Digital Marketing by the Numbers: Stats, Demographics & Fun Facts

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Digital Marketing by the Numbers: Stats, Demographics & Fun Facts

Digital Marketing Statistics
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I think you’ll agree with me when I say that a marketing strategy is incomplete if it doesn’t address the digital channels.

MarketingCharts reports a 50% increase in digital marketing budget compared to 2016 in their study.

This only goes on to show the importance of channels like social media, content, SEO, video, and more.

Digital Marketing Budget 2017

Source: MarketingCharts.com

If you are a numbers nerd or love data, you’ll love these digital marketing statistics that we’ve curated from over dozen of studies and research.

SEO Statistics 2018

1. Better content can drive traffic to a blog by up to 2,000%.

2. Google is responsible for 96% of all smartphone search traffic, and 94% of total organic traffic.

3. Enterprise and Mid-sized companies rely more on Technical SEO and content development to increase and maintain search presence.

Source: Buzzstream.com

4. 72% of marketers agree that relevancy is the single biggest factor for better SEO. Experts agree that writing for search terms rather than simply incorporating them into the content is pivotal for traffic.

5. Search engines drive 93% of all website traffic.

6. About ½ of all searches are four words or more.

7. Two seconds is all companies get when it comes to website load time. Anything longer increases bounce rates by 50%.

8. 18% of all local searches lead to a sale within one day. 72% of people who visit a physical location will choose one within 5 miles of their original location.

9. Having a video thumbnail in the search results can double your search traffic.

10. 90% of searchers haven’t made their mind up about a brand before starting their search.

11. 82% of searchers will use their phone to help them make a decision about an in-store purchase.

Source: Timb Design12. People are 15 times more likely to use the phrase ‘near me’ in their search than they were in 2013.

13. About ½ the websites on Google’s front page are in HTTPS. 84% of people will abandon a purchase if they’re dealing with an unsecured website.

14. 50% of people are more likely to click on a particular brand name if that brand name shows up more than once on the search results.

15. Video content is 50 times more likely to drive organic search results than plain text will.

16. 2017 saw the rise of voice searchers soar to 60%. That’s a 3400% increase from 2008!

17. Google boasts an average of 63,000 searches every single second of the day.

18. Promotional ads or links should take up no more than 15% of a web page, otherwise, they may be subjected to penalties from Google.

Source: Wix

19. In 2015, the number one search result was clicked on 28.6% of the time. This number has dropped to 23.5%.

20. WordPress accounts for 27% of all websites around the world, but only about 40% of WordPress sites are up to date.

21. Link building is the most difficult SEO tactic to perform, according to 65% of marketers.

22. SEO has a 14.6% conversion rate compared to 1.7% for traditional outbound methods such as cold-calling or direct mail.

23. Only 7% of searchers will ever see the third page of search results.

24. 86% of people are looking on Google maps to find directions to a location.

25. Based on the numbers, organic SEO is about 5.66 times better than paid search ads. However, experts still recommend paid search ads if businesses don’t have the time to invest in organic SEO.

Social Media Statistics 2018

26. Close to half the world’s population (3.03 billion people) are on some type of social media.

27. 64% of online shoppers say that a video on social media helped them make their decision.

28. Only 43% of online stores see significant traffic from their social media pages.

Source: Clutch.co

 

29. Acknowledgment is key: 77% of Twitter users appreciate a brand more when their tweet is responded to. It takes about 10 hours on average for businesses to respond to a tweet, even though customers want a response within four hours.

30. Content marketing is a top priority of B2B businesses after brand building and social media engagement.

31. 59% of adults between 18 and 29 are using Instagram.

32. The average person spends about 20 minutes on Facebook or one in every six minutes a person will spend online.

33. 1.57 billion YouTube users watch about 5 billion videos on average every single day.

34. Of the 2.1 billion total accounts on Facebook, 270 million profiles are fake.

35. 86% of women will look at social media before deciding to make a purchase.

Source: Pew Research Center

36. While 68% of 16 – 24 year-olds follow a celebrity on social media, 70% of teenage YouTube subscribers say they trust online influencers more than celebs.

37. 60% of smartphone users between the ages of 13 – 34 are using SnapChat.

38. 27% of users will skip a video if it plays an ad before the promised content.

39. Apps and websites use Facebook 53.1% of the time for social login opportunities, making it easier for consumers to sign-up for products or services.

40. About ⅔ of companies with 100+ employees use Twitter as part of their marketing. 86% of people going on Twitter are primarily searching for news.

41. CEOs on LinkedIn have an average of 930 connections.42.

42. 55% of the 178 million people on SnapChat follow some type of brand or company.

43. $90 million was spent on SnapChat ads in 2016.

Source: Statista

44. 80% of social media content is being accessed via mobile device.

45. 96% of people talking about companies and brands on social media aren’t actively following those brands online.

46. 80% of millennial Pinterest users say that the platform will help them decide what to buy.

47. 50.9% of all Twitter accounts have less than 9 followers.

48. Branded content on social media is twice as likely to interest people aged 55 – 64 than those who are 28 and younger.

49.  39% of the 500 million users on LinkedIn are paying for premium account privileges. The average user spends 17 minutes on the site per month.

Source: Statista

50. 81% of millennials are checking Twitter at least once a day. The average amount of search queries Twitter receives a day is two billion.

51. Twitter captures 29% of internet users with college degrees. Twitter users are also more likely to make above-average incomes.

Mobile Marketing Statistics 2018

52. Marketers and advertisers are putting 51% of their budget into mobile ads.

53. Digital marketing software is projected to total more than $32 billion in 2018 with expected revenue at $65.9 billion for mobile ads alone.

54. People are accessing 69% of their media on their smartphones.

55. 89% of people on smartphones are using apps, while only 11% are using standard websites. Unsurprisingly, Facebook is the most popular app at 19% (measured by time spent).

56. Pinterest is number one for mobile social media, with 64% of referral traffic being driven by smartphones and tablets.

57. 57% of all mobile users will not recommend a business if their mobile website is poorly designed or unresponsive.

58. 40% of all mobile users are searching for a local business or interest.

59. Mobile websites that load in 5 seconds or less will end in a viewing session that’s 70% longer than their slower counterparts.

Source: Aumcore.com

60. More than 50% of smartphone owners will reach for it immediately upon waking up. In other words, the early marketer gets the worm.

61. 83% of people (and likely more than that) are searching for a seamless website experience whether checking on a tablet, phone, or desktop.

62. A mobile special or offer is 10 times more likely to be used than the same offer in print form.

63. The amount of emails being opened up on mobile devices has grown by 180% in just a few years.

64. Mobile ad blocking is increasing 90% year-over-year.

65. Mobile ad spend exceeded $143 billion in 2017 on a worldwide scale. It’s projected to hit more than $247 billion by 2020.

66. Based on recent stats, it’s estimated that people will spend an average of 3 hours 23 minutes on their mobile devices in 2018.

67. There has been an increase in smartphone app usage from age 45 and above.

Source: MarketingCharts.com

68. 31% of people will wait until they’re on a desktop to make a purchase if they see a product they want in an email. 22% of people will visit the business’ mobile store.

69. 73% of people describe ads taking over the entire screen as ‘highly annoying.’ Ads that appear on their computer and then again on their phone took second place when it came to annoying ad experiences.

70. 55% of companies are building apps primarily to drive sales, while 50% are building them to improve a customer’s online experience.

71. Location-specific ad campaigns are 20 times more effective than traditional banner ads.

72. Apple users spend an average of $114 when it comes to orders made from their smartphones. Android users are only spending $89 on average.

73. Smartphone bounce rates are 37% compared to only 28% for tablets.

74. 40% of mobile users say they’ll spend more money with a company if they receive a personalized coupon.

75. 86% of consumers say they would appreciate mobile offers from a company while they’re physically shopping in that company’s store.

76. 53% of all paid-search ads are completed via a mobile device.

77. Offline spending that’s been influenced by some type of mobile experience has already exceeded $1 trillion.

Content Marketing Statistics 2018

78. Content marketing gets three times more leads than paid search advertising.

79. Content creation leads to 434% more indexed pages than websites without updated content. The key is to create as many pathways around the web for customers to find you.

80. Audience relevance is number one when it comes to content effectiveness at 58%, but compelling storytelling takes a strong second place at 57%.

81. 63% of marketers are creating content with buyer persona in mind above all else.

82. 97% of marketers are using prescriptive content, meaning they’re laying out a foundation of rules and strategies to follow when it comes to creation.

83. 38% of marketers are publishing content at least once a week.

84. B2B marketers are convinced blogging is their most important type of content (43%) while B2C marketers are convinced visual content is more important (45%).

85. When it comes to delivering content and securing audience engagement, LinkedIn is the most effective social media platform at 82%. Twitter took second place at 66%.

Source: MarketingCharts.com

86. Unsurprisingly, B2B companies utilize LinkedIn 94% of the time and Twitter at 87% of the time.

87. 25% of marketers do not outsource their content creation. 45% of content creation is done on an ad-hoc basis.

88. Guest or non-paid contributor posts accounted for 57% of outsourced business blogs.

89. 60% of B2B marketers say they have a difficult time coming up with content that will engage their audience

90. 45% of marketers rate their interactive content as either extremely or very effective. Interactive content includes assessments, calculators, quizzes, or contests.

91. B2C marketers use live video at a rate of 30% compared to B2B marketers at 24%.

92. 76% of buyers are willing to share their information in exchange for white papers. Ebooks took second place with 63% willing to share their info.

93. 63% of marketers say their biggest content challenge is driving traffic and generating leads.

94. Only 30% of marketers say their content strategy is effective.

95. 47% of buyers viewed at least 3 to 5 pieces of content before deciding to speak with a sales rep.

96. Visual assets are the single biggest content contributor when it came to social media (85%) in 2017.

97. 42% of companies have a designated content strategist executive to ensure all content is meeting branding expectations and being released at the right time.

Source: Content Marketing Institute

98. 71% of companies have a team that will ensure proper blogging conduct, audience reaction, etc.

99. And yet, 70% of businesses can’t seem to consistently integrate their content correctly to maximize sales.

100. 37% of companies recently polled claimed they planned to increase their content marketing budget, while 46% of companies said it would stay the same.

101. 87% of B2B audiences will give more credit to content with an industry expert’s opinion over general advice.

102. The top three content marketing tactics are blogging (65%), social media (64%), and case studies (64%).

103. The most sophisticated B2B marketers allocate 42% of their total marketing budget to creating content.

Email Marketing Statistics 2018

104. If you’re hoping to get a high open rate, your best bet is to send email on a Tuesday.

105. Recipients are about 14% more likely to open an email if it’s a part of a segmented campaign vs. traditional email.

106. Active email accounts are expected to hit 5.6 billion by the time 2019 rolls around. Gmail alone accounts for one billion subscribers.

Source: SmartInsights.com

107. When it came to specific industries, pets and animal care took the number one spot for opened email at 22.1% in 2016.

108. Women who open an email on a desktop are more likely to convert via a tablet, while men will convert via a phone (both are equally likely to convert though).

109. 56% of brands using an emoji had a higher open rate than those that did not. However, emoji use has increased by 775% from 2015 to 2016, meaning that reader burnout may be o the horizon.

110. Video emails see click-through rates that are 96% higher than non-video emails.

111. About 49% of businesses use some form of email automation.

112. Using the words ‘thank you’ in a subject line will net higher-than-average open rates.

113. Apple products account for about 90% of all mobile email opens. (This is likely because Apple will display content by default while other device manufacturers will not).

114. Only 17% of B2B purchasers are looking to use an online chat feature. They would much prefer using email to get in touch with a distributor.

115. Email marketing has an average return rate of $38 for every $1 spent.

 

Source: Adobe.com

116. Spam email is more likely to bypass security filters today than it was in the recent past.

117. 28% of consumers state they’d like to see promo offers more than once a week.

118. Email is the number one channel when it comes to sharing content. Readers are three times more likely to share via social media if they originally receive via email.

119. 23% of companies aren’t tracking what a consumer does after clicking through an email.

120. A personalized email message will increase transaction rates up to six times compared to a generic message.

121. About 67% of all online shopping carts are abandoned. Thankfully, sending an email about an abandoned cart has a 40.5% chance of being opened, which can remind buyers of their original interest.

122. Only 4% of email marketers use a layered targeting strategy.

123. About 70% of people over the age of 45 were susceptible to humor in a subject line (when appropriate). Humor is not as likely to work on younger people.

124. Email etiquette was an important factor for 80% of people when deciding whether or not to respond to the message. The biggest faux pas was grammatical errors.

Source: Pinpointe

125. 72% of consumers state that email is their number one communication method when it comes to business transactions. This number remains constant even for the younger population.

126. People are twice as likely to interact with an email message that they are with a company’s Facebook account.

127. Open rates are highest between the hours of 6 a.m. to 11 a.m., though some marketers have experienced more success when sending after work.

128. Plain text emails are more likely to be opened than HTML emails (even though people say they like HTML messages more).

Blogging Statistics 2018

129. Blogs with images receive 94% more views than blogs that are text only. Blogs with videos can increase organic search results by up to 157%.

130. To maximize their traffic, marketers should aim to post at least 16 blogs a month. This strategy nets 3.5 times more response than posting less than 4 times a month.

131. Most experts agree to maximize SEO, a blog post should be between 1,000 and 1,500 words.

Source: OrbitMedia.com

132. Marketers will get the best results by crafting interesting titles that are between 6 and 13 words long. 80% of blogs will send out email newsletters as a way of reinforcing their content.

133. Just over half of companies (52%) aren’t using a formal editor for their blogs.

134. People are only spending about 37 seconds on a blog post. They’re skimming through to find the most relevant content.

135. As such, the desire for condensed infographics has steadily increased. B2B marketers especially have embraced this trend, jumping from 50% utilization to 58% in a single year.

136. 29% of top marketers will make a plan on how to reuse their content. This includes posting altering old content to meet new customer needs.

137. 61% of readers will make a purchase based on a blog’s recommendation. How-to posts typically net the best response rates.

138. Posting daily on a blog can net a business five times more traffic than one that does not.

Source: OrbitMedia.com

139. 73% of B2B companies will blog case studies, another form of blogging that professionals respond to.

140. Your engagement rates will increase by 28% if you invest in professionally written content alongside video product demos or similar information. The top 5% of videos will hold 77% of the viewer’s attention for the duration.

141. When it comes to the sheer numbers, viral blog posts tend to invoke astonishment or awe from the reader (25%). Humorous blog posts take second place at 17%.

142. 81% of internet users agree that blog posts are trusted sources for information or advice.

143. Updating an old blog with new information can increase the effectiveness of your search results by 74%. Yet only 55% of marketers will use this strategy.

144. In 2017, the average length of a blog post was 1,142 words. In 2016, it was 1,054 words.

145. WordPress is the impressive home to more than 75 million blogs. According to their records, March was the biggest month for blog views in 2017.

Source: WordPress.com

146. The number of inbound links for a company can increase by up to 97% if they have a blog.

147. Audiences consider more than 60% of blog content either poor or irrelevant, so it’s important for marketers to find information that speaks to their audience.

148. An odd-numbered listicle will outpace an even-numbered one by 20%. More than a third of internet audiences (36%) prefer formal list-based articles to solid text blocks.

149. Merely altering a headline can potentially increase click rates by up to 10%.

150. 55% of bloggers are routinely checking their analytics. Page views are still the number one metric, followed by the number of shares or likes, and then time spent on page.

151. 61% of effective B2B bloggers will meet with their content team at least once a week.

152. About one in ten posts are compounding, meaning their traffic increases over time. These compounding posts will generate up to 38% of all blog traffic.

153. Better content can drive traffic to a blog by up to 2,000%.

Digital Marketing Fun Facts

154. 20% of people will read the text on a page, but 80% of people will watch a video. So if you’re reading this, you’re in the minority.

155. Emails with no subject lines (from legitimate sources) were so intriguing that they were 8% more likely to be opened than an email with one.

156. If you’re looking for the country with the most Facebook users, you’re going to have a look past the spot where it was created to the highly populated country of India. With 250 million users, this country has embraced social networking.

157. About eight new LinkedIn groups are created every week. These specialty groups are excellent places for niche companies to find their audience.

158. Just a few years ago, the fastest growing group on Twitter was grandparents.

159. Only 17% of B2B purchasers are looking to use an online chat feature. They would much prefer using email to get in touch with a distributor.

160. 69% of people will read their email while watching television, while 57% of people will read it in bed.

161. 78% of marketers believe that custom content is where the industry is headed. This means that customer experiences will ideally be as one-to-one as possible.

162. The average business professional is sending and receiving 121 emails a day! That’s an awful lot of information to ignore!

163. Tweets with images get 150% more retweets than those without.

Note: Please link back to OmnicoreAgency.com and this page when you reference/quote the statistic.

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Salman Aslam
Salman Aslam
Salman Aslam is the Founder & CEO of Omnicore, a leading Healthcare Digital Advertising & Marketing Agency helping clients across the globe. You can follow him on Twitter for tweets and rants about latest news, tips and advice on digital marketing.