Our annual review of vertical marketplaces (classifieds) is provided over three reports, with property and auto to follow, and this first report summarizing the macro trends, issues and outlook, as well as a detailed study of recruitment marketing. Taken as a whole we identify three critical themes in specialist markets:

• Portals are extraordinarily popular with consumers, growing their importance in the value chain; the print to digital transition is far from over
• But portal reliance on revenue growth from print decline is starting to retreat; revenue diversification strategies are emerging
• Nonetheless, disruption in vertical markets is stubbornly slow, with leading portals using paid media models (print models) to sustain their position.

The recruitment market is buoyant (up 10%), so portals, specialists and intermediaries are generally doing well, while local newspapers have lost some market share. Linkedin (professional social media, which has diversified into skills and training) and Indeed (freemium jobs aggregator, which provides performance charging and will introduce new services in 2016) are the key influences in the marketplace, and both are growing very strongly. The value chain in recruitment is being slowly restructured. Recruiter demand for highly skilled, specialist candidates does not have the labour supply to support it, sustaining marketing expenditure, though print spend continues to decline.

For the second year running, 2014 has seen a steep year-on-year decline in total daily average viewing time, which fell by almost 5%, and was again, as in 2013, greatest among younger age demos, especially among children aged 4-15 where the decline reached double figures

Connectivity and the rapidly growing population of smartphones and tablets appear the main, though not the only, causes of a decline that appears general across the main PSB, PSB family and non-PSB channel groups. The decline nevertheless varies by channel genre, with the more youth oriented, such as Children and Music, feeling the connectivity squeeze the most

Whilst the great majority of non-PSB channels are only available on the pay-TV platforms, the DTT platform provides a significant audience and advertising contribution (ballpark estimate of £150-200 million per annum) to the relatively small group of leading free-to-air non-PSB channels, which are also less constrained in developing their online initiatives than the mixed advertising/subscription non-PSB channels on the pay-TV platforms

Carphone Warehouse’s H1 2011/12 results were overshadowed somewhat by the announcements that it is shutting down its UK ‘big box’ consumer electronics venture and selling its share in the Best Buy US handset business

Its actual core business operating performance was grim, with drops of 12% in volume and 4.5% in like-for-like revenue in the September quarter, with the slashing of prepay subsidies in the UK hitting volumes, and the late arrival of the iPhone 4S hitting revenue

With the iPhone 4S having now launched, H2 is likely to be much better, with like-for-like revenue returning to growth, and a focus on the core business will help in weathering the economic headwinds to come

Nearly a year after rolling out Google TV in the US, Google has confirmed plans to launch its ‘smart TV’ operating platform in Europe and the UK by early 2012

To date, Google TV in the US has been a disappointment, with little broadcaster support and, until recently, expensive devices, resulting in low adoption

The content issue is likely to dog Google TV, both here and in other European markets; access to key broadcaster TV and video programming will be a major challenge

After strong underlying improvements in growth and profitability in 2010, in H1 2011 H3G Europe’s service revenue growth was steady at 3% and margins only slightly improved to (underlying) EBIT breakeven

In the UK, service revenue growth accelerated to 7% (from -1% in H2 2010), with EBIT maintained at about breakeven, as the UK company’s ongoing strong contract subscriber growth fed through

Italy suffered roughly the opposite fate, with service revenue growth falling to -8%, as its recent subscriber losses fed through, and EBIT remained firmly negative

CPW Europe had a weak first quarter, with like-for-like revenue growth of -3.3%, with all of the drop coming from the 18 to 24 month contract length shift in the UK

We expect its performance to improve through the rest of its fiscal year, but it will need to in order to hit even the bottom end of its full year guidance

The US mobile retailing operation is doing much better, with very strong revenue growth, and is likely again to exceed full year guidance

The most dramatic observation from our survey is the surge in mobile data service usage: 48% of UK mobile users now use a data service at least once a month, up from just 30% last year. This increase is substantially all from the increased number of internet-centric smartphones (i.e. iPhone, BlackBerry and Android handsets) in the base

The internet-centric smartphones themselves had substantially no reduction in data usage penetration rates (all at 90%+) despite their volumes surging, with users from all age and socio-economic groups using them for data services. Data service usage penetration on a daily basis actually increased for Android and BlackBerry handsets

This supports our view that it is the nature of these handsets in terms of their ease-of-use for data services that is driving overall usage, and that overall data usage will continue to surge as they continue to diffuse through the subscriber base

We have revised our central case forecasts of total year-on-year NAR (Net Advertising Revenue) growth in 2011 from 5% to 1%, as the advertising outlook has progressively worsened since mid April

2011 is marked by a further round of consolidation in airtime sales and a number of noteworthy channel and programming changes

Channel 4 Sales, and above all its flagship Channel 4, appears the most challenged of the leading market players, while we expect the ITV group to continue to outperform the NAR market in the rest of 2011 and 2012

CPW Europe had a difficult quarter, with volumes falling 9% and like-for-like revenue 2%, due to continued prepay weakness and the shift to 24 month contracts in the UK

The US business was again very strong, growing volumes at 26%, and this strength is likely to continue due to an acceleration in store roll outs

Keeping the European business flat in 2011/12 will be a challenge, but the US business is likely to more than make up for this at the group level

H3G Europe improved its revenue growth and margins in 2010, albeit not by as much as its headline figures claimed. It is currently growing at 5% with EBIT at around breakeven

Given that its parent company is likely to want to keep EBIT positive, it is likely to be constrained on future investment in subscriber growth, limiting its potential going forward

The UK was particularly strong, with dramatically improved contract subscriber growth, and margins improving despite this, driven by the completion of the T-Mobile network share implementation helping margins and the smartphone revolution playing to the company’s 3G network strengths