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Marketing Stats

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Lead Generation Statistics

  • 44% of marketers say "Better measure the ROI of our demand generation initiatives" is their top priority for 2021. (Demand Gen Report, 2021)
  • More than half (53%) of marketers say webinars is the top-of-the-funnel format that generates the most high-quality leads. (Demand Gen Report, 2021)
  • 53% of marketers say email has been the most effective channel for early-stage lead generation. (Demand Gen Report, 2021)
  • In 2021, 78% of marketers say their demand-gen budget will grow or remain the same. (Activate, 2020)
  • 28% of marketers say using additional account-level fields helps improve their lead scoring. (Activate, 2020)
  • Ad placement and audience targeting are the top ways that advertisers drive more demand. (HubSpot, 2020)
  • The top priority for marketers is generating leads. (HubSpot, 2020)
  • Over 60% of marketers said their CAC has increased in the past three years. (HubSpot, 2020)
  • 49% of companies report that increasing customer acquisition is their primary objective. (Ascend2, 2020)
  • Just over 75% of marketers are reporting on how their campaigns are directly influencing revenue. (HubSpot, 2020)
  • Only 35% of marketers said that understanding the ROI of their campaigns is “Very Important” or “Extremely Important.” (HubSpot, 2020)
  • 52% of marketers are currently using attribution reporting. (HubSpot, 2020)
  • 91% of marketers are "somewhat confident"’ or "very confident" that they’re investing in programs that influence revenue. (HubSpot, 2020)
  • 15% of marketers measure the success of their content programs by how many leads they generate. (HubSpot, 2020)
  • 67% of companies use lead generation as the sole metric to determine content success. (SEMrush, 2019)
  • 75% of marketers use their reports to show how campaigns are directly impacting revenue. (HubSpot, 2020)
  • Less than 25% of marketers are not reporting how campaigns are impacting revenue. (HubSpot, 2020)
  • Google Analytics is the top SEO tool used by marketers. (HubSpot, 2020)
  • Email continues to deliver the highest ROI out of all other marketing strategies. (Campaign Monitor)
  • Email is 40x more effective at acquiring new customers than Facebook or Twitter.
  • Email automation campaigns are among the top three tactics used by email marketers to improve performance. (HubSpot, 2020)
  • 92% of marketing agencies are investing more time, resources, and budget into marketing automation integration. (MarketingProfs, 2019)
  • Of those who are automating marketing, 23% are automating their content delivery. (HubSpot, 2020)
  • 20% of marketers are using automated email marketing campaigns. (HubSpot, 2020)
  • 68% of businesses use automation in some way. (HubSpot, 2020)
  • 92% of B2B marketers now have an ABM program, and 68% of them use automation. (Salesforce, 2020)
  • Automated emails can boost revenue by as much as 320%.
  • Half of all small and medium-sized businesses use marketing automation software to send drip campaigns and keep people engaged.

Content Marketing Statistics

  • As of 2019, a survey of bloggers found that 32% of respondents always checked the analytics of their blog posts. (Statista, 2020)
  • WordPress users produce about 70 million new posts and 77 million new comments each month. (WordPress, 2020)
  • Blogs are among the primary three forms of media used in content strategies today. (HubSpot, 2020)
  • 89% of content marketers used blog posts in their content creation strategy in 2020. (Content Marketing Institute, 2020)
  • 18% of marketers choose Wordpress as their website content management system (CMS). (HubSpot, 2020)
  • Marketing spend is expected to grow by 14% in 2021. (Deloitte, 2020)
  • 83% of traffic to marketing blogs comes from desktops. (SEMrush, 2019)
  • Search is the number one traffic source to blogs across all industries. (SEMrush, 2019)
  • In the marketing industry, the top-performing articles are over 5,700 words in length. (SEMrush, 2019)
  • Articles that are >3,000 words get 3x more traffic, 4x more shares, and 3.5x more backlinks than shorter articles. (SEMrush, 2019)
  • Listicles get 2x more shares than other blog post formats. (SEMrush, 2019)
  • 51% of companies say updating old content has proven the most efficient tactic implemented. (SEMrush, 2019)
  • The majority of companies (67%) use organic traffic to measure their content success. (SEMrush, 2019)
  • 86% of companies produce blog content compared to other formats. (SEMrush, 2019)
  • Small businesses with blogs get 126% more lead growth than those without.
  • Websites with blog content have 434% more search engine-indexed webpages.
  • Publishing 16 blog posts a month will garner you about 3.5x more business.
  • Companies that blog receive 97% more links to their website. (Hubspot)
  • Marketers prioritizing blogging see 13x the positive ROI.
  • Blogs have the potential to generate businesses 2x more email traffic.
  • Video has become the most commonly used format in content marketing, overtaking blogs and infographics. (HubSpot, 2020)
  • Promotional videos and brand storytelling are the most common video types created by marketers. (HubSpot, 2020)
  • 87% of video marketers say that video has increased traffic to their website. (Wyzowl, 2020)
  • 80% of video marketers claim that video has directly increased sales. (Wyzowl, 2020)
  • 43% of people want to see more video content from marketers.
  • 70% of marketers are actively investing in content marketing. (HubSpot, 2020)
  • 78% of companies have a team of one-to-three content specialists. (SEMrush, 2019)
  • Web traffic is among the top two most-common measurements of success for content marketing strategies. (HubSpot, 2020)
  • The most common measurement of success for content marketing programs is Total Sales. (HubSpot, 2020)
  • 24% of marketers plan on increasing their investment in content marketing in 2020. (HubSpot, 2020)
  • Marketers today create content for multiple audience segments — marketing to three audience segments is most common. (HubSpot, 2020)
  • Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. (HubSpot, 2020)
  • "Content Marketing Strategy" is the most searched query related to content marketing. (SEMrush, 2019)
  • 77% of companies say they have a content marketing strategy. (SEMrush, 2019)
  • 94% of marketers use social media for content distribution. (SEMrush, 2019)
  • Content marketing gets 3x the leads per dollar spent when compared to paid search efforts. (Content Marketing Institute)
  • It also generates 3x as many leads as outbound marketing, but costs 62% less.
  • If you want 6x more conversions than traditional marketing, implement content marketing into your overall plan.
  • 83% of B2B marketers use email newsletters as part of their content marketing strategy.
  • 83% of marketers use content marketing to generate leads for their business. (MarketingProfs)
  • As of 2020, Google’s search algorithms are trying to transcend text to images, voice/ podcasts, and videos. (HubSpot, 2020)
  • As of April, 2020, there are over 30 million podcast episodes in existence. (Podcast Insights via iTunes, 2020)
  • 75% of Americans age 12+ (approximately 212 million people) are now familiar with podcasting. (Edison Research, 2020)
  • Monthly podcast listening now at 37%. (Edison Research, 2020)
  • 39% of men and 36% of women age 12+ in the U.S. are monthly podcast listeners. (Edison Research, 2020)
  • Podcasts now reach over 100 million Americans every month. (Edison Research, 2020)

Email Marketing Statistics

  • Message Personalization is the number one tactic used by email marketers to improve performance. (HubSpot, 2020)
  • 35% of marketers choose to send three-to-five emails per week to their customers. (HubSpot, 2020)
  • Promotional emails are the most common email type that marketers are investing in. (HubSpot, 2020)
  • The industry average email click-through rate is 2.13%. (GetResponse, 2020)
  • Hobbies have the highest click rate, at 5.01% (Mailchimp, 2019)
  • Friday is typically the day with highest click-through rates potential, at 2.7%. (Campaign Monitor, 2020)
  • At 30.5% in 2020, government emails dominate email open rates globally. (Campaign Monitor, 2020)
  • Email personalization generates a 26% increase in open rates.
  • People who re-open emails on a computer are 65% more likely to click through.
  • Split testing your email campaigns can improve conversions by 49%.
  • Transactional emails have 8x more opens and clicks than any other type of email campaign and make 6x the money for businesses. (Experian)
  • Over 20% of marketers surveyed say that email design is improving their email engagement. (HubSpot, 2020)
  • Email subject lines feature 43.85 characters on average. (AWeber, 2019)
  • Out of 1,000 analyzed emails, only 6.9% incorporated an emoji in the subject line. (AWeber, 2019)
  • Companies that A/B test every email see email marketing returns that are 37% higher than those of brands that never include A/B tests. (Litmus, 2019)
  • 64% of small businesses say their email copy is effective or very effective. (AWeber, 2020)
  • 45% of small businesses with effective or very effective email copy have average open rates of 26% or higher. (AWeber, 2020)
  • Including a call to action button instead of a link boosts conversion rates by as much as 28%.
  • 68% of people base whether to open an email or not according to the “From” name.
  • Marketers who use segmented campaigns note as much as a 760% increase in revenue. (Campaign Monitor, 2019)
  • Almost 30% of marketers surveyed use audience segmentation tactics to improve email engagement. (HubSpot, 2020)
  • You can expect up to a 760% increase in revenue generated by segmenting your email campaigns.
  • Roughly 80% of marketers have reported an increase in email engagement over the past 12 months. (HubSpot, 2020)
  • In 2019, the number of global email users amounted to 3.9 billion. (Statista, 2019)
  • The number of global email users is set to grow to 4.48 billion users by 2024. (Statista, 2019)
  • From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness. (Campaign Monitor, 2019)
  • Email marketing has the highest return on investment for small businesses. (Campaign Monitor, 2019)
  • Tuesdays see the highest email open and email unsubscribe rates. (Campaign Monitor, 2019)
  • The average email deliverability across all email service providers is 79.6%. (EmailToolTester, 2019)
  • In the U.S., 21% of email opens happens between 9 a.m. and noon. (Litmus, 2019)
  • The number of global e-mail users is set to grow to 4.48 billion users in 2024. (Statista, 2020)
  • 61% of consumers prefer to be contacted by brands via email.
  • Mobile-friendly email is the second most-used tactic email marketers to improve their performance. (HubSpot, 2020)
  • Mobile accounted for 42% of all email opens in 2019. (Litmus, 2019)
  • Of all emails opened on mobile devices, 66% are read for more than eight seconds. (Litmus, 2019)
  • 40% of people 18 years old and under will always open an email on their mobile device first. (Campaign Monitor, 2019)
  • Apple iPhone and Gmail are the most popular clients for opening mobile emails. (Campaign Monitor, 2019)
  • Mobile readers who open emails a second time from their computer are 65% more likely to click through. (Campaign Monitor, 2019)
  • Nearly 25% of people who open an email on a mobile device will open it again: 70% will stick with their mobile device, and 30% will go elsewhere. (Campaign Monitor, 2019)
  • 40% of consumers say they have at least 50 unread emails in their inbox. (Sinch, 2020)
  • Approximately 53% of emails are opened on mobile devices; of those opens, 23% of people will re-open the same email again later.

Social Media Statistics

  • As of Q1 2020, there are 2.6 billion monthly active Facebook users. (Statista, 2020)
  • Roughly two-thirds of U.S. adults report that they are Facebook users. (Pew Research Center, 2019)
  • There are 8 million active advertisers on Facebook, the vast majority of which are small and medium-sized businesses. (Facebook Insights, 2020)
  • More than 100 million people use Facebook Watch every day. (Facebook Insights, 2020)
  • There are over 280 million Facebook users in India making it the top country in terms of Facebook audience size. (Statista, 2020)
  • Facebook is the primary content distribution channel for marketers today. (HubSpot, 2020)
  • 18% of marketers currently use Facebook Groups. (HubSpot, 2020)
  • Roughly 36% of Americans get their news from Facebook regularly. (Pew Research Center, 2020)
  • In April 2020, over 98% of Facebook's active user accounts worldwide accessed the social network via any kind of mobile phone. (Statista, 2020)
  • 79% of video marketers use Facebook as a video marketing channel. (Wyzowl, 2019)
  • More than 50 million businesses use Facebook Pages to connect with customers; 4 million of those businesses pay for social media advertising.
  • 85% of online orders from social media come from Facebook.
  • The average eCommerce site publishes 4.55 posts a week on their Facebook page.
  • Business Facebook communities are growing by an average of 8% a month.
  • 60% of those with a Facebook account are also using Twitter.
  • As of April 2020, 35% of global Instagram audiences were between the ages of 25 and 34. (Statista, 2020)
  • Instagram is the social channel with the second-highest ROI among marketers. (HubSpot, 2020)
  • Over two-thirds of total Instagram audiences are 34-years-old or younger, as of April of 2020. (Statista, 2020)
  • IGTV, an app for long-form, vertical video on Instagram, allows users to share live video content between 15 and 16 minutes long. (Instagram, 2020)
  • 28% of video marketers plan to include InstagramTV in their 2020 video marketing strategy. (Wyzowl, 2019)
  • A 2019 survey found 25% of teens in the U.S. used Instagram the most out of all social networks. (Statista, 2020)
  • In 2019, 35% of teens in the U.S. ranked Instagram as their most important social network. (Statista, 2020)
  • In 2023, Instagram is projected to reach 120.3 million monthly active users in the U.S., up from 107.2 million users in 2019. (Statista, 2020)
  • As of March 2020, Cristiano Ronaldo is the most-followed person on Instagram with over 209 million followers. (Statista, 2020)
  • In 2018, there were 3.7 million brand-sponsored influencer posts on the social platform. (Statista, 2019)
  • Women accounted for 56.4% of Instagram users in the U.S. as of February 2020. (Statista, 2020)
  • The U.S. is the country with the most Instagram users, reaching 120 million users as of April 2020. India was ranked second and Brazil in third. (Statista, 2020)
  • Top brands on Instagram see the highest engagement rates when compared to Facebook and Twitter.
  • As of April 2020, LinkedIn's number of users in the U.S. reached 160 million, making it the country with the most users in the world. (Statista, 2020)
  • As of January 2020, LinkedIn had an addressable ad audience reach of 88% in Iceland, making it the country with the greatest rate of reach for the platform. (Statista, 2020)
  • According to a 2020 survey, 43% of LinkedIn's audience members were female and 57% were male. (Statista, 2020)
  • In 2019, LinkedIn InMail was the third most-used candidate outreach channel globally, behind email and phone/ text. (Statista, 2020)
  • In 2019, over 87% of video marketers on LinkedIn described the platform as an effective video marketing channel. (Wyzowl, 2020)
  • 66% of video marketers in a 2019 survey said they would include LinkedIn in their 2020 video marketing strategy. (Wyzowl, 2019)
  • LinkedIn is the second-most popular social media platform used by B2B marketers, ranking only behind Facebook. (Statista, 2019)
  • As of January 2021, Pinterest has 459 million global active users every month. (Pinterest, 2021)
  • The number of Pinterest users in the U.S. is expected to reach 90.1 million. (Statista, 2020)
  • During a survey, 25% of responding social media marketers at B2B companies stated they used Pinterest to market their businesses. (Statista, 2019)
  • During a survey, 30% of responding social media marketers at B2C companies stated they used Pinterest to market their businesses. (Statista, 2019)
  • Women make up more than 60% of Pinterest's global audience. (Pinterest, 2021)
  • 97% of top searches on Pinterest are unbranded. (Pinterest, 2020)
  • Of Snapchat's $1.79 billion global revenue in 2019, $1.07 billion came from North America. (Statista, 2020)
  • In 2019, Snapchat was the most important social network for 44% of U.S. teens. (Statista, 2020)
  • As of Q1 2020, Snapchat had 229 million daily active users globally, up from 190 million in Q1 2019. (Statista, 2020)
  • In the U.S., Snapchat has an estimated 46 million monthly active users. (Statista, 2020)
  • As of Q3 2019, 53% of U.S. internet users between the ages of 15 and 25 use Snapchat. (Statista, 2019)
  • Snapchat offers six different advertisement formats on the platform. (Snapchat, 2020)
  • In 2018, 39.9% of social network users in the U.S. used Snapchat to communicate but this share is projected to decline to 35.3% by 2023. (Statista, 2019)
  • As of April 2020, the U.S. had the biggest Snapchat user base in the world, with an audience of almost 103 million users. India ranked in second place with a Snapchat audience base of 28.2 million users. (Statista, 2020)
  • The majority of Snapchat visits by users are generated via mobile phones. (Statista, 2020)
  • According to a survey during the Q3 2019, 48% of Snapchat users in the U.S.shared content to the social platform on a weekly basis. (Statista, 2019)
  • The number of global daily active users on Twitter is 166 million. (Statista, 2020)
  • Twitter is among the top three social channels used by marketers with the highest ROI. (Statista, 2020)
  • As of December 2019, former U.S. President Barack Obama has the most Twitter followers worldwide. (Statista, 2020)
  • Twitter's annual revenues reached almost $3.46 billion as of 2019. (Statista, 2020)
  • Globally, the U.S. is the country with the most Twitter users, followed by Japan and Russia. (Statista, 2020)
  • Twitter generated 87% of its revenue through advertising services in 2019. (Statista, 2020)
  • The largest U.S. Twitter audience by age group, as of September 2018, is tied between 25-34 and 55-64 year-olds. (Statista, 2019)
  • As of January 2020, 43.8% of U.S. Twitter audiences were female and 56.2% were male. (Statista, 2020)
  • 38% of video marketers plan to include Twitter in their 2020 video marketing strategy. (Wyzowl, 2019)
  • 92% of all user interactions on Twitter involve link clicks.
  • As of 2019, 69% of social media marketers said they'd increase their use of Instagram in the future. (Statista, 2019)
  • Facebook, Instagram, and Twitter lead the pack as the most common social media platforms used by marketers. (HubSpot, 2020)
  • Social listening is the number one tactic used by marketers. (HubSpot, 2020)
  • Increased exposure is the most commonly cited advantage of using social media for marketing purposes among global industry professionals. (Statista, 2019)
  • Improved traffic, lead generation, and growing fan loyalty are among the top reasons why marketers see value in employing social networks in their campaigns. (Statista, 2019)
  • The most common publishing cadence for social media marketers is three-to-four times per week. (HubSpot, 2020)
  • More than half of all businesses (60%) are planning to increase their Instagram budget, and almost half are planning to do the same for Facebook, YouTube, and LinkedIn. (Hootsuite, 2020)
  • 73% of all marketers rank "increased acquisition of new customers" as their top outcome for social in 2021 (Hootsuite, 2020)
  • 66% of marketers say social listening has increased in value for their organization over the past 12 months (Hootsuite, 2020)
  • 45% of marketers cited "drive conversions" as a key business outcome for social in 2021. (Hootsuite, 2020)
  • By 2023, the number of social network users in the U.S. is expected to reach 257.4 million. (Statista, 2019)
  • The number of global social media users is expected to reach almost 3.43 billion in 2023. (Statista, 2020)
  • In 2019, TikTok was the third most downloaded non-gaming app in the world with over 1.5 billion downloads. (Statista, 2020)
  • Almost a quarter of online U.S. adults say they have come across videos posted on TikTok. (Statista, 2020)
  • YouTube was the social media platform with the biggest reach among U.S. Gen Z and Millennial internet users in 2019, regardless of gender. (Statista, 2019)
  • In 2019, TikTok had approximately 37.2 million users in the U.S. (Statista, 2020)
  • Statista projects that close to 800 million Chinese internet users will access social networks in 2023, up from 673.5 million social network users in 2018. (Statista, 2019)
  • The top three social media networks include Facebook, YouTube, and Instagram. (Dreamgrow)
  • 25% of U.S. shoppers consult social media before buying a gift. (nChannel)
  • 62% of consumers share online deals with friends, exposing your brand to a broader audience.
  • 78% of small businesses attract new customers and engage existing ones using social media.
  • Online stores with a social presence have an average of 32% more sales than those that don’t. (BigCommerce)
  • In 2018, social media ad spending reached about $27 billion in the U.S. (including paid social ads, games, and apps). (Statista, 2019)
  • 15% of video marketers plan to include 360-degree video in their 2020 video marketing strategy. (Wyzowl, 2019)
  • 83% of video marketers that have used YouTube said it had been successful for them. (Wyzowl, 2019)
  • In a 2019 survey, 15% of video marketers said they planned to include TikTok in their 2020 video marketing strategy. (Wyzowl, 2019)
  • People are twice as likely to share video content with their friends than any other type of content. (Wyzowl, 2019)
  • In 2019, 59% of non-video marketers surveyed said they expected to start using video as a marketing tool in 2020. (Wyzowl, 2019)
  • If your social posts are visual, they’re 40x as likely to get shared on social media.

Video Marketing Statistics

  • 64% of businesses said in the last 12 months, a video on Facebook resulted in a new client. (Animoto, 2020)
  • 83% of video marketers say video has helped them generate leads. (Wyzowl, 2020)
  • 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl, 2020)
  • 95% of video marketers said they felt they’d increased understanding of their product or service using video. (Wyzowl, 2020)
  • 93% of brands got a new customer because of a video on social media. (Wyzowl, 2020)
  • 96% of marketers have placed ad spend on video. (Animoto, 2020)
  • 4 out of 5 people believe product demos are helpful.
  • While online searching for local products or services, 44% of people viewed an online video. (JLB Media)
  • In 2020, social engagement videos are among the top four most common types of video marketers are investing in today. (HubSpot, 2020)
  • Video is the second most-used content type on social media used to increase audience engagement. (HubSpot, 2020)
  • Live video is the third most-used social media marketing tactic. (HubSpot, 2020)
  • In terms of most popular YouTube brand channels (ranked by the number of video views), toymaker LEGO was ranked first with 10.04 billion views in February 2020. (Statista, 2020)
  • YouTube and Facebook are the most widely used platforms among video marketers — used by 85% and 79%, respectively. (Wyzowl, 2020)
  • Only 11% of video marketers say they've used Snapchat as a video channel in 2020. (Wyzowl, 2020)
  • 93% of brands got a new customer because of a video on social media. (Animoto, 2019)
  • 82% of people watch videos on Twitter. (Insivia)
  • 85% of Facebook video content is viewed without sound.
  • 92% of video marketers feel the levels of noise and competition have increased in the last year. (Wyzowl, 2020)
  • 99% of people who use video for marketing say they’ll continue using video in 2020. (Wyzowl, 2020)
  • 88% of video marketers reported that video gives them a positive ROI. (Wyzowl, 2020)
  • People are 1.5x more likely to watch video daily on a smartphone than on a computer. (Facebook, 2020)
  • The most common types of videos made by marketers are presentations (65%), followed by ads (57%), and explainers (47%). (Biteable, 2021)
  • 43% of video marketers say video has reduced the number of support calls they’ve received. (Wyzowl, 2020)
  • Organic traffic improves by up to 157% with added video content. (Hubspot)
  • 45% of people watch more than an hour of Facebook or YouTube videos a week.
  • 53% of those viewers then contacted the business after watching the video, with 51% visiting the company website, and 33% visiting the physical shop.
  • 4x as many people would rather watch a video about a product than read about it.
  • One billion hours of video is watched daily on YouTube. (YouTube)
  • Over half of marketers believe that video is effective for increasing brand awareness.
  • Creating a video landing page has the potential to increase conversions by as much as 80%.
  • 52% of marketers claim that video content is the type of content with the best ROI.
  • People tend to stay on webpages 2.6x longer if there’s video content.
  • YouTube is the fourth most-used social media platform by marketers (Facebook, Instagram, and Twitter topped the list). (HubSpot, 2020)
  • 88% of video marketers say they plan to use YouTube in 2020. (Wyzowl. 2020)
  • Over 2 billion logged-in users visit YouTube each month and every day people watch over a billion hours of video and generate billions of views. (YouTube, 2020)
  • YouTube, on mobile alone, reaches more people in the 18-34 U.S. audience demographic than any TV network. (YouTube, 2020)
  • The average length of the top trending videos of the year was over 9.5X longer in 2019 than in 2010. (YouTube, 2019)
  • When people are deciding what video to watch on YouTube, relating to their passions is 3X more important than whether or not the video has a famous actor, and 1.6X more important than whether the video has high-production quality. (Think with Google, 2019)
  • 75% of shoppers say they have used a Google product (Search, Maps, YouTube) in the past week to help with their shopping. (Think with Google, 2019)

Advertising Statistics

  • 49% of top U.S. publishers reviewed use Acceptable Ads to monetize opted-in adblock users (Blockthrough, 2020)
  • Fewer people use ad blockers in 2020 (41%) than four years ago, in 2016 (52%). (Audience Project, 2020
  • The average global adblocking rate in early 2018 was estimated at 27%. (Statista, 2019)
  • Globally, adblocking costs advertisers billions of dollars and the losses are growing year on year. (Statista, 2019)
  • 527 million people used mobile browsers that block ads by default in 2019 — a 64% increase from the last edition of the report. (Blockthrough, 2020)
  • 45% of people in the U.S. ages 15 to 25 say they use an adblocker. (Statista, 2020)
  • 44% of respondents say they use adblockers because they don't want their online behavior to be tracked. (Statista, 2020)
  • In 2018, U.S. advertisers spent nearly $50 million on programmatic digital display advertising. (HubSpot, 2020)
  • Across social channels, photo and imagery posts are the most-used content type to increase audience engagement. (HubSpot, 2020)
  • 68% of marketers stated that paid advertising is "very important" or "extremely important" to their overall marketing strategy. (HubSpot, 2020)
  • Ad placement and audience targeting are the top optimization tactics used by advertisers today. (HubSpot, 2020)
  • 33% of marketers use paid advertising to increase their brand awareness. (HubSpot, 2020)
  • The Google Display Network reaches 90% of Internet users worldwide. (Google, 2019)
  • Mobile advertising has been rapidly growing in the past couple of years but is expected to slow down to about 10.4% by the end of 2022. (Statista, 2021)
  • Mobile advertising spending is expected to surpass $240 billion dollars by 2022. (Statista, 2021)
  • In 2019, the U.S. was the largest global market based on mobile advertising spending, with China in second. (Statista, 2021)
  • In-app ad revenue is expected to rise in 2021 by 6.2% for non-gaming apps and by 19.1% for gaming apps. (Omdia, 2020)
  • In 2019 the U.S. was the largest global market based on mobile advertising spending. (Statista, 2019)
  • 94% of Facebook's advertising revenue is generated via mobile. (Statista, 2019)
  • The average cost-per-click (CPC) in the legal industry is $6.46 and the most expensive legal industry keyword CPC is $1090. (HubSpot via Ahrefs and WordStream, 2020)
  • The average cost-per-click (CPC) in the medical industry is $2.62 and the most expensive medical industry keyword CPC is $90. (HubSpot via Ahrefs and WordStream, 2020)
  • The average cost-per-click (CPC) in the marketing industry is $3.33 and the most expensive marketing industry keyword CPC is $165. (HubSpot via Ahrefs and WordStream, 2020)
  • The average cost-per-click (CPC) in the software industry is $3.80 and the most expensive software industry keyword CPC is $95. (HubSpot via Ahrefs and WordStream, 2020)
  • The average cost-per-click (CPC) in the real estate industry is $2.37 and the most expensive real estate industry keyword CPC is $95. (HubSpot via Ahrefs and WordStream, 2020)
  • The average cost-per-click (CPC) in the home improvement industry is $6.40 and the most expensive home improvement industry keyword CPC is $320. (HubSpot via Ahrefs and WordStream, 2020)
  • An overwhelming majority of people (94%) report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase. (Wyzowl, 2021)
  • Viewers are 4x more likely to use YouTube versus other platforms to find information about a brand, product, or service. (Google, 2020)
  • Viewers say they’re 2x more likely to buy something they saw on YouTube. (Google, 2020)
  • Video ad spending is expected to show an annual growth rate between 2020 and 2024 of 4.9%. (Statista, 2020)
  • The most commonly-created types of video are explainer videos (72%) presentation videos (49%) testimonial videos (48%) sales videos (42%) and video ads (42%). (Wyzowl, 2019)
  • 92% of marketers surveyed who use video say that it’s an important part of their marketing strategy. (Wyzowl, 2019)
  • 95% of video marketers say video has helped increase user understanding of their product or service. (Wyzowl, 2019)

Search Engine Optimization Statistics

  • Only 17% of marketers use landing page A/B tests to improve conversion rates. (HubSpot, 2020)
  • The first five seconds of page-load time have the highest impact on conversion rates. Website conversion rates drop by an average of 4.42% with each additional second of load time. (Portent, 2019)
  • In a survey conducted by Databox, 70% of respondents said that SEO is better than PPC for generating sales. (Databox, 2019)
  • Landing pages, the least popular type of signup form, have the highest conversion rate (24%). On the other hand, popups, the most popular signup form, have the second-lowest conversion rate (4%). (Omnisend, 2019)
  • Global B2C ecommerce sales are expected to reach $4.5 trillion by 2021. (Shopify Plus, 2019)
  • 51% of shoppers surveyed say they use Google to research a purchase they plan to make online. (Think with Google, 2019)
  • According to a 2019 study, search traffic generated 65% of total ecommerce sessions, 33% was generated through organic search, and 32% was generated through paid search. (Statista, 2019)
  • 59% of shoppers surveyed say that being able to shop on mobile is important when deciding which brand or retailer to buy from. (Think with Google, 2019)
  • "Where to buy" and "near me" mobile queries have grown by over 200% in the past two years. (Think with Google, 2019)
  • 60% of smartphone users have contacted a business directly using the search results such as the "click to call” option. (Think with Google, 2019)
  • Over a two-year period, there was a 250%+ growth in mobile searches for "store open near me" (Think with Google, 2019)
  • 46% of shoppers surveyed confirm inventory online before going to a store. (Think with Google, 2019)
  • 70% of shoppers surveyed say the ability to shop in-person/ in a store is important when deciding which brand or retailer to buy from. (Think with Google, 2019)
  • As of 2019, mobile devices, excluding tablets, generated about half of all website traffic globally. (Statista, 2020)
  • Mobile web traffic has consistently accounted for about half of all global web traffic since the beginning of 2017. (Statista, 2020
  • The average American has access to more than ten connected devices in their household. (Statista, 2021)
  • 60% of smartphone users have contacted a business directly using the search results (e.g. "click to call" option). (Think with Google, 2019)
  • Almost 25% of companies invest in mobile optimization as a top SEO tactic. (HubSpot, 2020)
  • 39% of smartphone users are more likely to browse or shop a company or brand’s mobile app because it’s easier or faster to make a purchase. (Think with Google, 2019)
  • About 64% of marketers actively invest time in search engine optimization (SEO). (HubSpot, 2020)
  • SEO drives 1000%+ more traffic than organic social media. (BrightEdge, 2019)
  • Text will always be the foundation of search so making sure the text around your website's assets is descriptive will help them rank well in search. (HubSpot, 2020)
  • In 2020, SEO reports will tie initiatives to outcomes, such as showing the impact of SEO on broader business goals. (HubSpot, 2020)
  • To improve site performance, the top technical SEO tactic used by marketers is optimizing mobile performance. (HubSpot, 2020)
  • 49% of users say they use Google to discover or find a new item or product. (Think with Google, 2019)
  • More than half (50.33%) of searches on Google now end without a click on a result. (Jumpshot via Sparktoro, 2019)
  • As of June 2019, 94% of internet searches happen on a Google property. (Jumpshot via Sparktoro, 201
  • Google uses 810 unique SERP features. Of those, 161 are found on more than 0.2% of keywords. (seoClarity, 2020)
  • The average CTR from image results on Google is 0.21%, but it varies widely by industry. (seoClarity, 2020)
  • 45% of U.S. Millennials use voice-assistance when shopping online. (Statista, 2019)
  • 52% of voice-assistant users say they use voice tech several times a day or nearly every day. (The Smart Audio Report, 2020)
  • 24% of Americans 18 and older own a Smart Speaker, or around 60 million people. (The Smart Audio Report, 2020)
  • As of 2020, 62% of Americans said they have used some kind of voice assistance technology. (Edison Research, 2020)
  • 62% of those in the U.S. age 12+ use voice-operated assistants. (Edison Research, 2020)

Marketing Technology Statistics

  • As of April 2020, two billion users were accessing the WhatsApp messenger monthly. (Statista, 2020)
  • 28% of customers resolve issues with a company via messaging. (Zendesk, 2020)
  • In 2018, 126.3 million U.S. mobile phone users accessed Facebook Messenger to communicate. (Statista, 2019)
  • The number of messaging app users worldwide is expected to reach 2.48 billion by 2021. (Statista, 2020)
  • As of April 2020, WhatsApp was the top messaging app in terms of monthly active users globally. (Statista, 2020)
  • Facebook and WeChat were the second and third (respectively) most popular messaging apps globally as of April 2020. (Statista, 2020)
  • Facebook Messenger has 116% more monthly active users in the United States than the second most popular messaging app, Snapchat. (Statista, 2019)
  • Less than 30% of companies offer self-service, live chat, social messaging, in-app messaging, bots or peer-to-peer communities (Zendesk, 2020)
  • Nearly one in three c-commerce (conversational commerce) buyers say they chat with businesses in order to determine if they’re trustworthy and credible. (Facebook, 2019)
  • The number of messages sent to businesses on Facebook has doubled in the past year. (Messenger, 2020)
  • There are 300,000 active Messenger bots on the Facebook Messenger platform. (Messenger, 2020)
  • The U.S. accounts for 47% of all smartphone users globally. Apple owns 50% of total smartphone market share in the U.S. (Statista, 2021)
  • As of January 2021, Google Chrome is number one in the mobile internet browser market. (Statista, 2021)
  • Nearly 4.6 billion people were active internet users as of January 2021, which is 59% of the global population. (Statista, 2021)
  • 58% of smartphone users feel more favorable towards companies whose mobile sites or apps remember who they are and their past behavior. (Think with Google, 2019)
  • As of 2020, there are 3.5 billion smartphone users worldwide. (Statista, 2020)
  • 75% of smartphone users expect to get immediate information while using their smartphone. (Think with Google, 2019)
  • When asked why they haven't used mobile payments so far, 44% of the respondents say they worry about the protection of their personal data. (Statista, 2019)
  • 80% of consumers say they’ll only download an app from a company they know and trust, and 72% are concerned apps are tracking their movements. (Sinch, 2020)
  • Consumers are 35x more likely to open mobile messages than emails. (Sinch, 2020)
  • 62% of consumers would like to confirm service appointments via messaging, though just 41% do so today. (Sinch, 2020)
  • Today, 37% of U.S. adults say they mostly use a smartphone when accessing the internet. (Pew Research Center, 2019)
  • In 2020, the global artificial intelligence (AI) software market is expected to grow approximately 154% year-over-year. (Statista, 2020)
  • In a 2019 Deloitte survey of 2,737 U.S. executives from companies considered to be early AI adopters, 90% reported AI is "very" or "critically" important to their business today. (Deloitte, 2019)
  • 47% of respondents indicated that IT was one of the top two functions for which AI was primarily used. (Deloitte, 2019)
  • 37% of organizations have implemented AI in some form. (Gartner, 2019)
  • Chatbots fueled by AI are predicted to handle 85% of customer service by 2020. (Innovation Enterprise, 2019)

Sales Statistics

  • 61% of overperforming leaders use their CRM to automate parts of their sales process, vs. 46% of underperforming leaders. (HubSpot, 2020)
  • 82% of the respondents say "Active customer retention" is one of the most important objectives for their CRM team. (Tinyclues, 2021)
  • The global CRM market is poised to reach about $113.46 billion by the end of 2027 (Globe Newswire, 2021)
  • 65% of sales professionals use a CRM, and 97% consider sales technology "very important" or "important" (LinkedIn, 2020)
  • 53% of top-performing salespeople have a higher confidence level in their CRM data than their counterparts. (LinkedIn, 2020)
  • 65% of sales organizations use a CRM in 2020, compared to 59% in 2018. (Salesforce, 2020)
  • Teams using a CRM automate tasks such as meeting scheduling, content delivery, and contract generation. (HubSpot, 2020)
  • 24% of marketers use paid advertising to impact direct sales. (HubSpot, 2020)
  • 57% of organizations say they're shifting to a hybrid sales model in 2021. (HubSpot, 2020)
  • Over a third (34%) of respondents say prospecting and lead qualification is salespeople's biggest challenge. (Pipedrive, 2020)
  • 35% of salespeople say seasonality is the key reason why they're most successful during a certain period of the year, while 26% credit understanding industry trends as a major influence on success. (Pipedrive, 2020)
  • Global retail sales are project to amount to approximately 26 trillion U.S. dollars by 2022. (Statista, 2021)
  • Top-performing salespeople believe they receive better leads from marketing. Almost all (94%) of the top performers surveyed in the LinkedIn study called the marketing leads they receive either “excellent” or “good”. (LinkedIn, 2020)
  • 81% of marketers share goals and metrics with sales colleagues. (Salesforce, 2020)
  • 81% of marketers work with sales teams on ABM programs. (Salesforce, 2020)
  • 85% of marketers with an SLA think their marketing strategy is effective. (HubSpot, 2020)
  • 87% of sales and marketing leaders say collaboration between sales and marketing enables critical business growth. (LinkedIn, 2020)
  • The roughly one-third (31.8%) of organizations that had a content strategy in a CSO Insights study achieved 27.1% higher win rates and 18.1% higher quota attainment than those without a content strategy. (CSO Insights, 2020)
  • The paid channels with the highest ROI are Facebook and Google Search advertising. (HubSpot, 2020)
  • 78% of salespeople engaged in social selling are outselling their peers who are not. (LinkedIn, 2020)
  • 36% of buyers “strongly agree” that an informative LinkedIn profile is important for salespeople to have. (LinkedIn, 2020)
  • Social selling leaders are 51% more likely to reach quota. (LinkedIn, 2020)
  • Salespeople active on social media report 45% more sales opportunities. (LinkedIn, 2020)

Online Business Statistics

  • There are currently 4,208,571,287 internet users. (Internet World Stats)
  • Asia has the highest percentage of internet users (49%), followed by Europe (16.8%), Africa (11%), and North America (8.2%)
  • The total number of websites on the internet is 1.95 billion. (Internet Live Stats)
  • Google averages 40,000 searches every second, which equates to 1.2 trillion searches worldwide per year.
  • Chrome is the most widely used browser (61.72%), followed by Safari (15.23%), Firefox (4.66%), Opera (3.15%), and Internet Explorer (2.81%). (StatCounter)
  • 3.2 billion internet users are also social media users. (Top 10 Website Hosting)
  • Google remains the most popular search engine.
  • The fastest growing segment of the internet is mobile social media users. (vpnMentor)
  • People on mobile devices spend the most time on these apps: maps, instant messenger, music, photos, weather, and games.
  • The number of messages sent to businesses on Facebook has doubled in the past year. (Messenger, 2020)
  • When it comes to social media apps, the most popular are Facebook, YouTube, WhatsApp, Facebook Messenger, WeChat, and Instagram.
  • 6 out of every 10 small businesses in 2018 don’t have a website for their business. (Devrix)
  • 35% of small business owners feel that their business is too small for a website.
  • 19% of small business owners without a website believe that their business would grow 25% in three years or less with the benefit of a website.
  • 46% of small businesses didn’t have a web presence in 2018. (The Balance Small Business)
  • 55% of people will search online for reviews and recommendations before making a purchase, with 47% visiting the company website, 26% checking out the physical store, and 23% of people talking with friends and family. (KPMG)
  • Men tend to spend more per transaction than women, spending an average of $220 versus $151 for women.
  • 30% of people would rather return to a website they’ve purchased from in the past.
  • The reasons people decide to buy include competitive pricing (36%), preferred website (30%), best delivery options and price (17%), stock availability (14%).
  • 92% of all online feedback is considered positive, followed by 6% neutral, and 2% negative.
  • Most people (47%) share feedback on the seller’s website, followed by Facebook (31%), brand websites (18%), WhatsApp (17%), and Instagram (12%).
  • Other popular places to add reviews and recommendations include online forums, WeChat, blogs, Twitter, YouTube, Snapchat, and Pinterest.
  • The top five things that influence buying decisions are: lowest price, enhanced delivery options, easy return policy, payment options, ability to see inventory availability, and information about the product/service.
  • The two main reasons people won’t buy online include wanting to see and touch the item before buying and delivery taking too long.
  • 59% of Millennials will head to Amazon before any other website, making them one of your biggest competitors right off the bat. (Inviqa)
  • It’s estimated that by the year 2040, 95% of purchases will be through eCommerce. (Nasdaq)
  • The average cart abandonment rate across all industries is 69.89%. (Baymard Institute)
  • 54% of shoppers that abandon a cart item, and later find out the product price has dropped, will return and buy it after all. (nChannel)
  • 71% of people believe they’ll get a better deal online, even if the item isn’t technically on sale.
  • It costs upwards of 5-6x as much to acquire a new customer than to retain an existing one.
  • Loyal customers are worth up to 10x as much after they make their first purchase.
  • 73% of people prefer to do business with brands that personalize the shopping experience.
  • If you require account creation at checkout, 23% of people will abandon their carts immediately.
  • Customer service means a lot; 80% of people claim they’ll quit doing business with a company after a poor customer service experience.
  • 71% of people don’t trust sponsored ads, 69% don’t trust advertisements, and 65% don’t trust press releases.
  • 82% of people want an “immediate” response to their marketing or sales question.
  • 46.5% of small and mid-sized businesses believe that free shipping increases their sales profits. (MCM)
  • The top three most difficult things to do in sales (compared to a few years ago), include getting responses from prospects, engaging multiple decision makers, and closing deals. (Hubspot)
  • Qualified leads rely on word of mouth (55%), customer references (46%), and media articles (38%) to make purchase decisions.
  • Sales for eCommerce in 2018 came in at $2.842 billion, and topped $3.453 billion in 2019. (vpnMentor)
  • Multi-step forms can lead to 300% more conversions. (Venture Harbour)
  • 50% of people who conduct a local search on their smartphone visit the physical store within a day, with 34% of those using computers or tablets do the same. (GO-Globe)
  • 18% of local mobile searches lead to a sale within one day.
  • 98% of your site visitors will leave without leaving any contact information, making it difficult to nurture leads. (Marketo)
  • The top 3 methods for lead generation include email, event, and content marketing. (DM News)
  • 17% of people still use spreadsheets to store lead information.
  • Web forms are the most popular way to capture leads, followed by traditional data entry.
  • Marketers claim that lack of people, budget, and time are the reasons they don’t have a successful lead generation plan in place. (B2B Marketing Community)
  • That said, most marketers will admit the budget for lead generation will increase to keep up with the competition.
  • The top lead generation strategies used by marketers involve a company website, email marketing, and SEO.
  • 25% of small businesses have no idea what their lead generation conversion rates are.

Digital Transformation Statistics

  • Only 7% of companies have fully implemented their digital transformations.(clickz)
  • 87% of companies think digital will disrupt their industry, but only 44% are prepared for a potential digital disruption.(silicon republic)
  • Of companies that haven’t started a digital transformation, 59% fear it might be too late.(progress)
  • 55% of companies without a digital transformation strategy believe they have less than a year before they start to lose market share.(progress)
  • 45% of executives don’t think their company has the right technology to implement a digital transformation.(pwc)
  • More than 50% of digital transformation efforts fizzled completely in 2018. (forrester)
  • Fewer than 30% of a company’s technology vendors are actively involved in their digital transformations.(futurum research)
  • Of the $1.3 trillion spent on digital transformation in 2018, an estimated $900 billion was wasted when initiatives didn’t meet their goals. (hbr)
  • 70% of digital transformations fail, most often due to resistance from employees.(forbes)
  • Most digital transformations are driven by growth opportunities, followed by increased competitive pressure and new regulatory standards.(prophet)
  • Executives say the top benefits of digital transformation are improved operational efficiency (40%), faster time to market (36%) and the ability to meet customer expectations (35%).(ptc)
  • 39% of executives believe their companies will get the most value from digital transformation initiatives in three to five years.(sloan review)
  • 65% of companies are positive about their ability to adapt to technological disruption over the next three years.(futurum research)
  • 71% of digitally mature companies say they can attract new talent based on their use of data, compared to 10% of early-stage digital companies.(deloitte)
  • 27% of companies say digital transformation is a matter of survival.(digital marketing institute)
  • 56% of CEOs say digital improvements have led to increased revenue.(gartner)
  • Digitally mature companies are 23% more profitable than their less mature peers.(mit)
  • 39% of outperforming companies have a fully integrated digital-physical strategy.(vision critical)
  • Digital-first companies are 64% more likely to achieve their business goals than their peers. (adobe)
  • Digital transformation and a focus on customer experience can generate a 20-30% increase in customer satisfaction and economic gains of 20-50%.(mckinsey)
  • 62% of companies view customer experience delivered by a contact center as a competitive advantage.(deloitte)
  • 67% of consumers will pay more for a great experience.(salesforce)
  • 74% of business buyers say they’ll pay more for a better B2B experience.(salesforce)
  • Loyal customers are five times more likely to buy again and four times more likely to refer the brand to family and friends.(experience matters)
  • 79% of U.S. consumers only consider brands that show they care. (wantedness)
  • 70% of the buying experience is based on how the customer feels they are treated.(vision critical)
  • Companies with the strongest omnichannel experiences retain 89% of their customers on average, compared to 33% retention for companies with weak omnichannel customer experience.(digital commerce)
  • The percentage of companies investing in omnichannel experience has increased to more than 80% from 20%.(pwc)
  • 83% of consumers say they want the ability to move between channels when talking to a brand, but only 50% of companies support cross-channel interactions.(genesys)
  • 74% of marketers say it is important to have a cohesive omnichannel experience.(target marketing mag)
  • 73% of shoppers use more than one channel during their shopping journey.(hbr)
  • 84% of customer-centric companies focus on the mobile customer experience.(vision critical)
  • Intelligent systems will drive 70% of customer interactions by 2022. (acquai)
  • 63% of customers are happy to get service from a bot as long as they have the option to talk to a human agent if needed. (forrester)
  • 54% of consumers contacted brands by email in 2018, making it the most commonly used customer service channel over voice. (forrester)
  • Customers who have a bad experience with a website are 88% less likely to return.
  • 61% of consumers won’t return to a mobile site that had trouble accessing.(forbes)
  • 40% of consumers end up visiting a competitor’s website if they have trouble accessing a company’s mobile site. (forbes)
  • By 2020, an estimated 25% of all customer service operations will use virtual customer assistants.(gartner)
  • 92% of customers are satisfied using live chat services, making it the support channel that leads to the highest customer satisfaction.(gartner)
  • 75% of online customers expect a response within five minutes. (mckinsey)
  • 60% of companies think they have a good mobile experience, but only 22% of customers agree.(experience matters)
  • 65% of consumers research a product online before going to a physical store. (retail dive)
  • Nearly 80% of Millennials are more willing to purchase from brands that have a mobile customer service portal. (retail dive)
  • 93% of companies consider innovative technologies as necessary to reaching their digital transformation goals. (SAP)
  • 60% of businesses in North America use public cloud platforms, a five time jump from the number that used them five years ago.(Forrester)
  • 60% of executives believe connected technology and the Internet of Things will play an important role in their company’s digital strategy.(IDG)
  • 68% of global business leaders believe the future of business involves humans and AI working together. (fujitsu)
  • 70% of businesses will use a multi-cloud strategy in 2019, up from less than 10% in 2017. (information age)
  • By 2022, your personal device will know more about your emotional state than your own family.(gartner)
  • 34% of marketing leaders believe AI will lead to the biggest improvement in customer experience. (oracle)
  • 80% of companies have already adopted AI chatbots or have plans to do so by 2020. (oracle)
  • By 2020, the average person will have more conversations with bots than with their spouse.(oracle)
  • 84% of customer-centric companies prioritize their mobile customer experience.(vision critical)
  • 76% of companies are investing in emerging technologies.(accenture)
  • 86% of companies believe cloud technology is critical to digital transformation. (ping identity)
  • 28% of digital transformations are led by the CIO, and 23% are owned by the CEO.(prophet)
  • 71% of leaders say the workforce is important in supporting their digital transformation strategy.(industry week)
  • CEOs and senior executives say digital transformation risk is their top concern in. (wsj)
  • Around 40% of companies have dedicated digital transformation teams in place. (futurum research)
  • 37% of companies say digital transformation helped them create new jobs.(futurum research)
  • 20% of employees said their company’s leadership doesn’t know what to do with digital transformation.(futurum research)
  • 80% of companies say their digital transformation efforts involve multiple business units or the entire company. (mickinsey)
  • 55% of digitally maturing companies say they need new leaders in order to succeed in the digital environment. (enterprise project)

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