Over the five years through 2025-26, industry revenue is forecast to expand at a compound annual rate of 20.3% to reach £12.5 billion. Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the past five years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform has over 30 million monthly users in the UK in 2025. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. In 2025, more social media platforms are using AI to boost user engagement. This improves click-through rates and drives higher advertising revenue. Industry revenue is expected to grow by 6.3% in 2025-26. Over the five years through 2030-31, social media platforms' revenue is projected to climb at an estimated 9.2% to reach £19.4 billion. Regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The tightening of regulations will raise industry compliance costs, weighing on profit margin. Older age groups present a new revenue opportunity for social media platforms if they can bridge the gap between passive TV consumption and interactive digital engagement. Augmented Reality (AR) technology will move beyond filters to become standard for immersive product trials, interactive ads, and virtual meetups

On a foggy morning in early January 2025, a small fitness brand in Austin, Texas, posted a short behind-the-scenes clip on TikTok. Within 48 hours, that video had over 2.3 million views, tripled their followers, and caused their website to crash from unexpected traffic. It wasn’t a stroke of luck,...

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.

Over the past five years, the social networking industry has undergone transformative growth, driven in part by the expansion of influencer marketing. Platforms such as Instagram, TikTok and YouTube have put millions of creators at the center of their strategies, recasting traditional advertising with authentic, personality-driven endorsements and native branded content. This shift has extended beyond just advertising: influencer-driven trends shape everything from product launches to platform algorithm changes, fostering both higher engagement and user retention for leading social networks. Revenue has been expanding at a CAGR of 14.3% over the past five years and is expected to reach $146.7 billion in 2025, when revenue will rise by an estimated 9.4%.​ One of the most significant trends reinforcing this performance has been the explosive popularity of short-form and ephemeral content. The success of TikTok and the following adoption of short video features across other platforms have fundamentally altered user preferences and engagement patterns. Short-form videos, favored for their immediate impact and ease of consumption, now elicit up to 2.5 times more engagement than traditional long-form formats. Ephemeral content, such as Instagram and Facebook stories, also amplifies engagement by creating a sense of urgency and exclusivity, leading brands and advertisers to embrace these formats as core elements of their marketing strategies. The prioritization of short-form and disappearing content in platform algorithms has not only reinforced user interaction but also simultaneously enhanced advertising effectiveness and deepened overall brand presence. Looking ahead, the industry is expected to enter a phase of maturation characterized by slower, yet steady, growth and intensifying competition. As mobile internet adoption plateaus and user growth stabilizes, companies will compete for attention and engagement, with a greater focus on user retention rather than acquisition. Capital-intensive investments, such as immersive digital environments, will allow major platforms to maintain an edge, but may marginalize smaller entrants. These conditions are set to reshape the social networking landscape over the next several years. Over the next five years, revenue is forecast to rise at a CAGR of 8.0%, reaching $215.9 billion in 2030.​

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.

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Social Networking Market Size 2025-2029

The social networking market size is forecast to increase by USD 312.3 billion, at a CAGR of 21.6% between 2024 and 2029.

Major Market Trends & Insights

North America dominated the market and accounted for a 41% growth during the forecast period.
By the Type - Advertising segment was valued at USD 80.70 billion in 2023
By the Distribution Channel - Google segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 318.56 billion
Market Future Opportunities: USD 312.30 billion 
CAGR : 21.6%
North America: Largest market in 2023

Market Summary

The market continues to expand its reach and influence across various industries, with businesses recognizing its potential for customer engagement and brand awareness. According to recent studies, there are approximately 4.66 billion active social media users worldwide, representing a 13% increase from 2020. This growth is driven by the increased internet penetration and the popularity of social media platforms for personal and professional use. Social media advertisements have become a significant revenue source, with businesses investing heavily in targeted campaigns to reach their audiences.
However, privacy concerns remain a challenge, with users increasingly cautious about sharing personal information online. Despite this, the market's continuous evolution and the emergence of new trends, such as live streaming and virtual events, ensure its ongoing relevance and importance for businesses.

What will be the Size of the Social Networking Market during the forecast period?

Explore market size, adoption trends, and growth potential for social networking market Request Free Sample

The market exhibits consistent growth, with current usage accounting for approximately 3.6 billion users worldwide, representing a significant 4.5% increase year-over-year. Looking ahead, industry experts anticipate a continued expansion, with projections indicating a 5.2% annual growth rate. Notably, mobile devices account for over 90% of social media usage, underscoring the importance of optimizing platforms for this medium. Furthermore, businesses increasingly leverage social networking for marketing purposes, with advertising revenue reaching an estimated USD 84.3 billion in 2021. In comparison, the time spent on social media platforms per day has risen by 45 minutes since 2019, highlighting the growing influence of these channels on consumer behavior.
This trend is further accentuated by the integration of advanced features, such as live streaming, video content, and AI-driven recommendations, which enhance user engagement and monetization opportunities.

How is this Social Networking Industry segmented?

The social networking 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.

Type

  Advertising
  In-app purchase
  Paid apps


Distribution Channel

  Google
  Apple
  App Store Distribution


Service

  Communication
  Entertainment
  Socialization
  Marketing
  Customer service


Platform

  Website-based
  Mobile apps
  Hybrid platforms


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    Spain
    UK


  Middle East and Africa

    UAE


  APAC

    China
    India
    Japan
    South Korea


  South America

    Brazil


  Rest of World (ROW)

By Type Insights

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

In the dynamic and evolving landscape of digital communication, the market continues to expand, driven by innovative technologies and user engagement. According to recent data, social networking platforms accounted for approximately 30% of the total time spent online in 2021, reflecting a significant 15% increase from the previous year. Furthermore, industry experts anticipate that social media usage will continue to grow, with an estimated 25% of the global population expected to use social media by 2025. Content moderation systems play a crucial role in ensuring a safe and inclusive online environment. These systems employ advanced techniques, such as natural language processing, conversational AI, and machine learning models, to filter out inappropriate content and maintain platform governance.

User engagement metrics, including time spent on platforms, user-generated content, and social interaction dynamics, are closely monitored to optimize user experience and foster community building strategies. Platform scalability and network security protocols are essential for accommodating the increasing user base and data privacy regulations. Spam filtering techniques and link pred

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.

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.

The market for advertising services has changed massively over the past decade, with online and digital advertising services reaching customers across the web, replacing traditional advertising streams like TV, radio and newspapers. The UK remains Europe's largest digital ad market and is a hotspot for online advertising growth. Major sporting events have aided revenue generated from TV advertising. However, the economic slump caused by the cost-of-living crisis forced businesses to become more cautious when considering marketing budgets, weighing on demand. Over the five years through 2025, advertising services revenue is expected to rise at a compound annual rate of 1.5% to €220 billion. COVID-19 at the beginning of the previous five-year period caused business and consumer confidence to plunge, slashing ad spending as companies looked to save money. Inflationary pressures, economic uncertainty and shaky business confidence eroded growth over 2022 and caused revenue in 2023 and 2024 to dip. In 2025, industry revenue is expected to inch upwards by 0.6%, as demand for digital advertising services is propping up the industry across Europe, despite in-house social media advertising activities eating into the market for advertising services. This growing external competition has also weighed on profitability. Over the five years through 2030, revenue is forecast to climb at a compound annual rate of 4.2% to reach €270.8 billion. Although demand for online advertising services will continue to swell, more companies will deal directly with online providers, curbing revenue. However, increased scrutiny on social media companies may alleviate external competition by banning "behavioural advertising" and selling first-person data to marketers. Mobile advertising will continue to outpace growth in online advertising as consumers increasingly rely on mobile devices to access the internet. The rapid emergence of AI technology has put the industry's future into question as big tech searches for AI operational solutions, threatening traditional advertising agencies. However, as consumers become more distrustful of AI-generated adverts, smaller companies can lean into the human-generated aspect of advertising to grow trust with audiences and clients.

The Social Networking Sites market has witnessed exponential growth over the past two decades, evolving from basic communication platforms to vital tools for personal expression, business engagement, and community building. As of 2023, the global market size for social networking sites is estimated to have surpassed

The global Self-media Platform market is poised for significant expansion, projected to reach an estimated USD 150 billion by 2025, and is anticipated to grow at a Compound Annual Growth Rate (CAGR) of 18% over the forecast period from 2025 to 2033. This robust growth is underpinned by the increasing democratization of content creation and consumption, driven by the widespread availability of smartphones, affordable internet access, and intuitive user-friendly platforms. Key market drivers include the surging demand for personalized and authentic content, the rise of influencer marketing as a powerful advertising channel, and the continuous innovation in content formats, such as short-form videos and live streaming. Platforms like TikTok, Instagram Reels, and YouTube Shorts have revolutionized how users engage with media, fostering a dynamic ecosystem where individuals can build substantial audiences and monetize their creativity. The market's segmentation reveals a broad appeal across age demographics, with users aged 20-60 years representing the largest consumer base, actively engaging with a diverse range of content from news and educational videos to entertainment and lifestyle. However, the younger demographic (less than 20 years old) is a crucial growth segment, rapidly adopting new platforms and shaping emerging trends. The competitive landscape is dominated by tech giants like Meta (Facebook, Instagram, WhatsApp), Google (YouTube), and ByteDance (TikTok), who are constantly investing in new features and user acquisition strategies. Emerging platforms and niche communities on Reddit and Pinterest also contribute to the market's dynamism, catering to specific interests and fostering deeper engagement. Despite the strong growth trajectory, potential restraints include increasing regulatory scrutiny regarding content moderation and data privacy, as well as market saturation in certain niches, which may lead to intensified competition for user attention and advertising revenue. This report offers an in-depth analysis of the global Self-media Platform market, projecting a market size of over $1,200 million by 2033. The study encompasses a comprehensive examination of the market from the historical period of 2019-2024, with a base year of 2025 and a forecast period extending to 2033. The report leverages advanced analytical methodologies to provide actionable insights into market dynamics, key trends, and future growth trajectories.

A global survey conducted in the third quarter of 2024 found that the main reason for using social media was to keep in touch with friends and family, with over 50.8 percent of social media users saying this was their main reason for using online networks. Overall, 39 percent of social media users said that filling spare time was their main reason for using social media platforms, whilst 34.5 percent of respondents said they used it to read news stories. Less than one in five users were on social platforms for the reason of following celebrities and influencers.

              The most popular social network

              Facebook dominates the social media landscape. The world's most popular social media platform turned 20 in February 2024, and it continues to lead the way in terms of user numbers. As of February 2025, the social network had over three billion global users. YouTube, Instagram, and WhatsApp follow, but none of these well-known brands can surpass Facebook’s audience size.
              Moreover, as of the final quarter of 2023, there were almost four billion Meta product users.

              Ever-evolving social media usage

              The utilization of social media remains largely gratuitous; however, companies have been encouraging users to become paid subscribers to reduce dependence on advertising profits. Meta Verified entices users by offering a blue verification badge and proactive account protection, among other things. X (formerly Twitter), Snapchat, and Reddit also offer users the chance to upgrade their social media accounts for a monthly free.

The Sales and Advertising dataset typically contains historical data related to sales performance, advertising spend, and marketing efforts across different channels. It includes features such as advertising budget allocation across platforms (TV, radio, online, print), sales revenue, target audience demographics, campaign start and end dates, and geographic regions. This dataset is valuable for analyzing the impact of advertising strategies on sales, conducting A/B testing, optimizing marketing budgets, and forecasting future sales trends. It is commonly used in machine learning and data analysis for tasks like regression modeling, customer segmentation, and ROI measurement.

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.

This dataset provides a comprehensive collection of consumer behavior data that can be used for various market research and statistical analyses. It includes information on purchasing patterns, demographics, product preferences, customer satisfaction, and more, making it ideal for market segmentation, predictive modeling, and understanding customer decision-making processes.

The dataset is designed to help researchers, data scientists, and marketers gain insights into consumer purchasing behavior across a wide range of categories. By analyzing this dataset, users can identify key trends, segment customers, and make data-driven decisions to improve product offerings, marketing strategies, and customer engagement.

Key Features: Customer Demographics: Understand age, income, gender, and education level for better segmentation and targeted marketing. Purchase Behavior: Includes purchase amount, frequency, category, and channel preferences to assess spending patterns. Customer Loyalty: Features like brand loyalty, engagement with ads, and loyalty program membership provide insights into long-term customer retention. Product Feedback: Customer ratings and satisfaction levels allow for analysis of product quality and customer sentiment. Decision-Making: Time spent on product research, time to decision, and purchase intent reflect how customers make purchasing decisions. Influences on Purchase: Factors such as social media influence, discount sensitivity, and return rates are included to analyze how external factors affect purchasing behavior.

Columns Overview: Customer_ID: Unique identifier for each customer. Age: Customer's age (integer). Gender: Customer's gender (categorical: Male, Female, Non-binary, Other). Income_Level: Customer's income level (categorical: Low, Middle, High). Marital_Status: Customer's marital status (categorical: Single, Married, Divorced, Widowed). Education_Level: Highest level of education completed (categorical: High School, Bachelor's, Master's, Doctorate). Occupation: Customer's occupation (categorical: Various job titles). Location: Customer's location (city, region, or country). Purchase_Category: Category of purchased products (e.g., Electronics, Clothing, Groceries). Purchase_Amount: Amount spent during the purchase (decimal). Frequency_of_Purchase: Number of purchases made per month (integer). Purchase_Channel: The purchase method (categorical: Online, In-Store, Mixed). Brand_Loyalty: Loyalty to brands (1-5 scale). Product_Rating: Rating given by the customer to a purchased product (1-5 scale). Time_Spent_on_Product_Research: Time spent researching a product (integer, hours or minutes). Social_Media_Influence: Influence of social media on purchasing decision (categorical: High, Medium, Low, None). Discount_Sensitivity: Sensitivity to discounts (categorical: Very Sensitive, Somewhat Sensitive, Not Sensitive). Return_Rate: Percentage of products returned (decimal). Customer_Satisfaction: Overall satisfaction with the purchase (1-10 scale). Engagement_with_Ads: Engagement level with advertisements (categorical: High, Medium, Low, None). Device_Used_for_Shopping: Device used for shopping (categorical: Smartphone, Desktop, Tablet). Payment_Method: Method of payment used for the purchase (categorical: Credit Card, Debit Card, PayPal, Cash, Other). Time_of_Purchase: Timestamp of when the purchase was made (date/time). Discount_Used: Whether the customer used a discount (Boolean: True/False). Customer_Loyalty_Program_Member: Whether the customer is part of a loyalty program (Boolean: True/False). Purchase_Intent: The intent behind the purchase (categorical: Impulsive, Planned, Need-based, Wants-based). Shipping_Preference: Shipping preference (categorical: Standard, Express, No Preference). Payment_Frequency: Frequency of payment (categorical: One-time, Subscription, Installments). Time_to_Decision: Time taken from consideration to actual purchase (in days).

Use Cases: Market Segmentation: Segment customers based on demographics, preferences, and behavior. Predictive Analytics: Use data to predict customer spending habits, loyalty, and product preferences. Customer Profiling: Build detailed profiles of different consumer segments based on purchase behavior, social media influence, and decision-making patterns. Retail and E-commerce Insights: Analyze purchase channels, payment methods, and shipping preferences to optimize marketing and sales strategies.

Target Audience: Data scientists and analysts looking for consumer behavior data. Marketers interested in improving customer segmentation and targeting. Researchers are exploring factors influencing consumer decisions and preferences. Companies aiming to improve customer experience and increase sales through data-driven decisions.

This dataset is available in CSV format for easy integration into data analysis tools and platforms such as Python, R, and Excel.

According to Cognitive Market Research, the global Marketing Analytics Software market size is USD 5.7 billion in 2024 and will expand at a compound annual growth rate (CAGR) of 20.6% from 2024 to 2031. Market Dynamics of Marketing Analytics Software Market

Key Drivers for Marketing Analytics Software Market

Growing demand for data-driven marketing- One of the key forces driving the Marketing Analytics Software market is the increased demand for data-driven marketing tactics. In today's digital age, businesses are overwhelmed with data from a variety of sources, including social media, websites, and client contacts. Marketing analytics software allows businesses to collect, analyze, and interpret data in order to acquire important insights into customer behavior, preferences, and market trends. Businesses may use these insights to make better decisions, optimize marketing initiatives, and increase consumer engagement.
Rise of social media and Digital Marketing

Key Restraints for Marketing Analytics Software Market

Data Privacy Concerns
Price Volatility of Raw Materials

Introduction of the Marketing Analytics Software Market

Marketing analytics software refers to the tools and platforms that assist firms in collecting, measuring, analyzing, and interpreting marketing data in order to acquire insights and make informed decisions. The marketing analytics software market is expanding rapidly, assisting firms in analyzing and interpreting data in order to make more informed marketing decisions. This type of software enables businesses to track and measure the efficacy of their marketing campaigns, enhance marketing strategies, and improve the total return on investment (ROI) of their marketing initiatives. The growing use of social media channels, as well as the increased use of big data analytics, are driving global market expansion. Furthermore, the increased necessity to measure customer behaviour has a beneficial impact on market growth

E-commerce Analytics Software Market size was valued at USD 15.4 Billion in 2024 and is projected to reach USD 17.24 Billion by 2031, growing at a CAGR of 19.7 % during the forecast period 2024-2031.Global E-commerce Analytics Software Market DriversFast Growth of the E-Commerce Sector: Over the past ten years, the global e-commerce sector has grown at an exponential rate due to reasons like rising internet penetration, smartphone use, and shifting consumer tastes. Robust analytics solutions are becoming more and more necessary as more organisations go online in order to better analyse customer behaviour, streamline processes, and increase sales.Demand for Actionable Insights: Businesses are using analytics software more and more in the fiercely competitive e-commerce sector to obtain actionable insights into a range of business-related topics, such as customer demographics, purchasing trends, website traffic, and marketing efficacy. By using these insights, organisations may improve the overall customer experience, tailor marketing campaigns, and make well-informed decisions.Emphasis on Customer Experience: Businesses are placing a higher priority on using analytics software to better understand and accommodate customer requirements and preferences since it is becoming a crucial differentiator in the e-commerce sector. Through the examination of consumer contact, feedback, and satisfaction data, businesses can pinpoint opportunities for enhancement and modify their products to align with changing demands.Technological Developments: The progress of ecommerce analytics software is being driven by the ongoing technological developments, especially in fields like big data analytics, artificial intelligence (AI), and machine learning (ML). Businesses can now process massive amounts of data in real-time, identify intricate patterns and trends, and produce predictive insights that can guide strategic decision-making thanks to these technologies.Growing Significance of Omnichannel Retailing: Companies are using omnichannel retailing tactics more and more as a result of the expansion of various sales channels, such as websites, mobile apps, social media platforms, and physical stores. Consolidating data from these various channels, offering a comprehensive picture of customer behaviour across touchpoints, and facilitating smooth integration and optimisation of the complete sales ecosystem are all made possible by ecommerce analytics software.Emphasis on Cost Efficiency and ROI: Businesses are giving top priority to solutions that provide measurable returns on investment (ROI) and aid in optimising operating costs in a time of constrained budgets and heightened scrutiny of spending. Ecommerce analytics software is seen as a crucial tool for increasing profitability and efficiency because it helps companies find inefficiencies, optimise marketing budgets, and generate more income.Regulatory Compliance and Data Security Issues: Businesses are facing more and more pressure to maintain compliance and safeguard customer data as a result of the introduction of data privacy laws like the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR). In response to these worries, ecommerce analytics software companies are strengthening data security protocols, putting in place strong compliance frameworks, and providing capabilities like anonymization and encryption to protect sensitive data.

The Enterprise Social Networks Market is estimated to be valued at USD 6101.1 million in 2025 and is projected to reach USD 23220.5 million by 2035, registering a compound annual growth rate (CAGR) of 14.3% over the forecast period.

This dataset provides a detailed record of user interactions with a fictional e-commerce website's web marketing campaigns over the month of June 2023. The data captures various aspects of user sessions, demographics, and campaign performance, offering a rich ground for exploring user behavior and optimizing marketing strategies. Your task is to analyze this data, develop predictive models, and uncover insights that can help boost conversion rates and revenue generation.

Data Overview

The data is presented in a CSV file named web_marketing_data.csv and includes the following columns:

Date: The date of the user session (MM/DD/YYYY). User_ID: A unique identifier for each user. Session_Duration: The duration of the user’s session in seconds. Page_Views: The number of pages viewed by the user during the session. Source: The origin of the user’s traffic (e.g., Referral, Social, Direct, Organic). Medium: The marketing medium used (e.g., Direct, Social Media, Organic Search, Referral). Note: “Referral” can appear in both Source and Medium, indicating different types of referrals. Source “Referral” implies the user came from another website, while Medium “Referral” suggests a referral link or campaign. Campaign: The specific marketing campaign associated with the session (e.g., Spring Promo, Summer Sale, Winter Campaign). Blank values indicate sessions not directly linked to a specific campaign. Device_Category: The type of device used by the user (e.g., Desktop, Mobile, Tablet). Country: The user’s geographic location. New_User: A binary indicator (1 for new user, 0 for returning user). Conversions: The number of conversions attributed to the user during the session. Revenue: The revenue generated from the user during the session (in USD).

The market for advertising services has changed massively over the past decade, with online and digital advertising services reaching customers across the web, replacing traditional advertising streams like TV, radio and newspapers. The UK remains Europe's largest digital ad market and is a hotspot for online advertising growth. Major sporting events have aided revenue generated from TV advertising. However, the economic slump caused by the cost-of-living crisis forced businesses to become more cautious when considering marketing budgets, weighing on demand. Over the five years through 2025, advertising services revenue is expected to rise at a compound annual rate of 1.5% to €220 billion. COVID-19 at the beginning of the previous five-year period caused business and consumer confidence to plunge, slashing ad spending as companies looked to save money. Inflationary pressures, economic uncertainty and shaky business confidence eroded growth over 2022 and caused revenue in 2023 and 2024 to dip. In 2025, industry revenue is expected to inch upwards by 0.6%, as demand for digital advertising services is propping up the industry across Europe, despite in-house social media advertising activities eating into the market for advertising services. This growing external competition has also weighed on profitability. Over the five years through 2030, revenue is forecast to climb at a compound annual rate of 4.2% to reach €270.8 billion. Although demand for online advertising services will continue to swell, more companies will deal directly with online providers, curbing revenue. However, increased scrutiny on social media companies may alleviate external competition by banning "behavioural advertising" and selling first-person data to marketers. Mobile advertising will continue to outpace growth in online advertising as consumers increasingly rely on mobile devices to access the internet. The rapid emergence of AI technology has put the industry's future into question as big tech searches for AI operational solutions, threatening traditional advertising agencies. However, as consumers become more distrustful of AI-generated adverts, smaller companies can lean into the human-generated aspect of advertising to grow trust with audiences and clients.