eMarketer, in collaboration with Starcom Mediavest Group (SMG), has released its annual “Global Media Intelligence (GMI) Report” on key digital trends worldwide, designed for business executives who require benchmarks to support their decisions for global initiatives. This is the fifth year running that eMarketer and SMG have worked together to develop this publication.
For the first time, visitors to the dmexco event in Cologne, Germany can hear about the key findings and download a sneak peek of the full report from our booth in Hall 7 at Booth A060.
“Media usage by channel, and by demographic, in key markets around the world is of concern to thousands of eMarketer clients. We’re pleased to work with SMG to uniquely provide them this invaluable resource as they prepare for 2016,” said eMarketer president Lisa Church.
The report is eMarketer’s largest, most comprehensive snapshot of the current state of media consumption worldwide, covering six major regions—Asia-Pacific, Central and Eastern Europe, Latin America, Middle East and Africa, North America, and Western Europe—and 48 countries. In addition, this year’s “GMI Report” contains more than 500 charts collected from over 70 global research sources—which SMG helped identify and gather for local and core markets worldwide—in addition to benchmarks, analysis and context provided by eMarketer.
“The 2015 Global Media Intelligence Report shows that mobile continues to penetrate the global market, with 61.1% of the global population using mobile phones in 2015. That number is expected to increase to 67.1% by 2019,” said Kate Sirkin, executive vice president and global director of audience and measurement at SMG. “As mobile usage increases globally, so does the need for data and precision marketing to fuel advertisers’ ability to get closer to the point of purchase through e- and m-commerce.”
Each year, marketers anticipate the report’s release to include as a core part of their planning processes for each upcoming year.
“This is a great report to stay grounded on the broader trends in the industry globally, especially as we compare it with some of the usage stats we see on our end,” said Gwen Throckmorton, industry manager of global marketing solutions at Facebook.
“The Global Media Intelligence Report is a fundamental source of data for any strategy,” added Luis Spencer Freitas, regional consumer experience director at Pernod Ricard Americas. “Not only does it provide a tangible pulse of where the consumer’s share of mind is shifting, it also offers brilliant insight into the market’s local channel evolution—two crucial factors for any business’ consumer engagement strategies.
eMarketer bases all of our forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
In addition, every element of each eMarketer forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
According to the report, internet access rates in the Asia-Pacific region vary widely. For example, countries such as China, India and Indonesia are seeing a digital divide between urban populations with high internet access levels and rural areas that lack the infrastructure to support it. Despite these limitations, internet access growth in Asia-Pacific is expected to be 8.2% in 2015 and then remain around 7% for the rest of eMarketer’s forecast period, through 2019.
Internet user growth in the region will result largely from the widespread adoption of smartphones in emerging markets. eMarketer projects that there will be 2.51 billion mobile phone users in the region in 2015, a figure equal to 62.5% of the population. The mobile phone penetration rate is expected to rise to 69.4% by 2019. This year, China alone will account for 1.0 billion mobile phone users in Asia-Pacific.
Smartphone adoption will continue apace, with eMarketer estimating that 40.8% of the mobile population in Asia-Pacific will have such a device in 2015, although penetration rates among individual countries will vary widely. Smartphone users in the region will number just over 1 billion this year. By 2019, smartphone penetration among mobile phone users will be 51.5%, when smartphone users will number 1.48 billion. With China showing signs that its smartphone market is now slowing, India has emerged as the largest potential growth market for adoption of the devices. The proliferation of cheaply manufactured devices and a drop in the cost of service plans in particular markets have helped to drive smartphone uptake across Asia-Pacific.
The fifth annual edition of eMarketer’s Global Media Intelligence Report, produced in conjunction with Starcom Mediavest Group, analyzes recent developments in Asia-Pacific, which will retain its title as the fastest-growing economic region in the world over the next few years. It also includes demographic and media usage information on audiences in Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, South Korea and Taiwan.
China alone accounts for 28.3% of all smartphone users on the planet. Asia-Pacific’s largest smartphone market has gone through its most dramatic growth period, and there are now signs that it is maturing. eMarketer estimates that 38.6% of residents in China will own a smartphone in 2015, for a user base of 525.8 million. By 2019, that figure will reach 687.7 million—almost half (49.8%) of the population will own a smartphone and use it at least once per month.