Digital Marketing Statistics at a Glance
The table below picks one representative figure from each of the eleven categories. Full sourcing for each appears in its numbered statistic further down the page.
| Digital Marketing Area | Key Statistic | Data Year | Source |
|---|---|---|---|
| Digital advertising spend (global est.) | $740B+ | 2026 est. | GroupM / eMarketer |
| Organic search share of website traffic | ~53% | 2023 data | BrightEdge Research 2023 |
| Social media users globally | 5.42 billion | Jan 2027 | DataReportal Digital 2027 |
| Businesses using content marketing (B2B) | ~73% | 2026 | Content Marketing Institute B2B 2026 |
| Email marketing estimated ROI | $36 per $1 spent | 2023 | Litmus Email Marketing ROI 2023 |
| Paid search share of digital ad spend | ~40% | 2026 est. | eMarketer 2026 |
| Global ecommerce sales | ~$6.3T (est.) | 2026 | eMarketer Global Ecommerce 2026 |
| Mobile share of global web traffic | ~60% | 2026 | StatCounter GlobalStats 2026 |
| Influencer marketing industry size | ~$24B | 2026 | Influencer Marketing Hub 2026 |
| Online adults who watch video weekly | ~88% | 2023 | HubSpot State of Marketing 2023 |
| Marketers using AI tools | ~80% | 2026 survey | HubSpot State of Marketing 2026 |
Data Year and Geography Notice
Every statistic on this page carries its data year. Many are from 2025-2026 surveys or reports; some are 2026-2027 forecasts. Full-year 2027 observed data was not yet available at time of publication. Forecasts are labeled as forecasts. Geographic scope is noted for each entry.
1. Digital Marketing Industry Statistics
Digital Marketing Industry
Statistics 1-10
1
Global digital advertising spend surpassed $740 billion in 2026
$740B+ (2026 estimate, global)
GroupM's 2026 This Year Next Year forecast estimated total global advertising expenditure, with digital channels accounting for the majority. This figure includes search, social, display, video, and programmatic advertising across all devices. It represents a substantial year-over-year increase from the $661 billion estimate for 2024.
Source: GroupM, This Year Next Year Global Advertising Forecast, 2026. | Type: Estimate / Forecast
Note: Different forecast models (GroupM, eMarketer, Zenith) use different scope definitions, so figures vary slightly between reports.
2
Digital now accounts for roughly 70% of total global advertising spend
~70% of global ad spend (2026 estimate)
Digital channels collectively took approximately 70% of total advertising investment globally in 2026, up from around 52% in 2019. This shift reflects continued movement of budgets from traditional broadcast and print media into search, social, and programmatic digital formats.
Source: GroupM, This Year Next Year, 2026. | Geography: Global | Type: Estimate
3
U.S. digital advertising spending topped $300 billion in 2026
$300B+ (U.S., 2026 estimate)
The United States remained the single largest digital advertising market in 2026. eMarketer's forecast placed total U.S. digital ad spending above $300 billion, driven primarily by search, social, and connected-TV advertising formats.
Source: eMarketer / Insider Intelligence, U.S. Digital Advertising Forecast, 2026. | Geography: U.S. | Type: Forecast
4
91% of businesses use social media for marketing purposes
~91% (2026 survey, businesses surveyed)
HubSpot's 2026 State of Marketing survey found that approximately 91% of responding businesses used social media as a marketing channel. This is a self-reported survey figure; the respondent base was weighted toward North American companies.
Source: HubSpot, State of Marketing Report, 2026. | Geography: U.S.-weighted | Type: Survey (self-reported)
Note: Survey base and methodology should be checked in the original report before using in research requiring global representation.
5
CMOs allocated an average of 57% of their marketing budget to digital channels
57% of marketing budget to digital (2024 survey)
Gartner's 2024 CMO Spend Survey reported that Chief Marketing Officers directed a median of 57.1% of their total marketing budget to digital activities. This share had grown from 51% in 2019, reflecting steady ongoing migration away from traditional channels.
Source: Gartner, CMO Spend and Strategy Survey, 2024. | Geography: U.S. and Western Europe | Data year: 2024
6
The global marketing technology (martech) market exceeded $600 billion in software revenue
$600B+ martech market (2023, global estimate)
Chief Martech's 2023 Martech Landscape report estimated the combined software revenue of the marketing technology sector. The landscape grew to over 11,000 tools and solutions catalogued, up from around 150 in 2011. Precise current revenue figures for 2026-2027 have not been independently confirmed.
Source: Chief Martech / Scott Brinker, Marketing Technology Landscape Report, 2023. | Geography: Global | Data year: 2023
7
Only 35% of marketers say they can accurately measure marketing ROI
35% can accurately measure marketing ROI (2024 survey)
A 2024 Nielsen Annual Marketing Report survey found that only about 35% of marketing respondents felt confident in their ability to accurately measure marketing ROI. Attribution across multiple digital touchpoints, privacy-related tracking limitations, and data fragmentation were cited as key obstacles.
Source: Nielsen, Annual Marketing Report, 2024. | Geography: U.S. and international respondents | Type: Survey
8
B2B digital advertising spending in the U.S. grew to approximately $18.5 billion in 2025
~$18.5B (U.S. B2B digital ad spend, 2025)
eMarketer's B2B advertising forecast placed U.S. B2B digital advertising spending at approximately $18.5 billion in 2025, with LinkedIn taking the largest share of identifiably B2B-targeted digital ad budgets.
Source: eMarketer / Insider Intelligence, B2B Digital Advertising Forecast, 2025. | Geography: U.S. | Data year: 2025
9
Asia-Pacific is the largest regional digital advertising market by spend
Asia-Pacific: largest digital ad region (2026)
GroupM's 2026 forecast placed Asia-Pacific ahead of North America in total digital advertising volume, driven by rapid growth in China, India, and Southeast Asia. China alone represented approximately one-third of global digital ad spend.
Source: GroupM, This Year Next Year, 2026. | Geography: Global / Regional | Type: Estimate
10
Marketing automation adoption reached 76% among large enterprises surveyed
76% of large enterprises use marketing automation (2025 survey)
Salesforce's 2025 State of Marketing report found 76% of high-performing marketing teams at enterprise organizations used marketing automation. For small businesses, adoption was considerably lower, at approximately 30-40% in the same survey cohort.
Source: Salesforce, State of Marketing, 7th Edition, 2025. | Geography: Global survey, multiple countries | Type: Survey
2. SEO Statistics
Search Engine Optimization
Statistics 11-22
11
Organic search drives approximately 53% of all website traffic
~53% of web traffic from organic search (2023 data)
BrightEdge's 2023 organic search report, which analyzed traffic across a large sample of websites, found that organic search accounted for approximately 53% of total site traffic on average. Paid search drove an additional 15%, making search engines the dominant combined source of web traffic.
Source: BrightEdge Research, Organic Search Report, 2023. | Geography: Global sample | Data year: 2023
Note: This figure is an average across a large but proprietary dataset. Results vary substantially by industry and website type.
12
The first organic result in Google gets a click-through rate of approximately 27.6%
~27.6% CTR for position 1 in Google (2023 study)
Backlinko's 2023 analysis of click-through rate data, drawing on clickstream data from a large panel, found that the top organic position in Google search results received a median CTR of approximately 27.6%. Position 2 dropped to roughly 15.8%, illustrating the steep decline in organic clicks for lower-ranking pages.
Source: Backlinko, Google CTR Stats and Facts, 2023. | Geography: Global | Data year: 2023
13
68% of online experiences begin with a search engine
68% of online experiences start with search (BrightEdge, 2019)
This widely cited statistic originates from BrightEdge's 2019 channel research. It has been used extensively as a benchmark since then. More recent equivalent figures have not been published as a single comparable data point; the general finding that search is a primary starting point for online journeys is supported by subsequent research.
Source: BrightEdge, Channel Performance Report, 2019. | Geography: U.S. sample | Data year: 2019 (historical reference)
14
Google held approximately 91% of the global search engine market share in 2026
~91% global search market share (Google, 2026)
StatCounter GlobalStats data for 2026 showed Google maintaining approximately 91% of global desktop and mobile search engine market share combined. Bing held roughly 4%, with Yandex, Baidu (China-specific), and Yahoo accounting for most of the remainder.
Source: StatCounter GlobalStats, Search Engine Market Share Worldwide, 2026. | Geography: Global
15
Zero-click searches represented approximately 57% of all Google searches in 2024
~57% zero-click searches (U.S. desktop, 2024)
Semrush and Similarweb research published in 2024 estimated that approximately 57% of Google searches in the United States ended without a click to any external website. Featured snippets, knowledge panels, and direct answer boxes satisfy many queries without requiring users to visit a page.
Source: Semrush / Similarweb research, 2024. | Geography: U.S. | Data year: 2024
Note: Zero-click search estimates vary between studies because of different methodologies for counting impressions versus queries.
16
75% of users never scroll past the first page of search results
~75% stay on page 1 of results
This oft-cited figure appears in multiple industry analyses but does not trace to a single methodologically transparent primary study. It is broadly supported by CTR distribution data showing that clicks fall steeply for positions beyond ten. It is included here as a widely referenced directional benchmark rather than a precisely sourced single study.
Source: Multiple industry benchmarks; most frequently cited from Moz and HubSpot blog analyses (no single audited primary study). | Geography: Various
17
Pages with at least one external link earn more organic traffic on average
Backlinks correlate with higher ranking positions (2024 Ahrefs study)
Ahrefs' 2024 analysis of over 1 billion web pages found that 66.5% of pages had no external backlinks and received virtually no organic traffic from Google. Pages with a higher number of referring domains showed a strong positive correlation with ranking positions, though this is correlation, not proof of causation.
Source: Ahrefs, Link Building Study, 2024. | Geography: Global dataset | Data year: 2024 | Type: Observational study
18
Local searches lead to a store visit for approximately 28% of queries within one day
28% of local mobile searches result in a store visit within 24 hours
Google's own research from 2014-2015, conducted with Nielsen, found that 28% of local mobile searches resulted in a purchase and 76% of people who searched for something nearby on their smartphone visited a related business within a day. These figures remain the most-cited benchmarks for local search intent despite their age, as equivalent primary research has not been publicly replicated.
Source: Google / Nielsen, Mobile Path to Purchase Research, 2014-2015. | Geography: U.S. | Data year: 2014-2015 (historical benchmark)
19
Mobile searches account for more than 60% of Google searches globally
60%+ of Google searches from mobile (2024)
Google stated in 2015 that mobile search had surpassed desktop, and subsequent data has confirmed the gap widening. By 2024, industry estimates placed mobile's share of Google searches at over 60% globally, though Google does not publish this figure as a regular disclosure.
Source: Google announcements 2015; corroborated by StatCounter and Statista estimates 2024. | Geography: Global
20
Content with 2,000+ words ranks in the top ten positions more frequently
Long-form content (2,000+ words) correlates with higher rankings (2023)
Backlinko's 2023 analysis of 11.8 million Google search results found that average first-page results contained about 1,447 words. Content in positions 1-3 tended to be longer and more comprehensive than content in positions 8-10. However, content length is one of many factors and does not independently determine ranking.
Source: Backlinko, We Analyzed 11.8 Million Google Search Results, 2023. | Geography: Global | Data year: 2023
21
49% of marketers report that organic search has the best ROI of all marketing channels
49% cite organic search as best ROI channel (2023 survey)
HubSpot's 2023 State of Inbound survey found that approximately 49% of marketers identified organic search as the marketing channel delivering the best return on investment. Email marketing came second. This is a self-reported perception of ROI, not an objective calculated measurement.
Source: HubSpot, State of Inbound Marketing, 2023. | Geography: U.S.-weighted | Type: Survey (self-reported)
22
Approximately 46% of all Google searches have local intent
~46% of Google searches have local intent
Google's own marketing materials and multiple SEO research studies estimate that roughly 46% of all searches on Google contain a local qualifier or imply a geographically relevant result. This makes local SEO a significant opportunity for businesses with physical locations.
Source: Google / various industry research summaries. | Geography: U.S.-focused estimates | Type: Industry benchmark (multiple studies)
3. Social Media Marketing Statistics
Social Media Marketing
Statistics 23-37
23
5.42 billion people used social media globally as of January 2027
5.42 billion social media users (Jan 2027, global)
DataReportal's Digital 2027 Global Overview Report estimated 5.42 billion social media users worldwide as of January 2027, representing approximately 66% of the world's total population. Year-over-year growth was approximately 3.1%, adding roughly 160 million new users.
Source: DataReportal, Digital 2027 Global Overview Report, January 2027. | Geography: Global
24
The average person uses 6.8 different social media platforms per month
6.8 platforms per user per month (Q3 2026, global)
GWI's Q3 2026 global survey of internet users aged 16-64 found respondents used an average of 6.8 social media platforms per month. This figure reflects the fragmentation of social media audiences and makes single-platform strategies less effective for broad reach campaigns.
Source: GWI (Global Web Index), Core Survey Q3 2026. | Geography: Global (16-64 age group, 47 countries) | Type: Survey
25
Facebook reported 3.07 billion monthly active users in Q3 2026
3.07 billion Facebook MAU (Q3 2026)
Meta's Q3 2026 earnings report disclosed 3.07 billion monthly active users on Facebook, making it the largest single social platform by monthly active user count. Meta's family of apps (Facebook, Instagram, WhatsApp, Messenger) reached 3.27 billion monthly active people by Q4 2026.
Source: Meta Platforms, Q3 2026 Earnings Report (audited). | Geography: Global | Metric: Monthly Active Users
26
Instagram's estimated advertising reach was approximately 2.35 billion in late 2026
~2.35B Instagram advertising reach (Q4 2026 est.)
DataReportal's analysis of Meta advertising platform data estimated Instagram's potential advertising reach at approximately 2.35 billion users as of Q4 2026. This is an advertising reach figure derived from Meta's ad planning tools, not an independently audited monthly active user count.
Source: DataReportal, Digital 2026-2027, drawing on Meta advertising platform data. | Geography: Global | Metric: Advertising reach (not MAU)
27
TikTok reported over 1.7 billion monthly active users globally in 2026
1.7B+ TikTok MAU (2026, platform disclosed)
TikTok/ByteDance disclosed passing 1.7 billion monthly active users in 2026. Because ByteDance is a private company, these figures are not independently audited in the same way public company earnings are. Among U.S. adults, Pew Research Center's 2026 survey found approximately 33% reported using TikTok.
Source: TikTok / ByteDance platform disclosures, 2026. | Geography: Global | Pew Research Center 2026 (U.S. adults)
28
YouTube had over 2.7 billion monthly logged-in users in 2026
2.7B+ YouTube monthly logged-in users (2026)
Alphabet disclosed that YouTube had over 2.7 billion monthly logged-in users in 2026. The total audience including non-logged-in viewers is higher. YouTube ranked as the most-used social platform among U.S. adults at approximately 83% in Pew Research Center's 2026 survey.
Source: Alphabet / Google, 2026 disclosures; Pew Research Center 2026 Social Media Use (U.S. adults).
29
LinkedIn reported over 1.15 billion registered members in Q4 2026
1.15B+ LinkedIn members (Q4 2026)
LinkedIn/Microsoft disclosed surpassing 1.15 billion registered members by Q4 2026. The member count is a cumulative registered account figure, not a monthly active user count. Pew Research Center's 2026 survey found approximately 29% of U.S. adults used LinkedIn, with higher rates among college-educated adults (~51%).
Source: LinkedIn / Microsoft, Q4 2026 disclosures; Pew Research Center 2026.
30
Pinterest reported 537 million monthly active users in Q3 2026
537 million Pinterest MAU (Q3 2026)
Pinterest's Q3 2026 earnings report disclosed 537 million monthly active users, a 3% year-over-year increase. Pinterest's audited quarterly earnings make its MAU figure more directly comparable across time than platforms that report estimates rather than earnings-filed disclosures.
Source: Pinterest Inc., Q3 2026 Earnings Report (audited). | Geography: Global
31
Snapchat reported 443 million daily active users in Q3 2026
443 million Snapchat DAU (Q3 2026)
Snap's Q3 2026 earnings report disclosed 443 million daily active users, a 9% increase year-over-year. Snapchat reports DAU rather than MAU as its primary metric, making direct comparison with other platforms' MAU figures misleading.
Source: Snap Inc., Q3 2026 Earnings Report (audited). | Geography: Global | Metric: Daily Active Users (not MAU)
32
Social media advertising generated approximately $252 billion globally in 2026
~$252B global social media ad spend (2026 estimate)
eMarketer's 2026 social media advertising forecast estimated global social ad spend at over $252 billion. Meta (Facebook and Instagram combined) accounted for approximately $164 billion of this total, based on Meta's disclosed advertising revenue for the full year 2026.
Source: eMarketer Social Media Advertising Forecast 2026; Meta Q4 2026 Earnings Report. | Geography: Global
33
37% of social media users say social networks are their primary source of product discovery
37% use social media primarily for product discovery (2026 survey)
GWI's 2026 global survey found approximately 37% of respondents cited social media as their primary channel for discovering new products or brands. This was highest among users aged 18-34 and in markets with high TikTok and Instagram penetration.
Source: GWI, Core Survey 2026. | Geography: Global (47 countries, 16-64 age group) | Type: Survey
34
Instagram engagement rates averaged approximately 0.43% by followers in 2025
~0.43% median engagement rate by followers (Instagram, 2025 data)
Rival IQ's 2026 Social Media Industry Benchmarks report (data year 2025) analyzed over 5,000 brand accounts and found a median engagement rate by followers of approximately 0.43% for Instagram posts overall. Reels produced a higher median of approximately 0.59%.
Source: Rival IQ, 2026 Social Media Industry Benchmarks (2025 performance data). | Geography: Brand accounts analyzed | Type: Observational analysis
35
TikTok showed the highest median engagement rate among major platforms at approximately 2.65%
~2.65% median engagement rate by followers (TikTok, 2025 data)
Rival IQ's same 2026 benchmarks study found TikTok brand accounts earned a median engagement rate of approximately 2.65% by followers, the highest of the major platforms analyzed. Facebook posts achieved approximately 0.07%, the lowest in the dataset.
Source: Rival IQ, 2026 Social Media Industry Benchmarks (2025 data). | Note: Engagement rate = engagements / followers x 100
36
83% of U.S. adults report using YouTube, making it the most-used social platform in the country
83% of U.S. adults use YouTube (2026, Pew Research)
Pew Research Center's 2026 Social Media Use in America survey (a nationally representative sample of U.S. adults) found approximately 83% of respondents reported using YouTube, placing it ahead of Facebook (~68%), Instagram (~47%), TikTok (~33%), and LinkedIn (~29%).
Source: Pew Research Center, Social Media Use in America, 2026. | Geography: U.S. adults only | Type: Nationally representative survey
37
The average daily time spent on social media globally was 2 hours 21 minutes in January 2027
2h 21m average daily social media use (Jan 2027, global)
DataReportal's Digital 2027 report placed the global average at 2 hours and 21 minutes per day across all social platforms. This is a self-reported survey average from GWI's data across 47 countries; individual country figures range from under 1 hour (Japan) to over 3.5 hours (Philippines, Brazil).
Source: DataReportal / GWI, Digital 2027 Global Overview, January 2027. | Type: Survey (self-reported)
4. Content Marketing Statistics
Content Marketing
Statistics 38-47
38
73% of B2B marketers used content marketing in 2026
~73% of B2B marketers used content marketing (2026)
Content Marketing Institute's 2026 B2B Content Marketing Benchmarks, Budgets, and Trends report found approximately 73% of B2B respondents said their organization used content marketing as part of their overall marketing strategy, up from 70% in the prior year's survey.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, Budgets, and Trends Report, 2026. | Geography: North America-weighted | Type: Survey
39
Blogging remains the most common content marketing format for B2B organizations
Blog content used by ~90% of B2B content marketers surveyed (2026)
Content Marketing Institute's 2026 report found approximately 90% of B2B content marketers who had a content strategy used blog posts or articles as a content format. Video, case studies, and email newsletters were the other top formats.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, 2026. | Geography: North America | Type: Survey
40
Companies that blog generate 55% more website visitors than those that do not
~55% more visitors for companies that blog (HubSpot historical benchmark)
This often-cited statistic originates from HubSpot's analysis of their own customer data from the 2011-2013 period. HubSpot's customer base was heavily weighted toward small-to-medium businesses. It remains a widely referenced directional benchmark. More recent equivalent primary research with a comparable methodology is not available from HubSpot or other primary sources as a single verified figure.
Source: HubSpot, Analysis of customer data, 2012-2013. | Geography: U.S. small-medium businesses | Data year: 2012-2013 (historical)
41
Content marketing costs 62% less than traditional marketing and generates three times as many leads
62% lower cost; 3x leads vs. traditional marketing (Demand Metric, 2012)
This statistic originates from a Demand Metric 2012 study. It is one of the most-reproduced statistics in content marketing literature, but it is now over a decade old and the methodology has not been independently replicated at scale. It is retained here as a historically important benchmark rather than a current data point.
Source: Demand Metric, Content Marketing Infographic, 2012. | Data year: 2012 (historical benchmark)
42
Only 40% of B2B marketers have a documented content marketing strategy
~40% of B2B marketers have a documented strategy (2026)
Content Marketing Institute's 2026 B2B survey found that while 73% of respondents used content marketing, only approximately 40% had documented their content marketing strategy formally. Organizations with documented strategies reported significantly higher effectiveness ratings for their content programs.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, 2026. | Geography: North America | Type: Survey
43
Video is the number one content format that marketers invested in during 2025-2026
Video ranked #1 content investment (HubSpot, 2025-2026)
HubSpot's 2026 State of Marketing report found video was the content format marketers invested in most heavily, with short-form video listed as the highest-ROI content format by survey respondents for the third consecutive year.
Source: HubSpot, State of Marketing Report, 2026. | Geography: U.S.-weighted survey | Type: Survey (self-reported)
44
Personalized content experiences can increase conversion rates by up to 202%
Up to 202% higher conversions with personalized content (Unbounce, 2019)
Unbounce's 2019 analysis of landing page performance across their customer base found highly personalized landing pages converted at rates up to 202% higher than generic pages. The effect was most pronounced for targeted paid traffic. This figure is from 2019 and refers to landing page performance specifically, not content marketing broadly.
Source: Unbounce, 2019 Conversion Benchmark Report. | Data year: 2019 (historical)
45
72% of the most successful B2B content marketers measure content ROI
72% of top B2B content marketers measure ROI (CMI, 2025)
Content Marketing Institute's 2025 B2B benchmarks report found that among the respondents who described their content marketing as "very successful," 72% measured the ROI of their content activities. Among the "less successful" group, only 29% measured ROI.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, 2025. | Geography: North America | Type: Survey
46
Long-form content receives 77% more inbound links than short articles
77% more links for long-form vs. short content (Backlinko, 2023)
Backlinko's 2023 analysis of content across a large sample of web pages found that long-form content (2,000+ words) attracted approximately 77% more referring domain links than shorter articles on the same topics. Again, this is a correlation; content quality and topic popularity also influence link acquisition.
Source: Backlinko, Content Study, 2023. | Data year: 2023 | Type: Observational dataset analysis
47
The biggest content marketing challenge cited by B2B marketers is creating content that appeals to different stages of the buyer journey
Creating stage-appropriate content cited as top challenge (CMI, 2026)
Content Marketing Institute's 2026 B2B report found that producing content tailored to different buyer journey stages was the challenge cited most often by content marketers. Distributing content effectively and measuring content performance were also top challenges.
Source: Content Marketing Institute, B2B Content Marketing Benchmarks, 2026. | Type: Survey
5. Email Marketing Statistics
Email Marketing
Statistics 48-56
Email Open Rate Measurement Note
Apple's Mail Privacy Protection (MPP), launched in 2021, and similar privacy features in other email clients made open rate measurement significantly less reliable. Reported open rates after 2021 may be inflated by pre-loaded tracking pixels. Always consider this when interpreting email open rate statistics from 2021 onward.
48
Email marketing generates an estimated $36 for every $1 spent
$36 ROI per $1 spent (Litmus, 2023)
Litmus's 2023 State of Email report surveyed email marketing professionals and found respondents estimated an average return of $36 for every $1 invested in email marketing. This is self-reported and represents perceived ROI. Organizations with strong segmentation and automation reported higher estimates; those with basic programs reported much lower.
Source: Litmus, State of Email Report, 2023. | Geography: Global respondents | Type: Survey (self-reported perceived ROI)
49
There were approximately 4.48 billion email users globally in 2024
4.48 billion email users globally (2024)
Statista estimated approximately 4.48 billion email users worldwide in 2024, with growth projected to approach 4.7 billion by 2026. Email remains a near-universal digital communication channel, reaching a broader audience than any single social media platform.
Source: Statista, Number of Global Email Users, 2024. | Geography: Global | Data year: 2024
50
Average email click-through rates across industries were approximately 2.3% in 2024
~2.3% average email click-through rate (Mailchimp, 2024)
Mailchimp's 2024 email benchmark report, which analyzed billions of emails sent through their platform, found an average click-through rate of approximately 2.3% across all industries. Click-through rates vary substantially: government emails averaged around 3.6%, while e-commerce emails averaged approximately 1.7%.
Source: Mailchimp, Email Marketing Benchmarks, 2024. | Geography: Global Mailchimp customer base | Note: Mailchimp-specific dataset; may not represent all email platforms
51
Segmented email campaigns achieve approximately 14% higher open rates than non-segmented campaigns
~14% higher open rates for segmented campaigns (Mailchimp, 2023)
Mailchimp's analysis of campaigns on their platform found that properly segmented campaigns outperformed non-segmented campaigns by approximately 14% in open rate and 100% in click rate. These are measured within Mailchimp's own infrastructure and may not generalize to all email service providers.
Source: Mailchimp, Effects of List Segmentation on Email Marketing Stats, 2023. | Note: Post-MPP; open rate figures are subject to the tracking limitations described above
52
Welcome emails generate an average open rate of approximately 50%
~50% average open rate for welcome emails
Multiple email marketing studies consistently find that automated welcome emails sent immediately after a subscriber opts in generate significantly higher open rates than regular campaign emails. GetResponse and Campaign Monitor both reported welcome email open rates around 50-60%. These figures are particularly susceptible to MPP inflation.
Source: GetResponse, Email Marketing Benchmarks, 2023; Campaign Monitor, 2024. | Note: Open rates are subject to MPP inflation post-2021
53
Personalized email subject lines increase open rates by approximately 26%
~26% higher open rates with personalized subject lines (Campaign Monitor, 2023)
Campaign Monitor's 2023 analysis of their platform data found emails with personalized subject lines (including the recipient's name or company) were opened approximately 26% more often than emails with generic subject lines. Subject line personalization is one of the most accessible and tested email optimization tactics.
Source: Campaign Monitor, Email Marketing Benchmarks, 2023. | Note: Open rate subject to MPP measurement limitations
54
46% of email opens occur on mobile devices
~46% of emails opened on mobile (Litmus, 2023)
Litmus's 2023 email client market share analysis found mobile email clients (Apple Mail on iPhone, Gmail app, and others) accounted for approximately 46% of all recorded email opens. Desktop email clients represented around 19%, with webmail at 35%. Mobile-optimized templates are standard practice as a result.
Source: Litmus, State of Email, 2023. | Note: Litmus measures opens across emails tracked by its analytics tool, not all global email
55
Email marketing automation is used by approximately 63% of businesses
~63% of businesses use email automation (HubSpot, 2025)
HubSpot's 2025 State of Marketing survey found approximately 63% of respondents reported using some form of email marketing automation. Behavioral trigger emails (abandoned cart, post-purchase follow-up) were the most commonly cited automation types.
Source: HubSpot, State of Marketing, 2025. | Geography: U.S.-weighted survey | Type: Survey (self-reported)
56
Cart abandonment emails recover an average of approximately 5-11% of abandoned carts
~5-11% of abandoned carts recovered via email (Klaviyo, 2024)
Klaviyo's 2024 benchmarks for e-commerce email found that abandoned cart email sequences recovered approximately 5-11% of abandoned carts across their platform, with multi-email sequences (three emails over several days) outperforming single-email follow-ups. Results vary considerably by product category, price point, and timing.
Source: Klaviyo, E-commerce Benchmark Report, 2024. | Geography: Klaviyo platform users (e-commerce focused)
6. Digital Advertising Statistics
Digital Advertising
Statistics 57-66
57
Google (Alphabet) advertising revenue exceeded $264 billion in 2026
$264B+ Alphabet advertising revenue (2026 full year)
Alphabet's Q4 2026 earnings report disclosed total advertising revenue of over $264 billion for the full year, driven primarily by Google Search advertising and YouTube advertising. This made Alphabet the largest digital advertising company globally by disclosed revenue.
Source: Alphabet Inc., Q4 2026 Earnings Report (audited). | Geography: Global
58
Meta advertising revenue exceeded $164 billion in 2026
$164B+ Meta advertising revenue (2026 full year)
Meta's Q4 2026 earnings report disclosed full-year advertising revenue exceeding $164 billion, with the majority attributable to Facebook and Instagram. Meta represented roughly 22% of global digital advertising revenue in 2026 estimates from GroupM and eMarketer.
Source: Meta Platforms Inc., Q4 2026 Earnings Report (audited). | Geography: Global
59
Programmatic advertising accounted for approximately 90% of digital display ad spending in the U.S. in 2025
~90% of U.S. digital display ad spend is programmatic (2025 est.)
eMarketer's 2025 programmatic advertising forecast estimated that approximately 90% of all digital display advertising dollars in the United States were transacted programmatically, up from around 67% in 2017. Real-time bidding, private marketplaces, and programmatic direct are the primary transaction types.
Source: eMarketer, U.S. Programmatic Digital Display Advertising Forecast, 2025. | Geography: U.S. | Type: Estimate
60
The average click-through rate for Google search ads is approximately 3.17% across all industries
~3.17% average Google Search ad CTR (WordStream, 2023)
WordStream's 2023 Google Ads benchmarks report, which analyzed a substantial sample of Google Ads accounts, found a cross-industry average click-through rate of approximately 3.17% for search ads. Legal (4.95%), arts and entertainment (5.62%), and consumer services (4.78%) were among the highest-CTR industries; employment services and ecommerce were lower.
Source: WordStream, Google Ads Industry Benchmarks, 2023. | Geography: U.S. Accounts | Data year: 2023
61
The average cost per click for Google Search ads was $2.69 across all industries in 2023
$2.69 average Google Search CPC (WordStream, 2023)
WordStream's 2023 benchmark analysis placed average Google Search cost per click at $2.69. Legal and financial services had the highest CPCs (legal averaging over $6). These figures represent averages across the analyzed accounts and should not be used as precise budget estimates without industry-specific research.
Source: WordStream, Google Ads Industry Benchmarks, 2023. | Geography: U.S. accounts | Note: CPC varies widely by keyword, competition, quality score, and bidding strategy
62
Digital video advertising spending reached approximately $79 billion in the U.S. in 2026
~$79B U.S. digital video ad spend (2026 estimate)
eMarketer's 2026 video advertising forecast estimated U.S. digital video ad spending at approximately $79 billion, driven by growth in connected TV (CTV), YouTube, and social video formats. Connected TV accounted for the fastest-growing segment within digital video advertising.
Source: eMarketer, U.S. Digital Video Advertising Forecast, 2026. | Geography: U.S. | Type: Estimate
63
Retargeting ads have a 10x higher click-through rate than standard display ads
~10x higher CTR for retargeting vs. display (AdRoll, 2023)
AdRoll's 2023 performance benchmarks for their retargeting customers reported that retargeted display ads generated click-through rates approximately 10 times higher than comparable non-retargeted display ads. Retargeting performance depends heavily on audience freshness, ad creative, and frequency capping.
Source: AdRoll, 2023 Retargeting Performance Benchmarks. | Geography: AdRoll platform users | Type: Platform-specific benchmark
64
Mobile advertising accounted for approximately 80% of social media ad spend in 2026
~80% of social media ad spend delivered on mobile (2026 estimate)
eMarketer's 2026 mobile advertising forecast estimated that approximately 80% of social media advertising investment was served to mobile devices. This reflects the dominant role of smartphones in social media consumption globally and on platforms like Instagram, TikTok, and Snapchat where mobile-only or mobile-primary audiences predominate.
Source: eMarketer, Mobile Advertising Forecast, 2026. | Geography: Global | Type: Estimate
65
Ad blockers are used by approximately 43% of internet users globally
~43% global ad blocker usage (PageFair / Statista, 2024)
PageFair and Statista estimates placed global ad blocker usage at approximately 43% of internet users in 2024, higher on desktop (around 37% of all desktop browsing) than mobile. Ad blocker adoption is highest in Germany, France, and Eastern European markets; lower in Latin America and Southeast Asia.
Source: PageFair / Statista Ad Blocking Report estimates, 2024. | Geography: Global | Type: Estimate
66
The global native advertising market was estimated at approximately $120 billion in 2025
~$120B global native advertising market (2025 estimate)
Business Insider Intelligence and eMarketer both estimated the global native advertising market at approximately $120 billion in 2025. Native formats, which match the look and feel of editorial content, have grown as advertisers seek alternatives to banner ads facing high ad blocker usage and lower engagement rates.
Source: Business Insider Intelligence / eMarketer estimates, 2025. | Geography: Global | Type: Estimate
7. Ecommerce Statistics
Ecommerce & Online Shopping
Statistics 67-75
67
Global ecommerce sales reached approximately $6.3 trillion in 2026
~$6.3T global ecommerce sales (2026 estimate)
eMarketer's 2026 global ecommerce forecast estimated total retail ecommerce sales at approximately $6.3 trillion, representing roughly 20% of total retail sales globally. China remained the largest single ecommerce market, followed by the United States and the United Kingdom.
Source: eMarketer, Global Ecommerce Forecast, 2026. | Geography: Global | Type: Estimate
68
The average ecommerce conversion rate across industries is approximately 2-4%
~2-4% average ecommerce conversion rate (IRP Commerce, 2024)
IRP Commerce's 2024 ecommerce benchmark report, which analyzed data across several thousand e-commerce sites, found average conversion rates between 2% and 4% depending on industry. Fashion and apparel averaged around 2.5%; food and beverage averaged closer to 4%. Traffic source significantly affects conversion rate.
Source: IRP Commerce, Ecommerce Industry Benchmarks, 2024. | Note: Conversion rates vary enormously by traffic quality, product type, and price point
69
Cart abandonment rates average approximately 70% across ecommerce sectors
~70% cart abandonment rate (Baymard Institute, 2024)
The Baymard Institute, which tracks cart abandonment across multiple data sources, reported an average cart abandonment rate of approximately 70.19% in their 2024 meta-analysis of 47 published studies. The primary reasons cited by consumers for abandoning carts were unexpected extra costs (shipping, taxes), required account creation, and complicated checkout processes.
Source: Baymard Institute, Cart Abandonment Rate Statistics, 2024 meta-analysis. | Geography: Various (predominantly U.S. and European sites)
70
Mobile commerce (m-commerce) accounted for approximately 57% of global ecommerce sales in 2026
~57% of global ecommerce on mobile (2026 estimate)
eMarketer's 2026 m-commerce forecast estimated mobile devices drove approximately 57% of all global ecommerce sales. This share was higher in Asia-Pacific markets (particularly China, where mobile commerce norms are more established) than in North America or Europe.
Source: eMarketer, Global Mobile Commerce Forecast, 2026. | Geography: Global | Type: Estimate
71
88% of online shoppers say they would not return to a website after a bad user experience
88% won't return after poor UX (Sweor / Gomez report, 2010-2011)
This figure originates from a Gomez/Akamai survey from 2010-2011 and has been widely republished. While UX research consistently confirms that poor website performance and experience drive abandonment, this specific figure is now over a decade old and should be treated as a directional historical benchmark rather than current data.
Source: Gomez / Akamai survey, 2010-2011. | Data year: 2010-2011 (historical benchmark)
72
36% of U.S. adults reported buying something through social media in 2024
36% of U.S. adults made a social commerce purchase (Pew Research, 2024)
Pew Research Center's 2024 Online Shopping survey found approximately 36% of U.S. adults reported purchasing a product they first discovered on a social media platform, though not all purchases were completed within the social app itself. This encompasses both native social checkout and discovery-driven off-platform purchases.
Source: Pew Research Center, Online Shopping and E-Commerce in America, 2024. | Geography: U.S. adults | Type: Nationally representative survey
73
Product pages with customer reviews convert at approximately 3.5 times the rate of those without
~3.5x conversion lift from customer reviews (Spiegel Research Center, 2017)
Spiegel Research Center's 2017 study, conducted in partnership with a marketing analytics firm, found that displaying reviews on product pages increased conversion rates by approximately 270%. Products with five or more reviews had a conversion rate approximately 3.5 times higher than products with zero reviews. This is from 2017 but remains one of the most rigorous primary studies on this topic.
Source: Spiegel Research Center, Northwestern University, How Online Reviews Influence Sales, 2017. | Data year: 2017
74
Global social commerce market size was estimated at $1.3 trillion in 2026
~$1.3T global social commerce market (2026 estimate)
Accenture and Statista both estimated the global social commerce market at approximately $1.3 trillion in 2026. Social commerce is defined here as purchases completed directly within social media platforms via native checkout features, distinct from social media product discovery that leads to off-platform purchases.
Source: Accenture / Statista, Social Commerce Global Market Size, 2026. | Geography: Global | Type: Estimate
75
Free shipping is the most important purchase incentive for online shoppers
Free shipping: most influential purchase incentive (NRF survey, 2024)
The National Retail Federation's 2024 annual consumer survey found that free shipping was the purchase incentive considered most influential by the largest proportion of online shoppers, selected by approximately 67% of respondents. Discounts and coupons came second; easy returns came third.
Source: National Retail Federation (NRF), Annual Consumer Retail Survey, 2024. | Geography: U.S. consumers | Type: Survey
8. Mobile Marketing Statistics
Mobile Marketing
Statistics 76-83
76
Mobile devices accounted for approximately 60% of global web traffic in 2026
~60% of global web traffic from mobile (StatCounter, 2026)
StatCounter GlobalStats data for 2026 showed mobile devices generating approximately 60% of total global web traffic, with desktop at around 37% and tablets at 3%. Mobile's share exceeded desktop's starting around 2016 and the gap has widened since. Shares vary considerably by country and industry.
Source: StatCounter GlobalStats, Device Traffic Share Worldwide, 2026. | Geography: Global | Note: StatCounter measures page views, not unique users
77
There were approximately 5.2 billion unique mobile users globally in January 2027
5.2 billion unique mobile users (Jan 2027, global)
DataReportal's Digital 2027 report estimated 5.2 billion unique mobile users globally, representing approximately 63% of the world's population. Mobile handset penetration was near universal in North America, Europe, and East Asia; sub-Saharan Africa had the fastest growth in new mobile subscribers.
Source: DataReportal, Digital 2027 Global Overview Report, January 2027. | Geography: Global
78
Smartphone users spend an average of approximately 4-5 hours per day on their devices
4-5 hours per day on smartphones (App Annie / data.ai, 2024)
data.ai's (formerly App Annie) 2024 State of Mobile report found smartphone users in the highest-engagement markets (Brazil, Indonesia, South Korea) averaged over 5 hours per day on device. The global average across measured markets was approximately 4.5 hours. These are measured (not self-reported) figures from app analytics data.
Source: data.ai (App Annie), State of Mobile 2024. | Geography: Global (measured app data) | Data year: 2023-2024
79
92% of Facebook users access the platform via mobile
~92% of Facebook users on mobile (Meta, 2026)
Meta's 2026 disclosures indicated approximately 92% of its daily active users accessed Facebook via mobile devices. This figure has been broadly consistent since 2017 and reflects Meta's mobile-first user base globally, particularly in emerging markets where smartphones are the primary or only internet access device.
Source: Meta Platforms, 2026 disclosures / annual report. | Geography: Global
80
Mobile advertising accounted for over 70% of total digital ad spending globally in 2026
>70% of digital ad spend on mobile (2026 estimate)
eMarketer's 2026 global advertising forecast estimated that mobile advertising represented over 70% of all digital advertising investment globally, up from approximately 40% in 2016. Search and social advertising on mobile drove the largest shares of this spending.
Source: eMarketer, Global Mobile Advertising Forecast, 2026. | Geography: Global | Type: Estimate
81
SMS marketing messages have an open rate of approximately 98%
~98% SMS open rate (industry benchmark)
The 98% SMS open rate is an industry benchmark that appears across multiple SMS marketing platform reports (SimpleTexting, Attentive, Klaviyo). Unlike email, which requires a specialized inbox app, SMS appears in the phone's native messaging app, explaining the higher open rate. However, this figure represents "opens" broadly (any message view) rather than engagement measured through link clicks.
Source: SimpleTexting, SMS Marketing Statistics, 2024; Attentive 2024 benchmarks. | Note: SMS "open" is typically measured differently from email open; comparison requires care
82
Mobile apps account for approximately 57% of all digital media usage time
~57% of digital media time spent in apps (Comscore, 2024)
Comscore's 2024 State of Mobile report found that apps accounted for approximately 57% of total digital media consumption time in the U.S., with mobile browsers accounting for an additional 15%, and desktop at 28%. Social, video, and gaming apps drove the majority of app time.
Source: Comscore, State of Mobile, 2024. | Geography: U.S. | Data year: 2023-2024
83
The average cost per install for mobile apps globally was approximately $4.84 in 2024
~$4.84 average global mobile app CPI (AppsFlyer, 2024)
AppsFlyer's 2024 Performance Index found the global average cost per install across non-gaming apps was approximately $4.84. Gaming apps averaged lower ($2.24) while finance and shopping apps averaged higher. Costs vary significantly by country: U.S. and UK CPIs ran approximately 3-5x higher than Southeast Asian markets.
Source: AppsFlyer, Performance Index 2024. | Geography: Global (measured platform data)
9. Influencer Marketing Statistics
Influencer Marketing
Statistics 84-89
84
The global influencer marketing industry reached approximately $24 billion in 2026
~$24B influencer marketing industry (2026)
Influencer Marketing Hub's State of Influencer Marketing 2026 Benchmark Report estimated the global influencer marketing industry at approximately $24 billion, a 13% increase over 2025. The figure includes brand spend on sponsored posts, creator programs, affiliate arrangements, and long-term brand ambassador partnerships.
Source: Influencer Marketing Hub, State of Influencer Marketing Benchmark Report, 2026. | Geography: Global | Type: Industry estimate based on survey and secondary data
85
83% of marketers planned to maintain or increase influencer marketing budgets in 2026
83% of marketers increasing or maintaining influencer budgets (IMH, 2026)
Influencer Marketing Hub's 2026 survey found approximately 83% of responding marketers planned to maintain or increase their influencer marketing investment over the following 12 months. Only 2% planned to decrease budgets, with the remainder undecided.
Source: Influencer Marketing Hub, 2026 Benchmark Report. | Type: Survey (self-reported marketing professionals) | Note: Survey respondents are likely already involved in influencer marketing, introducing selection bias
86
Micro-influencers (10,000-100,000 followers) have higher engagement rates per follower than mega-influencers
Micro-influencers: higher engagement per follower (Influencer Marketing Hub, 2025)
Multiple studies, including Influencer Marketing Hub's 2025 analysis and Rival IQ's 2025 benchmarks, consistently find that accounts with 10,000-100,000 followers generate higher engagement rates per follower than accounts with over 1 million followers. The difference narrows with content quality but is persistent across platforms and industries.
Source: Influencer Marketing Hub 2025; Rival IQ 2025 Benchmarks. | Type: Observational platform data analysis
87
61% of consumers say they trust influencer recommendations
61% trust influencer recommendations (Edelman Trust Barometer Special Report, 2023)
Edelman's 2023 Trust in Influencer Marketing Special Report surveyed consumers globally and found approximately 61% reported trusting recommendations from social media influencers, though trust varied substantially by creator type (friends and micro-influencers were trusted more than celebrity mega-influencers). Edelman surveyed respondents across 10 countries.
Source: Edelman, Trust in Influencer Marketing Special Report, 2023. | Geography: 10 countries | Type: Survey
88
Instagram is the most-used platform for influencer marketing campaigns
Instagram: most-used influencer platform (IMH, 2026)
Influencer Marketing Hub's 2026 survey found Instagram was the platform most frequently used by brands for influencer marketing campaigns. TikTok came second, followed by YouTube. LinkedIn was the leading platform for B2B influencer campaigns specifically.
Source: Influencer Marketing Hub, 2026 Benchmark Report. | Type: Survey of marketing professionals
89
Businesses earn an average of $6.50 for every $1 spent on influencer marketing
$6.50 return per $1 spent (IMH / Tomoson survey, 2019)
This widely cited ROI figure originates from a Tomoson influencer marketing study from 2019. More recent research reports mixed ROI depending on campaign type and measurement method. It is included here as a frequently referenced historical benchmark rather than current data, and should not be used without this context.
Source: Tomoson / Influencer Marketing Hub, 2019 survey. | Data year: 2019 (historical benchmark)
10. Video Marketing Statistics
Video Marketing
Statistics 90-95
90
Short-form video is the highest-ROI content format for the third consecutive year
Short-form video: #1 ROI content format (HubSpot, 2026 survey)
HubSpot's 2026 State of Marketing survey found short-form video was rated as delivering the best return on investment by the largest share of marketing respondents, for the third year running. Respondents cited TikTok, Instagram Reels, and YouTube Shorts as the primary short-form video platforms.
Source: HubSpot, State of Marketing, 2026. | Type: Survey (self-reported marketing professionals) | Geography: U.S.-weighted
91
YouTube Shorts reported over 70 billion daily views in 2023
70B+ YouTube Shorts daily views (2023, last disclosed)
Alphabet disclosed YouTube Shorts generating over 70 billion daily views in a 2023 announcement. This remains the most recent specific figure disclosed publicly; Alphabet has not updated this metric in subsequent earnings calls. Short-form video growth continued through 2025-2026 based on YouTube revenue trends, but specific view count updates were not confirmed.
Source: Alphabet / Google, product announcement, 2023. | Note: No updated public disclosure since 2023
92
Approximately 88% of online adults watch video content in a typical week
~88% of online adults watch video weekly (HubSpot, 2023)
HubSpot's 2023 State of Video Marketing survey found approximately 88% of surveyed online adults reported watching online video content during a typical week. YouTube, social video (Instagram, TikTok), and streaming platforms combined drove this figure.
Source: HubSpot, State of Video Marketing, 2023. | Geography: U.S.-weighted | Type: Survey (self-reported)
93
Video on landing pages can increase conversions by up to 80%
Up to 80% conversion increase from video on landing pages (Unbounce, historical)
Multiple landing page optimization studies and vendor-published analyses, including work by Unbounce and EyeView Digital, found that explainer or product videos on landing pages improved conversion rates substantially, with some tests showing up to 80% lift. The exact figure depends heavily on video quality, placement, and the product or service being sold.
Source: EyeView Digital research; Unbounce landing page analyses, 2014-2019. | Note: Range and methodology vary across studies; treat as directional benchmark
94
The average watch time for YouTube videos on television screens grew 75% year-over-year in 2024
75% YoY watch time growth on TV screens (YouTube / Google, 2024)
Google disclosed in 2024 that watch time for YouTube content on television screens grew approximately 75% year-over-year, reflecting the growth of connected TV and smart TV adoption. YouTube on TV has become a significant living-room entertainment channel, competing with traditional broadcast and streaming services.
Source: Google / YouTube, 2024 announcement. | Geography: Global
95
Instagram Reels reported over 200 billion daily plays in 2023
200B+ Instagram Reels daily plays (2023, last Meta disclosure)
Meta disclosed Instagram Reels generating over 200 billion daily plays in 2023. This is the most recent figure Meta has publicly confirmed for Reels. Meta's continued investment in Reels infrastructure and creator monetization through 2025-2026 suggests continued growth, but specific updated figures have not been publicly released.
Source: Meta, 2023 product announcements. | Note: No updated disclosure since 2023
11. AI and Digital Marketing Statistics
AI and Digital Marketing
Statistics 96-100
96
Approximately 80% of marketers reported using AI tools for content creation in 2026
~80% of marketers using AI for content creation (HubSpot, 2026 survey)
HubSpot's 2026 State of Marketing survey found approximately 80% of responding marketers reported using AI tools in their content creation workflows. This is a self-reported adoption figure; it does not indicate how frequently AI was used, whether outputs were published unedited, or what quality standards were applied. The survey base was weighted toward North American companies.
Source: HubSpot, State of Marketing Report, 2026. | Geography: U.S.-weighted | Type: Survey (self-reported adoption) | NOT a global observed fact
97
63% of marketers reported AI-generated content improved their performance metrics
63% say AI improved content performance (HubSpot, 2026 survey)
HubSpot's same 2026 survey found approximately 63% of marketers who used AI for content creation reported that AI assistance had improved their performance metrics (traffic, engagement, or conversions). This is a self-reported perception figure and subject to confirmation bias; respondents who found AI unhelpful may have discontinued use before being surveyed.
Source: HubSpot, State of Marketing Report, 2026. | Type: Survey (self-reported perception) | Note: Confirmation bias likely applies here
98
Meta's AI assistant reached 500 million monthly active users in 2025
500M Meta AI monthly active users (2025, Meta announced)
Meta announced in 2025 that its AI assistant (accessible across Facebook, Instagram, WhatsApp, and Messenger) had reached 500 million monthly active users. This made Meta's AI assistant one of the most widely deployed AI interfaces globally by user count, though usage patterns and session depth were not publicly disclosed.
Source: Meta Platforms, 2025 product announcement. | Geography: Global
99
The global AI in marketing market is forecast to reach approximately $107 billion by 2028
$107B AI in marketing market by 2028 (2027 forecast)
MarketsandMarkets' 2026 report projected the AI in marketing market to grow from approximately $22 billion in 2023 to $107 billion by 2028, at a compound annual growth rate of approximately 37%. This covers AI-powered advertising platforms, content generation tools, personalization engines, and marketing analytics systems.
Source: MarketsandMarkets, AI in Marketing Market Report, 2026. | Geography: Global | Type: Market size forecast
Note: Market size forecasts vary significantly between research firms depending on scope and methodology.
100
40% of young people used TikTok or Instagram as their first search choice for certain query types by 2022
~40% of younger users start searches on social platforms (Google, 2022)
A Google internal study disclosed in 2022 found approximately 40% of Gen Z users (aged roughly 18-24 at the time) began certain types of searches on TikTok or Instagram rather than Google. This was most pronounced for local, lifestyle, and product discovery queries. GWI and Semrush research in 2025-2026 confirmed this social search behavior had grown among users under 35, though exact figures vary by study.
Source: Google, internal study disclosed at Adobe MAX 2022; corroborated by GWI Core Survey 2025 and Semrush research 2025. | Geography: U.S. / Global (varies by study)
All 100 Statistics: Consolidated Reference Table
The table below lists all 100 statistics for quick scanning. Click the section links in the sidebar to jump to any full statistic with context and source notes.
| # | Category | Statistic | Value | Data Year | Source |
|---|---|---|---|---|---|
| 1 | Industry | Global digital ad spend | $740B+ | 2026 est. | GroupM 2026 |
| 2 | Industry | Digital share of global ad spend | ~70% | 2026 est. | GroupM 2026 |
| 3 | Industry | U.S. digital ad spending | $300B+ | 2026 est. | eMarketer 2026 |
| 4 | Industry | Businesses using social media for marketing | ~91% | 2026 survey | HubSpot 2026 |
| 5 | Industry | CMO digital budget allocation | 57.1% | 2024 | Gartner 2024 |
| 6 | Industry | Martech solutions catalogued | 11,000+ | 2023 | Chief Martech 2023 |
| 7 | Industry | Marketers who can accurately measure ROI | ~35% | 2024 | Nielsen 2024 |
| 8 | Industry | U.S. B2B digital ad spend | ~$18.5B | 2025 | eMarketer 2025 |
| 9 | Industry | Largest digital ad region | Asia-Pacific | 2026 est. | GroupM 2026 |
| 10 | Industry | Enterprise marketing automation adoption | 76% | 2025 | Salesforce 2025 |
| 11 | SEO | Organic search share of web traffic | ~53% | 2023 | BrightEdge 2023 |
| 12 | SEO | Google position 1 CTR | ~27.6% | 2023 | Backlinko 2023 |
| 13 | SEO | Online experiences starting with search | ~68% | 2019 | BrightEdge 2019 |
| 14 | SEO | Google search market share (global) | ~91% | 2026 | StatCounter 2026 |
| 15 | SEO | Zero-click searches (U.S.) | ~57% | 2024 | Semrush 2024 |
| 16 | SEO | Users who stay on page 1 | ~75% | N/A | Industry benchmark |
| 17 | SEO | Pages with zero backlinks (no organic traffic) | 66.5% | 2024 | Ahrefs 2024 |
| 18 | SEO | Local mobile searches leading to store visit | 28% | 2014-15 | Google/Nielsen 2015 |
| 19 | SEO | Mobile share of Google searches | 60%+ | 2024 | StatCounter est. 2024 |
| 20 | SEO | Avg. words on Google page 1 | ~1,447 | 2023 | Backlinko 2023 |
| 21 | SEO | Marketers citing organic search as best ROI | 49% | 2023 | HubSpot 2023 |
| 22 | SEO | Google searches with local intent | ~46% | est. | Google / industry est. |
| 23 | Social | Global social media users (Jan 2027) | 5.42B | Jan 2027 | DataReportal 2027 |
| 24 | Social | Avg. social platforms used per person per month | 6.8 | Q3 2026 | GWI Q3 2026 |
| 25 | Social | Facebook MAU | 3.07B | Q3 2026 | Meta Q3 2026 |
| 26 | Social | Instagram advertising reach (est.) | ~2.35B | Q4 2026 est. | DataReportal/Meta |
| 27 | Social | TikTok MAU | 1.7B+ | 2026 | TikTok/ByteDance |
| 28 | Social | YouTube monthly logged-in users | 2.7B+ | 2026 | Alphabet 2026 |
| 29 | Social | LinkedIn registered members | 1.15B+ | Q4 2026 | LinkedIn/Microsoft |
| 30 | Social | Pinterest MAU | 537M | Q3 2026 | Pinterest Q3 2026 |
| 31 | Social | Snapchat DAU | 443M | Q3 2026 | Snap Q3 2026 |
| 32 | Social | Global social media ad spend | ~$252B | 2026 est. | eMarketer 2026 |
| 33 | Social | Users using social for product discovery | 37% | 2026 | GWI 2026 |
| 34 | Social | Instagram median engagement rate (by followers) | ~0.43% | 2025 data | Rival IQ 2026 |
| 35 | Social | TikTok median engagement rate (by followers) | ~2.65% | 2025 data | Rival IQ 2026 |
| 36 | Social | U.S. adults using YouTube | ~83% | 2026 | Pew Research 2026 |
| 37 | Social | Global avg. daily social media time | 2h 21m | Jan 2027 | DataReportal 2027 |
| 38 | Content | B2B marketers using content marketing | ~73% | 2026 | CMI 2026 |
| 39 | Content | B2B content marketers using blogs | ~90% | 2026 | CMI 2026 |
| 40 | Content | More traffic for blogging companies | ~55% | 2012-13 | HubSpot historical |
| 41 | Content | Content marketing cost vs. leads (historical) | 62% lower cost; 3x leads | 2012 | Demand Metric 2012 |
| 42 | Content | B2B marketers with documented strategy | ~40% | 2026 | CMI 2026 |
| 43 | Content | Top content format by investment | Video | 2026 | HubSpot 2026 |
| 44 | Content | Conversion increase from content personalization | Up to 202% | 2019 | Unbounce 2019 |
| 45 | Content | Top B2B content marketers measuring ROI | 72% | 2025 | CMI 2025 |
| 46 | Content | More links for long-form content | 77% more | 2023 | Backlinko 2023 |
| 47 | Content | Top content marketing challenge | Stage-specific content | 2026 | CMI 2026 |
| 48 | Email marketing ROI | $36 per $1 | 2023 | Litmus 2023 | |
| 49 | Global email users | 4.48B | 2024 | Statista 2024 | |
| 50 | Average email CTR (all industries) | ~2.3% | 2024 | Mailchimp 2024 | |
| 51 | Open rate lift from segmentation | ~14% | 2023 | Mailchimp 2023 | |
| 52 | Welcome email open rate | ~50% | 2023-24 | GetResponse / CM 2023 | |
| 53 | Open rate lift from personalized subject lines | ~26% | 2023 | Campaign Monitor 2023 | |
| 54 | Mobile share of email opens | ~46% | 2023 | Litmus 2023 | |
| 55 | Businesses using email automation | ~63% | 2025 | HubSpot 2025 | |
| 56 | Carts recovered by abandonment email sequences | 5-11% | 2024 | Klaviyo 2024 | |
| 57 | Advertising | Alphabet 2026 ad revenue | $264B+ | 2026 | Alphabet Q4 2026 |
| 58 | Advertising | Meta 2026 ad revenue | $164B+ | 2026 | Meta Q4 2026 |
| 59 | Advertising | U.S. programmatic share of display | ~90% | 2025 est. | eMarketer 2025 |
| 60 | Advertising | Average Google Search ad CTR | ~3.17% | 2023 | WordStream 2023 |
| 61 | Advertising | Average Google Search CPC | $2.69 | 2023 | WordStream 2023 |
| 62 | Advertising | U.S. digital video ad spend | ~$79B | 2026 est. | eMarketer 2026 |
| 63 | Advertising | Retargeting CTR vs. display | ~10x higher | 2023 | AdRoll 2023 |
| 64 | Advertising | Social media ad spend on mobile | ~80% | 2026 est. | eMarketer 2026 |
| 65 | Advertising | Ad blocker users (global) | ~43% | 2024 | PageFair/Statista 2024 |
| 66 | Advertising | Global native advertising market | ~$120B | 2025 est. | BI Intelligence / eMarketer |
| 67 | Ecommerce | Global ecommerce sales | ~$6.3T | 2026 est. | eMarketer 2026 |
| 68 | Ecommerce | Average ecommerce conversion rate | ~2-4% | 2024 | IRP Commerce 2024 |
| 69 | Ecommerce | Cart abandonment rate | ~70.19% | 2024 | Baymard 2024 |
| 70 | Ecommerce | Mobile share of ecommerce sales | ~57% | 2026 est. | eMarketer 2026 |
| 71 | Ecommerce | Users who won't return after bad UX | ~88% | 2010-11 | Gomez/Akamai historical |
| 72 | Ecommerce | U.S. adults making social commerce purchase | 36% | 2024 | Pew Research 2024 |
| 73 | Ecommerce | Conversion lift from product reviews | ~3.5x | 2017 | Spiegel Research Center 2017 |
| 74 | Ecommerce | Global social commerce market | ~$1.3T | 2026 est. | Accenture/Statista 2026 |
| 75 | Ecommerce | Most important purchase incentive | Free shipping | 2024 | NRF 2024 |
| 76 | Mobile | Mobile share of global web traffic | ~60% | 2026 | StatCounter 2026 |
| 77 | Mobile | Unique global mobile users | 5.2B | Jan 2027 | DataReportal 2027 |
| 78 | Mobile | Hours per day on smartphones | ~4-5 hrs | 2024 | data.ai 2024 |
| 79 | Mobile | Facebook users on mobile | ~92% | 2026 | Meta 2026 |
| 80 | Mobile | Mobile share of digital ad spend | >70% | 2026 est. | eMarketer 2026 |
| 81 | Mobile | SMS open rate | ~98% | 2024 | SimpleTexting 2024 |
| 82 | Mobile | Digital media time in apps | ~57% | 2024 | Comscore 2024 |
| 83 | Mobile | Average mobile app cost per install (global) | ~$4.84 | 2024 | AppsFlyer 2024 |
| 84 | Influencer | Global influencer marketing market | ~$24B | 2026 | IMH 2026 |
| 85 | Influencer | Marketers increasing influencer budgets | 83% | 2026 | IMH 2026 |
| 86 | Influencer | Micro-influencer vs. mega: engagement per follower | Higher for micro | 2025 | IMH / Rival IQ 2025 |
| 87 | Influencer | Consumers trusting influencer recommendations | 61% | 2023 | Edelman 2023 |
| 88 | Influencer | Most-used influencer platform | 2026 | IMH 2026 | |
| 89 | Influencer | Influencer marketing ROI per $1 (historical) | $6.50 | 2019 | Tomoson/IMH 2019 |
| 90 | Video | Highest-ROI content format | Short-form video | 2026 | HubSpot 2026 |
| 91 | Video | YouTube Shorts daily views | 70B+ | 2023 (last disclosed) | Alphabet 2023 |
| 92 | Video | Online adults watching video weekly | ~88% | 2023 | HubSpot 2023 |
| 93 | Video | Landing page conversion lift from video | Up to 80% | 2014-19 | EyeView / Unbounce |
| 94 | Video | YouTube TV watch time growth | 75% YoY | 2024 | Google 2024 |
| 95 | Video | Instagram Reels daily plays | 200B+ | 2023 (last disclosed) | Meta 2023 |
| 96 | AI | Marketers using AI for content creation | ~80% | 2026 survey | HubSpot 2026 |
| 97 | AI | Marketers reporting AI improved performance | 63% | 2026 survey | HubSpot 2026 |
| 98 | AI | Meta AI monthly active users | 500M | 2025 | Meta 2025 |
| 99 | AI | AI in marketing market size forecast (2028) | $107B | 2028 forecast | MarketsandMarkets 2026 |
| 100 | AI | Young users starting searches on social platforms | ~40% | 2022 | Google 2022 |
Digital Marketing Statistics by Channel
| Channel | What to Measure | Key Statistic from This Article |
|---|---|---|
| SEO | Organic traffic, keyword rankings, CTR, conversions | Organic search drives ~53% of all website traffic (stat 11) |
| Click-through rate, conversion rate, revenue per email | ~$36 ROI per $1 spent (stat 48) | |
| Social media | Reach, engagement rate, social commerce conversions | 5.42 billion global users (stat 23) |
| Paid search | CPC, CTR, Quality Score, ROAS, conversions | Average CTR ~3.17%, average CPC ~$2.69 (stats 60-61) |
| Display / programmatic | Impressions, reach, CTR, viewability, brand lift | ~90% of U.S. display spend is programmatic (stat 59) |
| Content marketing | Organic traffic, leads generated, time on page, links | ~73% of B2B marketers use content marketing (stat 38) |
| Video | Views, watch time, completion rate, conversions | Short-form video: #1 ROI content format (stat 90) |
| Influencer | Reach, engagement, referral traffic, sales attribution | ~$24B global industry; 61% consumer trust (stats 84, 87) |
| Mobile | Mobile traffic share, app installs, mobile conversions | ~60% of global web traffic from mobile (stat 76) |
How to Interpret Digital Marketing Statistics
A statistic by itself rarely tells the full story. Before using any figure from this article (or any other source) in a strategy document, presentation, or report, run through these questions.
Who was studied?
A survey of U.S. B2B marketers produces different results than a global consumer survey. Check the respondent population before generalizing.
How large was the sample?
A sample of 500 marketers is not representative of millions of businesses. Use our sample size calculator to evaluate whether a sample is adequate.
When was the data collected?
A publication date in 2027 can contain data collected in 2025 or earlier. Check the data year, not the publication year.
What geography does it cover?
U.S. figures and global averages can differ dramatically. Never substitute one for the other without verifying the geographic scope.
What exactly was measured?
Monthly active users, registered members, advertising reach, and daily active users are four different things. The metric definition changes what the number means. See our descriptive statistics guide.
Is it observed or self-reported?
Survey respondents often overestimate their own social media use, ROI, and tool adoption. Observed data from platform analytics tends to be more accurate. Learn more about study design.
Is it a forecast or historical data?
Forecasts are predictions, not confirmed outcomes. Different forecasting firms use different models and often produce different estimates for the same metric.
Can you find the original source?
If a statistic does not trace to a primary report or earnings disclosure, treat it with extra caution. Statistics re-published through multiple layers of secondary sources often lose context and accuracy. See our note on correlation vs. causation.
Forecasts vs. Actual Data
Digital marketing reports mix several types of data that require different levels of confidence.
| Data Type | What It Is | How to Label It | Example |
|---|---|---|---|
| Historical data | Confirmed measured outcomes from the past | "In [year], X was observed" | Meta Q3 2026 earnings disclosed 3.07B Facebook MAU |
| Survey data | Self-reported responses from a sample of people | "A survey of X respondents found..." | 80% of marketers in HubSpot's 2026 survey reported using AI |
| Platform estimates | Calculated or modeled values from platform data | "Estimated at..." | DataReportal estimated Instagram advertising reach at ~2.35B |
| Market forecasts | Predictions about future values based on models | "Forecast to reach..." or "Projected..." | AI in marketing market forecast to reach $107B by 2028 |
| Projections | Model-based expectations under stated assumptions | "Under current growth rates, projected to..." | eMarketer projects global ecommerce to exceed $X by 2028 |
Statistics 1-3 on this page (global ad spend) are estimates, not confirmed government census figures. Statistics 25, 30, 31 (Facebook, Pinterest, Snapchat users) are from audited earnings reports and are more reliable. Statistics 40 and 41 are historical benchmarks now over a decade old. Treating all of these equally leads to poor decision-making.
Common Mistakes When Using Digital Marketing Statistics
| Mistake | Why It Causes Problems | Better Approach |
|---|---|---|
| Citing a statistic without its year | Digital marketing changes fast. A 2018 figure about mobile traffic is not relevant to 2027 strategy. | Always include the data year. If you cannot find one, do not use the statistic. |
| Treating a U.S. survey as global data | HubSpot surveys are heavily U.S.-weighted. Applying those figures to global markets misrepresents the data. | State the geographic scope explicitly whenever citing a statistic. |
| Confusing a forecast with an observed fact | Presenting eMarketer's 2026 projections as confirmed facts overstates certainty. | Label forecasts as forecasts. Use "is forecast to reach" rather than "reached." |
| Comparing incompatible metrics | Comparing Facebook MAU to LinkedIn members to Snapchat DAU as if they are the same thing produces meaningless rankings. | Label every metric type explicitly. Only compare figures with the same definition and time period. |
| Treating self-reported survey data as objective behavior | Marketers reporting that AI "improved their results" may be subject to confirmation bias. | Distinguish self-reported perceptions from observed, measured outcomes. |
| Using a percentage without stating the denominator | "Conversion rates increased by 26%" means nothing without knowing the starting rate and sample size. | State the starting value, ending value, and sample size where available. See the percentiles guide for context. |
| Confusing percentage increase with percentage point change | If open rate goes from 20% to 25%, that is 5 percentage points, but a 25% relative increase. These are not interchangeable. | State both the absolute change (in percentage points) and the relative change where clarity matters. Descriptive statistics covers this distinction. |
| Assuming correlation is causation | "Companies that blog get more traffic" does not mean blogging caused the traffic increase. Other variables may explain both. | Use causal language only for controlled studies. Use correlational language for observational data. See the correlation vs. causation guide. |
How Marketers Can Use These Statistics
Strategy and channel selection
Use platform user data and channel traffic statistics to prioritize where your audience actually spends time, rather than where your team is most comfortable. Use the study design framework when evaluating which reports to trust.
Budget planning
Advertising benchmarks like average CPC and ROAS figures provide directional context for campaign planning, not guarantees. Your actual results will depend on quality score, audience, creative, and market conditions.
Content planning
Short-form video ROI rankings and content format adoption statistics from CMI provide evidence for prioritizing content investment. Compare against your own analytics before switching channels.
Email program benchmarking
Use industry-specific Mailchimp or Campaign Monitor benchmarks rather than cross-industry averages. Your sector's baseline CTR is more relevant than an all-industries average. Use our A/B test calculator when testing subject lines or send times.
Ecommerce optimization
Cart abandonment and conversion rate benchmarks from Baymard and IRP Commerce give realistic context for optimization targets. A 70% cart abandonment rate is normal; even recovering 5% of that through retargeting significantly improves revenue.
AI tool evaluation
High self-reported AI adoption figures (80% of marketers using AI) tell you about tool availability and experimentation, not measured productivity gains. Run controlled tests before drawing conclusions. The A/B testing statistics guide covers how to structure these.
Interactive Statistics Explorer
Digital Marketing Statistics Explorer
Frequently Asked Questions
Digital marketing statistics are quantitative data points from surveys, platform disclosures, earnings reports, and research studies that describe how online marketing channels perform, how consumers behave digitally, and how organizations allocate marketing budgets. They range from precise audited figures (Meta's quarterly MAU count) to survey-based estimates (the percentage of marketers using AI tools).
Key benchmarks entering 2027: global digital ad spend exceeding $740 billion (GroupM 2026 estimate); organic search driving approximately 53% of website traffic (BrightEdge 2023); 5.42 billion social media users globally (DataReportal January 2027); email returning an estimated $36 per $1 spent (Litmus 2023); mobile accounting for approximately 60% of global web traffic (StatCounter 2026); and approximately 80% of marketers surveyed reporting AI tool use (HubSpot 2026).
HubSpot's State of Marketing 2026 survey found approximately 80% of respondents reported using AI tools for content creation. This is a self-reported figure from a U.S.-weighted survey sample, not a globally representative observed measurement. The figure reflects tool adoption and experimentation; it does not indicate how frequently AI was used, whether outputs were published unedited, or what results were achieved.
A statistic is a data point from a study or report (for example, "the average email CTR across Mailchimp's platform was 2.3% in 2024"). A benchmark is a standard against which you compare your own performance. Industry average email CTRs become benchmarks when you use them to evaluate whether your own campaigns are underperforming or overperforming. The same number serves both purposes, but the context of use differs.
Prioritize original sources: platform earnings reports (Meta, Alphabet, Snap, Pinterest), nationally representative surveys (Pew Research Center), and methodologically transparent industry reports (HubSpot State of Marketing, Content Marketing Institute B2B Report, Influencer Marketing Hub Benchmark Report). When a secondary website cites a statistic, trace it back to the original report before using it. Statistics without a clearly identifiable original source and data year should not be used in research or decision-making contexts.
Platform user figures change quarterly (Meta, Snap, Pinterest file quarterly earnings). Broad market size estimates and industry surveys typically update annually. For live campaign planning, check the specific platform's most recent disclosed figures. For annual strategy documents, review all statistics at least once per year, replacing outdated figures with the most recent available data and clearly labeling any that have not been updated.
Yes, with proper attribution. When citing any statistic, include the original source and data year alongside the figure. Do not remove the source attribution when copying a statistic. For formal research or academic work, locate and cite the primary report directly rather than citing this page. Use the copy buttons in the Statistics Explorer above to copy each figure with its attribution text pre-formatted.
The most frequently cited current SEO benchmarks: organic search drives approximately 53% of all website traffic (BrightEdge 2023); Google holds approximately 91% of global search market share (StatCounter 2026); approximately 57% of U.S. Google searches ended without a click to any external site in 2024 (Semrush/Similarweb); and 66.5% of web pages have no external backlinks and receive virtually no organic traffic (Ahrefs 2024).
Sources
| Source Organization | Report / Dataset | Data Year | Pub. Year | Statistics |
|---|---|---|---|---|
| GroupM | This Year Next Year Global Advertising Forecast | 2025-2026 | 2026 | 1, 2, 9 |
| eMarketer / Insider Intelligence | Multiple digital advertising forecasts | 2025-2026 | 2025-2026 | 3, 8, 59, 62, 64, 66, 67, 70, 80 |
| HubSpot | State of Marketing Report; State of Video Marketing | 2023-2026 | 2023-2026 | 4, 21, 43, 55, 90, 92, 96, 97 |
| Gartner | CMO Spend and Strategy Survey | 2024 | 2024 | 5 |
| Chief Martech / Scott Brinker | Marketing Technology Landscape | 2023 | 2023 | 6 |
| Nielsen | Annual Marketing Report | 2024 | 2024 | 7 |
| Salesforce | State of Marketing, 7th Edition | 2025 | 2025 | 10 |
| BrightEdge | Organic Channel Performance Report | 2019, 2023 | 2019, 2023 | 11, 13 |
| Backlinko | Google CTR Study; Content Study | 2023 | 2023 | 12, 20, 46 |
| StatCounter GlobalStats | Search Engine and Device Market Share | 2026 | 2026 | 14, 76 |
| Semrush / Similarweb | Zero-click search research | 2024 | 2024 | 15 |
| Ahrefs | Link Building Study | 2024 | 2024 | 17 |
| DataReportal / GWI / Kepios | Digital 2027 Global Overview Report | Jan 2027 | 2027 | 23, 24, 33, 37, 77 |
| Meta Platforms | Q3 2026 and Q4 2026 Earnings Reports | 2026 | 2026-2027 | 25, 26, 32, 57, 58, 79 |
| Alphabet / Google | Q4 2026 Earnings; product announcements | 2023-2026 | 2023-2026 | 28, 57, 91, 94 |
| LinkedIn / Microsoft | Q4 2026 earnings disclosures | 2026 | 2027 | 29 |
| Pinterest Inc. | Q3 2026 Earnings Report | 2026 | 2026 | 30 |
| Snap Inc. | Q3 2026 Earnings Report | 2026 | 2026 | 31 |
| Pew Research Center | Social Media Use in America 2026; Online Shopping 2024 | 2024-2026 | 2024-2026 | 36, 72 |
| Rival IQ | 2026 Social Media Industry Benchmarks | 2025 data | 2026 | 34, 35 |
| Content Marketing Institute | B2B Content Marketing Benchmarks 2025 and 2026 | 2025-2026 | 2025-2026 | 38, 39, 42, 45, 47 |
| Litmus | State of Email Report | 2023 | 2023 | 48, 54 |
| Statista | Number of Global Email Users | 2024 | 2024 | 49 |
| Mailchimp | Email Marketing Benchmarks | 2023-2024 | 2023-2024 | 50, 51 |
| Campaign Monitor | Email Marketing Benchmarks | 2023 | 2023 | 53 |
| Klaviyo | E-commerce Benchmark Report | 2024 | 2024 | 56 |
| WordStream | Google Ads Industry Benchmarks | 2023 | 2023 | 60, 61 |
| AdRoll | Retargeting Performance Benchmarks | 2023 | 2023 | 63 |
| Baymard Institute | Cart Abandonment Rate Statistics | 2024 | 2024 | 69 |
| IRP Commerce | Ecommerce Industry Benchmarks | 2024 | 2024 | 68 |
| National Retail Federation | Annual Consumer Retail Survey | 2024 | 2024 | 75 |
| data.ai (App Annie) | State of Mobile Report | 2023-2024 | 2024 | 78 |
| Comscore | State of Mobile Report | 2023-2024 | 2024 | 82 |
| AppsFlyer | Performance Index | 2024 | 2024 | 83 |
| Influencer Marketing Hub | State of Influencer Marketing Benchmark Report | 2026 | 2026 | 84, 85, 86, 88 |
| Edelman | Trust in Influencer Marketing Special Report | 2023 | 2023 | 87 |
| MarketsandMarkets | AI in Marketing Market Report | 2026 | 2026 | 99 |
| Google (internal disclosure) | Social search behavior study, Adobe MAX | 2022 | 2022 | 100 |