全球分类表行业市场前景及投资研究报告-培训课件外文版2024.5

INDUSTRIES

&

MARKETSClassifieds:market

data

&

analysisMarket

Insights

report2023Table

of

ContentsOverviewAppendixSummary567ProductOverviewAuthor1222Market

DefinitionKey

TakeawaysMarket

NumbersAd

Spendingby

Ty

pe912141719AverageAd

Spending

per

Internet

User

by

TypeAd

Spendingby

DeviceAverageAd

Spending

per

Internet

User

by

DeviceCompany

profiles2MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGain

abetter

understanding

ofmarkets

across

190+

geographical

entities

–

onaglobal,

regional,

country,

and/or

statelevel.

Access

our

data

via

webinterface,

download

(XLS,

PDF,

PPT),

or

reports.

Benefit

from

our

48-hourcustomer

service

guarantee.•10

sectors:

advertising

&

media,

consumers,

countries,

digital

sector,finance,

health,

industrial

sector,

mobility,

and

technology1,000+

markets,

e.g.,

FinTech,

Food,

orRobotics•••KPIs,

e.g.,

revenue,

market

shares,

prices,

and

volumeFeatures:

Compare

countries

&

regions,

change

currencies,

selectvisualizations,

and/or

customize

downloads•

Use

cases:

sales

planning,

investment

decision

support,

resourceallocation,

and

portfolio

management10190+geographicalentities1,000+400+Find

out

more

on:https://www.sectorsmarketsreportsGo

toMarketInsightscom/outlook/3CHAPTER

1OverviewThe

Classif

ied

s

market

is

a

fast

growing

marketOverview:

SummarySummaryIn

the

early

2000s,

there

was

a

significant

shift

in

the

advertising

strategies

forclassifieds.

Offline

classifieds

advertising

was

once

the

most

popular

and

effectiveadvertising

strategy.

For

example,

people

used

classifieds

in

newspapers

to

lookfor

local

deals.

However,as

the

digital

era

has

progressed,

digital

classifieds

havesurpassed

all

classifieds

categories

(real

estate,

automotive,

jobs,

and

general)due

to

reduced

costs,

shorter

processing

times,

higher

return

on

investment,

andmore

precise

targeting.(digital

banner,

digital

video,

search,

and

social

media

advertising),

althoughit

stillshowed

a

positive

trend.

The

cost

of

digital

classifieds

advertising

is

significantlylower

compared

to

other

strategies,

andit

keeps

advertisers

focused

on

thebusiness

andits

location

to

target

consumers

who

are

more

likely

to

make

apurchase.

With

these

advantages,

digital

classifieds

advertising

is

expected

tocontinuedeveloping

in

the

coming

years.Moreover,

technology

has

experienced

significant

developments

in

the

past

years,resulting

in

changed

usage

behavior

by

both

the

advertisers

and

their

targetaudiences.

Internet-enabled

devices

have

become

everyday

products

for

manypeople,

and

the

internet

infrastructure

has

become

faster

and

more

affordable.Therefore,

digital

tools

have

become

a

popular

choice

for

advertisers

to

reachspecific

target

groups.Digital

classifieds

advertising

grew

theleastofall

digital

advertising

strategies5Sources:Market

Insights

2023Classif

ied

s

is

an

important

part

of

the

Digital

Advertising

marketOverview:

Market

DefinitionMarket

definitionClassifieds

refer

to

online

advertising

posts

that

list

products

and

services

incategories.

Advertising

spending

on

Classifieds

includes

the

fees

advertisers

payto

display

an

online

ad

and

to

list

it

in

a

specific

category.

The

fee

has

to

be

paidby

the

advertiser

regardless

of

the

outcome

of

the

ad

and

does

not

depend

onfactors

such

as

the

ad's

position,

size,

or

display

duration.including

consumers

(private

individuals)

looking

for

other

private

individualsto

complete

small-scale,

non-permanent

jobs

(such

as

contractor

services)

forthem

(e.g.,

TaskRabbit)TheClassifieds

market

comprises

advertising

spending,

users,

and

averagerevenue

per

user.

The

market

only

displays

B2B

spending.

Figures

arebased

onadvertising

spending

andexclude

agency

commissions,

rebates,

production

costs,and

taxes.

For

more

information

onthedata

displayed,

usetheinfo

button

rightnext

to

the

boxes.Advertising

spending

on

Classifiedsis

separated

into

four

categories:•

Jobscovers

ads

by

businesses

offering

permanentemployment

(e.g.,

Indeed,Monster)••Motor

covers

ads

bycompanies

or

consumers

offering

vehicles

for

purchase(e.g.,

C)Real

Estate

covers

ads

by

companies

or

consumers

offering

real

estate

for

rentor

purchase

(e.g.,

Roofstock)•

General

covers

all

forms

ofads

that

are

not

included

in

theother

categories,6Sources:Market

Insights

2023Classif

ied

s

accounted

for

3.3%

of

the

Digital

Advertising

market

revenue

in

2022Overview:

Key

Takeaways

and

in

scope

/

out

of

scopeKey

TakeawaysIn

scopeOut

of

scopeAd

spendingin

the

Classifieds

marketis

projected

to

reachUS$21bn

in

2022.This

market

includes:This

market

excludes:Ad

spendingis

expected

to

show

an

annual

growth

rate

(CAGR

2022-2027)

of

3.4%,resulting

inaprojected

market

volume

of

US$24bn

by

2027.•

Fees

paid

by

advertisers

in

order

todisplay

an

online

ad

or

listing

aroundaspecific

vertical•

Other

advertisements

(e.g.

banners)onclassifieds

websitesIn

global

comparison,

most

ad

spendingwill

be

generated

in

China

(US$7.2bn

in2022).In

the

Classifieds

market,

49%

of

total

digital

ad

spendingwill

be

generated

throughmobile

in

2027.7Sources:Market

Insights

2023CHAPTER

2Market

NumbersThe

Classif

ied

s

segment

shows

average

growth

rates

of

around

3.3%

per

yearMarket

sizes:

GlobalClassifieds

market:

Distribution

forecastin

billion

US$+3.3%(1)242423232220%212020%20%20%19181820%1820%20%20%20%20%24%24%28%20%24%28%24%28%24%28%23%28%24%28%21%28%22%28%22%28%21%28%28%28%28%28%28%28%31%31%30%30%29%28%20172018201920202021202220232024202520262027GeneralReal

estateJobsMotor9Notes:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Sources:Between

2022

and

2027,

China

shows

the

biggest

growth

in

the

Classifiedssegment

with

a

CAGR(1)

of

6.2%Market

Sizes:

Regional

comparison

(1/4)Classifieds

market:

Distribution

forecastin

billion

US$+6.2%9.816%7.2+1.9%23%28%+2.3%6.316%5.85.624%5.020%22%22%28%24%20%23%+0.6%27%28%27%2.52.624%22%26%23%22%26%28%30%202728%30%202228%21%202233%34%28%28%21%20222027202720222027ChinaEuropeROW(2)MotorU.S.GeneralReal

estateJobs10

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

(2)

ROW:

rest

ofthe

worldMarket

Insights

2023With

revenue

s

of

US$1.9

billion,

the

UK

will

likely

be

the

biggest

market

amongthe

top

5

EU

countries

in

2022Market

Sizes:

Regional

comparison

(2/4)Classifieds

market:

Distribution

forecastin

billion

US$+2.5%(1)2.21.922%+1.5%(1)22%30%1.21.130%+1.2%(1)+1.4%(1)+2.5%(1)29%29%28%0.628%31%0.5

22%22%22%28%22%16%28%22%16%28%22%18%28%22%18%28%31%28%22%28%0.20.228%11%0.10.132%20%28%20%12%28%34%34%202732%202220272022202720222027202220222027UKGermanyFranceItalySpainGeneralReal

estateJobsMotor11

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Out

of

the

major

regions,

the

revenue

of

real

estate

classifieds

remains

highestin

the

U.S.,

Europe,

and

R

OW(2)Market

Size:

Regional

comparison

(3/4)Classifieds

market:

Average

ad

spending

per

internet

user

forecast

in

US$+0.7%(1)-0.8%(1)+3.0%(1)8.38.38.18.07.924%24%6.916%23%24%16%23%28%22%28%22%28%27%28%27%28%22%28%-1.9%(1)20%22%28%1.620%23%28%1.533%34%26%26%21%21%30%30%20222027202220272022202720222027U.S.EuropeChinaMotorROW(2)GeneralReal

estateJobs12

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Among

the

top

5

EU

countries,

the

revenue

of

jobs

classifieds

per

internet

userwill

likely

be

the

highest

in

the

UK

in

2022Market

Size:

Regional

comparison

(4/4)Classifieds

market:

Average

ad

spending

per

internet

user

forecast

in

US$+1.8%(1)33.630.722%22%+0.8%(1)30%28%30%+0.3%(1)15.429%31%28%14.829%31%28%+0.6%(1)+1.1%(1)9.39.428%22%22%28%22%22%28%22%16%28%22%16%28%22%18%28%22%18%28%4.44.52.93.028%20%20%12%11%28%34%34%32%32%20272022202720222027Germany20222027202220272022UKFranceItalySpainGeneralReal

estateJobsMotor13

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Share

of

desktop

is

declining

in

the

Classifieds

segment

’s

ad

revenueDistribution

by

device:

GlobalClassifieds

market:

Share

bydevice52%51%51%54%53%56%55%58%57%60%62%49%47%48%49%45%46%43%44%42%40%38%20172018201920202021202220232024202520262027MobileDesktop14Sources:Market

Insights

2023Between

2022

and

2027,

China

will

likely

remain

the

leading

Classifieds

segmentin

terms

of

mobile

ad

revenueDistribution

by

device:

Regional

comparison

(1/4)Classifieds

market:

Mobile

and

desktop

distribution

forecast

in

billion

US$+6.2%(1)9.87.2+1.9%(1)57%6.3+2.3%(1)+2.3%(1)5.85.65.65.05.061%52%57%54%54%64%64%43%48%39%43%46%46%36%36%20222027202220272022202720222027ChinaEuropeROW(2)U.S.MobileDesktop15

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

(2)

ROW:

rest

ofthe

worldMarket

Insights

2023Out

of

all

top

5

EU

markets,

ad

revenue

of

mobile

will

almost

surpass

therevenue

of

desktop

by

2027Distribution

by

device:

Regional

comparison

(2/4)Classifieds

market:

Mobile

and

desktop

distribution

forecast

in

billion

US$+2.5%(1)+1.2%(1)2.20.60.51.9+1.5%(1)43%49%56%52%1.21.141%52%+1.4%(1)+2.5%(1)57%51%48%44%0.20.259%0.10.148%55%

45%50%48%44%52%50%56%20272022202720222027202220272022Italy20272022UKGermanyFranceSpainMobileDesktop16

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023The

average

ad

revenue

of

mobile

devices

per

internet

user

remains

highest

inthe

U.S.Distribution

by

device:

Regional

comparison

(3/4)Classifieds

market:

Average

ad

spending

per

internet

user

forecast

in

US$+0.7%(1)-0.8%(1)+3.0%(1)8.34.38.32.78.14.68.04.67.92.36.94.3-1.9%(1)5.65.71.64.01.50.80.73.43.42.71.00.620222027202220272022202720222027U.S.EuropeChinaROW(2)MobileDesktop17

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

(2)

ROW:

rest

ofthe

worldMarket

Insights

2023In

all

top

5

EU

markets,

the

average

ad

revenues

of

both

mobile

and

desktopper

internet

user

remain

highest

in

the

UKDistribution

by

device:

Regional

comparison

(4/4)Classifieds

market:

Average

ad

spending

per

internet

user

forecast

in

US$+2%(1)33.630.716.6+1%(1)15.815.46.414.87.70%(1)9.35.29.44.15.4+1%(1)2.0+1%(1)17.014.84.42.44.52.91.53.09.07.12.31.41.34.12.31.72022202720222027202220272022202720222027UKGermanyFranceItalySpainMobileDesktop18

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

its

network

of

partner

websites,

StepStone

reaches

up

to

16.6

millionmonthly

visitorsCompany

profile:

StepStoneStepStone

key

factsAvailability(2)

ofStepStoneRevenue:

US$730.8

million

(2019)Employees:

3,500

(2019)Founded:

1996CAGR(1):

7.4%

(2019-2020)Number

of

jobads:

29

million

(2019)Headquarters:

Düsseldorf,

GermanyProduct:

online

job

boardStepStone’s

advertising

strategyOriginally

founded

under

the

name

of

Jobshop

in

Oslo,

Sweden,

the

companyentered

the

German

market

in

1998.

For

a

fee,

businesses

can

post

digital

joboffers

and

promote

their

vacancies.

The

companywas

eventually

rebranded

toIn

contrast

to

other

digital

classifieds

websites,

postingjob

offers

on

StepStonealways

entails

paying

a

fixed

fee.

Customers

can

choose

between

three

packages,including

different

features

such

as

customizable

classifieds,

the

embedding

ofStepStone

in

2000

and

went

public

in

the

same

year.

Nine

years

later,

Axel

Springer

companyvideos,

a

better

positioning

in

the

website’s

search

results,

or

theacquired

the

online

job

board

and

delisted

it

from

all

stock

exchangesin

2010.classified’s

inclusion

into

user

newsletters.

Moreover,

all

job

classifieds

are

alsodisplayed

on

up

to

450

other

websites

StepStone

is

partnering

with,

includingpartnersin

the

IT,

finance,

pharma,

medical,

and

logistics

industries

and

50universities.

Thus,

advertisers

benefit

from

a

range

of16.6

million

monthlyvisitors.Today,

StepStone

operates

on

some

of

the

world’s

biggest

digital

classifiedswebsites

and

networks

with

67

million

monthly

visits

and

more

than

60,000companies

posting

vacancies.19

Notes:(1)

CAGR:

CompoundAnnualGrowthRate

/average

growthrate

per

year

(2)

Partner

and

co-founded

ne