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100+ Small Business Marketing Statistics and Trends in 2018

Business marketing statistics

Getting ready to launch your business in 2018?

Here are 100+ digital marketing statistics shared by industry-leading firms, marketers, research groups, and blogs. In collecting these statistics, we tried our best to validate each, so that you get the most updated information for business and marketing planning for 2018.

The following small business statistics are going to help you understand the trends in B2B and B2C communities. These stats will help you understand the effectiveness of the pillars on which online marketing stands.

With these stats in your mind, you can allocate your budget for different marketing channels, and grow your business online.

General Statistics

General Statistics

According to PR Newswire:

  • More than 99% of the U.S employers are small business owners.

According to GoDaddy:

  • 6 in every 10 small businesses have yet to establish an online presence and get a website.
  • 39% of all small businesses have been in business for three years or less.
  • 35% of the small business owners feel that their operations are too limited to warrant a website.
  • 83% of the small business owners with a website feel they have a competitive advantage on those without a website.
  • 19% of the small business owners without a website have no plans to build an online presence. And they expect their business would grow 25% or more within 3 to 5 years.
  • On the other hand, 48% of the business owners with no website have plans to build a website and they expect their business to grow by 25% or more within 3 to 5 years.

According to MediaPost:

  • The growth of worldwide ad spending is expected to reach over 13% in 2018. It will turn the Internet into the largest medium for advertising.

Business 2 Community reveals:

SBA analyzed that:

  • Small businesses have increased by 49% since 1982. They use a mix of traditional and digital marketing.

According to Cisco:

  • Global Internet traffic in 2020 will be equivalent to 95 times the volume of the entire global Internet in 2005.
  • By 2019, videos will account for 80% of global internet traffic, and 85% in the US.

Linchpin shared:

  • 71% of small business owners do their own digital marketing, instead of leaving it to experts.

LeadPages observed:

  • 47% of small business owners handle marketing efforts on their own.

Mobile Marketing

According to StatCounter:

  • Mobile and tablet usage surpassed desktops last year. Mobile and tablet usage was 51.3% while that of the desktop was 48.7%.

According to Smart Insights:

  • 80% of the internet users around the globe have a smartphone.

SimilarWeb says:

  • Of all the internet traffic, 56% comes from mobile devices.

According to eMarketer:

  • The population of mobile users has been increasing at the steady rate of 12.6% per year.
  • At this pace, it’s expected that the number of smartphone users across the globe would surpass 2 billion by the end of 2016.
  • 51.7% of the world’s population will have a smartphone by 2018.

Payfirma reported:

  • Mobile advertising is expected to represent 72% of all US digital ad spending.

According to Luxury Daily:

  • It is expected that the number of mobile-friendly retailers will grow by roughly 300% in the coming years.

Kissmetrics found out:

  • 78% of mobile searches for local business information result in a purchase.

NetMarketShare revealed:

  • 64.2% of the smartphones run on the Android operating system, while 32.9% run on iOS.

According to Clutch:

  • Over 47% of small businesses are likely to have a mobile application by 2018.

According to PRRI-US:

  • 56% of participants report visiting a brick-and-mortar store after receiving a deal or offer on their mobile device when they were near the store.

socPub shared:

  • Average smartphone conversion rates are up 64% compared to the average desktop conversion rates.

Online Shopping and E-Commerce

Online Business and Ecommerce

Baymard Institute reported:

  • The average shopping cart abandonment rate is 69.23%.
  • $260 billion worth of lost orders are recoverable through optimizing checkout flow and design.

According to The Mobile Playbook:

  • 80% of smartphone users use mobile phones for shopping research. And 80% of those shoppers do their mobile research in store.

According to GoDaddy:

  • 48% of the newcomers on the Internet want their sites to sell goods online. 84% of those websites work great on mobile devices.

According to BrightLocal:

  • 88% of the online shoppers read reviews to determine the quality of a local business. 39% of online shoppers read reviews regularly. 12% don’t read any reviews.
  • Businesses should display their address and contact as they are the two most important pieces of information for online shoppers.

Business Insider reported:

  • 58% of the revenue going to the mobile retailers come from mobile websites. So, your website needs to be compatible with mobile.

According to Mobile Payments Today:

  • In 2017, consumers opted to purchase or reserve items, track the status, receive updates and facilitate pick-up all from their smartphone.

According to socPub:

  • Mobile advertising is projected to reach $46 billion by 2019.

User Experience

User Experience

According to Google:

  • A website should load within 0.5 – 2 seconds in 2018.

ReachLocal surveyed local businesses and they found out:

  • 63% had plans for investing in a mobile-friendly website in 2016.

According to eMarketer:

  • 52% of the 400 local businesses surveyed by Yodle and Research Now said their website is mobile-optimized, thanks to the increase of mobile phones.
  • 40% of the businesses said they’re yet to optimize their sites for mobile devices.

According to socPub:

  • 46% of the shoppers are less likely to shop around for other options when they’re using a company’s mobile app.

According to Moz:

  • With 1% delay in site loading time, there is a possibility of losing 7% sale conversion.

Econsultancy shared facts from the study conducted by Akamai in 2009. It said:

  • 64% of shoppers who are dissatisfied with a site visit will go somewhere else to shop next time.
  • 52% of online shoppers claim that quick page loads are important for their loyalty to a site.
  • 47% of people expect a web page to load in two seconds or less.
  • 40% will abandon a web page if it takes more than three seconds to load.

Gomez reported:

  • 88% of online consumers are less likely to return to a site after a bad experience.
  • At peak traffic times, more than 75% of online consumers left for a competitor’s site rather than suffer delays.

Search Engine Marketing

According to Statista:

  • Search marketing spending is expected to amount to 45.39 billion U.S. dollars in 2019, up from 27.9 billion in 2014.
  • With 88.56% of all the internet searches, Google is still the leading search engine. Bing secures the second spot with 4.85% and Yahoo holds the third place with 3.29% of all worldwide searches.

According to Internet Live Stats:

  • Google now processes over 40,000 search queries every second (on average). That means it processes over 3.5 billion searches per day which accumulate to 1.2 trillion searches per year worldwide.

According to PowerTraffic:

  • Businesses using Google AdWords earn about $3 for every $1.60 they spend.

According to Digital Marketing Trends:

  • The first ad position on Google has a click-through rate of 7.94%.

According to Search Engine Land:

  • Although website traffic through social media is increasing, web search still yields 300% more traffic.

QuickSprout revealed:

  • Top 10 search results on Google, for any keyword, are occupied with long-form articles (at least 2000 words long).

Payfirma reported:

  • Mobile users searching for local business information usually have the intent to make a purchase.

HubSpot reported:

  • 72% of marketers say relevant content creation was the most effective SEO tactic.

Social Media Marketing

social media marketing

According to Social Media Today:

  • 12 new mobile social users are registered every single second. That’s around one million new users per day.

According to Business Insider:

  • Facebook has officially hit 2 billion users. That means the social network is now being used by roughly two-thirds of the world’s population with internet access.

Seeking Alpha shared:

  • Total revenue of Facebook grew 56% in 2016. Its advertising revenue grew by 59%.

Adobe estimated:

  • Social media ad spend will hit and surpass $40 billion by the end of 2018.

Hootsuite revealed:

  • More than 4 out of 5 Americans have a social media account. Furthermore, 77% of adults in the UK have social media accounts.

According to Business Insider:

  • 64% of small business owners look to social media for business advice

According to GoDaddy:

  • Only 13% of small businesses use social media for communication with customers.

According to iMedia:

  • Social ad spending has doubled in recent years.

Content Marketing Institute shared the following stats:

  • Social Media Content (other than blogs) is the #1 B2B Content Marketing Tactic Usage among businesses. 93% of the organizations use social media content, 82% use Case Studies, 81% use Blogs and 81% use e-newsletters, too.
  • 94% of organizations use LinkedIn for content distribution; 87% use Twitter, 84% use Facebook, while 74% use YouTube.
  • As far as B2C content marketing tactics are concerned, 90% use Social Media Content (other than blogs), 87% Photos/Illustrations, 83% use e-newsletters, while Videos, Articles on Website and Blogs get 82%, 81%, and 77% score, respectively.
  • Among social media platforms for B2C content marketing, 94% rely on Facebook, 82% use Twitter, 77% utilize YouTube and 76% also use LinkedIn.

Check out the additional Social Media Statistics compiled by Fundera here.

Email Marketing

Email Marketing

According to Lifewire:

  • By the start of 2018, there will be 3.7 billion email users around the world. That makes roughly 54% of the world’s population.
  • In 2017, Google (Gmail) had more than 1 billion monthly active users.
  • By late 2017, had over 400 million users.

According to MediaPost:

  • Email’s ROI is 122%. It’s four times higher than social media, paid search, and direct mail.
  • Customers receiving cart abandonment emails are 2.4x likely to convert than those who receive only one follow up email.

According to Business 2 Community:

  • An email campaign is 6x more likely to get a click-through as compared to tweet.
  • In 2016, personalized email messages received 18.8% open rate while only those without personalization received 13.1% open rate.

According to the report from Radicati Group:

  • In 2015, the number of business emails sent and received per user per day totals 122 emails per day. This figure continues to show growth and is expected to average 126 messages sent and received per business user by the end of 2019.
  • With a 5% increase per year, daily email traffic will be over 225 billion in 2018. It includes 120.4 billion business-related emails and 104.9 billion consumer-related emails.

Blogging and Content Marketing

According to HubSpot:

  • 53% of marketers say blog content creation is their top inbound marketing priority.
  • 1 in 10 blog posts is compounding, meaning organic search increases their traffic over time.
  • 11% of marketers plan to add podcasting to their marketing efforts in the next 12 months.

Smart Insights shared:

  • 53% of the businesses are convinced that content marketing delivers ROI that they can measure. Moreover, 43% see opportunities from content marketing channels but aren’t yet able to measure ROI.
  • 46% of the organizations do content marketing without a documented strategy, while 40% have documented strategy.
  • 17% of the marketers had plans to create a content marketing strategy this year.
  • In 2016, video content was responsible for 69% of all the internet traffic.
  • Facebook is putting emphasis on video, especially live videos.
  • People like to spend time watching videos on Facebook and YouTube. Noticeably, 19% of the users like to spend 4 or more hours watching YouTube videos, compared to only 10% of Facebook videos.

According to Content Marketing Institute:

  • The number of companies giving importance to content marketing is increasing. They’re allocating 32% of the budget set for content.
  • Among B2B marketers, 88% use content marketing as part of their marketing strategy, but only 32% of them actually have a documented content marketing strategy.
  • 81% of the marketers believe that interactive content grabs more attention than static content.
  • Of 182 content marketers, 75% looked confident that the use of interactive content will increase, whereas 24% said it will remain the same. Only 1% said the interactive content will lose its effectiveness in the coming years.

According to Forbes:

  • In many markets, white papers and case studies continue to be effective.

Lead Generation

lead generation

According to HubSpot:

  • Only 16% of marketers say outbound practices provide the highest quality leads for sales.
  • 63% of marketers say generating traffic and leads is their top challenge.
  • 70% of marketers say converting leads is their top priority.

Marketing Insider shared:

  • 68% of B2B companies are still struggling with lead generation.
  • Lead generation strategies were only successful for 13% of business in accomplishing their main objectives.
  • 25% of the marketers have no idea about their conversion rates.
  • Expertise in lead nurturing results in a 50% increase in sales-ready leads, along with a 33% decrease in its cost.
  • More than 79% of the leads don’t convert into sales. The absence of lead nurturing is the leading cause of that.
  • Although 61% of B2B marketers immediately forward leads to sales, only 27% leads qualify in the end.


Small business marketing is yet to reach its prime. That’s because most of the small business owners still need to know:

  • How online marketing works.
  • How to use the web effectively.
  • How to utilize social channels to their maximum.

These 100+ Small Business Marketing Stats are convincing enough to realize how important online marketing is for any business. And, the only way you can grab an online audience is, by creating a dynamic strategy that focusses on each and every aspect we’ve mentioned above.


  1. Thank your site! information your share is useful to me!

  2. Avatar Nick says:

    I find that lot of these statistics are biased. For example, “99%” of employers in USA cannot be small business owners simply because companies like Google, Amazon, Facebook, various factories, and other large businesses employ such a huge percentage of work force that it simply cannot be 99%.

    1. Avatar mpeshev says:

      That doesn’t really matter. Statistically speaking, almost all employers run small businesses. This doesn’t mean that 99% of all employees in the US work in small businesses — it simply states that 99% of the founders operate small businesses, and the 1% includes Fortune 500 or whatever massive corp you can think of.

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