The Ultimate List of Marketing Statistics for 2018 in Australia and New Zealand

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

• 62% of marketers want to grow their company's organic presence online (HubSpot, 2018)
• 63% of marketers feel that generating website traffic is their biggest challenge (HubSpot, 2018)
• 75% of users never visit the second page of search results (Techximum, 2018)

• 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)

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)

Facebook

• 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)

Instagram

• 14% of users have been on Instagram for 3-5 years (HubSpot, 2017)
• 20% of Australians have an Instagram profile (ROI.com, 2017)

LinkedIn

• 38% of people sometimes trust content they see on LinkedIn (HubSpot, 2017)
• 17% of LinkedIn users have been on the platform for over 5 years (HubSpot, 2017)
• 16% of Australians have a LinkedIn profile (ROI.com, 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)

Twitter

• 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)

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)

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)

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

• 45% of people have used the live chat feature on a website (HubSpot, 2017)
• 27% of people have heard of Chatbots (HubSpot, 2017)
• 20% of people find Chatbots confusing (HubSpot, 2017)

 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)

• 29% of teams operate with a combined marketing and sales service level agreement (SLA) (HubSpot, 2018)
• 38% of salespeople with SLAs believe they are the top generator of leads (HubSpot, 2018)
• 70% of teams with SLAs see higher ROI from inbound marketing (HubSpot, 2018)