Digital To Account For 24.4% Of Ad Spend Next Year Worldwide

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.

1 comment about "Digital To Account For 24.4% Of Ad Spend Next Year Worldwide".
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  1. Michael Massey from Clickit Digital, September 26, 2013 at 6:08 a.m.

    As CMO's optimize their media mix to better affect results, the gap will continue to widen between digital and traditional ad spend. In a recent Duke University School of Business Survey, CMO's planned an increase of 10.1% in digital spend and a decrease of 2.1% in traditional media.

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