The Ultimate List of Marketing Statistics for 2018 in Australia and New Zealand
Looking for the latest marketing stats and trends? We've got you covered.
Search Engine Optimisation Statistics
Understand how consumers are searching for and finding information about brands online.
Mobile Search
- Having a mobile version of your website increases sales by 60% (Techximum, 2018)
- 69% of digital engagement happens on mobile platforms (Margin Media, 2018)
- Mobile is responsible for 41% of internet usage (ROI.com, 2017)
Organic Search
- 72% of marketers see content as the biggest influencer of SEO (Techximum, 2018)
- 5% of people don't use Google (HubSpot, 2017)
- 4.7% more users now access the internet in Australia vs 2016 (ROI.com, 2017)
- 87% of Australians access the internet on a daily basis (ROI.com, 2017)
- Desktop is responsible for 59% of internet usage (ROI.com, 2017)
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Learn what projects and platforms content marketers are prioritising.
Content Strategy
- 76% of companies in ANZ use inbound marketing as their primary approach. (HubSpot, 2018)
- 30% of marketers believe content marketing will have the biggest commercial impact in 2018 (Smart Insights, 2018)
- 88% of content marketing professionals are considering adding personalisation to their content plans (Margin Media, 2018)
- 54% of people want to see email and newsletter content from brands they support (HubSpot, 2017)
- 85% of Australians use content marketing (ADMA, 2018)
- 3% of people describe their company's content marketing as sophisticated (ADMA, 2018)
- 42% of companies have a small (or one-person) content marketing team to serve the entire organisation (ADMA, 2018)
- 7% of companies use a content team for each brand or product (ADMA, 2018)
- 55% of companies outsource content creation (ADMA, 2018)
- 41% of companies don't outsource any content creation (ADMA, 2018)
- 60% of people believe their company's content marketing approach is moderately successful (ADMA, 2018)
- 66% of people believe their company's content marketing has been more successful vs a year ago (ADMA, 2018)
- 75% of people their company's content marketing has been more successful due to better quality content (ADMA, 2018)
- 85% of people believe their company is focused on creating personas and audiences (ADMA, 2018)
- 43% of companies have a documented content marketing strategy (ADMA, 2018)
- 88% of companies use analytics tools with their content marketing strategy (ADMA, 2018)
- 35% of people rated the content creation flow in their company as good (ADMA, 2018)
- 48% of companies use monthly newsletters for content marketing purposes (ADMA, 2018)
- 44% of people believe their company does a poor job at aligning content marketing goals and metrics (ADMA, 2018)
- 41% of people who don't measure content marketing want an easier way to do this (ADMA, 2018)
- 70% of people can demonstrate with metrics how content has increased engagement and leads (ADMA, 2018)
- 47% of people can't show how content marketing has improved sales (ADMA, 2018)
- 34% of people can't show how content marketing has decreased the cost of customer acquisition (ADMA, 2018)
- 23% of total marketing budget is spent on average on content marketing (ADMA, 2018)
- 36% of people believe more budget will be spent on content marketing next year (ADMA, 2018)
- 90% of companies use social media posts for content marketing purposes (ADMA, 2018)
- 49% of companies use ebooks for content marketing purposes (ADMA, 2018)
Video Content Marketing
- Video content earns 12x more shares than text and images combined (Margin Media, 2018)
- 43% of people want to see video content from brands they support (HubSpot, 2017)
- 17% of people want to see blogs from brands they support (HubSpot, 2017)
- 75% of companies use video for content marketing purposes (ADMA, 2018)
Social Media Statistics
See how marketers are expanding their reach with social media.
- 14% of people never trust content they see on Facebook (HubSpot, 2017)
- 62% of Facebook users have been on the platform for over 5 years (HubSpot, 2017)
- 77% of people will use Facebook at the same rate they are currently (HubSpot, 2017)
- 23% of people have considered quitting Facebook altogether (HubSpot, 2017)
- 37% of people list Facebook as their favourite social media platform (HubSpot, 2017)
- 70% of Australians have a Facebook profile (ROI.com, 2017)
- 14% of users have been on Instagram for 3-5 years (HubSpot, 2017)
- 20% of Australians have an Instagram profile (ROI.com, 2017)
-
14%
of people never trust content on Facebook.
-
70%
of Australians have a Facebook profile.
-
60%
of small business owners are not able to track ROI from their social media activities.
-
61%
of Australians visited YouTube at least once in 2017.
Social Media Management
- 50% of marketers will add professional networks to their marketing activities in the next 12 months (HubSpot, 2018)
- 47% of small businesses are on social media (Sensis, 2018)
- 42% of large businesses pay to advertise on social media (Sensis, 2018)
- 52% of small businesses have no social media presence (ROI.com, 2017)
- 46% of medium businesses have no social media presence (ROI.com, 2017)
- 21% of large businesses have no social media presence (ROI.com, 2017)
Social Media Usage
- 64% of consumers are more likely to trust a brand if it interacts positively on social media (Sensis, 2018)
- 79% of people now use social media (Sensis, 2018)
- 59% of people access social media almost every day (Sensis, 2018)
- 44% of people would stop using social media if it wasn't useful to them any longer (HubSpot, 2017)
- 3% of people trust content they see on Twitter (HubSpot, 2017)
- 4% of Twitter users have been on the platform for less than a year (HubSpot, 2017)
- 22% of people will use Twitter less than they currently do (HubSpot, 2017)
- 23% of people list Twitter as their least favourite social media platform (HubSpot, 2017)
YouTube
- 15% of people will use YouTube more than they currently do (HubSpot, 2017)
- 61% of Australians visited YouTube at least once (ROI.com, 2017)
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Email Marketing Statistics
Learn how marketers are using email marketing to maximise ROI.
Clickthrough Rate
- Overall average click-through rates in Australia range from 4.5% to 6% (Vision6, 2018)
Email Usage
- 92% of businesses use email as their primary method of communication (HubSpot, 2018)
- 44% of people check work emails on the weekend (HubSpot, 2017)
- 40% of people prefer to engage with brands via email (HubSpot, 2017)
- 47% of emails are opened in Gmail (Vision6, 2018)
- 34% is the overall average email open rate in Australia (Vision6, 2018)
- 22% of emails are sent on a Thursday (Vision6, 2018)
- Gmail and Apple Mail are the two most popular email clients (Vision6, 2018)
- Open rates are highest on Mondays at 35.68% (Vision6, 2018)
- 2% of all emails have bounced over the last 12 months (Vision6, 2018)
- 78% of companies use email with their content marketing strategy (ADMA, 2018)
Mobile Email
- 49% of emails are opened on mobile (Vision6, 2018)
- Mobile email open rate has increased by 10% over the last five years (Vision6, 2018)
-
92%
of businesses use email as their primary method of communication.
-
78%
of companies use email with their content marketing strategy.
-
49%
of emails are opened on mobile.
-
40%
of people prefer to engage with brands via email.
Advertising Statistics
Understand how consumers view paid media.
Paid Advertising
- 70% of users tend to ignore paid ads (Techximum, 2018)
- 40% of marketers believe traditional paid advertising methods like print are overrated (HubSpot, 2018)
- 80% of B2B decision makers prefer to get information from articles rather than advertising (Meltwater, 2018)
- 40% of millennials don’t trust ads—so strong organic tactics need to be part of the mix as well (Meltwater, 2018)
Paid Social Advertising
- 70% of users tend to ignore paid ads (Techximum, 2018)
- 40% of marketers believe traditional paid advertising methods like print are overrated (HubSpot, 2018)
- 80% of B2B decision makers prefer to get information from articles rather than advertising (Meltwater, 2018)
- 40% of millennials don’t trust ads—so strong organic tactics need to be part of the mix as well (Meltwater, 2018)
Word of Mouth Advertising
- Facebook spend increased by 74% in 2018 (Margin Media, 2018)
- 80% of small businesses don't use paid social advertising (ROI.com, 2017)
- 73% of medium businesses don't use paid social advertising (ROI.com, 2017)
- 39% of large businesses don't use paid social advertising (ROI.com, 2017)
- 65% of people rely on word of mouth when considering a purchase (HubSpot, 2018)
Marketing and Technology Statistics
Discover how marketing is evolving and how new technologies are changing consumer behaviour.
Artifical Intelligence
- 66% of people have heard of Artificial Intelligence (HubSpot, 2017)
- 2% of people already use Artificial Intelligence in their job (HubSpot, 2017)
- 67% of people don't believe their job will be affected by Artificial Intelligence (HubSpot, 2017)
- 20% of people believe they'll be using Artificial Intelligence at work in 3-5 years (HubSpot, 2017)
- 37% of people believe Artificial Intelligence will have a somewhat positive impact (HubSpot, 2017)
- 21% of people believe Artificial Intelligence will have no impact (HubSpot, 2017)
- 28% of people believe Artificial Intelligence will have a somewhat negative impact (HubSpot, 2017)
Consumer Behaviour
- 58% of people discover new products and companies through word of mouth (HubSpot, 2017)
- 55% of people discover new products or companies through Google (HubSpot, 2017)
- 80% of people trust the recommendation of their friends and family the most (HubSpot, 2017)
- 80% of people are loyal to their favourite brands (HubSpot, 2017)
- 57% of people believe their favourite brands are loyal to them (HubSpot, 2017)
Cryptocurrency
- 54% of people have heard of Cryptocurrency (HubSpot, 2017)
- 22% of people have heard of Blockchain (HubSpot, 2017)
- 41% of people find Cryptocurrency confusing (HubSpot, 2017)
- 34% of people find Blockchain confusing (HubSpot, 2017)
- 41% of people think Cryptocurrency is overhyped (HubSpot, 2017)
Marketing Strategy
- 69% of marketers believe in their company's marketing strategy. (HubSpot, 2018)
- 23% of marketers prioritise reducing the cost of lead and customer acquisition (HubSpot, 2018)
- 83% of marketers with an SLA have faith in their strategy (HubSpot, 2018)
- 62% of marketers with SLAs using inbound practices say they provide high quality leads to sales (HubSpot, 2018)
- 59% of CMOs still say print marketing is an effective channel (Meltwater, 2018)
Messaging Apps
Sales Statistics
Learn what salespeople are prioritising and how consumers view sales as a whole.
CRM
- 9% of salespeople believe investing in a CRM is a priority over the next year (HubSpot, 2018)
Sales Strategy
- 76% of salespeople say closing more deals is their top priority over the next year (HubSpot, 2018)
- 61% of salespeople spend 30-120 minutes on data entry or other manual tasks (HubSpot, 2018)
- 34% of salespeople believe phoning prospects is the most effective sales channel (HubSpot, 2018)
- 66% sales teams will increase in size over the next 12 months (HubSpot, 2018)
Selling
- 43% of salespeople feel that getting a response from clients has become more difficult (HubSpot, 2018)
- 28% of salespeople find closing deals more difficult than before (HubSpot, 2018)
- 46% of salespeople have trouble with pre-sales activities (HubSpot, 2018)
- 36% of salespeople say referrals source the most deals (HubSpot, 2018)
- 38% of salespeople feel that referrals bring the highest quality leads (HubSpot, 2018)
- 82% of decision-makers think that sales reps are unprepared (Meltwater, 2018)
- 59% of people want to talk about pricing first with sales (HubSpot, 2017)
- 45% of people want a product demo first when talking with sales (HubSpot, 2017)
- 15% of people would rather research and make the purchase without input from sales (HubSpot, 2017)
- 48% of people want to talk to sales at the consideration stage (HubSpot, 2017)
- 66% of people want sales to avoid being pushy (HubSpot, 2017)
- 72% of people are not willing to buy from a company using a chat platform (HubSpot, 2017)
- 43% of people are willing to contact a company for help via chat (HubSpot, 2017)
- 66% of people believe companies stop caring after they purchase from them (HubSpot, 2017)
- 27% of people have purchased something after it was recommended on another website (HubSpot, 2017)
- 22% of people rely on salespeople when making a purchase (HubSpot, 2018)
Service-Level Agreement (SLA)
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