Her 197-slide presentation is full of insightful data on the state of our industry. But, to save you a little time, we’ve reviewed her presentation and identified the five most important impacts of her analysis.
1 – Digital will command more of the media mix.
There are 2.8 billion Internet users in the world today, accounting for 39 percent of the global population.1 In the US, adults spend an average of 5.6 hours per day with digital media and eCommerce accounts for 9 percent of retail sales -- $300B+.2 Effective marketers and communicators will have to incorporate digital into their media mixes or risk losing mindshare as consumers continue to shift their time, attention and dollars to digital.
2 – Prioritize the mobile experience.
Mobile usage continues to outpace Internet usage with 5.2 billion mobile users globally (versus 2.8 billion Internet users.)3
And it shows no signs of slowing down with 87 percent of millennials reporting that their mobile device never leaves their side, night or day.4 Mobile optimization and an outstanding mobile experience are now the expectation. If your mobile experience isn’t outstanding, it will mean lost revenue.
3 – Invest in Video.
Video accounts for 64 percent of consumer Internet traffic and 55 percent of mobile traffic.5 It is the new currency of digital consumption. With consumers facing information overload, they have less energy to consume any single piece of content. So, it’s a better bet to invest in a few high quality pieces of content (like videos). To build these capabilities, we see clients utilizing a mix of internal video talent and agency support.
4 – Facilitate and Curate User-generated Content.
Consumers trust other consumers and the sharing-economy has made consumers comfortable sharing previously private brand experiences. For example, SnapChat Live Stories for Winter X-Games received 30MM views in 24 hours, Facebook gets four billion video views per day, up 400 percent in 6 months.6 User-Generated audio on SoudCloud includes 100MM tracks – a 33 percent year over year increase.7 Tapping into these user-shared experiences is an opportunity for brands to fill their editorial calendars with relevant content at a lower investment point while still showcasing authentic experiences with their products and services.
5 – Experiment with Private Messaging Apps.
Six of the top 10 global apps in usage (excluding common pre-installed apps) are messaging apps -- whatsApp, Messenger, Line, Viber, KakoTalk, WeChat.8 Private one-to-one messages remain a popular form of digital communications. Marketers should continue to experiment with these messaging apps to reach their audiences where they are likely to be highly engaged.
Meeker also shared fascinating findings on wider business trends, job trends and the growing role of the Internet in China and India. You can find the full presentation on the KPCB website.
The Internet and emerging technologies will continue to rapidly change what consumers want from companies and how they expect to be communicated with. It’s incumbent upon us to continue to find innovative and effective ways of engaging these audiences in the increasingly digital world of marketing and communications.
Source: Meeker, Mary (2015). Internet Trends 2015 – Code Conference. http://www.kpcb.com/internet-trends
- Euromonitor, ITU, US Census; as cited in Meeker, 2015
- eMarketer, Forrester; as cited in Meeker, 2015
- Informa, World Cellular Information Service; as cited in Meeker, 2015
- Zogby Analytics; as cited in Meeker, 2015
- Cisco; as cited in Meeker, 2015
- Snapchat, Facebook; as cited in Meeker, 2015
- SoundCloud; as cited in Meeker, 2015
- Quettra; as cited in Meeker, 2015