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Digital, Mobile Buoy Ad Growth

23 Oct, 2013 By: Doug McPherson

NEW YORK – Digital devices and Internet connectivity will cause global ad spending to rise 2.8 percent to more than $500 billion in 2013, says eMarketer’s latest global media intelligence report, produced with Starcom Media Vest Group.

Yet insiders say that while total media ad spending will rise this year, the increase isn’t impressive compared to 2012’s 4.4-percent spending increase. All told, eMarketer estimates ad expenditures around the world will reach $517.1 billion this year.

Digital and (especially) mobile are bright spots because spending on digital advertising will reach $117.6 billion this year, up 13. percent compared to 2012 levels; mobile spending will hit $15.8 billion, a 79.7-percent year-over-year increase. A lot of the spending growth is coming from consumers adopting digital.

Other key findings in the report include:

  • More than 36 percent of the globe’s population uses the Internet, compared to 21.7 percent in 2008
  • 60.7 percent of the population now uses mobile devices, compared to 40 percent in 2008
  • Just under one-third of mobile users and about 20 percent of the global population use smartphones, compared to 3.7 percent of mobile users and 1.5 percent of the population in 2008
  • About a quarter of the global population uses social networks, compared to 8.3 percent in 2008
  • More than 15 percent of the global population uses Facebook, compared to 3.1 percent in 2008

The full report covers six major regions – including Asia-Pacific, Western Europe, Central and Eastern Europe, the Middle East and Africa, North America, and Latin America – and 40 countries.

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