Data Feed: January 11, 2018

Key stats you need to know about today

Amazon Dependent: New data from Feedvisor found that checking Amazon is becoming a regular part of shoppers' behavior. The firm reported that 85% of Amazon Prime members visit the platform at least weekly. And that figure was 56% among non-Prime members. In addition, the survey found 79% of Amazon shoppers trusted the service above all others for shipping, and nearly half of customers (47%) had shopped on Amazon via mobile device.

Millennials Squirrel Away Savings: Millennials are doing a pretty good job of saving. A September 2017 survey of US adults by Discover found that 81% of respondents ages 18 to 34 were socking away money, compared with 74% of Gen Xers and 77% of baby boomers. The company also found that more than a third of millennials said they saved more money in 2017 than they had the previous year. And about two-thirds of those in the demographic saved for a specific goal, like travel expenses.

Native Ad Metrics: How well is native advertising doing for US campaigns? According to figures from Nativo, the call-to-action rate for native ads on the company's platform was 2.5% in Q3 2017, a slight drop from the 2.6% rate recorded during the preceding quarter. In addition, Nativo found the clickthrough rate (CTR) for native ads was 0.8% during the third quarter. Audiences spent more time with native ads for business-to-consumer (B2C) technology than with native ads from any other vertical in Q3 2017, according to Nativo.

Unwelcome Emails: Welcome emails are having a hard time finding inboxes. New data from Return Path revealed welcome emails had an inbox placement rate of 84%, lower than any other type of marketing email. Emails that followed a purchase did the best, with an inbox placement rate of 98% and a comparatively envious read rate of 44%. Post-purchase emails also had a relatively low delete-before-reading rate (7%).

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