Highlights
Market definition
in-scope / out-of-scope
Reports special
  • Ad spending in the Classifieds segment amounts to US$17,404m in 2020.
  • Ad spending is expected to show an annual growth rate (CAGR 2020-2024) of 4.4%, resulting in a market volume of US$20,676m by 2024.
  • In global comparison, most revenue is generated in China (US$5,750m in 2020).
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Revenues from Digital Classifieds are defined as the fees paid by advertisers in order to display an online ad or listing around a specific vertical. 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.

Classifieds are separated here into the categories Desktop and Mobile as well as into the sections Jobs, Motor, Real Estate, and General:

  • Jobs covers ads by businesses offering permanent employment (e.g., Indeed, Monster)
  • Motor covers ads by businesses or consumers offering vehicles for purchase (e.g., Cars.com)
  • Real Estate covers ads by businesses 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 indidividuals) looking for other private individuals to complete small-scale, non-permanent jobs (such as contractor services) for them (e.g., TaskRabbit)
in-scope
  • Fees paid by advertisers in order to display an online ad or listing around a specific vertical
out-of-scope
  • Other advertisements (e.g., banners) on classifieds websites
Digital Advertising Report 2019 - Classifieds

Digital Advertising Report 2019 - Classifieds

Statista Digital Market Outlook - Segment Report
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Ad Spending (2020)
-1.3% yoy
US$17,404m
Average Ad Spending per Internet User (2020)
-7.4% yoy
US$3.89

Ad Spending Spending Development

in the Digital Classifieds market in million US$ in percent

Reading Support Ad spending in the Classifieds segment amounts to US$17,404m in 2020. Reading Support The Classifieds segment is expected to show an ad spending growth of 6.3% in 2021.

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  • Ad Spending
  • Spending Development
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Ad spending:

The “Ad Spending” box shows the forecasted development of the selected market (market segment, region) for each year.


Revenue Growth:

The “Revenue Growth” box shows the year-over-year revenue development of the selected market (market segment, region) in percentage terms.

A definition and detailed explanation of the displayed markets can be found here.
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Split - Desktop/Mobile

in the Digital Classifieds market in percent

Reading Support In the Classifieds segment, 45% of total ad spending will be generated through mobile in 2024.

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Revenue Split – Desktop/Mobile

The "Revenue Split" box shows the relation of total Advertising revenue in million US dollars depending on the displayed device (Desktop-PC or mobile device) for each year.

A definition and detailed explanation of the displayed markets can be found here.
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Analyst Opinion

Whereas the high growth rates of eCommerce create new possibilities for the Classifieds market in China and Asia as a whole, the European market is already saturated and is expected to reach its peak in 2022 and decline to an extent shortly thereafter. New B2C-oriented business models with a focus on mobile devices could be a leverage point. Under these circumstances, new market players such as the German company Truffls could become game changers in the area of mobile classifieds and lead to additional innovative forms of advertising.

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Average Ad Spending per Internet User

in the Digital Classifieds market in US$

Reading Support The average ad spending per internet user in the Classifieds segment amounts to US$3.89 in 2020.

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Average Ad Spending per Internet User:

This box shows the average ad spending per internet user of the selected market (market segment, region) for each year.

A definition and detailed explanation of the displayed markets can be found here.
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Global Comparison

in the Digital Classifieds market in million US$

Reading Support With a market volume of US$5,750m in 2020, most ad spending is generated in China.

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Global Comparison – Revenue:

The “Revenue” tab shows a comparison of revenues for the leading economies in the selected market (market segment, region) and year.

A definition and detailed explanation of the displayed markets can be found here.
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Key Market Indicators

The following Key Market Indicators give an overview of the social and economic outlook of the selected region and provide additional insights into relevant market-specific developments. These indicators, together with data from statistical offices, trade associations and companies serve as the foundation for the Statista market models.

20172018201920202021202220232024 CAGR
(2017-2024)
Population in m
Number of individuals (all ages) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
0-14 years in m
Number of individuals (age 0-14) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
15-24 years in m
Number of individuals (age 15-24) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
25-34 years in m
Number of individuals (age 25-34) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
35-44 years in m
Number of individuals (age 35-44) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
45-54 years in m
Number of individuals (age 45-54) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
55+ years in m
Number of individuals (age 55 and older) living in the selected region, the data is based on the United Nations' medium variant of World Population Prospects as well as similar projections by national statistical offices | Source: Statista, based on UN DESA and national statistical offices
Consumer spending (current) in US$
Average consumer spending per capita of private households in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Foodstuffs, beverages in US$
Consumer spending per capita for food and non-alcoholic beverages (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. In contrast, the Food market in the Consumer Market Outlook covers only certain segments of processed food and excludes for example fresh food, oils and fats and some other items. The markets for Alcoholic, Non-Alcoholic and Hot Drinks in turn not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Alcohol, tobacco in US$
Consumer spending per capita for alcoholic beverages, tobacco and narcotics (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). The COICOP definition varies from the market definitions employed in the Consumer Market Outlook. It covers all private household spendings meant for consumption at home. The market for Alcoholic, Non-Alcoholic and Hot Drinks not only include sales for at-home consumption (off-trade) but also sales to the on-trade sector (restaurants, bars, cafés). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Clothing, footwear in US$
Consumer spending per capita for clothing and footwear (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). Included are both consumption of goods as well as services (cleaning and cobblers). | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Housing in US$
Consumer spending per capita for housing, water, electricity, gas and other fuels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Household in US$
Consumer spending per capita for furnishings, household equipment and routine maintenance of the house (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Health in US$
Consumer spending per capita for health (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Transport in US$
Consumer spending per capita for transport (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). This group inlcudes the purchase of vehicles, maintenenace of vehicles as well as transportation services. | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Communication in US$
Consumer spending per capita for communication (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Recreation, culture in US$
Consumer spending per capita for recreation and culture (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Education in US$
Consumer spending per capita for education (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Restaurants, hotels in US$
Consumer spending per capita for restaurants and hotels (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate) | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Other in US$
Consumer spending per capita for miscellaneous goods and services (according to the Classification of Individual Consumption Purposes, COICOP) in the selected region (in current prices, constant exchange rate). These include personal care products and services, personal items like watches and jewellery as well as all other products and services not mentioned elsewhere. | Source: Statista, based on IMF, UN, World Bank, Eurostat and national statistical offices
Telecommunication
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Mobile subscriptions per 100 capita
The indicator shows the number of subscriptions (per 100 capita) to the Public Switched Telephone Network (PSTN) using cellular technology. Included are only subscriptions that also allow voice communication, pure data and M2M (machine to machine) connections are not included. | Source: Statista, based on ITU, trade assocations and national regulatory institutions
Broadband subscriptions per 100 capita
Number of-fixed broadband subscriptions per 100 inhabitants | Source: Statista, based on World Bank
Average connection speed in Mbits/s
Estimated average internet connection speed in Mbits/s | Source: Statista
Smartphone penetration in %
Estimated share of the total population using a smartphone | Source: Statista
Internet users in m
Number of people in the selected region using the internet | Source: Statista, based on ITU and national statistical offices
Smartphone users in m
Estimated number of persons using a smartphone in the selected region | Source: Statista
Mobile broadband connections, total in m
Total number of active mobile broadband connections in the selected region | Source: Statista
Hardware market
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Per-capita volume laptops in units
Average per capita sales of laptops and tablets in units | Source: Statista Consumer Market Outlook
Per-capita revenue laptops in US$
Average revenue of laptops and tablets per capita | Source: Statista Consumer Market Outlook
Per-capita volume desktop PCs in units
The indicator shows the estimated average per capita sales of Desktop-PCs in units. | Source: Statista Consumer Market Outlook
Per-capita revenue desktop PCs in US$
The indicator shows the estimated average revenue of Desktop-PCs per capita. | Source: Statista Consumer Market Outlook
Per-capita volume mobile phones in units
The indicator shows the estimated average per capita sales of mobile phones in units. | Source: Statista Consumer Market Outlook
Per-capita revenue mobile phones in US$
The indicator shows the estimated average revenue of mobile phones per capita. | Source: Statista Consumer Market Outlook
Social media usage
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Social media penetration in %
The indicator shows the estimated share of the total population in the selected region that uses social media sites and applications regularly (at least once a month). The data is based on surveys as well as user penetration estimates of the major social platforms. | Source: Statista, based on national and international statistical offices, company filings, traffic and press analysis
Households in m
The indicator shows the total number of private households in the selected region. Households denote residential communties of people living and keeping house together. Business facilities as well as institutional housholds (like unversity dormitories or retire homes) are not counted as households. | Source: Statista, based on national and international statistical offices
GDP (current) in US$
Gross domestic product (in current prices, constant exchange rate) of the selected region per capita | Source: Statista, based on IMF WEOD
Internet penetration in %
Estimated share of the total population in the selected region using the internet | Source: Statista, based on ITU and national statistical offices
Source: Statista, May 2020
Source: Statista, May 2020, based on IMF, World Bank, UN and Eurostat

Methodology

The Digital Classifieds Advertising market builds on Statista’s primary research (the Statista Global Consumer Survey), bottom-up and top-down modeling, market data from independent databases and third-party sources, analyses of various key market and macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. Figures are based on net revenues and exclude agency commissions, rebates and production costs.

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