120 Awesome Marketing Stats, Charts and Graphs

MARKETINGSTATS, CHARTS& GRAPHS

DOWNLOAD THE FULL DATA SET:www.HubSpot.com/Charts

TABLE OF CONTENTS1 INBOUND VS. OUTBOUND MARKETING……………...32 SEARCH ENGINE OPTIMIZATION………………………….233 EMAIL MARKETING…………………………………………….424 SOCIAL MEDIA………………………………………….…….….545 BLOGGING…………………………………………………..……..796 FACEBOOK……………………………………….………………..1037 TWITTER………………………………………………..………....1278 MOBILE …………………………………………..……………..…155

Inbound VS.OutboundMarketing

Audiences everywhere are tough.They don’t have time to be boredor brow beaten by orthodox,old-fashioned advertising.We need to stop interruptingwhat people are interested in& be what people are interested in.”CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)

FACTThe Internet hasfundamentallychanged the waypeople find,discover, share,shop, & connect.

>1/3of the world’spopulation ison the Internet.SOURCE: ICT FACTS & FIGURES, 2011

ALMOST 8 NEW PEOPLE COME ONTO THE INTERNET EVERY SECONDSOURCE: INTERNETWORLDSTATS.COM, 2012

79% of online shoppers spend at least50% of their shopping time researching products.SOURCE: POWERREVIEWS, FEBRUARY 2012

# OF US CITIZENS 300,000,000 200,000,000 # OF US CITIZENS ON THE FTC’SSOURCE: FTC, JULY 2010 “DO NOT CALL” LIST

% OF PEOPLE % DECLINE IN TECH % OF DIRECT MAIL WHO SKIP TV ADS TRADE SHOW NEVER OPENED SPENDINGSOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010

FACTMarketers are shiftingtheir budgets away from“interruption” advertising.

47%will spend more than they did in 2011 42% will spend same 89% of marketers are maintaining or increasing their 11% inbound budgets will spend less than they did in 2011 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

Direct mail is very expensive and ineffective for new leads.Marketing ProfessionalHardware Technology11 to 25 Employees

The average budget “THE PORTION OF MY MARKETING BUDGETspent on company blogs & ALLOCATED TO SOCIAL MEDIA & OUR COMPANYsocial media has nearly BLOG …”tripled in three years. 21% 9% 2009 2011 SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

Inbound marketing costs 61% LESSper lead than traditional, outbound marketing. SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

FACTInbound marketing isa lot more cost-effectivethan traditional,outbound marketing.

Inbound converts leads into customers SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

Inbound marketing tacticsdon’t just generate leads.They generate revenue. “OUR COMPANY HAS ACQUIRED A CUSTOMER 62% THROUGH THIS60% 57% CHANNEL.” 52% 44%40%20%0% Company Blog LinkedIn Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

Customer acquisition by channel 57% of marketers acquired customers from blogging44% of marketersacquired customersfrom Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

Inbound marketing channels cost lessthan any outbound channel. “THIS LEAD-GEN TACTIC IS BELOW AVERAGE COST.” 60% 52% 45% INBOUND 40% 38% 34% 33% OUTBOUND 28% 19% 20% 0% Blogs Social Media SEO (Organic Direct Mail Telemarketing PPC (Paid Trade Shows Search) Search) SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

Outbound marketing costs more. “THIS LEAD-GEN TACTIC IS ABOVE AVERAGE COST.” 46%40% INBOUND OUTBOUND 26% 26% 25%20% 14% 14% 10%0% Trade Shows Direct Mail Telemarketing PPC (Paid SEO (Organic Social Media Blogs Search) Search) SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

THE BOTTOM LINEGo inbound or go home.

SEARCHENGINEOPTIMIZATOIN

Many Americans begin theirpurchasing experience by doing onlineresearch to compare prices, quality,and the reviews of other shoppers.Even if they end up making theirpurchase in a store, they start theirfact-finding and decision-making onthe Internet.”JIM JANSENSENIOR FELLOWPEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECTSEPTEMBER 2010

FACTGoogle is the newYellow Pages.

61% of global Internet users research products ONLINE.SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012

When researching branded products…44%of online shoppers beginby using a search engine. SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012

In May 2011... …Google sites led the search other market with 65% of SEARCH GOOGLE queries. SITESSOURCE: COMSCORE, MAY 2011

Worldwide, we conduct 131Bsearches per month on the web. PER MINUTE 2,900,000 PER HOUR 175,000,000 PER DAY 4,000,000,000 SOURCE: COMSCORE, JANUARY 2010

TV57%of TV viewersuse the websimultaneously. webSOURCE: NIELSON, 2009

FACTRanking high on searchengines is no longeroptional, it’s critical.

70% of the links search users click on are organic—not paid. PAID “WHICH SEARCH 25% RESULT LINK DID YOU CLICK ON FIRST?’” OTHER * 5%*INCLUDES NON-TRADITIONAL ORGANICRESULTS, SUCH AS ORGANICSHOPPING LINKS, 70%LOCAL RESULTS,NEWS, ETC. SOURCE: MARKETINGSHERPA, FEBRUARY 2007

60% of all organic clicks go to the top three organic search results. 27% 20%SHARE OF CLICKS 13% 10% 9% 7% 5% 4% 3% 3% 1 2 3 4 5 6 7 8 9 10 RANKING ON SEARCH RESULTS PAGE SOURCE: MARKETINGSHERPA, FEBRUARY 2007

75% of users never scroll past the first page of search results.SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010

The average click-through rate for paidsearch in 2010 (worldwide) was 2%.YANDEX 1.3%YAHOO! 1.4%GOOGLE 2.5% BING 2.8% SOURCE: COVARIO, JANUARY 2011

FACTThe more keyword-richcontent you generate,the more search engineswill find (and love) you.

Businesses that ≥20 times/monthget 5X more traffic than those who ≤4 times/month.SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011

Businesses with websitesof 401-1000 get6X more leads than those with51-100 .SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011

Companies that blog have97% more inbound links. 97% AVG # OF LINKS AVG # OF LINKS WITHOUT A BLOG WITH A BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

Companies with more indexed web pages get way more leads. 74 236%MEDIAN MONTHLY LEADS 22 12 7 5 <60 60-120 121-175 176-310 >311 # OF INDEXED PAGES SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

THE BOTTOM LINEIf Google can’t find,neither will anyone else.

EMAILMARKETING

27% of emails were opened on a mobile deviceduring the second half of 2011…30% 27%25% …up from 20% 20% during the first half20%15% of 201110%5%0% Early 2011 Late 2011 SOURCE: KNOTICE, APRIL 2012

>80% of email marketers send the samecontent to all subscribersSOURCE: EXPERIAN, APRIL 2012

The word "exclusive" in email promotionalcampaigns increases unique open rates by 14%. 14% Not Exclusive Exclusive SOURCE: EXPERIAN, APRIL 2012

84% of B2B marketers use segment targeting in their email campaigns.SOURCE: BTOB MAGAZINE, MARCH 2012

59%of B2B marketers sayemail is the mosteffective channel ingenerating revenue.$$$$$$$SOURCE: BTOB MAGAZINE, MARCH 2012

…of email less than marketing companies 1/3 regularly test their email marketing campaigns.SOURCE: ECONSULTANCY, MARCH 2012

Morning emails get high CTR. SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011

Investment in email marketing will growfrom $1.3B in 2010 to $2B by 2014. 2.5 2 1.5 1 0.5 0 2010 2014 SOURCE: FORRESTER RESEARCH, JANUARY 2012

The fresher your list, the better! SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011

Most users report reading email on mobile devices.SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011

FACTSend email earlyin the morning.

SOCIAL MEDIA

While social media is not the silverbullet that some pundits claim it tobe, it is an extremely important& relatively low cost touch pointthat has a direct impact on sales& positive word of mouth.”JOSH MENDELSOHNVICE PRESIDENTCHADWICK MARTIN BAILEY

FACTSocial media isn’t a fad.It’s a revolution.

Social media & blogs generate real customers.% OF CHANNEL USERS WHO ACQUIRED A 62%CUSTOMER THROUGH THIS CHANNEL 60% 57% 52% 44% 40% 20% 0% Company Blog LinkedIn Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

US Internet users spend 3X more minutes on blogs & social networks than on email. VIDEOS/MOVIES 4% PORTALS 4% EMAIL 8% ONLINE GAMES 10% SOCIAL 24%NETWORKS/BLOGS SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

Social media use in the U.S. hasincreased by 356% since 2006. 2006 2012 SOURCE: NETPOP RESEARCH, ARIL 2012

Social media penetration keeps growingacross different age groups.100%90%80%70%60%50%40%30%20%10% 0% 0-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ INTERNET USERS WHO USE SOCIAL NETWORKS VIA ANY DEVICE AT LEAST ONCE PER MONTH SOURCE: EMARKETER, FEBRUARY 2011

The world is becoming more SOCIAL. 4.6 4.4 3.7 2.9 2.7 2.3 1.8 Shopping Browsing Gaming Multimedia Social News Email AVG HOURS/WEEK SPENT ON THIS ONLINE ACTIVITY, WORLDWIDE SOURCE: TNS, OCTOBER 2010

FACTSocial media hasreal business value.

The top 20% of B2B marketers in social media lead generation have increased revenue by 20% in 2011.SOURCE: ABERDEEN RESEARCH, MARCH 2012

Social media conversationsactively influence purchases. ON SOCIAL MEDIA, I AM 55% 55% MOST INFLUENCED BY…” 51% 39% 38% 35% 26%FRIENDS PEOPLE LIKE EXPERTS ONLINE BRANDS RETAILERS INFLUENTIAL YOU FRIENDS BLOGGERSSOURCE: EMARKETER, MAY 2010

63% of companies using social mediasay it has increased marketingeffectiveness—among other benefits.Increasing effectiveness of marketing 63% Increasing customer satisfaction 50% Reducing marketing costs 45% Reducing support costs 35% Reducing time to market for 26% products/servicesIncreasing product/service innovation 24% Increasing revenue 24% SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010

U.S. local SMBs actively use social mediamarketing to promote their businesses. FACEBOOK 70% LINKEDIN 58% TWITTER 40% YELP 32% YOUTUBE 27% MYSPACE 19% FOURSQUARE 9% GOWALLA 3% SOURCE: MERCHANT CIRCLE, FEBRUARY 2011

57% of SMBs say social mediais beneficial to their business. VERY BENEFICIAL DO NOT USE 27% 33% SOMEWHAT NOT VERY BENEFICIAL BENEFICIAL 30% 10%SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010

More than 1/2 of U.S. SMBs say social mediasites play an important role in active sales. “HOW IMPORTANT IS SOCIAL MEDIA IN SEEKING VERY OUT POTENTIAL NEW IMPORTANT CUSTOMERS/CLIENTS ?” 15% NOT IMPORTANT 47% SOMEWHAT IMPORTANT 38% SOURCE: FORBES INSIGHTS, MAY 2010

More than 1/3 of US SMBs say socialmedia helps them get found online. GENERATE SALES 6% “SOCIAL MEDIA HELPS ME TO…” CUT DOWN ON MY MARKETING COSTS 8% MARKET MY BUSINESS TO CUSTOMERS 12% INCREASE TRAFFIC TO MY WEBSITE 15%INCREASE THE EXPOSURE OF MY BUSINESS 39%SOURCE: AMERICAN EXPRESS, SEPTEMBER 2010

Social media helps B2B marketers improve search results. Driving inbound links 48% Increase page rank 45% Influence organic SEO 40%Influence keyword purchases 26% “SOCIAL MEDIA IMPROVES MY SEARCH RESULTS VIA…”SOURCE: BTOB MAGAZINE, JULY 2010

61% of US marketers use socialmedia to increase lead generation DIRECTIVE FROM MANAGEMENT I DO NOT KNOW WHY 3% WE HAVE ONE 4%MY COMPETITORS ARE “THE MAIN REASON MY DOING IT COMPANY IS 5% IMPLEMENTING A SOCIAL MEDIA STRATEGY IS… TO INCREASE LEAD MONITOR THECONVERSATION ABOUT GENERATION MY BRAND 61% 27% SOURCE: R2INTEGRATED, APRIL 2010

LinkedIn drives the most customers to B2B. I’M A B2B COMPANY 80% THAT ACQUIRED A CUSTOMER 65% THROUGH THIS CHANNEL. 60% 55% 43% 40% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

Facebook drives the most conversions for B2C. I’M A B2C COMPANY THAT ACQUIRED A CUSTOMER THROUGH THIS 80% 77% CHANNEL. 60% 60% 55% 51% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

The average user spent only 3minutes on Google+ in January 2012 450 405 400 350 AVERAGE MINUTES/MONTH 300 250 200 150 100 89 50 3 0 Google+ Facebook Pinterest SOURCES: COMSCORE, 2012

Femalesare greatlyoverrepresentedon PINTEREST.SOURCES: ALEXA, 2012

…is from the U.S.65% of Pinterestsglobal web traffic… SOURCES: ALEXA, 2012

Pinterest drives more referral traffic than GooglePlus, LinkedIn and YouTube combined. PINTEREST Google+ LinkedIn YouTubeSOURCE: SHAREAHOLIC, FEBRUARY 2012

BOTTOM LINEIt’s time to go social.

BLOGGING

The bottom line is thatblogging is like sex.You can’t fake it. You can’t fake passion.You can’t fake wantingto engage with the public.If you do, it will ultimately be anunsatisfying experience for boththe blogger and their readers.”KEVIN ANDERSONFREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN

FACTBlogs keep growing—in volume & value.

There are 152,000,000blogs on the Internet.SOURCE: UM, OCTOBER 2010

Blog frequency impacts customer acquisition. % OF BLOG USERS WHO ACQUIRED A CUSTOMER THROUGH THEIR BLOG 100% 92% 78% 66% 70% 56% 50% 43% 0% Less Than Monthly Weekly 2-3 Times Per Daily Multiple Monthly Week Times a Day SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

The global population of blogreaders keeps growing.60%50%40%30%20%10%0% 2008 2009 2010 2011 2012 % OF DAILY INTERNET USERS WHO READ BLOGS AT LEAST MONTHLY SOURCE: EMARKETER, AUGUST 2010

81% of marketers rated their blog as USEFUL or BETTER.SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

There are 31% more bloggers todaythan there were three years ago. 28.1 26.2 24.0 22.9 2008 2009 2010 2011 INTERNET USERS WHO UPDATE A BLOG AT LEAST MONTHLY (MILLIONS) SOURCE: EMARKETER, AUGUST 2010

Most people read blogsmore than once/day. 46% 32% 18% 3% 3%LESS THAN ONCE ONCE A MONTH ONCE A WEEK ONCE A DAY MORE THAN A MONTH ONCE A DAYSOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

Most people read 5-10 blogs. 38% 29% 22% 5% 3% LESS THAN 5 5 TO 10 10 TO 50 50 TO 100 MORE THAN 100 NUMBER OF BLOGSSOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

Nearly 40% of US companies use blogs for marketing purposes. 39%“MY COMPANY USES A BLOG 34%FOR MARKETING PURPOSES.” 29% 25% 16% 2007 2008 2009 2010 2011 SOURCE: EMARKETER, AUGUST 2010

FACTBlogging can reallymove the needle.

Blog articles influence purchases.DECIDE ON A PRODUCT/SERVICE 21% REFINE CHOICES 19% GET SUPPORT/ANSWERS 19%DISCOVER PRODUCTS/SERVICES 17% ASSURE 14% “BLOG ARTICLES PLAY A ROLE IN INSPIRE A PURCHASE 13% THIS ASPECT OF THE PURCHASE PROCESS.” EXECUTE A PURCHASE 7% SOURCE: JUPITER RESEARCH, OCTOBER 2008

Companies that blog have55% morewebsite visitors. 2250 55% 1480# OF MONTHLY VISITORS DON’T BLOG BLOG SOURCE: HUBSPOT, 2010

B2C companies that blog generate88% more leadsper month than those who do not. 15 88% # OF MEDIAN MONTHLY LEADS 8 DON’T BLOG BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

B2B companies that blog generate67% more leadsper month than those who do not. 15 67% # OF MEDIAN MONTHLY LEADS 9 DON’T BLOG BLOG SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

Companies with >51 blogarticles experience a77% lift 23 77%in median monthly leads. 13 # OF MEDIAN MONTHLY LEADS 10 10 <12 12-23 24-51 >51 # OF BLOG ARTICLES SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

Blogging frequency has a direct & significant impact on lead-gen. 89% 76% 78% 72%# OF MEDIAN MONTHLY LEADS 49% 33% < MONTHLY MONTHLY WEEKLY 2-3X/WEEK DAILY MULTIPLE TIMES/DAY FREQUENCY OF BLOG POSTS SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

FACTBloggers are“morning people.”

Morning is the most populartime to read blogs. 79% 64% 51% % OF BLOG READERS 40% MORNING AFTERNOON EVENING NIGHT SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

Blog reading peaks around 10AM.# OF VIEWS SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

Link-sharing among blog readers# OF LINKS SHARED peaks around 7am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

Commenting on blogs# OF COMMENTS peaks around 8am. SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010

THE BOTTOM LINEBlog early and often.

FACEBOOK

People share, readand generally engage morewith any type of contentwhen it’s surfaced throughfriends and people theyknow and trust.”MALORIE LUCICH, FACEBOOK SPOKESPERSONFEBRUARY 2011

FACTFacebook hasa massive & highlyengaged audience.

Facebook is effective for B2C customer acquisition. B2B B2C 80% 77%% of channel users this channel who 65% acquired a customer through 60% 60% 55% 55% 51% 43% 40% 40% 20% 0% LinkedIn Company Blog Facebook Twitter SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

Brands get a46%increase in user engagementwith FACEBOOK TIMELINE. SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR

Brands get a 65% increase in interactive content with FACEBOOK TIMELINE.SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR

of consumer comments on35% company Facebook Pages are compliments. SOURCE: AT KEARNEY, HTTP://BIT.LY/HNK1EX

70%of Facebook news consumers followlinks posted by FRIENDS or FAMILY.

The median ratio of FacebookVIEWS : SHARES : 9:1SOURCE: BUZZFEED, HTTP://BIT.LY/HNLUKL

93% of US adult Internet users are on Facebook.164 Million 152 Million SOURCE: BLOGHER, APRIL 2011

1 out of every 7 minutesonline is spent on Facebook. SOURCE: COMSCORE, DECEMBER 2011

The average Facebook user spends~7 hours/monthon Facebook.7HOURSSOURCES: COMSCORE

Facebook is overtaking Googleand Yahoo in total time spentonline. 41.5 40.5 40.5 39.1 44 43.2 38.2 39.9 37.9 36 38.6 38.7 34.6MINUTES SPENT (BILLIONS) 35.8 32.2 34.3 27.6 26.7 20 16 16.7 15.8 13 Yahoo! Sites 12 11.4 9.3 Google sites 5.9 6.4 6.4 5.6 Facebook Jul-07 Dec-07 Apr-08 Jul-08 Dec-08 Apr-09 Jul-09 Dec-09 Apr-10 Jul-10 SOURCE: COMSCORE, AUGUST 2011

Facebook has become the top choicefor social sign-in. OTHER 8% WINDOWS LIVE 6% TWITTER 7% FACEBOOK 35% YAHOO 13% GOOGLE 31% SOURCE: JANRAIN, APRIL 2011

Facebook has become the preferred wayof sharing content, second only to email(for now). 84% EMAIL 88% 44% FACEBOOK 54% 18% TELEPHONE 31% 7% Male MAIL 10% Female 5% PRINT OUT 8% SOURCE: CHADWICK MARTIN BAILEY, SEPTEMBER 2010

We’re not just engaging with our friendson Facebook. We’re engaging withbusinesses of all kinds. 17 ARTISTS 92 43 MEDIA 57 Avg # of Comments/post Avg. # of Likes/post 9 BRANDS 54 NOTE: PAGES ANALYZED HAVE AT LEAST 100K “LIKES” SOURCE: VISIBLI, APRIL 2011

Many internet activities that oncetook place on separate, isolatedvenues are now funneled throughFacebook. These include email,instant messaging, blogging,gaming, video-sharing and onlineshopping.”FACEBOOK USERS: THE JUGGERNAUT ROLLS ONPAUL VERNA | MARCH 21, 2011 | EMARKETER

FACTFacebook has realbusiness value.

Most US B2B marketers agreethat Facebook is an effectivemarketing tool. FACEBOOK 51% LINKEDIN 45% TWITTER 35% “THIS SITE IS SOMEWHAT TO MYSPACE 25% EXTREMELY EFFECTIVE AS A MARKETING TOOL.” SOURCE: OUTSELL, DECEMBER 2009

More than half of SMBs sayFacebook is beneficial to their business. DO NOT USE VERY 32% BENEFICIAL 30% SOMEWHAT NOT VERY BENEFICIAL BENEFICIAL 25% 13% SOURCE: AD-OLOGY, NOVEMBER 2010

More than 1/3 of marketers sayFacebook is “critical” or“important” to their business. Not Useful Critical 14% 15% Important Somewhat 24% Useful 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

The number of marketers who say Facebookis “critical” or “important” to their businesshas increased by 75% in three years. 45% 42% 75% 40% 35% 30% 25% 24% 20% 15% 10% 5% 0% In 2009 In 2012 SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

THE BOTTOM LINEIf you don’t likeFacebook yet, you will

TWITTER

FACTVirtually everyone has heardof Twitter. Not everyoneis using it (yet).

Roughly 9% of adult Americans use Twitter. 152 Million 21 Million SOURCE: EMARKETER, APRIL 2011

The average Twitter user has 27 followers.SOURCE: RJMETRICS, JANUARY 2010

25% of Twitter accounts have no followers. FOLLOW ME?SOURCE: RJ METRICS, JANUARY 2010

40%of Twitter accountshave neversent a singletweet.SOURCE: RJ METRICS, JANUARY 2010

Only 18% of Twitter userstweet >once/day. SEVERAL TIMES/DAY 18% AT LEAST ONCE/DAY 15% AT LEAST ONCE/WEEK 30% AT LEAST ONCE/MONTH 22%LESS THAN ONCE/MONTH 15% SOURCE: RJMETRICS, JANUARY 2010

FACTTwitter users areyoung, smart, affluent, &tech-savvy.

1/3 of monthly Twitter users are 25-34 years old. 33% 19% 18% 11% 12% 7% AGE 12-17 AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55+ SOURCE: EDISON RESEARCH, 2010

The majority of US Twitterusers are 18-29 years old.AGE 18-29 14%AGE 30-45 10%AGE 46-64 6% AGE 65+ 1% SOURCE: PEW RESEARCH CENTER, JANUARY 2010

US Twitter users are more educatedthan the general population. 33% MONTHLY TWITTER USERS 18+ 30% TOTAL POPULATION 18+ 23% 23% 19% 17% 16% 13% 12% 8% ADVANCED DEGREE SOME GRADUATE 4-YR COLLEGE 1-3 YRS OF COLLEGE HIGH SCHOOL/LESS CREDITS SOURCE: EDISON RESEARCH, 2010

US Twitter users have higher incomesthan the general population. 23% MONTHLY TWITTER USERS 18+ 20% 20% TOTAL POPULATION 18+ 17% 15% 14% 13% 11% 10% 8% >$100K $75K - $100K $50K - $75K $25K-$50K UNDER $25K SOURCE: EDISON RESEARCH, 2010

US Twitter users tend to be “early adopters.” TOTAL POPULATION 12+ AMONG THE 1ST TO BUY/TRY NEW 10% PRODUCTS 19% MONTHLY TWITTER USERS 12+ BUY/TRY NEW PRODUCTS BEFORE 12% OTHERS, NOT FIRST 25% BUY/TRY NEW PRODUCTS SAME AS 27% OTHERS 29% BUY/TRY NEW PRODUCTS AFTER 24% OTHERS, NOT LAST 16% USUALLY LAST TO KNOW TO TRY/BUY 25% NEW PRODUCTS 11% SOURCE: EDISON RESEARCH, 2010

For Twitter users, Internet > TV. 73% “THE MEDIUM THAT IS MOST ESSENTIAL TO MY LIFE IS…” MONTHLY TWITTER USERS 12+ 42% TOTAL POPULATION 12+ 37% 25% 14% 13% 11% 3% NEWSPAPER RADIO TV INTERNET SOURCE: EDISON RESEARCH, 2010

Twitter users spend a lot of time online. 4:00 3:22 3:25 “I SPEND HH:MM PER DAY WITH EACH OF THESE MEDIA.” 2:41MONTHLY TWITTER USERS 12+ 2:05 1:56TOTAL POPULATION 12+ 0:26 0:28 NEWSPAPER RADIO TV INTERNET SOURCE: EDISON RESEARCH, 2010

FACTTwitter + Business = $$$

More than 1/2of active Twitter usersfollow companies,brands or products FOLLOWon social networks.SOURCE: EDISON RESEARCH, 2010

Twitter plays an active rolein purchasing decisions. LEARN ABOUT 42% PRODUCTS/SERVICES PROVIDE OPINIONS ABOUT 41% PRODUCTS/SERVICES ASK FOR OPINIONS ABOUT 31% PRODUCTS/SERVICES LOOK FOR DISCOUNTS/SALES 28% PURCHASE 21% PRODUCTS/SERVICES “I USE TWITTER TO...” SEEK CUSTOMER SUPPORT 19% SOURCE: EDISON RESEARCH, 2010

79% of US Twitter users are more likely to recommend brands they follow. NOT SURE NO 6% 15% YES, FOR MANY BRANDS YES, FOR A 23% FEW BRANDS 56% SOURCE: EDISON RESEARCH, 2010

67% of US Twitter users aremore likely to buy brands they follow. NOT SURE 10% NO 23% YES, FOR A FEW BRANDS YES, FOR 42% MANY BRANDS 25% SOURCE: EDISON RESEARCH, 2010

57% of all companies that usesocial media for business, use Twitter. DON’T USE TWITTER 43% USE TWITTER 57%SOURCE: BUSINESS.COM, SEPTEMBER 2009

B2B companies are far more likelyto use Twitter than B2C companies. 75% “MY COMPANY TWEETS.” 49% B2B B2C SOURCE: BUSINESS.COM, SEPTEMBER 2009

Twitter drives more customers for B2C. “YES, WE HAVE ACQUIRED A CUSTOMER VIA 55% TWITTER. 40% B2B B2C SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

More than 1/3 of marketers say Twitter is“critical” or “important” to their business. Not Useful Critical 14% 15% Somewhat Useful 24% Important 24% Useful 24% SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

Companies that use Twitteraverage 2x more leads/monththan those that do not. 86# OF MEDIAN MONTHLY LEADS USE TWITTER DON’T USE TWITTER 43 31 15 10 5 <11 EMPLOYEES 11-50 EMPLOYEES >50 EMPLOYEES SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

B2C companies with >100 followershave 146% more leads/monththan those with <100. 35 146% 32 # OF MEDIAN MONTHLY LEADS 14 11 <21 21-100 101-500 >500 # OF FOLLOWERS SOURCE: HUBSPOT STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010

FACTDon’t be a twit.Start tweeting.

MOBILE

There are 271 MILLION mobile subscribers in the U.S. alone.SOURCE:,INTERNATIONAL TELECOMMUNICATION UNION (ITU), JULY, 2011

54% of iOS web traffic is devoted tosearch VS the 36% Internet average. SEARCH THROUGH IOS 54% 36% IOS INTERNET AVERAGE SOURCE: CHITIKA, APRIL 2012

60% of consumers do product or service research “several times a month” via a mobile device.SOURCE: LOCAL CORPORATION, APRIL 2012

1% of emails are first opened on mobile devices, then on desktop PCs later.SOURCE: KNOTICE, MARCH 2012

FACTOptimize your website &email for mobile.

9 out of 10 mobile searches lead to action.OVER HALFlead to purchase.SOURCE: SEARCH ENGINE LAND, 2011

90% of text messages are read within 3 MINUTES of being delivered.SOURCE: 2011 MOBILE STARTEGT FOR COMPANIES, IMPIGERMOVILE, 2011

4 BILLION of the6.8 BILLIONpeople on the planet,use a mobile phone.3.5 BILLION ofthem use a toothbrush.SOURCE: 60 SECOND MARKETER, 2011

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http://blog.web-media.co.uk	218

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