tag:www.econsultancy.com,2008:/topics/native-apps Latest Native Apps content from Econsultancy 2017-03-01T14:20:00+00:00 tag:www.econsultancy.com,2008:BlogPost/68855 2017-03-01T14:20:00+00:00 2017-03-01T14:20:00+00:00 Mobile app usage grows by 28%: Where are users spending their time? Nikki Gilliland <p>But what kind of apps are they using exactly? Here are a few of the most interesting charts from Flurry’s report, along with a bit of insight into the findings. </p> <p>First, a bit of housekeeping. <a href="http://flurrymobile.tumblr.com/post/155761509355/on-their-tenth-anniversary-mobile-apps-start">The report</a> draws on Flurry’s global footprint, which includes 940,000 applications, across 2.1bn devices, in 10bn sessions a day.</p> <h3>Social and messaging apps reign supreme</h3> <p>In 2016, UK mobile users continued their rapid uptake of social media messaging apps, with usage in this category increasing by 46%. Globally, usage also increased by 44%, helping mobile to achieve a session growth of 69% year-on-year.</p> <p><img src="https://assets.econsultancy.com/images/0008/4275/UK_usage.png" alt="" width="780" height="434"></p> <p>So why are we using messaging apps even more than we used to? Flurry suggests that the ‘communitainment’ trend could be a factor – an awful term used to describe the act of sharing user-generated content on social media. </p> <p>As a result of this high usage, time spent in other apps – such as news or gaming – has naturally declined. Similarly, with a lot of messaging apps updating their range of emojis and adding sticker features, use of standalone personalisation apps has declined 46%. </p> <p>Retale recently reported that <a href="http://www.adweek.com/digital/chat-bots-are-winning-over-social-media-users-report/" target="_blank">58% of millennials</a> have interacted with a <a href="https://econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots/" target="_blank">chatbot</a> on social media in the past year, meaning AI could have also contributed to the rise of messaging apps. That being said, it’s unclear whether this percentage is due to brands capturing user’s attention or merely reaching people in the channels they already spend time in.</p> <h3>Daily habits linked to rise</h3> <p>Flurry found that the average mobile user spends around five hours a day on their smartphones, of which two hours are designated to social or messaging apps. </p> <p>Brits in particular are most active first thing in the morning as well as post-work, peaking at around 4pm and continuing until 10pm. This appears to be because, while other activities like watching television remain popular, many users are using more than one connected device at a time.</p> <p><img src="https://assets.econsultancy.com/images/0008/4274/Daily_habits.png" alt="" width="780" height="436"></p> <p>In fact, a recent <a href="https://www.consumerbarometer.com/en/graph-builder/?question=M9&amp;filter=country:united_kingdom" target="_blank">study by Google</a> shows that 65% of Brits also use a smartphone when watching television, once again highlighting the phenomenon known as second screening.</p> <p><img src="https://assets.econsultancy.com/images/0008/4273/Google_Devices.jpg" alt="" width="780" height="301"></p> <p>Meanwhile, real-time events have also helped to drive usage of mobile apps, such as sporting events like the Super Bowl. In Europe, app sessions for the sports category increased by a whopping 90% last year - a percentage largely put down to a jam-packed summer of sport including Wimbledon, the Euros and the Olympics.</p> <h3>Medium phones rivalling phablets in Europe</h3> <p>While Flurry’s previous report suggested that phablets (i.e. devices with screens between 5” and 6.9”) are dominating globally, it appears Europeans are still keeping hold of medium-sized devices, with the latter seeing a 47% market share in the UK.</p> <p>That being said, it’s been suggested that Europe will soon catch up, with phablet adoption set to grow to the point of eliminating small phones entirely. This is unsurprising, especially considering the global rise in shopping and utility apps, with many consumers turning to mobile devices for a multitude of practical purposes as well as entertainment.</p> <p><img src="https://assets.econsultancy.com/images/0008/4272/Phablets.png" alt="" width="780" height="436"></p> <p>For lots more information on this topic, be sure to check out Econsultancy’s <a href="https://econsultancy.com/reports/topics/mobile/" target="_blank">mobile-related research</a>.</p> tag:www.econsultancy.com,2008:BlogPost/68843 2017-02-28T11:23:05+00:00 2017-02-28T11:23:05+00:00 Seven brands already using Instagram’s new slideshow tool Nikki Gilliland <p>Here are a few examples of those already getting on board, as well as a few reasons why it can work.</p> <h3><a href="https://www.instagram.com/p/BQ1l8e1DhLM/?taken-by=urbandecaycosmetics" target="_blank">Urban Decay</a></h3> <p>The slideshow tool allows Urban Decay to create a mini-tutorial from a single post.</p> <p><img src="https://assets.econsultancy.com/images/0008/4193/Urban_Decay_1.JPG" alt="" width="730" height="466"></p> <p>By only revealing the finished make-up look at the very end, it gives users an incentive to keep swiping.</p> <p>What's more, by offering greater insight into the featured product - demonstrating how it can actually be used - it also nudges the viewer along the path to purchase.</p> <p><img src="https://assets.econsultancy.com/images/0008/4194/Urban_Decay_2.JPG" alt="" width="730" height="464"></p> <p>With tutorials being a popular form of <a href="https://econsultancy.com/blog/68205-how-three-beauty-ecommerce-sites-integrate-editorial-content" target="_blank">online content for the beauty industry</a>, this means many brands could place an even heavier focus on Instagram in future. And while Instagram Stories can already be used in this way, a slideshow means brands no longer have to worry about investing time and effort into content that will subsequently disappear.</p> <h3><a href="https://www.instagram.com/p/BRARrljg7F1/?taken-by=nba" target="_blank">NBA</a></h3> <p>Another way to use the tool is to tell the story of a specific date or event, like this example from the NBA.</p> <p><img src="https://assets.econsultancy.com/images/0008/4195/NBA_1.JPG" alt="" width="730" height="467"></p> <p>The brand is able to re-cap the results of multiple games, succinctly presenting a lot of information in a single post.</p> <p><img src="https://assets.econsultancy.com/images/0008/4196/NBA_2.JPG" alt="" width="730" height="463"></p> <p>While some have bemoaned the content-heavy nature of the feature, examples like this show how it can streamline an account’s overall aesthetic – allowing brands to post a number of interesting images without clogging up their followers' feeds.</p> <h3><a href="https://www.instagram.com/p/BQ1X4cWhVt2/?taken-by=wework" target="_blank">WeWork</a></h3> <p>WeWork’s Instagram account is designed to showcase its stunning co-working spaces around the globe. With just a single image, however, it’s pretty difficult to gain any real insight into what the office actually feels like.</p> <p><img src="https://assets.econsultancy.com/images/0008/4197/WeWork.JPG" alt="" width="730" height="464"></p> <p>Thanks to the slideshow feature, the brand is now able to do just that. </p> <p>Combined with a detailed description about its history and concept, the series of 10 photos allows the user to dive deeper into the story, as well as gain a much more tangible sense of what it would be like to work there.</p> <p><img src="https://assets.econsultancy.com/images/0008/4198/WeWork_2.JPG" alt="" width="730" height="465"></p> <h3><a href="https://www.instagram.com/p/BQ0oUULh4io/?taken-by=baywatchmovie" target="_blank">Baywatch movie</a></h3> <p>Another benefit of being able to upload multiple photos is that it enables brands to use a series of related images that would have otherwise gone unused on the platform.</p> <p>Take Baywatch, for example, which takes the opportunity to post movie posters celebrating the female members of its cast. </p> <p><img src="https://assets.econsultancy.com/images/0008/4199/Baywatch_1.JPG" alt="" width="730" height="470"></p> <p>This tactic will likely come in handy for teaser-posts, too, with brands revealing candid images or behind-the-scenes videos to engage fans. </p> <p>Baywatch's Tinder-inspired tutorial is also worth a mention here, cleverly reminding users how to use the new feature.</p> <p><img src="https://assets.econsultancy.com/images/0008/4200/Baywatch_2.JPG" alt="" width="730" height="469"></p> <h3><a href="https://www.instagram.com/p/BQ8-XdJhznn/?taken-by=time" target="_blank">TIME</a></h3> <p>Publishers often use Instagram to pique the interest of users and encourage them to click through to a particular story. This is heightened with the inclusion of multiple images, enabling a brand like Time to illustrate the narrative.</p> <p><img src="https://assets.econsultancy.com/images/0008/4201/Time.JPG" alt="" width="730" height="464"></p> <p>Not only does this give the post more impact, but it also helps to validate it, instantly giving the user greater insight and information about the story.   </p> <p><img src="https://assets.econsultancy.com/images/0008/4202/Time_2.JPG" alt="" width="730" height="460"></p> <h3><a href="https://www.instagram.com/p/BQ55ZQllfSh/?taken-by=disney" target="_blank">Disney</a></h3> <p>This post by <a href="https://econsultancy.com/blog/67860-10-examples-of-great-disney-marketing-campaigns" target="_blank">Disney</a> proves that you don’t have to include all 10 photos to create an impact.</p> <p><img src="https://assets.econsultancy.com/images/0008/4203/Disney_1.JPG" alt="" width="730" height="468"></p> <p>By using just two images, it is able to show the difference between an original illustration and a movie’s final frame - a simple but effective approach. This before and after concept is something we could see more of, especially when it comes to artists and designers showcasing their creative journeys. </p> <p><img src="https://assets.econsultancy.com/images/0008/4204/Disney_2.JPG" alt="" width="730" height="464"></p> <h3><a href="https://www.instagram.com/p/BQ02XnNBIX2/?taken-by=cosmopolitan" target="_blank">Cosmopolitan</a></h3> <p>Finally, a brand that took the reveal concept to another level.</p> <p><img src="https://assets.econsultancy.com/images/0008/4205/Cosmo_1.JPG" alt="" width="730" height="463"></p> <p>With the promise of a surprise, Cosmopolitan rewarded users with a shirtless Zac Efron if they kept swiping. While this example is rather gimmicky (merely serving as a demonstration of the tool itself), it deserves a mention for sheer creativity.</p> <p><img src="https://assets.econsultancy.com/images/0008/4206/Cosmo_2.JPG" alt="" width="730" height="469"></p> <p><em><strong>More on Instagram:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68485-what-marketers-need-to-know-about-instagram-shopping" target="_blank">What marketers need to know about Instagram shopping</a></em></li> <li><em><a href="https://econsultancy.com/blog/68262-three-innovative-examples-of-instagram-ux-hacks" target="_blank">Three innovative examples of Instagram UX hacks</a></em></li> <li><em><a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/" target="_blank">Instagram Stories: what do marketers need to know? </a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68836 2017-02-27T11:06:06+00:00 2017-02-27T11:06:06+00:00 Eight Western brands running cool campaigns on China's WeChat David Moth <p>Due to the app’s enormous user base and the way in which it is embedded in people’s lives, Western brands often use WeChat as a way of gaining a foothold in the Chinese market. If consumers habitually use an app on a daily basis, then it makes sense to try and use that platform for marketing.</p> <p>To give an idea of the scale of the app’s reach, here are some of those incredible numbers for you to marvel at:</p> <ul> <li>In Q3 2016 <a href="https://www.chinainternetwatch.com/19524/wechat-data-report-2016/">WeChat averaged 846m monthly active users</a>, which represents annual growth of 30%.</li> <li>In the same period the number of daily logged in users was 768m.</li> <li>50% of WeChat users use the app for at least 90 minutes per day.</li> <li>The average user sends 74 messages per day, rising to 81 messages among younger people.</li> <li>As of <a href="https://techcrunch.com/2016/11/16/tencent-q3-2016/">November 2015 more than 200m users</a> had linked their bank card with WeChatPay, which can be used to transfer money between users, make payments online and also to buy things in-store. More than 300,000 brick-and-mortar stores accept WeChat payment.</li> <li>In March 2016 Tencent said it banked over RMB300m ($46m) in a single month from commissions on WePay transactions. WeChat takes 0.1% on all payments, which indicates that app users made close to $50bn in payments that month.</li> </ul> <p>And to give an idea of how Western brands are making use of the app, I’ve rounded up some interesting campaigns and activations from recent years. This is a topic <a href="https://econsultancy.com/blog/65279-how-and-why-western-brands-are-experimenting-with-wechat/">I’ve previously touched on</a>, but that was a few years ago so I’ve trawled the web for new case studies. </p> <p>You’ll notice that most of these campaigns involve either an event in the Chinese calendar or a competition, often both. Equally, we’re largely talking about luxury brands which have an existing cache among Chinese consumers. No doubt these brands are also using WeChat for ongoing content marketing and consumer engagement, but for the purposes of this post I’m only looking at one-off campaigns.</p> <h3>Burberry</h3> <p>In my previous post on Western brands using WeChat I detailed Burberry’s impressive 'Art of the Trench' campaign. But the British fashion brand didn’t rest on its laurels; to coincide with Chinese New Year in February 2016, Burberry sent all of its followers an image of a letter tied with a pink bow. User were told to ‘Shake, tap and swipe’ to try and open the gift.</p> <p><img src="https://assets.econsultancy.com/images/0008/4151/burberry_lunar_new_year.png" alt="" width="250">  <img src="https://assets.econsultancy.com/images/0008/4150/burberry_lunar_new_year_2.png" alt="" width="250"></p> <p><em>Images pinched from <a href="http://digiday.com/marketing/burberry-coach-chanel-win-wechat-users/">Digiday</a></em></p> <p>Once opened, the letter gave users the option to send a personalized Burberry greeting to a friend to celebrate Lunar New Year. They could then shop the brand’s New Year collection within Burberry’s WeChat store. This kind of seamless activation within WeChat’s walled garden is the kind of thing Facebook yearns for.</p> <p>Burberry also gave users the chance to win limited edition Lunar New Year envelopes that could only be picked up in one of the retailer’s boutiques, demonstrating a neat way of using mobile to drive footfall in-store.</p> <p><iframe src="https://www.youtube.com/embed/VcCitrrCVOg?wmode=transparent" width="560" height="315"></iframe></p> <h3>Coach</h3> <p>Coach uses WeChat to help run its Chinese loyalty scheme, asking all new followers to enter their mobile number for a chance to win a handbag. There is also a members section where users can manage their accounts and unlock exclusive offers.</p> <p>In addition, for Mother’s Day in 2015 Coach ran a clever campaign called #MyFirstCoach, which celebrated the fact that mothers were their daughters’ first coach. The brand’s WeChat and Weibo followers were encouraged to upload photos of themselves with their mothers in order to be featured on Coach’s homepage and win a wristlet.</p> <p><a href="https://assets.econsultancy.com/images/0008/4154/coach.png"><img src="https://assets.econsultancy.com/images/0008/4154/coach.png" alt="" width="583" height="461"></a></p> <p>Backed by paid media, the campaign increased Coach’s WeChat followers by 35,000, as well as receiving more than 5,000 submissions and 2m impressions in three weeks.</p> <h3>Montblanc</h3> <p>Swiss accessories brand Montblanc ran a WeChat campaign that tied into China’s cultural association with the moon’s phases. The brand’s followers had to type in their gender and date of birth to receive information on their personal moon phase and the impact on their personality, love, hobbies and work. A Chinese astrology expert was drafted in to advise on the results.</p> <p>The campaign was to promote Montblanc’s new Meisterstück Heritage Perpetual Calendar and Bohème Perpetual Calendar watches, which feature a dial displaying the specific moon phase.</p> <p><img src="https://assets.econsultancy.com/images/0008/4149/Montblanc-Moon-Phone.jpg" alt="" width="620" height="414"> </p> <p>In a separate campaign, Montblanc used WeChat to tell the story behind its luxury range of fountain pens.</p> <p>Users were invited to scroll through an interactive history lesson which begins with the Industrial Revolution and ends with a showcase of the brand's Rouge et Noir range of pens. The story is intended to hammer home Montblanc's heritage and luxury credentials. Users can even choose to have some suspenseful music play as they scroll through the story.</p> <p><img src="https://assets.econsultancy.com/images/0008/4147/montblanc_pen.png" alt="" width="620" height="414"></p> <p><em>Photo pinched from <a href="https://jingdaily.com/wechat-campaign-spotlight-montblanc-gives-chinese-fans-a-digital-history-lesson/">Jing Daily</a></em></p> <h3>Roger Dubuis</h3> <p>Another luxury Swiss watch maker - I did say there was a theme among these brands. Roger Dubuis launched a campaign last year called ‘Who is your daring partner?’, which aimed to offer users product suggestions that matched their personality.</p> <p>Upon arriving on the dedicated landing page, users had to answer a series of questions. This included asking people to choose between two city skylines and whether they’d prefer a luxury yacht or a sports car.</p> <p><img src="https://assets.econsultancy.com/images/0008/4148/Roger-Dubuis.jpg" alt="" width="700" height="399"></p> <p><em>Photo pinched from <a href="https://jingdaily.com/70806-2/">Jing Daily</a></em></p> <p>After answering all the questions, users had to shake their phone to reveal which of Roger Dubuis’s watches they had been paired with. There was no option to purchase the watch within WeChat, with users instead being directed in-store. Participants could also win trips to various branded events by sharing a picture of themselves. </p> <h3>Michael Kors</h3> <p>In April 2016 Michael Kors launched a WeChat campaign in cahoots with Grazia China to promote its spring/summer collection.</p> <p>The ‘Chic Together’ campaign featured five pairs of Chinese celebrities wearing the brand’s bags and shoes. Users could scroll through the interactive app, complete with optional music, and click on each image to find out more about the products on show.</p> <p>At the end of the photo series, users were encouraged to upload a selfie with a friend, with their friend then qualifying for a free gift if they bought some Michael Kors products. Users could also vote for their favourite picture by sharing it on social.</p> <p><a href="https://jingdaily.com/wechat-campaign-spotlight-michael-kors-gives-wechat-followers-free-gifts-tours-new-york-city/"><img src="https://assets.econsultancy.com/images/0008/4153/michael_kors.png" alt="" width="620" height="414"></a></p> <h3>Estée Lauder</h3> <p>Estée Lauder worked with Chinese supermodel Liu Wen for an ‘EyeQ’ campaign to promote its eye care products.</p> <p>An interactive brand post encouraged users to click on a diary that appeared to be falling out of a handbag. The notebook opened to reveal ‘handwritten’ notes from Liu Wen, which all happened to relate to a different Estée Lauder eye care product. Users could also click on Polaroid images to find out more about each of the products.</p> <p><img src="https://assets.econsultancy.com/images/0008/4146/estee_lauder_feature.png" alt="" width="620" height="414"></p> <p>After scrolling through all the photos users were asked a multiple choice question to make sure they’d been paying attention. If they could correctly guess which product can take years off your eyes, users were offered the chance to win a surprise gift in exchange for their phone number and city of residence.</p> <h3>Clinique</h3> <p>Another cosmetics brand on the list, Clinique created a retro Snake game to lure consumers into learning more about its ‘Even Better Clinical Dark Spot Corrector &amp; Optimizer’. Catchy product name, really rolls off the tongue.</p> <p>Players had to navigate a snake made of skintone squares round the screen, chomping down ‘dark spots’. I can’t pretend to know what dark spots are, but you can see the obvious link between the product and the WeChat game.</p> <p><a href="https://jingdaily.com/campaign-spotlight-clinique-taps-throwback-favorite-persuade-chinese-consumers/"><img src="https://assets.econsultancy.com/images/0008/4155/clinique-featured.png" alt="" width="620" height="414"></a></p> <p>If players scored more than 300 points they won a limited edition sample of the product, and could also share their score to see how they ranked against other WeChat followers. This is another instance of the trend for creating a game or competition within WeChat to encourage user engagement.</p> <h3>British Airways</h3> <p>British Airways used WeChat as part of a broader marketing campaign around Chinese students using the airline to travel to college in England.</p> <p>The central creative idea in ‘Flying the Nest’ was one of those dreadful videos which purport to show someone being totally shocked by an event that just happened to occur while they were casually sitting around with a film crew.</p> <p>In the video a Chinese student called Fangfang is mildly surprised when her parents show up in London unannounced. Apparently Chinese students abroad often get stressed when their parents visit due to language and cultural barriers. British Airways sought to solve this problem by creating a handy travel guide that was downloadable within WeChat.</p> <p><iframe src="https://www.youtube.com/embed/6T-5jeLG7rs?wmode=transparent" width="560" height="315"></iframe></p> <p>At the end of the video a QR code links the viewer to the HTML5 guide, which details everything a traveller needs to know when flying with British Airways. This includes information on what they should bring, airport signage translations, immigration steps, and more. The guides could also be personalized and printed out.</p> <p>As is common with the examples on this list, British Airways also ran a competition. In this instance users could win flights from China to the UK by sharing an image with a specific hashtag. This is a really neat campaign from British Airways, offering followers something of genuine use via WeChat rather than just a gimmicky competition.</p> <p><em><strong>For more on this topic, read:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/the-china-digital-report/"><em>The China Digital Report</em></a></li> <li><a href="https://econsultancy.com/blog/67740-five-things-western-brands-should-know-about-china-s-digital-landscape/"><em>Five things Western brands should know about China's digital landscape</em></a></li> <li><a href="https://econsultancy.com/blog/67702-digital-in-china-10-things-you-might-not-know/"><em>Digital in China: 10 things you might not know</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68834 2017-02-24T13:51:16+00:00 2017-02-24T13:51:16+00:00 All the digital news stories you missed this week Nikki Gilliland <h3>Instagram lets you upload multiple photos and videos at once</h3> <p>Instagram has introduced a new carousel feature so that users can upload multiple photos and videos in a single post.</p> <p>It’s based on the notion that it’s difficult to choose just one photo from an experience, so now users can choose to include up to 10 photos or videos, which followers can swipe through to view.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Surprise! Now you can share up to 10 photos and videos in one Instagram post! <a href="https://t.co/OpBAUxcmJ4">https://t.co/OpBAUxcmJ4</a> <a href="https://t.co/U2u0OmBJln">pic.twitter.com/U2u0OmBJln</a></p> — Instagram (@instagram) <a href="https://twitter.com/instagram/status/834433357366833152">February 22, 2017</a> </blockquote> <h3>Republicans release report detailing A/B testing for Trump campaign</h3> <p>Apparently, Donald Trump’s website generated more online revenue per visitor when it used pictures of Trump giving two thumbs up than any other photo.</p> <p>This is just one snippet of information from the RNC Testing Booklet – a report that details information about the A/B testing undertaken by the Republican’s digital team throughout Trump’s campaign. You can read the <a href="https://www.scribd.com/document/336800205/RNC-Testing-Booklet">full report here</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/4135/Trump.JPG" alt="" width="400" height="648"></p> <h3>WhatsApp introduces ‘Status’ feature</h3> <p>WhatsApp has introduced ‘Status’ – a new feature that allows users to share disappearing photos and videos. It enables users to send contacts photos, GIFs or videos overlaid with drawings, emojis or captions, before the content will disappear after 24 hours.</p> <p>So, what will this mean for Snapchat? Read more about that <a href="https://econsultancy.com/blog/68830-will-snapchat-suffer-from-whatsapp-s-new-status-feature/" target="_blank">here</a>.</p> <h3>Snap starts selling spectacles online</h3> <p>So far, Snap’s video-recording glasses have only been available from special vending machines in surprise locations and from an NYC pop-up. Now, the brand has begun selling them online to US consumers for the sum of $129.99.</p> <p>The move comes ahead of the brand’s March IPO, where the company is seeking a valuation of up to $22bn.</p> <p><img src="https://assets.econsultancy.com/images/0008/4134/Spectacles.JPG" alt="" width="680" height="412"></p> <h3>Apple buys iCloud.net domain</h3> <p>Apple has taken ownership of iCloud.net – a domain formerly associated with a small-scale Asian social network – in a bid to eliminate market confusion over its cloud software services. Apple has refused to comment on the deal, meaning the financial details (and what it plans to do with the domain) remain unknown.</p> <h3>Uber writes to users trying to delete their accounts  </h3> <p>Uber has come under fire once again, this time for allegations made by a former employee about sexual harassment and discrimination within the company. The news has come less than a month after the #DeleteUber campaign, following the firm’s airport price surging controversy.</p> <p>With users once again trying to delete their accounts, Uber has responded by sending out a formal letter in response, explaining its position on Susan Fowler’s allegations (see below).</p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://twitter.com/Bro_Pair">@Bro_Pair</a> <a href="https://twitter.com/Uber">@Uber</a> <a href="https://twitter.com/hashtag/deleteuber?src=hash">#deleteuber</a> <a href="https://t.co/QAWOX87Wtj">pic.twitter.com/QAWOX87Wtj</a></p> — Mr. To Damn Good (@FamousCeleb) <a href="https://twitter.com/FamousCeleb/status/834567373214539776">February 23, 2017</a> </blockquote> <h3>Facebook Messenger users can now chat to Christian Grey </h3> <p>On the back of the release of the <em>Fifty Shades Darker</em> movie<em>,</em> PersonaBots.com has created a Christian Grey character for Facebook Messenger. Kudos to the person who raised <em>that</em> mid-meeting.</p> <p>Bringing fans’ fantasies to life (well, sort of) the bot’s raunchy chat culminates in talk of the famous Red Room. As you might expect, it’s decidedly NSFW, so the below screenshot is all you’re getting.</p> <p><img src="https://assets.econsultancy.com/images/0008/4133/Christian_Grey_chatbot_2.JPG" alt="" width="501" height="611"></p> tag:www.econsultancy.com,2008:BlogPost/68831 2017-02-23T11:48:06+00:00 2017-02-23T11:48:06+00:00 How brands are tapping into the trend for a digital detox Nikki Gilliland <p>Now, we are able to use mobile technology to encourage creativity and enhance entertainment – but arguably at the expense of our productivity and general well-being.</p> <p>This topic was recently highlighted in Mindshare’s 2017 <a href="http://www.mindshareworld.com/uk" target="_blank">Trends report</a>, which also cited how certain companies are tapping into the consumer’s desire to switch off.</p> <p>Here’s a bit of elaboration on the subject, and a few more examples of how brands are (ironically) using technology to combat technology overload.</p> <h3>Dolmio Pepper Hacker</h3> <p>Last year, Dolmio used the notion of ‘too much tech’ as the basis of its own marketing campaign. It was built around the idea that technology has hijacked dinner time, with children becoming so absorbed in tablets and smartphones that they are completely unaware of everything going on around them. </p> <p>So, it created the ‘pepper hacker’ - a device that automatically disables surrounding Wi-Fi - to help families reclaim dinner time. </p> <p>It was a well-executed campaign, incorporating an amusing advert, a competition and a related creative – all hosted on a dedicated website. As well as using a relatable topic to target its core demographic of families, the brand was also able to show care and concern for the people who typically buy its products.</p> <p><iframe src="https://www.youtube.com/embed/dN04OO67_do?wmode=transparent" width="854" height="480"></iframe></p> <h3>Apple</h3> <p>Apple included a whole host of sleep-related features in its iOS 10 update, recognising the growing problem of users being able to switch off from their phones at night. Putting ‘Bedtime’ into its own dedicated tab, it now allows users to configure alarms to remind them when to go to bed and when to wake up, emphasising that a regular pattern can help aid restful sleep. </p> <p>More recently, there’s been talk that Apple is to introduce new apps for the Apple Watch, including similar sleep and fitness trackers. If it does, this demonstrates the brand's greater intent to infiltrate the health industry, as well as perhaps recognition that it is intrinsically linked to users’ increasing sleep troubles.</p> <p><img src="https://assets.econsultancy.com/images/0008/4100/Apple_bedtime.jpg" alt="" width="625" height="539"></p> <h3>GE</h3> <p>Another brand to tap into sleep-related issues is GE, with its range of C-Sleep light bulbs.</p> <p>Designed to prevent harsh light from interrupting natural rhythms in the brain, the lightbulbs can be toggled between three settings – one for night, one for morning and one for any time in-between. By changing the light intensity, people will be able to prevent melatonin levels from being disrupted, as well as create a more calming and sleep-inducing bedtime environment.</p> <p>This is a good example of a brand demonstrating that it’s not always about a reaction against technology itself – but finding ways to use technology in smart ways in order to facilitate a modern lifestyle. The fact that the lightbulbs can be controlled via an app proves that balance is key.</p> <p><img src="https://assets.econsultancy.com/images/0008/4101/GE.JPG" alt="" width="750" height="416"></p> <h3>Meantime Brewing Company</h3> <p>Another content marketing campaign, this time from Meantime Brewing Company, based on the idea that technology is disrupting socialising and our ability to enjoy down-time. As part of its 'Make Time For It' campaign, it challenged six talented craftsmen from six cities to each create one element of a pop up bar. The premise being that it takes time to both create and enjoy a good beer.</p> <p>Meantime’s London bar, also the smallest ever pop-bar, opened last October with one stipulation – everyone entering had to hand over their mobile phone so that they could enjoy a pint, technology-free. </p> <p>It’s not unusual for beer brands to use ideas of patience and calm – Guinness’s famous tagline is course “good things come to those who wait”. However, Meantime’s strict no-smartphone rule proved that more brands are cottoning on to the idea (as well as how it can be used to drum up a good bit of PR).</p> <p><iframe src="https://www.youtube.com/embed/jIn0N2mpbKw?wmode=transparent" width="854" height="480"></iframe></p> <h3>Headspace</h3> <p>Lastly, just one example of a brand that would not exist if there wasn’t a desire to switch off.</p> <p>Headspace is one of the most successful mindfulness apps, designed to help users take a break from the treadmill of life and instead take a well-earned breather. Now reported to be worth £25m, there has been some suggestion that Headspace goes against the traditional, spiritual premise of true mindfulness. After all, not all of its features are free.</p> <p>This is a pretty cynical view, however, and perhaps one that is beside the point here. What Headspace shows us is that mindfulness is now mainstream. Brands, whether they are already established or not, are merely finding more ways to capitalise on it.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Life is easier with technology. But is it happier? <a href="https://t.co/sEEs4t62jI">https://t.co/sEEs4t62jI</a> <a href="https://t.co/6FHyxFG9eW">pic.twitter.com/6FHyxFG9eW</a></p> — Headspace (@Headspace) <a href="https://twitter.com/Headspace/status/833858035336425473">February 21, 2017</a> </blockquote> tag:www.econsultancy.com,2008:BlogPost/68829 2017-02-23T11:10:00+00:00 2017-02-23T11:10:00+00:00 Benefit Cosmetics’ eyebrow loyalty app attracts 20,000 users Nikki Gilliland <p>The Wow Brows app is a booking system and loyalty app in one, and since it launched in November of last year, it’s attracted an impressive 20,000 users in the UK and Ireland.</p> <p>I’ve downloaded it to see what all the fuss is about. Here’s a rundown of its various features and what it aims to offer consumers. </p> <h3>Drives in-store beauty services</h3> <p>You’re probably aware of Benefit products, but you might not know that the brand also offers a wide range of beauty services in its various boutiques across the country. Undoubtedly, one of the biggest motivations behind the app is to increase awareness about these stores and to encourage bookings.</p> <p>The app works by allowing users to find and locate a nearby store, book an appointment, and collect rewards in the process.</p> <p><img src="https://assets.econsultancy.com/images/0008/4083/Benefit_2.png" alt="" width="250"></p> <p>It’s fairly simple to use, though it does require users to sign-up to the app even if they already have an online account with Benefit. </p> <p>Personally, I also find the tone of voice rather cringey. An app addressing me as ‘gorgeous’ would probably sound patronising at the best of times, let alone when it’s to inform me about a basic bit of information. </p> <p><img src="https://assets.econsultancy.com/images/0008/4081/Benefit_1.png" alt="" width="250"></p> <p>That aside, fans of Benefit are likely to be used to this sort of thing, so I suppose I can be forgiving.</p> <h3>Rewards loyal consumers</h3> <p>One thing I particularly like about the app is that it tells users from the start what kind of rewards to expect. And happily, you don’t have to wait until your 10th time to actually receive anything.</p> <p>You only have to book two appointments before you can claim your first reward, which is a free brow tint.</p> <p><img src="https://assets.econsultancy.com/images/0008/4083/Benefit_2.png" alt="" width="250"></p> <p>Not only does this provide consumers with the incentive to actually use the app once they’ve downloaded it, but it offers a tangible reward for loyalty, in turn enhancing the consumer’s positive perceptions about the brand. </p> <p>The ability to gain extra rewards if you refer a friend is a bonus, too. </p> <h3>Offers real-time and functional elements</h3> <p>Another aspect that works well is its geo-locational technology and integrated map.</p> <p>All you have to do is allow the app to detect your location, and it will provide you with a list of nearby places that offer Benefit beauty in-store. You can also view opening hours, the different type of services on offer, as well as book your appointment there and then.</p> <p><img src="https://assets.econsultancy.com/images/0008/4084/Benefit_7.png" alt="" width="250"></p> <p>I think this type of mobile technology is likely to drive more booking conversions than an advert or promotion on social media. After all, the act of booking a beauty or hair appointment is often an afterthought or on the 'to-do' list. So the notion that you can simply use your smartphone to do so whenever you’re ready provides much more convenience.</p> <p><img src="https://assets.econsultancy.com/images/0008/4085/Benefit_8.png" alt="" width="250"></p> <h3>Focus on simplicity</h3> <p>While a lot of brand beauty apps try to wear far too many hats, I particularly like how Wow Brow is quite narrow in terms of its focus. Its simplicity means that users are more likely to know what they’re getting when they download it – and use it again in future. </p> <p><img src="https://assets.econsultancy.com/images/0008/4086/Benefit_9.png" alt="" width="250"></p> <p>Previous attempts from other brands, while good in theory, were probably overwhelming for consumers that are already happy shopping online or in-store. Debenhams Beauty Club, for instance, allowed consumers to collect loyalty points as well as actually buy products, read reviews and claim offers in-app. </p> <p>Similarly, while the likes of L’Oreal’s Make Up Genius capitalises on VR to wow users, Benefit is well-aware of its limitations.</p> <p>It’s not the fanciest mobile app ever, but it knows what it can offer consumers, and it does it pretty well.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">Seven ways social media is shaping the beauty industry</a></em></li> <li><em><a href="https://econsultancy.com/blog/68087-six-brilliant-blogs-from-the-beauty-industry/" target="_blank">Six brilliant blogs from the beauty industry</a></em></li> <li><em><a href="https://econsultancy.com/blog/68689-how-the-beauty-industry-is-embracing-the-internet-of-things/" target="_blank">How the beauty industry is embracing the Internet of Things</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68802 2017-02-14T10:41:36+00:00 2017-02-14T10:41:36+00:00 Five content marketing examples from dating sites and apps Nikki Gilliland <p>As online dating services become increasingly popular – with <a href="http://www.pewinternet.org/2016/02/11/15-percent-of-american-adults-have-used-online-dating-sites-or-mobile-dating-apps/" target="_blank">15% of all American adults</a> reportedly having used one – these sites are cleverly tapping into customer demand.</p> <p>While some larger dating sites rely on television or PPC advertising, good old fashioned content marketing remains a great way to attract a clientele.</p> <p>Here’s a look at just a few examples. And to learn more on this topic, check out these Econsultancy resources:</p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">Content Marketing Training Courses</a></li> <li><a href="https://econsultancy.com/reports/the-future-of-content-marketing/">The Future of Content Marketing Report</a></li> <li><a href="https://econsultancy.com/reports/implementing-content-strategy-digital-best-practice/">Implementing Content Strategy: Digital Best Practice</a></li> </ul> <h3>OKCupid</h3> <p>OKCupid was one of the first online dating websites to use content to drive its overall strategy.</p> <p>The original incarnation – OKTrends – was run by the company's co-founder, Christian Rudder, who used his mathematical background to set the tone of the blog. </p> <p>Essentially, he turned statistics and user data into fascinating articles, generating huge interest from online readers in general - not just those using its main dating service.</p> <p>Since being acquired by Match.com the blog has changed, however data and insight from the dating community remains at the heart of its content.</p> <p>It also regularly posts larger features, designed to poke fun at the perils of modern dating. One recent example is the amusing ‘Dictionary for the Modern Dater’, found on its Medium blog. Managing to steer clear of the clichés of online dating, it uses relatable humour to engage and entertain readers.</p> <p><img src="https://assets.econsultancy.com/images/0008/3867/OKCupid.JPG" alt="" width="780" height="422"></p> <h3>Match.com</h3> <p>Match.com is another site that uses data to inform its content, largely for its annual ‘Singles in America’ study, which surveys over 5,000 US singletons to create informative and in-depth infographics and blog posts.</p> <p>Last year, the ‘Clooney Effect’ was one of the most successful pieces of content to arise, subsequently being picked up by a number of high profile publishers such as Glamour and Business Insider. </p> <p>Stemming from the statistic that 87% of men would date a woman who made ‘considerably more money’ than them (like Clooney and his highly successful wife, Amal Alamuddin) – it built on themes of positivity and empowerment to generate interest. With a reported 38% increase in traffic around the period the study was published, the results speak for themselves.</p> <p><img src="https://assets.econsultancy.com/images/0008/3868/Match_survey.JPG" alt="" width="780" height="428"></p> <h3>eHarmony</h3> <p>Unlike the aforementioned examples, eHarmony relies on emotive storytelling rather than statistics.</p> <p>With a helpful and thoughtful tone of voice, it aims to stem the fears and general stigmas that surround online dating, using advice-based articles to drive registration on the main site. </p> <p>While some have labelled its style of content as patronising, one area where eHarmony undeniably succeeds is in user-generated content. The 'success stories' page of its website is littered with positive reinforcement, cleverly breaking down content into various categories to target a wide range of demographics and backgrounds.</p> <p><img src="https://assets.econsultancy.com/images/0008/3870/eharmony.JPG" alt="" width="700" height="720"></p> <h3>Tinder</h3> <p>In just two short years, Tinder acquired more than 50m users – a feat that can perhaps be put down to its shrewd use of third-party integration. </p> <p>By enabling users to sign up with their Facebook login, it cleverly cuts through the frustrations of traditional dating websites, encouraging a younger audience to download and use the app.</p> <p>Unsurprisingly, Tinder is also one of the best examples of how to use social media to engage users. Not only does it integrate social on its app (now allowing users to cherry-pick the Instagram photos that they would like to show on their profile) it also populates its own social media with interesting, humorous and decidedly tongue-in-cheek content.</p> <p>For example, its Facebook page continuously drives interest. Last year, a Valentine’s Day post generated over 58,000 likes, 9,600 shares, and 2,900 comments – coming out on top in terms of engagement for online dating sites.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Ftinder%2Fphotos%2Fa.378789085524216.87768.353659601370498%2F914594031943716%2F%3Ftype%3D3&amp;width=500" width="500" height="589"></iframe></p> <h3>Hinge</h3> <p>Dating app, Hinge, has turned its back on ‘swipe culture’, recently introducing a subscription-based model to help users cultivate meaningful connections. Features of the app, unlike Tinder, are also designed to resonate on a deeper level. For example, users are required to ‘heart’ specific parts of another’s profile such as the book they’re currently reading or their go-to karaoke song.</p> <p>Hinge also builds on its positioning as a ‘relationship app’ rather than a dating app to inform its wider content marketing. </p> <p>A recent email campaign, launched in time for Thanksgiving, asked users what they were thankful for.</p> <p><img src="https://assets.econsultancy.com/images/0008/3874/Hinge.JPG" alt="" width="500" height="787"></p> <p>Using a seasonal theme alongside a message of gratitude – it was a clever example of how to use content to reinforce brand values and reignite user interest. </p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/64270-five-dating-tips-you-can-apply-to-your-email-marketing/" target="_blank">Five dating tips you can apply to your email marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/68068-four-ways-brands-are-marketing-through-dating-services/" target="_blank">Four ways brands are marketing through dating services</a></em></li> <li><em><a href="https://econsultancy.com/blog/67563-how-tinder-has-changed-ecommerce/" target="_blank">How Tinder has changed ecommerce</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68789 2017-02-09T09:45:36+00:00 2017-02-09T09:45:36+00:00 How smart-switching energy apps are tapping into customer need Nikki Gilliland <p>A new generation of ‘smart switching’ companies are now popping up in order to bridge this gap. Capitalising on so-called consumer inertia, they are using digital technology to make switching even simpler. </p> <p>The question is – is there really a demand?</p> <p>Here’s a bit more info on this new generation of energy-related brands. </p> <h3>What exactly do they do? </h3> <p>Smart switching services essentially act like real-time deal trackers. They mostly monitor and compare energy deals, delivering cheaper tariffs as they appear and offering users the opportunity to directly switch there and then. </p> <p>Some companies do this via a website, but most have a <a href="https://econsultancy.com/blog/66837-three-points-to-consider-when-developing-a-mobile-app-strategy/" target="_blank">mobile app</a>, making it even easier and more convenient for consumers to find a cheaper set-up. </p> <h3>How are they marketing their services? </h3> <p>Voltz is one example of a new switching service, designed for the 80% of households who “do not have the time or the inclination to visit a comparison site”. </p> <p>Its positioning is all about ease and convenience, with a tone of voice that almost makes actively switching sound like more hassle than it's worth. This seems slightly misleading, as again, going about it the regular way isn’t that difficult.</p> <p>However, from its ‘super easy registration’ to its ‘tap to switch’ option, it probably does make life slightly easier just by allowing you to use the service on your smartphone. </p> <p><img src="https://assets.econsultancy.com/images/0008/3777/Voltz.JPG" alt="" width="270" height="554"></p> <p>Voltz makes money by taking a commission from key energy suppliers, meaning that if a cheaper tariff is found with another company, users will be prompted to call in order to switch.  </p> <p>Flipper is a similar company, but one that aims to go a step further by taking control of the entire switching process on behalf of consumers. Instead of commission, it works by charging customers £25 a year – a fairly acceptable amount considering it claims to save you £50 a year at least.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When we make the right decision once, life can be a lot simpler. Join <a href="https://twitter.com/flippercomm">@flippercomm</a> and put energy bills out of your mind once and for all! <a href="https://t.co/81TsHBkWTA">pic.twitter.com/81TsHBkWTA</a></p> — Flipper Community (@flippercomm) <a href="https://twitter.com/flippercomm/status/813464576188698625">December 26, 2016</a> </blockquote> <p>Like Voltz, the company promotes a sense of convenience, but focuses a little more on the transparency and honesty of its services. I noticed its website and presence on social media is particularly focused on providing reassurance, using <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> to instil trust. </p> <p>Finally, Swuto is a service (like Voltz) that works on commission from suppliers. However, its biggest difference is that it also allows customers to switch on behalf of family members such as children living away from home or elderly parents. </p> <h3>What are the implications? </h3> <p>It’s been suggested that the arrival of these new companies could impact how suppliers set out tariffs in future, perhaps offering short-term options with the knowledge that there will be greater demand from smart switching.  </p> <p>For consumers, this can only be a good thing. </p> <p>With favourable reviews from users, and Flipper in particular appearing to gain momentum, we could see many more of these services popping up in future. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Signed up <a href="https://twitter.com/flippercomm">@flippercomm</a> last night for £25. Over night they found a new deal that saves estimated £266 a year. Nice. <a href="https://t.co/UQlqgEB2fK">https://t.co/UQlqgEB2fK</a></p> — Gareth Coxon (@GarethDotDesign) <a href="https://twitter.com/GarethDotDesign/status/784299192680189952">October 7, 2016</a> </blockquote> <p>While the concept might sound like it’s merely giving into laziness, it is clear the demand is there. And if it prevents people from paying over the odds on energy bills – why not? </p> tag:www.econsultancy.com,2008:BlogPost/68729 2017-01-25T10:44:32+00:00 2017-01-25T10:44:32+00:00 A review of Litsy: The social media app for book lovers Nikki Gilliland <p>So, is Litsy worth using instead? Here are my thoughts.</p> <h3>The basics</h3> <p>I didn’t know much about Litsy before downloading it, but it is pretty easy to get to grips with. </p> <p>Essentially, it is a social media network that combines the best features of both <a href="https://econsultancy.com/blog/65939-20-instagram-stats-marketers-need-to-know/" target="_blank">Instagram</a> and Goodreads. I signed up using my Facebook account, which is always a handy feature, and dived in.</p> <p><img src="https://assets.econsultancy.com/images/0008/3293/Litsy_1.png" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/3294/Litsy_3.png" alt="" width="300" height="532"></p> <p>There are two main ways to navigate the app.</p> <p>First, you can scroll through your feed to view posts from the various accounts you follow. I don’t know anyone that already uses it, so I began by following the Litsy account, a couple of big book publishers, and a few random people with high ‘litfluence’ (more on that later).</p> <p>Secondly, you can find discussion topics by searching for specific books, authors or tags.</p> <p><img src="https://assets.econsultancy.com/images/0008/3295/Litsy_4.png" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/3296/Litsy_5.png" alt="" width="300" height="532"></p> <p>There are three ways to post on the app, including a ‘blurb’, a ‘quote’ or a ‘review’. Each one has a 300-character limit and the option to add an image.</p> <p>A blurb can be something like an image caption or a short comment. The other two options are pretty self-explanatory.</p> <p> <img src="https://assets.econsultancy.com/images/0008/3299/Litsy_12.png" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/3301/Litsy_9.png" alt="" width="300" height="532"></p> <h3>Building a community</h3> <p>As well as posting content, users can also create their own ‘to-read’ lists and build a ‘litfluence’ score. The latter is influenced by how many books or pages you have read or how many likes you’ve gotten. This gamification element is an added bonus – it adds to the satisfaction of finishing a book and gives users an incentive to keep using the app.</p> <p>Another aspect of Litsy that particularly stands out is its <a href="https://econsultancy.com/blog/68720-six-successful-examples-of-online-brand-communities/" target="_blank">community focus</a>.</p> <p>Unlike other social networks where conversation can be random or irrelevant to other users, everything on Litsy is always connected back to the core topic of books, ensuring that the community is built on real and enthusiastic interest.</p> <p><img src="https://assets.econsultancy.com/images/0008/3302/Litsy_6.png" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/3300/Litsy_11.png" alt="" width="300" height="532"> </p> <p>There is the chance that it will become very 'fandom'-orientated, with a lot of posts about particularly popular series or characters.</p> <p>However, this is not necessarily a negative, as if you are not interested in the subject, it doesn't have to affect your own experience - you can simply follow more relevant accounts.</p> <h3>Instagram-style features</h3> <p>Another aspect of Litsy that I like is its concise and highly visual nature.</p> <p>If you don’t want to post reviews, you can still be active on the app by posting short comments or images. Its character limit also prevents people from writing rambling reviews. Instead of the standard star rating system, it has a four category options of Pick, So-So, Pan or Bail.</p> <p><img src="https://assets.econsultancy.com/images/0008/3303/Litsy_16.png" alt="" width="300" height="532"> </p> <p>While this might frustrate a lot of people, I actually find it quite useful.</p> <p>So many online reviews are wishy-washy or give a nonchalant three stars, whereas this forces you to come to a concrete conclusion about a book and decide whether or not you’d recommend it to a friend. The option to flag up spoilers is also very clever, and prevents anyone from unwittingly reading reviews they don't want to.</p> <p>Meanwhile, the Instagram-style photo editing feature encourages creativity and real-time posting. I came across a lot of people simply sharing what or where they were reading. Again, this builds on the community aspect, with people providing context to simply share in the enjoyment of the reading experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/3306/Listy_7.png" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/3307/Litsy_8.png" alt="" width="300" height="532"></p> <p>Similar to Instagram or Twitter, the tag feature aids discovery. If you are interested in a particular genre, such as crime fiction, searching this tag will immediately provide you with inspiration or ideas about what to read next. </p> <p>If you're someone who finds it difficult to narrow down books to read, this feature is definitely helpful, as it's very easy to spot popular tags or find Litsy's 'most-stacked' titles.</p> <p><img src="https://assets.econsultancy.com/images/0008/3304/Litsy_14.png" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/3305/Litsy_15.png" alt="" width="300" height="532"></p> <h3>In conclusion…</h3> <p>There’s a lot to enjoy about Litsy. In terms of user experience, its streamlined design and straightforward navigation makes it simple and intuitive to use.</p> <p>While some people might not appreciate its short character limit or over-arching focus on imagery, I think this nicely complements the 'in-the-moment' mobile experience. </p> <p>My lasting impression is also that it’s a very positive app. Unlike Goodreads, there are few scathing or rambling reviews, and in contrast to Instagram, you’ll find no self-obsessed selfies. It is what it says on the tin - a platform to celebrate and indulge in a love of books.</p> <p>Like most communities, its success will depend on whether it generates enough interest and activity to be sustained. So if you're a book worm, it's worth giving it a whirl.</p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/66837-three-points-to-consider-when-developing-a-mobile-app-strategy/" target="_blank">Three points to consider when developing a mobile app strategy</a></em></li> <li><em><a href="https://econsultancy.com/blog/65690-is-there-a-future-for-native-apps/" target="_blank">Is there a future for native apps?</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/68727 2017-01-20T14:14:00+00:00 2017-01-20T14:14:00+00:00 10 of the best digital marketing stats we’ve seen this week Nikki Gilliland <p>Don’t forget, you can download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for lots more insight.</p> <p>On we go...</p> <h3>Less than half of consumers satisfied with retail apps</h3> <p>New research from Apadmi has found that retail apps are failing to meet the expectations of consumers, with just 40% of UK consumers being satisfied with the apps they’ve downloaded in the past.</p> <p>Nearly one in five say they would like retailers to invest more heavily in improving apps, while 30% would be more likely to use them if they had a wider range of features. </p> <p>Lastly, 25% of consumers say they would think less of a retailer that failed to update its app regularly.</p> <h3>Online searches for food trends increase</h3> <p>New data from Hitwise has revealed that online searches related to diet, nutrition and super-food have risen by 70% in the past two years. Searches for ‘gluten-free’ have become particular popular, rising 141% since 2014. </p> <p>Meanwhile, searches for ‘paleo’ enjoyed a big spike at the start of 2016, however with New Year’s resolutions waning, interest declined as the months passed.</p> <p><img src="https://assets.econsultancy.com/images/0008/3234/Gluten_Free_Searches.png" alt="" width="624" height="310"></p> <h3>92% of online consumers don’t intend to buy during a first visit </h3> <p>A new report by Episerver has discovered that too much of a focus on conversion means retailers could be missing out on opportunities for engagement.</p> <p>In a survey of over 1,000 consumers, it was found that 92% who visit an ecommerce website or mobile app with the intent of buying rarely or never complete checkout.</p> <p>This reflects the importance of relevant and engaging content that supports the entire purchase journey, rather than content that's geared around getting consumers to buy.</p> <h3>Location &amp; convenience drives supermarket shoppers </h3> <p>Despite continual ‘price wars’ between the big four supermarkets, consumers don’t choose where to shop based on low prices - this is according to a new study by TCC.</p> <p>In a survey of 1,530 UK shoppers, proximity and location was found to have the biggest influence on where consumers shop, with 48% of Brits citing this as the main factor. </p> <p>40% of survey respondents said a decent range of products and services, 39% said habit and familiarity, while just 34% said low prices. </p> <p><img src="https://assets.econsultancy.com/images/0008/3243/sainsburys.jpg" alt="" width="650" height="433"></p> <h3>Half of students predict online tracking would improve grades</h3> <p>According to new research by Kortext, 47% of students believe that they would achieve better grades if their lecturers were able to track their study habits throughout the academic year.</p> <p>In a survey of over 1,000 current and former students, 91% said they would be happy for universities to use analytics to track weekly progress, while 76% said that a closer monitoring of study habits would lead to fewer university dropouts.</p> <h3>Over 50s spend 71% more per visit than younger shoppers</h3> <p>Coniq has found that shoppers over the age of 50 tend to spend 71% more in shopping centres than younger people, despite visiting 25% less.</p> <p>The research also found that the over 50s complete around 45% of transactions per trip, which is a much higher amount compared to other consumer age groups. Likewise, older consumers were found to make use of 31% more offers than younger age demographics.</p> <p>For retailers, this proves the importance of older consumers, with the over 55s now expected to make up two thirds of all retail activity by 2025.</p> <h3>Advertisers wasted over 600m on non-viewable ads in 2016</h3> <p>According to the latest report from Meetrics, UK advertisers spent approximately £606m on online ads that failed to meet the minimum viewability standards in 2016.</p> <p>In the final quarter of the year, just 49% of banner ads met the recommendation that 50% of the ad is in view for at least one second.</p> <p>Despite the figure being a slight improvement on Q2, it still remains a noticeable drop from the 54% viewability level of Q1 2016.</p> <p>In comparison to other European countries, this means the UK is lagging behind, with Austria and France having 69% and 60% viewability levels respectively. </p> <p><img src="https://assets.econsultancy.com/images/0008/3229/Viewability.png" alt="" width="540" height="371"></p> <h3>50% of consumers uninspired by finance marketing</h3> <p>A new study by 3radical has delved into consumer perceptions of marketing campaigns across the UK’s largest industries.</p> <p>Efforts from banks and brands within the finance industry were found to be the most ineffective, with 50% of survey respondents citing marketing campaigns as uninspiring. </p> <p>38% of consumers said the same thing about fashion and beauty marketing, making it the second-worst performing industry. In contrast, supermarkets and technology brands both scored well, with 80% of Brits believing supermarkets’ marketing to be effective, and 79% saying the same for technology brands.</p> <h3>Email rated as the best performing marketing channel</h3> <p>According to the DMA’s latest benchmarking report, email remains in good health, with 41% of marketers rating it as the best-performing channel.</p> <p>Now at 98%, email delivery rate is at its highest ever, increasing by 11 percentage points since 2010. </p> <p>Lastly, despite some decline in recent years, unique open rates and unique click-to-open rates remain steady, currently at 15% and 20% respectively.</p> <p><em>Total emails delivered</em></p> <p><img src="https://assets.econsultancy.com/images/0008/3227/DMA_email.JPG" alt="" width="622" height="404"></p> <h3>Aldi named as one of the UK’s most customer-centric retailers</h3> <p>Dunnhumby’s latest global index report has revealed that Aldi, Lidl and Tesco are the UK’s most customer-centric retailers.</p> <p>The findings are based on the key drivers behind a customer’s likelihood to repurchase from a retailer as well as desire to recommend it, including factors like ‘affinity’, ‘range and service’ and ‘rewards’.</p> <p>Aldi was ranked highest for ease and price, Tesco for its customer loyalty programmes, and Lidl for its value-focused approach.</p>