Global mobile penetration reached 61% in 2015, with 4.4 billion mobile users out of a total global population of 7.1 billion. Smartphones are becoming cheaper, more data-hungry, and the dominant mobile device, accounting for over half of global mobile ad spending. Marketers are increasing their mobile spending and experimenting with location-based targeting, though most have yet to fully capitalize on mobile's unique insights into consumer behavior.

1. 12 May, 2015
Presented by
Geoffrey Ramsey
Chairman, Co-Founder
@geofframsey
The Global, Mobile Landscape

2. Global Pop = 7.1 B
Source: eMarketer, 2015
Global mobile penetration in 2015

3. 4.4 B
61%
penetration
Global Pop = 7.1 B
Source: eMarketer, 2015
Global mobile penetration in 2015

4. 4.4 B
61%
penetration
Global Pop = 7.1 B
Source: eMarketer, 2015
Global mobile penetration in 2015
1.84 B
of mobile users
26% of total pop
42%

5. Faster
2G
Cisco Systems, Feb 2015
2014 2019
3G/
4G 79%
21%62%
38%
Globally, smartphones are becoming:

6. Cheaper
Source: Economist, 2015
$600 $40

7. Data
Hungrier 4X

8. Data
Hungrier 4X

9. Data
Hungrier 4X 190
exabytes
––Cisco
2018

10. Smartphone penetration as a % of
mobile users
0%
20%
40%
60%
80%
US UK Germany France Italy China Global
42%
51%
57%
61%
65%
74%74%
Source: eMarketer, May, 2015
42%

11. Smartphone penetration as a % of
mobile users
0%
20%
40%
60%
80%
US UK Germany France Italy China Global
42%
51%
57%
61%
65%
74%74%
Source: eMarketer, May, 2015
= 526 million
(29% of world!)
42%

12. Mobile = 1/3
StatCounter, Q4, 2014
(global web traffic)
Marin Software, Q4, 2014
(global search inquiries)

13. of tablet users
listen to music on
their tablets
Mobile gets
52%
of all
social media
site visits
––Merkle RKG, 2014
Mobile share of time spent on:
= 83%
= 70%
= 69%
= 60%
Source: Frank N. Magid Associates, Dec, 2014

14. ©2013 eMarketer Inc.
Sources:
88% apps, Flurry, 2014
88% apps, comScore, 2014
81%19%
AppsMobile
Web
Apps vs.
Mobile Web
~12% ~88%
Time spent on mobile devices
skews heavily towards apps

15. 3 hours,
12 minutes
4 hours,
39 minutes
46%
of media time
TV
Total Digital
Desktop/
Laptop
(23%)
2 hours,
13 minutes
2 hours,
26 minutes
(25%)
Mobile
(34%)
Source: eMarketer, 2015
A look at media time spent in the UK:

16. 3 hours,
12 minutes
4 hours,
39 minutes
46%
of media time
TV
Total Digital
Desktop/
Laptop
(23%)
2 hours,
13 minutes
2 hours,
26 minutes
(25%)
Mobile
(34%)
Source: eMarketer, 2015
#2
A look at media time spent in the UK:

17. We see the same digital skew in the
US, where mobile = ~25%
4 hours,
33 minutes
5 hours,
46 minutes
46%
of media time
TV
Total Digital
Desktop/
Laptop
18%
of media time
2 hours,
12 minutes
37%
of media time
Source: eMarketer, 2015

18. We see the same digital skew in the
US, where mobile = ~25%
4 hours,
33 minutes
5 hours,
46 minutes
46%
of media time
TV
Total Digital
Desktop/
Laptop
18%
of media time
2 hours,
12 minutes
2 hours,
51 minutes
23%
of media time
Mobile
37%
of media time
Source: eMarketer, 2015

19. Don’t forget about multitasking

20. Don’t forget about multitasking
70% of UK TV
viewers use
their mobile
phones while
watching TV
–Ofcom, July, 2014

21. Worldwide, approximately 1/2
of internet users go online
while watching television

22. In the US, consumer attitudes towards
location-based marketing efforts:
• 51% “like” mobile ads with geo-relevant
information
––xAd and Telemetrics, 2014
• 45% have “high to medium-high interest” in
receiving personalized info based on their
immediate location
––451 Research, 2014

23. In the US, consumer attitudes towards
location-based marketing efforts:
• 51% “like” mobile ads with geo-relevant
information
––xAd and Telemetrics, 2014
Do you feel comfortable about a company
having location and time data about you?
Consumer Survey by IBM and Econsultancy (2015):
38%
(all companies)
72%
(favorite or trusted company)

24. How are marketers keeping up?

25. How are marketers keeping up?

26. Global mobile ad spend tops $100 B
Get ready for some major mobile
milestones in 2016:
Source: eMarketer, 2015
Mobile = 50% of global digital ad spend
Mobile overtakes desktop ad spending
Mobile ads will account for one out of
every six total media dollars

27. Mobile is the fastest
growing medium
worldwide

28. Mobile internet ad spending as a % of
total digital ad spending (2015)
United States
China
Worldwide
UK
Canada
Germany
Italy
France
0% 12.5% 25% 37.5% 50%
22%
27%
32%
34%
40%
40%
45%
49%
Source: eMarketer, March, 2015

29. 0.0%
17.5%
35.0%
52.5%
70.0%
Total Media Digital Mobile
61.1%
17.8%
5.9%
Growth rates for global media
Source: eMarketer, May, 2015

30. 0.0%
17.5%
35.0%
52.5%
70.0%
Total Media Digital Mobile
61.1%
17.8%
5.9%
Growth rates for global media
Source: eMarketer, May, 2015
Canada
Germany
France
US
W. Europe
Italy
UK
66%
60%
60%
51%
60%
50%
45%

31. Mobile is high on the
spending priority list

32. Mobile is high on the
spending priority list
65%Mobile apps
65%Location-based mobile tracking

33. Mobile will only become more
important

34. By 2018, mobile = 66% of the global
digital ad spending pie
Desktop
= 34%
Source: eMarketer, March, 2015

35. Worldwide, marketer use of mobile
location targeting is relatively low
11% - 18%

36. Worldwide, marketer use of mobile
location targeting is relatively low
11% - 18%
11% of marketers worldwide use
geo-targeting to deliver
location-based notifications
––Econsultancy and Adobe, Jan, 2015
Real-time location targeting improves campaign
performance
18% of marketers
worldwide use location-
based mobile tracking
––Salesforce Marketing Cloud,
Nov, 2014

37. 2/3’s of global
marketers say
they plan to
increase
spending on
location-based
mobile tracking

38. In the epic battle for mobile
supremacy…
Source: eMarketer, March, 2015
= 51%
of Global
Mobile Ad
Market
+

39. Smartphones
Connected
ConsolesConnected
Consoles
Desktop PCs
Social Machines
Social Machines
Laptop PCs
Connected TVs
Ambient
Surfaces
As media
fragmentation
continues…
Connected
Cars
Wearable
Technology
Tablets
©2014 eMarketer Inc.
…we’ll have
increasing
numbers of
mobile
devices
following us
around

40. Smartphones
Connected
ConsolesConnected
Consoles
Desktop PCs
Social Machines
Social Machines
Laptop PCs
Connected TVs
Ambient
Surfaces
As media
fragmentation
continues…
Connected
Cars
Wearable
Technology
Tablets
©2014 eMarketer Inc.
…we’ll have
increasing
numbers of
mobile
devices
following us
around

42. The opportunity is not so much about the tiny screens, but
the massive insights that can be gleaned by linking the data

43. The opportunity is not so much about the tiny screens, but
the massive insights that can be gleaned by linking the data
“Location is the
cookie of the
mobile world.”
––Cathy Boyle

44. Geoffrey Ramsey
Chairman, Co-Founder
geoff@emarketer.com @geofframsey