The new ESOMAR global market research industry report for 2011 shows that the industry has now grown to US $31.2 billion in 2010.  

This represents an overall growth  of 5.2% and 2.8% after adjustment for inflation – a significant improvement on 2009 but in line with expectations of economic recovery.

Some of the key highlights of this report include:

• After falls in several regions in 2009, the 2010 growth trends extend across all regions of the world, with the single exception of the Middle East
• Recovery in Latin America is stronger than anticipated; the region reports growth of 20.4% year to year and 13.9% once inflation is taken into account
• The other main emerging regions: Asia Pacific and Africa, welcome less accelerated improvements but nonetheless, still report growth against their 2009 performance (3.5% and 4.3% respectively – after inflation)
• Europe experienced the softest increase globally (3.3% in total and 1% once adjusted for inflation).  However, Europe still does account for the largest share of research spend globally with 42% of the market (based on turnover value)
• North America is still second in terms of research spend (34% = $10,614 million) and growth adjusted for inflation showed net growth of 3.1% in 2010

 For a more detailed look at the figures visit: http://www.esomar.org

OK – so you might not be all that surprised when a company that organizes virtual events releases figures announcing that 60% of U.S. marketers plan to increase their spending on…you guessed it – virtual events. But it’s certainly hard to deny the increasing importance and influence that technology has on the way we all work and conduct business nowadays.

Unisfair’s research, conducted online last month with more than 550 marketers, also indicates that 42% of marketers plan to reduce spend on physical conferences and trade shows in the next 12 months. Highlighting the accessibility of virtual events, the study shows 27% of respondents to have attended these events from their beds, 11% from beaches or swimming pools, and 4% from airplanes!

The Sunday Times best small companies to work for list has this week been published and yet again, even in these trying times, small companies show that even with recent job losses and pay cuts/freezes, employee engagement is key to a profitable future. The survey findings also show many similarities to what we see in all the employee satisfaction surveys we carry out at B2B International – your staff are not solely motivated by salary!

Looking at those companies in the top positions, most invested in training while others organised charity work or benefits other than salary to keep employees motivated. Communication was also key and was increased in an effort to encourage people to come up with cost-saving ideas. As a result, many of the firms that are staff focused are now in a better state of health and with a more engaged workforce comes confidence that they can deal with the future, no matter what it throws at them.

For more information on how B2B International can help your company’s employee engagement programme visit http://www.b2binternational.com/research-and-intelligence/employee-engagement

Because Information Technology is one of the sectors we specialise in researching, we always keep an eye on the latest news and industry trends. Marketing Magazine has recently published a sector update, which we thought might of interest to some of our readers:

These are tough times for PC and laptop retailers. Technological development may mean that manufacturers are constantly introducing products, but pressure on prices has been fierce. As a result, many sellers rely on sales of peripherals and accessories to make a profit.

Specialist shops have faced competition on several fronts: online retailers; manufacturers such as Dell selling direct to consumers; and mixed goods retailers, including Tesco and Argos.

Spending on PCs was down 8.8% in the first quarter of 2009, according to Mintel, but the fall is expected to be 5.7% for the year, with information-processing equipment sales as whole worth a total of £5.3bn.

As well as price deflation, the market has been hit by the wider economic climate, with many shoppers cutting back on unnecessary expenditure or delaying bigger-price purchases. However, with laptops available for as little as £300, the market has been opened up to those who might have been deterred by the cost in previous years.

Online retailers have an advantage over bricks-and-mortar stores because they can carry much bigger inventories. In the face of undercutting by generalist stores, specialists must differentiate themselves through their service and expertise. Apple’s stores show how the retail environment can become an experience in itself with the right investment in interiors and staff.

PC World, owned by DSGi, dominates the specialist sector and has a market share of about 26% through its 160 stores and website. It has adopted a cross-channel operation and has invested in advertising support, explaining to shoppers that they can buy online and collect in store if they choose. Apple has expanded its retail operation significantly so that, with 24 stores in the UK, it has doubled its market share in the past two years to 5.7%.

Dell, the PC manufacturer that broke ranks by selling direct to consumers, has also widened its distribution network, and in 2008 began to sell through third-party retailers such as Tesco and Currys.

The arrival of the US market-leading electrical products retailer, Best Buy, into the UK next year is expected to shake up the sector. While it will bring economies of scale, Best Buy’s investment in Carphone Warehouse means it will also have the benefit of the mobile-phone retailer’s customer insight.

Mikro Anvika remains the biggest of the independents with 10 stores, most of them in the London area, but its turnover has recently been declining.

Notable online stores include Dabs and Ebuyer, but they are not focused solely on computing, also selling other equipment such as cameras.

The products offered by retailers affect the market and the introduction of netbooks – smaller, stripped-down laptops – has lowered the entry point for consumers. Thus, while these products have offered a boost to the market in terms of volume, they also represent down-trading.

Industry estimates put netbook sales at 15% of the market in 2008 and some ISPs have started to give them away as a means of extending their reach. Netbooks are also easier for non-specialist retailers to sell, as their reduced functionality requires less expert knowledge among sales staff.

Recovery in this market is going to take some time. It will not be until 2014 that the market will return to near 2008 levels, according to Mintel. Between 2010 and 2014, growth is predicted to be 4.9%, which means that value will reach £5.6bn in 2014.

If PC specialists can find a way to address the requirements of the older generation, this growing demographic may help their position.

Home and recreational goods sales by value (£m)

Source: National Statistics/Mintel

Types of computer bought by price

Base: 2000 internet users aged 16+, June 2009 Source: GMI/Mintel

Computer retailers by sales and number of outlets

To find out more about our I.T. market research capabilities, please click here.