Data Storytelling Statistics: Unleashing Insights for Engaging Narratives

by Cheefoo • Updated on 27 Jan, 2024

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data storytelling statistics

This is a collection of data storytelling statistics.

It offers insights into how business and individuals are using data, visual and narrative. 

Read these data storytelling stats to find out.


Our summary findings are as follows:

  1. Data storytelling has seen a remarkable 233% growth.
  2. Stories are 22 times more memorable than facts alone.
  3. 73.67% of individuals use data storytelling to communicate sales data.
  4. By 2025, it is projected that 75% of data stories will be automatically generated.
  5. 93% agree data storytelling drives revenue-increasing decisions.
  6. 49% feel their organizations lack storytelling skills, regardless of employees' data literacy.
  7. Data-driven stories can boost audience engagement by up to 300%.
  8. 71% of executives prioritize data storytelling skills for reporting to the C-suite or key stakeholders.
  9. 92% agree data storytelling is effective for data and analytics communication.
  10. 87% agree clearer data presentation leads to more data-driven decisions by leadership.
  11. 75% of marketers rely on Microsoft Office for data visualizations.
  12. 62% learned data storytelling skills from online courses.

Data storytelling has 233% growth

As of 2023, data storytelling has experienced a remarkable 233% growth over the past five years, indicating a rising trend in interest.

chart on data storytelling has 233 percent growth

According to Ahrefs, the global search volume for "data storytelling" in 2023 was 16k. The United States led in search volume, followed by India and Brazil.

chart on data storytelling search volume

As data continues to explode and more analysis is required, it's no wonder that data storytelling is also experiencing growth.

Key Takeaway

Data storytelling has surged by 233% in the past five years, driven by increased interest and a global search volume of 16k in 2023.


Stories are 22x more memorable than facts

According to Jennifer Aaker, stories are remembered up to 22 times more than facts alone. Sharing a story is more likely to persuade others.

stats on stories are 22x more memorable-than facts

Our brains are wired to remember emotions, and stories are key in this process. Studies show that strong emotions linked to a memory activate different parts of the brain. Today, consumers are increasingly drawn to brands that form emotional connections with them.

Now, when you mix data and visuals with a story, it becomes powerful. This combination doesn't just capture attention but also helps the audience remember information better. It shows the real impact of storytelling in making data more memorable.

Key Takeaway

Stories are 22x more memorable than facts alone, making them highly persuasive and effective in enhancing information retention.


Around 3 Out of 4 use data storytelling to share sales data

73.67% of individuals use data storytelling to communicate sales data. Sales data includes sales activities and performance.

Examples of sales data include units sold, sales growth, conversion rate, and more.

stats on 3 out 4 use data storytelling to share sales data

Followed by the next top three areas where data is being communicated using data storytelling: customer success, social media metrics, and market research.

chart on what types of data are used in data storytelling

Sales data has a 30% higher usage compared to the second highest category (customer success). This is because sales involves numerous metrics, making it challenging and potentially boring to convey the message effectively. However, data storytelling helps overcome these challenges.

Key Takeaway

Data storytelling helps overcome the complexity of sales data, making it more engaging and effective.


By 2025, 75% of data stories will be auto-generated

(Venngage)

By 2025, data stories are expected to become the most popular method of consuming analytics. They predict that 75% of these stories will be automatically generated using augmented analytics techniques.

stats on by 2025 75 percent data stories will be auto generated

Data stories will be automatically generated using augmented intelligence and machine learning, replacing the need for data analysts to generate them manually.

As AI adoption increases, it makes sense to create data stories from vast analytics.

Key Takeaway

This trend eliminates the manual effort required by data analysts and aligns with the increasing adoption of AI in generating data stories from extensive analytics.


93% agree data storytelling drives revenue potential

93% acknowledge that decisions driven by successful data storytelling possess the potential to boost revenue.

stats on 93 percent agree data storytelling drives revenue potential

In a study involving 500 leaders and data professionals from large US enterprises, it was found that data storytelling empowers individuals across the organization to make data-driven decisions and has a notable impact on the company's financial performance. 

Data storytelling's effectiveness in communicating insights in a compelling manner enables decision-makers to understand and act on data more effectively.

This alignment with data-driven decisions can improve business strategies, customer targeting, and operational efficiency, leading to revenue growth.

Key Takeaway

By effectively communicating insights, data storytelling enables organizations to unlock new perspectives, refine strategies, and optimize operations, ultimately driving revenue growth.


Half feel organizations lack storytelling skills

(Exasol)

49% feel their organizations lack storytelling skills, regardless of employees' data literacy.

stats on half feel organizations lack storytelling skills

Other challenges in adopting data storytelling include the fact that 48% of people are non-data literate and therefore may not be able to understand data stories. Additionally, there is a lack of time dedicated to developing stories from data, as reported by 47% of respondents.

Employee education plays a crucial role in addressing these challenges. Businesses should prioritize efforts to improve data literacy among their workforce.

Key Takeaway

Nearly half of organizations lack storytelling skills, hindering data storytelling adoption. Overcoming challenges requires faster data access, subject expertise, and strong communication skills.


Data-driven stories can boost 300% audience engagement

Data-driven stories can boost audience engagement by up to 300%.

stats on data driven stories can boost 300 percent audience engagement

Huggies, a diaper brand, used data-driven storytelling to compete with Pampers in Canada. They educated mothers about the importance of skin-to-skin contact based on their "No baby unhugged" study. Additionally, they provided volunteer huggers in Canadian hospitals.

The campaign resulted in a sales increase of up to 30% and a 300% boost in engagement rate.

With digital marketing platforms, it's easy to determine audience engagement.

Key Takeaway

Utilizing data-driven storytelling can lead to a remarkable 300% increase in audience engagement. Digital marketing platforms facilitate easy measurement of audience engagement.


71% executives prioritize data storytelling for reporting

(Exasol)

71% of executives prioritize data storytelling skills for reporting to the C-suite or key stakeholders.

stats 71 percent executives prioritize data storytelling for reporting

The C-suite consists of the business leaders who need to have a thorough understanding of the data. Without this understanding, they will be unable to make informed, data-driven decisions for the business.

Communicating insights from data not only facilitates decision-making but also fosters new and diverse perspectives.

Key Takeaway

A significant majority of 71% executives prioritize data storytelling skills for reporting to the C-suite and key stakeholders. Effective communication of data insights enables informed decision-making and encourages the emergence of fresh and diverse perspectives, crucial for the success of the business.


87% agree clearer data leads to data-driven decisions

(Exasol)

87% agree clearer data presentation leads to more data-driven decisions by leadership

stats on 87 percent agree clearer data leads to data driven decisions

To unlock the full potential of data and analytics through data storytelling, it is crucial to provide access to actionable data insights. This enables individuals to address complex problems and make informed business decisions.

Key Takeaway

An overwhelming 87% agree that presenting data clearly leads to more data-driven decisions by leadership.

Accessible and actionable data insights are vital for unlocking the full potential of data storytelling, empowering individuals to tackle complex problems and make informed business decisions.


75% of marketers use Microsoft Office for data visualizations

(Venngage)

In general, marketers rely on multiple tools for creating data visualizations. Interestingly, 74.67% of them reported using Microsoft Office as their preferred tool for data visualization.

chart tools used for data visualizations

When it comes to data visualization tools, aside from Microsoft Office, other popular options among marketers include Adobe Spark, InDesign, and Canva.

There is a considerable margin of 42.34% between the top tool and the second tool in terms of usage. Microsoft Office stands out as an essential tool due to its versatility.

Key Takeaway

A significant 75% of marketers employ Microsoft Office as their preferred tool for data visualizations, with Adobe Spark, InDesign, and Canva also being popular choices. 


62% learned data storytelling from online courses

(Venngage)

62% learned data storytelling skills from online courses. 

chart on where people learn to tell stories with data

In addition to self-help videos on platforms like YouTube, other popular learning methods include webinars and in-person courses.

Blogs and books are less popular in learning data storytelling because they often lack the interactive visual components that make the learning experience more immersive and effective.

Key Takeaway

A majority of 62% acquired data storytelling skills through online courses, indicating their popularity as a preferred learning method. Blogs and books are less favored due to their limited interactive visual components.


Wrapping Up

Data storytelling plays a vital role in effectively communicating information. 

Its benefits extend to both companies and individuals, facilitating better decision-making and comprehension. 

The remarkable growth in data storytelling usage demonstrates its increasing significance, and this upward trend is expected to continue as the volume of data keeps expanding.

Cheefoo


Cheefoo is all about technology and good content. He loves picking up marketing skills, and teaching himself new things like SEO. He's always excited to learn more and share his knowledge with others.

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