But how do you know which trends to follow?

How can you figure out which techniques generate the returns you’re looking for?

Digital marketing stats probably hold the answer.

We’ve compiled some of the most interesting and important stats for every major aspect of digital marketing, including SEO, content and PPC insights.

With these digital marketing stats by your side, you can make the case for a new campaign or even figure out which strategies to avoid.

Table of Contents

1. SEO statistics
2. Content marketing statistics
3. Social media marketing statistics
4. Video marketing statistics
5. Email marketing statistics
6. Marketing automation statistics
7. Lead generation statistics
8. PPC statistics
9. Mobile marketing statistics

The best SEO statistics

• The result that lands the top position in Google search results has a 34% CTR. (Blue Corona)
• The #1 organic result is 10x more likely to receive a click compared to a page in the tenth spot. (Backlinko)
• Google accounts for 94% of the total organic search traffic that arrives on your website. (Blue Corona)
• SEO has ~20X more traffic opportunities than PPC on both mobile and desktop. (Sparktoro)
• 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. (HubSpot)
• 72% of online marketers describe content marketing as their most effective SEO tactic. (Junto)
• According to Andrey Lipattsev, Search Quality Senior Strategist at Google, high-quality content and link building are the two most important signals used by Google to rank your website for search. (Search Engine Watch)
• The first organic desktop listing gets 19.3% of clicks (SEOClarity)
  

  (Image Source: SEOClarity)

• There are 6,586,013,574 searches made a day worldwide. (SmartInsights)
• Organic search equates to 95% of all web traffic. (SimilarWeb)
• Leads from search engines have a 14.6% close rate, while outbound leads have a 1.7% close rate. (Junto)
• 70-80% of people ignore paid search results, choosing to only click on organic search results. (Junto)
• 75% of people never scroll past the first page of search engines. (Junto)
• 72% of people who conduct a local search will eventually visit a physical store as a result of that search.  (Junto)
• If your page doesn’t load within two seconds, half of your traffic will bounce away to other websites. (Junto)
• 78% of local searches lead to a purchase being made offline. (Junto)
• Google processes over 100 billion searches every single month. (Google)
• You can double your organic search traffic if your search result has a video thumbnail. (Econsultancy)
• About 40% of the search results that reach Google’s first page are in https format. This is important because 82% of people will stop a purchase if they notice a website isn’t secure. (Blue Corona)

(Image Source: Blue Corona)

The best content marketing statistics

• Blogging is the third most common content marketing strategy, after video and eBooks (HubSpot).

(Image Source: HubSpot)

• Adding a blog to your website can increase its chances of ranking in search engines by 434%. (Blue Corona)
• Improvements in content quality have been known to increase blog traffic as much as 2000%. (Search Engine People)
• There are over 600 million active blogs globally in 2020. (Growth Badger)
• The average length of Google’s top-ranking pages is 1890 words. (Search Engine People)
• Companies with blogs produce an average of 67% more leads monthly than companies that don’t blog. (DemandMetric)

(Source: DemandMetric)

• Marketers who prioritize blogging are 13 times more likely to experience positive ROI (Hubspot).
• 70% of people would rather learn about a company through articles rather than advertisements. (DemandMetric)
• Content marketing leaders experience year-on-year traffic growth of 19.7%. Content marketing followers only achieve growth of 2.5%. (Upland)
• Globally, 41% of marketers confirm inbound produces measurable ROI, and 82% of marketers who blog achieve a positive ROI through their inbound marketing efforts. (Invespcro)
• Organizations that post at least 16 blog posts per month receive 3.5 times more traffic than those that publish between 0 and 4. They also receive 4.5% as many leads. (Marketing Insider Group)

(Image Source: Marketing Insider Group)

• Content marketing achieves three times the number of leads as paid search campaigns. (Neil Patel)
• 55% of B2B marketing professionals don’t understand what content marketing success actually entails. (Uhuru Network)
• Content marketing produces three times as many leads as traditional strategies while costing 62% less. (Content Marketing Institute)
• The average cost per leads drops 80% after five months of consistent inbound marketing. (Invespcro)
• Content from industry leaders and influencers receive more credence from B2B buyers in 87% of cases. (Content Preferences Report)
• 95% of potential purchasers will exchange personal information for a valuable whitepaper. (Internal Results)
• Content marketers achieve conversion rates of 2.9%. This drops to 0.5% for organizations that don’t use content marketing. (Aberdeen Group)
• 47% of people read between three and five pieces of content before arranging a conversation with a sales rep. (Demand Gen Report)
• 86% of organizations classed as “highly efficient” have somebody in charge of their content marketing strategy. (Content Marketing Institute)

The best social media marketing statistics

Facebook social media marketing statistics

• As of Q1 2020, there are 2.6 billion monthly active Facebook users. (Statista)

(Image Source: Statista)

• Facebook is the primary content distribution channel for marketers today. (HubSpot)
• Facebook is the third most-visited website outranked only by Google and YouTube. (Zephoria)
•  Nearly 75% of high income earners use Facebook. (Zephoria)
• 61% of all visits from social media websites come from Facebook. (Search Engine People)
• More than two billion searches are performed on Facebook daily. (Search Engine People)
• There are more than 50 million small businesses using Facebook to connect with customers. (DreamGrow)
• There are over 80 million small businesses using Facebook’s free business tools. (HubSpot)
• 18% of marketers currently use Facebook Groups. (HubSpot)
• The number of marketers who say Facebook is critical to their business has increased 83% in just two years. (WPForms)
• 64% of all online shoppers claim that videos that they saw on social media platforms like Facebook influenced a purchasing decision. (Social Media Today)
• A Facebook post that includes an image engages 2.3 times more people than one without. (HubSpot)
• 79% of video marketers use Facebook as a video marketing channel. (Wyzowl)
• In April 2020, over 98% of Facebook’s active user accounts worldwide accessed the social network via mobile phone. (Statista)

LinkedIn digital marketing statistics

• LinkedIn has 675 million monthly users, a 14% increase since the end of 2018. (Hootsuite)
• As of October 2020, LinkedIn’s number of users in the US reached 170 million, making it the country with the most users in the world. (Statista)
•  94% of B2B marketers use LinkedIn for content marketing. (Hootsuite)
• 89% of B2B marketers use LinkedIn for lead generation. (Hootsuite)
• Cost per lead on LinkedIn is 28% lower than Google AdWords. (Hootsuite)
• 66% of B2B marketers claim LinkedIn is the most valuable social media platform for their efforts. (LinkedIn)

Pinterest digital marketing statistics

• 28% of all marketers worldwide use Pinterest to market (Statista).

(Image Source: Statista)

• Pinterest currently has 322 million monthly active users. (Pinterest)
• More than two billion test-based and guided searches are carried out on Pinterest every month. (Pinterest)
• Seven out of every ten Pinterest users are female. (eMarketer)
• 97% of queries carried out on Pinterest are unbranded. (Pinterest)
• One-third of Pinterest users in the US say they use the social media platform to follow brands and companies. (Statista)
• 77% of pinners say they have discovered a new brand or product while browsing on Pinterest. (Pinterest)
• 82% of Pinterest users have bought products based on their brands’ content on Pinterest. (Pinterest)

Instagram digital marketing statistics

• One billion people use Instagram every month. (Hootsuite)
• 500 million people use Instagram Stories every day. (Hootsuite)
• Instagram is the social channel with the second-highest ROI among marketers. (HubSpot)
• 28% of video marketers plan to include Instagram TV in their 2020 video marketing strategy. (Wyzowl)
• In 2023, Instagram is projected to reach 120.3 million monthly active users in the US, up from 107.2 million users in 2019. (Statista)
•  In 2019, there were 4.95 million brand-sponsored influencer posts on the social platform. (Statista)

(Image Source: Statista)

• 63% of Instagram users log in at least once per day. (Hootsuite)
• 200 million Instagram users visit at least once business profile daily. (Hootsuite)
• One-third of the most viewed Instagram Stories are from businesses. (Hootsuite)
•  Instagram’s potential advertising reach is 849.3 million users. (Hootsuite)

Twitter digital marketing statistics

• The number of global daily active users on Twitter is 187 million. (Statista)

(Image Source: Statista)

• The number of global daily active users on Twitter is 187 million. (Statista)
• Twitter is among the top three social channels used by marketers with the highest ROI. (HubSpot)
• Twitter generated 87% of its revenue through advertising services in 2019. (Statista)
• 38% of video marketers plan to include Twitter in their 2020 video marketing strategy. (Wyzowl)

The best video marketing statistics

• Video is the second most-used content type on social media used to increase audience engagement. (HubSpot)
• Companies that take advantage of video marketing increase revenue 49% faster than those that don’t. (Infographic World)

(Infographic Source: Infographic World)

•  70% of B2B marketers claim that video is the most effective form of content when it comes to conversions. (Infographic World)
• Online videos make up more than 80% of all consumer internet traffic. (Omnikick)
• Including video on landing pages can increase conversion rates by 80%. (Omnikick)
• Video ads achieve an average CTR of 1.84%. This is higher than any other form of display advertising. (Business Insider)
•  85% of businesses use video as a marketing tool. (Wyzowl)
• 92% of marketers who use video say that it’s an important part of their marketing strategy. (Wyzowl)
• 83% of video marketers say video has helped them generate leads. (Wyzowl)
• 87% of video marketers say video has increased traffic to their website, and 81% of marketers say video has increased the average time their visitors spend on page.  (Wyzowl)
• Facebook generates an average of 8 billion video views per day. (Kinsta)
• When compared to plain text, video is 50% more likely to achieve strong organic search rankings. (SEO Inc)
• Blogs that contain videos see an average of 157% more traffic than blogs that don’t contain videos. (LinkedIn)
•  A shopper who watches a video is nearly two times more likely to convert than a shopper who doesn’t. (The Good)

YouTube marketing statistics

• As of 2020, YouTube is the most-visited website in the world. (Ahrefs)
• Users view more than one billion hours of video each day on YouTube. (YouTube)
• YouTube now reaches more people aged 18 and over than cable television during primetime hours. And that’s on mobile devices alone. (Think with Google)
• In the US alone, YouTube will make $5.5 billion in advertising revenue in 2020. (Statista)

(Image Source: Statista)

• YouTube remains the most widely used platform for video marketers, with 85% of video marketers having used it in 2019. (Wyzowl)
• 83% of video marketers that have used YouTube said it had been successful for them.  (Wyzowl)

TikTok marketing statistics

• TikTok has 800 million active users worldwide. (MarkinBlog)
• More than one billion videos are viewed on TikTok each day. (MarkinBlog)
• So far, TikTok is the number one downloaded app of 2020. (Hootsuite)
• TikTok ranks sixth among apps for consumer spending worldwide. (Hootsuite)
• TikTok guarantees five million daily impressions for brand takeover ads. (Hootsuite)

The best email marketing statistics

• The number of global email users is set to grow to 4.48 billion users by 2024. (Statista)
• 49% of marketers consider email marketing an important lead generation tactic, while 47% consider it important for lead nurturing. (Influencer Marketing Hub)
• The best time to send an email to maximize open rates and CTR is before and after daytime working hours. (Super Office)

(Image Source: Super Office)

• Message personalization is the number one tactic used by email marketers to improve performance. (HubSpot)
• 35% of marketers send three to five emails per week to their customers. (HubSpot)
• Email campaigns achieve on average a 17% open rate and a 4% CTR. (HubSpot)
• Promotional emails are the most common email type that marketers are investing in. (HubSpot)
• Email marketing was ranked as the second most effective medium for building brand awareness for small businesses. (Campaign Monitor)
•  Email marketing has the highest return on investment for small businesses. (Campaign Monitor)
• Tuesdays and Wednesdays are the best days to send an email if you want the best chance of it getting opened. (Optinmonster)
• 40.5% of people who receive an email after abandoning a shopping cart will open the email. (Media Buzz)
• Segmented email campaigns achieve almost 15% higher open rates than non-segmented campaigns. Segmented campaigns also achieve almost 75% more clicks. (Backlinko)
• Segmented campaigns see as high as a 760% increase in revenue. (Campaign Monitor)
• Video-based emails achieve a 96% higher CTR than emails that don’t contain video. (Mar Tech Advisor)
• Placing the recipient’s first name in an email’s subject line leads to a higher CTR. (HubSpot)
• Email marketing generates a return of $38 for every dollar spent. (HubSpot)

The best marketing automation statistics

• 68% of businesses use automation in some way. (HubSpot)
• Most B2B marketers say the ability to generate more high quality leads is the number one benefit of marketing automation. (Liana Technologies)
• 98% of people believe that marketing automation will play a critical role in their future business success. (Liana Technologies)
• Marketers who rely on automation generate twice the number of leads that marketers who use blast emails. Respondents also believe them to be twice as effective when communicating. (Autopilot)
• 91% of marketing automation users think it’s very important to their overall online marketing efforts. (Sherpa)
• Almost two-thirds of marketers claim to have seen the benefit of marketing automation within half a year of its implementation in their organizations. (Salesfusion)

(Image Source: (Salesfusion)

• Email automation campaigns are among the top three tactics used by email marketers to improve performance. (HubSpot)
• Anticipated year-over-year growth for marketing automation platforms is 31%. (Salesforce)
• Nearly 70% of marketers report that the most important benefit of automation technology is the improved targeting of messages. (Liana Technologies)

The best lead generation statistics

• On average, organizations generate 1877 leads per month and 1523 MQLs. (HubSpot)
• The top priority for marketers is generating leads. (HubSpot)
• However, 61% of marketers rank lead generation as their number one challenge. (HubSpot)

(Image Source: Funnel Overload)

• 53% of marketers spend at least half of their budget on lead generation. (Funnel Overload)
• Leads are 9x more likely to convert when businesses follow-up within 5 minutes. (Funnel Overload)
• Ad placement and audience targeting are the top ways that advertisers drive more demand. (HubSpot)
• Outsourcing lead generation generates 43% better results than in-house lead generation. (Fearless Competitor)
• 80% of marketers think marketing automation generates more leads and conversions. (APSIS)
• 49% of companies report that increasing customer acquisition is their primary objective. (HubSpot)
• Over 60% of marketers said that their customer acquisition cost has increased in the past three years.  (HubSpot)

The best Pay-Per-Click (PPC) advertising statistics

• Across all industries, the average cost-per-click (CPC) on Google Ads is $1 to $2 for the Google Search Network and less than $1 for the Google Display Network. (Web FX)
• Paid ads have an 11.38% CTR on Google. (SparkToro)
• 79% of marketers say PPC is hugely beneficial for their business. (PPC Protect)
• A shocking 60% of people can’t tell the difference between Google ads and organic search results. (Marketing Tech)
• 64.6% of searchers click on Google Ads when they’re specifically looking to buy a product online. (Wordstream)
• The average business earns $2 for every $1 that they spend on Google AdWords. (Wordstream)
• On average, 41% of clicks go to the top 3 paid ads on the search results page. (Wordstream)
• Google’s display campaigns reach 90% of internet users across the globe. (Google)
• Display advertising has proven to increase traffic to websites by 300%. (Visually)
• Three-fourths of people (75%) say paid search ads make it easier to find the information they are searching for on a website or search engine. One-third of people (33%) click on a paid search ad because it directly answers their search query. (Search Engine Land)
• Search ads can increase brand awareness by 80%. (Google)
• 63% of people said they’d click on a Google ad. (Search Engine Land)
• PPC visitors are 50% more likely to purchase something than organic visitors. (Unbounce)

The best mobile marketing statistics

• Mobile devices now drive over 52% of web traffic and account for nearly two out of every three minutes online. (Blue Corona)
• The average person spends 70% of their digital media time on a mobile device. (Marketing Land)
• The first organic mobile listing gets 27.7% of clicks (SEOClarity).

(Image Source: SEOClarity) 

• Average CTR for mobile PPC ads drops by 45% between the first and second-placed ads. (Wordstream)
• When shopping online, 84% of people between the ages of 19 and 29 will use a mobile device. (PR Newswire)
• 57% of people will tell others to avoid a website that offers a poor mobile experience. (Sweor)
• Over 50% of those surveyed say they’ve discovered a new company while using Google to search on a mobile device. (Think with Google)
• About 30% of mobile searchers are looking specifically for a local business. (Search Engine Land)
• In 18% of cases, local searches on mobile devices lead to a sale being made the very same day. (Business 2 Community)
• In 2019, mobile advertising spending was $190 billion worldwide. (Statista)
• Mobile advertising spending is expected to surpass $280 billion by 2022. (Statista)

(Image Source: Statista)

• Mobile sites that load up in less than five seconds engage users for 70% more time than those that take longer than 5 seconds. (Think with Google)
• Android users spend an average of $89 per order made using their mobile devices. This increases to $114 for Apple users. (Omnicore)

Final words

Perhaps you’re shocked to find out how effective video marketing is at driving clicks. Maybe you’re not taking advantage of local search with your mobile marketing.

These digital marketing statistics offer some surprising insight into the effectiveness of good digital marketing campaigns. Use them to inform the direction your campaigns take in the future.

Got questions?

Pushing traffic towards a website is an extremely important part of any digital strategy. But it’s the quality of that traffic that’s the true deciding factor.

Even a poor digital strategy can boost the traffic numbers. But it won’t provide a business with the quality that it needs to generate a return.

With all of this evidence, along with the many statistics shared in this article, you can now see just how vital digital marketing is for modern businesses.

But you might have questions? Or you might be wondering if SEO or PPC is the right choice for your business?