Web widgets, or small modules of content or advertising that Web users can add to social network profiles or blogs, are becoming ubiquitous. Widgets, built for a specific platform such as Facebook, also known as applications, are being implemented by many of the 69 million adults and 15 million teens eMarketer estimates will be using social network sites in 2008. That represents 43.5 percent of adults, and 77 percent of the teen Internet population.
eMarketer projects that US companies will spend $40 million in 2008 to create, promote and distribute widgets and applications, up from $15 million in 2007.
“Since Facebook opened up its doors to third-party applications in May 2007, nearly 15,000 applications have been developed,” says Debra Aho Williamson, senior analyst and author of the report, Web Widgets and Applications: Destination Unknown. ”Overall, some 100,000 developers are working on widgets and applications worldwide.”
Widgets and applications may hold exciting marketing potential, but spending will represent just 2.5 percent of total US online social network ad spending in 2008, up from 1.6 percent in 2007.
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