Insights

Mobile surveys have become a primary data collection method, with 94% of users reporting participation through smartphones. Global smartphone ownership has reached approximately 86%, supporting higher survey reach, improved completion rates, and lower operational costs. Engagement is particularly strong among younger demographics, where participation exceeds 95%, reinforcing mobile as the dominant channel for survey delivery.

Email remains the backbone of B2B digital communication, even as buying journeys get longer and more self‑directed. In 2025, there are around 4.6-5 billion email users globally, with 99% checking inboxes multiple times per day, giving B2B marketers unmatched, always‑on reach into decision‑maker workflows. Studies consistently show that around 59% of B2B marketers rate email as their highest revenue‑yielding digital channel, and average ROI estimates cluster near $42 for every $1 spent.

Go-to-market (GTM) execution has never been more data-rich or more demanding. The 2025 landscape is defined by one critical tension: companies are running more GTM motions than ever, yet meaningful impact from those initiatives is concentrated in a shrinking set of proven channels. The average software company now runs five core GTM channels alongside 5.5 experimental initiatives - a total of 10.5 simultaneous efforts that most teams cannot sustain. Meanwhile, 15.4% of companies still have no defined GTM strategy at all, and 90% of businesses fail to execute their GTM strategies effectively.

Artificial intelligence has crossed a definitive threshold in 2026, shifting from experimental deployments to enterprise-wide infrastructure. 88% of organizations now use AI in at least one business function, up from 55% just two years ago in one of the fastest technology adoption curves ever recorded. Global AI market estimates range from $294 billion to $757 billion in 2025 depending on scope and methodology, with forecasts pointing toward $2.5 trillion to $3.7 trillion by 2034.

The U.S. direct selling industry generated $34.7 billion in retail sales in 2024, served 34.3 million customers, and engaged 5.4 million independent sellers. Direct selling is the channel through which independent distributors sell products directly to consumers, typically outside a fixed retail location. The industry includes network marketing (MLM), door-to-door sales, and social selling.

AI adoption in healthcare is accelerating rapidly, with 80% of hospitals now using AI to enhance patient care and workflow efficiency. In the U.S., 71% of non-federal acute-care hospitals have integrated predictive AI into electronic health records by 2024, up from 66% in 2023. Physician adoption has also surged, reaching 66% in 2024, a sharp rise from 38% in the previous year. Meanwhile, 22% of healthcare organizations have implemented domain-specific AI tools by 2025, reflecting exponential growth compared to prior years.

Inbound marketing is increasingly central to business strategies, with 76% of companies using it and 61% of marketers prioritizing it. B2B companies are particularly reliant on inbound, with 68% using it more than outbound methods. Businesses employing inbound marketing see three times higher ROI and 2.5x faster revenue growth compared to those focusing solely on outbound marketing, leading 72% to increase their inbound budgets.

A large majority of organizations view business intelligence (BI) and analytics as essential for success, with 94% rating them as critical or very important. Many businesses recognize the transformative impact of big data, with 85% of leaders agreeing it will change operations. Furthermore, 70% of organizations consider themselves data-driven, and 75% believe data access is key to success. The growing importance of data discovery and visualization capabilities is also evident, with 70% of organizations highlighting their significance in driving informed decision-making.

The generative AI market is one of the fastest-scaling technology markets in history. Depending on the research firm, the 2025 market is estimated between $37.1 billion and $104.58 billion, with projections converging on a trajectory toward $890.3 billion to $1.2 trillion by 2032-2035.