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ECONSULTANCY 10 of the best


Econsultancy.com’s Nikki Gilland brings us 10 of the best digital marketing stats to sink your teeth into.


Increase in US children using mobile Seasonal product marketing generates


10% rise in email open rates As Starbucks and other brands re-introduced Autumnal ranges, a Mailjet test found that email open rates rose 10% in instances where popular flavourings like pumpkin spice were mentioned. In the US, email subject lines mentioning pumpkin spice generated the highest open rate, with a 90% higher open rate than a regular email sent around the same time. Meanwhile, when Halloween-fever took hold, Mailjet found that


marketers were successfully engaging consumers on the back of anticipation for the new Stranger Things series. Email open rates were 74% higher when the TV show was directly mentioned in the subject line.


UK ad viewability hits 18-month high


According to the latest benchmark report from Meetrics, UK ad viewability has hit its highest level for 18 months. In the third quarter of 2017, the amount of banner ads served that met minimum viewability standards rose from 51% to 52% – the highest level since Q1 2016. This also follows a rise from 47% to 51% in the previous quarter. Despite this, Meetrics says that the UK still lags behind other


European countries on ad viewability. Italy and Austria lead the way, with 68% and 67% viewability respectively, while Switzerland and Poland are the closest to UK levels with 55%.


54% of travellers want better mobile tech


on holiday New research from Apadmi has found that over half of travellers think the sector needs to offer customers more ways to utilise their mobile devices while on holiday. In a survey of 1,000 people who have taken a trip in the last 12 months, 50% said they want to see more mobile check-ins in airports, as well as the ability to check-in at hotels via mobile. 37% of travellers also want a mobile digital hub containing all the


travel information they need, e.g. for transport, accommodation and visitor attractions. Lastly, 38% would like better tools to help them with language translations, and a quarter would like to be able to use mobile payments more.


58 DECEMBER 2017


technology A report by Common Sense has revealed that American children aged eight and under are spending more time than ever using mobile technology. Kids reportedly spend 48 minutes a day on mobile devices – up from


just five minutes in 2011 – with 42% also owning their own tablet device, compared to just 1% in 2011. The report also states that 49% of children aged eight or under


typically watch TV or play video games in the hour before bedtime, and 10% of this group have a ‘smart’ toy that connects to the internet or a voice-activated virtual device.


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