General Digital Marketing Stats
- By 2019, video will account for 80% of global internet traffic, and 85% in the US (Cisco).
- The average CTR of display ads is .06% (HubSpot).
- The CTR for native ads is more than double regular display ads: .33% for mobile, .16% desktop (Business Insider).
- Users who are retargeted to are 70% more likely to convert (HubSpot).
Conversion Rate Optimization (CRO)
- Only about 22% of businesses are satisfied with their conversion rates. (Econsultancy, 2016)
- For every $92 dollars spent acquiring customers, only $1 is spent converting them. – Econsultancy
- Using videos on landing pages can increase conversions by 86%. – Eyeview
- 60% of online marketers plan to do customer journey analysis to improve their online conversion rate. – MarketingCharts
Local SEO
- 72% of consumers who did a local search visited a store within five miles. (Google, 2014)
- 30% of mobile searches are related to a location. (Google, 2016)
- 28% of searches for something nearby result in a purchase. (Google, 2016)
- Local searches lead 50% of mobile visitors to visit stores within one day. (Google, 2014)
- 78% of local-mobile searches result in offline purchases. (Search Engine Land, 2014)
Organic Search
- Google gets over 2 trillion searches per year. (Search Engine Land, 2016)
- The average Google first page result contains 1,890 words. (Backlinko, 2016)
- 50% of search queries are four words or longer. (WordStream, 2016)
- 66% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. (HubSpot, 2016)
- 71% of B2B researchers start their research with a generic search. (Google, 2015)
- B2B researchers do 12 searches on average prior to engaging on a specific brand’s site. (Google, 2015)
- 72% of marketers say relevant content creation was the most effective SEO tactic. (Ascend2, 2016)
- 40% of marketers say the most challenging obstacle to search engine optimization success is changing search algorithms. (Ascend2, 2015)
Mobile
- 84 percent of mobile advertisers believe they’re providing a positive experience. Less than half of consumers report their experience was positive. (Unlockd)
- We have reached the mobile tipping point: All new data consumption is coming from mobile (TechCrunch).
- Over a third of email subscribers read their newsletters exclusively on mobile devices (Informz).
- 61% of users are unlikely to return to a mobile site after a negative experience. 40% will go to a competitor’s site (MicKinsey& Company).
- More Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan. (Google, 2015)
- 49% of B2B researchers who use their mobile devices for product research do so while at work. (Google, 2015)
- 65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information. (Google, 2015)
- 51% of smartphone users have discovered a new company or product when conducting a search on their smartphone. (Google, 2015)
- 48% of consumers start mobile research with a search engine. (Smart Insights, 2017)
- 26% of consumers start mobile research with a branded app. (Smart Insights, 2017)
Voice Search
- 19% of people use Siri at least daily. (HubSpot, 2015)
- 37% use Siri, 23% use Microsoft’s Cortana AI, and 19% use Amazon’s Alexa AI at least monthly. (HubSpot, 2015)
- 20% of search queries on Google’s mobile app and on Android devices are voice searches. (Search Engine Land, 2016)
- 60% of smartphone users who use voice search have begun using it within the past year, with 41% of survey respondents having only begun to use voice search in the past six months. (Search Engine Land, 2016)
- 43% of mobile voice search users do so because they say it is quicker than going on a website or using an app. (Statista, 2015)
- 21% of mobile voice search users do so because they say they don’t like typing on their mobile. (Statista, 2015)
Ecommerce
- 81% of shoppers conduct online research before making big purchases. (Adweek, 2014)
- 44% of people go directly to Amazon to start their product searches, compared to 34% who use search engines like Google, Bing, and Yahoo to search for products. (Marketing Land, 2015)
- Mobile commerce makes up 30% of all U.S. ecommerce. (Internet Retailer, 2015)
Content Marketing
- 73% of surveyed consumers found that content with a strong personality helps in forming loyal relationships (Econsultancy).
- Marketers who prioritize blogging are 13x more likely to realize a positive ROI (Socialemedia).
- 61% of the most successful content marketers have a documented strategy, while only 2% of the least successful have one (CMI).
- 85% of the most successful deliver content consistently (CMI).
- 87% of the most successful say they are able to quickly adjust their content marketing strategy (CMI).
Blogging
- Marketers who prioritize blogging are 13x more likely to realize a positive ROI (Socialemedia).
- 60% of marketers say blog content creation is their top inbound marketing priority. (HubSpot, 2016)
- 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time. (HubSpot, 2016)
- Compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic. (HubSpot, 2016)
- Over its lifetime, one compounding blog post creates as much traffic as six decaying posts. (HubSpot, 2016)
- Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts. (HubSpot, 2015)
- B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month. (HubSpot, 2015)
- B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month. (HubSpot, 2015)
- Companies that published 16+ blog posts per month got about 4.5X more leads than companies that published 0-4 monthly posts. (HubSpot, 2015)
- 75% of HubSpot’s blog views and 90% of blog leads come from old posts. (HubSpot, 2014)
- Some 15% of internet users read or comment on discussion forums such as reddit, Digg, or Slashdot, while 10% use the blogging website Tumblr. (Pew Research Center, 2015)
- 43% of people admit to skimming blog posts. (HubSpot, 2016)
- Titles with 6-13 words attract the highest and most consistent amount of traffic. (HubSpot, 2016)
Content Strategy
- 61% of the most successful content marketers have a documented strategy, while only 2% of the least successful have one (CMI).
- 87% of the most successful say they are able to quickly adjust their content marketing strategy (CMI).
- 8% of marketers plan to add Medium to their marketing efforts in the next 12 months. (HubSpot, 2016)
- On average, B2B marketers allocate 28% of their total marketing budget to content marketing. (CMI, 2016)
- Only 30% of B2B marketers say their organizations are effective at content marketing, down from 38% last year. (CMI, 2016)
- 55% of B2B marketers say they are unclear on what content marketing success or effectiveness looks like. (CMI, 2016)
- 32% of B2B marketers say they have a documented content marketing strategy. (CMI, 2016)
- 28% of B2B marketers say they have a documented editorial mission statement. (CMI, 2015)
- 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report, 2016)
- 96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016)
Social Media
- When social media is part of their buyer’s journey, customers tend to convert at a 129% higher rate. They are also four times as likely to spend significantly more than those without a social component (Deloitte).
- Reading or writing social media reviews and comments will influence the shopping behavior of 67% of consumers (PwC).
- The average internet user spends nearly two hours browsing social media networks daily (Telegraph UK).
- On average, brands only respond to only one out of eight social messages in 72 hours or fewer (Sprout Social).
- 64% of marketers have Snapchat accounts, but only 67% of those are active (AdWeek).
- 64% of marketers are using social media for six hours or more and 41% for 11 or more hours weekly. (Social Media Examiner, 2015)
- Nearly 19% of marketers spend more than 20 hours each week on social media. (Social Media Examiner, 2015)
- 83% of all marketers actively pursue social media marketing initiatives. (Aberdeen, 2016)
- As of 2015, 35% of all those 65 and older report using social media, compared with just 2% in 2005. (Pew Research Center, 2015)
- As of 2015, 90% of young adults use social media, compared with 12% in 2005. (Pew Research Center, 2015)
- Nearly one-third of the world uses social networks regularly. (eMarketer, 2016)
- 88% of marketers want to know how to measure their return on investment for social media activities. (Social Media Examiner, 2015)
- Only 42% of marketers say they are able to measure their social activities. (Social Media Examiner, 2015)
- 92% of marketers say that social media is important to their business. (Social Media Examiner, 2015)
- More than half of marketers who’ve been using social media for at least two years report it helped them improve sales. (Social Media Examiner, 2015)
- 90% of all marketers indicated that their social media efforts have generated more exposure for their businesses. (Social Media Examiner, 2015)
- By spending as little as six hours per week, 66% of marketers see lead generation benefits with social media. (Social Media Examiner, 2015)
- At least 61% of those investing a minimum of six hours per week in social media marketing saw improvements in search engine rankings. (Social Media Examiner, 2015)
- 6 in 10 small business owners are not able to track ROI from their social media activities. (eMarketer, 2015)
Email Marketing
- Email marketing was the top channel for increase in digital marketing spend over the last year, with 61% of marketers increasing their investment (Relevate).
- Personalized email messages improve click-through rates and conversions by over 10% (Aberdeen).
- The average CTR for email marketing across industries is 3.2% (IBM).
- Last year, the average ROI for email campaigns was 4,300% (Copyblogger).
- 55% of all emails are opened on mobile devices (emailmonday).
Video Marketing
- 4X as many customers would rather watch a video about a product than read about it. (Animoto, 2015)
- Almost 50% of internet users look for videos related to a product or service before visiting a store. (Google, 2016)
- 53% of smartphone users feel more favorable towards companies whose mobile sites or apps provide instructional video content. (Google, 2015)
- 4 in 5 consumers believe that demo videos are helpful. Shoppers who view video are 1.81X more likely to purchase than non-viewers. (Animoto, 2015)
- 39% of marketers plan to add Facebook video to their content strategy in the next year. (Adobe, 2015)
- 45% of people watch more than an hour of Facebook or YouTube videos a week. (HubSpot, 2016)
- 100 million hours of video are watched every day on Facebook. (TechCrunch, 2016)
- 82% of Twitter users watch video content on Twitter. (Twitter, 2015)
- 90% of Twitter video views are on mobile. (Twitter, 2015)
- 55% of people consume video content thoroughly. (HubSpot, 2016)
- 43% of people want to see more video content from marketers. (HubSpot, 2016)
- Marketers who use video grow revenue 49% faster than non-video users. (Aberdeen, 2015)
- Nearly two-thirds of consumers prefer video under 60 seconds. (Animoto, 2015)
- 9% of marketing professionals worldwide name video as the type of content with the best ROI. (Adobe, 2015)
- YouTube 48% of marketers plan to add YouTube to their content strategy in the next year. (HubSpot, 2016)
- On mobile alone in an average week, YouTube reaches more 18+ year-olds during prime time TV hours than any cable TV network. (Google, 2016)
- Two-thirds of YouTube users watch YouTube on a second screen while watching TV at home. (Google, 2016)
- YouTube is more commonly used by larger businesses. For example, 71% of businesses with 100+ employees use YouTube, compared to 38% of the self-employed. (Social Media Examiner, 2015)
- YouTube has over a billion users, almost one-third of all people on the Internet. (YouTube, 2016)
- In an average month, 8 out of 10 18- to 49-year-olds watch YouTube. (Google, 2016)
- Among millennials, YouTube accounts for two-thirds of the premium online video watched across devices. (Google, 2016)
- The time people spend watching YouTube on their TV has more than doubled year over year. (Google, 2016)
Influencer Marketing
- Marketers receive an average of $6.85 in earned media value for every $1 spent on influencer marketing (AdWeek).
- Over 80% of marketing and communication professionals expect to begin an influencer marketing campaign within the year. (eMarketer).
- Influencer campaigns have proven effective for over 80% of marketers who have tried them (eMarketer).
- Customers acquired through word-of-mouth (such as influencer marketing) are retained at a 37% higher rate than those acquired through other means (Deloitte).
Lead Generation
- 80% of marketers report their lead generation efforts are only slightly or somewhat effective. (BrightTALK, 2015)
- Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers. (BrightTALK, 2015)
- For B2B marketers, the ideal number of fields on web registration and download forms is between three and five for 79% of respondents, while only 16% said it was six or more. (BrightTALK, 2015)
- 53% of marketers say half or more of their budget is allocated to lead generation, while 34% say less than half of their budget is allocated to lead generation. (BrightTALK, 2015)
- Only 17% of marketers say outbound practices provide the highest quality leads for sales. (HubSpot, 2016)
- 65% of marketers say generating traffic and leads is their top challenge. (HubSpot, 2016)
- 58% of marketers say their lead generation budget will increase in the coming year. (BrightTALK, 2015)
- Nearly 80% of companies not meeting their revenue goals attract 10,000 monthly website visitors or less. For those exceeding their revenue goals, 70% report attracting more than 10,000 visitors per month. (HubSpot, 2015)
- The less companies know about their KPIs, the less likely they are to meet their revenue goals. 74% of companies that weren’t exceeding revenue goals did not know their visitor, lead, MQL, or sales opportunities. (HubSpot, 2015)
Advertising
- 87% of people say there are more ads than two years ago. (HubSpot, 2016)
- Adblocking has cost publishers nearly $22 billion in 2015 alone. (PageFair, 2015)
- Adblocker Plus, the most popular ad blocking app, has reached 300 million downloads worldwide. (HubSpot, 2016)
- 77% of consumers agree that they would prefer to ad filter than completely ad block. (HubSpot, 2016)
- 41% of ad blocker users found out about ad blockers by word of mouth. (HubSpot, 2016)
- 64% of ad blocker users do so because they believe ads are annoying or intrusive. (HubSpot, 2016)
- 419 million people worldwide have installed an ad blocker on their smartphone. (PageFair, 2015)
- 51% of people have a lower opinion of brands that use autoplaying video ads. (HubSpot, 2016)
- 70% of U.S. marketers plan to use social video ads in the coming 12 months. (eMarketer, 2016)
- 82% of consumers have closed a browser or exited a webpage because of an autoplaying online video ad. (HubSpot, 2016)
- YouTube’s net U.S. video ad revenues account for 18.9% of the U.S. digital video ad market. (eMarketer, 2014)
- Video ads have an average clickthrough rate of 1.84%, the highest clickthrough rate of all digital ad formats. (Business Insider, 2014)
- 56% of viewers are likely to skip online video ads. (Marketing Land, 2014)
- 15% of viewers believe a video ad should be no more than 15 seconds in length. (Marketing Land, 2014)
Sales
- 22% of salespeople don’t know what a CRM is. (HubSpot, 2016)
- 17% of salespeople cite manual data entry as the biggest challenge using their existing CRM. (HubSpot, 2016)
- Only 21% of salespeople consider their CRM software’s integration capabilities with marketing software or other tools to be high quality. (HubSpot, 2016)
- 40% of salespeople still use informal means such as Microsoft Excel or Outlook to store its lead and customer data. (HubSpot, 2016)
- 29% of salespeople are spending an hour or more on data entry each and every day. (HubSpot, 2016)
- Nearly half (45%) of companies are using some form of CRM to store lead data, and 84% of those companies have a standard in place for scoring lead quality. (DMN News, 2014)
- 70% of companies say closing more deals is their top sales priority. (HubSpot, 2016)
- Prospecting is the most difficult part of the sales process for salespeople. (HubSpot, 2016)
- 58% of buyers want to talk about pricing in the first sales call, while 65% of salespeople want to keep the conversation on goals. (HubSpot, 2016)
- 57% of salespeople believe buyers are less dependent on salespeople during the buying process. (HubSpot, 2016)
- Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine. (HubSpot, 2016)
- 40% of salespeople say getting a response from prospects is getting harder. (HubSpot, 2016)
- 28% of companies are prioritizing social selling. (HubSpot, 2016)
- Buyers who use social media have larger budgets — typically 84% larger than the budgets of buyers who do not use social. (IDC, 2014)
- 61% of organizations engaged in social selling report a positive impact on revenue growth. (Feedback Systems, 2015)
- 72% of sales professionals feel that they are not proficient with social selling. (Feedback Systems, 2015)
- 46% of social sellers hit quota compared to 38% of sales reps who don’t. (Aberdeen, 2014)