The Ultimate List of Marketing Statistics for 2021

Conversion Rate Optimization (CRO)

• Only 17% of marketers use landing page A/B tests to improve conversion rates. (HubSpot, 2020)
• The first five seconds of page-load time have the highest impact on conversion rates. Website conversion rates drop by an average of 4.42% with each additional second of load time. (Portent, 2019)
• In a survey conducted by Databox, 70% of respondents said that SEO is better than PPC for generating sales. (Databox, 2019)
• Landing pages, the least popular type of signup form, have the highest conversion rate (24%). On the other hand, popups, the most popular signup form, have the second-lowest conversion rate (4%). (Omnisend, 2019)

Ecommerce

• Global B2C ecommerce sales are expected to reach $4.5 trillion by 2021. (Shopify Plus, 2019)
• 51% of shoppers surveyed say they use Google to research a purchase they plan to make online. (Think with Google, 2019)
• According to a 2019 study, search traffic generated 65% of total ecommerce sessions, 33% was generated through organic search, and 32% was generated through paid search. (Statista, 2019)
• 59% of shoppers surveyed say that being able to shop on mobile is important when deciding which brand or retailer to buy from. (Think with Google, 2019)

Local SEO

• "Where to buy" and "near me" mobile queries have grown by over 200% in the past two years. (Think with Google, 2019)
• 60% of smartphone users have contacted a business directly using the search results such as the "click to call” option. (Think with Google, 2019)
• Over a two-year period, there was a 250%+ growth in mobile searches for "store open near me" (Think with Google, 2019)
• 46% of shoppers surveyed confirm inventory online before going to a store. (Think with Google, 2019)
• 70% of shoppers surveyed say the ability to shop in-person/ in a store is important when deciding which brand or retailer to buy from. (Think with Google, 2019)

Mobile Search

• As of 2019, mobile devices, excluding tablets, generated about half of all website traffic globally. (Statista, 2020)
• Mobile web traffic has consistently accounted for about half of all global web traffic since the beginning of 2017. (Statista, 2020)
• The average American has access to more than ten connected devices in their household. (Statista, 2021)
• 60% of smartphone users have contacted a business directly using the search results (e.g. "click to call" option). (Think with Google, 2019)
• Almost 25% of companies invest in mobile optimization as a top SEO tactic. (HubSpot, 2020)
• 39% of smartphone users are more likely to browse or shop a company or brand’s mobile app because it’s easier or faster to make a purchase. (Think with Google, 2019)

• About 64% of marketers actively invest time in search engine optimization (SEO). (HubSpot, 2020)
• SEO drives 1000%+ more traffic than organic social media. (BrightEdge, 2019)
• Text will always be the foundation of search so making sure the text around your website's assets is descriptive will help them rank well in search. (HubSpot, 2020)
• In 2020, SEO reports will tie initiatives to outcomes, such as showing the impact of SEO on broader business goals. (HubSpot, 2020)
  
• To improve site performance, the top technical SEO tactic used by marketers is optimizing mobile performance. (HubSpot, 2020)
• 49% of users say they use Google to discover or find a new item or product. (Think with Google, 2019)
• More than half (50.33%) of searches on Google now end without a click on a result. (Jumpshot via Sparktoro, 2019)
• As of June 2019, 94% of internet searches happen on a Google property. (Jumpshot via Sparktoro, 2019)
• Google uses 810 unique SERP features. Of those, 161 are found on more than 0.2% of keywords. (seoClarity, 2020)
• The average CTR from image results on Google is 0.21%, but it varies widely by industry. (seoClarity, 2020)

Voice Search

• 45% of U.S. Millennials use voice-assistance when shopping online. (Statista, 2019)
• 52% of voice-assistant users say they use voice tech several times a day or nearly every day. (The Smart Audio Report, 2020)
• 24% of Americans 18 and older own a Smart Speaker, or around 60 million people. (The Smart Audio Report, 2020)
• As of 2020, 62% of Americans said they have used some kind of voice assistance technology. (Edison Research, 2020)
• 62% of those in the U.S. age 12+ use voice-operated assistants. (Edison Research, 2020)
• 18% of Americans age 18+ own a car with an in-dash information and entertainment system. (Edison Research, 2020)

Blogging

• As of 2019, a survey of bloggers found that 32% of respondents always checked the analytics of their blog posts. (Statista, 2020)
• WordPress users produce about 70 million new posts and 77 million new comments each month. (WordPress, 2020)
• Blogs are among the primary three forms of media used in content strategies today. (HubSpot, 2020)
• 89% of content marketers used blog posts in their content creation strategy in 2020. (Content Marketing Institute, 2020)
• 18% of marketers choose Wordpress as their website content management system (CMS). (HubSpot, 2020)
• Marketing spend is expected to grow by 14% in 2021. (Deloitte, 2020)
• 83% of traffic to marketing blogs comes from desktops. (SEMrush, 2019)
• Search is the number one traffic source to blogs across all industries. (SEMrush, 2019)
• In the marketing industry, the top-performing articles are over 5,700 words in length. (SEMrush, 2019)
• Articles that are >3,000 words get 3x more traffic, 4x more shares, and 3.5x more backlinks than shorter articles. (SEMrush, 2019)
• Listicles get 2x more shares than other blog post formats. (SEMrush, 2019)
• 51% of companies say updating old content has proven the most efficient tactic implemented. (SEMrush, 2019)
• The majority of companies (67%) use organic traffic to measure their content success. (SEMrush, 2019)
• 86% of companies produce blog content compared to other formats. (SEMrush, 2019)

Video

• Video has become the most commonly used format in content marketing, overtaking blogs and infographics. (HubSpot, 2020)
• Promotional videos and brand storytelling are the most common video types created by marketers. (HubSpot, 2020)
• 87% of video marketers say that video has increased traffic to their website. (Wyzowl, 2020)
• 80% of video marketers claim that video has directly increased sales. (Wyzowl, 2020)

Content Strategy

• 70% of marketers are actively investing in content marketing. (HubSpot, 2020)
• 78% of companies have a team of one-to-three content specialists. (SEMrush, 2019)
• Web traffic is among the top two most-common measurements of success for content marketing strategies. (HubSpot, 2020)
• The most common measurement of success for content marketing programs is Total Sales. (HubSpot, 2020)
• 24% of marketers plan on increasing their investment in content marketing in 2020. (HubSpot, 2020)
• Marketers today create content for multiple audience segments — marketing to three audience segments is most common. (HubSpot, 2020)
• Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. (HubSpot, 2020)
• "Content Marketing Strategy" is the most searched query related to content marketing. (SEMrush, 2019)
• 77% of companies say they have a content marketing strategy. (SEMrush, 2019)
• 94% of marketers use social media for content distribution. (SEMrush, 2019)

Podcasts

• As of 2020, Google’s search algorithms are trying to transcend text to images, voice/ podcasts, and videos. (HubSpot, 2020) 
• As of April, 2020, there are over 30 million podcast episodes in existence. (Podcast Insights via iTunes, 2020)
• 75% of Americans age 12+ (approximately 212 million people) are now familiar with podcasting. (Edison Research, 2020)
• Monthly podcast listening now at 37%. (Edison Research, 2020)
• 39% of men and 36% of women age 12+ in the U.S. are monthly podcast listeners. (Edison Research, 2020)
• Podcasts now reach over 100 million Americans every month. (Edison Research, 2020)
• 45% of those in the U.S. age 12+ have listened to audio in a car through a cell phone. (Edison Research, 2020)

Facebook

• As of Q1 2020, there are 2.6 billion monthly active Facebook users. (Statista, 2020)
• Roughly two-thirds of U.S. adults report that they are Facebook users. (Pew Research Center, 2019)
• There are 8 million active advertisers on Facebook, the vast majority of which are small and medium-sized businesses. (Facebook Insights, 2020)
• More than 100 million people use Facebook Watch every day. (Facebook Insights, 2020)
• There are over 280 million Facebook users in India making it the top country in terms of Facebook audience size. (Statista, 2020)
• Facebook is the primary content distribution channel for marketers today. (HubSpot, 2020)
• 18% of marketers currently use Facebook Groups. (HubSpot, 2020)
• Roughly 36% of Americans get their news from Facebook regularly. (Pew Research Center, 2020)
• In April 2020, over 98% of Facebook's active user accounts worldwide accessed the social network via any kind of mobile phone. (Statista, 2020)
• 79% of video marketers use Facebook as a video marketing channel. (Wyzowl, 2019)

Instagram

• As of April 2020, 35% of global Instagram audiences were between the ages of 25 and 34. (Statista, 2020)
• Instagram is the social channel with the second-highest ROI among marketers. (HubSpot, 2020)
• Over two-thirds of total Instagram audiences are 34-years-old or younger, as of April of 2020. (Statista, 2020)
• IGTV, an app for long-form, vertical video on Instagram, allows users to share live video content between 15 and 16 minutes long. (Instagram, 2020) 
• 28% of video marketers plan to include InstagramTV in their 2020 video marketing strategy. (Wyzowl, 2019)
• A 2019 survey found 25% of teens in the U.S. used Instagram the most out of all social networks. (Statista, 2020)
• In 2019, 35% of teens in the U.S. ranked Instagram as their most important social network. (Statista, 2020)
• In 2023, Instagram is projected to reach 120.3 million monthly active users in the U.S., up from 107.2 million users in 2019. (Statista, 2020)
• As of March 2020, Cristiano Ronaldo is the most-followed person on Instagram with over 209 million followers. (Statista, 2020)
• In 2018, there were 3.7 million brand-sponsored influencer posts on the social platform. (Statista, 2019)
• Women accounted for 56.4% of Instagram users in the U.S. as of February 2020. (Statista, 2020)
• The U.S. is the country with the most Instagram users, reaching 120 million users as of April 2020. India was ranked second and Brazil in third. (Statista, 2020) 

LinkedIn

• As of April 2020, LinkedIn's number of users in the U.S. reached 160 million, making it the country with the most users in the world. (Statista, 2020)
• As of January 2020, LinkedIn had an addressable ad audience reach of 88% in Iceland, making it the country with the greatest rate of reach for the platform. (Statista, 2020)
• According to a 2020 survey, 43% of LinkedIn's audience members were female and 57% were male. (Statista, 2020)
• In 2019, LinkedIn InMail was the third most-used candidate outreach channel globally, behind email and phone/ text. (Statista, 2020)
• In 2019, over 87% of video marketers on LinkedIn described the platform as an effective video marketing channel. (Wyzowl, 2020)
• 66% of video marketers in a 2019 survey said they would include LinkedIn in their 2020 video marketing strategy. (Wyzowl, 2019)
• LinkedIn is the second-most popular social media platform used by B2B marketers, ranking only behind Facebook. (Statista, 2019)

Pinterest

• As of January 2021, Pinterest has 459 million global active users every month. (Pinterest, 2021)
• The number of Pinterest users in the U.S. is expected to reach 90.1 million. (Statista, 2020)
• During a survey, 25% of responding social media marketers at B2B companies stated they used Pinterest to market their businesses. (Statista, 2019)
• During a survey, 30% of responding social media marketers at B2C companies stated they used Pinterest to market their businesses. (Statista, 2019)
• Women make up more than 60% of Pinterest's global audience. (Pinterest, 2021)
• 97% of top searches on Pinterest are unbranded. (Pinterest, 2020)

Snapchat

• Of Snapchat's $1.79 billion global revenue in 2019, $1.07 billion came from North America. (Statista, 2020)
• In 2019, Snapchat was the most important social network for 44% of U.S. teens. (Statista, 2020)
• As of Q1 2020, Snapchat had 229 million daily active users globally, up from 190 million in Q1 2019. (Statista, 2020)
• In the U.S., Snapchat has an estimated 46 million monthly active users. (Statista, 2020)
• As of Q3 2019, 53% of U.S. internet users between the ages of 15 and 25 use Snapchat. (Statista, 2019)
• Snapchat offers six different advertisement formats on the platform.  (Snapchat, 2020)
• In 2018, 39.9% of social network users in the U.S. used Snapchat to communicate but this share is projected to decline to 35.3% by 2023. (Statista, 2019) 
• As of April 2020, the U.S. had the biggest Snapchat user base in the world, with an audience of almost 103 million users. India ranked in second place with a Snapchat audience base of 28.2 million users. (Statista, 2020)
• The majority of Snapchat visits by users are generated via mobile phones. (Statista, 2020)
• According to a survey during the Q3 2019, 48% of Snapchat users in the U.S.shared content to the social platform on a weekly basis. (Statista, 2019)

Social Media Management

• As of 2019, 69% of social media marketers said they'd increase their use of Instagram in the future. (Statista, 2019)
• Facebook, Instagram, and Twitter lead the pack as the most common social media platforms used by marketers. (HubSpot, 2020)
• Social listening is the number one tactic used by marketers. (HubSpot, 2020)
• Increased exposure is the most commonly cited advantage of using social media for marketing purposes among global industry professionals. (Statista, 2019)
• Improved traffic, lead generation, and growing fan loyalty are among the top reasons why marketers see value in employing social networks in their campaigns. (Statista, 2019)
• The most common publishing cadence for social media marketers is three-to-four times per week. (HubSpot, 2020)
• More than half of all businesses (60%) are planning to increase their Instagram budget, and almost half are planning to do the same for Facebook, YouTube, and LinkedIn. (Hootsuite, 2020)
• 73% of all marketers rank "increased acquisition of new customers" as their top outcome for social in 2021 (Hootsuite, 2020)
• 66% of marketers say social listening has increased in value for their organization over the past 12 months (Hootsuite, 2020)
• 45% of marketers cited "drive conversions" as a key business outcome for social in 2021. (Hootsuite, 2020)

Social Media Usage

• By 2023, the number of social network users in the U.S. is expected to reach 257.4 million. (Statista, 2019)
• The number of global social media users is expected to reach almost 3.43 billion in 2023. (Statista, 2020)
• In 2019, TikTok was the third most downloaded non-gaming app in the world with over 1.5 billion downloads. (Statista, 2020)
• Almost a quarter of online U.S. adults say they have come across videos posted on TikTok. (Statista, 2020)
• YouTube was the social media platform with the biggest reach among U.S. Gen Z and Millennial internet users in 2019, regardless of gender. (Statista, 2019)
• In 2019, TikTok had approximately 37.2 million users in the U.S. (Statista, 2020)
• Statista projects that close to 800 million Chinese internet users will access social networks in 2023, up from 673.5 million social network users in 2018. (Statista, 2019)

Twitter

• The number of global daily active users on Twitter is 166 million. (Statista, 2020)
• Twitter is among the top three social channels used by marketers with the highest ROI. (Statista, 2020)
• As of December 2019, former U.S. President Barack Obama has the most Twitter followers worldwide. (Statista, 2020)
• Twitter's annual revenues reached almost $3.46 billion as of 2019. (Statista, 2020)
• Globally, the U.S. is the country with the most Twitter users, followed by Japan and Russia. (Statista, 2020)
• Twitter generated 87% of its revenue through advertising services in 2019. (Statista, 2020)
• The largest U.S. Twitter audience by age group, as of September 2018, is tied between 25-34 and 55-64 year-olds. (Statista, 2019)
• As of January 2020, 43.8% of U.S. Twitter audiences were female and 56.2% were male. (Statista, 2020)
• 38% of video marketers plan to include Twitter in their 2020 video marketing strategy. (Wyzowl, 2019)

Visual Content

• In 2018, social media ad spending reached about $27 billion in the U.S. (including paid social ads, games, and apps). (Statista, 2019)
• 15% of video marketers plan to include 360-degree video in their 2020 video marketing strategy. (Wyzowl, 2019)
• 83% of video marketers that have used YouTube said it had been successful for them. (Wyzowl, 2019)
• In a 2019 survey, 15% of video marketers said they planned to include TikTok in their 2020 video marketing strategy. (Wyzowl, 2019)
• People are twice as likely to share video content with their friends than any other type of content. (Wyzowl, 2019)
• In 2019, 59% of non-video marketers surveyed said they expected to start using video as a marketing tool in 2020. (Wyzowl, 2019)

Product Video

• 64% of businesses said in the last 12 months, a video on Facebook resulted in a new client. (Animoto, 2020)
• 83% of video marketers say video has helped them generate leads. (Wyzowl, 2020)
• 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl, 2020)
• 95% of video marketers said they felt they’d increased understanding of their product or service using video. (Wyzowl, 2020)
• 93% of brands got a new customer because of a video on social media. (Wyzowl, 2020)
• 96% of marketers have placed ad spend on video. (Animoto, 2020)

Social Video

• In 2020, social engagement videos are among the top four most common types of video marketers are investing in today. (HubSpot, 2020)
• Video is the second most-used content type on social media used to increase audience engagement. (HubSpot, 2020)
• Live video is the third most-used social media marketing tactic. (HubSpot, 2020)
• In terms of most popular YouTube brand channels (ranked by the number of video views), toymaker LEGO was ranked first with 10.04 billion views in February 2020. (Statista, 2020)
• YouTube and Facebook are the most widely used platforms among video marketers — used by 85% and 79%, respectively. (Wyzowl, 2020)
• Only 11% of video marketers say they've used Snapchat as a video channel in 2020. (Wyzowl, 2020)
• 93% of brands got a new customer because of a video on social media. (Animoto, 2019)

Video Analytics

• 92% of video marketers feel the levels of noise and competition have increased in the last year. (Wyzowl, 2020)
• 99% of people who use video for marketing say they’ll continue using video in 2020. (Wyzowl, 2020)
• 88% of video marketers reported that video gives them a positive ROI. (Wyzowl, 2020)
• People are 1.5x more likely to watch video daily on a smartphone than on a computer. (Facebook, 2020)
• The most common types of videos made by marketers are presentations (65%), followed by ads (57%), and explainers (47%). (Biteable, 2021)
• 43% of video marketers say video has reduced the number of support calls they’ve received. (Wyzowl, 2020)

YouTube

• YouTube is the fourth most-used social media platform by marketers (Facebook, Instagram, and Twitter topped the list). (HubSpot, 2020)
• 88% of video marketers say they plan to use YouTube in 2020. (Wyzowl. 2020)
• Over 2 billion logged-in users visit YouTube each month and every day people watch over a billion hours of video and generate billions of views. (YouTube, 2020)
• YouTube, on mobile alone, reaches more people in the 18-34 U.S. audience demographic than any TV network. (YouTube, 2020)
• The average length of the top trending videos of the year was over 9.5X longer in 2019 than in 2010. (YouTube, 2019)
• When people are deciding what video to watch on YouTube, relating to their passions is 3X more important than whether or not the video has a famous actor, and 1.6X more important than whether the video has high-production quality. (Think with Google, 2019)
• 75% of shoppers say they have used a Google product (Search, Maps, YouTube) in the past week to help with their shopping. (Think with Google, 2019)

Clickthrough Rate

• Message Personalization is the number one tactic used by email marketers to improve performance. (HubSpot, 2020)
• 35% of marketers choose to send three-to-five emails per week to their customers. (HubSpot, 2020)
• Promotional emails are the most common email type that marketers are investing in. (HubSpot, 2020)
• The industry average email click-through rate is 2.13%. (GetResponse, 2020)
• Hobbies have the highest click rate, at 5.01% (Mailchimp, 2019)
• Friday is typically the day with highest click-through rates potential, at 2.7%. (Campaign Monitor, 2020)
• At 30.5% in 2020, government emails dominate email open rates globally. (Campaign Monitor, 2020)

Email Copy

• Over 20% of marketers surveyed say that email design is improving their email engagement. (HubSpot, 2020)
• Email subject lines feature 43.85 characters on average. (AWeber, 2019)
• Out of 1,000 analyzed emails, only 6.9% incorporated an emoji in the subject line. (AWeber, 2019)
• Companies that A/B test every email see email marketing returns that are 37% higher than those of brands that never include A/B tests. (Litmus, 2019)
• 64% of small businesses say their email copy is effective or very effective. (AWeber, 2020)
• 45% of small businesses with effective or very effective email copy have average open rates of 26% or higher. (AWeber, 2020)

Email Segmentation

• Marketers who use segmented campaigns note as much as a 760% increase in revenue. (Campaign Monitor, 2019)
• Almost 30% of marketers surveyed use audience segmentation tactics to improve email engagement. (HubSpot, 2020)

Email Usage

• Roughly 80% of marketers have reported an increase in email engagement over the past 12 months. (HubSpot, 2020)
• In 2019, the number of global email users amounted to 3.9 billion. (Statista, 2019)
• The number of global email users is set to grow to 4.48 billion users by 2024. (Statista, 2019)
• From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness. (Campaign Monitor, 2019)
• Email marketing has the highest return on investment for small businesses. (Campaign Monitor, 2019)
• Tuesdays see the highest email open and email unsubscribe rates. (Campaign Monitor, 2019)
• The average email deliverability across all email service providers is 79.6%. (EmailToolTester, 2019)
• In the U.S., 21% of email opens happens between 9 a.m. and noon. (Litmus, 2019)
• The number of global e-mail users is set to grow to 4.48 billion users in 2024. (Statista, 2020)

Mobile Email

• Mobile-friendly email is the second most-used tactic email marketers to improve their performance. (HubSpot, 2020)
• Mobile accounted for 42% of all email opens in 2019. (Litmus, 2019)
• Of all emails opened on mobile devices, 66% are read for more than eight seconds. (Litmus, 2019)
• 40% of people 18 years old and under will always open an email on their mobile device first. (Campaign Monitor, 2019)
• Apple iPhone and Gmail are the most popular clients for opening mobile emails. (Campaign Monitor, 2019)
• Mobile readers who open emails a second time from their computer are 65% more likely to click through. (Campaign Monitor, 2019)
• Nearly 25% of people who open an email on a mobile device will open it again: 70% will stick with their mobile device, and 30% will go elsewhere. (Campaign Monitor, 2019)
• 40% of consumers say they have at least 50 unread emails in their inbox. (Sinch, 2020)

Demand Generation

• 44% of marketers say "Better measure the ROI of our demand generation initiatives" is their top priority for 2021. (Demand Gen Report, 2021)
• More than half (53%) of marketers say webinars is the top-of-the-funnel format that generates the most high-quality leads. (Demand Gen Report, 2021)
• 53% of marketers say email has been the most effective channel for early-stage lead generation. (Demand Gen Report, 2021)
• In 2021, 78% of marketers say their
  demand-gen budget will grow or remain the same. (Activate, 2020)
• 28% of marketers say using additional account-level fields helps improve their lead scoring. (Activate, 2020)
• Ad placement and audience targeting are the top ways that advertisers drive more demand. (HubSpot, 2020)
• The top priority for marketers is generating leads. (HubSpot, 2020)
• Over 60% of marketers said their CAC has increased in the past three years. (HubSpot, 2020)
• 49% of companies report that increasing customer acquisition is their primary objective. (Ascend2, 2020)

Marketing Analytics

• Just over 75% of marketers are reporting on how their campaigns are directly influencing revenue. (HubSpot, 2020)
• Only 35% of marketers said that understanding the ROI of their campaigns is “Very Important” or “Extremely Important.” (HubSpot, 2020)
• 52% of marketers are currently using attribution reporting. (HubSpot, 2020)
• 91% of marketers are "somewhat confident"’ or "very confident" that they’re investing in programs that influence revenue. (HubSpot, 2020)
• 15% of marketers measure the success of their content programs by how many leads they generate. (HubSpot, 2020)
• 67% of companies use lead generation as the sole metric to determine content success. (SEMrush, 2019)
• 75% of marketers use their reports to show how campaigns are directly impacting revenue. (HubSpot, 2020)
• Less than 25% of marketers are not reporting how campaigns are impacting revenue. (HubSpot, 2020)
• Google Analytics is the top SEO tool used by marketers. (HubSpot, 2020)

Marketing Automation

• Email automation campaigns are among the top three tactics used by email marketers to improve performance. (HubSpot, 2020)
• 92% of marketing agencies are investing more time, resources, and budget into marketing automation integration. (MarketingProfs, 2019)
• Of those who are automating marketing, 23% are automating their content delivery. (HubSpot, 2020)
• 20% of marketers are using automated email marketing campaigns. (HubSpot, 2020)
• 68% of businesses use automation in some way. (HubSpot, 2020)
• 92% of B2B marketers now have an ABM program, and 68% of them use automation. (Salesforce, 2020)

Adblocking

• 49% of top U.S. publishers reviewed use Acceptable Ads to monetize opted-in adblock users (Blockthrough, 2020)
• Fewer people use ad blockers in 2020 (41%) than four years ago, in 2016 (52%). (Audience Project, 2020)
• The average global adblocking rate in early 2018 was estimated at 27%. (Statista, 2019)
• Globally, adblocking costs advertisers billions of dollars and the losses are growing year on year. (Statista, 2019)
• 527 million people used mobile browsers that block ads by default in 2019 — a 64% increase from the last edition of the report. (Blockthrough, 2020)
• 45% of people in the U.S. ages 15 to 25 say they use an adblocker. (Statista, 2020)
• 44% of respondents say they use adblockers because they don't want their online behavior to be tracked. (Statista, 2020)

Display Advertising

• In 2018, U.S. advertisers spent nearly $50 million on programmatic digital display advertising. (HubSpot, 2020)
• Across social channels, photo and imagery posts are the most-used content type to increase audience engagement. (HubSpot, 2020)
• 68% of marketers stated that paid advertising is "very important" or "extremely important" to their overall marketing strategy. (HubSpot, 2020)
• Ad placement and audience targeting are the top optimization tactics used by advertisers today. (HubSpot, 2020)
• 33% of marketers use paid advertising to increase their brand awareness. (HubSpot, 2020)
• The Google Display Network reaches 90% of Internet users worldwide. (Google, 2019)
• The company Purple saw a 34.6% boost in brand consideration for their mattress orders by using Google Ads audience targeting on YouTube. (Google, 2020)
• By using Google Ads, Schmidt Naturals saw a 48% uptick in brand awareness for its vegan products on YouTube. (Google, 2020)

Mobile Advertising

• Mobile advertising has been rapidly growing in the past couple of years but is expected to slow down to about 10.4% by the end of 2022. (Statista, 2021)
• Mobile advertising spending is expected to surpass $240 billion dollars by 2022. (Statista, 2021)
• In 2019, the U.S. was the largest global market based on mobile advertising spending, with China in second. (Statista, 2021)
• In-app ad revenue is expected to rise in 2021 by 6.2% for non-gaming apps and by 19.1% for gaming apps. (Omdia, 2020)
• In 2019 the U.S. was the largest global market based on mobile advertising spending. (Statista, 2019)
• 94% of Facebook's advertising revenue is generated via mobile. (Statista, 2019)
• By using Google Ads for its mobile advertising, Williams Sonoma has seen a 70% increase in mobile sales. (Google, 2020)

Pay-Per-Click (PPC) Advertising

• The average cost-per-click (CPC) in the legal industry is $6.46 and the most expensive legal industry keyword CPC is $1090. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the medical industry is $2.62 and the most expensive medical industry keyword CPC is $90. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the marketing industry is $3.33 and the most expensive marketing industry keyword CPC is $165. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the software industry is $3.80 and the most expensive software industry keyword CPC is $95. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the real estate industry is $2.37 and the most expensive real estate industry keyword CPC is $95. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the home improvement industry is $6.40 and the most expensive home improvement industry keyword CPC is $320. (HubSpot via Ahrefs and WordStream, 2020)

Video Advertising

• An overwhelming majority of people (94%) report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase. (Wyzowl, 2021)
• Viewers are 4x more likely to use YouTube versus other platforms to find information about a brand, product, or service. (Google, 2020)
• Viewers say they’re 2x more likely to buy something they saw on YouTube. (Google, 2020)
• Video ad spending is expected to show an annual growth rate between 2020 and 2024 of 4.9%. (Statista, 2020)
• Among U.S. agencies and marketers in March 2019, the automobile industry was estimated to spend $18.9 million on average on digital and mobile video advertising. (Statista, 2019)
• Of U.S. agencies and marketers, the retail industry spent the greatest average amount on digital & mobile video ads 2019. (Statista, 2019)
• The most commonly-created types of video are explainer videos (72%) presentation videos (49%) testimonial videos (48%) sales videos (42%) and video ads (42%). (Wyzowl, 2019)
• 92% of marketers surveyed who use video say that it’s an important part of their marketing strategy. (Wyzowl, 2019)
• 95% of video marketers say video has helped increase user understanding of their product or service. (Wyzowl, 2019)

Messaging Apps

• As of April 2020, two billion users were accessing the WhatsApp messenger monthly. (Statista, 2020)
• 28% of customers resolve issues with a company via messaging. (Zendesk, 2020)
•  In 2018, 126.3 million U.S. mobile phone users accessed Facebook Messenger to communicate. (Statista, 2019)
• The number of messaging app users worldwide is expected to reach 2.48 billion by 2021. (Statista, 2020)
• As of April 2020, WhatsApp was the top messaging app in terms of monthly active users globally. (Statista, 2020)
• Facebook and WeChat were the second and third (respectively) most popular messaging apps globally as of April 2020. (Statista, 2020)
• Facebook Messenger has 116% more monthly active users in the United States than the second most popular messaging app, Snapchat. (Statista, 2019)
• Less than 30% of companies
  offer self-service, live chat, social
  messaging, in-app messaging, bots
  or peer-to-peer communities (Zendesk, 2020)
• Nearly one in three c-commerce (conversational commerce) buyers say they chat with businesses in order to determine if they’re trustworthy and credible. (Facebook, 2019)
• The number of messages sent to businesses on Facebook has doubled in the past year. (Messenger, 2020)
• There are 300,000 active Messenger bots on the Facebook Messenger platform. (Messenger, 2020)

Mobile

• The U.S. accounts for 47% of all smartphone users globally. Apple owns 50% of total smartphone market share in the U.S. (Statista, 2021)
• As of January 2021, Google Chrome is number one in the mobile internet browser market. (Statista, 2021)
• Nearly 4.6 billion people were active internet users as of January 2021, which is 59% of the global population. (Statista, 2021)
• 58% of smartphone users feel more favorable towards companies whose mobile sites or apps remember who they are and their past behavior. (Think with Google, 2019)
• As of 2020, there are 3.5 billion smartphone users worldwide. (Statista, 2020)
• 75% of smartphone users expect to get immediate information while using their smartphone. (Think with Google, 2019)
• When asked why they haven't used mobile payments so far, 44% of the respondents say they worry about the protection of their personal data. (Statista, 2019)
• 80% of consumers say they’ll only download an app from a company they know and trust, and 72% are concerned apps are tracking their movements. (Sinch, 2020)
• Consumers are 35x more likely to open mobile messages than emails. (Sinch, 2020)
• 62% of consumers would like to confirm service appointments via messaging, though just 41% do so today. (Sinch, 2020)
• Today, 37% of U.S. adults say they mostly use a smartphone when accessing the internet. (Pew Research Center, 2019)

Artificial Intelligence (AI)

• In 2020, the global artificial intelligence (AI) software market is expected to grow approximately 154% year-over-year. (Statista, 2020)
• In a 2019 Deloitte survey of 2,737 U.S. executives from companies considered to be early AI adopters, 90% reported AI is "very" or "critically" important to their business today. (Deloitte, 2019)
• 47% of respondents indicated that IT was one of the top two functions for which AI was primarily used. (Deloitte, 2019)
• 37% of organizations have implemented AI in some form. (Gartner, 2019)
• Chatbots fueled by AI are predicted to handle 85% of customer service by 2020. (Innovation Enterprise, 2019)

 CRM

• 61% of overperforming leaders use their
  CRM to automate parts of their sales process, vs. 46% of underperforming leaders. (HubSpot, 2020)
• 82% of the respondents say "Active
  customer retention" is one of the most
  important objectives for their CRM team. (Tinyclues, 2021)
• The global CRM market is poised to reach about $113.46 billion by the end of 2027 (Globe Newswire, 2021)
• 65% of sales professionals use a CRM, and 97% consider sales technology "very important" or "important" (LinkedIn, 2020)
• 53% of top-performing salespeople have a higher confidence level in their CRM data than their counterparts. (LinkedIn, 2020)
• 65% of sales organizations use a CRM in 2020, compared to 59% in 2018. (Salesforce, 2020)
• Teams using a CRM automate tasks such as meeting scheduling, content delivery, and
  contract generation. (HubSpot, 2020)

Selling

• 24% of marketers use paid advertising to impact direct sales. (HubSpot, 2020)
• 57% of organizations say they're shifting to a hybrid sales model in 2021. (HubSpot, 2020)
• Over a third (34%) of respondents say prospecting and lead qualification is salespeople's biggest challenge. (Pipedrive, 2020)
• 35% of salespeople say seasonality is the key reason why they're most successful during a certain period of the year, while 26% credit understanding industry trends as a major influence on success. (Pipedrive, 2020)
• Global retail sales are project to amount to approximately 26 trillion U.S. dollars by 2022. (Statista, 2021)
• Top-performing salespeople believe they receive better leads from marketing. Almost all (94%) of the top performers surveyed in the LinkedIn study called the marketing leads they receive either “excellent” or “good”. (LinkedIn, 2020)

Service Level Agreement (SLA)

• 81% of marketers share goals and metrics with sales colleagues. (Salesforce, 2020)
• 81% of marketers work with sales teams on ABM programs. (Salesforce, 2020)
• 85% of marketers with an SLA think their marketing strategy is effective. (HubSpot, 2020)
• 87% of sales and marketing leaders say collaboration between sales and marketing enables critical business growth. (LinkedIn, 2020)
• The roughly one-third (31.8%) of organizations that had a content strategy in a CSO Insights study achieved 27.1% higher win rates and 18.1% higher quota attainment than those without a content strategy. (CSO Insights, 2020)

Social Selling

• The paid channels with the highest ROI are Facebook and Google Search advertising. (HubSpot, 2020)
• 78% of salespeople engaged in social selling are outselling their peers who are not. (LinkedIn, 2020)
• 36% of buyers “strongly agree” that an informative LinkedIn profile is important for salespeople to have. (LinkedIn, 2020)
• Social selling leaders are 51% more likely to reach quota. (LinkedIn, 2020)
• Salespeople active on social media report 45% more sales opportunities. (LinkedIn, 2020)

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