Brand boredom, conversion, ‘irrelevant’ marketing: 5 interesting stats to start your week

 

Almost half of Gen Z has abandoned brands due to ‘boredom’

Almost half (46%) of Gen Z shoppers in the UK have abandoned a brand they were once loyal to because they became ‘bored’ of them. In the general population, over one in four (29%) report they have abandoned a brand due to boredom.

According to the data from SAP Emarsys, as well as being more prone to boredom with brands, younger consumers are particularly drawn to innovative marketing. Around a third (30%) of Gen Z say they have tried a new brand because of its ‘creative marketing’, compared to 23% of the general population.

Young consumers are also more drawn to ‘cool’ content or imagery, with 31% reporting they are enticed by this versus 21% of other age groups.

The research also spoke to marketers about AI and the role it could play in engaging consumers. Around two-thirds (66%) of marketers agree that AI will be crucial for boosting customer engagement this year, and half (50%) have already experienced a rise in engagement after implementing personalisation powered by AI.

Source: SAP Emarsys

Brand awareness and sales conversion found to have strong correlation

Research carried out by brand tracking platform Tracksuit and TikTok has found a strong positive correlation between brand awareness and conversion on the social media platform.

For example, results showed that a brand with 40% prompted awareness is 43% more efficient in driving conversions than one with 30% awareness. A brand with 50% prompted awareness is 29% more efficient than one with 40% awareness. This strong positive relationship continues, effectively meaning higher brand awareness creates a higher conversion rate.

The research finds that brands consistently benefit from increasing awareness, however, beyond a certain level of awareness the rate at which it improves conversion becomes more gradual. Gains in conversion efficiency become more subtle as awareness rises above a 37% threshold.

Source: Tracksuit and TikTok

Half of UK consumers receive ‘irrelevant’ marketing

Around half (50%) of consumers say the digital marketing they receive from retailers is ‘irrelevant’ to them.

Last year, 48% of consumers felt the content they received was catered to them, but this year, that figure has dropped to 42%.

This declining belief in the personalisation of retailer’s marketing is carried across channels. Just over half (54%) of consumers believe that email marketing campaigns are effectively tailored to them, down from 63% in 2023.

Similarly, belief that website and social media content is personalised has declined sharply from last year. Nearly three in five (59%) consumers feel website content is tailored to them, down from 71% in 2023, while 55% believe social media content is personalised versus 69% last year.

Source: Optimizely

Sales stabilise for the UK’s takeaways

Above-inflation sales growth for the UK’s restaurant deliveries in August have rounded out a strong summer for the sector, as it begins to stabilise.

UK restaurant deliveries had like-for-like sales growth of 7.3% in August, comfortably above the inflation rate of 2.2% for that same month. This follows sales growth of 17.1% and 9.4% in June and July respectively.

Overall, sales growth for restaurant deliveries has fallen below 7% only once this year.

The CGA Tracker tracks big brand restaurant groups including Pizza Hut, Nando’s and Wagamama.

It also tracks takeaway and click-and-collect sales from these brands. These sales grew marginally at 0.1%, the first growth in 12 months. However, this growth was driven by price, with volumes down in August.

Combined deliveries, takeaways and click-and-collect sales in August were 4.6% ahead of the same month in 2023. These combined sales attracted just over 14 pence in every pound spent with restaurants last month, against 86 pence for eat-in visits.

Source: CGA by NIQ

Over half of people with caring responsibilities do not feel visible in UK society

Over half (53%) of people with caring responsibilities in the UK think they are ‘not very’ or ‘not at all’ visible in society.

Caring responsibilities also have a negative impact on many people’s professional lives, with almost one in two (48%) current and former unpaid carers saying caring had a negative impact on their job and ability to work.

Many carers are also unhappy with how they are represented in the media. Almost one in three (29%) carers feel ‘quite’ or ‘very’ negative about their representation in popular culture. This feeling of negative representation is felt most keenly by single parents with children under 18, and men aged 65 plus.

Source: UN Women UK and UM