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The (MR) World Is Flat | September 23 2003 |
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The total value of the worldwide MR market remained flat in 2002 according to ESOMAR's latest global market research study. The 2002 figure of US$16.6bn (Euro 17.6bn) is up in dollar terms but down in Euros due to exchange rate movements. The USA and the EU each accounted for 38% of the total world market in 2002.
This compares with 39% for the USA in 2001 and 37% for EU countries. Asia Pacific's share remains at 13% while Central and South America has fallen to 4%.
In 2001 the market grew by US$435m or 2.8%.
The five biggest markets represent 70% of the total. France showed the biggest growth - 10%, followed by Germany (8%), the UK (6%) and the USA (2%). In Japan the market shrank by 6%.
World market research turnover 2002, year growth on 2001
| Turnover 2002* | % Distrib
-ution | % Increase 2002/1 | | US$ million | EUR million | | US$ | EUR | | World total | 16,601 | 17,640 | 100 | 4.5 | (-0.6) | | Europe | 6,820 | 7,247 | 41 | 8.0 | 2.7 | | EU 15 | 6,309 | 6,704 | 38 | 8.0 | 2.7 | | North America | 6,756 | 7,179 | 41 | 2.7 | (-2.3) | | USA | 6,307 | 6,702 | 38 | 2.4 | (-2.6) | | Central/S. America | 661 | 702 | 4 | (-11.3) | (-15.7) | | Asia Pacific | 2,156 | 2,291 | 13 | 4.8 | (-0.4) | | Japan | 1,037 | 1,102 | 6 | (-5.9) | (-10.4) | | M. East & Africa | 208 | 221 | 1 | 6.7 | 1.4 | Source: ESOMAR
* Based on average exchange rates: 2001 1 Euro = $US 0.8949; 2002 1Euro= $US 0.9411
(Source: IMF International Financial Statistics)
NB: The estimates are not adjusted for inflation.
The top 10 countries account for 81% of the total world research market and the top 25 for 92%. Russia and New Zealand have moved into the 25 in 2002 and Finland and Argentina have dropped out. Most of the top 25 showed low levels of real growth, but in two countries growth was very rapid China was up by 54% ($US, allowing for inflation) and Russia by 48%. Turbulent economic conditions in Argentina produced the biggest decline, 75% in US dollars (from US$72m to US$18m. Top Ten largest research markets worldwide 2002 | Country | MR Turnover
US$m | Adspend
US$m | GDP US$bn | Population
(millions) | | USA | 6,037 | 127,290 | 10,082 | 285 | | UK | 1,755 | 17,513 | 1,436 | 60 | | Germany | 1,490 | 15,685 | 1,854 | 82 | | France | 1,260 | 8,967 | 1,310 | 59 | | Japan | 1,037 | 29,317 | 4,141 | 127 | | Italy | 461 | 7,099 | 1,089 | 58 | | Canada | 449 | 6,750 | 705 | 31 | | Spain | 303 | 4,887 | 485 | 40 | | China | 302 | ^5,027 | 1,192 | 1,285 | | Australia | 272 | ^4,739 | 359 | 19 |
Source: ESOMAR
* = 2001 figure, ^ = 2000 figure
ESOMAR's Web site is at www.esomar.nl
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