The global online ad spending hit $81.1 billion by the year 2011, says a report released by the research firm Piper Jaffray & Co. The report has laid emphasis on the changing behavior of consumers saying that consumers are taking control of their consumption of online content and brands. The report further concludes that historically passive consumer is changing rapidly, not only becoming more informed and confident about purchase decisions, but also increasingly taking control of the consumption of information and content that used to be distributed by networks, studios, publishers and retailers.
The firm while releasing its report has said that they believe changing behavior of consumers will cause a significant rise in prominence of the Internet as a major content consumption and marketing medium.
Following are the few highlights of the report:
1. The Internet is now a mainstream medium: The web is the leading medium at work and the second leading medium at home behind television.
2. Internet usage patterns are changing, favoring Usites, communitainment sites, search, and away from traditional portals.
3. Google’s dominance is likely to expand, partly fueled by a wide variety of non-search related products that create a virtuous cycle of brand affinity for Google.