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Email Marketing Statistics and Metrics
Email's ROI in 2009 was $43.52 for every dollar spent on it. - DMA (2009)
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Social Media

Nearly 35 million people in the US accessed Instagram at least once per month in 2013 - eMarketer "Instagram Usage in the US Surges 35% in 2013, Rivals Twitter for Smartphone Audience" (2014)

Instagram users represented 16.1% internet users. - eMarketer "Instagram Usage in the US Surges 35% in 2013, Rivals Twitter for Smartphone Audience" (2014)

Interaction rates on the Instagram are 15 times higher than on Facebook. Brands are taking note, with nearly 9 in 10 using the photo- and video-sharing service. - eMarketer "Instagram Captures Higher Interaction Rates than Facebook" (2014)

Facebook IDs are No. 1 for social logins on mobile devices. - eMarketer "Users 'Like' Facebook for Social Logins" (2014)

The recent McKinsey study cited email is nearly 40 times better than Facebook and Twitter at acquiring customers. - ClickZ "Email Blows Social Media Out the Door -- Any More Questions?" (2014)

The top three leading goals of social media marketing in 2013 include consumer engagement (67%), brand lift (67%), and influencing consumer behavior (61%). - Pivot Conference "State of Social Media Marketing 2012-2013" (2013)

56% of marketers integrate their email program with social media. - MarketingSherpa "Email Marketing Benchmark Survey" (2013)

For specialty retailers, Social Media only accounts for 2.4% of all web traffic, above only display ads, which lead 1.1% of visitors to retail sites. - L2 Think Tank "Digital IQ Index: Speciality Retail" (2013)

36% of respondents said they check emails, text messages, social media and voice mail as soon as they wake up every day, while 75% check messages at least once before they head out the door to work. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

35% of Facebook users connect with companies to receive deals and specials. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

If forced to only select one social media platform to market on, 49% of marketers would pick Facebook, followed by LinkedIn at 16%. - SocialMedia Examiner "2013 Social Media Marketing Industry Report" (2013)

69% of marketers plan to increase their use of YouTube over the next year. - SocialMedia Examiner "2013 Social Media Marketing Industry Report" (2013)

86% of marketers indicated that social media is important for their business, up from 83% in 2012. - SocialMedia Examiner "2013 Social Media Marketing Industry Report" (2013)

79% of marketers said that they had integrated their social media and traditional marketing activities. - SocialMedia Examiner "2013 Social Media Marketing Industry Report" (2013)

56% of businesses say they plan to increase their use of email marketing in 2013; email was second only to social media, which 60% of businesses said they plan to increase. SEO placed third with 41%. - iContact "The Small and Midsize Business Email Marketing Survey" (2013)

89% of moms with smartphones access Facebook on those phones. - comScore/BabyCenter "2013 Social Mom Report" (2013)

Sharing email to social networks is slightly down in 2013 (32.7%) from 37.3% in 2012. - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

Facebook users tend to “like” brands to learn about products and services (56%), keep up with brand-related activities (52%), and for sweepstakes and promos (48%); some 32% interact with brands to provide feedback. - Technorati Media "2013 Digital Influence Report" (2013)

Twitter users follower brands mostly to keep up with brand activities (57%) and learn about products and services (47%); some 27% do so to provide feedback. - Technorati Media "2013 Digital Influence Report" (2013)

YouTube users engage with brands mostly to learn about products and services (61%), keep up with brand-related activities (41%), and provide feedback (23%). - Technorati Media "2013 Digital Influence Report" (2013)

Pinterest users follow brands primarily to learn about products and services (56%), keep up with brand activities (35%), and for sweepstakes/promos (28%). - Technorati Media "2013 Digital Influence Report" (2013)

Instagram users follow brands to keep up with brand-related activities (41%), learn more about products and services (39%), and make purchases (27%). - Technorati Media "2013 Digital Influence Report" (2013)

When making decisions about what to buy, 30.8% of consumers rank Facebook as the most influential digital resource in online purchasing; 27% ranked both LinkedIn and YouTube. - Technorati Media "2013 Digital Influence Report" (2013)

Fifty-seven percent of respondents said that the pervasiveness of social media will affect their email marketing plans in the next 12 months. - MarketingSherpa "2013 Email Marketing Benchmark Report" (2013)

Two-thirds of online American adults (67%) are Facebook users, making Facebook the dominant social networking site in this country. - Pew Internet "Coming and Going on Facebook" (2013)

8% of online adults who do not currently use Facebook are interested in becoming Facebook users in the future. - Pew Internet "Coming and Going on Facebook" (2013)

Of active Twitter followers, 58% of marketers and 46% of consumers rate receiving advanced notice or alerts about new products or future releases as a reason they follow brands online. - ExactTarget "Marketers from Mars" (2013)

Of active Facebook users, 81% of marketers and 66% of consumers use Facebook first and foremost to stay on top of their social lives. - ExactTarget "Marketers from Mars" (2013)

63% of consumers prefer email as a channel to share content with friends and family. - ExactTarget "2012 Channel Preference Survey - Report" (2013)

While 98 percent of marketers promote their Facebook page in emails, only 32 percent promote Pinterest - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

Words like “Pinterest”, “Pin us” or “Pin it” in subject lines generate open rates that are 11 percent higher than other mailings and unique click rates that are almost 25 percent higher. - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

87% of the fastest-growing online retailers prominently feature social icons on their home page. - ExactTarget (2012), "How Are Retailers Using Their Website for Customer Acquisition"

51% of those surveyed plan to increase spending on Facebook in 2013. 38% plan to increase their budget on Twitter. - Lyris "The Lyris Digital Optimizer Report" (2012)

Facebook is the most widely used tactic (88%) and produced the best results compared to other social mediums (69%). - Lyris "The Lyris Digital Optimizer Report" (2012)

81% of businesses rated their company blogs as “useful,” “important” or “critical.” An impressive 25% rated their company blog as “critical” to their business. - Hubspot "The 2012 State of Inbound Marketing" (2012)

17% of consumers' PC time is spent on Facebook, the most popular web brand in the U.S. - Nielsen "Social Media Report 2012" (2012)

The dissatisfaction stemming from failure to respond via social channels can lead to up to a 15 percent increase in churn rate for existing customers. - Gartner "Gartner Predicts That Refusing to Communicate by Social Media Will Be as Harmful to Companies as Ignoring Phone Calls or Emails Is Today" (2012)

While over half of organizations monitor social media, only 23 percent collect and analyze data. - Gartner "Gartner Predicts That Refusing to Communicate by Social Media Will Be as Harmful to Companies as Ignoring Phone Calls or Emails Is Today" (2012)

75% of B2B companies do not measure or quantify social media engagement. - Satmetrix "Worldwide Study Shows Global Business Anti-Social in a Social Media Age" (2012)

Thirty nine percent of businesses have no social media tracking in place at all. - Satmetrix "Worldwide Study Shows Global Business Anti-Social in a Social Media Age" (2012)

Fifty five percent of companies ignore customers who provide feedback via social media. - Satmetrix "Worldwide Study Shows Global Business Anti-Social in a Social Media Age" (2012)

59% of respondents are more likely to trust brands that integrate social media. - Mass Relevance "The Social Hunger: Why Your Audience Feasts on Social Integration" (2012)

60% said the integration of social media makes them more likely to share. - Mass Relevance "The Social Hunger: Why Your Audience Feasts on Social Integration" (2012)

58% of consumers are more likely to interact with social brands. - Mass Relevance "The Social Hunger: Why Your Audience Feasts on Social Integration" (2012)

63% of consumers agree that social experiences make them more interested in a brand’s product. - Mass Relevance "The Social Hunger: Why Your Audience Feasts on Social Integration" (2012)

63% of consumers are influenced by the social media comments of others. - Mass Relevance "The Social Hunger: Why Your Audience Feasts on Social Integration" (2012)

75% of 18-34 year old consumers have made a purchase decision based on social content. - Mass Relevance "The Social Hunger: Why Your Audience Feasts on Social Integration" (2012)

79% of consumers say they want to be able to get coupons and promotions from brands socially. - Mass Relevance "The Social Hunger: Why Your Audience Feasts on Social Integration" (2012)

91% of 18-34 year olds using social media are talking about brands. - Mass Relevance "The Social Hunger: Why Your Audience Feasts on Social Integration" (2012)

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Email and social media activity are managed as two separate channels by almost half of companies (45%). - Econsultancy "Email Marketing Census 2011" (2011)

42% of Social media users check personal email accounts 4+ times per day, compared to 26% of non social users. (Social media users identified by the use of one or more of the sites Facebook, MySpace or Twitter) - Merkle "View From the Digital Inbox 2011" (2011)

78% of mobile email users are also regular users of social networking sites. - Merkle "View From the Digital Inbox 2011" (2011)

Mobile-enabled Facebook members spend about 18% of their Facebook time on their mobile phone. - Merkle "View From the Digital Inbox 2011" (2011)

44% of facebook users who are "unlike" a brand on facebook do so because the company posts too frequently. - ExactTarget "The Social Break-Up" (2011)

81% of consumers have either "unliked" or removed a company's posts from their Facebook News Feed. - ExactTarget "The Social Break-Up" (2011)

71% of consumers report being more selective about "liking" a company on Facebook than they were last year. - ExactTarget "The Social Break-Up" (2011)

41% of consumers have "unfollowed" a company on Twitter. - ExactTarget "The Social Break-Up" (2011)

51% of consumers expect that a "like" will result in marketing communications from brands, while 40% do not believe it should result in marketing communications. - ExactTarget "The Social Break-Up" (2011)

40.6% of companies say that their primary goal of social media efforts this year is Brand Awareness. - eROI "The current state of social, mobile & email integration" (2010)

Facebook is the most commonly used social media site to be integrated into email campaigns, with 80% of North American online marketers having used it. - Lyris Inc "The Lyris Annual Email Optimizer Report" (2010)

North American online marketers selected social media as the online marketing channel with the greatest positive effect when integrated with email, selected by 34%, compared with 29% who said web analytics and just 3% who said mobile marketing. - Lyris Inc "The Lyris Annual Email Optimizer Report" (2010)

54% of Online Marketers in North America said that combining social media marketing with email marketing led to either somewhat better results or significantly better results. - Lyris Inc "The Lyris Annual Email Optimizer Report" (2010)

75% of Companies worldwide consider themselves participants in social media, while just 10% consider themselves social media leaders. - FedEx and Ketchum "2010 FedEx/Ketchum Social Media Benchmarking Study" (2010)

86% of US internet users said they used email to share content, while just 49% said they used Facebook. - Chadwick Martin Bailey "Social Sharing Research Report" (2010)

Roughly 80% of marketers say that social sharing "extends the reach of email content to new markets" (81%) and "increases brand reputation and awareness" (78%). - MarketingSherpa "Email Marketing Benchmark Survey" (2010)

Only 17% of consumers say they're more likely to buy after becoming a FAN on Facebook. - ExactTarget "Facebook X-Factors" (2010)

40% of consumers who "Liked" a brand on Facebook said they did so to receive discounts and promotions. - ExactTarget "Facebook X-Factors" (2010)

31% of consumers (a.k.a Deal Seekers) cite their primary motivation for becoming a FAN as a way to get freebies or giveaway. - ExactTarget "Facebook X-Factors" (2010)

70% of consumers who "FANNED" a brand on Facebook didn't feel they'd given this company permission to market to them. - ExactTarget "Facebook X-Factors" (2010)

71% of businesses have or are planning to integrate email and social media in 2010 - StrongMail "2010 Email Marketing Survey" (2010)

Only 9% of US in-store shoppers prefer to receive promotional messages on social media sites. - CrossView (2010)

More than 90% of adults internet users in every age group subscribed to emails from brands, while significantly fewer "liked" companies on Facebook or followed them on Twitter. - ExactTarget "Subscribers, Fans, and Followers: Digital Morning" (2010)

36% of US small businesses integrated their social and email marketing campaigns by tweeting email newsletters and 35% sent out blog entries to their email lists in 2009. -AWeber "Email Marketing Customer Suvey" (2010)

54.12% of US small businesses plan to allow users to sign up for emails directly from social media sites, like Facebook. -AWeber "Email Marketing Customer Suvey" (2010)

43.89% of small businesses will include "follow us" links in their emails in 2010, and about 44% will include share options in their messages. Just 13.1% of respondents had such options last year. -AWeber "Email Marketing Customer Suvey" (2010)

Email messages that include a social media sharing option generate a 30% higher click-through rate (CTR) than those without sharing options- and messages with three or more sharing options generate a 55% higher CTR. -GetResponse "Email Marketing and Social Media Integration Report" (2010)

Integrating email messages with a Twitter sharing option returns CTRs of 10.2% on average- roughly 40% higher than messages sent without social media links. -GetResponse "Email Marketing and Social Media IIntegration Report" (2010)

Emails sent with Facebook sharing options returned CTRs of 10.2% on average, whereas messages sent with MySpace sharing options generated 8.7% CTR; those sent with LinkedIn sharing options generated 7.2%. -GetResponse "Email Marketing and Social Media IIntegration Report" (2010)

Twitter is he most popular social sharing option, included in 67.2% of email messages sent via the GetResponse platform, followed closely by Facebook (in 62.7% of emails). -GetResponse "Email Marketing and Social Media IIntegration Report" (2010)

33% of active Twitter users share opinions about companies or products, while 32% make recommendations and 30% ask for them. -ROI Research "S-Net:A Student of Consumers' Use of Social Media" (2010)

42% of U.S. online consumers use Facebook at least once a day and, of these, 69% are a FAN of one or more companies. -ExactTarget "Digital Morning" (2010)

Social media is the top emerging channel for lead gen among technology marketers surveyed in May 2010. -Unisfair "The Future of Tech Marketing" (2010)

54% of US marketing professionals perceive social media to be innovative and invaluable to their business, while less than 3% said that social media is 'complicated and not worth the investment'. -R2integrated "Social Media Survey" (2010)

61% of US marketing professional said the main reason for implementing a Social Media Strategy is to increase lead generation. -R2integrated "Social Media Survey" (2010)

42% of B2C marketers said that including links to social networking sites in emails is a marketing tactic that works particularly well, compared to 29% of B2B marketers. -Silverpop "Exploring the Differences and Similarities of B2C and B2B Marketing Tactics" (2010)

In 2010, 60% of US Internet users ages 35 to 44 and one-half of those in the 45-to-54 age group will use social networks at least once a month. - eMarketer "Social Network Demographics and Usage" (2010)

57.5% of U.S. Internet users, or 127 million people, will use a social network at least once a month in 2010. - eMarketer "Social Network Demographics and Usage" (2010)

72.3% of B-to-B and B-to-C agencies and Markets have a Facebook page, while 72.0% have a Twitter account.- Datran Media "Marketing and Media Survey" (2010)

27% of business executives worldwide said they had already integrated social media strategy into the email marketing strategy. An additional 24% said they have formulated an integration strategy and are currently researching implementation tactics. - eMarketer "2010 Marketing Trends Survey" (2010)

18% of business executives wanted to add social components to their e-mail campaigns and did not know where to begin. - eMarketer "2010 Marketing Trends Survey" (2010)

81% of marketers surveyed said social media helped to expand the reach of their e-mail content. - MarketingSherpa "Email Marketing Benchmark Survey" (2010)

78% of marketers surveyed said social helped to increase brand awareness. - MarketingSherpa "Email Marketing Benchmark Survey" (2010)

90% of respondents plan to integrate social media into their email campaigns in 2010. - GetResponse "2010 Email Marketing Trends Survey" (2010)

One of every 4 marketers was placing links to email campaigns and newsletters on social media pages, or including a "share" option in their online communications. - GetResponse "2010 Email Marketing Trends Survey" (2010)

In addition to being one of the most important buzzwords, social media was considered the most annoying according to US Marketing Executives, with nearly 30% of executives saying they are tired of it. Twitter, specifically, got on the nerves of nearly 15% of respondents. - Anderson Analytics and Marketing Executives Networking Group "Marketing Trends Report 2010" (2010)

'Social media ROI' was an important buzzword for 36% of executives. - Anderson Analytics and Marketing Executives Networking Group "Marketing Trends Report 2010" (2010)

Marketers claim they will devote nearly one-fifth (17.7%) of their marketing budgets to social media in the next five years.- Duke University's Fuqua School of Business, "The CMO Survey" (Feb, 2010)

20% of Facebook, MySpace and/or Twitter users have posted or shared something from permission email to their social account(s) via a "share" option. - Merkle , "View from the Social Inbox" (2010)

63% of Social Media Users use the same email account for their social networking alerts and permission email. - Merkle , "View from the Social Inbox" (2010)

42% of Social Media Users check personal email 4+ times per day, versus 27% of Non-Users. - Merkle , "View from the Social Inbox" (2010)

A majority of email messages intended for sharing include four to five social sharing links. - Silverpop "Emails Gone Viral: Measuring 'Share to Social' Performance" (2009)

83% of marketers place their share-to-social links at the bottom of their messages. - Silverpop "Emails Gone Viral: Measuring 'Share to Social' Performance" (2009)

Social-media-share links generate on average 0.5% click rates - Silverpop "Emails Gone Viral: Measuring 'Share to Social' Performance" (2009)

32% say they'd share promotional l email offers with members inside a social network and open emails from others. - PMN and Pace University's Lubin School of Business'(IDM) Lab (2009)

15% of viral campaigns in the past year achieved the goal of prompting consumers to promote the marketer's message. - JupiterResearch, Viral Marketing: Bringing the Message to the Masses (2007)

"Relatively older" online users are more likely than "relatively younger" users to forward advertising messages to friends or tell friends about ads. - JupiterResearch, Viral Marketing: Bringing the Message to the Masses (2007)

51% of respondents report having clicked "forward to a friend" links in marketing email, but 38% have never seen these links. - Epsilon (2007)

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