Yesterday at the Code Conference, Mary Meeker released her Internet Trends 2016; 213 pages of statistics on the state of all things Internet: advertising and commerce; video, images and messaging; voice and transportation, plus a look at Internet trends, macro trends, the state of China…you get the picture. Here are a few big takeaways:
With the exception of India, Internet growth is flat, reaching 3B users or 42% of the global population.
Global smartphone unit shipments are slowing dramatically; up 10% versus 28% year over year.
New Internet users are harder to acquire, given high penetration in developed markets.
At the same time, we’re also seeing a slowdown in the growth of global GDP
The “net net”, as Meeker says, is that the days of easy growth are behind us. If we look at some more granular trends, we see some interesting patterns emerge:
Advertisers need to drop that remote. Advertisers continue to be over-indexed in legacy media, meaning that they spend proportionally more on media (such as TV) compared to consumer time spent, and less in media such as mobile, in which users spend significantly more time.
Consumers are blocking your ads anyway, especially in mobile. Ad-blocking usage is way up; 16% in desktop and 94% in mobile.
Except Snapchat. Video ads can work well; case in point is Snapchat’s 3Vs: Vertical, Video and (full screen) Viewing
Love your millienials. At 27%, they are now the largest segment of the population.
Categories are so last year. Accepted boundaries between products, brands and retailers are disappearing. Physical is digital and vice versa. This is completely up-ending conventional wisdom about the definition of a brand, a product or a delivery method. For examples, see Warby Parker, Casper, Stitch Fix, Thrive Market.
Hyper-targeted marketing is driving growth for retailers, products and brands. StitchFix, which uses a mix of data science and human touch for content discovery and curation, is driving personalization to unprecedented levels.
Communication is becoming increasingly visual. Generation Z, ages 1-20, communicates primarily in images. Video views are exploding. Candace Payne’s now-famous Chewbacca video demonstrates how live video can reach new orders of viewing magnitude. (As of 5/16/16, the Payne video had been viewed on Facebook Live 156M times, dramatically accelerating demand for the product.) Image-based platforms are increasingly becoming commerce platforms.
Messaging is evolving rapidly, from simple social to business-related conversations. Case in point: Chatbots being used by HP, 1-800-Flowers, Hyatt, Rogers Communications.
Voice is becoming a user interface. Mobile voice assistant usage is rapidly increasing, as is accuracy. Advantages: it’s context-sensitive, always on (especially useful in mobile & home environments). Disadvantages: still maturing in terms of accuracy.
Data is a growth platform. The evolution is from static and backward-looking analytics to dynamic and predictive relationship intelligence.
As data usage explodes, so do privacy concerns. Consumers’ top privacy concerns are organizations selling data how and where they store it, how they identify consumers and for how long it is stored. Incidentally, I’m proud to report that this slide cites Altimeter research (page 210, if you're so inclined).
In the interest of (relative) brevity, I haven't included everything here, so I strongly suggest you look at Meeker's report, embedded below, for more on all these topics, as well as deeper dives into the future of transportation and what's happening in China.
What does it all mean?
Here's my take: we are at an inflection point, not only with regard to the economy but in the relationship between companies and customers, technology and individuals.
Slowing growth, combined with continued atomization of delivery channels and technologies, combined with the erasure of categories (brand, product, delivery) is both a blessing and a curse to organizations built on fundamental assumptions about the relationship between company, product and customer.
Clearly, startups like Warby Parker and Stitch Fix have the advantage of starting from a clean sheet of paper, while other companies are beholden to technology choices and organizational structures that may be older than many of their employees.
But that doesn't need to stop us from stopping to consider the massive economic, technological and cultural shifts we are experiencing and looking at what we can do within our own organizations to make the most of them.
Customer behaviors may change based on technology and cultural trends, but understanding customers and serving them where they are, with what they need, when they need it, never goes out of style.
Highlights from Mary Meeker’s report, unveiled at Code Conference.
The latest research report from Susan Etlinger shows how brands must look at their data not only as a technology issue, but as a strategic asset to be used for competitive advantage.
Lots of changes happening at Twitter, here’s what the latest means for brands that use the platform.
Analyst Susan Etlinger outlines her research agenda and areas of coverage for 2016.
Altimeter’s Susan Etlinger is a guest contributor to a new report from the World Economic Forum, prepared by the Global Agenda Council for Social Media.
Susan Etlinger’s thoughts on the recent TED@IBM event on data.
Companies need to look beyond communication to earn consumer trust.
How much further can we take the “customer profile?”
What you need to know about how companies can use your data to discriminate against you.
When it comes to consumer data use, communication isn’t just ethical, it’s an integral part of brand strategy.
What you should keep in mind when evaluating your company’s social business maturity.
What both consumers and businesses can learn from the Ashley Madison cheating website data breach.
A new survey by Econsultancy and Oracle Marketing Cloud highlights the challenges marketers face in using Big Data platforms.
The essential guidelines all businesses need to follow for the ethical collection, use and sale of data.
Was Twitter wrong for taking down “Politwoops?”
The Apple CEO delivered a scathing critique of companies misusing customer information.
Altimeter’s latest consumer survey focuses on privacy in the new age of connected devices.
If customer experience is based upon data, the first step is earning their trust.
The implications of Twitter turning off the tap for one of its biggest data partners.
In this 1-hour webinar, industry analysts Susan Etlinger and Rebecca Lieb share their latest research on Content Marketing Performance.
A new law banning the collection of personal information in South Africa could influence legislation in other countries as well.
In this one-hour webinar, Susan Etlinger shares a framework on how to 1) extract insight from data and 2) in a way that engenders trust.
A look at what we give up and gain when we allow our lives to be turned into sources for data.
Microsoft’s cool new gadget could be a powerful tool in the hands of a business.
Highlights of what the Big Boulder Initiative accomplished in 2014, and its plans for the new year.
This document is just a first step toward setting context for the many disruptions of ubiquitous and complex data, but it includes preliminary frameworks to help us examine these issues in more detail.
In my last post, I discussed some themes for 2015, one of which was an imperative for us as an industry to get serious about digital ethics.
I’m not generally a fan of annual predictions; they always remind me of a carnival in which you’re encouraged to “pay no attention to the man behind the curtain”; you almost never win the giant teddy bear.
In a moving talk, she explains why, as we receive more and more data, we need to deepen our critical thinking skills.
Marketers are struggling with a customer journey that has become more complex than ever. The journey is difficult to track across channels and devices. The infographic below illustrates the modern marketing cycle…
This week, Facebook re-launched Atlas, the ad platform it bought from Microsoft last year.
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
In this one-hour webinar, analyst Susan Etlinger explores the phenomenon of “TV Everywhere” and shares findings from her recent report, Data Everywhere.
In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media.
During the past several years, the television industry has changed dramatically, spurred by device proliferation, changing distribution methods, and the increasing popularity of social media.
Social Media Examiner’s 2014 annual Marketing Industry Report found that while 97% of marketers use social media in their marketing efforts, only 37% are able to measure the ROI of those activities.
Modern marketing requires deeper customer understanding to drive meaningful engagement. With social media — and the abundance of social profile and activity data — brands can glean this insight to identify and better understand prospects and customers throughout the customer lifecycle.
Today, I’m happy to announce the publication of my research report, Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank.
Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010?
Your refrigerator has a message for you — and no, it’s not that you need more orange juice– it’s an ad for belly fat pills. Thanks, Refrigerator. This post was originally posted on Wearable World News. The original can be found here.
At the most basic level, the Internet of Things (IoT) is connectivity between people, processes and things. While this is as vast as it sounds — spanning all industries, the enterprise, and consumers — one of the central-most challenges facing…
As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year.
Customer attention will continue to fragment in 2014, making it harder than ever for brands to engage with customers. But it will also be the year in which brands capitalize on a largely untapped opportunity presented by social media…
In the past year, social data has continued to wend its way into organizations of all types, from large enterprise to small business to media and entertainment and the public sector. We’ve seen use cases far past marketing into product and service quality, entertainment programming, customer service, fraud detection and a host of other examples.
In this report, industry analyst Susan Etlinger demonstrates how leading organizations are deriving actionable intelligence from a holistic view of social and enterprise data.
I’ve taught more than 300 professionals Social Business through hands-on workshops, and happy to announce new workshops from Altimeter Academy focused on Content Marketing and Social Business Analytics.
I spend a lot of time reading and thinking about social data: what it is, what it isn’t, how to measure it, where it’s going.
This post originally appeared on my Altimeter analyst Jeremiah Owyang’s Web Strategy Blog By Chris Silva and Jeremiah Owyang, Industry Analysts at Altimeter Group Last year’s over hyped skydiving was replaced by down to earth by grounded product enhancements.
Over 30 Technologies Have Emerged, at a Faster Pace than Companies Can Digest. If you think social was disruptive, it was really just the beginning.
The volatility of social data and the pace of change mean that tried-and-true measurement methods are no longer enough. Social data is different.
Everyone talks about the challenges of measuring the revenue impact of social media, but how are top brands actually doing it? And are they successfully measuring ROI?
Wherever I go, the question I hear most often is this: “What is the ROI of social media?” Even though most companies we’ve surveyed have a brand monitoring solution in place, few have yet to crack the measurement code. It remains one of the most stubborn challenges for the social business.
While numerous social media measurement technologies exist, no single tool can adequately measure and provide insights for all social marketing activity.