CO Research: Marketing & Industry Statistics

CO Research publishes original, sourced benchmarks and statistics on marketing performance and the professional-services economy. Every figure is attributed to a primary or credible source with the year and geography stated. Use any chart or statistic with credit to CO Consulting.

Search & SEO

• SEO Statistics — Organic CTR by position, zero-click search, and search behavior (Backlinko, Statcounter, SparkToro).
• Local SEO Statistics — Local search behavior, reviews, and Google Business Profile data (BrightLocal, Whitespark, SOCi).
• Search Engine Market Share — Google vs Bing vs others, by device and region, over time (Statcounter GlobalStats).
• Voice Search Statistics — Smart speaker ownership and voice assistant usage, with dated-stat caveats (Edison, Pew).
• AI Search Statistics — Adoption, AI Overview prevalence, and CTR impact across ChatGPT, Perplexity, and Google (Pew, Gartner, Google).
• Page Speed & Core Web Vitals — How speed affects conversion and Core Web Vitals pass rates (HTTP Archive, Google).
• Web Design & UX — How design, mobile-friendliness, and usability affect trust and conversion (NN/g, Google, Baymard).

Paid Media & Advertising

• Google Ads CPC by Industry — Average cost per click, CTR, and conversion benchmarks across industries (WordStream/LocaliQ).
• Programmatic & Display Ads — Digital ad revenue, programmatic share, and viewability (IAB/PwC, eMarketer).
• Retail Media — Retail media ad spend, growth, and top platforms (IAB/PwC, eMarketer).
• Connected TV (CTV) Ads — CTV ad spend, streaming share, and reach (Nielsen, IAB, Leichtman).
• Out-of-Home (OOH) Ads — OOH and digital OOH spend, reach, and effectiveness (OAAA, Nielsen).
• Podcast Advertising — US podcast ad revenue, listenership, and CPMs (IAB/PwC, Edison Research, Nielsen).
• Direct Mail Marketing — Mail volume, response rates, and ROI vs digital (USPS, ANA, Lob).
• Digital Ad Fraud — Estimated ad-fraud losses, invalid traffic, and bot rates by channel (Juniper, ANA, HUMAN).
• Native Advertising — Native ad spend, share of display, and engagement vs standard display (eMarketer, IAB).
• Radio & Audio Advertising — Broadcast radio reach and revenue plus digital/streaming audio growth (Nielsen, RAB, Edison).
• In-Game Advertising — Games market size, gamer audience, and in-game ad spend (Newzoo, IAB, eMarketer).
• Ad Blocking — Share of users blocking ads, by device and region, and revenue impact (Blockthrough, GWI, Statista).
• Contextual Advertising — Contextual ad spend and its post-cookie resurgence (IAB, GumGum, eMarketer).
• News Media Advertising — Newspaper and news ad revenue decline, print vs digital (Pew Research, eMarketer).
• Sports & Sponsorship Marketing — Global sponsorship spend, growth, and ROI (IEG, WARC, Nielsen Sports).

Content, Social & Video

• Content Marketing — Adoption, budgets, formats, and ROI for content marketing (Content Marketing Institute / MarketingProfs).
• Social Media Marketing — US and global usage, demographics, and marketer adoption (Pew Research, DataReportal).
• Video Marketing — Marketer usage, ROI, and consumer video consumption data (Wyzowl, Vidyard, DataReportal).
• Influencer Marketing — Market size, ROI, and spend across platforms (Influencer Marketing Hub, eMarketer).
• Generational Marketing — Media habits and buying behavior by generation (Pew Research, McKinsey).
• User-Generated Content (UGC) — Consumer trust in UGC and its influence on purchases (Bazaarvoice, Nosto, PowerReviews).
• Creator Economy — Creator economy market size, creator counts, and brand spend (Goldman Sachs, SignalFire).
• AR/VR Marketing — AR/VR adoption, AR try-on/shopping, and headset shipments (Snap/Deloitte, IDC, Statista).
• Live Shopping — Livestream commerce sales and growth, US vs China (Coresight, McKinsey).
• Thought Leadership — How B2B buyers use thought leadership and its impact on trust and RFPs (Edelman-LinkedIn).
• Diversity in Advertising — Multicultural ad spend, representation, and consumer response (ANA/AIMM, Nielsen, Kantar).

Email, Messaging & Events

• Email Marketing Benchmarks — Open, click, bounce, and unsubscribe rates by industry, with the Apple MPP caveat (Mailchimp, HubSpot, Klaviyo).
• SMS Marketing — Texting behavior, opt-in and response rates, and TCPA context (Pew Research, FCC).
• Mobile Marketing — Smartphone ownership, mobile traffic share, and m-commerce (Pew Research, DataReportal).
• Live Chat & Conversational — Live chat preference, response expectations, and conversion (Gartner, Forrester, Comm100).
• Webinar Statistics — Registration-to-attendance, length, and conversion benchmarks (ON24, Goldcast, GoTo).
• Event & Trade Show Marketing — Trade show and event spend, ROI, and attendance (CEIR, Bizzabo, Freeman).
• Mobile App Marketing — App downloads, install costs, retention, and ASO (data.ai, AppsFlyer, Sensor Tower).

Conversion, Funnel & Demand

• Conversion Rate Benchmarks — Website and landing-page conversion rates by industry and channel (Unbounce, WordStream, Ruler).
• Cart Abandonment — Average abandonment rate, reasons, and recovery benchmarks (Baymard Institute).
• Lead Generation — Top channels, conversion rates, and lead-gen challenges (Ruler Analytics, HubSpot, Demand Gen Report).
• Demand Generation — Demand-gen budgets, channels, and pipeline ROI (Gartner, Forrester, LinkedIn B2B Institute).
• Account-Based Marketing (ABM) — ABM adoption, ROI, and results vs other tactics (Forrester, ITSMA/Momentum).
• Speed-to-Lead — How lead response time affects contact and conversion rates (Harvard Business Review, MIT).
• CAC Benchmarks — Customer acquisition cost and LTV:CAC ratios by industry and channel (KeyBanc, Benchmarkit).
• Free Shipping & Delivery — Free-shipping expectations and shipping cost as a cart-abandonment driver (Baymard, NRF, Deloitte).

Customer, Loyalty & Retention

• Customer Experience (CX) — CX impact on revenue and loyalty, and what consumers expect (Forrester, Qualtrics, Salesforce).
• Customer Retention — Retention vs acquisition economics and churn benchmarks (HBR/Bain, Recurly).
• Customer Loyalty & Referral — Loyalty economics, referral value, and trust in recommendations (Journal of Marketing, Nielsen).
• Personalization — Consumer expectations and revenue lift from personalization (McKinsey, Forrester, Twilio).
• Omnichannel Marketing — Omnichannel vs single-channel performance and buyer behavior (HBR, McKinsey).
• Subscription Economy — Subscription growth, churn, and market size (Zuora, McKinsey, Recurly).
• Online Reviews & Reputation — How consumers use reviews and how ratings influence purchases (BrightLocal, PowerReviews).

Strategy, Budget & Martech

• Marketing Budget Benchmarks — Marketing spend as a share of revenue and budget, by industry and company size (The CMO Survey, SBA).
• Marketing Automation — Adoption, market size, and ROI of marketing automation (Ascend2, Salesforce, Grand View).
• Martech — Size of the martech landscape, spend, and stack utilization (chiefmartec, Gartner).
• CRM Statistics — CRM market size, adoption, ROI, and vendor share (IDC, Grand View, Salesforce).
• AI in Marketing — Marketer adoption of AI tools, use cases, and productivity gains (McKinsey, HubSpot, Salesforce).
• Marketing Salaries & Jobs — Marketing employment, wages, and job-growth projections (US BLS OEWS).
• Data Privacy & Consent — Consumer privacy attitudes, consent, and the first-party-data shift (Cisco, Pew, IAB).
• Sustainability Marketing — Demand for sustainable products and the say-do gap (NielsenIQ, McKinsey, First Insight).
• Small Business (SMB) Marketing — SMB marketing budgets, channels, and challenges (US SBA, Constant Contact, Intuit).
• Marketing Attribution — Attribution model adoption and measurement challenges post-cookie (Ruler, Nielsen, Gartner).
• Customer Data Platform (CDP) — CDP market size, adoption, and industry data (CDP Institute, Gartner, Grand View).
• Gig & Freelance Economy — Number of freelancers, share of workforce, and earnings (Upwork, US BLS, McKinsey).

Sales, PR & Ecommerce

• B2B Marketing — Budgets, channel mix, ABM, and thought-leadership impact in B2B (Gartner, CMI, Edelman-LinkedIn).
• B2B Sales — Sales cycles, win rates, buying groups, and AI in sales (Salesforce, Forrester, Gartner).
• Sales Enablement — Enablement adoption, win-rate impact, and content usage (Highspot, Gartner).
• Public Relations (PR) — PR industry size, employment, and earned-media trust (USC Annenberg, BLS).
• Ecommerce Marketing — US ecommerce sales, share of retail, and conversion data (US Census, Adobe, Baymard).
• Affiliate Marketing — Market size, spend, and ROI across affiliate channels (Influencer Marketing Hub, Statista).
• Nonprofit Marketing — Online giving, fundraising benchmarks, and donor retention (Giving USA, M+R).
• Holiday & Seasonal Retail — Holiday season sales, Black Friday/Cyber Monday, and online share (NRF, Adobe, Deloitte).
• Buy Now, Pay Later (BNPL) — BNPL adoption, spend, demographics, and delinquency (CFPB, Federal Reserve, Adobe).
• Social Commerce — Social commerce sales, buyers, and top platforms, US vs China (eMarketer, Accenture).
• Product Returns — Retail return rates, cost of returns, and return fraud (NRF, Appriss, Optoro).
• Real Estate Marketing — How buyers and sellers search and how agents market online (NAR, Zillow).
• Restaurant Marketing — How diners discover restaurants, online ordering, and review influence (National Restaurant Assoc., Toast).

Industry & Economy

• Small Business Succession — Owner age, retirement wave, and the coming ownership transition (US Census, Federal Reserve).
• Home Services M&A & EBITDA — Deal multiples, recurring-revenue premiums, and PE activity in the trades (BizBuySell, IBBA).
• Skilled Trades Labor Shortage — Wages, employment, and projected openings for HVAC, plumbing, electrical, and roofing (US BLS).
• Estate Planning — Share of adults with a will or trust, and demand trends (Gallup, Health Affairs, Census).
• RIA Industry — Registered investment adviser counts, AUM, clients, and M&A (SEC Form ADV, NASAA, IAA).
• Business Formation — New business applications nationally and by state, with survival rates (US Census BFS, BLS).
• Profit Margin by Industry — Gross, operating, and net margins by sector (NYU Stern / Damodaran, IRS SOI, Census).

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