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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.

Published in: Business, Technology

eMarketer Webinar: Key Digital Trends, a Midyear Update

  1. 1. ©2013 eMarketer Inc.June 20, 2013Presented by:Noah ElkinPrincipal AnalystKey Digital TrendsA Midyear Update
  2. 2. ©2013 eMarketer Inc.AgendaThe changing digital landscapeThe state of media fragmentationMany smart screens, many differentuse casesQ & ATwitter Hashtag – #eMwebinar
  3. 3. ©2013 eMarketer Inc.The Changing DigitalLandscape
  4. 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. 5. ©2013 eMarketer Inc.… and consolidation around a smallhandful of platforms used across screensPlatforms
  6. 6. ©2013 eMarketer Inc.These platforms are helping digital makedeeper inroads into the purchase processIn-storecommerceEcommerceMcommerceBrick-and-mortarstores still accountfor 90+% of retailtransactions
  7. 7. ©2013 eMarketer Inc.They arealso helpingdrive fastergrowth inonline andmobile adspendingrelative totraditionalmedia
  8. 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. 9. ©2013 eMarketer Inc.Say goodbye to the traditional couchpotato
  10. 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. 11. ©2013 eMarketer Inc.The State of MediaFragmentation
  12. 12. ©2013 eMarketer Inc.Traditionalmedia stillconsumesnearly 60%of our dailymedia timeUS consumersactually watchmore TV thanever before
  13. 13. ©2013 eMarketer Inc.TV accountsfor close to4 in 10 addollars …
  14. 14. ©2013 eMarketer Inc.… and notall of thosedollars arewastedConsumers viewtraditional mediaads morefavorably thandigital ads
  15. 15. ©2013 eMarketer Inc.… and notall of thosedollars arewastedTraditional mediaads continue toexercise a stronginfluence onpurchasedecisions
  16. 16. ©2013 eMarketer Inc.As online video gains viewers, cable TV’slosses mountCord-cutting shows signs of accelerating
  17. 17. ©2013 eMarketer Inc.Over-the-topvideo viewingis rising butmostconsumershaven’tswitchedexclusively todigitalplatforms … yet
  18. 18. ©2013 eMarketer Inc.Networksand pay TVprovidersare lookingto “TVEverywhere”services tostem losses
  19. 19. ©2013 eMarketer Inc.The challenge: Video viewing is becomingan increasingly digital activity
  20. 20. ©2013 eMarketer Inc.Many Smart Screens,Many Different UseCases
  21. 21. ©2013 eMarketer Inc.Is mobile becoming the new desktop?
  22. 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. 23. ©2013 eMarketer Inc.Emergingevidencesuggests thePC-to-tabletshift is alreadyunderway interms of thedevicereplacementcycle …
  24. 24. ©2013 eMarketer Inc.… as well asin howconsumersuse theirdevicesTwitter Hashtag – #eMwebinar
  25. 25. ©2013 eMarketer Inc.At the same time, mobile is fragmentinginto multiple screens
  26. 26. ©2013 eMarketer Inc.Fragmentationcomes as mobileincreases itsshare of digitaladvertisingTwitter Hashtag – #eMwebinar
  27. 27. ©2013 eMarketer Inc.Fragmentationcomes as mobileincreases itsshare of digitaladvertisingTwitter Hashtag – #eMwebinar
  28. 28. ©2013 eMarketer Inc.The effects ofmobilefragmentationcan be seen inboth displayand searchadvertising
  29. 29. ©2013 eMarketer Inc.Tablet adsbeatsmartphonesfor mostbrand-healthmetrics
  30. 30. ©2013 eMarketer Inc.Adengagementmetrics ontablets canalso exceedthose forsmartphones
  31. 31. ©2013 eMarketer Inc.Context yields different action metrics inresponse to ads on tablets vs. smartphones
  32. 32. ©2013 eMarketer Inc.When it comesto shopping,smartphonesand tablets aretaking distinctpaths as well
  33. 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. 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. 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. 36. David Iankelevichsales@emarketer.comwww.emarketer.comContact toschedule a conversation.We’ll send a free report after we talk.
  37. 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