37 Digital Marketing Statistics and Facts in 2020

Here are some of the most up-to-date and interesting digital marketing statistics and facts.

SEO Statistics

Google Is Dominant

1. Google is the dominant search engine both in the United States, and in the world. As of November 2020, Google has 92% of the marketshare in the world.
Source: StatCounter

2. As of November 2020, this is the search engine marketshare in the United States:

  • Google has 87.69%
  • Bing has 6.49%
  • Yahoo has 3.11%
  • DuckDuckGo has 2.32%
  • MSN has 0.09% (in case you were wondering if they still exist)

Here is the real-time chart of search engine market share in the US from StatCounter:

Source: StatCounter Global Stats – Search Engine Market Share

Non-traditional search engines

3. YouTube gets 3% of all search engine marketshare, if you compared it to search engines. 

You’ll commonly hear that “YouTube is the second biggest search engine”. This is true. According to Rand Fishkin, the founder of Moz, YouTube gets 2.98% of the US search market share.

However, it’s also interesting to note that Google Images, you were to count it as a separate search engine, gets way more traffic than YouTube, or any of the other search engine sites.

search engine market share q2 2019

Source: SparkToro

No-Click Results Are On the Rise

4. No-click searches have about doubled over the past 5 years.

no click searches

Source: SparkToro

5. 50% of Google searches result in no click. 45% result in a click to an organic result, and a little under 5% result in a click to a paid ad.

Pie Chart of Paid, Organic, & Zero-Click Searches in Google (June 2019)

Source: SparkToro

Google Is the Biggest Source of Traffic by Far

6. Google refers 58% of all website traffic on the entire internet.

7. Facebook refers 5.2% of all website traffic.

8. YouTube refers 4.8% of all website traffic.

People often wonder: is social media or search marketing better for my business? That answer depends on a lot of variables. But in terms of sheer traffic – organic search is by far the biggest source of website referral traffic on the entire internet. 

top website referral traffic sources

Source: SparkToro

Click Thru Rates

9. The average organic click-thru rate for a position 1 organic listing on Google is 33% on desktop and 28% on mobile.

10. 57% of all organic search clicks go to the top 3 positions.

11. 67% of all organic search clicks to the top 5 positions.

organic click thru rates

Source: AWR Click Thru Rate Study

12. The longer a keyword is, the more likely the click thru rate is to be higher. This is for keyword strings with 2-4 words, for keywords in positions 2-7. 

longtail keyword click thru rates

Source: AWR Click Thru Rates

Keywords

13. 15% of all Google searches are new, never-seen-before keywords.
Source: The Google Blog

14. Google processes over 2 trillion queries a year.
Source: Search Engine Land

15. 91.8% of all Google searches are longtail keywords.

91 Percent Of Search Terms Are Long Tail Keywords

Source: Backlinko

16. However, longtail keywords only provide 3.3% of all search volume.

Head Terms Account For The Vast Majority Of Search Volume

Source: Backlinko

17. The average keyword gets 989 searches per month.

The Typical Keyword Gets An Average Of 989 Monthly Searches In Google

Source: Backlinko

PPC Statistics:

  1. In the year 2018, Google dominated search ads, generating $32.4 billion in ad revenue while its top competitors (Microsoft, Yahoo, and Yelp) generated a total of $4.8 billion. (Source: Highervisibility)
  2. The average click-through rate in Google AdWords across all industries is 3.17% for search and 0.46% for display ads.
Graph showing the average click through rate across industries
Source: Wordstream

3. The average cost per click in AdWords across all industries is $2.69 for search and $0.63 for display.

A graph showing the average Cost Per Click across different industries
Source: Wordstream

4. As per a research done in the 1st quarter of 2019, as far as paid mobile search clicks are concerned, Bing and Yahoo aren’t as far behind Google as in (every) other area. 33% of all paid mobile search clicks come through Bing or Yahoo.

5. According to a research done by Clutch in 2019, the number of people who click on text ads is significantly more as compared to clicks on other types of ads. 49% of people said they click on text ads; 31% on Shopping ads; and 16% on video ads. (Source: Clutch)

6. PPC visitors are 50% more likely to purchase something than organic visitors. (Source: Unbounce)

7. PPC Traffic converts 50% higher than organic traffic. (Source: Wordlead)

8. YouTube has proven to convert really well for advertisers. 43% of new customers buy something they saw in a YouTube ad. ( Source:Contently)

9. A total of 7 million advertisers spent $10.1 billion dollars on PPC alone in 2017. (Source: Socialmediatoday)

10. According to a study by Brightlocal, a whopping 93% of the consumers used the internet to find a local business in the year 2020.(Source: Brightlocal)

Social Media Statistics

1. Social media statistics from 2019 show that there are 3.5 billion social media users worldwide, and this number is only growing. That equates to about 45% of the current population (Source: Emarsys).

2. Facebook is the most widely used social media platform in the world. There are a 2.32 billion active monthly users that use Facebook. Active users are those that have logged into Facebook during the last 30 days. Roughly two-thirds of U.S. adults (68%) now report that they are Facebook users.

3. According to a 2019 study done by Globalwebindex, consumer spend upto 3 hours on social media platforms and messaging everyday. They look for even longer on their mobile phones. (Source: Globalwebindex)

4. More than 1 billion accounts now use the stories feature on facebook properties. And it looks like businesses are having good success with it, 57 percent of brands believe that stories have been “Somewhat effective” or “Very effective” as a part of their social media strategy. (Source: Buffer)

5. 49% of consumers claim that they depend on influencer recommendations on social media to inform their purchasing decision, while 40% of the consumers said that they had purchased something after seeing something on YouTube, Instagram or Twitter. This statistic demonstrates the importance of social media influence for brands. (Source: Digital Marketing Institute).

6. The daily number of active stories users on Instagram has increased from 100 million in Oct 2016 to more than 500 million in Jan 19.

A chart showing the daily number of instagram stories being made.
Source: Statista

7. 91% users of Social Media Platforms accessed it through mobile devices. Likewise, almost 80% of total time spent on social media sites occurs on mobile platforms (Source: Lyfemarketing).

8. In addition to business as usual questions, a special report by Datareportal looks at changes in social media usage during the COVID-19 lockdown period. Notably a monumental increase in online and digital activities.

Online activities post Covid-19
Source: Hootsuite

9. 8% of the world’s internet users are not on social media, which suggests opportunities for future growth.

10. Facebook has the highest number of active users, it takes 68.72% of the social media market share. Follwed by Pintrest at 12.11%. Twitter comes in at third with 11.68% of the market share.

Market share of social media websites.
Source: Statscounter

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