October 28 2018

40 Digital Marketing Statistics to Guide Your Digital Strategy

digital marketing statistics 2018The world of digital marketing continues on a path of rapid change year-over-year, and keeping pace with digital trends and industry best practices can be challenging. As you finalize your 2019 plan and budgets, it’s important to familiarize yourself with the latest digital marketing statistics. Explore 40 of the latest statistics across a range of digital tactics, from social media, email marketing, SEO, content and mobile marketing. Knowing what works and what doesn’t will help you create a digital strategy that maximizes results for your business.

Social Media Statistics

When done well, social media marketing can be a powerful tactic for businesses. Explore these social media stats to help plan your social media strategy.

  1. Over 71% of internet users in 2018 were social media users – that’s a total of 2.46 billion social media users worldwide (Source: Statista)

  2. Social media users skew younger in the US – 88% of 18-29 year olds use social media, versus 30-49 years (78%), 50-64 years (64%), and 65+ years (37%). (Source: Pew Research Center)

  3. The average person has 7 social media accounts (Source: Marketing Tech)

  4. Facebook dominates social media in the U.S with 68% usage penetration as compared to Instagram (35%), Pinterest (29%), Snapchat (27%), LinkedIn (25%), and Twitter (24%). (Source: Pew Research Center)

  5. 90% of companies in the U.S. are estimated to be currently using social media for marketing purposes (Source: Statista)

  6. 78% of consumers say companies’ social media posts impact their purchases. (Source: Forbes)

  7. 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Source: Ambassador)

  8. 53% of consumers recommend companies or products in tweets, with 48% following through to purchase those products or services. (Source: SproutSocial)

Email Marketing Statistics

Email marketing is still going strong and continuing to be a vital part of content marketing and personalization plans. Read these email marketing statistics as you plan your 2019 email campaigns.

  1. As of 2018, there are over 3.7 billion email users worldwide and this number is expected to grow to 4.1 billion users by 2021. (Email Monks)

  2. For every $1 spent on email marketing, marketers can expect an average return of $32 – that’s an ROI of 3100%. (Oberlo)

  3. The average open rate for emails across all industries is 20.81% and click through rates (among openers) average 2.1%. (Mailchimp)

  4. Click through rates are 47% higher for B2B emails versus B2C, and among banks/financial institutions they average 3.3%. (HubSpot, The Financial Brand)

  5. 89% of marketers say that email is their primary channel for lead generation. (Capterra)

  6. 73% of marketers use an email content calendar, but only 56% use one year-round to plan their campaigns. (Source: litmus.com)

  7. Most consumers (73%) prefer email as their source of business communication. (Source: Constant Contact)

  8. 61% of consumers would welcome promotional emails on a weekly basis from the companies they do business with. (Source: Marketing Sherpa)

SEO Stats

Search engine optimization (SEO) should be part of every website redesign, and should also be consistently planned for and maintained as your site grows and changes. Read these SEO stats to understand why SEO is so important, and how it contributes to brand awareness and lead generation.

  1. 51% of all website traffic comes from organic search – far more than other sources: paid search (10%), social (5%) and all other sources (34%). (Source: BrightEdge

  2. 88% of consumers perform some type of online research before making an online or in-store purchase. (Source: PYMNTS.com)

  3. 70-80% of consumers ignore paid ads when searching online and, similarly, 70% of clicks are for organic search results. (Source: imFORZA)

  4. Leads from SEO have a 14.6% close rate, while outbound leads (direct mail or print ads) have a close rate of only 1.7% (Source: Search Engine Journal)

  5. 76% of people who perform a local search on their smartphones visit a business within 1 day, and 28% of those searches result in a purchase. (Source: Google)

  6. 72% of consumers who perform a local search visit a store within 5 miles of their current location. (Source: wordstream.com)

  7. 61% of mobile phone searchers are more likely to contact a local business with a mobile-friendly site. (Source: BrightLocal)

  8. 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative. (Source: Junto)

Content Marketing Stats

Content marketing is a vital component to any B2B and B2C marketing plan but is arguably also the most difficult to do well. These content marketing stats show the importance of having a blog and content plan, and how other tactics and support your content marketing goals.

  1. Content marketing generates 3 times as many leads as traditional outbound marketing and costs 62% less. (Source: Demand Metric)

  2. Dollar for dollar, content marketing is 3 times more effective at generating leads than pay per click (PPC). (Source: Kapost)

  3. 74% of companies say content marketing has increased the quality and quantity of leads for their marketing teams. (Source: Curata)

  4. 66% of marketers say creating well-designed, visually engaging content on a consistent basis is their biggest struggle. (Source: Venngage)

  5. Companies that blog are rewarded with 55% more site visitors, 79% more inbound links and 434% more indexed pages. (Source: HubSpot)

  6. The most successful content marketing teams can access up to 40% of the total marketing budget. (Source: business.twitter)

  7. 84% of people expect brands to provide content that entertains, tells stories and provides solutions to problematic issues. (Source: Meaningful Brands)

  8. 70% of consumers want to learn about products through content, as opposed to traditional outbound advertising. (Source: MDG Advertising)

Mobile Marketing Stats

It’s no surprise how important mobile marketing is with the increasing dominance of mobile devices in our lives. Businesses need to plan their mobile strategies by first understanding mobile stats, and then creating a mobile marketing plan that delivers.

  1. Consumers in the U.S. spend on average 69% of their media time on smartphones. (Source: ComScore)

  2. Consumers are also estimated to spend an average over 3.25 hours daily on mobile media. (Source: eMarketer

  3. Apps account for 89% of mobile media time, with the other 11% spent on websites. (Source: SmartInsights)

  4. 52% of global website traffic in 2018 was generated through mobile phones, up from 50% the year before. (Source: Statista)

  5. 75% of Americans say they check email most often using their smartphones, and mobile phones account for 65% of email opens – far more than desktop (11%) and webmail (24%). (Source: Blue Corona, Adestra)

  6. Over 40% of online transactions are now completed on mobile phones. (Source: Google)

  7. Among smartphone owners, 70% of their in-store purchases were first researched on their mobile. (Source: Google)

  8. Mobil ad spending in the U.S., on average, now exceeds 57% of total digital marketing budgets. (Source: Destination CRM)

Now that you are equipped with these digital statistics, it’s time to make some digital plans for 2019. If you want to talk more about getting more out of your digital presence, let’s talk.

  • Content
  • Email Marketing
  • Mobile
  • SEO
  • Social Media

posted by
ZAG Interactive
ZAG Interactive
Staff Writer

ZAG Interactive is a full-service digital agency in Glastonbury, CT, offering website design, development, marketing and digital strategy to clients nationwide. See current job openings.
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