20 stats which could help shape your future media strategy.

The future isn’t what it used to be…it’s a lot harder to predict due to new technology, changing consumer habits and a rapidly evolving marketplace.

Here are 20 statistics which could help shape your advertising media strategy into the future:


Online Behaviour:

1) Video is huge: By 2016 six million years of video will cross the internet every month (Cisco).

2)  YouTube is the most popular website for 2 to-24-year-olds in the UK (Ofcom).

3)  75% of UK internet users visit a new site each week – up from 64% in 2007 (Ofcom).

4) 14% of UK adults say that they use local community websites at least once a month. 22% of adults aged between 25-34 use them (Ofcom).

5) Global information-app purchase revenues are expected to jump to $5,600 million by 2015 from $970 million in 2011 (World Newsmedia Network)


6) Newspapers are shrinking: print circulation has fallen at an average of 3.1% every six months for the last five years – at that rate by 2017 newspaper circulation will have fallen 45% in a decade by 2017 (TheMediaBriefing).

7) Total employment in the US newspaper industry fell 40% from 414,000 people, to 246,020 people in the decade between 2001 and 2011 (MediaPost).

8) Newspaper revenues have plunged in the last decade. The combined print and online advertising revenue for newspapers in America has fallen to $23.9 billion in 2011 compared to $46.2 billion in 2003 (Newspaper Association of America)

9) Print media will go from taking up 7% of the average UK adult’s time in 2005 to 3% in 2015 (TheMediaBriefing).


10) Eastern promise: China will overtake Japan to become the second largest online advertising market in the world next year and will be worth $20 billion by 2014 (PWC).

11) Google and Facebook control almost 30% of the US advertising market – with Google on top with 15.4% of the total $14.98 billion display ad market in the US, compared to 14.4% for Facebook (eMarketer).

12) Global ad spending through real-time bidding rose 237% between 2010 and 2011 and will grow at an average rate of 59% a year to be worth $13.9 billion by 2016 (IDC/Pubmatic).

13) Mobile ad spend across China, Brazil and India will grow six fold by 2016 to be worth $6 billion, around double spending in the US (Yankee Group).

14) Ad spending in Western Europe will fall 0.7% this year but will be up 3.4% in the UK (GroupM).


15)  Smartphone penetration in the UK will hit 80% by 2016, up from 51% this year (Adsmobi & mobileSQUARED).

16) Tablet ownership in the UK rose five-fold between 2011 and 2012 – from 2% to 11% by Q1 this year (Ofcom).

17) Apple accounts for 77% of the mobile industry’s profits from 43 percent of revenues and just 6 percent of devices sold (Tavis McCourt).


18) Ireland still has the youngest population profile in Europe. However, over a third of Ireland’s adult population are over 50 years of age. (CSO)

19) Internet usage in Ireland has risen from 40% in 2006 to 84% today (IAB)

20) 74% of Irish consumers research companies online frequently (Accenture)

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