She had no time for semantics: whether to include deaths outside the city walls, whether the plain-clothes soldiers had been billeted with civilians, and so on.

ECONOMIST: Obituary

So perhaps the 0.5% is indicative of marketers relying on their own past experiences and plain old fashioned gut instincts as opposed to the actual data that is more than readily available.

FORBES: Behold The Untapped Big Data Gap