North America is still where a plurality of worldwide paid media spending on social networks originates. But Asia-Pacific makes a strong second-place showing ahead of Western Europe, according to eMarketer’s latest forecast.
Nearly three in 10 paid media dollars taken in by social sites will come from Asia-Pacific this year, we estimate. The region’s share will rise by almost 2 percentage points in the next two years as North America’s declines somewhat.
Social network ad spending in the region is expected to exceed $5 billion this year, an increase of more than 53% over 2013 spending levels. Social networks will account for 12.2% of digital ad spending in Asia-Pacific—higher than their share in the UK.
By the end of our forecast period, we expect 16.1% of digital ad dollars in the region to go toward social networks, or $8.60 billion.
eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
In addition, every element of each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.