Digital To Account For 24.4% Of Ad Spend Next Year Worldwide
by Laurie Sullivan,
Digital advertising will account for 22.7% of all worldwide ad investments this year, or about $117.60 billion — up 13% compared with 2012, according to estimates from eMarketer and Starcom MediaVest Group. In 2014, digital ads will account for 24.4% of all global ad dollars spent.
The Global Media Intelligence (GMI) Report analyzes media use and spending trends worldwide. It analyzes the state of media consumption and expenditure, covering Asia-Pacific, Central and Eastern Europe, Latin America, Middle East and Africa, North America, and Western Europe — about 40 countries.
More than 36% of the world’s population will access the Internet this year, compared with 21.7% in 2008. Mobile phone users will account for nearly 61% of the population, compared with 40%, respectively.
Marketers will spend more on mobile too — nearly $15.82 billion, up 79.7% year-over-year, to keep up with the growing number of mobile phones worldwide. eMarketer estimates that 77.9% of the entire U.S. population, nearly 247 million residents, and 68.9% of people living in Canada will own at least one mobile phone this year.
In the U.S. and Canada, more than half of all mobile users will have a smartphone, and 52.6% of U.S. Web users will own a tablet.
Time spent on mobile devices this year should surpass time spent on desktops and laptops, according to eMarketer. Time spent on mobile will reach 2 hours, 21 minutes this year — compared with 24 minutes in 2010, per eMarketer.
Asia-Pacific will lead this year with about 2.5 billion of the world’s 4.3 billion mobile phone users. Asia-Pacific this year will have 738.2 million smartphone users, up from 86.2 million in 2009. Western Europe has 161.1 million; and North America, 152.2 million. The Middle East and African region will account for the second-largest mobile phone population worldwide, while Latin America lags in Internet use. Still, nearly two-thirds of the population will have a mobile phone.