14 min read

24 Essential Digital Marketing Statistics You Need to Know in 2024

Herd 1 profile
Jack Shepherd
Co-Founder & Marketing Director
Updated on 25 Apr 2024

Curious about what’s going on in the ever-changing world of digital marketing?

We’ve compiled a list of recent digital marketing statistics so you can spot trends and find new areas to focus on when crafting an effective marketing strategy for your brand.

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Top Digital Marketing Statistics

To kick things off, let’s go over some of the top digital marketing statistics that will help shape your overall strategy. No matter what industry you’re in, these are important stats to be aware of.

Your Website is a Primary Marketing Channel

A website provides a number of benefits for any company. It provides a hub to direct traffic and can be a place to share valuable, relationship-building content. So it may not come as a surprise that the blog on your website, social media shopping tools, and influencer marketing are the top marketing channels.

The Most In-Demand Marketing Skills in 2023 are Social Media, Management, and Digital Marketing

In 2023, the marketing world really values three important skills: Social Media, Management, and Digital Marketing. Among these, Digital Marketing is super crucial. Nowadays, you can't really separate regular marketing from digital marketing—they go hand in hand. Companies need experts who know their way around digital marketing because it's become a big deal for making businesses successful. Without a solid digital marketing plan, businesses can struggle in the online world. So, having someone who's really good at digital marketing is not just nice, it's a must-have for businesses to do well in 2023.

Social Listening is the Number One Tactic Used by Marketers

Social listening requires brands to be on the lookout for what others say about them online. This allows them to gauge how receptive they are to content, what their target audience is struggling with, and more.

This practice can be an effective learning tool, and it comes in as the number one tactic used by marketers.

Facebook is the Most Popular Social Media Platform

Odds are, social media is going to be a crucial element of your digital marketing strategy, which is why you need to be smart about where you invest your time. Facebook is actually the most popular of the platforms, used by 89% of B2B and B2C marketers around the world. If your target audience is there, that’s a good sign you should be there as well.

  • Facebook has roughly 3.065 billion users worldwide.

  • In April 2023, the biggest group of people using Facebook in the United Kingdom was between 25 and 34 years old, making up 24.7 percent of all users. The second-largest bunch was folks aged 35 to 44, and right after them were those between 18 and 24 years old. So, it seems like Facebook is really popular among young adults in the UK!

Facebook is the Most Popular Social Media Platform

Mobile has 54.86% of the Global Marketshare

Another important thing to consider is how people are accessing your content. 54.86% of the global market share comes from mobile, followed by desktop at 42.65% and tablet at 2.49%.

According to the data, there’s a high chance that it’s through a mobile device, such as a phone or tablet. Using apps on your phone is three times more likely to lead to making a purchase compared to using a mobile website. According to a survey, 59% of people think it's important to be able to shop using their phones when deciding where to buy. Interestingly, 61% of folks prefer shopping on mobile websites that let them use search filters. So, it looks like having a good mobile shopping experience is key for many shoppers!

Web Activity in the U.S. is Evenly Split

In the United States, web activity is almost evenly split between mobile and desktop, with mobile accounting for about 46.47%, and desktop at 50.07%. Additionally, a separate study highlights that a significant 2.8% of online traffic originates from smartphones or tablets, underscoring the growing prevalence of mobile devices in shaping our online experiences.

Web Activity in the U.S. is Evenly Split

Digital Marketing Industry Growth Statistics

Digital marketing is one of those industries that shows no signs of slowing down. As each year goes by, it seems more and more brands are investing in their digital presence. Here’s a look at just how the industry has grown recently:

85.7% of Marketers Increased Social Media Activity as the Pandemic Began

The COVID-19 pandemic brought about many changes in our world as we know it.

But did you ever think it would impact the digital marketing industry?

85.7% of marketers in the U.S. increased their social media activity as the pandemic began. And 65.6% specifically mentioned video content.

As of March 2020, 29.7% of Social Media Users Spent an Extra 1-2 Hours Per Day on Social Media

It wasn’t just brands using social media more often during the pandemic though.

The average user in the U.S. stepped up their social media time as well.

In March 2020, those in the U.S. spent an additional one to two hours per day on social media. At the time, it really was the best way for everyone to stay connected.

Overall, consumers spend about 4.2 hours per day on their mobile devices.

mobile device use has increased to 4.2 hours per day, which is up 20% year-over-year.

Video Marketing Has Increased by 41% Since 2016

There’s no denying that video is a powerful way to connect with your audience on a deeper level. And the best part is that that video comes in all different formats these days. With so many choices, it’s no wonder that video marketing and use has increased over time. In fact, an estimated 91% of businesses are using video marketing in 2023.

Video Marketing Has Increased by 41% Since 2016

Digital Marketing for Business Statistics

As a business, having a digital marketing strategy is crucial to your ultimate success.

You can effectively target your target audience, establish connections, and generate sales through your marketing efforts. And who wouldn’t want all of those things? These digital marketing statistics show just how important it can be for business owners:

89% of Marketers See a Positive ROI When Delivering a Personalized Experience

Do you resonate more with brands that create a personalized experience that’s been tailored to your needs and interests? You aren’t alone. A whopping 89% of marketers witness a boost in their returns when they incorporate personalization into their campaigns. Meanwhile, 60% of consumers are likely to become repeat customers when they enjoy a personalized shopping experience. Additionally, a remarkable 80% of consumers are open to sharing their personal data in exchange for special deals or offers. These statistics highlight the substantial impact and positive reception of personalized approaches in marketing strategies.

Companies That Excel at Nurturing Leads Through Inbound Marketing Make 50% More Sales

More sales always sounds good, right? It turns out that nurturing your leads through inbound marketing can help you generate 50% more sales. You can do this by creating content that’s targeted to their needs and using multiple content channels to connect with your audience.

Digital Marketing vs. Traditional Marketing Statistics

Digital marketing encompasses marketing methods that are done online.

Having a website, using social media, online advertising, and SEO.

On the flip side, traditional marketing refers to broadcasting (TV and radio), print (newspapers and magazines), direct mail, and telemarketing. Let’s see how these two methods compare:

82% of Customers Rely on Print Ads When Deciding What to Buy

According to a MarketingSherpa survey, old-school advertising methods are the most trusted. People rely on print ads (82%), TV ads (80%), direct mail (76%), and radio ads (71%) when deciding what to buy. The survey also discovered that folks in Britain and America trust traditional ads like TV, radio, and print more than social media ads. This means marketers can use old-school advertising to create trust and credibility with skeptical buyers.

58% of Consumers in the United States Said They’ve Made a Purchase After Viewing a Social Media Ad

According to a survey in 2023, around 58% of shoppers in the United States mentioned they bought something they saw on social media. Meanwhile, in the United Kingdom, 44% of people and in Germany, 40% said they did the same after finding something on social networks

58% of Consumers in the United States Said They’ve Made a Purchase After Viewing a Social Media Ad

Digital Marketing ROI Statistics

At the end of the day, the return on investment (ROI) for the actions you take in your business is what matters the most. You want to ensure you’re reaching your goals, whether that’s generating traffic, engagement, or conversions. Everything you do should get you one step closer to achieving those big-picture goals. These digital marketing statistics provide just how impactful its ROI can be:

Marketers Can Boost Brand Awareness by 80% Using Digital Ads

Putting digital ads out there can boost how many people know about your brand by a staggering 80%. If folks see those display ads, they're 155% more likely to search for your brand-specific terms later on. And here's an interesting bit: if customers come across a retargeting ad, they're 70% more likely to go ahead and make a purchase. So, it looks like digital ads are pretty effective for brands!

66% of Marketers Increased Their Company’s Credibility and Trust Through Digital Marketing Tactics

People buy from brands they trust, which is why you need to focus on building a trusting relationship before you can expect to generate sales. 66% of marketers said digital marketing tactics helped their business to succeed.

33% of Marketers That Blog Say it’s an Effective Tactic

33% of marketers use blogs as one of their top six marketing strategies. And while videos and images generate the highest ROI, blogs come in at a close third.

33% of Marketers That Blog Say it’s an Effective Tactic

Digital Marketing Job Statistics

With digital marketing continually on the rise, it’s no wonder that more businesses are starting to hire a dedicated team for this role. As a result, there’s become a huge demand for people with an education or a background in this field so companies can hire the best team possible. These job-related digital marketing statistics will give you a better understanding of this career field:

Digital Marketing is One of the Hottest Jobs With 860,000 Job Openings!

The Digital Marketing scene is set to grow even more, shooting up at a rate of 32.1% and reaching a value of USD 24.1 billion by 2028. With nearly 6 billion people using the internet by 2027, the need for skilled digital marketers is on the rise. It's a golden opportunity to pick up new skills and launch your career!

LinkedIn spills the beans that being a "Digital Marketing Specialist" is one of the hottest jobs, boasting a whopping 860,000 job openings. If you're eyeing this field, skills like social media, content strategy, SEO, and analytics are like golden tickets.

Digital marketing is so diverse that it's causing a bit of a problem - there's a shortage of about 230,000 pros in major U.S. cities, known as the digital skills gap. With tons of job opportunities and not enough pros to grab them, now is the absolute best time to dive into the world of digital marketing!

Marketing Accounts for 5% of the Employee Base for B2B Companies

In companies focused on business-to-business (B2B) marketing, the marketing departments typically make up about 5% of the total employees. Interestingly, out of the top 10 B2B marketing titles, only three are specialized roles: Product Marketing Manager, Digital Marketing Manager, and Product Marketing Director.

When it comes to tools, marketers are all about gaining insights. More than half of marketing teams use productivity and analytics tools before they even hit their first million in annual revenue. Surprisingly, over 40% of solo marketing teams rely on a content management system.

As marketing teams grow, with five people on board, more than a quarter of them have a mix of advertising, analytics, content management, customer relationship management, marketing automation, and productivity tools in their toolkit to power their marketing technology stack. It's a journey of growth and tools that help marketers make a bigger impact.

54% of Marketing Leaders are Hiring Freelancers

A recent survey from Fiverr Pro spills the beans that a whopping 54% of marketing leaders are embracing freelancers like never before. The driving forces behind this surge are twofold: layoffs and the clash between employees favoring the work-from-home (WFH) vibe and employers pushing return-to-office (RTO) policies.

This dynamic shift reflects changing work landscapes and paints a compelling picture for individuals eyeing freelancing as a lucrative opportunity in the ever-evolving marketing space.

You Can Get Your Start in Digital Marketing with 0 to 2 Years of Experience

A lot of entry-level job postings ask for 0-2 years of experience, but when you climb up the ladder to roles like Digital Marketing Manager, they usually want someone with a bit more know-how. It typically takes a solid five years of hands-on experience to step into the shoes of a digital marketing manager.

UK Digital Marketing Statistics

Curious about the state of digital marketing in the UK? Here are a few stats you’ll want to know!

Digital Marketing Spending Will Hit $271.2 Billion in 2023

Spending on digital advertising is expected to hit around $271.2 billion in 2023. The big player in this market is Search Advertising, making up a chunk of US$118.2 billion in 2023. When we look around the world, the United States is taking the lead in ad spending, reaching an impressive $271 billion in 2023.

B2B Digital Advertising Spend to Hit $18.5 Billion By 2024

In 2022, the spending on digital ads in the U.S. saw a boost, reaching $32 billion compared to $28.9 billion in 2021. Predictions indicate that B2B digital advertising spending in the U.S. will hit an estimated $18.5 billion by 2024. The digital ad landscape is definitely on the rise!

57% of Video Marketers in the UK Reported Using Live Video

Clearly, marketers see the value in going live on social media, as it provides a way to connect with their audience in real time. 57% of video marketers based in the UK said they used live video in their digital marketing strategy.

Advertisers Spent £13.1 Billion on Paid Search Ads in the UK During 2022

In 2022, search advertising made a splash in the United Kingdom, raking in an impressive 13.1 billion British pounds. This marked a cool 13% increase from the 11.7 billion reported in 2021. No surprises here – search takes the crown as the biggest player in the UK's digital ad arena!

Using These Digital Marketing Statistics

By staying updated with the changes in the digital marketing industry, you’re able to easily adjust your strategy according to what’s working and the needs of your target audience.

Use this data to shape your marketing plan for the year ahead so you can boost awareness and generate conversions.

Herd 1 profile
Written by
Jack Shepherd
Hi! I'm Jack, Co-Founder of Social Shepherd. I didn't choose the name of the agency, but now you can see where it's from...
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