100+ must-see digital marketing research statistics for 2018

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
13 min read

The best digital marketing research, across marketing channels – including SEO, PPC, CRO, social, mobile, martech, email, ecommerce, and UX – to greatly help inform your 2018 marketing strategy

Because hawaii of digital marketing is definitely evolving, it is very important keep up-to-date with the most recent research in your industry, or marketing channel, to remain ahead of your rivals. Yet, it could often be difficult to acquire the digital marketing research you should help inform your digital strategy. We first curated these stats at close 2017. But during 2018, we’re focused on updating this short article utilizing the best digital marketing research data sources that your team at Smart Insights have discovered helpful and informative over summer and winter. Hopefully, this can assist you to too!

This resource has been created as a statistical summary of our best digital marketing trends 2018 posts. Included in these are:

SEO statistics 2017

Organic search visits fall 3%

  1. Organic search visits fall 3% as growth weakens across devices (Merkle, Digital Marketing Report Q3 2017) 

    Organic search visits fall 3% as growth weakens across devices (Merkle, Digital Marketing Report Q3 2017)Click To Tweet

  2. 61% of marketers say growing SEO/organic presence is really a high inbound marketing priority (HubSpot, State of Inbound 2017)
  3. Media and publishing have the best average Moz domain authority of 86 (Track Maven, 2017)
  4. 254/500 Small-medium businesses only have a simple knowledge of SEO (Higher visibility, 2017)
  5. Google accounted for 91% folks site visits made by mobile search in Q3 2017 (Merkle, Digital Marketing Report Q3 2017)
  6. In 2017, 48% of just one 1,200 global digital marketers say on-page SEO continues to be regarded as the very best SEO tactic (Advanced Web Ranking, SEO stats report 2017)
  7. 65% of marketers concur that link building may be the most challenging tactic to perform (Advanced Web Ranking, SEO stats report 2017)
  8. 50% of page-1 Google email address details are now HTTPS (Moz, 2017)
  9. As of April 2017, the global marketing share percentage, with regards to the usage of SE’S heavily favours Google, with over 77% (Smart Insights 2017) 

    The global marketing share percentage, in terms of the use of Search Engines heavily favours Google, with over 77%Click To Tweet

  10. 18% of local searches done on cellular devices result in a sale inside a day (Junto 2017)

PPC and CTR statistics 2017

Adblock penetration per online capita

Adblocker usage

  1. Mobile adblock usage is surging internationally and contains overtaken desktop usage (PageFair 2017) 

    Mobile Adblock usage is surging internationally and has overtaken desktop usage Click To Tweet

  2. The global amount of desktop and cellular devices that block ads grew by 142 million YoY to attain 615 million devices Dec 2015-Dec 2016 (PageFair 2017)
  3. 60% of consumers have no idea a Google advert if they see one (Smart Insights 2017)
  4. The average click-through rate in Facebook ads across all industries is .90% (WordStream 2017)
  5. The average click-through rate of a paid ad is 2%, yet ads in the initial position earn the average click-through rate of almost 8% (Clever Clicks 2017)
  6. Both desktop and mobile ads deliver branding effectiveness but mobile ads perform better – particularly in the bottom of the funnel  (comScore, The Global Mobile report 2017)
  7. 75% of individuals who find local, helpful tips in search email address details are more prone to go to the physical stores. (Google 2017)
  8. Businesses make typically $2 in revenue for each and every $1 they devote to AdWords. (Google Economic Impact Report) 

    Businesses make an average of $2 in revenue for every $1 they spend on AdWords.Click To Tweet

  9. Google display campaigns reach 80% of global internet surfers (Google Benchmarks and Insights)
  10. Local Inventory Ads (LIA) accounted for 19 percent of most Google Shopping clicks on phones. CTRs on LIAs are 19 percent greater than PLAs on phone and desktop Merkle, Digital Marketing Report Q3 2017)

Digital strategy, transformation, and technologies statistics 2017

martech stack popularity

  1. Considering the most famous options in martech stacks, it’s no real surprise that social media management (61%), search management (65%) and e-mail marketing automation (46%) platforms were set up before 2017 with over 25 % with a fresh or updated solution in 2017 (Smart Insights, Managing Digital Marketing research report, 2017)
  2. 49% of organizations don’t have a clearly defined digital marketing strategy (Smart Insights, Managing Digital Marketing research report, 2017) 

    49% of organizations do not have a clearly defined digital marketing strategyClick To Tweet

  3. 37% of organizations haven’t any plans to perform an electronic transformation programme (Smart Insights, Managing Digital Marketing research report, 2017)
  4. 39% of marketers don’t believe their organization’s online marketing strategy works well (HubSpot, State of Inbound 2017)
  5. Only 6% of companies think their digital marketing and traditional marketing integration process was completely optimised (Smart Insights, Managing Digital Marketing research report, 2017)
  6. Only 58% of marketers say they are generally successful in acheiving their marketing goals (CoSchedule, State of Marketing)
  7. More than 8 in 10 (83%) of Account Based Marketers intend to expand their marketing stack for account-based marketing purposes within the next year (#flipmyfunnel Account-Based Marketing survey)
  8. Considering the marketing activities with the best ROI, marketers consider organic search or SEO (32% rated highly for ROI), content marketing (30%) and e-mail marketing (30%) probably the most effective (Smart Insights, Managing Digital Marketing research report, 2017)
  9. The modern family room features a large number of connected devices, including significant innovation and adoption of OTT and IoT landscape (comScore, State of Digital, 2017)
  10. Sending/receiving emails (79%) and finding information regarding good and services (75%) will be the hottest internet activities (UK National Statistics)
  11. 40% of marketers say proving the ROI of these marketing activities is their top marketing challenge. (HubSpot, State of Inbound 2017)

Ecommerce statistics 2017

Ecommerce channel traffic (by revenue)

  1. Email marketing and SEO will be the most frequent resources of ecommerce traffic for respondents across all revenue ranges while channels such as for example affiliates and content marketing were less commonly used (MarketingSherpa ecommerce benchmarks 2017)
  2. Average ecommerce conversions are 1% – 2%. Even though you are doing everything right, it is possible to still be prepared to win the sale around 2% of the time (BigCommerce 2017)
  3. For nearly all online transactions, the road from awareness to conversion is quite short — 71% of consumers make their purchase inside a week of awareness or desire (KPMG Global Survey – the reality about consumers 2017)
  4. Less than half (43%) of companies with internet vendors report seeing significant traffic from social media (MarketingSherpa ecommerce benchmarks 2017)
  5. In Q2 201, total digital commerce is continuing to grow to take into account over 1 atlanta divorce attorneys 6 discretionary dollars spent by consumers (Smart Insights, Q4 2017 INTERNET MARKETING Statistics)
  6. Consumers in Australia, New Zealand, Canada, France, Belgium and South Africa were probably to be influenced by price or promotions. In these countries, a lot more than 38 % of consumers said price and promotions were the factors that drove their latest product choice (KPMG Global Survey – the reality about consumers 2017)
  7. 64% of consumers say that watching a video on social media influenced them to produce a purchase (Animoto, 2017) 

    64% of consumers say that watching a video on social media influenced them to make a purchaseClick To Tweet

  8. 22% of omni-channel sellers sell through other marketplaces (including Amazon, Etsy, eBay, etc. (BigCommerce 2017)
  9. Ecommerce keeps growing 23% year-over-year, yet 46% of American smaller businesses don’t have a website (BigCommerce 2017)
  10. 37% of online spend in america and Europe is currently made through Amazon. This figure is 57% for all of us consumers (Salmon 2017) 

    37% of online spend in the US and Europe is now made through Amazon. This figure is 57% for US consumersClick To Tweet

Content Marketing statistics 2017

What goes on online in 60 seconds

  1. 53% of marketers say blog article marketing is their top inbound marketing priority. (HubSpot, State of Inbound 2017)
  2. Content marketing is becoming an almost universal tactic, with almost 90% of companies deploying it in 2016, and much more deploying it in 2017 (Content Marketing Institute B2B Content Marketing)
  3. The majority of content marketing has limited impact with 75% of blogs getting less than 10 social shares and zero links from other domains (Buzzsumo and Moz)
  4. 70% of marketers lack a frequent or integrated content strategy (Altimeter

    70% of marketers lack a consistent or integrated content strategyClick To Tweet

  5. 87% of B2B buyers give more credence to industry influencer content. Buyers also indicated they provide more credence to peer reviews, third-party publications, and user-generated feedback. A lot more than two thirds (68 percent) of buyers said they often times give credence to peer reviews and user-generated feedback. Sixty percent give credence to content authored by way of a third-party publication or analyst. (DemandGen Report – 2017 Content Preferences Survey)
  6. Top five B2B content marketing tactics: Social media marketing content (92%); eNewsletters (83%); articles on your own website (81%); blogs (80%); in-person events (77%). (IMN Inc.)
  7. Third-party/analyst reports (77%) may be the most effective B2B content viewed during decision-making process (B2B content preferences report, 2016)
  8. 54% of B2B marketers rate their content online marketing strategy as ‘moderately effective’ (Smart Insights

    54% of B2B marketers rate their content marketing strategy as ‘moderately effective’ Click To Tweet

  9. Marketers believe research reports (46%) generate leads with the best customer conversion rate (Ascend2 – Lead Generation to improve conversions report)
  10. 60% of marketers create a minumum of one little bit of content every day. (eMarketer)

Social media statistics 2017

The worthiness of social media for B2B and B2C

  1. Facebook supplies the highest social value for B2C (96%) whereas Linkedin supplies the highest social value for B2B (93%) (Smart Insights and Clutch, 2017)
  2. Written articles (27%), videos (26%), and images (24%) will be the three most engaging content on social media (Smart Insights and Clutch, 2017)
  3. Only 5% of web-using adults have plenty of trust in the info they get from social media (Key trends in social and digital press, Pew Research Center, 2017)
  4. 70% of Instagram posts do not get seen (Independent, 2017)
  5. Social Media captures over 30% of online time (Global web index, 2017) 

    Social Media captures over 30% of online timeClick To Tweet

  6. 40% of internet surfers are likely to utilize social networks to help keep touching what their friends are doing, whilst only 27% use social to research/find products to get (Global Web Index, 2017)
  7. 25% of Instagram ads are single videos (Sprout social, 2017) 

    25% of Instagram ads are single videosClick To Tweet

  8. Social Media and video viewing will be the two hottest online activities, together accounting for greater than a third of most internet time (Smart Insights, Q4 2017 INTERNET MARKETING Statistics)
  9. 86% of consumers prefer more authentic and honest brand personality (Sprout social, 2017)
  10. User-generated content includes a 4.5% higher conversion rate (Sprout Soical, 2017) 

    User-generated content has a 4.5% higher conversion rate Click To Tweet

Mobile Marketing statistics 2017

Voice command on mobile search

  1. 1 in 3 Gen Z in THE UNITED STATES are employing voice command on Mobile (Global Web Index 2017)
  2. UK users spend almost 2 hours each day online via mobile (Global Web Index)
  3. Increasing brand awareness and engagement will be the biggest objectives for mobile advertising (Brand Quarterly, State of Mobile 2017)
  4. Mobile now represents almost 7 in 10 digital media minutes, and smartphone apps alone take into account 1 / 2 of all digital time spent (comScore, U.S cross-platform future in focus 2017)
  5. Creating personalized customer experiences (32%) is the foremost long-term growth prospect of mobile products (Open Mobile Media, State of Mobile 2017)
  6. 48% of cousers start mobile research from se’s – (Smart Insights, 2017)
  7. Targeted mobile ad spend will grow from $12.4 billion in 2016 to $32.4 billion in 2021 – (BIA/Kelsey, 2017) 

    Targeted mobile ad spend will grow from $12.4 billion in 2016 to $32.4 billion in 2021Click To Tweet

  8. Avg. page load speed on mobile sites is 22 seconds – (Think With Google, 2017)
  9. A 10 second page load time includes a 123% higher bounce rate when compared to a 1 second page load time (Think With Google, 2017) 

    A 10 second page load time has a 123% higher bounce rate than a 1 second page load timeClick To Tweet

  10. 69% of digital media time is allocated to mobile (comScore, 2017)

Email Marketing statistic 2017

Marketing channel effectiveness

  1. 29.8% of marketers believe their e-mail marketing is average (Smart Insights and GetResponse, 2017) 

    29.8% of marketers believe their email marketing is averageClick To Tweet

  2. Limited internal resources (28%), insufficient strategy (28%) and insufficient content (23%) will be the biggest challenges to delivering successfully automated e-mail marketing programs (DMA, Marketer Email Tracking Study, 2017)
  3. PC and tablet users have unique click rates of 3.8%, a 40% increase on the 2.7% mobile click rate (MailChimp, Impact of Mobile use on Email 2017)
  4. Marketers are out of touch using what customers want – they see trustworthy reputation (38%) and exclusive content (29%) as the utmost effective for sign-ups but consumers want money-off discounts (45%), free samples (35%) and free delivery (35%) (DMA, Marketer Email Tracking Study, 2017)
  5. Personalized email content predicated on software/machine learning is 55% effective (OneSpot, The return of Email personalization, 2017) 

    Personalized email content based on software/machine learning is 55% effectiveClick To Tweet

  6. Open rate has increased from 35% to 58%, unique open rate has increased from 15% to 25%, click rate has decreased from 10.8% to 3.8%, unique click rate has increased from 2.1% to 2.5% (SendGrid, 2017 Global Email Benchmark Report)
  7. Over 205 billion emails are sent each day – a figure likely to grow by 3% every year (Radicati)
  8. Open rates are 14.31% higher in segmented campaigns than in non-segmented campaigns (MailChimp, 2017) 

    Open rates are 14.31% higher in segmented campaigns than in non-segmented campaignsClick To Tweet

  9. Clicks are 74.53% greater than non-segmented campaigns (MailChimp, 2017)
  10. 80% of marketers are actually undertaking basic segmentation, with an additional 14% likely to do this later on (Adestra, Email Marketing Industry Census 2017)

For more email statistics and benchmarks, we’ve a full compilation of open and clickthrough rates for email promotions in the UK.

Influencer Marketing statistics 2017

The report then continues on to measure the overall need for influencer marketing in larger organisations. This chart demonstrates, although it's not regarded as a primary investment by many (just around one quarter), integrating into alternative activities sometimes appears as important by more (just over half).

  1. Influencer marketing will undoubtedly be integrated in every marketing activities in most of marketers (Traakr Influence 2.0: The continuing future of Influencer Marketing 2017)
  2. 84% of Marketers worldwide say they might launch a minumum of one influencer campaign next 12 months (Smart Insights 2017)
  3. 70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities (Google, 2016) 

    70% of teenage YouTube subscribers trust influencer opinions over traditional celebritiesClick To Tweet

  4. 86% of women turn to social networks prior to making a purchase (Alist daily, 2016) 

    86% of women turn to social networks before making a purchaseClick To Tweet

  5. 71% of individuals are more prone to create a purchase predicated on a social media reference (Alist daily, 2016)
  6. 48% of marketers planned to improve their influencer marketing budgets in 2017  (Linqua, 2017)
  7. Over 1 / 2 of internet surfers say they follow some type of celebrity account on social, with figures reaching as high as 68% among 16-24s (Global web index, 2017)
  8. Advertisers that implemented Influencer Marketing in 2016 received $11.69 in Earned Media Value (EMV) typically for each $1.00 they spent (RhythmOne)
  9. 71% of luxury brands measure influencer success through web traffic (Econsultancy 2017)
  10. YouTubers with over 7 million followers are earning $300,000 normally, Facebook and Instagram accounts with over 7 million followers may also be recovering from half that amount too (The Economist)

Other digital marketing research 2017 (UX, Video, ABM etc.)

  1. Video can make up 80% of consumer online traffic by 2020 (Animoto, 2017)
  2. 96% of consumers ages 18-34 watch a social video several times weekly and 75% of millennials watch video at the very least daily (Animoto, 2017)
  3. 18 videos are published monthly by businesses (Hubspot, 2017)
  4. 62% of marketers intend to increase their investment in Facebook video within the next year (Animoto, 2017)
  5. Facebook generates 8 billion video views typically each day (Social Media Today)
  6. Users who’ve a negative mobile user experience are 60% less inclined to revisit and buy from that brand in future (Smart Insights 2017)
  7. Diary studies are employed by simply 2 in 10 (22%) researchers and slightly below half (47%) use search log analysis (NNG, user experience careers)
  8. Global cart abandonment rates have increased 1.3% (through to the prior quarter) to 76.9% (SalesCycle, The remarketing report

    Global cart abandonment rates have increased 1.3% (up on the previous quarter) to 76.9%Click To Tweet

  9. VR devices are too expensive in accordance with 66% of respondents and almost all (86%) wish to try VR before buying (Ipsos MORI via Marketing Week)
  10. 17% of users delete apps because they’re not useful and 17% delete them since they take up an excessive amount of space for storage (MarketingSherpa, Customer Satisfaction Research Survey)
  11. Youtube remains the very best content distributional channel to include into a online marketing strategy (49-52%), next 12 months (HubSpot, State of Inbound 2017)
  12. Over half (52%) of consumers want an easy reaction to their issues, a thing that could be hard to attain having an automated service (Smart Insights)
  13. 27% of users skip video ads since they can’t stand video ads that play prior to the video they would like to see (Smart Insights

    27% of users skip video ads because they don’t like video ads that play before the video they want to seeClick To Tweet

  14. 21% of respondents characterize Sales and marketings relationship as either misaligned or ‘don’t know’ (HubSpot, State of Inbound 2017)
  15. Marketing priorities include converting results in customers  (70%) and attracting people to their site (55%) whilst considerably less (29%) said sales enablement was a high priority (HubSpot, State of Inbound 2017)
David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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