The document presents a comprehensive compilation of online marketing and technology data points as of April 2016, focusing on user adoption trends, advertising spend, and social media engagement. It discusses the growth of various communication platforms and highlights the rise of mobile device usage as a key factor in adoption rates. Additionally, it includes insights on audience attitudes towards advertising, ad-blocking trends, and consumer behavior patterns across different demographics.

1. Online marketing &
technology data points April
2016
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

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AUG-13
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APR-14
AUG-14
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APR-15
AUG-15
DEC-15
Communications services adoption (active users)
Gmail active Users Hotmail / Live Yahoo! Mail Whatsapp WeChat QQ IM KakaoTalk LINE

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. Platform numbers snapshot March 2016
(MAUs except*)
0 200 400 600 800 1000 1200 1400 1600 1800
4Chan
Airbnb
Facebook
Flickr
Google+
Instagram
LinkedIn
MySpace
Periscope
Pinterest
Reddit*
SnapChat
Twitter
WeChat
Sina Weibo
WhatsApp
YouTube*
Millions of Users
Millions of Users
Based on data collated by
Brandwatch

7. Advertising

8. 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

9. 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,

10. 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

11. 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

12. 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

13. Social media engagement and
how television advertising
affects it

14. 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

15. 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

16. 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

17. 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

18. Ad targeting and ad blocking

19. 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
Millenial 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

20. 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

21. 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.

22. 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

23. 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

24. 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

25. Consumer behaviour

26. 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

27. 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

28. 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

29. 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

30. 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

31. Wearables

32. 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

33. 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

34. Economic data

35. Economic data
-2
-1
0
1
2
3
4
5
6
7
8
9
2012 2013 2014 2015 2016 2017
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

36. Consumer sectors CPG (as bellwether),
consumer technology as (former?) shooting
star
-5
-4
-3
-2
-1
0
1
2
2010 2011 2012 2013 2014
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

37. 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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