Today's Most Important Internet Trends: A look into Mary Meeker's 334 Page Annual Report
It’s no secret the internet has completely altered the way the world works. With the introduction of mobile devices, the ease of accessibility has increased substantially. The ability to communicate and find information has never been easier. Looking over the past 5-10 years, it’s possible to spot trends and potentially forecast how mobile devices will continue to affect the way the world works. In this post, we took a deep dive into Mary Meeker’s 334-page annual report about the most important trends on the web today with a key focus on the effects mobile devices have, where advertising dollars are being spent and the short form video trend.
With the introduction of smartphones and tablets in the late 2000s, the ease of accessibility to the internet grew exponentially while also shifting the focus and attention of consumers worldwide. According to the Nielsen Audience Report (USA), 88% of viewers use a second digital device while watching TV. This includes phones, tablets, and laptops. 71% of viewers look up information relevant to the content they are watching. 41% of viewers message friends and family about what they’re watching (Page 39). These figures are very telling that attention is always being drawn toward mobile devices. Even though these stats are specific to television, we can assume that similar stats exist for live events and anything else that requires attention.
With this shift in attention, advertisers have noticed and have changed their marketing strategies to fit this new trend. Since 2010, the percent in advertising dollars spent in the mobile space has grown from 0.5% to 33% and now is nearly equal to the amount of money spent on Television. Print, radio, television and even desktop advertising have seen a decline (page 23). Mobile devices have seen the only positive growth and it can be assumed that this trend will continue. These stats are very important for every company. Clearly, advertisers are looking for ways to advertise on mobile devices and it’s only going to continue to grow.
With advertisers looking for ways to reach their audience, one proven method is through short-form video. In the past year, short-form video growth has doubled to 1.5 billion daily active users primarily through Instagram stories, WhatsApp statuses, and Facebook/Messenger stories (page 50). The short form video trend is something we’ve touched on in another blog post (How The Short Form Video Trend Is Changing Sports) but this is clearly a trend that’s continuing to grow rapidly. Look for short-form video to continue growing and for advertisers use it to their advantage in new ways.
With the growth of mobile devices and short-form videos, internet trends will continue to evolve. Advertisers are looking for new ways to reach their audiences and hold their attention. Companies that have apps and work within the mobile device space will have opportunities to sell advertisement spots and take advantage of this growing trend.
Click here to view Mary Meeker’s full report.
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