Digital Market Outlook

• Revenue
• Average revenue per User (or per Smart Home, per Connected Car)
• Number of Users (or Smart Homes, Connected Cars)
• Penetration
• Demographic segmentation (e.g. for age and income)
• Global comparison
• Market indicators (e.g. internet penetration, smartphone penetration)

• 8 digital verticals (e.g. e-Commerce) are divided into:
• 34 market segments (e.g. e-Commerce -> Clothes & shoes) which split into:
• 82 sub-segments: (e.g. e-Commerce -> Clothes & shoes -> Shoes & leather goods).

A complete market overview can be found in our methodology or at the market directory.

Our market data is based on comprehensive mathematical modeling, focusing on a bottom-up approach to derive market sizes and trends by having a deep understanding of the underlying processes and influencing factors. Analyzing the market structure and how monetary value is generated is the key to anticipate new trends and derive realistic estimates.

It also allows us to combine very different types of datasets in order to get a holistic view from different perspectives on the market in terms of infrastructure and preconditions, consumer behavior and social trends or economic development. These data points include statistical macro-data on a country-level, survey-based insights from market research, ongoing screening of the competitor landscape as well as third-party studies and analyses. A brief description of the methodology can be downloaded here.

The number of people depends on the country and the survey.
In the Consumer Barometer online survey (Google/TNS) the sample size per country was 3,000 per country and the respondents were at least 16 years old.

Exception:

• at least 18 years old: Argentina, Brazil, China, India, Japan, South Korea, Malaysia, Mexico, Philippines, Vietnam, US
• sample size n=1,200: India, Indonesia, South Africa and Saudi Arabia

In the Connected Consumer survey (Google/TNS) the sample size per country was 1,000 and the respondents were at least 16 years old.

Exception:

• at least 18 years old: Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, US
• at least 20 years old: Japan
• sample size n=4,000: India

In addition to that, Statista conducts own surveys for specific deep-dive analysis, which cover only selected or single country insights that serve as a proxy and allow detailed trend analysis for lead markets.