At Embryo, we are using a range of automation to make our workload easier and to free up our team of digital marketing experts time to work on where they are most needed. It’s this knowledge which sets us apart from other agencies and enables us to put more time into combined marketing performance and strategy, rather than report on vanity metrics.

If you’d like to speak to one of your team in more detail about marketing automation or about any of our digital marketing services, feel free to get in touch with our team after you’ve read this blog by phone at 0161 327 2635 or email info@embryo.com.’

How much is marketing automation used in day-to-day digital marketing?

Understanding automation in digital marketing is crucial, and there are so many areas of automation, some that we take for granted and some that we don’t even think about. Here is a collection of top-level stats relating to marketing automation across all areas of digital:

• Salesforce State of Marketing Report found that 67% of marketing leaders currently use a marketing automation platform.
• 75% of email revenue is generated by automated campaigns, according to the DMA Marketer Email Tracker.
• On the whole, companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost.
• 91% of the most successful marketing agencies agree that marketing automation is “very important” to the overall success of their marketing across channels.
• Marketing Automation ROI: A report by VB Insight found that 80% of businesses saw an increase in the number of leads, and 77% saw an increase in conversions after implementing marketing automation of some kind to their CRO optimisation.
• Marketing automation can lead to a 15% increase in sales productivity and a 12.2% reduction in marketing overhead by improving customer retention.
• According to Mailchimp, segmented email campaigns have a 14.32% higher open rate compared to non-segmented campaigns.

Our Award Winning PPC Team at Embryo use automation frequently as part of their optimisation of both Google Ads and Microsoft Ads

One of the areas Embryo uses automation most is paid media. There is so much user data from interactions with paid ads online, that the algorithms for paid search are full of data that if you tell them your goals they will bring results. What’s important is setting the boundaries of where this is to operate to ensure you achieve your client’s goals and KPIs. Here are some stats on automation in use at the heart of digital marketing, pay-per-click:

• 68% of B2B organisations use A/B testing on landing pages to generate leads for future conversion.
• Campaign Monitor report that using a segmented campaign can create as much as a 760% increase in revenue when putting data-created audiences into their own ad groups.
• Personalised headline copy from Google Ads campaigns improves click-through rates by an average of 14% and conversions by 10%.
• Wordstream reports that automation tools can reduce the time spent on keyword management by up to 90%, which is something we have also found working on our client’s Google Ads Campaigns.
• Hubspot reported last year that ad copy testing using automation can result in a 15-20% increase in click-through rates, which is also something we have seen to be true at Embryo.
• 74% of PPC marketers use automation to schedule ads during peak performance times, a key consideration when getting the most out of your PPC budgets, as reported in the Search Engine Journal.
• Looking through Google Support, you can also find notable stats on marketing automation such as automated ad copy from a DSA campaign, which can improve Quality Scores by 16-18%.

Paid Social also has a lot of automation to play with, as users spend more and more time online scrolling

The algorithm that dictates what content we see on paid social, is constantly learning and updating the file on each of us with what we do and don’t like depending on our behaviours. Matching up our data, they are then also able to see what we are doing on other platforms to build a fuller picture. Paid Social probably has the biggest use of automation out there, with so much data existing in these platforms that we aren’t able to access. Here is just a glimpse into the automation stats for paid social:

• Social Media Today reports that 75% of marketers say they currently use at least one type of marketing automation tool in their social media marketing strategy.
• 72% of marketers use some form of marketing automation for paid social campaigns, according to the Sprout Social Index. This can be automatic placements, AI-generated ad copy or automatic recommendations within the Meta business platform.
• Marketers who use automation tools for paid social advertising experience a 32% reduction in ad spend, though at Embryo, our paid social team have found that using bid caps is a good way to get around ad platforms using your budget regardless of the results, giving the automation a boundary to operate within.
• Similar to PPC, Marketing Land has also found that automated ad targeting on social platforms can increase click-through rates (CTR) by 74%.
• Adweek has reported in recent months that automation tools can boost ad relevance by 76% through personalized messaging on social media.
• Companies using paid social automation tools report an average ROI increase of 42%.
• An important stat for all business owners here, marketers can save up to 20% of their time by leveraging social media advertising automation, taking the leg work out of deciding all the variables for each individual campaign.
• Automated A/B testing and experiments for social ads can lead to a 25% increase in conversion rates according to AdExchanger.
• Remarketing campaigns with automation tools can boost conversion rates by 42% on social media, these automated tools can create audiences for you, using a whole collection of sources, so you aren’t just limited to what’s in the social platform, even though your ads are delivering there.
• Mobile optimised ads created with social media automation tools have a 48% higher conversion rate, as they look at feel better on the user’s device. You can create this manually of course, but it’s far quicker to let marketing automation do the work.

Email Marketing is the most popular use of automation in marketing

Tools such as Mailchimp, Klaviyo and Mandrill have all been early adapters in automation, taking over the manual send of a message by allowing marketers to set up flows of what they want to happen when, and then leave the tool to it. All the marketing team need to do is go back and analyse, then optimise, but many of these tools will also make their own recommendations. At Embryo, our content team often create bespoke messages to fit this automation, and here are some headline stats on why automating your email is a no-brainer:

• 82% of companies use email marketing automation in some form, even those sending mainly internal communications.
• Mailchimp reports that email campaigns that use list segmentation techniques see a 14.32% higher open rate compared to non-segmented campaigns.
• Personalised email messages improve click-through rates by an average of 14% and conversions by 10%.
• Companies that nurture leads by marketing automation make 50% more sales for 33% less than non-nurtured prospects.
• Welcome emails sent through marketing automation generate 320% more revenue per email than promotional emails, Wordstream reports that adding an offer at the start of a customer’s journey is the top way to use your email marketing campaign.
• Automated cart abandonment emails sent within an hour have an average order rate of 4.64%, Salecycle also reports that along with the welcome email, cart abandonment is the top priority for ecommerce.

Where to begin with Marketing Automation

There is a lot to digest when learning about marketing automation and the endless possibilities of what you can do within marketing now we have so much data at our fingertips. It’s important to always remember your goals and have a good understanding of your customer journey before automating anything that could make your marketing team’s work easier.

At Embryo, we’re experts in strategy across all digital channels, so if you want to speak to us about how we can help with your automation on SEO, PPC or Paid Social please do get in touch with our team by phone at 0161 327 2635 or email info@embryo.com.

In-app advertising continues to grow at speed, and over the next few years, the predicted spend on in-app advertising is predicted to be over 7x what it was in 2017.

Apps have become engrained into our daily lives, we use them to catch up with friends, to manage our finances, to share what we’re doing, to kill some time playing games, to catch up on the news, to read a book, to listen to music, there’s an app for everything. And with an app for everything, there’s a lot of opportunity to get in front of people with paid advertising.

So, where are advertisers spending their money? And how do consumers respond to in-app advertising? We’ve got the stats you need to make the most of the growth opportunities with in-app advertising. If you’re looking for the latest SEO stats instead, see our other article, 30 Key Stats For SEO in 2023.

At Embryo, our Paid Media teams are experts in paid advertising, so if you’re looking to capitalise on the in-app advertising boom, contact us on 0161 327 2635 or email info@embryo.com and let’s talk about getting your products and services in front of the right people at the right time.

Where Are Advertisers Spending On In-App Ads?

The top app category for ad placements won’t come as a surprise to you, it is, of course, social media. Second, again likely not a surprise, games. If you’ve ever played a game on a mobile device you’ll know how important ads are for driving revenue to allow continued development.

Top In-App Ad Spend Stats

1. Worldwide In-App Ad Spend is predicted to hit $314.56billion in 2023.
2. By 2027, this is predicted to grow by 47% and reach $469.29billion.
3. In 2024, of all in-app ad spend:
   a. It’s estimated that social media will account for 38.1%.
   b. It’s estimated that games will account for 30.19%.
4. In 2024, per mobile internet user, that equates to a per person spend of:
   a. $24.71 on social media
   b. $19.57 on games.

How Are Consumers Engaging With In-App Ads?

Ads are only as good as their performance, and in-app advertising sees consumers interact differently with ads than general web placements such as display. Consumers are more engaged, more likely to click, and more likely to take an action after clicking, when viewing in-app advertising. This could be down to in-app advertising having more aligned personalisation with users because they tend to be less affected by ad-blockers in the same way that browsers are. We’ve collated some stats on consumer in-app ad engagement.

Top In-App Consumer Ad Engagement Stats

1. Apps convert three times more product viewers than mobile web.
2. In-app ads (average CTR 0.56%) globally perform better compared to web ads on mobile (average CTR 0.23%).
3. In-app video ads have a 7.5x higher CTR than display banner ads.
4. Native in-app ads receive 3x more attention than display ads.
5. According to a survey, 52% of smartphone users find in-app ads useful.
6. On average, rewarded video ads have a 75.8% completion rate.
7. iOS users are 21% more likely to click on in-app advertising than Android users.
8. The gaming segment of mobile in-app advertising has a click-through rate of 11.4%, which is the highest among all categories.
9. 92% of mobile app time is spent on apps that are supported by in-app advertising.
10. On average, mobile users are exposed to more than 4,000 in-app ads per month.

How Is The In-App Advertising Industry Performing?

We know that in-app advertising continues to grow, and in particular in the gaming sector, but how does the industry overall perform? What is the perception of in-app advertising for consumers? Here are the top in-app advertising industry stats we’ve collated for this article.

Top In-App Advertising Industry Stats

1. In-app banners account for 56% of all in-app advertising inventory.
2. 83% of consumers are willing to share their data for a more personalized experience.
3. In 2020, mobile in-app ad revenue accounted for more than half of the global digital ad spend at 53%.
4. 47% of marketers use in-app advertising to achieve their marketing objectives.
5. Approximately 69% of mobile app developer’s revenue is generated from in-app advertising.
6. 94% of mobile ad revenue is generated through data-driven, targeted in-app advertising.
7. The eCPM for iOS in-app interstitial ads is 51% higher than that of Android in-app interstitial ads.
8. 59% of smartphone users consider in-app advertising to be less invasive than other ad formats.

Conclusion

If we look over all of those stats above, we see a positive picture for in-app advertising. The sector continues to grow, gaming and social media are leading the charge, we see consumers interacting more positively with in-app ads, and we know that a vast majority of time spent on mobile devices are in apps. All of this comes together to present a good opportunity for brands to engage with a large audience and get increased returns in comparison to other forms of paid advertising, specifically display.

This isn’t to say that in-app advertising is right for every business, there will be sectors that will see better results than others, but at a minimum it’s worth testing, and should you see the results you’re looking for, then in-app advertising can become another part of your overall marketing strategy.

If you need help with getting in-app ads up and running, we’re here to help. Take a look at our case studies and see how we’ve helped businesses from all different industries to improve their digital marketing performance. 

Sources:
• https://www.luisazhou.com/blog/mobile-marketing-statistics/
• https://www.statista.com/outlook/amo/advertising/in-app-advertising/worldwide#ad-spending
• https://siteefy.com/mobile-marketing-statistics
• https://zipdo.co/statistics/in-app-advertising/

Please check out Digital PR at Embryo, or for further insights please contact us at info@embyro.com or on 0161 327 2635. 

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Important Brand Trust Stats

1. 7 1% of consumers are more likely to purchase from a brand they trust (source).
2. According to Edelman’s Trust Barometer, Gen Z exhibits the highest need for brand trust, with 79% saying it is more important to trust the brands they buy today than in the past (source).
3. The Institute of Customer Service found that 81% of people hold trust as a very important factor in deciding whether or not to use an organisation and 95% are likely or very likely to remain as a customer of a business they trust (source).
4. Three-quarters (75%) of consumers are more loyal to retailers that present themselves as being authentic (source).
5. Research reveals that 65% of UK consumers think about the environmental impact of the items they buy, while 41% say they prefer to shop locally rather than online (source).
6. One consumer survey shows that 49% of consumers trust branded reviews as much as personal recommendations from friends and family members (source).
7. Customer reviews and ratings are crucial, According to a 2021 report by PowerReviews, 99.9% of customers read reviews when they shop online (source). 
8. 61% of consumers will recommend a brand they trust to a friend (source).
9. 41% of consumers will join a loyalty program with a brand that they trust (source).
10. 40% of consumers will post reviews online for a brand they trust (source).
11. 49% of consumers will distrust a brand that tracks them online or uses their information inappropriately (source). 
12. 39% of consumers will distrust a brand that sends them too many communications (source).
13. 39% of consumers will distrust a brand that continues to send them comms despite the consumer opting out (source).
14. 58% of people will buy or advocate for brands based on their beliefs and values (source).
15. 80% of people will invest in brands based on their beliefs and values (source).
16. 40% of people will trust a brand because of an influencer (source). 
17. 63% of people will trust what an influencer says about a brand as opposed to what a brand says about itself (source)
18. 81% of consumers must be able to trust a brand will do what is right (source).
19. As few as 26% of millennials trust traditional advertising, suspected to be even lower for Gen Z (source).
20. Almost 50% of shoppers would pay more for a brand that they trust (source).  
21. 77% of consumers prefer shopping with brands they follow on social media
22. Two-thirds of consumers think it’s annoying when brands make fun of their competitors, this can implicate brand trust (source).
23. 32% of customers say positive customer service experiences are one of the main contributing factors to brand trust (source).
24. 91% of business executives say their ability to build and maintain trust improves their bottom line (source).
25. 79% of consumers say that protecting their data is very important to build trust (source).
26. About half of consumers (50%) report experiencing a trust-damaging event. But only 20% of business executives say their organisation has been involved in this type of incident (source).
27. According to a survey by Pwc, 74% of consumers build trust through quick responses to customer concerns (source).
28. In the same survey, 72% of respondents agreed that high-quality products and services helped them build trust with a brand. 
29. Lastly, trust in technology brands is set to reduce by 15% by the end of 2023. Throughout COVID-19, trust for tech-led businesses increased hugely, however, the honeymoon period appears to be drawing to a close as consumers become increasingly less confident in tech-related businesses. 

In an evolving marketing landscape, trust remains the underpinning factor that holds brands and consumers together. As the statistics above show, building and maintaining brand trust is multifaceted and it requires transparency, consistency, and a deep understanding of consumer behaviour. 

Keeping these trust-building strategies in mind will be essential for businesses looking to thrive in an era where trust is paramount.

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This means companies of all different kinds can be properly informed when it comes to email marketing, to get the best chance of success when communicating with customers and subscribers  – whether the end goal is for them to click through to your website, buy a product, sign up for a service or attend an event.

We’ve sourced the very best mobile email stats for you to consider when making decisions about your mobile email marketing strategy. People receive dozens of emails every day, so standing out from the crowd is imperative for businesses.

At Embryo, we take mobile email marketing very seriously and it forms an important part of our digital marketing strategy. To learn more about this topic feel free to get in touch with our team after you’ve read this blog by phone at: 0161 327 2635, or email info@embryo.com.

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What Should You Consider When It Comes to Mobile Email Marketing?

Some topics to consider when it comes to mobile emailing are: 

• Open rates
• Email usage – and the apps people have
• Responsive design
• Conversion rates
• Click-through rates
• Browsing time
• Device preferences
• Design trends
• Engagement metrics
• Mobile commerce

30 of the Best Stats about Mobile Email Marketing

1. According to Statista, more than 376.4 billion emails will be sent and received per day by 2025 – this whopping figure shows the true nature of the way we communicate with each other and just how important it is for your emails to be the best they can be.
2. Apparently, 99% of people check their emails every single day – so if you land yourself a spot in a person’s inbox with a great subject line, you’ve got every chance of it being opened.
3. How many small businesses use email marketing to reach their customers? In 2021 the figure stood at 64%, said Campaign Monitor  – this is likely to have grown.
4. When it comes to the frequency of emails sent by marketers, in 2022 Databox found 33% send weekly emails and 26% send emails multiple times per month. Striking that balance between being informative and not annoying is key.
5. It has been said that anything above a delivery rate of 89% is considered good in line with their methodology. Rates from 88 to 83% are considered acceptable. Any rate lower than that is considered poor. The company also says that a correctly delivered email is defined as one that arrives in the recipient’s inbox, which includes the promotions folders that some email providers provide (e.g. Gmail). Undelivered emails are those that land in spam or do not arrive at all (e.g. bounced messages).
6. Artificial Intelligence (AI) is evolving constantly and is now being used by companies, saving them time and effort. HubSpot’s State of Generative AI report said 95% of marketers who use generative AI for email creation rate it “effective”, with 54% rating it “very effective.”
7. In August 2021, Apple iPhone’s iOS Mail Had 38.2% of the market share of all email clients. Gmail was second with 35.6% of the share and Apple Mail took 10.4%. Outlook had a share of 6% and Yahoo Mail 4.3%.
8. When it comes to developing email marketing campaigns, 73% of businesses give priority to mobile device optimisation.
9. The same source also said the chances of a consumer clicking through are 65% higher if they read it again on a desktop after opening it on mobile – interesting!
10. 81% of B2B marketers said their most used form of content marketing was email newsletters in 2020, found the Content Marketing Institute.
11. Checking emails can be seen as a complementary activity. What that means is people do it while watching TV (69%), in bed (57%), and on holiday (79%).
12. Apparently, 42% of people will delete emails if they’re not optimised for mobile. This shows readers will lose interest fast if they’re difficult to read or engage with on their phones.
13. When it comes to those in the USA, 24% of Americans believed they checked email “way too much” at one point.
14. Last year, it was found that 59% of survey respondents said marketing emails have influenced their purchases.
15. At one point, 40% of consumers said they had at least 50 unread emails in their inbox. This potentially shows the amount of promotional emails a person might receive, that they might not prioritise opening.
16. Advertisers and marketers claim they spend at least 51% of their budgets on mobile ads.
17. 35% of professionals use their smartphones to check their emails.
18. MailChimp says that using a mobile-responsive email design can increase unique mobile clicks by 15%.
19. In 2019, 57% of consumers visited a mobile retail app to find more information about a product or service, showing the end result of a well-crafted email.
20. 89% of marketers use email as the primary channel for generating leads.
21. It’s been reported that for every $1 you spend on email marketing, you can expect an average return of $40.
22. The average email open rate for businesses across all industries is 19.7%.
23. Automated emails are said to generate 320% more revenue compared to non-automated emails.
24. By 2025, email users are expected to rise by a staggering 595 million.
25. The average number of email characters in a subject line is 43.85 – arguably one of the most important parts of your marketing email.
26. Plain-text emails have had higher performance, even though most survey respondents stated they preferred image-based HTML emails.
27. 36.6% of emails globally are opened via mobile devices – we’re now always on the go and need to access emails quickly.
28. Cart abandonment emails sent one hour after a customer leaves the site are the most effective, converting 6.33% of visitors.
29.  TikTok is used by 42% of mobile marketers as of 2023.
30. An audience will reward you with higher open and click rates if you don’t send more than five newsletters a week.

Create Mobile-First Emails!

So, these stats provide an important look into the habits of device users when it comes to email marketing. What’s clear is that companies mustn’t overdo it with multiple emails per week, the subject line is key, email and phone usage is increasingly growing, consumers prefer to be contacted by email, and more.

Hopefully, these stats will give you some food for thought when it comes to building your own email marketing strategy – which shouldn’t be taken lightly.

You can also find out more about how to design for mobile generally, in this Embryo blog post.

Here at Embryo, we offer support with this topic, as well as multiple digital marketing services that can help your business grow and flourish. We offer SEO, Content, PPC, Social and Digital PR services to help brands achieve their goals.

If you’d like to find out more, please 0161 327 2635, or email info@embryo.com. Feel free to fill in the contact form on our website too.

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However, it’s nothing our team of SEO and content experts don’t tackle on a regular basis here at Embryo. Sure, Google likes to keep us all on our toes with their regular updates, but our many years of combined experience mean we know just how to deal with it. If you need help navigating your way through the mysteries of Google and organic search, get in touch with our team today. Either give us a call at 0161 327 2635 or email info@embryo.com.

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What is a Featured Snippet?

Before we dive into those all-important stats, it’s important to explain what we mean by a ‘featured snippet’, as unless you work in the industry and study search results regularly, you might not be familiar with the term.

A featured snippet is a search result deemed important or relevant enough for Google to highlight at the top of page 1, usually classed as position 0. This could be a definition, a video or steps showing instructions, a list of answers, images or even a table. The ‘answer’ to the search (or descriptive ‘snippet’) is shown above the URL and page title in order to provide the searcher with their answer more quickly.

In the example below, Google has pulled out what we call a double-featured snippet; it’s showing both a text response and images from other search results to give the searcher a more thorough answer to their query.

6 Standout Featured Snippet Stats

Before we head into our main statistics section where you’ll find further details about each one, you might be surprised by some of these topline stats!

• 50% of a mobile phone screen is covered by a featured snippet
• Opting out of featured snippets led to 12% less traffic
• 24% of people believe featured snippets are ads
• Only 19% chance of a click from a featured snippet
• 29% of queries with featured snippets start with a question-based word
• Only 0.4% of featured snippets link to homepages

General Featured Snippet Statistics

Research by Semrush and Brado found that 19% of SERPs (search engine results pages) have featured snippets, with 7.3% having double-featured snippets.

They also found that 91% of the keywords in their dataset had featured snippets on both mobile and desktop.

The industries with the largest number of featured snippets in the same study were found to be:

• Travel – 62%
• Computers & Electronics – 62%
• Arts & Entertainment – 59%
• Science – 54%

The most popular domain for featured snippets in their dataset was Wikipedia, with 2.77% of the featured snippets.

A 2022 study by EngineScout found that almost 30% of the people surveyed clicked on featured snippets because they found them informative.

Why Featured Snippets Matter

The same research from EngineScout studied the behaviour of around 3,500 regular users of Google. They discovered that featured snippets receive more than 35% of the total clicks.

Following the SERP deduplication in 2020, whereby Google stopped showing your URL in both the featured snippet position and the organic search results, Cyrus Shepard experimented with opting out of featured snippets and found it led to a 12% traffic loss.

Research from Semrush found that 50% of a mobile screen is covered with a featured snippet, meaning you’re literally pushing your competitors off the screen by optimising your content to achieve the snippet.

During their study, they also found that 99.2357% of featured snippets are found in position 1 in the search results.

EngineScout’s study found that double-featured snippets with a featured snippet and a knowledge panel picked up 42% of the total clicks, outperforming regular search listings. Whereas with other featured snippet tests, the standard organic search listings received more of the total clicks than featured snippets.

They also asked users why they clicked on a featured snippet result, with some obvious and some not-so-obvious responses! Around 15% said they clicked as it was the most noticeable search result, with just over 13% clicking as the result was in the top spot. 14.3% clicked the featured snippet result as it seemed the most trustworthy, with 14.7% clicking because they liked the images displayed in the search result.

However, 9.3% of Google users clicked the featured snippet because they liked the title of the post, showing how important it is to spend time on something as seemingly simple as your page titles across your site.

Why Featured Snippets Might Also Be Costing You Traffic

Recent information from ahrefs suggests that there’s only a 19% chance of a user clicking through to your site from a featured snippet if the answer is shown in the search result.

Findings from research by EngineScout showed that 24% of users mistake featured snippets for paid ads. They also found that, even when the featured snippet was from Wikipedia, more than 20% of respondents still thought it was an ad. Where the search results had the highest commercial intent, 31% of users thought the featured snippet was an ad.

They also asked their respondents why they tended to avoid clicking on a featured snippet result, with 37% simply preferring regular search results and 12.7% not trusting the featured snippet result. Almost 7% of respondents didn’t think the result was clickable!

When EngineScout asked why their respondents preferred regular organic results over featured snippets, 44% said they seemed more trustworthy. Interestingly, others preferred the page title (22.9%), meta description (16.7%) and website name (6.2%) compared to the featured snippet, again showing how important brand and metadata are when it comes to click-through rate (CTR).

They also discovered some interesting insights around ‘people also ask’ (PAA) results during their study. On average, only 6% of their respondents clicked on PAA boxes, with the click-through rate ranging from 5.4% and 7.4% across each SERP.

Helpful Stats to Grab a Snippet

Web marketing insights from My Codeless Website claim that 66% of articles appearing in featured snippets have structured data.

They also claim that 40.7% of voice searches include featured snippet results, and 67.5% of click-throughs come from the first five results in the SERP.

In a recent study by Semrush, they found that 70% of featured snippets are paragraphs, with just over 19% being lists, 6.3% being tables, whilst 4.6% are video results.

They also discovered that 29% of queries that trigger a featured snippet start with question-based words, including ‘why’, ‘can’ and ‘do’, with ‘why’ triggering the most. 77.6% of ‘why’ queries studied had a featured snippet, with 72.4% of ‘can’ queries being answered with a featured snippet.

The research from Semrush also flagged that 70% of articles in featured snippets were published in the last 2-3 years, so it appears Google is rewarding recently written content in these areas.

Of all the featured snippets included in their study, just over 37% featured a URL with two subfolders, with almost 22% featuring one subfolder. Only 0.4% of featured snippets link to a domain with no subfolders, so it’s very unlikely Google will give a homepage a featured snippet.

The optimum number of words in a query for a featured snippet is 10, according to Semrush’s research. 55.5% of 10-word queries have a featured snippet, with only 4.3% of single word searches having one. As the number of words in the query increases, the percentage of featured snippets also increases gradually up to 10 words, and then starts to drop off.

In a separate study by Semrush in 2018, they found that the average ‘definition’ featured snippet was between 40 and 60 words long.

Research from Backlinko shows that 54% of featured snippets come from long-tail searches with less than 50 searches a month, so there’s still value in providing helpful content for those keywords with lower search volumes.

So, What Have We Learned?

From these recent studies, it would seem that featured snippets can have both positive and negative impacts on your ability to draw in organic traffic, with many variables such as your industry and the type of content you create being a deciding factor for Google. Something as simple as a page title or meta description can be enough for a user to click through to your website, or ignore it completely, so it’s important to think about every small aspect of SEO when publishing new content.

If you’re not sure where to start when it comes to acquiring featured snippets for your content, get in touch with the team at Embryo today and we’ll be happy to help.

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Wonder why animated videos have evolved so significantly over the last couple of years and whether you should implement them in your content marketing strategy. In this blog, we will look at the many positives of video animation and provide you with some insightful statistics to help you figure that out.

At Embryo, we have a dedicated creative team who can create eye-catching, on-brand animated videos for your business. Whether it’s to explain a product, detail your business, or show off a brand-new service, we can help. To learn more speak to our team by phone at 0161 327 2635 or email info@embryo.com.

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30 Video Animation Stats

1. As of 2023, 91% of businesses implement videos as part of their marketing strategy, based on the study by Wyzowl (Hubspot)
2. 96% of marketers say that they find video an inseparable element of their marketing strategy (Hubspot)
3. Product videos improve the number of purchases by 144% (Neil Patel)
4. 72% of people prefer watching a video rather than reading text if both of them are available when it comes to receiving branded marketing content (Retail Dive)
5. More than half of customers believe online video-assisted them in deciding which brand or product to purchase (Google)
6. More than 90% of respondents claim they find new businesses and products on YouTube (Google)
7. According to 43% of video marketers, video has lowered the number of support calls they have received (Wyzowl)
8. 70% of marketers who don’t use video as part of their marketing strategy said they plan to do so in 2023 (Wyzowl)
9. As many as 95% of marketers stated video marketing has helped them in increasing brand awareness (Wyzowl)
10. 90% of people say they “very much” or “somewhat” like to watch brand video material online, with only 4% stating they don’t like watching brand video content (Lemonlight)
11. 92% of marketing specialists believe video will play a more significant part in marketing in the next years (Lemonlight)
12. 93% of companies say they gained a new client as a result of a social media video (Animoto)
13. Including videos on websites makes them 53 times more discoverable on search engines. Adding videos on a website increases the average session time from 8 seconds to 2 minutes (Animation Explainers)
14. Since 2018, the amount of online video watched per person every week has nearly doubled (Hubspot)
15. B2B videos that last less than 60 seconds are fully watched by 68% of users. On the other hand, videos that are substantially longer (about 20 minutes) are only watched about 25% of the time (vidyard)
16. An average person spends at least 100 minutes every day watching online videos (Marketing Charts)
17. The use of videos on landing pages increases conversions by 86% (Wordstream)
18. SERP results with video links enhance organic traffic by 157% (Wyzowl)
19. Video marketing is predicted to account for 82% of all internet traffic in 2023 (Cisco)
20. Users understand content 95% from the video and 10% from the text (Forbes)
21. An email that includes a video is 300% more convertible (HubSpot)
22. Six out of ten consumers would prefer to watch a video online rather than watch television (Google)
23. 50% of people between 18 and 34 admit they are willing to stop what they’re doing to watch a video from their favourite video creators (Google)
24. 84% of marketers say they consider video creation skills vital when hiring someone for a marketing position (Animoto)
25. 88% of users say they would expect to see more videos from brands in 2023 (Explain Ninja)
26. US marketers are expected to spend 41.9% more on video advertisement campaigns by 2024 (Statista)
27. Youtube, with its over 2 billion users is the second most visited website in the world, which accounts for one-third of internet users (Explain Ninja)
28. Facebook video generates 135% more organic traffic than Facebook photos (WebinarCare)
29. Incorporating a video thumbnail in the search results can double the search traffic (RealSales Video)
30. More than 3 billion people watched streaming or downloaded video at least once a month in 2022 (Statista)

That’s a Wrap!

To wrap up, most of these figures highlight one undeniable fact: according to the numbers, it’s pretty clear that video marketing will stay relevant, and using it will totally pay off. If you want to learn more about video marketing, we’ve recently gathered a video marketing stats blog where we touch on the topic more in detail.

At Embryo, we take the importance of video seriously and integrate it into our digital marketing strategy as well as our clients. To learn more about what we do and how we can support your business growth, free to get in touch with our team by phone at 0161 327 2635 or email at info@embryo.com.

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In this blog, we look at the statistics that illustrate Bard’s abilities and development over the past few months.

As a digital marketing agency, we are always keeping up-to-date on the latest innovations in AI and technology. To learn more about how AI might impact your digital marketing strategy, get in touch with our expert team by phone at 0161 327 2635 or email info@embryo.com.

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28 of The Most Important Google Bard Stats

Since the release of ChatGPT in November 2022, AI chatbots have taken the world by storm. People are beginning to use AI for a wide range of tasks – from research to coding, learning new languages, getting recipe ideas, and creating personalised workout plans. So it’s no wonder that Google wanted a slice of the pie.

Alphabet Inc’s own AI tool, ‘Google Bard’ was announced in February 2023 and released for free to the public on 21st March. Like ChatGPT, it is a conversational AI service that responds to queries and commands at lightning speed. It gets its name from the term for archaic poets, who would often play an instrument and recite epic poetry, indicating the tool’s linguistic and creative capabilities.

With all that in mind let’s get into some interesting Google Bard Stats!

1. At this time (August 2023), Google Bard is available in over 230 countries and territories (Google)
2. As of July 2023, Google Bard is able to communicate in over 40 languages, including Arabic, Chinese, German, Hindi, and Spanish. (Google)
3. Between April and May 2023, Google Bard’s traffic rose by 187.2% to 142.6 million visits. (Similarweb)
4. On 8th February, Alphabet Inc. lost $100 billion after a promotional video of Google Bard on Twitter showed the chatbot spitting out incorrect information in response to a James Webb Telescope query. (Reuters)
5. The technology that Google Bard is based on was under development by Alphabet Inc. for 8 years. (Washington Post)
6. Google’s expenses could rise by $6 billion in 2023 if AI chatbots were integrated into search. (Reuters)
7. 50% of Google Bard’s training data comes from public forums. (SEJ)
8. 6.25% of Bard’s dataset is made up of English web documents and another 6.25% comes from non-English web documents. (SEJ)
9. 40% stated that they use the chatbot for researching their interests
10. 30% said they used Bard as a creative tool, creating poems, scripts, and stories
11. 20% said they used it to help them with work or school
12. 10% used Bard for entertainment, including playing games and looking for videos and music (DemandSage)
13. 80,000 employees took part in testing Bard. (CNBC)
14. In March 2023, the month of its release, Bard had 30 million monthly active users. (MLYearning)
15. Bard’s largest user demographic comes from the US (62.6%), followed by the UK (8.29%), and China (3.22%). (MLYearning)
16. The dataset that Bard is trained on includes 1.56 trillion words and 137 billion parameters. (MLYearning
17. Google’s anticipated global reach for the chatbot is 1 billion users (contentdetector.ai)
18. It has been estimated that Alphabet Inc. will sustain an increase of $0.003 to $0.028 in incremental costs on top of its base search cost of ~$0.003 per query. (MediaPost)
19. Google Bard was announced in February 2023 and opened up its waiting list to the public in March 2023 (ZDNet)
20. In June 2023, Bard’s average visit duration was 3.19 minutes. (contentdetector.ai)
21. In March 2023, Bard had an accuracy score of 63%. (Search Engine Land)
22. Bard’s biggest traffic source is direct traffic, with 67.7%. (colorlib)
23. Bard has a limit of about 1,000 queries per hour. (colorlib)
24. Google Bard can create code in over 20 programming languages. (EnterpriseAppsToday)
25. Millennials make up the largest share of Bard’s visitors, with 35% of users being 25 – 35 years old. (DemandSage)
26. Google Bard’s bounce rate is recorded to be 55.10%. (DemandSage)
27. Sunder Pichai, the CEO of Google, asked Google’s staff to spend 2 – 4 hours each day on Bard during testing. (Business Insider India)
28. 750GB of text data was used to train the language of the chatbot. (Blogging Capital)

Conclusion

Innovations in AI technology are evidently making a great impact on how we discover, research, and create content.

Google Bard is being used by people all around the world, and gaining more traffic every day. However, it is clear that the chatbot still has a strong competitor in ChatGPT, and there is still lots of room for improvement in this type of technology.
Bard could become a valuable tool in the future of digital marketing, and we are intent on keeping you up-to-date with all its updates and developments.

If you’d like more information on Google Bard or how AI is affecting the world of digital marketing, you can get in touch with us today by phone at 0161 327 2635 or email us at info@embryo.com.

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At Embryo, we are always researching and keeping up to date with consumer behaviour reports so that we can adapt our digital marketing strategies by understanding why and how people are purchasing. This allows us to get ahead of the trends and can positively impact our client’s revenue streams.

In this blog, we look at the most surprising statistics we have found on the ever-changing consumer behaviour in 2023. At Embryo, we’re extremely intuned with consumer behaviour and can create campaigns which take these behaviours into account. To learn more about how we do this get in touch by phone at 0161 327 2635 or email info@embryo.com.

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Online Vs In-Store Shopping

• 86% of the UK population uses the internet every day, spending almost six hours online. (Hootsuite). In the last month alone, 86% of the UK’s internet users searched for a product online, with 81% making a purchase.
• Overall, 61% of shoppers still prefer shopping in-store, while 39% shop more online, resulting in a net balance towards in-store of +22. (Retail Economics).
• 48% of Work-from-home consumers primarily shop online, compared to 38% of commuters. (Retail Economics).
• 2. 64 % of UK consumers purchase food online rather than in stores, with fruit and vegetables as the most popular item. (Statistsa)
• UK customers are returning to stores. In fact, 73% of overall retail sales will still be offline in 2023. (YouGov)

Consumer Behaviour Generational Comparison

• Millennials prefer to shop online. In contrast, Generation Z prefers to shop in physical stores despite being digital natives—they like to see products in person to feel confident in the quality. (Indeed)
• While millennials will pay attention to content for 12 seconds, Gen Z will only focus on it for eight seconds. Whereas, Gen Z enjoy short-form video content, like that of Snapchat or Instagram Stories, while millennials value long-form content, such as detailed videos or podcasts. (Hubspot)
• Gen X consumers are especially likely to make this commitment, with a net -29.3% planning to buy less. But fast fashion’s biggest consumers (Gen Z) will also cut back: -21.6% net. (Ask Attest)
• 46% of millennials and Gen Z say that they take the resale value of a product into consideration before buying, indicating that these shoppers see the resale market as an investment opportunity. (thredUP)
• 85% say they prefer chatbots and automated customer service over speaking to a live agent. (Shopify)

Second-Hand Purchasing

• In 2022, Vinted was the UK’s most downloaded shopping app. The second-hand clothing store’s official app received 7.67 million downloads in 2022, putting it well ahead of second-placed Amazon Shopping with 5.64 million downloads. (Money Transfers).
  
• A 2022 survey found that four in 10 consumers purchased secondhand goods, while another one-third of consumers sold their used items on the secondhand market. (Statista)
• Second-hand shopping will be a big pastime in 2023, with 34.8% of consumers saying they’ll be hunting for charity shop bargains to combat the rising costs of inflation. (Ask Attest)

Cost Of Living Crisis In The UK

• 62.3% of consumers have cancelled subscriptions as a result of the rising cost of living. More than 22% have axed a TV streaming service to cut costs and 14.8% have cancelled a music streaming service. (Ask Attest)
• The tag #dupe has been viewed 3.7 billion times. From January 1 to March 20, 2023, 15% more people talked about it online than in the previous months. (BrandWatch)
• Subscriptions are a casualty of the rising cost of living, with 62.3% of consumers cancelling one. More than 22% have axed a TV streaming service to cut costs and 14.8% have cancelled a music streaming service. (Ask Attest)

The Rise Of Buy Now Pay Later

• Almost 9 in 10 people suggested that their shopping habits had changed since they started using Buy Now Pay Later (BNPL) Apps. 50% said they had bought something they would otherwise have to save for; 44% had checked that BNPL was available when shopping; and 38% had spent more than they planned because BNPL was available. (The Behavioural Insights Team)
• 3 in 10 said they had experienced an issue when managing their BNPL spending – such as missing a payment, being charged a late fee, and falling behind on other payments or bills. (The Behavioural Insights Team)

New Methods Of Shopping

• TikTok users are shopping. More than half (55%) of users have made a purchase after seeing a brand on TikTok. Create a consistent presence on TikTok to start generating more sales from your viewers. (Sprout Social)
• Google found that 40% of internet users aged 18 to 24 start an internet search on TikTok or Instagram—rather than using Google. (Techcrunch)
• 76% of smart speaker owners have used their devices to make a purchase. (Adobe Analytics)

Consumer Ethics When Spending

• In May 2022, up to 8% of the consumers had chosen a product based on it being made by small businesses. This year, the number has grown to 42%. (Rock Content)
  
• 84% of customers in the UK say that poor environmental practices will alienate them from a brand or company. (The Round Up)

Brand Loyalty is Diminishing

• 46% of consumers will move to a competitor if their usual brand is out of stock. (Shopify)
• More than 70% of consumers bought from the competitor of their go-to brand between May 2021 and May 2022. (Shopify)

Insightful 2023 Prediction Stats

•  In 2023, 62% of U.K. consumers will be making less impulsive purchases, with over half extending the research and consideration phase (53%) and 47% holding out more for potential sales. (Data & Marketing Association)
• Consumers will be pickier when it comes to which companies to buy from. When making purchases on social platforms,  54% of social media users are worried that companies aren’t legitimate, 48% worry that they won’t be able to get a refund, and 44% are concerned about the quality of the products being sold. (hubspot)
• Online will continue to be the channel with the strongest growth in the UK’s food and grocery sector in 2023. (Modern Retail)
• UK fashion sales are anticipated to climb by 23.9% in 2023, from £43.23 billion to £53.58 billion. (Modern Retail)

Conclusion: Consumer Behaviour Continues to Change

Factors such as inflation and the cost of living are significantly impacting consumers’ shopping habits. This is looking likely to continue for the remainder of 2023. We have identified that people are more price-conscious which has led to the rise in secondhand, off-brand products, and cheaper alternatives such as dupes. As well as Buy Now Pay Later apps becoming more and more popular.

Sustainability and brand ethics still play a big role in consumers’ purchase behaviour despite people cutting back on spending. As well as

To learn more about how understanding consumer behaviour can improve your digital strategy. Get in touch with our team here today.

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From juicy user and demographic insights to must-know marketing statistics, we’ve collated all of the TikTok UK stats you need to influence your strategies and make the most of this ever-growing platform.

At Embryo, we know a thing or two about how to create a killer TikTok marketing strategy. Our award-winning paid social team have the skills and expertise to help you reach your business goals – get in touch today by calling us on 0161 327 2635 or email info@embryo.com.

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30 TikTok UK Stats That Every Marketer Should Know

1. In September 2021, TikTok reached one billion monthly active users worldwide.
2. 24% of internet users in the UK aged 15 to 25 years old use TikTok.
3. The number of TikTok users in the UK is expected to keep increasing in 2024, growing from 15.9 million users at the end of 2023 to 16.8 million users by the end of 2024.
4. As of January 2023, approximately 53% of TikTok global users were women.
5. TikTok was the most popular mobile app worldwide in 2022, with approximately 670 million downloads from global users across the year.
6. TikTok is the sixth most popular social media platform worldwide based on monthly active users, falling behind Facebook, YouTube, WhatsApp, Instagram and WeChat.
7. TikTok has been downloaded 3.5 billion times worldwide, making it the 5th app to accomplish this and the first non-Meta-owned app.
8. The app saw its biggest surge in users during the COVID-19 pandemic. TikTok saw a 180% growth in users aged 15-25 during this time frame.
9. UK users spend more time on TikTok than users in any other country, racking up more than 27 hours on the app every month.
10. In the second quarter of 2022, an average of 95 minutes were spent in TikTok globally every day.
11. Over 60% of TikTok users are Gen Zers, which means they were born between 1997 and 2012.
12. As of June 2022, Khaby Lame is the most followed TikTok user, overtaking the platform’s previous top influencer Charli D’Amelio.
13. Based on hashtags, “entertainment” is the most popular content category on the platform worldwide, amassing 535 billion hashtag views.
14. The average user opens TikTok 19 times per day according to the app’s internal data sources.
15. More Apple users use TikTok than Android users. The iOS version of TikTok had 30.8 million daily active users as of December 2021, while the Android version had just 14.43 million daily active users.
16. As of April 2023, the United States was the country with the largest TikTok audience by far, with approximately 117 million users engaging with the popular social video platform.
17. According to 2020 research data, TikTok is the social media app used the most by children, with kids in the UK spending an average of 70 minutes per day on the platform. This is just 5 minutes below the global average of 75 minutes per day.
18. According to the latest Statista report, TikTok users are less likely to be bothered by ads than users of other social media platforms. 38% of TikTok users surveyed said they are willing to tolerate advertising if they get free content in return, which is 4% more than the total number of adults surveyed.
19. 15% of TikTok users say they struggle to distinguish between advertising and other content, compared to 12% of social media users who do not use TikTok.
20. 52% of weekly TikTok users in the UK are interested in shopping on or from TikTok in the next 3 months.
21. 69% of UK TikTok users feel a deeper connection to the brands that they interact with on the platform compared to other sites and apps that they use.
22. Millennial TikTok users in the UK are 1.6x more likely than other platform users to create a post showing off a product on social media.
23. TikTok has found that ads with an emotional message have a higher engagement rate than those that don’t.
24. 63% of all successful ads get their point across straight away to hook the user immediately and convince them not to scroll past.
25. 60% of Gen Z TikTok users in the UK have bought a product because they saw it on TikTok in the last year.
26. 70% of UK TikTok users see brands that use TikTok as innovative.
27. 1 in 2 TikTok users in the UK are open to making purchases directly from TikTok.
28. As of January 2023, the hashtag “#fyp,” which stands for “for you page,” was the most used hashtag on TikTok, amassing almost 35 trillion views across posts that used it.
29. 84% of UK TikTok users say that content on TikTok has positively influenced the way they perceive beauty.
30. TikTok users in the UK are 74% more likely to discover products from an ad vs shopping directly on marketplaces.

Use These Stats to Improve Your Marketing Strategies in 2023

These TikTok UK stats show just how important it is to create engaging TikTok marketing campaigns that will capture the attention of the app’s predominantly young audience. Our TikTok marketing experts stay up to date with all of the latest data on this ever-evolving platform so that you don’t have to.

To learn more about our TikTok marketing services, get in touch with our friendly team by phone at 0161 327 2635 or email info@embryo.com. Alternatively, check out some of our fantastic case studies that showcase some great paid social results we’ve generated for our clients.

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The platform’s Shorts are captivating millions of users on a global scale, with bite-sized and engaging videos that last up to 60 seconds. They are also a great asset for social media marketing campaigns, enabling brands to connect with a broader audience and boost their online presence. Yes, this new format may be shortening our attention spans. But it offers digestible content that can be consumed on the go – everything the modern viewer is looking for. Oh, and there’s no more skipping to get to the good parts… 

Whether it’s a viral dance challenge or a clever DIY hack, there’s no denying that this fast-paced format is here to stay. 

The team at Embryo have gathered together some top YouTube Shorts statistics – ranging from popular content categories to the number of monthly users (spoiler alert: there are a lot!). 

Looking to take your business to the next level? You’re in the right place! To learn more about Embryo and our services, get in touch with our team today.

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Our Top 30 YouTube Shorts Stats 

1. More than 2.3 billion people use YouTube every month
2. There are a whopping 1.5 billion monthly active users 
3. YouTube content is most popular amongst Gen Zs and Millennials (users aged between 18 and 29 years old)
4. The second-largest audience demographic was users aged between 30 and 49 years old
5. Daily views have increased from 30 billion in 2022 to 50 billion in 2023 (on a global scale)
6. Mobile devices make up over 70% of watch time
7. Short-format videos have a 60-second limit
8. 72% of YouTube Shorts are over 15 seconds long 
9. DIY-related content has proved to be extremely popular, with one video receiving over 560 million views
10. The above video received at least 230 million views in its first month
11. YouTube Shorts was first launched in India in 2020
12. Creators are now able to monetise their short-form content 
13. In 2022, 54% of users were male 
14. YouTube Shorts now has a scheduling feature
15. In September (2022) alone, 29 million user engagements were generated in the US
16. In South Korea, just under 75% of users engage with short-form video content via YouTube Shorts
17. Globally, YouTube receives over 25% of mobile traffic
18. YouTube has subscribers from more than 100 countries
19. In the US, 62% of internet users access YouTube on a daily basis
20. YouTube is used by more than 80 different languages
21. Short-form creators need to gain 1,000 subscribers to start making money
22. Just over 25% of YouTube Shorts content was uploaded in India
23. Following closely in 2nd place is the US, with over 23% of uploaded content
24. Popular content genres include gaming, music, and dance
25. YouTube Shorts has over 15 million active content creators
26. Over the past year, the average time spent per session has increased by 30%
27. The average view duration is around 45 seconds
28. YouTube launched a $100 million funding scheme to pay short-form content creators
29. Brazil is among the countries with the highest viewership, amounting to around 142 million users
30. 73% of consumers prefer to watch a short video to learn about a new product or service

The Movement Towards Short-Form Content is Happening, and Fast

If anything, these statistics highlight just how rapidly the social media space is changing. With more and more users looking for instant entertainment and new content appearing by the second, YouTube Shorts has well and truly skyrocketed.

Struggling to keep up? We’ve got you covered. Discover a digital marketing strategy that can be tailored to your unique business needs and objectives today. Give us a call at 0161 327 2635 or pop us an email at info@embryo.com.

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Sources used in this article:
• StoryLab.ai
• IncrediTools
• The Small Business Blog
• EarthWeb
• vpnAlert