The Ultimate List of Marketing Statistics for 2021
The world of digital marketing is ever-changing. Keep up to date with our ultimate guide to the top marketing statistics you need to know in 2021.
Social Media Platforms
Advertising
- The average cost per click for any Facebook ad is $1.72
- The average price for Facebook Ads decreased 6% in 2019
- Facebook reports that 1.95 billion people can be reached through ads
- 44% of Facebook’s ad audience is female
- 56% of Facebook’s ad audience is male
- 58% of marketers plan on increasing their use of Facebook ads over the next 12 months
- 94% of Facebook Ad revenue is from mobile
- Overall Facebook Ad impressions increased 37% in 2019
Device
- Mobile dominates usage, with 98% of Facebook users accessing the app by any type of mobile device
- 80.8% of Facebook users access Facebook on Android devices
- 14.2% of Facebook users access Facebook on IOS devices
Activity
- A typical user likes 12 posts, comments on 6 posts, and shares 1 post in a 30 day period (If someone likes your post, how lucky are you!)
- 88% of Facebook users claim to be on the app to keep in contact with family and friends
- In 2019, an eMarkteter study found that daily social media use was decreasing. Facebook use decreased by nearly 2% compared to previous years.
- The best time to post on Facebook is between 11 a.m. and 2 p.m. on Wednesday and Thursday
Demographics
- Users 65 years and older are the fastest-growing group on Facebook, growing to nearly 40% in 2019
- Gen X are reducing their FB usage
- Fewer teens are using Facebook now than in previous years
- 74% of Facebook users are high-income earners
Advertising
- Compared to Facebook, ad spending on Instagram is 23% higher
- The average Cost per click (CPC) is $2.40 per country
Usage
- Instagram users spend almost as much time on the platform as Facebook users. They browse for an average of 53 minutes per day versus Facebook’s 58 minutes per day
- #Love is the most used hashtag on Instagram. It has been used more than 1.7 billion times (let’s make them #love your business!)
- 62% of users log into their account at least once per day
- 42% of users check their account multiple times per day
- Every month, 130 million users click on shopping posts
- 200 million users check out at least one business profile each day
- Carousels get more organic interactions than both video and images on Instagram (time to get the photo album going!)
- The “perfect caption” has less than 10 words and 20 emojis
- More people comment on video posts than images
- On average Instagram users engage most in the afternoon, particularly 1 p.m. and 5 p.m.
- The most popular video content is “How-to” tutorials (here’s your chance to be an expert)
- Posts that include a geo-location receive nearly 80% more engagement than posts that don’t
Brand Usage
- Brands on Instagram receive approximately 10 times more engagement than on Facebook
- 60% of brands use an interactive element each week. These include polling stickers, mentions, music etc
Demographics
- More than half of the global Instagram user population are younger than 34 years old as of July 2020
- The majority of Australian Instagram users are female – 57.1%.
- 3,100,000 Australian users are aged between 25-34
- 18 – 34 year olds are the most active age group
Australian Insights
- 91% of Instagrammers in Australia say they use Instagram to follow an interest
- 89% said they’ve taken action in the moment when they saw a product or service on Instagram, such as following the brand or making a purchase online.
- Australians are sharing 1 million Instagram Stories every day (and this means they’re a whole lot of viewing stories too)
Performance
- Posts on LinkedIn that contain images have a 98% better comment rate, and posts with links have a 200% higher engagement rate
- LinkedIn has proven to be an effective platform for lead generation and customer acquisition. In fact, it’s 277% more effective than Facebook in generating leads
- 59% of B2B marketers say LinkedIn generates leads for their business
- 38% of B2B marketers say LinkedIn is generating revenue for their business
- 90% of B2B marketers reduced cost per lead with LinkedIn lead generation forms
- LinkedIn generates 3x more conversions than Twitter & Facebook
Usage
- 40% of monthly active users use LinkedIn daily
- Of the 2 billion Millennials globally, 87 million of them are on LinkedIn
- Employees are 14x more likely to share content from their employers than other content on LinkedIn
- LinkedIn is the #1 channel B2B marketers use to distribute content at 94%
Publishing
- Long-form content gets the most shares on LinkedIn
- How-to & list posts perform the best on LinkedIn
- Posts split into 5, 7, or 9 headings perform the best
- Articles with titles between 40-49 characters perform the best on LinkedIn
- Articles without video perform better than those with video
YouTube
Advertising
- 90% of ads on YouTube drive a lift in brand recall
- Pre-roll skippable video ads are the most effective ad format, getting 29% of votes from marketers
Usage
- There are now 2 billion unique YouTube users every month
- Mobile dominates, with 70% of the total watch time coming from mobile devices on YouTube
- YouTube users are highly engaged, watching an average of one billion hours of video every day.
- Product reviews, how-tos and vlogs are among the top three types of videos uploaded by content creators
- Over 90% of shoppers have discovered a brand or product through the platform.
Usage
- Pinterest has more than 320 million monthly active users
- 71% of global Pinterest users are female.
- 89% of US Pinners use Pinterest for inspiration in their path to purchase
- The average time spent on Pinterest is 14.2 minutes
Email Marketing
General
- There are 3.9 billion daily email users. This number is expected to climb to 4.3 billion by 2023
- Marketers who use segmented campaigns note as much as a 760% increase in revenue
- Active email accounts surpassed 5.6 billion in 2019
- 6% of all emails never make it into the inbox (make sure yours do!)
B2B
- 81% of B2B marketers say their most used form of content marketing is email newsletters.
- 31% of B2B marketers say email newsletters are the best way to nurture leads
- 87% of B2B marketers say email is one of their top free organic distribution channels.
- B2B marketing emails see a 23% higher click-to-open ratio than B2C emails
- 77% of B2B companies use an email marketing newsletter as part of their content marketing strategy
Mobile Email
- 42.3% of people will delete an email if it’s not optimised for mobile
- Mobile devices account for 49% of all read emails
- In 2019, 34.8% of emails are read on iPhone, compared to 8.2% on Android
- 69% of web customers are influenced by a company’s emails to make a purchase from their smartphone
Open Rates
- Emails with personalized subject lines get a 26% boost in open rates
- The words “free”, “help”, “percent off”, and “reminder”in a subject line have been found to negatively impact open rates
- 64% of email recipients say they would open an email based on if they trusted the brand
Clickthrough rates
- The more images an email has, the more the clickthrough rate tends to decline
- Including videos in your email can increase clickthrough rates by up to 300%
- Adding a call-to-action button in your emails instead of simply a text link can lead to a 28% increase in click-throughs
Personalisation
- Segmented email campaigns achieve 14.31% higher open rates than non-segmented email campaigns
- Email personalisation produces 6x higher revenue and transaction rates
ROI
- Email marketing produces $44 for every $1 spent
- Shoppers spend 138% more when marketed to through email, as compared to those who do not receive email offers
- 320% more revenue is driven from automated emails than non-automated emails
Content Marketing
B2B
- 84% of B2B marketers are outsourcing content creation
- Infographics, photos, charts and other image content have seen a 56% increase for B2B marketers in 2019 in comparison to the previous year.
- Social media (95%), blog posts/short articles (89%) and email newsletter (81%) are the top three types of content B2B marketers used in 2018/2019.
- B2B marketers have increased their audio and visual content by 64% in 2019 in comparison to the previous year.
B2C
- 40% of B2C content marketers only look at competitors once per year
Videos
- 75% of consumers aged 18-34 watch videos at least once a day
- 43% of consumers will decide if they want to watch a video until the end in the first 15 seconds
- 39% of viewers would never watch a video from a brand again if they had a negative viewing experience on mobile (make a first great impression through every video)
- Consumers prefer video content that is humorous, educational or related to a social issue or cause
Blogs
- 43% of readers admittedly “skim” blog posts
- 55% of marketers say blog content creation is their number one inbound marketing priority
- Marketers who prioritise marketing efforts like blogging are 13 times more likely to see positive ROI
- It takes 65% more time to write a blog than in 2014
Podcasts
- Monthly podcast listeners subscribe to an average of seven different podcasts
- 17% of marketers plan to incorporate podcasts into their content marketing strategy
- 48% of podcast listening is at home, 26% is done while driving
- An estimated 73 million people listen to podcasts each month
Influencer Marketing
Growth
- The ‘Influencer Industry’ was set to grow to approximately $9.7 billion in 2020
- 300% more micro-influencers utilised by large firms than in 2016
- Average earned media value per $1 spent has increased to $5.78
- Influencer fraud is of increasing concern to respondents
Platforms
- 87% of respondents use Instagram for influencer marketing
- 89% of marketers Instagram was the most important social media channel for influencer marketing
- Influencers can be paid between $100 – $2,085 per post by brands.
SEO
Budget
- Businesses with a marketing strategy allocate on average 41% of their budget to SEO
- 34% of companies allocate more tham $1,000 per month to their link building efforts
Performance
- 61% of marketers believe that SEO is the key to online success
- SEO drives 1000%+ more traffic than organic social media
- 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative
Customer Insights
- 47% of consumers view 3-5 pieces of content created by a company before talking to a salesman from that company
- 70-80% of people ignore paid search results, choosing to only click on organic search results
- 75% of people never scroll past the first page of search engines
- Google is the most popular search engine. As of 2020, Google accounts for more than 79% of total desktop search traffic
- Businesses with online reviews are trusted by 73% of consumers
- 88% of customers will call or visit a store within 24-hours of making a search from a mobile device
- Around 8% of search queries are phrased as questions
- Voice search currently accounts for 10% of total searches
Paid Per Click (PPC)
Company Insights
- Brand awareness can be increased by up to 80% through Google paid ads
- Companies spent $106.5 billion on search advertising globally in 2019
- 65% of B2B companies have acquired a customer through LinkedIn paid ads
- Display advertising has proven to increase traffic to websites by 300%
- Google Ads’ Display Network reaches 90% of internet users via 2 million websites
Customer Insights
- PPC visitors are 50% more likely to purchase something than organic visitors.
- 75% of people say paid search ads make it easier to find the information they are searching for on a website or search engine
- 53% of paid clicks are made on mobile devices
- In 2019 approximately 25.8% of global internet users were using ad blockers
Google Marketing Platform
Google Search
- The volume of Google searches grows by roughly 10% every year
- 3.5 billion Google searches are made every day
- The average Google search session lasts just under a minute
- Organic Google results with 3-4 words in the title drive higher click through rates than organic results with 1-2 words in the title
- Search queries of the “__ to avoid” format have increased by 150%
- Search queries of the “is __ worth it?” format has increased by 80%
- 65% of clicks on paid Google search results come from mobile devices
- 50% of “near me” Google searches done via mobile result in a store visit
Google Ads
- The average business turns $3 in revenue for every $1.60 they spend on Google Ads
- Consumers make more than 160 billion searches per month on Google alone.
- ‘AdWords’ Google Ads trends search volume has gained 39%
Marketing Automation
Company Insights
- 75% of all companies already use at least one kind of marketing automation tool
- Important strategic goals for marketing automation included lead nurturing (57%), sales revenue (47%), improving customer engagement (36%), marketing productivity (29%) and improving campaign measurability (28%).
- 58% of marketers use automation software to up sell products
- 83% of marketers considered social media post scheduling to be suitable for automation
- 76% of companies that implement marketing automation generate a return on their investment within the first year.
- Only 27% of marketing influencers find Marketing Automation/Email/CRM difficult to utilise
- 33% of email marketing campaigns are automated
- Marketing Automation can show the most difference in adoption between most successful (63%) and least successful (39%) marketers.
Our team at Eloquent can help you hit your marketing goals so you can spend less, and convert more. Get in touch today.
