Find Out How the Internet is Trending in 2014

Find Out How the Internet is Trending in 2014
SHARE
THIS



I thought this month I’d zero in on Mary Meeker’s KPCB Internet Trends 2014 Report published May 28th.

KPCB’s Report felt in some way less seismic in its impact as in previous years. On reflection this is probably because the Richter scale has been given a good working over since this Report’s first edition, and we’ve become accustomed to eye-watering growth figures etc.  So context is everything, but when you look deeper, the changes sweeping the digital and mobile world remain immense.

Here are a few points I thought interesting.

Tablets are growing faster, (+53% during CY13), than PC’s did at anytime in their lifecycle with still huge growth forecasted.  Smartphones that feel ubiquitous, particularly amongst this readership I suspect, have reached 30% of the total global 5.2Bn mobile base, so again, huge growth possible.  This is assisted by the increasing affordability of the devices, with the cost of a unit decreasing about 5% annually since 2008. Mobile usage has reached 25% of total global web traffic, growing from 14% just last year, with Asia remaining the most mobile centric region with 37% of all page views (StatCounter, 5/14).  In terms of hardware in our region, of the established smartphone markets, Japan ranks 2nd , Korea 5th , and Australia 9th.  Of the so-called developing smartphone markets, China ranks 1st , India 2nd , Indonesia 4th , and the Philippines 10th .  Shipments of smart devices are now tracking at 4-5x that of TV’s or PC’s.

The Report highlighted data from Millward Brown’s AdReaction 2014 study showing how many minutes the populations of 30 countries, that together represent 70% of the world’s total population, spend looking at ‘screens’, the previous day.  Screens were laptop, smartphone, tablet and also the TV screen, See chart below.  The headline is that smartphones/tablets are the most viewed and used in many countries with four APAC markets in the top five; Indonesia, Philippines, China, and Vietnam, with the first two of those markets indexing particularly high also in tablet share.  Slightly lower down the list, at 9th is Thailand, indexing very high in smartphone and notably in contrast the lowest of all 30 countries in TV share. Australia’s smartphone share is close to the average across the 30 countries surveyed, with tablets indexing lower.

Mobile data traffic achieved growth of +81% yoy with video a strong contributor.  This is hardly new but it’s evidence that there’s voracious appetite for mobile content. The creation of high caliber programming and ad content to be put in front of quality audiences couldn’t be a bigger priority.

The Report cites a big revenue opportunity gap of $30Bn (USA) for Mobile to take up, this is based on time spent on device which is an often used metric but flawed I think, but whatever methodology, of course there’s a monetisation lag. The mobile industry’s capacity to exploit this undeniable opportunity is improving with the focus being applied in the right areas such as targeting and transparency.  This does vary widely across our region but in Australia for instance, Mobile is taking increasing chunks of share with 21% of all Display in Australia that of Mobile Display, (iAB Australia).

China and its nearly 500 million Internet users come in for attention this year.  Chinese internet brands are traveling at light-speed.  Last year, only Tencent was in the top ten globally, this year it’s joined by three others; Alibaba, Baidu, and Sohu.  And it’s Tencent’s mobile business that’s the stand-out, with WeChat proving to become a powerhouse of m-commerce with it’s 400 million active chat users using the service to pay for taxis, (5 million rides per day – March 2014), restaurants, and social gaming.

Looking at second-screening at home, (USA), sees 84% of mobile owners using devices while watching TV. Most common activities shows 49% of people surfing the web on smartphone and 66% on tablet. And shopping, (I assume including the ‘window’ variety), being undertaken 24% on smartphone and 44% on tablet.

The area of this years Report that is the most interesting is where we’re headed.  Mary Meeker and her colleagues spend a large section on the intersection of findable and shareable data, wearable’s, sensors, and the internet of things, and this of course has great relevance to mobile. Data points such as, 1.8Bn photos uploaded and shared per day, Pintrest having 30Bn ‘pins, and 800M swipes a day on Tinder point to exponential behavioral changes. In fact IDC has two thirds of the digital universe being consumer originated.  IDC also thinks that 34% of this sort of data could be useful. This is data from embedded systems, social media, photos, sounds etc), with 7% tagged, and 1% analysed so far.  A good example of where this plays out is with the Jawbone health wearable which so far amongst it’s user base, has logged 27k years worth of sleep, and where it’s technology manages and makes sense of 50Bn activity data points every week then presents it’s insights on a rather nice app.

So across the 160 pages, there’s no lack of quality data, and it’s worth a read.  For me the themes are, the mobile ecosystem continues it’s relentless advance, data and how it’s structured and used is gathering pace, second-screening is here to stay, better and better interfaces are helping drive traffic to mobile, and therefore, the opportunity for marketers has never been greater.

KPCB-2014-Distribution-of-screen-mins-across-countries

Mobile Hub.
Graham Christie
Partner, Big Mobile Group.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]