Digital marketing statistics 2015

The top 10 free sources for Global, European, UK, US, Asia and Latin America digital marketing statistics

Online marketers love statistics about digital marketing. They allow us to review customer adoption of the latest digital platforms, make business cases for investment in marketing and allow us to benchmark our performance against competitors.

To help readers of our blog keep ‘up-to-speed’ with the most significant, best sources of stats we have regular posts each week in our digital marketing statistics post category and flag them as #DigitalInsights on social media and in our enewsletter.

For Expert members, we compile a regularly updated set of usage statistics to use in presentations – it’s updated each quarter so all the latest stats are categorised in a single place for including in presentations.


This post is aimed at helping you if you’re compiling your own stats by sharing, the best, most reliable free and paid sources. Everyone has their favourites, but I thought it would be useful to share the ones that I go back to most often each week as I research the updates for Smart Insights members and readers of my books.

2015 update: Two new sources in the top 10

I’ve been keeping this post updated for nearly 5 years now since the best sources change. We have a couple of new additions this year – Global Web Index and Similar Web. I’ve also tried to make the best sources for different regions and countries clearer.

Quite a few readers have added to the suggestions in the comments – thank you for adding to this free resource with your recommendations!

Top 10 sites for digital marketing statistics

These sites cover global stats including UK, Europe, US, Asia Pacific and Latin America. Thanks for adding the other suggestions to the comments – well worth checking out for anyone searching for statistics sources who passes this way. I’ve added these to the custom search engine too.

1 Global and country Internet usage breakdown – International Telecomms Union

ITU is the source with the biggest sample size for the BIG picture of digital device usage showing top-level trends by continent and use of fixed and mobile broadband access by country per 100 people.


2 Global use of social media sites and devices – Global WebIndex

Global Web Index is a paid service giving insights on consumer use of social network sites globally and different countries, but they regularly feature stats on their blog and Slideshare.

Their latest 2015 digital device stats show that for the 40,000 Internet users they survey across 32 countries in the Americas, EMEA and Europe, smartphone the majority of adults (16-64) now personally own a desktop or laptop AND a smartphone with nearly half owning a tablet. It shows the importance of providing experiences across multiple devices.


3  For benchmarking sites within a sector for sources – Similar Web

SimilarWeb is a freemium tool for benchmarking the number of visits to sites and mobile app usage. It shows traffic sources for individual sites (good for student projects)  with categories and keywords in the paid Pro version. This example shows the ongoing importance of brand strength, search and partnering with other sites in driving visits.

US online marketing statistics

4 Consumer media use in individual countries – comScore

For detailed insights of consumer Internet usage and ad spend by country, The comScore press releases summarising their panel data are one of the best sources of the latest stats releases. Their blog can also be helpful – I have included within the custom search engine. A similar service based on panel data included in this search engine is Nielsen Insights.

comScore have a Digital Future series of reports covering the UK, US, several European countries, Canada and Brazil – we have a post on Online media statistics from comScore summarising this.

5 European Union Digital Marketing Statistics

The EU statistics site Eurostat is the best source for overall European use of digital technology and in individual countries. The Information Society page is the best starting point.

6. Best UK source for consumer Internet usage statistics – Ofcom

The Office of Communication  Communications Market Report Statistics has in-depth reports on adoption of digital media including telecommunications and the Internet (including broadband adoption), digital television and wireless services in the UK. They also have comparisons to other major developed countries in benchmark report.

7. UK National Statistics and consumer trends

The UK Government Office of National Statistics site is an alternative source – there is no themed area on Internet use any longer, so search on ‘Internet access’ or ‘Ecommerce’

8. US digital marketing statistics – Marketing Charts and Pew Internet

Marketing Charts is a long standing aggregator of information about consumer and business adoption of technologies and approaches. Care has to be taken of sample sizes and it tends to focus on US data – it’s rate for it to include any of the sources above.

They often feature Pew Internet Statistics which are one of the best sources for the latest statistics on how Americans use digital media and technology.

9. eMarketer is another well-established compilation of digital statistics for online marketers – more US oriented. It includes a paid option, but many free statistics are published on their blog.

10. Ad Spend and media investment – IAB Research

Research reports on online advertising effectiveness from the UK IAB US IAB and European IAB (AdEx) and IAB Europe (AdEx).

Digital marketing statistics search engine

To save myself time sourcing the latest stats for Smart Insights and my books I have created a custom Google search engine covering all these sources. I hope you find it useful too:

We will keep this list updated as sources change. Here are some that were formerly useful, but where less digital marketing research tends to be shared today:

I hope you find this compilation useful – there are also useful suggestions in the comments – please add to them.

  • Chris

    Certainly some of the most useful sites online!

    However I think the information which is delivered through the social media channels (such as Mashable) shouldnt be underestimated as a source of information and insight. No they dont provide official metrics data or industry stats, however they provide a good point of call for insight and opinion, trends and challenges.

    But then to add to your list Dave, I find The Mobile Marketing Association ( always useful – though again this is mainly US based.

    • Dave Chaffey

      Thanks also to:

      @Damien – ConsumerBarometer EU – I was unaware of that source on Online Purchasing Behaviour perception by EU country – looks useful for students researching this and updated monthly I think

      @Nigel – InternetWorldStats – useful for drilling down by country, but I don’t trust the Made For Adsense site design and it’s a compilation of other sources. I think the ITU is the best source for continent/country breakdown.

      @Chris – Good call – mobile isn’t so well covered here. That’s reminded me that the press release centres from panel companies like Comscore and Nielsen are a different source of data here too:

      Comscore audience adoption statistics

      Nielsen Buzzmetrics and Netratings panel statistics

      Hitwise panel data centre resources

  • Nigel Adams

    Hi Dave,

    Good list, but what about:
    It is a great source of up to date internet data.


  • Damien Selosse

    i would add this consumer commerce barometer that i find quite usefull specialy in some ROPO estimation :

  • Nick

    Thank you very much for the list of resources. I think it is great.

    I have always wondered, how would you measure the online purchase intent of consumers for a particular keyword. Is there any website/resource that will help me in that regard?

    Any help is highly appreciated.


  • http://[email protected] Kat Gritzmacher

    I have found wonderful data from the Pew Internet Project–high-quality, credible research. for the info.

    • Mobile Media

      Thanks for the link, it was really helpful, do you know how their collecting this data and which countries this data is collected from?

  • Jake Hird

    Hi Dave,

    Thanks for having us in this great list!

    To clarify a bit more detail about our Statistics compendium, it’s included as part of our paid-for content, (accessible to anyone with a silver membership or higher), and is updated on a monthly basis.

    The report is broken out geographically – UK, North America, EMEA, Asia-Pacific and International (with Latin America in development) and these contain various sub-sections: Affiliate Marketing, Internet Advertising, Web Analytics, Social Media, Search Marketing, Mobile, Email Marketing, E-commerce, Customer Experience, Technology Adoption and Demographics.

    Thanks again for including us!
    – Jake

  • Jasper

    Thanks for the list! These can really save some time as those stats don’t always show up in search results.

    I find can also be very useful for international internet stats (e.g. how many facebook visits in Argentina, or the preferred search engine in China). And I love the Wave Studies from UM.

    I am also collecting a list of PR research tools which I will keep updating. Let me know what you think!

    • Dave Chaffey

      Thanks Jasper, you’re right that often these sources don’t rank well – part of the reason for them.

      Thanks also for the UM Social Media reminder – good for country-by-country breakdown of social media statistics. I’ve just checked and there is a new Wave 5 just published.

  • Keyword Tools

    This digital marketing statistics list of sources is incredible! A lot of thanks to you. You have saved and helped me in many aspects. This really means a lot to me. I hope you can update soon. God bless!

  • Anonymous

    Great post Dave. Think you need to elaborate this into a tool or Firefox/Chrome search device.

    David Sealey

    • Dave Chaffey

      Thanks David, that would help share us better. But we have other priorities!

  • Sbouchez

    Thanks Dave for this Post : another useful resource : Google Public Data

    • Dave Chaffey

      Thanks for sharing – wasn’t aware of that. That reminds me, since I did the original update Google UK created this Internet stats page which has snippets and sources – they’ve done a better job at keeping updated than previous efforts:

      • Jason Lee

        Dave, do you offer the ability for those of us engaged in list building or affiliate marketing to buy time in your side bar and advertise?

  • Sam Hurley Fdc
  • mo

    i use hitwise and its too good. Thanks for sharing the list. I would check out others too.

  • chantal

    any stats for Africa?

  • Priddy

    Hi all, I am looking for statistics on the impact of internet/digital technology has had on the EFL industry and its audience, can anybody help me?

  • Nirav Gandhi

    Is there any tool or technique to find “India” specific data.

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  • Jon Herz

    Great post. Thanks for sharing with us. Visit my blog

  • Entreb

    Thanks for these resources. I’ve been looking for good resources of online marketing trends. Fortunately, I found your site through Google.

  • Sarah Beresford

    One of the hardest things to give to our clients is the measurable proof of ROI when it comes to digital marketing, including social media. Resources like this really help.

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  • Jason Lee

    Thanks for the list of resources Dave, lists and tools are where it’s at. What are your recommendations for internet marketing forums? Besides the obvious ones like Wikedfire, Rapidleverage, and what not.

    • Dave Chaffey

      No problem Jason – not so many general forums – post are specialist around SEO, Social, Email, etc. Plus LI groups.

      We have around strategy.

  • Joey Ambrose

    Hey Dave. Another great post – I especially like this for sourcing blog topics etc. I noticed Hitwise was gobbled up by Experian though, and their stuff just isn’t as easy to use anymore. Thanks for saving me time :)

    • Dave Chaffey

      Hi Joey – thats what we try to do! that’s right – Experian don’t get content marketing / PR like Hitwise used to unfortunately :(

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  • Jenifar Lopez

    Thanks for information of digital marketing statistics search engines. All information are much useful for all.

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    mögel Excellent entry! It’s always nice when you can not only be informed, but also entertained!

  • Guest

    Many thanks for the awesome resources Dave! Currently stats are rocking and people are looking forward to see it. It’s the best way of promoting our content and an instant outreach!!

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    You have done a convincing work mate ! Very nice and useful tips indeed.

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