Businesses are ready to spend on information again, according to a new report by IBISWorld: Marketing research revenues are forecast to grow 3.1% in 2012 as corporate profits rise and businesses increase marketing budgets.
In addition to a stronger business climate, two key events—the 2012 US presidential election and the London Summer Olympic Games—are expected to drive a large portion of spending on marketing research activity during the year.
Moreover, as media consumption patterns evolve, particularly in light of social and mobile media, the growth trend is expected to continue over the next five years, during which research revenues are forecast to grow 3.0% annually on average, to $17.5 billion in 2017.
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