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The 50 Most Important

Marketing Charts of 2015

What should marketers


look out for in 2015?
Marketing is at an important juncture. Mobile has changed
marketing strategies, and the Internet of Things is creating
a new market for smarter technology that will impact
consumers and brands.
Broken into five sections: media and content, mobile, social,
emerging technology, and brand and agency, each chart tells
an important story about how the world has changed and
how executives can prepare for the future.
In this collection, we have curated 50 (plus three extra)
charts that analyze key trends, insights, and perspectives on
how marketing is changing, and its evolving relationship
with technology.
Highlights of this collection include the growing market for
wearables and connected cars, the changing preferences of
millennials and their interactions with brands, and the rise
of user-generated content on social media.

Mobile

Adults Use Their Smartphones More Than All Other Devices


Adults use their smartphones to browse the web or use apps on average 5.9 days per week

Adults

18-34

35-49

7
6
6

Days per week

5
4
4
3
2
1
1
0

Source: Nielson

TV

Radio

PC

Smartphone

Tablet

50+

And They Use Them to Stream Music and Play Games


Survey: In the last week, which of the following activities did you use your device for?

Stream Music

Play Games

Stream TV or Movies

Use Second Screen App

70
63
56
49

Millions

42
35
28
21
14
7
0

18-24

Source: BI Intelligence

25-34

35-44

45-54

55-64

65-75

Total

Vertical Viewing Is Replacing Horizontal


Time spent on screens by orientation (Hours/Day), USA, 2010-2015

TV

Other Connected Devices

Desktop/Laptop

12

Hours per Day

Source: BI Intelligence

2010

2011

2012

2013

2014

2015

Mobile

Mobile Is the First Screen for Sharing Current Events


52% Internet users surveyed use smartphones as primary device to discuss events worldwide

20%

52%
28%

Source: eMarketer

Smartphone
Desktop
Tablet

Mobile Search Will Soon Eclipse Desktop


Peoples increasing reliance on their mobile devices to conduct major internet queries will quickly push up spending on mobile
search and cannibalize desktop search spending

Desktop

Mobile

25

21.667

USD ($B)

18.333

15

2019

11.667

Mobile revenue
expected to eclipse
desktop revenue

8.333

5
2015E

Source: BI Intelligence

2016E

2017E

2018E

2019E

2020E

Millennials Love Their Smartphones and Cant Live Without Them


87% of millennials say my smartphone never leaves my side

My smartphone never leaves my side, night or day

When I wake up, the first thing I do is reach for my smartphone

I spend more than two hours every day using my smartphone

In the next five years, I believe everything will be done on mobile devices

10

20

30

40

50
Millions

Source: Mary Meekers 2015 Internet Trend Reports

60

70

80

90

100

Millennials Use Their Smartphone Cameras Daily


Survey: How often do you use a camera or video function on your smartphone?

At least once a day

Every other day

At least once a week

Once a month

Never

Unsure
0%

5%

Source: Mary Meekers 2015 Internet Trend Reports

10%

15%

20%

25%

30%

35%

40%

45%

50%

And Most Millennials Use Smartphone Cameras To Post To Social


Survey: What do you use your smartphone camera for?

Pictures/video to post on social media

Pictures of things to do later

Photos of check to deposit via banking app

Pay bills

Other

Not sure
0%

Source: Mary Meekers 2015 Internet Trend Reports

8%

16%

24%

32%

40%

48%

56%

64%

72%

80%

Mobiles Share of Online Video Viewing is Growing


More consumers are turning to their mobile devices to watch video content

Smartphone

30
27
24
21
18
15
12
9
6
3

2014

Source: Mary Meekers 2015 Internet Trend Reports

2015

Tablet

People Are Spending More Time in The Same Mobile Apps


The top five apps for US smartphone users are Facebook, YouTube, Maps, Pandora, and Gmail

Facebook

Time Spent Per Person

40
37.28

36
32
30.15

Number of Apps

28
26.8

26.5

26.7

24
23.3

23.02

20
16

18.18

12
8
4
0

Source: BI Intelligence

2011

2012

2013

2014

And Tech and Finance Mobile Apps Are What People Will Pay For
App category has a large impact on how much users are willing to spend on a download

$3

$2.5

$2

$1.5

$1

$0.5

$0

Technology

Source: BI Intelligence

Finance

Local

travel

Social

Entertainment

Retail

Gaming

Average

More Companies Have Mobile Websites Than Apps


Current vs. Future Usage of Mobile Marketing Tactics According to Marketers Worldwide Q3 2014

Currently Use

Will use in the future

100
90
80

% of Respondents

70
60
50
40
30
20
10
0

Source: eMarketer

Geofencing

Mobile Advertising

Geotargeting

Mobile Search

Mobile barcode

Mobile app

Mobile optimized site

Internet Advertising Is Increasingly Mobile


Mobile is growing at 34% year-on-year as a share of global internet advertising

Desktop Advertising

Mobile Advertising

150
135

Global Internet Advertising ($B)

120
105
90
75
60
45
30
15

2009

Source: Mary Meekers 2015 Internet Trend Reports

2010

2011

2012

2013

2014

People are Less Likely to Block Ads on Mobile Than Desktop


Survey: Do you regularly use ad-blocking software?

Yes

No

Yes, on desktop

Yes, on mobile

Yes, on tablet

0%

Source: BI Intelligence

7%

14%

21%

28%

35%

42%

49%

56%

63%

70%

Geo-Targeted Ads Do 2x Better Than Non-Targeted Campaigns


Click through rate (CTR) of mobile display advertisements is twice the industry benchmark (0.40%)

1%

0.8%

0.6%

82%

82%

Geo-Fence

Geo-Aware

65%

0.4%

0.2%

0%

Zipcode Based

Source: Local Search Association, LSA Insights Database, January 2015

Mobile is Driving E-Commerce for Consumer Goods


Year on Year Growth of E-commerce Sales by Purchase Device, US 2014/13

Desktop

130
117
104
91
78
65
52
39
26
13
0

Source: BI Intelligence

Consumer Packaged Goods

Digital Content

Mobile

Especially on Chinese Retailer Alibabas E-Commerce Marketplace


Alibaba Global Gross Merchandise Volume - Mobile shoppers accounted for 51% of all spending

$130

YoY Growth

Billions

$97.5

$65

$32.5

$0

Q1 2013

Source: BI Intelligence

Q2 2013

Q3 2013

Q4 2013

Q1 2014

Q2 2014

Q3 2014

Q4 2014

Q1 2015

Mobile Payments Will Explode By 2019


US consumers who made a mobile in-store payment during the year

200,000,000

160,000,000

5 year CAGR =

52%

$Millions

120,000,000

80,000,000

40,000,000

Source: BI Intelligence

2014

2015E

2016E

2017E

2018E

2019E

Social Media

Social Medias Share in Internet Traffic Rose in 2014


Select websites, desktop and mobile, January 2014November 2014

25

Share of Total Traffic Referrals (%)

20

22%
15

14%
10

0
January

Source: BI Intelligence

February

March

April

May

June

July

August

September

October

November

1.8 Billion Photos Are Shared Daily


Photos on WhatsApp, Snapchat, Instagram, Facebook, Flickr each day total 1.8 Billion

2,000

Millions of Photos Uploaded and Shared Daily

1,800
1,600
1,400
1,200
1,000
800
600
400
200
0

Source: BI Intelligence

2008

2009

2010

2011

2012

2013

2014

Image-focused Social Networks Have Grown the Fastest


Pinterest and Instagram gained in adoption over the last year

2012

2013

80%
72%
64%
56%
48%
40%
32%
24%
16%
8%
0%

Source: BI Intelligence

Facebook

LinkedIn

Pinterest

Instagram

Twitter

2014

More Than Half Of Facebook Video Views Come From Shares


Facebook Video Views per Day

Billions of Video Views per Day

Source: BI Intelligence

Q3: 14

Q4: 14

Q1: 15

More People Follow Retail Brands On Instagram Than Facebook Or Twitter


The average retailer on Instagram has 300,000 followers, and apparel is the most popular

Facebook

Twitter

450%
405%
360%

Follower Growth Rate

315%
270%
225%
180%
135%
90%
45%
0%

Source: BI Intelligence

Beauty

Apparel

Big Box

Electronics

Home Goods

Instagram

Pinterest Helps Users with Purchase Decisions


Product categories for which Pinterest has helped with purchase decisions according to US active Pinterest users, March 2015

Food/Ingredients

62

Home

45

Hair & Beauty

44

40

Health & Fitness

39

Clothing & Accessories

52

Total
0%

Source: eMarketer

7%

14%

21%

28%

35%

42%

49%

56%

63%

70%

CMOs to Increase Spend on Social Media by 2020


In the next five years, social media will account for almost 25% of marketing budgets

25

22.4%

Percentage of Marketing Budget

20

13.5%
15

9.9%
10

0
Current Levels

Source: The CMO Survey by the Fuqua School of Business of Duke University

Over Next 12 Months

In Next Five Years

Most Of Facebooks Ad Revenue Comes from Mobile


Facebooks non-mobile ad revenue is declining, as mobile users dominate the social networks user base

4000

3200
Payments and fees

Billions

2400

1600

Mobile Advertising

800
Advertising (non-mobile)

0
Q1 13

Source: BI Intelligence

Q2 13

Q3 13

Q4 13

Q1 14

Q2 14

Q3 14

Q4 14

Q1 15

Facebook Is The Leader in Generating E-Commerce Revenue


Share of Social Generated E-Commerce Revenue (Global)

Other
Google+

Percentage of Revenue Generated

E-mail

Pinterest

Twitter

Facebook

1Q 2012

Source: BI Intelligence

2Q 2012

3Q 2012

Q4 2012

3Q 2013

Q4 2013

Q1 2014

Q2 2014

Q4 2014

Messaging Apps Have Caught Up to Social Networks


Monthly Active Users for Selected Top 4 Social Networks and Messaging Apps

Big 4 Messaging Apps (WhatsApp, Facebook Messenger, WeChat, Viber)

Big 4 Social Networks (Facebook, Twitter, LinkedIn, Instagram)

2500
2250
2000

Monthly Active Users

1750
1500
1250
1000
750
500
250
0
4Q11

Source: BI Intelligence

1Q12

2Q12

3Q12

4Q12

1Q13

2Q13

3Q13

4Q13

1Q14

2Q14

3Q14

4Q14

1Q15

And WhatsApp Is The Most Widely Used Messaging App


It will likely reach 1 billion users this year

LINE

WhatsApp

WeChat

Viber

Snapchat

600

500

Millions of Users

400

300

200

100

0
Oct 10

Dec 11

Source: BI Intelligence

Feb 12

Jul 12

Sep 12

Oct 12

Jan 13

Mar 13

Apr 13

May 13

Jun 13

Jul 13

Aug 13

Sep 13

Oct 13

Nov 13

Dec 13

Jan 14

Feb 14

Mar 14

Media + Content

US And China Will Spend The Most On Advertising In 2015


Top 5 Countries Ranked By Media, Digital, and Mobile Internet Ad Spend, 2015

Total Media

Digital

Mobile Internet

200
180
160
140
120
100
80
60
40
20
0

Source: BI Intelligence

US

China

Japan

Germany

UK

Advertisers are Spending (and Making) Less on Traditional Channels


Digital Ad Revenue by Format (US)

Search

Display

Video

100

$ Billions

75

50

25

Source: BI Intelligence

2015E

2016E

2017E

2018E

2019E

2020E

Other

Programmatic Ad Spending Doubled Last Quarter


Programmatic Advertising Revenue (Global), Selected Companies

$1,000,000

$800,000

Rocket Fuel
$600,000
Rubicon Project

$400,000
Criteo

$200,000
AOL Third party Platforms
$0
Q1 13

Source: BI Intelligence

Q2 13

Q3 13

Q4 13

Q1 14

Q2 14

Q3 14

Q4 14

Q1 15

Digital Video Ad Spending is Ahead of Most Categories


Digital video ad spending is rising faster than search and display (U.S. CAGR, 2015-2020)

25

%of Ad Spend

19.4

13.8

8.2

2.6

-3

Digital Total

Source: BI Intelligence

Search

Display

Video

Social

Traditional Total

TV

Radio

Newspaper

Magazine

Out of Home

Native Advertising Will Explode in 2015


Social native ads will account for the largest share of native ad revenue

Native Style Display

Sponsorship

Social

15

Revenue ($Billions)

12.5

10

7.5

2.5

0
2013

Source: BI Intelligence

2014

2015

2016

2017

2018

But Google Advertising is More Valuable to Brands than Social Channels


Google average revenue per user (ARPU) is 6x that of Facebook and 12x that of Twitter

Twitter

Facebook

Google

10

15

20

25

30

Annualized Advertising Revenue Per User (Based on Q1 2014 Data)

Source: BI Intelligence

35

40

45

50

The Worlds Largest Ad Agency Spent 4x as Much on Google Than Social


WPP Digital Media Spending (Global), Selected Companies

$3,000

Millions (USD)

$2,400

$1,800

$1,200

$600

$0

Source: BI Intelligence

Google

Facebook

Yahoo

Twitter

AOL

Improving Leads Is Priority For B2B Marketers


Survey: What are the key marketing automation objectives your company is trying to pursue?

Improve lead nurturing


Improve lead quality
Increase lead generation
Increase sales revenues
Improve performance measurement
Increase customer acquisition
Improve marketing-sales alignment
Improve marketing production
Reduce sales cycle
Increase customer retention
0%

Source: eMarketer

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Blogging is the Most Important Content For B2B Marketers


Survey: Select the single most important form of content for your business

2%

19%

45%

34%

Source: eMarketer

Blogging
Visual
Videos
Podcasting

And Most B2B Marketers Publish New Content Daily


Survey: How often does your organization publish new content that supports its content marketing program?

2%
8%

16%

12%

26%
19%

17%

Source: 2015 B2B Content Marketing Trends - North America: Content Marketing Institute/Marketing Profs

Daily
Multiple times per week
Weekly
Multiple times per month
Monthly
Less than Once per Month
Unsure

Website Traffic Is The Most Important Metric for B2B Marketers


Survey: What is the most important metric of B2B content marketing success?

Website Traffic
Sales Lead Quality
Higher Conversion Rates
Sales
Sales Lead Quality
SEO Ranking
Time Spent on Website
Inbound links
Qualitative feedback from customers
Subscriber Growth
0%

7%

14%

Source:2015 B2B Content Marketing Trends - North America: Content Marketing

21%

28%

35%

42%

49%

56%

63%

70%

User Generated Content Topped Video Uploads In The Last Month


Who uploaded the top 100 videos to content platforms in the last month?

Brand Videos

Media Companies

Influencers (+250K followers)

100

Billions of Videos

75

50

25

Youtube

Source: Mary Meekers 2015 Internet Trend Reports

Vine

Facebook

Amateur (user-generated)

Netflixs Subscriber Growth Highlights Importance Of Original Content


as online streaming hubs start to look more like traditional media

70000

60000

50000

International

40000

30000

20000

Domestic
10000

0
Q1 2012

Q2 2012

Source: BI Intelligence

Q3 2012

Q4 2012

Q1 2013

Q2 2013

Q3 2013

Q4 2013

Q1 2014

Q2 2014

Q3 2014

Q4 2014

Q1 2015

Q2 2015

Emerging Technologies

The Internet Of Things Will Be The Worlds Largest Device Market


The IOT market will soon be larger than PC,tablet & smartphone markets combined

Billions of Devices

Internet Of Things
Connected Cars
Wearables
Connected/Smart TVs
Tablets
Smartphones
Personal Computers

5 year CAGR =

2013

Source: BI Intelligence

2014

2015E

35%

2016E

2017E

2018E

2019E

And Mobile Will Help Us Control Most of it


IoT Controller Forecast, 2013 - 2019

Personal Computers (Desktop And Notebook)

Smartphones

Tablets

Connected/Smart TVs

Wearables

Connected Cars

12,000,000,000

Billions of Devices

9,600,000,000

7,200,000,000

4,800,000,000

2,400,000,000

0
2013

Source: BI Intelligence

2014

2015E

2016E

2017E

2018E

2019E

The IoT Field is Wide Open for New and Old Tech Companies
Estimated IoT Revenue, 2014-2019

60

Revenue ($10B)

48

36

24

12

0
2014E

Source: BI Intelligence

2015E

2016E

2017E

2018E

2019E

More Than Half the Cars on the Roads will Be Connected by 2020
Connected Car Shipments Forecast, Global

Global Cars Shipped

Shipped With Connectivity

100
90
80
70

$Millions

60
50
40
30
20
10
0

2013

Source: BI Intelligence

2014

2015

2016

2017

2018

2019

2020

High-Income Households Are More Likely to Use Smart Devices


Americans who currently use smart devices earn twice as much income as those who don't

$200,000

Household Income

$160,000

$120,000

$80,000

$40,000

$0

Use Wearable Device

Source: BI Intelligence

Use Smart Home Device

Use Smart Entertainment Device

Do Not Use Any Smart Device

Virtual Reality: Demand For Smartphone-Tethered Headsets To Rise


Beyond gaming, VR will be an important platform for streaming content and shopping

30

25

Others

Millions

20

VR Headsets

15

10
Gaming Console Headsets
5
Smartphone- Mounted VR
0
2014

Source: BI Intelligence

2015

2016

2017

2018

2019

2020

Brands + Agencies

Marketing is Becoming a Key Pillar of the C-Suite


The average CMO tenure has risen from two years to almost four

50

40

Months

30

20

10

2005

Source: Spencer Stuart

2006

2007

2008

2009

2010

2011

2012

2013

2014

Analytics, Digital, and Mobile Will Change Most By 2020


CMOs predict the areas of fundamental change for marketing over the next 5 years

Analytics skills will be a core competence of marketing


Digital budgets will acount for more than 75% of the marketing budget
Mobile will account for over 50% of the marketing budget
Marketing will become more of an on-demand information provision function
Marketing, Sales and Customer Service will be merged into a single function
Earned media will be more important and receive more support than paid and owned media
Marketing and IT will be merged into a single function
CMOs will be the most important relationship for CEOs, surpassing the CFO
We will be known as a digital company

0%

Source: Accenture Interactive

5%

9%

14%

18%

23%

27%

32%

36%

41%

45%

Marketers Are Cutting Back on Digital Agencies


Number of agencies that touch digital efforts at their company, according to client side marketers worldwide

12%

13%

2%

10%
27%

9%
14%

2014
17%

23%

0
1
2
3
4
5+

0
1
2
3
4
5+

2015
15%

26%

Source: eMarketer

32%

Millennials Are A Rich Resource for Brand Advocacy


Survey: Which of the following do you use routinely to communicate about brands, products, and services?

Millennials

Gen X

50%

40%

30%

20%

10%

0%

Source: BI Intelligence

Text Messaging

Social Media

Instant Messaging

Blogging

Boomers

Percolate is the system of record for marketing.


Our technology helps the world's largest and fastest-growing
brands at every step of the marketing process.

Want to learn more?


Contact learn@percolate.com for more information
or request a demo today at percolate.com/request-demo

Mihika Barua
Mihika Barua is a junior associate on Percolates
Integrated Marketing Team.

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