Research: Ad-supported content discovery worth $2.4bn by 2015

Web-enabled devices have become a key growth segment for the global consumer electronics industry. So-called “smart” devices connected to the Internet create opportunities for advertisers to catch consumer attention while they are actively searching for content or information. In-Stat research estimates that the value of this ad-supported content discovery will reach $2.4 billion by 2015.

“When consumers are navigating for content, advertising is not seen as an interruption. In fact, it might help consumers find what they’re looking for,” says Gerry Kaufhold, Research Director. “With the rise of mobile Internet services, the proliferation of smartphones, and the growth of tablet devices, a lot of content discovery engines will work on a mobile device, to find content that ultimately gets delivered to a TV screen. Advertisers will be attracted to content discovery services, which we see as an emerging growth market segment.”

Key findings includes:
The installed base of “smart” devices will grow at an impressive compound annual growth rate (CAGR) of 46 per cent from 2010 through 2015.
– The annual value of ad-supported content discovery on directly connected TV sets will grow to nearly $442 million in North America by 2015.
– By 2015, In-Stat expects that almost 170 million web-enabled devices in Europe will be connected.
– By the end of 2011, there will be about 30 million web-enabled TV households in Asia/Pacific.
– Only about 12 per cent of web-enabled devices in all of South America will actually be connected during 2011.

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