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Executive Summary United Kingdom Internet Usage Online Activities Advertising Spend Internet Advertising Paid Search Display Advertising Mobile Marketing Social Media Europe Internet Advertising 13 3 4 5 6 7 8 9 10 2
Social Media
France Overview Spain Overview
Source of all statistics:
14
15 18 21 23
UK & EUROPE
Executive Summary
Despite Economic Turmoil, Digital Ad Spending on the Rise; Mobile Marketing to Spike in 2012
As Europe continues to struggle with a stubborn sovereign debt crisis, the regions online ad spending is actually prospering, despite the difficult general economic environment. Given the harsh fiscal climate, however, total media ad spending is not expected to rise substantially. As a result, Europes still burgeoning online ad spending market will take a greater share of total ad spending and remain one of the only growing forms of ad spend. Overall, market conditions in Europe highlight the importance of and place more emphasis on forms of Internet marketing and communication. In similar fashion to the past few years, Internet advertising formats such as paid search, display ads and social media marketing experienced an increase in spending among UK and European Marketers in 2011, continuing the shift away from offline advertising like newspaper, radio and television. Recent statistics suggest that this trend will continue through 2012 and beyond.
A relative newcomer to online advertising, mobile marketing exploded in 2011 and all signs indicate that it will become one of the leading forms of Internet ad spending in the very near future. The use of smartphones and tablets is increasing so rapidly that, in most European countries, over 90% of the population operates a mobile device. As people get more comfortable searching and interacting on the go, the Internets landscape is once again changing, and mobile marketing is certainly at the forefront.
This Internet Marketing Trends Report is a brief summary of the current online marketing stats and patterns in the UK and Europe, as well predictions for the next few years. Specifically, the report covers Internet usage and penetration, advertising spending, Internet marketing, social media trends and activities and the expansion of mobile marketing.
Copyright 2012 by Research and Management Page 2
UNITED KINGDOM
Internet Usage
The third highest share of UK Internet users is the 45-54 age bracket at 19%
Page 3
UNITED KINGDOM
Online Activities
Other sites listed in the top ten include Windows Live mail, MSN UK, BBC News and Yahoo! UK and Ireland
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WSI Internet Marketing Trends Report 2011 WSI Internet Marketing Trends Report 2012
UNITED KINGDOM
Advertising Spend
UK Ad Spending, by Media
Ad spending in the UK is heading into a period of low growth (only 2% change is expected). Internet ad spending in the UK in 2012, however, is projected to climb by 11.3% over 2011s final ad spend of 3,772 million Conversely, press ad spending, which has been on a steady decline since 2009, is expected to drop from 3,307 million in 2011 to 3,012 million in 2012 (a 9% drop). Radio ad spending is also projected to take a 1% hit in 2012 TV and cinema ad spending project to hold steady, with 1.5% and 0% growth rates
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UNITED KINGDOM
Internet Advertising
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UNITED KINGDOM
Paid Search Remains Top Ad Spend Format
Paid search advertising is expected to increase at a compound annual growth rate (CAGR) of 9.7% over the next few years and will climb to nearly $6 billion by 2015 In 2012, paid search advertising spend is projected to reach $4.45 billion, which would be an 11% increase of 2011 Overall, paid search advertising will continue to hold more than a 50% share of total UK online ad spending. By 2015, the next closest share is expected to be held by display advertising (a 27% share)
Paid Search
A noticeable trend is occurring as both smartphones and tablets are rapidly taking an equal portion of the paid search spending share away from computers
As the overall usage of smartphones and tablets steadily rises, more searches will be conducted on these devices, which means the trend is likely continue into 2012 and beyond
Copyright 2012 by Research and Management Page 7
UNITED KINGDOM
Display Advertising
UNITED KINGDOM
Mobile Marketing
UNITED KINGDOM
Social Media
Page 10
UNITED KINGDOM
Social Media
The 22.9 million users projected to be on Facebook in 2012 represents 88.6% of UK social network users, 49% of Internet users and 36.4% of the population
By 2014, 26 million people in the UK are expected to be using Facebook, which would be more than half of all Internet users
UNITED KINGDOM
Social Media
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EUROPE
Internet Advertising
2012
2011
26
23 2.2
2.6
Page 13
EUROPE
Social Network Use in Western Europe Still on the Rise
In 2012, eMarketer forecasts that 54.4% of all Internet users in Western Europe will use social networks Spain projects to have the highest percentage of their Internet users on social networks with 58.7% in 2012, while Italy is second with 56.9% By 2014, 60.8% of all Internet users in Western Europe are expected to be active on social networks, with Spain continuing to lead the way (65.9% of their Internet user population)
Social Media
EUROPE
France
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EUROPE
France
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EUROPE
Social Network Demographics
According to comScore Inc., Facebook is the most used social network in France, totaling 31.3 million unique visitors (Aug 2011) The survey revealed that, in general, males between the ages of 15-34 are the leading social network user demographic Skyrock is the second most used social network in France, with 8 million total unique visitors (53% male and 37% between the ages of 15-24)
France
EUROPE
Spain
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EUROPE
Spain
Page 19
EUROPE
Spain
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EUROPE
Belgium
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EUROPE
Belgium
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