emarketer webinar: key digital trends, a midyear update
DESCRIPTION
Join eMarketer for a mid-year look at the digital trends affecting marketers, including important shifts in media fragmentation and consumer behavior, media buying and digital marketing.TRANSCRIPT
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©2013 eMarketer Inc.
June 20, 2013
Presented by:
Noah Elkin
Principal Analyst
Key Digital TrendsA Midyear Update
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©2013 eMarketer Inc.
Agenda
� The changing digital landscape
� The state of media fragmentation
� Many smart screens, many different
use cases
� Q & A
Twitter Hashtag – #eMwebinar
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©2013 eMarketer Inc.
The Changing Digital
Landscape
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©2013 eMarketer Inc.
The digital landscape today is defined by
an ever-expanding number of screens …
Connected TVs, DOOH,
TheatersLaptop PCs Desktop PCs Tablets
PhabletsSmartphones Digital Kiosks Social Machines
Wearable Wearable Technology Connected Consoles Ambient Surfaces Connected Cars
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©2013 eMarketer Inc.
… and consolidation around a small
handful of platforms used across screens
Platforms
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©2013 eMarketer Inc.
These platforms are helping digital make
deeper inroads into the purchase process
In-store commerce
Ecommerce
Mcommerce
Brick-and-mortar stores still account for 90+% of retail
transactions
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They are
also helping
drive faster
growth in
online and
mobile ad
spending
relative to
traditional
media
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©2013 eMarketer Inc.
Smartphone
Users
57% of mobile users (2013)
Mobile Users
78% of population (2013)
Digital
Video Viewers
58% of population (2013)
Source: eMarketer 2013
Social Network Users
52% of population (2013)
Online
Gamers
31% of population (2013)
Consumers are pursuing many overlapping
activities in their growing “digital time”
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©2013 eMarketer Inc.
Say goodbye to the traditional couch
potato
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©2013 eMarketer Inc.
Your target market today: Multiscreen,
cross-platform, multitasking
US consumers access media on multiple screens monthly, outnumbering the single-screen audience by 2.5 to 1 (Nielsen/Collective)
203M
of US consumers move sequentially between devices in the course of a day to perform key tasks (Google)
98%
of US tablet owners pay equal or more attention to their tablets when watching TV (GfK MRI iPanel)
72%
of US consumers start shopping on a smartphone and continue on a PC or tablet (Google)
65%
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©2013 eMarketer Inc.
The State of Media
Fragmentation
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©2013 eMarketer Inc.
Traditional
media still
consumes
nearly 60%
of our daily
media time
US consumers
actually watch
more TV than
ever before
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©2013 eMarketer Inc.
TV accounts
for close to
4 in 10 ad
dollars …
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©2013 eMarketer Inc.
… and not
all of those
dollars are
wasted
Consumers view
traditional media
ads more
favorably than
digital ads
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… and not
all of those
dollars are
wasted
Traditional media
ads continue to
exercise a strong
influence on
purchase
decisions
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©2013 eMarketer Inc.
As online video gains viewers, cable TV’s losses mount
Cord-cutting shows signs of accelerating
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©2013 eMarketer Inc.
Over-the-top
video viewing
is rising but
most
consumers
haven’t
switched
exclusively to
digital
platforms … yet
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©2013 eMarketer Inc.
Networks
and pay TV
providers
are looking
to “TV
Everywhere”
services to
stem losses
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©2013 eMarketer Inc.
The challenge: Video viewing is becoming
an increasingly digital activity
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Many Smart Screens,
Many Different Use
Cases
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©2013 eMarketer Inc.
Is mobile becoming the new desktop?
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©2013 eMarketer Inc.
Or are tablets
becoming the
new PC?
Twitter Hashtag – #eMwebinar
The inflection
point in shipments
is approaching on
a global level and
will arrive sooner
in mature markets
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©2013 eMarketer Inc.
Emerging
evidence
suggests the
PC-to-tablet
shift is already
underway in
terms of the
device
replacement
cycle …
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©2013 eMarketer Inc.
… as well as
in how
consumers
use their
devices
Twitter Hashtag – #eMwebinar
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©2013 eMarketer Inc.
At the same time, mobile is fragmenting
into multiple screens
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©2013 eMarketer Inc.
Fragmentation
comes as mobile
increases its
share of digital
advertising
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Fragmentation
comes as mobile
increases its
share of digital
advertising
Twitter Hashtag – #eMwebinar
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The effects of
mobile
fragmentation
can be seen in
both display
and search
advertising
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©2013 eMarketer Inc.
Tablet ads
beat
smartphones
for most
brand-health
metrics
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©2013 eMarketer Inc.
Ad
engagement
metrics on
tablets can
also exceed
those for
smartphones
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©2013 eMarketer Inc.
Context yields different action metrics in
response to ads on tablets vs. smartphones
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©2013 eMarketer Inc.
When it comes
to shopping,
smartphones
and tablets are
taking distinct
paths as well
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©2013 eMarketer Inc.
Smartphones are shopping assistants;
tablets are for browsing and buying
101.8M
shoppers
Smartphones
Tablets
75% of
smartphone
owners
shop
52.3M
buyers
39% of
smartphone
owners buy
94.2M
shoppers
84% of
tablet
owners
shop
70.6M
buyers
63% of
tablet
owners buy
Source: eMarketer, April 2013
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©2013 eMarketer Inc.
Takeaways
� The digital ecosystem is consolidating as
the number of screens expands.
– Consumers are pursuing more activities on more devices
but across a common set of platforms.
� Evolving digital behavior has put
marketers in a constant game of catch-up.
– Time- and place-shifting audiences can change channels
with the click of a button on their choice of devices.
� The mobile landscape is fragmenting.
– Advertising and commerce solutions will need to respond to
not just different screen sizes but also different screen uses.
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This presentation was based
on insights and data from
these eMarketer reports:
� Key Digital Trends for Q1 2013:
Whither the Brand?
� US Retail Ecommerce: 2013
Forecast and Comparative
Estimates
� CPG’s Digital Conundrum:
Turning Digital Shoppers into
Digital Buyers
� Shopping Cart Abandonment:
New Ways of Looking at the
Purchase Path
� What’s a Brand Site For?
Engaging Consumers Across
Multiple Channels
Make
confident
decisions
and validate
ideas.
Fast.
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David Iankelevich
www.emarketer.com
� Contact [email protected] to schedule a conversation.
� We’ll send a free report after we talk.
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You will receive an email tomorrow with a link to
view the deck and webinar recording.
Noah Elkin
Q&A Session
Key Digital Trends: A Midyear
UpdateAround 200 eMarketer reports are published
each year. Here are some recent reports you
may be interested in:
� Millennials in the Marketplace: A Generation Moving
on Its Own Unpredictable Path
� Real-Time Marketing: Speeding Up the Creative
Process
� US Mobile Users: 2013 Forecast and Comparative
Estimates
� US Retail Ecommerce: 2013 Forecast and
Comparative Estimates
� State of Mobile Search 2013: Key Trends in Mobile
SEO and SEM
Learn more about digital marketing with an eMarketercorporate subscription
To learn more: www.emarketer.com/corporate
800-405-0844 or [email protected]