Statista Digital Market Outlook

Product & Methodology

May 2020
The Statista Digital Market Outlook provides essential
data for 8 digital markets in 150 countries
About the Statista Digital Market Outlook (1/2)

What is the Statista Digital Market Outlook?

The Statista Digital Market Outlook is a tool that provides key market
indicators, independent forecasts, and detailed market insights for the
most relevant markets of the digital economy. Digital market data is
often available in inconsistent forms, scopes, and segmentations, which
makes it impossible to get reliable comparisons between two or more
data sets. Our goal is to simplify your research and planning by
providing all the necessary data for 6 digital markets in 150 countries
with a clearly defined market scope.

The Statista Digital Market Outlook is built on resources from the

Statista platform as well as in-house market research and analyst
experience. We evaluate the status quo, monitor trends, and create an
independent forecast of market developments of the global digital
economy.

The tool provides data on financial operating figures (revenue or

comparable KPI) and user-related figures (number of users, user
penetration, average revenue per user (ARPU)) - on the platform and in Digital Media Smart Home FinTech
multiple download format.
The data for each market is updated twice a year and our analysts eServices eCommerce
create Outlook Reports for all markets and segments, giving an
extensive overview of the current state of the market and its latest
Digital Advertising
trends.

2 Source: Statista Digital Market Outlook 2020

The key to our data is independent market modeling
and primary research
About the Statista Digital Market Outlook (2/2)

The data of the Statista Digital Market Outlooks is composed of Statista Global Consumer Survey
countless pieces of information. Our analysts build on Statista primary
research, relevant market data taken from independent databases,
various market and macroeconomic indicators, historical developments,
current trends, reported performance indicators from the key market
players, and Statista interviews with market experts. Continuous market
monitoring allows us to detect and consider relevant changes along the
value chain of the digital economy.

The market estimates for our 46 core countries, the world’s largest
economies, such as the United States, China, and Germany, are derived
from bottom-up market modeling based on the data from a broad
range of industry-specific and national sources, the Statista Global
Consumer Survey, and our industry knowledge. Demographic user data
on digital markets in core countries has been collected from the Statista
Global Consumer Survey.

For the 104 non-core countries, we apply algorithmic data analysis,

based on macroeconomic indicators and market drivers. Normalized
indicators allow realistic assumptions and comparisons (per-capita-
The Statista Global Consumer Survey is a worldwide online survey
spending, penetration rates, etc.) even for countries with low data
exclusively carried out by Statista in 46 countries and covering more
availability.
than 400,000 consumers in 2019. The digital economy part of the survey
exactly matches the Statista Digital Market Outlook market scopes and
thus gives us first-hand information on technology adoption and user
penetration in each market.

3 Source: Statista Digital Market Outlook 2020

Digital Market Outlook provides market data for 150
countries and in-depth analysis of 46 core countries
Country coverage (1/2)

Statista Digital Market Outlook coverage Core countries1

Core country Non-core country Not covered
Europe Turkey Asia
Austria United Kingdom China
Belgium India
Czechia Americas Indonesia
Denmark Argentina Japan
Finland Brazil Pakistan
France Canada Saudi Arabia
Germany Chile South Korea
Greece Colombia Thailand
Ireland Dominican Rep. Vietnam
Italy Mexico
Lithuania Peru Australia & Oceania
Netherlands United States Australia
Norway New Zealand
Poland Africa
Portugal Kenya
Russia Morocco
Serbia Nigeria
Spain South Africa
Sweden
Switzerland

1: Core country: country where an in-depth analysis is carried out

4 Source: Statista Digital Market Outlook 2020
The Statista Digital Market Outlook now covers 150
countries and 24 regions
Country coverage (2/2)

Full list of countries and regions covered in the Statista Digital Market Outlook

Europe Central & Western Americas Caribbean Southeast Asia Australia & Guinea
Europe Cuba Brunei Darussalam Oceania Ivory Coast
Southern Europe South America
Austria Dominican Republic Cambodia Australia Niger
Albania Argentina
Belgium Haiti Indonesia Fiji Nigeria
Bosnia and Herzeg. Bolivia
Czechia Jamaica Laos New Zealand Senegal
Croatia Brazil
France Malaysia Papua New Guinea Sierra Leone
Cyprus Chile Asia
Germany Myanmar Togo
Greece Colombia South Asia Africa
Hungary Philippines Southern Africa
Italy Ecuador Bangladesh
Ireland Singapore North Africa Botswana
North Macedonia Guyana Bhutan
Luxembourg Thailand Algeria Lesotho
Malta Paraguay India
Netherlands Timor-Leste Egypt Mauritius
Montenegro Peru Nepal
Poland Vietnam Morocco Namibia
Portugal Suriname Pakistan
Slovakia East Asia Sudan South Africa
Serbia Uruguay Sri Lanka
Switzerland China Tunisia
Slovenia Central America East Africa
United Kingdom West Asia Hong Kong
Spain Belize Central Africa Burundi
Turkey Northern Europe Bahrain Japan Angola
Costa Rica Ethiopia
Denmark Iran Mongolia Cameroon
Eastern Europe El Salvador Kenya
Estonia Iraq South Korea Chad
Armenia Guatemala Madagascar
Finland Israel Equatorial Guinea
Azerbaijan Honduras Central Asia Malawi
Iceland Jordan Gabon
Belarus Nicaragua Kazakhstan Mozambique
Latvia Kuwait Republic of the Congo
Bulgaria Panama Kyrgyzstan Rwanda
Lithuania Lebanon
Georgia Tajikistan West Africa Seychelles
Norway North America Oman
Moldova Turkmenistan Benin Tanzania
Sweden Canada Qatar
Romania Uzbekistan Burkina Faso Uganda
Mexico Saudi Arabia
Russia Gambia Zambia
United States United Arab Emirates
Ukraine Ghana Zimbabwe

5 Source: Statista Digital Market Outlook 2020

MARKET
SIZING

6
We use a bottom-up approach for our status quo
market sizing
Market sizing (1/3)

Detailed status quo analysis in selected core countries Underlying data

The Statista Digital Market Outlook data for our core 46 economies, Market research
such as the United States, China, and Germany, are subject to an in-
depth analysis of each of the markets. To evaluate the markets, we use ▪ Digital consumer profiling – the Statista Global Consumer Survey
the latest data from various country-specific sources and industry ▪ Exclusive representative ad hoc surveys in selected countries on
associations, survey results from our primary research (e.g., the Statista specific current topics
Global Consumer Survey), third-party studies and reports as well as our
industry knowledge. Because of the amount of individual information, Key player analysis & monitoring
interpretation, and analysis that flow into the Statista Digital Market
Outlook, a detailed representation of the data sources for each data ▪ Company profiles and key performance indicators
point is not possible. ▪ Product and price monitoring
Market sizes are determined with a bottom-up approach based on an ▪ News and trends
individual logic for each market segment. Demand-side factors, such as
the number of users, are linked to performance factors like user Macroeconomic indicators
penetration or average customer turnover. This data is calculated from
market-specific input, such as product prices, purchase/usage ▪ Country-specific statistical offices and census data
frequency, and customer churn rates. ▪ International organizations and associations
Demographic user data on digital markets originates from the Statista Studies & third-party data
Global Consumer Survey, that completely matches our market
definitions and scopes. We use it to calculate the user penetration for ▪ Market analysis and analyst opinions
each of the markets and provide the split between male/female users at
low/medium/high income levels for the different age groups. This gives ▪ Annual reports and industry analysis
us an insight into the user behavior of 30 different demographic sets. ▪ Academic studies

7 Source: Statista Digital Market Outlook 2020

eCommerce market as an example: Bottom-up
approach
Market sizing (2/3)

Sources and benchmark:

Validation through third-party

Fashion eCommerce Market studies

Online revenues Retail bags & accessories https://ecommercedb.com/,

Retail apparel revenue Retail footwear revenue
revenue national statistics, third party
x studies, expert interviews
x x
eCommerce share of eCommerce share of eCommerce share of National statistics, primary
purchases purchases purchases research, third-party studies,
expert interviews

Online users
Share of online apparel Share of online footwear Share of online bags &
Statista Global Consumer Survey
shoppers shoppers accessories shoppers
x x x
Internet penetration National statistics
x
Population National statistics

Note: In countries in which no surveys were conducted or missing values appear, we have calculated user and ARPU figures with a driver-based
projection method
8 Source: Statista Digital Market Outlook 2020
We estimate the potential of non-core countries with
the help of macroeconomic and infrastructural drivers
Market sizing (3/3)

Driver-based transfer of the market data to non-core Non-core country market sizing on the example1 of the
countries Hungarian Fashion eCommerce market in 2018
The market data for non-core countries is generated in algorithmic
Step 1: Choose reference core country2 Poland Hungary
models. To compensate for the lack of available data and evaluate the
(core country) (non-core country)
country’s potential, we use the performance ratios from the core
countries with similar infrastructure and development conditions as Step 2: Compare key market indicators3
benchmark values. Then we apply an algorithm-based calculation to
create market KPI estimations, using the country’s key market indicators Population 38.1m 9.7m
as drivers. Internet penetration 71.4% 70.6%
Consumer spending per capita US$8,174 US$7,542
Over 100 driver datasets for 150 countries have been collected from a Consumer spending on clothing, footwear US$435 US$294
variety of sources including the International Monetary Fund (IMF), Fashion share of consumer spending 5.3% 3.8%
International Telecommunication Union (ITU), the World Bank, and many
others. The datasets either include a forecast from the source or are Step 3: Apply an algorithm to estimate market KPIs, using data from the
forecast by Statista using trend analysis and prediction techniques core country as base and the country’s key market indicators as drivers
based on historical data from 2000 to 2018. The drivers are categorized
and assigned to the markets, so that the top three best correlating
Result: Poland Hungary
drivers can then be selected for each market segment. (benchmark) (KPI estimated)
The chosen drivers not only have the best mathematical fit but must Apparel ARPU US$151 US$70
also have actual influence on the performance of the markets. If specific Apparel user penetration 37.8% 42.3%
drivers are not available for one country, they can be replaced with a set
of backup economic development drivers of more general nature.

1: Simplified illustration 2: Several core countries are used to get the final results 3: Further key market indicators were used in the final
algorithm
9 Source: Statista Digital Market Outlook 2020
FORECASTS

10
Our market growth forecasting is based on
parameterized forecasts
Forecasting (1/3)

To create forecasts for up to 5 years in the future, we combine trend Once the status quo has been established, we assess the recent market
scouting with statistical and mathematical forecasting techniques. growth and the macroeconomic environment of the country and its
region. Then we move on to trend scouting, looking out for the business-
Digital products and services are not embraced by all individuals at the critical developments in the industries that provide the basis for the
same time but in a time sequence. The market maturity can be future growth of the markets.
evaluated according to Bass diffusion model, that describes how new
products are penetrating the market. The users can be classified into A market growth forecast is generated with the help of our tool that
categories based on how long it takes until they will adopt the new combines historical market data with predicted development of key
product. This technology penetration lifecycle can be represented as a market drivers by creating an S-curve function. The S-curve as a special
graph: case of the logistic function is well suited to forecast digital markets due
to non-linear growth of technology adoption.

The result is an algorithm-backed forecast, based on relevant market

drivers (e.g., internet penetration, consumption spending, infrastructure
development, share of urban population, etc.) and the technology
adoption lifecycle in the given market. We validate our data through
collaboration with other Statista teams, third-party forecasts, regional
Innovators Early Early Late Laggards
adopters majority majority
comparisons, and analysis of development cycles in different markets.

The Bass model is suitable for making predictions for all products
despite possible differences in product characteristics and complexity –
the curve can shift in time and its steepness might differ, but its shape is
always similar.

11 Source: Statista Digital Market Outlook 2020

Online Food Delivery market growth as an example of
Bass innovation diffusion model application
Forecasting (2/3)

Innovation diffusion curve 2018

Diffusion
27.6% (accumulated users)
27.5%
20.3%
17.7%
16.2%
16.1%
13.8%

Innovators 2.5% Early adopters 16.0% Early majority 50.0% Late majority 84.0% Laggards 100.0%

User penetration in %

The diffusion of innovations graph shows successive groups of consumers adopting Online Food Delivery (for this the graph above shows the
penetration rate of selected countries). Diffusion is the rate and volume at which innovations spread among their users (an adoption rate of 100% is
theoretically possible but not realistic). Considering the already high diffusion rates, Online Food Delivery is likely to grow slower in the next years.

12 Source: Statista Digital Market Outlook 2020

Parametrized forecasts: S-curve function
Forecasting (3/3)

Parameters that determine the projected market development

3
T: Symmetry
G
2,5 y=A+
1 + T ∙ e−k∙ x−M 1/T
Market maturity metric1

1,5 k: Steepness
G: Jumping Height
1

0,5
A: Base Level M: Inflection Point
0
0 2 4 6 8 10 12 14 16
Time in years

▪ A: Base Level - starting point of market development / known threshold ▪ T: Symmetry - progression of market diffusion

▪ G: Jumping Height - remaining potential until maximum market ▪ k: Steepness - development speed / intensity of growth
penetration ▪ M: Inflection Point - point of transition to starting market saturation

1: Depending on the forecast market, a market maturity metric might be user penetration, revenue, saturation, etc.
13 Source: Statista Digital Market Outlook 2020
COVID-19
IMPACT

14
We currently expect a V-shaped recovery – pre-crisis
estimates will be reached again in 2023
COVID-19 impact (1/4)

Global real GDP1 forecast in trillion US$ We believe that a swift V-shaped recovery can happen under specific
circumstances
Original forecast Adjusted forecast
▪ Initial restrictions reduce infection rates to manageable levels
95
▪ Increased knowledge about the virus and its spread allow for more
targeted measures and a modicum of normalcy

▪ Psychological shock effects subside, and consumer confidence

90 returns

▪ Vaccines and/or medications are widely available within 12-18 months

▪ No additional financial crises are triggered

85
▪ Governments cooperate and assist businesses/consumers
We do not anticipate a reversal of long-term trends but a dissipation of
the pandemic-induced shock
80
We will likely see an intensification of existing long-term trends (e.g.,
digitization)

75

70
2019 2020 2021 2022 2023

1: Gross domestic product in constant 2017 prices, converted from local currencies using the annual average exchange rates of 2017
15 Source: Chart data based on IMF, World Economic Outlook, April 2020, own calculations and estimates
Currently, the main drivers for adapted revenue
forecasts are industries, not countries
COVID-19 impact (2/4)

Country specific differences are still small Industries are very differently impacted

▪ Most countries are affected and implemented restrictions ▪ From major losses to revenue boosts, a range of potential outcomes
exists
▪ Through the connection of the globalized markets with each other,
even countries with limited restrictions are hit ▪ Some effects (e.g., tissue & toilet paper hoarding in March) are one-
time only and will not dramatically change yearly revenue in 2020
▪ Country specific impact is not clearly seen yet

CO U N T R Y - SP E C I FI C I M PAC T I N O U R M O D EL S WI L L I N C REA SE OVER T I M E

16 Source: Statista Digital Market Outlook (May 2020 update)

Our COVID-19 forecasts build on extensive research
COVID-19 impact (3/4)

Market environment Market shock Shock dissipation

Economic outlook Directly affected markets ▪ Revenues expected to return to long-term

trend eventually
▪ Expected impact on general economy (GDP, ▪ Directly impacted by quarantine measures
consumer spending, investment, etc.) (e.g. Travel & Tourism) ▪ Recovery scenario in V-, U- or L-shape,
depending on the market and country
▪ Based on current forecasts of IMF, ▪ Recession reaction based on analyst
statistical offices and our analysts assessments, benchmark forecasts, leading ▪ Timespan needed to return to long-term
indicators, as well as our own surveys trend: over 2-5 years
Pandemic outlook
Indirectly affected markets ▪ Based on analyst assessments and available
▪ Lock-down: Phase of general quarantine (4- benchmark forecasts
10 weeks) ▪ More moved by overall economic
performance rather than pandemic-specific
▪ Stabilization: Phase of local and individual events and measures (e.g., most consumer
quarantines, gradual re-opening of products)
economy (12-18 months)
▪ Recession reaction modeled via regression of
▪ Reconstruction: Phase after vaccines and historical data (e.g., national accounts,
treatments have become widely available household budget surveys, and similar
(from mid to late 2021) statistics)

17 Source: Statista Digital Market Outlook (May 2020 update)

With rapidly-changing conditions and many unknowns
our forecasts will change more often as well
COVID-19 impact (4/4)

We handle uncertainty by releasing regular updates We note the update status in each chart
▪ Currently, many things are unclear

− Duration/type of restrictions in industries & countries

− Size of government aid programs

− Mid- to long-term changes in consumer behavior

− Timing of medication/vaccine

− Unemployment rate development

− Impact on household budgets

▪ Also Q1 reports by companies only reveal the impact in March, we do

not see detailed April / May reports yet Updated revenues with date:
▪ We will check & potentially adapt our forecasts quarterly ▪ Source: Statista (Forecast adjusted for expected impact of COVID-19),
▪ If major events happen or new information is coming to light, we will May 2020
make ad-hoc changes to the affected markets Not yet updated revenues:

▪ Source: Statista (COVID-19 impact will be implemented in Q2 2020),

April 2020

18 Source: Statista Digital Market Outlook (May 2020 update)

APPENDIX
This appendix contains answers to the frequently
asked questions about the general Digital Market
Outlook methodology and presents deep dives
into each of the digital markets.

19
FAQ: The Statista Digital Market Outlook
Frequently asked questions (1/2)

Which macroeconomic data was used to model the How often do you update the information?
forecast?
We update data in our Market Outlooks twice a year. The updates are
You can find the key market indicators used for the forecasting at the scattered throughout the year, so one market might be updated in
bottom of the market and/or segment page. January and July, while others are updated later. If something major
happens that influences our estimations or if we find inconsistencies, we
What currency rates were used to recalculate the values will update immediately.
in local currency into US$?
Is this data comparable year over year?
The Statista Digital Market Outlook uses the constant average currency
rate for the first year shown in the tool. It can be found on the top right Yes, that is the main feature of our Market Outlooks: comparability
of each segment’s page. across markets, countries, and years. If we change market definitions
to adapt to the ever-changing business models in the digital world, we
Is the monetary data adjusted for inflation? adapt the whole market estimate and forecasts so that all revenue data
aligns again with the new definition and is comparable year over year.
The Statista Digital Market Outlook forecasts are in real terms (adjusted
for inflation). Is it possible to get the historical data for years prior to
the data published in the tool?
Do the markets break down by brands/companies?
Historical data for these years is rare and we would have to estimate it.
The eCommerce market shows the top 5 online shops from the The digital markets are still emerging and influenced by many
ecommerceDB. The market shares for other markets will be added in unpredictable factors which were hard to capture in the past and
2019. For an idea on user shares, you can refer to the Statista Global therefore not easy to measure. That is why we only show the 'status quo'
Consumer Survey for all Statista Digital Market Outlook markets. incl. a market sizing based on estimations and a forecast for the next
years. By doing this, we can provide reliable data that fulfills our quality
standards.

20 Source: Statista Digital Market Outlook 2020

FAQ: The Statista Digital Market Outlook
Frequently asked questions (2/2)

The figures now differ significantly from those of the How can I prove how reliable the data is? Do you have
previous year. Why did the data change? an indicator on how precise these forecasts are?
Approaches, assumptions, input data, and scope are improved from There is little data we can compare our forecasts to as no statistical
update to update. Therefore, data from previous updates might not office monitors digital markets yet and most sources differ in
necessarily be comparable with current data. In addition to that, our methodology. But we certainly compare against estimates from other
own primary research is expanding, and we are replacing third-party companies, and in some cases, company reports and press releases give
data sources with the data from the Statista Global Consumer Survey, a good indicator.
which can lead to one-time significant changes in data.
Can I get the raw data or the original file where you
The data in the download files or in the report differs modeled the market?
from the data shown in the tool. Which is correct?
We don’t offer our working files for download.
The data in the tool is always updated first. Due to limited IT capacity
and a time lag, the data in the reports and in full-page downloads might
arrive with some delay in time.

Can we download the information into Excel/ PPT?

The data in our Market Outlooks can be downloaded as Excel and PDF
file. Our reports are available for download as a PDF file only.

21 Source: Statista Digital Market Outlook 2020

ECOMMERCE

22
eCommerce market model methodology
explained via the Fashion eCommerce market
eCommerce market model methodology (1/2)

Sources and benchmark:

Validation through third-party

Fashion eCommerce Market studies

Online revenues Retail bags & accessories https://ecommercedb.com/,

Retail apparel revenue Retail footwear revenue
revenue national statistics, third party
x studies, expert interviews
x x
eCommerce share of eCommerce share of eCommerce share of National statistics, primary
purchases purchases purchases research, third-party studies,
expert interviews

Online users
Share of online apparel Share of online footwear Share of online bags &
Statista Global Consumer Survey
shoppers shoppers accessories shoppers
x x x
Internet penetration National statistics
x
Population National statistics

Note: In countries in which no surveys were conducted or missing values appear, we have calculated user and ARPU figures with a driver-based
projection method
23 Source: Statista Digital Market Outlook 2020
FAQ: Statista Digital Market Outlook – eCommerce
eCommerce market model methodology (2/2)

Definitions Specials
What is the methodology of the eCommerce market? What does revenue in eCommerce stand for?

Our analysts build on Statista primary research (Statista Global All monetary figures refer to the B2C sales before the deduction of VAT
Consumer Survey), bottom-up modeling, market data from independent and do not factor in shipping costs.
databases and third-party sources, analysis of various key market and
macroeconomic indicators, historical developments, current trends, What is cross-border eCommerce?
reported performance indicators from the key market players, and In the case of cross-border eCommerce, the buyer and the seller are not
Statista interviews with market experts. located in the same country. Online trade within the European Union
What is the definition of the eCommerce market? and other trade unions is also considered cross-border. The Statista
Digital Market Outlook attributes cross-border purchases to the country
The eCommerce market includes the sale of only physical goods via a of the buyer.
digital channel (from all types of devices) to a private end user (B2C).
Cross-border purchases are attributed to the country of the buyer. What is the definition of eCommerce users?

The following categories are not included in the eCommerce market: The user metrics show the number of customers (in the selected
digitally distributed services (see instead: eServices), digital media country or region) who have made at least one online purchase (in the
downloads or streaming services (see instead: Digital Media), online selected market or segment) within the last 12 months.
booking of plane and concert tickets, etc. B2B eCommerce and
purchase or resale of goods (reCommerce and C2C) are not included
either.

24 Source: Statista Digital Market Outlook 2020

ESERVICES

25
eServices market model methodology explained
via the Online Food Delivery segment
eServices market model methodology (1/2)

Sources and benchmark:

Online Food Delivery segment

Online GMV Validation through third-party

Restaurant-to-Consumer Delivery + Platform-to-Consumer Delivery studies, expert interviews
= =
Price/ Annual reports, national
Average amount spent on Restaurant- Average amount spent on Platform-to-
average statistics, third-party studies
to-Consumer Delivery orders Consumer Delivery orders
GMV
per user x x
Annual reports, primary
Restaurant-to-Consumer Delivery orders Platform-to-Consumer Delivery orders
research, third-party studies
placed p.a. placed p.a.
x x
Online users Statista Global Consumer Survey,
Share of Restaurant-to-Consumer Share of Platform-to-Consumer Delivery
web traffic and amount of app
Delivery users users
downloads
x x
Internet penetration National statistics
x
Population National statistics

Note: In countries in which no surveys were conducted or missing values appear, we have calculated user and ARPU figures with a driver-based
projection method
26 Source: Statista Digital Market Outlook 2020
FAQ: Statista Digital Market Outlook – eServices
eServices market model methodology (2/2)

Definitions Specials
What is the methodology of the eServices market? What does revenue in the eServices market stand for?

Our analysts build on Statista primary research (Statista Global All monetary figures refer to the gross merchandise/transactional value
Consumer Survey), bottom-up modeling, market data from independent (GMV/GTV) and represent what consumers are paying for these services
databases and third-party sources, analysis of various key market and and products. Revenues do not reflect calculated profit margins,
macroeconomic indicators, historical developments, current trends, advertising, or any other revenue streams.
reported performance indicators from the key market players, and
Statista interviews with market experts. What is the definition of eServices users and the penetration rate?

What is the definition of the eServices market? The user metrics show the number of customers (in the selected
country or region) who have made at least one online purchase (in the
The eServices market is defined by the sale of online services and digital selected market or segment) within the last 12 months. The Penetration
goods via the internet. The definition includes event tickets (sport Rate box shows the share of active customers (or accounts) from the
events, music events, cinema tickets), fitness apps and wearables, dating total population of the selected market (market segment, region) for
services (matchmaking, online dating, casual dating) as well as online each year. For the Dating Services segment and the Fitness App sub-
food delivery (restaurant-to-consumer and platform-to-consumer segment, we also show paying and non-paying users.
delivery). The ticket reservation or purchase can be completed on a
desktop PC or via mobile devices (smartphones or tablets). Prerequisite Why do users of the included sub-segments in one segment don’t
is an online checkout process. add up to the total?

The definition of eServices does not include media content acquired The total amount of users in a segment (e.g., Event Tickets) is not just all
online (see: Digital Media) or the online sale of physical goods (see: sub-segments summed up. Since consumers can be users of all sub-
eCommerce). Furthermore, no business-to-business segments are segments (e.g., Music Events, Sport Events, Cinema Tickets), they are
included, neither are revenues from online gambling, software counted only once for the total. We calculate the total with an
downloads and services, or commission fees of price/product aggregation share for each segment.
comparison sites.

27 Source: Statista Digital Market Outlook 2020

DIGITAL
MEDIA

28
Digital Media market model methodology
explained via the Digital Music market
Digital Media market model methodology (1/2)

Sources and benchmark:

Digital Music market

Validation through third-party

Total revenue Music Streaming revenue + Music Downloads revenue studies

Average price per month Average price per download file Third-party studies, analyst
Average
expertise, industry research
spending x x
per user Average subscription time p.a. Average download frequency p.a. Third-party studies, analyst
expertise, industry research
x x

Paying users Share of paying Music Streaming users Share of paying Music Downloads users Statista Global Consumer Survey

x x

Internet penetration National statistics

Internet users x
Population National statistics

Note: In countries in which no surveys were conducted or missing values appear, we have calculated user and ARPU figures with a driver-based
projection method
29 Source: Statista Digital Market Outlook 2020
FAQ: Statista Digital Market Outlook – Digital Media
Digital Media market model methodology (2/2)

Definitions Specials
What is the methodology of the Digital Media market? What does revenue in Digital Media stand for?

Our analysts build on Statista primary research (Statista Global All monetary figures refer to consumer spending on digital goods or
Consumer Survey), bottom-up modeling, market data from independent subscriptions in the respective segment. This spending does factor in
databases and third-party sources, analysis of various key market and discounts, margins, and taxes.
macroeconomic indicators, historical developments, current trends, and
reported performance indicators from the key market players. What is the definition of Digital Media users?

What is the definition of the Digital Media market? The user metrics show the number of customers (in the selected
country or region) who have made at least one online purchase (in the
The Digital Media market includes spending on audiovisual media selected market or segment) within the last 12 months.
contents and applications that are distributed directly over the internet.
This includes digital video contents (e.g., movies, series, and TV shows), Why are revenues in the Music Downloads segment decreasing?
digital music provided as download or internet stream, digital games for As music streaming services like Spotify or Apple Music are offering
different devices, and electronically published content such as eBooks, unlimited access to huge music libraries for reasonable prices and
eMagazines, or ePapers. User-generated content (UGC), physical sales, (mobile) internet speed and penetration are steadily growing all over the
ad-supported content and services as well as free or open access world, downloading music, due to price sensitivity and technical
content are not considered. restrictions, becomes increasingly obsolete.
How is the Gaming Networks sub-segment calculated?

For modeling this sub-segment, we relied on an intensive key player and

price research to get an in-depth overview of this special market. In
addition to that, we estimated the number of subscribers for each
country or region by using a combination of macro-economic indicators
and local characteristics.

30 Source: Statista Digital Market Outlook 2020

DIGITAL
ADVERTISING

31
Digital Advertising market model methodology
Digital Advertising market model methodology (1/2)

Sources and benchmark:

Digital Advertising market

Search Advertising revenue + Social Media Advertising revenue

+ + Based on third-party studies,
Total
Banner Advertising revenue Video Advertising revenue analyst expertise, industry
ad spending
research, company data
+
Classifieds revenue

/ x x

Internet penetration Desktop Mobile Third-party studies, analyst

Internet users: share share expertise, industry research
x
national statistics
Population

Average Desktop Mobile Validation through third-party

Average Ad Spending per Internet User
ad spending ad spending ad spending studies

32 Source: Statista Digital Market Outlook 2020

FAQ: Statista Digital Market Outlook – Digital
Advertising
Digital Advertising market model methodology (2/2)

Definitions Specials
What is the methodology of the Digital Advertising market? What does revenue in Digital Advertising stand for?

With its B2B orientation, the Digital Advertising market is an exception All monetary figures refer to the gross spending for playing digital
among the markets in the Digital Market Outlook. Our analysts build on advertisements via online channels placed by businesses. Gross
top-down modeling based on market data from independent databases spending does factor in discounts, agency fees, margins, and taxes.
and third-party sources, analysis of various key markets and
macroeconomic indicators, historical developments, current trends, and Why are there neither Digital Advertising users nor ARPUs?
reported performance indicators from the key market players. As the Digital Advertising market only refers to ad spending placed by
What is the definition of the Digital Advertising market? businesses (B2B), a reliable estimation of user accounts is not feasible.
Thus, the average revenue per user (ARPU) cannot be calculated. As an
The Digital Advertising market includes spending on digitally played alternative, we show the Average Ad Spending per Internet User.
advertisements via different online channels and formats like Search,
Social Media, Banner, Video, and Classifieds. It only covers ad spending How is the Ad Spending by Industry calculated?
placed by businesses (B2B) with exceptions to the Classifieds segment. The calculation is based on the proportional spread of the economic
The market is segmented into Desktop and Mobile revenues, depending power of specific industries in a location. The spread is adjusted for B2C
on the delivery method such as desktop computers (incl. notebooks) or spending and internet usage. The shown industry selection is intended
mobile devices (smartphones and tablet PCs). Advertising formats like e- to reflect the main industries of an average economy.
mail marketing, audio ads, influencer marketing or sponsorships,
product placement, and commission-based affiliate systems are not How is the Split – (Non-)Programmatic calculated?
considered here. All shown figures refer to gross values.
The programmatic and non-programmatic split is resulting from
allocating the individual market segments to either one of the forms on a
percentage basis. For instance, Search Advertising and Social Media
Advertising are contributing completely to the market’s programmatic
share, while all other segments contribute less.

33 Source: Statista Digital Market Outlook 2020

SMART
HOME

34
Total number of Smart Homes in a country and
segment shares
Smart Home market model methodology (1/3)

Sources and
benchmark:
Smart Homes for

Smart Home additions per segment Validation through

each segment

third-party studies

Control and Home Energy Statista surveys,

Comfort and Smart Appliances
Connectivity Security share Entertainment Management
Lighting share share third-party surveys,
share share share
interviews, project
x x x x x x experience
Validation through
Number of Smart Homes third-party studies
=
Total number of Smart Homes

New-build households with Smart Home features Statista surveys,

+ Upgraded Smart Home household additions third-party surveys,
additions
= industry research,
Ratio of new-build households with Smart Home expert interviews,
= project experience
features
x
New-build households Share of upgraded Smart Home households
x x
Households in a country National statistics

Note: In countries in which no surveys were conducted or missing values appear, we have calculated the number of Smart Homes and the
Average Revenue per Smart Home with a driver-based projection method
35 Source: Statista Digital Market Outlook 2020
Smart Home revenues are calculated upstream
as a sum of new product and replacement sales
Smart Home market model methodology (2/3)

Sources and
Smart Home revenue benchmark:
=
Control and Comfort and Home Energy
Security product Smart Appliances
Connectivity + Lighting product + revenues
+ Entertainment + Management + product revenues
product revenues revenues product revenues product revenues

Validation through
Product price
third-party studies
x
revenue
Product

Price monitoring,
Sales in product units other CE product
benchmarks

Statista surveys,
Product new additions + Product replacements third-party surveys,
company data,
=
industry research,
Sales in product units

Share of replaced
Average number of devices per household Product durability
products expert interviews,
x project experience

Adoption shares for product in segment

x
Household additions per segment

Note: In countries in which no surveys were conducted or missing values appear, we have calculated the number of Smart Homes and the
Average Revenue per Smart Home with a driver-based projection method
36 Source: Statista Digital Market Outlook 2020
FAQ: Statista Digital Market Outlook – Smart Home
Smart Home market model methodology (3/3)

Definitions Specials
What is the methodology of the Smart Home market? What is the Smart Homes box showing?

Our analysts build on Statista primary research (Statista Global The Smart Homes box shows the number of existing Smart Homes
Consumer Survey), bottom-up modeling, market data from independent (single-occupant homes and households in multi-unit dwellings) of the
databases and third-party sources, analysis of various key market and selected market (market segment, region) in millions for each year.
macroeconomic indicators, historical developments, current trends,
reported performance indicators from the key market players, and Which Smart Home products can be found in which segments?
Statista interviews with market experts. Energy Management: connected thermostats, radiator controls,
What is the definition of the Smart Home market? temperature/wind/humidity sensors, weather forecast services

The Smart Home market is defined by the sale of networked devices and Comfort and Lighting: connected smart lighting/bulbs, window/door
related services that enable home automation for private end users sensors, shading devices, garage door controls
(B2C). It includes devices that are connected directly or indirectly via a
so-called gateway to the Internet. Their main purposes are the control, Home Entertainment: various connected multiroom entertainment
monitoring, and regulation of functions in a private household. systems, streaming devices, entertainment remotes
The remote control and monitoring of individual devices and, if Control and Connectivity: gateways/hubs that are capable of
applicable, their direct communication with one another is an essential controlling devices of all segments, smart speakers, control buttons and
component of intelligent home automation. Therefore, services that are smart plugs/sockets
necessary for the maintenance or control of the household network are
also considered, e.g., subscription fees for control apps or external Security: motion sensors, door locks, security cameras, surveillance
monitoring services. Devices whose primary function is not the services, hazard prevention devices like water, smoke, or gas sensors
automation or remote control of household equipment, e.g., Smart Appliances: connected large appliances, such as fridges, washing
smartphones and tablets, are not included here. Similarly, devices that machines, and dish washers, and connected small appliances, such as
relate to household connection and remote control only to a limited coffee machines, microwaves, and vacuum and mowing robots
extent, such as smart TVs, are not included either.

37 Source: Statista Digital Market Outlook 2020

FINTECH

38
The FinTech market unites several segments with
different methodologies
FinTech market model methodology (1/3)

Sources and benchmark:

FinTech market (1/2)

Digital Payments Personal Finance

= =
Mobile POS Digital Validation through third-party
Digital Commerce + + Robo-Advisors
Payments Remittances studies

Transaction Digital economy Outcoming Reported amount Statista Global Consumer

value POS trans. value
trans. value1 remittances value of AUM Survey, company data, industry
x x research, expert interviews
Mobile Payments Online value
share of POS share

Users/Accounts Digital Payments Mobile Payments Online transfer Robo-Advisors Statista Global Consumer
user share user share user share user share Survey, third-party surveys,
x x x x company data, industry
Internet Smartphone Migrant share of Online banking research, expert interviews,
penetration penetration population penetration project experience
x x x x
National statistics
Population

1: Transaction value, includes eServices, eCommerce, Digital Media, eTravel, and other digital services
Note: In countries in which no surveys were conducted or missing values appear, we have calculated user and ARPU figures with a driver-based
projection method. The following drivers were considered: population, GDP per capita, online banking penetration, payment transactions at
terminals, etc.
39 Source: Statista Digital Market Outlook 2020
The FinTech market unites several segments with
different methodologies
FinTech market model methodology (2/3)

Sources and benchmark:

FinTech market (2/2)

Validation through third-party

Alternative Lending Alternative Financing studies

= =
Marketplace
Crowdlending
+ Lending Crowdinvesting + Crowdfunding
(Business)
(Consumer)

Transaction
value per user/ Company data, third-party
Amount funded Amount funded Amount raised Amount invested
campaign/ valuations, industry research,
p.a. p.a. p.a. p.a.
account expert interviews

x x x x
Users/Accounts
Number of Number of Statista Global Consumer
Number of loans Number of loans Survey, third-party surveys,
campaigns campaigns
company data, industry
research, expert interviews

Note: In countries in which no surveys were conducted or missing values appear, we have calculated user and ARPU figures with a driver-based
projection method. The following drivers were considered: population, GDP per capita, online banking penetration, payment transactions at
terminals, etc.
40 Source: Statista Digital Market Outlook 2020
FAQ: Statista Digital Market Outlook – FinTech
FinTech market model methodology (3/3)

Definitions Specials
What is the methodology of the FinTech market? What does transaction value in FinTech stand for?

Our analysts build on Statista primary research (Statista Global All monetary information in the FinTech section of the Digital Market
Consumer Survey), bottom-up modeling, market data from independent Outlook refers to the potential transaction volumes of the respective
databases and third-party sources, analysis of various key market and segments and not corporate revenue.
macroeconomic indicators, historical developments, current trends,
reported performance indicators from the key market players, and Why is there no total transaction value for the FinTech market?
Statista interviews with market experts. Due to the major differences among the FinTech products, e.g., different
What is the definition of FinTech? nature of loan origination volume in Alternative Lending versus assets
under management in Robo-Advisors, products across different
The general concept of financial technology is characterized by a rapidly segments do not add up and no total transaction value for all segments
growing number of business models and services. The Statista Digital can be calculated.
Market Outlook scope in FinTech currently includes Digital Payments,
(Mobile POS Payments and Digital Commerce), Digital Remittances, B2C What is the definition of FinTech users?
and C2C Alternative Lending and Financing, and Robo-Advisors. The user metrics show the number of customers (in the selected
The following subjects are not included in the current market definition: country or region) who have made at least one transaction in the
agency commissions via metasearch engines, business-to-business selected market or segment within the last 12 months.
payments, API management, agencies and external credit scoring,
cryptocurrencies (including Bitcoin), and complementary services such
as online identification or account management.

41 Source: Statista Digital Market Outlook 2020

Get in touch with us - We are happy to help

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