In 2023, around ** percent of the global spending made on market research was directed to market measurement surveys. In the same year, a further ** percent of this spending was absorbed by CRM systems/customer satisfaction.

In 2023, the methodology that contributed most to the revenue of market research companies was online/mobile quantitative research with ** percent of the market share. Second in the list was automated digital/electronic, with *** percent.

In 2022, the most popular research method in the market research industry in the United States was quantitative research, with almost ** percent of the total share. Reporting was second in the list, with ** percent of the share.

Market Research companies have benefited from research and development (R&D) expenditure growth as companies develop new products to satisfy consumer demand. Downstream companies continue to rely on market research to create new products and campaigns that fit ever-changing consumer preferences. As companies strive to enhance consumer-centric strategies amid increased consumer spending, demand for tailored market research solutions has surged. High corporate profit levels have enabled businesses to invest in research and development. The digital shift has further transformed the landscape, with companies pioneering new research tools to tap into the vast potential of big data to enhance accessibility and participation. These trends have led to revenue growing at a CAGR of 3.9% to $36.6 billion over the next five years, including a 2.4% gain in 2025 alone. Consumers' and advertisers' growing reliance on the internet has led to new metrics market researchers can use to better understand consumers. These have allowed new companies to enter the industry and driven providers to adjust services and implement new technologies. The rising use of social media has also contributed to the growing demand for market research. These technological advancements improved data collection and analysis methods, offering actionable insights that helped companies refine marketing strategies and develop better products. New opportunities continue to drive revenue growth, but expansions to services and onboarding of new technology have cut into industry profit. Companies will strengthen their R&D budgets as economic conditions improve, further driving demand for advanced market research tools. The proliferation of online commerce and smart technologies will give researchers unprecedented access to consumer data. Technological developments, such as artificial intelligence (AI), are poised to create new metrics based on human reactions, which companies can leverage to better understand consumer behavior and preferences. These new technologies will develop new market research opportunities. Access to these metrics, however, will lead to tightening data privacy regulations. There's a growing emphasis on ethical practices, transparency and data security. This will shape consumer trust and industry standards, creating new opportunities and challenges in a rapidly evolving marketplace. Revenue is poised to grow at a CAGR of 2.2% to $40.9 billion through the end of 2030.

This statistic shows the online research as a share of the global research spend from 2009 to 2019. Online research accounted for ** percent of the total market research spend in 2019, *** percent less than the previous year.

The United States IT spending market attained a value of USD 1.30 Trillion in 2024. The industry is expected to grow at a CAGR of 3.80% during the forecast period of 2025-2034. By 2034, the market is expected to reach USD 1.89 Trillion.

Cybersecurity is playing a key role in the United States IT spending market due to the rising cyber threats, urging organizations to invest heavily in protective measures. With surging incidents of data breaches and ransomware, companies and government bodies are prioritizing spending on advanced security solutions such as zero-trust architectures, threat detection, and endpoint protection. According to industry reports, the government cybersecurity spending across the Unites States surpassed USD 10 billion in 2023, driving the market growth.

The integration of artificial intelligence (AI) into business processes is significantly driving the United States IT spending market as it enables organizations to automate tasks while enhancing decision-making and improving operational efficiency. Companies are investing in AI-powered tools, such as predictive analytics, natural language processing, and robotic process automation to optimize workflows and customer experiences. In October 2024, Chipotle introduced Ava Cado, an AI-driven hiring tool developed in partnership with Paradox to automate various recruitment tasks. This widespread adoption is fuelling the spending on AI platforms, data management, and skilled talent, making AI integration a cornerstone of digital transformation and IT budgets nationwide.

Global Market Research Services market size is expected to reach $110.77 billion by 2029 at 4.4%, segmented as by type, marketing research and analysis services, public opinion and election polling

Snapshot img

Digital Marketing Spending Market Size 2025-2029

The digital marketing spending market size is forecast to increase by USD 365.1 billion, at a CAGR of 8.5% between 2024 and 2029.

Major Market Trends & Insights

APAC dominated the market and accounted for a 46% growth during the forecast period.
By the Application - Mobile devices segment was valued at USD 299.90 billion in 2023
By the Type - Search ads segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 112.99 billion
Market Future Opportunities: USD 365.10 billion 
CAGR : 8.5%
APAC: Largest market in 2023

Market Summary

The market is a dynamic and ever-evolving landscape, with businesses increasingly allocating significant resources to digital channels for customer engagement and brand visibility. According to recent studies, digital marketing expenditures are projected to surpass traditional marketing budgets by 2024, representing a substantial shift in marketing investments. This trend is driven by the growing importance of online presence and the increasing effectiveness of digital marketing strategies. For instance, social media advertising has seen a 10% year-on-year growth, while search engine marketing continues to dominate the digital marketing landscape with a 40% market share. Moreover, the emergence of programmatic advertising and the expansion of video marketing have added new dimensions to the market.
Despite these opportunities, challenges persist, with concerns over ad fraud and brand safety continuing to impact digital marketing investments. Nevertheless, the market's continuous evolution and the ongoing adoption of advanced technologies are expected to drive growth and innovation in the digital marketing sector.

What will be the Size of the Digital Marketing Spending Market during the forecast period?

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Digital marketing spending continues to be a significant investment for businesses, with current market performance registering at over 40% of the total advertising budget. This figure underscores the growing importance of digital channels in reaching and engaging consumers. Looking ahead, future growth expectations indicate a steady increase, with a projected expansion of over 15% yearly. A comparison of key numerical data reveals an intriguing trend. In 2020, approximately 64% of companies allocated their marketing budgets to search engine marketing, while social media marketing accounted for 22%.
By contrast, the latest statistics suggest a shift, with search engine marketing holding a 58% share and social media marketing capturing a 28% slice of the pie. This comparison underscores the evolving nature of digital marketing spending, with businesses continually reallocating resources to maximize their return on investment.

How is this Digitaling Spending Industry segmented?

The digitaling spending industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Application

  Mobile devices
  Desktops


Type

  Search ads
  Display ads
  Social media
  E-mail marketing
  Others


Industries

  Retail
  E-Commerce
  Healthcare
  Financial Services
  Travel and Hospitality


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  Middle East and Africa

    Egypt
    KSA
    Oman
    UAE


  APAC

    China
    India
    Japan


  South America

    Argentina
    Brazil


  Rest of World (ROW)

By Application Insights

The mobile devices segment is estimated to witness significant growth during the forecast period.

In the ever-evolving digital marketing landscape, businesses continue to allocate significant resources towards various online advertising formats and strategies. Display advertising formats, such as banners and video ads, accounted for 31.1% of total digital Ad Spending in 2020. Search advertising strategies, like pay-per-click (PPC) campaigns, claimed a 41.5% share of the market. Marketing automation tools, real-time bidding strategies, and marketing technology stacks are essential components of digital marketing, with automation tools seeing a 24.4% increase in usage in 2021. Digital marketing return on investment (ROI) is a critical consideration, with businesses aiming for conversion rate optimization and affiliate marketing programs to boost revenue.

Local SEO optimization, email marketing automation, and landing page design are crucial for businesses targeting specific geographic areas or customer segments. Video marketing production, website analytics tracking, and social media advertising are also es

According to Cognitive Market Research, the global IT spending market size is USD 4251.2 million in 2024 and will expand at a compound annual growth rate (CAGR) of 4.20% from 2024 to 2031.

North America held the major market of more than 40% of the global revenue with a market size of USD 1700.48 million in 2024 and will grow at a compound annual growth rate (CAGR) of 2.4% from 2024 to 2031.
Europe accounted for a share of over 30% of the global market size of USD 1275.3 million.
Asia Pacific held the market of around 23% of the global revenue with a market size of USD 977.78 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.2% from 2024 to 2031.
Latin America market of more than 5% of the global revenue with a market size of USD 212.56 million in 2024 and will grow at a compound annual growth rate (CAGR) of 3.6% from 2024 to 2031.
Middle East and Africa held the major market of around 2% of the global revenue with a market size of USD 85.02 million in 2024 and will grow at a compound annual growth rate (CAGR) of 3.9% from 2024 to 2031.

Increasing AI Investments to Drive the Market Growth

Growth in overall IT spending is being supported by investments in AI more widely, which is projected to drive the market growth during the forecast period. Businesses' investments in projects aimed at optimising organisational efficiency are mostly to blame for this. Furthermore, AI may have an even more profound and quick economic impact on IT spending which is propelling the market growth. Businesses in both established and emerging industries stand to gain from the fusion of human and machine intelligence. AI productivity advances have the potential to increase business profits and wages. By taxing greater salaries of both employees and businesses, it might even strengthen government finances. The innovation of artificial intelligence (AI) may lead to shifts in market leadership, global economic growth, and investment opportunities as organisations throughout the world implement the technology.

Increasing Spending on the Cloud to Propel the Market Growth

Rising spending on cloud by market players anticipated driving the market growth during the forecast period. Growing performance and efficiency, greater flexibility and dependability, and a reduction in IT expenses are all provided by the cloud. Additionally, it enhances innovation, enabling businesses to launch more quickly and integrate AI and machine learning use cases into their plans. In addition, acquire more in-depth knowledge about expenditure and cloud utilisation in a multicloud setting. Market players able to spot chances for cost savings as well as underutilised and wasted resources which is one of the factor which is fuelling the market growth. Comprehensive understanding of how a company employs cloud resources for various business divisions. This makes it possible to centrally tag cloud resources across providers for improved resource management.

Market Restraints of the IT Spending Market

High Implementation and Maintenance Costs:

Despite the long-term benefits of IT systems, the initial capital investment required for infrastructure setup, software licensing, integration, and skilled personnel can be substantial—especially for small and medium enterprises (SMEs). Additionally, ongoing maintenance, cybersecurity upgrades, and technical support add to the total cost of ownership, often leading businesses to delay or scale back their IT spending.

Rapid Technological Obsolescence:

The fast pace of innovation in IT—such as the frequent emergence of new hardware, software, and digital tools—creates a challenge for organizations to keep up. Technology becomes outdated quickly, leading to a shortened lifecycle for IT assets. This rapid obsolescence can deter organizations from making large-scale IT investments, as they fear their systems will become irrelevant or incompatible within a short timeframe.

Impact of Covid-19 on the IT Spending Market

Some industries were affected by the COVID-19 pandemic because of supply chain difficulties, workforce shortages, and lockdowns. The COVID-19 epidemic has severely impacted the Indian economy, bringing with it a host of new challenges that point to a significant shift in the dynamics of the market. People's spending patterns were seen to shift from indulgence to hoarding throughout the pandemic.

COVID...

Market research and public opinion polling companies offer valuable insights into consumer behaviour, values and opinions for businesses, media and public-sector departments. Demand for market research is heavily reliant on business investment and technological advancements, with research companies examining target markets to help businesses tailor their products, services and marketing strategies. The advent of digital platforms and advanced analytics is reshaping the market landscape, providing more efficient data collection methods and insights essential for strategic decision-making. Revenue is expected to expand at a compound annual rate of 2.3% over the five years through 2025 to €2.1 billion, despite being forecast to dip by 2.2% in 2025. The COVID-19 pandemic brought adverse economic conditions, reducing business spending on non-essential services like market research. A decline in advertising spend further hit demand in 2020. However, as restrictions eased, revenue shot up in 2021, as businesses aimed to understand how consumer behaviour was changing in the post-pandemic landscape. Digital advertising's recovery also supported this rebound. Following this, though, inflationary pressures and geopolitical tensions in late 2022 and 2023 curbed spending, as businesses grappled with higher operational costs, leading to a downturn in revenue for market research companies. Prolonged uncertainty and political instability further subdued business investment through 2024 and into 2025, reflected in stagnant demand for market research services. Improving economic conditions are anticipated to bolster the industry’s prospects in the coming years. As inflation eases and interest rates fall, businesses will increase R&D activities, renewing demand for detailed market insights. Opportunities will arise from strengthened collaborations with advertising agencies, aligning strategies based on data-driven insights. Technological advancements will continue to drive innovation, with AI and mobile technologies reshaping data collection and interpretation processes. However, advancing technology will also create challenges as more businesses leverage advanced tech like Gen AI to set up in-house market research solutions, reducing spending on external research companies. At the same time, social media will continue to offer real-time public opinion insights, optimising audience segmentation and sentiment analysis. Data privacy regulations like the GDPR will necessitate balancing innovation with compliance, presenting operational burdens.

This statistic shows the share of market research spend of financial services organizations in the United States from 2013 to 2019. In 2019, financial services companies spent **** percent of the total market research spend in the United States.

The Spend Analytics Software Market report segments the industry into By Deployment (On-premise, On-cloud), By End-User (Healthcare & Life Sciences, Energy & Utilities, Retail & E-commerce, Banking, Financial Services & Insurance, Manufacturing, IT & Telecommunications, Other End-Users), and Geography (North America, Europe, Asia-Pacific, Latin America, Middle East & Africa).

The global spend analysis software market was valued at US$ 2.26 billion in 2024 and is set to reach around US$ 6.32 billion by 2034 at a CAGR of about 10.86% from 2025 to 2034.

Envestnet®| Yodlee®'s Credit Card Data (Aggregate/Row) Panels consist of de-identified, near-real time (T+1) USA credit/debit/ACH transaction level data – offering a wide view of the consumer activity ecosystem. The underlying data is sourced from end users leveraging the aggregation portion of the Envestnet®| Yodlee®'s financial technology platform.

Envestnet | Yodlee Consumer Panels (Aggregate/Row) include data relating to millions of transactions, including ticket size and merchant location. The dataset includes de-identified credit/debit card and bank transactions (such as a payroll deposit, account transfer, or mortgage payment). Our coverage offers insights into areas such as consumer, TMT, energy, REITs, internet, utilities, ecommerce, MBS, CMBS, equities, credit, commodities, FX, and corporate activity. We apply rigorous data science practices to deliver key KPIs daily that are focused, relevant, and ready to put into production.

We offer free trials. Our team is available to provide support for loading, validation, sample scripts, or other services you may need to generate insights from our data.

Investors, corporate researchers, and corporates can use our data to answer some key business questions such as: - How much are consumers spending with specific merchants/brands and how is that changing over time? - Is the share of consumer spend at a specific merchant increasing or decreasing? - How are consumers reacting to new products or services launched by merchants? - For loyal customers, how is the share of spend changing over time? - What is the company’s market share in a region for similar customers? - Is the company’s loyal user base increasing or decreasing? - Is the lifetime customer value increasing or decreasing?

Additional Use Cases: - Use spending data to analyze sales/revenue broadly (sector-wide) or granular (company-specific). Historically, our tracked consumer spend has correlated above 85% with company-reported data from thousands of firms. Users can sort and filter by many metrics and KPIs, such as sales and transaction growth rates and online or offline transactions, as well as view customer behavior within a geographic market at a state or city level. - Reveal cohort consumer behavior to decipher long-term behavioral consumer spending shifts. Measure market share, wallet share, loyalty, consumer lifetime value, retention, demographics, and more.) - Study the effects of inflation rates via such metrics as increased total spend, ticket size, and number of transactions. - Seek out alpha-generating signals or manage your business strategically with essential, aggregated transaction and spending data analytics.

Use Cases Categories (Our data provides an innumerable amount of use cases, and we look forward to working with new ones): 1. Market Research: Company Analysis, Company Valuation, Competitive Intelligence, Competitor Analysis, Competitor Analytics, Competitor Insights, Customer Data Enrichment, Customer Data Insights, Customer Data Intelligence, Demand Forecasting, Ecommerce Intelligence, Employee Pay Strategy, Employment Analytics, Job Income Analysis, Job Market Pricing, Marketing, Marketing Data Enrichment, Marketing Intelligence, Marketing Strategy, Payment History Analytics, Price Analysis, Pricing Analytics, Retail, Retail Analytics, Retail Intelligence, Retail POS Data Analysis, and Salary Benchmarking

1. Investment Research: Financial Services, Hedge Funds, Investing, Mergers & Acquisitions (M&A), Stock Picking, Venture Capital (VC)

2. Consumer Analysis: Consumer Data Enrichment, Consumer Intelligence

3. Market Data: AnalyticsB2C Data Enrichment, Bank Data Enrichment, Behavioral Analytics, Benchmarking, Customer Insights, Customer Intelligence, Data Enhancement, Data Enrichment, Data Intelligence, Data Modeling, Ecommerce Analysis, Ecommerce Data Enrichment, Economic Analysis, Financial Data Enrichment, Financial Intelligence, Local Economic Forecasting, Location-based Analytics, Market Analysis, Market Analytics, Market Intelligence, Market Potential Analysis, Market Research, Market Share Analysis, Sales, Sales Data Enrichment, Sales Enablement, Sales Insights, Sales Intelligence, Spending Analytics, Stock Market Predictions, and Trend Analysis

Scientific research and development (R&D) facilities have enjoyed significant growth over the past five years as the mix of accelerating medical innovation, new global conflicts and push to advance medical treatments provided a diversified demand niche for the industry. Skyrocketing corporate profit, which boosted 6.3% over the past five years, enabled private companies to massively increase their budgets for R&D. New conflicts in the Middle East and Europe generated a wider range of defense capability needs, causing public sector clients to contract R&D companies at a more rapid pace to advance research on weapons systems and military equipment. A robust push toward sustainability across clients’ product stream further advanced new technological research in facets such as biomedical treatments. In light of these trends and an acceleration of technological adoption, revenue spiked at a CAGR of 4.9% to an estimated $320.9 billion over the past five years, including an anticipated 3.1% boost in 2025 alone. The federal government is the largest and most consistent source of revenue, so changes in federal funding levels greatly affect servicers’ performance. Many R&D sites focus on military tech, so the Trump administration's support for defense spending brought on a surge revenue. While the Biden administration originally pushed for lower defense spending, serious conflicts involving the US's allies, namely Ukraine and Israel, have brought military innovation back to the forefront of budget discussions. Although revenue growth was strong, a rebound in wage expenditures following an inflationary spike has caused a slight slowdown in profit growth. Moving forward, scientific R&D companies will continue benefiting from anticipated growth in corporate profit and sector-wide support for new research projects. While still high at 4.3% as of February 2025, the eventual stabilization in interest rates will encourage new investment. The passing of the Inflation Reduction Act in 2022 will benefit research labs studying alternative fuels and clean energy through tax credits that encourage private investment. New technological advances, such as UAVs and EWs, will provide greater need for technically adept R&D companies that can help strengthen military equipment research and development for the future. Additionally, anticipated growth in overall research & development expenditure across the public and private sectors will provide more funding for R&D initiatives, creating a larger field of opportunity for new researchers. Overall, revenue is expected to boost at a CAGR of 3.2% to an estimated $375.7 billion over the next five years.

In 2022, the research method with the highest share of market research spend worldwide was quantitative research, with roughly ** percent of the total share. Second in the list was reporting, with **** percent of the share.

According to Cognitive Market Research, the global Digital Ad Spending market size was USD 621451.6 million in 2024. It will expand at a compound annual growth rate (CAGR) of 9.00% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 248580.6 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.2% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 186435.48 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 142933.87 million in 2024 and will grow at a compound annual growth rate (CAGR) of 11.0% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 31072.58 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.4% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 12429.03 million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.7% from 2024 to 2031.
The Display Ads category is the fastest growing segment of the Digital Ad Spending industry

Market Dynamics of Digital Ad Spending Market

Key Drivers of Digital Ad Spending Market

Increasing Consumer Attention on Digital Channels to Boost Market Growth

As individuals allocate more time to social media, search engines, e-commerce, and streaming services, advertisers are moving away from conventional channels such as television and print media. With 4.76 billion social media users globally, digital platforms have become essential for brand visibility, driving consistent growth in advertising expenditure despite a slowdown in user growth rates.

Growing Penetration of the Smartphones to Drive Market Growth

The adoption of smartphones has escalated, with 5.68 billion users worldwide and over 7 billion smartphones currently in operation. This mobile-centric environment promotes in-app, video, and social media advertising. The expansion of internet access in developing markets further broadens advertiser reach, positioning smartphones as a significant contributor to digital advertising expenditure.

Restraint Factor for Digital Ad Spending Market

Ad Fraud and Brand Safety Concerns Will Limit Market Growth

Ad fraud encompassing fake clicks, impressions, and installations—diminishes return on investment for advertisers, while concerns regarding brand safety hinder spending. Worries about advertisements appearing alongside offensive, harmful, or misleading news content compel brands to restrict budgets on platforms that cannot assure secure and reliable ad placements.

Growing Adoption of Ad-Blocking Software

The rising prevalence of ad-blocking software presents an increasing challenge, particularly among younger, tech-savvy demographics. As more users intentionally evade digital advertisements, advertisers encounter diminished reach and engagement. This constrains the effectiveness of campaigns and compels brands to allocate more resources towards native, non-intrusive advertising formats to sustain visibility.

Key Trends of Digital Ad Spending Market

Surge in Video Advertising Across Social and Streaming Platforms

Video content has risen to prominence as a leading format, achieving higher engagement rates compared to static advertisements on platforms such as YouTube, TikTok, and Instagram Reels. Advertisers are progressively directing their budgets towards video formats, motivated by consumer preferences for short-form, immersive content. This trend is particularly pronounced among Gen Z and millennial demographics, prompting brands to invest in interactive and narrative-driven video campaigns.

Programmatic Advertising Growth Enhancing Real-Time Targeting

Programmatic advertising is revolutionizing digital ad purchasing through automated bidding, utilization of real-time data, and AI-enhanced targeting capabilities. It enables brands to refine ad delivery, reduce waste, and optimize ROI by connecting with the appropriate audience at the ideal time. The expansion of demand-side platforms (DSPs) and real-time bidding is further propelling this transition towards more intelligent and agile digital advertising strategies.

Impact of Covid-19 on the...

Market Research Intellect presents the It Spending In Transportation Market Report-estimated at USD 245 billion in 2024 and predicted to grow to USD 400 billion by 2033, with a CAGR of 6.5% over the forecast period. Gain clarity on regional performance, future innovations, and major players worldwide.

Spend Analytics Market size was valued at USD 5.01 Billion in 2024 and is projected to reach USD 23.29 Billion by 2031, growing at a CAGR of 23.35% from 2024 to 2031.

Spend Analytics Market Drivers

The Spend Analytics market is being transformed by several emerging trends. One of the most impactful is the integration of Artificial Intelligence (AI). AI automates tasks like data cleansing, categorization, and anomaly detection. This allows valuable analyst time to be freed up for more strategic work and facilitates faster, more accurate insights. The benefits of AI are expected to be felt across all segments of the market, but particularly for large enterprises struggling with complex data sets. AI-powered automation can streamline processes for both software and service providers, while real-time analysis can be leveraged through AI for cloud-based solutions. This empowers businesses to make data-driven decisions in a more timely manner.

Another key trend involves the growing adoption of Big Data solutions. The vast amount of spending data generated today necessitates robust Big Data solutions for efficient storage, processing, and analysis. By harnessing Big Data, companies can capture and analyze data from a wider range of sources, leading to a more comprehensive understanding of their spending patterns. This trend is expected to particularly benefit cloud-based deployments as they offer the scalability and flexibility required to handle massive datasets. Additionally, Big Data adoption is likely to significantly boost advanced analytics segments like prescriptive and predictive analytics, which rely heavily on vast datasets for accurate forecasting and optimization.

The Market Report Covers Global Spend Analysis Companies and is Segmented by Type (Software, Service), Deployment (On-Premises, Cloud), Analysis (Descriptive, Prescriptive, Predictive), End-user Industry (Manufacturing, Supply Chain and logistics, Retail, BFSI, IT & Telecommunication, Education, Healthcare), and Geography.