AASD Market Size
The approximate calculated market size of the monetization of anonymous and aggregated subscriber data for mobile devices is about $67.7 billion as of 2018. This amount is expected to reach about $103.4 billion by 2021, growing at a CAGR of 15.15%. The United States holds about 7% of the total market, with an approximate market size of $5.01 billion in 2018. Europe's market share is about 4% of the total market, with an approximate market size of $2.85 billion. India's market share is less clear, but is at least 6.8%, with a market size of at least $4.66 billion. A look at the methodology we used to determine this market size is below, along with our triangulated findings.
When searching for the market size of the monetization of anonymous and aggregated subscriber data (AASD) for mobile devices, we began by looking for a directly-available amount from research companies such as MarketWatch, Statista, The Market Research News, and others. Unfortunately, all that was available were reports that provided the big data market size, the global mobile data traffic market size, and mobile data usage numbers. None of this information provided us with the value of AASD or how much money companies are currently spending to purchase it. We also were unable to find the amount of anonymous personal data sent overall or by mobile devices, which we thought we might be able to use to triangulate the percentage of mobile AASD of the total market.
We turned our attention to industry publications with the hope of finding the global market size of AASD as estimated by experts in the field. This strategy yielded an industry article that discussed the total approximate market value of AASD, which was quoted as $210 billion by Vetri. The experts at Vetri state that the data that makes up this market is currently not the "data of individual people, but rather... huge sets of [data from] thousands of more or less anonymous users," which tells us that this is the right market we were searching for. This article also states that "exactly how much money is involved in the personal-data trade can be determined only approximately," so we can only say that $210 billion is an estimated market size for the total monetization of AASD across all platforms and devices.
Our next task was to find out how much of the total market belongs to mobile devices. This proved to be much more difficult, as the amount of personal data collected by mobile devices is not readily available. We attempted to locate how much personal data each mobile user generates on their devices each year, but we could only find the amount of data traffic each user is responsible for, which we determined is not the same metric as AASD. We did try to triangulate the market share of mobile AASD by using the amount of personal data stored globally across all platforms, which was found in a Strategy-Business article, but because we were not able to find the amount of personal data stored by mobile devices, this triangulation attempt failed.
During our initial research into the market share of mobile AASD, we came across several articles that discussed the market size of geo-targeted advertising sales using anonymous location data, which is only used for mobile devices. We found that this segment of AASD is worth about $21 billion as of 2018. Even though most industry articles that discuss AASD refer to geolocation and "Bluetooth-based beacon technology," we understood there were other mobile segments monetizing AASD. Therefore, we continued our search for a breakdown of the other segments so we could get a total market value.
Unfortunately, a search for the market size of other mobile segments monetizing AASD failed, as industry publications focused mainly on location-based AASD and market research reports only provided the full market size of related industries such as big data and analytics. We even thought we might be able to provide an estimate by using the market share of mobile for one of these related industries as a proxy, but again, we were thwarted by paywalls and unrelated data points, such as the percent of mobile phones versus desktop computers and the number of Google searches on mobile versus desktop.
Finally, we began searching for the amount of personal data generated by mobile phone users and came across a study conducted by Vanderbilt University and reported by AdWeek that broke down the percentages of AASD sent to Google by an idle Android device according to segments. This article provided the percentage of data that represents various AASD activities. The study found that 31% of data collected was through location, 32% was through data upload, 23% was through app store data, and 14% was through other means. We assumed that the percentages of data transmitted by an idle phone would be more or less equivalent to the overall percentages of AASD sent by mobile devices. We were then able to use the market size for location-based AASD to determine the full amount of the mobile AASD market size:
We can break down the segments of mobile AASD as follows:
Location-based AASD: $21 billion
Upload AASD: $21.7 billion ($67,741,935,484 x 0.32)
App Store AASD: $15.6 billion ($67,741,935,484 x 0.23)
Other AASD: $9.5 billion ($67,741,935,484 x 0.14)
We then moved to find a breakdown of value for the United States, Western Europe, and India. While we were able to find the total value of AASD per U.S. and European user across all platforms and devices, the same data was not provided for India. The Strategy-Business article provided the approximate value of data per Internet user in the United States and Europe. To determine the value of data per mobile user, we first calculated the market share of mobile AASD by dividing $67,741,935,484 by $210,000,000,000, which equals 32%. Then, we took the average value of data per Internet user globally, in the United States, and in Europe and multiplied each by 32% to get the average value of data per mobile user per month in these regions:
Global: $1.18 x 0.32 = $0.38
U.S.: $4.91 x 0.32 = $1.57
Europe: $1.59 x 0.32 = $0.51
We also found the number of smartphone users in each country (most AASD comes from smartphones) and calculated the approximate market size for the United States and Europe:
United States: 265.9 million smartphone users x $1.57 = $417,463,000 or about $417.5 million per month or $5.01 billion per year ($417.5 million x 12).
Europe: 465 million mobile subscribers x $0.51 = $237,150,000 or about $237.2 million per month or $2.85 billion per year ($237.2 million x 12).
If we assume that India's value of data per mobile user per month is the same as the global value, then:
India: 1.021 billion smartphone users x $0.38 = $387,980,000 or about $388.0 million per month or $4.66 billion per year ($388.0 million x 12).
Once we had found some indication of the market shares for the U.S., Europe, and India, we turned our attention to market growth. The only publications that provided some indication of growth are the Strategy-business article, which said the entire global AASD data market would grow to about $400 billion in 2025 and a Fast Company article that indicated geo-targeted ad sales would grow to $32.4 billion by 2021. Using a CAGR calculator, the beginning value of $210.0 billion in 2018 and the ending value of $400 billion in 2025, we determined that the average growth rate for the entire AASD market is expected to be 9.64%.
We also used the expected geo-targeted ad sales 2021 projected market size to establish a growth rate for mobile AASD. Again using a CAGR calculator, the beginning value of $21.0 billion in 2018, and the ending value of $32.4 billion in 2021, we determined that the average growth rate for the geo-targeted AASD between 2018 and 2021 is expected to be 15.55%. This would mean that if the entire global mobile AASD market size grows at the same pace as the mobile location AASD segment, the total market size would be about $103.4 billion in 2021 ($67,741,935,484 x 15.15 CAGR over three years).
If we assume that the 15.55% CAGR applies to all mobile AASD segments, we can project the following data points for 2021:
Location-based AASD: $32.4 billion
Upload AASD: $33.1 billion ($21.7 x 15.15% CAGR over three years)
App Store AASD: $23.8 billion ($15.6 billion x 15.15% CAGR over three years)
Other AASD: $14.5 billion ($9.5 billion x 15.15% CAGR over three years)
If we assume that the 15.55 CAGR applies to all regions for mobile AASD, we can project the following data points for 2021:
United States: $7.65 billion ($5.01 billion x 15.15% CAGR over three years)
Europe: $4.35 billion ($2.85 billion x 15.15% CAGR over three years)
India: $7.12 billion ($4.66 billion x 15.15% CAGR over three years)
Market size of Mobile Anonymous and Aggregated Subscriber Data
According to Vetri, the global market size of the monetization of anonymous and aggregated subscriber data (AASD) is $210 billion. This includes AASD from all sources, including mobile, desktop, wearable devices, smart car devices, smart home devices, and more. The global market size for all AASD data is expected to grow as a CAGR of 9.64% to reach $400 billion by 2025.
Based on a report from BIA Advisory Services, which itself is behind a paywall, but whose content was revealed by the New York Times, the mobile location AASD market size was worth $21 billion in 2018. In addition, a study by Vanderbilt University and reported in AdWeek found that mobile location AASD accounts for 31% of the data generated by mobile users. Using this information, we determined the total mobile AASD market is worth about $67.7 billion. The various mobile AASD segment market sizes are the following:
Upload AASD: $21.7 billion (32%)
App Store AASD: $15.6 billion (23%)
Other AASD: $9.5 billion (14%)
These values are expected to grow at a CAGR of 15.15% through 2021, which, assuming the segments continue to represent the same percentage of mobile AASD, would mean that the total global market size for mobile AASD would be worth about $103.4 billion and the individual AASD segments would be worth the following amounts in 2021:
Location-based AASD: $32.4 billion (31%)
Upload AASD: $33.1 billion (32%)
App Store AASD: $23.8 billion (23%)
Other AASD: $14.5 billion (14%)
We also found that in 2018, the United States market share for mobile AASD was worth about $5.01 billion, the European market share was worth about $2.85 billion, and the Indian market share was worth at least $4.66 billion. This information is based on the average value of data per mobile user per month as reported by Strategy-Business. If we assume these values grow at the same pace as the global mobile AASD market, these regions would attain the following market sizes in 2021:
United States: $7.65 billion
Europe: $4.35 billion
India: at least $7.12 billion