{"id":11419,"date":"2023-01-27T01:52:20","date_gmt":"2023-01-27T08:52:20","guid":{"rendered":"https:\/\/getcake.com\/?p=11419"},"modified":"2025-04-01T17:51:47","modified_gmt":"2025-04-02T00:51:47","slug":"blog-digital-marketing-stats","status":"publish","type":"post","link":"https:\/\/getcake.com\/blog-digital-marketing-stats\/","title":{"rendered":"Digital Marketing Statistics That Will Shape 2023"},"content":{"rendered":"<p>Where is the state of digital advertising post-pandemic and in the midst of <a href=\"https:\/\/getcake.com\/building-a-performance-marketing-program-resilient-to-economic-fluctuations\/\">economic concerns<\/a>?<\/p>\n<p>Digital advertising growth is slowing down from immediate post-pandemic years, but it is not decreasing dramatically. Instead, it is leveling off towards a more moderate pace.<\/p>\n<p>In 2021, the growth rate for U.S. digital ad spend reached <a href=\"https:\/\/www.iab.com\/insights\/internet-advertising-revenue-report-full-year-2021\/\">35 percent<\/a> \u2013 the highest ad spend increase since 2006. The following year, 2022, saw continued growth with an increase of <a href=\"https:\/\/www.oberlo.com\/statistics\/us-digital-ad-spending#:~:text=According%20to%20the%20latest%20data,which%20expenditure%20totaled%20%24261.1%20billion.\">20 percent<\/a>. Fast-forward to 2023, digital marketing statistics show that U.S. ad spend will have a smaller increase of 13.9 percent, reaching <a href=\"https:\/\/www.statista.com\/outlook\/dmo\/digital-advertising\/united-states#ad-spending\">$297.4 billion<\/a> by the end of the year compared to <a href=\"https:\/\/www.oberlo.com\/statistics\/us-digital-ad-spending#:~:text=According%20to%20the%20latest%20data,which%20expenditure%20totaled%20%24261.1%20billion.\">$261.1 billion in 2022.<\/a><\/p>\n<p>The digital advertising industry has shown resilience in the past and adapted to changes in the market. That looks to continue as the growth of <a href=\"https:\/\/getcake.com\/ecommerce-affiliate-marketing-5-cake-features-that-can-increase-sales-2-blog\/\">ecommerce<\/a> and <a href=\"https:\/\/getcake.com\/ecommerce-statistics-preparing-for-the-future-of-shopping-in-2022-and-beyond-blog\/\">consumers\u2019 shifting behavior<\/a> will result in pivoting ad budgets towards affiliate marketing and other digital channels in 2023.<\/p>\n<p>&nbsp;<\/p>\n<h2>Digital marketing statistics to grow your business<\/h2>\n<p>In this post, CAKE has compiled a list of noteworthy digital marketing statistics to help you leverage data to guide your marketing strategy, successfully hit those 2023 KPIs, and grow your business.<\/p>\n<p>&nbsp;<\/p>\n<h3>Affiliate marketing<\/h3>\n<p><a href=\"https:\/\/getcake.com\/affiliate-marketing-an-ultimate-guide-for-2021-part-1\/\">Affiliate marketing<\/a> has seen sustainable growth in recent years, and this trend is expected to continue with the ongoing evolution of digital marketing and ecommerce.<\/p>\n<p>The multibillion-dollar industry\u2019s upward trend accelerated during COVID-19 and remained strong post-pandemic because of marketers\u2019 prioritization of a <a href=\"https:\/\/getcake.com\/what-is-performance-marketing-blog\/\">pay-per-performance approach<\/a>. In fact, the affiliate industry grew <a href=\"https:\/\/thepma.org\/wp-content\/uploads\/2022\/08\/PMA-Industry-Study-2022.pdf\">47 percent between 2018 and the end of 2021<\/a>. With that, the global affiliate marketing market size is expected to <a href=\"https:\/\/www.researchreportsworld.com\/global-affiliate-market-21703397\">expand at a CAGR of 9.89 percent reaching $27.78 billion by 2027<\/a>.<\/p>\n<ul>\n<li>Globally, the affiliate marketing industry is currently valued at $17 billion. (<a href=\"https:\/\/www.demandsage.com\/affiliate-marketing-statistics\/#:~:text=Affiliate%20marketing%20is%20still%20one,of%20the%20world's%20largest%20businesses.\">Demandsage<\/a>)<\/li>\n<li>Interest in affiliate marketing has steadily increased since 2016, reaching its peak in January 2023. (<a href=\"https:\/\/trends.google.com\/trends\/explore?date=2017-01-01%202021-06-16&amp;q=affiliate%20marketing\">Google Trends<\/a>)<\/li>\n<li>In a recent report, 80 percent of respondents view affiliate partnerships as more important revenue-wise in 2023 compared to previous years and are allocating more budget toward the channel. (<a href=\"https:\/\/thepma.org\/wp-content\/uploads\/2022\/08\/PMA-Industry-Study-2022.pdf\">PMA<\/a>)<\/li>\n<li>The affiliate marketing industry is comprised of 96,660 affiliate networks worldwide. (<a href=\"https:\/\/www.datanyze.com\/market-share\/affiliate-networks--69\">Datanyze<\/a>)<\/li>\n<li>The vast majority of advertisers \u2013 83 percent \u2013 use affiliate networks to secure deals with publishers. (<a href=\"https:\/\/www.investopedia.com\/terms\/a\/affiliate-network.asp\">Forrester Group<\/a>)<\/li>\n<li>Affiliate marketing programs generate 15-30 percent of all sales for advertisers. (<a href=\"https:\/\/99firms.com\/blog\/affiliate-marketing-statistics\/#gref\">Authority Hacker<\/a>)<\/li>\n<li>Marketers turn to the affiliate industry to boost their brand awareness (83 percent) and engage with existing customers (79 percent). (<a href=\"https:\/\/99firms.com\/blog\/affiliate-marketing-statistics\/#gref\">Rakuten<\/a>)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Social<\/h3>\n<ul>\n<li>Social media global ad spend is expected to reach $268.7 billion in 2023. (<a href=\"https:\/\/www.statista.com\/outlook\/dmo\/digital-advertising\/social-media-advertising\/worldwide\">Statista<\/a>)<\/li>\n<li>As a result of Apple\u2019s privacy changes, social media ad spend growth is projected to hit its lowest annual growth to date, 7.5 percent. (<a href=\"https:\/\/www.forbes.com\/sites\/bradadgate\/2022\/12\/08\/forecast-2023-ad-spending-will-slow-down-next-year-but-will-continue-to-grow\/?sh=7d21cc022469\">Forbes<\/a>)<\/li>\n<li>In the U.S., social media ad spend is projected to reach $94.4 billion in 2023. (<a href=\"https:\/\/www.statista.com\/outlook\/dmo\/digital-advertising\/social-media-advertising\/united-states\">Statista<\/a>)<\/li>\n<li>There are 4.89 billion social media users worldwide in 2023, a 6.5 percent increase year-over-year. (<a href=\"https:\/\/www.statista.com\/statistics\/278414\/number-of-worldwide-social-network-users\/\">Statista<\/a>)<\/li>\n<li>90.4 percent of millennials report using social media, compared to 77.5 percent of Gen X, and 48.2 percent of baby boomers. (<a href=\"https:\/\/www.emarketer.com\/chart\/226029\/us-social-media-users-by-generation-2019-of-population\">eMarketer<\/a>)<\/li>\n<li>55 percent of individuals purchase products online after discovering them on social media. (<a href=\"https:\/\/www.kleinerperkins.com\/perspectives\/internet-trends-report-2018\">Kleiner Perkins<\/a>)<\/li>\n<li>70 percent of social media marketers believe Facebook is the most useful platform for meeting their goals. (<a href=\"https:\/\/sproutsocial.com\/insights\/social-media-statistics\/\">Sprout Social<\/a>)<\/li>\n<li>Nearly 40 percent of people 18 to 24 are turning to visual-based social media platforms like TikTok or Instagram for their internet searches. (<a href=\"https:\/\/techcrunch.com\/2022\/07\/12\/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps\/?guccounter=2&amp;guce_referrer=aHR0cHM6Ly9pbi5tYXNoYWJsZS5jb20v&amp;guce_referrer_sig=AQAAAEPc8wgTL24VLk1W5PQW28QAWtM9ennMejlAx6x7JCuMiAQj085YYZ6t8YAeanVKC-Ib89cwwiVYZp75wtD9uQmmh2c3_V_DCL7JjIamQeXcgylDjDKDBneGCFoQm1WCAiZI65ZDxVeqojrCt3Z1geDd_GZXRHDf-m_ske5UAy7i\">TechCrunch<\/a>)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Search<\/h3>\n<ul>\n<li>In 2022, search ad spend stood at $164.6 billion worldwide. This amount is projected to grow to roughly $190.5 billion in 2024. (<a href=\"https:\/\/www.statista.com\/statistics\/276671\/global-internet-advertising-expenditure-by-type\/\">Statista<\/a>)<\/li>\n<li>75 percent of people say paid search ads make it easier to find information that they\u2019re looking for. (<a href=\"https:\/\/clutch.co\/seo-firms\/resources\/search-engine-marketing-why-people-click-paid-search-ads\">Clutch<\/a>)<\/li>\n<li>Google\u2019s responsive search ads are becoming increasingly popular. More than 84 percent of advertisers are using this ad type or plan to use it in 2023. (<a href=\"https:\/\/www.demandsage.com\/google-ads-statistics\/\">Demandsage<\/a>)<\/li>\n<li>Long-tail keywords make up more than 70 percent of all web searches, and typically garner a 36 percent conversion rate. (<a href=\"https:\/\/www.searchenginewatch.com\/2020\/12\/23\/seo-trends-2021-what-every-marketer-should-know\/\">Search Engine Watch<\/a>)<\/li>\n<li>The average cost per action (CPA) is $49 for paid search. (<a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/02\/29\/google-adwords-industry-benchmarks\">WordStream)<\/a><\/li>\n<li>The average click-through rate (CTR) is 3.17 percent for paid search. (<a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/02\/29\/google-adwords-industry-benchmarks\">WordStream)<\/a><\/li>\n<li>Appearing in mobile search ad results can boost brand awareness by 46 percent. <a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-resources\/micro-moments\/micromoments-guide-pdf-download\/\">(Think with Google)<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Ecommerce<\/h3>\n<ul>\n<li>U.S. retail ecommerce revenue is predicted to reach $1.1 trillion in 2023, a 21.5 percent increase from 2022. (<a href=\"https:\/\/www.statista.com\/statistics\/272391\/us-retail-e-commerce-sales-forecast\/\">Statista<\/a>)<\/li>\n<li>U.S. online sales climbed from $257 billion for the 2021 holiday season to $270 billion for 2022, in contrast to global holiday sales, which were flat compared to last year at $1.14 trillion. (<a href=\"https:\/\/www.forbes.com\/sites\/shelleykohan\/2023\/01\/11\/customers-favor-buy-online-pick-up-in-store-as-us-holiday-sales-climb-5-over-last-year\/?sh=2739aeab72ec\">Forbes<\/a>)<\/li>\n<li>218.8 million U.S. consumers will shop online in 2023, which is about 65 percent of the U.S. population. (<a href=\"https:\/\/www.oberlo.com\/blog\/ecommerce-statistics\">Oberlo<\/a>)<\/li>\n<li>In 2023, ecommerce sales are forecasted to account for 20.8 percent of worldwide retail sales. (<a href=\"https:\/\/www.oberlo.com\/blog\/ecommerce-statistics\">Oberlo<\/a>)<\/li>\n<li>Merchants see an average of 23 percent of their revenues coming from affiliate marketing, which is on par with SEO and PPC marketing. (<a href=\"https:\/\/99firms.com\/blog\/affiliate-marketing-statistics\/#gref\">Authority Hacker<\/a>)<\/li>\n<li>The average online ecommerce order is 31 percent higher with affiliate marketing customers. (<a href=\"https:\/\/www.ecommerceceo.com\/ecommerce-affiliate-marketing\/\">CJ Affiliates<\/a>)<\/li>\n<li>Consumers are likely to spend 47 percent more when they have a personalized experience. (<a href=\"https:\/\/ecommerce-platforms.com\/articles\/5-future-ecommerce-trends-of-2019\">e-commerce Platforms<\/a>)<\/li>\n<\/ul>\n<p>For more ecommerce statistics, check out our blog <a href=\"https:\/\/getcake.com\/ecommerce-statistics-preparing-for-the-future-of-shopping-in-2022-and-beyond-blog\/\">here<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<h3>Video<\/h3>\n<ul>\n<li>Video advertising is projected to reach $210.2 billion in ad spend in 2023. (<a href=\"https:\/\/www.statista.com\/outlook\/dmo\/digital-advertising\/video-advertising\/worldwide\">Statista<\/a>)<\/li>\n<li>Video ad spend is forecasted to show a CAGR of 10.97 percent. (<a href=\"https:\/\/www.statista.com\/outlook\/dmo\/digital-advertising\/video-advertising\/worldwide\">Statista<\/a>)<\/li>\n<li>This year, advertisers will spend $28.21 billion on social media video advertising. (<a href=\"https:\/\/www.statista.com\/statistics\/990710\/social-network-video-ad-spending-us-statistic\/\">Statista<\/a>)<\/li>\n<li>Mobile and desktop video ad spend is expected to show an annual growth rate of 5.1 percent between 2021-2025. (<a href=\"https:\/\/www.statista.com\/outlook\/218\/100\/video-advertising\/worldwide\">Statista<\/a>)<\/li>\n<li>People are 1.5x more likely to watch video daily on a smartphone than on a computer. (<a href=\"https:\/\/www.facebook.com\/business\/news\/insights\/shifts-for-2020-multisensory-multipliers\">Facebook<\/a>)<\/li>\n<li>83 percent of video marketers say video has helped them generate leads and 84 percent of people say they\u2019ve been convinced to buy a product or service after watching a brand\u2019s video. (<a href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics-2020\/\">Wyzowl<\/a>)<\/li>\n<li>Approximately 86 percent of marketers are using video content in their campaign outreach efforts. (<a href=\"https:\/\/www.business2community.com\/digital-marketing\/digital-advertising-key-trends-heading-into-2020-02253334\">IAB<\/a>)<\/li>\n<li>82 percent of internet traffic will come from video by 2022. (<a href=\"https:\/\/www.cisco.com\/c\/en\/us\/solutions\/collateral\/service-provider\/visual-networking-index-vni\/white-paper-c11-741490.html\">Cisco<\/a>)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Email<\/h3>\n<ul>\n<li>In 2023, email marketing revenue is set to cross the $10-billion mark. (<a href=\"https:\/\/www.statista.com\/topics\/1446\/e-mail-marketing\/#topicHeader__wrapper\">Statista<\/a>)<\/li>\n<li>31 percent of B2B marketers say email newsletters are the best way to nurture leads. (<a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2019\/10\/2020_B2B_Research_Final.pdf\">Content Marketing Institute<\/a>)<\/li>\n<li>Affiliate marketing and email marketing account for 16 percent of all ecommerce transactions in the U.S. and Canada. (<a href=\"https:\/\/www.businessinsider.com\/the-affiliate-marketing-report-how-mainstream-publishers-are-turning-performance-based-marketing-into-a-fine-art-2015-11\">Business Insider<\/a>)<\/li>\n<li>For every $1 spent on email marketing, the average campaign earns $42 in ROI. (<a href=\"https:\/\/dma.org.uk\/uploads\/misc\/marketers-email-tracker-2019.pdf\">DMA, 2019<\/a>)<\/li>\n<li>Segmented email campaigns result in a 760 percent increase in revenue. (<a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-new-rules\/\">Campaign Monitor<\/a>)<\/li>\n<li>Emails that contain personalized subject lines are 26 percent more likely to be opened. (<a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-new-rules\/\">Campaign Monitor<\/a>)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Mobile<\/h3>\n<ul>\n<li>Global mobile ad spend is expected to increase by 7.5 percent and reach $362 billion in 2023. (<a href=\"https:\/\/www.data.ai\/en\/go\/state-of-mobile-2023\/\">App Annie<\/a>)<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">In 2023, U.S. mobile ad spend will increase 14.04 percent to $194.8 billion. (<a href=\"https:\/\/www.insiderintelligence.com\/content\/mobile-trends-watch-2023\">eMarketer<\/a>)<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Economic factors and privacy regulations are set to dampen mobile gaming spend in 2023, which is expected to drop to $107 billion in 2023. (<a href=\"https:\/\/www.data.ai\/en\/insights\/market-data\/2023-mobile-forecast\/?sfdcid=7016F000002Y3C9&amp;utm_campaign=ww-report-202301-2023-state-of-mobile-report&amp;utm_content=Report-&amp;utm_medium=report&amp;utm_source=data.ai\">App Annie<\/a>)<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Almost 25 percent of companies invest in mobile optimization as a top SEO tactic. (<a href=\"https:\/\/www.hubspot.com\/state-of-marketing\">HubSpot<\/a>)<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">80 percent of users are more likely to purchase from companies with mobile sites or apps. However, 57 percent of mobile users will not recommend a business with a poorly designed mobile site. (<a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-trends\/smartphone-purchase-behavior\/\">Think with Google<\/a>)<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">More than 50 percent of online U.S. traffic originates from mobile devices. (<a href=\"https:\/\/www.statista.com\/statistics\/277125\/share-of-website-traffic-coming-from-mobile-devices\/\">Statista<\/a>)<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">On average 53 percent of emails are opened on mobile devices. (<a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-new-rules\/\">Campaign Monitor<\/a>)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Display<\/h3>\n<ul>\n<li>U.S. display advertising is expected to increase 15.5 percent in 2023, reaching $165.84 billion. This growth rate is 5.4 percent less compared to 2022. (<a href=\"https:\/\/www.insiderintelligence.com\/content\/us-display-ad-spending-2022\">eMarketer<\/a>)<\/li>\n<li>In 2023, U.S. display advertising will account for 43.8 percent of media spending. (<a href=\"https:\/\/www.insiderintelligence.com\/content\/us-display-ad-spending-2022\">eMarketer<\/a>)<\/li>\n<li>The Google Display Network reaches 90 percent of internet users worldwide. <a href=\"https:\/\/support.google.com\/google-ads\/answer\/117120?hl=en\">(Google<\/a>)<\/li>\n<li>Customers are 155 percent more likely to search for brand-specific terms when exposed to display ads. (<a href=\"https:\/\/www.emsc.com\/solution\/display-advertising\/\">EMSC<\/a>)<\/li>\n<li>The average CPA is $76 for display ads. (<a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/02\/29\/google-adwords-industry-benchmarks\">WordStream)<\/a><\/li>\n<li>Advertisers who leverage smart display campaigns have 20 percent more conversions at the same CPA when evaluated against traditional display campaigns. (<a href=\"https:\/\/support.google.com\/google-ads\/answer\/7020291?&amp;utm_source=ml&amp;utm_medium=blog&amp;utm_campaign=newdisplayera\">Google<\/a>)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<figure id=\"post-11523 media-11523\" class=\"alignnone mfp-image\"><\/figure>\n<h2>Other content you might be interested in:<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/getcake.com\/how-to-start-an-affiliate-marketing-program-5-tried-and-true-tips-blog\/\" target=\"_blank\" rel=\"noopener\">Blog: How to Start an Affiliate Marketing Program \u2013 5 Tried-and-True Tips<\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/getcake.com\/brand-integrity-and-affiliate-marketing-6-major-pitfalls-and-how-to-avoid-them-blog\/\" target=\"_blank\" rel=\"noopener\">Blog: Brand Integrity and Affiliate Marketing \u2013 6 Affiliate Marketing Pitfalls and How to Avoid Them<\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/getcake.com\/6-signs-to-know-you-are-using-the-right-affiliate-network-software\/\" target=\"_blank\" rel=\"noopener\">Blog: 6 Signs To Know If You\u2019re Using The Right Affiliate Network Software<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Where is the state of digital advertising post-pandemic and in the midst of economic concerns? Digital advertising growth is slowing down from immediate post-pandemic years, but it is not decreasing dramatically. Instead, it is leveling off towards a more moderate pace. In 2021, the growth rate for U.S. digital ad spend reached 35 percent \u2013 [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":16118,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[55,56],"tags":[36,152,153,154],"dipi_cpt_category":[407],"class_list":["post-11419","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-insights","tag-affiliate-marketing","tag-digital-marketing","tag-mobile-tracking","tag-social-media","dipi_cpt_category-ldshome"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Digital Marketing Statistics That Will Shape 2023 | CAKE<\/title>\n<meta name=\"description\" content=\"Digital marketing 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