Business-to-business

Over the next 5 years, business-to-business will grow at a CAGR of 2.8% to US$214bn in 2017, up from US$186.7bn in 2012.

The forecast period will witness variations in the rankings of the world’s 10 largest B2B markets. One of the most notable changes will be the stagnation of the UK B2B market, which at the end of 2012 was the world’s third largest, at US$11.7bn, but which will be overtaken by France in 2014 and Japan in 2015. In a similar vein, Australia, the world’s ninth-largest B2B market, will be overtaken by Brazil in 2014 and by Russia in 2016. The US will remain by far the world’s largest market, set to be worth US$94.7bn in 2017. 

Forecast CAGR for the top 10 B2B markets (2013-2017 CAGR %)

The top three business-to-business (B2B) markets at the end of the forecast period will be the US, Germany and France. Of the top 10 markets, China and Russia will grow the fastest—each of them at a CAGR of 8%.


Advertising revenues are stabilising as B2B and B2B-to-consumer advertising move to digital formats. The growth of digital is a key factor within this segment, and digital is expected to surpass print in the directories category in 2015.
Global revenues for directory advertising, print vs digital US$ mn 2008-2017
Digital revenues—consisting of digital advertising in trade directories and magazines, digital subscriptions to trade magazines and digital sales of professional books—will grow from US$7.4bn in 2008 to US$28.9bn in 2017. But the combined revenues of print and digital will fall by more than US$8.2bn from 2008 to 2017.
Global revenues for B2B, print vs digital US$ mn 2008-2017
The global trade show business will be worth in excess of US$36bn in 2017, up from US$29.4bn in 2012. The US, Germany, France, the UK and Japan will again be the key markets. However, China can expect to surpass the UK and Japan in 2014 to reach number four.
Total B2B revenues for Germany, France, China and UK (US$ mn) 2012-2017
 

How we define this segment

The business-to-business market (B2B) comprises five segments: business information; trade shows; trade directories; trade magazines and professional books.

Business information comprises: financial information such as securities, credit and economic information; marketing information which is used for selling products or services or monitoring sales such as surveys and research databases; and industry information such as data relating to market share, competitive intelligence regarding a specific industry (e.g., FMCG, telecommunications, energy, healthcare).

Trade shows comprises spending by companies on exhibition space at trades shows;  trade directories comprises spending on print and online directory advertising;  trade magazines comprises circulation spending and print and digital advertising (online content and distribution to tablets and other mobile devices); and professional books comprises publications bought by an employer to ensure that staff knowledge is up to date.

What data is included in the online Outlook?

Forecasts for advertising and consumer spend in the business-to-business segment across 50 countries cover (where available):

  • Business information spending (US$ m)
  • Business information spending - financial (US$ m)
  • Business information spending - marketing (US$ m)
  • Business information spending - industry (US$ m)
  • Print directory advertising (US$ m)
  • Digital directory advertising (US$ m)
  • Total directory advertising (US$ m) (total = print + digital)
  • Print professional books spending (US$ m)
  • Electronic professional books spending (US$m)
  • Total professional books spending (US$ m) (total = print + electronic)
  • Trade magazine print advertising (US$ m)
  • Trade magazine digital advertising (US$ m)
  • Trade magazine total advertising (US$ m) (total = print + digital)
  • Trade magazine print circulation (US$ m)
  • Trade magazine digital circulation (US$ m)
  • Trade magazine total circulation (US$ m) (total = print + digital)
  • Trade shows spending (US$ m)
  • Total business-to-business spending (US$ m) (total = business information spending + total directory advertising + total professional book spending + total trade magazine advertising + total trade magazine circulation spending + trade show spending)
 
 
 
 

 
 

Regions/countries covered

North America

EMEA

 

Asia Pacific

Latin America

Canada
United States

Western Europe
Austria
Belgium
Denmark
Finland
France
Germany
Greece
Ireland
Italy
Netherlands
Norway
Portugal
Spain
Sweden
Switzerland
United Kingdom

Central and Eastern Europe
Czech Republic
Hungary
Poland
Romania
Russia
Turkey

Middle East/Africa
Israel
Middle East/North Africa †
South Africa

Australia
China
Hong Kong
India
Indonesia
Japan
Malaysia
New Zealand
Pakistan
Philippines
Singapore
South Korea
Taiwan
Thailand
Vietnam

Argentina
Brazil
Chile
Colombia
Mexico
Venezuela

 †Comprises Algeria, Bahrain, Egypt, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Syria, and the United Arab Emirates