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eMarketer Webinar: Key Digital Trends, a Midyear Update


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Join eMarketer for a mid-year look at the digital trends affecting marketers, including important shifts in media fragmentation and consumer behavior, media buying and digital marketing.

Join eMarketer for a mid-year look at the digital trends affecting marketers, including important shifts in media fragmentation and consumer behavior, media buying and digital marketing.

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  • 1. ©2013 eMarketer Inc.June 20, 2013Presented by:Noah ElkinPrincipal AnalystKey Digital TrendsA Midyear Update
  • 2. ©2013 eMarketer Inc.AgendaThe changing digital landscapeThe state of media fragmentationMany smart screens, many differentuse casesQ & ATwitter Hashtag – #eMwebinar
  • 3. ©2013 eMarketer Inc.The Changing DigitalLandscape
  • 4. ©2013 eMarketer Inc.The digital landscape today is defined byan ever-expanding number of screens …Connected TVs, DOOH,TheatersLaptop PCs Desktop PCs TabletsPhabletsSmartphones Digital Kiosks Social MachinesWearableWearable Technology Connected Consoles Ambient Surfaces Connected Cars
  • 5. ©2013 eMarketer Inc.… and consolidation around a smallhandful of platforms used across screensPlatforms
  • 6. ©2013 eMarketer Inc.These platforms are helping digital makedeeper inroads into the purchase processIn-storecommerceEcommerceMcommerceBrick-and-mortarstores still accountfor 90+% of retailtransactions
  • 7. ©2013 eMarketer Inc.They arealso helpingdrive fastergrowth inonline andmobile adspendingrelative totraditionalmedia
  • 8. ©2013 eMarketer Inc.SmartphoneUsers57% of mobileusers (2013)Mobile Users78% of population(2013)DigitalVideo Viewers58% of population(2013)Source: eMarketer 2013Social Network Users52% of population (2013)OnlineGamers31% of population(2013)Consumers are pursuing many overlappingactivities in their growing “digital time”
  • 9. ©2013 eMarketer Inc.Say goodbye to the traditional couchpotato
  • 10. ©2013 eMarketer Inc.Your target market today: Multiscreen,cross-platform, multitaskingUS consumers access media on multiple screensmonthly, outnumbering the single-screen audienceby 2.5 to 1 (Nielsen/Collective)203Mof US consumers move sequentially betweendevices in the course of a day to perform keytasks (Google)98%of US tablet owners pay equal or more attention totheir tablets when watching TV (GfK MRI iPanel)72%of US consumers start shopping on a smartphoneand continue on a PC or tablet (Google)65%
  • 11. ©2013 eMarketer Inc.The State of MediaFragmentation
  • 12. ©2013 eMarketer Inc.Traditionalmedia stillconsumesnearly 60%of our dailymedia timeUS consumersactually watchmore TV thanever before
  • 13. ©2013 eMarketer Inc.TV accountsfor close to4 in 10 addollars …
  • 14. ©2013 eMarketer Inc.… and notall of thosedollars arewastedConsumers viewtraditional mediaads morefavorably thandigital ads
  • 15. ©2013 eMarketer Inc.… and notall of thosedollars arewastedTraditional mediaads continue toexercise a stronginfluence onpurchasedecisions
  • 16. ©2013 eMarketer Inc.As online video gains viewers, cable TV’slosses mountCord-cutting shows signs of accelerating
  • 17. ©2013 eMarketer Inc.Over-the-topvideo viewingis rising butmostconsumershaven’tswitchedexclusively todigitalplatforms … yet
  • 18. ©2013 eMarketer Inc.Networksand pay TVprovidersare lookingto “TVEverywhere”services tostem losses
  • 19. ©2013 eMarketer Inc.The challenge: Video viewing is becomingan increasingly digital activity
  • 20. ©2013 eMarketer Inc.Many Smart Screens,Many Different UseCases
  • 21. ©2013 eMarketer Inc.Is mobile becoming the new desktop?
  • 22. ©2013 eMarketer Inc.Or are tabletsbecoming thenew PC?Twitter Hashtag – #eMwebinarThe inflectionpoint in shipmentsis approaching ona global level andwill arrive soonerin mature markets
  • 23. ©2013 eMarketer Inc.Emergingevidencesuggests thePC-to-tabletshift is alreadyunderway interms of thedevicereplacementcycle …
  • 24. ©2013 eMarketer Inc.… as well asin howconsumersuse theirdevicesTwitter Hashtag – #eMwebinar
  • 25. ©2013 eMarketer Inc.At the same time, mobile is fragmentinginto multiple screens
  • 26. ©2013 eMarketer Inc.Fragmentationcomes as mobileincreases itsshare of digitaladvertisingTwitter Hashtag – #eMwebinar
  • 27. ©2013 eMarketer Inc.Fragmentationcomes as mobileincreases itsshare of digitaladvertisingTwitter Hashtag – #eMwebinar
  • 28. ©2013 eMarketer Inc.The effects ofmobilefragmentationcan be seen inboth displayand searchadvertising
  • 29. ©2013 eMarketer Inc.Tablet adsbeatsmartphonesfor mostbrand-healthmetrics
  • 30. ©2013 eMarketer Inc.Adengagementmetrics ontablets canalso exceedthose forsmartphones
  • 31. ©2013 eMarketer Inc.Context yields different action metrics inresponse to ads on tablets vs. smartphones
  • 32. ©2013 eMarketer Inc.When it comesto shopping,smartphonesand tablets aretaking distinctpaths as well
  • 33. ©2013 eMarketer Inc.Smartphones are shopping assistants;tablets are for browsing and buying101.8MshoppersSmartphonesTablets75% ofsmartphoneownersshop52.3Mbuyers39% ofsmartphoneowners buy94.2Mshoppers84% oftabletownersshop70.6Mbuyers63% oftabletowners buySource: eMarketer, April 2013
  • 34. ©2013 eMarketer Inc.TakeawaysThe digital ecosystem is consolidating asthe number of screens expands.– Consumers are pursuing more activities on more devicesbut across a common set of platforms.Evolving digital behavior has putmarketers in a constant game of catch-up.– Time- and place-shifting audiences can change channelswith the click of a button on their choice of devices.The mobile landscape is fragmenting.– Advertising and commerce solutions will need to respond tonot just different screen sizes but also different screen uses.
  • 35. This presentation was basedon insights and data fromthese eMarketer reports:Key Digital Trends for Q1 2013:Whither the Brand?US Retail Ecommerce: 2013Forecast and ComparativeEstimatesCPG’s Digital Conundrum:Turning Digital Shoppers intoDigital BuyersShopping Cart Abandonment:New Ways of Looking at thePurchase PathWhat’s a Brand Site For?Engaging Consumers AcrossMultiple ChannelsMakeconfidentdecisionsand validateideas.Fast.
  • 36. David Iankelevichsales@emarketer.comwww.emarketer.comContact toschedule a conversation.We’ll send a free report after we talk.
  • 37. ©2013 eMarketer Inc.You will receive an emailtomorrow with a link toview the deck andwebinar recording.Noah ElkinQ&A SessionKey DigitalTrends: A MidyearUpdateAround 200 eMarketer reports are publishedeach year. Here are some recent reports youmay be interested in:Millennials in the Marketplace: A Generation Movingon Its Own Unpredictable PathReal-Time Marketing: Speeding Up the CreativeProcessUS Mobile Users: 2013 Forecast and ComparativeEstimatesUS Retail Ecommerce: 2013 Forecast andComparative EstimatesState of Mobile Search 2013: Key Trends in MobileSEO and SEMLearn more about digitalmarketing with an eMarketercorporate subscriptionTo learn more: or