The Ultimate List of Marketing Statistics for 2022

Conversion Rate Optimization (CRO)

• Email collection forms were the most successful at converting viewers, with a 15% conversion rate in 2020. (HubSpot State of Marketing Report, 2021)
• Events placed at the beginning of videos perform the best, with a conversion rate of 12.7%.  (HubSpot State of Marketing Report, 2021)
• Only 17% of marketers use landing page A/B tests to improve conversion rates. (HubSpot, 2020)
• 3.5% of ecommerce website visits via mobile are converted into purchases, compared to 3.9% on desktop. (Statista, 2021)
• Media & Entertainment is the industry with the highest form-fill conversions on landing pages. Catering & Restaurants is the industry with the highest click-through conversions on landing pages. (Unbounce, 2021)
• Email visitors are the most likely to convert on forms — and people coming from search advertisements are the least likely. (Unbounce, 2021)
• The highest bounce rates are on social (45%) followed by direct (44%). (Kibo, 2021)

Mobile Search

• 64% of SEO marketers call mobile optimization an effective investment. (HubSpot Blog Research, 2021)
• The average American has access to more than ten connected devices in their household. (Statista, 2021)
• Mobile devices, excluding tablets, generated about half of all website traffic globally. (Statista, 2020)
• Mobile web traffic has consistently accounted for about half of all global web traffic since the beginning of 2017. (Statista, 2020)
• Almost 25% of companies invest in mobile optimization as a top SEO tactic. (HubSpot, 2020)

• Over 50% of marketers say keyword rankings and organic traffic are the top ways they measure the success of their SEO strategies. (HubSpot State of Marketing Report, 2021)
• 71% of marketers say using strategic keywords was their number one strategy for SEO. (HubSpot State of Marketing Report, 2021)
• Google uses 810 unique SERP features. Of those, 161 are found on more than 0.2% of keywords. (seoClarity, 2020) 
• The average CTR from image results on Google is 0.21%, but it varies widely by industry. (seoClarity, 2020) 
• Website is the #2 channel used in marketing, behind social media. (HubSpot State of Marketing Report, 2021)
• 69% of marketers invested in SEO in 2021. (HubSpot State of Marketing Report, 2021)

Voice Search

• 52% of voice-assistant users say they use voice tech several times a day or nearly every day. (The Smart Audio Report, 2020) 
• 24% of Americans 18 and older own a Smart Speaker, or around 60 million people. (The Smart Audio Report, 2020) 
• As of 2020, 62% of Americans said they have used some kind of voice assistance technology. (Edison Research, 2020) 
• 62% of those in the U.S. age 12+ use voice-operated assistants. (Edison Research, 2020) 
• 18% of Americans age 18+ own a car with an in-dash information and entertainment system. (Edison Research, 2020)

Ecommerce

• Customers are around four times more loyal to eco-friendly businesses. (Net0, 2021)
• Consumers are most frustrated with inconsistent brand messaging. (MoEngage, 2021)
• 39% of B2B buyers want self-serve options. (Statista, 2020)

Blogging

• Short articles, less than 3,000 words, ranked third in the B2B content assets that generated the best results in the last 12 months. (Content Marketing Institute, 2021)
• 48% of companies that have a content marketing strategy leverage blogging. (HubSpot Blog Research, 2021)
• 56% of marketers who leverage blogging say it's effective and 10% say it generates the biggest return on investment. (HubSpot Blog Research, 2021)
• 54% of decision makers say they spend more than one hour per week reading and reviewing thought-leadership content. (Edelman/LinkedIn 2021)
• WordPress users produce about 70 million new posts and 77 million new comments each month. (WordPress, 2020)

Video

• Video will be the top investment for B2B brands in 2022. (Content Marketing Institute, 2021)
• Video is the number one format marketers used in their content strategy in 2021. (HubSpot State of Marketing Report, 2021)
• 87% of video marketers say that video has increased traffic to their website. (Wyzowl, 2020) 
• 80% of video marketers claim that video has directly increased sales. (Wyzowl, 2020) 
• After Google, Facebook is the most popular video platform. (Statista, 2021)

Content Strategy

• 82% of marketers actively use content marketing. (HubSpot State of Marketing Report, 2021)
• Over 60% of marketers measure the success of their content marketing strategy through sales. (HubSpot State of Marketing Report, 2021)
• 70% of marketers are actively investing in content marketing. (HubSpot, 2020)
• Web traffic is among the top two most-common measurements of success for content marketing strategies. (HubSpot, 2020)
• The most common measurement of success for content marketing programs is Total Sales. (HubSpot, 2020)
• 24% of marketers plan on increasing their investment in content marketing in 2020. (HubSpot, 2020)
• Marketers today create content for multiple audience segments — marketing to three audience segments is most common. (HubSpot, 2020)
• Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. (HubSpot, 2020)

Audio

• 80% of marketers who leverage audio content and podcasts plan to invest the same amount or more budget in 2022. (HubSpot Blog Research, 2021)
• Only 16% of marketers say they've invested in audio chat rooms like Clubhouse and Twitter Spaces. (HubSpot Blog Research, 2021)
• 28% of the U.S. population over 12 years old listens to podcasts on a weekly basis. (Infinite Dial, 2021)
• In 2021, the average listener spends 16:14 hours a week with online audio. (Infinite Dial, 2021)
• Spotify is the most popular online audio brand.(Infinite Dial, 2021)
• The average listener listens to eight podcasts a week. (Infinite Dial, 2021)

Facebook

• Facebook is the primary content distribution channel for marketers today. (HubSpot State of Marketing Report, 2021)
• 69% of Americans use Facebook. (Statista, 2021)
• 98.3% of Facebook users access the app on mobile. (Statista, 2021)
• Daily active users (DAUs) on average for Q4 2021 reached 1.8 billion, which was an 11% year-over-year increase. (Facebook, 2021)
• As of 2021, Facebook has over 2 billion monthly active users. (Statista, 2021)
• Marketers believe Facebook is the most popular social media platform across all age groups. (HubSpot Blog Research, 2021)
• The median engagement rate across all industries on Facebook is 0.08%. (Rivaliq, 2021)

Instagram

• eMarketer forecasts that Instagram will reach 1.1 billion users in 2022. (eMarketer, 2021)
• Instagram currently has 500+ million active daily users. (Instagram, 2021)
• Users spend an average of 10 hours a month on Instagram. (Hootsuite, 2021)
• Instagram is the second best performing social media platform for marketers. (HubSpot State of Marketing Report, 2021)
• Users spend around 30 minutes a day on Instagram in 2020. (eMarketer, 2020)

Twitter

• Twitter has over 319 million users. (Statista, 2021)
• In the list of the world’s most visited websites, Twitter ranks #12. (SEMrush, 2021)
• Twitter is most popular in the United States, followed by Japan. (Statista, 2021)
• Twitter’s audience skews heavily male. (Hootsuite, 2021)
• 82% of B2B content marketers leveraged Twitter for organic marketing in 2021. (Content Marketing Institute, 2021)
• After testing multi-destination carousels, Twitter saw a roughly 20% increase in clickthrough rate across all objectives. (Twitter, 2021)

LinkedIn

• LinkedIn has over 774 million users, with roughly a quarter of them being U.S. internet users. (Statista, 2021)
• LinkedIn is the largest B2B display advertiser in the U.S. at 32.3%. (eMarketer, 2021)
• Since early 2020, LinkedIn live streams have more than doubled, increasing by 158%. (LinkedIn, 2020)
• 4 of 5 LinkedIn members drive business decisions. (LinkedIn, 2021)
• Over 90% of B2B marketers use LinkedIn for organic social marketing. (Content Marketing Institute, 2021)

Pinterest

• As of January 2021, Pinterest has 459 million global active users every month. (Pinterest, 2021)
• Women make up more than 60% of Pinterest's global audience. (Pinterest, 2021) 
• 97% of top searches on Pinterest are unbranded. (Pinterest, 2020) 
• Most Pinterest users (85%) use the platform to plan new projects. (Pinterest, 2021)
• Pinterest’s demographics have expanded with male and Gen Z users growing 40% year over year. (Pinterest, 2020)

Snapchat

• 59% of U.S. users check Snapchat daily. (Pew Research Center, 2021)
• Snapchat users spend over 30 minutes a day on the platform. (Snapchat, 2021)
• There are over 300 million people who use Snapchat. (Snapchat, 2021)
• Of Snapchat's $1.79 billion global revenue in 2019, $1.07 billion came from North America. (Statista, 2020) 
• In 2019, Snapchat was the most important social network for 44% of U.S. teens. (Statista, 2020) 
• Snapchat offers six different advertisement formats on the platform.  (Snapchat, 2022)

Social Media Management

• Facebook, Instagram, and Twitter lead the pack as the most common social media platforms used by marketers. (HubSpot, 2020)
• Social listening is the number one tactic used by marketers. (HubSpot, 2020)
• The most common publishing cadence for social media marketers is three-to-four times per week. (HubSpot, 2020)
• More than half of all businesses (60%) are planning to increase their Instagram budget, and almost half are planning to do the same for Facebook, YouTube, and LinkedIn. (Hootsuite, 2020)
• 73% of all marketers rank "increased acquisition of new customers" as their top outcome for social in 2021 (Hootsuite, 2020)
• 66% of marketers say social listening has increased in value for their organization over the past 12 months (Hootsuite, 2020)
• 45% of marketers cited "drive conversions" as a key business outcome for social in 2021. (Hootsuite, 2020)

Visual Content

• 45% of marketers are already using infographics while 38% plan to leverage it for the first time in 2022. (HubSpot Blog Research, 2021).

Social Media Usage

• The number of global social media users is expected to reach almost 3.43 billion in 2023. (Statista, 2020) 
• In 2019, TikTok was the third most downloaded non-gaming app in the world with over 1.5 billion downloads. (Statista, 2020) 
• Almost a quarter of online U.S. adults say they have come across videos posted on TikTok. (Statista, 2020)

Short-Form Video

• In 2020, most videos – 4,816,548 to be exact – were less than a minute long. That’s a 62% increase from 2019. (Wistia, 2021)  
• 46% of marketers who leverage short-form video consider it effective. (HubSpot Blog Research, 2021)
• 31% of global marketers invest in short-form video. (HubSpot Blog Research, 2021)
• The average engagement rate for short-form video content is 53.9%. (Wistia, 2021)

Product Video

• 64% of businesses said in the last 12 months, a video on Facebook resulted in a new client. (Animoto, 2020)
• 83% of video marketers say video has helped them generate leads. (Wyzowl, 2020)
• 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl, 2020)
• 95% of video marketers said they felt they’d increased understanding of their product or service using video. (Wyzowl, 2020)
• 93% of brands got a new customer because of a video on social media. (Wyzowl, 2020)
• 96% of marketers have placed ad spend on video. (Animoto, 2020)

Social Video

• In 2020, social engagement videos are among the top four most common types of video marketers are investing in today. (HubSpot, 2020) 
• Video is the second most-used content type on social media used to increase audience engagement. (HubSpot, 2020) 
• Live video is the third most-used social media marketing tactic. (HubSpot, 2020) In terms of most popular YouTube brand channels (ranked by the number of video views), toymaker LEGO was ranked first with 10.04 billion views in February 2020. (Statista, 2020) 
• YouTube and Facebook are the most widely used platforms among video marketers — used by 85% and 79%, respectively. (Wyzowl, 2020) 
• Only 11% of video marketers say they've used Snapchat as a video channel in 2020.

Video Analytics

• In 2020, over 17 million video files were uploaded to Wistia, an 81% increase year-over-year. (Wistia, 2021)
• Data shows that video engagement rate stays high between 40 and 53% for videos up to 30 minutes. For videos between 30 and 60 minutes, it drops to 26% then to 13% for videos over an hour. (Wistia 2021)
• 92% of video marketers feel the levels of noise and competition have increased in the last year. (Wyzowl, 2020)
• 99% of people who use video for marketing say they’ll continue using video in 2020. (Wyzowl, 2020)
• 88% of video marketers reported that video gives them a positive ROI. (Wyzowl, 2020)
• People are 1.5x more likely to watch video daily on a smartphone than on a computer. (Facebook, 2020)
• The most common types of videos made by marketers are presentations (65%), followed by ads (57%), and explainers (47%). (Biteable, 2021)
• 43% of video marketers say video has reduced the number of support calls they’ve received. (Wyzowl, 2020)

YouTube

• YouTube is the number one platform social media marketers build communities on. (HubSpot Blog Research, 2021)
• YouTube is the second most visited website in the world. (HubSpot Blog Research, 2021)
• 88% of video marketers say they plan to use YouTube in 2020. (Wyzowl. 2020) 
• There are over 2 billion users navigating the YouTube platform. (Omnicore, 2021)
• YouTube, on mobile alone, reaches more people in the 18-34 U.S. audience demographic than any TV network. (YouTube, 2020) 
• The YouTube audience spans multiple age groups, with 49% of U.S. users over the age of 65.

Clickthrough Rate

• The industry average email click-through rate is 2.13%. (GetResponse, 2020) 
• Friday is typically the day with the highest clickthrough rates potential, at 2.7%. (Campaign Monitor, 2020) 
• At 30.5% in 2020, government emails dominate email open rates globally. (Campaign Monitor, 2020)

Email Copy

• Over 20% of marketers surveyed say that email design is improving their email engagement. (HubSpot, 2020)
• 64% of small businesses say their email copy is effective or very effective. (AWeber, 2020) 
• 45% of small businesses with effective or very effective email copy have average open rates of 26% or higher. (AWeber, 2020)

Email Segmentation

• Audience segmentation is one of the top three tactics used by marketers in email marketing. (HubSpot State of Marketing Report, 2021)
• Marketers who use segmented campaigns note as much as a 760% increase in revenue. (Campaign Monitor, 2019)
• Almost 30% of marketers surveyed use audience segmentation tactics to improve email engagement. (HubSpot, 2020)

Email Usage

• Roughly 80% of marketers have reported an increase in email engagement over the past 12 months. (HubSpot, 2020)
• 40% of consumers say they have at least 50 unread emails in their inboxes. (Sinch, 2020)
• The number of global email users is set to grow to 4.48 billion users by 2024. (Statista, 2021)
• From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness. (Campaign Monitor, 2019)
• Email marketing has the highest return on investment for small businesses. (Campaign Monitor, 2019)
• In the U.S., 21% of email opens happen between 9 a.m. and noon. (Litmus, 2019)
• The number of global e-mail users is set to grow to 4.48 billion users in 2024. (Statista, 2020)

Mobile Email

• Mobile-friendly email is the second most-used tactic email marketers to improve their performance. (HubSpot, 2020)
• 40% of consumers say they have at least 50 unread emails in their inboxes. (Sinch, 2020)

Demand Generation

• 44% of marketers say "Better measure the ROI of our demand generation initiatives" is their top priority for 2021. (Demand Gen Report, 2021)
• More than half (53%) of marketers say webinars is the top-of-the-funnel format that generates the most high-quality leads. (Demand Gen Report, 2021)
• 53% of marketers say email has been the most effective channel for early-stage lead generation. (Demand Gen Report, 2021)
• In 2021, 78% of marketers say their
  demand-gen budget will grow or remain the same. (Activate, 2020)
• 28% of marketers say using additional account-level fields helps improve their lead scoring. (Activate, 2020)
• Ad placement and audience targeting are the top ways that advertisers drive more demand. (HubSpot, 2020)
• The top priority for marketers is generating leads. (HubSpot, 2020)
• Over 60% of marketers said their CAC has increased in the past three years. (HubSpot, 2020)
• 49% of companies report that increasing customer acquisition is their primary objective. (Ascend2, 2020)

Marketing Automation

• 76% of companies report using automation in 2021. (HubSpot State of Marketing Report, 2021)
• 47% of marketers use bots.(HubSpot State of Marketing Report, 2021)
• 92% of B2B marketers now have an ABM program, and 68% of them use automation. (Salesforce, 2020)

Marketing Analytics

• Just over 75% of marketers are reporting on how their campaigns are directly influencing revenue. (HubSpot, 2020)
• Only 35% of marketers said that understanding the ROI of their campaigns is “Very Important” or “Extremely Important.” (HubSpot, 2020)
• 52% of marketers are currently using attribution reporting. (HubSpot, 2020)
• 91% of marketers are "somewhat confident"’ or "very confident" that they’re investing in programs that influence revenue. (HubSpot, 2020)
• 15% of marketers measure the success of their content programs by how many leads they generate. (HubSpot, 2020)
• 67% of companies use lead generation as the sole metric to determine content success. (SEMrush, 2019)
• 75% of marketers use their reports to show how campaigns are directly impacting revenue. (HubSpot, 2020)
• Less than 25% of marketers are not reporting how campaigns are impacting revenue. (HubSpot, 2020)
• Google Analytics is the top SEO tool used by marketers. (HubSpot, 2020)

Adblocking

• 49% of top U.S. publishers reviewed use Acceptable Ads to monetize opted-in adblock users (Blockthrough, 2020)
• Fewer people use ad blockers in 2020 (41%) than four years ago, in 2016 (52%). (Audience Project, 2020)
• 527 million people used mobile browsers that block ads by default in 2019 — a 64% increase from the last edition of the report. (Blockthrough, 2020)
• 45% of people in the U.S. ages 15 to 25 say they use an adblocker. (Statista, 2020)
• 44% of respondents say they use adblockers because they don't want their online behavior to be tracked. (Statista, 2020)

Display Advertising

• In 2018, U.S. advertisers spent nearly $50 million on programmatic digital display advertising. (HubSpot, 2020)
• Across social channels, photo and imagery posts are the most-used content type to increase audience engagement. (HubSpot, 2020)
• 68% of marketers stated that paid advertising is "very important" or "extremely important" to their overall marketing strategy. (HubSpot, 2020)
• Ad placement and audience targeting are the top optimization tactics used by advertisers today. (HubSpot, 2020)
• 33% of marketers use paid advertising to increase their brand awareness. (HubSpot, 2020)
• The company Purple saw a 34.6% boost in brand consideration for their mattress orders by using Google Ads audience targeting on YouTube. (Google, 2020)
• By using Google Ads, Schmidt Naturals saw a 48% uptick in brand awareness for its vegan products on YouTube. (Google, 2020)

Mobile Advertising

• Mobile advertising has been rapidly growing in the past couple of years but is expected to slow down to about 10.4% by the end of 2022. (Statista, 2021)
• Mobile advertising spending is expected to surpass $240 billion dollars by 2022. (Statista, 2021)
• In 2019, the U.S. was the largest global market based on mobile advertising spending, with China in second. (Statista, 2021)
• In-app ad revenue is expected to rise in 2021 by 6.2% for non-gaming apps and by 19.1% for gaming apps. (Omdia, 2020)
• By using Google Ads for its mobile advertising, Williams Sonoma has seen a 70% increase in mobile sales. (Google, 2020)

Pay-Per-Click (PPC) Advertising

• The average cost-per-click (CPC) in the legal industry is $6.46 and the most expensive legal industry keyword CPC is $1090. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the medical industry is $2.62 and the most expensive medical industry keyword CPC is $90. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the marketing industry is $3.33 and the most expensive marketing industry keyword CPC is $165. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the software industry is $3.80 and the most expensive software industry keyword CPC is $95. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the real estate industry is $2.37 and the most expensive real estate industry keyword CPC is $95. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the home improvement industry is $6.40 and the most expensive home improvement industry keyword CPC is $320. (HubSpot via Ahrefs and WordStream, 2020)

Video Advertising

• An overwhelming majority of people (94%) report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase. (Wyzowl, 2021)
• Viewers are 4x more likely to use YouTube versus other platforms to find information about a brand, product, or service. (Google, 2020)
• Viewers say they’re 2x more likely to buy something they saw on YouTube. (Google, 2020)
• Video ad spending is expected to show an annual growth rate between 2020 and 2024 of 4.9%. (Statista, 2020)

Messaging Apps

• As of April 2020, two billion users were accessing the WhatsApp messenger monthly. (Statista, 2020) 
• 28% of customers resolve issues with a company via messaging. (Zendesk, 2020) 
• The number of messaging app users worldwide is expected to reach 2.48 billion by 2021. (Statista, 2020)
• As of April 2020, WhatsApp was the top messaging app in terms of monthly active users globally. (Statista, 2020) 
• Facebook and WeChat were the second and third (respectively) most popular messaging apps globally as of April 2020. (Statista, 2020)

Augmented Reality

• In 2021, 35% of marketers were leveraging AR or VR in their strategies. Of those marketers, 42% plan to increase their investment in 2022. (HubSpot Blog Research, 2021)
• 58% of marketers who currently leverage experiential marketing call it an effective strategy. (HubSpot Blog Research, 2021)

Mobile

• The U.S. accounts for 47% of all smartphone users globally. Apple owns 50% of total smartphone market share in the U.S. (Statista, 2021) 
• 33% of global marketers invest in mobile web design. ((HubSpot Blog Research, 2021)
• 88% of the U.S. population over 11 years of age owns a smartphone, that’s around 250 million people. (Infinite Dial, 2021)
• 80% of consumers say they’ll only download an app from a company they know and trust, and 72% are concerned apps are tracking their movements. (Sinch, 2020)
• Consumers are 35x more likely to open mobile messages than emails. (Sinch, 2020)
• 62% of consumers would like to confirm service appointments via messaging, though just 41% do so today. (Sinch, 2020)

 CRM

• Roughly 62% of marketers use a built-in marketing or CRM software for marketing reporting.(HubSpot State of Marketing Report, 2021)
• 82% of the respondents say "Active customer retention" is one of the most important objectives for their CRM team. (Tinyclues, 2021) 
• The global CRM market is poised to reach about $113.46 billion by the end of 2027 (Globe Newswire, 2021) 
• 65% of sales professionals use a CRM, and 97% consider sales technology "very important" or "important" (LinkedIn, 2020) 
• 53% of top-performing salespeople have a higher confidence level in their CRM data than their counterparts. (LinkedIn, 2020) 65% of sales organizations use a CRM in 2020, compared to 59% in 2018. (Salesforce, 2020)

Selling

• Global retail sales are projected to amount to approximately 26 trillion U.S. dollars by 2022. (Statista, 2021)
• Top-performing salespeople believe they receive better leads from marketing. Almost all (94%) of the top performers surveyed in the LinkedIn study called the marketing leads they receive either “excellent” or “good”. (LinkedIn, 2020)
• 24% of marketers use paid advertising to impact direct sales. (HubSpot, 2020) 57% of organizations say they're shifting to a hybrid sales model in 2021. (HubSpot, 2020) 
• Over a third of respondents (34%) say prospecting and lead qualification is salespeople's biggest challenge. (Pipedrive, 2020) 
• 35% of salespeople say seasonality is the key reason why they're most successful during a certain period of the year, while 26% credit understanding industry trends as a major influence on success. (Pipedrive, 2020)

Service Level Agreement (SLA)

• 81% of marketers share goals and metrics with sales colleagues. (Salesforce, 2020)
• 81% of marketers work with sales teams on ABM programs. (Salesforce, 2020)
• 85% of marketers with an SLA think their marketing strategy is effective. (HubSpot, 2020)
• 87% of sales and marketing leaders say collaboration between sales and marketing enables critical business growth. (LinkedIn, 2020)
• The roughly one-third (31.8%) of organizations that had a content strategy in a CSO Insights study achieved 27.1% higher win rates and 18.1% higher quota attainment than those without a content strategy. (CSO Insights, 2020)

Social Selling

• The paid channels with the highest ROI are Facebook and Google Search advertising. (HubSpot, 2020)
• 78% of salespeople engaged in social selling are outselling their peers who are not. (LinkedIn, 2020)
• 36% of buyers “strongly agree” that an informative LinkedIn profile is important for salespeople to have. (LinkedIn, 2020)
• Social selling leaders are 51% more likely to reach quota. (LinkedIn, 2020)
• Salespeople active on social media report 45% more sales opportunities. (LinkedIn, 2020)

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