http://www.HubSpot.com/charts - Over 120 marketing charts and graphs based on original research and data from a variety of sources, including analysis of our 6,500 business customers, surveys with hundreds of businesses responding, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more. To download a free copy of your own, please visit http://hubspot.com/charts
5. Audiences everywhere are tough.
They don’t have time to be bored
or brow beaten by orthodox,
old-fashioned advertising.
We need to stop interrupting
what people are interested in
& be what people are interested in.”
CRAIG DAVIS
CHIEF CREATIVE OFFICER, WORLDWIDE
J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
8. ALMOST 8 NEW
PEOPLE COME ONTO
THE INTERNET
EVERY SECOND
SOURCE: INTERNETWORLDSTATS.COM, 2012
9. 79%
of online shoppers
spend at least
50% of their shopping time
researching products.
SOURCE: POWERREVIEWS, FEBRUARY 2012
10. # OF US CITIZENS
300,000,000
200,000,000
# OF US CITIZENS
ON THE FTC’S
SOURCE: FTC, JULY 2010 “DO NOT CALL” LIST
11. % OF PEOPLE % DECLINE IN TECH % OF DIRECT MAIL
WHO SKIP TV ADS TRADE SHOW NEVER OPENED
SPENDING
SOURCE: THE GUARDIAN, AUGUST 2010, TSEA.ORG, MARCH 2009, & EPA.GOV, NOVEMBER 2010
13. 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
14. Direct mail is
very expensive
and ineffective
for new leads.
Marketing Professional
Hardware Technology
11 to 25 Employees
15. The average budget “THE PORTION OF MY
MARKETING BUDGET
spent on company blogs & ALLOCATED TO SOCIAL
MEDIA & OUR COMPANY
social media has nearly BLOG …”
tripled in three years.
21%
9%
2009 2011
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011
16. Inbound marketing costs 61% LESS
per lead than traditional, outbound marketing.
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
18. Inbound converts leads into customers
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
19. Inbound marketing tactics
don’t just generate leads.
They generate revenue.
“OUR COMPANY HAS
ACQUIRED A CUSTOMER
62% THROUGH THIS
60% 57% CHANNEL.”
52%
44%
40%
20%
0%
Company Blog LinkedIn Facebook Twitter
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
20. Customer acquisition by channel
57% of marketers
acquired customers
from blogging
44% of marketers
acquired customers
from Twitter
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
21. Inbound marketing channels cost less
than 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
22. 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
25. Many Americans begin their
purchasing experience by doing online
research to compare prices, quality,
and the reviews of other shoppers.
Even if they end up making their
purchase in a store, they start their
fact-finding and decision-making on
the Internet.”
JIM JANSEN
SENIOR FELLOW
PEW RESEARCH CENTER’S INTERNET & AMERICAN LIFE PROJECT
SEPTEMBER 2010
27. 61% of global Internet users
research
products
ONLINE.
SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
28. When researching branded products…
44%
of online shoppers begin
by using a search engine.
SOURCE: INTERCONNECTED WORLD: SHOPPING AND PERSONAL FINANCE, 2012
29. In May 2011...
…Google sites
led the search
other market with 65%
of SEARCH
GOOGLE queries.
SITES
SOURCE: COMSCORE, MAY 2011
30. Worldwide, we conduct 131B
searches 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
33. 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 ORGANIC
RESULTS, SUCH AS ORGANIC
SHOPPING LINKS, 70%
LOCAL RESULTS,
NEWS, ETC. SOURCE: MARKETINGSHERPA, FEBRUARY 2007
34. 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
35. 75%
of users never
scroll past the
first page of
search results.
SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
36. The average click-through rate for paid
search in 2010 (worldwide) was 2%.
YANDEX 1.3%
YAHOO! 1.4%
GOOGLE 2.5%
BING 2.8%
SOURCE: COVARIO, JANUARY 2011
38. Businesses that ≥20 times/month
get
5X more traffic than those who
≤4 times/month.
SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
39. Businesses with websites
of 401-1000 get
6X more leads than those with
51-100 .
SOURCE: HUBSPOT, LEAD GENERATION LESSONS FROM 4,000 BUSINESSES, 2011
40. Companies that blog have
97% 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
41. 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
44. 27% of emails were opened on a mobile device
during the second half of 2011…
30%
27%
25%
…up from
20% 20% during
the first half
20%
15%
of 2011
10%
5%
0%
Early 2011 Late 2011
SOURCE: KNOTICE, APRIL 2012
45. >80% of email marketers send the same
content to all subscribers
SOURCE: EXPERIAN, APRIL 2012
46. The word "exclusive" in email promotional
campaigns increases unique open rates by 14%.
14%
Not Exclusive Exclusive
SOURCE: EXPERIAN, APRIL 2012
47. 84% of B2B
marketers use
segment targeting
in their email
campaigns.
SOURCE: BTOB MAGAZINE, MARCH 2012
48. 59%
of B2B marketers say
email is the most
effective channel in
generating revenue.
$$$$$$$
SOURCE: BTOB MAGAZINE, MARCH 2012
49. …of email
less than
marketing
companies
1/3 regularly test
their email
marketing
campaigns.
SOURCE: ECONSULTANCY, MARCH 2012
50. Morning emails get high CTR.
SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
51. Investment in email marketing will grow
from $1.3B in 2010 to $2B by 2014.
2.5
2
1.5
1
0.5
0
2010 2014
SOURCE: FORRESTER RESEARCH, JANUARY 2012
52. The fresher your list, the better!
SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
53. Most users report
reading email on
mobile devices.
SOURCE: THE SCIENCE OF EMAIL MARKETING, 2011
56. While social media is not the silver
bullet that some pundits claim it to
be, it is an extremely important
& relatively low cost touch point
that has a direct impact on sales
& positive word of mouth.”
JOSH MENDELSOHN
VICE PRESIDENT
CHADWICK MARTIN BAILEY
58. 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
59. 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
60. Social media use in the U.S. has
increased by 356% since 2006.
2006 2012
SOURCE: NETPOP RESEARCH, ARIL 2012
61. Social media penetration keeps growing
across 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
62. 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
64. The top 20% of B2B
marketers in social
media lead generation
have increased revenue
by 20% in 2011.
SOURCE: ABERDEEN RESEARCH, MARCH 2012
65. Social media conversations
actively 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 BLOGGERS
SOURCE: EMARKETER, MAY 2010
66. 63% of companies using social media
say it has increased marketing
effectiveness—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/services
Increasing product/service innovation 24%
Increasing revenue 24%
SOURCE: MCKINSEY GLOBAL INSTITUTE, DECEMBER 2010
67. U.S. local SMBs actively use social media
marketing 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
68. 57% of SMBs say social media
is beneficial to their business.
VERY
BENEFICIAL
DO NOT USE 27%
33%
SOMEWHAT
NOT VERY BENEFICIAL
BENEFICIAL 30%
10%
SOURCE: AD-OLOGY RESEARCH, NOVEMBER 2010
69. More than 1/2 of U.S. SMBs say social media
sites 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
70. More than 1/3 of US SMBs say social
media 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
71. 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
72. 61% of US marketers use social
media 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 THE
CONVERSATION ABOUT GENERATION
MY BRAND 61%
27%
SOURCE: R2INTEGRATED, APRIL 2010
73. 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
74. 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
75. The average user spent only 3
minutes 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
77. …is from the U.S.
65% of Pinterest's
global web traffic…
SOURCES: ALEXA, 2012
78. Pinterest drives more referral traffic than Google
Plus, LinkedIn and YouTube combined.
PINTEREST Google+
LinkedIn
YouTube
SOURCE: SHAREAHOLIC, FEBRUARY 2012
81. The bottom line is that
blogging is like sex.
You can’t fake it. You can’t fake passion.
You can’t fake wanting
to engage with the public.
If you do, it will ultimately be an
unsatisfying experience for both
the blogger and their readers.”
KEVIN ANDERSON
FREELANCE JOURNALIST & FORMER BLOGS EDITOR FOR THE GUARDIAN
83. There are 152,000,000
blogs on the Internet.
SOURCE: UM, OCTOBER 2010
84. 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
85. The global population of blog
readers 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
86. 81% of
marketers
rated their
blog as
USEFUL or
BETTER.
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
87. There are 31% more bloggers today
than 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
88. Most people read blogs
more 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 DAY
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
89. 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 BLOGS
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
90. 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
92. 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
93. Companies that blog have
55% more
website visitors. 2250
55%
1480
# OF MONTHLY VISITORS
DON’T BLOG BLOG
SOURCE: HUBSPOT, 2010
94. B2C companies that blog generate
88% more leads
per 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
95. B2B companies that blog generate
67% more leads
per 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
96. Companies with >51 blog
articles experience a
77% 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
97. 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
99. Morning is the most popular
time to read blogs.
79%
64%
51%
% OF BLOG READERS
40%
MORNING AFTERNOON EVENING NIGHT
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
100. Blog reading peaks around 10AM.
# OF VIEWS
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
101. Link-sharing among blog readers
# OF LINKS SHARED peaks around 7am.
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
102. Commenting on blogs
# OF COMMENTS peaks around 8am.
SOURCE: HUBSPOT, THE SCIENCE OF BLOGGING 2010
105. People share, read
and generally engage more
with any type of content
when it’s surfaced through
friends and people they
know and trust.”
MALORIE LUCICH, FACEBOOK SPOKESPERSON
FEBRUARY 2011
108. 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
109. Brands get a
46%
increase in user engagement
with FACEBOOK TIMELINE.
SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
110. Brands get a 65%
increase in interactive content
with FACEBOOK TIMELINE.
SOURCE: SIMPLY MEASURED, HTTP://BIT.LY/HNJLFR
111. of consumer
comments on
35% company
Facebook
Pages are
compliments.
SOURCE: AT KEARNEY, HTTP://BIT.LY/HNK1EX
113. The median ratio of Facebook
VIEWS : SHARES
:
9:1
SOURCE: BUZZFEED, HTTP://BIT.LY/HNLUKL
114. 93% of US adult Internet
users are on Facebook.
164 Million 152 Million
SOURCE: BLOGHER, APRIL 2011
115. 1 out of every 7 minutes
online is spent on Facebook.
SOURCE: COMSCORE, DECEMBER 2011
116. The average Facebook user spends
~7 hours/month
on Facebook.
7HOURS
SOURCES: COMSCORE
117. Facebook is overtaking Google
and Yahoo in total time spent
online.
41.5 40.5 40.5
39.1 44 43.2 38.2 39.9
37.9 36 38.6 38.7
34.6
MINUTES 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
118. Facebook has become the top choice
for social sign-in.
OTHER
8%
WINDOWS LIVE
6%
TWITTER
7%
FACEBOOK
35%
YAHOO
13%
GOOGLE
31%
SOURCE: JANRAIN, APRIL 2011
119. Facebook has become the preferred way
of 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
120. We’re not just engaging with our friends
on Facebook. We’re engaging with
businesses 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
121. Many internet activities that once
took place on separate, isolated
venues are now funneled through
Facebook. These include email,
instant messaging, blogging,
gaming, video-sharing and online
shopping.”
FACEBOOK USERS: THE JUGGERNAUT ROLLS ON
PAUL VERNA | MARCH 21, 2011 | EMARKETER
123. Most US B2B marketers agree
that Facebook is an effective
marketing tool.
FACEBOOK 51%
LINKEDIN 45%
TWITTER 35%
“THIS SITE IS
SOMEWHAT TO
MYSPACE 25% EXTREMELY
EFFECTIVE AS A
MARKETING TOOL.”
SOURCE: OUTSELL, DECEMBER 2009
124. More than half of SMBs say
Facebook is beneficial to their business.
DO NOT USE VERY
32% BENEFICIAL
30%
SOMEWHAT
NOT VERY BENEFICIAL
BENEFICIAL 25%
13%
SOURCE: AD-OLOGY, NOVEMBER 2010
125. More than 1/3 of marketers say
Facebook 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
126. The number of marketers who say Facebook
is “critical” or “important” to their business
has 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
135. Only 18% of Twitter users
tweet >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
137. 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
138. The majority of US Twitter
users 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
139. US Twitter users are more educated
than 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
140. US Twitter users have higher incomes
than 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
141. 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
142. 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
143. 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.”
2:41
MONTHLY TWITTER USERS 12+ 2:05
1:56
TOTAL POPULATION 12+
0:26 0:28
NEWSPAPER RADIO TV INTERNET
SOURCE: EDISON RESEARCH, 2010
145. More than 1/2
of active Twitter users
follow companies,
brands or products FOLLOW
on social networks.
SOURCE: EDISON RESEARCH, 2010
146. Twitter plays an active role
in 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
147. 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
148. 67% of US Twitter users are
more 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
149. 57% of all companies that use
social media for business, use Twitter.
DON’T USE
TWITTER
43%
USE
TWITTER
57%
SOURCE: BUSINESS.COM, SEPTEMBER 2009
150. B2B companies are far more likely
to use Twitter than B2C companies.
75%
“MY COMPANY TWEETS.”
49%
B2B B2C
SOURCE: BUSINESS.COM, SEPTEMBER 2009
151. 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
152. 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
153. Companies that use Twitter
average 2x more leads/month
than 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
154. B2C companies with >100 followers
have 146% more leads/month
than 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
157. There are
271 MILLION
mobile subscribers
in the U.S. alone.
SOURCE:,INTERNATIONAL TELECOMMUNICATION UNION (ITU), JULY, 2011
158. 54% of iOS web traffic is devoted to
search VS the 36% Internet average.
SEARCH THROUGH IOS
54%
36%
IOS INTERNET AVERAGE
SOURCE: CHITIKA, APRIL 2012
159. 60% of
consumers do
product or
service research
“several times a
month” via a
mobile device.
SOURCE: LOCAL CORPORATION, APRIL 2012
160. 1% of emails are
first opened on
mobile devices,
then on desktop
PCs later.
SOURCE: KNOTICE, MARCH 2012
162. 9 out of 10
mobile searches
lead to action.
OVER HALF
lead to purchase.
SOURCE: SEARCH ENGINE LAND, 2011
163. 90%
of text messages
are read within
3 MINUTES
of being delivered.
SOURCE: 2011 MOBILE STARTEGT FOR COMPANIES, IMPIGERMOVILE, 2011
164. 4 BILLION of the
6.8 BILLION
people on the planet,
use a mobile phone.
3.5 BILLION of
them use a toothbrush.
SOURCE: 60 SECOND MARKETER, 2011
165. MAKE YOUR MARKETING AWESOME
Try HubSpot FREE for 30 days!
http://HubSpot.com/free-trial
166. IF YOU THOUGHT blog.hubspot.com/
Twitter.com/hubspot
THAT THIS WAS Facebook.com/hubspot
AWESOME, Linkedin/com/hubspot
PERHAPS YOU’D Youtube.com/hubspot
LIKE TO BE flickr.com/photos/hubspot
FRIENDS ONLINE? Slideshare.net/hubspot
167. Search Engine
Optimization
Blogging &
Social Media
Lead
Generation
All-in-One Lead
Marketing Software Management
Email &
Automation
Marketing
Analytics
Editor's Notes
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:106801Source: eMarketer April 2011
http://totalaccess.emarketer.com/Chart.aspx?R=105978&dsNav=Ro:8,N:1064Chart Title: Time Spent per Day on the Internet According to US Consumers, Oct 2010 (% of respondents) Publication Date: January 12, 2011Topics:Internet UsageGeographies: North America> United StatesSources: The Media Audit
http://totalaccess.emarketer.com/Chart.aspx?R=105978&dsNav=Ro:8,N:1064Chart Title: Time Spent per Day on the Internet According to US Consumers, Oct 2010 (% of respondents) Publication Date: January 12, 2011Topics:Internet UsageGeographies: North America> United StatesSources: The Media Audit
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:106801Source: eMarketer April 2011
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:106801Source: eMarketer April 2011
http://totalaccess.emarketer.com/Chart.aspx?R=105883Change in Investing in Paid vs. Unpaid/Earned Media According to Brand Marketers and Agencies Worldwide in 2011 (% of respondents) Publication Date: February 9, 2011Sources: AnswerLabSociety of Digital Agencies (SoDA)
http://totalaccess.emarketer.com/Chart.aspx?R=105883Change in Investing in Paid vs. Unpaid/Earned Media According to Brand Marketers and Agencies Worldwide in 2011 (% of respondents) Publication Date: February 9, 2011Sources: AnswerLabSociety of Digital Agencies (SoDA)
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102039hart Title: Change in Investment for Select Marketing Tactics According to US B2B Marketers, Aug 2010 (% of respondents) Publication Date: October 19, 2010Topics:Marketing SpendingB2B MarketingGeographies: North America> United StatesSources: MarketingSherpa
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
OUTBOUND: direct mail, telemarketing and trade showsINBOUND: blogging, content publishing, search engine optimization, social media
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Google: 34,000 searches per second (2 million per minute; 121 million per hour; 3 billion per day; 88 billion per month, figures rounded)http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
75% of users never scroll past the first page57% of internet users search the web everyday46% are for prodiucts & services20% are for local businesses
75% of users never scroll past the first page57% of internet users search the web everyday46% are for prodiucts & services20% are for local businesses
75% of users never scroll past the first page57% of internet users search the web everyday46% are for prodiucts & services20% are for local businesses
RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts) Feb 06, 2007http://www.marketingsherpa.com/content/?q=node/2568
RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts) Feb 06, 2007http://www.marketingsherpa.com/content/?q=node/2568http://www.websitemagazine.com/content/blogs/posts/archive/2011/05/04/top-search-position-gains-37-percent-of-clicks.aspx
RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts) Feb 06, 2007http://www.marketingsherpa.com/content/?q=node/2568
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV**DOUBLE CHECK THE #S!!! ACTUAL VALUES ARENT ON THE EXISTING CHARTS!!!
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV**DOUBLE CHECK THE #S!!! ACTUAL VALUES ARENT ON THE EXISTING CHARTS!!!
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
http://totalaccess.emarketer.com/Chart.aspx?R=105504&dsNav=Ro:9,N:1064Chart Title: Top 5 Online Activities of US Internet Users, Ranked by Minutes Spent and Share of Time Spent Online, Nov 2010 (billions and % of total) Publication Date: January 11, 2011Topics:Internet UsageMedia ConsumptionSocial Network UsersGeographies: North America> United StatesSources: The Nielsen Company
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:96874&xsrc=chart_articlexChart Title: Emerging Channels for Lead Generation in 2010* According to US Technology Marketers (% of respondents) Publication Date: May 25, 2010Topics:Lead GenerationMobile AdvertisingSocial Media MarketingTechnologyGeographies: North America> United StatesSources: Unisfair
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:96874&xsrc=chart_articlexChart Title: Emerging Channels for Lead Generation in 2010* According to US Technology Marketers (% of respondents) Publication Date: May 25, 2010Topics:Lead GenerationMobile AdvertisingSocial Media MarketingTechnologyGeographies: North America> United StatesSources: Unisfair
Read more: http://wallblog.co.uk/2011/01/10/companies-using-social-media-are-making-more-money-says-mckinsey/#ixzz1EtaOL5o7http://www.mckinseyquarterly.com/Organization/Strategic_Organization/The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716The rise of the networked enterprise: Web 2.0 finds its paydayMcKinsey’s new survey research finds that companies using the Web intensively gain greater market share and higher margins.DECEMBER 2010 • Jacques Bughin and Michael ChuiSource: McKinsey Global Institute
http://totalaccess.emarketer.com/Chart.aspx?R=106161&dsNav=Ro:-1,Nrc:id-1132,N:1126-1125&xsrc=TopicsPanelChart Title: Social Media and Other Websites Used by US Local Small Businesses to Promote Their Business, Feb 2011 (% of respondents) Publication Date: February 15, 2011Topics:Social Media MarketingSmall BusinessGeographies: North America> United StatesSources: MerchantCircle
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:104744&xsrc=chart_articlexChart Title: Ways that Social Media Benefits Their Business According to US Small Businesses, Nov 2010 (% of respondents) Publication Date: January 8, 2011Topics:Social Media MarketingSmall BusinessGeographies: North America> United StatesSources: Ad-ology Research
http://totalaccess.emarketer.com/Chart.aspx?R=104753&dsNav=Ro:4,Nrc:id-1132,N:1126-1125&xsrc=TopicsPanelhart Title: Importance of Social Media Sites for Sales According to US SMBs, by Sales Type, May 2010 (% of respondents) Publication Date: January 5, 2011Topics:Social Media MarketingSmall BusinessGeographies: North America> United StatesSources: DoremusForbes Insights
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102089&xsrc=chart_articlexChart Title: Leading Benefits of Using Social Media Tools According to US Small Businesses, Sep 2010 (% of respondents) Publication Date: October 18, 2010Topics:Social Media MarketingSmall BusinessGeographies: North America> United StatesSources: American Express
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:99936&xsrc=chart_articlexChart Title: Ways of Using Social Media to Improve Search Results, July 2010 (% of US B2B marketers) Publication Date: August 16, 2010Topics:B2B Social MediaGeographies: North America> United StatesSources: BtoB magazineBusiness.com
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:95278&xsrc=chart_articlexChart Title: Main Reason for Implementing a Social Media Strategy According to US Marketing Professionals, April 2010 (% of respondents) Publication Date: April 14, 2010Topics:Social Media MarketingGeographies: North America> United StatesSources: R2integrated (R2i)
http://totalaccess.emarketer.com/Chart.aspx?R=97392&dsNav=Ro:31,N:1136&xsrc=TopicsPanelChart Title: Lead Referrals from Social Media Sites to B2B Sites, June 2010 Publication Date: June 9, 2010Topics:B2B Social MediaGeographies: North America> United StatesSources: LeadForce1
im
Image http://www.flickr.com/photos/contentious/By agahranhttp://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102385Chart Title: Internet Users in the US and Worldwide Who Read Blogs, 2008-2010 (% of respondents) Publication Date: October 1, 2010Topics:BlogsGeographies: North America> United StatesWorldwideSources: UM
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:102385Chart Title: Internet Users in the US and Worldwide Who Read Blogs, 2008-2010 (% of respondents) Publication Date: October 1, 2010Topics:BlogsGeographies: North America> United StatesWorldwideSources: UM
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:99616Chart Title: US Bloggers, 2008-2014 (millions and % of internet users) Publication Date: August 9, 2010Topics:BlogsGeographies: North America> United StatesSources: eMarketer
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:99699Chart Title: US Companies Using Blogs for Marketing Purposes, 2007-2012 (% of total) Publication Date: August 11, 2010Topics:Social Media MarketingBlogsGeographies: North America> United StatesSources: eMarketer
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
http://www.pamorama.net/wp-content/uploads/2010/12/facebook-statistics.jpgEating data http://www.ers.usda.gov/AmberWaves/June08/DataFeature/Sleeping data http://psychdigest.com/a-perfect-nights-sleep/
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:106801Source: eMarketer April 2011
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:106801Source: eMarketer April 2011
http://www.pamorama.net/wp-content/uploads/2010/12/facebook-statistics.jpgEating data http://www.ers.usda.gov/AmberWaves/June08/DataFeature/Sleeping data http://psychdigest.com/a-perfect-nights-sleep/
http://www.pamorama.net/wp-content/uploads/2010/12/facebook-statistics.jpgEating data http://www.ers.usda.gov/AmberWaves/June08/DataFeature/Sleeping data http://psychdigest.com/a-perfect-nights-sleep/
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:93682&xsrc=chart_articlexhart Title: Effectiveness* of Select Social Media Sites Among US B2B Marketers, December 2009 (% of respondents) Publication Date: March 8, 2010Topics:B2B Social MediaGeographies: North America> United StatesSources: Outsell
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:104743&xsrc=chart_articlexChart Title: Social Media Sites that US Small Businesses Believe Are Beneficial to Their Business, Nov 2010 (% of respondents) Publication Date: January 8, 2011Topics:Social Media MarketingSmall BusinessGeographies: North America> United StatesSources: Ad-ology Research
http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:93816Chart Title: US Adults Who Use Twitter, by Generation, January 2010 (% of respondents in each group) Publication Date: February 24, 2010Topics:Baby BoomersGeneration XMillennialsSeniorsMicrobloggingGeographies: North America> United StatesSources: Pew Research Center
Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
Twitter Usage In America: 2010The Edison Research/Arbitron Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Research
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:93984Chart Title: US Twitter Users* Who Are More Likely to Buy/Recommend a Brand Since Becoming a Fan/Follower on Twitter, February 2010 (% of respondents) Publication Date: March 10, 2010Topics:Social Media MarketingGeographies: North America> United StatesSources: Chadwick Martin BaileyiModerate Research Technologies
http://totalaccess.emarketer.com/Chart.aspx?dsNav=Nr:P_ID:93984Chart Title: US Twitter Users* Who Are More Likely to Buy/Recommend a Brand Since Becoming a Fan/Follower on Twitter, February 2010 (% of respondents) Publication Date: March 10, 2010Topics:Social Media MarketingGeographies: North America> United StatesSources: Chadwick Martin BaileyiModerate Research Technologies
http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000674Business.com estimated that
http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000674Chart Title: Leading Social Media Initiatives Among B2B and B2C Companies in North America , September 2009 (% of respondents) Publication Date: November 16, 2009Topics:B2B Social MediaGeographies: North AmericaSources: Business.com
Source: State of Inbound Marketing Report - http://bit.ly/aewfHrUPDATED data from 2011 report except estimated the “somewhat” & “not useful” numbers!
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn