10 need-to-knows from Mary Meeker’s 2014 Internet Trends Report
Mary Meeker (of KPCB) has been producing her ‘Internet Trends’ annual report for as long as Tamar has been in existence (since 1995) and it’s a must-read for anyone in digital, summarising pretty much every stat you’d need to know from the past year – as well as giving a compelling overview of what is likely to happen online in the next 12 months.
This year’s report is – as always – well worth a read. But at 164 slides you might not have quite digested it all yet. If that’s the case, I’ve selected 10 of the most interesting and intriguing stats/facts. For more information about all of them (including the sources) read the report at http://www.kpcb.com/internet-trends
Here are your 10 need-to-knows from Mary Meeker:
Internet advertising grew 16% year-on-year last year, with mobile advertising the fastest growing segment
This growth has been evident for a number of years now and shows no sign of slowing. Great news for those of us who work in digital, especially if you have an intimate knowledge of mobile ad platforms.
20% of ‘media time’ is mobile-based but gets just 4% of ad spend. Print is just 5% but still accounts for 19% of spend
This is THE most depressing stat for me in the report. WHEN are advertisers going to wake up and match spend to where consumers are spending their time? More work needed.
Tablet ownership is set to boom in 2014/15
Compared to all other devices, tablet ownership only has a 6% penetration with the population – but it is set to see an explosion in the next two years. Is your site optimised for tablets?
Mobile advertising revenue is still surpassed by in-app spending by over 2 to 1
If you’re spending a lot of money on mobile advertising, you might be better off investing in making your mobile applications monetisable – get those in-app spending opportunities up to scratch.
Mobile messaging isn’t just about SnapChat and WhatsApp
Less well-known (in the West) apps like Line, Tencent and KakaoTalk all have massive user penetration. In terms of message volumes, KakaoTalk is actually bigger than SnapChat.
News publishing isn’t the same on Twitter and Facebook
The type of content users share on social platforms can be very different. The top news publishers on Facebook in April were BuzzFeed, Huffpo and ABC. Over on Twitter they were the BBC, New York Times and Mashable.
Buzzfeed is massive. But you knew that already…?
As well as a number of stats about its success, the report reveals that over 50% of Buzzfeed’s users are
18-34. Over 50% of them access the site through a mobile device.
Free shipping is becoming more popular – and more expected
If you’re an online retailer who doesn’t offer free shipping, shame on you. 35% of users took it up 5 years ago. Now that figure is over 47%.
Photos are still HUGE online, and show no signs of slowing down
Over 1.8 billion photos are uploaded and shared online, every single day. Photo-sharing drives almost every type of social platform that is experiencing growth.
Multi-screening is becoming the new way to consume TV
Users watching TV with Twitter on a ‘second screen’ have been shown to recall ads better (+13% higher than without), have higher purchase intent (+14%) and are more favourable to brands. In short, you need to encourage multi-screening whenever possible (and when RELEVANT)
As you can see, there’s a wealth of data in the report – whilst I’ve pulled out the highlights you really would be doing yourself a disservice if you don’t sit down and read the report yourself. It’s a great read, as always.