don’t want over-familiarisation, but they do relate to a brand that connects with them and is on their side. </p> <p>Tone of voice can play an important part in terms of connecting with your customers and target audience.</p> <p>At Atom we’re taking personalisation a step further, demonstrating that we’re building a bank for our customers, not for ourselves – every one of our customers will get their own unique personalised brand when they register for our app.</p> <p>It’s their bank, not ours. This gesture in terms of personalisation is resonating highly with customers joining us.</p> <p><img src="https://assets.econsultancy.com/images/0007/4995/Screen_Shot_2016-05-17_at_10.36.53.png" alt="atom bank" width="160">  <img src="https://assets.econsultancy.com/images/0007/4994/Screen_Shot_2016-05-17_at_10.36.38.png" alt="atom bank" width="160"></p> <h3>What are the advantages and disadvantages of having no branches when it comes to customer-centricity?</h3> <p>We’re designing a truly joined up experience from the word go.</p> <p>We’re not having <a href="https://econsultancy.com/blog/67332-11-quotes-from-brands-on-multichannel-data-capture">to connect disparate channels</a> that hang off different systems and platforms, we are designing a connected experience with our app fully backed up with a 24/7 customer support proposition.</p> <p>Having a reduced number of channels makes things simpler, but it doesn’t stop you from offering a number of options to customers about how they want to connect.</p> <p>If a customer needs support, they have a number of choices and can shift from one channel to another in a joined up way.</p> <p>Not having branches does limit the number of people who’ll consider us as their bank, but we know we’re not for everyone and have a real focus on who we are for and shape our products and services around that audience.</p> <p>A significant advantage of having no branches is that we don’t have the cost associated with running a branch network. Lower costs for us means better value for our customers.</p> <h3>Your customers by nature are tech savvy. How does this affect product development?</h3> <p>Our potential customers are actually quite a diverse group – we’re targeting a mindset, not a demographic.</p> <p>We know they’ll be tech savvy, but more importantly they’re adopters of new ways of doing things, whether that’s tech or not.</p> <p>What it does mean is that they have high expectations and want to have a voice, having an active enthusiasm for all things new and different.</p> <p>From a product development perspective we’re keeping products simple, but adding value through the app experience we’re building to make sure it’s quick and easy to open an account and manage your money.</p> <p>Increasingly as we grow our customer base, we see customers working with us to feedback and help us <a href="https://econsultancy.com/blog/67500-what-is-digital-product-management">develop new products </a>and services.</p> <p>We want our customers to keep us honest and agile – having demanding customers means we have to keep one step ahead and our business model is shaped around this.</p> <p><img src="https://assets.econsultancy.com/images/0007/4996/Screen_Shot_2016-05-17_at_10.36.14.png" alt="atom bank" width="160">  <img src="https://assets.econsultancy.com/images/0007/4993/Screen_Shot_2016-05-17_at_10.35.51.png" alt="atom bank" width="160"></p> <h3>There's been a lot written about big corporate culture preventing digital transformation. Have you got any insight into this from a startup like Atom?</h3> <p>This comes back to having legacy systems that need significant amounts of investment to change and create a more agile infrastructure. In large organisations it’s not always easy to prioritise that investment.</p> <p>In terms of customer centricity, again <a href="https://econsultancy.com/blog/64771-customer-experience-issues-i-blame-legacy-systems">legacy hinders.</a></p> <p>Decisions to do the right thing for your customers often come with a price tag – existing banks have large customer bases that they’re making significant amounts of money from and a decision to implement a change for all customers then comes with a big income impact.</p> <p>That has a knock impact on profitability and shareholder value, so you can see why the big banks are slow to change.</p> <p>The beauty of a small business like Atom is we can make decisions about what we want to do and implement quickly.</p> <p>We haven't got layers of bureaucracy to cut through, or lots of people we need to convince. It’s a small team and the decisions we make are in our hands.</p> <p>We‘re focused on a low cost model so that we can share the value that creates back with both our shareholders and our customers.  </p> <h3>What's the next big thing when it comes to personalisation via mobile, at Atom and beyond?</h3> <p>Atom will be an ever evolving business and there’s plenty we’ve got up our sleeve in terms of personalisation, some of it we’re not giving away just yet!</p> <p>As we increase the sophistication of our app, we’re looking at how accounts and notifications can be much more tailored to your personal situation and preferences.</p> <p>We’ll learn from how customers are using the app and then mould the experience to their preferences and they’ll be able to set-up goals and alerts to help them manage and get closer to their money. </p> <p><em>The <a href="https://econsultancy.com/events/future-of-digital-marketing-london/">Future of Digital Marketing</a> takes place on June 7th 2016. </em></p> <p><em>In this video Econsultancy founder Ashley Friedlein summarises three kep topics we'll be covering at the event.</em></p> <p><iframe src="https://www.youtube.com/embed/nwh_g5mtnoA?wmode=transparent" width="560" height="315"></iframe></p> tag:econsultancy.com,2008:BlogPost/67832 2016-05-11T14:29:56+01:00 2016-05-11T14:29:56+01:00 Steering the digital shift: The biggest challenges facing financial companies Nikki Gilliland <p>The <a href="https://www.econsultancy.com/reports/digital-trends-in-the-financial-services-and-insurance-sector-2016/">Digital Trends in Financial Services report</a> is based on a survey of over 330 executives working across North America and the UK.</p> <p>Throughout the report, the wider industry is compared with a subset of companies that are at the forefront of the industry.</p> <p>As the companies creating the change to which others are responding, this group is referred to as “leaders.”</p> <p>A useful lens for comparison and inspiration, leaders display important differences from the rest of the sample, dubbed the “mainstream.”</p> <p>Here is what financial companies will be focusing on in 2016 and beyond.</p> <h3>Speaking to a new generation</h3> <p>57% of 'mainstream' respondents revealed that the biggest issue for their organization is an inability to appeal to new customers. </p> <p>This barrier is particularly apparent for younger generations, fundamentally due to a lack of innovation in customer acquisition activities.</p> <p>When approaching a financial service of any kind, the first instinct for people under the age of 40 is to look online.</p> <p>For the traditional financial organizations their parents might normally use, this behaviour is not yet the norm, but finding ways to meet this digital expectation is likely to be a big concern from now on. </p> <p>A shift to digital could also help to retain the brand loyalty of new customers.</p> <p><em><strong>Q. Thinking about disruption in your industry, what are your primary concerns? (Top two. Leaders vs mainstream)</strong></em></p> <p><img src="https://assets.econsultancy.com/images/0007/4829/Lack_of_digital_innovation.PNG" alt="" width="750" height="415"></p> <h3>Keeping up with the start-ups</h3> <p>Forget traditional rivals - there is now pressure for financial organizations to keep up with an entirely new set of competition.</p> <p>40% of leaders in the industry see start-ups who are already meeting the demand for new consumer habits (by utilising technology) as the biggest threat. </p> <p>With the amount of fintech companies in the market rapidly increasing, well-established companies are being forced to drive change or face the risk of falling behind.</p> <p><img src="https://assets.econsultancy.com/images/0007/4830/Competition_from_start-ups.PNG" alt="" width="750" height="591"></p> <h3>Making use of data</h3> <p>We now know more about consumers than ever before. From purchase history to browsing behaviour, data is being collated at a staggering rate. </p> <p>In 2016, the challenge for financial companies is to make use of this data in more relevant and engaging ways.</p> <p>After all, there is no use in recognising the ever-evolving habits of consumers only to provide them with the same stagnant service or outdated content. </p> <p>The key will be not only to understand how data can improve usability or increase sales, but also how it can ultimately improve the customer’s overall experience.</p> <p>With 56% of respondents planning on increasing invesment in digital marketing this year, this new focus on customer experience will also have an impact on budgets.</p> <p><img src="https://assets.econsultancy.com/images/0007/4833/Digital_budgets.PNG" alt="" width="624" height="467"></p> <h3>Considering a mobile world</h3> <p>A lot of financial organizations have been reluctant to make mobile a priority in the past, mainly due to the ingrained belief that desktop will remain the most popular channel.</p> <p>Customer concerns over security and privacy are also often a factor.</p> <p>However, with 42% of leaders now believing that mobile will be a major source of new account sign-ups (and even overtake other channels) in the next three years, a shift to mobile, or at least an emphasis on it, looks likely.</p> <p><img src="https://assets.econsultancy.com/images/0007/4832/Mobile_as_a_major_source.PNG" alt="" width="628" height="471"></p> <p><strong>For more information on this topic, check out the <a href="https://www.econsultancy.com/reports/digital-trends-in-the-financial-services-and-insurance-sector-2016/">Digital Trends in Financial Services report</a>.</strong></p>