Digital Classifieds - Western Africa

Ad spending in the Digital Classifieds market in Western Africa is forecasted to reach US$25.67m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 3.62%, leading to a projected market volume of US$31.77m by 2030.
When compared globally, the majority of ad spending will originate from China (US$7.66bn in 2024).
The average ad spending per internet user in the General classifieds market is anticipated to be US$0.04 in 2024.
Within the Digital Classifieds market, 51% of total ad spending is estimated to come from mobile in 2030.
In Western Africa, the rise of digital classifieds is revolutionizing the advertising market, offering targeted and cost-effective advertising solutions for businesses.

Definition:
Digital Classifieds refer to online advertising posts that list products and services in categories. Advertising spending on Digital Classifieds includes the fees advertisers pay to display an online ad and to list it in a specific category. The fee has to be paid by the advertiser regardless of the outcome of the ad and does not depend on factors such as the ad's position, size, or display duration.

Structure:
Advertising spending on Digital Classifieds is separated into four categories: Jobs, Motor, Real Estate, and General.

Jobs covers ads by businesses offering permanent employment (e.g., Indeed, Monster)
Motor covers ads by companies or consumers offering vehicles for purchase (e.g., Cars.com)
Real Estate covers ads by companies or consumers offering real estate for rent or purchase (e.g., Roofstock)
General covers all forms of ads that are not included in the other categories, including consumers (private individuals) looking for other private individuals to complete small-scale, non-permanent jobs (such as contractor services) for them (e.g., TaskRabbit)

Additional information:
The Digital Classifieds market comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Fees paid by advertisers in order to display an online ad or listing around a specific vertical

Other advertisements (e.g., banners) on classifieds websites

The Digital Classifieds market in Western Africa is experiencing significant growth and development. Customer preferences in the region are shifting towards online platforms for buying and selling goods and services. With the increasing penetration of smartphones and internet connectivity, more people in Western Africa are turning to digital platforms to find and purchase products. This shift in customer behavior is driven by convenience, ease of use, and the ability to browse a wide range of options from the comfort of their own homes. Trends in the market show that there is a growing demand for second-hand goods in Western Africa. Many consumers in the region are price-sensitive and prefer to buy used items at a lower cost. Digital classifieds platforms provide a convenient way for individuals to sell their used goods and for buyers to find affordable products. This trend is particularly evident in sectors such as electronics, furniture, and clothing. Another trend in the market is the rise of specialized digital classifieds platforms. As the market becomes more saturated, businesses are looking for ways to differentiate themselves and cater to specific customer needs. This has led to the emergence of platforms that focus on niche markets such as real estate, job listings, and car sales. These specialized platforms offer a more targeted and personalized experience for both buyers and sellers. Local special circumstances in Western Africa also contribute to the development of the Digital Classifieds market. The region has a large informal economy, with many individuals involved in small-scale businesses and informal trading. Digital classifieds platforms provide an opportunity for these businesses to reach a wider audience and expand their customer base. Additionally, the high youth population in the region is driving the adoption of digital technologies, including online classifieds platforms. Underlying macroeconomic factors such as increasing urbanization and rising disposable incomes are also fueling the growth of the Digital Classifieds market in Western Africa. As more people move to urban areas and experience improvements in their standard of living, they have a greater need and desire to buy and sell goods and services. The increasing disposable incomes in the region also enable more people to participate in the digital economy and make online purchases. In conclusion, the Digital Classifieds market in Western Africa is experiencing rapid growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As more people in the region embrace digital technologies and online platforms, the market is expected to continue to 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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.