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Global Technology Trends
 

Global Technology Trends

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The presentation outlines digital media trends around the world.

The presentation outlines digital media trends around the world.

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Global Technology Trends Global Technology Trends Presentation Transcript

  • GLOBAL TECHNOLOGY TRENDSGROWTH, USAGE AND THE FUTURE
  • AGENDA DIGITAL LANDSCAPE MACRO TRENDS REGIONAL ANALYSIS THE FUTURE DISCUSSION 2
  • DIGITAL LANDSCAPE 3
  • THE NUMBERS ARE ASTOUNDING 20 # OF TYPICAL HHS AT THE END OF 2011 THAT GENERATED MORE TRAFFIC THAN THE ENTIRE INTERNET IN 2008 50,000,000,000 # OF THINGS CONNECTED TO THE INTERNET BY 2020 340,282,366,920,938,463,463, 374,607,431,768,211,456 # OF POSSIBLE INTERNET ADDRESSES 4
  • IN A MINUTE YOU CAN... 5
  • GROWTH / DEVELOPMENT ATAN UNPRECEDENTED PACE SILICON VALLEY & SILICON ALLEY INNOVATION INTENSITY / FOCUS / LEADERSHIP OF USA-BASED COMPANIES - APPLE, GOOGLE, AMAZON.COM, FACEBOOK COMBINATION OF TECHNOLOGY AND ELEGANT DESIGN 6
  • WE’RE SEEING THINGS LIKE 200MM+ FARMERS IN INDIA RECEIVE GOVERNMENT PAYMENTS / SUBSIDIES VIA MOBILE DEVICES 7
  • PEOPLE DIDN’T KNOW WHATTO EXPECT FOR 2012 2011 WAS A YEAR OF VOLATILITY MAJOR MARKETS SAW ANOTHER RECESSION US & UK PRESSURE ON THE ENTIRE EUROPEAN FINANCIAL INFRASTRUCTURE GREECE, IRELAND, ITALY, PORTUGAL & SPAIN SANK FURTHER INTO DEBT NATURAL DISASTERS JAPAN STRUGGLED REGAIN ITS FOOTING AFTER THE EARTHQUAKE AND TSUNAMI IN MARCH 2011 POLITICAL REVOLUTIONS EGYPT 8
  • DIGITAL EMERGED AS A MOREINFLUENTIAL GLOBAL CHANNELTHAN EVER THOUGHT 9
  • A MEANS OF PRIMARYCOMMUNICATION 10
  • A WAY TO INSPIRE &ORGANIZE ACTIVISM 11
  • A WAY TO IDENTIFYINFLUENCERS 12
  • WHAT MACRO TRENDS CANWE EXPECT OVER THE NEXTTWO TO THREE YEARS? 13
  • MAJOR GROWTH IN TRAFFIC 14
  • FURTHER DEVICE DIVERSIFICATION THE PROLIFERATION OF SMART DEVICES IS DRIVING AN INCREASE IN CONNECTIVITY THERE WILL BE MORE THAN TWO CONNECTIONS FOR EACH PERSON ON EARTH 15
  • INCREASED AD SPENDING 2012 GLOBAL AD SPENDING WILL APPROACH $500 BILLION EMERGING MARKETS CONTINUE TO CLAIM EVER- INCREASING SHARE OF GLOBAL AD SPENDING ADVERTISERS SHIFTING FOCUS TO COUNTRIES WITH EXPANDING POPULATIONS AND RISING LEVELS OF CONSUMPTION ONLINE AD SPEND GROWTH OUTPACED ALL CHANNELS IN MOST MATURE MARKETS 16
  • DRILLING MORE SPECIFICALLYINTO KEY MARKETS, WHATDOES THE FUTURE HOLD? 17
  • THINK GLOBALLY, ACT LOCALLY WIDE VARIATIONS ON INTERNET PENETRATION & MOBILE USAGE NO GLOBAL LINK BETWEEN AFFLUENCE & SMARTPHONE / MOBILE WEB ADOPTION LATIN AMERICA LAGS IN INTERNET USAGE, BUT LEADS SOCIAL NETWORK PENETRATION NORTH AMERICA SEES THE OPPOSITE TREND NORTH AMERICA LEADS GLOBAL DIGITAL SPENDING ONLINE SPEND & ONLINE SPEND PER USER 18
  • ASIA-PACIFIC 19
  • MARKET OVERVIEW WORLD’S FOREMOST GROWTH ENGINE DUE TO RISING ECONOMIC OUTPUT HUGE OPPORTUNITY TO ENGAGE WITH ASPIRING CONSUMERS CHINA AND INDIA POPULATIONS OVER 1 BILLION SETTING THE PACE FOR DIGITAL AND MOBILE INNOVATION HONG KONG, JAPAN & SOUTH KOREA 20
  • GLOBAL POWERHOUSE& BEST IN CLASS MOBILE TOP SHARE OF GLOBAL AD SPENDING REGION BY 2015 2011 2015 SHARE - GLOBAL SPENDING 29.0% 10% 31.7% TOTAL MEDIA SPENDING $146.3B 31% $191.4B KNOWN FOR THE WORLD’S MOST ADVANCED MOBILE TECHNOLOGIES INTERNET ACCESS & PAYMENT SERVICES 2011 MOBILE USAGE VARIES CHI SMALLER COUNTRIES WILL QUICKLY CATCH UP MOB 2011 2015 FRO HONG KONG 95% 96% TO SOUTH KOREA 85% 87% JAPAN 83% 87% CHINA 57% 78% INDIA 52% 72% 21
  • KEY MARKET SPENDOVERVIEW: CHINA INTERNET LEADS AD SPEND GROWTH DESPITE ONLY 40% PENETRATION TV STILL RECEIVES THE MAJORITY OF SPEND NEWSPAPER REPRESENTS A STRONG OPPORTUNITY IN CHINA, GIVEN ITS SPEND LEVEL PRINT IS THE ONLY CHANNEL SEEING SINGLE-DIGIT GROWTH 22
  • NORTH AMERICA 23
  • MARKET OVERVIEW REG ECONOMIC GROWTH EXPECTED TO DOUBLE EX IN 2012 201 PRIMARILY DUE TO US PRESIDENTIAL ELECTION DES REC WORST US ECONOMY IN RECENT YEARS - SU CANADA IS MORE SELF-SUFFICIENT TO CU CURRENTLY THE LARGEST GLOBAL MA ADVERTISING MARKET MORE THAN ONE-THIRD OF TOTAL GLOBAL AD SPEND OF MA NEW TECHNOLOGIES LAUNCH HERE FIRST EN MAJOR POTENTIAL FOR WEB-ENABLED MOBILE DEVICES SMA HER 24
  • MOST DIVERSIFIED MEDIA LANDSCAPE& WORLD’S DIGITAL LEADER OMNIPRESENT MEDIA OFFERS MORE OPPORTUNITY TO REACH CONSUMERS HIGH MULTITASKING & SIMULTANEOUS USAGE PENETRATION OF EACH CHANNEL IS >60% HIGHEST BROADBAND, MOBILE & INTERNET PENETRATION CONTINUED USAGE GROWTH THROUGH 2015 INTERNET +14% IN 2015 TO 79% / MOBILE +4% TO 78% DIGITAL SPENDING PROVEN RECESSION-PROOF 2ND LARGEST # OF SOCIAL MEDIA USERS 164.2MM 25
  • KEY MARKET SPENDOVERVIEW: NORTH AMERICA NO ONE COUNTRY DRIVES THE TREND IN SPEND US & CANADA AD SPEND BY CHANNEL IS VERY SIMILAR TV LEADS IN TOTAL SPEND, WHILE INTERNET DOMINATES GROWTH IN SPEND INTERNET SPEND IS STILL 36% BEHIND TV PRINT IS THE ONLY CHANNEL TO SHOW DECLINE NEWSPAPERS REPRESENT THE LARGEST OPPORTUNITY IN THE SPACE !"#$%&()#*+,&-&./)0-*01&2#)0- 3.&4&5,0,-, !"#$!%%!&" !"#$% &(( &() *+,-%./" 26 789:; 78;:< ;= !)>?/,/)#? 7@9:A 7@@:9 BC= D,-*" 7E<:@ 7E;:C <= F,1,G*0)? 7EA:C 7E9:@ BH= IJ$-""# 78:H 7<:< E@= K0$)#0)$ 799:9 7A9:H 9@= 26
  • WESTERN EUROPE 27
  • MARKET OVERVIEW THE IMPACT OF THE ECONOMIC RECESSION IS STILL FELT ACROSS MOST OF EUROPE THE EXCEPTION IS GERMANY DIVERSE CULTURES DRAMATICALLY INFLUENCE MEDIA HABITS & PENETRATION WESTERN EUROPE TENDS TO MIRROR NORTH AMERICA EASTERN EUROPE BALANCES NEW & OLD WORLD TRADITIONS SHARE OF GLOBAL AD SPEND CONTINUES TO DECLINE 28
  • DECLINING GLOBAL SHARE & REGIONAL DISPARITY SHARE OF AD SPEND WILL CONTINUE TO DECLINE SPEND WILL GROW BY +4% BUT SHARE WILL DROP -7% SOCIAL NETWORK PENETRATION RIVALS NORTH AMERICA & ASIA PACIFICBROADBAND 55% 85% BROADBAND AND INTERNET PENETRATION CAN VARYINTERNET 35% 78% COUNTRY TO COUNTRYINTERNET 35% 78% MOBILE INTERNET USAGE CONTINUES TO GROW INMOBILE INTERNET 36% 37% COUNTRIES WITH LOW ONLINE PENETRATION 29
  • KEY MARKET SPENDOVERVIEW: WESTERN EUROPE EUROPE IS SEEING THE MOST SUBTLE RATES OF CHANGE IN SPEND PRIMARILY SINGLE DIGITS SPENDING TRENDS VERY SIMILAR TO NORTH AMERICA INCLUDING DECLINES IN PRINT, BUT AT A SLOWER RATE INTERNET MAKES UP 85% (+$2.9B) OF THE TOTAL AD SPEND INCREASE LEADS AD SPEND GROWTH AS WELL !"#$%&()*+),%&(+-(.)/#&(+ 012)3#(4&2)5&#6(72)89:7 !"#$!%%!&" !"#$% &(( &() *+,-%./" /; <=>?> <==?= @A B&CD%%&#D <>E?F <>E?E G=A H+-$ <I?E <I?@ EA J.K-(&D <L?M <L?L G=A N"9+$$# <E?> <E?I EA 8(9&#(&9 <>I?@ <>O?E ==A 30
  • LATIN AMERICA 31
  • MARKET OVERVIEW AFTER A HEALTHY REBOUND FROM THE RECESSION, LATIN AMERICA’S GROWTH IS SLOWING MULTINATIONAL ADVERTISERS MAY DEVOTE MORE ATTENTION TO LATIN AMERICA PENDING ECONOMIC UNCERTAINTY IN NORTH AMERICA & EUROPE CONSUMERS WILLINGNESS TO SPEND DAMPENED BY HIGHER INTEREST RATES GLOBAL SHARE OF ADVERTISING WILL RISE 32
  • BIGGEST CHALLENGE IS INFRASTRUCTURE,BUT THERE ARE POCKETS OF OPPORTUNITY THE WEB MAY REMAIN A NICHE CHANNEL IN THE SHORT TERM TRADITIONAL IMPORTANT AS INTERNET PENETRATION IS LOW WEALTH = ACCESS AFFLUENT CONSUMERS = HIGHER %AGE OF ONLINE POPULATION MOBILE PENETRATION IS HIGH, BUT MOBILE INTERNET PENETRATION IS LOW BRAZIL IS DRIVING MOBILE GROWTH MOBILE AD SPEND IN BRAZIL DOUBLED YOY IN 2011 ($23.8MM) AND IS EXPECTED TO REACH $175MM IN 2015 GLOBAL SOCIAL LEADERSHIP OF INTERNET USERS, 88% ARE ACTIVE ON SOCIAL NETWORKS 33
  • KEY MARKET SPENDOVERVIEW: LATIN AMERICA CONTRARY TO OTHER MARKETS, TRADITIONAL MEDIA CHANNELS SEE DOUBLE DIGIT SPEND INCREASES TV AND NEWSPAPERS LEAD ALL CHANNELS IN TOTAL SPEND INCREASE LAG BEHIND DIGITAL IN TOTAL % INCREASE INTERNET SPENDING IS UP +25% DRIVEN LARGELY BY ARGENTINA !"#$%&()*$+"&,&-.)%,$%/&0*)%, */)%#$%"1&2)3$+4&"%,&5*"6$7 !"#$!%%!&" !"#$% &(( &() *+,-%./" 08 9:;<= 9:><= :>? @)AB.".)*B 9C<= 9C<D :>? E",$4 9:<: 9:<C :C? 2"/"6$%)B 9:<D 9=<F :F? GH#,44*I 9F<J 9F<; K:;? L%#)*%)#I 9F<> 9:<= =M? IN4)B&%4#&$%+7H,)&2)3$+4 34
  • WHAT DO WE SEE ASTHE FUTURE OFGLOBAL DIGITAL? 35
  • LOCAL AND SOCIAL MARKETING BRANDS WILL CONTINUE TO CREATE APPS TO TAP INTO GEO-LOCATION SERVICES AND SOCIAL NETWORKING 36
  • SOCIAL & MOBILE E-COMMERCE SECURITY IS THE #1 CONSUMER CONCERN WITHSOCIAL / E-COMMERCE - WHOEVER CRACKS THAT CODE WILL DOMINATE 83% OF PEOPLE THINK BY 2015, MOBILE PAYMENT WILL BE MAINSTREAM 37
  • B TO B E-COMMERCE MERCHANTS WILL CONTINUE TO SELL GOODS ACROSS GLOBAL BORDERS IN THE MOST DEVELOPED COUNTRIES, WHILEEMERGING COUNTRIES GET THEIR FOOTING 38
  • CLIENT IMPLICATIONS GLOBAL MARKETING IS DON’T IGNORENOT A ONE-SIZE FITS ALL TRADITIONAL MEDIAMEDIA OPPORTUNITIES, TECHNOLOGIES WHERE RELEVANT AND CONSUMER BEHAVIOR VARY NOT TRENDS POINT TOWARD DIGITAL,ONLY BY MARKET, BUT BY REGION AND HOWEVER, IN MANY MARKETS COUNTRY NEWSPAPER & TV ARE STRONG IT’S ALL ABOUT THETEST BEFORE YOU SCALE CONSUMER SMALLER, MORE DEVELOPED MARKETS AS DIGITAL GROWS, MORE AND MAY BE BEST AREAS TO TEST DIGITAL MORE OPTIONS WILL PRESENT INNOVATION BEFORE ROLLING OUT THEMSELVES TO CONSUMERS - TO THE MASSES KNOWING THOSE OPTIONS AND HOW CONSUMERS ARE USING THEM IS CRITICAL TO SUCCESS 39
  • DISCUSSION / SCENARIOS 40
  • HOW CAN CLIENTS CAPITALIZEON... 41
  • REAL-TIME BUSINESS TRACKING? 42
  • AUTOMATED DOMINO EFFECT? 43
  • SOCIAL MEDIA GROWTH? 44
  • APPENDIX 45
  • SOURCESCHINA• US Census Bureau, International Data Base, Dec 1, 2010• Sinomonitor, "China Marketing and Media Study," 2000, 2006 & Spring 2011; provided by Starcom MediaVest Group, July 2011• eMarketer, April 2011, March 2010; various, as noted, 2010 & 2011, March 2011, Jan 2011; various, as noted, 2010 & 2011ARGENTINA• US Census Bureau, International Data Base, Dec 1, 2010• TGI Latina, "Argentina Study," 2010; provided by Starcom MediaVest Group, July 2011• eMarketer, March 2011, March 2010; various, as noted, 2010• comScore Media Metrix, "The State of the Internet in Argentina,," June 14, 2011• comScore Inc., "The Brazilian Online Audience," Feb 9, 2011; Pew Research Centers Global Attitudes Project, "Computer and Cell Phone Usage UpAround the World: Global Publics Embrace Social Networking," Dec 15, 2010• TGI Latina, "Argentina Study," 2010; provided by Starcom MediaVest Group, July 2011/ ZenithOptimedia, July 2011; provided by Starcom MediaVestGroup, July 2011• Starcom MediaVest Group, Aug 2011ITALY• US Census Bureau, International Data Base, Dec 1, 2010• GfK Eurisko, "Sinottica Survey," 2009 & 2011; provided by Starcom MediaVest Group, July 2011• eMarketer, Jan 2011, March 2011, Feb 2011, July 2011, June 2011• ZenithOptimedia, July 2011; provided by Starcom MediaVest Group, July 2011• Starcom MediaVest Group, Aug 2011 46
  • SOURCESBRAZIL• US Census Bureau, International Data Base, Dec 1, 2010• eMarketer, March 2011; various, as noted, 2010 & 2011, April 2011• ZenithOptimedia, July 2011; provided by Starcom MediaVest Group, July 2011MEXICO• US Census Bureau, International Data Base, Dec 1, 2010• TGI Latina, "Mexico Study," Dec 2005 & Jan 2011; provided by Starcom MediaVest Group, July 2011• eMarketer, March 2011 , various, as noted, 2010 & 2011• ZenithOptimedia, July 2011; provided by Starcom MediaVest Group, July 2011• Starcom MediaVest Group, Aug 2011CANADA• US Census Bureau, International Data Base, Dec 1, 2010• Newspaper Audience Databank Inc. (NADbank), 2010; PMB Print Measurement Bureau, 2000, 2005 & 2011; provided by Starcom MediaVest Group,July 2011• eMarketer, Jan 2011• comScore MobiLens, March 2011; PMB Print Measurement Bureau, 2011; provided by Starcom MediaVest Group, July 2011• eMarketer, Jan 2011; International Telecommunication Union (ITU), "World Telecommunication Indicators Database," June 2011/ PMB PrintMeasurement Bureau, 2011; provided by Starcom MediaVest Group, July 2011/eMarketer, March 2011; various, as noted, 2010 & 2011• eMarketer, April 2011; various, as noted, 2010 & 2011, April 2011, June 2011• comScore MobiLens, March 2011; provided by Starcom MediaVest Group, July 2011•Starcom MediaVest Group, Aug 2011US• eMarketer 2010 & 2011; GfK MRI, "Survey of the American Consumer—Doublebase," 2000, 2005 & 2010; provided by Starcom MediaVest Group, July2011• eMarketer, Dec 2010, Jan 2011 Feb 2011, June 2011, Aug 2011, March 2011, Sept 2011. various, as noted, 2010 & 2011• GfK MRI, "Survey of the American Consumer—Doublebase," 2010; provided by Starcom MediaVest Group, July 2011• GfK MRI, "Survey of the American Consumer—Doublebase," 2010; provided by Starcom MediaVest Group, July 2011• comScore, "Demographic Profile Report for All Conversational Media," June 2011; provided by Starcom MediaVest Group, July 2011• comScore M:Metrics, May 2011; provided by Starcom MediaVest Group, July 2011• Mary Meeker: Internet Trends - Web 2.0 Summit Oct 18, 2011• Cisco IBSG. Jim Cicconi. AT&T, Steve Leibson, Computer History Museum, CNN 47
  • SOURCESFRANCE• US Census Bureau, International Data Base, Dec 1, 2010• Médiamétrie, "MMW Consultation Interface," 2000, 2005 & 2010; Médiamétrie, "Mobile Consumer Insight," "Observatoire des Usages Internet,""Téléphonie et Services Mobiles" and "126000 Radio," 2010; provided by Starcom MediaVest Group, July 2011• eMarketer, Jan 2011, March 2011, Feb 2011, June 2011• AudiPresse SAS, "AEPM," 2010; Médiamétrie, "MMW Consultation Interface" and "Observatoire des Usages Internet," 2010; provided by StarcomMediaVest Group, July 2011• ZenithOptimedia, July 2011; provided by Starcom MediaVest Group, July 2011/ Starcom MediaVest Group, Aug 2011GERMANY• US Census Bureau, International Data Base, Dec 1, 2010• Media Market Insights, "Typologie der Wünsche (TdW)," 2000, 2005 & 2011; provided by Starcom MediaVest Group, July 2011• eMarketer, Jan 2011,March 2011, June 2011• Media Market Insights, "Typologie der Wünsche (TdW)" 2011; provided by Starcom MediaVest Group, July 2011• Media Market Insights, "Typologie der Wünsche (TdW)" 2011; provided by Starcom MediaVest Group, July 2011• Axel Springer AG & Bauer Media Group, "VerbraucherAnalyse Klassik III," 2010; provided by Starcom MediaVest Group, July 2011• Institut für Demoskopie Allensbach, "Allensbacher Computer- und Technik-Analyse (ACTA) 2010,” Oct 2010/ Media Market Insights, "Typologie derWünsche (TdW)" 2011; provided by Starcom MediaVest Group, July 2011• ZenithOptimedia, July 2011; provided by Starcom MediaVest Group, July 2011UK• US Census Bureau, International Data Base, Dec 1, 2010• Office of Communications (Ofcom) - UK, "UK Adults Media Literacy" conducted by Saville Rossiter-Base, April 2011• Radio Joint Audience Research Limited (RAJAR) - UK, "Quarterly Summary of Radio Listening," April-Sep 2010; provided by Starcom MediaVestGroup, July 2011• Institute of Practitioners in Advertising (IPA) "Touchpoints," 2010; provided by Starcom MediaVest Group, July 2011• National Readership Survey (NRS) - UK, 2010; provided by Starcom MediaVest Group, July 2011• eMarketer, Jan 2011, Jan 2011; various, as noted, 2010 & 2011, March 2011, Feb 2011, June 2011• UKOM/Nielsen Online, July 2010; provided by Starcom MediaVest Group, July 2011• UKOM/Nielsen Online, July 2010; provided by Starcom MediaVest Group, July 2011•Starcom MediaVest Group, Aug 2011 48