the cheating strategist’s guide to mary meeker’s digital trends 2015
TRANSCRIPT
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
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
MOBILE ENGAGEMENT HAS TOTALLY OVERTAKEN DESKTOP ENGAGEMENT (MOBILE, INCLUDING TABLET)
TIME SPENT WITH DIGITAL MEDIA PER ADULT USER PER DAY, USA, 2008 – 2015YTD
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
STILL, THERE’S A MASSIVE MISSED OPPORTUNITY FOR MOBILE ADVERTISING
% OF TIME SPENT IN MEDIA VS. % OF ADVERTISING SPENDING, USA, 2014
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
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
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
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
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
AD FORMAT TRENDS: VERTICAL VIEW = 29% OF VIEW TIME (MULTI-PLATFORM) VS 5% FIVE YEARS AGO
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
AD FORMAT TRENDS: VERTICAL VIEW IS ALSO VERY EFFECTIVE. 9X HIGHER COMPLETION RATE ON ADS VERSUS HORIZONTAL!
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
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
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
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
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
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
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
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
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
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
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
AND THIS IS HELPING TO CREATE A USER-DRIVEN INTERNET !
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
INSIGHT: SUCCESSFUL TECH SETS UP A FRAMEWORK AND USERS BRING IT TOLIFE WITH CONTENT AND DATA
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
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%
TUMBLR
GOOGLE+
VINE
SNAPCHAT
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
GOOGLE+
TUMBLR
SNAPCHAT
TEENS’ MOST IMPORTANT SOCIAL NETWORK. USA, 4/15
SPRING 2015
SPRING 2014
FALL 2013
SPRING 2013
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
…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?
THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015