E-mail Advertising - Ethiopia

Ethiopia

Highlights

Ethiopia's ad spending in the E-mail Advertising market is forecasted to reach US$1.20m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 1.62%, leading to a projected market volume of US$1.32m by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$3.40bn in 2024).
The average ad spending per internet user in the E-mail Advertising market is projected to be US$0.04 in 2024.
Ethiopia's E-mail Advertising market is rapidly growing, leveraging targeted campaigns to reach a tech-savvy audience in the digital landscape.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Email Advertising market in Ethiopia has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing adoption of digital technologies in the country.

Customer preferences: Ethiopian customers are increasingly relying on email as a primary communication channel, both for personal and professional purposes. This has led to a growing demand for email advertising, as businesses recognize the effectiveness of reaching their target audience directly through their inbox. Email advertising allows companies to deliver personalized messages to their customers, increasing engagement and conversion rates.

Trends in the market: One of the key trends in the Email Advertising market in Ethiopia is the shift towards mobile email usage. With the widespread availability of affordable smartphones and improving internet connectivity, more Ethiopians are accessing their emails on mobile devices. This trend has created new opportunities for email advertisers, as they can now reach customers on the go and at any time. Advertisers are adapting their email campaigns to be mobile-friendly, ensuring that their messages are optimized for smaller screens and touch interactions. Another trend in the market is the increasing use of data-driven email advertising strategies. Businesses are leveraging customer data and analytics to segment their email lists and deliver highly targeted and relevant content. By understanding their customers' preferences, behaviors, and demographics, advertisers can create personalized email campaigns that are more likely to resonate with recipients. This data-driven approach not only improves the effectiveness of email advertising but also helps businesses build stronger relationships with their customers.

Local special circumstances: Ethiopia has a large and growing population, with a significant portion of the population being young and tech-savvy. This demographic shift has contributed to the increasing adoption of digital technologies, including email usage. As more Ethiopians gain access to the internet and become familiar with email, the demand for email advertising is expected to continue to rise.

Underlying macroeconomic factors: Ethiopia has been experiencing steady economic growth in recent years, with a focus on infrastructure development and investment in the digital sector. This has resulted in improved internet connectivity and access to technology, creating an enabling environment for the Email Advertising market to thrive. Additionally, the government has been implementing policies to promote the growth of the digital economy, including the establishment of technology parks and the expansion of e-commerce platforms. These initiatives have further fueled the demand for email advertising in the country. In conclusion, the Email Advertising market in Ethiopia is growing rapidly, driven by changing customer preferences, the increasing use of mobile devices, and the adoption of data-driven strategies. With a young and tech-savvy population and a supportive macroeconomic environment, the market is poised for further expansion in the coming years.

Data coverage:

The data encompasses B2B enterprises. Figures are based on E-mail Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for creating and sending e-mail advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, 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. The main drivers are GDP per capita, consumer spending per capita, and internet coverage.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.