The Power of the Web
According to research conducted by
Borrell Associates on 210 U.S. media markets, local online advertising
spending will total approximately $3.9 billion in 2005, a 46 percent
increase over the $2.7 billion 2004 total – a growth nearly
double of previously expected measures.
Online ad growth is a result of not only overall ad expenditures
but also a decrease in newspaper and TV budgets. Additional growth
factors include the natural growth of internet access among US households
and the increasing use of the internet when searching for local
shopping information. Businesses both large and small are contributing
to this growth rate with a focus on small businesses increasing
their online spending. The majority of small businesses have already
achieved a web presence with 82 percent of small businesses expected
to use the internet to conduct e-business in 2005.
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Internet
users say they are spending more time online —
and less with other media. Over 35% of respondents said
they were watching less TV, and nearly as many said
they were spending less time with magazines. Some 30.3%
said newspapers were getting less of their attention.
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Media 05/05 |
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