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.
Nearly 60% of customers want brands to invest in addressing the root causes of racial inequality.
More people are choosing brands on trust, with 46% trusting most of the brands they buy or use.
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 U.S. 58% of customers want brands to educate the public and advocate for racial equality.
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.
How well a brand treats its employees will influence customers purchasing behaviors.
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.
CRM best practices suggest a cross-functional team approach to managing data.
Brand trust is second only to price for purchase and loyalty.
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 product made in the USA will positively influence purchase consideration for 36% of customers.
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.
72% of customers taking surveys are motivated by being rewarded for their opinion.
70% of customers say trusting a brand is more important today than in the past.
67% of CRM users said that they could make better decisions with better CRM data quality.
66% of digital agencies saw a decrease in overall revenue during the pandemic.
64% of customers want brands to be a reliable source of information.
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.
61% of consumers expect a brand to be a visionary when looking to solve society's problems.
52% of customers believe brands owe it to their employees to speak out against systemic racism and racial injustice.
45% of companies who use CRM admit that their data isn't that great ("very poor" to "neutral").
44% of CRM users estimate a loss in revenue of 5% to more than 20% due to poor quality CRM data.
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.
36% of consumers will post reviews online about products while 85% will complete a survey.
22% of customers will post their opinions about brands on social media.
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.
34% of marketers say they are organized in an inefficient way.
The technology industry grew by 16% during COVID-19.
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%).
GenZ viewers (ages 16-20) were less likely than others to be receptive to COVID-19 ads.
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.
81% of Americans feel that most brands have shown empathy in response to the coronavirus.
59% of customers say direct experience with products and services led to more trust in a brand.
57% of agencies are anticipating the impact of COVID-19 to last for more than 6 months.
47% of digital agencies experienced a decrease in marketing leads during COVID-19.
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.
Brand trust is earned not bought.
62% of people said they were more interested in a product after seeing it in a Facebook Story.
There are 2.77 billion social media users globally.
Social media and video viewing are the two most popular online activities.
2 million businesses are said to use Facebook for advertising in 2018.
97% of marketers are using social media to reach their audiences.
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.
About 3.03 billion people are on social media around the globe.
59% of Americans believe that customer service through social media has made it easier to get their questions answered and issues resolved.
Tweets with videos get over six times as many retweets as tweets with photos.
79% of Twitter's monthly average users are located outside of the U.S.
In 2017, Twitter's revenue reached 2.44 million US dollars.
Katy Perry has the most Twitter followers followed by Justin Bieber.
In the US, there are 68 million monthly active Twitter users.
There are 369 million monthly active Twitter users as of 2018.
Over 300,000 Snap Lenses were created by our community through Lens Studio in 2018.
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.
The cost for Snap Ads campaigns starts at $3,000 per month.
Snapchat users spent an average of 34.5 minutes on the app in September 2018.
As of May 2018, the longest Snapchat streak is 1,120 snaps.
In August 2017, Snapchat users were 64% more likely to send a snap to a friend than post to stories.
In the U.S., Snapchat is the sixth most popular social networking app as of May 2018.
In May 2018, Snapchat’s shares were worth $10.95, down from their original value of $27.09.
In 2017, 81% of Snapchat’s Q2 revenue came from North America
Snapchat reached 90% of all 13-24 year-olds and 75% of all 13-34-year-olds in the US.
The average revenue per Snapchat user increased by 39% to $1.68 in 2019 from $1.21 in 2018.
Snapchat has 190 million daily active users.
85% of women users use Pinterest to plan “life moments”.
80% of millennial Pinterest users say that the platform helps them decide what they should buy.
80% of people use Pinterest on mobile.
50% of new Pinterest sign-ups in 2018 were men.
There are 250 million active users on Pinterest.
40% of members visit the professional social network each day.
LinkedIn has 562 million members.
39% of the 500 million LinkedIn users are paying for a premium account.
LinkedIn has over 500 million users.
The average LinkedIn user spends 17 minutes on the site per month.
The average Instagram user spends 53 minutes on the app per day.
Instagram Stories posted a 220% increase in year-on-year ad spend.
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.
Jakarta, Indonesia is the top tagged location in Instagram stories.
There are over 400 million Instagram users creating Instagram stories every day.
Instagram launched IGTV app in 2018 which allows creators to upload one-hour long videos.
Instagram makes up 28.2% of Facebook’s mobile ad revenue.
Instagram's user count is growing close to 5% per quarter.
Instagram has over 1 billion active monthly users.
Instagram is expected to hit $14 million in revenue in 2019.
Seven out of ten hashtags on Instagram are branded.
More than 500 million people use Instagram every day.
71% of Instagram users are under the age of 35.
1.56 billion active users log onto Facebook every day.
Around 43% of US adults get news from Facebook.
Facebook is the second most-used platform globally, followed by YouTube.
India has the most Facebook users out of any other country in the world.
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.
Globally, there are over 2.38 billion monthly active users on Facebook.
Mobile opens accounted for 46% of all email opens in June of 2018.
The Apple iPhone (29%) and Gmail (27%) remain the most popular ways to read emails.
80% of email users are expected to access their email accounts via a mobile device by the end of 2018.
35% of business professionals check email on a mobile device.
52% of customers are less likely to engage with a company because of bad mobile experience.
Mobile users check their email three times more than non-mobile users.
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.
73% of companies surveyed prioritize mobile device optimization of emails.
Emails that display incorrectly on mobile may be deleted within three seconds.
About 49% of businesses use some form of email automation.
Active email accounts are expected to hit 5.6 billion this year.
There are over 6.69 billion email accounts.
91% of shoppers want to hear from companies they do business with via email.
Only 9% of email subject lines contain emojis.
66% of marketers personalize their emails based on age data.
Marketing and advertising companies have the lowest email open rates.
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.
65% of senior executives navigate to a site after viewing a related YouTube video.
62% of YouTube users are male.
YouTube services 95% of all Internet users.
75% of adults turn to YouTube for nostalgia rather than tutorials or current events.
About 5 billion YouTube videos are viewed on average every day.
There are 1.9 billion monthly active users on YouTube.
45% of marketers plan to add YouTube to their content strategy in the next year.
Video drives a 157% increase in organic traffic from SERPs.
Having a video thumbnail in the search results can double your search traffic.
41% of marketers plan to add Facebook video to their content strategy in the next year.
4 in 5 consumers believe that demo videos are helpful.
62% of people said they were more interested in a product after seeing it in a Facebook Story.
Two-thirds of people who use digital voice assistants, such as Amazon Echo or Google Home, use their smartphones less often.
As of January 2018, there were about 1 billion voice searches per month.
By 2020, 50% of all online searches will be voice searches.
Smart speaker shipments grew nearly 200% YOY in Q3 2018 globally.
Voice is expected to be a $40 billion channel by 2022.
65% of 25-49 year old’s speak to their voice-enabled devices at least once a day.
Video content is 50 times more likely to drive organic search results than plain text.
70-80% of search engine users are only focusing on the organic results.
61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority.
50% of search queries are four words or longer.
86% of people look up the location of a business on Google Maps.
78% of location-based mobile searches result in an offline purchase.
Over 51% of smartphone users have discovered a new company or product while conducting a search on their smartphone.
Google drives 96% of mobile search traffic.
61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site.
Local searches lead 50% of mobile users to visit stores within one day.
82 percent of smartphone shoppers conduct ‘near me’ searches.
B2B ecommerce sales are expected to outgrow B2C ecommerce sales by 2020.
By 2021, global retail ecommerce sales will reach $4.5 trillion.
84% of people will not make a purchase if they are dealing with an unsecured website.
90% of searchers haven’t made their mind up about a brand before starting their search.
Using videos on landing pages will increase conversions by 86%.
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.
90% of all time on mobile is spent in apps.
A delay of one second in mobile page response can reduce conversions by 7%.
89% of people on smartphones are using apps, while only 11% are using standard websites.
48% of customers started searching for the product they bought on mobile first.
Facebook owns the world's two most popular messaging apps: Facebook and WhatsApp.
The most popular mobile messenger app globally as of July 2018 is WhatsApp.
By 2021, an estimated 2.48 billion people are expected to have messaging apps.
105 million people use Facebook Messenger monthly.
24% of marketers plan to add messaging apps to their content strategy in the next year.
In 2017, the biggest jump in video CTR was among desktop users, while CTR on tablets slightly decreased.
By 2021, the video advertising will grow to a $22 billion industry.
65% of those who don't currently use video, say they plan to start in 2018.
81% of consumers mute video ads.
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.
99% of marketers who already use video say they'll continue to do so in 2018.
66% of buyer-intent keywords are paid clicks.
63% of people said they’d click on a Google ad.
Businesses make an average of $2 in income for every $1 they spend in AdWords.
49% of people said they click on text ads.
60% of consumers click on mobile ads at least weekly.
Two-thirds of consumers can recall a specific brand they have seen advertised on mobile in the last week.
Consumers now spend more than five hours a day on their smartphones.
53% of users say they are more likely to look at a native than a banner ad.
30% of marketers think outbound marketing tactics are overrated.
The most popular display ad types are banners, native ads, and social media ads.
More than two-thirds of US digital display ad spending is programmatic.
Ad blocking in the US has increased from 15%-30% in the last four years.
"Too many ads", "annoying or irrelevant ads" and "intrusive ads" are the top three motivations for ad-blocking.
Adblocker Plus is the most popular ad blocking app available.
47% of internet users globally use an ad-blocker today.
Using social selling tools can increase win rates and deal size by 5% and 35%, respectively.
Half of revenue is influenced by social selling in 14 common industries, including computer software, healthcare, and marketing and advertising.
Four in ten reps have recently closed two to five deals due to social media.
65% of salespeople who use social selling fill their pipeline, compared to 47% of reps who do not.
28% of companies are prioritizing social selling.
85% of marketers with an SLA think their marketing strategy is effective.
Only 28% of salespeople said marketing was their best source of leads.
Only 7% of salespeople said leads they received from marketing were very high quality.
Only 26% of respondents have a formal SLA between marketing and sales.
30% of salespeople say closing deals is getting harder.
40% of salespeople say getting a response from prospects is getting harder.
80% of sales are made by 20% of salespeople.
Successful reps are 10x more likely to use collaborative words like “us,” “we,” and “our”.
Prospecting is the most difficult part of the sales process for salespeople.
75% of companies say closing more deals is their top sales priority.
The most popular sales tools include CRM, social prospecting, data and list services, email engagement, phone, and sales cadence.