Digital Classifieds - Eastern Europe

Eastern Europe

Highlights

Ad spending in Eastern Europe's Digital Classifieds market is forecasted to reach US$371.30m in 2024.
The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 1.43%, leading to a projected market volume of US$404.20m by 2030.
When compared globally, the highest ad spending will originate from China (US$7.66bn in 2024).
The average ad spending per internet user in the General classifieds market is expected to be US$0.63 in 2024.
Within the Digital Classifieds market, 24% of total ad spending will come from mobile in 2030.
In Eastern Europe, the digital classifieds market in Poland is experiencing rapid growth due to increased internet penetration and shifting consumer behavior.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Digital Classifieds market in Eastern Europe has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing adoption of digital platforms for buying and selling goods and services.

Customer preferences: In Eastern Europe, customers have shown a strong preference for using digital classifieds platforms due to their convenience, ease of use, and wider reach. With the rise of smartphones and internet penetration, more people are accessing online platforms to search for products and services, making digital classifieds an attractive option for buyers and sellers alike. Additionally, the ability to compare prices, read reviews, and communicate directly with sellers has made digital classifieds a preferred choice for many consumers.

Trends in the market: One of the key trends in the Digital Classifieds market in Eastern Europe is the increasing popularity of specialized platforms. Rather than using general classifieds websites, customers are turning to niche platforms that cater to specific industries or interests. This trend can be seen in sectors such as real estate, automotive, jobs, and services, where dedicated platforms have emerged to provide more targeted and relevant listings. This shift towards specialized platforms is driven by the desire for more focused search results and a better user experience. Another trend in the market is the growing importance of mobile apps. As smartphone penetration continues to rise in Eastern Europe, more people are using mobile apps to access digital classifieds platforms. Mobile apps offer a more seamless and convenient user experience, allowing users to browse listings, contact sellers, and make purchases on the go. This shift towards mobile usage has led to increased competition among digital classifieds platforms to provide the best mobile app experience for their users.

Local special circumstances: Eastern Europe has its own unique set of circumstances that have contributed to the development of the Digital Classifieds market. One of these is the relatively low level of trust in online transactions. Due to past experiences with scams and fraudulent activities, customers in Eastern Europe may be more cautious when it comes to online purchases. Therefore, digital classifieds platforms need to invest in building trust and ensuring the safety of transactions to attract and retain customers.

Underlying macroeconomic factors: The Digital Classifieds market in Eastern Europe is also influenced by macroeconomic factors such as GDP growth, disposable income levels, and unemployment rates. As the region experiences economic growth and rising incomes, more people have the means to buy and sell goods and services, leading to increased demand for digital classifieds platforms. Additionally, high unemployment rates in some Eastern European countries have also contributed to the growth of the gig economy, where individuals turn to digital classifieds platforms to find freelance or part-time work. In conclusion, the Digital Classifieds market in Eastern Europe is growing rapidly due to changing customer preferences, the rise of specialized platforms, the increasing importance of mobile apps, and unique local circumstances. As the region continues to embrace digital technology and experience economic growth, the market is expected to further expand in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital classifieds advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers digital classifieds advertising fees paid by advertisers to display online jobs, motor, real estate, and general classifieds.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.