1701 online-marketing-and-technology-data-points
TRANSCRIPT
Online marketing & technology data points January 2017
Ged Carrollrenaissancechambara.jp
About presentationOver time, I have had to compile data and visualise it based on desk and primary research. I thought that these slides may be of use to other people so have compiled them here. As I have time I will update them with data. Each diagram has an accompanying slide with an explanation where appropriate.
Platforms
Communications services adoption (active users)
Gmail active Users Hotmail / Live Yahoo! Mail Whatsapp WeChatQQ IM KakaoTalk LINE Facebook Messenger
Communications services adoptionGoing through publicly declared data, I pulled together adoption data across email providers and OTT messaging platforms.
Key watch outs on the data is that it’s largely self-declared and active users is broad church. Usage data is also very important - what does active really mean?
Regardless one can see that mobile devices became an accelerant of adoption for newer services.
Income and online behaviour
0-15K 15-25K 25-35K 35-50K 50-75K 75-100K 100K+0
200
400
600
800
1000
1200
Average monthly minutes vs household income ($US)
2008 2013
The Empirical Economics of Online Attention by Boik, Greenstein & Prince, NBER (July, 2016)
US most popular mobile apps (2016)
FacebookYouTube
Facebook MessengerGoogle Search
Google PlayGoogle Maps
GmailInstagram
Apple MusicAmazon app
0 20 40 60 80 100 120 140 160
millions of unique users
millions of unique users
Data: Nielsen - Tops of 2016: Digital
Mobile app-install advertising revenue (US)
2014
2015
2016
2017
2018
2019
2020
0 1 2 3 4 5 6 7 8
Billions ($US)
Billions ($US)
Business Insider Intelligence: The Mobile App-Install Ad Report
Mobile app growth (global)
2015 2016 2017 2018 2019 20200
50
100
150
200
250
300
350
Billions of downloads – App Annie
APAC EMEA Americas
Chinese web platforms
WeChatQQ
TaobaoTencent Video
BaiduAlipayWeibo
iQiyiQQ BrowserKugou Music
0 100 200 300 400 500 600 700 800
Data Quest Mobile (March 2016)
Millions of MAUs (monthly active users)
Global search advertising revenue
2014 2015 20160
102030405060708090
100
Search revenue billions (USD)
Google Baidu Microsoft (Bing) Yahoo! Sohu Other
eMarketer March, 2016
Google global search volume
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 20160
500000000000
1000000000000
1500000000000
2000000000000
2500000000000
Number of Searches
Number of Searches
Source: SearchEngineLand - Google now handles at least 2 trillion searches per year (May 24, 2016)
App Constellations
Daum Kakao Corp
Dropbox Facebook Google LINE (Naver Japan)
Microsoft Naver (Korea)
Netease Tencent0
10
20
30
40
50
60
70
‘Mobile apps that share a single login and have app-to-app linking built in’ – Fred Wilson, Union Square Ventures
2014 2016
Data: renaissancechambara.jp April 2014, April 2016 – audit of Apple iTunes app store
YouTube subcribers don’t often make for regular viewers
GoProHome Depot
ChevroletToyota USA
Adidas FootballNike Football
DoveChanel
BurberryDelta Airlines
Virgin AmericaOreo
ChipotleXbox
BudweiserStarbucks
Kentucky Fried Chicken (KFC)Mastercard
VisaLego
0 10 20 30 40 50 60 70 80 90
Average views / Subcribers x 100(%)Forrester Research
When Video Views Peak
24 hours 48 hours 72 hours 96 hours 120 hours 144 hours 168 hours 192 hours 216 hours 240 hours05
101520253035404550
YouTube has a ‘long tail’ of views, Facebook is more immediate
YouTube video (% total views) Facebook video (% total views
ChannelMeter via The Information
Time-shifted TV watching
As it is recording or shortly thereafter
1 day
2-3 days
4-7 days
More than 7 days
I never watch recorded programmes
0 10 20 30 40 50 60
(%) using a DVR to record TV programming, how long do re-
spondents typically wait to view it
As it is recording or shortly thereafter
1 day
2-3 days
4-7 days
More than 7 days
0 5 10 15 20 25 30 35 40
(%) minus non-DVR users
Civic Science
Unique ads observed by vertical
AutomotiveActive wear
BeautyBeverages
Consumer electronicsCPG
FashionFinancial services
FoodInsurance
Personal careRetailTravel
Watches & jewelery
0 5 10 15 20 25 30 35
Instagram (%)
AutomotiveActive wear
BeautyBeverages
Consumer electronicsCPG
FashionFinancial services
FoodInsurance
Personal careRetailTravel
Watches & jewelery
0 5 10 15 20 25
Snapchat (%)
L2 ‘Instagram vs. Snapchat’ report
Snapchat usage by gender
August
2015
Septe
mber 2
015
Octobe
r 201
5
Novembe
r 201
5
Decembe
r 201
5
Janua
ry 20
16
Februa
ry 20
16
March 2
016
0102030405060
YouGov BrandIndex Survey
% Male millennial respondents% Female millennial respondents
• Prompted recall of Snapchat usage rather than off-app data• Change in women likely
due to surge of fashion bloggers and celebrities looking to cash in on brand interest
Snapchat growth
May 2014 June 2014 September 2014
December 2014
March 2015 June 2015 September 2015
December 2015
May 2016 June 20160
20
40
60
80
100
120
140
160
Millions of daily users (Statista)
Global
Snapchat user behaviour
Snap/stories from people you know
Snap/stories from celebrities
Snap/stories from brands (not Discover)
Chat with people you don't know
0 10 20 30 40 50 60 70 80
% surveyed who used feature at least daily, if not more
% surveyed who used feature at least daily, if not more
US-based survey (18-24 year olds) by Defy Media for Variety magazine
Sample size 1,117 respondents
Snapchat user behaviour
BuzzfeedComedy Central
iHeart RadioFood Network
ESPNPeople
CosmopolitanCNN
National GeographicIGN
Daily MailsweetVice
MashableTastemade
VoxFusion
Refinery 29WSJ
None
0 10 20 30 40 50 60
Which Discover stories do you usually view? (%)
Which Discover stories do you usually view? (%)
Messaging friends
Short videos
Keeping up with celebrities
Entertainment news
Current news events
0 10 20 30 40 50 60 70
Snapchat is my primary source for… (%)
Snapchat is my primary source for… (%)
Facebook Post Reactions
Like
Angry
Sad
Wow
Haha
Love
0 20 40 60 80 100 120
Quintly: Facebook Reactions Study (May 3, 2016)
% of Reactions
Facebook interaction rates by industry
Retailing
Media & entertainment
Travel
Automotive
Technology
Financial services
0 0.5 1 1.5 2 2.5 3 3.5 4
Facebook interaction rate (%) via Adobe Digital Index – US Best of the Best 2015
Total industry average Top performers
B2B social media engagement rates
Facebook Instagram LinkedIn Pinterest Twitter0
5
10
15
20
25
30
35
40
B2B overall
B2B overall
Engagement rate defined as number of interactions per post per 1,000 followersSample size 316 brands (I presume it skews US-centric), research done by TrackMaven in 2015
Watchouts: sample size, engagement rate is partly platform design and partly content. Engagement doesn’t necessarily mean anything to do with likely purchase
B2B social media engagement rates
Aerospa
ce
Chemica
ls
Compu
ter so
ftware
Electr
ical eq
uipmen
t
Engin
eerin
g
Logisti
cs
Medica
l
Pharm
aceuti
cals
Wholes
alers
05
101520253035404550
Facebook engagement rate
Facebook engagement rate
Aerospa
ce
Chemica
ls
Compu
ter so
ftware
Electr
ical eq
uipmen
t
Engin
eerin
g
Logisti
cs
Medica
l
Pharm
aceuti
cals
Wholes
alers
05
101520253035404550
Instagram engagement rate
Instagram engagement rate
B2B social media engagement rates
Aerospa
ce
Chemica
ls
Compu
ter so
ftware
Electr
ical eq
uipmen
t
Engin
eerin
g
Logisti
cs
Medica
l
Pharm
aceuti
cals
Wholes
alers
0
0.5
1
1.5
2
2.5
3
LinkedIn engagement rate
LinkedIn engagement rate
Aerospa
ce
Chemica
ls
Compu
ter so
ftware
Electr
ical eq
uipmen
t
Engin
eerin
g
Logisti
cs
Medica
l
Pharm
aceuti
cals
Wholes
alers
01020304050607080
Pinterest engagement rate
Pinterest engagement rate
B2B social media engagement rates
Aerospa
ce
Chemica
ls
Compu
ter so
ftware
Electr
ical eq
uipmen
t
Engin
eerin
g
Logisti
cs
Medica
l
Pharm
aceuti
cals
Wholes
alers
0
0.5
1
1.5
2
2.5
Twitter engagement rate
Twitter engagement rate
Social media engagement and how television advertising affects it
Social media engagement and television
Social engagement drivers (%)
TV advertisingSocial platform advertisingCombined TV and social platform advertisingAll other advertising
Social engagement drivers (%) minus other advertising
Social platform advertisingTV advertising Combined TV and social platform advertising
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands
Social media engagement and television
TV advertising impressions (%)
Premium content (sports, live and original)Non-premium content
% TV advertising impact on social brand engagement
Premium content Non-premium content
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands
Engagement to impressions index
Premium content
Non-premium content
0 50 100 150 200 250
Engagement to impressions index
Engagement to impressions index
Original content
Sports
Live
0 50 100 150 200 250 300 350 400
Expressions to Impressions Index for premium TV content types
Expressions to Impressions Index for premium TV content types
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands
Engagement to cost index
Premium content
Non-premium content
0 20 40 60 80 100120 140160180 200
Engagement to cost index
Engagement to cost index
Original content
Sports
Live
Reaility
0 50 100 150 200 250 300
Expressions to Impressions Index for premium content types
Expressions to Impressions Index
Turner & 4C: Television Advertising is a Key Driver of Social Media Engagement for Brands
Advertising
Initial presentation for SteelHouse 34
UK aggregate ad agency billings suffering from ‘lost decade’ of growth
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 20200
5
10
15
20
25
30
35
Source: Statista.com
billions USD
24/05/16
Optimium number of advertising channels
• Careful channel selection• Datapoint is contrary to
the trend towards complex programmatic based advertising mixes
1 channel 2 channels 3 channels 4 channels 5 channels0
10
20
30
40
50
60
70
80
Average effectiveness success rate (IPA 2012)
Average effectiveness success rate
Audience time spent v. advertising spend share
Television Out of Home (OOH)
Radio Internet National newspaper
Regional newspaper
Magazines0
5
10
15
20
25
30
35
40
45
50
% media time share % advertising spend share
Guardian Publishing Trends 2016 drawing on: AA, Barb, Rajar, ComScore, NRS, Jicreg
Audience time spent v. advertising spend share - China
Mobile (non-voice) Desktop / laptop computing
Television Radio Newspapers Magazines0
5
10
15
20
25
30
35
40
45
50
% media time share % advertising spend share
eMarketer April 2016
Digital ad spend by region (2016)
North America Western Europe Latin America Asia Pacific Central & Eastern Europe
Middle East & Africa020406080
100120140160180
(US$ per capita)
(US$ per capita)
Strategy Analytics
Advertising spend trends
2014 2015 2016 2017 2018 2019 202005
101520253035404550
Share of US advertising spend
TV Digital PrintRadio Out-of-home Directories
2014 2015 2016 2017 2018 2019 202002468
101214161820
Share of US advertising spend for print categories
Pinrt (overall)Newspapers (print only)Magazines (print editions only)Directories (print only)
eMarketer.com March, 2016
Advertising spend trends
2014 2015 2016 2017 2018 2019 202005
101520253035404550
Share of US advertising spend for digital channels
Digital Mobile
2014 2015 2016 2017 2018 2019 202005
1015202530354045
Share of US advertising spend for broadcast categories
TelevisionRadio (excluding catch-up and digital
eMarketer.com March, 2016
Desktop display ad viewability by market
Australia
Brazil
Canada
France
Italy
Germany
Spain
UK
US
0 10 20 30 40 50 60
comScore vCE Benchmarks, Global, Q1 2016
% Viewable
Video ad viewability rates
YouTube Rest of web and apps0102030405060708090
100
Tablet
Tablet % viewability
Google DoubleClick Global State of Play report (July 2016)
Video ad viewability rates
YouTube Rest of web and apps0102030405060708090
100
Desktop
Desktop % viewability
YouTube Rest of web and apps0102030405060708090
100
Mobile
Mobile % viewability
Video has lower viewability than display
US desktop display
US desktop video
36 38 40 42 44 46 48 50
comScore vCE Benchmarks, US, Q1 2016
% Viewability
Apparently due to high invalid traffic on programmatic exchanges where video is commonly traded.
Programmatic magnifies invalid traffic problem
Direct
Programmatic
0 1 2 3 4 5 6 7
% Invalid traffic US desktop display ads
% Invalid traffic US desktop display ads
Direct
Programmatic
0 1 2 3 4 5 6 7 8 9 10
% invalid traffic US desktop video ads
% invalid traffic US desktop video ads
comScore vCE Benchmarks, US, Q1 2016
Ad targeting and ad blocking
Attitudes to ad-targeting by generation
It's about time advertisers recognised that my generation shops too
I am more likely to click on an advertisement aimed specifically at my generation
I feel like my generation is often forgotten about by advertisers
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
0 5 10152025303540
Millennial respondents (%)
Millenial respondents (%)
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
I am more likely to click on an advert aimed specifically at my generation
I feel like my generation is often forgotten about by advertisers
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
0 5 10 15 20 25 30 35
Boomer respondents (%)
Boomer respondents (%)
Audience Theory / Yahoo! Quantative November 2015 – Yahoo! /Ipsos Gen X Survey Adults 35-54 n=853 US based
Attitudes to ad-targeting by generation
It's about time advertisers recognised that my generation shops too
I am more likely to click on an advertisement aimed specifically at my generation
I feel like my generation is often forgotten about by advertisers
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
0 5 10152025303540
Generation-X respondents (%)
Generation-X respondents (%)
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
I am more likely to click on an advert aimed specifically at my generation
I feel like my generation is often forgotten about by advertisers
I am more likely to purchase a product from a brand whose ad is targeted specifically at my generation
0 5 10 15 20 25 30 35 40 45
Generation-X parents re-spondents (%)
Generation-X parents respondents (%)
Audience Theory / Yahoo! Quantative November 2015 – Yahoo! /Ipsos Gen X Survey Adults 35-54 n=853 US based
Ad blocking software
Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15020000000400000006000000080000000
100000000120000000140000000160000000180000000200000000
Installed base of ad blockers
Installed base of ad blockers
Data from Pagefair & Adobe, 2015 Ad Blocking Report via Guardian Publishing Trends 2016. 800% growth in user base over a 5 year period.
Ad blocking millennials
Male millennial
Female millennial
0 20 40 60 80 100 120
% likelihood to ad block compared to population as a whole
% likelihood to ad block
comScore Custom Analytics, US, 2015
Internet users worldwide who have blocked an advert
Q1 2015 Q2 2015 Q3 2015 Q4 20150
5
10
15
20
25
30
35
40
Respondents aged 16-64, in the past month on their main computer (GlobalWebIndex Blog January 22 2016)
% respondents
Share of time spent viewing video content in selected countries using ad blockers
Germany
Canada
UK
France
US
Russia
0 10 20 30 40 50 60 70
% of total time spent viewing desktop video content via JW Player (Q2, 2015)
% of total time spent viewing desktop video content
Secret Media & JW Player “Adblock & the Global Video Market September 14, 2015
Adblocker installed base by country
TurkeyLatviaSpain
CanadaDenmark
Brazil (mid-point estimate)Greece
HungaryNetherlands
UK Argentina
Czech Republic (mid-point estimate)Germany
USA (mid-point estimate)Chile
Italy (any device)France (desktop)
PolandAustria (any device)
0 5 10 15 20 25 30 35
% Users with adblocking installed
% Users with adblocking installed
Group M ‘Interaction 2016 report’ April 25, 2016
Ad blocking skews towards higher income segments across markets
USA
Canada
UK
Germany
0 5 10 15 20 25 30
% increase in blocking for highest income segments in comparison to average user
% increase in blocking for highest income segments in comparison to average user
comScore Custom Analytics, Global, 2015
Page load times
Boston
.com
The D
aily Bea
st
Indep
ende
nt.co.
uk
Examine
r.com
New Yo
rk Po
stSa
lon CNN
LA Tim
es
The M
irror
Vox
The T
elegra
ph
The A
tlanti
c
Washing
ton Po
st NPR
USA To
day
MSNYa
hoo!
The G
uardi
an05
1015202530354045
Load time in seconds
Editoral content Advertising contentGuardian Publishing Trends 2016 drawing on analysis by comScore, Pew Research Center & New York Times
E-tailing
Global e-commerce
2013 2015 201600.20.40.60.8
11.21.41.61.8
2
Global e-commerce by value including travel
Trillions USD
• Equivalent of 8% of global retail sales• CAGR 13.96% since 2013
• All platforms (mobile web, app and desktop)
Data from Group M reports ‘Interaction 2015’ and ’Interaction 2016’
Online shopping cart abandonment
Asia-Pacific
Middle East & Africa
Latin America
North America§
Europe
69 70 71 72 73 74 75 76 77
SaleCycle, “The Remarketing Report – Q1, 2016
% digital shopping cart abandonment
Digital showroom and retailing
5 10 15 20 25 30 35 40 45 500
10
20
30
40
50
60
Category purchase online versus research online
Purchased online
Researched online
Computer software & hardware
DVDs / videos
Electronics
Video games
Books
Furniture
Clothing
GroceriesHousehold products
Office supplies
Health &Beauty
McKinsey iConsumer (Europe 2011) via iConsumers: Life Online by McKinsey & Company (January 2013)
US e-tailing growth
Video games, consoles & accessoriesToys & hobbiesSport & fitness
Jewelery & watchesEvent tickets
Music, movies & videosFlowers, greetings & misc gifts
Apparel & accessoriesHome & garden
Furniture, appliances & equipmentComputer softwareBooks & magazines
Consumer electronicsConsumer packaged goods
Office supplies Digital content & subscriptions
Computers & peripherals
0 5 10 15 20 25 30 35 40 45 50
year-on-year % change in total dollars (US retailers only)
year-on-year % change in total dollars (US retailers only)
• Data from comScore (2016 U.S. Cross-Platform Future in Focus)• Markets being compared
vary in digital maturity and overall growth rate – regardless of channel
Purchases on WeChat (China)Volume of purchases initiated
JD.com entrances WeChat Public accountsLinks to other apps Moments or chat groups
2015
2016
0 5 10 15 20 25 30 35
% users who have shopped from WeChat
% users who have shopped from WeChat
How savvy, social shoppers are transforming Chinese e-commerce – McKinsey & Company April, 2016 (n=525)
China – mobile music revenues
2013 2014 2015 2016 2017 20180
2
4
6
8
10
12
14
16
18
Billions of yuanAnalysys International ‘Q4 2015 China Music Market Report
Formal bank accounts
Japan
Singapore
Australia
Thailand
Indonesia
Bangladesh
Pakistan
0 20 40 60 80 100 120
% population with formal bank account
% population with formal bank account
Mobile payments in developing countries
Europe & Central Asia
Middle East & North Africa
East Asia & Pacific
Latin American & Caribbean
South Asia
Sub-Saharan Africa
0 10 20 30 40 50 60 70 80 90
% of population with access to mobile payments
% of population with access to mobile payments
Lower income economies
Low-middle-income economies
Upper-middle-income economies
0 10 20 30 40 50 60 70 80 90
% population with access to mobile payments
% population with access to mobile payments
Data from: ‘Advancing Digital Societies in Asia’ GSMA (May 2016)
Consumer behaviour
UK adult daily media consumption
2012 2013 2014 2015 2016 2017 20180
2
4
6
8
10
12
UK adults: average time spent per day on media
Digital TV (non digital)Radio (non digital) Print
2012 2013 2014 2015 2016 2017 20180
1
2
3
4
5
6
UK adults: average time spent per day on digital media
Smartphone TabletFeaturephone Desktop / laptop
Source: eMarketer, April 2016
US digital video advertising
YouTube
Blu-ray / DVD
Digital buy / rent
Tumblr
Sports apps
0 10 20 30 40 50 60 70 80 90
Platforms on which US 13-24 yr olds view video (Defy Media
Acumen Report: Youth Video diet March 31, 2016)
% of respondents
Google / YouTube
Hulu
Yahoo!
A&E
iAd
0 10 20 30 40 50 60 70 80
Where US marketers intend to use for digital video advertising (Advertiser Perceptions , Video
Advertising Report Wave 4, Winder 2016 – April 13, 2016)
% Respondents
Share of content category time spent by platform
Porta
ls
Busine
ss & Fin
ance
Enter
tainm
ent -
News
Health
- Info
rmati
on
News -
Inform
ation
Sport
sReta
il
Lifesty
les
Perso
nals
Socia
l Netw
orking
Online G
aming
Photo
sMap
s0%
10%20%30%40%50%60%70%80%90%
100%
comScore Media Metrix Multi-Platform US December, 2015
Desktop Mobile
Share of time spend on their top apps for US mobile users
Most used app
Top two apps
Top three
Top four
Top five
0 10 20 30 40 50 60 70 80 90 100
Smartphone
% of time spent
Most used app
Top two apps
Top three
Top four
Top five
0 10 20 30 40 50 60 70 80 90 100
Tablet
% of time
Data: comScore Mobile App Report 2015
Growth in Digital Media Time Spent in Minutes (MM)
Dec 2013 Dec 2014 Dec 20150
200000
400000
600000
800000
1000000
1200000
1400000
1600000
comScore Media Metrix Multi-Platform & Mobile Metrix US Dec 2015 vs. Dec 2014 vs. Dec 2013
Desktop Smartphone Tablet
Which app notifications users tune out
Shopping
Social networking
Finance
News
Food & drink
0 10 20 30 40 50 60 70 80 90
Data by Apptentive based on a panel of 7,000 mobile apps
% of users who interacted with notification sent via app
Global smartphone ownership
South
Korea Isr
ael
Spain
Canad
aChile Ita
lyChin
a Jor
dan
Argenti
na
Venezu
elaBraz
il
South
Africa
Mexico
Ukraine
Ghana
Sene
gal
Burkina
Faso
Pakis
tan
Ethop
ia 0
102030405060708090
100
Data from Pew Research Spring 2015 Global Attitudes survey Q71 & Q72
% of survey respondents who claim to own a smartphone
US Consumers’ most frequently-used mobile app types
Socia
l med
ia
Weathe
r
Browser
Games
Strea
ming m
usic
Bankin
g
Naviga
tion
Retail/s
hopp
ing
Strea
ming vid
eo
Messag
ing
Photo
/video
Sport
s
Mobile
paym
ent
Fitness
/healt
h0
10203040506070
Smartphone
% respondents used app types frequently
Socia
l med
ia
Weathe
r
Browser
Games
Strea
ming m
usic
Bankin
g
Naviga
tion
Retail/s
hopp
ing
Strea
ming vid
eo
Messag
ing
Photo
/video
Sport
s
Mobile
paym
ent
Fitness
/healt
h05
1015202530354045
Tablet
% respondents used app types frequently
Data from Deloitte via MarketingCharts.com
Generation X mobile engagement
7am-10am
11am-2pm
3pm-6pm7pm-10pm
11pm-6am
0
100
200
Generation X time of day usage by category indexed vs. general populationNews & Magazines Health & Fitness Lifestyle & Shopping Music, media & entertainmentGames Messaging & Social Sports Utilities & Productivity
Flurry by Yahoo! Analytics (mapped devices only. May 2015)
US mobile consumer behaviour
2011 2012 2013 2014 2015 2016 20170
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Hours per day usage
In-app time Mobile web time
2011 2012 2013 2014 2015 2016 20170
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Hours per day usage
Smartphone time Tablet time
US mobile consumer behaviour
2011 2012 2013 2014 2015 2016 20170
1
2
3
4
5
6
In-app usage hours per day usage
Smartphone time Tablet time
2011 2012 2013 2014 2015 2016 20170
0.10.20.30.40.50.60.70.80.9
1
Mobile web hours per day usage
Smartphone time Tablet time
Daily time spent on Facebook (US consumers)
2013 2014 2015 2016 2017 20180
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Hours/day
Desktop usage Mobile usage
eMarketer, April 2016
US digital users 2014-2020
2014 2015 2016 2017 2018 2019 20200
50
100
150
200
250
300
Millions US internet users
Desktop / laptop only users Dual desktop / laptop and mobile internet usersMobile only internet users
eMarketer February, 2016
US TV multitasking behaviour
Browse & surf the web
Use a social network
Read email
Text message
Browse for products/services online
Play video games
Don't multitask - just watch TV
0 10 20 30 40 50 60
26-32 year olds 19-25 year olds 14-18 year olds
Data from MarketingCharts.com via Deliotte from a behaviour survey they had commissioned in 2015Watchouts: data is based on recalled behaviour rather than observation
Millennials
US simultaneous internet & TV user penetration (% by device)
2014 2015 2016 2017 20180.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Source: eMarketer, May 2016
Smartphone internet & TV users Desktop/laptop internet & TV users Tablet internet & TV users
US TV multitasking behaviour
Browse & surf the web
Use a social network
Read email
Text message
Browse for products / services online
Play video games
Don't multitask - just watch TV
0 5 10 15 20 25 30 35
Generation X (33-49 year olds)
Generation X (33-49 year olds)
Browse & surf the web
Use a social network
Read email
Text message
Browse for products / services online
Play video games
Don't multitask - just watch TV
0 5 10 15 20 25 30
Baby boomers (50-68 year olds)
Baby boomers (50-68 year olds)
Reasons for shopping via mobile phone amongst APAC internet users
Convenience Shopping can be done on-the-go
More and more apps that make it easy to
shop online
Good way to pass time Common amongst friends
0
10
20
30
40
50
60
70
80
% of respondents
China Hong Kong Japan South Korea Taiwan
MasterCard ‘Mobile Shopping Survey 2016 Asia Pacific’ February 18, 2016
Average time spent with media/day by Chinese adults
2012 2013 2014 2015 2016 20170
1
2
3
4
5
6
7
Time in hours
Digital TV (excluding digital)Radio (excluding digital) Print
2012 2013 2014 2015 2016 20170
0.5
1
1.5
2
2.5
3
3.5
Time in hours spent on digital media
Smartphone TabletFeature phone Desktop / laptop computer
Device adoption amongst Chinese digital consumers
2015 20160
20
40
60
80
100
120
Online shopping
PC only users PC& mobile device usersMobile only users
2015 20160
20
40
60
80
100
120
Social network usage
PC only users PC and mobile usersMobile only users
How savvy, social shopppers are transforming Chinese e-commerce – McKinsey April, 2016
Chinese mobile use
Photography
Health & Fitness
Travel & Navigation
Lifestyle & Shopping
Messaging & Social
Utilities & Productivity
Music, Media & Entertainment
Games
-50 0 50 100 150 200 250 300
Data at Flurry Analytics
% incease (year-on-year)
Most often used payment methods by Chinese netizens
Third-party online payment
Third-party mobile payment
E-bank
PoS machine
Mobile banking
WeChat bank
Pre-paid card payment
0 10 20 30 40 50 60 70
Research from Tencent (2014)
% of netizens
Frequency with Which Chinese Smartphone Users Use Mobile Payments for In-Store Purchases
Only when I have a promotional discount
Never
Always
Most of the time
Sometimes
0 5 10 15 20 25 30 35 40 45 50
Economist Corporate Network (ECN) / Admaster – The Road to Everywhere: The Omni-Journey’ of the Chinese Consumer March 16, 2016
% respondents
Chinese online population
2014 2015 2016 2017 2018 2019 20200
10
20
30
40
50
60
70
% population online (eMarketer, April 2016)
Male population online % Female population online % Overall population online %
China penetration of social media platforms
2014
2015
0 10 20 30 40 50 60
% of Chinese internet users
% of Chinese internet users
16-25 26-35 36-45 46-55 >550
10
20
30
40
50
60
70
80
% of Chinese internet users by age
2014 2015
Source: China Internet Watch
China vs Worldwide Video Ad Receptiveness
Live TV via TV set
On demand / connected TV - set-top box
Desktop/laptop
Smartphone
Tablet
0 5 10 15 20 25 30 35
Receptivity to video ads by channel / device – (AdReaction: Video Creative in a Digital World Kantar Millward Brown / OnDevice Research)
Worldwide China
Types of website on which Chinese netizens surveyed pay attention
E-commerce sites
Search engines
Portal sites
Digital video sites
Social networks/blogs
Microblogs
Verticial sites
Gaming sites
0 10 20 30 40 50 60 70 80 90
Pay attention (%)
Pay attention (%)
E-commerce sites
Search engines
Portal sites
Digital video sites
Social networks/blogs
Microblogs
Vertical sites
Gaming sites
0 10 20 30 40 50 60 70
Click (%)
Click (%)
Via iResearch Consulting Group ‘2016 Report on China Internet Users Behaviors Toward Digital Advertising’ March 2016 n=1,604
Actions Chinese netizens likely to take when they have good experience with brand / company
Tell friends & family
Interact more with company/brand
Install their mobile app
Share the experience on social media with family & friends
Follow them on Weibo
Post comments on their social media page
Subscribe to the brand's video channels
0 10 20 30 40 50 60 70
% respndents
% respndents
• Prompted response rather than observation• Tier 1 & 2 cities
respondents• 18-64 year olds
Epsilon ‘The Always-On Chinese Consumer Experience’ January 18, 2016
Japanese paid video viewing habits
Purchase / rent Blu -ray / DVD
Cable TV
Satellite TV (paid)
Paid OTT video services
0 10 20 30 40 50 60 70
Nielsen – Japan Video Contents & Ads Report April 14, 2016 n=2,000 ages 15+
% of respondents
Smartphones
Global mobile device units
2010 2011 2012 2013 2014 2015 20160
200
400
600
800
1000
1200
1400
1600
Sales units (millions)
units (millions) tablets units (millions) smartphones
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Global mobile device units
2011 2012 2013 2014 2015 2016-50
0
50
100
150
200
250
300
Sales units (YoY % change)
units (YoY % change) tablets units (YoY % change) smartphones
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Global smartphone units by geography
2010 2011 2012 2013 2014 2015 20160%10%20%30%40%50%60%70%80%90%
100%
Sales units (YoY % change)
Developed market (% units) Emerging markets (% units)
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Global tablet units by geography
2010 2011 2012 2013 2014 2015 20160%10%20%30%40%50%60%70%80%90%
100%
Sales units (YoY % change)
Developed market (% units) Emerging markets (% units)
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Smartphone screen size (global)
2015 Q1 2016 Q10
20
40
60
80
100
120
% of smartphone population
3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inchScientamobile
Smartphone screen size (Asia)
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q30.00
20.00
40.00
60.00
80.00
100.00
120.00
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +Scientamobile
Smartphone screen size (North America)
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q30
20
40
60
80
100
120
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +Scientamobile
Smartphone screen size (Europe)
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q30.00
20.00
40.00
60.00
80.00
100.00
120.00
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +Scientamobile
Smartphone screen size (South America)
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q30
20
40
60
80
100
120
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +Scientamobile
Smartphone screen size (Africa)
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q30
20
40
60
80
100
120
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +Scientamobile
Smartphone screen size (Oceania)
2014 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q30
20
40
60
80
100
120
% of smartphone population
2 - 3 inch 3 - 4 inch 4 - 4 1/2 inch 4 1/2 - 5 inch 5 - 5 1/2 inch 5 1/2 - 6 inch 6 - 6 1/2 inch 6 1/2 inch +
Scientamobile
Global mobile device ASP (USD)
2010 2011 2012 2013 2014 2015 20160
100
200
300
400
500
600
700
800
Average selling price
Tablet USD Smartphone USD
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Wearables
VR headsets: by brand, market share % (2016)
Samsung Gear VR
Google Cardboard
Sony Playstation VR
HTC Vive Oculus Rift Google Daydream
Others*0
5
10
15
20
25
30
35
40
45
Source: IHS Markit
% share
Wearables by category (millions of units)
2015 2016 20170
20
40
60
80
100
120
140
160
180
200
Fitness wearables Head mounted display Body worn camera Bluetooth headset
Fitness wearables (millions of units)
2015 2016 20170
10
20
30
40
50
60
70
80
Data by Gartner
Smartwatch Wristband Chest strap Sports watch Other fitness monitor
Wearables versus other mobile devices (millions of units)
2015
2016
0 200 400 600 800 1000 1200 1400 1600
Smartphones (millions) units Tablets (millions) units Wearables (millions) units
Data: Gartner & GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Internet of Things
Countries with highest amount of IoT devices / person
KoreaDenmark
SwitzerlandUS
NetherlandsGermany
SwedenSpain
FrancePortugalBelgium
UK
0 5 10 15 20 25 30 35 40
Data from Shodan and OECD
Devices online per 100 people
Number of connected objects (global)
2012 2013 2014 2015 2016 2017 2018 2019 20200
10
20
30
40
50
60
Billions of connected objects
Billions of connected objects Data: Cisco
Drones
Estimated consumer drone shipments (global)
2014 2015 2016 2017 2018 2019 2020 20210
5
10
15
20
25
30
35
millions of units
millions of units
Business Insider Intelligence estimates. Known unknowns include:• When does a toy become a
consmer drone?• Basis for their estimates• Murky regulatory environment,
especially in the case• Domestic security • Aircraft near-misses• Dual use military technology in
the hands of non-state actors
Economic data
Mobile and fixed line access
Mobile
0 10 20 30 40 50 60 70
Telecoms services
Asia only % penetration World % penetration
Japan
Singapore
Australia
Thailand
Indonesia
Bangladesh
Pakistan
0 10 20 30 40 50 60 70 80 90
Broadband penetration by access type
Mobile % penetration Fixed % penetration
‘Advancing Digital Societies in Asia’ GSMA May 2016
Global technology sales (units)
2011 2012 2013 2014 2015 20166200
6300
6400
6500
6600
6700
6800
6900
units (millions)
units (millions)
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Global technology sales (units)
2011 2012 2013 2014 2015 2016
-5-4-3-2-1012345
YoY % change in units sold
YoY % change in units sold
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Global technology units sold by category
Media t
ablet
Smart
phon
e
Wearab
les
Laser
printe
r / all-
in-on
e
Laser
cartrid
ge
Monito
r
Mobile
PC
Desktop
PC
Home a
udio
Inkjet
er / a
ll-in-on
e
Inkjet
cartr
idge
Digital s
till cam
eraLC
D TV
Plasm
a TV
Video g
ame c
onsol
e
Car na
vigati
on
Camcor
der
Porta
ble m
edia p
layer
Blu-ray
or DVD pla
yer/re
corde
r
-100
-50
0
50
100
150Unit % change
2014 YoY % 2015 YoY % 2016 YoY %
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Global technology sales revenue
2011 2012 2013 2014 2015 2016900
920
940
960
980
1000
1020
1040
1060
Sales (billions USD)
USD (billions)
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Global technology sales (revenue) geographic split
2012 2013 2014 2015 20160%10%20%30%40%50%60%70%80%90%
100%
Revenue USD (% split)
Developed markets Developing markets
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Global technology sales (revenue) geographic split
2011 2012 2013 2014 2015 20160
20
40
60
80
100
120
Revenue USD (% split)
Developed Asia Western Europe Middle East & Africa Emerging AsiaNorth America C&E Europe / CIS Latin America
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Global technology sales revenue (USD)
2011 2012 2013 2014 2015 2016
-10-8-6-4-202468
10
YoY % change in sales revenue (USD)
YoY % change in sales revenue (USD)
Data: GfK/CTA Digital World via Consumer Technology Association ‘Technology World Tour’ by Steve Koenig January 2016
Economic data
2012 2013 2014 2015 2016 2017 2018-2
0
2
4
6
8
10
GDP Forecast (World Bank)
Global ChinaU.S .Eurozone Developing World excluding BRICs
2012 2013 2014 2015 2016 2017
-3
-2
-1
0
1
2
3
4
5
6
Retail sales (various sources)
Global U.K. U.S. Eurozone
Consumer sectors CPG (as bellwether), consumer technology as (former?) shooting star
2010 2011 2012 2013 2014 2015
-5
-4
-3
-2
-1
0
1
2
3
CPG % growth (Euromonitor data)
Packaged Foods Home CarePersonal Care | Beauty
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
-20
0
20
40
60
80
100
Consumer Technology % growth (Various)
Smartphones Tablets Smart TVs
About meAmazon author page: amzn.to/1SeO5IlLinkedIn page: linkedin.com/in/gedcarrollAbout: renaissancechambara.jp/aboutBlog: renaissancechambara.jpEmail address found here: scr.im/renaissanceTwitter account: @r_cSina Weibo: renaissancechambara
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