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Half of consumers will turn to Amazon for their Christmas shopping this year
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Just under a half of UK shoppers (44%) plan to complete their Christmas shopping online this year — with a majority (42%) looking to turn to Amazon first.

That’s according to findings from the Episerver report “An Interview with The Couch Shopper: The Episerver Holiday Ecommerce Report 2020,” for which the firm surveyed 4,050 online shoppers across the world and performed 1.6 billion website sessions to uncover the behaviors and trends shaping the future of e-commerce.

The survey revealed that 42% of UK shoppers plan to buy most of their Christmas presents on Amazon this year, and 8% say they plan to buy all of their gifts on Amazon.

The study found that in general, 37% of UK online shoppers visit Amazon first when they have a specific product they’re looking to purchase, and 35% begin their shopping journey on Amazon even when they do not have a specific product in mind. 

Whether it’s with Amazon or another retailer, there will be an exponential increase in online Christmas shopping this year, amid the ongoing pandemic, and a majority of which will occur through mobile devices. In its analysis of web traffic, Episerver found that 2020 e-commerce traffic overall spiked 18% year-over-year, and mobile traffic specifically ticked up 5% year-over-year — now accounting for 59% of all traffic to retail websites. 

Episerver’s survey of consumers revealed the most active shoppers are also the most likely to use their smartphones: 53% of consumers who said they shop online every day primarily rely on their smartphones to do so. When viewed as a whole, the report’s findings indicate the need for retailers to tailor their content to consumers across all types of channels and to deliver a mobile-first shopping experience this Christmas and beyond.

“As Amazon claims an increasingly larger share of the market, retailers and brands can no longer compete by using broad promotions to stand out or catch consumers’ eyes,” said Josh Schoonmaker, senior director of strategy, commerce, at Episerver. “Instead, retailers must draw consumers in with intuitive online shopping experiences, compelling content, and personalised recommendations or offers.”

You can download “An Interview with The Couch Shopper: The Episerver Holiday Ecommerce Report 2020” here.

Facebook and Artefact team up for marketing attribution guide
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Facebook and data marketing consultancy Artefact have released a practical, step-by-step guide they say will help businesses make the most of marketing attribution – the process of tracking and ranking the importance of marketing actions along the customer journey.

This first joint publication reveals that marketers who make attribution a business priority can double the marketing efficiency of their business. The partners say studies have shown that omnichannel shoppers have a 30% higher lifetime value than single channel customers, and the guide explains how to capitalise on this using the Facebook Attribution tool.

The guidebook explores how attribution is the critical next step of data-driven marketing maturity, with impact beyond digital practices. It also demonstrates how attribution is one of the most important accelerators towards a digital-first and consumer-centric business model and mindset.

The guide says better attribution pushes organisations and brands to move from discrete touchpoints planning to gluing together holistic consumer journeys. This reasoning is illustrated through three client cases showcasing best-in-class experiences with Etam, Europcar and TUI.

Other elements explored in the guidebook include:

  • How customer data collection can be enriched for attribution quality and accuracy
  • Why attribution is a critical enabler of efficient marketing (cost optimisation) and personalised experiences (message optimisation).
  • What are the key pillars of an attribution project using Facebook Attribution (measure – understand – allocate) and which stakeholders need to be engaged in the process.
  • The key steps and best practices to successfully implement Facebook Attribution and accelerate your measurement journey.

Download Facebook and Artefact’s Attribution Guidebook.

82% won’t buy from outdated websites
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Three in four Americans agree that how a company presents themselves online is more important now than ever before.

In fact, the average American abandons 24 online purchases per year because a company’s website looks unprofessional, according to new research.

A new survey of 2,000 Americans and 500 American small business owners found that how a company portrays themselves online is becoming increasingly important.

Just in the past month, the average American hasn’t gone through with $61 worth of purchases due to a brand’s website giving them pause.

The study, conducted by OnePoll on behalf of GoDaddy, went on to show that 82% of Americans say they’re less likely to buy something from a company if their online presence is unprofessional or dated.

Six in ten Americans go so far as to say they are “disappointed” when they go to shop with a company and they don’t have a sleek, modern website.

But it’s not just official websites. Half of those polled say they’re “disappointed” when a brand they want to shop with has no social media presence.

And two in three say they would think twice about shopping with a company if they had an unprofessional or dated social media presence.

Nearly three in four (72%) say they are much more conscious of a brand’s online image now than they were just five years ago.

One in three say they enjoy a brand that has a “quirky” online presence, with 58% saying they’ve shopped with a brand specifically because one of their social media posts grabbed their attention.

With the world shifting more online, are small business owners aware that their bottom line is affected by how their website and social media presence looks?

According to the results, they’re highly aware.

Nearly every SBO polled (92%) said they felt like their website appearance affected their sales, with nearly the same amount saying the same about their social media presence.

But they could maybe use a hand when it comes to their own online presence.

Typical online purchases involve seven steps taking three hours
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Shoppers work through several stages before making a significant buy via the internet, which includes spending at least 35 minutes deciding whether a purchase is absolutely necessary.

Following that, an online search for a product or service, including on social media sites, will take place over the next 33 minutes.

And the survey of 2,000 adults found an average of 30 minutes is then spent reading online reviews and recommendations, with the average shopper avoiding a purchase if something has less than 3.4 stars out of five.

While one in 10 wouldn’t buy something with 99 five-star ratings if it has just a single one-star review.

Half an hour will also be spent narrowing down the choices between brands by comparing to other similar products for price and quality.

Other steps include sharing potential purchases with friends or family, putting something into a virtual basket – then the final hurdle of completing the transaction.

The research was commissioned by Vision Direct, whose CMO, Ashley Mealor, said: “As purchasers are spending so long scouring reviews, it is so important for businesses, especially those operating online, to be accurately and fairly represented.

“We recognise there are some brands which have reviews that cannot be trusted, as those writing them have been incentivised to do so.

“Implemented for the main purpose of generating favourable online appraisals, the concept of proposing incentives or hosting competitions can be misleading and skew authenticity.

“It’s encouraging to see platforms such as Trustpilot, starting to take great steps to ensure it is a level playing field for all by revising regulations and stopping all consumer incentives – to address a controversial grey area.

“With the prevalence of dishonest reviews online, the seven stages of shopping feels like a sensible way of ensuring a purchase – particularly one of value – is made well.

“You are then not just relying on reviews, but also word of mouth, social media, customer service and brand comparisons.”

The research also found 62 per cent of respondents think of themselves as ‘considered’ purchasers – who don’t buy without thoroughly researching the item first.

However, 14 per cent are happy to describe themselves as an ‘impulse’ buyer, who shops first then asks questions later.

But Brits would not consider something to be a ‘significant’ purchase if it fell below the £163 price point – and the last time they spent more than £100, they deliberated for eight days.

And 31 per cent are more likely to make a significant buy online, while 25 per cent would rather do it face-to-face – with the remainder not caring either way.

Although consumers are more likely to be suckered by an impulse purchase in a real-life store, than by something they see online (30 per cent vs 23 per cent.)

It also emerged that in order to ‘fully trust’ a brand, Brits want to receive their goods in perfect condition (45 per cent), experience super-quick delivery (26 per cent) and be on the receiving end of exceptional customer service (41 per cent).

But while 78 per cent of shoppers leave online reviews after using a company, just under half are more likely to do so if they are offered an incentive like money off their next order, or a chance to win a prize.

However, a huge 83 per cent of those polled via OnePoll believe unscrupulous sites or brands often put up fake positive reviews to try and trick people into buying their goods.

Ashley Mealor added: “Our study found online reviews to be hugely important to lots of people – half say they are important, especially when considering eyewear or eye medication.

“It can be hard sometimes to know whether an online review can be trusted, particularly where your health is concerned.

“This is where the fifth stage of shopping – getting real-world feedback from people you know in real life – can be hugely beneficial.

“If somebody you know and trust is willing to recommend something that word-of-mouth review is worth its weight in gold to any manufacturer.”

THE SEVEN STAGES OF SHOPPING
1. Deciding on a need for something – 35 minutes
2. An online search for the product you want including social media sites – 33 minutes
3. Reading online reviews and going through recommendations – 29 minutes
4. Narrowing down between brands by comparing to other similar products for price and quality – 31 minutes
5. Share links with friends and family – 14 minutes
6. Getting something into your online or real-life basket – 19 minutes
7. Actually making the purchase – 24 minutes
TOTAL – 185 minutes – 3 hours and 5 minutes

Ransomware

47% of employees in Marketing lacking cyber security skills
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Cyber security remains one of the most challenging issues for business owners – large and small. And it seems data breaches cost UK enterprises an average of $3.88million per breach – according to IBM. 

And considering much of the global workforce is now remote, it has never been more important for employees to be cyber aware. 

Specops Software recently found that Clickjacking is the most common form of hacking in education at 66%. Whilst Phishing was extremely prevalent among other key industries at 71%.

This prompted the company to investigate the industries without sufficient cyber security training by surveying 1,342 businesses across 11 sectors across the UK. 

On average, just 41% of employees across all sectors surveyed have not been provided adequate cyber security training. 

It is perhaps unsurprising that those working in Travel and Hospitality have not been adequately trained against cyber threats (84%). It comes after EasyJet was recently targeted in a serious cyber-attack whereby email addresses and travel details for around 9 million customers was breached. 

In second place is Education and Training. 69% of respondents who work in this industry claim they have not been trained sufficiently against cyber threats – a worrying statistic as breaches compromise student and staff safety. In fact, cyber attacks have been increasing year-on-year as more instances are reported, with four key reasons attackers target educational institutions: DDoS attacks, Data theft, financial gain, and espionage. 

Other key industries that have not provided sufficient training include Marketing, Advertising and PR (47%), Medical and Health (42%) and Charity and Voluntary Work with 29%. 

Understandably, the sectors with far more stringent cyber security training processes include Legal Services (16%) and Recruitment and HR (19%). 

Specops also sought to find out if the level of cyber security training had changed since the beginning of COVID-19.

Out of the 1,342 respondents, the results revealed the following:  

  • I have been trained a lot more since COVID-19 – 21%
  • I have been trained a little more since COVID-19 – 37%
  • I have not been trained since COVID-19 – 42%
Business Sector% of businesses that have since implemented cyber security training sessions since COVID-19 
Education and Training76%
Medical and Health65%
Computer and IT39%
Travel and Hospitality37%
Customer Service23%
Creative Arts and Design22%
Charity and Voluntary Work15%
Marketing, Advertising and PR13%
Legal Services13%
Accountancy, Banking and Finance10%
Recruitment and HR8%

Specops Software found on average just 29% of business sectors have initiated additional cyber security training. 

94% of respondents claimed it was the responsibility of their company to keep them up to date with cyber security training, whilst 79% could not identify if they were hacked.

To further complement the survey, Specops Software’s Cyber Security Expert Darren James has provided some expertise:

  1. Why is it important for all employees to be trained?

The fact of the matter is that you can put as many security systems and procedures in place as you wish, but usually the weakest link is always the human being involved. Providing cyber security training is essential. Subjects such as password hygiene, email scam/phishing/malware awareness, social media usage etc. are important and the more attention we can bring to it via training at work, the less likely people in general will fall victim to these crimes.

2. Should companies integrate training on a regular basis and how often?

Generally, it’s a good idea to provide basic training to everyone, and to all new employees, so everyone is at least on the same page. Then, it is a good idea to promote awareness through the use of a good password policy, and maybe when IT experience interactions with users e.g. service desk/desktop support etc. provide further reminders where appropriate. Some “high risk” users such as IT admins, HR and finance teams should have regular awareness training.

3. What can companies do to ensure training is kept up to date, especially now everyone is working from home? 

Working from home represents another challenge when providing training. You can send emails out or put something on an extranet/intranet page, but let’s be honest not many people are going to willingly go and look. Try arranging a “working from home cyber security awareness” call if possible – whether it is per team, or with team managers who can then pass on key information. 

Please see the full research here: https://specopssoft.com/blog/uk-business-sectors-lacking-cyber-security-training/

Brands ‘struggled to respond empathically’ to Covid-19 and Black Lives Matter
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While most brands want to be more empathic to social change and global issues affecting customers, many have struggled to respond effectively to recent events such as Covid-19 and Black Lives Matter.

That’s according to new research, which says 81% of brand representatives surveyed in July said they adapted their marketing due to Covid-19, while 60% found it difficult to display appropriate empathy when doing so.

The research among 250 senior marketing decision makers in the UK was conducted by Sapio on behalf of marketing AI company datasine. 

Over 90% of marketers are trying to be more empathic in their marketing campaigns which shows a genuine understanding of the need to respond to issues and societal events impacting consumers and audiences. However, 75% said they were unable to respond quickly enough to rapidly developing situations such as Covid-19.

Empathy has increased in importance for brands and marketers during 2020. 84% of those surveyed said that the need to respond to events with empathy has increased over the past 6 months. The top three empathy focuses identified in the research for brands right now are:

  1. Covid-19
  2. Black Lives Matter
  3. Mental Health

The two most common barriers stopping brands from responding faster and more effectively to change are; the inability to measure and analyse sentiment; and a lack of knowledge around how to use data to predict the success of future campaigns, both at 38%. To help solve these issues and others, 97% of brands want to adopt technologies such as Artificial Intelligence, to help them use data more effectively for predictive analysis and automated decision making.

Emma Bonar, head of digital, Les Girls Les Boys, said: “Now more than ever it’s vital that we are able to demonstrate that we do empathise with our customers – after all these are issues that really do affect all of us. There’s a need to respond quickly and appropriately to changes in sentiment, which is where AI can help us use data to make the right decisions, and make them fast.”

Chris Loy, CTO, datasine, added: “A brand’s ability to respond rapidly and appropriately to external events affecting its audiences and customers has probably never been tested more than it has in the past six months. Truthfully, it’s becoming critical to their success. Digital marketing demands instantaneous response to the things that are happening in the world. That requires marketing professionals to be able to use data to adapt their creatives, message, visual and textual content on a continual basis in line with changing audience attitudes.

Image by Luisella Planeta Leoni from Pixabay 

Marketing spend expected to rebound post-COVID
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The latest IPA Bellwether Report asserts that ad and marketing spend will rebound in 2021, following budgets being slashed to their lowest levels in twenty years due to the impact of the coronavirus.

The net balance of firms that cut marketing budgets fell to -50.7% in Q2, down from -6.1% in Q1, with almost 64% of panel members having registered a decrease in spending compared to the first quarter, while only 13% posted an increase. These figures supersede the Report’s previous nadir of -41.7% evidenced in Q4 2008, following the global financial crisis.

The report says anecdotal evidence suggests that many businesses were focused on cutting costs amid the severe declines in revenue caused by the pandemic. Although firms utilised the UK government’s furlough scheme to ease the burden of staff costs, other reductions were required in order for many businesses to survive. Service sector companies faced particularly challenging circumstances, with little-to-no access to their clients amid enforced closures.

With coronavirus restrictions prohibiting anything other than small gatherings, funding for events marketing saw the sharpest reduction in the second quarter. A net balance of -76.6% of panellists registered a decline in events budgets, with more than 80% reporting a decrease. Just 3.6% posted a rise.

Main media advertising, crucial for brand exposure, also reported a steep decline in Q2. In fact, the reduction in budgets was the most severe since the survey’s inception, with a net balance of -51.1% of marketing executives seeing a decline in available spend. Underlying data within this main media category suggested the worst performing sub-category was out of home advertising (-61.2%). This was followed by audio (-50.0%), published brands (-49.2%), video (-39.3%) and other online (-35.1%).

Across each of the seven broad marketing types, direct marketing and public relations saw the joint-softest budget cuts in the second quarter, although with net balances of -41.6%, the downturns were still severe overall. Meanwhile, market research (-42.2%), sales promotions (-51.2%) and other marketing expenditure (-59.2%) each saw historic reductions for their respective categories.

Bellwether panellists remained pessimistic towards financial prospects in the second quarter of 2020, casting more downbeat assessments on both own-company and industry-wide finances.

Sentiment on own-company prospects plunged far deeper into negative territory compared to the first quarter, when the severity of the COVID-19 pandemic was only just beginning to become apparent. In the second quarter, precisely two-thirds of survey participants reported a pessimistic outlook for finances against 11.5% that expected an improvement, taking the net balance to -55.1%. The result represented the most severe degree of negativity since the fourth quarter of 2008 when the net balance measured -57.7%.

Reporting on industry-wide prospects, firms were also more pessimistic in the second quarter. In the latest survey period, 72.4% of businesses were pessimistic on financial prospects compared to just 6.4% that were optimistic. As a result, a net balance of exactly -66% of firms were downbeat, eclipsing the recent low of -42.0% registered in Q1. The latest reading pointed to the most negative outlook since the final months of 2008, at the nadir of the global financial crisis, when the net balance stood lower at -71.1%.

Following the global coronavirus outbreak and resulting lockdown measures, Bellwether author IHS Markit anticipates steep contractions in several key economic indicators during 2020. With many businesses temporarily closed throughout the majority of the second quarter, IHS Markit is expecting a -11.9% decline in GDP for the year as a whole. This forecast assumes that the gradual easing of UK lockdown measures continues over the coming months, allowing an increasing number of businesses to fully reopen and begin to claw back some of the lost revenue from the months of March, April and May.

Given the current economic climate, the Bellwether model points to a -11.3% reduction in adspend during 2020. However, this figure is heavily dependent on most sectors in the UK economy remaining open for the rest of the year, with a second wave of coronavirus infections a significant downside risk.

Looking forward, IHS Markit anticipates a robust recovery in macroeconomic conditions during 2021 as businesses move closer to operating at full capacity. This would translate into a predicted +4.9% expansion in GDP and implied adspend growth of +6.0%. Beyond that, it expects the economy to achieve above-average growth during a further recovery phase, before stabilising near long-run rates in 2024 and 2025.

Paul Bainsfair, IPA Director General, said: “As we suspected, these Q2 Bellwether figures reveal the very grave impact of COVID-19 on UK companies’ marketing budgets, financial prospects and employment plans. Understandably companies in the most severely disrupted sectors have had few options but to preserve cash and operations to survive until trading conditions are more benign. We can only hope that the range of Government aid – from VAT cuts to the Eat Out scheme, in addition to the furlough scheme and more, can help to facilitate this.

“While the future trajectory of the economy is unpredictable, however, that of brands starved of marketing investment is much clearer. Our evidence from previous recessions and periods of buoyancy consistently shows that cutting marketing investment weakens brands in the near-term and limits growth and profitability in the long-term.”

Businesses can deliver incremental revenue using variable digital print
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Using variable digital print delivered one retailer 128% incremental revenue vs control – that’s according to an industry report from the Go Inspire Group, which also reveals that simply increasing design vibrancy, delivered a 20% uplift vs control.

The research determined that reflecting a customers’ individual preferences, by utilising enhanced personalisation and variability to tailor product imagery, offer and a range of other factors, can deliver a monumental difference in incremental revenue, from direct mail campaigns. 

The study also shares further recommendations for variability including:

• Personalised catalogues and brochure content

• Personalised barcodes 

• Personalised links to digital content

• Personalised offer periods 

• Segmented event invitations 

Visit here for the full paper and all its recommendations.

Coronavirus: ‘Content marketing imperative grows’
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Many marketing organisations lack the necessary capabilities and processes to keep pace with a growing content marketing imperative amid the coronavirus outbreak, according to new strategic report from the CMO Council.

Cleary, the impact of COVID-19 on face-to-face business interactions, particularly large gatherings, has been swift and pervasive.

Content will need to pick up the slack, according to Donovan Neale-May, Executive Director of CMO Council and author of the strategic brief, Making Content Marketing Convert.

“Marketers must act quickly and decisively to increase the impact, scope, reach and return of their content marketing investments in 2020,” said Manuel Hüttl, Senior Vice President Europe beim CMO Council. “Our research also shows there is a critical need for marketing organizations to bring more discipline and strategic thinking to content specification, delivery and analytics.”

Developed in partnership with NetLine the report provides insights into the problems marketing organisations face in elevating the business impact of content development, distribution and lead conversion. It also provides a concise set best practices, along with a self-assessment check list for lead performance improvement.

Among CMO Council research insights that underscore the problems and shortcomings in current content marketing initiatives:

  • Only 12 percent of marketers believe their content marketing programs targets the right audiences with relevant and persuasive content.
  • Only 21 percent say they are sufficiently partnered with their sales counterparts in developing and measuring demand generation programs.
  • Most view their content marketing process as ad hoc, decentralized and driven by internal stakeholder, rather than customer, interests.
  • While 88 percent of business buyers say online content impacts vendor selection, just nine percent think of vendors as trusted sources of content.

The report offers commentary and advice on the top 10 essentials for effective authority leadership-driven content marketing:

  1. Partner with credible + trusted sources
  2. Produce relevant + compelling strategic insights
  3. Add customer-contributed views + validation
  4. Present authoritative, newsworthy and enriched content
  5. Engage qualified, verified and predisposed audiences
  6. Target the whole influencer, specifier + buyer ecosystem
  7. Embrace multi-channel distribution, promotion + syndication
  8. Authenticate content consumption and buyer engagement
  9. Ensure lead legitimacy and compliance 
  10. Cultivate, Activate and convert prospect flow

It also offers a set of best practices for lead lifecycle management. These practices cover:

  • Functional alignment between marketing and sales
  • Lead qualification—prioritization and scoring
  • Lead nurturing and relationship development
  • Hand-off and optimization of the conversion process
  • Campaign measurement

Download the report here.

Half of small marketing businesses predicting Q1 growth
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Two in five small business leaders (39%) predict growth by 31 March – the highest level for 18 months, according to new research from Hitachi Capital Business Finance.

By industry sector, this quarter sees a rise in growth outlook registered across the board in all but two sectors, with a significant upturn of growth projections in real estate (49%), IT and telecoms (49%), legal (47%) and media (46%). 

In recent weeks, there has been widespread speculation on the likely impact of Brexit on the UK business community. The new data suggests smaller businesses are more likely to see uncertainty as an opportunity. Seasonal businesses, those that live with change and the need to adapt on a regular basis, are more likely to predict growth for the months ahead (40%). Also, small firms that invest in their technology assets are more likely to foresee opportunities to adapt and grow (47%).

Regionally, small businesses in the East (43%) join London (47%) and the North West (45%) as having the most businesses with a positive outlook for the months ahead. Over the last 12-months, there has been a significant upturn in growth predictions in London (rising from 36% to 47%), the South West (from 29% to 38%) East (28% to 43%). In contrast, small enterprises in Wales and Scotland were the least likely to predict growth.

Interestingly, older businesses (those that have been trading the longest) demonstrate the biggest surge in growth outlook, suggesting a willingness to adapt to change. The ‘confidence gap’ between younger and mature businesses shows clear signs of closing. 

Percentage of businesses predicting growth to 31 March by age of business (how many years it has been trading)

 Less than 5 years5-10 years10-20 years20-35 years35+ years
Q1 202045%36%38%34%37%
Q4 201945%38%34%24%26%
Q1 201949%34%33%30%30%

Gavin Wraith-Carter, Managing Director at Hitachi Capital Business Finance said: “As the UK economy enters a new chapter, the latest findings from our quarterly tracking research suggest that UK small businesses are starting a new year, a new decade and a new economic era with a positive outlook. What is heartening is the diversity of this confidence, which spans regions, sectors and older businesses modernising.“At Hitachi Capital Business Finance we are producing a new series of training and support guides to help small business manage their enterprises through the Brexit transition period. In addition, our smart funding solutions give small businesses greater flexibility in the way they manage their cashflow and help their enterprises through seasonal highs and lows. The UK economy is going through a period of uncertainty – at Hitachi Capital Business Finance we are helping small businesses to live with uncertainty and to see it as an opportunity to innovate and grow.”

Additional Tables Percentage of businesses predicting growth to 31 March by sector

Percentage of businesses predicting growth to 31 March by sector

 Q1 2020 Net % that predict growthQ4 2019 Net % that predict growthQ3 2019 Net % that predict growth Q2 2019 Net % that predict growth
Finance & accounting49%47%48%33%
Real estate49%43%32%45%
Retail31%39%34%40%
Manufacturing44%39%30%38%
Media & marketing46%38%37%36%
Hospitality & leisure33%37%27%29%
IT & telecoms49%36%41%38%
Construction33%32%26%31%
Legal47%30%44%41%
Transport & distribution34%29%27%25%
Agriculture29%25%32%27%

Net percentage of businesses predicting growth – results over time

 % that predict net growth (significant or modest/organic) 
Q3 201836%
Q4 201836%
Q1 201936%
Q2 201934%
Q3 201935%
Q4 201936%
Q1 202039%

Percentage of businesses predicting growth by region

 Q1 2020%that predict growthQ1 2019%that predict growth
London 47%36%
North West45%44%
North East44%51%
East43%28%
Yorkshire /Humber39%35%
South West38%29%
East Midlands38%42%
West Midlands34%35%
South East34%40%
Wales30%30%
Scotland30%31%