17 Essential Internet Trends That Will Make You A Better Marketer
Mary Meeker is an American venture capitalist and former Wall Street securities analyst. Her primary work is on internet and new technologies.
Together with Sean Callanan's Sports Geek Podcast, here's a collection of the key takeaway points. Some are specific to sport, some are not. But all points are essential in understanding how humans behave, and anticipating future behaviour.
- Internet ad revenue is set to overtake TV advertising globally in 2017 (something that's already happened in the US)
2. Google and Facebook have captured 85% of internet advertising
3. Between 2015 and 2016, Facebook advertising revenue grew by 66%
4. Image-recognition and voice-activation are increasingly replacing typing, particularly on mobile.
The incredible rise of gaming and esports
If you're a marketer chasing human attention, video games is a landscape ripe for the picking.
In a flighty world filling up with tech distractions, the length and depth of engagement in gaming beats all other media platforms.
“When I play a video game, it’s the only time I put away the phone and forget it exists. Video games command your attention in a way that nothing else can or will.” Gary Whitta, co-writer for Rogue One: A Star Wars Story
5. It is becoming mainstream - there are 2.6 billion gamers worldwide, in 1995 there were 100 million
6. League of Legends has seen 90% YOY growth between 2015 and 2016
7. Moore's Law will drive this. Gen X and millenials have grown up with games, and the revenue keeps growing.
8. Asia-Pacific is the leading global market with gaming revenue estimate in 2016 with $47 billion
9. Millenials have a significant preference for esports, but across other demographics there is a blend of traditional and esports play. Gamers are all ages and the demographics are changing - it's not young guys in dark rooms. 53% are in the 21-35 age group, 29% are female.
11. Mobile is now the primary screen for consuming digital content and the gap is widening. Look at the second table below, highlighting time spent vs advertising in the US in 29016.
12. Mobile advertising revenue grew 22% in 2016, eclipsing desktop ad revenue.
13. The network and cable era of appointment content TV is declining. Some would argue it's already over.
14. In the US, only 3 of the top 10 TV networks delivered more monthly minute consumption in the five year comparison below. 7 out of the 10 decreased, while Netflix jumped 669%
15. Netflix went from nearly zero to 30% of the U.S. home entertainment market in 10 years.
16. Amidst the decline of network and cable content, the demand for live sports has grown. Game 3 in the State of Origin is the most watched TV programme in Australia in 2017.
17. The visual web continues to grow in importance and sophistication. Slide 35 of Meeker's presentation pulls out a salient quote to emphasise this:
"A lot of the future of search is going to be about pictures instead of keywords."Ben Silbermann Pinterest CEO
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