Marketing in the TMT sector is being reshaped by spend that is huge, but increasingly hard to measure. With 2024 showing 7.1 billion in cybersecurity advertising and demand generation and cookie deprecation forcing a rethink of targeting, budgets are moving while precision is getting more expensive. Let’s connect these shifts to the metrics that matter, from OTT ad spend to telecom churn and mobile conversion lift.
Key Takeaways
- $413 billion is the estimated global IT services market size in 2024, informing overall marketing budgets tied to IT services vendors in the TMT sector
- $1.9 trillion is the projected global telecom service revenue in 2024, showing the revenue base that funds marketing for telecom operators
- $7.1 billion is the estimated global spending on cybersecurity advertising and demand generation in 2024, reflecting growth in TMT security marketing
- 5.35 billion people used social media globally in 2023, expanding potential reach for TMT brand advertising
- On average, 78% of global consumers have used a digital wallet at least once, which supports TMT marketing tied to payments and fintech ecosystems
- 54% of global web traffic came from mobile devices in 2023, a key targeting input for TMT performance marketing
- $13.4 billion is the estimated global spending on advertising for over-the-top streaming in 2024, a key measure for TMT video/OTT marketing
- In 2024, 33% of marketers report using generative AI for content creation, accelerating TMT campaign production and personalization
- In 2023, 52% of B2B marketers used marketing automation, guiding TMT vendor lead-gen programs
- In 2024, the average email marketing ROI is estimated at $36 per $1 spent, relevant to TMT lifecycle marketing programs
- In 2023, mobile apps achieved an average retention of 25% after 30 days, shaping expectations for telecom app launches
- In 2024, the median churn rate in telecom markets ranges around 1%–2% monthly (reported as 12%–24% annually), impacting retention marketing ROI
- Cookie deprecation in Chrome is scheduled for 2024, forcing TMT marketers to rework measurement and targeting strategies and budgets
- In 2024, 49% of marketers reported that data privacy regulation increased their costs, indicating budget pressure for compliance in TMT marketing
- In 2024, organizations that use CDP (customer data platform) report a 10% reduction in marketing waste on average, improving net marketing efficiency in TMT
TMT marketing is fueled by rising IT and telecom revenues, security spend, and data driven tools.
Related reading
01 · Category
Market Size4 stats
01
$413 billion is the estimated global IT services market size in 2024, informing overall marketing budgets tied to IT services vendors in the TMT sector
02
$1.9 trillion is the projected global telecom service revenue in 2024, showing the revenue base that funds marketing for telecom operators
03
$7.1 billion is the estimated global spending on cybersecurity advertising and demand generation in 2024, reflecting growth in TMT security marketing
04
$3.7 billion is the estimated global market for marketing automation software in 2024, indicating tooling spend for TMT marketing teams
Interpretation
Market Size Interpretation
In the Market Size category, the TMT marketing landscape is being shaped by massive funding pools and accelerating tech spend, with global IT services at $413 billion and telecom service revenue projected to reach $1.9 trillion in 2024 while cybersecurity demand generation climbs to $7.1 billion and marketing automation software grows to a $3.7 billion market.
02 · Category
Audience & Reach5 stats
01
5.35 billion people used social media globally in 2023, expanding potential reach for TMT brand advertising
02
On average, 78% of global consumers have used a digital wallet at least once, which supports TMT marketing tied to payments and fintech ecosystems
03
54% of global web traffic came from mobile devices in 2023, a key targeting input for TMT performance marketing
04
In 2024, 84% of UK internet users accessed online video content, informing video strategy for TMT media and telecom brands
05
In 2024, 65% of UK adults have a subscription to at least one streaming service, driving subscriber acquisition campaigns in telecom-bundled media offers
Interpretation
Audience & Reach Interpretation
For Audience and Reach in the TMT industry, the combination of massive online engagement and mobile-first behavior stands out, with 5.35 billion social media users globally in 2023 alongside 54% of web traffic coming from mobile devices, which means campaigns can reliably target digital audiences at scale.
03 · Category
Industry Trends9 stats
01
$13.4 billion is the estimated global spending on advertising for over-the-top streaming in 2024, a key measure for TMT video/OTT marketing
02
In 2024, 33% of marketers report using generative AI for content creation, accelerating TMT campaign production and personalization
03
In 2023, 52% of B2B marketers used marketing automation, guiding TMT vendor lead-gen programs
04
In 2024, 64% of marketers plan to increase their use of video in their marketing, supporting telecom and media video-first strategy
05
In 2024, 70% of companies use SEO as a marketing channel, indicating ongoing investment in search for TMT demand generation
06
In 2024, 43% of marketers say they use personalization in emails, influencing CRM-driven TMT retention and ARPU growth
07
In 2023, 39% of marketers said they spent more on social media advertising than the previous year, relevant to TMT always-on acquisition
08
In 2023, 60% of internet users have purchased at least once online, enabling TMT e-commerce conversions for hardware and services
09
$1.2 billion is the estimated European market for location-based advertising in 2024, supporting telecom and mobility marketing use cases
Interpretation
Industry Trends Interpretation
With 64% of marketers planning to increase their use of video in 2024, the TMT industry’s fastest moving industry trend is a clear shift toward video first growth strategies that align with rising OTT advertising spending of $13.4 billion.
More related reading
04 · Category
Performance Metrics7 stats
01
In 2024, the average email marketing ROI is estimated at $36per $1 spent, relevant to TMT lifecycle marketing programs
02
In 2023, mobile apps achieved an average retention of 25% after 30 days, shaping expectations for telecom app launches
03
In 2024, the median churn rate in telecom markets ranges around 1%–2% monthly (reported as 12%–24% annually), impacting retention marketing ROI
04
In 2024, the average cart abandonment rate is about 70%, suggesting major conversion opportunity for TMT e-commerce channels
05
In 2024, the average Facebook ads CTR across industries is around 0.9%, supporting TMT social ad targeting decisions
06
In 2024, the average lead-to-customer conversion rate for B2B is about 2.9%, informing TMT demand-gen KPI targets
07
In 2024, marketing analytics adoption reached 43% among organizations, affecting reporting maturity for TMT marketers
Interpretation
Performance Metrics Interpretation
Performance Metrics show that TMT marketers can expect standout leverage from high-conversion opportunities such as a roughly 70% cart abandonment rate in 2024 alongside a $36 email marketing ROI per $1, while mobile retention sits at 25% after 30 days and telecom churn remains about 1% to 2% monthly.
05 · Category
Cost Analysis5 stats
01
Cookie deprecation in Chrome is scheduled for 2024, forcing TMT marketers to rework measurement and targeting strategies and budgets
02
In 2024, 49% of marketers reported that data privacy regulation increased their costs, indicating budget pressure for compliance in TMT marketing
03
In 2024, organizations that use CDP (customer data platform) report a 10% reduction in marketing waste on average, improving net marketing efficiency in TMT
04
In 2023, the average U.S. marketing spend as a percent of revenue for the communications segment was 3.9%, setting budget baselines for telecom marketers
05
In 2024, the average cost of a data breach globally is $4.45 million (2022–2023 IB M Cost of a Data Breach benchmark), impacting TMT security marketing budgets
Interpretation
Cost Analysis Interpretation
Cost pressure is rising in TMT marketing as data privacy and cookie deprecation drive higher compliance and measurement spend, with 49% of marketers reporting privacy-related cost increases in 2024 and breach costs averaging $4.45 million globally, while using a CDP can reduce marketing waste by about 10%.
Reference
Cite This Report
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APA
Elena Vasquez. (2026, February 13). Marketing In The Tmt Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-tmt-industry-statistics
MLA
Elena Vasquez. "Marketing In The Tmt Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-tmt-industry-statistics.
Chicago
Elena Vasquez. 2026. "Marketing In The Tmt Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-tmt-industry-statistics.
Sources & references
30 datasets cited across this report · attribution is report-level
+4 additional datasets cited (not shown individually)