Key regions: China, Australia, Germany, United Kingdom, France
Web Push Advertising is a rapidly growing market in Africa, driven by the increasing internet penetration and the growing popularity of mobile devices in the region. With a large and diverse population, Africa offers significant opportunities for advertisers to reach a wide audience through web push notifications. Customer preferences in Africa are shifting towards digital platforms, as more people gain access to the internet and mobile devices. The convenience and affordability of smartphones have made them the primary means of accessing the internet for many Africans. As a result, there is a growing demand for digital advertising solutions that can effectively reach this mobile-first audience. Web push notifications provide a direct and immediate way to engage with users, making them an attractive advertising channel in Africa. Trends in the market show that web push advertising is gaining traction across various industries in Africa. E-commerce companies are using web push notifications to promote flash sales, discounts, and new product launches, driving traffic to their websites and increasing sales. News publishers are leveraging web push notifications to deliver breaking news alerts and drive traffic to their articles. Mobile apps are also using web push notifications to engage with users and encourage app usage. Local special circumstances in Africa, such as limited access to traditional media channels and high mobile phone penetration, contribute to the growth of web push advertising. Traditional media channels like television and print have limited reach in many parts of Africa, making it challenging for advertisers to effectively target their audience. Web push notifications overcome this challenge by delivering targeted messages directly to users' devices, ensuring maximum visibility and engagement. Underlying macroeconomic factors, such as the increasing GDP growth and urbanization in Africa, are also driving the growth of web push advertising. As the economies in many African countries continue to grow, more people are entering the middle class and becoming potential consumers. This presents a significant opportunity for advertisers to tap into this growing consumer base and promote their products or services through web push notifications. In conclusion, the Web Push Advertising market in Africa is experiencing rapid growth due to the increasing internet penetration, the popularity of mobile devices, and the shifting customer preferences towards digital platforms. With the convenience and affordability of smartphones, web push notifications provide an effective way for advertisers to engage with the mobile-first audience in Africa. The market is witnessing trends such as e-commerce companies using web push notifications to drive sales, news publishers delivering breaking news alerts, and mobile apps engaging with users. Local special circumstances, including limited access to traditional media channels and high mobile phone penetration, further contribute to the growth of web push advertising. Additionally, underlying macroeconomic factors such as increasing GDP growth and urbanization in Africa present significant opportunities for advertisers to target the growing consumer base in the region.
Data coverage:
The data encompasses B2B enterprises. Figures are based on Web Push Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing web push 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), 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 Consumer Insightsis reweighted for representativeness.
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