Digital Advertising
United States
(Core country: data based on in-depth analysis)
Ad Spending
in the Digital Advertising market in million US$
Reading Support Ad spending in the Digital Advertising market is projected to reach US$136,690m in 2020.
Split - Desktop & Mobile
in the Digital Advertising market in percent
Reading Support In the Digital Advertising market, 69% of total ad spending will be generated through mobile in 2024.
Analyst Opinion
Since the first online banner ad was placed in 1994, advertisers went through many upheavals and needed to adopt to constantly changing technological revolutions, legal conditions, and consumer trends. With a click-through-rate (CTR) of 44%, the first online banner ad achieved a success that modern advertisers can only dream of, even with new formats like programmatic or native advertising. However, the endless innovation potential of this market is the reason for its popularity among start-ups and entrepreneurs.
Ad Spending by Industry
in the Digital Advertising market in percent
Reading Support In the Digital Advertising market, 25.9% of the digital ad spending will be accounted by the retail industry in 2020.
Split - (Non-)Programmatic
in the Digital Advertising market in percent
Reading Support In the Digital Advertising market, 84% of the Digital Advertising revenue will be generated through programmatic advertising in 2024.
Average Ad Spending per Internet User
in the Digital Advertising market in US$
Reading Support The average ad spending per internet user in the Classifieds segment is projected to amount to US$8.28 in 2020.
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.
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Population in m Number of individuals (all ages) living in the selected region, the data reflect the United Nations' medium variant of World Population Prospects | 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 reflect the United Nations' medium variant of World Population Prospects | 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 reflect the United Nations' medium variant of World Population Prospects | 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 reflect the United Nations' medium variant of World Population Prospects | 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 reflect the United Nations' medium variant of World Population Prospects | 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 reflect the United Nations' medium variant of World Population Prospects | 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 reflect the United Nations' medium variant of World Population Prospects | Source: Statista, based on UN DESA and national statistical offices | ||||||||||||||||||||||
Consumer spending (current) 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 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 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 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 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 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 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 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 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 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 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 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 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 Click arrow to expand | ||||||||||||||||||||||
Mobile subscriptions per 100 capita Includes subscriptions to a public mobile telephone service that provide access to the PSTN using cellular technology. | Source: Statista, based on ITU | ||||||||||||||||||||||
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 | ||||||||||||||||||||||
2G Coverage (Index, 100=most developed country) Indexed coverage of selected region with 2G mobile broadband connections (100=most developed country) | Source: Statista, based on GSMA | ||||||||||||||||||||||
3G Coverage (Index, 100=most developed country) Indexed coverage of selected region with 3G mobile broadband connections (100=most developed country) | Source: Statista, based on GSMA | ||||||||||||||||||||||
4G Coverage (Index, 100=most developed country) Indexed coverage of selected region with 4G mobile broadband connections (100=most developed country) | Source: Statista, based on GSMA | ||||||||||||||||||||||
Mobile download speeds (Index, 100=most developed country) Indexed average mobile download speeds (100=most developed country) | Source: Statista, based on GSMA | ||||||||||||||||||||||
Mobile upload speeds (Index, 100=most developed country) Indexed average mobile upload speeds (100=most developed country) | Source: Statista, based on GSMA | ||||||||||||||||||||||
Hardware market Click arrow to expand | ||||||||||||||||||||||
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 Average revenue of laptops and tablets per capita | Source: Statista Consumer Market Outlook | ||||||||||||||||||||||
Per-capita volume desktop PCs in units Average per capita sales of Desktop-PCs in units | Source: Statista Consumer Market Outlook | ||||||||||||||||||||||
Per-capita revenue desktop PCs Average revenue of Desktop-PCs per capita | Source: Statista Consumer Market Outlook | ||||||||||||||||||||||
Per-capita volume mobile phones in units Average per capita sales of mobile phones in units | Source: Statista Consumer Market Outlook | ||||||||||||||||||||||
Per-capita revenue mobile phones Average revenue of mobile phones per capita | Source: Statista Consumer Market Outlook | ||||||||||||||||||||||
Social media usage Click arrow to expand | ||||||||||||||||||||||
Social media penetration in % Estimated share of the total population using social media | Source: Statista | ||||||||||||||||||||||
Households in m Total number of households in the selected region | Source: Statista | ||||||||||||||||||||||
GDP (current) 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, June 2020 | ||||||||||||||||||||||
Methodology
With its B2B focus, the Digital Advertising market is an exception in the Digital Market Outlook. It builds on top-down modeling based on the location’s economic power as measured by its Gross Domestic Product (GDP). Furthermore, we rely on market data from independent databases and third-party sources, the analysis of various key market and macroeconomic indicators, historical developments, current trends, and the reported performance indicators of the key market players. The Digital Advertising market only covers ad spending by businesses (B2B). All monetary figures refer to the gross spending by businesses on digital advertisements being played via online channels. Gross spending factors in discounts, agency fees, margins, as well as taxes.
Recommended studies & reports
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- Digital Advertising Report 2019