1701 online-marketing-and-technology-data-points

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


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


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


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


Engagement to impressions index

Premium content

Non-premium content

0 50 100 150 200 250



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


Engagement to cost index

Premium content

Non-premium content

0 20 40 60 80 100120 140160180 200



Original content

Sports

Live

Reaility

0 50 100 150 200 250 300

Expressions to Impressions Index for premium content types

Expressions to Impressions Index


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


100

Desktop

Desktop % viewability


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 click on an advert aimed 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



0 5 10152025303540

Generation-X respondents (%)

Generation-X respondents (%)


I am more likely to click on an advert aimed 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

Facebook

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!

Twitter

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


2011 2012 2013 2014 2015 2016 20170

0.10.20.30.40.50.60.70.80.9

1

Mobile web hours per day usage


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



Read email

Text message

Browse for products / services online

Play video games


0 5 10 15 20 25 30 35

Generation X (33-49 year olds)

Generation X (33-49 year olds)



Read email

Text message

Browse for products / services online

Play video games


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


Global smartphone units by geography

2010 2011 2012 2013 2014 2015 20160%10%20%30%40%50%60%70%80%90%

100%


Developed market (% units) Emerging markets (% units)


Global tablet units by geography

2010 2011 2012 2013 2014 2015 20160%10%20%30%40%50%60%70%80%90%

100%


Developed market (% units) Emerging markets (% units)


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


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



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



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



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



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


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


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)


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


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

print

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 %


Global technology sales revenue

2011 2012 2013 2014 2015 2016900

920

940

960

980

1000

1020

1040

1060

Sales (billions USD)

USD (billions)


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


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


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)


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

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Date post:	15-Apr-2017
Category:	Marketing
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