Piper Jaffrey has released a new report:
[The] report titled, “The User Revolution,” discussing the new advertising ecosystem and the rise of the Internet as a mass medium. In the report, the team outlines its expectations that global online advertising revenue will reach $81.1 billion by 2011, representing a 21 percent compound-annual-growth-rate (2006-2011).
The report defines user revolution as a major trend that is happening primarily with consumers, who are taking control of content consumption and branding. “The historically passive consumer is changing rapidly, not only becoming more informed and confident about purchase decisions, but also increasingly taking control of the consumption of information and content that used to be distributed by networks, studios, publishers and retailers,” said Safa Rashtchy, senior research analyst at Piper Jaffray. “We believe this will cause a significant rise in prominence of the Internet as a major content consumption and marketing medium.”