Mobile Hub – The internet trends 2013 report

Mobile Hub – The internet trends 2013 report
SHARE
THIS



Thud. The Internet Trends 2013 Report – KPCB & Mary Meeker.

In just a short few years it’s become something of a phenomenon, it’s hotly anticipated, and when it touches down, some folk go AWOL for a few days.  The KPCB Internet Trends Report 2013 by the ex Morgan Stanley and renowned digital guru Mary Meeker with, this year her colleague, Liang Wu, does not disappoint. Download it at kpcb.com/insights/2013-internet-trends. Key trends both seismic and merely notable are once again put into stark relief, and somehow even after over 100 charts packed full of info, there’s never enough. 

Take an aggregate view of the data to hand, and a clear outtake is the mainstreaming of Mobile. 

It’s the combination of the sheer volume of digital content created, the explosion of sharing content, and it’s ubiquitous distribution through handheld devices that makes a clear case that mobile has become the unifying screen.  Smartphone’s are reported to be owned by over 1.5 billion users globally, with huge momentum overall at +31% yoy growth. 

The ongoing take-up in emerging markets especially China, Taiwan, Indonesia, and Philippines has been rapid in the last year, and in Australia which has historically one of the highest penetration of these devices anyway, a very sizable 27% yoy lift is recorded. Internationally, the tablet base although smaller, is now growing at 3x that of smartphone’s, and has achieved in 3 years a comparable volume of shipments it’s taken PC desktop/notebooks to reach in just under 20 years. 

But going back to this dramatic sharing upswing.

In the Report there’s a interesting ranking courtesy of IPSOS, with respondents in 24 markets indicating their ease with sharing ‘everything’ or ’most things’ online.  Top 5? Well the Saudis are leaders at 60%, India 53%, Indonesia 50%, then South Korea and Turkey both about 40%. 

Our experience particularly in Indonesia shows us this culture of swapping and sharing has real impact in the area of peer-to-peer marketing over mobile. Remember ‘digital’ in Indonesia is Mobile. Across the remaining markets tested sees China at 33%, then a canter around continents sees Poland propping up European credentials, at 30%, Brazil right on the global average at 24%, after which we get to Australia at 18%, U.S. and Canada at 15%, Great Britain at 11%, and the last recorded is Japan at 4%. 

The message is clear, all that investment in marketing circles about mobility meeting branded content meeting viral’ness is well founded.

So, what else in the Report?  Well, what’s Mobile anyway? What about a pair of glasses, or a watch, or what about a car? A car is about as mobile as anything can get, is it not? The contention by KPCB is that the typical engineering and user adoption lifecycle of new technology is roughly half of a decade ago.  The conclusion to be drawn is straightforward, that ‘wearables’ will be common place before we know it.  Google Glass in it’s first iteration may well end up being a brilliant catalyst of a whole new sector, if not a mass market product itself, but it’s nonetheless is a sign of what mobile personal computing will become.

I think the gob-smacking slide adjacent, (OS shares 1975-2012), is an amazing commentary of the ‘IT&T industrial E-volution’ and what mobile has instigated before our very eyes.  It shows Microsoft Windows and Intel chips (“Wintel”), domination in personal computing, until iPhone and Android arrives.  It’s extraordinary to see.

Source: KPCB Online Trends Report 2013/Asymco.com (as of 2011), Public Filings, Morgan Stanley Research, Gartner for 2012 data.

I personally can’t help reflecting that a year seems a long time between these Reports, which I think says a lot about how little documented, public, high quality, and well resourced analysis and strategic thinking there is going around.

Talking of wearable’s.

Huawei, China’s prolific mobile conglomerate, foreshadows wearable’s as being the key battleground for hardware companies.  It spun the creds of its admittedly impressive Ascend P6 smartphone that measures a mere 6.18mm in depth, to comment that all and every manufacturer is placing huge R&D resources into the area of wearable tech.  The implication of this on marketers is obvious – know your customer, know their context.

Mobile Advertising eating into desktop ad share.

eMarketer has shared some U.S. data, (U.S digital ad spending by channel 2012-2017), around what predicts as desktop share of ad spend peaking in 2014, then thereafter conceding ground to mobile devices.  The point is that it’s not a switch that’s ‘flicked’ overnight. The reality is that desktop spend growth is slowing ahead of that change. eMarketer sees Mobile ad spend increasing to hit US$27Bn in that market by 2017.

Lastly, the Prism vs. a Collide-a-scope.

No self-centered marketer, yes, you can probably delete the words ‘self-centered’, cannot be ambivalent about the potential impact of the data privacy NSA revelations, and Edward Snowden.

There are sensitivities around consumer data and how it’s used, and rightly so. Marketers need to assume governmental oversight of business and commerce will become more enthusiastic, with the marketing world, particularly the digital world, and especially the mobile world, at the centre of a maelstrom around data privacy. 

I think a simple, maybe over-simplistic guideline around this sort of thing is, you either use data only to a level where there is zero, nada, personally identifiable information in use, or you seek full and transparent rights to use that level of data to the genuine benefit of the user. 

Whatever your politics, the business impact is clear, that tax-payers across the globe are having a sneek peek of their elected representatives surveillance techniques, and as a consequence conservative leaning legislators who would further limit adlands ability to give people commercial information that is of more relevance to them, aren’t wasting the opportunity to capitalise. This I am sure is of absolutely no interest to Edward Snowden, but it is of great interest to us. 

With big data, let’s be bold in our assertions, whilst up front about our intent. 

Graham Christie, partner, Big Mobile Group

Please login with linkedin to comment

Latest News

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]