The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015

THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS

Michael Goldstein: Senior Digital Strategist, The&Partnership NYC. @Mickeyg77

MOBILE PENETRATION IS ABSOLUTELY MASSIVE. FASTER AND MORE PERTINENT THAN INTERNET PENETRATION.

THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015

Internet Users: 1995 2014…

From 1% to 39% Population Penetration Globally

Mobile Phone Users: 1995 2014…

From 1% to 73% Population Penetration Globally

ONLINE VIDEO CONSUMPTION IS HUGE AND STILL GROWING

Consumer Internet Traffic, Global =

+21% in 2014 vs. +24% in 2013, +31% in 2012

Consumer Internet Video Traffic, Global =

64% of consumer traffic in 2014 vs. 62% in 2013, 57% in 2012

!

!

Mobile Data Traffic, Global =

+69% in 2014 vs. +81% in 2013, +70% in 2012

Mobile Video Traffic, Global =

55% of mobile traffic vs. 52% in 2013, 50% in 2012


MOBILE ENGAGEMENT HAS TOTALLY OVERTAKEN DESKTOP ENGAGEMENT (MOBILE, INCLUDING TABLET)

TIME SPENT WITH DIGITAL MEDIA PER ADULT USER PER DAY, USA, 2008 – 2015YTD


STILL, THERE’S A MASSIVE MISSED OPPORTUNITY FOR MOBILE ADVERTISING

% OF TIME SPENT IN MEDIA VS. % OF ADVERTISING SPENDING, USA, 2014


AD FORMAT TRENDS: PEOPLE ARE FINALLY WORKING OUT HOW TO ADVERTISE ON MOBILE.

PINTEREST CINEMATIC PIN VIDEO MOVES AS USER SCROLLS

VESSEL 6-SECOND AD SHORT-FORM VIDEO

FACEBOOK CAROUSEL AD SCROLL TO BROWSE MULTIPLE IMAGES

GOOGLE LOCAL INVENTORY AD SHOWS PRODUCTS AVAILABLE IN-STORE, NEARBY


AD FORMAT TRENDS: PEOPLE ARE FINALLY WORKING OUT HOW TO ADVERTISE ON MOBILE.

BUY BUTTONS ARE OPTIMIZED FOR MOBILE, MINIMIZING PURCHASE FRICTION AT MOMENT OF ENGAGEMENT

TWITTER FACEBOOK GOOGLE


AD FORMAT TRENDS: VERTICAL VIEW = 29% OF VIEW TIME (MULTI-PLATFORM) VS 5% FIVE YEARS AGO


AD FORMAT TRENDS: VERTICAL VIEW IS ALSO VERY EFFECTIVE. 9X HIGHER COMPLETION RATE ON ADS VERSUS HORIZONTAL!


ESSENTIALLY ANY FORM OF COMMUNICATION NOW HAS A MESSAGING APP FOR IT. !

MESSAGING APPS ARE ALSO AMONGST THE FASTEST GROWING OF THE APPS. WASSAPP LAUNCHED IN 2009 AND IS STILL GETTING 60% Y/Y GROWTH

ASYNCHRONOUS YET INSTANT

EXPRESSIVE YET FAST

ENGAGING YET USER CONTROLLED

CASUAL YET PROFESSIONAL

EASY YET PRODUCTIVE

PERSONAL YET MAINSTREAM

MOBILE YET DISTRIBUTED

INSTANT YET SECURE

REAL-TIME YET REPLAYABLE*

CURRENT YET EVERGREEN

ACCESSIBLE YET GLOBAL

SIMPLE YET 24 x 7


ASIAN MESSAGING APPS ARE EVOLVING INTO MULTI-USE PLATFORMS ALL REVOLVING AROUND SHORT MESSAGING, WHEREAS US APPS ARE STAGNANT AND FOCUSED ON SINGLE USE.

NAME KAKAOTALK WECHAT LINE

LAUNCH MARCH 2010 JANUARY 2011 JUNE 2011

PRIMARY COUNTRY KOREA CHINA JAPAN

MESSAGING 9 9 9GROUP MESSAGING 9 9 9

VOICE CALLS FREE VOIP CALLS (2012) WECHAT PHONEBOOK (2014) 9

VIDEO CALLS / CHAT 8 9 VIDEO CALL UPDATE (2013)

PAYMENTS KAKAOPAY(2014) (2013) LINE PAY (2014)

STICKERS (2012) STICKER SHOP (2013) (2011)

GAMES GAME CENTER (2012) (2014) (2011)

COMMERCE KAKAO PAGE (2013) DELIVERY SUPPORTW / YIXUN (2013) LINE MALL (2013)

MEDIA KAKAO TOPIC (2014) 9 9

QR CODES 9 QR CODE IDENTITY (2012) 9

FOOD DELIVERY 8 PARTNERSHIP WITH FOODPANDA (2014)

LAUNCHED BETA IN THAILAND (2015)

TAXI SERVICES KAKAO TAXI (2015)

TAXI SERVICESDIDI DACHE (2014)

LAUNCHED TAXI SERVICE IN TOKYO (2015)

USER STORIES / MOMENTS KAKAO STORY (2012) WECHAT MOMENTS LINE HOME (2012)

DEVELOPER PLATFORM KAKAODEVELOPERS WECHAT AP! LINE PARTNER (2012)THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015

MOBILE MESSAGING EVOLVING BEYOND TEXT AND INTO SERVICE AND E-COMMERCE. NEW CHANNELS TO FOCUS ON FOR TELCOS?

INSIGHT: THE UX OF MESSAGING APPS ARE PERFECT FOR CONSUMERS’ INCREASINGLY SHORT ATTENTION SPAN

CONTEXT EXAMPLE PURCHASE(S) MADE:

ORDER SHIRT – FROM EVERLANE – VIA FACEBOOK MESSENGER

IDENTITY LOCATION, AGE, NAME,

INTERESTS

CONTEXT-PERSISTENT CONVERSATION CONTEXT-DRIVEN ACTIONS AND

ENGAGEMENT


FAME HUNGRY: CONTENT CREATION THRIVES ON PLATFORMS WHERE ORDINARY PEOPLE HAVE THE OPTION TO HAVE THEIR CONTENT SEEN BY A HUGE AUDIENCE

MUSIC HOLIDAYS SPORTS

COACHELLA 4/15

NEW YEAR'S EVE 12/14

WINTER X-GAMES 1/15

40MM VIEWERS OVER 3 DAYS

37MM VIEWERS IN 24 HOURS

30MM VIEWERS IN 24 HOURS


AND VIEWERS RETURN THE FAVOUR: USER-CURATED OR GENERATED VIDEO ON FACEBOOK IS EXPLODING !

SO: REDUCE BARRIERS AND CREATE AVENUES FOR CONSUMERS TO GET MASSIVE EXPOSURE FOR THEIR CONTENT

USER-SHARED / CURATED VIDEO RISING RAPIDLY = @ 4B VIDEO VIEWS PER DAY, UP 4X IN 6 MONTHS ON FACEBOOK

0

1

2

3

4

5

Q3:14 Q4:14 Q1:15BI

LLIO

NS O

F VI

DEO

VIEW

S PE

R DA

Y

VIDEO VIEWS PER DAY FOR FACEBOOK, GLOBAL, Q3:14 - Q1:15

FACEBOOK VIDEO STATS

50%+ FACEBOOK DAUS =WATCH 1 OR MORE VIDEOS DAILY, USA

53 % OF VIEWS = FROM SHARES

75% = ON MOBILES


CURATION PLATFORMS ARE CONVERTING LURKERS INTO CONTRIBUTORS

SOUNDCLOUD: 100MM TRACKS: +33% Y/Y

MAJORITY OF CONTENT COMES FROM CREATORS NOT ASSOCIATED WITH KNOWN RIGHTS-HOLDERS


AND THIS IS HELPING TO CREATE A USER-DRIVEN INTERNET !


INSIGHT: SUCCESSFUL TECH SETS UP A FRAMEWORK AND USERS BRING IT TOLIFE WITH CONTENT AND DATA


USERS INCREASINGLY FIRST SOURCE FOR NEWS VIA TWITTER

A PICTURE IS WORTH A THOUSAND WORDS: VISUAL PLATFORMS ARE TAKING OVER…

9%

22%

16%

34%

30%

36%

46%

53%

80%

7%

11%

15%

20%

26%

30%

32%

57%

59%

74%

0% 20% 40% 60% 80% 100%

LINKEDIN

WHATSAPP

TUMBLR

PINTEREST

GOOGLE+

VINE

TWITTER

SNAPCHAT

INSTAGRAM

FACEBOOK

SOCIAL MEDIA USAGE AMONG AMERICAN YOUTH (AGE 12 - 24), USA, 3/15

2015

2014

8%

2%

1%

4%

13%

14%

24%

32%

0% 10% 20% 30% 40%

DON’T USE SOCIAL NETWORKS

OTHER

PINTEREST

GOOGLE+

TUMBLR

SNAPCHAT

FACEBOOK

TWITTER

INSTAGRAM

TEENS’ MOST IMPORTANT SOCIAL NETWORK. USA, 4/15

SPRING 2015

SPRING 2014

FALL 2013

SPRING 2013


…AND USERS ARE CONTRIBUTING BIG TIME

MILLENNIALS LOVE THEIR SMARTPHONE CAMERAS 44% USE CAMERA / VIDEO FUNCTION DAILY 76% POST ON SOCIAL MEDIA

MILLENNIAL SMARTPHONE CAMERA USE CASES, USA, 2014

FOR WHAT THINGS DO YOU USE YOUR SMARTPHONE CAMERA?

6%

6%

21%

34%

66%

76%

0% 20% 40% 60% 80%

NOT SURE

OTHER

PAY BILLS

PHOTO OF CHECKTO DEPOSIT VIA

BANKING APP

PICTURES OFTHINGS TO DO

LATER

PICTURES/VIDEOTO POST ON

SOCIAL MEDIA

% OF TOTALRESPONDENTS

3%

2%

7%

21%

22%

44%

0% 10% 20% 30% 40% 50%

NOT SURE

NEVER

ONCE A MONTH

AT LEAST ONCE A WEEK

EVERY OTHER DAY

AT LEAST ONCE A DAY

% OF TOTALRESPONDENTS

MILLENIAL SMARTPHONE CAMERA USAGE*, USA, 2014

HOW OFTEN DO YOU USE YOUR DEVICE’S CAMERA/VIDEO FUNCTION?


THANKS

The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015

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