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Marketing in 2023: H1 by the Numbers

Published on Jul 19, 2023

Marketing in 2023: H1 by the Numbers
Marketing Dive
Marketing Dive

Social Commerce

Social commerce is expected to reach over $79.6 billion in 2025 (Source: Merkle)

36% of consumers have participated in livestream events (Source: Merkle)

60% of consumers are interested in making a purchase through social media (Source: Merkle)

#️⃣ Related Reading: 32 Trends for Social Media Marketing in 2023

YouTube vs. TikTok

YouTube’s ad revenue is expected to grow 4% in 2023, double that of the previous year (Source: WARC)

YouTube ads reach 2.07 billion adults globally, almost two times that of TikTok and Instagram (Source: WARC)

More than 1 billion hours of videos are watched on YouTube every day (Source: WARC)

70% of Gen Z TikTok users are more likely to engage with content post-purchase compared to other platforms (Source: WARC)

67% of teenagers between the ages of 13 and 17 have used TikTok (Source: WARC)

Game Mode

93% of Gen Alpha has played video games in the past six months (Source: Newzoo)

43% of the online population has spent money on video games (Source: Newzoo)

48% of gamers say they are more likely to purchase from a brand if it is featured in their favorite game (Source: Newzoo)

51% of gamers have discovered a new brand while playing (Source: Newzoo)

Budget Notes

Marketing budgets make up 9.1% of company revenue in 2023, down from 9.5% the prior year (Source: Gartner)

26% of 2023 marketing investment is going toward paid media, the largest chunk (Source: Gartner)

63% of marketers reported increasing investments in marketing technology in 2023 (Source: Gartner)

75% of CMOs have faced pressure to cut marketing technology spend this year (Source: Gartner)

51% of marketers have increased investment in marketing analytics, while 46% increased investment in customer analytics in 2023 (Source: Gartner)

The Consumer in 2023

72% of consumers believe companies should sacrifice the bottom line to better serve them (Source: Gartner)

54% of Gen Z are trying to limit their time on social media (Source: Gartner)

Gen Z and millennials look at more sustainability factors on labels than other consumers (Source: Gartner)

62% of consumers say they will stop buying from brands that shrink product size (Source: Gartner)

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Measurement Uncertainty

25% of marketers name having access to accurate measurements a top concern for 2023 (Source: WARC)

Nearly 60% of ROI is generated long term through advertising (Source: WARC)

Retail media is the fourth-largest advertising channel, with total spend expected to hit $121.9 billion in 2023, up 10.1% this year (Source: WARC)

Sara Karlovitch Associate Editor
Jasmine Ye Han News Graphics Developer

This article was written by Jasmine Ye Han from Marketing Dive and was legally licensed through the Industry Dive Content Marketplace. Please direct all licensing questions to [email protected].