The 50 Most Important Marketing Charts of 2015
The 50 Most Important Marketing Charts of 2015
What should marketers look out for in 2015?Marketing is at an important juncture. Mobile has changed
marketing strategies, and the Internet of Things is creating
a new market for smarter technology that will impact
consumers and brands.
Broken into five sections: media and content, mobile, social,
emerging technology, and brand and agency, each chart tells
an important story about how the world has changed and
how executives can prepare for the future.
In this collection, we have curated 50 (plus three extra)
charts that analyze key trends, insights, and perspectives on
how marketing is changing, and its evolving relationship
with technology.
Highlights of this collection include the growing market for
wearables and connected cars, the changing preferences of
millennials and their interactions with brands, and the rise
of user-generated content on social media.
Mobile
Adults use their smartphones to browse the web or use apps on average 5.9 days per week
Days
per
wee
k
0
1
1
2
3
4
4
5
6
6
7
TV Radio PC Smartphone Tablet
Adults 18-34 35-49 50+
Source: Nielson
Adults Use Their Smartphones More Than All Other Devices…
Millions
0
7
14
21
28
35
42
49
56
63
70
18-24 25-34 35-44 45-54 55-64 65-75 Total
Stream Music Play Games Stream TV or Movies Use Second Screen App
Survey: In the last week, which of the following activities did you use your device for?
… And They Use Them to Stream Music and Play Games
Source: BI Intelligence
Hou
rs p
er D
ay
0
3
6
9
12
2010 2011 2012 2013 2014 2015
TV Other Connected Devices Desktop/Laptop Mobile
Time spent on screens by orientation (Hours/Day), USA, 2010-2015
Vertical Viewing Is Replacing Horizontal
Source: BI Intelligence
SmartphoneDesktopTablet
52% Internet users surveyed use smartphones as primary device to discuss events worldwide
Mobile Is the First Screen for Sharing Current Events
20%
52%
28%
Source: eMarketer
USD
($B)
5
8.333
11.667
15
18.333
21.667
25
2015E 2016E 2017E 2018E 2019E 2020E
Desktop Mobile
2019
People’s increasing reliance on their mobile devices to conduct major internet queries will quickly push up spending on mobile search and cannibalize desktop search spending
Mobile Search Will Soon Eclipse Desktop
Mobile revenue expected to eclipse desktop revenue
Source: BI Intelligence
My smartphone never leaves my side, night or day
When I wake up, the first thing I do is reach for my smartphone
I spend more than two hours every day using my smartphone
In the next five years, I believe everything will be done on mobile devices
Millions0 10 20 30 40 50 60 70 80 90 100
87% of millennials say “my smartphone never leaves my side”
Millennials Love Their Smartphones —and Can’t Live Without Them
Source: Mary Meeker’s 2015 Internet Trend Reports
At least once a day
Every other day
At least once a week
Once a month
Never
Unsure
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Survey: How often do you use a camera or video function on your smartphone?
Millennials Use Their Smartphone Cameras Daily…
Source: Mary Meeker’s 2015 Internet Trend Reports
Pictures/video to post on social media
Pictures of things to do later
Photos of check to deposit via banking app
Pay bills
Other
Not sure
0% 8% 16% 24% 32% 40% 48% 56% 64% 72% 80%
Survey: What do you use your smartphone camera for?
…And Most Millennials Use Smartphone Cameras To Post To Social
Source: Mary Meeker’s 2015 Internet Trend Reports
3
6
9
12
15
18
21
24
27
30
2014 2015
Smartphone Tablet
More consumers are turning to their mobile devices to watch video content
Mobile’s Share of Online Video Viewing is Growing
Source: Mary Meeker’s 2015 Internet Trend Reports
Num
ber o
f App
s
0
4
8
12
16
20
24
28
32
36
40
2011 2012 2013 2014
37.28
30.15
23.02
18.18
26.726.826.5
23.3
Facebook Time Spent Per Person
The top five apps for US smartphone users are Facebook, YouTube, Maps, Pandora, and Gmail
People Are Spending More Time in The Same Mobile Apps…
Source: BI Intelligence
$0
$0.5
$1
$1.5
$2
$2.5
$3
Technology Finance Local travel Social Entertainment Retail Gaming Average
App category has a large impact on how much users are willing to spend on a download
…And Tech and Finance Mobile Apps Are What People Will Pay For
Source: BI Intelligence
% o
f Res
pond
ents
0
10
20
30
40
50
60
70
80
90
100
Geofencing Mobile Advertising Geotargeting Mobile Search Mobile barcode Mobile app Mobile optimized site
Currently Use Will use in the future
Current vs. Future Usage of Mobile Marketing Tactics According to Marketers Worldwide — Q3 2014
More Companies Have Mobile Websites Than Apps
Source: eMarketer
Glo
bal I
nter
net A
dver
tisin
g ($
B)
15
30
45
60
75
90
105
120
135
150
2009 2010 2011 2012 2013 2014
Desktop Advertising Mobile Advertising
Mobile is growing at 34% year-on-year as a share of global internet advertising
Internet Advertising Is Increasingly Mobile
Source: Mary Meeker’s 2015 Internet Trend Reports
Yes
No
Yes, on desktop
Yes, on mobile
Yes, on tablet
0% 7% 14% 21% 28% 35% 42% 49% 56% 63% 70%
Survey: Do you regularly use ad-blocking software?
People are Less Likely to Block Ads on Mobile Than Desktop
Source: BI Intelligence
0%
0.2%
0.4%
0.6%
0.8%
1%
Zipcode Based Geo-Fence Geo-Aware
82%82%
65%
Click through rate (CTR) of mobile display advertisements is twice the industry benchmark (0.40%)
Geo-Targeted Ads Do 2x Better Than Non-Targeted Campaigns
Source: Local Search Association, LSA Insights Database, January 2015
0
13
26
39
52
65
78
91
104
117
130
Consumer Packaged Goods Digital Content
Desktop Mobile
Year on Year Growth of E-commerce Sales by Purchase Device, US 2014/13
Mobile is Driving E-Commerce for Consumer Goods…
Source: BI Intelligence
Billion
s
$0
$32.5
$65
$97.5
$130
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015
— YoY Growth
Alibaba Global Gross Merchandise Volume - Mobile shoppers accounted for 51% of all spending
…Especially on Chinese Retailer Alibaba’s E-Commerce Marketplace
Source: BI Intelligence
$Millions
0
40,000,000
80,000,000
120,000,000
160,000,000
200,000,000
2014 2015E 2016E 2017E 2018E 2019E
5 year CAGR = 52%
US consumers who made a mobile in-store payment during the year
Mobile Payments Will Explode By 2019
Source: BI Intelligence
Social Media
Shar
e of
Tota
l Tra
ffic
Refe
rrals
(%)
0
5
10
15
20
25
January February March April May June July August September October November
Select websites, desktop and mobile, January 2014—November 2014
Social Media’s Share in Internet Traffic Rose in 2014
Source: BI Intelligence
14%
22%
Mill
ions
of P
hoto
s Upl
oade
d an
d Sh
ared
Dai
ly
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2008 2009 2010 2011 2012 2013 2014
Photos on WhatsApp, Snapchat, Instagram, Facebook, Flickr each day total 1.8 Billion
1.8 Billion Photos Are Shared Daily
Source: BI Intelligence
0%
8%
16%
24%
32%
40%
48%
56%
64%
72%
80%
Facebook LinkedIn Pinterest Instagram Twitter
2012 2013 2014
Pinterest and Instagram gained in adoption over the last year
Image-focused Social Networks Have Grown the Fastest
Source: BI Intelligence
Billi
ons o
f Vid
eo V
iew
s pe
r Day
0
1
2
3
4
5
Q3: 14 Q4: 14 Q1: 15
Facebook Video Views per Day
More Than Half Of Facebook Video Views Come From Shares
Source: BI Intelligence
Follo
wer
Gro
wth
Rat
e
0%
45%
90%
135%
180%
225%
270%
315%
360%
405%
450%
Beauty Apparel Big Box Electronics Home Goods
Facebook Twitter Instagram
The average retailer on Instagram has 300,000 followers, and apparel is the most popular
More People Follow Retail Brands On Instagram Than Facebook Or Twitter
Source: BI Intelligence
Food/Ingredients
Home
Hair & Beauty
Health & Fitness
Clothing & Accessories
Total
0% 7% 14% 21% 28% 35% 42% 49% 56% 63% 70%
52
39
40
44
45
62
Product categories for which Pinterest has helped with purchase decisions according to US active Pinterest users, March 2015
Pinterest Helps Users with Purchase Decisions
Source: eMarketer
Perc
enta
ge o
f Mar
ketin
g Bu
dget
0
5
10
15
20
25
Current Levels Over Next 12 Months In Next Five Years
22.4%
13.5%
9.9%
In the next five years, social media will account for almost 25% of marketing budgets
CMOs to Increase Spend on Social Media by 2020
Source: The CMO Survey by the Fuqua School of Business of Duke University
Billion
s
0
800
1600
2400
3200
4000
Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 Q1 15
Advertising (non-mobile)
Mobile Advertising
Payments and fees
Facebook’s non-mobile ad revenue is declining, as mobile users dominate the social network’s user base
Most Of Facebook’s Ad Revenue Comes from Mobile
Source: BI Intelligence
Perc
enta
ge o
f Rev
enue
Gen
erat
ed
1Q 2012 2Q 2012 3Q 2012 Q4 2012 3Q 2013 Q4 2013 Q1 2014 Q2 2014 Q4 2014
Google+
Other
Share of Social Generated E-Commerce Revenue (Global)
Facebook Is The Leader in Generating E-Commerce Revenue
Source: BI Intelligence
Mon
thly
Act
ive
User
s
0
250
500
750
1000
1250
1500
1750
2000
2250
2500
4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14 1Q15
Big 4 Messaging Apps (WhatsApp, Facebook Messenger, WeChat, Viber) Big 4 Social Networks (Facebook, Twitter, LinkedIn, Instagram)
Monthly Active Users for Selected Top 4 Social Networks and Messaging Apps
Messaging Apps Have Caught Up to Social Networks…
Source: BI Intelligence
Mill
ions
of U
sers
0
100
200
300
400
500
600
Oct 10 Dec 11 Feb 12 Jul 12 Sep 12 Oct 12 Jan 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Dec 13 Jan 14 Feb 14 Mar 14
LINE WhatsApp WeChat Viber Snapchat
It will likely reach 1 billion users this year
…And WhatsApp Is The Most Widely Used Messaging App
Source: BI Intelligence
Media + Content
0
20
40
60
80
100
120
140
160
180
200
US China Japan Germany UK
Total Media Digital Mobile Internet
Top 5 Countries Ranked By Media, Digital, and Mobile Internet Ad Spend, 2015
US And China Will Spend The Most On Advertising In 2015
Source: BI Intelligence
$ Bi
llion
s
0
25
50
75
100
2015E 2016E 2017E 2018E 2019E 2020E
Search Display Video Other
Digital Ad Revenue by Format (US)
Advertisers are Spending (and Making) Less on Traditional Channels
Source: BI Intelligence
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 Q1 15
AOL Third party Platforms
Rocket Fuel
Rubicon Project
Criteo
Programmatic Advertising Revenue (Global), Selected Companies
Programmatic Ad Spending Doubled Last Quarter
Source: BI Intelligence
%of
Ad
Spen
d
-3
2.6
8.2
13.8
19.4
25
Digital Total Search Display Video Social Traditional Total TV Radio Newspaper Magazine Out of Home
Digital video ad spending is rising faster than search and display (U.S. CAGR, 2015-2020)
Digital Video Ad Spending is Ahead of Most Categories
Source: BI Intelligence
Reve
nue
($Bi
llion
s)
0
2.5
5
7.5
10
12.5
15
2013 2014 2015 2016 2017 2018
Native Style Display Sponsorship Social
Social native ads will account for the largest share of native ad revenue
Native Advertising Will Explode in 2015…
Source: BI Intelligence
Annualized Advertising Revenue Per User (Based on Q1 2014 Data)0 5 10 15 20 25 30 35 40 45 50
Google average revenue per user (ARPU) is 6x that of Facebook and 12x that of Twitter
…But Google Advertising is More Valuable to Brands than Social Channels
Source: BI Intelligence
Mill
ions
(USD
)
$0
$600
$1,200
$1,800
$2,400
$3,000
Google Facebook Yahoo Twitter AOL
WPP Digital Media Spending (Global), Selected Companies
The World’s Largest Ad Agency Spent 4x as Much on Google Than Social
Source: BI Intelligence
Improve lead nurturing
Improve lead quality
Increase lead generation
Increase sales revenues
Improve performance measurement
Increase customer acquisition
Improve marketing-sales alignment
Improve marketing production
Reduce sales cycle
Increase customer retention
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Survey: What are the key marketing automation objectives your company is trying to pursue?
Improving Leads Is Priority For B2B Marketers
Source: eMarketer
BloggingVisualVideosPodcasting
Survey: Select the single most important form of content for your business
Blogging is the Most Important Content For B2B Marketers…
Source: eMarketer
2%
45%
19%
34%
Daily Multiple times per weekWeeklyMultiple times per monthMonthlyLess than Once per MonthUnsure
Survey: How often does your organization publish new content that supports its content marketing program?
…And Most B2B Marketers Publish New Content Daily
Source: 2015 B2B Content Marketing Trends - North America: Content Marketing Institute/Marketing Profs
2%
16%
26%
17%
19%
12%
8%
Website Traffic
Sales Lead Quality
Higher Conversion Rates
Sales
Sales Lead Quality
SEO Ranking
Time Spent on Website
Inbound links
Qualitative feedback from customers
Subscriber Growth
0% 7% 14% 21% 28% 35% 42% 49% 56% 63% 70%
Survey: What is the most important metric of B2B content marketing success?
Website Traffic Is The Most Important Metric for B2B Marketers
Source:2015 B2B Content Marketing Trends - North America: Content Marketing
Billi
ons o
f Vid
eos
0
25
50
75
100
Youtube Vine Facebook
Brand Videos Media Companies Influencers (+250K followers) Amateur (user-generated)
Who uploaded the top 100 videos to content platforms in the last month?
User Generated Content Topped Video Uploads In The Last Month
Source: Mary Meeker’s 2015 Internet Trend Reports
0
10000
20000
30000
40000
50000
60000
70000
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
Domestic
International
…as online streaming hubs start to look more like traditional media
Netflix’s Subscriber Growth Highlights Importance Of Original Content
Source: BI Intelligence
Emerging Technologies
Billi
ons o
f Dev
ices
2013 2014 2015E 2016E 2017E 2018E 2019E
Personal ComputersSmartphonesTabletsConnected/Smart TVsWearablesConnected CarsInternet Of Things
5 year CAGR = 35%
The IOT market will soon be larger than PC,tablet & smartphone markets combined
The Internet Of Things Will Be The World’s Largest Device Market…
Source: BI Intelligence
Billi
ons o
f Dev
ices
0
2,400,000,000
4,800,000,000
7,200,000,000
9,600,000,000
12,000,000,000
2013 2014 2015E 2016E 2017E 2018E 2019E
Personal Computers (Desktop And Notebook) Smartphones Tablets Connected/Smart TVs Wearables Connected Cars
IoT Controller Forecast, 2013 - 2019
…And Mobile Will Help Us Control Most of it
Source: BI Intelligence
Reve
nue
($10
B)
0
12
24
36
48
60
2014E 2015E 2016E 2017E 2018E 2019E
Estimated IoT Revenue, 2014-2019
The IoT Field is Wide Open for New and Old Tech Companies
Source: BI Intelligence
$Millions
0
10
20
30
40
50
60
70
80
90
100
2013 2014 2015 2016 2017 2018 2019 2020
Global Cars Shipped Shipped With Connectivity
Connected Car Shipments Forecast, Global
More Than Half the Cars on the Roads will Be Connected by 2020
Source: BI Intelligence
Hou
seho
ld In
com
e
$0
$40,000
$80,000
$120,000
$160,000
$200,000
Use Wearable Device Use Smart Home Device Use Smart Entertainment Device Do Not Use Any Smart Device
Americans who currently use smart devices earn twice as much income as those who don't
High-Income Households Are More Likely to Use Smart Devices
Source: BI Intelligence
Millions
0
5
10
15
20
25
30
2014 2015 2016 2017 2018 2019 2020
Smartphone- Mounted VR
Gaming Console Headsets
VR Headsets
Others
Beyond gaming, VR will be an important platform for streaming content and shopping
Virtual Reality: Demand For Smartphone-Tethered Headsets To Rise
Source: BI Intelligence
Brands + Agencies
Mon
ths
0
10
20
30
40
50
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
The average CMO tenure has risen from two years to almost four
Marketing is Becoming a Key Pillar of the C-Suite
Source: Spencer Stuart
Analytics skills will be a core competence of marketing
Digital budgets will acount for more than 75% of the marketing budget
Mobile will account for over 50% of the marketing budget
Marketing will become more of an on-demand information provision function
Marketing, Sales and Customer Service will be merged into a single function
Earned media will be more important and receive more support than paid and owned media
Marketing and IT will be merged into a single function
CMOs will be the most important relationship for CEOs, surpassing the CFO
We will be known as a digital company
0% 5% 9% 14% 18% 23% 27% 32% 36% 41% 45%
CMOs predict the areas of fundamental change for marketing over the next 5 years
Analytics, Digital, and Mobile Will Change Most By 2020
Source: Accenture Interactive
012345+
012345+
2014 2015
Number of agencies that touch digital efforts at their company, according to client side marketers worldwide
Marketers Are Cutting Back on Digital Agencies
Source: eMarketer
13%12%
9%
17%
26%
23%
27%
10%
14%
15%
32%
2%
0%
10%
20%
30%
40%
50%
Text Messaging Social Media Instant Messaging Blogging
Millennials Gen X Boomers
Survey: Which of the following do you use routinely to communicate about brands, products, and services?
Millennials Are A Rich Resource for Brand Advocacy
Source: BI Intelligence
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Mihika Barua Mihika Barua is a junior associate on Percolate’s Integrated Marketing Team.