Marketing Insights Hub
Bite-Sized Stats for Marketers
Dive in and check out this collection of easy to digest marketing statistics from trusted sources from around the web. Select a topic below to learn something new or find a useful insight. We add more marketing stats to this collection each month.
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Worldwide, 58% of customers want brands to be a positive force in shaping culture and influencing acceptable behaviors and attitudes.
When leadership prioritizes CRM data quality, 90% of sales teams report "good to very good" CRM data quality.
When leadership is oblivious to data quality issues only 10% report "good to very good" CRM data quality.
When customers were asked if brands listen to their feedback, 43% replied that they "somewhat agree" and 29% "mostly agreed."
When considering making a purchase, 36% of customers will choose a brand that makes them feel safe using it.
Small business owners surveyed say they have used the time during COVID-19 to build their business, with 76% saying they have upskilled in areas such as SEO, social media and data analytics.
Small businesses have been hit hard by the pandemic, with 8 in 10 small business owners reporting that it has had a negative impact on their business.
Regarding systemic racism, 61% of customers want brands to make products accessible and suitable for all communities.
Over 90% of CRM users take some steps to improve CRM data quality with 63% manually identifying and correcting data quality issues.
Only 46% of analysts believe their CRM data quality, accuracy, and usefulness is "good" vs. 9% who chose "very good."
Only 13% of customers "completely agree" that their participation in surveys makes an impact on products.
Nearly 92% of companies utilizing CRM data understand that clean data can help companies meet revenue objectives.
More consumers will trust industry experts (60%) than influencers with millions of followers (34%) as a spokesperson for brand trust.
Investing in data quality is perhaps one of the most important things an organization can do to get value from the CRM system.
In the face of systemic racism, 63% of customers expect brands to reflect the full diversity of the country in their communications.
In most organizations, the volume and velocity of data flowing into the CRM system warrant making its management a full-time responsibility.
In 2020, there have been significant increases in more people choosing brands on trust in most countries.
Higher quality CRM data makes it three times more likely to also express satisfaction with lead-to-customer conversion rates.
Customers want brands to partner with government and relief agencies to address the crisis, with 50% saying brands must do this to earn or keep their trust.
Customers expect brands to set an example within their own organization in the face of systemic racism with 47% saying it was extremely important in earning or keeping their trust.
Brands are far more likely to gain trust than lose trust when they take action regarding racial injustice.
Between 2019 and 2020, there has been a 14 point increase in brand trust among women, and 10 point increase among men.
Among customers with the highest level of trust in a brand, 75% will buy the brand even if it is not the cheapest.
Almost three-quarters of CRM users report "accurate to very accurate" sales forecast when CRM data quality is "good to very good."
A brand advertising excitement and adventure during the pandemic may negatively impact purchasing consideration by as much as 25%.
90% of people want brands to protect the well-being and financial security of their employees and their suppliers, even if it means suffering big financial losses until the pandemic ends.
89% of customers want brands to shift money and resources to produce products that help people meet pandemic-related challenges.
62% of customers believe our country will not make it through the COVID-19 crisis without brands playing a critical role in addressing the challenges.
63% of customers say brands need to follow up words with concrete action to avoid being seen as exploitative regarding systemic racism issues.
61% of customers respect and appreciate it when brands keep them informed about all they are doing to help others during the pandemic versus 39% who find it off-putting.
52% of customers believe brands owe it to their employees to speak out against systemic racism and racial injustice.
44% of customers stated they have started using a new brand because of the brand's innovative or compassionate response to the virus outbreak.
40% of customers have convinced others to stop using a brand that they felt was not acting appropriately in response to the pandemic.
36% of customers believe that brands will have a huge impact on how quickly and safely the economy recovers from the pandemic.
35% of customers say the pandemic has increased their reliance on brands to keep them and their community safe.
34% of customers say brand trust has become more important because brands are getting more involved in addressing major social issues and societal problems.
26% of customers say they are struggling financially and can't afford to waste money on brands they don't trust.
85% of customers will share their opinions with brands by taking surveys, while 45% will just change their purchasing behavior.
With CMOs prioritizing the use of social media to build their brand and retain customers, social media budgets accounted for almost one-quarter (23.2% share) of total US marketing budgets in June, up from 13.3% in February.
Across all but one of the industries analyzed, global search advertising campaigns on Google Ads declined y-o-y in June 2020, with Travel (-75%), Arts & Entertainment (-44%), and Law & Government (-23%) seeing the biggest dips.
Website analytics (72%) and social listening (56%) are the most common digital methods marketers reported to use to gain knowledge about their target audience.
Marketers in the Travel, Media, and Entertainment industries report that projects have been slowed down or paused during the pandemic.
MarTech innovation has accelerated during the pandemic with 50% of businesses trying new marketing technologies or features.
Many marketers have used this time to try new marketing technology and features, with at least half investing in technologies such as site/mobile chat (56%), mobile app functionality (55%), email (51%), and video (50%).
Data related issues highlighted by pre-pandemic research indicates that 43% of marketers say data is in too many places to be useful.
90% of marketers in the Insurance MarTech industry say project timelines have accelerated during the pandemic.
Only 3 in 10 agency leaders now say they are confident that profitable growth in 2020 will be better than last year.
More than one-third (36%) of US consumers surveyed report they have made an impulse buy based on an ad since the start of the pandemic.
Many brands expect to increase their spend across digital channels in the second half of 2020, including CTV/OTT (59%), non-CTV/OTT digital video (56%), social media (56%), podcasts (52%), digital audio (45%), and paid search (40%).
Digital agencies are feeling the impact of the coronavirus outbreak, with two-thirds reporting they have experienced a decrease in overall revenue compared to only 16% that have seen an increase.
As B2B marketers turn to webinars to fill the gap left by canceled events and decreased face-to-face contact with prospects, the number of B2B brands running webinar ads has more than doubled in 2020 from 223 in January to 463 in April.
As a result of the pandemic, 7 in 10 (69%) CMOs have asked their employees to get active online to promote the company and what it has to offer.
As a customer gets older, the belief that brands listen to consumer feedback goes up and then begins to fall after the age of 65.
90% of digital agencies that saw an increase in leads during COVID-19 were actively spending on marketing, on multiple channels.
When asked what channels agencies recommended to their clients, email was the most popular recommendation (15% share), followed by web design and development (13%), blog content (13%), and paid social (13%).
Media and Publishing emails enjoyed a 19% y-o-y increase in open rates and a 23% y-o-y increase in click-through rates during the pandemic.
More than 50% of Internet users say they follow some sort of celebrity or influencer account on social media.
Branded content on social media is twice as likely to interest people between the ages of 55 and 64 than those who are 28 and younger.
96% of people talking about companies and brands on social media aren’t actively following those brands.
Only 3% of Internet-using adults say they have a lot of trust in the information they get from social media.
59% of Americans believe that customer service through social media has made it easier to get their questions answered and issues resolved.
On average, Snapchat users under the age of 25 visit Snapchat over 20 times every day and spend over 30 minutes on the app every day.
In August 2017, Snapchat users were 64% more likely to send a snap to a friend than post to stories.
Research on 89 companies found that marketers posted 1,347 Instagram Stories compared to 614 Snapchat Stories in July 2018.
The top three most common hashtags used in Instagram stories in 2018 are #GOODMORNING, #WORK, #GOODNIGHT.
Facebook is used by about 50% of American teens, but it no longer dominates the teen social media landscape as it once did.
Mobile advertising revenue is reported according to Facebook to represent approximately 93 percent of advertising revenue for Q1 2019.
80% of email users are expected to access their email accounts via a mobile device by the end of 2018.
IT, B2B, and wholesale companies have the weakest mobile email opens, while TV/radio/film, events, and real estate have the strongest mobile email opens.
Almost every report on email open rates concludes that mobile is responsible for at least 50% of all opens.
Mobile readers who open an email a second time from a computer are 65% more likely to click through.
Arts & entertainment, construction, human resources, legal & government, and real estate have the highest email open and clickthrough rates.
Two-thirds of people who use digital voice assistants, such as Amazon Echo or Google Home, use their smartphones less often.
61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority.
Over 51% of smartphone users have discovered a new company or product while conducting a search on their smartphone.
61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site.
There are 1,652 AI startups and private companies that have captured over $12.24 billion of funding.
Only 15% of enterprises are using AI as of today, but 31% are expected to add it over the next year.
In 2017, the biggest jump in video CTR was among desktop users, while CTR on tablets slightly decreased.
If video and text are both available on the same page, 72% of people will watch the video to learn about a product or service rather than read the text.
Two-thirds of consumers can recall a specific brand they have seen advertised on mobile in the last week.
"Too many ads", "annoying or irrelevant ads" and "intrusive ads" are the top three motivations for ad-blocking.
Half of revenue is influenced by social selling in 14 common industries, including computer software, healthcare, and marketing and advertising.