168 Incredible Digital Marketing Stats In 2021

168 Incredible Digital Marketing Stats

You’re about to see a list of 168 digital marketing statistics.

The best part?

Unlike other lists out there, all of the stats on this page are current and up-to-date.

On this page you’ll find new digital
marketing stats related to:

  • SEO and Google rankings
  • Marketing automation
  • PPC and online advertising
  • Voice search
  • Affiliate marketing
  • Social media marketing
  • And a whole lot more

Let’s see the stats.

175 Incredible Digital Marketing Stats

01. SEO Statistics

Our first set of digital marketing statistics are all about search engine optimization. You’ll see data from industry studies, surveys… and even a few stats from Google themselves.

Rankings

Here are a few select stats from a handful of SEO-focused industry studies.

  1. The average search result on the first page of Google has an average of 1,890 words (Backlinko)
  2. Fast loading pages rank significantly higher than pages that load slowly (Backlinko)
  3. Pages with low bounce rates tend to have higher Google rankings (Backlinko)
  4. A study conducted by Ahrefs found that within the first year of being published, only 5.7% of pages will rank in the top 10 search results (Ahrefs)
    A Study Conducted By Ahrefs Found That Within The First Year Of Being Published Only 5.7% Of Pages Will Rank In The Top 10 Search Results
  5. Nearly 60% of the top 10 Google search results are 3+ years old (Ahrefs)
  6. Exact match anchor text still influences search engine rankings (Backlinko)

Voice Search

Voice search is on the rise. Question is: how does voice search SEO work? And how can marketers optimize their content for voice search? These findings shed some light on this question.

  1. Brian Dean’s analysis of 10,000 Google Home search results found that 40.7% of all voice search answers are extracted from a Featured Snippet (Backlinko)
    Brian Dean's Analysis Of 10,000 Google Home Search Results Found That 40.7% Of All Voice Search Answers Are Extracted From A Featured Snippet
  2. 70.4% of voice search results are HTTPS websites (Backlinko)
  3. High domain authority websites with strong link authority tend to rank best in voice search (Backlinko)
  4. The average voice search query contains 4.2 words versus an average of 3.2 words for text-based searches (Bruce Clay)

YouTube Search

YouTube isn’t just a popular video platform: it’s one of the largest search engines in the world. And these interesting stats will help you learn more about how YouTube’s search algorithm works.

  1. Brian Dean’s analysis of 1.3 million YouTube Videos found that the number of comments, view count, number of shares, and number of likes had a strong correlation with higher YouTube rankings (Backlinko)
  2. Videos on the first page of results on YouTube are an average length of 14 minutes and 50 seconds (Backlinko)
  3. 68.2% of the videos on the first page of YouTube are in HD (Backlinko)
  4. YouTube videos that generate new subscribers tend to rank higher (Backlinko)

Backlinks

Here’s evidence that supports the fact that Backlinks still form the foundation of Google’s algorithm.

  1. A Backlinko study found that the number of referring domains is the factor with the highest correlation to high Google rankings (Backlinko)
  2. Long content receives an average of 77.2% more backlinks than short articles (Backlinko)
  3. An Ahrefs study found that 43.7% of the top 10 search results contain reciprocal links (Ahrefs)
  4. The #1 search result receives 5%-14.5% more dofollow backlinks from new websites each month as compared to the other pages in the search results (Ahrefs)
  5. Companies who actively blog receive 97% more backlinks to their site (HubSpot)

Local SEO

Local SEO is a completely different animal than “normal” SEO. And if you run a local business (or have a client that does), these stats will help reinforce how helpful SEO can be.

  1. 46% of all searches on Google are seeking information for something locally (SEO Expert Brad)
  2. Yelp has a page present in 92% of the top 5 results for search queries containing a city and business category (Fresh Chalk)
  3. 76% of people end up visiting a business within 1 day after searching for something nearby on their mobile device (Google)
  4. 28% of local searches result in the searcher making a purchase (Google)

Mobile SEO

Like the rest of the internet, SEO has gone mobile. These stats show you just how big mobile search is in 2021.

  1. 58% of all Google searches are conducted on mobile (hitwise)
  2. 20% of mobile queries are now voice searches (Search Engine Land)
  3. Organic clickthrough rates on mobile are roughly 50% less than clickthrough rates on desktop (SparkToro)
  4. 30% of all searches conducted on mobile are location related (Google)
  5. The first organic result on mobile searches gets 27.7% of the clicks, versus 19.3% of clicks on desktop (SEOClarity)
  6. 87% of people who own a smartphone use a search engine each day (Go-Globe)
  7. 51% of people with a smartphone have found a new product or company when conducting a search on mobile (Google)

Search Engine Trends

It’s no secret that SEO is changing all the time. So I put together a list of stats that are focused on where SEO (and search in general) looks to be heading.

  1. According to Aherfs, 12.3% of search queries have a featured snippet (Ahrefs)
  2. Over 3.5 billion searches are performed on Google each day (Ardor SEO)
    Over 3.5 Billion Searches Are Performed On Google Each Day
  3. 18% of people who run a search enter a completely new query before making their first click (Moz)
  4. 21% of searchers click on 2 or more search results (Moz)
  5. Roughly 8% of searches are phrased as a question (Moz)
  6. WordStream found that brand familiarity helps improve clickthrough rates by 2-3x (WordStream)
  7. Pages ranking 1 through 3 in the search results generate a clickthrough rate of 36% (Searchmetrics)
  8. Fractionally under half of all searches result in a click on an organic result. The remainder comprise voice searches, clicks on paid results and no-click searches (Search Engine Journal)
  9. 75% of searchers never move beyond the first page of search results (HubSpot)

02. Paid Search (PPC) Statistics

In this section, we’ll cover digital marketing statistics that are all about PPC, with a focus on Google Ads. So if you’re wondering how many people click on Google Ads, or why certain ads get clicked on more than others, you’ll really enjoy the stats in this section.

  1. The average Google ad has a click-through rate of 3.17% (WordStream)
  2. The average cost-per-click for Google ads is $2.69 (WordStream)
  3. The average conversion rate for Google ads is 3.75% (WordStream)
  4. The average cost-per-click for an ad on Bing is $1.54 (WordStream)
  5. According to Google, advertisers see a return of $2 for every $1 they spend on Google Ads (Google)
  6. The average click-through rate on mobile search ads drops 45% from the ad in position one to the ad in position two (WordStream)
  7. Only 42.5% of searchers can tell the difference between a paid result and an organic search result (Varn)
  8. Traffic from pay-per-click (PPC) converts at 3.75% on average (Valve+Meter). That’s compared to an organic average conversion rate of 2.35% (SEO Inc)
  9. 75% of searchers believe search ads help them more easily find the information they’re looking for on a website (Clutch)
  10. 33% of searchers say they click on a search ad because it directly answers their query (Clutch)
  11. 49% of people click on text-based search ads, compared to 31% who click on shopping/product listing ads and 16% who click on video ads (Clutch)
    49% Of People Click On Text Based Search Ads Compared To 31% Who Click On Shopping Product Listing Ads And 16% Who Click On Video Ads
  12. 26% of people claim to click on an ad only because they’re familiar with the brand name on the ad (Clutch)

03. Social Media Marketing Statistics

Let’s get into our selection of social media statistics. Instead of listing “general” stats about social media marketing, I decided to break things down based on each social network. That way, you can see statistics that are focused on some of the most popular platforms out there.

Facebook

Here are a handful of stats about Facebook usage around the world.

  1. As of Q2 2020, Facebook has over 2.7 billion active monthly users (Statista)
  2. Facebook users spend an average of 38 minutes each day on the mobile app (TechJury)
  3. 73% of adults in the U.S. use Facebook (Pew Research)
  4. 10.74% of all Facebook users reside in India, which is more than any other country. The United States comes in second with just over 7% of all Facebook users (Sprout Social)
  5. 95.1% of all Facebook sessions occur on a mobile device (TechJury)

Instagram

Here are a few key stats about Instagram’s user base and demographics.

  1. Instagram has over 1 billion monthly active users (Instagram)
  2. 37% of adults in the U.S. are Instagram users (Pew Research)
  3. 72% of users on Instagram admit to having made a product purchase after seeing it on the app (Business Insider)
  4. Over 100 million photos and videos are shared on Instagram each day (Omnicore)
  5. In 2020, image posts on Instagram overtook permanent video posts for average number of interactions (Mention)

LinkedIn

This is a collection of stats about the popular B2B platform, LinkedIn.

  1. There are over 706 million LinkedIn users worldwide (LinkedIn)
  2. 27% of adults in the U.S. are LinkedIn users (Pew Research)
  3. 82% of B2B marketers report LinkedIn to be their most successful channel for content marketing (LinkedIn)
  4. LinkedIn is responsible for 80% of B2B leads coming from social media (LinkedIn)
  5. 57% of all LinkedIn traffic is from mobile (LinkedIn)

Twitter

Now it’s time to look at some fascinating stats about Twitter.

  1. Twitter has 321 million monthly users (Washington Post)
  2. Roughly 17.5% more B2B marketers than B2C marketers use Twitter to market their businesses (67% vs. 57%) (Statista)
  3. Tweets containing images, infographics, videos and other types of visual content are 94% more likely to be retweeted (Buffer)
  4. Over 500 million tweets are posted each day (Twitter)
  5. 22% of adults in the U.S. use Twitter (Pew Research)

Pinterest

Pinterest is a huge social network that not a lot of people talk about. These stats show why more businesses should at least take a look at Pinterest as part of their marketing strategy.

  1. There are more than 250 million Pinterest users (Pinterest)
  2. 90% of weekly Pinterest users are on the platform to help inform purchase decisions (Pinterest)
  3. 85% of Pinterest users access the site on mobile (Pinterest)
  4. The average Pinterest session lasts 14.2 minutes (Branex)
  5. 79.5% of Pinterest users in the U.S. are female (Statista)

Snapchat

Let’s quickly look at some super interesting stats about the photo and video sharing app, Snapchat.

  1. There are 249 million daily active users on Snapchat (Statista)
  2. Roughly 2.1 million Snaps are created every minute (Statista)
  3. Roughly 61% of Snapchat users are female (Statista)
  4. An average of 34.1 messages are sent daily by Snapchat users (CNBC)
  5. People who use Snapchat spend an average of 34.5 minutes each day on the platform (CNBC)

Social Media Advertising

These stats show why social media ads are growing at a record pace.

  1. 53% of companies run paid social ads (Hootsuite)
  2. Over 2 million businesses use Instagram’s advertising platform (Instagram)
  3. 7 million businesses use Facebook’s advertising platform (Facebook)
  4. Using video in your promoted tweets reduce cost per engagement by 50% (Twitter)
  5. The average cost-per-click for a Facebook ad is $1.86 (Fit Small Business)
  6. Global social media ad spend is anticipated to hit nearly $99B by the end of 2020 (Statista)
  7. The average number of Facebook ads a user clicks on is 13 per month. This rises to 15 among women (Hootsuite)

04. Email Marketing Statistics

Despite the rise of Facebook Messenger, Whatsapp, and DMs, email is still the #1 sales channel for most online businesses. In this section we will drill deep into some really cool email marketing stats that you probably haven’t seen before.

Email Marketing ROI

How does the ROI of email compare to Facebook, Twitter and other social media platforms? Let’s find out.

  1. For every $1 spent, email marketing generates a $44 return (Campaign Monitor)
  2. Email is a 40x more effective channel for customer acquisition than Facebook and Twitter combined (McKinsey)
    Email Is A 40x More Effective Channel For Customer Acquisition Than Facebook And Twitter Combined
  3. Shoppers who receive emails spend 138% more than consumers who do not receive email offers (Disruptive Advertising)
  4. Welcome series emails deliver more revenue, on average, than single welcome emails or having no welcome email at all (WordStream)
  5. Email marketing is the most effective way of nurturing leads. 31% of businesses cite newsletters as their highest-performing tactic in this area (Content Marketing Institute)
  6. 73% of marketers rated their email ROI as "Good" or “Excellent” (SaleCycle)

Open Rates

What’s a “normal” open rate? Why do people on your list open certain emails and not others? These stats have the answers.

  1. An Experian study found that including an emoji in the subject line of an email increased open rates by 56%, as compared to subject lines that were text-only (Campaign Monitor)
  2. Personalized subject lines generate a 26% boost in open rates (Campaign Monitor)
  3. 47% of people open an email based solely on the subject line (OptinMonster)
  4. A personal sender name can increase open rates by up to 35% compared to a generic email address or company name (Pinpointe)
  5. Emails sent in North America see an average open rate of 19% (GetResponse)
  6. Government is the sector with the highest email open rates, averaging 28.77% (Mailchimp)

Email Engagement

Once you get someone to open your email, how do you get them to take action? For the answer to that question, let’s take a look at this selection of results from industry studies and surveys.

  1. Adding a call-to-action button in your emails in place of a text link can boost clickthroughs by 28% (Campaign Monitor)
  2. Using images in email campaigns can increase clickthrough rates by 42% (Vero)
  3. Emails in North America see an average click-to-open rate of 15.71% (GetResponse)
  4. Emails drive an average 6x the clicks than from a tweet (Campaign Monitor)

Mobile Email

These stats paint a clear picture: more and more people are opening (and engaging with) emails on their phones and tablets.

  1. 49% of all read emails occur on a mobile device (eMailmonday)
  2. As of September 2020, 36% of all emails are read on an iPhone. Gmail accounts for 26% (Email Client Market Share)
  3. 23% of consumers who open an email using their mobile device will open the same email again at a later time (Campaign Monitor)
  4. According to Google, 75% of Gmail users access their account using their mobile device (Tech Crunch)
  5. At least half of all email clicks are registered on mobile (Campaign Monitor)

05. Content Marketing Statistics

From SaaS to ecommerce, content marketing is all the rage in the digital marketing world. Question is: how big is content marketing right now? And what makes certain companies succeed with content while others struggle? I put together a hand-picked list of digital marketing stats to get to the bottom of both of these questions.

Podcasting

It seems like everyone and their mom has a podcast right now. And for good reason: podcasting is growing insanely fast.

  1. 55% of Americans are podcasts listeners (Statista)
  2. The number of active podcasts has reached over 1.5 million (Podcast Insights)
  3. 54% of U.S. podcast listeners who listen through mobile use Apple’s iOS ecosystem (Music Oomph)
  4. 80% of podcast consumers listen through most or all of podcast episodes (Podcast Insights)
  5. 43.75% of consumer time spent listening to online audio is now through podcasts, putting it ahead of any other audio source (Edison Research)
  6. People who listen to podcasts consume an average of 6 podcasts each week (Edison Research)
  7. Smartphones are the most popular medium through which podcast content is consumed (Edison Research)
  8. Podcasts attract approximately 104 million listeners each month (Edison Research)
  9. Comedy is the most popular podcast genre, followed by News and Education (Podcast Insights)

Blogging

When most people think “content marketing”, they think “blogging”. This shouldn’t come as a surprise: blogging remains a great content marketing channel with a great ROI.

  1. The average blog post consists of 1269 words (Orbit Media)
  2. Just over 15% of marketers rank blogging as the top form of media in their content strategy. This is second only to video (HubSpot)
  3. 77% of internet users read blogs (D. John Carlson)
  4. Over 4.4 million blog posts are published online each day (Tech Jury)
  5. 36% of people prefer headlines containing numbers (Conversion XL)
  6. 54.2% of bloggers who write long-form content claim to see strong content marketing results (Orbit Media)
  7. The average blog post takes a writer 3 hours and 55 minutes to complete (Orbit Media)

Video Marketing

Is video all its hyped up to be? These stats say: “yup!”.

  1. 40% of companies state that their highest ROI form of content is video (Animoto)
  2. 86% of consumers say they want more video content from the brands they support (Wyzowl)
  3. Close to 1 in 5 marketers name video as the primary medium within their content strategy, ranking first ahead of blogs and infographics (HubSpot)
  4. More than 90% of businesses have gained at least one new customer on social media as a result of video (HubSpot)
  5. 87% of marketers say video has helped boost their website traffic (Wyzowl)
  6. The top 3 platforms that marketers use to post videos are YouTube, Facebook, and LinkedIn, closely followed by Instagram in 4th (Wyzowl)
  7. Two-thirds of consumers said that a short video was their preferred way of learning about a product or service (Wyzowl)
  8. 55% of people watch video content online daily (HighQ)
  9. 1 billion hours of YouTube video are consumed daily (YouTube)

06. Marketing Automation Statistics

Let’s wrap up this section with some stats about marketing automation, segmentation and personalization.

  1. 75% of companies use at least one marketing automation tool (Social Media Today)
  2. 61% of marketers listed their top concern with automation tools being the lack of personalization (Social Media Today)
  3. For 91% of the most successful marketers, marketing automation is cited as "very important" to their marketing programs (Marketo)
  4. There are currently over 7,000 marketing technology solutions (chiefmartech)
  5. Companies are expected to spend $25.1 billion on marketing automation technology by the year 2023 (Venture Harbour)
  6. Almost two-thirds of companies plan to increase their spend on marketing automation tools this year (Invesp)
  7. B2B companies with successful lead nurturing programs see a 20% average increase in sales opportunities from leads who are nurtured when compared to leads who haven’t been nurtured (Pardot)
  8. 8 in 10 marketers reported a higher number of leads after incorporating some form of marketing automation (Invesp)
  9. Automated emails drive 320% more revenue than non-automated emails (Campaign Monitor)

07. Affiliate Marketing Statistics

The affiliate marketing world is a lot different than the spammy days of 2010. Like any industry affiliate marketing has evolved and matured. Believe it or not, thanks largely to the explosion of Influencer Marketing, affiliate marketing is still growing.

  1. Affiliate marketing spend in the U.S. is expected to reach $8.2 billion by the year 2022 (Statista)
  2. The top 3 affiliate categories are Fashion, Sports/Outdoors, and Health & Beauty (AM Navigator)
  3. Affiliate marketing is the #2 marketing strategy that publishers use to generate revenue, behind only Google AdSense (VigLink)
  4. 22% of CMO’s cited affiliate marketing as the area of marketing they are least knowledgeable (AM Navigator)
  5. Over 69% of affiliate marketers use SEO to drive traffic (Affstat)
  6. 59.32% of affiliates promote B2C products (Affstat)
  7. Less than 10% of affiliate marketers are making over $100,000 in income each year (Affstat)
  8. The majority of affiliate marketers (42.17%) promote 1-10 products (Affstat)
  9. More than 2 out of every 3 affiliate marketers reside in North America (Affstat)
  10. 40% of U.S. merchants cited affiliate programs as their top customer acquisition channel (Inc.)

08. Conversion Rate Optimization Statistics

Most of the digital marketing stats we’ve looked at so far are focused on driving traffic to your website. Traffic is great. But at the end of the day, you probably want that traffic to convert for you. And if you’re interested in seeing how much CRO can help, check out these 14 CRO statistics.

  1. According to Venture Beat, brands who invest in a CRO tool increase their ROI by an average of 223% (Venture Beat)
  2. Outbrain found that headlines containing negative words like "never" or "worst" outperform headlines with positive words by 63% (Adweek)
  3. More than a quarter of those who have abandoned online carts cited a requirement to register for an account (Baymard)
  4. Companies who utilize more than 10 landing pages benefit from a 55% increase in leads as compared to companies using 10 or less landing pages (HubSpot)
  5. In a study published by VWO, removing the top navigation bar on a landing page can increase conversions by 100% (VWO)
  6. 58% of companies are running A/B tests to improve conversion rates (Econsultancy)
  7. The average conversion rate on landing pages across all industries is 9.70% (UnBounce)
  8. Using video on a landing page can boost conversion rates by up to 80% (depositphotos)
  9. The average conversion rate on email sign-up is 1.95% (Sumo)
  10. The conversion rate of online shoppers in the U.S. on desktop is 4.14%, versus 3.36% on tablet and 1.53% on mobile (Statista)
  11. Companies are spending an average of $2,000 per month on conversion optimization tools (Venture Beat)
  12. HubSpot found that personalizing their calls to action improved conversion rates by 202% (HubSpot)
  13. A 1 second delay in page load time can reduce conversion rates by 7% (Neil Patel)
  14. Emails containing one call to action can increase clicks by 371% (WordStream)
  15. Marketo found that referral leads convert the best out of any acquisition channel (Marketo)

Conclusion

There you have it: my mega list of digital marketing stats.

This was a tough one to put together. Digital marketing is a HUGE field. So instead of focusing on one or two areas, I tried to cover a wide range of fields within digital marketing.

That said: if you have any suggestions of stats you’d like me to add to this list, let me know in the comments section below.

7 Comments

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Eric. Great stat!

  1. Mario Avatar Mariosays:

    Wow Brian! I´m an STW student and I can´t believe I missed this post.
    I was updating my SEO statistics today when I bumped into (another) Backlinko post on Google´s top 10 =).

    Amazing job gathering all this data! This helps us SEOs sell our services in a much easier way.

    1. Brian Dean Avatar Brian Deansays:

      Thank you Mario!

  2. Kaye Avatar Kayesays:

    This is awesome. Thanks for sharing.

  3. Thanks for sharing Brian.

    It would be cool to see some data on TikTok in 2020 if there’s any insight out there on how those audiences are behaving.

    1. Brian Dean Avatar Brian Deansays:

      You’re welcome, Tom. Good suggestion there. TikTok is blowing up!

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