Digital Classifieds - Ethiopia

Ethiopia

Highlights

Ad spending in the Digital Classifieds market in Ethiopia is forecasted to reach US$12.51m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 5.65%, leading to a projected market volume of US$17.39m by 2030.
When compared globally, the majority of ad spending is expected to originate from China (US$7.66bn in 2024).
The average ad spending per internet user in the General classifieds market is estimated to be US$0.12 in 2024.
Within the Digital Classifieds market, 51% of total ad spending is projected to be generated through mobile in 2030.
Ethiopia's digital classifieds market is rapidly growing, driven by increasing internet penetration and a rising demand for online advertising platforms.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Digital Classifieds market in Ethiopia has been experiencing significant growth in recent years.

Customer preferences: Ethiopian consumers are increasingly turning to digital platforms for their classifieds needs. This shift can be attributed to several factors. Firstly, the convenience of online platforms allows users to easily search for and find the products or services they are looking for. Additionally, the ability to compare prices and read reviews from other users provides a level of transparency that was previously unavailable in traditional classifieds. Furthermore, the younger generation in Ethiopia, who are more tech-savvy and accustomed to using digital platforms, are driving the demand for online classifieds.

Trends in the market: One of the key trends in the Digital Classifieds market in Ethiopia is the rise of mobile usage. With the increasing availability of affordable smartphones and improving internet connectivity, more Ethiopians are accessing digital classifieds through their mobile devices. This trend is expected to continue as mobile penetration rates in the country continue to rise. Another trend in the market is the emergence of specialized classifieds platforms. While general classifieds platforms still dominate the market, there has been a growing demand for niche platforms that cater to specific industries or categories. This trend can be attributed to the increasing diversification of the Ethiopian economy and the need for more targeted advertising.

Local special circumstances: Ethiopia has a large population, with a significant portion of the population living in rural areas. This presents a unique challenge for the Digital Classifieds market, as internet penetration rates in rural areas are lower compared to urban areas. However, efforts are being made to expand internet access to rural areas, which will likely contribute to the growth of the Digital Classifieds market in these areas.

Underlying macroeconomic factors: Ethiopia has been experiencing steady economic growth in recent years, which has contributed to the increasing purchasing power of its population. As more Ethiopians have disposable income, they are more likely to engage in online transactions, including buying and selling through digital classifieds platforms. Furthermore, the government of Ethiopia has been implementing policies to promote the digital economy, including the development of digital infrastructure and the improvement of internet connectivity. These initiatives are expected to further boost the growth of the Digital Classifieds market in the country. In conclusion, the Digital Classifieds market in Ethiopia is experiencing significant growth due to customer preferences for convenience and transparency, the rise of mobile usage, the emergence of specialized platforms, and the underlying macroeconomic factors of economic growth and government support for the digital economy. As internet penetration rates continue to improve and the economy diversifies, the Digital Classifieds market in Ethiopia is expected to continue its upward trajectory.

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.