Epic Marketing Insights From Google

Internet Usage

In the last 4 years, the web has gone from 100 million websites to 250 million. (Source: Netcraft, Dec 2010)
75.5% of the US population uses the internet. (Source: eMarketer, January 2011)
Millennials engage in over 14 different internet activities, while those ages 65+ engage in mainly 7. (Source: Generations Online, Pew Internet 2010)
67% of consumers researched online prior to purchase during the holiday season. (Source: Post Holiday Learnings for 2011 Google/OTX, Jan 2011)
In 2011, the average shopper consults 10.4 sources prior to purchase, twice as many as a year ago. (Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., Apr 2011)
Nearly 50% of US internet users will redeem an online coupon this year. (Source: eMarketer, May 2011)
Online advertising spending is shooting upward, passing the $30 billion mark in 2011 and approaching $50 billion in 2015. (Source: eMarketer, June 2011)
By 2015, we expect that 50% of all display ads will be rich media ads. (Source: Google, Watch This Space, 2011)

Mobile Use

31% of Americans own a smartphone. (Source: ourmobileplanet.com)
75.7% of the population uses mobile phones. (Source: eMarketer, August 2011)
There are 90.1 million smartphone users, 29% of the population. (Source: eMarketer, August 2011)
Only 33% of advertisers have a mobile optimized website. (Source: Google/Ipsos/TNS, Global Perspectives: The Smartphone User & The Mobile Marketer, Jun 2011)
53% of searchers purchase as a result of a smartphone search. (Source: Google/OTX, The Mobile Movement, U.S, Apr 2011)
70% of smartphone users use their device while shopping in-store. (Source: Google/OTX, The Mobile Movement, U.S, Apr 2011)
71% of smartphone users have searched after seeing an ad. (Source: Google/OTX, The Mobile Movement, U.S, Apr 2011)
There will be 81.3 million tablets sold worldwide in 2012, up from 15.7 million in 2010. (Source: eMarketer, December 2010)
43% of US adults say they’d be willing to give up beer for a month if it meant they could keep accessing the internet on their smartphones. (Source: Google/OTX, The Mobile Movement, U.S, Apr 2011)
36% of US adults say they’d be willing to give up chocolate for a month if it meant they could keep accessing the internet on their smartphones. (Source: Google/OTX, The Mobile Movement, U.S, Apr 2011)
Mobile advertising spending will top $1 billion for the first time in 2011, before reaching $4.39 billion in 2015. (Source: eMarketer, September 2011)

Search

There are 191.4 million search users. (Source: eMarketer, July 2011)
82.6% of internet users use search. (Source: eMarketer, July 2011)
16% of the daily queries on Google have never been seen before. (Source: Google Internal Data 2011)
Search directly drove 25% of all online device purchases. (Source: Value of Search for Wireless Product Launches Study Google/Compete, March 2010)
Advertisers achieve a 7:1 ROI on investments in search-based marketing. (Source: McKinsey & Co., The Impact of Internet Technologies: Search, Global, Jul 2011)
US advertisers will spend $14.38 billion on paid search in 2011, compared with $12.33 billion on display. (Source: eMarketer, June 2011)
Including location or phone information in a search ad increases click-through rate 6-8%. (Source: Google Internal Data, Q4 2010)
Adding seller ratings to a search ad can boost click-through rate by over 10%. (Source: Google Internal Data, Q3 2010)
Two-line sitelinks increase click-through rates by more than 30%*. (Source: Google Internal Data 2011, *Compared to standard AdWords ads)

Social Media

There will be 79.1 million US mobile social network users in 2015, up from 49.4 million in 2011. (Source: eMarketer, December 2010)
88% of US companies over 100 employees will use social media for marketing by 2012. (Source: eMarketer, November 2010)
57% of people talk more online than they do in real life. (Source: Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google)

Video

Over 100 million people make a social action on YouTube (likes, shares, comments, etc.) every week. (Source: Google Internal Data, Q3 2011)
Recommendations from other people account for 60% of all video clicks from the YouTube homepage. (Source: The YouTube Recommendation System, Sept 2011)
Consumers exposed to a YouTube homepage ad are 437% more likely to engage in a key brand activity on the same day than those unexposed. (Source: Google, Impact of YouTube Homepages On Brand Engagement, U.S., Dec 2010)
By 2012, internet video will account for over 50% of consumer internet traffic. (Source: Cisco, Jun 2011)
YouTube Mobile gets 400 million views a day. (Source: YouTube Press Statistics, 2011)
More than 13 million hours of video were uploaded to YouTube in 2010. (Source: YouTube Press Statistics, 2011)
There are 48 hours of video uploaded every minute to YouTube. (Source: YouTube Press Statistics, 2011)
Over 3 billion videos are viewed each day on YouTube. (Source: YouTube Press Statistics, 2011)
Online video advertising spending will grow 52.1% to $2.16 billion in 2011, before reaching $7.11 billion in 2015. (Source: eMarketer, June 2011)