80+ Digital Marketing Stats to Take into 2024

Guy Luyanda
Content Creator
10 minutes
January 7, 2024

It’s that time of year again, so we’ve compiled a list of digital marketing statistics every modern marketer should know as they walk into 2024.

The digital marketing landscape is constantly evolving, almost on a daily basis. We, as marketers, therefore need to continuously use innovative methods to captivate customers and craft engaging experiences. Whether that’s leveraging established strategies or embarking on creative endeavours, gaining insight into what others have learned from their own experiences becomes invaluable.

With that said, we’ve compiled 80+ insightful digital marketing statistics to help build a strong strategy in 2024.

So, let’s get started.

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1. Search Engine Optimisation (SEO)

In the incredibly competitive digital world, SEO involves the tips and tricks used to boost visibility for online “searchers”.

Despite its enduring significance and frequent changes in online customer behaviour, marketers are compelled to swiftly adapt strategies to safeguard rankings.

a. As of January 2024, 59.01% of web traffic searches take place on mobile. (statcounter)

b. Longer keywords tend to have a higher CTR: keywords between 10-15 words in length get 1.76x more clicks than single-word terms. (Backlinko)

c. 53.3% of all website traffic comes from organic search. (BrightEdge)

d. 13% of marketers are leveraging voice search optimisation (Alexa, Siri, etc.) as part of their marketing strategy. (HubSpot Marketing Trends Report, 2024)

e. Nearly ¼ of web professionals surveyed say direct traffic is their top source of web traffic, followed by organic, then social. (HubSpot)

f. 85% of marketers rely on website analytics and SEO tools for campaign tracking, and Google Analytics is the most-used tool. (HubSpot)

g. Page titles with a question have 15% higher CTR than regular titles. (Backlinko)

h. 50% of U.S. consumers use voice search daily. (UpCity)

i. The number one organic result sees 19x more clicks than the top paid search result. (First Page Sage)

j. The average time a person spends on a web page is 54 seconds. That’s not a lot of time, but you may be able to entice them to stay with an exit intent popup. (HubSpot)

2. Content Marketing

Content marketing aims to produce and distribute pertinent written, downloadable, and visual content to educate your target audience about your brand, expertise, and offerings.

But the competition for attention is high. Here are a few interesting stats to take into consideration.

a. Blogging is one of the top media formats marketers plan to leverage for the first time in 2024. (HubSpot)

b. Content marketing costs 62% less than traditional marketing but generates three times as many leads. (G2)

c. Companies with blogs see 67% more leads per month than those without. (Media Relations)

d. 91% of businesses use video as a marketing tool in 2023. (Wyzowl)

e. Web traffic is among the top two most-common measurements of success for content marketing strategies. (HubSpot)

f. In 2023, 70% of content marketers have reported to have a strong content strategy. (Content Marketing Institute)

g. 74% of marketers create content based on specific stages of the customer journey. (New York Times)

h. 63% report that content marketing has helped them to build loyalty with customers. (Content Marketing Institute)

i. Podcasts and other forms of audio content are part of the content strategy for 25% of marketers. (OptinMonster)

j. 75% of short-form video viewership is on mobile devices. Moreover, 59% of Gen Z viewers discover new things through short-form video apps. (eMarketer)

3. Lead Form

Lead forms give prospects an easy way to enquire directly on a webpage and have become a standard for generating leads.

It’s important to note that, for forms to drive leads into their marketing funnel and assist sales teams in achieving more conversions, they need to be continually analysed, refined and enhanced to meet evolving customer expectations and business objectives.

a. More than 67% of site visitors will abandon your form forever if they encounter any complications; only 20% will follow up with the company in some way. (Insightful)

b. Creating easy-to-use forms improves the rate of first-time submissions with no errors from 42% to 78%. (Feathery)

c. 12% of users will abandon online checkout forms if trust badges are absent. (Finances Online)

d. 30% of people will return to complete a form if there’s something in it for them such as a free tool. (WPForms)

e. 3% more people will abandon your form if it uses the word “Submit.” The best-performing CTA button text includes: “Click Here,” “Go,” “Download,” and “Register.” (Quicksprout)

f. 9 p.m. is the peak time for form conversions when people are at home and can finish their forms. (WPForms)

g. 3% of people prefer to fill out forms on mobile devices as compared to 84% that prefer a desktop or laptop. (Insightful)

h. As a rule of thumb, include a lead-capture form after every 350 words on your landing page. (HubSpot)

i. 50% of marketers say that inbound marketing strategies such as using online forms are their main source of leads. (WPForms)

j. Turning on an online form’s CAPTCHA is seen to result in higher form abandonment rates. (WPForms)

4. Live Chat

Live chat has steadily grown to become most preferred real-time communication tool to facilitate instant dialogue between businesses and those visiting their website, and is a great way to provide an exceptional online customer experience.

Businesses can obtain a good range of benefits by offering good live chat support, as you will see with these statistics.

a. About 41% of customers say they prefer real-time customer service via live chat over other methods, such as email or phone support. (tidio)

b. 38% of customers are ready to make a purchase after a nice chat session. (Software Advise)

c. For ages 18-40, around 73% say live chat is the most convenient way to communicate with a business. (SaaSworthy)

d. 1 in 5 customers are willing to stop using a product or service for slow response times via online chat. (Fit Small Business)

e. 24% of consumers say long wait times are their biggest frustration. (Kayako)

f. 38% of consumers are more likely to buy from a company if they offer live chat support. (The Daily Egg)

g. Customer satisfaction rate is at the highest (84.7%) when the first response time is 5 to 10 seconds. (Fit For Business)

h. Around 73% of customers find live chat the most satisfactory form of communication with a company. (Invesp)

i. For First Contact Resolution (FCR), the live chat performance benchmark ranges from 70-75%.  (Tech Jury)

j. 63% of millennials prefer to have their basic customer support queries answered by live chat. (Tech Jury)

k. 60% of customers are more likely to return to a website that offers live chat. (tidio)

5. Social Media

From Facebook and Instagram to X (formerly Twitter) and YouTube, more than 4.95 billion people use social media. That’s roughly 61% of the world's population.

For businesses, this has become a key marketing tool to find and engage with customers. But what are the trends in 2024?

a. LinkedIn has over 1 billion users, with roughly 20% of them being U.S. internet users. (Statista)

b. 72% of marketers say Instagram is the most important social media platform for influencer marketing. (HubSpot)

c. In 2023, social media users were spending an average of 55.8 minutes on TikTok per day. In comparison, the second most used platform, YouTube, saw an average time spent of 47.5 minutes. This is followed by Twitter, where people spend an average of 34.1 minutes. (Oberlo)

d. Reels get 22% more interaction than standard video postings. (Demand Sage)

e. 96% of B2B marketers use LinkedIn for organic content distribution and 83% for paid social. It is the most-used platform in both content distribution types. (Sprout Social)

f. Facebook and Instagram are tied for first place in terms of social platforms with the highest ROI. (Hubspot)

g. After testing multi-destination carousels, Twitter saw a roughly 20% increase in clickthrough rate across all objectives. (Twitter)

h. Since X’s rebrand, the social media platform has lost 500,000 daily sign-ups and 200 million active minutes. (Twitter)

i. The number of global social media users is expected to reach 5.1 billion in 2025. (Statista)

j. 50% of people under 25 go to social media first when researching brands (rather than search). (HootSuite)

k. Among internet users ages 18-34, 95% will follow at least one brand on social media. (Dream Grow)

l. Customers who have enjoyed positive social media interactions with brands recommend the brand to social contacts at a rate of 71%. (Oberlo)

6. Email Marketing

If your marketing strategy relies on email, you’ll be glad to know that email marketing remains alive and well. And if it doesn’t, then maybe one to reconsider in 2024?

To use email effectively and garner the best results, you’ll need a sound knowledge of best practices and the latest trends.

a. 95% of marketers who use generative AI for email creation rate it “effective”, with 54% rating it “very effective”. (HubSpot)

b. 90% of B2B marketers say email newsletters are an essential source of success in their content marketing plan. (Constant Contact)

c. More than 75% of email ROI comes from segmented email campaigns. (Campaign Monitor) 

d. You are up to six times more likely to get a click from an email than from a tweet – and including a video can increase that by up to 300%, while social sharing buttons increase CTR by 158%. (Backlinko)

e. 35% of marketers send their customers 3-5 emails per week. (HubSpot)

f. As per 20% of marketers, email design has improved their email engagement. (Unlayer.com)

g. The number of email users is expected to grow to 4.6 billion in 2025. (Statista)

h. 4 out of 5 marketers said they’d rather give up social media than email marketing. (HubSpot)

i. 35% of email marketers say they use a mobile-first or mobile responsive design process. (Litmus)

j. Nearly 21% of all email campaigns are opened within the first hour of sending. (GetResponse)

k. The top two metrics marketers track for the emails they send are clickthrough rate (34%) and open rate (31%). (HubSpot)

l. Sales emails with 200-250 words witness the highest response rate of 19%. (Ixahub)

7. Marketing and AI

AI marketing utilises artificial intelligence technologies to make automated decisions and streamline process based on data.

For marketers willing to take a leap and use AI in their efforts, there might be little to no room for mistakes; hence, having data to back your strategy is going to be paramount.

a. eMarketer predicts that more than 20% of all Americans will use ChatGPT at least once per month in 2024.

b. The global AI market size is expected to be worth $407 billion by 2027. That’s a compound annual growth rate of 36.2% from 2022. (Notified)

c. 96% of executives say generative AI is a hot topic of discussion with their boards. (CapGemini)

d. 45% of executives say the popularity of ChatGPT has led them to increase investment in AI. (Gartner)

e. 66% of global adults say AI products and services will significantly change their lives in the next three to five years. (Ipsos)

f. Larger companies are 100% more likely to use AI than smaller companies, but 41% of smaller companies are currently developing AI strategies. (IBM)

g. 22% of respondents to a McKinsey survey say they regularly use generative AI in their work, while 79% said they had at least some exposure to generative AI.

h. 58% of marketers whose companies use generative AI for content creation said increased performance is the top benefit. (eMarketer)

i. While 67% of adults say they have a good understanding of what AI is, only 51% can identify which products and services use AI. (Master of Code)

j. Access to a generative AI conversational assistant increases customer support agent productivity by an average of 14%. (NBER)

8. Paid Search and PPC

Pay-per-click (PPC), is a form of digital advertising whereby a digital advert is shown to internet users based on specific terms entered into a search engine.

In this method, providers like Google or Facebook only charge when someone clicks on the advert.

Now, let’s look at the 2024 trends in PPC.

a. Customers are up to 70% more likely to buy your product when you use retargeting. (Tech Jury)

b. Advertisers are projected to spend $190.5 billion on search advertising globally in 2024. (Statista)

c. Ads can increase brand awareness by 80%. (AOV UP)

d. 50% of people arriving at a retailer's site from paid ads are more likely to buy than those who came from an organic link. (Unbounce)

e. 45% of small businesses use paid advertising. (Woosuite)

f. About 70% of paid search impressions occur on the mobile platform. (Hootsuite)

g. Mobile advertising has been rapidly growing in the past couple of years but is expected to slow down to about 10.4% by the beginning of 2024. (Statista)

h. 75% of people say they click on ads because they expect an answer to their question. (Woosuite)

i. 9.21% of Facebook ads convert, making it the highest converting platform available. (SERP Watch)

In Conclusion

Irrespective of your marketing focus for 2024—be it SEO, content marketing, social media, forms, email marketing, live chat, marketing AI, or PPC (or all of the above)—keeping updated on the latest trends and insights within each domain is essential for ensuring the relevance of your marketing strategies.

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