2. ITC spending growth will be bigger in Asia Pacific; EMEA will perform better than the Americas

At a regional level I expect ITC sales in 2024 to grow by 2% in Asia Pacific. I expect sales to very slightly in both the Americas and EMEA since, although there are many immature markets in both, they are dominated by the USA and Western European countries respectively which are extremely saturated. In terms of total spending the Americas will remain the largest (40% of the total), followed by EMEA (31%) and Asia Pacific (39%).

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