Web Widgets and Applications: Destination Unknown

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 Web Site 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 Web Site Categories on Which US Adult Internet Users Are Likely to Pay Attention to Advertising, 2007 (% of respondents)
• 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

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