Posts Tagged ‘eMarketer’

Facebook’s future to be driven by old folks

Tuesday, April 12th, 2011

Facebook use, already topping 600 million users worldwide, continues to grow, and eMarketer says it will grow primarily with through a boost from older users catching on.

Facebook will have more than 132 million U.S. … users this year – a pretty hefty jump from just shy of 117 million last year,” writes Tom Johansmeyer on Social Times. “By 2013, Facebook’s domestic user base could be as high as 152.1 million. From 2009 through 2013, that represents a compound annual growth rate of 10.3 percent.”

eMarketer says “teens and young adults will continue to form the core of Facebook’s audience, with penetration rates among these groups ranging from 80 percent to 89 percent of internet users by 2013.” But its growth “will be driven primarily by increased Facebook use among older boomers and seniors.”

Says Johansmeyer, “The future of Facebook involves blue hair and bingo.”

Facebook will also continue to be a growing part of the business world. “Marketers are a big part of this evolution,” eMarketer says in the summary of its $695 report. “Whether through brand pages, display ads, viral videos, Facebook Login or the ‘like’ and ‘share’ buttons, marketers are finding multiple ways to tap into the Facebook juggernaut. This activity will continue as the audience grows in numbers, demographic diversity and sophistication.”

Online ad spending eclipses newspapers

Wednesday, December 22nd, 2010

A digital marketing and media research firm said Tuesday that advertisers this year will for the first time spend more money for online advertising than for newspaper advertising.

eMarketer says says total newspaper spending [print and online] for 2010 will drop to $25.7 billion, a 6.6 percent decline, while online advertising will jump 13 percent to $25.8 billion for the year. Spending on print newspapers alone will fall to $22.8 billion for the year.

Newspapers will see a gain of a 7.8 percent in online ad spending this year, to $3 billion – making online ad revenue 11.67 percent of the total spent on newspaper ads. (The numbers don’t add up correctly –  the $3 billion online and newspapers’ $22.8 billion for print alone, for example – because of rounding, the report says.)

“The spending gap will widen significantly next year,” the report says.

Geoff Ramsey, chief executive officer at eMarketer, said online ads are typically seen as more reliable because their effectiveness can be measured, whereas print ads “are often difficult to tie to a measurable financial result,” according to Bloomberg News. The bad economy has also accelerated the move toward digital platforms.

“It’s something we’ve seen coming for a long time, but this is a tipping point,”  Ramsey told The Wall Street Journal.

Total ad spending in the U.S. is expected to increase 3 percent to $168.5 billion in 2010.

eMarketer also says that total US online ad spending will continue double-digit growth through 2014, when it will surpass $40 billion.