B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
12.5%
12.5% -- subscription conversion rate for Ordnance Survey OS Maps Instagram ads (18-34 landing page visitors) (2016)
12.5% of all 18-34 year olds who visited the OS Maps landing page via contextual Instagram ads took out a recurring annual subscription.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
12.5%
Unit
Percentage
Data Vintage
2016
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Hunterlodge
Primary
Tier B
https://www.hunterlodge.co.uk/case-studies/ordnance-surveydriving-subscriptions-through-hyper-target… ↗
Source Article
Ordnance Survey - Driving Subscriptions Through Hyper-Targeted Strategies - Hunterlodge
The Start
In a move to re-invent one of England’s most established heritage brands, Ordnance Survey launched OS Maps in April 2016. A simple-to-use but feature-rich mapping app, driven by the UK’s best ‘off road’ mapping data. Hunterlodge were appointed to develop a brand strategy and integrated cam…
Original Research
Hunterlodge
· Original study ↗
Methodology
Agency self-reported conversion tracking: share of 18-34 landing page visitors arriving via Instagram ads who took out a recurring annual subscription
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Ordnance Survey OS Maps Instagram ads (18-34 landing page visitors): 12.5% subscription conversion rate. Source: Hunterlodge (2016). Via Lighthouse Intelligence -- https://lighthousedata.io/data/os-maps-instagram-subscription-conversion-12-5
HTML Embed
<blockquote cite="https://lighthousedata.io/data/os-maps-instagram-subscription-conversion-12-5" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>12.5%</strong> -- subscription conversion rate for Ordnance Survey OS Maps Instagram ads (18-34 landing page visitors)<br><small>Source: Hunterlodge (2016) · <a href="https://lighthousedata.io/data/os-maps-instagram-subscription-conversion-12-5" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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