Key regions: United Kingdom, Japan, China, France, Germany
The Instant Messaging Advertising market in G7 is experiencing significant growth and development due to changing customer preferences and the increasing popularity of messaging apps.
Customer preferences: Customers in the G7 countries are increasingly using messaging apps as their primary mode of communication. These apps offer convenience, speed, and a wide range of features that traditional communication methods lack. As a result, advertisers are recognizing the potential of reaching a large and engaged audience through instant messaging platforms.
Trends in the market: One of the key trends in the Instant Messaging Advertising market in G7 is the rise of targeted and personalized advertising. Messaging apps collect vast amounts of user data, allowing advertisers to deliver highly relevant and personalized ads to their target audience. This not only improves the effectiveness of advertising campaigns but also enhances the user experience by showing ads that are more likely to be of interest to them. Another trend in the market is the integration of e-commerce capabilities within messaging apps. Many messaging apps now allow users to make purchases directly within the app, creating new opportunities for advertisers to promote their products and services. This seamless integration of advertising and e-commerce is driving the growth of the Instant Messaging Advertising market in G7.
Local special circumstances: Each G7 country has its own unique set of circumstances that influence the development of the Instant Messaging Advertising market. For example, in the United States, the market is driven by the dominance of platforms such as Facebook Messenger and WhatsApp. In Japan, Line is the most popular messaging app, and advertisers are leveraging its extensive user base to reach consumers effectively.
Underlying macroeconomic factors: The growth of the Instant Messaging Advertising market in G7 is also influenced by underlying macroeconomic factors. The G7 countries have relatively high smartphone penetration rates, which provide a strong foundation for the adoption of messaging apps and the subsequent growth of the advertising market. Additionally, the G7 countries have stable economies and high levels of consumer spending, creating a favorable environment for advertisers to invest in instant messaging advertising. In conclusion, the Instant Messaging Advertising market in G7 is experiencing significant growth and development due to changing customer preferences, the rise of targeted and personalized advertising, the integration of e-commerce capabilities within messaging apps, and underlying macroeconomic factors. Advertisers in G7 countries are recognizing the potential of reaching a large and engaged audience through instant messaging platforms, and the market is expected to continue to expand in the coming years.
Data coverage:
The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging 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 users.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.
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