TABLE OF CONTENTS                            Executive Summary                   2                            United Kingd...
UK & EUROPE                                   Executive Summary                                             Internet Adver...
UNITED KINGDOM                         Internet UsageUK Internet Users By Age The majority of the UK online  population i...
UNITED KINGDOM                         Online ActivitiesOnline Activities of UKInternet Users Email is the most popular o...
UNITED KINGDOM                         Advertising SpendInternet Advertising SeesMore Growth than TVAdvertising in the UK...
UNITED KINGDOM                         Internet AdvertisingSteady Increase in OnlineAdvertising Spending eMarketer predic...
UNITED KINGDOM                         Paid SearchPaid Search AdvertisingSpending Increases Paid search advertising in th...
UNITED KINGDOM                         Display AdvertisingUK Spends More onDisplay Advertising According to eMarketer, di...
UNITED KINGDOM                         Mobile MarketingMobile Advertising Takesa Larger Budget Share In 2011, 29% of UK m...
UNITED KINGDOM                         Social MediaMore People Using SocialNetworks in the UK This year, more than half o...
UNITED KINGDOM                         Social MediaMost Popular SocialNetworks in the UK The #1 social network in the UK ...
UNITED KINGDOM                         Social MediaBrand Categories ThatSocial Media Users AreInterested In 23% of Intern...
UNITED KINGDOM                         Social MediaCompanies Using SocialMedia for Engagement According to eMarketer, mor...
EUROPE                      Internet UsageEuropean OnlinePopulation Growing In 2010, 429 million people were  online in E...
EUROPE                      Internet AdvertisingMarketers Plan to SpendMore Advertising Online In 2010, 94% of respondent...
EUROPE                      Social MediaSocial Network Users inEurope Increasing This year, 100.1 million people in  Euro...
EUROPE                      FranceInternet Ad SpendingShare in France TV and press advertising still take  up a fair shar...
EUROPE                      FranceOnline Ad Spend Increases eMarketer has similar predictions  regarding online ad spendi...
EUROPE                      FranceSocial Network Users inFrance Increases 20.4 million people in France will  become soci...
EUROPE                      SpainInternet AdvertisingSurpasses Newspaper AdSpend in Spain Internet advertising spending w...
EUROPE                      SpainPaid Search and DisplayAds Remain a Focus This year, marketers in Spain will  allocate $...
EUROPE                      SpainSocial Networking Growsin Popularity in Spain This year, 15.5 million people in  Spain w...
EUROPE                      NetherlandsThe Netherlands Has theMost Daily Internet Usersin Western Europe According to eMa...
EUROPE                      NetherlandsInternet Ad Spend WillSurpass TV Ad Spend Between 2005 and 2009, Internet  adverti...
EUROPE                      NetherlandsSocial Media Activities inthe Netherlands Among the online population in  the Neth...
ABOUT WSIWSI leads the global Internet industry offering best of breed digital marketing solutions tosuit the needs of mul...
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Trends Report 2011 UK & Europe

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Internet Marketing Trends Report

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Trends Report 2011 UK & Europe

  1. 1. TABLE OF CONTENTS Executive Summary 2 United Kingdom Internet Usage 3 Online Activities 4 Advertising Spend 5 Internet Advertising 6 Paid Search 7 Display Advertising 8 Mobile Marketing 9 Social Media 10 Europe Internet Usage 14 Internet Advertising 15 Social Media 16 France Overview 17Source of all statistics: Spain Overview 20 The Netherlands Overview 23 About WSI 26
  2. 2. UK & EUROPE Executive Summary Internet Advertising and Social Media Marketing Remains Prominent After the economic challenges of 2009, companies around the world began to experience a gradual recovery last year as the term “recession” started to fade. More specifically, advertising revenues made a comeback in 2010, with a great deal of emphasis being placed on digital forms of marketing and communications. Over the past year, Internet advertising, including paid search, display ads and social media marketing saw an increase in spending among UK and European marketers, as less focus was placed on traditional forms of advertising, such as newspaper, radio and television. Recent statistics indicate that this trend is expected to continue in 2011. As the online population continues to rise, marketers are allocating a greater share of their advertising dollars toward the Internet. Additionally, the social media audience is growing at a rapid pace, transforming the way companies communicate and market to their target audience. Gone are the days when advertising was a one-way messaging strategy. Today, digital media provides new channels of two- way communication, and this paradigm shift is evident in the way marketers are spending their advertising dollars. This Internet Marketing Trends Report is a brief synopsis of current online marketing trends in the UK and Europe, as well as projections for the next few years. Specifically, the report covers Internet usage and penetration, online activities, advertising spending, Internet marketing, social media trends and a brief mention of mobile marketing. For more information about WSI’s Internet marketing services, please contact your local WSI Consultant.Copyright ©2011 by Research and Management Page 2 WSI Internet Marketing Trends Report 2011
  3. 3. UNITED KINGDOM Internet UsageUK Internet Users By Age The majority of the UK online population is 25 years and older 18% of UK Internet users are between 25-34, while 27% are within the age bracket of 35-49 Interestingly, the second largest share of UK Internet users (25%) is between the ages of 50-64 Children and teenage Internet users make up a 24% share of the country’s total online populationFrequency of InternetUsage in the UK The majority of the UK online population between the ages of 16 and 54 use the Internet every day or almost every day Of those between the ages of 16- 24, 82% are online daily, while 15% use the Internet once a week 81% of UK Internet users between 25-44 are online daily, while 80% of those between the ages of 45-54 use the Internet virtually everydayCopyright ©2011 by Research and Management Page 3 WSI Internet Marketing Trends Report 2011
  4. 4. UNITED KINGDOM Online ActivitiesOnline Activities of UKInternet Users Email is the most popular online activity among Internet users in the UK (90% of respondents) Researching about products and services is also a common activity, according to 75% of respondents Posting messages to chat sites, blogs and newsgroups is widespread among 16-24 year olds (75% of respondents) Half of those between 16-25 and 43% of those aged 25-44 upload self-created content onlineSearch and Social MediaPopular in the UK Google UK is the most popular site in the UK with 9.44% market share of visits in August 2010 The next most popular website is Facebook (6.76% share) Windows Live Mail was ranked in 3rd place (2.26%) with YouTube in 4th place (2.09%) Other sites mentioned in the top 10 are eBay, BBC, MSN and Yahoo! UK and Ireland Copyright ©2011 by Research and Management Page 4 WSI Internet Marketing Trends Report 2011
  5. 5. UNITED KINGDOM Advertising SpendInternet Advertising SeesMore Growth than TVAdvertising in the UK Internet advertising spending in the UK is expected to grow by 2.9% in 2011, which is almost triple the growth that TV advertising will see (1%) By 2012, Internet advertising spending will increase again by 3.5%, which is still slightly more than TV advertising growth (3%) Interestingly, newspaper ad spending growth has consistently been in the negatives since 2006Internet AdvertisingRevenues Higher ThanOther Media Advertising According to MAGNA, Internet advertising revenues surpassed all other media advertising revenues In 2010 Internet advertising reached £3.31 billion in revenue while TV advertising saw £3.01 billion in revenues This year, Internet advertising revenues will increase to £3.44 billion still surpassing TV and newspaper advertising revenuesCopyright ©2011 by Research and Management Page 5 WSI Internet Marketing Trends Report 2011
  6. 6. UNITED KINGDOM Internet AdvertisingSteady Increase in OnlineAdvertising Spending eMarketer predicts that £3.98 billion will be spent advertising online this year in the UK, a 4.9% increase over 2010 According to the same study, £4.33 billion will be spent advertising online next year (8.8% increase) This growth is expected to continue over the next few years with £4.59 billion and £4.84 billion spent online in 2013 and 2014 respectivelyInternet Advertising TakesEqual Share of Total AdSpend Along With TV 27% of total advertising spending in the UK was allocated toward online advertising in 2009, equal to the share TV advertising had One quarter of total advertising dollars was spent on newspaper ads, while the remainder was divided among magazine, outdoor, radio and cinema adsCopyright ©2011 by Research and Management Page 6 WSI Internet Marketing Trends Report 2011
  7. 7. UNITED KINGDOM Paid SearchPaid Search AdvertisingSpending Increases Paid search advertising in the UK is expected to increase steadily over the next few years This year, £2,455 million will be spent on paid search advertising, a 5.4% increase over 2010 This number is expected to increase by 9% to reach £2,675 million in 2012 and again by 6.5% to reach £2,850 million in 2013 By 2014, £3,025 million will be spent advertising with paid searchIndustries Using SearchAdvertising in the UK Industries advertising on search engines include builders (representing 1.8% of total advertisers) and florists (1.55%) Carpet and rug shops represent 1.42% of those using search engines to market their business, while 1.37% of total search engine advertisers are printers Other industries mentioned in the study are beauty salons, car service shops, solicitors, MOT testers, bed and breakfasts and hotels / innsCopyright ©2011 by Research and Management Page 7 WSI Internet Marketing Trends Report 2011
  8. 8. UNITED KINGDOM Display AdvertisingUK Spends More onDisplay Advertising According to eMarketer, display advertising spending will increase by 8.3% in 2011 (£845 million) Next year, display advertising growth will increase again by 14.2% to reach £965 million By 2014, £1,115 million will be spent on display ads, a 6.7% change over the previous yearTop 8 Websites in the UKfor Online Display Ads Facebook is by far the most popular website for display advertising in the UK with a 58% share of total online display ads Microsoft sites take up a 12% share of all online display ads, while eBay consumes a 7% share Other sites mentioned in the top 8 for display ads include Yahoo! sites, Google sites, AOL and Trader Media GroupCopyright ©2011 by Research and Management Page 8 WSI Internet Marketing Trends Report 2011
  9. 9. UNITED KINGDOM Mobile MarketingMobile Advertising Takesa Larger Budget Share In 2011, 29% of UK marketers will spend 6-10% of their total digital budget on mobile advertising This is a considerable increase over the 13% that said they would allocate that share toward mobile advertising in 2009 13% of marketers will spend 11- 20% of their total digital budget on mobile advertising this year, while 6% of respondents said that 21-40% of their budget will be spent on mobileMobile AdvertisingSpending Will Soar in theNext Few Years Mobile advertising spending saw a slight increase between 2009 to 2010 but is expected to jump even more over the coming years In 2010, £49.8 million was spent on mobile advertising in the UK, a £12.2 million increase over 2009 This number is expected to surge by 2014 with an estimated £285 million to be spent on mobile advertising in the UKCopyright ©2011 by Research and Management Page 9 WSI Internet Marketing Trends Report 2011
  10. 10. UNITED KINGDOM Social MediaMore People Using SocialNetworks in the UK This year, more than half of all Internet users (52.6%) in the UK will be on the social networks totaling to 24 million people 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 usersSocial Networks Are BeingUsed Several Times a Day Social network usage is becoming a daily activity in the UK 69% of UK social network users said they use social network sites several times or at least once a day 21% of respondents use social networks several times or once a week, whereas 7% use social networks several times or once a monthCopyright ©2011 by Research and Management Page 10 WSI Internet Marketing Trends Report 2011
  11. 11. UNITED KINGDOM Social MediaMost Popular SocialNetworks in the UK The #1 social network in the UK is Facebook with 33.1 million unique visitors, reaching 76.3% of the population The 2nd most popular social site is Windows Live with 6.8 million unique visitors (15.8% reach) Twitter came in 3rd place with an 11.6% reach (5 million visitors) Other popular social networks include LinkedIn (4th), MySpace (5th) and Bebo (6th)Trust for Social Networks,Forums, Blogs & Reviews 19% of consumers between the ages of 18-34 in the UK, Canada and USA said they trust information found on social networks Meanwhile 14% of those in the same age bracket said they trust online forums, blogs, reviews and chat rooms Overall, consumers agreed they had more trust in social networks (12% of respondents) than online forums, blogs, reviews or chat rooms (8% of respondents)Copyright ©2011 by Research and Management Page 11 WSI Internet Marketing Trends Report 2011
  12. 12. UNITED KINGDOM Social MediaBrand Categories ThatSocial Media Users AreInterested In 23% of Internet users in the UK are interested in engaging with entertainment, film and music brands using social media Clothing brands is the second most popular category for social media users to engage with (17%) 16% of respondents said they are interested in engaging with food and drink brands, while 14% said the same about sports brands Other industries mentioned in the study are retail, leisure, travel, technology and cosmeticsReasons People Follow aCompany or Brand Online Receiving discounts and special offers is the most popular reason people follow a company on social media sites (50% of respondents) 48% of respondents said they follow companies/brands to receive news about them Loyalty is another major reason with 39% saying they follow a company because they are a customer of that brandCopyright ©2011 by Research and Management Page 12 WSI Internet Marketing Trends Report 2011
  13. 13. UNITED KINGDOM Social MediaCompanies Using SocialMedia for Engagement According to eMarketer, more than half of UK companies (53%) use social media to a certain extend to engage audiences More than a quarter of respondents (26%) said they aggressively use social media to engage customersGoals for Social Media Branding was a top objective for UK companies to use social media marketing in 2010, according to 72% of respondents 53% of UK companies said they use social media to drive more traffic to their web properties Lead generation (35%) and direct online sales (19%) were other social media objectivesSocial Network Ad Spend £185 million will be spent advertising on social networks this year, taking 5% of total ad budgets By 2012, marketers will spend £275 million on social network advertising (6% of total budget) Copyright ©2011 by Research and Management Page 13 WSI Internet Marketing Trends Report 2011
  14. 14. EUROPE Internet UsageEuropean OnlinePopulation Growing In 2010, 429 million people were online in Europe, and this year this number is expected to increase to 457 million 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 2015Internet Users in SelectEuropean Countries According to eMarketer, half of the entire European population were Internet users in 2010 Internet user penetration in Europe will increase to 55% this year and 58% in 2012 As the European online population continues to grow in 2013, user penetration will increase to 61% This trend will continue as Internet user penetration reaches 63% in 2014 and 65% in 2015Copyright ©2011 by Research and Management Page 14 WSI Internet Marketing Trends Report 2011
  15. 15. EUROPE Internet AdvertisingMarketers Plan to SpendMore Advertising Online In 2010, 94% of respondents said they planned to increase their online advertising spending This year, 93% of marketers plan to spend more money advertising online over previous yearsOnline Ad Spend in Europe In 2011, $18.7 billion will be spent advertising online in Western Europe, while Eastern Europeans will spend $3.2 billion on the same Next year, marketers will spend $20.9 billion (Western Europe) and $3.7 billion (Eastern Europe) advertising onlineThe Growth Continues In 2012, online ad spending growth will reach its highest in the last few years (17.5% in Eastern Europe and 12.1% in Western Europe) Online advertising is expected to increase by 12.9% and 8.1% in Eastern and Western Europe respectively in 2013 By 2014, online ad spend growth will reach 20.5% in all of Europe Copyright ©2011 by Research and Management Page 15 WSI Internet Marketing Trends Report 2011
  16. 16. EUROPE Social MediaSocial Network Users inEurope Increasing This year, 100.1 million people in Europe will become social network users (half of all European Internet users) In 2012, 54.5% of Internet users in Europe will become social network users (112.1 million) By 2013, 123.1 million people will use social networks in Europe (58.2% of the online population) Social network users will continue to grow to 133.1 and 141.9 million in 2014 and 2015 respectivelyTop 2 Social Networks Facebook appears to be the #1 social network in major European countries (60-96% of respondents) In the Netherlands, Hyves is the #1 social network according to 82% of respondents The 2nd most popular social networks in Europe range between several region-specific sites such as TuentiAdictos, Copains d’avant, Nasza-klasa.pl and studiVZCopyright ©2011 by Research and Management Page 16 WSI Internet Marketing Trends Report 2011
  17. 17. EUROPE FranceInternet Ad SpendingShare in France TV and press advertising still take up a fair share of total advertising dollars in France Internet advertising took a 12% share of total advertising budgets in 2010, surpassing outdoor and cinema ad spend, as reported by the Interactive Advertising Bureau France (IAB France)Internet Ad Spend Growsto Become Second Highest Internet advertising spending in France has consistently increased over the years and the trend will continue in 2012 According to ZenithOptimedia, $2,125 million was spent advertising online in 2009 in France As the 2nd strongest channel in terms of ad spend, Internet advertising will see $2,778 million in spending in 2012, surpassing magazine, outdoor, newspaper, radio and cinema ads Copyright ©2011 by Research and Management Page 17 WSI Internet Marketing Trends Report 2011
  18. 18. EUROPE FranceOnline Ad Spend Increases eMarketer has similar predictions regarding online ad spending increases in France According to an eMarketer study, this year, €2.05 billion will be spent advertising online, a 7% increase over 2010 Online ad spend will increase by 8% in 2013 (€2.42 billion) eMarketer predicts that by 2014, €2.61 billion will be spent advertising online in FranceMore Dollars Spent onPaid Search and Display In 2010, $1,510 million was spent on paid search advertising in France, while $894 was allocated toward online display ads This year, paid search ad spend will reach $1,624 million, while display ad spend will decrease slightly to $870 million However, display advertising will rise again in 2012 to $920 million Next year, social media and mobile advertising will increase as well to $162 and $118 million respectivelyCopyright ©2011 by Research and Management Page 18 WSI Internet Marketing Trends Report 2011
  19. 19. EUROPE FranceSocial Network Users inFrance Increases 20.4 million people in France will become social network users this year, a 14.6% increase over 2010 This equates to 51.2% of all Internet users and 31.3% of the country’s entire population In 2012, the social network population will increase to 22.7 million (11.4% change and 55.9% of all Internet users) By 2015, an estimated 43.9% of the country’s entire population (29.1 million people) will become social network usersMost People Use SocialNetworks on a Daily Basis Visiting social networking sites is becoming a daily activity in France The majority of social network users (68%) said they use social sites several times or once a day 23% of respondents said they use social networks several times or at least once a week Only 9% of users said they visit social networks several times or once a monthCopyright ©2011 by Research and Management Page 19 WSI Internet Marketing Trends Report 2011
  20. 20. EUROPE SpainInternet AdvertisingSurpasses Newspaper AdSpend in Spain Internet advertising spending will almost double over 3 years from $916 million in 2009 to an estimated $1,674 million in 2012 Next year, online advertising will surpass newspaper ad spend by $122 million, making it the 2nd strongest advertising channel Overall, more money will be spent on Internet advertising over newspaper, radio, magazine and outdoor advertisingOnline Ad SpendContinues to Increase Similarly, eMarketer reports that Internet advertising spending will increase by 10% next year to reach €0.88 billion According to the same study, online ad spend will rise again by 8% in 2013 to reach €0.96 billion By 2014, €1.02 billion will be spent on Internet advertising, a 7% increase over the previous yearCopyright ©2011 by Research and Management Page 20 WSI Internet Marketing Trends Report 2011
  21. 21. EUROPE SpainPaid Search and DisplayAds Remain a Focus This year, marketers in Spain will allocate $589 million toward paid search advertising and $289 million for online display ads Next year, both numbers are projected to increase to $672 million for paid search and $376 million for display ads Interestingly, mobile ad spending will see a considerable increase next year, from $78 million in 2011 to $121 million in 2012 Social media advertising will also see increase though incrementallyIndustries LeveragingOnline Display Advertising 14% of total display ad spend share in Spain comes from travel and tourism companies Companies within the telecom industry take up a 13% share of total online display ad spend, while automotive companies consume a 12% share of the same Other industries using display ads include educational businesses, financial services and public/private servicesCopyright ©2011 by Research and Management Page 21 WSI Internet Marketing Trends Report 2011
  22. 22. EUROPE SpainSocial Networking Growsin Popularity in Spain This year, 15.5 million people in Spain will use social networking sites (33.1% of the population) In 2012, 2 million more people will become social network users and in 2013, another 2 million will use social networking sites By 2015, almost half (46.9%) of the population will use social networks (22.6 million people)Approximate Time Spenton Social Network Sites 26% of social network users in Spain spent about 1-3 hours on Badoo, while 37% spent the same amount of time on Facebook in September 2010 23% spent 1-3 hours on hi5 and MySpace each, while 35% spent 1- 3 hours on LinkedIn The majority of those surveyed in this study (ranging between 32- 84% of respondents) spent under 1 hour on social networking sites in generalCopyright ©2011 by Research and Management Page 22 WSI Internet Marketing Trends Report 2011
  23. 23. EUROPE NetherlandsThe Netherlands Has theMost Daily Internet Usersin 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)Popular Online Activitiesin the Netherlands As of September 2010, portals were ranked as the #1 web category among Internet users in the Netherlands with an average of 433.7 minutes per visitor Instant messenger was another popular online activity (410.8 minutes per visitor) Approximately 209 minutes were spent on social networking sites by a visitor during September 2010 Email came in 4th place with an average of 209 minutes per visitorCopyright ©2011 by Research and Management Page 23 WSI Internet Marketing Trends Report 2011
  24. 24. EUROPE NetherlandsInternet Ad Spend WillSurpass TV Ad Spend Between 2005 and 2009, Internet advertising in the Netherlands drastically soared with an increase of $954 million (from $136 million to $1,090 million) Next year, online advertising spending is expected to increase again to $1,269 million surpassing TV ad spending ($1,103 million) More money will be spent advertising online over TV, outdoor, radio and magazine adsMore Money Will Be Spenton Search Advertising This year, €356.4 million will be spent on search advertising, a 3.2% change over 2010 Meanwhile, €294.6 million will be spent on other Internet/digital advertising in the Netherlands In 2012, search advertising revenues will rise by 6.5% to reach €379.7 million By 2013, an estimated €416.3 million will be spent on search advertising (9.6% increase)Copyright ©2011 by Research and Management Page 24 WSI Internet Marketing Trends Report 2011
  25. 25. EUROPE NetherlandsSocial Media Activities inthe Netherlands Among the online population in the Netherlands, 47% said they are members of a social network Meanwhile, 30% of respondents uploaded a video to YouTube during a one-month period 5% of Internet users said they update their social networking status or profile dailySocial Networks Used forCustomer Acquisition Companies are finding successful use of business social networks to get new customers Almost half (48%) of companies in the Netherlands said they successfully use business social networks for customer acquisition Other European countries mentioned in this study include UK with 33% of companies using social media to acquire customers, France (33%) and Spain (50%)Copyright ©2011 by Research and Management Page 25 WSI Internet Marketing Trends Report 2011
  26. 26. ABOUT WSIWSI leads the global Internet industry offering best of breed digital marketing solutions tosuit the needs of multiple industries. The company has the world’s largest InternetConsultants’ network with its head office in Toronto, Canada. WSI Consultants have helpedthousands of businesses realize their online marketing potential. By using innovativeInternet technologies and advanced digital marketing strategies, businesses can have a WSIDigital Marketing System tailored to their individual needs to elevate their Internet presenceand profitability to new levels. With the support and cooperation of its customers, franchisenetwork, employees, suppliers and charitable organizations, WSI aims to help make childpoverty history through its global outreach program (www.makechildpovertyhistory.org).For more information about WSI’s offerings and business opportunities, please visit ourwebsite at www.wsidigitalmarketing.com. The information herein is the property of RAMCorporate (RAM). We are an independently owned and operated WSI franchised business.The information herein is the property of Research and Management Corporate (RAM). EachWSI franchise office is an independently owned and operated business. ©2011 RAM. All rights reserved.

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