compilation of online marketing statistics

1. Online marketing & technology
data points January 2017
Ged Carroll
renaissancechambara.jp

2. About presentation
Over time, I have had to compile data and visualise it based on
desk and primary research. I thought that these slides may be of
use to other people so have compiled them here. As I have time I
will update them with data. Each diagram has an accompanying
slide with an explanation where appropriate.

3. Platforms

4. DEC-97
MAY-98
OCT-98
MAR-99
AUG-99
JAN-00
JUN-00
NOV-00
APR-01
SEP-01
FEB-02
JUL-02
DEC-02
MAY-03
OCT-03
MAR-04
AUG-04
JAN-05
JUN-05
NOV-05
APR-06
SEP-06
FEB-07
JUL-07
DEC-07
MAY-08
OCT-08
MAR-09
AUG-09
JAN-10
JUN-10
NOV-10
APR-11
SEP-11
FEB-12
JUL-12
DEC-12
MAY-13
OCT-13
MAR-14
AUG-14
JAN-15
JUN-15
NOV-15
APR-16
SEP-16
Communications services adoption (active users)
Gmail active Users Hotmail / Live Yahoo! Mail Whatsapp WeChat QQ IM KakaoTalk LINE Facebook Messenger

5. Communications services adoption
Going through publicly declared data, I pulled together adoption
data across email providers and OTT messaging platforms.
Key watch outs on the data is that it’s largely self-declared and
active users is broad church. Usage data is also very important -
what does active really mean?
Regardless one can see that mobile devices became an accelerant
of adoption for newer services.

6. Income and online behaviour
0
200
400
600
800
1000
1200
0-15K 15-25K 25-35K 35-50K 50-75K 75-100K 100K+
Average monthly minutes vs household income ($US)
2008 2013
The Empirical Economics of Online Attention by Boik, Greenstein & Prince, NBER (July, 2016)

7. US most popular mobile apps (2016)
0 20 40 60 80 100 120 140 160
Facebook
YouTube
Facebook Messenger
Google Search
Google Play
Google Maps
Gmail
Instagram
Apple Music
Amazon app
millions of unique users
millions of unique users
Data: Nielsen - Tops of 2016: Digital

8. Mobile app-install advertising revenue (US)
0 1 2 3 4 5 6 7 8
2014
2015
2016
2017
2018
2019
2020
Billions ($US)
Billions ($US)
Business Insider Intelligence: The
Mobile App-Install Ad Report

9. Mobile app growth (global)
0
50
100
150
200
250
300
350
2015 2016 2017 2018 2019 2020
Billions of downloads – App Annie
APAC EMEA Americas

10. Chinese web platforms
0 100 200 300 400 500 600 700 800
WeChat
QQ
Taobao
Tencent Video
Baidu
Alipay
Weibo
iQiyi
QQ Browser
Kugou Music
Data Quest Mobile (March 2016)
Millions of MAUs (monthly active users)

11. Global search advertising revenue
0
10
20
30
40
50
60
70
80
90
100
2014 2015 2016
Search revenue billions (USD)
Google Baidu Microsoft (Bing) Yahoo! Sohu Other
eMarketer March, 2016

12. Google global search volume
0
5E+11
1E+12
1.5E+12
2E+12
2.5E+12
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Number of Searches
Number of Searches
Source: SearchEngineLand - Google now handles at least 2 trillion searches per year (May 24, 2016)

13. App Constellations
0
10
20
30
40
50
60
70
Daum Kakao
Corp
Dropbox Facebook Google LINE (Naver
Japan)
Microsoft Naver (Korea) Netease Tencent
‘Mobile apps that share a single login and have app-to-app linking built in’ – Fred
Wilson, Union Square Ventures
2014 2016
Data: renaissancechambara.jp April 2014, April 2016 – audit of Apple iTunes app store

14. YouTube subcribers don’t often make for
regular viewers
0 10 20 30 40 50 60 70 80 90
GoPro
Home Depot
Chevrolet
Toyota USA
Adidas Football
Nike Football
Dove
Chanel
Burberry
Delta Airlines
Virgin America
Oreo
Chipotle
Xbox
Budweiser
Starbucks
Kentucky Fried Chicken (KFC)
Mastercard
Visa
Lego
Average views / Subcribers x 100(%)
Forrester Research

15. When Video Views Peak
0
5
10
15
20
25
30
35
40
45
50
24 hours 48 hours 72 hours 96 hours 120 hours 144 hours 168 hours 192 hours 216 hours 240 hours
YouTube has a ‘long tail’ of views, Facebook is more immediate
YouTube video (% total views) Facebook video (% total views
ChannelMeter via The Information

16. Time-shifted TV watching
0 10 20 30 40 50 60
As it is recording or shortly
thereafter
1 day
2-3 days
4-7 days
More than 7 days
I never watch recorded
programmes
(%) using a DVR to record TV
programming, how long do
respondents typically wait to view it
0 10 20 30 40
As it is recording or shortly
thereafter
1 day
2-3 days
4-7 days
More than 7 days
(%) minus non-DVR users
Civic Science

17. Unique ads observed by vertical
0 5 10 15 20 25 30 35
Automotive
Active wear
Beauty
Beverages
Consumer electronics
CPG
Fashion
Financial services
Food
Insurance
Personal care
Retail
Travel
Watches & jewelery
Instagram (%)
0 5 10 15 20 25
Automotive
Active wear
Beauty
Beverages
Consumer electronics
CPG
Fashion
Financial services
Food
Insurance
Personal care
Retail
Travel
Watches & jewelery
Snapchat (%)
L2 ‘Instagram vs. Snapchat’ report

18. Snapchat usage by gender
0
10
20
30
40
50
60
YouGov BrandIndex Survey
% Male millennial respondents
% Female millennial respondents
• Prompted recall of Snapchat
usage rather than off-app data
• Change in women likely due to
surge of fashion bloggers and
celebrities looking to cash in
on brand interest

19. Snapchat growth
0
20
40
60
80
100
120
140
160
May 2014 June 2014 September
2014
December
2014
March 2015 June 2015 September
2015
December
2015
May 2016 June 2016
Millions of daily users (Statista)
Global

20. Snapchat user behaviour
0 20 40 60 80
Snap/stories from people you know
Chat with people you know
Snap/stories from celebrities
Snap/stories from people you…
Snap/stories from brands (not…
Discover stories
Chat with people you don't know
Live stories (local and events)
% surveyed who used feature at least
daily, if not more
% surveyed who used feature at least daily, if not more
US-based survey (18-24 year
olds) by Defy Media for Variety
magazine
Sample size 1,117 respondents

21. Snapchat user behaviour
0 10 20 30 40 50 60
Buzzfeed
Comedy Central
iHeart Radio
Food Network
ESPN
People
Cosmopolitan
CNN
National Geographic
IGN
Daily Mail
sweet
Vice
Mashable
Tastemade
Vox
Fusion
Refinery 29
WSJ
None
Which Discover stories do you usually
view? (%)
Which Discover stories do you usually view? (%)
0 10 20 30 40 50 60 70
Messaging friends
Short videos
Keeping up with celebrities
Entertainment news
Current news events
Snapchat is my primary source for…
(%)
Snapchat is my primary source for… (%)

22. Facebook Post Reactions
0 20 40 60 80 100 120
Like
Angry
Sad
Wow
Haha
Love
Quintly: Facebook Reactions Study (May 3, 2016)
% of Reactions

23. Facebook interaction rates by industry
0 0.5 1 1.5 2 2.5 3 3.5 4
Retailing
Media & entertainment
Travel
Automotive
Technology
Financial services
Facebook interaction rate (%) via Adobe Digital Index – US Best of the Best 2015
Total industry average Top performers

24. B2B social media engagement rates
0
5
10
15
20
25
30
35
40
Facebook Instagram LinkedIn Pinterest Twitter
B2B overall
B2B overall
Engagement rate defined as number
of interactions per post per 1,000
followers
Sample size 316 brands (I presume it
skews US-centric), research done by
TrackMaven in 2015
Watchouts: sample size, engagement
rate is partly platform design and
partly content. Engagement doesn’t
necessarily mean anything to do with
likely purchase

25. B2B social media engagement rates
0
5
10
15
20
25
30
35
40
45
50
Facebook engagement rate
Facebook engagement rate
0
5
10
15
20
25
30
35
40
45
50
Instagram engagement rate
Instagram engagement rate

26. B2B social media engagement rates
0
0.5
1
1.5
2
2.5
3
LinkedIn engagement rate
LinkedIn engagement rate
0
10
20
30
40
50
60
70
80
Pinterest engagement rate
Pinterest engagement rate

27. B2B social media engagement rates
0
0.5
1
1.5
2
2.5
Twitter engagement rate
Twitter engagement rate

28. Social media engagement and
how television advertising
affects it

29. Social media engagement and television
Social engagement drivers (%)
TV advertising
Social platform advertising
Combined TV and social platform advertising
All other advertising
Social engagement drivers (%) minus
other advertising
Social platform advertising
TV advertising
Combined TV and social platform advertising
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands

30. Social media engagement and television
TV advertising impressions (%)
Premium content (sports, live and original) Non-premium content
% TV advertising impact on social
brand engagement
Premium content Non-premium content
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands

31. Engagement to impressions index
0 50 100 150 200 250
Premium content
Non-premium content
Engagement to impressions index
Engagement to impressions index
0 100 200 300 400
Original content
Sports
Live
Expressions to Impressions Index for
premium TV content types
Expressions to Impressions Index for premium TV content types
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands

32. Engagement to cost index
0 50 100 150 200
Premium content
Non-premium content
Engagement to cost index
Engagement to cost index
0 50 100 150 200 250 300
Original content
Sports
Live
Reaility
Expressions to Impressions Index for
premium content types
Expressions to Impressions Index
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands

33. Advertising

34. UK aggregate ad agency billings suffering
from ‘lost decade’ of growth
0
5
10
15
20
25
30
35
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Source: Statista.com
billions USD
24/05/16 Initial presentation for SteelHouse 34

35. Optimium number of advertising channels
• Careful channel selection
• Datapoint is contrary to the
trend towards complex
programmatic based
advertising mixes
0
10
20
30
40
50
60
70
80
1 channel 2 channels 3 channels 4 channels 5 channels
Average effectiveness success rate (IPA
2012)
Average effectiveness success rate

36. Audience time spent v. advertising spend
share
0
5
10
15
20
25
30
35
40
45
50
Television Out of Home (OOH) Radio Internet National newspaper Regional newspaper Magazines
% media time share % advertising spend share
Guardian Publishing Trends 2016 drawing on: AA, Barb, Rajar, ComScore, NRS, Jicreg

37. Audience time spent v. advertising spend
share - China
0
5
10
15
20
25
30
35
40
45
50
Mobile (non-voice) Desktop / laptop
computing
Television Radio Newspapers Magazines
% media time share % advertising spend share
eMarketer April 2016

38. Digital ad spend by region (2016)
0
20
40
60
80
100
120
140
160
180
North America Western Europe Latin America Asia Pacific Central & Eastern
Europe
Middle East & Africa
(US$ per capita)
(US$ per capita)
Strategy Analytics

39. Advertising spend trends
0
5
10
15
20
25
30
35
40
45
50
2014 2015 2016 2017 2018 2019 2020
Share of US advertising spend
TV Digital Print Radio Out-of-home Directories
0
2
4
6
8
10
12
14
16
18
20
2014 2015 2016 2017 2018 2019 2020
Share of US advertising spend for print
categories
Pinrt (overall) Newspapers (print only)
Magazines (print editions only) Directories (print only)
eMarketer.com March, 2016

40. Advertising spend trends
0
5
10
15
20
25
30
35
40
45
50
2014 2015 2016 2017 2018 2019 2020
Share of US advertising spend for
digital channels
Digital Mobile
0
5
10
15
20
25
30
35
40
45
2014 2015 2016 2017 2018 2019 2020
Share of US advertising spend for
broadcast categories
Television Radio (excluding catch-up and digital
eMarketer.com March, 2016

41. Desktop display ad viewability by market
0 10 20 30 40 50 60
Australia
Brazil
Canada
France
Italy
Germany
Spain
UK
US
comScore vCE Benchmarks, Global, Q1 2016
% Viewable

42. Video ad viewability rates
0
10
20
30
40
50
60
70
80
90
100
YouTube Rest of web and apps
Tablet
Tablet % viewability
Google DoubleClick Global
State of Play report (July 2016)

43. Video ad viewability rates
0
10
20
30
40
50
60
70
80
90
100
YouTube Rest of web and apps
Desktop
Desktop % viewability
0
10
20
30
40
50
60
70
80
90
100
YouTube Rest of web and apps
Mobile
Mobile % viewability

44. Video has lower viewability than display
36 38 40 42 44 46 48 50
US desktop display
US desktop video
comScore vCE Benchmarks, US, Q1 2016
% Viewability
Apparently due to high invalid traffic on programmatic exchanges where video is commonly traded.

45. Programmatic magnifies invalid traffic
problem
0 1 2 3 4 5 6 7
Direct
Programmatic
% Invalid traffic US desktop display ads
% Invalid traffic US desktop display ads
0 2 4 6 8 10
Direct
Programmatic
% invalid traffic US desktop video ads
% invalid traffic US desktop video ads
comScore vCE Benchmarks, US, Q1 2016

46. Ad targeting and ad blocking

47. Attitudes to ad-targeting by generation
0 10 20 30 40
It's about time advertisers
recognised that my generation
shops too
I am more likely to click on an
advertisement aimed specifically at
my generation
I feel like my generation is often
forgotten about by advertisers
I am more likely to purchase a
product from a brand whose ad is
targeted specifically at my
generation
Millennial respondents (%)
Millenial respondents (%)
0 5 10 15 20 25 30 35
I am more likely to purchase a
product from a brand whose ad is
targeted specifically at my
generation
I am more likely to click on an
advert aimed specifically at my
generation
I feel like my generation is often
forgotten about by advertisers
I am more likely to purchase a
product from a brand whose ad is
targeted specifically at my
generation
Boomer respondents (%)
Boomer respondents (%)
Audience Theory / Yahoo! Quantative November 2015 – Yahoo! /Ipsos Gen X Survey Adults 35-54 n=853 US based

48. Attitudes to ad-targeting by generation
0 10 20 30 40
It's about time advertisers
recognised that my generation
shops too
I am more likely to click on an
advertisement aimed specifically at
my generation
I feel like my generation is often
forgotten about by advertisers
I am more likely to purchase a
product from a brand whose ad is
targeted specifically at my
generation
Generation-X respondents (%)
Generation-X respondents (%)
0 10 20 30 40 50
I am more likely to purchase a
product from a brand whose ad is
targeted specifically at my
generation
I am more likely to click on an
advert aimed specifically at my
generation
I feel like my generation is often
forgotten about by advertisers
I am more likely to purchase a
product from a brand whose ad is
targeted specifically at my
generation
Generation-X parents respondents (%)
Generation-X parents respondents (%)
Audience Theory / Yahoo! Quantative November 2015 – Yahoo! /Ipsos Gen X Survey Adults 35-54 n=853 US based

49. Ad blocking software
0
20000000
40000000
60000000
80000000
100000000
120000000
140000000
160000000
180000000
200000000
Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15
Installed base of ad blockers
Installed base of ad blockers
Data from Pagefair & Adobe, 2015 Ad Blocking Report via Guardian Publishing Trends 2016. 800% growth in
user base over a 5 year period.

50. Ad blocking millennials
0 20 40 60 80 100 120
Male millennial
Female millennial
% likelihood to ad block compared to population as a whole
% likelihood to ad block
comScore Custom Analytics, US, 2015

51. Internet users worldwide who have
blocked an advert
0
5
10
15
20
25
30
35
40
Q1 2015 Q2 2015 Q3 2015 Q4 2015
Respondents aged 16-64, in the past month on their main computer
(GlobalWebIndex Blog January 22 2016)
% respondents

52. Share of time spent viewing video content
in selected countries using ad blockers
0 10 20 30 40 50 60 70
Germany
Canada
UK
France
US
Russia
% of total time spent viewing desktop video content via JW Player (Q2, 2015)
% of total time spent viewing desktop video content
Secret Media & JW Player “Adblock & the Global Video Market September 14, 2015

53. Adblocker installed base by country
0 5 10 15 20 25 30 35
Turkey
Latvia
Spain
Canada
Denmark
Brazil (mid-point estimate)
Greece
Hungary
Netherlands
UK
Argentina
Czech Republic (mid-point estimate)
Germany
USA (mid-point estimate)
Chile
Italy (any device)
France (desktop)
Poland
Austria (any device)
% Users with adblocking installed
% Users with adblocking installed
Group M ‘Interaction 2016 report’ April 25, 2016

54. Ad blocking skews towards higher income
segments across markets
0 5 10 15 20 25 30
USA
Canada
UK
Germany
% increase in blocking for highest income segments in comparison to average
user
% increase in blocking for highest income segments in comparison to average user
comScore Custom Analytics, Global, 2015

55. Page load times
0
5
10
15
20
25
30
35
40
45
Load time in seconds
Editoral content Advertising content
Guardian Publishing Trends 2016 drawing on analysis by comScore, Pew Research Center & New York Times

56. E-tailing

57. Global e-commerce
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
2013 2015 2016
Global e-commerce by value including
travel
Trillions USD
• Equivalent of 8% of global
retail sales
• CAGR 13.96% since 2013
• All platforms (mobile web, app
and desktop)
Data from Group M reports ‘Interaction 2015’ and ’Interaction 2016’

58. Online shopping cart abandonment
69 70 71 72 73 74 75 76 77
Asia-Pacific
Middle East & Africa
Latin America
North America§
Europe
SaleCycle, “The Remarketing Report – Q1, 2016
% digital shopping cart abandonment

59. Digital showroom and retailing
0
10
20
30
40
50
60
0 5 10 15 20 25 30 35 40 45 50
Category purchase online versus research online
Purchased online
Researched online
Computer software
& hardware
DVDs / videos
Electronics
Video games
Books
Furniture
Clothing
Groceries
Household
products
Office
supplies
Health &
Beauty
McKinsey iConsumer (Europe 2011) via iConsumers: Life Online by McKinsey & Company (January 2013)

60. US e-tailing growth
0 10 20 30 40 50
Video games, consoles & accessories
Toys & hobbies
Sport & fitness
Jewelery & watches
Event tickets
Music, movies & videos
Flowers, greetings & misc gifts
Apparel & accessories
Home & garden
Furniture, appliances & equipment
Computer software
Books & magazines
Consumer electronics
Consumer packaged goods
Office supplies
Digital content & subscriptions
Computers & peripherals
year-on-year % change in total dollars
(US retailers only)
year-on-year % change in total dollars (US retailers only)
• Data from comScore (2016
U.S. Cross-Platform Future in
Focus)
• Markets being compared vary
in digital maturity and overall
growth rate – regardless of
channel

61. Purchases on WeChat (China)
Volume of purchases initiated
JD.com entrances WeChat Public accounts
Links to other apps Moments or chat groups
0 5 10 15 20 25 30 35
2015
2016
% users who have shopped from
WeChat
% users who have shopped from WeChat
How savvy, social shoppers are transforming Chinese e-commerce – McKinsey & Company April, 2016 (n=525)

62. China – mobile music revenues
0
2
4
6
8
10
12
14
16
18
2013 2014 2015 2016 2017 2018
Billions of yuanAnalysys International ‘Q4 2015 China Music Market Report

63. Formal bank accounts
0 20 40 60 80 100 120
Japan
Singapore
Australia
Thailand
Indonesia
Bangladesh
Pakistan
% population with formal bank account
% population with formal bank account

64. Mobile payments in developing countries
0 20 40 60 80 100
Europe & Central Asia
Middle East & North Africa
East Asia & Pacific
Latin American & Caribbean
South Asia
Sub-Saharan Africa
% of population with access to mobile
payments
% of population with access to mobile payments
0 20 40 60 80 100
Lower income economies
Low-middle-income economies
Upper-middle-income economies
% population with access to mobile
payments
% population with access to mobile payments
Data from: ‘Advancing Digital Societies in Asia’ GSMA (May 2016)

65. Consumer behaviour

66. UK adult daily media consumption
0
2
4
6
8
10
12
2012 2013 2014 2015 2016 2017 2018
UK adults: average time spent per day
on media
Digital TV (non digital) Radio (non digital) Print
0
1
2
3
4
5
6
2012 2013 2014 2015 2016 2017 2018
UK adults: average time spent per day
on digital media
Smartphone Tablet Featurephone Desktop / laptop
Source: eMarketer, April 2016

67. US digital video advertising
0 20 40 60 80 100
YouTube
Cable / satellite TV
Instagram
Blu-ray / DVD
Hulu
Amazon Prime Video
Tumblr
Twitch
Sling TV
Platforms on which US 13-24 yr olds
view video (Defy Media Acumen Report:
Youth Video diet March 31, 2016)
% of respondents
0 20 40 60 80
Google / YouTube
Facebook
Hulu
ABC
Yahoo!
ESPN
Twitter
NBC
A&E
CN
iAd
Where US marketers intend to use for
digital video advertising (Advertiser
Perceptions , Video Advertising Report
Wave 4, Winder 2016 – April 13, 2016)
% Respondents

68. Share of content category time spent by
platform
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
comScore Media Metrix Multi-Platform US December, 2015
Desktop Mobile

69. Share of time spend on their top apps for
US mobile users
0 20 40 60 80 100
Most used app
Top two apps
Top three
Top four
Top five
Smartphone
% of time spent
0 20 40 60 80 100
Most used app
Top two apps
Top three
Top four
Top five
Tablet
% of time
Data: comScore Mobile App Report 2015

70. Growth in Digital Media Time Spent in Minutes
(MM)
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
Dec 2013 Dec 2014 Dec 2015
comScore Media Metrix Multi-Platform & Mobile Metrix US Dec 2015 vs. Dec 2014 vs. Dec 2013
Desktop Smartphone Tablet

71. Which app notifications users tune out
0 10 20 30 40 50 60 70 80 90
Shopping
Social networking
Finance
News
Food & drink
Data by Apptentive based on a panel of 7,000 mobile apps
% of users who interacted with notification sent via app

72. Global smartphone ownership
0
10
20
30
40
50
60
70
80
90
100
Data from Pew Research Spring 2015 Global Attitudes survey Q71 & Q72
% of survey respondents who claim to own a smartphone

73. US Consumers’ most frequently-used
mobile app types
0
10
20
30
40
50
60
70
Smartphone
% respondents used app types frequently
0
5
10
15
20
25
30
35
40
45
Tablet
% respondents used app types frequently
Data from Deloitte via MarketingCharts.com

74. Generation X mobile engagement
0
20
40
60
80
100
120
140
160
7am-10am
11am-2pm
3pm-6pm7pm-10pm
11pm-6am
Generation X time of day usage by category indexed vs. general population
News & Magazines Health & Fitness Lifestyle & Shopping Music, media & entertainment Games Messaging & Social Sports Utilities & Productivity
Flurry by Yahoo! Analytics
(mapped devices only. May
2015)

75. US mobile consumer behaviour
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
2011 2012 2013 2014 2015 2016 2017
Hours per day usage
In-app time Mobile web time
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
2011 2012 2013 2014 2015 2016 2017
Hours per day usage
Smartphone time Tablet time

76. US mobile consumer behaviour
0
1
2
3
4
5
6
2011 2012 2013 2014 2015 2016 2017
In-app usage hours per day usage
Smartphone time Tablet time
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
2011 2012 2013 2014 2015 2016 2017
Mobile web hours per day usage
Smartphone time Tablet time

77. Daily time spent on Facebook (US
consumers)
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
2013 2014 2015 2016 2017 2018
Hours/day
Desktop usage Mobile usage
eMarketer, April 2016

78. US digital users 2014-2020
0
50
100
150
200
250
300
2014 2015 2016 2017 2018 2019 2020
Millions US internet users
Desktop / laptop only users Dual desktop / laptop and mobile internet users Mobile only internet users
eMarketer February, 2016

79. US TV multitasking behaviour
0 10 20 30 40 50 60
Browse & surf the web
Use a social network
Read email
Text message
Browse for products/services online
Play video games
Don't multitask - just watch TV
26-32 year olds 19-25 year olds 14-18 year olds
Data from MarketingCharts.com
via Deliotte from a behaviour
survey they had commissioned
in 2015
Watchouts: data is based on
recalled behaviour rather than
observation
Millennials

80. US simultaneous internet & TV user
penetration (% by device)
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
2014 2015 2016 2017 2018
Source: eMarketer, May 2016
Smartphone internet & TV users Desktop/laptop internet & TV users Tablet internet & TV users

81. US TV multitasking behaviour
0 5 10 15 20 25 30 35
Browse & surf the web
Use a social network
Read email
Text message
Browse for products / services
online
Play video games
Don't multitask - just watch TV
Generation X (33-49 year olds)
Generation X (33-49 year olds)
0 5 10 15 20 25 30
Browse & surf the web
Use a social network
Read email
Text message
Browse for products / services
online
Play video games
Don't multitask - just watch TV
Baby boomers (50-68 year olds)
Baby boomers (50-68 year olds)

82. Reasons for shopping via mobile phone
amongst APAC internet users
0
10
20
30
40
50
60
70
80
Convenience Shopping can be done on-
the-go
More and more apps that
make it easy to shop online
Good way to pass time Common amongst friends
% of respondents
China Hong Kong Japan South Korea Taiwan
MasterCard ‘Mobile Shopping Survey 2016 Asia Pacific’ February 18, 2016

83. Average time spent with media/day by
Chinese adults
0
1
2
3
4
5
6
7
2012 2013 2014 2015 2016 2017
Time in hours
Digital TV (excluding digital) Radio (excluding digital) Print
0
0.5
1
1.5
2
2.5
3
3.5
2012 2013 2014 2015 2016 2017
Time in hours spent on digital media
Smartphone Tablet Feature phone Desktop / laptop computer

84. Device adoption amongst Chinese digital
consumers
0
20
40
60
80
100
120
2015 2016
Online shopping
PC only users PC& mobile device users Mobile only users
0
20
40
60
80
100
120
2015 2016
Social network usage
PC only users PC and mobile users Mobile only users
How savvy, social shopppers are transforming Chinese e-commerce – McKinsey April, 2016

85. Chinese mobile use
-50 0 50 100 150 200 250 300
Photography
Health & Fitness
Travel & Navigation
Lifestyle & Shopping
Messaging & Social
Utilities & Productivity
Music, Media & Entertainment
Games
Data at Flurry Analytics
% incease (year-on-year)

86. Most often used payment methods by
Chinese netizens
0 10 20 30 40 50 60 70
Third-party online payment
Third-party mobile payment
E-bank
PoS machine
Mobile banking
WeChat bank
Pre-paid card payment
Research from Tencent (2014)
% of netizens

87. Frequency with Which Chinese Smartphone
Users Use Mobile Payments for In-Store
Purchases
0 5 10 15 20 25 30 35 40 45 50
Only when I have a promotional discount
Never
Always
Most of the time
Sometimes
Economist Corporate Network (ECN) / Admaster – The Road to Everywhere: The Omni-
Journey’ of the Chinese Consumer March 16, 2016
% respondents

88. Chinese online population
0
10
20
30
40
50
60
70
2014 2015 2016 2017 2018 2019 2020
% population online (eMarketer, April 2016)
Male population online % Female population online % Overall population online %

89. China penetration of social media
platforms
0 10 20 30 40 50 60
2014
2015
% of Chinese internet users
% of Chinese internet users
0
10
20
30
40
50
60
70
80
16-25 26-35 36-45 46-55 >55
% of Chinese internet users by age
2014 2015
Source: China Internet Watch

90. China vs Worldwide Video Ad
Receptiveness
0 5 10 15 20 25 30 35
Live TV via TV set
On demand / connected TV - set-top box
Desktop/laptop
Smartphone
Tablet
Receptivity to video ads by channel / device – (AdReaction: Video Creative in a Digital
World Kantar Millward Brown / OnDevice Research)
Worldwide China

91. Types of website on which Chinese
netizens surveyed pay attention
0 20 40 60 80 100
E-commerce sites
Search engines
Portal sites
Digital video sites
Social networks/blogs
Microblogs
Verticial sites
Gaming sites
Pay attention (%)
Pay attention (%)
0 10 20 30 40 50 60 70
E-commerce sites
Search engines
Portal sites
Digital video sites
Social networks/blogs
Microblogs
Vertical sites
Gaming sites
Click (%)
Click (%)
Via iResearch Consulting Group ‘2016 Report on China Internet Users Behaviors Toward Digital Advertising’ March 2016 n=1,604

92. Actions Chinese netizens likely to take when
they have good experience with brand /
company
0 10 20 30 40 50 60 70
Tell friends & family
Search online/offline to learn more…
Interact more with company/brand
Follow them on WeChat
Install their mobile app
Buy more, even if less costly…
Share the experience on social…
Post positive comments online
Follow them on Weibo
Subscrible to their email…
Post comments on their social…
Contact them about the experience
Subscribe to the brand's video…
% respndents
% respndents
• Prompted response rather
than observation
• Tier 1 & 2 cities respondents
• 18-64 year olds
Epsilon ‘The Always-On Chinese Consumer Experience’ January
18, 2016

93. Japanese paid video viewing habits
0 10 20 30 40 50 60 70
Purchase / rent Blu -ray / DVD
Cable TV
Satellite TV (paid)
Paid OTT video services
Nielsen – Japan Video Contents & Ads Report April
14, 2016 n=2,000 ages 15+
% of respondents

94. Smartphones

95. Global mobile device units
0
200
400
600
800
1000
1200
1400
1600
2010 2011 2012 2013 2014 2015 2016
Sales units (millions)
units (millions) tablets units (millions) smartphones
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

96. Global mobile device units
-50
0
50
100
150
200
250
300
2011 2012 2013 2014 2015 2016
Sales units (YoY % change)
units (YoY % change) tablets units (YoY % change) smartphones
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

97. Global smartphone units by geography
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015 2016
Sales units (YoY % change)
Developed market (% units) Emerging markets (% units)
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

98. Global tablet units by geography
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015 2016
Sales units (YoY % change)
Developed market (% units) Emerging markets (% units)
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

99. Smartphone screen size (global)
0
20
40
60
80
100
120
2015 Q1 2016 Q1
% of smartphone population
3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch
Scientamobile

100. Smartphone screen size (Asia)
0.00
20.00
40.00
60.00
80.00
100.00
120.00
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q3
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +
Scientamobile

101. Smartphone screen size (North America)
0
20
40
60
80
100
120
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q3
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +
Scientamobile

102. Smartphone screen size (Europe)
0.00
20.00
40.00
60.00
80.00
100.00
120.00
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q3
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +
Scientamobile

103. Smartphone screen size (South America)
0
20
40
60
80
100
120
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q3
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +
Scientamobile

104. Smartphone screen size (Africa)
0
20
40
60
80
100
120
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q3
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +
Scientamobile

105. Smartphone screen size (Oceania)
0
20
40
60
80
100
120
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q3
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +
Scientamobile

106. Global mobile device ASP (USD)
0
100
200
300
400
500
600
700
800
2010 2011 2012 2013 2014 2015 2016
Average selling price
Tablet USD Smartphone USD
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

107. Wearables

108. VR headsets: by brand, market share %
(2016)
0
5
10
15
20
25
30
35
40
45
Samsung Gear VR Google Cardboard Sony Playstation VR HTC Vive Oculus Rift Google Daydream Others*
Source: IHS Markit
% share

109. Wearables by category (millions of units)
0
20
40
60
80
100
120
140
160
180
200
2015 2016 2017
Fitness wearables Head mounted display Body worn camera Bluetooth headset

110. Fitness wearables (millions of units)
0
10
20
30
40
50
60
70
80
2015 2016 2017
Data by Gartner
Smartwatch Wristband Chest strap Sports watch Other fitness monitor

111. Wearables versus other mobile devices
(millions of units)
0 200 400 600 800 1000 1200 1400 1600
2015
2016
Smartphones (millions) units Tablets (millions) units Wearables (millions) units
Data: Gartner & GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

112. Internet of Things

113. Countries with highest amount of IoT
devices / person
0 5 10 15 20 25 30 35 40
Korea
Denmark
Switzerland
US
Netherlands
Germany
Sweden
Spain
France
Portugal
Belgium
UK
Data from Shodan and OECD
Devices online per 100 people

114. Number of connected objects (global)
0
10
20
30
40
50
60
2012 2013 2014 2015 2016 2017 2018 2019 2020
Billions of connected objects
Billions of connected objects Data: Cisco

115. Drones

116. Estimated consumer drone shipments
(global)
0
5
10
15
20
25
30
35
2014 2015 2016 2017 2018 2019 2020 2021
millions of units
millions of units
Business Insider Intelligence
estimates. Known unknowns
include:
• When does a toy become a
consmer drone?
• Basis for their estimates
• Murky regulatory environment,
especially in the case
• Domestic security
• Aircraft near-misses
• Dual use military technology in the
hands of non-state actors

117. Economic data

118. Mobile and fixed line access
0 10 20 30 40 50 60 70
Mobile
Telecoms services
Asia only % penetration World % penetration
0 20 40 60 80 100
Japan
Singapore
Australia
Thailand
Indonesia
Bangladesh
Pakistan
Broadband penetration by access type
Mobile % penetration Fixed % penetration
‘Advancing Digital Societies in Asia’ GSMA May 2016

119. Global technology sales (units)
6200
6300
6400
6500
6600
6700
6800
6900
2011 2012 2013 2014 2015 2016
units (millions)
units (millions)
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

120. Global technology sales (units)
-5
-4
-3
-2
-1
0
1
2
3
4
5
2011 2012 2013 2014 2015 2016
YoY % change in units sold
YoY % change in units sold
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

121. Global technology units sold by category
-100
-50
0
50
100
150
Unit % change
2014 YoY % 2015 YoY % 2016 YoY %
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

122. Global technology sales revenue
900
920
940
960
980
1000
1020
1040
1060
2011 2012 2013 2014 2015 2016
Sales (billions USD)
USD (billions)
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

123. Global technology sales (revenue)
geographic split
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014 2015 2016
Revenue USD (% split)
Developed markets Developing markets
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

124. Global technology sales (revenue)
geographic split
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Revenue USD (% split)
Developed Asia Western Europe Middle East & Africa Emerging Asia North America C&E Europe / CIS Latin America
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

125. Global technology sales revenue (USD)
-10
-8
-6
-4
-2
0
2
4
6
8
10
2011 2012 2013 2014 2015 2016
YoY % change in sales revenue (USD)
YoY % change in sales revenue (USD)
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016

126. Economic data
-2
0
2
4
6
8
10
2012 2013 2014 2015 2016 2017 2018
GDP Forecast (World Bank)
Global
China
U.S .
Eurozone
Developing World excluding BRICs
-3
-2
-1
0
1
2
3
4
5
6
2012 2013 2014 2015 2016 2017
Retail sales (various sources)
Global U.K. U.S. Eurozone

127. Consumer sectors CPG (as bellwether),
consumer technology as (former?) shooting
star
-5
-4
-3
-2
-1
0
1
2
3
2010 2011 2012 2013 2014 2015
CPG % growth (Euromonitor data)
Packaged Foods Home Care Personal Care | Beauty
-20
0
20
40
60
80
100
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Consumer Technology % growth
(Various)
Smartphones Tablets Smart TVs

128. About me
Amazon author page: amzn.to/1SeO5Il
LinkedIn page: linkedin.com/in/gedcarroll
About: renaissancechambara.jp/about
Blog: renaissancechambara.jp
Email address found here: scr.im/renaissance
Twitter account: @r_c
Sina Weibo: renaissancechambara
WeChat

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