The Ultimate List of Digital Marketing Statistics for 2020

A collection of the most relevant data and statistics covering every aspect of digital marketing.

Marketing is always evolving, and it’s extremely important to ensure that you — regardless of whether you’re a marketer or business owner — are kept up to date with new developments. However, it can be difficult to find the time to read through article after article, and one way to get around it is through statistics.

Statistics provide information in a concise manner, and can help you build and fine-tune your marketing strategies. We’ve gathered a range of data to help you know the latest trends, and how you can keep up with the rest.

Search Engine Optimization Statistics

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Search Engine Optimization, also known as SEO, is the process of increasing the quality and quantity of website traffic by relying on organic search engine results. Organic search results are usually unpaid for and do not include direct traffic (i.e. users who visit the website directly) nor the purchase of ads in search engines. As search engines generally rank the content they display based on several factors such as relevance, using effective SEO strategies is vital in increasing your website’s visibility, and hence traffic. The statistics below will not only give you insights into the current SEO trends but also help you refine your strategies.

Conversion Rate Optimization (CRO)

  • The average conversion rate of a website across all industries is 2.35%. (WordStream, 2020)
  • Having a video on your landing page can increase conversions by 86%. (WordStream, 2018)
  • 90% of searchers were undecided about a brand before they began their search. (Status Labs, 2018)

Ecommerce

  • 84% of users would abandon a purchase if it was on an unsecured website. (Blue Corona, 2018)
  • Of all online shoppers, 46% would like more product comparisons from ecommerce sites. (Ecommerce Platforms, 2018)
  • 59% of millennial shoppers head over to Amazon whenever they look to buy something online. (Inviqa, 2018)
  • Organic Google searches contribute to 43% of all ecommerce traffic. (Ecommerce Platforms, 2018)

Local SEO

  • 46% of all searches on Google are local searches. (Social Media Today, 2019)
  • 82% of smartphone shoppers conducted ‘near me’ searches in 2018. (Search Engine Land, 2018)
  • 97% of all search engine users look for local businesses via search. (Social Media Today, 2019)
  • Local searches lead 50% of mobile users to visit stores within a day. (Google, 2018)
  • 61% of mobile users conducting a search are more likely to reach out to a local business if they have a mobile-friendly site. (Junto, 2019)

Mobile Search

  • 96% of mobile search traffic is driven by Google. (Jody Nimetz Co., 2018)
  • More than 51% of smartphone users discovered a new company or product via searches on their mobile phone. (Google, 2018)
  • 78% of mobile searches based on location result in an offline purchase. (Junto, 2019)
  • 86% of people use Google Maps to search for a business’ location. (Junto, 2019)

Organic Search

  • Organic searches constitute 53.3% of all website traffic across industries. (BrightEdge, 2019)
  • 50% of searches use four words or longer. (IMPACT, 2019)
  • The top inbound marketing priority for 61% of marketers is to improve SEO and grow their organic presence. (HubSpot, 2018)
  • 70-80% of search engine users only focus on organic results. (MarTech, 2018)
  • Video content is 50X more capable of driving organic search traffic as compared to plain text. (Omnicore, 2018)
  • Organic SEO is an estimated 5.66 times better than paid ads on search engines. (New Media Campaigns, 2018)

Voice Search

  • 65% of people between 25-49 years old speak to voice-enabled devices at least once every day. (PWC, 2019)
  • An estimated 50% of all online searches will be voice searches by 2020. (Wordstream, 2018)
  • By January 2018, there were 1 billion voice searches per month on average. (Wordstream, 2018)

Content Marketing Statistics

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Content marketing is a strategy that focuses on the creation of interesting and relevant content for the public. Instead of explicitly promoting the products or services a business offers, content marketing generates valuable information to build trust and loyalty in its target audience, with the hopes of converting them to customers. Content marketing statistics help you understand other marketers’ strategies and the techniques you can adopt or adapt to suit your brand and target audience.

Blogging

  • Around 70 million new blog posts are created on WordPress every month. (WordPress, 2020)
  • 36% of people prefer reading headlines that are list-based. (IMPACT, 2019)
  • More than 409 million people read posts on WordPress each month. (WordPress, 2020)
  • 66% of marketers used blog posts in their social media content. (Social Media Examiner, 2019)
  • Among business blogs, listicles are the most popular blog post format. (Responsive Inbound Marketing, 2019)
  • Including statistics in blog posts help to increase consumer trust in a brand. (Forbes, 2018)
  • 43% of people skim through blog posts. (HubSpot, 2018)

Content Strategy

  • 32% of marketers view visuals as the most important type of content for businesses. (HubSpot, 2018)
  • 70% of marketers invest actively in a content marketing strategy. (HubSpot, 2020)
  • 51% of B2B marketers see the creation of visual assets as a priority in their content marketing strategy. (HubSpot, 2019)
  • Video content is the #1 type of media used in content marketing, followed by blogs and infographics. (HubSpot, 2020)

Podcasts

  • 17% of marketers intend to add podcasting to their marketing efforts within the next 12 months. (HubSpot, 2018)
  • 69% of podcast listeners do so on a mobile device. (Convince & Convert, 2018)
  • 27% of men and 24% of women listened to podcasts in the previous month. (Edison Research, 2018)
  • Based on the time of consumption, podcasts are the number one audio source. (Edison Research, 2018)

More content marketing statistics can also be found on Visme.

Social Media Statistics

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Social media platforms provide marketing opportunities for businesses to reach out to audiences of all demographics and have since become an essential tool in most marketing strategies. Social media statistics will help you learn about the benefits of using different platforms, so you can strategize and implement marketing strategies effectively.

Facebook

  • As of 2019, there are about 2.38 billion monthly active users (MAU) on Facebook. (Fortune, 2019)
  • 2.2 billion fake accounts were removed in the first quarter of 2019. (Fortune, 2019)
  • Facebook has around 243 million MAU in the U.S. and Canada, 384 million MAU in Europe, 981 million MAU in Asia-Pacific, and 768 million MAU in the rest of the world. (Business Insider, 2019)
  • In June 2019, 1.59 billion people log onto Facebook daily. (Zephoria via Facebook, 2019)
  • India has the largest number of Facebook users in the world at 270 million, followed by the United States (190 million) and Indonesia (130 million). (Statista, 2019)
  • Mobile advertising revenue is reported to represent approximately 94% of advertising revenue for Q2 2019. (Zephoria, 2019)
  • 54% and 46% of Facebook users are women and men, respectively. (Sprout Social, 2019).
  • Highest traffic on Facebook occurs between 1 pm to 3 pm. (Zephoria, 2019)
  • Engagement is 18% higher on Thursdays and Fridays. (Zephoria, 2019)

Instagram

  • The United States has the largest number of Facebook users in the world at 110 million, followed by Brazil (70 million) and India (69 million). (Statista, 2019)
  • 80% of Instagram users follow a business account. (Awario, 2019)
  • Instagram has over 1 billion monthly active users as of 2018. (TechCrunch, 2018)
  • Over 500 million active users use Instagram daily. (Oberlo, 2019)
  • 71% of Instagram users are below the age of 35 (Statista, 2019).
  • 400 million accounts use Instagram Stories on a daily basis. (Awario, 2019)
  • 83% of Instagram users discover new products or services on Instagram, while 81% use it to research products or services, and 80% rely on the platform to decide whether to buy a product or service. (Facebook, 2019)
  • In January 2019, there were 500 million daily active Stories users on Instagram. (Statista, 2019)

LinkedIn

  • 91% of marketing executives chose LinkedIn as the top place to find relevant and high-quality content. (Foundation, 2019).
  • LinkedIn has a user base of over 722 million members across 200 countries. (LinkedIn, 2020)
  • 663.3 million people have been reached using ads on LinkedIn. (We Are Social, 2020)
  • 94% of B2B marketers use LinkedIn as a channel to distribute content. (Foundation, 2019)
  • 92% of B2B marketers use LinkedIn for their digital marketing. (Foundation, 2019)

Pinterest

  • As of 2018, there are 250 million active users on Pinterest. (Hootsuite, 2019)
  • 67% of Pinterest users are below the age of 40. (Brandwatch, 2019)
  • Of all the new registered accounts in 2018, 50% were men. (Hootsuite, 2019)
  • 80% of Pinterest users access the platform via mobile. (CoSchedule Blog, 2018)
  • 90% of weekly users rely on Pinterest to make decisions about purchases. (Hootsuite, 2019)
  • Pinterest users spend 29% more during their shopping than non-users. (Hootsuite, 2019)

Snapchat

  • As of 2019, Snapchat has 190 million daily active users. (Statista, 2019)
  • Snapchat users visited the app for 34.5 minutes on average in September 2018. (CNBC, 2018)
  • Snapchat users below 25 years old visit Snapchat over 20 times and spend more than 30 minutes on the app daily. (Zephoria, 2019)
  • 381.5 million people have been reached using ads on Snapchat. (We Are Social, 2020)

Social Media Usage

  • There are more than 3.8 billion active social media users worldwide. (We Are Social, 2020)
  • The most popular social media network is Facebook with over 2.7 million monthly active users. (Statista, 2020)
  • On average, internet users between the ages of 16 and 64 years spend 2 hours and 24 minutes daily on social media. (We Are Social, 2020)
  • In an internet minute, over 41 million messages are sent on WhatsApp and almost 350,000 Instagram Stories are posted. (Statista, 2020)

Social Media Marketing

  • 97% of marketers rely on social media to reach out to their audiences. (Lyfe Marketing, 2018)
  • Using social media and watching videos are two of the most popular online activities. (Smart Insights, 2018)
  • Over 50% of Internet users follow a celebrity or influencer on social media. (BrizFeel, 2018)
  • Branded content on social media is two times more likely to engage audiences between 55 and 64 years old than those below the age of 28. (BrizFeel, 2018)
  • The most common publishing cadence on social media is 3-4 times per week. (HubSpot, 2020)

Twitter

  • As of 2018, there are 369 million monthly active users on Twitter. (Statista, 2018)
  • 79% of Twitter’s monthly average users are not based in the U.S. (Hootsuite, 2018)
  • 77% of users feel better about a brand if their Tweet was replied to. (Brandwatch, 2019)
  • Tweets with videos get over six times as many retweets as tweets with photos. (Wochit, 2018)
  • 46% of users are active on Twitter daily. (Awario, 2019)

Visual Content

  • More than 70% of content used by marketers contains some form of visuals. (Social Media Today, 2020)
  • Stock photos are the most popular form of visual content used by marketers and are used 40% of the time. (Social Media Today, 2020)
  • 40% of marketers have reported that original graphics have helped them reach their marketing goals most effectively. (Social Media Today, 2020)

Video Marketing Statistics

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Video marketing uses videos to engage a target audience and promote a product or service. Commonly seen on social media platforms, it has become a popular strategy for marketers due to its effectiveness in reaching out to consumers and ease of implementation. Video marketing statistics will help you understand the current trends, and how you can use it successfully.

Product Video

  • Product explainer videos are the most commonly created types of videos accounting for 72% of the total. (Wyzowl, 2020)
  • 62% of people said their interest in a product grew after seeing it in a Facebook Story. (Marketing Land, 2018)
  • 95% of video marketers feel that product videos have helped them enhance the understanding of their products among users. (Wyzowl, 2020)

Social Video

  • 41% of marketers intend to use Facebook videos as part of their content strategy in the next year. (HubSpot, 2018)
  • 88% of marketers plan to use YouTube videos as part of their marketing strategy in 2020. (Wyzowl, 2020)
  • LinkedIn was the most successful channel for video marketing in 2019 with 87% of LinkedIn video marketers finding it effective. (Wyzowl, 2020)

Video Analytics

  • 100 million hours of video content is watched on Facebook every day. (CoSchedule Blog, 2018)
  • Having a video thumbnail in search results can lead to twice the amount of search traffic. (Search Engine Journal, 2018)
  • 56% of all videos published in 2017 are shorter than two minutes. (CoSchedule Blog, 2018)
  • Video content led to a 157% increase in organic traffic from SERPs (Search Engine Results Pages). (Wordstream, 2018)

Youtube

  • 45% of marketers intend to include YouTube as part of their content strategy in the next year. (HubSpot, 2018)
  • There are 1.9 billion monthly active users on YouTube as of 2018. (Omnicore, 2018)
  • 70% of YouTube video watchtime are from mobile devices. (Awario, 2019)
  • An average of 5 billion YouTube videos are viewed every day in 2018. (Omnicore, 2018)
  • YouTube services 95% of all Internet users. (Omnicore, 2018)

Email Marketing Statistics

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Email marketing is one of the most familiar marketing strategies and remains an essential tool for any marketer. Emails are sent to both prospects and customers, with the aim of converting the former, and retaining the latter. Email marketing statistics help you discover how emails can be effectively used to reach out to your target audience.

Click-Through Rate

  • Arts and entertainment, construction, human resources, legal and government, and real estate have the highest email open and click-through rates. (HubSpot, 2018)
  • Advertising and marketing companies have been found to have the lowest open rates. (HubSpot, 2018)
  • Users who read emails on mobile and open an email a second time from a computer are 65% more likely to click through. (Campaign Monitor, 2019)

Email Copy

  • 91% of consumers want to hear from companies they do business with via email. (Sleeknote, 2019)
  • 66% of marketers personalize their emails based on age demographics. (Campaign Monitor, 2018)
  • Only 9% of email subject lines include emojis. (GetResponse, 2018)

Email Segmentation

  • Marketers who use segmentation to run their email campaigns have reported a 760% increase in their revenue. (HubSpot, 2020)
  • 74% of online users find it annoying when businesses send them emails that have nothing in common with their interests. (Campaign Monitor, 2019)
  • Segmented email campaigns have 14.31% greater open rates and 100.95% greater click-through rates than non-segmented ones. (Mailchimp, 2017)

Email Usage

  • There are over 6.69 billion email accounts as of 2018. (Radicati Group, 2018)
  • The number of email accounts that are active is expected to reach 5.6 billion in 2019. (Statista, 2019)
  • About 49% of businesses use some form of email automation. (Emailmonday, 2018)
  • Emails that do not display correctly on mobile may be deleted within three seconds. (Campaign Monitor, 2018)

Mobile Email

  • 73% of companies saw mobile device optimization of emails as a priority. (Campaign Monitor, 2018)
  • B2B, IT, and wholesale businesses have been found to have the weakest email opens on mobile while real estate, TV, film, radio, and event companies have the strongest. (Campaign Monitor, 2018)
  • Mobile users check their email three times more as compared to non-mobile users. (Campaign Monitor, 2018)
  • 52% of customers are less likely to engage with a company if they have bad mobile experience. (Campaign Monitor, 2018)
  • 35% of business professionals check their emails on their mobile devices. (Convince & Convert, 2018)
  • By the end of 2018, 80% of email users are expected to access their email accounts via a mobile device. (Radicati, 2018)
  • The Apple iPhone (29%) and Gmail (27%) are two of the most popular ways to read emails. (Litmus, 2018)

Lead Generation Statistics

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Lead generation is the identification of prospects, with the idea of converting them into customers. Contact is then initiated with these leads to generate their interest. Lead generation statistics will help you gain insight on how this strategy can be used to convert your target audience into paying customers effectively.

Demand Generation

  • 68% of B2B businesses use strategic landing pages to obtain leads. (Marketo, 2018)
  • In 2018, 70% of marketers expected their demand generation budgets to increase, and 34% believed their spending would grow by more than 20%. (Demand Generation Benchmark Survey, 2018)
  • Emails are considered to be the most effective channel of distribution for demand generation by 79% of B2B marketers. (Content Marketing Institute, 2018)
  • For B2B businesses, events help to produce the most leads, while case studies help to convert and accelerate the most leads. (Marketing Charts, 2018)
  • 61% of marketers view traffic and leads generation as their top challenge. (HubSpot, 2018)

Marketing Analytics

  • For content marketers, the top three organizational objectives are lead generation, sales, and lead nurturing. (Wordstream, 2018)
  • 27% of marketers say that securing enough budget is their top challenge in marketing. (HubSpot, 2018)
  • 39% of marketers say that proving the ROI (Return on Investment) of their marketing activities is their top challenge in marketing. (HubSpot, 2018)

Marketing Automation

  • 51% of businesses currently use marketing automation. (Emailmonday, 2019)
  • 58% of B2B companies are planning to adopt marketing automation. (Emailmonday, 2019)
  • For optimizing marketing automation, mapping the customer experience and use of personalized content are seen as the most effective tactics. (Ascend2, 2018)
  • 48% of marketers who use automation consider it to be one of the top 4 methods of creating personalized experiences for customers. (House of Marketing, 2019)

Advertising Statistics

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Digital advertising is everywhere, and most businesses, regardless of their size or industry, will rely on this tool to attract customers. Usually paid for, great advertising will not only increase brand awareness but also help build a strong and loyal customer base. Advertising statistics help you learn the tactics that are commonly used today and how they can be used towards your target audience.

Ad Blocking

  • In 2019, 47% of internet users worldwide use an ad-blocker. (Digital Information World, 2019)
  • The most popular app currently available for blocking ads is Adblock Plus. (VPN Mentor, 2019)
  • 61% of ad-blocking users in the US say that they would never return to a website that disables their ad-blocker without their permission. (eyeo, 2019)
  • Only 38% of ad-blocking users in the US would turn off their ad-blocker if a website asks them to. (eyeo, 2019)
  • The top three motivations for ad-blocking are "too many ads," "annoying or irrelevant ads," and "intrusive ads." (VPN Mentor, 2019)

Display Advertising

  • Banners, native ads, and social media ads are the three most popular display ad types. (Match Craft, 2018)
  • 53% of users say that they are more likely to take a look at a native ad than a banner ad. (Small Business Trends, 2018)

Mobile Advertising

  • Consumers now spend over five hours a day on their smartphones. (AdWeek, 2018)
  • Two-thirds of consumers can recall a specific brand they have seen advertised on mobile in the last week. (Business Wire, 2018)
  • 60% of consumers click on mobile ads at least weekly. (Business Wire, 2018)

Pay-Per-Click (PPC)

  • 63% of people are likely to click on a Google ad. (Search Engine Land, 2019)
  • 66% of buyer-intent keywords have been found to be paid clicks. (Clever Clicks, 2018)
  • 49% of people have been found to click on text ads. (Blue Corona, 2019)
  • For every $1 spent on Google AdWords, businesses have been found to earn an average of $2. (Blue Corona, 2019)

Video Advertising

  • 99% of marketers currently using video content have reported that they will continue to do so in 2018. (HubSpot, 2018)
  • 72% of people prefer to watch a video than reading text to understand a product or service better even if both forms of content are available on a page. (HubSpot, 2018)
  • Video ads are known to be muted by 81% of consumers. (Optinmonster, 2018)
  • 65% of marketers who currently don’t use video content intend to start in 2018. (HubSpot, 2018)
  • By 2021, video advertising is expected to grow to a $22 billion industry. (eMarketer, 2018)
  • The largest increase in video click-through rates was recorded among desktop users in 2017, while tablet users recorded a slight decrease. (Wordstream, 2018)

Marketing Technology Statistics

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Marketing technology is essentially a combination of marketing and technology by leveraging on technology-based tools to perform marketing activities effectively and efficiently. Marketers often use a group of tools (known as a ‘stack’), which varies depending on the size of the business and the industry. Marketing technology statistics help you discover the best tools and how they can be used to manage your marketing strategies.

Messaging Apps

  • Facebook Messenger is used by 105 million people every month. (Statista, 2018)
  • 24% of marketers plan on including messaging apps in their content marketing strategy within the next year. (HubSpot, 2018)
  • By 2021, it is estimated that 2.48 billion people will be using messaging apps. (Statista, 2018)
  • Whatsapp was the most popular mobile messenger app worldwide as of July 2018. (Statista, 2018)

Mobile

  • 48% of customers first began searching for the product they bought on mobile. (Google, 2018)
  • There are 3.5 billion mobile phone users all over the world. (Statista, 2020)
  • The time spent daily by users online is distributed evenly between mobile and PCs. (Statista, 2020)
  • 89% of people with smartphones use apps, while 11% use websites. (Disruptive Advertising, 2018)
  • The global average monthly data traffic from mobile phones is estimated to reach 150 exabytes by 2025. (Statista, 2020)
  • In 2019, the global monthly data traffic per smartphone was 7.2 gigabytes and this is estimated to reach 24 gigabytes by 2025. (Statista, 2020)
  • 59% of consumers say that the ability to shop via mobile devices is an important factor in deciding who to buy from. (Think with Google, 2019)
  • 60% of mobile phone users have contacted a business from Google search results using the click to call feature. (Think with Google, 2019)
  • A delay of one second in mobile page responses can reduce conversions by as much as 7%. (99 Firms, 2019)
  • Users spend 90% of their time on mobile in apps. (eMarketer, 2018)

Artificial Intelligence (AI)

  • In 2019, 62% of consumers expressed their willingness to use AI to enhance their experiences, as compared to 59% in 2018. (Salesforce, 2019)
  • Although only 15% of enterprises were using AI as of 2018, 31% said it was on their agenda for the next 12 months. (Adobe, 2018)
  • It is estimated that 15% of global customer service interactions will be powered by AI by 2021. (Gartner, 2019). 
  • 23% of customer service organizations use chatbots powered by AI. (Salesforce, 2019)

Sales Statistics

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Sales is a critical component in most businesses, and having effective marketing will go a long way in increasing sales, hence both elements are closely linked. Sales statistics help you identify ways to strengthen this relationship, to ensure that both work well together in boosting customer engagement and sales.

CRM

  • The global CRM market has been valued at $40.2 billion in 2019 and expected to grow at a CAGR of 14.2%. (Grand View Research, 2020)
  • 91% of businesses having more than 10 employees have adopted a CRM system in their organization. (Grand View Research, 2020)
  • Sales leaders who adopted remote sales in 2020 ranked CRMs as the second most important tool for their team’s success. (HubSpot, 2020)
  • Sales leaders ranked CRMs as the first or second most important sales tool regardless of their performance in 2020. (HubSpot, 2020)
  • 61% of overperforming sales leaders use CRM to automate their sales processes as compared to 46% of underperforming sales leaders. (HubSpot, 2020)
  • 27% of salespeople spend an hour or more doing data entry every day. (HubSpot, 2018)
  • CRM, social prospecting, data and list services, email engagement, phone, and sales cadence are some of the most popular sales tools. (Hubspot, 2018)

Selling

  • 75% of companies view closing deals as their top sales priority. (HubSpot, 2018)
  • Salespeople consider prospecting as the toughest part of the sales process. (HubSpot, 2018)
  • 64% of sales leaders who adopted remote sales in 2020 met or exceeded their revenue targets as compared to 50% of leaders who did not do so. (HubSpot, 2020)
  • Successful sales representatives are 10 times more likely to use words that are collaborative, such as “us,” “we,” and “our.” (Zety, 2019)
  • 20% of salespeople contribute to 80% of sales. (Zety, 2019)
  • 40% of salespeople say that trying to get a response from prospects is increasingly difficult. (HubSpot, 2018)
  • 65% of overperforming sales leaders have a dedicated sales enablement team or person. (HubSpot, 2020)
  • 30% of salespeople say that the act of closing deals is increasingly tough. (HubSpot, 2018)

Service-Level Agreement (SLA)

  • 26% of the people surveyed have a formal SLA between marketing and sales. (HubSpot, 2018)
  • 7% of salespeople described the leads they received from marketing as very high quality. (HubSpot, 2018)
  • 28% of salespeople found marketing to be their best source of leads (HubSpot, 2018)
  • 85% of marketers that have an SLA believe that their marketing strategy is effective. (HubSpot, 2018)

Social Selling

  • Facebook and Instagram are the social media channels with the highest ROI. (HubSpot, 2020)
  • 28% of companies made social selling a priority. (HubSpot, 2018)
  • 65% of salespeople who relied on social selling filled their pipeline, while only 47% of sales representatives who did not filled theirs. (HubSpot, 2018)
  • 4 in 10 reps have recently closed 2 to 5 deals by leveraging social media. (HubSpot, 2018)
  • Social selling in 14 common industries such as computer software, healthcare, and marketing and advertising, has influenced half of the revenue. (HubSpot, 2018)
  • By using social selling tools, win rates and deal sizes can increase by 5% and 35% respectively. (HubSpot, 2018)

It is essential to be aware of the latest developments in the marketing industry, and prevent yourself from falling behind. Statistics help you get to the heart of what matters, so you can keep up without spending too much time.

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