MR Revenues Declined in 2009 - Even in AsiaPac

ESOMAR has released its annual report on the global market research industry, painting a sobering picture of the first decline in MR turnover since it began measuring in 1988, but also striking a positive note.

Global market research turnover fell to $US 29.9bn in 2009, from a revised total of $32.3bn in 2008: down 3.7% or 4.6% after adjusting for inflation but 'in line wth expectations' according to the association. There were falls in most regions and countries including 23 of the top 25 global MR markets.

In his Foreword, however, Director General Finn Raben says the report does not dwell on the financial crisis but focuses on 'how researchers can grow their business in this 'brave new world''. Most of the report's contributors including associations, ESOMAR representatives and other experts, report a much brighter feel to 2010.

Europe was the worst affected, the report says, with revenues down 5.9% allowing for inflation and totalling $13.3bn, 46% of the world market. North America fared slightly better, down 3.5% after allowing for deflation to $9.2bn (32% of the global total). More surprisingly perhaps, and despite feeling that it would buck the trend, the Asia Pacific region also saw a decline - of 2.2% allowing for inflation - to a total of $4.5bn (15% of the market). Latin America (-4.6%, $1.5bn, 5%) and the Middle East and Africa (-10.2%, $492m, 2%) also saw declines.

Details of the report, which costs EUR 50 for members and EUR 250 for non-members, can be found at www.esomar.org/index.php/industry-reports-global-market-research-2010.html .