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Digital Marketing Statistics
Australian Market
The market in Australia is maturing. In March 08 AC Nielsen reported that Australians spent more time on the Internet than watching TV. The average Australian now spends 13.7 hours a week online as opposed to 13.3 hours watching television. An industry survey conducted by PricewaterhouseCoopers on behalf of the Interactive Advertising Bureau Australia shows that the growth rate in paid search listings is increasing each year.
| 12 Months Ended | Search & Directories | % Growth, Year/Year |
|---|---|---|
| December 2007 | $622,250,000 | 56% |
| December 2006 | $399,000,000 | 81% |
| December 2005 | $220,000,000 | 73% |
| December 2004 | $127,500,000 | 85% |
| December 2003 | $69,030,367 | 53% |
| December 2002 | $45,000,000 |
US Market
In the USA search engine marketing is the biggest form of digital marketing. eMarketer reports that advertisers spent over $8 Billion in 2007 in paid search listings, which is 32% more than 2006.
US Online Advertising Revenues, by Format, 2005-2007 (millions and % share)
| 2005 | % share | 2006 | % share | 2007 | % share | |
|---|---|---|---|---|---|---|
| Search | $5,142 | 41% | $6,799 | 40% | $8,805 | 41% |
| Display Ads | $2,508 | 20% | $3,685 | 22% | $4,455 | 21% |
| Classifieds | $2,132 | 17% | $3,059 | 18% | $3,321 | 18% |
| Referrals / Lead Generation | $753 | 6% | $1,310 | 8% | $1,584 | 7% |
| Rich Media * | $1,004 | 8% | $1,192 | 7% | $1,657 | 8% |
| Sponsorship | $627 | 5% | $496 | 3% | $636 | 3% |
| $251 | 2% | $338 | 2% | $424 | 2% |
* - includes broadband video
source: Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PWC), "IAB Internet Advertising Revenue Report: 2007 Full Year Results," May 15, 2008
UK Market
In an article on Thursday, January 3, 2008, the Guardian reported that the UK is set to become the first major economy where digital advertising will overtake TV. - http://www.guardian.co.uk/media/2008/jan/03/advertising.digitalmedia
2007 IAB UK Report prepared by Price Waterhouse Coopers states that:
- Internet advertising has grown faster than any other mainstream advertising medium.
- The UK advertising market as a whole grew by just 4.3% year- on-year – a jump of only £756.6m Online on its own grew by £797m.
- Search: Paid-for listings maintained its position as the largest single format with a 57.6% share of the market. £1,619.1m was spent on search in 2007.
European Market
2006 IAB Report states that Europe's online ad market crossed €4bn
- The UK continues to lead the way, accounting for 35.9% of all Europe's online advertising spend
- France has the second largest share of the market (27.3%)
- Germany accounts 22%, which gives it the third largest share (although their figures do not include a provision for online classified advertising). There remains a significant gap between the three largest markets and the next tier, with Spain estimating their market to be worth 3.7% of European spend and Italy reporting an actual spend of 3.4% which places it the fifth largest market in Europe.
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