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87 More Vital Social Media Marketing Facts and Stats for 2012

Tuesday, October 16th, 2012

Though social media marketing is now used in about 90% of companies, techniques, platforms and best practices continue to evolve.  Should you include Pinterest in your mix? Increase use of video marketing? Is blogging coming back or trailing off? What will likely be the hot trends in social media over the next couple of years?

More Social Media Stats for 2012Marketers have questions, this post has answers: 87 vital social media and online marketing statistics covering everything from how executives and large companies are using social media for marketing, customer service and recruiting to fresh stats on the leading social media platforms to search, email, content and mobile marketing trends.

The recent 72 Fascinating Social Media Stats post on JeffBullas.com was one of my post popular guest posts ever, so here is an entirely new set of social media stats, facts and research findings.

Social Media Stats and Demographics

1. Social media accounts for only 16% of customer engagement today, but is expected to increase to 57%—the second-most used channel, behind only face to face interaction—within five years. (Marketing Pilgrim)

2. 30% of the world’s entire population is now online, and social networking is the most popular and time consuming online activity—with users spending more than one fifth (22%) of their time engaging on social media channels. This means that more than 250 million tweets and 800 million Facebook status updates are now published every single day. (MindJumpers)

3. Brazilians have the highest number of online friends of any country, averaging 481 friends per user, while the Japanese average only 29 friends. (MindJumpers)

4. 56% of Americans have a profile on at least one social networking site. And it’s not just millenials; 55% of those aged 45-54 have at least one social network profile. (Convince & Convert)

5. Social networks and blogs In the U.S reach nearly 80% of active U.S. Internet users and represent the majority of Americans’ time online. (MediaPost)

6. 60% of people who use three or more digital means of research for product purchases learned about a specific brand or retailer from a social networking site. 48% of these consumers responded to a retailer’s offer posted on Facebook or Twitter. (MediaPost)

7. 90% of marketers now use social networks in their marketing efforts, but growth has plateaued; the figure was 89% in 2011. (eMarketer)

8. Half of all social media users are between 25 and 44 years old, but the age distribution varies widely across social networks. Reddit and Tumblr are among the “youngest” networks, with half or more of users under 35 years old. Twitter is about in the middle (55% of users age 35 or older) while 65% of Facebook users are over 35 (didn’t this start with college students?) and LinkedIn is the “oldest” network, with 79% of users age 35 and older. (Pingdom)

9. Women tend to be somewhat more present and active on social media than men, though the shares vary widely by site. Men tend to dominate on technical sites (e.g., Slashdot is almost 90% guys); LinkedIn is close to a 50-50 split; Twitter and Facebook are both about 40% male / 60% female; and women account for almost 90% of Pinterest users. (Pingdom)

10. Social media and blogs reach 80% of all U.S. Internet users. 91% of experienced social marketers see improved website traffic due to social media and 79% are generating more quality leads. (Business2Community)

11. 90% of companies with 100 or more employees use social media in their marketing mix. 83% use Facebook and 53% are on Twitter, though that gap is expected to narrow by 2014 due to rapid growth in Twitter use. (eMarketer)

Social Media in the Enterprise

12. Just 23% of Fortune 500 companies maintain an active blog, vs. 37% of Inc. 500 firms. (V3 Integrated Marketing)

13. 35% of the top 100 Fortune 500 companies have a corporate blog compared to 14 percent of those Fortune 500 companies in the bottom 300-500 of the category, i.e., top companies devote more attention to their corporate blogs than those in the bottom of the pack.  (V3 Integrated Marketing)

14. 62% of Fortune 500 companies have an active Twitter account, while 58% maintain a corporate Facebook page. (V3 Integrated Marketing)

15. Looking at five leading social networks (Twitter, Facebook, YouTube, Google+ and Pinterest), Fortune 100 company names are mentioned more than 10 million times per month. (Digital Buzz Blog)

16. The average Fortune 100 company is mentioned nearly 56,000 times per month On Twitter. (Digital Buzz Blog)

17. 87 of the Fortune 100 companies are now active on at least one social network. 82 use Twitter, 75 have a Facebook page, 50 are on Google+ and 25% use Pinterest. (Digital Buzz Blog)

18. To accommodate different product lines, business units and geographies, the average Fortune 100 company now maintains 10 official corporate Twitter accounts, 10 Facebook pages and eight YouTube channels. (Digital Buzz Blog)

19. Fortune 500 companies tend to be antisocial. Less than half of Fortune 500 businesses provide a link to their Facebook profile or Twitter handle on the Contact Us page of their Web sites. About 27% of consumer-facing Fortune 500 corporations do not list social media channels on their Web site home page, 89% do not list an e-mail address on their site, and 13% don’t list a phone number on their Contact Us page. (MediaPost)

Social Media Use in the C-Suite

20. 71% of consumers say that CEO participation in social media leads to improved brand image. (41 Stories)

21. Only 3.2% of Fortune 500 (largest companies) CEOs have a Twitter account compared with 17% of Inc. 500 (fastest-growing companies) CEOs. (41 Stories)

22. 52% of CEOs who are active in social media say that it helps their companies rise in search rankings, and 48% say that social media has generated qualified sales leads.  (41 Stories)

23. Though 94% of corporations use social media in some way and 58% of executives acknowledge that social media is useful for lead generation and developing brand loyalty, 70% of CEOs have no presence on any social network. 26% are on LinkedIn, 8% have a Facebook page and just 4% use Twitter. (Business Insider)

24. This is the case even though 82% of buyers say they are more likely to trust a company whose top executive is active on social media, and 81% of employees believe that social CEOs are better leaders. (Business Insider)

Social Media and Human Resources

25. 40% of organizations have a formal social media policy, and 56% of those policies include a statement regarding the organization’s right to monitor social media usage. More than a third (39%) of companies monitor their employees social media use on company-owned computers and handheld devices. (Resume Bear)

26. 92% of recruiters use social media to find new candidates, up from 82% in 2010. And 73% now say they have successfully hired through social media, up significantly from just 58% two years ago. (Ragan.com)

27. Not surprisingly, LinkedIn is the most popular social network among recruiters, with 93% using it. 66% use Facebook while 54% utilize Twitter. More dramatically, 89% of recruiters say that LinkedIn has produced at least one successful hire for them, compared to 25% who say the same of Facebook and just 15% who’ve had recruiting success with Twitter. (Ragan.com)

Facebook Stats

28. 20% of all pageviews on the web are on Facebook. (Jeff Bullas)

29. Half of all Facebook users use it on mobile devices, at least occasionally. (Jeff Bullas)

30. More than 500 million people log in to Facebook each day, and they collectively post 3.2 billion likes and comments. (Jeff Bullas)

31. Social media fatigue? Though 20% of Facebook users say they check in on the social network once or twice per day, 52% plan to spend less time there in the future. (SodaHead)

32. 73% of users believe that another social network will eclipse Facebook. (SodaHead)

Twitter Facts

33. Twitter attracts one million new users per day. (Jeff Bullas)

34. Of Twitter’s 165 million users, half access Twitter on mobile devices at least occasionally.  (HubSpot)

35. 53% of Twitter users have been a member for less than a year, compared to just 19% for Facebook. (Convince & Convert)

36. 76% of Twitter users are active tweeters, up from 47% in 2010. (Convince & Convert)

37. Want to get retweeted more often? Research shows that keywords which increase the likelihood of retweeting include “please,” “thank you,” “Twitter,” “social media” and “you.” Words to avoid include “lol,” gonna,” “hey,” “tired,” “work” and “bored.” (iMedia Connection)

38. Twitter users now post 340 million tweets per day, or roughly a billion tweets every three days. (Digital Buzz Blog)

LinkedIn Statistics

39. Two news users join LinkedIn every second.  (Jeff Bullas)

40. 75 of the Fortune 100 companies use LinkedIn in their corporate hiring process.  (HubSpot)

YouTube and Video Marketing Trends

41. YouTube is the third-most-visited site on the web, with two billion views per day. (Jeff Bullas)

42. YouTube use accounts for 10% of all traffic on the Internet. (Jeff Bullas)

43. 76% of marketers said they planned to increase use of video and YouTube in 2012.  (HubSpot)

44. There are 1.5 million business-related searches on YouTube each day, and 75% of senior executives say they watch work-related videos at least weekly. (Earnest B2B)

Blogging Stats

45. Companies that blog have 434% more indexed pages. And companies with more indexed pages generate far more leads from search.  (Search Engine Journal)

46. The very first blogs appeared in 1998, and Blogger.com was launched in 1999. By 2006, there were more than 50 million blogs in existence. (HubSpot)

47. Today, there are more than 158 million blogs (though only about 70 million are active). (Spin Sucks)

48. B2C companies who blog regularly see an 88% increase in median monthly leads and B2B companies who blog see a 67% increase in leads.  (V3 Integrated Marketing)

49. Roughly 60% of business blogs are updated at least twice per week. (Marketing Charts)

50. Another study found that while 60% of businesses have a blog, only 35% of those (i.e., 21% of all businesses) actively maintain them. (New Media Expo Blog)

51. The two most popular blogging platforms are WordPress (used for 43% of all blogs) and Blogger (35%). Surprised it’s that close. (New Media Expo Blog)

Content Marketing Findings

52. The most popular forms of content marketing for B2B companies are social media excluding blogs (79%) and article posting (78%). 51% maintain blogs, 42% conduct webinars and webcasts, and 41% produce videos. Just 11% use mobile content and only 9% create eBooks. (Earnest B2B)

53. However, 71% of B2B marketers view in-person events as effective while only 31% say the same about social media excluding blogs. (Earnest B2B)

54. Relevance is critical is content marketing. 45% of consumers have unsubscribed from emails due to irrelevant content, and on the B2B side, IT buyers say that 58% of vendor content is not relevant to them, and that this lack of relevance reduces the chance of closing a sale by 45%. (MarketingSherpa)

Search Engine Optimization (SEO) and Search Facts

55. 70% of the links search users click on are organic. (This is an overall average, however, and the share of clicks on paid results is considerably higher for many commercially oriented searches.) (Search Engine Journal)

56. 46% of all searches are for information about products or services. (HubSpot)

57. 75% of searchers never scroll past the first page of results (which also means of course that 25% do).  (Search Engine Journal)

58. 93% of online experiences (including b2b and considered purchases) begin with a search engine. (Search Engine Journal)

59. Half of all local searches are performed on mobile devices.  (HubSpot)

60. 66% of new customers use search and online research to find local businesses.  (HubSpot)

61. 21% of all time spent online is spent on web searches. (MindJumpers)

62. It’s probably no surprise that the big three search engines (Google, Bing and Yahoo!) are among the five most-visited sites on the Internet. But consider that AOL is #7 and Ask is #10, meaning that…five of the top 10 most-visited sites on the web are search engines. (MindJumpers)

63. B2B companies that maintain active content (e.g., bloogging) and SEO programs increased their total website traffic, on average, by 25% in the past year, while those who neglected SEO (either never did it or did SEO only as a one-time effort at site launch) experienced an average 15% decline in overall visits. (Webbiquity)

64. How big is the SEO industry? Well, there are 863 million websites globally that mention “SEO.” There are 9.1 million searches conducted including the acronym each month, with the top two phrases being “SEO services” and “SEO company.” More than 60,000 Twitter users include “SEO” in their bios, there have been 13 million blog posts published that include “SEO” in the title, and Amazon.com carries almost 2,700 different books about SEO. (Search Engine Journal)

65. While it’s vital for marketers to integrate search and social in terms of their strategies, it turns out consumers don’t like the two actually mixed in search results. 62% say they do not want social results included on search engine result pages (SERPs), while just 19% do. (Search Engine Watch)

66. If social results are going to be included on SERPs, consumers prefer Bing’s layout (social off to the right side) rather than Google’s layout (social mixed with organic results), 63% to 37%. However, by a 5-to-3 margin, consumers preferred Google’s display of universal search results. (Search Engine Watch)

Search Engine Marketing (SEM) and Online Advertising

67. Every marketer knows that click-through rates on banner ads are very low. Why? 31% of users say they are worried if they click on an ad that their behavior will be tracked, while 57% fear they will receive spam from advertisers. (Get Elastic)

68. The average person is more likely to apply and be accepted by Harvard or be dealt a full house in poker than to click on a banner ad. (Get Elastic)

69. There are more tweets each month that include “PPC” (282,000) than there are that include “SEO” (248,000), though there are most searches on and blog posts written about SEO. (Search Engine Journal)

70. Click-through rates (CTR) on search ads for keyword phrases with “high commercial intent’ are up to 600 times greater than average CTR for ads on a typical Facebook page. (e-Strategy Trends)

Mobile Marketing Statistics

71. There are about four billion mobile phones in use. Of those, 27% (1.08 billion) are smartphones.  (HubSpot)

72. 50% of all smartphone users use their devices to search the web, and 49% use them for social networking. (HubSpot)

73. 8% of web hits worldwide are from mobile phones. In the US, 25% of mobile Web users are mobile-only. Further, 80% of this traffic will leave if your website isn’t optimized for mobile–a good case for having a mobile-friendly website. (Heidi Cohen)

74. Do some research and consider carefully before investing in design and creation of a mobile app for your business. A quarter of all mobile apps are used only once. (Heidi Cohen)

75. 74% of Americans are unfamiliar with the concept of checking in to a location via mobile device, and only 3% have ever checked in. (Convince & Convert)

76. One in four employees use personal smartphones at work. (Earnest B2B)

77. Almost 40% of social media users access social media content from their mobile phone at least occasionally. (MediaPost)

78. Mobile and video are the two hottest growth areas in marketing. 17% of marketers say they’ve been using mobile marketing for less than a year, while another 17% plan to start using it in the coming year. The figures are 14% and 10%, respectively, for video marketing. (eMarketer)

79. In a July 2012 survey, 26% of respondents said they were interested in the iPhone5, while 74% said they were “over it”–just not that intrigued by another new Apple device. (SodaHead)

Email Marketing Facts

80. Nearly one billion Internet users are on Facebook. But 3.1 billion use email. (HubSpot)

81. Less than one out of five email marketers include social sharing links in their emails. Of those, 91% include a Facebook link while nearly half include Twitter.  (HubSpot)

82. 19% of all time spent online is spent on reading and responding to emails. (MindJumpers)

Other Social and Marketing Stats

83. Instagram tripled its user base from 10 million in September 2011 to 30 million by April 2012. Its Android app had one million downloads on the day it was released. (Jeff Bullas)

84. 97% of Pinterest’s Facebook “likes” are from women.  (Jeff Bullas)

85. Google+ adds 625,000 new users each day.  (Jeff Bullas)

86. 67% of Google+ users are male.  (Jeff Bullas)

87. A majority of marketers worldwide say that less than half of all the analytics data they collect is actually useful for decision-making, and 34% say analytics are not integrated at all with their business plans. (eMarketer)

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