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1701 online-marketing-and-technology-data-points

Compilation of statistics for online marketers, strategists and planners

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1701 online-marketing-and-technology-data-points

  1. 1. Online marketing & technology data points January 2017 Ged Carroll renaissancechambara.jp
  2. 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. 3. Platforms
  4. 4. DEC-97 APR-98 AUG-98 DEC-98 APR-99 AUG-99 DEC-99 APR-00 AUG-00 DEC-00 APR-01 AUG-01 DEC-01 APR-02 AUG-02 DEC-02 APR-03 AUG-03 DEC-03 APR-04 AUG-04 DEC-04 APR-05 AUG-05 DEC-05 APR-06 AUG-06 DEC-06 APR-07 AUG-07 DEC-07 APR-08 AUG-08 DEC-08 APR-09 AUG-09 DEC-09 APR-10 AUG-10 DEC-10 APR-11 AUG-11 DEC-11 APR-12 AUG-12 DEC-12 APR-13 AUG-13 DEC-13 APR-14 AUG-14 DEC-14 APR-15 AUG-15 DEC-15 APR-16 AUG-16 Communications services adoption (active users) Gmail active Users Hotmail / Live Yahoo! Mail Whatsapp WeChat QQ IM KakaoTalk LINE Facebook Messenger
  5. 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. 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 ($US) 2008 2013 The Empirical Economics of Online Attention by Boik, Greenstein & Prince, NBER (July, 2016)
  7. 7. US most popular mobile apps (2016) 0 20 40 60 80 100 120 140 160 Facebook YouTube Facebook Messenger Google Search Google Play Google Maps Gmail Instagram Apple Music Amazon app millions of unique users millions of unique users Data: Nielsen - Tops of 2016: Digital
  8. 8. Mobile app-install advertising revenue (US) 0 1 2 3 4 5 6 7 8 2014 2015 2016 2017 2018 2019 2020 Billions ($US) Billions ($US) Business Insider Intelligence: The Mobile App-Install Ad Report
  9. 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. 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. 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. 12. Google global search volume 0 500,000,000,000 1,000,000,000,000 1,500,000,000,000 2,000,000,000,000 2,500,000,000,000 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. 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. 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. 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. 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. 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. 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. 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. 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 don't know Snap/stories from brands (not Discover) 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. 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. 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. 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. 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. 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. 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. 27. B2B social media engagement rates 0 0.5 1 1.5 2 2.5 Twitter engagement rate Twitter engagement rate
  28. 28. Social media engagement and how television advertising affects it
  29. 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. 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. 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. 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. 33. Advertising
  34. 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. 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. 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,
  37. 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. 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. 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. 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. 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. 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. 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. 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. 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. 46. Ad targeting and ad blocking
  47. 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
  48. 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
  49. 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. 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. 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. 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. 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. 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. 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. 56. E-tailing
  57. 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. 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. 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. 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. 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. 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. 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. 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. 65. Consumer behaviour
  66. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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… 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. 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. 94. Smartphones
  95. 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. 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. 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. 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. 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 Scientamobil e
  100. 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 + Scientamobil e
  101. 101. Smartphone screen size (North America) 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 + Scientamobil e
  102. 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 + Scientamobil e
  103. 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 + Scientamobil e
  104. 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 + Scientamobil e
  105. 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 + Scientamobil e
  106. 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. 107. Wearables
  108. 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. 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. 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. 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. 112. Internet of Things
  113. 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. 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. 115. Drones
  116. 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. 117. Economic data
  118. 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. 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. 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. 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. 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. 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. 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. 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. 126. Economic data -2 -1 0 1 2 3 4 5 6 7 8 9 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. 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. 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
  129. 129. thank you | 谢谢 | míle buíochas! | 감사합니다 | danke | ありがとう | merci | спасибо | cám ơn | whakawhetai | takk | ขอขอบคุณคุณ | terima kasih | σας ευχαριστώ | grazie | ‫|شكرا‬ þakka þér | დიდი მადლობა | kiitos | நன்றி | gracias

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