Based on employment data collected in the United Kingdom (UK), in the fourth quarter of 2022, there were a total of 192 thousand individuals working in advertising and market research. In general, the number of women working in this industry was higher than the number of men. However, the number of men was higher for self-employed advertising and market researcher specialists.
Revenue: market research vs. advertising
Despite its significance, market research still makes up a small share of the overall industry revenue in the United Kingdom, attesting to the immense profitability of the advertising segment. By 2022, it accounted for 11 percent of the entire segment’s revenue, and this is expected to continue to 2024 even as overall earnings rise.
Internet advertising on the rise
On the other hand, advertising has always brought in the largest revenue and its growth is by and large due to online marketing. In fact, while advertising spend for a majority of channels in the UK has either entered a slow decline or remained the same, spending on internet advertising surpasses 10 billion British pounds. This is largely in line with the rise of device and smartphone ownership, as well as the growing popularity of online video-on-demand services.
Number of advertising and market research jobs in the United Kingdom (UK) from 1st quarter 2009 to 4th quarter 2022, by gender and employment type
(in 1,000)
The figures were not seasonally adjusted. ** These categories (employee jobs total, male and female) do not include self-employed jobs. Data on self-employed jobs come from another publication by the same source.
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Office for National Statistics (UK). (March 15, 2023). Number of advertising and market research jobs in the United Kingdom (UK) from 1st quarter 2009 to 4th quarter 2022, by gender and employment type (in 1,000) [Graph]. In Statista. Retrieved September 01, 2024, from https://www.statista.com/statistics/270704/number-of-advertising-and-market-research-industry-jobs-in-the-united-kingdom-uk-by-employee-gender/
Office for National Statistics (UK). "Number of advertising and market research jobs in the United Kingdom (UK) from 1st quarter 2009 to 4th quarter 2022, by gender and employment type (in 1,000)." Chart. March 15, 2023. Statista. Accessed September 01, 2024. https://www.statista.com/statistics/270704/number-of-advertising-and-market-research-industry-jobs-in-the-united-kingdom-uk-by-employee-gender/
Office for National Statistics (UK). (2023). Number of advertising and market research jobs in the United Kingdom (UK) from 1st quarter 2009 to 4th quarter 2022, by gender and employment type (in 1,000). Statista. Statista Inc.. Accessed: September 01, 2024. https://www.statista.com/statistics/270704/number-of-advertising-and-market-research-industry-jobs-in-the-united-kingdom-uk-by-employee-gender/
Office for National Statistics (UK). "Number of Advertising and Market Research Jobs in The United Kingdom (Uk) from 1st Quarter 2009 to 4th Quarter 2022, by Gender and Employment Type (in 1,000)." Statista, Statista Inc., 15 Mar 2023, https://www.statista.com/statistics/270704/number-of-advertising-and-market-research-industry-jobs-in-the-united-kingdom-uk-by-employee-gender/
Office for National Statistics (UK), Number of advertising and market research jobs in the United Kingdom (UK) from 1st quarter 2009 to 4th quarter 2022, by gender and employment type (in 1,000) Statista, https://www.statista.com/statistics/270704/number-of-advertising-and-market-research-industry-jobs-in-the-united-kingdom-uk-by-employee-gender/ (last visited September 01, 2024)
Number of advertising and market research jobs in the United Kingdom (UK) from 1st quarter 2009 to 4th quarter 2022, by gender and employment type (in 1,000) [Graph], Office for National Statistics (UK), March 15, 2023. [Online]. Available: https://www.statista.com/statistics/270704/number-of-advertising-and-market-research-industry-jobs-in-the-united-kingdom-uk-by-employee-gender/