How much time do people spend on social media?

              As of 2024, the average daily social media usage of internet users worldwide amounted to 143 minutes per day, down from 151 minutes in the previous year. Currently, the country with the most time spent on social media per day is Brazil, with online users spending an average of three hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in
              the U.S. was just two hours and 16 minutes. Global social media usageCurrently, the global social network penetration rate is 62.3 percent. Northern Europe had an 81.7 percent social media penetration rate, topping the ranking of global social media usage by region. Eastern and Middle Africa closed the ranking with 10.1 and 9.6 percent usage reach, respectively.
              People access social media for a variety of reasons. Users like to find funny or entertaining content and enjoy sharing photos and videos with friends, but mainly use social media to stay in touch with current events friends. Global impact of social mediaSocial media has a wide-reaching and significant impact on not only online activities but also offline behavior and life in general.
              During a global online user survey in February 2019, a significant share of respondents stated that social media had increased their access to information, ease of communication, and freedom of expression. On the flip side, respondents also felt that social media had worsened their personal privacy, increased a polarization in politics and heightened everyday distractions.

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents.

              The global social media marketing segment

              According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide.

              Social media for B2B marketing

              Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.

Marketing Analytics Market Outlook

According to our latest research, the global marketing analytics market size in 2024 stands at USD 5.8 billion, demonstrating robust momentum driven by the increasing adoption of data-driven decision-making across industries. The market is projected to register a CAGR of 13.2% from 2025 to 2033, reaching an estimated market size of USD 17.1 billion by 2033. This accelerated growth is primarily attributed to the proliferation of digital channels, the surge in big data, and the imperative for organizations to achieve higher ROI from their marketing investments. The marketing analytics market is evolving rapidly, with advanced analytics tools enabling businesses to gain actionable insights, optimize campaigns, and enhance customer engagement across diverse sectors.

One of the most significant growth factors for the marketing analytics market is the exponential increase in data generation from multiple digital touchpoints. The rise of omnichannel marketing strategies has resulted in vast and complex datasets, encompassing customer interactions from social media, websites, mobile applications, and email campaigns. Businesses are increasingly leveraging marketing analytics solutions to aggregate, process, and analyze this data in real time, gaining deeper insights into customer behavior, preferences, and purchase patterns. The ability to transform raw data into actionable intelligence is empowering marketers to personalize campaigns, improve targeting accuracy, and maximize conversion rates, thereby fueling the demand for sophisticated analytics platforms.

Another critical driver is the growing emphasis on measuring marketing effectiveness and optimizing marketing spend. As organizations face mounting pressure to justify marketing budgets and demonstrate tangible ROI, marketing analytics tools have become indispensable. These solutions enable marketers to track key performance indicators (KPIs), attribute revenue to specific channels, and identify underperforming campaigns. The integration of artificial intelligence and machine learning into marketing analytics platforms is further enhancing predictive capabilities, allowing businesses to forecast trends, automate campaign adjustments, and refine customer segmentation. This technological evolution is driving widespread adoption across both large enterprises and small and medium businesses.

The surge in regulatory requirements and data privacy concerns is also shaping the marketing analytics market. With the implementation of stringent data protection regulations such as GDPR and CCPA, organizations are compelled to adopt analytics solutions that ensure compliance while maintaining data integrity and security. Modern marketing analytics platforms are incorporating advanced data governance features, encryption, and anonymization techniques, enabling businesses to harness the power of analytics without compromising customer trust. This focus on compliance, coupled with the increasing need for transparency in marketing practices, is accelerating the adoption of analytics tools across regulated industries such as BFSI and healthcare.

Regionally, North America dominates the marketing analytics market, accounting for the largest share in 2024, followed closely by Europe and Asia Pacific. The United States, in particular, is at the forefront due to the presence of major analytics vendors, high digital adoption, and substantial marketing expenditure by enterprises. However, the Asia Pacific region is poised for the fastest growth over the forecast period, driven by rapid digital transformation, expanding e-commerce ecosystems, and increasing investments in marketing technology. Latin America and the Middle East & Africa are also witnessing steady growth as organizations in these regions recognize the strategic value of data-driven marketing.

Component Analysis

The marketing analytics market is segmented by component into software and services, each playing a vital role in the overall ecosystem. The software segment dominates th

During a 2024 survey among marketers worldwide, approximately 83 percent selected increased exposure as a benefit of social media marketing. Increased traffic followed, mentioned by 73 percent of the respondents, while 65 percent cited generated leads.

              The multibillion-dollar social media ad industry

              Between 2019 – the last year before the pandemic – and 2024, global social media advertising spending skyrocketed by 140 percent, surpassing an estimated 230 billion U.S. dollars in the latter year. That figure was forecast to increase by nearly 50 percent by the end of the decade, exceeding 345 billion dollars in 2029. As of 2024, the social media networks with the most monthly active users were Facebook, with over three billion, and YouTube, with more than 2.5 billion.

              Pros and cons of GenAI for social media marketing

              According to another 2024 survey, generative artificial intelligence's (GenAI) leading benefits for social media marketing according to professionals worldwide included increased efficiency and easier idea generation. The third place was a tie between increased content production and enhanced creativity. All those advantages were cited by between 33 and 38 percent of the interviewees. As for GenAI's top challenges for global social media marketing,
              maintaining authenticity and the value of human creativity ranked first, mentioned by 43 and 40 percent of the respondents, respectively. Another 35 percent deemed ensuring the content resonates as an obstacle.

How many people use social media?

              Social media usage is one of the most popular online activities. In 2024, over five billion people were using social media worldwide, a number projected to increase to over six billion in 2028.

              Who uses social media?
              Social networking is one of the most popular digital activities worldwide and it is no surprise that social networking penetration across all regions is constantly increasing. As of January 2023, the global social media usage rate stood at 59 percent. This figure is anticipated to grow as lesser developed digital markets catch up with other regions
              when it comes to infrastructure development and the availability of cheap mobile devices. In fact, most of social media’s global growth is driven by the increasing usage of mobile devices. Mobile-first market Eastern Asia topped the global ranking of mobile social networking penetration, followed by established digital powerhouses such as the Americas and Northern Europe.

              How much time do people spend on social media?
              Social media is an integral part of daily internet usage. On average, internet users spend 151 minutes per day on social media and messaging apps, an increase of 40 minutes since 2015. On average, internet users in Latin America had the highest average time spent per day on social media.

              What are the most popular social media platforms?
              Market leader Facebook was the first social network to surpass one billion registered accounts and currently boasts approximately 2.9 billion monthly active users, making it the most popular social network worldwide. In June 2023, the top social media apps in the Apple App Store included mobile messaging apps WhatsApp and Telegram Messenger, as well as the ever-popular app version of Facebook.

This dataset provides comprehensive statistics and trends in digital marketing, covering areas such as PPC, SEO, social media, and content marketing in 2022.

In 2023, Meta Platforms had a total annual revenue of over 134 billion U.S. dollars, up from 116 billion in 2022. LinkedIn reported its highest annual revenue to date, generating over 15 billion USD, whilst Snapchat reported an annual revenue of 4.6 billion USD.

Digital Marketing Analytics

This dataset provides an in-depth look at customer interactions and campaign performance within the digital marketing realm. It includes key metrics and demographic information that are crucial for analyzing marketing effectiveness and customer engagement. The dataset comprises the following columns:

Customer Id:

Unique identifier for each customer, facilitating individual tracking and analysis.

Age:

Customer's age, offering insights into demographic segmentation and targeting strategies.

Gender:

Customer's gender, useful for understanding gender-based preferences and behavior.

Income:

Customer's income level, providing context on purchasing power and conversion potential.

Campaign Channel:

The medium through which the marketing campaign was delivered (e.g., email, social media).

Campaign Type:

The nature of the marketing campaign (e.g., promotional offer, product launch), helping to assess campaign effectiveness.

Ad Spend:

Amount spent on advertisements, crucial for evaluating cost-efficiency and ROI.

Click Through Rate (CTR):

Ratio of clicks to impressions, indicating ad engagement and effectiveness.

Conversion Rate:

Percentage of users who complete a desired action after interacting with an ad, reflecting the success of the campaign in driving actual sales or goals.

Website Visit:

Number of visits to the website by the customer, measuring engagement and interest.

This dataset is ideal for exploring customer behavior, optimizing marketing strategies, and evaluating the success of various campaigns. Perfect for data scientists and marketers looking to derive actionable insights from digital marketing data.

During a January 2024 global survey among marketers, nearly 60 percent reported plans to increase their organic use of YouTube for marketing purposes in the following 12 months. LinkedIn and Instagram followed, respectively mentioned by 57 and 56 percent of the respondents intending to use them more. According to the same survey, Facebook was the most important social media platform for marketers worldwide.

Success.ai’s Consumer Behavior Data for Consumer Goods & Electronics Industry Leaders in Asia, the US, and Europe offers a robust dataset designed to empower businesses with actionable insights into global consumer trends and professional profiles. Covering executives, product managers, marketers, and other professionals in the consumer goods and electronics sectors, this dataset includes verified contact information, professional histories, and geographic business data.

With access to over 700 million verified global profiles and firmographic data from leading companies, Success.ai ensures your outreach, market analysis, and strategic planning efforts are powered by accurate, continuously updated, and GDPR-compliant data. Backed by our Best Price Guarantee, this solution is ideal for businesses aiming to navigate and lead in these fast-paced industries.

Why Choose Success.ai’s Consumer Behavior Data?

1. Verified Contact Data for Precision Engagement

   • Access verified email addresses, phone numbers, and LinkedIn profiles of professionals in the consumer goods and electronics industries.
   • AI-driven validation ensures 99% accuracy, optimizing communication efficiency and minimizing data gaps.

2. Comprehensive Global Coverage

   • Includes profiles from key markets in Asia, the US, and Europe, covering regions such as China, India, Germany, and the United States.
   • Gain insights into region-specific consumer trends, product preferences, and purchasing behaviors.

3. Continuously Updated Datasets

   • Real-time updates capture career progressions, company expansions, market shifts, and consumer trend data.
   • Stay aligned with evolving market dynamics and seize emerging opportunities effectively.

4. Ethical and Compliant

   • Fully adheres to GDPR, CCPA, and other global data privacy regulations, ensuring responsible use and legal compliance for all data-driven campaigns.

Data Highlights:

• 700M+ Verified Global Profiles: Connect with industry leaders, marketers, and decision-makers in consumer goods and electronics industries worldwide.
• Consumer Trend Insights: Gain detailed insights into product preferences, purchasing patterns, and demographic influences.
• Business Locations: Access geographic data to identify regional markets, operational hubs, and emerging consumer bases.
• Professional Histories: Understand career trajectories, skills, and expertise of professionals driving innovation and strategy.

Key Features of the Dataset:

1. Decision-Maker Profiles in Consumer Goods and Electronics

   • Identify and engage with professionals responsible for product development, marketing strategy, and supply chain optimization.
   • Target individuals making decisions on consumer engagement, distribution, and market entry strategies.

2. Advanced Filters for Precision Campaigns

   • Filter professionals by industry focus (consumer electronics, FMCG, luxury goods), geographic location, or job function.
   • Tailor campaigns to align with specific industry trends, market demands, and regional preferences.

3. Consumer Trend Data and Insights

   • Access data on regional product preferences, spending behaviors, and purchasing influences across key global markets.
   • Leverage these insights to shape product development, marketing campaigns, and customer engagement strategies.

4. AI-Driven Enrichment

   • Profiles enriched with actionable data allow for personalized messaging, highlight unique value propositions, and improve engagement outcomes.

Strategic Use Cases:

1. Marketing and Demand Generation

   • Design campaigns tailored to consumer preferences, regional trends, and target demographics in the consumer goods and electronics industries.
   • Leverage verified contact data for multi-channel outreach, including email, social media, and direct marketing.

2. Market Research and Competitive Analysis

   • Analyze global consumer trends, spending patterns, and product preferences to refine your product portfolio and market positioning.
   • Benchmark against competitors to identify gaps, emerging needs, and growth opportunities in target regions.

3. Sales and Partnership Development

   • Build relationships with key decision-makers at companies specializing in consumer goods or electronics manufacturing and distribution.
   • Present innovative solutions, supply chain partnerships, or co-marketing opportunities to grow your market share.

4. Product Development and Innovation

   • Utilize consumer trend insights to inform product design, pricing strategies, and feature prioritization.
   • Develop offerings that align with regional preferences and purchasing behaviors to maximize market impact.

Why Choose Success.ai?

1. Best Price Guarantee
   • Access premium-quality consumer behavior data at competitive prices, ensuring maximum ROI for your outreach, research, and ma...

Maximize your business potential with Success.ai's LinkedIn Company and Contact Data, a comprehensive solution designed to empower your business with strategic insights drawn from one of the largest professional networks in the world. This extensive dataset includes in-depth profiles from over 700 million professionals and 70 million companies globally, making it a goldmine for businesses aiming to enhance their marketing strategies, refine competitive intelligence, and drive robust B2B lead generation.

Transform Your Email Marketing Efforts With Success.ai, tap into highly detailed and direct contact data to personalize your communications effectively. By accessing a vast array of email addresses, personalize your outreach efforts to dramatically improve engagement rates and conversion possibilities.

Data Enrichment for Comprehensive Insights Integrate enriched LinkedIn data seamlessly into your CRM or any analytical system to gain a comprehensive understanding of your market landscape. This enriched view helps you navigate through complex business environments, enhancing decision-making and strategic planning.

Elevate Your Online Marketing Deploy targeted and precision-based online marketing campaigns leveraging detailed professional data from LinkedIn. Tailor your messages and offers based on specific professional demographics, industry segments, and more, to optimize engagement and maximize online marketing ROI.

Digital Advertising Optimized Utilize LinkedIn’s precise company and professional data to create highly targeted digital advertising campaigns. By understanding the profiles of key decision-makers, tailor your advertising strategies to resonate well with your target audience, ensuring high impact and better expenditure returns.

Accelerate B2B Lead Generation Identify and connect directly with key stakeholders and decision-makers to shorten your sales cycles and close deals quicker. With access to high-level contacts in your industry, streamline your lead generation process and enhance the efficiency of your sales funnel.

Why Partner with Success.ai for LinkedIn Data? - Competitive Pricing Assurance: Success.ai guarantees the most aggressive pricing, ensuring you receive unbeatable value for your investment in high-quality professional data. - Global Data Access: With coverage extending across 195 countries, tap into a rich reservoir of professional information, covering diverse industries and market segments. - High Data Accuracy: Backed by advanced AI technology and manual validation processes, our data accuracy rate stands at 99%, providing you with reliable and actionable insights. - Custom Data Integration: Receive tailored data solutions that fit seamlessly into your existing business processes, delivered in formats such as CSV and Parquet for easy integration. - Ethical Data Compliance: Our data sourcing and processing practices are fully compliant with global standards, ensuring ethical and responsible use of data. - Industry-wide Applications: Whether you’re in technology, finance, healthcare, or any other sector, our data solutions are designed to meet your specific industry needs.

Strategic Use Cases for Enhanced Business Performance - Email Marketing: Leverage accurate contact details for personalized and effective email marketing campaigns. - Online Marketing and Digital Advertising: Use detailed demographic and professional data to refine your online presence and digital ad targeting. - Data Enrichment and B2B Lead Generation: Enhance your databases and accelerate your lead generation with enriched, up-to-date data. - Competitive Intelligence and Market Research: Stay ahead of the curve by using our data for deep market analysis and competitive research.

With Success.ai, you’re not just accessing data; you’re unlocking a gateway to strategic business growth and enhanced market positioning. Start with Success.ai today to leverage our LinkedIn Company Data and transform your business operations with precision and efficiency.

Did we mention that we'll beat any price on the market? Try us.

Analysis of ‘ Sales Conversion Optimization’ provided by Analyst-2 (analyst-2.ai), based on source dataset retrieved from https://www.kaggle.com/loveall/clicks-conversion-tracking on 12 November 2021.

--- Dataset description provided by original source is as follows ---

Context

Cluster Analysis for Ad Conversions Data

Content

The data used in this project is from an anonymous organisation’s social media ad campaign. The data file can be downloaded from here. The file conversion_data.csv contains 1143 observations in 11 variables. Below are the descriptions of the variables.

1.) ad_id: an unique ID for each ad.

2.) xyz_campaign_id: an ID associated with each ad campaign of XYZ company.

3.) fb_campaign_id: an ID associated with how Facebook tracks each campaign.

4.) age: age of the person to whom the ad is shown.

5.) gender: gender of the person to whim the add is shown

6.) interest: a code specifying the category to which the person’s interest belongs (interests are as mentioned in the person’s Facebook public profile).

7.) Impressions: the number of times the ad was shown.

8.) Clicks: number of clicks on for that ad.

9.) Spent: Amount paid by company xyz to Facebook, to show that ad.

10.) Total conversion: Total number of people who enquired about the product after seeing the ad.

11.) Approved conversion: Total number of people who bought the product after seeing the ad.

Acknowledgements

Thanks to the Anonymous data depositor

Inspiration

Social Media Ad Campaign marketing is a leading source of Sales Conversion and i have made this data available for the benefit of Businesses using Google Adwords to track Conversions

--- Original source retains full ownership of the source dataset ---

Success.ai’s Beauty & Cosmetics Data for Cosmetics, Beauty & Wellness Professionals Worldwide delivers a powerful dataset tailored to connect businesses with key stakeholders in the global beauty and wellness industries. Covering professionals such as product developers, brand managers, wellness coaches, and salon owners, this dataset provides verified work emails, phone numbers, and actionable professional insights.

With access to over 700 million verified global profiles and detailed insights from 170 million professional datasets, Success.ai ensures your outreach, marketing, and strategic initiatives are powered by accurate, continuously updated, and AI-validated data. Supported by our Best Price Guarantee, this solution is ideal for businesses aiming to lead in the competitive beauty and wellness market.

Why Choose Success.ai’s Beauty & Cosmetics Data?

1. Verified Contact Data for Effective Outreach

   • Access verified work emails, phone numbers, and LinkedIn profiles of professionals in cosmetics, skincare, beauty services, and wellness industries.
   • AI-driven validation ensures 99% accuracy, reducing bounce rates and improving communication efficiency.

2. Comprehensive Global Coverage

   • Includes profiles of beauty and wellness professionals from regions such as North America, Europe, Asia-Pacific, and emerging markets.
   • Gain insights into global trends in cosmetics innovation, wellness services, and beauty product demand.

3. Continuously Updated Datasets

   • Real-time updates reflect changes in leadership, professional roles, and market developments.
   • Stay aligned with the fast-paced nature of the beauty and wellness industry to identify opportunities and maintain relevance.

4. Ethical and Compliant

   • Fully adheres to GDPR, CCPA, and other global privacy regulations, ensuring responsible and lawful use of data for all business initiatives.

Data Highlights:

• 700M+ Verified Global Profiles: Connect with professionals across the beauty, cosmetics, and wellness industries worldwide.
• 170M+ Professional Datasets: Access verified contact information and detailed insights into industry leaders and innovators.
• Business Insights: Understand market trends, product innovations, and consumer preferences driving the beauty industry.
• Decision-Maker Contacts: Engage with CEOs, brand managers, product developers, and wellness leaders driving growth and innovation.

Key Features of the Dataset:

1. Comprehensive Professional Profiles

   • Identify and connect with key players, including beauty brand executives, salon owners, skincare experts, and wellness influencers.
   • Access data on career histories, certifications, and industry expertise to target the right professionals effectively.

2. Advanced Filters for Precision Targeting

   • Filter professionals by industry focus (cosmetics, wellness, skincare), geographic location, or job function.
   • Tailor campaigns to align with specific market segments, such as luxury cosmetics, wellness services, or mass-market beauty products.

3. Global Trend Insights and Market Data

   • Leverage data on emerging beauty trends, wellness innovations, and skincare demands across regions.
   • Refine product development, marketing campaigns, and customer engagement strategies based on actionable insights.

4. AI-Driven Enrichment

   • Profiles enriched with actionable data allow for personalized messaging, highlight unique value propositions, and improve engagement outcomes with beauty and wellness professionals.

Strategic Use Cases:

1. Marketing and Brand Outreach

   • Design targeted campaigns to promote beauty products, wellness services, or skincare innovations to industry professionals.
   • Leverage verified contact data for multi-channel outreach, including email, social media, and direct engagement.

2. Product Development and Innovation

   • Utilize market insights to guide product development and align offerings with consumer demands in cosmetics, beauty, and wellness sectors.
   • Collaborate with product developers and brand managers to refine product lines or launch new offerings.

3. Sales and Partnership Development

   • Build relationships with wellness professionals, salon owners, and beauty distributors seeking innovative tools or products.
   • Present co-branding opportunities, supply chain partnerships, or new market expansion strategies to key decision-makers.

4. Market Research and Competitive Analysis

   • Analyze beauty and wellness trends, consumer preferences, and emerging niches to refine business strategies.
   • Benchmark against competitors to identify gaps, growth opportunities, and high-demand product categories.

Why Choose Success.ai?

1. Best Price Guarantee
   • Access premium-quality beauty and wellness data at competitive prices, ensuring strong ROI for your marketing, sales, and produc...

Social media companies are starting to offer users the option to subscribe to their platforms in exchange for monthly fees. Until recently, social media has been predominantly free to use, with tech companies relying on advertising as their main revenue generator. However, advertising revenues have been dropping following the COVID-induced boom. As of July 2023, Meta Verified is the most costly of the subscription services, setting users back almost 15 U.S. dollars per month on iOS or Android. Twitter Blue costs between eight and 11 U.S. dollars per month and ensures users will receive the blue check mark, and have the ability to edit tweets and have NFT profile pictures. Snapchat+, drawing in four million users as of the second quarter of 2023, boasts a Story re-watch function, custom app icons, and a Snapchat+ badge.

Please refer to the "README.rtf" and "Data Details for Replication.pdf" files.Paper AbstractSocial media platforms have become vital channels for businesses to reach consumers through advertising. But in the U.S., the digital advertising market in which these platforms operate is dominated by a few major players, raising concerns for antitrust regulators. In such a concentrated market, the entry or exit of a single platform can reallocate billions in ad spending, affecting businesses and users. TikTok's temporary suspension in the U.S. in January 2025 provides a unique natural experiment to examine how the removal of a major player would shift advertising demand and supply on competitors, specifically Facebook and Instagram, revealing the degree of substitutability across platforms and the intensity of competition. Using a difference-in-differences approach comparing advertising activity in the U.S. to other countries, we find that Meta ad volume and spend rose by 6.3% and 22.4%, as a result of the outage, without a corresponding increase in ad impressions. Consequently, Meta ad prices, as measured by cost per thousand impressions, jumped by 12.1%. Shifts in demand were three times greater for larger advertisers relative to smaller ones, suggesting that Meta platforms and TikTok are closer substitutes for larger firms and that a TikTok ban would therefore impose greater challenges on smaller businesses.

Marketing Analytics Tools Market Outlook

The global marketing analytics tools market is experiencing significant growth, with a market size estimated at $2.5 billion in 2023 and projected to reach $6.9 billion by 2032, reflecting a compound annual growth rate (CAGR) of 11.7%. This growth is primarily fueled by the rising demand for data-driven marketing strategies among businesses seeking to enhance customer engagement, improve decision-making, and optimize marketing ROI. As digital transformation continues to accelerate across industries, marketing analytics tools have become indispensable for organizations aiming to maintain a competitive edge in an increasingly digital-centric marketplace.

A key driver of this market's growth is the exponential increase in data generation facilitated by digital channels. With the proliferation of social media platforms, mobile applications, and e-commerce websites, the volume of consumer data available to businesses has surged. This data offers invaluable insights into consumer behavior and preferences, enabling companies to tailor their marketing strategies more effectively. Consequently, the demand for advanced analytics solutions that can process and analyze vast datasets in real-time is expected to grow, further boosting the market for marketing analytics tools.

Another significant growth factor is the increasing adoption of artificial intelligence (AI) and machine learning (ML) technologies in marketing analytics. AI and ML are transforming how businesses interpret and utilize data by providing predictive insights and automating complex data analysis processes. These technologies enable marketers to identify trends, forecast consumer behaviors, and optimize campaigns with greater precision, thereby enhancing the overall effectiveness of marketing efforts. As AI and ML capabilities become more sophisticated, their integration into marketing analytics tools is expected to drive further market expansion.

The shift towards personalized customer experiences is also propelling the growth of the marketing analytics tools market. TodayÂ’s consumers expect personalized interactions with brands, and businesses are increasingly leveraging analytics to deliver customized content and offers. Marketing analytics tools help organizations understand individual customer journeys and preferences, allowing them to craft personalized marketing strategies that resonate with their target audience. This trend towards personalization is anticipated to continue, driving the demand for advanced analytics tools that can manage and analyze complex customer datasets.

Regionally, North America holds a significant share of the marketing analytics tools market, owing to the early adoption of advanced technologies and the presence of key market players. The region's strong focus on digital marketing and data-driven strategies has accelerated the adoption of marketing analytics solutions. Meanwhile, the Asia Pacific region is expected to witness the highest growth rate during the forecast period, driven by the rapid digital transformation of businesses and increasing investments in analytics infrastructure. The burgeoning e-commerce sector in countries like China and India is also contributing to the growth of the marketing analytics tools market in this region.

Component Analysis

The marketing analytics tools market can be segmented by component into software and services. The software segment encompasses various analytics platforms and solutions designed to collect, process, and analyze marketing data. These software solutions offer functionalities such as data visualization, predictive analytics, and real-time reporting, enabling marketers to make informed decisions. The demand for marketing analytics software is driven by the need for businesses to process large volumes of data efficiently and extract actionable insights that can enhance marketing strategies and outcomes.

Marketing Attribution Software is becoming increasingly vital for businesses aiming to understand the effectiveness of their marketing efforts across multiple channels. This software helps organizations allocate credit to various touchpoints in a customer's journey, providing insights into which marketing strategies are driving conversions. By leveraging marketing attribution software, companies can optimize their marketing spend and improve ROI by focusing on the most impactful channels. As the marketing landscape becomes more complex wit

The global social media penetration rate in was forecast to continuously increase between 2024 and 2028 by in total 11.6 (+18.19 percent). After the ninth consecutive increasing year, the penetration rate is estimated to reach 75.31 and therefore a new peak in 2028. Notably, the social media penetration rate of was continuously increasing over the past years.

Database and directory publishers in Canada have continued to undergo significant changes over the past five years, primarily driven by the migration from print to digital formats. As advertisers increasingly direct their budgets toward media platforms that mirror evolving consumer preferences, demand for traditional print advertisements, a key historical revenue and profit generator for the industry, has sharply declined. The widespread adoption of smartphones and improved internet connectivity continues to accelerate consumer access to online directories and has further diminished the relevance of print products, contributing to a persistent contraction in industry revenue. From 2020 to 2025, industry revenue has declined at an annualized rate of 3.1%, reaching an estimated $1.7 billion in 2025, which includes a 1.5% contraction during the year alone. The industry, once dominated by large and well-financed telecommunications companies, has experienced increased divestiture and restructuring activity as companies spin off or sell underperforming directory divisions. Though Thryv Inc. entered the Canadian market in 2022, this trend has largely continued, with major companies acquiring smaller or struggling businesses to broaden their offerings into adjacent markets, such as data analytics and database management. Moving forward, the industry will continue to face declines as digital advertising continues to eclipse print media. While overall advertising expenditure is forecast to rise, investment in print advertisements is expected to diminish significantly. Over the next five years, publishers will continue to invest in and prioritize digital platforms to compete with substitutes. However, the emergence of AI is expected to continue throughout the market, which will ultimately lead to less demand for industry services, on average. As a result, industry revenue is forecast to fall at an annualized rate of 1.8% to reach $1.6 billion by 2030, reflecting the ongoing obsolescence of industry databases, despite its push for digital offerings.

AI-Enhanced Ad Performance Forecasting Market Outlook

According to our latest research, the global AI-Enhanced Ad Performance Forecasting market size reached USD 2.47 billion in 2024, reflecting robust adoption across diverse industries. With a compound annual growth rate (CAGR) of 18.2% expected during the forecast period, the market is projected to surge to USD 12.13 billion by 2033. This remarkable growth is fueled by increased demand for data-driven advertising strategies and the proliferation of digital channels, driving organizations to leverage artificial intelligence for more accurate, real-time ad performance insights.

The primary growth factor for the AI-Enhanced Ad Performance Forecasting market is the exponential rise in digital advertising expenditure globally. As businesses shift their focus from traditional to digital platforms, the complexity and volume of advertising data have surged. This has created a pressing need for advanced analytics tools capable of processing vast datasets and delivering actionable insights. AI-powered solutions are uniquely positioned to address these requirements, offering predictive analytics, automated optimization, and granular reporting that empower advertisers to fine-tune campaigns, maximize ROI, and reduce wasted spend. Furthermore, the integration of AI with programmatic advertising platforms has enabled real-time bidding and dynamic creative optimization, further enhancing campaign outcomes and driving market expansion.

Another significant driver is the growing sophistication of AI algorithms and machine learning models, which have dramatically improved the accuracy and reliability of ad performance forecasts. Innovations in natural language processing, computer vision, and deep learning have enabled these systems to analyze unstructured data from multiple sources, including social media, video, and mobile, providing a holistic view of campaign performance. The ability to predict consumer behavior, identify emerging trends, and personalize ad content at scale has been a game-changer for advertisers seeking to engage increasingly fragmented audiences. As a result, organizations across industries such as retail, BFSI, healthcare, and media are investing heavily in AI-enhanced forecasting solutions to stay ahead in the competitive digital landscape.

Regulatory developments and privacy concerns have also influenced market dynamics, particularly in regions with stringent data protection laws such as Europe and North America. While these regulations pose challenges, they have also spurred innovation in privacy-compliant AI models and data management practices, ensuring that ad performance forecasting remains both effective and ethical. Additionally, the rise of first-party data strategies and the phasing out of third-party cookies have underscored the importance of AI in extracting value from proprietary datasets. Vendors are responding by offering solutions that enable secure, privacy-centric analytics, further boosting market adoption among privacy-conscious organizations.

From a regional perspective, North America continues to dominate the AI-Enhanced Ad Performance Forecasting market, accounting for the largest revenue share in 2024. This leadership is attributed to the presence of major technology vendors, high digital ad spending, and a mature ecosystem of advertisers and agencies. Europe follows closely, driven by rapid digital transformation and regulatory emphasis on data transparency. The Asia Pacific region, however, is emerging as the fastest-growing market, propelled by the digitalization of economies, burgeoning e-commerce sectors, and increasing mobile penetration. Latin America and Middle East & Africa are also witnessing steady growth, supported by rising internet adoption and expanding digital advertising landscapes.

Component Analysis

The AI-Enhanced Ad Performance Forecasting market is segmented by component into software and services, each playing a pivotal role in shaping the industry’s tr

During a 2024 survey, 77 percent of respondents from Nigeria stated that they used social media as a source of news. In comparison, just 23 percent of Japanese respondents said the same. Large portions of social media users around the world admit that they do not trust social platforms either as media sources or as a way to get news, and yet they continue to access such networks on a daily basis.

              Social media: trust and consumption

              Despite the majority of adults surveyed in each country reporting that they used social networks to keep up to date with news and current affairs, a 2018 study showed that social media is the least trusted news source in the world. Less than 35 percent of adults in Europe considered social networks to be trustworthy in this respect, yet more than 50 percent of adults in Portugal, Poland, Romania, Hungary, Bulgaria, Slovakia and Croatia said that they got their news on social media.

              What is clear is that we live in an era where social media is such an enormous part of daily life that consumers will still use it in spite of their doubts or reservations. Concerns about fake news and propaganda on social media have not stopped billions of users accessing their favorite networks on a daily basis.
              Most Millennials in the United States use social media for news every day, and younger consumers in European countries are much more likely to use social networks for national political news than their older peers.
              Like it or not, reading news on social is fast becoming the norm for younger generations, and this form of news consumption will likely increase further regardless of whether consumers fully trust their chosen network or not.