Search continues to dominate digital advertising channels, with a market share of 47%, according to Forrester’s new US search marketing forecast for 2017 to 2022, which examines shifts in US search users, volume, and spending across digital platforms and industry verticals.
Even with that number expected to decelerate to a compound annual growth rate of 8.3% by 2021, search will still hold the largest market share compared with social and display.
Of the $19-billion in incremental paid search ad spending expected over the next five years, mobile will contribute to 69% of that total.
An increase in mobile spend has created more competition for Google, which once held an 88% share of US search ad revenue in 2011. That number has since dropped to 78% as competitors like iOS Spotlight and Amazon emerge.
While mobile is growing rapidly, PC search spend is decreasing with an expected decline of 4% in 2017, following a 5% decline in 2016.