Europe search ad spending per internet user by device 2028

In 2023, the search advertising spending per internet user in Europe amounted to 77.9 U.S. dollars, with around 50 U.S. dollars directed to desktop devices and 28 U.S. dollars on mobile devices. By 2028, average spending on search advertising per user is expected to reach 107.7 U.S. dollars, with around 63.3 U.S. dollars on desktop.

Average digital search advertising spending per internet user in Europe from 2017 to 2028, by device (in U.S. dollars)

Characteristic	Search Advertising Desktop	Search Advertising Mobile
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Supplementary notes

Data provided by Statista Market Insights are estimates.

Search Advertising, also called Search Engine Advertising (SEA) or Paid Search Advertising, describes advertisements that are displayed on search result pages above or next to organic search results. These advertisements are usually text-based but can be displayed as images where applicable.

Sponsored links and keyword advertising are also part of Search Advertising which can be targeted on local or keyword-related factors.

Google Ads is currently the biggest provider of Search Advertising on the market.

Not included are revenues generated through Search Engine Optimization (SEO).

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