Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
- Internet access, online shopping and research propel growth
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- Figure 1: Fan chart forecast of U.S. search and banner ad sales, 2007-17
- Search leads and keeps gaining
- Rising tide for internet ads lifts all ships
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- Figure 2: U.S. online advertising spend: Search and banner vs. other internet spend, 2012
- Market factors
- Access to Wi-Fi rising
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- Figure 3: Internet access, by age, August 2011-March 2012
- Internet access shifting to mobile devices
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- Figure 4: Household desktop and laptop ownership, January 2011 and August 2012
- PC ownership nearly universal in higher-income groups
- Trust in online shopping rising
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- Figure 5: Attitudes and opinions about the internet, February 2010-August 2012
- The consumer
- Frequency of research and wider influence of ads
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- Figure 6: Incidence of conducting online research for purchases in past week, by parental status, November 2012
- Ads result in purchase for minority
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- Figure 7: Response to internet advertising, by type of ad, February 2010-August 2012
- Banner shows efficacy beyond immediate purchase
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- Figure 8: Attitudes toward banner ads, November 2012
- Tackling the frequent researcher a clear behavioral objective
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- Figure 9: Response to banner ads, by number of items researched online in past week, November 2012
- Intermittent purchases most likely to be researched
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- Figure 10: Categories researched online in past six months, November 2012
- Half for Amazon and Google, a third for Walmart and eBay
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- Figure 11: Leading activities in most recent online product research session, November 2012
- Younger researchers more thorough
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- Figure 12: Number of web activities conducted in most recent online research session, by age, November 2012
- Web activity favored by young and high-income consumers
- Quick access to mass market readily available on leading sites
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- Figure 13: Top 10 websites visited in past 30 days, August 2012
- Asians clear leaders in online research
- What we think
Issues in the Market
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- Can increasing internet access be bad for ad sales?
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- Figure 14: Wi-fFi and home network access, July 2009-March 2012
- Can increasing online shopping be bad for ad buyers and sellers?
- Is advertising a 20th century phenomenon?
Insights and Opportunities
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- Beyond immediate purchase
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- Figure 15: Value seen in online ads, by age, November 2012
- Reaching the young and affluent
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- Figure 16: Time spent online on activities other than email at home and work, by household income, January-August 2012
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- Figure 17: Time spent online on activities other than email at home and work, by age, January-August 2012
- Increasing the regularity of online purchasing
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- Figure 18: Any online shopping in the past month, and past year, by age, household income, and parents of children in the household, January-August 2012
Trend Application
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- Trend: Buydeology
- Trend: The Unfairer Sex
- Mintel Futures: Old Gold
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- Figure 19: Products, activities, and services researched online in past six months, by age, November 2012
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- Figure 20: Selected websites visited in past 30 days, by age, January-August 2012
Market Size and Forecast
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- Key points
- Rapid growth
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- Figure 21: U.S. total search and banner ad sales, at current prices, 2007-17
- Figure 22: U.S. total search and banner ad sales, at inflation-adjusted prices, 2007-17
- Rising tide for internet ads lifts all ships
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- Figure 23: U.S. online advertising spend: search and banner vs. all other internet spend, 2010 and 2012
- Fan chart forecast
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- Figure 24: Fan chart forecast of U.S. search and banner ad sales, 2007-17
Market Segmentation
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- Key points
- Search leads and keeps gaining
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- Figure 25: U.S. online advertising spend: search vs. banner, 2010 and 2012
- Search goes new places with Facebook and Siri
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- Figure 26: U.S. search ad sales, at current prices, 2007-17
- Banner growth to be driven by inflow from traditional media
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- Figure 27: U.S. banner ad sales, at current prices, 2007-17
Innovations and Innovators
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- Facebook makes search social
- Ad Options gives consumers control over behavioral advertising
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- Figure 28: Ad Options Icon
- Kibbles ’n Bits gets interactive
- Stride’s addictive game drives extended engagement with banner ad
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- Figure 29: Stride’s “ridiculously long lasting” banner ad game, 2011
- BMW serves World’s Longest Banner Ad
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- Figure 30: BMW “World’s longest banner ad,” 2011
- Homeless banner ads taken up in storm
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- Figure 31: Changing color in Stadsmission banner ads
- Interactive banners allow viewers to fly away for the weekend
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- Figure 32: SAS banner ad
Market Drivers
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- Key points
- PC penetration at a standstill
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- Figure 33: Household desktop and laptop ownership, January 2011 and August 2012
- Home and work internet access continues to rise
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- Figure 34: Location of internet usage, February 2009-August 2012
- Figure 35: Hours spent online at home in past seven days, February 2009-August 2012
- Impact of age on internet usage
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- Figure 36: Locations of internet usage, by age, January-August 2012
- Figure 37: Time spent online at home in the last seven days, by age, January-August 2012
- Impact of household income on internet usage
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- Figure 38: Locations of internet usage, by household income, January-August 2012
- Figure 39: Time spent online at home in the last seven days, by household income, January-August 2012
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- Figure 40: Time spent online at work in the last seven days, by household income, January-August 2012
- Web destroying competing media
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- Figure 41: Impact of internet on other media usage, February 2009-March 2012
- Online shopping picking up converts
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- Figure 42: Online shopping past year vs. the past month, February 2009-August 2012
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- Figure 43: Attitudes and opinions about the internet, February 20010-August 2012
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- Figure 44: Online shopping in past year compared to past month, by demographic, January-August 2012
Frequency of Online Research
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- Key points
- Weekly online research for products conducted by vast majority
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- Figure 45: Number of potential purchases researched online in past week, by age, November 2012
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- Figure 46: Impact of internet on lifestyle, February 2009-March 2012
- Homing in on moms
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- Figure 47: Number of potential purchases researched online in past week, by gender and parental status, November 2012
Categories Researched
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- Key points
- Electronics, fashion, travel merit heaviest online spends
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- Figure 48: Products, activities, and services researched online in the past six months, by gender, November 2012
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- Figure 49: Products, activities, and services researched online in the past six months, by age, November 2012
Online Research Activities
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- Key points
- Amazon, Google top stops
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- Figure 50: Use of search and reviews in most recent online research session, by age, November 2012
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- Figure 51: Use of search and reviews in most recent online research session, by household income, November 2012
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- Figure 52: Use of search and reviews in most recent online research session, by number of items researched online in past week, November 2012
- Figure 53: Interaction with ads, brands, and social media in most recent online research session, by number of items researched online in past week, November 2012
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- Figure 54: Interaction with ads, brands, and social media in most recent online research session, by age, November 2012
- Google retains dominance in search
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- Figure 55: Search engine usage, by age, January-August 2012
- Figure 56: Search engine usage, by household income, January-August 2012
Websites and Web Activities
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- Key points
- Quick access to mass market readily available on leading sites
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- Figure 57: Websites visited in past 30 days, February 2009-August 2012
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- Figure 58: Websites visited in past 30 days, by age, January-August 2012
- Figure 59: Websites visited in past 30 days, by household income, January-August 2012
- Entertainment for the young, medical and financial for the mature
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- Figure 60: Online activities conducted in past 30 days, by age, January-August 2012
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- Figure 61: Online activities conducted in past 30 days, by household income, January-August 2012
Response to Ads
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- Key points
- Internet ads increasingly lead to purchases
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- Figure 62: Response to internet advertising, by type of ad, February 2009-August 2012
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- Figure 63: Response to internet advertising, by type of ad, by age, January-August 2012
- Figure 64: Response to internet advertising, by type of ad, by marital status and presence of children, January-August 2012
- Reach universal, response tied to age
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- Figure 65: Responses to display ads seen in the past month, by age, November 2012
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- Figure 66: Responses to display ads seen in the past month, by number of items researched online in past week, November 2012
- Glass half full for banner ads
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- Figure 67: Attitudes toward online ads, November 2012
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- Figure 68: Attitudes toward online ads, by number of items researched online in past week, November 2012
Impact of Race and Hispanic Origin
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- Key points
- Asians top researchers
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- Figure 69: Time spent online at home in the last seven days, by race and Hispanic origin, January-August 2012
- Figure 70: Time spent online at work in last seven days, by race and Hispanic origin, January-August 2012
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- Figure 71: Number of items researched online in past week, by race and Hispanic origin, November 2012
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- Figure 72: Interaction with ads, brands, and social media in online research, by race and Hispanic origin, November 2012
- Minority groups show superior response to ads
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- Figure 73: Responses to display ads seen in the past month, by race and Hispanic origin, November 2012
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- Figure 74: Products, activities, and services researched online in the past six months, by race and Hispanic origin, November 2012
Appendix – Additional Useful Tables
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- By age
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- Figure 75: Use of search and reviews in typical online research session, by age, November 2012
- Figure 76: Interaction with ads, brands, and social media in typical online research session, by age, November 2012
- Figure 77: Limitations on the value of online ads, by age, November 2012
- By age and gender
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- Figure 78: Products, activities, and services researched online in the past six months, by gender and age, November 2012
- Figure 79: Attitudes toward display ads, by gender and age, November 2012
- By household income
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- Figure 80: Products, activities, and services researched online in the past six months, by household income, November 2012
- Figure 81: Number of items researched online in past week, by household income, November 2012
- Figure 82: Use of search and reviews in typical online research session, by household income, November 2012
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- Figure 83: Response to internet advertising, by household income, January-August 2012
- Figure 84: Interaction with ads, brands, and social media in most recent online research session, by household income, November 2012
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- Figure 85: Responses to display ads seen in the past month, by household income, November 2012
- Figure 86: Limitations on the value of online ads, by household income, November 2012
- By parental status
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- Figure 87: Products, activities, and services researched online in the past six months, by parental status, November 2012
- Figure 88: Use of search and reviews in most recent online research session, by parental status, November 2012
- Figure 89: Impact of online ads on purchasing, by parental status, November 2012
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- Figure 90: Frequency of using the internet, by parents with children in household, January-August 2012
- Figure 91: Frequency of using the internet, by marital status and presence of children, January-August 2012
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- Figure 92: Time spent online at home in the last seven days, by marital status and presence of children, January-August 2012
- Figure 93: Time spent online at work in the last seven days, by marital status and presence of children, January-August 2012
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- Figure 94: Online activities conducted in past 30 days, by parents with children in household, January-August 2012
- Figure 95: Online activities conducted in past 30 days, by marital status and presence of children, January-August 2012
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- Figure 96: Websites visited in past 30 days, by marital status and presence of children, January-August 2012
- Figure 97: Websites visited in past 30 days, by parents with children in household, January-August 2012
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- Figure 98: Locations of internet usage, by parents with children in household, January-August 2012
- Figure 99: Locations of internet usage, by marital status and presence of children, January-August 2012
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- Figure 100: Response to internet advertising, by parents with children in household, January-August 2012
- Figure 101: Online shopping and research activities conducted in past 30 days, by marital status with children, January-August 2012
- By number of items researched
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- Figure 102: Products, activities, and services researched online in the past six months, by number of items researched online in past week, November 2012
- Figure 103: Use of search and reviews in typical online research session, by number of items researched online in past week, November 2012
- By race and Hispanic origin
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- Figure 104: Attitudes toward display ads, by race and Hispanic origin, November 2012
- By language spoken in the home among Hispanics
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- Figure 105: Frequency of using the internet, by languages spoken in home, January-August 2012
- Figure 106: Time spent online at home in the last seven days, by languages spoken in home, January-August 2012
- Figure 107: Online activities conducted in past 30 days, by languages spoken in home, January-August 2012
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- Figure 108: Websites visited in past 30 days, by languages spoken in home, January-August 2012
- Figure 109: Attitudes and opinions about the internet, by languages spoken in home, January-August 2012
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- Figure 110: Locations of internet usage, by languages spoken in home, January-August 2012
- Figure 111: Response to internet advertising, by languages spoken in home, January-August 2012
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- Figure 112: Search engine usage, by languages spoken in home, January-August 2012
- Frequency of using the internet
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- Figure 113: Frequency of using the internet at home in last week, by age, January-August 2012
- Figure 114: Frequency of using the internet at home in last week, by household income, January-August 2012
- Figure 115: Frequency of using the internet at work in last week, by household income, January-August 2012
Appendix – Trade Associations
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