Every year, Mary Meeker of KPCB publishes a report about trends in the internet world. Not only is it always a highly anticipated event, but the resulting presentation is usually chock-full of really useful information for those who use the internet to market their products and services.
With a hefty 117 slides, it would take a long time to go over everything in detail, and not all of it is useful to marketers. However, we found some very useful tidbits that we think will be useful for future internet marketing planning. Here's what we found:
1. Mobile attention is growing–but not mobile advertising
According to this graph, despite getting 12% of people's attention, mobile devices only get 3% of the advertising money.
On the other end, look at what's happening in print. Advertisers are still spending 23% of their budget on print advertising, while the amount of time spent on print media is very low indeed.
As this graph shows, Internet and mobile are still developing areas for advertisers. Mobile is especially fertile ground, since advertising noise is quite minimal for now.
2. Facebook is in decline
They'd like you to think that it's not, but in global numbers, Facebook is actually in decline. Not by much, but it definitely shows a trend, which is possibly caused by consumer fatigue (or young people flocking away from Facebook because their parents are on it more and more.)
As you can see, it's not a very big drop–more than 90% of users are still on Facebook. But YouTube, Google+, Pinterest and Tumblr show interesting potential, especially for marketers. It's time to diversify your strategies!
3. People feel good about mobile
There's one thing that marketers wish they could do every day: know how consumers feel about their products. This kind of information is difficult to quantify, but Meeker's report provides us with interesting insights:
Smartphones make people feel connected, excited, curious and productive. Depending on your product or service, using one of these attitudes to build your message can be the element that makes your campaign a success.
4. The rise of tablets is astounding
In just three years, tablets have become more popular than both desktop and notebook PCs. Just look.
Think you can get away with a website that doesn't quite work with tablets? Think again. Soon enough, people will use their tablets more than other non-phone devices (if that's not already happening). Responsive design is a great solution, but so are apps, depending on your needs.
Give the report a look and let us know what you found interesting or useful! What kind of strategies are you looking for when it comes to your digital and mobile future?