Warc, 19 May 2014
SYDNEY: Online classified adspend in Australia grew 10% in
2013 to A$780m and is expected to slow down to a compound annual growth rate
(CAGR) of 7.1% until 2017 when it will reach A$1.13bn, new analysis has
predicted.
While this represents a steady overall rate of growth, the
Australian Online Classified Markets 2014 report from consultants Frost &
Sullivan expected continued variances in performance among the market's
different segments.
For example, real estate online classified expenditure,
which posted 24% growth in 2013, is forecast to carry on with 12% CAGR over the
next three years as the market benefits from low interest rates and new housing
construction.
Expenditure on employment classified, however, fell -4% last
year and the report expected that it would record further negative growth in
2014, partly because of the state of market but also a trend towards using
social media and job aggregators.
These include LinkedIn, which has grown strongly in
Australia and is expected to establish itself as "a viable alternative to
traditional recruitment websites", the report said.
And as mobile penetration deepens in Australia, Frost &
Sullivan predicted the majority of online classified views will be conducted on
mobile devices within the next three to five years. This will continue to place
downward pressure on online classified adspend.
Warc's Consensus Forecast expects the growth of Australian
advertising expenditure to be 3.6% in 2014, buoyed by a 17.2% rise in internet
expenditure, while total annual adspend in Australia is forecast to surpass
US$14.5bn by the end of the year.
Data sourced from Frost & Sullivan; additional content
by Warc staff
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