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DLR Issue 83 December 2015

The Digital Landscape Report is a monthly digest of the latest research news and statistics that are relevant to the digital publishing community. Content for the report includes bespoke contributions from leading research and marketing intelligence providers as well as publicly sourced data. The report has four key sections – Forecasts & Ad Issues, Online Audience Trends, Media Category Analysis, Trends in Key Interest Areas

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Highlights for December:

 

  • eMarketer predict digital as spending will account for 51.9% of UK total ad spend in 2016 and grow to 57.5% by 2019 (eMarketer, December 2015)
  • WPP’s Group M upgraded its UK ad revenue prediction from 6% to 7% for both 2015 and 2016 with digital cited as a key driver (Brand Republic, December 2015)
  • ZenithOptimedia have gone even further and are predicting a 10% in total ad revenue in 2016 (Brand Republic, December 2015
  • People accessing the internet from multiple devices spend the equivalent of 3.5 days online (compared to 1.3 days for those accessing solely from PCs). The multi-platform user also generates 57% more page views (comScore, November 2015)
  • November proved to be a strong month for the News and Media category with a +6% month on month increase in traffic, this growth means the category now holds a 10.6% of total traffic and has experienced annual growth of over 30% on November 2014 (Hitwise, November 2015)
  • The Print category also performed well with a 4% monthly increase, or 27.5% year on year growth (Hitwise, November 2015)
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