Leadership

Advertising-Based Internet Creates 3.1 Million U.S. Jobs

By Sean Silverthorne

Updated on: June 11, 2009 / 1:56 PM EDT / MoneyWatch

A new study co-authored by Harvard Business School professor John Deighton puts some economic perspective around the U.S. Internet economy created this decade.

According to the study, which was commissioned by the Internet Advertising Bureau:

Interactive advertising contributes 2.1%, or $300 billion, to total GDP, and creates 3.1 million jobs directly or indirectly related to advertising-supported Web businesses.
Consumers make 10% of their retail purchases online (excluding groceries).
More than 20,000 Internet-related small businesses in the U.S. offer services such as Web design and hosting, ISP services, publishing, and Internet-based software consulting.
With the exception of groceries, Internet advertising has increased four-fold since 2002 to more than $20 billion.

The study's focus area includes ad-supported sites and content, e-commerce, e-mail, and public-facing enterprise Web sites -- what the study calls the interactive marketing ecosystem.

The IAB hopes to use the study in lobbying efforts to lessen federal regulation of its members.