170 Digital Marketing Stats for 2022

Marketers love stats - they're a great way to get buy-in from other people (how much easier is a proposal if you can say "70% of businesses saw results from this tactic"?!) and benchmark our own activities. 

Here are the latest stats you should be aware of, and a quick table of contents so you can jump to the section you're most interested in:

• SEO Stats
• Email Marketing Stats
• Social Media Stats
• Social Proof Stats
• Website Stats
• CRO Stats
• Paid Ads Stats
• Stats about Devices
• Content Marketing Stats
• Marketing Automation Stats
• Video Stats

SEO Stats

1. The number 1 search result in Google gets approximately 32% of all clicks (Backlinko)

2. SEO leads are eight times more likely to close into customers than outbound leads (HubSpot)

3. On average, a B2B buyer conducts 12 different online searches before interacting with a specific website. (Google)

4. 72% of online marketers describe content creation as their most effective SEO tactic. (isitwp)

5. Google receives over 77,000 searches per second. (Internet Live Stats)

6. 67% of clicks go to the first 5 results displayed in search engines. (Advanced Web Ranking)

7. 90% of web pages get zero organic traffic from Google. (Databox)

8. 50% of search queries contain 4 or more words (Propecta)

9. 12% of search queries have a Featured Snippet box on Google. (Ahrefs)

10. As of June 2021 – 87.8% of searches come from Google. Bing accounts for just 5.6%. (Statista)

11. The number one ranked website on Google’s search results has an average click-through rate (CTR) of 31.7%. (Backlinko)

12. The #1 search result has 3.8x more backlinks than the results ranking from positions 2 to 10 (Backlinko)

13. Fewer than 1% of online users click on something from Google’s second page. (Backlinko)

14. Only 0.21% of web pages get 1000 or more visits from Google (Ahrefs)

15. If you’re hoping to earn backlinks, longform content gets 77.2% more links than short articles. (Backlinko)

16. 40% of online search queries contain two keywords. (Statista)

17. 14.1% of all Google searches are in the form of a question. (Backlinko)

18. 66% of people says that email nurturing was the best way to reengage leads. (Databox)

19. Only 5.7% of pages rank in the top 10 search results within the first year of publication (Ahrefs)

20. 21% of searchers click on more than 1 search result (Moz)

21. 61.5% of desktop searches and 34.4% of mobile searches result in no-clicks (SparkToro)

22. Search engines are the starting point for 68% of online experiences. (BrightEdge)

23. The top Google search results have 3.8x more backlinks than lower results. (Backlinko)

     

24. Brands that consistently blog on their website get 97% more backlinks than those who don’t. (HubSpot)

25. Longer articles get approximately 77% more backlinks than shorter pieces. (Backlinko)

Email Marketing Stats

1. On average, email marketing has a 4400% ROI. (OptinMonster)

2. Welcome emails have an average open rate of 82%. (GetResponse)

3. 91% of email users have unsubscribed from a company email they previously opted-in to. (HubSpot)

4. 102.6 trillion emails are sent and received each year, and that number is rising. (OptinMonster)

5. 49% of all emails are opened on mobile devices. (IBM)

6. 54% of all emails are classified as spam. (Statista)

7. Mobile users engage with emails the least out of tablet and PC users. (Impact of Mobile Use on Email Engagement)

8. 74% of marketers say targeted personalisation increases customer engagement (Econsultancy)

9. The most opened emails related to hobbies, with an open rate of 27%. (HubSpot)

10. 49% of consumers say they would like to receive promotional emails from their favorite brands on a weekly basis. (Statista)

11. Personalised emails get 6x Higher Transaction Rates, but only 30% of brands use them. (Experian Marketing)

12. 60% of consumers subscribe to a brand’s list to get promotional messages and deals. (MarketingSherpa)

13. Sending 3 abandoned cart emails results in 69% more orders than just one email. (Onminsend)

14. 50% of small and medium-sized businesses use their marketing automation software to send email drip campaigns. (Statista)

15. When asked about GDPR, 88% of consumers who are willing to share personal information want transparency about how it’s used. (DMA)

16. More than half of us check our email before doing anything else online. (OptinMonster)

17. Personalised subject lines are 22% more likely to be opened. (Business2Community)

18. 70% of marketers said their highest-performing emails were sent from a person, not a brand. (Databox)

19. 56% of brands using an emoji in their email subject line had a higher open rate than those that did not. (Forbes)

20. Subject lines with a sense of urgency and exclusivity get a 22% higher open rate. (Business2Community)

21. 70% of people over the age of 45 were susceptible to humor in a subject line but humor is not as likely to work on younger people. (Marketing Land)

Social Media Stats

1. There are now over 4.5 billion social media users across the globe, equating to 57.6% of the global population (Kepios)

2. There are an average of 13 new social media users every second (Kepios)

3. 77% of B2B purchasers won’t speak to a salesperson until they’ve done their own research. (Corporate Executive Board)...

4. ... and 55% of buyers do their research via social media. (IBM)

5. Yet only 7% of respondents said that social selling was a priority for their sales organisation. (HubSpot)

6. By the time a salesperson gets involved, up to 90% of the sales process could be completed by social selling. (Forrester)

7. 87% of B2B buyers have a favorable impression of a salesperson if they were introduced to them through someone in their professional network. (LinkedIn)

8. 84% of executives use contacts and info from social networks as part of their purchase process. (IDC)

9. 31% of B2B professionals sat that social selling allowed them to build deeper relationships with their clients. (SuperOffice)

10. 85.7% of marketers increased their social media activity when the pandemic began. (Statista)

11. Roughly 80% of online consumers have made a purchase from social media ads. (Statista)

12. 73% of social media marketers set a goal of acquiring new customers. (Hootsuite)

13. 64% of social media marketers intend to increase brand awareness. (Hootsuite)

14. 45% of social media marketers are looking to drive conversions. (Hootsuite)

15. Facebook is the most popular social media platform, used by 94% of B2B and B2C marketers. (Statista)

16. Facebook has nearly 3 billion active monthly users (Kepios)
17. Tweets with Hashtags get 100% more engagement (Twitter)

18. Over 46% of social media traffic to company websites comes from LinkedIn. (LinkedIn)

19. 83% of people use Instagram to discover new products and services (Facebook for Business)

20. 87% said they took specific action, including making a purchase, after seeing product information on Instagram (Facebook for Business)

21. 78% of salespeople using social media perform better than their peers. (Screwpile Communications)

22. 98% of sales reps with 5000+ LinkedIn connections meet or surpass sales quotas. (The Sales Benchmark Index)

23. Thanks to implementing a social selling program, IBM boosted sales by 400%. (IBM)

24. Answering a complaint on social media can increase customer advocacy by 25%. (Convince & Convert)

25. 79% of consumers expect brands to respond within a day of reaching out over social media. (Sprout Social)

Social Proof Stats

1. 81% of consumers trust the advice of family and friends over businesses. (HubSpot)

2. 90% of people who read online reviews claimed that positive online reviews influence their buying decisions. (Dimensional Research)

3. Case studies and testimonials and are considered one of the most effective content marketing tactics. (B2B Content Marketing Trends Report)

4. Product reviews are 12x more trusted than product descriptions and sales copy written by manufacturers. (eMarketer)

5. Nearly 70% of online consumers look at a product review before making a purchase. (OptinMonster)

6. 85% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts (Bright Local)

7. 88.8% of consumers say that their trust in a brand decreases if it has negative reviews. (eMarketer)

8. 79.9% of customers admit that their trust in a brand increases when the brand responds to negative reviews or comments. (eMarketer)

Website Stats

1. 38% of visitors will stop engaging with a website if the content or layout is unattractive. (Blue Corona)

2. 48% of people cited that a website’s design is the No. 1 factor in determining a business’s credibility. (Blue Corona)

3. 48% of users say that if a business’ website is not mobile-friendly, they’ll take it as an indication that the business simply doesn’t care. (SAG IPL)

4. 82% of consumers feel more positive about a company after reading custom content. (BP Studios)

5. Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain. (Adobe)

6. 51% of people think “thorough contact information” is the most important element missing from many company websites. (KoMarketing)

7. After reaching a company’s website via a referral site, 50% of visitors will use the navigation menu to orient themselves. (KoMarketing)

8. After reaching a company’s website via a referral site, 36% of visitors will click on the company’s logo to reach the homepage. (KoMarketing)

9. 75% of users admit to making judgements about a company’s credibility based on their website’s design. (Stanford Persuasive Technology Lab)

10. Only 1% of users actually click on sliders (Thrive)

11. A typical user will form an opinion about a website in 50 milliseconds (0.05 seconds). (Behaviour and Information Technology Journal)

Conversion Rate Optimisation (CRO) Stats

1. On average, For every $92 spent on acquiring a customer, just $1 is then spent on trying to convert them. (Econsultancy)

2. 74% of conversion rate optimisation programs increase sales. (MarketingSherpa)

3. 68% of small businesses don’t have a structured or documented conversion rate optimisation (CRO) strategy. (ConversionXL)

4. Personalised Call to Actions (CTAs) convert 42% more visitors than unpersonalised ones. (HubSpot)

5. Reducing the number of fields on your forms from 11 to 4 generates 120% more conversions (Unbounce)

6. Asking for a phone number has the worst impact on conversion rates. (WPForms)

7. User generated can increase conversion rates by over 160% (Yotpo)

8. Conversion rates are higher in CTAs with 10 words or fewer (Meclabs)

9. Using ‘submit’ as your CTA anchor text can reduce conversion rates by as much as 3% (Unbounce)

10. Including a video on your landing page can increase conversion rates by more than 80% (Unbounce)

11. President Obama’s campaign team raised an additional $60 million using A/B testing and optimising their landing pages (Optimizely)

12. Top-converting companies spend at least 5% of their budget on CRO (Adobe)

13. Websites with 40+ landing pages generate 12x more leads (HubSpot)

14. Including a customer testimonial on landing pages can increase conversions by over 30% (VWO)

15. Exit-intent popups convert between 2-4% of abandoning visitors into email subscribers (OptinMonster)

Paid Ads (PPC) Stats

1. Openness to engage with social ads increased due to the pandemic. (Statista)

2. Yet global ad spend projections dropped around $20 billion because of the pandemic. (Statista)

3. Nearly 60% of users can’t tell the difference between a paid and an organic result. (Marketing Tech News)

4. 70% of all paid search impressions are on mobile (DigitalThirdCoast)

5. Google Ads across all industries have an average CTR of 3.52% (WordStream)

6. Bing’s pay-per-click advertising rates are 33.5% lower than Google’s (WordStream)

7. Customers are up to 70% more likely to buy a product when delivered retargeting ads. (Web FX)

8. Google Display campaigns reach over 90% of all internet users around the world (Google)

9. PPC generates twice the number of visitors as SEO (QuickSprout)

10. PPC increases brand awareness by an average of 80% (Valve+Meter)

11. Google and Facebook hold a 60.7% share of total ad spending (WSJ)

12. 63% of people would click a paid search ad on Google. 15% would click an ad on Amazon, 9% on YouTube, and 5% on Bing. (Clutch)

13. Over 25% of consumers use an ad blocker (Statista)

14. PPC visitors are 50% more likely to purchase something than organic visitors (WordLead)

Stats About Devices

1. For every second delay in mobile page load time, conversions can fall by up to 20%. (Think with Google)

2. When it eliminated the ‘hamburger menu’ on its mobile app, Spotify saw overall clicks increase 9% and menu clicks increase 30% (Spotify)

3. Mobile devices account for 55% of the global market share, followed by desktops at 42%. (StatCounter)

4. 25% of Internet users accessed the Internet solely on a mobile device in 2020. (G2)

5. Consumers will download nearly 300 million mobile apps by 2023. (Cisco)

6. 59% of consumers say that being able to shop on mobile is important when deciding where to buy. (G2)

7. Mobile devices generate about half of all website traffic globally (G2)

8. Consumers spent about 4.2 hours per day on mobile devices last year, up 20% year on year (App Annie)

9. 93% of Millennials have compared online deals using a mobile device. (Statista)

10. Almost one-third of all mobile searches are location-specific. (Think With Google)

11. 76% of people end up visiting a business within 1 day after searching on a smartphone for something nearby (Think With Google)

Content Marketing Stats

1. Content marketing generates over 3x as many leads as outbound marketing and costs 62% less (Demand Metric)

2. 47% of buyers consume three to five pieces of content before making a purchase decision. (Hubspot)

3. Blogs (86%), case studies (42%), and customer success stories (36%) are the most popular content formats. (G2)

4. Listicles get the most shares online and more traffic than other types of blogs. (SEMRush)

5. Articles with long headlines (14+ words) get more traffic, more shares, and more backlinks than those with short headlines (7-10 words). (SEMRush)

6. 51% of companies say updating old content has proven the most efficient tactic for their content marketing strategy. (G2)

7. Longreads (3,000+ words) get more traffic, shares, and backlinks than articles of average length (901-1,200 words) (SEMRush)

8. A well-structured content format is more likely to see a high performance. (SEMRush)

9. B2B blogs with educational content get 52% more organic traffic than those with company-focused content. (Backlinko)

10. Bloggers who have a strategy of updating older content are twice as likely to report strong results. (Orbit Media)

11. 73% of people admit to skimming blog posts, while 27% read them thoroughly (HubSpot)

12. 69% of respondents preferred to learn about a product or service from a short video. 18% preferred to read a text-based article, website, or blog post (Wyzowl)

13. 4% prefer to view an infographic. 3% prefer to download an ebook or manual. 3% prefer to attend a webinar or pitch. Just 2% prefer to receive a sales call or demo (Wyzowl)

14. LinkedIn is the most effective social media platform for delivering content and securing audience engagement. (Hubspot)

15. Content creation is the most outsourced content marketing activity among both B2B and B2C marketers (CMI)

16. 70% of people rather get information from blogs than traditional advertisements (Demand Metric)

17. Articles with images get over 90% more views than blogs without images. (Jeff Bullas)

18. 77% of Internet users read blog articles. (Impact)

19. Blog posts are among the most shared content online. (OptinMonster)

Marketing Automation Stats

1. In 2019 75% of businesses were using marketing automation tools (Social Media Today)

2. 17.4% of marketers said marketing automation was the single most effective digital marketing technique — more effective than social media, CRO, and SEO. (Statista)

3. 48% of marketers have used marketing automation to create personalised customer experiences. (House of Marketing)

4. Despite overall marketing budgets shrinking, 26.6% of CMOs last year said they’d increase their budget for marketing technology such as automation tools. (Gartner)

5. 63% of companies using marketing automation outperformed competitors (Moosend)

6. Sales productivity increases by 14.% after using marketing automation (Sales Fusion)

7. Marketing automation drives a 12.2% reduction in marketing overhead (Nucleus Research)

8. Marketers who used automation experienced a 451% increase in qualified leads (Annuitas Group)

9. B2B marketers using marketing automation increased their sales pipeline contribution by an average of 10%.  (Forrester)

10. Omnichannel marketing automation results in a 90% higher customer retention rate than single-channel automation.  (Omnisend)

11. 76% of marketers that implement marketing automation see a positive ROI within a year, and 44% of them see a return within just six months. (Marketo)

Video Stats

1. 70% of viewers bought from a brand or company after seeing them on YouTube (Google)

2. Video viewers say relating to their passions is 3X more important than content featuring famous actors (Google)

3. 79% of people say they’ve been convinced to buy or download a piece of software or app by watching a video (Wyzowl)

4. 50.9% of B2B decision-makers use YouTube to research purchases (Hootsuite)

5. 91% of marketers feel the pandemic has made video more important for brands (Wyzowl)

6. 75% of consumers aged 18-34 watch videos at least once per day (HubSpot)

7. 26% of consumers are less likely to finish watching a video if they need to turn their phone horizontally to watch it (Animoto)

8. 58% of users will stop watching a video during the first 90 seconds (My Smn)

9. Half of potential B2B buyers have watched 30 minutes or more of B2B related videos. (Think With Google)

10. 77% of people say that watching a testimonial video has had a part in their purchasing decision. (Wyzowl)