eMarketer pegged the average ad revenue per U.S. user at $34.68 for Facebook and $17.06 for Twitter in 2014, while non-U.S. users brought in $6.25 and $2.37, respectively.
The researcher sees global social network ad spending reaching $25.14 billion in 2015, up from the April forecast of $23.68 billion, adding that it projects Facebook’s 2015 global ad revenues at $16.29 billion, which would represent a 41.8 percent jump versus 2014.
eMarketer also said Instagram would account for 5 percent of Facebook’s worldwide mobile ad revenue in 2015, tallying $600 million, with that figure projected to skyrocket to $1.48 billion in 2016.
As for Twitter, eMarketer projects a 61.8 percent rise in ad revenue in 2015, to $2.03 billion.
eMarketer principal analyst Debra Aho Williamson said in a post on the study’s findings:
Twitter’s slowing user growth is impacting its ad business. Twitter has improved its ad targeting capabilities, and it still has a lock on real-time conversation. However, advertisers want to reach a mass audience, and that’s harder to do on Twitter than on Facebook.
Readers: What did you think of eMarketer’s findings?
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