> For the complete documentation index, see [llms.txt](https://docs.livlive.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.livlive.com/business-stuff/our-research.md).

# Our Research

The Attention Crisis: $1 Trillion Spent — But Is Anyone Watching?

## <mark style="color:purple;">Marketing and Loyalty Spend</mark>

Welcome to the 2-second economy. Despite record spending, engagement is slipping. Brands are fighting for milliseconds, not minutes. Attention is fragmented. Presence is unverified. And traditional media metrics can’t always track real-world action.

### Some Stats:

* $1.07 Trillion+ → Global ad and loyalty spend in 2024
* 72.7% → Spent on digital channels
* 1.7 Seconds → Avg. time people view content on mobile (Meta)
* <2 Seconds → Still enough to drive 38% brand recall (Nielsen)
* 67% → SMB ad budgets go to digital
* $627 Billion → Spent in 2023 with declining engagement
* \>75% → Digital ad share forecast for 2025
* $177 Billion → Retail media spend in 2025 (more than global TV)

### Global Marketing Spend Snapshot:

| Region               | 2024 Ad Spend | % of Global | Key Trend                           |
| -------------------- | ------------- | ----------- | ----------------------------------- |
| United States        | $400–422B     | \~40%       | Largest ad market; digital-first    |
| Asia-Pacific (APAC)  | $240–289B     | \~30%       | Mobile-led; India + China surging   |
| Western Europe       | $140–155B     | \~17%       | Omnichannel brand focus             |
| Middle East & Africa | $12.6B        | \~1–2%      | Fastest digital growth rate         |
| Australia & NZ       | $20–22B       | \~2%        | High per-capita ad spend            |
| UAE                  | $1.67B        | —           | Regional leader in mobile ad growth |

### Channel Split: Where the $$$ Goes

| Channel           | Global Spend (2024) | % of Total | YoY Growth            |
| ----------------- | ------------------- | ---------- | --------------------- |
| Digital (All)     | $790B+              | 72.7%      | +10%                  |
| – Social Media    | $253B               | \~23.5%    | +19%                  |
| – Retail Media    | $155B               | \~14%      | +21%                  |
| Traditional (All) | $270B               | \~25%      | Flat/Declining        |
| – TV (Linear)     | $154B               | \~14%      | +1.9% (Olympics bump) |

### Honing in on the 6 LivLIVE initial target Regions:

**Attention at Risk. Spending on the Rise. Engagement in Free Fall.**

Stats - Country-Specific Highlights:

* 🇺🇸 $422B → U.S. ad spend in 2024 (\~40% of global total)
* 🇮🇳 $18.5B → India’s ad market (growing \~11% YoY)
* 🇯🇵 $56B → Japan: 4th largest ad market globally
* 🇰🇷 $17.3B → South Korea: mobile-first, 60%+ digital share
* 🇦🇺 $20B+ → Australia/NZ: highest ad spend per capita
* 🇦🇪 $1.67B → UAE: regional leader in mobile & video ad growth

### How we see it

**Ad dollars are rising. Trust and engagement are not.**

These 6 regions represent $535B+ in ad spend, yet brands across all of them struggle with the same challenge:

Shorter attention spans, siloed platforms, and no proof of presence.

Consumers are swiping past ads.

**LivLive turns the scroll into action, and action into verified value.**