eMarketer and SMG release report on the state of global media usage and spending

The Global Media Intelligence (GMI) Report is designed for brands looking to more effectively reach mature and emerging global markets

BestMediaInfo Bureau | Delhi | September 26, 2013

eMarketer, in collaboration with Starcom MediaVest Group (SMG), released its annual Global Media Intelligence (GMI) Report on media usage and spending trends worldwide, designed for brands looking to more effectively reach mature and emerging global markets.

The report is eMarketer's largest, most comprehensive snapshot of the state of media consumption and expenditure worldwide, covering six major regions—Asia-Pacific, Central and Eastern Europe, Latin America, Middle East and Africa, North America, and Western Europe—and 40 countries.

In addition, the report contains more than 700 charts collected from over 150 global research sources—which SMG helped identify and gather for local and core markets worldwide—in addition to benchmarks, analysis and context provided by eMarketer.

“The 2013 Global Media Intelligence Report forecasts increasing worldwide adoption of mobile technology. As smartphones and tablets become ubiquitous, advertisers will be able to capitalize on this unprecedented opportunity to develop more meaningful experiences with consumers leveraging mobility and place, and they will increase worldwide mobile ad spending to an estimated $59.7 billion by 2017; a nearly fourfold increase compared with this year,” said Kate Sirkin, executive vice president of global research for SMG.

It is typically eMarketer's most popular report annually.

“The GMI Report is simply outstanding,” said Sharon Walia (Braich), marketing insights manager for Intel's partner marketing group. “It provides relevant, in-depth analyses and insights that help us quickly understand media trends. We often reference report findings in our brainstorm and strategic discussion sessions.”

Zac McQuistan, strategy manager at Microsoft Advertising, commented: “The Global Media Intelligence Report provides a wealth of information that helps us allocate our resources in markets around the world.”

Visa's head of North America marketing, Alex Craddock, added: “The pace of change we are experiencing, in terms of how consumers engage with the evolving media options, makes eMarketer's North America GMI Report a unique and invaluable source of easily digestible media trends that keep us on top of this ever-changing media environment.”

This is the fourth year running that eMarketer and SMG have worked together to develop the publication.

eMarketer president Lisa Church said, “It is rewarding to work with SMG to provide comprehensive, actionable research across regions and countries.”

Church added, “It's also pleasing to see that it's become a core part of clients' planning processes for the upcoming year.”

Worldwide Ad Growth Buoyed by Digital, Mobile Adoption

Global ad spending will rise 2.8%  to more than half a trillion dollars in 2013, driven by continued adoption of digital devices and internet connectivity, according to eMarketer's latest Global Media Intelligence Report, produced in collaboration with Starcom MediaVest Group.

Still, the global economy is in recovery mode, and while total media ad spending will be up this year, the rate of increase will not be particularly strong. eMarketer estimates ad expenditures will rise 2.8% worldwide to $517.10 billion, compared to last year's 4.4% spending increase.

Digital, however, is a bright spot—particularly mobile. eMarketer estimates spending on digital advertising will reach $117.60 billion this year, up 13.0% compared to 2012 levels, while mobile spending will hit nearly $15.82 billion, representing a whopping 79.7% year-over-year increase.

Much of the spending growth stems from broader digital adoption on the part of consumers. The full report, which covers six major regions—including Asia-Pacific, Western Europe, Central and Eastern Europe, the Middle East and Africa, North America, and Latin America—and 40 countries, paints a picture of continued device adoption globally.

Key figures on media usage and spending from the report include:

• Internet users: More than 36% of the global population today, compared to 21.7% in 2008
• Mobile phone users: 60.7% of the population this year, compared to 40.0% in 2008
• Smartphone users: Just under one-third of mobile users and about 20% of the global population, compared to 3.7% of mobile users and 1.5% of the population in 2008
• Social network users: About a quarter of the global population, compared to 8.3% in 2008
• Facebook users: More than 15% of the global population, compared to 3.1% in 2008
• Total ad spending: $517.10 billion in 2013, up 2.8% from last year, compared to $484.30 billion in 2008
• Digital ad spending: 22% of total ad spending in 2013, compared to 12% in 2008
• Mobile ad spending: Just 2.6% of total ad spending and 11.9% of digital ad spending, compared to 2.1% in 2008

The Global Media Intelligence report is eMarketer's largest and most comprehensive snapshot of the state of media usage and spending globally. The report contains more than 700 charts collected from over 150 global research sources, which SMG helped identify and gather for local and core global markets, in addition to benchmarks, analysis and context provided by eMarketer.

Info@BestMediaInfo.com

Info@BestMediaInfo.com