Mary Meeker (above), the famed US venture capitalist from Kleiner Perkins Caufield & Byers, has delivered her annual internet trends report, arguably one of the most sought after tech/ad/marketing documents of the year. You can read the full 2017 report here.
Each year the report examines what’s happening with internet adoption, smartphones, advertising, e-commerce, entertainment, gaming, healthcare; with a focus on emerging nations such as India and China.
The key takeouts from this year report included (please note, much of the results are from a US perspective):
• Facebook and Google now take 85 per cent of every ad dollar spent online. That’s up from 76 per cent the year previous.
• Mobile ad dollars now exceed desktop. While total online ad spend is growing steadily, mobile has now overtaken the desktop in ad dollars just like it has with usage time.
• There should be more ad spend on mobile. People spend 28 per cent of their media time on mobile yet it only gets 21 per cent of the ad spend.
• Ad spend on internet will soon surpass that of TV and indicates a huge opportunity for mobile products to soak up the shift.
• Advertisers are demanding better targeting and measurement with the big players such as Google, Facebook and Snap improving ad targeting relevance and measurement of what works.
• User and influencer-generated content make great ads. Ads repurposed from content shared by users or social media influencers can perform much better than content created by stodgy brands.
• Food delivery is skyrocketing. Convenient delivery services have grown the per cent of revenue from delivery for some restaurants, while personalised grocery delivery from Instacart save shopped heaps of time.
• Global smartphone growth is slowing. Smartphone shipments grew just three per cent year over year last year, versus 10 per cent the year before.
• Voice is beginning to replace typing in online queries. Twenty per cent of mobile queries were made via voice in 2016, while accuracy is now about 95 percent.
• Wearable devices have continued to gain momentum with a quarter of Americans now owning one (up 12 per cent from 2016). The most popular of these are devices tracking our speed and our heart rate.
• In the US in 2016, 60 per cent of the most highly valued tech companies were founded by first- or second-generation Americans and are responsible for 1.5 million employees. Those companies include tech giants such as Apple, Alphabet, Amazon and Facebook.
• In 10 years, Netflix went from 0 to more than 30 per cent of home entertainment revenue in the US. This is happening while TV viewership continues to decline.
• More Americans are now downloading health apps and willing to share our health data, too.
• This massive new pool of health data means medical knowledge will double every 3.5 years (as opposed to doubling every 50 years like it did in 1950).
• Global interactive gaming is becoming mainstream, with 2.6 billion gamers in 2017 versus 100 million in 1995. Global gaming revenue is estimated to be around $US100 billion in 2016, and China is now the top market for interactive gaming.