The Ultimate List of Marketing Statistics for 2021

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

The marketing world is dynamic and ever-changing — trends, technology, and tactics are never stagnant.

That's why it's critical that your business stays up to date with new developments in the industry — after all, the last thing you want is for your business to fall behind while your competitors stay ahead of the curve.

But how can you be sure you're keeping up with the times?

A great way to remain relevant and keep up with the latest marketing trends is to keep an eye on marketing statistics. Whether you're focused on SEO, content marketing, social media, video marketing, email marketing, lead generation, advertising, marketing technology, or sales, we've collected a plethora of statistics to help you connect with your customers, reach your target audience, and boost conversions.

Download Now: State of Marketing Report [2020 Version]

Search Engine Optimization Statistics

Search engine optimization, or SEO, allows you to understand how consumers are searching for and finding information about your brand and your competitors online. By incorporating SEO strategies in your marketing efforts, you'll increase your website's visibility and rankings. The following statistics will help you fine-tune your SEO strategy, increase website traffic, and boost conversions.

Download Now: State of Marketing Report [2020 Version]

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)
Organic Search
  • 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)
64% of marketers today actively invest in seo
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Content Marketing Statistics

The purpose of content marketing is to create and share relevant written, downloadable, and visual media so your target audience can learn about your brand, expertise, and products or services. Content marketing statistics inform your strategy and provide insight into the ways other content marketers are solving the pain points of their target audience and generating leads. This will allow you to determine which techniques will work best for your business, customers, and leads. 

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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)
video is the #1 form of media used in content strategy
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Social Media Statistics

With billions of people on social media globally, understanding how to market on various social platforms has become an integral part of every business's success. These social media marketing statistics will help you learn how marketers today are successfully expanding their reach, boosting brand awareness, and promoting their products and services through these platforms so you can do the same.

Download Now: State of Marketing in 2020 Report

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)
facebook is the primary distribution channel for marketers

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)

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Video Marketing Statistics

Video marketing is highly effective strategy when trying to appeal to and convert your target audience. With impressive video capabilities on smartphones today, it's also an affordable and easy tactic to implement, no matter your business type or resources. These statistics offer insight into how other companies are using the medium to reach, educate, and nurture their audience.

→ Access Now: Video Marketing Starter Pack [Free Kit]

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)

Email Marketing Statistics

Email marketing remains one of the most important and effective ways for your business to connect with customers and build lasting relationships with them. With email marketing statistics, you'll be able to discover the ways other businesses are using email to maximize their ROI and connect with customers.

Download Now: State of Email Marketing in 2020

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)
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Lead Generation Statistics

Lead generation is how your business attracts and converts anyone interested in your brand, products, or services. It's an integral part of every consumer's journey to becoming a customer. With lead generation statistics, you'll discover how other marketers are using the process to reach their goals related to converting more prospects and leads into paying customers.

Download Now: Sales Conversion Rate Calculator [Free Kit]

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)

Advertising Statistics

It's no secret that great advertising attracts customers, improves brand awareness, and generates revenue. These statistics will help you understand how consumers today are viewing paid media and what advertising tactics are working for businesses — like yours — that are looking to attract new customers.

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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)

Marketing Technology Statistics

Marketing technology impacts the way you reach your audience, how they consume your content, and how they interact with your brand. Marketing technology statistics and trends highlight the best ways to connect with your audience and customers through various applications, software, and mobile channels.

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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)
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Sales Statistics

A strong relationship between marketing and sales is critical to any business's success. By learning how your company can increase efficiency through inbound selling techniques, your sales team will stay better connected to your marketing team — this relationship has the power to significantly boost conversions and sales.

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 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)

Get Inspired by Marketing Stats

Keeping up with the greatest trends and processes in the world of marketing may seem like a daunting task considering how quickly the industry develops and evolves. However, your business can easily stay up to speed by honing in on the latest marketing statistics.

No matter what your business is focused on or what your goals are — whether they're related to SEO, content marketing, social media, video marketing, email marketing, lead generation, advertising, marketing technology, or sales — reading up on the latest stats within each category is a great way to ensure your and marketing tactics stay relevant. This is how you'll reach your audience members and customers to convert more leads and boost conversions.

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