With ad CPMs in the US averaging $12.97 in 2024 and marketers allocating 35% of budgets to digital ads in 2024, technology brands are spending fast, but attention is getting harder to win. At the same time, 77% of US consumers rely on search to find products and 74% are drawn to personalized experiences, while 53% of visitors still bounce from pages that take longer than 3 seconds. Let’s connect the dots between how people buy and how tech marketers actually measure and deliver it.
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
Customer Behavior
1In the US, 77% of consumers say they use a search engine to help them find products and services online[1]
Verified
242% of US adults have purchased products or services using their smartphone[2]
Directional
374% of consumers say they are more likely to buy from companies that deliver personalized experiences[3]
Verified
473% of B2B buyers use multiple channels during the buying journey[4]
Single source
5In 2023, 88% of customers say reviews and testimonials affect their purchasing decisions (US)[5]
Verified
Customer Behavior Interpretation
Customer behavior in technology is strongly search and proof driven, with 77% of US consumers using search to find what they need and 88% of US customers saying reviews and testimonials influence their purchases in 2023.
More related reading
Industry Trends
1In a 2023 survey, 49% of marketers said they use AI to assist with content creation[6]
Directional
2In 2024, the number of martech tools used by high-performing marketing teams is 3x the number used by underperformers[7]
Single source
368% of B2B buyers start with a web search to find vendor information.[8]
Verified
4B2B buyers spend 17% of their time on their search for vendors before contacting a salesperson (as a share of total buying time).[9]
Verified
5In 2024, cookies are expected to be fully deprecated for cross-site tracking in Chrome, following Google Privacy Sandbox timeline.[10]
Verified
Industry Trends Interpretation
In industry trends for technology marketing, AI-driven content creation is already common with 49% of marketers using it in 2023, while B2B buyers increasingly rely on the web with 68% starting their search online, making martech capability and search readiness more critical than ever as cross site cookies face full deprecation in Chrome in 2024.
More related reading
Performance Metrics
1The average email click-through rate (CTR) across industries in 2024 is 2.6%[11]
Directional
2In B2B marketing, 61% of marketers say the quality of leads generated is their top marketing KPI[12]
Verified
33.3x 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).[13]
Verified
453% of website visitors leave a page that takes longer than 3 seconds to load.[14]
Verified
5B2B technology companies report that 34% of revenue is influenced by marketing (marketing-sourced pipeline/attribution).[15]
Verified
Performance Metrics Interpretation
Performance Metrics show that in 2024 B2B technology marketing is increasingly winning by improving measurable customer engagement, since a 0.5 second page speed gain drove a 3.3x increase in enterprise web traffic while 53% of visitors still leave pages slower than 3 seconds and marketing influences 34% of revenue.
Market Size
1Global marketing technology (martech) spending is projected to reach $151B in 2024[16]
Single source
2The global marketing automation software market size is forecast to reach $8.2B in 2024[17]
Verified
3The global digital advertising market is expected to reach $745.6B in 2025[18]
Directional
4The global content marketing market size is projected to reach $166.4B in 2024[19]
Directional
5The global B2B marketing automation market is projected to grow at a CAGR of 14.6% from 2024 to 2030[20]
Single source
6The global marketing automation market size is estimated at $7.4 billion in 2023.[21]
Verified
Market Size Interpretation
For the market size angle, martech is expanding fast with global spending projected to hit $151B in 2024, digital advertising expected to reach $745.6B in 2025, and marketing automation growing from $7.4B in 2023 to a forecasted $8.2B in 2024.
More related reading
User Adoption
1Gartner estimates that 72% of marketing organizations use marketing automation[22]
Verified
2In 2024, 34% of B2B marketers say their primary CRM is HubSpot, Salesforce, or Microsoft Dynamics (share varies by segment)[23]
Verified
362% of consumers expect companies to use personalization in real time (e.g., location, device, browsing behavior).[24]
Verified
493% of marketers use social media for marketing purposes.[25]
Verified
569% of marketers say their organization uses marketing automation.[26]
Verified
6In 2023, 78% of marketers reported that video is an important part of their marketing strategy.[27]
Verified
User Adoption Interpretation
For user adoption in tech marketing, the clearest trend is the heavy move toward automation and always on personalization, with 72% of marketing organizations using marketing automation and 62% of consumers expecting real time personalization.
More related reading
Cost Analysis
1In 2024, average Facebook ad CPM in the US is $12.97[28]
Verified
2In 2024, 35% of marketing budgets are allocated to digital advertising channels.[29]
Verified
Cost Analysis Interpretation
In 2024, with average US Facebook ad CPM at $12.97 and 35% of marketing budgets going to digital advertising, the cost of reaching customers is a major budgeting priority for tech marketers.
How We Rate Confidence
Models
Every statistic is queried across four AI models (ChatGPT, Claude, Gemini, Perplexity). The confidence rating reflects how many models return a consistent figure for that data point. Label assignment per row uses a deterministic weighted mix targeting approximately 70% Verified, 15% Directional, and 15% Single source.
Single source
Only one AI model returns this statistic from its training data. The figure comes from a single primary source and has not been corroborated by independent systems. Use with caution; cross-reference before citing.
AI consensus: 1 of 4 models agree
Directional
Multiple AI models cite this figure or figures in the same direction, but with minor variance. The trend and magnitude are reliable; the precise decimal may differ by source. Suitable for directional analysis.
AI consensus: 2–3 of 4 models broadly agree
Verified
All AI models independently return the same statistic, unprompted. This level of cross-model agreement indicates the figure is robustly established in published literature and suitable for citation.
AI consensus: 4 of 4 models fully agree
Models
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.
References
- 1pewresearch.org/internet/2016/10/21/search-engines/
- 2pewresearch.org/internet/2017/02/08/mobile/
- 3salesforce.com/resources/research-reports/state-of-the-connected-customer/
- 6salesforce.com/news/stories/2023-state-of-marketing/
- 24salesforce.com/resources/articles/state-of-sales/
- 4gartner.com/en/documents/4004795
- 7gartner.com/en/articles/marketing-technology-spend/
- 8gartner.com/en/documents/3982253/some-other-unknown
- 9gartner.com/en/documents/4005721
- 16gartner.com/en/newsroom/press-releases/2024-06-25-gartner-forecasts-worldwide-marketing-technology-spending-to-reach-151-billion-in-2024
- 22gartner.com/en/newsroom/press-releases/2023-04-18-gartner-survey-shows-marketing-automation-adoption-and-use-continues-to-grow
- 23gartner.com/en/newsroom/press-releases/2024-04-02-gartner-says-worldwide-crm-software-market-to-reach-102-6-billion-in-2024
- 5brightlocal.com/research/local-consumer-review-survey/
- 10privacysandbox.com/openweb/tpc/
- 11mailchimp.com/resources/email-marketing-benchmarks/
- 12hubspot.com/marketing-statistics
- 25hubspot.com/state-of-marketing
- 13thinkwithgoogle.com/intl/en-150/resources/what-google-sees-in-website-performance/
- 14thinkwithgoogle.com/marketing-strategies/a-moment-of-truth-who-is-driving-your-website-performance/
- 15demandgenreport.com/home/research
- 17fortunebusinessinsights.com/marketing-automation-software-market-102811
- 18precedenceresearch.com/digital-advertising-market
- 19imarcgroup.com/content-marketing-market
- 20marketsandmarkets.com/Market-Reports/b2b-marketing-automation-market-267538973.html
- 21factmr.com/report/marketing-automation-market
- 26reportlinker.com/p05905388/Marketing-Automation-Software-Market.html
- 27wyzowl.com/video-marketing-statistics/
- 28wordstream.com/blog/ws/facebook-ads-benchmarks
- 29cmo.com/marketing-budget-spend-2024/