So far, widgets and applications are garnering far more attention than actual ad dollars. Although consumers are increasingly using them, eMarketer estimates that US companies will spend only $40 million in 2008 to create, promote and distribute widgets, up from $15 million in 2007.
The Web Widgets and Applications report tracks the trends that are driving this unique and intriguing, but not yet lucrative, area of Internet development.
Widgets are popping up everywhere online. Since Facebook opened up to third-party applications in May 2007, nearly 15,000 applications have been developed. Overall, some 100,000 developers are working on widgets and applications worldwide.
Widgets are new, hot and fun. But there are already raising concerns, including “application burnout,” measurement difficulties, distribution challenges and deceptive techniques used by some widget developers to increase their installation rate.
The widget and application business can really grow—it has some growing up to do.
Key questions the “Web Widgets and Applications” report answers:
- How big is the ad market for widgets?
- How is ad space on widgets sold and tracked?
- How are marketers and consumers using widgets and apps?
- What are the most popular widgets?
- What is the major resistance to widgets?
- Are widgets a fad or the future of online marketing?
- And many others…
eMarketer Reports—On Target and Up to Date
The Web Widgets and Applications report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
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So far, widgets and applications are garnering far more attention than actual ad dollars. Although consumers are increasingly using them, eMarketer estimates that US companies will spend only $40 million in 2008 to create, promote and distribute widgets, up from $15 million in 2007.
Executive Summary
US Web Widget and Application Advertising Spending, 2007 & 2008 (millions and % of total social network ad spending)
Key Questions
The eMarketer View
Key eMarketer Numbers: Web Widgets and Applications
US Advertising Agency Executives Who Believe Widgets Will Play a Bigger Role than Mobile Advertising in Their 2008 Strategy (% of respondents)
Widgets are the future
Widgets are a fad
Widgets in Action
Create your own
Brand an existing widget or application
Buy ad space within a popular widget or application
Turn your rich-media ad into a widget
Conduct e-commerce
Distribute content
Widget Ad Spending
US Web Widget and Application Advertising Spending, 2007 & 2008 (millions and % of total social network ad spending)
US Online Social Network Advertising Spending, 2006-2011 (millions and % of total US online ad spending)
Marketer Usage and Attitudes
Social Media Marketing Applications Used by US Businesses, September 2007 (% of respondents)
Social Media Marketing Applications that US Businesses Will Use Next Year, September 2007 (% of respondents)
Importance of Large Internet Portals* according to US Advertising Agency Executives, 2007 (% of respondents)
Comparative Estimates: US Marketers Using Social Network Marketing, 2006 & 2007 (% of respondents)
Consumer Usage
Widget Familiarity and Usage among US Adult Internet Users, by Age, August 2007 (% of respondents)
Top 10 Web Widget Audiences in the US, Ranked by Unique Viewers, November 2007 (thousands and % of total Internet users)
Web Widget Viewers Worldwide, by Region, April 2007 (thousands and % of total Internet users)
Top 10 Facebook Applications Among US Internet Users, Ranked by Unique Viewers*, November 2007 (thousands and % of total Facebook visitors)
Number of Slide and RockYou! Web Widget Users Worldwide, July & November 2007 (millions and % share)
Top 10 Facebook Applications, Ranked by Total Installs, January 3, 2008*
Top 10 Facebook Applications, Ranked by Active Users, As of January 3, 2008 (millions)
Widgets and the Future of the Web
The consumer is in control
Methods Used by US Adults to Watch a TV Episode that They Missed, by Age and Gender, October 2007 (% of respondents in each group)
Select Retail Website Features that Are Important to US Holiday Shoppers, by Age, October 2007 (% of respondents in each group)
Frequency with which US Internet Users Subscribe to RSS Feeds, July 2007 (% of respondents)
The Web audience is fragmenting
Social network usage is rising
US Adult Online Social Network Users, 2006-2011 (millions and % of adult Internet users)
US Teen Online Social Network Users, 2006-2011 (millions and % of teen Internet users)
Social networks are the new walled gardens
Advertising is becoming viral
US Adults Who Have Forwarded an E-Mail Marketing Message to Another Adult, by Age, 2007 (% of respondents)
Leading Website Categories on Which US Adult Internet Users Are Likely to Pay Attention to Advertising, 2007
Other trends
Search Queries Performed by US Internet Users, by Search Engine Provider, November 2006 & November 2007 (millions)
Online Activities Performed Weekly* according to US Consumers, by Age, February 23, 2007-March 6, 2007 (% of respondents in each group)
Attitudes of US Internet Users toward Advertising, September 2007 (% of respondents)
Location Where US Consumers Typically Start Online Shopping, September 2007 (% of respondents)
What Widgets Need to Succeed
Related Information and Links
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So far, widgets and applications are garnering far more attention than actual ad dollars. Although consumers are increasingly using them, eMarketer estimates that US companies will spend only $40 million in 2008 to create, promote and distribute widgets, up from $15 million in 2007.
Adonomics
American Association of Advertising Agencies
Association of National Advertisers (ANA)
BizRate.com
Booz Allen Hamilton
Compete
comScore Inc.
Coremetrics
Deloitte & Touche
eMarketer
Forrester Research
GSI Commerce
Harris Interactive
iMedia Connection
Interactive Advertising Bureau (IAB)
Ipsos Insight
JupiterResearch
Manning Selvage & Lee (MS&L)
Myers Publishing LLC
Nielsen//NetRatings
Penton Digital Media Research (PDMR)
Prospero Technologies, LLC
Razorfish
Shop.org
The Nielsen Company
WebVisible