Forecast Report

Western European Social Media Marketing Forecast, 2012 To 2017

Growth Slows But Remains Strong Despite Legislative Uncertainty

April 29th, 2013
James McDavid, null
James McDavid
With contributors:
David Truog , Nate Elliott , Emily Kwan , Anthony Mullen

Summary

Social media marketing spending in the European Union (EU) will rise over the next five years, boosted by increasing numbers of addressable devices; consumers' willingness to use them; continued consolidation of the social network landscape in Europe; and growth in the number of Western Europeans who use social networks. The main factors likely to constrain growth in spending are upcoming EU-wide legislation governing online privacy; consumers' wariness about their data being held by social networks; and marketers' difficulties in understanding the return on investment (ROI) of spending on social media marketing.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.