Forecast: Number of Persons Employed of Advertising and Market Research in Austria

The employment trend in the advertising and market research sector in Austria shows a consistent upward trajectory from 2013 until 2019, reaching 32.98 thousand employees in 2019. However, there was a notable dip in 2020 due to a -4.99% year-on-year decline, likely impacted by the global pandemic. The sector has been recovering since, with a slight but steady increase up until 2023, where employment stands at 32.45 thousand employees. This indicates a return to growth, albeit at a slower pace compared to pre-pandemic years.

From 2024 onwards, the forecast data suggest a continuation of this moderate growth, with employment numbers expected to reach 34.22 thousand by 2028. This indicates a Compound Annual Growth Rate (CAGR) of approximately 0.85% over the next five years, showing a stable yet gradual positive trend.

Future trends to watch for:

• Impact of digital transformation on the advertising and market research sector, potentially leading to increased demand for digital and data analytics skills.
• Possible fluctuations due to economic uncertainties or market disruptions, emphasizing the need for agility in workforce planning.
• Continued recovery post-pandemic and adaptation to the new normal, which may include hybrid working models and evolving client needs.