The 50 Most Important Mobile Marketing Charts of 2015

Transcription

1 The 50 Most Important Mobile Marketing Charts of 2015 What is the future of mobile marketing? Mobile has transformed the way we shop, consume media, and interact with our families and friends. In this collection, experts at Percolate have curated 50 charts that analyze key trends, insights, and perspectives on how mobile has changed the world. Broken into five sections: macro trends, market disruptors, mobile payments, consumer behavior and mobile advertising, each chart tells an important story about how the world has changed and how executives can prepare for the future. What are the main highlights of this collection? Smartphone sales are growing steadily, and while there is room to grow in the U.S. and Europe, the real action is in the developing world. Shoppers are going mobile. In fact, almost a third of e-commerce traffic is mobile. Millennials are unhappy with their banks, and love mobile payments - tech companies are taking notice. Finally, mobile advertising is exploding as spend begins to follow where consumers are actually spending their time.

2 Macro Trends

3 In Just a Few Years, We ve Gone Multi-Screen Global Internet connected device shipments 2,200,000,000 2,000,000,000 1,800,000,000 1,600,000,000 Smart TV s Wearables Revenue in Billions (USD) 1,400,000,000 1,200,000,000 1,000,000, ,000, ,000,000 Tablets Smartphones 400,000, ,000,000 Personal Computers E Gartner, IDC, Strategy Analytics, Company Filings, BI Intelligence Estimates

4 Global Smartphone Market Growing Steady Global smartphone shipments forecast 4B 3B Smartphones Shipped (Billions) 2B 1B E 2016E 2018E 2020E BI Intelligence Estimates

5 More than 1/4 of Internet Traffic is Mobile Global Internet traffic share (desktop versus mobile) 100% Desktop Mobile 75% 50% 25% Dec-08 May-10 Oct-11 Mar-13 Aug-14 StatCounter December 2014

6 Android is the Dominant Smartphone Platform Global smartphone market share by platform 100% Other 75% ios 50% BlackBerry Android 25% Microsoft 1Q09 3Q09 1Q10 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14 IDC, Strategy Analytics, BI Intelligence Estimates December 2014

7 Mobile Has Led to Billions in Revenue Annual ad revenue from mobile 14M Google Facebook Yahoo Twitter 12M 10M Ad Revenue in Billions 8M 6M 4M 2M E Google, Facebook, Yahoo, Twitter, BI Intelligence Estimates

8 U.S. Mobile Market Is Nearly Saturated Percentage of U.S. mobile phone owners with a smartphone 80% 70% Percentage of People on Mobile with Smartphone 60% 50% 40% 30% 20% 10% Jan 10 May 10 Sep 10 Jan 11 May 11 Sep 11 Jan 12 May 12 Sep 12 Jan 13 May 13 Sep 13 Jan 14 May 14 Gartner, IDC, BI Intelligence Estimates January 2015

9 PC Shipments Have Cratered PC shipments quarterly year-over-year growth (globally) 30% 24% 18% 12% Growth (YoY) 6% 0% (6%) (12%) (18%) (24%) 3Q09 1Q10 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14 Gartner, IDC, BI Intelligence Estimates January 2015

10 Tablets Have Carved Out a Chunk of PC Sales Global PC vs tablet shipments PC Shipments Tablet Shipments 200, , , , , ,000 80,000 60,000 40,000 20,000 1Q08 3Q08 1Q09 3Q09 1Q10 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14 Gartner, IDC, Strategy Analytics, Company Releases

11 Global Tablet Growth Has Hit a Wall Global tablet shipments (quarterly year-over-year growth) 300% Year-Over-Year Sequential 250% 200% 150% 100% 50% 0% (50%) 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14 Company Filings

12 ipad Sales Are Experience Negative Growth ipad sales (year-over-year sales growth) 200% 150% 100% 50% 0% (50%) 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 Company Filings

13 Feature Phone Sales Are Dropping Global mobile phone sales 400M Smartphones Feature Phones 350M 300M Sales (Millions) 250M 200M 150M 100M 50M 1Q08 3Q08 1Q09 3Q09 1Q10 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14 Gartner, IDC, Strategy Analytics, BI Intelligence Estimates

14 Feature Phones Just 25% of Mobile Phone Sales Global mobile phone sales Sales (Thousands) Feature Phones Smartphones 1Q08 3Q08 1Q09 3Q09 1Q10 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14 PayPal Investor Releases

15 Market Disruptors

16 Mobile Video is Exploding Global mobile video traffic in millions of terabytes per month 8,000,000 7,000,000 6,000,000 Millions of Terabytes Per Month 5,000,000 4,000,000 3,000,000 2,000,000 1,000, E 2016E Cisco 2013

17 Mobile Video Is Bigger Than All Other Categories Data usage by activity (globally) 30 File Sharing Audio Streaming Web/Data/VoIP Video 25 Exabytes Per Month Cisco February 2015

18 China & India, Biggest Opportunities in Mobile Smartphone sales in 2014 Sales To New Smartphone Users In 2014 Smartphone Upgrades In Sales (Millions) China India USA Brazil Indonesia Russia Japan Mexico Germany France UK Mediacells via the Guardian

19 Chinese Companies Sell ~25% of All Smartphones Selected local manufacturers from China (global quarterly shipments) 90M Xiaomi Lenovo Huawei ZTE Coolpad 80M 70M 60M Shipments (Millions) 50M 40M 30M 20M 10M 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 Canalys, IDC, Strategy Analytics, Bi Intelligence, Company Reports

20 Xiaomi s Growth is Accelerating Xiaomi global smartphone shipments 20M 18M 16M 14M Shipments (Millions) 12M 10M 8M 6M 4M 2M 4Q11 2Q12 4Q12 2Q13 4Q13 2Q14 4Q14 Company Statements, BI Intelligence Estimates

21 Growth in Mobile is Driving Messaging Apps Monthly Active Users (millions) for top apps 600M LINE WhatsApp WeChat Viber Snapchat 450M 300M 150M Oct-10 Feb-12 Sep-12 Jan-13 Apr-13 Jun-13 Aug-13 Oct-13 Dec-13 Feb-14 Company Statements, BI Intelligence Estimates

22 WhatsApp Has More than 700 million MAUs WhatsApp MAUs (Global) 700M 600M 500M 400M 300M 200M 100M Oct-10 Jul-12 Jan-13 Apr-13 Jul-13 Sep-13 Nov-13 Jan-14 Aug-14 Oct-14 Dec-14 WhatsApp January 2015

23 Phablets Are Canibalizing Tablets and Phones Global annual shipments by device 1,800 1,600 Phablets Tablets Smartphones (Non-Phablet) 1,400 1,200 Shipments (Millions) 1, E 2016E 2018E BI Intelligence Estimates

24 Mobile Revenue is Moving to Software Share of combined handset and app revenue App Economy Handset Market 100% 90% 80% 70% 60% 82% 79% 76% 72% 67% 50% 40% 30% 20% 10% 18% 21% 24% 28% 33% Portio Research, Vision Mobile

25 Mobile Payments

26 NFC-Enabled Handsets Are Booming Global NFC-enabled handset shipment forecast 1,400 1,300 1,200 1,100 Millions of Handsets Shipped 1, E 2015E 2016E 2017E 2018E IHS 2014

27 PayPal Powers $30B in Mobile Payments PayPal mobile transaction volume (USD, billions) 35,000 PayPal Mobile Braintree Mobile 30,000 25,000 Billions 20,000 15,000 10,000 5, PayPal Investor Releases

28 Venmo is Replacing Friend-to-Friend Payments Venmo payment volume 800M 700M $700M 600M Millions of Dollars 500M 400M 300M $314M $468M 200M $194M 100M $23M $31M $43M $59M $81M $105M $141M Q Q Q Q Q Q Q Q Q Q Q PayPal, BI Intelligence

29 Starbucks: ~$400M in Mobile Payments Q Starbucks mobile payment volume $500M $450M $400M Payments in Millions (USD) $350M $300M $250M $200M $150M $100M $50M Q Q Q Q Q Q Q Starbucks statements and filings, BI Intelligence

30 Mobile Banking is Growing ~20% YoY Growth in active mobile banking customers 35% Wells Fargo Bank Of America Chase 30% 25% Growth 20% 15% 10% 5% Q Q Q Q Q Q Q Company Filings

31 Half of Online Banking Customers Use Mobile Mobile versus online customers (Wells Fargo, Bank of America & Chase) 100M 90M 80M 70M 60M Mobile Millions 50M 40M 30M Non-Mobile Online 20M 10M Q Q Q Q Q Q Q Q Q Q Q Wells Fargo, Bank of America, Chase company filings

32 Bank Customers Love Mobile Deposit Services Survey: How valuable are remote check deposit services to you? 100% Somewhat Valuable Very Valuable 90% 80% 21% 70% Percent of Respondents 60% 50% 40% 30% 75% 25% 20% 10% 15% Users Non-Users Synergistics 2014

33 Millennials Love Digital and Mobile Banking North American millennial attitudes on banking Are active users of online banking 94% Are active users of mobile banking 72% Would be likely to bank with non-financial services companies with which they do business 72% Feel the traditional and digital experience they receive from their bank is somewhat or not at all seamless 67% Would consider using a branchless digital bank 39% 20% 40% 60% 80% 100% Respondents Who Answered in Affirmative Accenture, The Digital Disruption in Banking 2014

34 Millennials Online Banking Top Activities Survey: What was the purpose of your recent online/mobile banking activity? Checking balances or activity 84% Paying bills 57% Transferring money 56% Seeking info 14% Resolving an issue or dispute 12% Making another type of transaction 11% Opening or closing an account 11% Seeking advice 9% 20% 40% 60% 80% 100% Respondents Who Answered in Affirmative TD Bank, The Millennial 2014

35 Banks Are Being Threatened by Tech Companies If these companies offered banking services, how likely would you be to bank with them? 60% Square PayPal Apple Google Amazon 50% 50% 40% 41% Percent Agreement 30% 29% 29% 26% 20% 10% 0% Accenture, The Digital Disruption in Banking 2014

36 Mobile Advertising

37 Mobile Advertising is Exploding Forecasted digital advertising revenue (U.S.) 90B 80B 70B 60B Billions 50B 40B Mobile 30B 20B Non-Mobile 10B E 2016E 2017E 2018E BI Intelligence Estimates, Interactive Advertising Bureau

38 Ad Revenue Growth is in Mobile U.S. advertising revenue growth, CAGR % 90% 80% 70% Millions of Dollars 60% 50% 40% 30% 42.6% 35.7% 34.7% 20% 18.0% 15.1% 10% 0% 2.3% -0.4% (10%) Mobile Programmatic Native Social Desktop Video Desktop Search Desktop Display BI Intelligence Estimates based on data from BIA/Kelsey, IAB, IDC, and Magna Global

39 Android Generates More Ad Traffic than ios Global mobile ad traffic share by platform 100% Other 75% BlackBerry Symbian 50% ios 25% Android 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 Opera Mediaworks

40 Mobile is the First Screen Average daily time spent per user (smartphone vs desktop) 40 Smartphone Desktop 35 Average Daily Time Spent Per User (Minutes) Q Q Q Q Q Nielsen

41 Mobile is Driving All of Facebook s Growth Facebook Revenue by Segment (Global) 3,500,000,000 3,000,000,000 Payments and Fees 2,500,000,000 Revenue in Billions (USD) 2,000,000,000 1,500,000,000 1,000,000,000 Mobile Advertising 500,000,000 Advertising (Non-Mobile) Q1 10 Q3 10 Q1 11 Q3 11 Q1 12 Q3 12 Q1 13 Q3 13 Q1 14 Q3 14 Facebook Company Filings

42 Ad Spend is Moving to Digital (And to Mobile) U.S. advertising spend 300B Mobile All Other Other Online Offline 270B 240B Ad Spend in Billions (USD) 210B 180B 150B 120B 90B 60B 30B IAB, U.S. Census Bureau, Strategy Analytics, BI Intelligence Estimates

43 Mobile App Economy is Booming Estimated app revenue (Apple vs Google Play) 4 Apple App Store Google Play Billions (USD) Q13 4Q13 1Q14 2Q14 3Q14 App Annie, Jana, BI Intelligence Estimates

44 Mobile Ad Spend Vs. Time Spent Gap is Huge 2013 U.S. ad spending versus consumer time spent by media Time Spent Ad Spend 50% 45% 43% 40% 38% 35% 30% 25% 20% 19% 25% 22% 20% 15% 10% 12% 10% 5% 5% 4% Print TV Web Radio Mobile Mary Meeker, IAB, emarketer

45 Google Dominates Mobile Search Global mobile search market share 100% Google Yahoo! bing 90% 80% 70% Ad Revenue (Billions) 60% 50% 40% 30% 20% 10% Dec 08 May 09 Oct 09 Mar 10 Aug 10 Jan 11 Jun 11 Nov 11 Apr 12 Sep 12 Feb 13 Jul 13 Dec 13 May 14 Stat Counter

46 Mobile Will Be 15% of U.S. Ad Revenue by 2018 Forecast: Advertising revenue by format 250 Billions (USD) Other Non-Digital Other Digital Newspaper Magazine Radio Desktop Mobile 50 TV E 2015E 2016E 2017E 2018E BI Intelligence Estimates, Interactive Advertising Bureau

47 Consumer Behavior

48 Shoppers Are Going Mobile Monthly U.S. visitors across retail websites Desktop Only Desktop and Mobile Mobile Only 100% 90% 80% 70% 34% 43% 44% 57% 54% 41% 41% 43% 47% 60% 50% 40% 28% 23% 14% 9% 7% 9% 9% 10% 7% 30% 20% 38% 34% 42% 34% 39% 50% 50% 47% 46% 10% Amazon ebay Wal-Mart Target Ticketmaster Best Buy Home Depot Etsy Sears comscore July 2014

49 Mobile is Now a Third of E-commerce Traffic E-commerce website traffic by device 100% 75% Tablet Smartphone 50% PC 25% Q Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 IDC, Strategy Analytics, BI Intelligence Estimates December 2014

50 Social and Music Are Mostly Mobile Mobile usage: Pandora, Twitter, Facebook 100% Pandora Twitter Facebook 75% 50% 25% Company Filings

51 Attention is Shifting to Mobile U.S. Consumer Media Consumption Share 50% % 40% 35% Marketshare 30% 25% 20% 15% 10% 5% TV Online Radio Print Other Mobile emarketer April 2014

52 Mobile is Reaching the New Generation Top 5 media mentions among all adults Watch TV Read Newspapers/Magazines Listen To The Radio Go Online On A Computer/Laptop/Netbook/Tablet Use A Smartphone Total Aged Aged Aged Aged Aged Aged Aged 75+ Ofcom Mentions

53 Mobile Has Overtaken TV for Attention Time spent on mobile devices and TV Mobile TV Minutes Per Day Q Q Q Q Flurry

54 We Spend an Hour Per Day on Our Smartphones Breakdown of the average smartphone owner s daily time-spend Other Visit Websites Games Social Networking Talk Text 9% 8% 14% 20% 8% 26% 15% Experian Marketing Services May 2013

55 Most Digital Time Spent is in Mobile Time spent by digital platform per month (U.S.) 1,500 1,200 Billions of Minutes M 11M Tablet 124M 442M Tablet Smartphones 131M Smartphones M Desktop 429M Desktop Dec-10 Dec-13 comscore April 2014

56 Millennials Share Info About Brands By Texting Which of the following do you use to routinely communicate about brands and products? 50% Millennials Gen X Boomers 45% 44% 40% 38% 38% 35% 32% Percent Agreement 30% 25% 20% 15% 10% 15% 25% 11% 19% 8% 16% 7% 5% 2% Text Messaging Social Media Instant Messaging Blogging Goldman Sachs 2014

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