Communication market environment
COMMUNICATION MARKET ENVIRONMENT
INCREASED DIVERGENCE OF GDP BETWEEN ECONOMIC REGIONS(1)
- United States : +2.0%
- Europe : +1.2%
- China : +4.8%
GLOBAL TRADE(2)
- 35 trillion USD
- of which: 20% e-commerce
CHANGE IN GLOBAL ADVERTISING EXPENDITURE(3)
In USD bn
This chart shows the change in global advertising expenditure(3), in USD bn.
- 2023 — Worldwide (+7.2%) : 876 USD bn.
- 2024 — United States (+9.8%) : 945 USD bn.
- 2025 : 1 013 Mds USD. Of which 62% on the internet, 13% is retail media, and 21% on social networks, with growth of +15.5% in 2025.
MOBILE PHONE USERS(4)
This image illustrates the mobile phone users(4) which are 6.72 billion, including 5.66 billion billion unique users on social media.
TIME SPENT PER WEEK ON SOCIAL MEDIA(5)
16.36 hours (videos included).
Worldwide, 1 in 6 people use generative AI(6)
THE USE OF GENERATIVE Al IN MARKETING AND COMMUNICATIONS(7)
85% of companies use AI for their marketing
of which 64% use digital tools to target their communications
of which 61% use AI tools for content generation