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WhatMarketersNeed
toKnowin2014
TECHNOLOGY MACRO TRENDS
Inthelastfouryears,we’ve
seentremendousupheavals
insocialchannels,mobile
adoptionacrosstheglobe,
andsoftwarethat’schanged
thewayweliveandwork.
Technologyhasreshaped
marketing.
Toadapttothisnewworld,
marketersneedtofirst
understandit.Herearesome
ofthekeytechnologymacro
trendsthathaveredefined
ourindustry.
Global
Global internet users
reached 2.6B in 2013
but growth has
slowed to 9% from
11% in 2012.
United Nations / International Telecommunications Union, US Census Bureau, Euromonitor International.
About 40% of the global
population now has some level
of Internet connection, with most
of that coming from developed
nations. The opportunity ahead
is going to be in emerging
markets.
WHY IT MATTERS
China boasts 550M
internet users, with
80% of those
connected on mobile.
China Internet Network Information Center
Marketers and technologists are
scrambling to figure out Chinese
social media and internet usage
as it’s grown rapidly and now
represents the largest
smartphone user base for any
individual nation.
WHY IT MATTERS
From Jan-13 to
Mar-14, US
ownership of the 10
globally most
trafficked Internet
properties fell 33%
comScore: 1/13 and 3/14
While the US still controls #1-4
Google, Microsoft, Facebook,
Yahoo, and Wikipedia, China
now owns #6-9: Alibaba, Baidu,
Tencent, Sohu, up from just one
site in 2013 (Tencent ). The
growth of China continues.
WHY IT MATTERS
Storage costs fell
99.8% and
bandwidth costs
dropped 98.4% from
1999-2014
John Hagel, Deloitte,
The infrastructure of the internet
is in computing costs, bandwidth
and storage. It’s difficult to
appreciate how much cheaper it
is to send and store data. What
changes when bandwidth and
storage are effectively zero?
WHY IT MATTERS
Venture financing in
both number and
dollar amount is over
50% below the 2000
peak.
Thomson ONE. Funding per Financing ($MM) calculated as total venture financing per year divided by number of deals.
With high profile IPO’s and
enormous valuations, it’s
reasonable to wonder if we’re
actually in another bubble. The
aggregate funding for startups in
2000 was $101B vs $24B in 2013,
which shows we’re actually far
from the first dot-com boom.
WHY IT MATTERS
Mobile
70% of mobile phone
users do NOT have a
smartphone.
Mary Meeker & KPCB Internet Trends 2014
While a staggering 1.1B
smartphones were shipped in
2013, many were replacements.
Only 1.6B of the 5.2B mobile
phone users have smartphones.
WHY IT MATTERS
Tablets are shipping
twice as many units
as Desktop PC’s
globally.
Morgan Stanley Research
Tablets are a young technology
but gaining adoption at a fast
clip, with 80M units shipped in
Q4 of 2013 alone.
WHY IT MATTERS
Tablet users represent
28% of smartphone
users and only 8% of
TV users globally.
KPCB estimates based on Morgan Stanley Research and ITU data
The accelerated adoption of
tablets still has plenty of room to
grow: lots of people still haven’t
acquired even their first tablet
yet.
WHY IT MATTERS
In Asia and Africa,
mobile usage is
already 37% of total
web usage.
StatCounter, 5/14
Compared to North American
and Europe (19% and 16%
respectively) Asia and Africa are
truly mobile-first continents,
where a significant portion of
Internet traffic going through
smartphones.
WHY IT MATTERS
Mobile is the most
consumed medium (over
TV) in Italy, Japan,
Canada, India, Germany,
UK, China, USA, Nigeria,
Indonesia, Brazil, and
Saudi Arabia.
Milward Brown AdReaction, 2014
TV is not going away, but the
game has changed and
marketers still don’t spend as
much time on mobile as is
warranted by the time
consumers spend on it.
WHY IT MATTERS
97% of global
smartphone operating
systems (Android, iOS,
Windows) are built by
companies with US
headquarters.
IDC, 2013
While there has been significant
growth across the globe in
internet users and internet
companies, the core technology
powering one of the most
important internet devices
(smartphones and tablets) are
still owned by the US.
WHY IT MATTERS
Google’s Average
Revenue Per User
($45/yr) is 6x
Facebook and 12x
Twitter.
SEC Filings & Comscore. ARPU = Average Revenue per User, defined as annualized revenue per Monthly Active User (MAU). Google
ARPU is calculated using Google’s gross revenue & Comscore unique visitors.
While platforms are not all
created equal, the fact that
Google makes so much per user
bodes well for still maturing
Internet Giants like Facebook
and Twitter.
WHY IT MATTERS
Americans spend 4x
more time on mobile
devices (20% of total
media consumption)
compared to newspapers
and magazines.
Advertising spend based on IAB data for full year 2013.
Despite the incredible time spent
on mobile devices, print pulls
19% of total ad revenue, vs 4%
for mobile. That’s a $30B gap that
Mary Meeker of KPCB believes
will eventually get closed.
WHY IT MATTERS
Mobile apps
generated $26B in
2013, more than 2x
the revenue of mobile
ads.
Global Mobile App revenue per Strategy Analytics; Global Mobile Advertising revenue per PWC
Given the fact that mobile
continues to struggle to convert
time spent into ad dollars, it’s
possible that revenue from
subscriptions, virtual goods, and
downloads is where the most
opportunity is for mobile.
WHY IT MATTERS
Social
The social referral
half-life of a tweet is
6.5 hours, a Facebook
post: 9 hours.
Shareaholic, 3/14. SimpleReach, 5/14.
There is always more content in
the stream. Your content has to
stand out and it probably needs
to be re-shared multiple times to
get its full reach.
WHY IT MATTERS
Top Twitter news
publishers are BBC and
NYTimes while top
Facebook news
publishers are
BuzzFeed and
Huffington Post.
NewsWhip - Spike, 4/14
Nothing shows the differences
between platforms than what
kinds of content is popular there.
The audience on Facebook
prefers more consumer/lifestyle
content while Twitter users
prefer more professional /
“important” news.
WHY IT MATTERS
6 global mobile
messaging services
(WhatsApp, Line,
WeChat, KakaoTalk,
Snapchat and Viber) now
total over 1B users in less
than 5 years
Publicly disclosed company data for 2013. Note: Snapchat messages / day = # of snaps sent and #
Compared to North American
and Europe (19% and 16%
respectively) Asia and Africa are
truly mobile-first continents,
where a significant portion of
Internet traffic going through
smartphones.
WHY IT MATTERS
SoftwareisEatingthe
World
Only 1.3B music
tracks were sold in
2013, versus 118B
tracks streamed.
Nielsen & Billboard 2013 US Music Report, 1/14
This the first year on record
where digital music track sales
have fallen. Spotify, Pandora, and
other music streaming services
have completely taken over
digital music.
WHY IT MATTERS
Bitcoin wallets grew
by 800% in 2013 to
reach 5M globally by
March 2014.
CoinDesk
Cryptocurrency is a real thing
and only getting bigger. Those
wallets are split across five major
companies.
WHY IT MATTERS
70% of 4-year college
grads had to borrow
money, with the
average debt around
$30k/
The Institute for 25 College Access & Success, 2014. Consumer Financial Protection Bureau. ‘Voice of the Graduate,’ McKinsey / Chegg.
Post-secondary education is
expensive and underperforming.
33% of grads don’t feel their their
education prepared them well for
employment. Can you imagine a
product that put you into 5 figure
debt with such a low rating?
WHY IT MATTERS
Education technology
companies Coursera,
Khan Academy, and
Duolingo boast
userbases of 7M, 10M,
and 25M respectively.
Duolingo, Coursera, Kahn Academy Company Data
Major educational platforms are
emerging as the poor ROI on
college pushes students to seek
new opportunities to learn and
prepare for the job market.
WHY IT MATTERS
Eventbrite sold over
58M tickets to 1M
events (60% growth)
in 2013.
Eventbrite Company Data
Traditional ticketing companies
like Live Nation have stalled out,
selling just under 150M tickets
each year for the past 3 years.
Technology driven companies
like Eventbrite are hot on their
tails.
WHY IT MATTERS
Grubhub had 39M
meal orders to just
29k restaurants in
2013.
Grubhub Company Data
Not only is online food ordering
a totally commonplace thing, but
the amount of leverage
marketplace companies hold
over their suppliers can be
immense (1345 : 1 ratio of meals
to restaurants)
WHY IT MATTERS
Sensors,Data,and
Analytics
There are 1.8B images
shared every single day
on just 5 platforms (FB,
Instagram, Snapchat,
WhatsApp, Flickr).
KPCB estimates based on publicly disclosed company data, 2014 YTD data per latest as of 5/14
Visual content are coming to
dominate our digital experiences,
which means that high quality
image are going to key part of
every marketer’s arsenal.
WHY IT MATTERS
The iPhone 5s (2013)
contains five sensors.
The Galaxy 5s (2014)
contains ten.
Publicly available data from Apple & Samsung, and third party reviews
While wearables get a lot of the
attention when it comes to real-
time, personal analytics, we can’t
forget that smartphones are
actually the most prevalent and
powerful sensors today.
WHY IT MATTERS
AppDynamics, an
app performance
monitoring company,
has tracked 500B
web/mobile
transactions
AppDynamics Company Data
We’ve been generating tons of
data, but most of it hasn’t been
analyzed. Data mining and
organization tools are growing
quickly to help businesses and
consumers make sense of their
data.
WHY IT MATTERS
Nest has helped
consumers save 2B
Kilowatt hours via
smart thermostat
controls since 2011.
Based on Nest comparison of actual schedules and set points to a hypothetical (holding constant temperature)
The data analytics can be tied
directly into responsiveness –
resulting in seriously powerful
outcomes.
WHY IT MATTERS
TVandVideo
YouTube’s top six stars
have between 6M and
26M subscribers and
all have seen 50%+ Y/
Y growth.
YouTube, 5/14
New mediums produce new
stars despite the unfair
advantage existing players have
because the context, style, and
audience is different.
WHY IT MATTERS
Spectator Gaming is a
new genre of video,
with the leader, Twitch,
reporting 12B minutes
of video game footage
watched by 45M users
in April 2014.
Twitch Company Data. Qwilt, 4/14
Video games are not a massive
medium in of itself, but as with
most popular things, watching
people perform signals the
cultural significance (and
marketing opportunity) in video
games spectators.
WHY IT MATTERS
TV viewers who
simultaneously use
Twitter have up to 100%
higher rates of ad recall,
brand favorability, and
purchase intent.
Twitter x TV Study, Millward Brown Digital, 12/13
It doesn’t have to be either or.
Television is still an important
medium that can be enhanced
via integrated social campaigns
on mobile platforms.
WHY IT MATTERS
Millennials spend 3x as
much time watching
Online TV compared to
non Millenials.
Verizon Digital Media Study, 3/14
TV producers and networks have
to adapt to the fact that Millenials
want far more control over the
content they consume and the
way they consume it.
WHY IT MATTERS
Percolate is the world’s leading content marketing platform
with a mission to help brands create content at scale.
Want to learn more?

Contact learn@percolate.com for more information

or request a demo today at percolate.com/request-demo

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Technology Macro Trends - What Marketers Need to Know in 2014

  • 5. Global internet users reached 2.6B in 2013 but growth has slowed to 9% from 11% in 2012. United Nations / International Telecommunications Union, US Census Bureau, Euromonitor International.
  • 6. About 40% of the global population now has some level of Internet connection, with most of that coming from developed nations. The opportunity ahead is going to be in emerging markets. WHY IT MATTERS
  • 7. China boasts 550M internet users, with 80% of those connected on mobile. China Internet Network Information Center
  • 8. Marketers and technologists are scrambling to figure out Chinese social media and internet usage as it’s grown rapidly and now represents the largest smartphone user base for any individual nation. WHY IT MATTERS
  • 9. From Jan-13 to Mar-14, US ownership of the 10 globally most trafficked Internet properties fell 33% comScore: 1/13 and 3/14
  • 10. While the US still controls #1-4 Google, Microsoft, Facebook, Yahoo, and Wikipedia, China now owns #6-9: Alibaba, Baidu, Tencent, Sohu, up from just one site in 2013 (Tencent ). The growth of China continues. WHY IT MATTERS
  • 11. Storage costs fell 99.8% and bandwidth costs dropped 98.4% from 1999-2014 John Hagel, Deloitte,
  • 12. The infrastructure of the internet is in computing costs, bandwidth and storage. It’s difficult to appreciate how much cheaper it is to send and store data. What changes when bandwidth and storage are effectively zero? WHY IT MATTERS
  • 13. Venture financing in both number and dollar amount is over 50% below the 2000 peak. Thomson ONE. Funding per Financing ($MM) calculated as total venture financing per year divided by number of deals.
  • 14. With high profile IPO’s and enormous valuations, it’s reasonable to wonder if we’re actually in another bubble. The aggregate funding for startups in 2000 was $101B vs $24B in 2013, which shows we’re actually far from the first dot-com boom. WHY IT MATTERS
  • 16. 70% of mobile phone users do NOT have a smartphone. Mary Meeker & KPCB Internet Trends 2014
  • 17. While a staggering 1.1B smartphones were shipped in 2013, many were replacements. Only 1.6B of the 5.2B mobile phone users have smartphones. WHY IT MATTERS
  • 18. Tablets are shipping twice as many units as Desktop PC’s globally. Morgan Stanley Research
  • 19. Tablets are a young technology but gaining adoption at a fast clip, with 80M units shipped in Q4 of 2013 alone. WHY IT MATTERS
  • 20. Tablet users represent 28% of smartphone users and only 8% of TV users globally. KPCB estimates based on Morgan Stanley Research and ITU data
  • 21. The accelerated adoption of tablets still has plenty of room to grow: lots of people still haven’t acquired even their first tablet yet. WHY IT MATTERS
  • 22. In Asia and Africa, mobile usage is already 37% of total web usage. StatCounter, 5/14
  • 23. Compared to North American and Europe (19% and 16% respectively) Asia and Africa are truly mobile-first continents, where a significant portion of Internet traffic going through smartphones. WHY IT MATTERS
  • 24. Mobile is the most consumed medium (over TV) in Italy, Japan, Canada, India, Germany, UK, China, USA, Nigeria, Indonesia, Brazil, and Saudi Arabia. Milward Brown AdReaction, 2014
  • 25. TV is not going away, but the game has changed and marketers still don’t spend as much time on mobile as is warranted by the time consumers spend on it. WHY IT MATTERS
  • 26. 97% of global smartphone operating systems (Android, iOS, Windows) are built by companies with US headquarters. IDC, 2013
  • 27. While there has been significant growth across the globe in internet users and internet companies, the core technology powering one of the most important internet devices (smartphones and tablets) are still owned by the US. WHY IT MATTERS
  • 28. Google’s Average Revenue Per User ($45/yr) is 6x Facebook and 12x Twitter. SEC Filings & Comscore. ARPU = Average Revenue per User, defined as annualized revenue per Monthly Active User (MAU). Google ARPU is calculated using Google’s gross revenue & Comscore unique visitors.
  • 29. While platforms are not all created equal, the fact that Google makes so much per user bodes well for still maturing Internet Giants like Facebook and Twitter. WHY IT MATTERS
  • 30. Americans spend 4x more time on mobile devices (20% of total media consumption) compared to newspapers and magazines. Advertising spend based on IAB data for full year 2013.
  • 31. Despite the incredible time spent on mobile devices, print pulls 19% of total ad revenue, vs 4% for mobile. That’s a $30B gap that Mary Meeker of KPCB believes will eventually get closed. WHY IT MATTERS
  • 32. Mobile apps generated $26B in 2013, more than 2x the revenue of mobile ads. Global Mobile App revenue per Strategy Analytics; Global Mobile Advertising revenue per PWC
  • 33. Given the fact that mobile continues to struggle to convert time spent into ad dollars, it’s possible that revenue from subscriptions, virtual goods, and downloads is where the most opportunity is for mobile. WHY IT MATTERS
  • 35. The social referral half-life of a tweet is 6.5 hours, a Facebook post: 9 hours. Shareaholic, 3/14. SimpleReach, 5/14.
  • 36. There is always more content in the stream. Your content has to stand out and it probably needs to be re-shared multiple times to get its full reach. WHY IT MATTERS
  • 37. Top Twitter news publishers are BBC and NYTimes while top Facebook news publishers are BuzzFeed and Huffington Post. NewsWhip - Spike, 4/14
  • 38. Nothing shows the differences between platforms than what kinds of content is popular there. The audience on Facebook prefers more consumer/lifestyle content while Twitter users prefer more professional / “important” news. WHY IT MATTERS
  • 39. 6 global mobile messaging services (WhatsApp, Line, WeChat, KakaoTalk, Snapchat and Viber) now total over 1B users in less than 5 years Publicly disclosed company data for 2013. Note: Snapchat messages / day = # of snaps sent and #
  • 40. Compared to North American and Europe (19% and 16% respectively) Asia and Africa are truly mobile-first continents, where a significant portion of Internet traffic going through smartphones. WHY IT MATTERS
  • 42. Only 1.3B music tracks were sold in 2013, versus 118B tracks streamed. Nielsen & Billboard 2013 US Music Report, 1/14
  • 43. This the first year on record where digital music track sales have fallen. Spotify, Pandora, and other music streaming services have completely taken over digital music. WHY IT MATTERS
  • 44. Bitcoin wallets grew by 800% in 2013 to reach 5M globally by March 2014. CoinDesk
  • 45. Cryptocurrency is a real thing and only getting bigger. Those wallets are split across five major companies. WHY IT MATTERS
  • 46. 70% of 4-year college grads had to borrow money, with the average debt around $30k/ The Institute for 25 College Access & Success, 2014. Consumer Financial Protection Bureau. ‘Voice of the Graduate,’ McKinsey / Chegg.
  • 47. Post-secondary education is expensive and underperforming. 33% of grads don’t feel their their education prepared them well for employment. Can you imagine a product that put you into 5 figure debt with such a low rating? WHY IT MATTERS
  • 48. Education technology companies Coursera, Khan Academy, and Duolingo boast userbases of 7M, 10M, and 25M respectively. Duolingo, Coursera, Kahn Academy Company Data
  • 49. Major educational platforms are emerging as the poor ROI on college pushes students to seek new opportunities to learn and prepare for the job market. WHY IT MATTERS
  • 50. Eventbrite sold over 58M tickets to 1M events (60% growth) in 2013. Eventbrite Company Data
  • 51. Traditional ticketing companies like Live Nation have stalled out, selling just under 150M tickets each year for the past 3 years. Technology driven companies like Eventbrite are hot on their tails. WHY IT MATTERS
  • 52. Grubhub had 39M meal orders to just 29k restaurants in 2013. Grubhub Company Data
  • 53. Not only is online food ordering a totally commonplace thing, but the amount of leverage marketplace companies hold over their suppliers can be immense (1345 : 1 ratio of meals to restaurants) WHY IT MATTERS
  • 55. There are 1.8B images shared every single day on just 5 platforms (FB, Instagram, Snapchat, WhatsApp, Flickr). KPCB estimates based on publicly disclosed company data, 2014 YTD data per latest as of 5/14
  • 56. Visual content are coming to dominate our digital experiences, which means that high quality image are going to key part of every marketer’s arsenal. WHY IT MATTERS
  • 57. The iPhone 5s (2013) contains five sensors. The Galaxy 5s (2014) contains ten. Publicly available data from Apple & Samsung, and third party reviews
  • 58. While wearables get a lot of the attention when it comes to real- time, personal analytics, we can’t forget that smartphones are actually the most prevalent and powerful sensors today. WHY IT MATTERS
  • 59. AppDynamics, an app performance monitoring company, has tracked 500B web/mobile transactions AppDynamics Company Data
  • 60. We’ve been generating tons of data, but most of it hasn’t been analyzed. Data mining and organization tools are growing quickly to help businesses and consumers make sense of their data. WHY IT MATTERS
  • 61. Nest has helped consumers save 2B Kilowatt hours via smart thermostat controls since 2011. Based on Nest comparison of actual schedules and set points to a hypothetical (holding constant temperature)
  • 62. The data analytics can be tied directly into responsiveness – resulting in seriously powerful outcomes. WHY IT MATTERS
  • 64. YouTube’s top six stars have between 6M and 26M subscribers and all have seen 50%+ Y/ Y growth. YouTube, 5/14
  • 65. New mediums produce new stars despite the unfair advantage existing players have because the context, style, and audience is different. WHY IT MATTERS
  • 66. Spectator Gaming is a new genre of video, with the leader, Twitch, reporting 12B minutes of video game footage watched by 45M users in April 2014. Twitch Company Data. Qwilt, 4/14
  • 67. Video games are not a massive medium in of itself, but as with most popular things, watching people perform signals the cultural significance (and marketing opportunity) in video games spectators. WHY IT MATTERS
  • 68. TV viewers who simultaneously use Twitter have up to 100% higher rates of ad recall, brand favorability, and purchase intent. Twitter x TV Study, Millward Brown Digital, 12/13
  • 69. It doesn’t have to be either or. Television is still an important medium that can be enhanced via integrated social campaigns on mobile platforms. WHY IT MATTERS
  • 70. Millennials spend 3x as much time watching Online TV compared to non Millenials. Verizon Digital Media Study, 3/14
  • 71. TV producers and networks have to adapt to the fact that Millenials want far more control over the content they consume and the way they consume it. WHY IT MATTERS
  • 72. Percolate is the world’s leading content marketing platform with a mission to help brands create content at scale. Want to learn more?
 Contact learn@percolate.com for more information
 or request a demo today at percolate.com/request-demo