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TOP COVERAGE TERMS FOR NOVEMBER 2014:
Internet users will pass the 3bn mark in 2015 and nearly half the world's population, or 3.6bn people, will access the net at least once a month by 2018, according to eMarketer. The research firm's latest numbers suggest internet user penetration this year will top the 40 per cent mark for the first time as the web reaches 2.89bn users, increasing 6.2 per cent next year to reach 42.4 per cent of the world's population.
Monica Peart, senior forecasting analyst at eMarketer, commented: "Inexpensive mobile phones and mobile broadband connections are driving internet access and usage in countries where fixed internet has been out of reach for consumers, whether that's due to lack of infrastructure or affordability. While highly developed nations are nearly saturated in terms of internet users, there's significant room for growth in emerging markets; for example, India and Indonesia will each see double-digit growth in each year between now and 2018.”
Marketers have little choice but to play along. Facebook has accumulated one of the biggest vaults of consumer data in the world. It dominates social media advertising the way Google dominates search ads, and analysts say that brands will keep flocking to the service.
“Facebook is saying, ‘We’re in charge. You’re renting from us,’” said Debra Aho Williamson, a social media analyst at the research firm eMarketer. “But businesses continue to spend more money on advertising on Facebook, and users continue to spend more time and share more information on it.”
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