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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 Usage Internet Advertising Social Media 14 15 16 3 4 5 6 7 8 9 10 2
France Overview
Source of all statistics:
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20 23 26
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.
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UNITED KINGDOM
Internet Usage
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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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UNITED KINGDOM
Advertising Spend
UK Ad Media
Spending,
by
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 Leading UK Online 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
UNITED KINGDOM
Display Advertising
UNITED KINGDOM
Mobile Marketing
UNITED KINGDOM
Social Media
In 2012, 55.3% of the online population will be using social networking sites (25.9 million)
27.7 million people will use social networks in 2013 and by 2014, almost 60% of the UK online population will become social network users
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UNITED KINGDOM
Social Media
UNITED KINGDOM
Social Media
UNITED KINGDOM
Social Media
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EUROPE
Internet Usage
This growth is projected to continue next year, as 483 million people in Europe will become Internet users
The European online population is expected to reach 509 million in 2013, 530 million in 2014 and 547 million by 2015
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EUROPE
Internet Advertising
EUROPE
Social Media
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EUROPE
France
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EUROPE
France
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EUROPE
France
EUROPE
Spain
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EUROPE
Spain
EUROPE
Spain
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EUROPE
Netherlands
The Netherlands Has the Most Daily Internet Users in Western Europe
According to eMarketer, 76% of respondents in the Netherlands said they use the Internet on a daily basis, an increase over the 53% that stated the same in 2005 This places the Netherlands as the #1 country in Western Europe for daily Internet usage with the UK in 2nd place (66% of respondents)
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EUROPE
Netherlands
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EUROPE
Netherlands
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ABOUT WSI
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