I’ve just finished reading all 355 slides in Mary Meeker’s 2017 Internet Trends Report. Meeker is a partner at Kleiner Perkins Caufield & Byers and her annual PowerPoint presentations are legendary. In 2015, I shared 12 slides that every video marketer should read right now. And in 2016, I shared 12 brand new slides every video marketer should read right now. But, this year, I couldn’t find 12 slides that video marketers need to read anytime soon.
However, there were still a couple of nuggets of news buried in her presentation at the Code Conference in California that are worth knowing about. For example, Meeker predicted that internet ad spending will surpass spending on TV within the next six months. That seems like a major milestone.
The plethora of PowerPoints also included the news that online advertising revenue in the US grew 22% in 2016, with much of the growth coming from mobile, which now generates more ad revenue than desktop. That seems like critical data.
Google and Facebook accounted for an astonishing 85% of all the digital advertising growth seen in the US in 2016, with Facebook’s revenues leaping 62% year-on-year while Google saw year-on-year revenue growth of 20%. Yep, that’s one of the trends in the digital video marketing business.
Looking at the challenges faced by social media advertisers, Meeker reported that measuring ROI (61%) is their top concern, although other problems include securing budget and resources (38%) and tying social campaigns to business goals (34%).
She also reported that global smartphone growth is slowing. The number of smartphone shipments increased by 3% in 2016, but this was down from 10% growth in 2015.
Adults Spend 6 Hours a Day on Social Media
Other takeaways from the report included the observation that American adults now spend 5.6 hours a day using digital media, including 3.1 hours via mobile devices and 2.2 hours on desktop and laptop. Meeker also highlighted the rising global use of ad blocking software, especially in developing markets. India, for example, has a mobile ad blocking penetration rate of 28%, while in China it is 13%.
However, e-commerce, voice recognition, gaming and mobile entertainment are all on the rise, and Meeker noted that there are now 2.6bn gamers around the world compared to just 100m in 1995.
Another trend that she identified is the rise of extremely powerful US and Chinese internet companies, which may worry competition regulators, but not Meeker, who told the Financial Times in an interview that these firms are likely to step up their competition with each other.
“People don’t spend enough time looking at how intense the competition is,” she said. “The bet here is – we can’t stop progress. Are we better off or worse off? So far, the data implies we are better off.”
That’s it. That’s all I could glean from 355 slides. Of course, you may want to wade into Meeker’s 2017 Internet Trends Report and see if there are a few more news nuggets that I’ve missed. I only found nine. But that’s still a few nuggets short of a dozen. So, maybe it’s just an off year.