The Ultimate List of Marketing Statistics for 2018

Looking for the latest marketing stats and trends? We've got you covered.

Search Engine Optimization Statistics

Understand how consumers are searching for and finding information about brands online.

Conversion Rate Optimization (CRO)

  • Only about 22% of businesses are satisfied with their conversion rates. (Econsultancy, 2016)
  • Using videos on landing pages will increase conversions by 86%. (Wordstream, 2018)
  • 90% of searchers haven’t made their mind up about a brand before starting their search. (Status Labs, 2018)
  • For every $92 spent acquiring customers, only $1 is spent converting them. (Econsultancy, 2016)


  • 84% of people will not make a purchase if they are dealing with an unsecured website. (Blue Corona, 2018)
  • By 2021, global retail ecommerce sales will reach $4.5 trillion. (Shopify Plus, 2018)
  • B2B ecommerce sales are expected to outgrow B2C ecommerce sales by 2020. (Ecommerce Platforms, 2018)

Local SEO

  • 72% of consumers who did a local search visited a store within five miles. (Wordstream, 2016)
  • 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 users to visit stores within one day. (Google, 2018)
  • Nearly one-third of all mobile searches are location-based queries. (The SEM Post, 2016)

Mobile Search

  • Google drives 96% of mobile search traffic. (Jody Nimetz Co., 2018)
  • More than 46% of Americans will check their smartphone before getting out of bed. (Tech Times, 2017)
  • Over 51% of smartphone users have discovered a new company or product while conducting a search on their smartphone. (Google, 2018)
  • 48% of consumers start mobile research with a search engine. (Smart Insights, 2016)
  • 26% of consumers start mobile research with a branded app. (Smart Insights, 2016)

Organic Search

  • Google is responsible for 94% of total organic traffic. (Web Presence Solutions, 2017)
  • The average Google first page result contains 1,890 words. (Backlinko, 2016)
  • 50% of search queries are four words or longer. (Wordstream, 2016)
  • 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. (HubSpot, 2018)
  • 70-80% of search engine users are only focusing on the organic results. (MarTech, 2018)
  • Video content is 50 times more likely to drive organic search results than plain text. (Omnicore, 2018)
  • Organic SEO is about 5.66 times better than paid search ads. (New Media Campaigns, 2018)
  • Including a video in a post increases organic traffic from search results by 157%. (Search Engine People, 2017)

Voice Search

  • 19% of people use Siri at least daily. (HubSpot, 2015)
  • 37% use Siri, 23% use Microsoft’s Cortana, and 19% use Amazon’s Alexa 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)
  • The number of voice queries increased 3,400%  between 2008 and 2017. (HubSpot, 2017)
  • Google claims its voice recognition accuracy is now at 92%. (Campaign, 2017)
  • Two-thirds of people who use digital voice assistants, such as Amazon Echo or Google Home, use their smartphones less often. (CNBC, 2018)

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Content Marketing Statistics

Learn what projects and platforms content marketers are prioritizing.


  • 55% of marketers say blog content creation is their top inbound marketing priority. (HubSpot, 2018)
  • One in ten 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 3.5 times more traffic than companies that published zero to four monthly posts. (HubSpot, 2015)
  • B2B companies that blogged 11+ times per month had almost three times more traffic than those blogging 0-1 times per month. (HubSpot, 2015)
  • B2C companies that blogged 11+ times per month got more than four times as many leads than those that blog only four to five times per month. (HubSpot, 2015)
  • Companies that published 16+ blog posts per month got about 4.5 times more leads than companies that published zero to four monthly posts. (HubSpot, 2015)
  • 75% of HubSpot's blog views and 90% of blog leads come from old posts. (HubSpot, 2014)
  • 43% of B2B marketers say blogging is their most important type of content. (Social Marketing Industry Report, 2017)
  • 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

  • 9% of marketers plan to add Medium to their marketing efforts in the next 12 months. (HubSpot, 2018)
  • 42% of companies have hired a designated content strategist executive. (Curata, 2016)
  • Content marketing gets three times more leads than paid search advertising. (Content Marketing Institute, 2017)
  • 97% of marketers are using prescriptive content, or content that outlines a formula for success. (Curata, 2016)
  • 45% of B2C marketers believe visual content is their most important type of content. (Content Marketing Institute, 2017)
  • LinkedIn is the most effective social media platform for delivering content and securing audience engagement. (LinkedIn, 2016)
  • 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)


  • 17% of marketers plan to add podcasting to their marketing efforts in the next 12 months. (HubSpot, 2018)
  • Monthly podcast listeners grew from 24% of Americans to 26% year over year. (Edison Research, 2018)
  • Podcast listeners are more likely to own a smart speaker. (Edison Research, 2018)
  • 27% of men and 24% of women listened to podcasts in the last month. (Edison Research, 2018)
  • Podcasts are the number one audio source by time of consumption among podcast listeners. (Edison Research, 2018)

Social Media Statistics

See how marketers are expanding their reach with social media.


  • 79% of people online use Facebook. (Pew Research Center, 2016)
  • Of the 2.1 billion total Facebook accounts, 270 million profiles are fake. (Mashable, 2017)
  • 76% of adults use Facebook daily. (Sprout Social, 2016)
  • Among Facebook users, 83% are women and 75% are men. (Sprout Social, 2016)
  • Facebook sends 82% of social media traffic to longer stories and 84% of social traffic to shorter news articles. (Pew Research Center, 2016)
  • India has the most Facebook users out of any other country in the world. (Statitsa, 2018)
  • 74% of people say they use Facebook for professional purposes. (HubSpot, 2017)
  • In the past two years, content consumption on Facebook has increased by 57%. (HubSpot, 2016)
  • 76% of people use their Facebook feed to find interesting content. (HubSpot, 2016)
  • As of June 2018, Facebook had 1.47 billion daily active users and 2.23 billion monthly active users. (Facebook, 2018)


  • As of January 2018, the age group with the most Instagram users worldwide is 18-24, followed by 25-34-year-olds. (Statitsa, 2018)
  • Among Internet users, 38% of women and 28% of men have Instagram accounts. (Sprout Social, 2016)
  • Seven out of ten hashtags on Instagram are branded. (Sprout Social, 2018)
  • Instagram mobile ad revenue is expected to hit nearly $7 billion this year. (Statista, 2018)
  • Instagram hit 1 billion monthly users in June 2018, after hitting 800 million monthly users in September. (TechCrunch, 2018)
  • Instagram's user count is growing close to 5% per quarter. (TechCrunch, 2018)
  • eMarketer estimates that Instagram will generate $5.48 billion in U.S. ad revenue in 2018. (TechCrunch, 2018)
  • Instagram makes up 28.2% of Facebook’s mobile ad revenue. (TechCrunch, 2018)
  • Instagram launched IGTV app in 2018 which allows creators to upload one-hour long videos. (TechCrunch, 2018)
  • There are over 400 million Instagram users creating Instagram stories every day. (Statitsa, 2018)
  • Jakarta, Indonesia is the top tagged location in Instagram stories. (Digital GYD, 2018)
  • The top three most common hashtags used in Instagram stories in 2018 are #GOODMORNING, #WORK, #GOODNIGHT. (Digital GYD, 2018) 
  • Research on 89 companies found that marketers posted 1,347 Instagram Stories compared to 614 Snapchat Stories in July 2018. (Our Social Times, 2018)
  • Instagram Stories posted a 220% increase in year-on-year ad spend. (Our Social Times, 2018)


  • CEOs on LinkedIn have an average of 930 connections (LinkedIn, 2017)
  • When it comes to delivering content and securing audience engagement, LinkedIn is the most effective social media platform. (LinkedIn, 2017)
  • The average LinkedIn user spends 17 minutes on the site per month. (Wordstream, 2018)
  • 39% of the 500 million LinkedIn users are paying for a premium account. (LinkedIn, 2017)
  • In the past two years, content consumption on LinkedIn has increased by 21%. (HubSpot, 2016)
  • LinkedIn has 562 million members. (LinkedIn, 2018)
  • 40% of members visit the professional social network each day. (Omnicore Agency, 2018)


  • 45% of women and 17% of men on the Internet have Pinterest accounts. (Sprout Social, 2016)
  • Pinners are just as likely to purchase as users from other social channels but spend 50% more on average compared to other social channels. They also spend 20% more than users referred from non-social channels, including search. (Pinterest, 2016)
  • 80% of people use Pinterest on mobile. (CoSchedule Blog, 2018)
  • 80% of millennial Pinterest users say that the platform helps them decide what they should buy. (CoSchedule Blog, 2018)
  • 45% of people on Pinterest use the app while watching TV. (Pinterest, 2016)


  • Snapchat has 188 million daily active users. (Statista, 2018)
  • Every second, 8,796 photos are shared on Snapchat. (CEWE Photoworld, 2016)
  • 52% of Snapchat users are under the age of 25. (Statista, 2016)
  • In 2017, 81% of Snapchat’s Q2 revenue came from North America (Omnicore, 2018)
  • In May 2018, Snapchat’s shares were worth $10.95, down from their original value of $27.09. (Brandwatch, 2018)
  • In the U.S., Snapchat is the sixth most popular social networking app as of May 2018. (Statitsa, 2018)
  • In August 2017, Snapchat users were 64% more likely to send a snap to a friend than post to stories. (Quartz, 2018)
  • As of May 2018, the longest Snapchat streak is 1,120 snaps. (Brandwatch, 2018)
  • Snapchat users spent an average of 34.5 minutes on the app in September 2018. (CNBC, 2018)
  • The cost for Snap Ads campaigns starts at $3,000 per month. (Wallaroo Media, 2018)
  • 74%

    of people say they use Facebook for professional purposes.

  • Content consumption on Facebook has increased


    in the past two years.

  • 60%

    of small business owners are not able to track ROI from their social media activities.

Social Media Management

  • 59% of Americans believe that customer service through social media has made it easier to get their questions answered and issues resolved. (Lyfe Marketing, 2018)
  • 88% of businesses with more than 100 employees use Twitter for marketing purposes. (Statusbrew, 2017)
  • User-generated content on social networks has a 4.5% higher conversion rate. (Sprout Social, 2016)
  • 86% of consumers prefer an authentic and honest brand personality on social networks. (Sprout Social, 2016)
  • About 3.03 billion people are on social media around the globe. (BrizFeel, 2018)
  • Only 5% of Internet-using adults say they have a lot of trust in the information they get from social media. (Pew Research Center, 2016)
  • 96% of people talking about companies and brands on social media aren’t actively following those brands. (Lyfe Marketing, 2018)
  • Branded content on social media is twice as likely to interest people between the ages of 55 and 64 than those who are 28 and younger. (BrizFeel, 2018)

Social Media Usage

  • More than 50% of Internet users say they follow some sort of celebrity or influencer account on social media. (BrizFeel, 2018)
  • Written articles, videos, and images are the three most engaging types of content on social media. (Clutch, 2017)
  • 83% of all marketers actively pursue social media marketing initiatives. (Aberdeen, 2016)
  • 2 million business are said to use Facebook for advertising in 2018. (Hootsuite, 2018)
  • Social media and video viewing are the two most popular online activities. (Smart Insights, 2018)
  • Nearly one-third of the world uses social networks regularly. (eMarketer, 2016)


  • There are 369 million monthly active Twitter users as of 2018. (Statitsa, 2018)
  • 81% of millennials check Twitter at least once per day(Pew Research Center, 2016)
  • 29% of Internet users with college degrees are on Twitter(Pew Research Center, 2016)
  • Twitter accounts for 16% of referrals to longer articles from social sites and 14% for shorter news articles. (Pew Research Center, 2016)
  • Twitter has nearly four times as many users internationally as in the U.S. (Pew Research Center, 2016)
  • Katy Perry has the most Twitter followers followed by Justin Bieber. (Statitsa, 2018)
  • In 2017, Twitter's revenue reached 2.44 billion US dollars. (Statitsa, 2018)
  • 79% of Twitter's monthly average users are located outside of the U.S. (Hootsuite, 2018)
  • Tweets with videos get over six times as many retweets as tweets with photos. (Wochit, 2018)

Visual Content

  • Content marketing gets three times more leads than paid search advertising. (Content Marketing Institute, 2017)
  • 47% of buyers view at least 3 to 5 pieces of content before deciding to speak with a sales rep. (Demand Gen Report, 2016)
  • Visual assets are the single biggest content contributor when it came to social media in 2017. (Ofcom, 2017)
  • 100 million hours of video content are watched on Facebook daily. (Facebook, 2016)
  • 20% of people will read the text on a page, but 80% of people will watch a video. (My SMN, 2017)
  • After watching a video, 64% of users are more likely to buy a product online. (Forbes, 2017)
  • Studies show that people have the ability to recall 65% of the visual content that they see almost three days later. (HubSpot, 2017)

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Video Marketing Statistics

See why brands are adding video marketing to their strategy.

Product Video

  • Product videos can increase purchases by 144%. (Neil Patel, 2017)
  • 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.
  • 92% of marketers make videos with assets they already have. (Animoto, 2017)

Social Video

  • 41% of marketers plan to add Facebook video to their content strategy in the next year. (HubSpot, 2018)
  • 45% of people watch more than an hour of Facebook or YouTube videos a week. (HubSpot, 2016)
  • Square videos are more effective than horizontal videos on Facebook. (Animoto, 2017)
  • 75% of millennials watch video on social media daily. (Animoto, 2017)
  • 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision of theirs in the last month. (Animoto, 2017)

Video Analytics

  • 55% of people consume video content thoroughly. (HubSpot, 2016)
  • 43% of people want to see more video content from marketers. (HubSpot, 2016)
  • 81% of marketers are optimizing their social videos for mobile viewership. (Animoto, 2017)
  • Having a video thumbnail in the search results can double your search traffic. (Search Engine Journal, 2018)
  • Video drives a 157% increase in organic traffic from SERPs. (Wordstream, 2018)
  • Video will represent 82% of all IP traffic in 2021. (Business Insider, 2017)


  • 45% of marketers plan to add YouTube to their content strategy in the next year. (HubSpot, 2018)
  • In an average week, YouTube reaches more 18+ year-olds on mobile during prime-time TV hours than any cable TV network. (Google, 2016)
  • Two-thirds of users watch YouTube on a second screen while watching TV at home. (Google, 2016)
  • About 5 billion YouTube videos are viewed on average every day. (Omnicore, 2018)
  • YouTube has over a billion users, almost one-third of all people on the Internet. (YouTube, 2016)
  • In an average month, eight out of ten 18-to-49-year-olds watch YouTube videos. (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)
  • 65% of senior executives navigate to a site after viewing a related YouTube video. (Single Grain, 2018)
  • 32% of consumers engage with branded video on YouTube. (Tubular Insights, 2017)

Email Marketing Statistics

Learn how marketers are using email marketing to maximize ROI.

Clickthrough Rate

  • 54% of marketers say increasing engagement rate is their top email marketing priority. (Ascend2, 2016)
  • 11 a.m. ET has the highest clickthrough rate for email sends. (HubSpot, 2015)
  • 15% of marketers surveyed say their company still does not regularly review email opens and clicks; only 23% say they have integrated their website and emails to track what happens after a click. (MarketingProfs, 2016)
  • Marketers who send emails on Tuesdays get the highest open rates. (Wordstream, 2017)
  • As the number of images in an email increases, the clickthrough rate of the email tends to decrease. (HubSpot, 2014)

Email Copy

  • 64% of people prefer rich text emails. (HubSpot, 2014)
  • When it came to specific industries, emails related to pets and animal care had the highest open rate at 22.1% in 2016. (Statitsa, 2016)
  • 56% of brands using an emoji in their email subject line had a higher open rate than those that did not. (Forbes, 2017)
  • Nearly half (47%) of marketers say they sometimes test alternate subject lines to optimize email performance. (MarketingProfs, 2016)
  • Emails that included the first name of the recipient in their subject line had higher clickthrough rates than emails that did not. (HubSpot, 2014)
  • Spam email is more likely to bypass security filters today than it was in the recent past. (The Radicati Group, 2016)
  • Transactional emails receive eight times as many opens compared to regular marketing emails. (Sleeknote, 2017)

Email Segmentation

  • 42% of marketers do not send targeted email messages; only 4% use layered targeting. (MarketingProfs, 2016)
  • 83% of companies use at least basic segmentation for their emails. (Econsultancy, 2016)
  • The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively. (Ascend2, 2016)
  • Recipients are 75% more likely to click on emails from segmented campaigns than non-segmented campaigns. (MailChimp, 2017)

Email Usage

  • Three-quarters of companies agree that email offers "excellent" to "good" ROI. (Econsultancy, 2016)
  • Active email accounts are expected to hit 5.6 billion by 2019. (Statitsa, 2018)
  • Gmail has 1 billion active users worldwide. (Statista, 2016)
  • About 49% of businesses use some form of email automation. (Emailmonday, 2018)
  • Emails that display incorrectly on mobile may be deleted within three seconds. (Campaign Monitor, 2018)
  • 51% of marketers say enriching contact data quality is their most significant barrier to achieving email marketing success. (Ascend2, 2016)
  • 86% of professionals prefer to use email when communicating for business purposes. (HubSpot, 2017)
  • 78% of consumers have unsubscribed from emails because a brand was sending too many emails. (HubSpot, 2016)

Mobile Email

  • 73% of companies surveyed prioritize mobile device optimization of emails. (Campaign Monitor, 2018)
  • Almost every report on email open rates concludes that mobile is responsible for at least 50% of all opens. (Campaign Monitor, 2018)
  • IT, B2B, and wholesale companies have the weakest mobile email opens, while TV/radio/film, events, and real estate have the strongest mobile email opens. (Campaign Monitor, 2018)
  • Mobile users check their email three times more than non-mobile users. (Campaign Monitor, 2018)
  • 52% of customers are less likely to engage with a company because of bad mobile experience. (Campaign Monitor, 2018)
  • 35% of business professionals check email on a mobile device. (Convince & Convert, 2018)
  • 80% of email users are expected to access their email accounts via a mobile device by the end of 2018. (Radicati, 2018)
  • The Apple iPhone (29%) and Gmail (27%) remain the most popular ways to read emails. (Litmus, 2018)
  • IMobile opens accounted for 46% of all email opens in June, 2018. (Litmus, 2018)

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Lead Generation Statistics

Discover how marketers are reaching lead generation goals.

Demand Generation

  • Strategic landing pages are used by 68% of B2B businesses to acquire leads(Marketo, 2018)
  • In 2018, 70% of marketers say their demand gen budgets will increase and 34% say their spending will grow by more than 20%. (Demand Generation Benchmark Survey, 2018)
  • 79% of B2B marketers credit email as the most effective distribution channel for demand gen efforts. (Content Marketing Institute, 2018)
  • In the B2B setting, events help generate the most leads, while case studies help convert and accelerate the most leads(Marketing Charts, 2018)
  • Only 18% of marketers say outbound practices provide the highest quality leads for sales. (HubSpot, 2018)
  • 61% of marketers say generating traffic and leads is their top challenge. (HubSpot, 2018)
  • 53% of content marketers use interactive content in lead generation efforts(Content Marketing Institute, 2016)
  • 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)

Marketing Analytics

  • 46% of marketers with well-planned lead management strategies have sales teams who follow up on more than 75% of leads. (Strategic IC, 2017)
  • 85% of B2B marketers say lead generation is their most important content marketing goal(Ring Lead, 2017)
  • 75% of inbound organizations believe their marketing strategy is effective. (HubSpot, 2018)
  • Lead generation, sales, and lead nurturing are the top three organizational objectives for content marketers. (Wordstream, 2018)
  • 27% of marketers say securing enough budget is their top marketing challenge. (HubSpot, 2018)
  • Marketers that calculate ROI are 1.6 times more likely to receive higher budgets. (HubSpot, 2016)
  • 39% of marketers say proving the ROI of their marketing activities is their top marketing challenge. (HubSpot, 2018)
  • 72% of organizations that calculate ROI say their marketing strategy is effective. (HubSpot, 2016)

Marketing Automation

  • Spending for marketing automation tools is expected to reach $25.1 billion annually by 2023. (Martech Today, 2018)
  • Companies that automate lead management see a 10% or more bump in revenue in 6-9 months time. (Strategic IC, 2017)
  • Businesses who nurture leads make 50% more sales at a cost 33% less than non-nurtured prospects. (Strategic IC, 2017)
  • 69% of marketers say converting leads is their top priority. (HubSpot, 2017)
  • 79% of top-performing companies have been using marketing automation for three or more years. (Venture Harbour, 2017)
  • Marketing technology represents 33% of the average marketing budget. (Gartner, 2016)
  • 28% of marketing technology spend goes to infrastructure (e.g., servers, storage, network) to run marketing software. (Gartner, 2016)
  • Marketing technology spend is now higher than advertising spend for companies. (Gartner, 2016)
  • Marketers say that the biggest benefit of automation is saving time. (Venture Harbour, 2017)
  • 80% of marketers using automation software generate more leads. (LinkedIn, 2016)
  • 67% of marketing leaders currently use a marketing automation platform(Salesforce, 2017)
  • In the next two years, an additional 21% of marketing leaders plan to use a marketing automation platform(Salesforce, 2017)

Advertising Statistics

Understand how consumers view paid media.


  • 87% of people say there are more ads than two years ago. (HubSpot, 2016)
  • The proportion of desktop and laptop users who use blockers is more than twice as large as the proportion of smartphone users who use blockers. (Business Insider, 2017)
  • 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)
  • Ad blocking in the US has increased from 15%-30% since 2014. (Statitsa, 2018)

Display Advertising

  • 91% of people say ads are more intrusive today than two years ago. (HubSpot, 2016)
  • 73% of people dislike pop-up ads. (HubSpot, 2016)
  • 4 out of 5 of people have left a webpage because of a pop-up or autoplaying video ad. (HubSpot, 2016)
  • 30% of marketers think outbound marketing tactics are overrated. (HubSpot, 2018)
  • 33% of inbound marketers and 31% of outbound marketers rank outbound marketing practices, such as paid advertising, as the top waste of time and resources. (HubSpot, 2016)
  • 72% of consumers say they would have a lower opinion of a brand if they subjected the consumer to a pop-up ad. (HubSpot, 2016)
  • 81% of consumers have closed a browser or exited a webpage because of a pop-up ad. (HubSpot, 2016)
  • 34% of consumers say they have mistakenly clicked on an online ad. (HubSpot, 2016)

Mobile Advertising

  • 70% of people dislike mobile ads. (HubSpot, 2016)
  • Mobile ad blocking has increased 90% year-over-year. (HubSpot, 2016)
  • Marketers and advertisers are putting 51% of their budget into mobile ads. (Impact, 2017)
  • Both desktop and mobile ads deliver branding effectiveness, but mobile ads perform better. (Com Score, 2016)
  • Google drives 95% of all paid search ad clicks on mobile. (Business Insider, 2016)
  • Two-thirds of consumers can recall a specific brand they have seen advertised on mobile in the last week. (Business Wire, 2018)
  • 60% of consumers click on mobile ads at least weekly. (Business Wire, 2018)

Pay-Per-Click (PPC)

  • 64.6% of people click on Google ads when they are looking to buy an item online. (Wordstream, 2016)
  • The average conversion rate in AdWords across all industries is 2.7% on the search network and 0.89% on the display network. (Wordstream, 2016)
  • The average clickthrough rate in AdWords across all industries is 1.91% for search and 0.35% for display. (Wordstream, 2016)
  • The average cost-per-click (CPA) in AdWords across all industries is $2.32 on the search network and $0.58 on the display network. (Wordstream, 2016)
  • 66% of buyer-intent keywords are paid clicks. (Clever Clicks, 2018)

Video Advertising

  • 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)
  • 99% of marketers who already use video say they'll continue to do so in 2018. (HubSpot, 2018)
  • If video and text are both available on the same page, 72% of people will watch the video to learn about a product or service rather than read the text. (HubSpot, 2018)
  • 81% of consumers mute video ads. (Optinmonster, 2018)
  • 65% of those who don't currently use video, say they plan to start in 2018(HubSpot, 2018)
  • By 2021, the video advertising will grow to a $22 billion industry. (eMarketer, 2018)
  • In 2017, the biggest jump in video CTR was among desktop users, while CTR on tablets slightly decreased. (Wordstream, 2018)
  • 91%

    of people say ads are more intrusive today than two years ago.

  • 81%

    of consumers have closed a browser or exited a webpage because of a pop-up ad.

  • 70%

    of people say they dislike mobile ads.

  • 51%

    of people have a lower opinion of brands that use autoplaying video ads.

Marketing Technology Statistics

Discover how new technologies are changing consumer behavior.

Messaging Apps

  • 24% of marketers plan to add messaging apps to their content strategy in the next year. (HubSpot, 2018)
  • 105 million people use Facebook Messenger monthly. (Statitsa, 2018)
  • By 2021, an estimated 2.48 billion people are expected to have messenging apps(Statitsa, 2018)
  • 17% of users delete apps because they are not useful and 17% delete them because they take up too much storage space(Marketing Sherpa, 2017)
  • The most popular mobile messenger app globally as of July 2018 is WhatsApp(Statitsa, 2018)
  • Facebook owns the world's two most popular messenging apps: Facebook and WhatsApp(Statitsa, 2018)
  • There have been over 4 billion downloads of messenger apps. (HubSpot, 2016)
  • 6 of the top 10 most used apps globally are messaging apps. (KPCB, 2016)
  • Messaging apps are now 20% more popular than social media networks in terms of monthly active users. (Business Insider, 2016)
  • Among WeChat users in China, 60% open the app more than 10 times every day. (eMarketer, 2016)
  • By 2020, the average revenue from messaging apps is anticipated to be more than $15 per user, driven mainly by chatbots(Media Kix, 2017)
  • 4 out of 10 mobile users use Facebook Messenger. (eMarketer, 2016)


  • 42% of people over 65 years old own a smartphone, more than double since 2013. (Pew Research Center, 2017) 
  • 48% of customers started searching for the product they bought on mobile first. (Google, 2018)
  • One-third of people use their smartphone as their primary device to access the Internet. (HubSpot, 2016)
  • 82% of smartphone users say they consult their phones on purchases they're about to make in a store. (Google, 2016)
  • 34% of online retail purchases now happen on mobile devices. (Google, 2016)
  • Mobile now represents almost 7 in 10 digital media minutes, and smartphone apps alone account for half of all digital time spent. (AdWeek, 2017)
  • 89% of people on smartphones are using apps, while only 11% are using standard websites. (Disruptive Advertising, 2018)
  • 57% of all mobile users will not recommend a business if their mobile website is poorly designed or unresponsive. (Sweor, 2017)
  • 85% of adults ages 18-49 use multiple devices at the same time. (Google, 2016)
  • Mobile websites that load in 5 seconds or less will end in a viewing session that’s 70% longer than their slower counterparts. (Google, 2017)
  • Marketers and advertisers are putting 51% of their budget into mobile ads(TechCrunch, 2016)
  • Only 39% of marketing executives say they are able to understand their customers' cross-device behaviors. (eMarketer, 2016)
  • 90% of time on mobile is spent in apps. (Yahoo, 2016)

Artificial Intelligence (AI)

  • Only 15% of enterprises are using AI as of today, but 31% are expected to add it over the next year. (Adobe, 2018)
  • PWC named AI one of the eight essential technologies in business. (Huff Post, 2017)
  • There are 1,652 AI startups and private companies that have captured over $12.24 billion of funding(Venture Scanner, 2018)

Sales Statistics

Learn how salespeople can increase their efficiency with inbound selling.


  • 18% of salespeople don't know what a CRM is. (HubSpot, 2017)
  • 23% of salespeople cite manual data entry as the biggest challenge when using their existing CRM. (HubSpot, 2017)
  • 17% of salespeople cite lack of integration with other tools as the biggest challenge using their existing CRM. (HubSpot, 2017)
  • 40% of salespeople still use informal means such as Microsoft Excel or Outlook to store lead and customer data. (HubSpot, 2016)
  • 27% of salespeople are spending an hour or more on data entry each day. (HubSpot, 2018)
  • The most popular sales tools include CRM, social prospecting, data and list services, email engagement, phone, and sales cadence. (Hubspot, 2018)


  • 75% of companies say closing more deals is their top sales priority. (HubSpot, 2018)
  • Prospecting is the most difficult part of the sales process for salespeople. (HubSpot, 2018)
  • 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, 2018)
  • 37% of salespeople struggle most with prospecting. (HubSpot, 2017)
  • 63% of prospects are "somewhat" or "not at all" knowledgeable about a company before a sales rep makes the first contact. (HubSpot, 2016)
  • 30% of salespeople say closing deals is getting harder. (HubSpot, 2018)

Service-Level Agreement (SLA)

  • Only 26% of respondents have a formal SLA between marketing and sales. (HubSpot, 2018)
  • Only 7% of salespeople said leads they received from marketing were very high quality. (HubSpot, 2018)
  • Only 28% of salespeople said marketing was their best source of leads (HubSpot, 2018)
  • Organizations with an SLA are three times as likely to be effective. (HubSpot, 2017)
  • 52% of marketers say they provide salespeople with their best quality leads, while salespeople rank marketing-sourced leads last. (HubSpot, 2017)
  • 85% of marketers with an SLA think their marketing strategy is effective. (HubSpot, 2018)

Social Selling

  • 28% of companies are prioritizing social selling. (HubSpot, 2018)
  • 65% of salespeople who use social selling fill their pipeline, compared to 47% of reps who do not(HubSpot, 2018)
  • Four in ten reps have recently closed two to five deals due to social media(HubSpot, 2018)
  • Half of revenue is influenced by social selling in 14 common industries, including computer software, healthcare, and marketing and advertising(HubSpot, 2018)
  • Using social selling tools can increase win rates and deal size by 5% and 35%, respectively. (HubSpot, 2018)

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