metric_category: benchmark

claim: After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates.

source_title: 2026 Marketing Statistics, Trends, & Data - HubSpot

source_quality: strong

methodology: HubSpot State of Marketing Report; Statista; FirstPageSage; HubSpot Web Strategy & Analytics Report; Deloitte; StatCounter; DataReportal; eMarketer; The Leap; Wyzowl; Orbit Media; CNBC; X Data; Snapchat; The HubSpot Customer Platform; PewResearch; Sprout Social; Pinterest; INFLOW Network; Plainly; Wistia; Social Media Examiner; MailButler; Litmus; Constant Contact; Exploding Topics; Simple Texting; WebFX; SimilarWeb; Wordstream; Ranktracker; Prezentor; Zippia; Content Marketing Institute; Spotify; Basis Technologies; HubSpot Blog Marketing Trends Report; HubSpot Research; HubSpot State of Sales Report; HubSpot


metric_category: conversion

claim: Conversion Rate Optimization is the second-most-used optimization technique among marketers (50%).


claim: Lead-to-customer conversion is the second most important KPI for marketers across businesses of all sizes.


claim: Nearly 56% of marketers say it's much easier to improve conversion rates now than it was ten years ago.


metric_category: channel

claim: In 2024, the top marketing channels driving ROI for B2B brands were their (1) website, blog, and SEO efforts, (2) paid social media content, and (3) social media shopping tools.


claim: For B2C brands, the channels with the best ROI were (1) email marketing, (2) paid social media content, and (3) content marketing.


claim: The average conversion rate across all e-commerce sites is under 2%.


claim: Conversion rates are highest for skincare online shopping at 2.7% and lowest for luxury apparel at just 0.4%.


claim: Email marketing is one of the most effective channels for driving conversions, with a 2.8% conversion rate for B2C brands and a 2.4% conversion rate for B2Bs.


claim: 63% of consumers prefer to find information about brands and products on mobile devices.


claim: Most marketers report that mobile devices account for over half of their annual traffic.


claim: The average U.S. household had 21 connected devices.


claim: Google accounts for over 93.9% of global mobile search market share.


claim: 32.9% of internet users aged 16+ discover new brands, products, and services via search engines.


claim: 41% of marketers say the top trend they're exploring is updating SEO strategy for changes in search.


claim: 70% of B2C marketers say they understand the challenges in organic search and what to do about them.


claim: Over 20% of global internet users over 16 years old use voice assistants to find information.


claim: 73.7% of marketers plan on maintaining or increasing their investment in voice search optimization this year.


claim: Less than 10% of marketers report leveraging voice search optimization (Alexa, Siri, etc.) in their strategy currently.


claim: Experts forecast voice assistant usage on smartphones will rise to 48.7% of internet users by 2029.


claim: By the end of 2026, it's predicted that there will be over 157 million voice assistant users in the United States alone.


claim: Smartphones account for over 78% of retail website visits worldwide.


claim: E-commerce accounts for over 23% of all global retail sales.


claim: Nearly 24% are exploring updating their SEO strategy for generative AI in search (e.g. ChatGPT, Gemini, Claude).


claim: Over 92% of marketers plan on or are already using SEO optimization for traditional and AI-powered search engines.


claim: Nearly 30% of marketers reported decreased search traffic as consumers turn to AI tools.


claim: In 2025, blog posts (38%) were the third most popular content format used by marketers, following short-form video (60%), and long-form video (38%).


claim: In 2025, blog posts were among the top 5 highest-ROI content formats according to marketers. (22.26%)


claim: Small businesses are 23% more likely than average to see ROI from blog posts.


claim: Website/blog/SEO remains the #1 ROI-generating channel according to marketers.


claim: Blog posts were among the top 5 content formats marketers plan to invest most in for 2026, following short-form video, live video, long-form video, and user-generated content.


claim: About 94% of marketers plan to use AI in their content creation processes (including blog articles) in 2026.


claim: The average blog post length was around 1,350 words in 2025 - decreasing for the second year in a row.


claim: The top 3 ROI-driving content formats, according to marketers, are all video-based: short-form video (49%), long-form video (29%), and live-streaming video (25%).


claim: Short-form video is the most leveraged media format by marketers.


claim: 91% of businesses use video as a marketing tool in 2026.


claim: Most marketers (46%) allocate a third of their budget (or less) to video content.


claim: YouTube is the most widely used video marketing platform with 82%.


metric_category: activation

claim: 67% of video marketers list views as their top KPI, followed by engagement (63%), and leads/clicks (52%).


claim: 51% of people say that the optimal length for an effective video is 30-60 seconds.