In 2023, the United States dominated global employment in advertising and market research with a significant 570,000 full-time equivalents (FTEs). France had 129,000 FTEs, Italy 51,200 FTEs, the Netherlands 37,000 FTEs, and Austria 19,380 FTEs. Year-on-year growth was modest across most countries, led by Italy at 1.73%, Austria at 1.72%, Netherlands at 0.55%, United States at 0.35%, and France at 0.31%. Trends have shown growth over the past five years, indicating a robust industry.
Future trends to watch in global employment within advertising and market research include the increasing impact of digital transformation, artificial intelligence, and data analytics. As the focus shifts towards targeted and personalized marketing, demand for skilled professionals in these areas is expected to rise. Additionally, emerging markets might offer new opportunities for growth.
Top countries in Employment in Advertising and Market Research by Country
| # | 5 Countries | Thousand Units (Full-Time Equivalent) | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 United States | 570 | 2023 | +0.35% | +0.35% | View data |
| 2 | 2 France | 129 | 2023 | 0% | +0.31% | View data |
| 3 | 3 Italy | 51.2 | 2023 | +1.59% | +1.73% | View data |
| 4 | 4 Netherlands | 37 | 2023 | 0% | +0.55% | View data |
| 5 | 5 Austria | 19.38 | 2023 | +1.6% | +1.72% | View data |
