What you need to know from Mary Meekers internet trend report?
Mary Meeker, a living legend amongst venture capitalist has published critical stats and trends about how technology is evolving. Her annual presentation shows where digital trends and marketing are and where they will be heading in the coming years. Check out some of the important things you need to know from her 2016 Internet Trend presentation.
Internet Usage
The report shows, the global internet adoption rate was flat year-over-year at 9 per cent, reaching 42 per cent of the worlds population- which means there are many users to attract for the apps. India has passed USA to become the 2nd global internet user market, while China stands top. These show the potential in these regions and also the shift of internet market towards Asia. The biggest barrier for internet adaptation is network infrastructure and incentive to get online, keeping 1,438 million people offline in countries like India, Egypt, Indonesia, Philippines, Thailand. Illiteracy and low income comes as the second barrier, keeping 548 million people offline in Bangladesh, Pakistan, Ethiopia, Nigeria.
Smartphone
The global smartphone shipment showed dramatic decline in 5 years from 28 per cent to 10 per cent - indicating smartphones have improved a lot and users do not feel the need to change them every year. Android has higher market share over iOS, but there is a decline in the average android selling price. For the developers the android platform is definitely becoming more attractive, but for the phone makers it is becoming less profitable.
Advertising Trends
Mobile internet advertising has a massive year -over-year growth of 66 per cent from 2014-2015. Facebook has a 59 per cent growth and google has 18 per cent growth on internet advertising. Marketers definitely need to see where they are investing for advertisement, as the legacy media is not working much anymore. Ad platforms without vast data collection will be facing trouble soon. Despite the growth of online advertisement, online video ad has seen to be avoided. 93 per cent have thought of ad-blocking software, 81 per cent have mute video ads, and 62 per cent have put off by pre-rolls. So it is important to put up ads that are relatable, entertaining and authentic.
Modes and Mediums
Visual apps like Facebook, Snapchat, Instagram has more usage than the text-heave apps like Twitter, LinkedIn because of the rise and peoples preference towards image sharing. Instead of focusing on millennials, apps should be created focused on Gen Zs image focused creators. The intimacy of direct communication and the urgency of live broadcast has made live content incredibly effective. Video creators need to make content designed for Facebook and Snapchat as users shared video view is growing fast. Snapchat growth is very high in case of photos and videos sharing, and also SMS is getting left far behind with the shift of users towards Snapchat. Voice interface will be the next big thing as voice recognition accuracy is close to 90 per cent in 2016. It is easier in mobiles to use voice commands than to type. 1 in 5 searches in Android are now in voice for different personal assistance, local information, people to call, addresses, etc.
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