Professional Documents
Culture Documents
Mobile
December 2014
December 2015
35%
40%
Total Mobile Minutes
Total Computer Minutes
60%
65%
Smartphone
49%
Share of mobile commerce by 2020
$79
$69
$60
$51
$43
$35
$80
2015 (F)
$99
2016 (F)
$119
2017 (F)
F = Forecast
Source: Mobile Commerce Daily, Forrester Research Mobile and Tablet Commerce Forecast, 2015-2020
$138
2018 (F)
$156
2019 (F)
$173
2020 (F)
EMEA
284.3
58.3
240
63.7
180
147.3
120
60
111.2
31.4
25
36.3
27.7
58.5
Source:App Annie
162.2
2015
79.6
2016
2020
Americas
284.3
240
194.1
180
147.3
120
111.2
98.3
73.2
60
90.2
38
0
Source:App Annie
2015
49
2016
2020
Rest of World
Minutes
180
150
120
90
60
30
Q1 2013
Source: Company Filings, News and Company Announcements, GlobalWebIndex
Q2 2014
Q2 2015
Mobile Apps
18-34
Total
Snacks
Restaurants
E-Retailers
Movies
TV Shows
Source: MEC
10
20
30
40
50
Millions
60
70
80
90
100
10
20
30
40
50
Millions
60
70
80
90
100
Global Average
Asia-Pacific
Europe
Middle East/Africa
Latin America
North America
0
Source: Nielsen Global Digital Landscape Survey
15
30
45
Percent of respondents who strongly agree
60
75
42%
45%
38%
40
44%
46%
30%
30
27%
22%
20
13%
10
4%
0
4Q11
Source: Ooyala
6%
1Q12
7%
7%
2Q12
3Q12
8%
4Q12
15%
17%
10%
1Q13
2Q13
3Q13
4Q13
1Q14
2Q14
3Q14
4Q14
1Q15
2Q15
3Q15
4Q15
February 2016
3.56
2.89
3.46
2.92
3.12
3.14
3.47
3.44
2.74
2.90
2.64
2.74
Customer acquisition
Customer engagement
Source: The CMO Survey by the Fuqua School of Business at Duke University
Customer retention
Sales
Profits
100%
86%
71%
57%
43%
81%
75%
29%
80%
53%
14%
0%
Kenya
India
Mobile Penetration
25
$23.41
20
$16.47
15
$13.77
$12.88
$11.76
$9.98
10
5
$3.38
$2.39
$0.56
Mexico
Source: Jana
$1.22
South Africa
$1.04
Brazil
$0.46
Nigeria
$1.18
$1.29
$0.2
Philippines
Turkey
India
$0.43
Indonesia
Digital Media
20.9%
13.2%
10.6%
Current Levels
In Next 5 Years
% Outside Agencies
21.7%
20%
18.9%
17.4%
Feb-14
Feb-15
Aug-15
Feb-16
Q4 2015
350
300
Sessions
250
200
150
100
50
0
Source: SocialBakers
Millions
$185
Q4 2012
Source:Twitter
$204
Q1 2013
$218
Q2 2013
$232
$241
$255
$271
$284
$288
QoQ Growth
$302
$304
$307
$305
Q1 2015
Q2 2015
Q3 2015
Q4 2015
320M
Monthly Active
Users at Present
181M
198M
121M
54M
39M
30M
21M
Jan 2010
Jan 2011
Jan 2012
Jan 2013
Jan 2014
Jan 2015
40
90%
Billion USD
30
20
10
2013
2014
2015
2016
$120
Subscriptions
$100
Millions
$80
$60
$40
$20
Q1 13
Source: The New York Times
Q2 13
Q3 13
Q4 13
Q1 14
Q2 14
Q3 14
Q4 14
For most news websites, over half of mobile data is spent on ads
Time to load editorial content versus advertising content for major news publications
Seconds to load advertising content
30
27
24
Seconds to load
21
18
15
12
9
6
3
0
ed
ew
fe
on
gt
ic
rk
Yo
nt
fin
la
es
m
Ti
st
po
es
m
Ti
s
Po
es
l
ge
uf
zz
Bu
e
Th
e
Th
At
An
ce
Vi
e
Th
x
Vo
s
Lo
lo
r
Yo
as
Be
un
ib
Tr
ily
go
Da
ca
ew
Sa
hi
e
Th
Source: The New York Times, The Cost of Mobile Ads on 50 News Websites | October 2015
Billions of Minutes
210
984.3B
Total monthly mobile minutes
200.7
95
92.2
74.6
19.8
Pandora
Apple
Spotify
19.4
13.7
11.1
10.9
7.2
6.8
Netflix
Snapchat
Microsoft Sites
Source: IAB
11
15
19
23
26
30
30
24
18
12
Le
ga
ns
tio
en
t/
ni
za
rn
ov
e
G
ab
rit
ha
C
rg
a
O
le
ts/
ur
an
Re
s
ta
Fi
na
nc
Di
n
ia
l
in
Se
rv
g/
Fo
o
ic
es
n
Sp
or
ts/
Ed
Re
c
uc
re
a
at
tio
io
et
h/
Te
c
et
w
N
al
So
ci
In
or
te
rn
ki
ng
g
in
am
G
26%
22%
48%
Source: Celtra
4%
9%
24%
46%
X
21%
Source: Celtra
Content blocking
Subscription models
Paywalls
Using an ad block vendor
Streaming Media
Broadband Internet
60
58
56
54
Millions
52
50
48
46
44
42
40
Q4 2013
Q1 2014
Q2 2014
Q3 2014
Q4 2014
Q1 2015
Q2 2015
Q3 2015
Q4 2015
40
Millions
30
20
30M
10
11M
0
Spotify
Apple Music
25%
20%
15%
10%
5%
0%
2008
2009
2010
2011
2012
2013
2014
2015
2016
12
Billions (USD)
2010
2011
2012
2013
2014
2015
<$40k
$40k-$75k
18%
$75k-$100k
$100k+
5% 4%
21%
32%
29%
23%
15%
19%
68%
31%
35%
Source: Nielsen
Movie
100%
80%
Millions
60%
40%
20%
2014
Source: Conviva
2015
Episodic
Short-form
12%
22%
Traditional
Display Ads
Brand Publishing
14%
10%
Programmatic
14%
15%
22%
Traditional
12%
Search Ads
Display Ads
Website & Ecommerce
Social
13%
Brand Publishing
14%
10%
Programmatic
14%
Social
Source: Percolate
15%
% Marketing Budget
13
12.1%
11.4%
11
11.4%
10.9%
10.9%
10.6%
10.4%
10.1%
10%
9.4%
8.1%
7
Feb-11
Aug-11
Feb-12
Aug-12
Feb-13
Aug-13
Feb-14
Aug-14
Feb-15
Aug-15
Feb-16
9.2%
9.1%
8.7%
8.1%
6.7%
6.4%
5.9%
6.9%
6.7%
6.1%
5.5%
5.1%
4.3%
1.1%
0.5%
Feb-09
Aug-09
Feb-10
Aug-10
Feb-11
Aug-11
Feb-12
Aug-12
Aug-12
Feb-13
Aug-13
Feb-14
Aug-14
Feb-15
Aug-15
Agency costs
Source: Percolate
10
15
20
25
Percent of respondents
30
35
40
45
100
90
80
70
60
50
89%
40
78%
65%
30
60%
62%
61%
51%
20
10
0
Source: Percolate
57%
42%
51%
37%
25%
Banking
Consumer-Packaged Goods
IT & Technology
Manufacturing
Retail
Professional Services
10%
2%
4%
13%
22%
26%
11%
62%
51%
Expect non-working to
grow in the next year
33%
40%
40%
Increased signifcantly
Stayed about the same
Decreased significantly
Source: Percolate
Increased
Decreased
Will increase
Will decrease
100
80
60
40
50%
20
Traditional media
Source: Percolate
43%
42%
40%
40%
38%
38%
Brand publishing
Social
Programmatic
Display ads
Search ads
Advertising Budget
Marketing Budget
50
45
40
35
30
25
20
46%
41%
38%
37%
32%
15
5
0
Source: Percolate
24%
23%
10
17%
14%
Banking
Consumer-Packaged Goods
42%
IT & Technology
16%
Manufacturing
19%
Retail
Professional Services
Advertising Budget
Marketing Budget
45
40
35
30
25
20
40%
42%
42%
40%
34%
15
10
23%
17%
19%
21%
25%
5
0
Source: Percolate
$50M to $249M
$250M to $999M
$1B to $4.99B
$5B or More
Advertising Budget
Marketing Budget
50
45
40
35
30
25
20
46%
43%
37%
38%
36%
15
10
17%
18%
20%
22%
27%
5
0
Source: Percolate
$10M to $50M
$51M to $100M
$101M to $500M
Over $500M
High Performers*
40
36
32
28
24
20
40%
16
12
24%
20%
8%
4
0
Source: Percolate
Average Rating
1
February 2011
Agust 2013
Source: The 2016 CMO Survey by the Fuqua School of Business at Duke University. Note: Question asked irregularly.
August 2014
February 2016
40
16%
4%
30
20
30%
28%
10
Source: RSW/US
Moderate Shift
IoT startup funding has risen rapidly in the last five years
IoT Global Quarterly Financing History, Q110- Q315
Deals
Investment ($M)
65
64
54
43
63
54
44
42
38
$ Billions
65
37
34
33
22
23
28
26
25
21
30
29
26
$547
$151
$350
$301
$244
$184
$434
$428
$363
$163
$548
$479
21
$270
$626
$602
$262
$284
$277
$268
$199
$219
$165
$99
Q1'10
Q2'10
Source: CB Insights
Q3'10
Q4'10
Q1'11
Q2'11
Q3'11
Q4'11
Q1'12
Q2'12
Q3'12
Q4'12
Q1'13
Q2'13
Q3'13
Q4'13
Q1'14
Q2'14
Q3'14
Q4'14
Q1'15
Q2'15
Q3'15
Privacy Violations
Identifying which
data is sensitive
n = 1100
Source: Varmetric Data Threat Report, 2016
10
15
20
25
30
35
40
41
560
420
601
280
140
3.2
97
0
Source: Cisco
2015
2020
Customer Experience
77%
2%
8%
8%
Social media
Live chat
Phone
29%
Source NM Incite
13%
12%
YouTube
61%
36%
35%
31%
26%
6%
Source Accenture
Superior products
Loyalty programs
3%
Mihika Barua
Mihika Barua is a member of Percolates Integrated
Marketing team. Her focus areas are content
marketing and social media management.