With the small business marketing industry moving so quickly, it’s hard to keep up with what’s happening and the magnitude of the shifts in spending, effectiveness and consumer behavior. We’ve collected the most compelling small business marketing stats for you across social, local and mobile marketing and more so you can have them all in one place. We hope you find our centralized list of small business marketing stats helpful.
We will continue to update this list and please add your own in the comments so we can incorporate them.
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We’ve collected great, useful stats for small business owners regarding mobile, social, local SEO, email marketing & more! Know what you’re looking for? Click a link below to jump to that section!
Mobile marketing is one of the most exciting and explosive areas of growth as you can see from the mobile marketing stats below. Tremendous consumer growth, numerous new services and extremely effective targeting make mobile marketing a key area of growth. Mobile marketing stats:
51% of consumers more likely to purchase from a #mobile optimized site – @slehavi #leadinginlocal conference Tweet this stat!
Mobile coupons get 10 times the redemption rate of traditional coupons and mobile ads get 3x the clicks – Borrell Associates 2012 Tweet this stat!
Google reports that 40 percent of mobile consumers turned to a competitor’s site after a bad mobile Web experience, and 57 percent wouldn’t recommend a business with a bad mobile site. Tweet this stat!
The majority of customer will abandon a mobile site if it takes more than 3 seconds to load yet 86% of responsive mobile sites weigh as much as their desktop versions – Akamai Tweet this stat!
By 2016, 88% of local advertising will be delivered on a mobile device. – Borell 2012 Tweet this stat!
The average consumer spends 127 minutes in mobile applications a day, responding to emails, browsing Facebook, and searching for places nearby. To give some perspective, that’s nearly an hour more than people spend on the web and 41 minutes shy of the 168 minutes Americans spend watching television. – Streetfight 2013 Hyperlocal: Targeting on the Mobile Platform Tweet this stat!
70m mobile coupons will be redeemed in 2013 with an aggregate value of $2.1b – Location Based Marketing Association 2013 Tweet this stat!
Studies show that by the year 2016, mobile searches will overtake PC searches for local search (ReachLocal) Tweet this stat!
3 out of 5 consumers search for local businesses on their smartphone (ReachLocal) Tweet this stat!
4.8 billion people now own mobile phones. Just 4.2 billion own a toothbrush! (MingJumpers) Tweet this stat!
The average person checks their smartphone 34 times a day (Personal and Ubiquitous Computing) Tweet this stat!
64% of decision-makers read their email via mobile devices (Top Rank Blog) Tweet this stat!
57% of U.S. smartphone users see at least one mobile ad a day (Nielsen Study) Tweet this stat!
App usage (80% of time) dominates browsers in mobile usage (Smart Insights) Tweet this stat!
7.96% of all web use in the United States is via mobile browsing (Smart Insights) Tweet this stat!
45% of companies rely solely on desktop sites to showcase their content (Adobe) Tweet this stat!
Over one third of Facebook’s 600 million+ users use Facebook mobile (Smart Insights) Tweet this stat!
Mobile web browsing accounted for 30% of all web traffic in 2012 and is expected to account for 50% by 2014 (Nucleus Research) Tweet this stat!
By 2016, the number of mobile devices is expected to surpass the world’s population–an 18-fold increase between 2011 and 2016 (Cisco) Tweet this stat!
53% of American consumers use their smartphones to access search engines at least once a day (Online Marketing Institute) Tweet this stat!
91% of adults have their mobile phone within arms reach 24/7 (Nielsen Study) Tweet this stat!
46% of consumers will NOT return to a mobile site that is not working properly (Nielsen Study) Tweet this stat!
9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land) Tweet this stat!
48% of mobile visitors who visit a site that is not mobile-friendly felt that the company just didn’t care about their business (Google Study) Tweet this stat!
Nearly one in three would like brands to send them promotions via mobile device (KO Marketing Associates) Tweet this stat!
Featured: Three Key Ways To Get Started With Mobile Marketing
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Local SEO and Directory Stats
“Life used to be easy when all I had to do was buy a yellow pages ad.” That’s what we hear from small businesses everywhere. Now there are dozens of important directories and even traditional Google search is dominated by it’s own directory, Google+ Local. Local search is booming and becoming a key part of any small business’ marketing strategy.
Here are some compelling local SEO and directory stats.
88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. Google Mobile Movement Study, 2011 Tweet this stat!
50% of local searches do not occur on search engines, but on directories and apps Tweet this stat!
54 percent of Americans have substituted the Internet and local search for phone books (comScore) Tweet this stat!
70 percent of searches on a mobile device are followed up with an action within one hour (Bing) Tweet this stat!
SEO leads have a 15% close rate, on par with the close rate for direct traffic, and ahead of referrals (9%), paid search (7%), social media (4%), and outbound leads (2%) (Marketing Charts) Tweet this stat!
80% of traffic to a website begins with search query (Formstack) Tweet this stat!
Over 2.6 billion local searches are performed monthly and that number grows more than 50% each year (Small Business Community) Tweet this stat!
80% of unsuccessful searches are followed with keyword refinement (SERPS Behavior Study) Tweet this stat!
43% of internet searches performed today use a local keyword. 86% of those searches convert to a phone call or visit to the physical location (SE Leads) Tweet this stat!
20% of the searches made on Google are for local information (Social Media Today) Tweet this stat!
61% of searchers consider local results to be more relevant than standard search results (Resource.com) Tweet this stat!
Social media and reputation management is becoming more and more crucial to small businesses and it is becoming one of the key ways that small businesses communicate with customers and social reputation has become an increasingly important factor in how local businesses
Seven out of ten consumers are more likely to use a local business if it has information available on a social media site (comScore Networks/TMP Directional Marketing) Tweet this stat!
Restaurants with 3.5 stars on Yelp are 63% more likely to be full then those with just 3 stars – a half star difference! (UK Guardian 2012) Tweet this stat!
11% of local business’ next hire will be a Social Media Manager – Streetfight 2011 Tweet this stat!
60% of people say that they’d willing to post about products/services on Facebook if they were offered a deal or discount. (Beyond) Tweet this stat!
42 Percent of Consumers Complaining in Social Media Expect 60 Minute Response Time (Edison Research) Tweet this stat!
72% of consumers trust online reviews as much as personal recommendations from real people – Search Engine Land, 2012Tweet this stat!
36 percent of such businesses saying they use LinkedIn for various reasons, including engaging with others in their industry and extending awareness of their business, a 16 percent increase over last year – AT&T Small Business Technology Poll 2013 Tweet this stat!
80 percent of small businesses polled will also use word-of-mouth marketing to increase awareness and visibility – AT&T Small Business Technology Poll 2013 Tweet this stat!
Facebook participation among small businesses polled decreased from 44 percent to 41 percent over the past year. Use of location-based social media also decreased. For example, Foursquare use decreased from 9 percent to 6 percent year over year – AT&T Small Business Technology Poll 2013 Tweet this stat!
LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. Yet only 47% of B2B marketers say they are actively using LinkedIn vs. 90% on Facebook. – InboundWriter.comTweet this stat!
Yelp suppresses about 20% of all reviews through the Yelp filter – Yelp
The average of value of a Facebook “Like” by $147 – Synapse
90% percent of adults age 18 to 24 trust medical information shared by others in their social media networks (PwC Health Research Institute) Tweet this stat!
80% of US social network users prefer to connect to brands through Facebook (State of Inbound Marketing 2012) Tweet this stat!
On average, companies respond to only 30% of social media fans’ feedback (Factbrowser) Tweet this stat!
20% of Facebook users have purchased something because of ads or comments they saw there (Ipsos) Tweet this stat!
34% of marketers have generated leads using Twitter (Mindjumper) Tweet this stat!
Social media has a 100% higher lead-to-close rate than outbound marketing (State of Inbound Marketing 2012) Tweet this stat!
Social is set to account for around 8% of all local online revenues by 2016 — more than double its share in 2011 (BIA Kelsey) Tweet this stat!
27% of total internet time is spent on social networking sites (Experian) Tweet this stat!
Every minute there are 347,000 tweets and 510,000 Facebook comments (Evsdrop) Tweet this stat!
23% of marketers are investing in blogging and social media this year, a 9% increase from 2012 (Hubspot) Tweet this stat!
68% of consumers go to social networking sites to read product reviews (Vocus) Tweet this stat!
52% of consumers stop following a business’ page because of boring and repetitive content (Small Business Can) Tweet this stat!
85% of customers expect businesses to be active in social media (Vocus) Tweet this stat!
83% of social media customer service users have walked away from a purchse after a bad experience, compared to 49% of non-users (Creotivo) Tweet this stat!
59% of social media users think companies who use or are active in social media seem to be more approachable (Small Business Can) Tweet this stat!
A one-star rating hike on Yelp can mean a 5% to 9% rise in restaurant revenue (Harvard Business Review 2011) Tweet this stat!
Email marketing is so 1998 … and 2013. Despite the wealth of new technologies and marketing channels, email continues to be one of the most effective marketing channels for small businesses. Everyone has email and uses it daily from work accounts to checking their mobile phones. Email is pervasive, effective and can be easy.
Here are some compelling email marketing stats:
Businesses return $40 for every $1 spent on email marketing – Constant Contact 2012 Tweet this stat!
Email is the most effective channel for direct marketing (Direct Marketing Association 2013 Study) Tweet this stat!
84% of respondents use desktops or laptops to access email; however, two-thirds of those under 30 use their smartphones or cell phones to access their email. (Source:Chadwick Martin Bailey, 2012) Tweet this stat!
64% of people say they open an email because of the subject line. (Source: Chadwick Martin Bailey) Tweet this stat!
“Latest” was the only benefit-related term to see above average clicks (8.8%) and click-to-opens (9%), while “special,” “exclusive,” and “innovate” — while performing about average in opens — fared far more poorly in clicks and click-to-opens. (Source: Adestra July 2012 Report)
The average clickthrough rate for triggered emails is more than double the rate for mass emails. (Source: Epsilon) Tweet this stat!
Customer acquisition via email has quadrupled in the last 4 years (Source: Custora 2013)
Customers who receive email marketing spend 83% more (iContact 2013)
Email opens on smartphones and tablets have increased 80% over the last six months (Litmus) Tweet this stat!
ExactTarget asked almost 1,500 US online consumers (age 15 and up) about how they prefer to get permission-based marketing messages and a whopping 77 percent said email. Tweet this stat!
67 percent of customers give their email addresses to companies to receive discounts and promotions (ClickZ) Tweet this stat!
36 percent of email messages across 12 key industries were opened on mobile devices (smartphones and tablets) in the first half of 2012 (Knotice) Tweet this stat!
E-newsletters make up the greatest number of emails in consumer inboxes (29 percent) (Return Path’s November 2012 Email Intelligence Report) Tweet this stat!
Email marketing produced above average lead conversions for 27% of marketers in 2013 (HubSpot) Tweet this stat!
Your website is your home base, your digital signage and your opportunity to connect all the pieces: search engine optimization, social media, review sites, video, etc. The goal is to create an asset that helps converts new visitors (strong calls to action to call, connect via social or email, redeem deals and offers, all with great branding) and give existing customers a reason to come back via new content or that update on social media or email. Your website is crucial linchpin of your online strategy. Here are some stats on website marketing:
60% of local business websites don’t have their phone number on them! – BIA Kelsey 2012
49% of sites fail to comply with basic usability principles, and 50% of online sales are lost because visitors can’t find content. – Forrester 2012
93.3 percent of SMB websites are not mobile compatible and will not render successfully on mobile devices or smartphones. – BIA Kelsey 2012
15% of SMBs will build mobile optimized websites in 2013 – Borrell 2013
The #1 marketing concern of local businesses is getting new clients. But loyalty marketing is cost-effective and drives long term profitability. Many small businesses find loyalty marketing daunting, but it can be easy.
Here are some compelling loyalty marketing stats to inspire you:
82% of small business owners have said their main source of new business is referrals – Constant Contact Tweet this stat!
It’s 8X more effective to bring back an existing customer than get a new customer – The LMC Group 2012 Tweet this stat!
Businesses that spend 5% on loyalty market are 25% more profitable – Constant Contact Tweet this stat!
People who receive $10 coupons have 38 percent higher Oxytocin levels, 32 percent calmer breathing rates, 5 percent slower heart rates, and 20x less sweaty palms. (The Neurophysiology of Coupons study by Dr. Paul Zak) Tweet this stat!
7 out of 10 consumers said they trust online reviews as much as personal recommendations (ReachLocal) Tweet this stat!
Reflecting the direct way in which the internet now influences in-store shopping the survey found that 91 percent of respondents “have gone into a store as a result of an online experience.” (Wanderful Media) Tweet this stat!
83% of buyers no longer trust advertising but most trust recommendations from users online (Formstack) Tweet this stat!
57% of businesses have acquired a customer through their company blog (HubSpot) Tweet this stat!
52% of all marketers have found a customer via Facebook in 2013 (HubSpot) Tweet this stat!
36% of all marketers have found a customer via Twitter in 2013 (HubSpot) Tweet this stat!
This section gives a general overview of small business marketing stats, although all the stats on this page pertain to small businesses. It gives a sense of what small businesses are currently spending their marketing dollars on and where those dollars are heading. Here’s a list of compelling small business marketing stats.
70 percent of U.S. households now use the Internet when shopping locally for products and services (The Kelsey Group; ConStat). Tweet this stat!
60% of local businesses don’t have their phone number on their website – BIA Kelsey Tweet this stat!
11% of local business’ next hire will be a social media manager – Streetfight 2011 Tweet this stat!
66% of small businesses are maintaining or increasing spend on digital marketing – AT&T Small Business Technology Poll 2013 Tweet this stat!
70% of small business are using social media to improve their SEO (SEO.com) Tweet this stat!
72% of marketers see the importance of online personalization but don’t know how to incorporate it (Realities of Online Personalization) Tweet this stat!
50% of businesses will use marketing automation by 2015 (Compare Business Products) Tweet this stat!
Only 25 percent of small businesses know how to create a mobile optimized web site (Constant Contact) Tweet this stat!
50 percent of small businesses have seen listings for their business that are not accurate (Constant Contact) Tweet this stat!
84 percent of people say that the biggest difference in small businesses between now and 5 years ago is the use of more online marketing tools (Constant Contact) Tweet this stat!
National retailers, QSRs and service providers of all types are shifting budgets to local Internet marketing because those digital dollars can drive physical sales. Over the next couple years, we see a vast increase in investment, more sophisticated technology and an integration with national marketing programs on a local level.
53 percent of marketers admit the lack of resources and bandwidth needed to stay on top of the constant content needs of their localization strategies is their primary challenge Tweet this stat!
58 percent of marketing executives say local marketing is essential to business growth and profitability.” -CMO Council Brand Automation for Local Activation Tweet this stat!
National brands miss 86% of the local consumer feedback published through social networks Tweet this stat!
36%) of national brand marketers say they are developing their campaigns and strategies to activate local audiences (CMO Council).Tweet this stat!
Large brands are using national assets for local messaging: 86% use corporate websites for local marketing, 72% use email, and 49% rely on corporate social media feed. Fewer national brands rely on local websites (33%) or locally-focused social media feed (27%). (CMO Council).Tweet this stat!
Though 30% of brand marketers execute local campaigns within 8 to 20 days of a national launch, 31% say they require 30+ days to distribute local marketing materials. However, 88% of marketers who have executed local national campaigns simultaneously say their brand gained a competitive advantage by doing so. (CMO Council).Tweet this stat!
National brands are missing the mobile opportunity. Only 8% of national brand marketers say mobile will be critical to further local connections, and only 12% view mobile as a successful ad channel but 33% are investigating it further. (CMO Council).Tweet this stat!
52% of marketers agree that comprehensive brand campaign automation could strengthen ties between the head office and local customer-facing resources and touch points. (CMO Council).Tweet this stat!
Featured: Top 4 Trends in Digital Marketing – 2014
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Local Advertising Stats
PPC and advertising still command a large share of small business budgets, however the industry is rapidly changing as the cost per click goes up and consumers become more and more adept at ignoring ads. At LocalVox, we believe that small businesses should focus on marketing more and use advertising as a complimentary tactic to a long term strategy. Here are some local advertising stats that support that thesis:
Over 5.3 trillion display ads were served to U.S. users last year. That’s 1 trillion more than 2009.. (ComScore) Tweet this stat!
Content marketing is generally described as the future of marketing, and it’s as true in local marketing as it is in big brand marketing. Businesses who leverage content do better on search, social media, email and overall. The content marketing stats are astounding.
Take a look.
78% of CMOs think custom content is the future of marketing (Hanley Wood 2013)
Companies with active blogs receive 97% more leads (Content+ 2013)
Clicks from shared content are 5 times more likely to lead to purchase (Voltier Digital 2012)
70% of customers prefer to get information about a company from content rather than ads (Content+ 2013)
Articles with images get 94% more views (Content+ 2013)
Content creation is ranked the single most effective SEO technique by 53% (Marketing Sherpa 2013)
Content marketing costs 62% less than traditional marketing