eMarketer Presentation: The Global, Mobile Landscape

12 May, 2015

Presented by Geoffrey RamseyChairman, Co-Founder @geofframsey

The Global, Mobile Landscape

Global Pop = 7.1 BSource: eMarketer, 2015

Global mobile penetration in 2015

4.4 B 61%

penetration



4.4 B 61%

penetration



1.84 Bof mobile users

26% of total pop

42%

Faster2G

Cisco Systems, Feb 2015

2014 2019

3G/ 4G 79%

21%62%

38%

Globally, smartphones are becoming:

Cheaper

Source: Economist, 2015

$600 $40

Data Hungrier 4X

Data Hungrier 4X

Data Hungrier 4X 190

exabytes

––Cisco

2018

Smartphone penetration as a % of mobile users

0%

20%

40%

60%

80%

US UK Germany France Italy China Global

42%51%

57%61%65%74%74%

Source: eMarketer, May, 2015

42%

Smartphone penetration as a % of mobile users

0%

20%

40%

60%

80%

US UK Germany France Italy China Global

42%51%

57%61%65%74%74%


= 526 million (29% of world!)

42%

Mobile = 1/3

StatCounter, Q4, 2014 (global web traffic)

Marin Software, Q4, 2014 (global search inquiries)

of tablet users listen to music on

their tablets

Mobile gets

52%of all

social media site visits

––Merkle RKG, 2014

Mobile share of time spent on:

= 83%

= 70%

= 69%

= 60%Source: Frank N. Magid Associates, Dec, 2014

©2013 eMarketer Inc.

Sources: 88% apps, Flurry, 2014 88% apps, comScore, 2014

81%19%

AppsMobileWeb

Apps vs.Mobile Web~12% ~88%

Time spent on mobile devices skews heavily towards apps

3 hours, 12 minutes

4 hours, 39 minutes

46% of media time

TV

Total Digital

Desktop/Laptop

(23%)

2 hours, 13 minutes

2 hours, 26 minutes

(25%)

Mobile

(34%)

Source: eMarketer, 2015

A look at media time spent in the UK:

3 hours, 12 minutes

4 hours, 39 minutes

46% of media time

TV

Total Digital

Desktop/Laptop

(23%)

2 hours, 13 minutes

2 hours, 26 minutes

(25%)

Mobile

(34%)


#2

A look at media time spent in the UK:

We see the same digital skew in the US, where mobile = ~25%

4 hours, 33 minutes

5 hours, 46 minutes

46% of media time

TV

Total Digital

Desktop/Laptop

18% of media time

2 hours, 12 minutes

37% of media time


We see the same digital skew in the US, where mobile = ~25%

4 hours, 33 minutes

5 hours, 46 minutes

46% of media time

TV

Total Digital

Desktop/Laptop

18% of media time

2 hours, 12 minutes

2 hours, 51 minutes

23% of media time

Mobile

37% of media time


Don’t forget about multitasking

Don’t forget about multitasking

70% of UK TV viewers use their mobile phones while watching TV

–Ofcom, July, 2014

Worldwide, approximately 1/2 of internet users go online while watching television

In the US, consumer attitudes towards location-based marketing efforts:

• 51% “like” mobile ads with geo-relevant information

––xAd and Telemetrics, 2014

• 45% have “high to medium-high interest” in receiving personalized info based on their immediate location

––451 Research, 2014

In the US, consumer attitudes towards location-based marketing efforts:

• 51% “like” mobile ads with geo-relevant information

––xAd and Telemetrics, 2014Do you feel comfortable about a company having location and time data about you?

Consumer Survey by IBM and Econsultancy (2015):

38%(all companies)

72%(favorite or trusted company)

How are marketers keeping up?

How are marketers keeping up?

Global mobile ad spend tops $100 B

Get ready for some major mobile milestones in 2016:


Mobile = 50% of global digital ad spend

Mobile overtakes desktop ad spending

Mobile ads will account for one out of every six total media dollars

Mobile is the fastest growing medium worldwide

Mobile internet ad spending as a % of total digital ad spending (2015)

United States

China

Worldwide

UK

Canada

Germany

Italy

France

0% 12.5% 25% 37.5% 50%

22%27%

32%34%

40%40%

45%49%

Source: eMarketer, March, 2015

0.0%

17.5%

35.0%

52.5%

70.0%

Total Media Digital Mobile

61.1%

17.8%

5.9%

Growth rates for global media


0.0%

17.5%

35.0%

52.5%

70.0%

Total Media Digital Mobile

61.1%

17.8%

5.9%

Growth rates for global media


CanadaGermanyFranceUSW. EuropeItalyUK

66%60%60%51%60%50%45%

Mobile is high on the spending priority list

Mobile is high on the spending priority list

65%Mobile apps

65%Location-based mobile tracking

Mobile will only become more important

By 2018, mobile = 66% of the global digital ad spending pie

Desktop = 34%


Worldwide, marketer use of mobile location targeting is relatively low

11% - 18%

Worldwide, marketer use of mobile location targeting is relatively low

11% - 18%

11% of marketers worldwide use geo-targeting to deliver location-based notifications

––Econsultancy and Adobe, Jan, 2015

Real-time location targeting improves campaign performance

18% of marketers worldwide use location-based mobile tracking

––Salesforce Marketing Cloud,

Nov, 2014

2/3’s of global marketers say they plan to increase spending on location-based mobile tracking

In the epic battle for mobile supremacy…


= 51% of Global Mobile Ad

Market

+

Smartphones Connected Consoles

Connected Consoles

Desktop PCs

Social Machines Social Machines

Laptop PCs

Connected TVs

Ambient Surfaces

As media fragmentation continues…

Connected Cars

Wearable Technology

Tablets


…we’ll have increasing numbers of mobile devices following us around

Smartphones Connected Consoles

Connected Consoles

Desktop PCs

Social Machines Social Machines

Laptop PCs

Connected TVs

Ambient Surfaces

As media fragmentation continues…

Connected Cars

Wearable Technology

Tablets


…we’ll have increasing numbers of mobile devices following us around

The opportunity is not so much about the tiny screens, but the massive insights that can be gleaned by linking the data

The opportunity is not so much about the tiny screens, but the massive insights that can be gleaned by linking the data

“Location is the cookie of the

mobile world.”

––Cathy Boyle

Geoffrey Ramsey Chairman, Co-Founder [email protected] @geofframsey

mailto:[email protected]