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THE CHEATING STRATEGIST’S GUIDE
TO MARY MEEKER’S DIGITAL TRENDS
Michael Goldstein: Senior Digital Strategist, The&Partners...
MOBILE PENETRATION IS
ABSOLUTELY MASSIVE. FASTER
AND MORE PERTINENT THAN
INTERNET PENETRATION.
THE CHEATING STRATEGIST’S G...
ONLINE VIDEO CONSUMPTION 

IS HUGE AND STILL GROWING
Consumer Internet Traffic, Global =
+21% in 2014 vs. +24% in 2013, +31...
MOBILE ENGAGEMENT HAS TOTALLY
OVERTAKEN DESKTOP ENGAGEMENT
(MOBILE, INCLUDING TABLET)
TIME SPENT WITH DIGITAL MEDIA 

PER ...
STILL, THERE’S A MASSIVE MISSED
OPPORTUNITY FOR MOBILE
ADVERTISING
% OF TIME SPENT IN MEDIA VS. % OF
ADVERTISING SPENDING,...
AD FORMAT TRENDS: PEOPLE ARE
FINALLY WORKING OUT HOW TO
ADVERTISE ON MOBILE.
PINTEREST CINEMATIC PIN
VIDEO MOVES AS USER S...
AD FORMAT TRENDS: PEOPLE ARE
FINALLY WORKING OUT HOW TO
ADVERTISE ON MOBILE.
BUY BUTTONS ARE OPTIMIZED FOR MOBILE,
MINIMIZ...
AD FORMAT TRENDS: VERTICAL VIEW =
29% OF VIEW TIME (MULTI-PLATFORM)
VS 5% FIVE YEARS AGO
THE CHEATING STRATEGIST’S GUIDE T...
AD FORMAT TRENDS: VERTICAL VIEW
IS ALSO VERY EFFECTIVE. 9X HIGHER
COMPLETION RATE ON ADS VERSUS
HORIZONTAL!
THE CHEATING S...
ESSENTIALLY ANY FORM OF
COMMUNICATION NOW HAS A
MESSAGING APP FOR IT.
!
MESSAGING APPS ARE ALSO AMONGST
THE FASTEST GROWIN...
ASIAN MESSAGING APPS ARE
EVOLVING INTO MULTI-USE
PLATFORMS ALL REVOLVING
AROUND SHORT MESSAGING,
WHEREAS US APPS ARE STAGN...
MOBILE MESSAGING EVOLVING
BEYOND TEXT AND INTO SERVICE
AND E-COMMERCE. NEW CHANNELS
TO FOCUS ON FOR TELCOS?
INSIGHT: THE U...
FAME HUNGRY: CONTENT CREATION
THRIVES ON PLATFORMS WHERE
ORDINARY PEOPLE HAVE THE OPTION
TO HAVE THEIR CONTENT SEEN BY A
H...
AND VIEWERS RETURN THE FAVOUR:
USER-CURATED OR GENERATED VIDEO
ON FACEBOOK IS EXPLODING
!
SO: REDUCE BARRIERS AND CREATE
A...
CURATION PLATFORMS ARE
CONVERTING LURKERS INTO
CONTRIBUTORS
SOUNDCLOUD: 100MM TRACKS: +33% Y/Y
MAJORITY OF CONTENT COMES F...
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 G...
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%
2...
…AND USERS ARE CONTRIBUTING
BIG TIME
MILLENNIALS LOVE THEIR SMARTPHONE CAMERAS
44% USE CAMERA / VIDEO FUNCTION DAILY
76% P...
THANKS
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
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The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015

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Some key learnings and insights from Mary Meeker's 2015 Digital Trends. I did this the same day of the release so please excuse the formatting!

Published in: Internet, Technology, Marketing
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The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015

  1. THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS Michael Goldstein: Senior Digital Strategist, The&Partnership NYC. @Mickeyg77
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. 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
  11. 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 GROUP MESSAGING VOICE CALLS FREE VOIP CALLS (2012) WECHAT PHONEBOOK (2014) VIDEO CALLS / CHAT 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 SUPPORT W / YIXUN (2013) LINE MALL (2013) MEDIA KAKAO TOPIC (2014) QR CODES QR CODE IDENTITY (2012) FOOD DELIVERY PARTNERSHIP WITH FOODPANDA (2014) LAUNCHED BETA IN THAILAND (2015) TAXI SERVICES KAKAO TAXI (2015) TAXI SERVICES DIDI 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
  12. 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
  13. 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
  14. 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 Q1:15BILLIONSOFVIDEOVIEWSPERDAY 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
  15. 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
  16. AND THIS IS HELPING TO CREATE A USER-DRIVEN INTERNET ! THE CHEATING STRATEGIST’S GUIDE TO MARY MEEKER’S DIGITAL TRENDS 2015
  17. 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
  18. 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% LINKEDIN WHATSAPP TUMBLR PINTEREST GOOGLE+ VINE TWITTER SNAPCHAT INSTAGRAM FACEBOOK 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 PINTEREST GOOGLE+ TUMBLR SNAPCHAT FACEBOOK TWITTER INSTAGRAM 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
  19. …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 CHECK TO DEPOSIT VIA BANKING APP PICTURES OF THINGS TO DO LATER PICTURES/VIDEO TO POST ON SOCIAL MEDIA % OF TOTAL RESPONDENTS 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 TOTAL RESPONDENTS 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
  20. THANKS

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