Forecast Report

Western European Social Media Marketing Forecast, 2012 To 2017

Growth Slows But Remains Strong Despite Legislative Uncertainty

April 29th, 2013
JM
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.

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