101 Vital Social Media and Digital Marketing Statistics

Posted on August 6th 2013

101 Vital Social Media and Digital Marketing Statistics
As marketing becomes more data-driven, it’s vital to use data to keep up with trends, competitor strategies, and developments in your market. To that end, 94.7% of all marketers love blog posts about marketing statistics.

101 Vital Social Media StatisticsOkay, that statistic was made up (though probably not far off the mark),  but the social media and digital marketing facts and statistics below are real (or at least from generally reliable sources).

For example, 93% of marketers use social media for business. But how do marketers and consumers view social media differently? How do top executives use social media? Small businesses? Rapidly growing companies? B2b vendors? What are the best days and times for Facebook updates? What’s the average click-through rate of a link shared on Twitter?  What tactic do 92% of SEO professionals view as effective? What percentage of queries on Google each day are new to the world (i.e., won’t show up in keyword research tools)?

Find the answers to these questions and many,  many more here in 101 vital social and digital marketing stats for (the rest of) 2013.

Social Media Facts and Statistics

93% of marketers use social media for business. (WordPress Hosting SEO)

Social media has reached middle age(d). The fastest growing segment of social media users is now adults aged 45-54%. 55% of this age group now have a profile on at least one social network. (State of Search)

Facebook, Twitter and Google+ are the most popular social networks with search engine marketers. The second-most popular tier includes YouTube, blogging and LinkedIn. The least popular major networks are Flickr, Tumblr and StumbleUpon. (B2B Infographics)

Marketers aren’t like ordinary people. (A pause here while you absorb the shock of that statement). While 86% of marketing professionals have “liked” at least one brand on Facebook, just 58% of consumers have done so. And the gap is even more dramatic on Twitter, where 61% of marketers but just 12% of consumers follow at least one brand. (Thought Reach)

Furthermore–75% of social media users “object to major companies and platforms using their personal information for commercial purposes.” And just 12% admit to having their purchases influenced by Facebook “Likes” or Google “+1s”.(Relevanza)

How big are these networks? As of January 2013, the five largest social networks based on active monthly users were: Facebook (1 billion), YouTube (800 million) and Google+ (343 million) followed by Twitter and LinkedIn with 200 million active monthly users each. (TECHi)

Social media users are more social than non-social-media-using-internet-users in real life too: social networkers are 18% more likely to work out at a gym or health club, 19% more likely to attend a sporting event, and 26% more likely to give their opinion about politics and current events. (TECHi)

Half of all social media users under age 35 follow their online friends’ product and service recommendations. (TECHi)

Three-fourths of marketers planned to increase strategic efforts on social media and social networking sites this year, with 68% also focusing more on SEO and 63% on blogs. (eMarketer)

One in five married couples met online. But…20% of all divorces are blamed on Facebook. Coincidence? Hmm. (WordPress Hosting SEO)

As universal as business use of social media can seem to be, 26% of companies still block access to social media sites in their workplaces. 31% have no social media policy in place. (WordPress Hosting SEO)

54% of consumers say that “smaller communities have greater influence on a topic than larger ones.” (MarketingProfs)

Social media…to engage or to advertise? Turns out agencies are slightly more likely than in-house marketers (81% vs. 75%) to advertise on social networks, while corporate marketers are significantly more likely to utilize “free” social media tools (89% vs. 71%). (Heidi Cohen)

70% of brand marketers (and 60% of agency professionals) view social media advertising as more valuable for building brand awareness than for driving direct response. (Heidi Cohen)

But–contradicting the statistic above–66% of brand advertisers want to see a measurable sales bump from social media advertising. (Heidi Cohen)

How C-Level Executives Use Social Media

82% of buyers say they trust a company more when its CEO and senior leadership team are active in social media.  (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

77% of buyers are more likely to buy from a company if its CEO uses social media.  (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

And yet – 36% of executives say their CEO “either does not care, or cares little, about the company’s reputation in social media.” (Polaris B)

It helps having a woman at the top. Female small business CEOs are 78% more likely to say social media is highly valuable to their firm’s growth (20.8% vs. 11.6%), and 43% less likely to say it isn’t valuable (14.2% vs. 25%). (Marketing Charts)

Email is still the most effective way to reach top executives; 90% say they check their inboxes regularly. 64% use LinkedIn on a regular basis, while 55% say the same for Facebook. (WordPress Hosting SEO)

How the Inc. 500 Fastest-Growing Companies Use Social Media

Only one-third of the companies in the Inc. 500 say they can adequately determine ROI for the social media spending. (Relevanza)

Yet 35% of marketers say ROI is the most important measure of inbound marketing success. 24% say marketing’s influence on sales and 16% cite conversion rate as the key metrics. (Marketing Charts)

90% of Inc. 500 companies use at least one major social media platform. And 62% say social media is either “somewhat” or “very” necessary to their growth. (Heidi Cohen)

But just 44% of Inc. 500 companies maintain a blog. “This low number is a surprise since blogs drive social media, content marketing and search.” (Heidi Cohen)

While 31% of businesses overall have no social media policy in place (see above), that is true for only 22% of Inc. 500 firms. (Heidi Cohen)

How Small to Midsized Businesses (SMBs) Use Social Media

21% of small businesses plan to increase spending on social media advertising this year.  (eMarketer)

92% of small businesses say that social media is an effective marketing technology tool. They are evenly split on the effectiveness of social media for attracting new customers vs. engaging existing customers. (e-Strategy Trends)

A whopping 95% of small businesses view blogging as an effective marketing technology tool–second only to email marketing. 15% say blogging is most effective at engaging existing customers; 11% value it more for attracting new customers; and 69% say blogging is equally effective for both objectives. (e-Strategy Trends)

Facebook Facts and Statistics

Obsession? 23% of Facebook users check their accounts five or more times every day. (WordPress Hosting SEO)

But it’s vital for businesses to have a Facebook presence: 80% of Faceook users prefer to connect with brands on Facebook. (WordPress Hosting SEO)

47% of Americans say that Facebook has a greater impact on their purchasing behavior than any other social network. (State of Search)

Facebook = mobile. More than half of all Facebook members have used the social network via a smartphone, and 33% use a phone as their primary means of Facebook access. (State of Search)

67% of b2c marketers have generated leads through Facebook.  (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

33% of milennial consumers are more likely to buy from a company if it has a Facebook page.  (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

The best time and day for Facebook postings? Saturdays at noon. To maximize sharing, post to Facebook 3-4 times per week. (Visual.ly)

56% of Facebook users check in at least daily. 7% say they would check a message “during an intimate moment.” Awk-ward. (TECHi)

Half of all mobile web traffic in the U.K. goes to Facebook. (WordPress Hosting SEO)

48% of consumers who follow brands on Facebook do so in order to take advantage of sweepstakes and promotions. 18% follow to complain about a product or service. (MarketingProfs)

67% of the Inc 500 use Facebook, a decline of 7 percentage points from 2011. Facebook “demands dedicated resources” but doesn’t always show a comensurate return. (Heidi Cohen)

While 75% of internet users over age 45 prefer to share information using email, 60% of those under 30 say the same for Facebook. (Relevanza)

LinkedIn Facts and Statistics

97% of business executives have used LinkedIn. (Search Engine Journal)

LinkedIn rules for business owners. Asked which social media tool had the greatest potential to help their firms, 41% of small business owners chose LinkedIn. More CEOs chose LinkedIn than chose Facebook, Twitter, YouTube, Google+ and Pinterest combined. (Marketing Charts)

LinkedIn is the “social platform of choice” for companies in the Inc. 500, the index of the fastest-growing companies in the U.S. 81% of these firms use LinkedIn, compared to 67% on both Facebook and Twitter. (Relevanza)

80% of LinkedIn users are at least 30 years old. (Relevanza)

Twitter Facts and Statistics

On Twitter, frequency (and quality) matter: 71% of all tweets are ignored. Just 23% generate a reply. (Search Engine Journal)

Worse, 56% of customer tweets to companies are ignored. (WordPress Hosting SEO)

69% of follows are based on recommendations from friends. (WordPress Hosting SEO)

34% of marketers say they have generated leads using Twitter. (WordPress Hosting SEO)

53% of Twitter users have been using it for less than one year. (State of Search)

50% of Twitter users are more likely to purchase from brands they follow.  (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

The average click-through rate (CTR) for a link shared on Twitter is about 1.6%, BUT—the average CTR drops as one’s number of Twitter followers increases. Accounts with 50-1,000 followers generate a better-than-6% average CTR; the rate drops to less than 0.5% on average for accounts with 10,000 or more followers. (Bit Rebels)

During the work week, Tuesday has the highest CTR (1.8%) and Friday the lowest (under 1.5%). (Bit Rebels)

During the day, CTRs are highest between 8:00-10:00 am and 4:00-6:00 pm. (Bit Rebels)

When planning timing of tweets, keep in mind that almost half of the U.S. population lives in the eastern time zone, and 80% of Americans live on eastern or central time. (Visual.ly)

Maximum CTR on tweets occurs between 4:30 and 5:30 p.m. Unless you are particating in a Twitter chat, there’s no point in tweeting more than four times per hour. (Visual.ly)

Nearly 40% of top executives say they check Twitter regularly. (WordPress Hosting SEO)

67% of the Inc 500 use Twitter. Though valuable for content marketing and customer service, it is labor-intensive. (Heidi Cohen)

Pinterest Facts and Statistics

Women still constitute 80% of Pinterest users. (Search Engine Journal)

50% of users are parents. (WordPress Hosting SEO)

80% of pins are repins. (WordPress Hosting SEO)

Pinterest and Tumblr are among the “stickiest” social media sites, each accounting for, on average, 89 minutes of time spent per month per user. That compares to 21 minutes monthly on average spent on Twitter, 17 minutes on LinkedIn, and just three minutes on Google+. (TECHi)

25% of all female internet users in the U.S. use Pinterest–compared to just 5% male web users. (eMarketer)

Google+ Facts and Statistics

Google+ has attracted users, but not engagement. Non-mobile users spend an average of just three minutes per month on the site, and 30% of users who make a public post never make another one. (Search Engine Journal)

40% of marketers use Google+. Two-thirds plan to increase activity there over the coming year. (WordPress Hosting SEO)

This doesn’t count as an official statistic, but in the process of collecting 100+ social media stats and facts, only the two above related specifically to Google+. For whatever that’s worth.

Blogging Facts and Statistics

B2b companies that maintain blogs generate, on average, 67% more leads per month than non-blogging firms.  (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

57% of marketers have acquired customers via their blogs, and 52% of consumers say blogs have impacted their purchasing decisions. (B2B Infographics)

Just 44% of Inc. 500 companies blogs – but that is up from 2011. (Relevanza)

Blogs are rated by consumers as the third-most influential category of sites influencing purchasing behavior (after retail sites and brand sites) – yet they garner just 10% of social media budgets (comnpared to 57% for Facebook). (Pamorama)

Blogs are the fifth-most trustworthy source overall for online information (ahead of Google+, forums, online magazines, brand sites, Twitter and Pinterest). (Pamorama)

86% of “influencers” blog.  (Pamorama)

23% of top executives say they read blogs regularly. (WordPress Hosting SEO)

Content Marketing Facts and Statistics

Content marketing works. 70% of marketers say that content marketing has increased their brand awareness; 59% believe it supports sales growth; and 45% say it has reduced their advertising costs. (iMedia Connection)

92% of SEO practitioners say content creation is an effective SEO tactic, and 76% regularly invest in content creation. (B2B Infographics)

Marketers spend most of their time producing blog posts, article and guides, social media updates, e-newletters, and news releases; they spend the least on podcasts, polls and surveys. (B2B Infographics)

While 90% of companies are engaged in some form of content marketing [http://webbiquity.com/book-reviews/book-review-content-rules/], just 36% believe their efforts are highly effective. (Polaris B)

Images are (important!) content too: 94% more total views on average are attracted by content containing compelling images than content without images. Using photos provides a 37% increase in Facebook engagement and 14% increase in news release pageviews. (Heidi Cohen)

B2B Marketing Statistics and Facts

Social matters in b2b. 53% of b2b buyers follow social discussions about vendors they are considering.  (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

The role of sales has changed. 67% of the typical “b2b buyer’s journey” is now done digitally.  (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

Google accounts for 90% of search traffic to b2b websites. (MediaPost)

Average conversion rates for different types of b2b web traffic: 1.60% overall; 2.89% for email; 1.04% for referral visits; 1.96% for paid search; 1.80% for branded search; 1.65% for direct visits; 1.45% for non-brand organic search; and 1.22% for social media. (MediaPost)

The biggest challenges for b2b content marketers? 64% struggle to produce enough content, while just over half (52%) find production of “engaging” content a challenge. (imFORZA)

More than 80% of b2b marketers use LinkedIn, Twitter and Facebook to distribute content. 61% use YouTube and 39% Google+. The least popular channels (all with single-digit percentage use) are Foursquare, Instagram, Tumblr and Quora. (Polaris B)

SEO is for traffic, social is for leads? Organic search accounts for, on average, 41% of traffic to SMB b2b websites, but just 27% of leads. Social media, in contrast, supplies just 2% of visits but 5% leads. And email accounts for just 1% of web traffic on average, but 9% of leads. (eMarketer)

Breaking that social traffic down one level, Facebook accounts for 54% of b2b website social media visits, but just 9% of leads; Twitter, on the other hand, provides less than a third of social visits but a whopping 82% of social leads. (Really?) (eMarketer)

SEO Statistics and Facts

Search produces quality traffic. SEO leads have a 14.6% sales close rate on average, compared to 1.7% for outbound leads (e.g., from direct mail or print advertising). (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

Search is the top traffic driver to content-oriented websites, producing on average nearly four times the traffic of social media (41% from search, 11% from social).  (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

Another study found an even more dramatic advantage for search, with organic search supplying 40% of all traffic (and Google alone accounting for 36% of visits) to b2b websites, while social media accounted for just 5% of traffic. (Forbes)

Keyword research only goes so far: 16% of daily Google searches, on average, have never been seen before.  (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

Remeber when Google first started “hiding” the exact keywords used in organic search, and promised this would only affect a small percentage of search traffic? It now hides, on average, keyword data for 41% of all organic searches. (MediaPost)

For b2b websites, on average, the split between branded and non-brand search traffic is 31%/69%. (MediaPost)

6 of 10 organizations plan to increase SEO spending this year. (imFORZA)

One-third of searches are location based. (imFORZA)

71% of marketers say that content marketing has helped inprove their site’s ranking in organic search, and 77% say it has increased website traffic. (iMedia Connection)

Nearly a quarter of U.S. small businesses plan to spend more on their web presence this year–as well they should. As of early 2013, “More than 60% lacked an address on their homepage, and nearly 50% did not provide a contact number…47% were not present on Google Places, and 35% did not have a Bing Local presence.” (eMarketer)

Don’t forget to optimize videos for search. YouTube is the second-largest “search engine” by volume of searches. (WordPress Hosting SEO)

Top brands spend, on average, 19% of their digital marketing budgets on search, vs. 14% on video content and 10% on social media. But the largest share (41%) goes to display advertising. (MarketingProfs)

Mobile Marketing Statistics and Facts

25% of all internet searches last year were made on mobile devices. And 25% of all U.S. internet users are mobile only (includes tablets). (imFORZA)

More than three-quarters (77%) of mobile users use their smartphones and tablets for searching and social networking. (imFORZA)

While mobile marketing is by no means unimportant, it may not justify quite the attention it gets. Marketers have a disorted view of the market because while 90% of marketing professionals own smartphones, but half of consumers do. And while 41% of marketing professionals say they have made a purchase based on information on Facebook, less than a third of consumers with smartphones–and just 12% of consumers without smartphones–have done so. (Thought Reach)

Forget the app, just use email. 33% of consumers say the email is the most effective tool for building loyalty, vs. 26% of marketers. On the other hand, 23% of marketing pros believe that custom apps are most effective at loyalty building; just 7% of consumers agree. (Thought Reach)

Asked how their marketing strategies would change in 2013, the largest percentage of marketers (82%) planned to increase their focus on mobile media. The largest decreases were expected in newspaper and magazine advertising. (eMarketer)

 
TomPick

Tom Pick

I’ve been a b2b marketer since 1992, focused on research, writing, leadership and online marketing since 1996.
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Comments

MikeWilson718
Posted on August 6th 2013 at 3:42PM

I am amazed at all of these numbers. Thanks for taking the time to put them all together! One of the stats that isn't surprising to me, but I am still amazed at the number, is that 93% of marketers use social media for business, and I actually thought that the number would be higher since all business should know that using social media is one of the best ways to market your brand or service. More and more people are turning to social media every day to get the latest information on news stories, sports, events, and businesses should be reaching out to that audience any way that they can. I'm also surprised that 25% of all internet searches last year were made on mobile devices, considering that a lot of people have smartphones like the iPhone or Samsung Galaxy. I bet that number will be up next year.

TomPick
Posted on August 6th 2013 at 6:17PM

Thanks Michael. I think 93% sounds about right; there are still isolated instances where social media isn't a requirement for certain types of businesses. And though more than half of mobile phone users now own smart phones, the top two uses are still phone calls/texting and email. Also high on the list is playing games. None of these activities involve search.

BerriePelser
Posted on August 28th 2013 at 11:10AM

Tom, thx for this great list I am honered to be one there. It a very complete list and this should be a read for everybody!

TomPick
Posted on August 28th 2013 at 2:10PM

Thanks Berrie! I always enjoy checking out the infographics you publish. Fantastic stuff.

Cara Tarbaj
Posted on October 9th 2013 at 11:28AM

Awesome article, Tom. I love a good set of statistics from reputable sources. 

I'm actually quite shocked that only 12% of consumers follow a brand on Twitter. I guess that's even more reason to get heard on Twitter.

If you're also a stats nerd like I am, you might want to check out this infographic my colleagues complied: The Top Benefits Achieved in Social Media in 2013 by 3,000+ Leading Marketers. It's been put together based on a study by Social Media Examiner, that shows how over 3,000 marketers are fairing in social media this year. We looked at the top benefits marketers are achieving, and how their ROI gains have changed between 2013 and 2012.