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.
Macro Trends
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 1,000,000,000 800,000,000 600,000,000 Tablets Smartphones 400,000,000 200,000,000 Personal Computers 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014E Gartner, IDC, Strategy Analytics, Company Filings, BI Intelligence Estimates
Global Smartphone Market Growing Steady Global smartphone shipments forecast 4B 3B Smartphones Shipped (Billions) 2B 1B 2006 2008 2010 2012 2014E 2016E 2018E 2020E BI Intelligence Estimates
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
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
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 2011 2012 2013 2014E Google, Facebook, Yahoo, Twitter, BI Intelligence Estimates
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
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
Tablets Have Carved Out a Chunk of PC Sales Global PC vs tablet shipments PC Shipments Tablet Shipments 200,000 180,000 160,000 140,000 120,000 100,000 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
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
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
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
Feature Phones Just 25% of Mobile Phone Sales Global mobile phone sales 600 540 480 420 Sales (Thousands) 360 300 240 Feature Phones 180 120 60 Smartphones 1Q08 3Q08 1Q09 3Q09 1Q10 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14 PayPal Investor Releases
Market Disruptors
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 1,000,000 2011 2012 2013 2014 2015E 2016E Cisco 2013
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 20 15 10 5 2014 2015 2016 2017 2018 2019 Cisco February 2015
China & India, Biggest Opportunities in Mobile Smartphone sales in 2014 Sales To New Smartphone Users In 2014 Smartphone Upgrades In 2014 300 250 200 Sales (Millions) 150 100 50 China India USA Brazil Indonesia Russia Japan Mexico Germany France UK Mediacells via the Guardian
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
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
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
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
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) 1,000 800 600 400 200 2006 2008 2010 2012 2014E 2016E 2018E BI Intelligence Estimates
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% 2012 2013 2014 2015 2016 Portio Research, Vision Mobile
Mobile Payments
NFC-Enabled Handsets Are Booming Global NFC-enabled handset shipment forecast 1,400 1,300 1,200 1,100 Millions of Handsets Shipped 1,000 900 800 700 600 500 400 300 200 100 2012 2013 2014E 2015E 2016E 2017E 2018E IHS 2014
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 5,000 2008 2009 2010 2011 2012 2013 PayPal Investor Releases
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 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 PayPal, BI Intelligence
Starbucks: ~$400M in Mobile Payments Q3 2014 Starbucks mobile payment volume $500M $450M $400M Payments in Millions (USD) $350M $300M $250M $200M $150M $100M $50M Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Starbucks statements and filings, BI Intelligence
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% Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Company Filings
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 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Wells Fargo, Bank of America, Chase company filings
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
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
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
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
Mobile Advertising
Mobile Advertising is Exploding Forecasted digital advertising revenue (U.S.) 90B 80B 70B 60B Billions 50B 40B Mobile 30B 20B Non-Mobile 10B 2013 2014 2015E 2016E 2017E 2018E BI Intelligence Estimates, Interactive Advertising Bureau
Ad Revenue Growth is in Mobile U.S. advertising revenue growth, CAGR 2013-2018 100% 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
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
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) 30 25 20 15 10 5 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Nielsen
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
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 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 IAB, U.S. Census Bureau, Strategy Analytics, BI Intelligence Estimates
Mobile App Economy is Booming Estimated app revenue (Apple vs Google Play) 4 Apple App Store Google Play 4 3 3 Billions (USD) 2 2 1 1 3Q13 4Q13 1Q14 2Q14 3Q14 App Annie, Jana, BI Intelligence Estimates
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
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
Mobile Will Be 15% of U.S. Ad Revenue by 2018 Forecast: Advertising revenue by format 250 Billions (USD) 200 150 100 Other Non-Digital Other Digital Newspaper Magazine Radio Desktop Mobile 50 TV 2013 2014E 2015E 2016E 2017E 2018E BI Intelligence Estimates, Interactive Advertising Bureau
Consumer Behavior
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
Mobile is Now a Third of E-commerce Traffic E-commerce website traffic by device 100% 75% Tablet Smartphone 50% PC 25% Q1 2011 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 IDC, Strategy Analytics, BI Intelligence Estimates December 2014
Social and Music Are Mostly Mobile Mobile usage: Pandora, Twitter, Facebook 100% Pandora Twitter Facebook 75% 50% 25% 2008 2009 2010 2011 2012 2013 Company Filings
Attention is Shifting to Mobile U.S. Consumer Media Consumption Share 50% 2009 2010 2011 2012 2013 2014 45% 40% 35% Marketshare 30% 25% 20% 15% 10% 5% TV Online Radio Print Other Mobile emarketer April 2014
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 16-24 Aged 25-34 Aged 35-44 Aged 45-54 Aged 55-64 Aged 65-74 Aged 75+ Ofcom 10 20 30 40 50 60 70 80 90 100 Mentions
Mobile Has Overtaken TV for Attention Time spent on mobile devices and TV Mobile TV 200 180 160 168 158 168 162 168 177 168 140 Minutes Per Day 120 100 80 109 60 40 20 Q1 2012 Q1 2013 Q1 2014 Q3 2014 Flurry
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 Email 9% 8% 14% 20% 8% 26% 15% Experian Marketing Services May 2013
Most Digital Time Spent is in Mobile Time spent by digital platform per month (U.S.) 1,500 1,200 Billions of Minutes 900 600 11M 11M Tablet 124M 442M Tablet Smartphones 131M Smartphones 300 401M Desktop 429M Desktop Dec-10 Dec-13 comscore April 2014
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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