NETHERLANDS — Global market research turnover grew to US$39bn in 2012, up 3.2% on 2011, according to Esomar’s latest Global Market Research Report. Growth after inflation was 0.7%.
- Strong performing markets in Asia Pacific, Africa and Latin America were responsible for maintaining growth globally, countering losses and sluggish performances elsewhere.
- Europe saw 21 markets decline as the eurozone continued to struggle. Germany, however, continued to buck the trend, recording positive growth of 5.8%. Turnover for the region dropped to $15.6bn with year-to-year growth of 1.4% falling to a net decline of 1.2% after inflation.
- The North American research market recorded a third year of successive growth – though net growth slipped to 0.4% as economic recovery stalled. Turnover increased to $14.5bn.
- In Latin America growth surged 5.6% to $1.9bn, making it the best performing region for the research industry in 2012. Asia Pacific, which held that title last year, recorded another year of solid growth, thanks largely to a return to growth in Japan. Turnover increased 4.8% to $6.3bn.
- Research revenues for Africa rose 4.8% to $399m, fuelled by a further increase in foreign investments. The Middle East suffered a drop in turnover of 4.3%, to $265m as continued unrest and international sanctions lead to plummeting confidence and research investment.
- Optimism has tempered for 2013. Of the countries that provided forecasts, 60% still expect the market research industry to grow this year, but the number is down from 82% last year.
The annual study was expanded this year to include estimated revenues for the sector referred to as ”Advisory Services”, which includes consultancies such as Gartner, Forrester Research, International Data Corporation, Mintel and Euromonitor.
The 2011 and 2012 turnover figures have been adjusted in the report for the inclusion of the Advisory Services sector. With the addition of this new sector, Gartner has now made its way to the list of top 5 market research companies, debuting in fifth place, surpassed only by GfK, Ipsos, Kantar and Nielsen.
Pictured is Esomar director-general Finn Raben.