Essential UX Statistics — Everything You Need to Know

ByJulija A.
February 21,2022

To a lot of companies, good user experience equates to having a website that’s pretty to look at. 

We’ve been told that’s what audiences want. That’s why it’s so disappointing when our website’s bounce rates remain high and we don’t generate nearly as many leads as we hoped for. So, why does this happen? 

In many cases, it’s because we rarely put much thought into user experience. UX statistics show that this common mistake turns consumers away and costs businesses a lot of revenue. A beautiful website means very little if it’s frustrating to use. 

We’ve compiled this list of stats to point out the sheer importance of UX. Modern-day interfaces need to be fully optimized with consumers in mind, and understanding industry trends can help you figure out how to improve your business. We’ve also included an FAQ section at the end; if you’re looking for quick answers, scroll down. 

User Experience Stats—Highlights

  • 88% of online shoppers say they wouldn’t return to a website after having a bad user experience.
  • 70% of online businesses that fail do so because of bad usability.
  • Only 55% of companies currently conduct any UX testing.
  • You are 279.64 times more likely to climb Mt. Everest than click on a banner ad.
  • 53% of mobile site visitors leave a page that takes longer than three seconds to load.
  • People form 75% of their judgment on a website’s credibility purely on its aesthetics.
  • Bad mobile optimization annoys 48% of users.

General UX Stats

More than 70% of small business websites do not use call to action buttons.

(Uxeria)

Call to action buttons are a key part of internet marketing. They are meant to direct consumers to the main offer on your site, and they are generally big, flashy, and very eye-catching. More importantly, they make it easy for people to purchase your products and services. The fact that a whopping 70% of business don’t even think about using such a button on their pages is astounding. Through UX optimization, customers can start the shopping process with a simple click of a button, and this can increase your conversions right from the start.

44% of shoppers will tell their friends about a bad online experience.

(Neil Patel)

According to Neil Patel’s infographic, people not only remember bad online experiences, but they talk about them with their friends. A sub-standard site will turn people away and spread negative sentiments about your business, so don’t allow bad user experience to ruin your reputation. Once it’s been damaged, it’s very difficult to build it up again.

Better UI could raise your website’s conversion rate by 200%, and better UX design could yield conversion rates of up to 400%.

(Forrester)

Want more conversions? Then you’d better make sure your user interface and user experience design are top notch. Investing in this is a no-brainer because it gives people exactly what they want and need. It also makes it even easier for them to become loyal followers of your brand.

UX stats show that 88% of online shoppers say they wouldn’t return to a website after having a bad user experience.

(Amazon Web Services)

As we’ve already mentioned, people are likely to let their friends know if an online shopping platform disappoints them. It turns out they’re also eager to get as far away from it as possible. Once you fail your consumers, they won’t stay with you for long, so you’d better start making changes right away.

You are 279.64 times more likely to climb Mt. Everest than click on a banner ad.

(Business Insider)

User statistics also show that you are more likely to survive a plane crash or with the lottery than click on a banner ad. Those who do click on banners seem to be less intelligent and poorer on average. Users clearly don’t react to banner ads anymore because they seldom seem to even notice them. Instead, their attention is fixed on other elements of the site.

That said, banner ads aren’t all bad. If you can get your viewer to spend more time looking at the page, they’ll be more likely to notice your banner. As such, it’s worth making sure the rest of your content is engaging.

Around the world, consumers regularly use an average of 2.23 devices simultaneously.

(Adobe)

User stats show us that users rarely focus on a single device. They’ll check their phone while they watch their favorite TV show or play a video game on a computer. A lot of them don’t limit themselves to only two devices, either. This means whatever kind of interface you build, it needs to be adaptive. That’s why responsive design is one of the crucial aspects of user experience.

Video content is 53 times more likely than text to reach the first page of Google.

(Animaker)

This recent user statistic shows that people are becoming increasingly fond of video content. They prefer visually presented information because it’s easier to grasp, and most top-performing websites use video content to provide their audiences with a better experience.

This information can be particularly useful for businesses that offer complex products or services. Instead of explaining how to use those products through big a block of text, they can rely on visual aids to explain everything.

70% of online businesses that fail do so because of bad usability.

(Uxeria)

The importance of user experience is obvious here. Starting an online business is challenging enough, but without good UX, it’s practically doomed right from the outset. The best UX websites tend to perform much better because they take consumer needs into account. They increase customer engagement and can easily beat a competitor site that’s not optimized for these purposes. To put it simply, you can’t afford not to invest in UX, especially if you want to gain the upper hand in your industry and climb to the top of the ranks.

Need a website designed? Take this short quiz and find the best options:

 

Mobile User Experience Statistics

On average, users open their phone every 5.6 minutes during the day.

(Adobe)

There are 4.68 billion mobile phone users in the world, and the number keeps growing every day. One of the biggest UX mistakes we’ve seen from companies is that they don’t keep up with the times by optimizing their websites for mobile users. Given that Google will soon start penalizing web pages that lack proper adaptability, your SEO ranking could plummet if you don’t react accordingly.

According to mobile UX statistics, 85% of adults think a business’s mobile website should be as good as or better than its desktop equivalent.

(Visually)

Your users want you to go mobile. Audiences prefer companies that pay attention to what phone users need, and they would rather do business with them. If your website still isn’t optimized for this purpose, it might be time to contact your web designer and come up with a new plan.

If a website isn’t mobile-friendly, 50% of users will use it less even if they like the business.

(Think With Google)

How important is user experience to a mobile user? Very. If customers go to a site that doesn’t load properly, they’re likely to give up on the brand completely, even if they were satisfied with the business in the past.

96% of consumers have come across sites that weren’t optimized for mobile at all.

(Think With Google)

Give the prevalence of mobile users in the digital era, this is an unfortunate statistic. While desktop devices won’t be going anywhere, bear in mind that the majority of your users prefer phones. Most now look for information on your business through mobile searches.

On a mobile site, around half of all users start to scroll within 10 seconds, and 90% within 14 seconds.

(Sectorlight)

Mobile scrolling is an important aspect of good design. Everybody scrolls, and users need an intuitive interface that lets them scroll with ease. We often flip through content on the go, and allowing users to consume it smoothly without breaking stride creates a positive impression.

Bad mobile optimization annoys 48% of users.

(Think With Google)

The best way to drive your customers away? Leave them frustrated after interacting with your poorly functioning website.

52% of users said they’re less likely to engage with a company that doesn’t use responsive mobile design.

(Think With Google)

These responsive web design stats also indicate that the bad word about your business can spread quickly among users. They don’t want to engage with companies that don’t offer them the best possible experience. After all, there’s no shortage of competitors to turn to. Why would they waste their time on something sub-standard?

67% of mobile users say they’d rather reward a mobile-friendly site by buying a product or service there than from one of its competitors.

(Think With Google)

Mobile user experience is so crucial that customers jump at the opportunity to shop from companies that have adaptable, easy-to-navigate sites. It makes the whole process much smoother and more enjoyable. If you want to increase customer engagement, you know what you have to do.

Four out of five mobile users access online shops on their smartphones.

(Comscore)

UX statistics show that smartphone users are creating new trends by shopping via mobile devices. However, this stat shouldn’t be misinterpreted; many users still shop via desktop, but they tend to use their phones for browsing purposes more often. Both devices play an important role in the process.

45% of people want to see content that displays well across all devices.

(Adobe)

While the number of mobile users grows by the day, user experience statistics remind us that optimization across all devices matters more than ever. It’s not purely about phones or desktops—it’s about both. You need to make sure your customers have a pleasant, hassle-free experience, no matter what kind of device they use. Hiring a good web developer who knows all about the user-centric design process can help you accomplish this.

Loading Time: User Experience Stats

73% of mobile internet users have come across slow-to-load websites.

(Neil Patel)

Glacial loading times plague a huge number of websites. When building their online presence, many firms focus on attractive design but fail to take loading speed into consideration. Users with older devices or slow internet suffer even more from pages that don’t display correctly. When that happens, all your hard work goes to waste.

Most sites have a load time of between 8 and 11 seconds.

(MachMetrics)

This doesn’t sound like much, but its UX impact on revenue can be extremely high. Each extra second it takes for a site to load results in a higher percentage of conversions lost. Users are impatient. If a site doesn’t display for them correctly right away, it’s reasonable for them to assume it’s not worth their time.

53% of the time, visitors to mobile sites leave a page that takes more than three seconds to load.

(Think With Google)

Consumers have become used to fast-loading sites. Their website user experience largely depends on how quickly they can access the information they want to see, so you can expect your bounce rate to drop if you speed up your site.

To help you accomplish this, you can try reducing your HTTP requests, minimizing your site files, and lowering your server’s response rate. You can also test your website on users themselves. One of the benefits of usability testing is that you’ll get a direct response about what needs to be changed.

A one-second delay in page response results in a 7% reduction in conversions.

(Neil Patel)

Neil Patel’s UX statistics on conversions rates are eye-opening. According to him, if an eCommerce business makes $100,000 per day, a load delay of one second could potentially cost the company $2.5 million in lost sales every year. This is yet another stat that demonstrates the importance of quick, smooth websites that don’t make users wait. Your competitors have already optimized their UX; now it’s time for you to do the same.

(MachMetrics)

Design facts show that the total size of your site files can have a significant influence on its speed. Images, scripts, and other files can bog everything down and make your platform lag. While it’s understandable to want a beautiful website, remember that no one will see it if it doesn’t load. You need to find the perfect balance between visual appeal and practicality.

Sites that load in five seconds see 25% higher ad viewability, 70% longer sessions, and 35% lower bounce rates than slow-loading sites.

(Google Developers)

UX case studies by Google Doubleclick provide more evidence that site speed greatly influences user behavior. A smooth-running, easy-to-navigate site makes them want to stay longer and potentially click on your site’s ads.

User Experience Stats about Consumers

People form 75% of their judgment on a website’s credibility purely on its aesthetics.

(University of Surrey)

Human beings tend to react well to beautiful things, and websites are no different. The simple fact that a site is aesthetically pleasing will give off the impression of professional polish. However, don’t be fooled—if your site is beautiful but lacks functionality, users are bound to notice.

41% of people prefer simple website design, while 59% want something stunning.

(Adobe)

Once again, website design statistics favor visually pleasing design. Of course, the best thing you can do is make a site that’s both attractive and simple to use, however tricky that might be.

67% of people want companies to be more authentic.

(Adobe)

Consumers crave authentic experiences from companies. The market is oversaturated, so most of us feel like we’ve seen all there is to see. We want to find that one brand that stands out from the rest.

70% of users prefer when a company uses humor they can relate to.

(Adobe)

User experience says humor is one of the best ways to appear relatable and charm consumers. If you manage to brighten someone’s day and give them something to laugh about, they’ll be more likely to respond well to your brand’s message.

54% of people want to see content that’s personalized to their interests.

(Adobe)

Consumers want you to get to know them. Rather than providing a generic experience they could find anywhere else, they want real-time offers and localized ads. By doing this, you’ll show them you’re listening to what they want and need.

63% of users want to see more polished, curated content from companies.

(Adobe)

UX statistics show that the quality of content plays a big role in how a company is perceived. Well-curated content looks professional and creates an air of credibility, so it’s important to focus on quality rather than quantity.

70% of people pay attention to bulleted lists.

(Tyton Media)

Bullet points are a neat way to organize content. Include them on pages to make things visually pleasing and easy to read.

68% of users give up on a particular brand because they think that company doesn’t care about them.

(Uxeria)

No one wants to give money to a soulless corporation that doesn’t prioritize its users. The trick is to show both professionalism and understanding of consumers’ needs.

94% of people don’t trust outdated websites.

(MyTechlogy)

According to website design statistics, outdated websites simply look shady. They imply you either don’t care enough to keep everything up to date or that you lack the skill to maintain a website. They can also give the impression that your business is disreputable.

54% of marketing experts cited ad clutter as the biggest obstacle to good user experience.

(IAB)

It’s no secret that most users hate ads. This doesn’t, however, mean you can’t advertise anymore. It’s important to only run ads that are targeted to the right demographics and make sure they don’t get in the way of other content on your website.

420 million people around the world use ad blockers, and poor user experience caused by ads is the most cited reason.

(ClickZ)

UX stats on ad blockers also show that many ads are too aggressive. Take note of this; you can still advertise effectively, but you must make sure your ads aren’t disruptive. Above all else, aim to provide a frictionless, straightforward experience.

63% of people would think about messaging an online chatbot to communicate with a business or brand.

(Mindshare World)

Most consumers have no issue with robot-operated chat boxes. As long as the bot can respond promptly to a simple inquiry, people are perfectly happy to use them.

79% of people would want a human to step in if a chatbot couldn’t solve a problem.

(Mindshare World)

Of course, if a chatbot can’t solve the problem, user experience statistics indicate that there needs to be a real person who can step in and take over. Chatbots only go so far. To offer a complete service and resolve all issues, you need to employ professional customer service operatives.

86% of visitors want to see more information about a company’s products and services on its website.

(KoMarketing)

Always provide as much info as you can to your customers. Be clear right from the start and show them that they can trust you enough to do business with you.

64% of users want to see contact information on a business’s website.

(KoMarketing)

UX conversion statistics show that users tend not to trust brands that don’t provide full contact information on their website. People want to know who they’re dealing with, and withholding those details makes it seem like you’ve got something to hide.

47% of buyers see between three and five pieces of content before engaging with a sales rep.

(DemandGen)

Content provides a way for consumers to get to know a brand. Articles, videos, and interesting posts can give an insight into how a company does business and what its core values are. Consumers need to know this before they spend their money on your site.

UX Best Practices

74% of businesses say user experience is vital for boosting sales.

(eConsultancy)

Fortunately, businesses are starting to realize the importance of UX. Most companies now know they need intuitive interfaces that take consumer habits into consideration if they want to get ahead of the game and increase sales.

Currently, just over half (55%) of companies conduct UX tests.

(Skyhook)

UX statistics indicate that, although most businesses are aware of the excellent ROI of usability testing and UX, they are yet to commit to it fully. It takes time, money, and effort to test for flaws in your marketing strategy, but ultimately these sacrifices are worth it.

(MeasuringU)

As you can see, you don’t need to make a huge investment to get results. Rather than financing a large survey, find a small sample group to help you figure out what your basic problems are.

On an average media site, readers dedicate 66% of their attention to content below the fold.

(TIME)

These are the types of UX statistics researches need to know about. User attention used to primarily focus on content and offers that were visible above the fold. But with the introduction of the inner scroll bar and other similar innovations, the scrolling vs clicking debate has been settled.

Users now prefer to scroll through content rather than continuously open new tabs for more info. This means you have more real estate at your disposal than you used to. As such, elements both above and below the fold play an important role in the overall impression your website makes.

Time.com’s bounce rate dropped 15% after the site adopted continuous scroll.

(Poynter)

It’s time to ditch the UX side scroll and adopt continuous scrolling if you want to drop your bounce rate. For Time.com, this simple change made a huge difference, and it could help your site as well. It’s important to focus on a user-centric design process if you want people to get the most out of your brand.

(VWO)

In addition to scroll hijacking, carousel sliders are among the most frustrating elements of any website. According to UX statistics, the navigation menu needs to be straightforward, because no one clicks on carousels anymore. If you do use a carousel, you can expect users to overlook most of the information you want them to see. Regardless of how attractive they might appear to you, carousels don’t provide enough functionality to make them a worthwhile addition to your website.

Resolving problems in the development phase costs 10 times as much as fixing them in design. This cost blows out to 100 times as much if you’re trying to fix the problem in a product that’s already been released.

(UX Planet)

The ROI of UX is extremely high. Not only can it increase your conversions in the long run, but it can actually save you a huge amount of money right from the start. Perform tests early on so that you won’t have to redesign your entire website in the future.

Security software company McAfee managed to reduce its customer support calls by 90% simply by redesigning its user interface.

(Sellbrite)

If visitors can’t manage their way around the website, they’re very likely to call customer support. This is yet another stat that shows the importance of testing and analysis before launching a website.

79% of users place the highest level of importance on the overall usability of a site or app.

(ClickZ)

Design statistics show us that, besides usability, other important aspects include page load time, creative quality, content personalization, and responsive design.

Final Thoughts

To quote Samadara Ginige: “Design is everywhere. From the dress you’re wearing to the smartphone you’re holding, it’s design.” We want to see attractive things around us, and we often rely on design to achieve that. However, a good designer must think beyond aesthetics when designing apps and websites. They must remember that the things they’re making aren’t there to look pretty, but to serve a purpose.

Our UX statistics demonstrate the importance of making things straightforward, functional, and simple for the consumer. Add beautiful design into the mix, and you’ve got a winning combination on your hands.

FAQ
What does UX mean in web design?

According to the International Organization for Standardization, UX is “a person’s perceptions and responses resulting from the use and or anticipated use of a product, system or service.” Put simply, it’s how easy and enjoyable it is for consumers to use a certain interface. If you take a look at our UX statistics, you’ll see how every business can benefit from paying more attention to this often-overlooked aspect of design.

What’s the difference between UX and UI?

UX—user experience. UI—user interface. UI is the space where humans interact with a machine or a piece of software. It’s closely related to UX; UI represents the way a product looks, while UX is the way consumers interact with it.

Why is usability testing important?

The purpose of usability testing is to gather data on how consumers interact with your product. As you might be able to tell from our UX stats, it’s crucial to know where you stand if you want to optimize your website for better sales.

What is UX design used for?

UX design is used to optimize a website and make it more functional. With a good UX designer, you can build a website that’s both practical and attractive.

How can I improve my UX design skills?

If you’re a UX designer or want to become one, you should first focus on usability testing to figure out what your consumers want. Our user experience statistics can give you a good insight into what’s important in today’s market.

What are UX best practices?

Listen to your consumers, learn how to sketch your ideas, welcome constructive criticism, and be ready to make changes. The most important thing to remember about UX is that you shouldn’t try to reinvent the wheel—innovation for the sake of innovation doesn’t make for great design.

You have to take user habits into account. When you do, you’ll realize that they mostly like things they’re already used to. Take our UX scrolling stats, for example. Continuous scroll performs best because most consumers prefer it to constant clicking, especially on mobile devices. Businesses that don’t adopt this tend to quickly get left behind.

Sources

About the author

Julia A. is a writer at SmallBizGenius.net. With experience in both finance and marketing industries, she enjoys staying up to date with the current economic affairs and writing opinion pieces on the state of small businesses in America. As an avid reader, she spends most of her time poring over history books, fantasy novels, and old classics. Tech, finance, and marketing are her passions, and she’s a frequent contributor at various small business blogs.

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It’s understandable why that business model is a lot more attractive to influencers than other alternatives, which could prove to be far less reliable. 66% of influencer networks focus on fashion, beauty, or lifestyle. (Influence.co) This information suggests that beauty and image trump all other concerns. Naturally, influencers are ready to help us ease our insecurities. The 66% share shows what kinds of products and services people are most likely to shop for online. 12% of influencers say that most of the time they have no control over the copy used in their promotions. (Influence.co) Among these influencer marketing statistics, one worrying snippet shows that 12% of influencers don’t even write their own posts. This flies in the face of the authenticity and honesty influencers are supposed to represent. For 63% of campaigns, influencers don’t even use contracts. (Influence.co) Despite the fact that marketers spend billions of dollars on influencer campaigns, 63% of influencers still don’t use contracts to protect themselves or their work. This is a poor practice that is set to change as regulations get more and more rigid. Instagram Influencers Marketing Instagram has 1 billion active users. (Hootsuite) There’s no doubt that Instagram is one of today’s biggest social media platforms. In 2018, there were 1 billion registered users, a 1,000% increase since 2013. By the end of 2019, the monthly active user number has also reached 1 billion, solidifying Instagram as the platform your brand needs to utilize.  500 million Instagram users watch Stories every day. (Hootsuite) Even though they’re not originally Instagram’s invention, Stories have become hugely popular on the platform. These are photo or video posts available in a separate feed that automatically disappear 24 hours after being posted. Ability to link Stories to a website has increased their popularity among both marketers and influencers. 90% of Instagram users follow at least one brand on the platform. (Instagram) Another unsurprising fact is that fans will stay fans wherever they go. Instagram is no different. In fact, a vast majority of users end up following brand accounts, so that already creates a loyal fan base to which a company can promote its products. Female influencers produced 84% of sponsored Instagram posts in 2019. (Statista) For years, beauty and fashion have been on the forefront of advertising on Instagram. Since these industries mostly have female consumers, it comes as no surprise that influencers are predominantly female.  The number of sponsored Instagram posts is projected to reach 6.1 million in 2020. (Statista) Looking at the Instagram influencer marketing statistics throughout the past several years, a trend can be seen regarding the number of sponsored posts. It is constantly on the rise, although not at the 100% rate we’ve seen from 2016 to 2017. In 2019, there were 4.95 million sponsored posts on Instagram, and in 2020 this number is expected to rise by more than a million. A study from April 2018 found out that more than half of influencers use Instagram Stories as their preferred outreach method. (eMarketer) Instagram Stories were introduced in August 2016 and gave users a chance to create posts that only last for 24 hours. It is a great customer acquisition method because it allows influencers to reach people who don’t already follow them. 25% of all sponsored posts on Instagram are fashion-related, while food takes second place. (Business Insider) We’ve already mentioned how the influencer marketing industry revolves around beauty tips and lifestyle instructions, so it makes sense that fashion represents a quarter of all Instagram sponsored posts.  Micro-influencers with fewer than 100,000 followers are responsible for the majority of posts on Instagram. (Socialbakers) Nearly a third of all profiles on Instagram belong to so-called micro-influencers, who can have anywhere from 2,000 to 100,000 followers. The interesting thing about influencer culture is the fact that there’s room for everyone. In fact, top Instagram influencers with over a million followers only make up 1% of all accounts on the platform. 97% of marketers plan on using Instagram for their influencer campaigns in 2020. (Linqia) Instagram has finally overtaken Facebook as the most popular influencer platform. Not only are Instagram posts sitting at the top spot, but Stories are also making their way up - 83% of marketers are planning to pour their budgets into promoting their products with Stories produced by influencers. The reason? Vertical video. For 55% of marketers, vertical video will play a key role in 2020 campaigns. YouTube Influencer Stats 10 brands spent $1 million each on sponsoring YouTube videos. (Influencer Marketing Hub) “This video is sponsored by…” You know the drill. Sponsored video segments, basically ads that are embedded into the video, are turning to be quite an investment for certain brands. These famous words were most commonly spoken for SkillShare, Squarespace, Nord VPN, Blue Chew, and DLive. Brands spent more than $90 million on YouTube influencers during Q1 2020. (Influencer Marketing Hub) During the first quarter of 2020, more than 1,300 brands were spending money on sponsored content on YouTube. In total, there were 5,680 videos produced, amassing 704 million views. On average, advertisers spent $16,011 on each sponsored YouTube video. (Influencer Marketing Hub) While sponsorships with top YouTube influencers don’t come cheap, the growth of micro and macro influencers lead to a wide variety of pricing tiers. Looking at the numbers during Q1 2020, we can see what amount of money on average is needed for each influencer campaign on the platform. In the future, analysts predict that YouTubers at or below 100,000 subscribers could be the biggest driving force for marketing campaigns. Epic Games was the biggest spender in the first half of 2020 with a campaign worth $10.6 million. (Influencer Marketing Hub) The gaming powerhouse Epic Games, the owners of Fortnite and Epic Games Store, had a way bigger marketing budget for YouTube than anyone else. Sitting in second place is Bang Energy with $7.7 million, while SkillShare comes in third with $3 million in sponsored content expenses. Gaming is huge on YouTube and, with the world’s most popular game under its belt, Epic knew the value of promoting on this platform. Four in 10 millennial consumers feel that their favorite YouTube influencer understands them better than friends or family. (ThinkWithGoogle) While these statistics might appear worrying, they certainly fit with the whole concept of influencers. Marketing to teens nowadays boils down to promoting normal, down-to-earth, relatable figures who understand what young people are interested in. That’s why millennial influencers are so effective. Because of that, teens, millennials, and other younger demographics feel a strong connection to them. Half of YouTube’s top 10 earning stars are gamers. (Forbes) Industry statistics reveal that some of the most influential YouTubers on the platform are gamers. This reflects the continuous growth of the gaming industry, which is expanding rapidly. In an effort to compete with websites like Twitch, YouTube has also introduced streaming, which has further helped gaming channels gain prominence. 18% of users are influenced by YouTube when it comes to their purchases. (Shane Barker) YouTube is one of the biggest and most popular online platforms for product reviews. There are thousands of channels specializing in unboxing videos and hands-on reviews, all of which give potential customers a better feel for the product than written reviews. Influencers who create reviews often make deals with YouTube influencer marketing, in which they get free products, or even cash, in exchange for their reviews. YouTube has the best engagement rate, ranging from 4% to 6.7%. (CreatorIQ) YouTube is a platform designed to drive engagement. Either by involving viewers in the discussion or by them sharing and liking videos, the drive to engage with content is inherently higher than on any other platform. Data from 2016 to 2019 demonstrates that Twitter has the lowest engagement rate, with 0.17% or lower depending on the audience size. User Statistics You Should Know 49% of users rely on influencer recommendations for purchases. (ION) Online bloggers are so influential that almost half of users on the web rely on their recommendations when deciding to make a purchase. This shows that influencers are at least as important as all those hard-working marketers out there. Influencer marketing statistics show that young people (ages 18-34) are more likely to buy a product endorsed by an influencer than one endorsed by a celebrity. (Marketing Charts) About 10 years ago, the go-to stars for product promotion were actors, musicians, sportspeople, and other celebrities. Nowadays, it’s all about influencers who seem a lot more trustworthy and relatable. Indeed, 22% of young people trust influencers’ choices, compared to just 9% who trust celebrities. 94% of users think authenticity and transparency are essential. (Marketing Charts) Authenticity and transparency are two of the most important traits in celebrity influencers. If they want to keep their followers, these social gurus need to be original, cultivate their own voice, and make sure that their behavior is completely transparent. This is the best way to earn their audience’s trust and respect. 19% of consumers rely on Facebook influencers when they purchase products. (Shane Barker) Statistics show that 19% of users turn to Facebook influencers for advice regarding product purchases. Although the platform is now less popular than its sister network, Instagram, it is still the preferred platform for thousands of influencer marketing companies. What About Twitter? You’ve probably noticed that we’ve mentioned pretty much every major social media platform except for Twitter. So, who are Twitter’s biggest influencers? What are some of the most interesting Twitter followers statistics? Unfortunately, a lot of Twitter statistics revolve around the company’s own reports and estimates. Twitter seems to be desperately looking for a way into the world of real influencer marketing, even though the platform is inherently restricted by its 280-character limit for tweets.
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