199 Digital Marketing Stats to Drive Your Marketing Strategy

digital marketing stats
digital marketing stats

The world of digital marketing is constantly changing. Whether it’s a global pandemic, racial unrest, political upheaval, new channels and apps, demographic shifts, or changing consumer dynamics – the job of today’s marketing leaders is not getting easier.

A great way to increase your chances of success as a business and a brand is to understand the latest digital marketing statistics.

Take a look at the data and the numbers. Maybe you can use some of these in your next budget meeting.

Hopefully most of these marketing stats will help you to prove that your content marketing strategy, digital and advertising campaigns are on-trend, relevant, and effective.

A few things to note:

  1. We’ve broken the stats into some of the relevant categories within digital marketing and consumer trends related to marketing.
  2. We’ve also tried to use statistics that are no more than two years old unless otherwise noted.
  3. We linked to the best available source but this crap takes a lot of time. We did the best we could.
  4. By ‘we” I mean my 17-year old daughter who helped me a ton with the research. But I paid her. Isn’t that nice?
  5. There are 179 bullets but 200+ actual stats in this post. In case you are counting. So without further ado. . .

Here are 199 Digital Marketing Stats to drive your marketing strategy…

Content Marketing Stats

  • On average, inbound marketing overheads 62% less per lead than outbound marketing, which is more traditional. (HubSpot)
  • 26% of adults are almost always online. That percentage is part of the 77% of US adults who are online daily. They  tend to go online between once and numerous times a day. (Pew Research Center)
  • The global population is just over 4 billion which includes 3.7 billion mobile internet users. Overall, there are 3 billion social media users. (Statista)
  • 91% of B2B marketers utilize content marketing to reach customers. Additionally, the 2018 B2C content marketing stats from the CMI reveal that 86% of B2C marketers believe content marketing to be a key strategy. (Content Marketing Institute)
  • Content is one of the most efficient ways to promote a business. Almost half of all marketer’s plan to use content to reach their consumers.  Content Marketing Institute
  • 60% of B2C marketers are committed to content marketing. (PointVisible)
  • 63% of businesses do not have a recorded policy on content.  (MarketingProfs/CMI)
  • 64% of marketers want to learn how to formulate a better content strategy. (We can help: just check out our content marketing strategy guide for content). (Marketing Charts)
  • 32% of marketers believe that their content creation workflow is impartial or poor. (CMI)
  • 60% of people find it difficult to consistently produce content. Our own content frequency research shows why this is so important. (Optinmonster)
  • Nearly 65% of people find engaging content difficult to produce. (Optinmonster)
  • The percentage of internet users that conduct product research online is about 78%. (WPforms)
  • Approximately 200 million Americans have signed up on FTC’s “Do Not Call” list. (WPforms)
  • Optinmonster states that “research gets millions of shares on Facebook.” (Optinmonster)
  • 79% of B2B buyers share white papers with their coworkers. (Optinmonster)
  • HubSpot’s top lead magnet ebook was shared over 12,000 times in a year.  (Overthink Group)
  • 72% of marketers say that content marketing sparks engagement growth. Additionally, 72% say it has ultimately increased the number of leads.  (CMI)
  • One of our favorite content marketing ROI case studies comes from Tiger Fitness. Their favorite video content marketing has a 60% returning customer rate. (Marketingsherpa)
  • Approximately 66% of people have discovered a new business on Twitter.  (Optinmonster)
  • Nearly 69% of consumers bought something because of a tweet they read on Twitter. (Optinmonster)
  • About 94% of people plan to make a purchase from an industry they follow on Twitter. (Optinmonster)
  • 93% of marketers perceive interactive content as effective, according to GO-Gulf.  And roughly 88% of marketers will make 10-30% of their content interactive this year. (GO-Gulf ; Optinmonster)
  • In order to future-proof your content marketing approach, use augmented reality (AR) and virtual reality (VR). According to Cisco, the use of these technologies will likely increase 20x by the year 2021. (Cisco; Optinmonster)

Blogging Stats

  • Industries that blog tend to reach 55% more web traffic. (WPforms)
  • About 57% of industries have gained a customer through their business blog. (WPforms)
  • Content marketing lead generation figures show that most marketers blog as one of their key content marketing strategies. Optinmonster
  • Blog posts are among the most shared content online. (OkDork)
  • Blog content creation is a top priority for marketers. (Hubspot)
  • The most effective way to blog is to post titles with 6-13 words in order to drive the most traffic. (Orbitmedia)
  • Nonetheless, if you really want to increase those social shares, you will need to write longer posts. Posts that reach the highest number of shares are more than 3,000 words long. (Okdork)

SEO and Organic Search Stats

  • 95% of people only look at the first page of search results which is why content is worth optimizing. If your content appears on the second page, most people will not see it. (Brafton)
  • Half of the clicks on SERPs go to the top 3 results. (Ignite Visibility)
  • An estimated 72% of online marketers describe content creation as their most efficient Search Engine Optimization method. (isitwp)
  • On average, Google receives more than 77,000 searches per second. Internet Live Stats
  • About 67% of clicks are directed to the first 5 results shown in search engines. (Advanced Web Ranking)
  • About 90% of website pages acquire zero organic traffic from Google. (Databox)
  • According to Propecta, “ 50% of search queries are 4 words or more.”  (Propecta)
  • Roughly 12% of search queries have a highlighted Snippet box in their Google search results. (Ahrefs)
  • Approximately 64% of marketers invest in SEO strategies and tactics.  (HubSpot)
  • Re-posting can boost the amount of monthly organic search views of published blog posts by an average of 106%. (HubSpot)
  • Accurate and keyword-rich copy helps to rank high in search. (HubSpot)
  • SEO reports will link initiatives to outcomes in the year 2020, such as demonstrating the impact of Search Engine Optimization on larger business goals. (HubSpot)
  • In order to improve website performance, the best technical search engine optimization method used by markers is enhancing mobile performance. (HubSpot)
  • Approximately 49% of consumers say they use Google to discover new products. (Think with Google)
  • More than half of Google searches (50.33%) now end without a click on a result. (Sparktoro)
  • Starting in June of 2019, roughly 94% of internet searches began to occur on Google.  (Jumpshot)
  • Google utilizes 810 rare SERP features. Of the unique features, 161 are found on more than 0.2% of keywords. (seoClarity)
  • On average, Google image results have a CTR of 0.21%, however it varies extensively by industry. (seoClarity)

Voice Search Stats

  • On average, 65% of 25-49-year old’s talk to their voice-enabled devices at least one time a day. (PWC)
  • Approximately $40 billion in the U.S. and $5 billion in the U.K. will be spent through voice commerce by the year 2022. (OC&C Strategy Consultants)
  • In Q3 of 2018, global smart speaker shipments increased by nearly 200% Y/Y. (Strategy Analytics)
  • In 2020, about 62% of Americans claimed to be using some form of voice assistance technology. (Edison Research)
  • Nearly 62% of the US population aged 12 years and older utilize voice-operated assistants.(Edison Research)
  • The percentage of Americans aged 18 and up have purchased a car that contains an in-dash info and entertainment system. (Edison Research)

Audio and Podcast Marketing Statistics

  • Podcasting has become extremely essential in reaching a specific target audience. 45% of global internet users aged 25-34 listen to podcasts. (Statista)
  • In the United States specifically, roughly 1 in 5 Americans listen to audiobooks, and 40% listen to podcasts. (Pew Research Center)
  •  15% of those listeners tune in to a podcast at least once per week. (Here are a few marketing podcasts you can add to your playlist.) (Edison Research)
  • Podcast Insights suggest that 49% of podcast listening happens at home, while 22% of people listen in their car. This may be why the State of Inbound report revealed that 11% of marketers plan to start their own podcast program. (Podcast Insights)

Video Marketing Statistics

  • Images help to increase content marketing effectiveness because they help sites reach more views with a larger audience. Additionally, images assist in spreading your message and tend to get more shares. (Jeffbullas)
  • The types of images you can use are endless!  However, a good place to start is with infographics  OKDork confirms that infographics are the most shared content type, and according to Forbes, roughly 84% of those using them find the images effective. (Forbes)
  • According to the State of Inbound report, marketers are focusing more on videos. Nearly 48% of marketers are making YouTube video a top priority, while 46% plan to focus on Facebook video. (Optinmonster)
  • Approximately 40% of millennials trust videos, and “half of those aged 18-34 admit that they would stop what they are doing to watch a new video.” (Think with Google)
  • According to CMI’s content marketing statistics, 72% of B2B marketers and 76% of B2C marketers utilize video because of its efficiency. Aberdeen Group notes that marketers who use video tend to get 66% more lead per year. (Optinmonster)
  • By the year 2021 video will represent 82% of all web traffic. (Cisco)

Webinar Marketing Statistics

  • 59% of registrations occur in the last week before the webinar date. Additionally, 33% of webinar signups occur on the day of the webinar, which demonstrates the importance of getting your webinar timing right to attract more attendees. The most popular time for signups is 12PM Pacific/3PM Eastern. (GoToWebinar)
  • According to Bizible, a third of registrants watch the webinar replay. BrightTalk also says that 47% of on-demand views occur within 10 days after the original webinar date. (bizibl; BrightTALK)

  • Wyzowl conducted a survey for marketers who had hosted or taken part in a webinar. 87% found the webinar to be effective, and 49% plan to host or participate in a webinar this year. (Wyzowl)
  • 93% of marketers perceive interactive content as effective, according to Go Gulf.  And roughly 88% of marketers will make 10-30% of their content interactive this year. (GO-Gulf )

Social Media Marketing Stats

  • The percentage of shoppers who trust family and friend advice over businesses is approximately 81%. (Hubspot)
  • About  90% of people claim that reading positive online reviews will often influence their buying decisions. (WPForms)
  • The most successful content marketing strategies are considered to be customer recommendations and case studies.  (Pardot)
  • According to Econsultancy, “product reviews are 12x more trusted than product descriptions and sales copy written by manufacturers.” (Econsultancy)
  • About 70% of online customers research product reviews before deciding to make a purchase. (Optinmonster)
  • Approximately 85% of buyers trust testimonials created by other consumers as much as they trust recommendations from personal contacts, which is up from 84% in 2016. (WPForms)
  • According to WPForms, “the number of marketers who say Facebook is “critical” or “important” to their business has increased 83%.” (WPforms)
  • The most efficient styles of B2B content are social media posts. (Pointvisible)
  • 74% of individuals who have a Facebook account use it solely for professional purposes. Within those Facebook users, about 75% visit the site once daily.  (Pew Research Center; Optinmonster)
  • Key channels that target older online users are Facebook and YouTube. Whereas, the younger demographics use Snapchat and Instagram the most. (Pew Research Center; Optinmonster)
  • 57% of all content is shared on Facebook. (Optinmonster)
  • People use YouTube primarily for solutions, entertainment, and learning new things.  (Think with Google)

Conversion Rate Optimization (CRO) Stats

  • Statistically, the percentage of marketers using landing page A/B tests to improve conversion rates is listed at only 17%. (HubSpot)
  • Conversion rates are affected within the first five seconds of a website’s page-load time. With every additional second of load time,  website conversion rates drop by approximately 4.42%. (Portent)
  • According to a Databox survey, SEO was considered better than PPC for driving sales by 70% of respondents. (Databox)
  • Landing pages have the highest conversion rate at 23%, even though they are the least popular type of signup form. On the other hand, popups have the second-lowest conversion rate at 3% despite their status as the most popular signup form. (Omnisend)
  • By the year 2021, Ecommerce Global B2C sales are predicted to reach 4.5 trillion. (Shopify)
  • 51% of buyers surveyed say they use Google to analyze potential online purchases. (Think with Google) 
  • Approximately 59% of consumers surveyed say that being able to shop on a mobile phone is vital when choosing which brand or retailer to purchase from. (Think with Google)
  • Over a two-year period, mobile searches for “____ near me today/tonight” grew by over 900%. (Think with Google)
  • Roughly 60% of smartphone users have been able to reach a business directly by using the “click to call” option in their search results. (Think with Google)
  • Within a two- year period, there was a 200%+ growth in mobile searches for the terms “open” + “now” + “near me.”  (Think with Google)
  • According to survey statistics, 46% of buyers verify inventory online before going into a store. (Think with Google)
  • 70% of buyers surveyed say that the ability to shop in-person at a brick and mortar  store is vital when choosing which brand or retailer to purchase from. (Think with Google)
  • An average lead generation form contains approximately 11 fields. (PAGEWIZ)
  • Conversions can be improved by 86% by using visual content such as videos on landing pages. (Techjury)
  • For every $92 spent on gaining a new client, just $1 is then spent on attempts to convert the customer.  (Econsultancy)
  • Approximately 74% of conversion rate optimization programs promote sales growth. (MarketingSherpa)
  • According to the 2016 State of Conversion Optimization Report, the  percentage of small industries that lack a structured or documented conversion rate optimization strategy is listed at 68%. (State of Conversion Optimization Report)
  • Conversion rate satisfaction is only found in 22% of businesses.(VWO Blog)
  • Call to Actions (CTAs) that are personalized convert 42% more visitors than unpersonalized CTAs. (Hubspot)
  • The most popular method of conversion rate optimization is A/B testing. (Econsultancy)
  • A one second delay in your website speed can ultimately reduce conversions by 7%. (Neil Patel)
  • According to Venture Harbour, 300% more conversions can be produced through multi-step forms in WordPress. (Venture Harbour)
  • Asking for personal information, such as a phone number, dramatically reduces conversion rates. (WPForms)

Mobile Marketing Statistics

  • In the year 2019, mobile devices, excluding tablets, produced roughly half of all universal internet traffic. (Statista)
  • Since the beginning of 2017, mobile web traffic has accounted for about half of all large scale web traffic.(Statista)
  • The percentage of U.S. internet users that use more than one device when going online is around 87%. (Think with Google) 
  • Approximately 60% of smartphone consumers have contacted a corporation directly using the search results (e.g. “click to call” option). (Think with Google)
  • Nearly 25% of businesses invest in mobile optimization as a top search engine optimization approach. (HubSpot)
  • 39% of smartphone consumers are more inclined to browse or shop a brand’s mobile app because the purchase process is easier or faster. (Think with Google)
  • Search traffic on mobile devices tend to be higher than on desktops. By the end of the year, about 52% of all web traffic will be mobile. (StatCounter)
  • 1 in 10 Americans only use smartphone devices, which means mobile marketing is the main way to reach them. (Pew Research Center)
  • According to Marketing Land, “70% of media time and 79% of social media time happens on mobile devices.” (Optinmonster; Marketing Land)
  • If your business is interested in email marketing, it is important to note that mobile email opens increased 30% in the last year. (Campaign Monitor)
  • Within the last two years, Google research has shown that comparison searches using the word “best” have grown by 80%. (Think with Google)
  • Approximately 53% of website visitors will exit in less than 3 seconds if your content does not load, which is why it is vital to enhance your website and content for mobile conversions. (Optinmonster)
  • Voice search is becoming more vital, yet 62% of industries haven’t adjusted to it.  (PR Newswire)
  • In the US, 96% of people own a mobile phone. (Pew Research Center)
  • According to Pew Research Center, “people spend over 3.5 hours per day on their mobile devices.” (Emarketer)
  • About 51% of consumers have completed an online transaction with a smartphone. (Pew Research Center)
  • Statista states, “93% of Millennials have compared online deals using a mobile device.” (Statista)
  • Customers  made 108% more purchases using apps than they did on the mobile web during the 2017 holidays. (Button)
  • According to We Are Social, “there are 5.11 billion unique mobile users in the world.”  (We are Social)
  • By the year 2021, Mobile commerce sales (mCommerce), will account for more than half of all eCommerce. (CBRE)
  • On average, iPhone clients spend more than Android or Window consumers on a typical order. (Invesp)

Email Marketing Statistics

  • Various studies confirm that email marketing has a return on investment of around $40 for every dollar spent.
  • There are lots of ways to communicate in today’s digital world, however email remains the most popular: (Optinmonster)
      • 74 trillion emails are sent in a year. (Optinmonster)
      • Nearly 90% of US adults use email. (Statista)
      • About 95% of all professionals use an email platform. (Optinmonster)
  • A/B testing boosts email marketing conversions by approximately 49%. (Campaign Monitor)
  • About 47% of marketers claim that they sometimes will test different subject lines to improve overall email performance. (MarketingProfs)
  • Subject lines are 22% more likely to be opened if they are personalized. (WPForms)
  • Nearly 70% of marketers claim that their highest-performing emails were sent from an individual person, not a specific brand. (Databox)
  • Approximately 47% of emails are opened or rejected based exclusively on their subject line. (WPForms)
  • About 56% of brands that include an emoji in their email subject line (Forbes)
  • Email subject lines that are written with immediacy and individuality tend to obtain a 22% higher open rate. (WPForms)
  • Nearly 70% of those aged 45 and up were receptive to humor in email subject lines,  however humor is not as likely to work on younger cohorts.  (Marketing Land)
  • Emails that contain subject lines with 6-10 words have the highest open rate. (Invesp)
  • Generally, email marketing has a 4400% average return on investment rate. Optinmonster)
  • On average, welcome emails have an 82% open rate. (GetResponse)
  • According to HubSpot, “91% of email users have unsubscribed from a company email they previously opted-in to. (Hubspot)
  • Over 102.6 trillion emails are exchanged every year, and that number is gradually increasing. (Statista)
  • Roughly 49% of all email messages are opened on mobile devices. (IBM)
  • More than half (54%) of emails are classified as spam. (Statista)
  • Tablet and PC mobile users are listed as being the least likely to engage with emails. (Impact of Mobile Use on Email Engagement)
  • The percentage of marketers that claim targeted personalization will increase buyer engagement is 74%.  (WPForms)
  • About 95% of the industries that utilize marketing automation are capitalizing on email marketing.  (Regalix)
  • 27% of the most frequently opened emails related to hobbies. (HubSpot)
  • About 49% of buyers claim they would like to receive weekly promotional emails from their favorite brands. (Statista)
  • Only 30% of brands utilize personalized emails, yet they get 6x Higher Transaction Rates. (Experian Marketing)
  • According to Marketing Sherpa, “60% of consumers subscribe to a brand’s list to get promotional messages and deals. (MarketingSherpa)
  • In order to reduce form abandonment, send 3 abandoned cart emails instead of one. This will result in 69% more orders. (Oberlo)
  • Half of small and medium-sized businesses utilize marketing automation technology to lead campaigns.  (Statista)
  • Roughly 88% of buyers who are willing to disclose personal information want transparency about how GDPR is used. (DMA)
  • Over half of society checks their email before doing anything else online. (Optinmonster)

Social Selling Statistics

  • Nearly 78% of salespeople who utilize social media perform better than their colleagues. (Screwpile Communications)
  • The majority (98%) of sales representatives with 5000+ connections on LinkedIn tend to meet or exceed sales quotas. (The Sales Benchmark Index)
  • Outbound selling tactics of cold calling have a low success rate at 2.5%. (Keller Research Center
  • IBM increased their sales by 400%, due to the implementation of a social selling program. (IBM)
  • Worldwide, there are over 1.5 billion social media users. (McKinsey and Company)
  • About 77% of business to business clients refuse to speak to salespeople until they have conducted their own research. (Corporate Executive Board)
  • According to IBM, “55% of buyers do research via social media.” (IBM)
  • According to Hubspot, “only 7% of respondents surveyed said that social selling was a top priority for their sales organization.” (Hubspot)
  • Once a salesperson is involved, up to 90% of the sales process could essentially be accomplished  by social selling. (Forrester)
  • Approximately 87% of B2B buyers admit they have had a positive impression of a salesperson if they were previously introduced to them through someone in their network. (LinkedIn)
  • 84% of business executives utilize contacts and information from their social networks as part of their acquisition process. (IDC)
  • Roughly 31% of B2B professionals claimed that social selling permitted them to build deeper connections with their clients.  (SuperOffice)

Lead Generation & Nurturing Stats

  • Nearly 45% of companies send their leads at least 1 email a week. (Databox)
  • Over 35% of B2B marketers surveyed have started a lead nurturing approach.  (Invespcro)
  • About 63% of marketers claim their main content challenge is ultimately driving traffic and creating leads. (Omnicore)
  • According to Databox, “40-70% of business qualified leads are not yet ready to buy.” (Databox)
  • About 20-40% of webinar attendees eventually become leads. (OptinMonster)
  • Approximately 80% of new leads will never turn  into sales. (Invespcro)
  • On average, industries that excel at lead nurturing produce 50% more sale ready leads at a 33% lower cost. (Invespcro)
  • About 66% of people say that email nurturing is the best way to re-engage leads. (Databox)

Ecommerce & Online Shopping Statistics

  • According to Statista, “12% of all retail sales globally were eCommerce sales.” (Statista)
  • Organic Google searches drive 43% of eCommerce traffic. (Wolfgang Digital)
  • Globally there are over 286+ million active PayPal accounts. (Statista)
  • About 65% of shoppers admit to looking up price comparisons on their mobile phones while in a brick and mortar store. (KPMG)
  • On average, exit-intent campaigns convert between 2-4% of deserting visitors into email. (Optinmonster)
  • On average, every US consumer spends $1800 a year on eCommerce. (Statista)
  • Amazon accounted for 44% of all US eCommerce sales. (CNBC)
  • A 2019 study showed that 65% of total e-commerce sessions were generated by search traffic, while 33% were generated through organic search, and 32% were  generated through paid search. (Statista)

  • In terms of conversational marketing, about 82% of consumers anticipate an online live chat response within 5 minutes. (Drift)
  • Men spend 68% more money online than women (KPMG)
  • On average, men tend to spend 68% more money online than women. (KPMG)
  • Every year, approximately 1.66 billion people shop online. (Statista)
  • About 56% of shoppers admit that they will leave without making a purchase if presented with unpredicted costs. (Shopify)
  • About 79% of US shoppers claim that free shipping would convince them to shop online more often. (Walker Sands)
  • About 36% of all US small industries lack a company website. (SBA)
  • Generation X shops online more than baby boomers and millennials. (KPMG)
  • According to 50% of consumers, online live chat is the most convenient way to get in contact with a company. (WPForms)
  • Companies that have the highest cart abandonment rates tend to be in the categories of finance, nonprofit, and travel, with retail coming in 4th place. (Optinmonster)

If you are ready to get more traffic to your site with quality content that’s published consistently, check out our Content Builder Service. Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today–and generate more traffic and leads for your business.

Michael Brenner  is a Top CMO, Content Marketing and Digital Marketing Influencer, an international keynote speaker, author of "Mean People Suck" and "The Content Formula" and he is the CEO and Founder of Marketing Insider Group, a leading Content Marketing Agency . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael helps build successful content marketing programs for leading brands and startups alike. Subscribe here for regular updates.

Leave a Reply

Your email address will not be published. Required fields are marked *