Every year, entrepreneurs, investors and businesses wait for analysis from Mary Meeker.
Who is Meeker? A former securities analyst, Meeker is a venture capitalist at Kleiner Perkins Caufield & Byers. The reason her slides capture so much attention is for their breadth and ability to spotlight Internet trends and whereconsumer behavior is heading.
Today, Meeker provided an update to her presentation. It’s full of riches and I suggest you take a look. But for marketers, we wanted to highlight four slides in particular.
There’s Huge Money to be Made in Mobile Ads
A quick glance at the slide below shows the riches yet to be grabbed in mobile advertising.
Internet ad spending reached $30 billion while mobile ad spending reached $1.6 billion. Meanwhile, time spent on the Internet was at 26% while ad spend was a nearby 22%. But time spent on mobile was at 10% and ad spend was only 1%. Clearly, there’s a huge opportunity to make big bucks in mobile advertising. Meeker pinpoints the opportunity in Internet and mobile advertising at about $20 billion.
The Consumerization of the Workplace is Coming
First BlackBerrys gave way to iPhones. If Meeker’s slides are right, the desktop is about to give way to the mobile computer.
Projections nail 2013 as an inflection point where the installed base of tablets and smartphones outpace the installed base of PCs. By 2015, the number of smartphones and tablets will run far past the number of PCs.
For modern marketers this is a key trend. Increasingly, people will access your content and offers from a mobile device, not just in the home but also at work.
Need further proof? Take a look at this slide. Mobile accounted for 4% of Internet traffic in 2010. It rose to 13% in 2012.
Knowledge is Now Thoroughly Online
This may qualify as a “no duh” statement, but the way we access and garner knowledge is happening online. We already knew that 90% of the world’s data was created in the last two years. Meeker points out an interesting anecdote that truly shows how massive the shift from editorial control to a more open process has been.
Sales of the Encyclopedia Britannica – once the reference point for people – have been on a steady decline since peaking in 1990, to the point that the print edition has ceased. Meanwhile, Wikipedia has 485 monthly active users.
The story here is that people are turning to the Web for information, whether it’s to figure out the name of an actor or researching a major purchase. And the knowledge online is in a constant state of flux. Marketers need to stay on top of it.
For more marketing insight from Big Data, check out our 40 Must-See Charts for Modern Marketers.