Vital Waste Graphics 2

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ON THE WEB Key statistics from the International Telecommunication Union:

www.itu.int/ITU-D/ict/statistics China Statistical Yearbook: www.stats.gov.cn/tjsj/ndsj/2005/indexeh.htm

Inventing new demand The marketing and advertising industry is constantly teas- ing us with trendy, cool and largely superfluous products. To judge by investment in advertising, it takes more and more to achieve the same effect. With all that stimulation it is an effort asking just what we stand to gain. Throw-away culture The list of products we used to keep for years and now dis- pose of instantly is almost endless: tissues, face wipes, ra- zors, kitchen wipes, serviettes, nappies, plastic bags, toner cartridges, cameras and barbecues, to name just a few. Every year US consumers throw away 39 thousand million tonnes of cutlery and 29 thousand million tonnes of plates. Whereas in 2002 only 13 persons out of 1000 in Al- geria and 474 persons out of 1000 in Lituania owned a cell phone, the number is now 145 and 996, respectively. In Africa cell phones have enjoyed almost 40% growth since 2000, though market penetration is very uneven. In many countries with poor coverage by land lines, cell phones are the only means of communication. Mobile phone growth Mobile phones were launched in 1984 and the market has been booming ever since. In 20 years they have spread like wildfire. By September 2004 there were 344 million subscribers (out of a population of 380 million) in the 15 (old) members of the European Union. Accord- ing to Nokia there will be 2 000 million cellphone users worldwide by 2008.

Mobile phones per 1 000 people

2002

0.01 to 10 10 to 50 50 to 200 200 to 500 500 to 1184

no data available

2004

Source: WDI database, 2006.

Consumption appeal

Advertising expenditure by category

Others

Canada

Europe

9%

Pharmaceuticals

United States

Electronics and telecommunications

10%

Middle East

11%

Entertainment and media

Asia and Pacific

Latin America

Africa

18%

Personal care

Advertising expenditure Million dollars

19%

Food

Advertising expenditure Thousand million dollars

100 0 200 300 400 500 600

46 000

World

1 000 10 000

Source: Advertising Age, Global Marketing: Top 100 , November 2005; Robert J. Coen; Worldwatch Institute, Vital Signs 2006 .

24%

Cars

United States

Top ten advertising countries

1950 1960 1970 1980 1990 2000 2005