US digital advertising costs are rising as the average Facebook ad CPM in the US reaches $12.97 and marketers allocate 35% of budgets to digital ads. Customer behavior stays search and proof driven, with 77% of US consumers using search to find products and services online and 88% relying on reviews and testimonials. Marketers still face a performance gap, since 53% of website visitors leave pages that take longer than 3 seconds.
Key Takeaways
- In the US, 77% of consumers say they use a search engine to help them find products and services online
- 42% of US adults have purchased products or services using their smartphone
- 74% of consumers say they are more likely to buy from companies that deliver personalized experiences
- In a 2023 survey, 49% of marketers said they use AI to assist with content creation
- In 2024, the number of martech tools used by high-performing marketing teams is 3x the number used by underperformers
- 68% of B2B buyers start with a web search to find vendor information.
- The average email click-through rate (CTR) across industries in 2024 is 2.6%
- In B2B marketing, 61% of marketers say the quality of leads generated is their top marketing KPI
- 3.3x increase in enterprise web traffic from 2020 to 2024 for websites that improved page speed by 0.5 seconds, measured as change in sessions (dataset/analysis by vendor).
- Global marketing technology (martech) spending is projected to reach $151B in 2024
- The global marketing automation software market size is forecast to reach $8.2B in 2024
- The global digital advertising market is expected to reach $745.6B in 2025
- Gartner estimates that 72% of marketing organizations use marketing automation
- In 2024, 34% of B2B marketers say their primary CRM is HubSpot, Salesforce, or Microsoft Dynamics (share varies by segment)
- 62% of consumers expect companies to use personalization in real time (e.g., location, device, browsing behavior).
Consumers search online, expect real time personalization, and marketers increasingly use AI and automation to drive growth.
Related reading
01 · Category
Customer Behavior5 stats
01
In the US, 77% of consumers say they use a search engine to help them find products and services online
02
42% of US adults have purchased products or services using their smartphone
03
74% of consumers say they are more likely to buy from companies that deliver personalized experiences
04
73% of B2B buyers use multiple channels during the buying journey
05
In 2023, 88% of customers say reviews and testimonials affect their purchasing decisions (US)
Interpretation
Customer Behavior Interpretation
Customer behavior in the technology industry shows a clear tilt toward digitally guided and tailored shopping, with 77% of consumers using search engines and 88% of customers in 2023 relying on reviews and testimonials when making purchasing decisions.
02 · Category
Industry Trends5 stats
01
In a 2023 survey, 49% of marketers said they use AI to assist with content creation
02
In 2024, the number of martech tools used by high-performing marketing teams is 3x the number used by underperformers
03
68% of B2B buyers start with a web search to find vendor information.
04
B2B buyers spend 17% of their time on their search for vendors before contacting a salesperson (as a share of total buying time).
05
In 2024, cookies are expected to be fully deprecated for cross-site tracking in Chrome, following Google Privacy Sandbox timeline.
Interpretation
Industry Trends Interpretation
Industry Trends in tech marketing show that digital-first buying is driving the shift to more advanced, AI-enabled execution, with 68% of B2B buyers starting via web search and high-performing teams using 3x as many martech tools as underperformers while 49% of marketers already use AI for content creation.
03 · Category
Performance Metrics5 stats
01
The average email click-through rate (CTR) across industries in 2024 is 2.6%
02
In B2B marketing, 61% of marketers say the quality of leads generated is their top marketing KPI
03
3.3x increase in enterprise web traffic from 2020 to 2024 for websites that improved page speed by 0.5 seconds, measured as change in sessions (dataset/analysis by vendor).
04
53% of website visitors leave a page that takes longer than 3 seconds to load.
05
B2B technology companies report that 34% of revenue is influenced by marketing (marketing-sourced pipeline/attribution).
Interpretation
Performance Metrics Interpretation
For Performance Metrics in technology marketing, the message is clear that better speed and targeting pay off, with a 3.3x jump in enterprise web traffic from 2020 to 2024 for sites improving page speed by 0.5 seconds while 53% of visitors abandon pages taking longer than 3 seconds, and with B2B marketers prioritizing lead quality as their top KPI at 61% and reporting 34% of revenue influenced by marketing.
More related reading
04 · Category
Market Size6 stats
01
Global marketing technology (martech) spending is projected to reach $151B in 2024
02
The global marketing automation software market size is forecast to reach $8.2B in 2024
03
The global digital advertising market is expected to reach $745.6B in 2025
04
The global content marketing market size is projected to reach $166.4B in 2024
05
The global B2B marketing automation market is projected to grow at a CAGR of 14.6% from 2024 to 2030
06
The global marketing automation market size is estimated at $7.4 billion in 2023.
Interpretation
Market Size Interpretation
The market size for technology industry marketing is expanding rapidly, with martech spending expected to hit $151B in 2024 and digital advertising reaching $745.6B in 2025, signaling strong, sustained growth in marketing budgets across major subsegments.
05 · Category
User Adoption6 stats
01
Gartner estimates that 72% of marketing organizations use marketing automation
02
In 2024, 34% of B2B marketers say their primary CRM is HubSpot, Salesforce, or Microsoft Dynamics (share varies by segment)
03
62% of consumers expect companies to use personalization in real time (e.g., location, device, browsing behavior).
04
93% of marketers use social media for marketing purposes.
05
69% of marketers say their organization uses marketing automation.
06
In 2023, 78% of marketers reported that video is an important part of their marketing strategy.
Interpretation
User Adoption Interpretation
User adoption in technology marketing is being driven by automation-first and content-heavy tactics, with 72% of marketing organizations using marketing automation and 78% of marketers saying video is important, while 62% of consumers expect real-time personalization.
06 · Category
Cost Analysis2 stats
01
In 2024, average Facebook ad CPM in the US is $12.97
02
In 2024, 35% of marketing budgets are allocated to digital advertising channels.
Interpretation
Cost Analysis Interpretation
With 35% of marketing budgets going to digital advertising in 2024 and an average US Facebook ad CPM of $12.97, technology marketers face clear cost pressure that makes managing CPM efficiency a top priority for their cost analysis.
report visual · Comparison
Marketing behaviors and priorities in tech
Key shares show where buyers discover vendors and what drives marketers’ content and lead priorities.
73% of B2B buyers use multiple channels during the buying journey73%
68% of B2B buyers start with a web search to find vendor information.
68%
In B2B marketing, 61% of marketers say the quality of leads generated is their top marketing KPI
61%
In a 2023 survey, 49% of marketers said they use AI to assist with content creation
49%
source-verifiedgartner.com · hubspot.com · salesforce.com2023
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Priya Chandrasekaran. (2026, February 13). Marketing In The Technology Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-technology-industry-statistics
MLA
Priya Chandrasekaran. "Marketing In The Technology Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-technology-industry-statistics.
Chicago
Priya Chandrasekaran. 2026. "Marketing In The Technology Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-technology-industry-statistics.
Sources & references
29 datasets cited across this report · attribution is report-level
+11 additional datasets cited (not shown individually)