Digital mobile advertising slows down as market matures

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 23, 2019, 4:55 PM UTC

Amazon and Google’s search query estimates have both seen a slowdown.

The usage of ride-hailing apps, people streaming music and messages sent across the internet has seen a significant decrease, according to a report from Barclays. This piece says that there is a broader trend of decline in the consumer-tech industry, with the mobile ad tech industry reaching a saturation point.

While the mobile advertising industry is resilient, it has still slowed down, showing a growth of 40% in 2018 compared to 109% in 2013. The number of Android users are also projected to grow by only 9% compared to 50% in 2017.

According to this article, the “gold rush” of the consumer tech industry is coming to an end as companies are now well-established, and the competition is heavy. The Barclays note says that “The deceleration is uniform across geographies and across consumer internet business models”.

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