The digital media market in 2008 - Stephen Whiteside
Digital advertising revenues are forecast to reach $153.4 billion in 2011 from the $12.7 billion level registered in 2007, according to figures from PricewaterhouseCoopers, published by the World Association of Newspapers (WAN) in its study World Digital Media Trends 2008.
While TV is expected to retain the largest market share in 2011 - taking 37% of adspend, valued at $196.9 billion - online is predicted to enjoy growth rates three times higher than any other medium. Its value is set to increase from $9 billion in 2002 to $73.1 billion in 2011, and from a share of less than 3% to 14% worldwide. By contrast, during this period print and radio are expected to register a drop in share, but an uplift in revenue.
Media usage trends
According to figures from the Aegis Group agency Carat, digital platforms will account for 66% of media usage by 2010, a total that rises to 80% by 2020. The internet, in particular, is expected to grow increasingly prominent over this period. The main sources of online growth - forecast to be in double-digits each year to 2011 - are likely to be:
TV and music downloads
online/mobile video games
This improvement will be predicated on the expansion in the use and penetration of the internet (and especially broadband), as well as that of mobile devices. The mobile customer base reached 2.6 billion in 2006 (up from 945 million in 2001), and is forecast to top 3 billion by 2011; the number of broadband users worldwide is also expected to reach 540 million in that year, up from 51 million in 2002.