The annual ritual is upon us. Yes, the much anticipated and widely read Internet Trends Report from Mary Meeker has been released.
It really does have an incredible depth of data and insight so I would urge everyone to read the full report.
However if you don’t have time to plough through 198 slides, here are 5 key messages from this “State of the (Internet) Nation” in 2015:
- There are 2.8bn people (or 39% of the population) connected to the Internet, but there are now 5.2bn mobile phone users (73% of the population). Can all discussion about “next year is really going to be the year of mobile” please now cease. 87% of millennials said that their mobile phone never leaves their side day or night, and 80% of millennials reach for their phone in the morning before doing anything else. Mobile has arrived and is now the “first screen”. Case closed.
- Use of digital media is increasingly pervasive in our lives and has doubled in the USA since 2008, where people now spend an average of 5.6 hours per day on digital media (vs 2.7 hours in 2008). Interestingly desktop/laptop use has remained broadly constant so it is mobile entirely driving this increasing use of digital. Messaging apps are a key driver of mobile usage – 6 of the 10 most popular global apps in the world are messenger apps. As well as offering multiple types of communication, messaging apps are starting to broaden into service and commerce.
- Advertising decision making in the USA is lagging the underlying trends in media usage (a trend very likely mirrored across the world). Mobile gets 24% of media time yet only 8% of advertising spend. TV still over-indexes with 41% of advertising spend despite users devoting only 37% of media time (as does print with 18% spend and only 4% usage). As I have recently blogged, there is a change management issue which needs to be overcome for more rational media buying decisions to be implemented.
- User generated content is growing at an incredible rate and changing the face of content as a whole – across reviews, news, music, entertainment and written stories. Visual and video content – especially amongst 12-24 year olds – is dominant (hence the growth in Snapchat, Pinterest and Instagram in particular) with curation an increasingly dominant theme.
- One incredible stat to reinforce the changing nature of work and the workplace is that 34% of USA workers are now freelancers. Social networks and technology platforms/marketplaces have in large part facilitated this growth
The key overarching themes remain mobile technology, disruption and rapid change. The key demographic themes are millenials (trend setting) and the developing world coming online at pace.
Interesting times to live through for sure.