8 Interesting Insights from Mary Meeker’s 2014 Internet Report with an Australian Twist

Last week, the very influential Mary Meeker released her 2014 Internet Trend Report at the Code Conference in California.

If you don’t have time to wade through the 160+ page report – here is my summary of some of the most interesting insights for marketers with an Australian take on it (where possible).

SOCIAL 

1) From social broadcasting to selective messaging
Global Messaging Services

Tech acquisitions often shed a lot of light into where things like social media are heading, so when Facebook attempted to acquire SnapChat and went on to purchase WhatsApp it became pretty clear that people were beginning to favour private communications over public social networks. In the past 12 – 18 months, we have seen the popularity of messaging apps soar as consumers seek more control over who sees a message or photograph – demonstrating a shift from broadcast type social messaging to communicating to a select few. This consumer shift will change the way brands use social media with these direct messaging services providing brands with new tools to find and build relationships with individual customers.

With recent statistics demonstrating apps like Snapchat are growing in popularity down under – with approx 10% of the online population already using the Snapchat service, it’s one Australian marketers need to watch closely and consider relevance – particularly brands operating in the youth brand space.

Not Findable Content2. Content generation growing but becoming unfindable

As consumers shift some of their focus and attention to communicating via messaging apps – there is a growing amount of unfindable content being generated which limits marketers’ ability to capture brand perceptions and sentiment as well as glean data from social on individual consumers.

MOBILE & TABLET

3. Mobile growth unabated but mobile advertising still flat
Mobile internet usage continues to grow, with mobile data rising 81% year over year and now making up 25% of total web usage. Despite the significant growth, globally mobile advertising represents just 11% of internet advertising demonstrating lots of room for growth in the years ahead.

Device Usage by CountryIn Australia, mobile internet usage trumps usage on any other device making up 33% of all minutes spent accessing the internet. In line with global trends there is significant upside and growth opportunity in mobile advertising down under with mobile internet advertising currently attracting just over $1 in every $5 spent in display, and 17% of all search advertising spend according to the IABs recent statistics.

4. Single purpose apps all the rage

Part of the success of apps like Instagram, WhatsApp and others has been attributed to their single minded purpose. We are seeing tech giants globally begin to invest in single purpose apps i.e. Facebook Messenger to ensure important features that drive usage and interaction are not buried under a mound of functionality.

Mobile Phone Sensors Stats5. Rapid growth in sensors drives innovation & big data

The rising growth in mobile handsets shipped with sensors will pave the way for the next generation of mobile experiences – as the increasing number of sensors embedded into mobile devices provides an opportunity to create new / more engaging experiences. Equally the growth in sensors is also anticipated to create troves of additional data to mine, contributing to the big data mind-field.

6. Tablet continues to power ahead

The growth of table, seems to continue to roll on growing 52% in 2013, and uptake has grown faster than PCs ever did however penetration globally remains low. The low levels of penetration and high levels of growth indicate there is still significant upside for tablet growth in the years ahead. Locally however it is quite a different story. According to Telstye, sales of tablets in Australia reached 4.8 million in 2013, and it is now estimated that tablet penetration stands at 40%. Telsyte estimates that 29 per cent of units sold in 2013 were Low (<$200) or Medium ($200 – $450) cost, and anticipates these segments to grow to over 50 per cent of sales by 2018, given current trends – which demonstrates Apple share will soften in the coming years in Australia.

TV

TV Channels7. The evolution of TV a key space to watch

A solid portion of the report focussed on the evolution of TV – which demonstrates the significant amount of change occurring in the space.

Some of the key trends include;
• Traditional TV is being replaced with mobile apps as broadcasters seek to provide consumers with new ways to consume content on the go
• Millennial’s are leading the charge in online TV consumption shunning traditional TV viewing.
• The growth of new premium channels on YouTube can’t be ignored providing consumers with more choice – much of which is being consumed via mobile (approx 40%)

ECOMMERCE

Same-day Delivery Online Shopping8. Instant gratification drives same day delivery

As free shipping moves towards the norm globally, with approx 47% of online transactions coming from free shipping – the next big horizon is same day delivery to satisfy consumers need for instant gratification. As geographical constraints have led to slower adoption of free delivery by retailers in Australia (due to cost), it is anticipated that same day local delivery will fail to become the norm locally for quite a number of years yet as logistics prove too difficult for most retailers to master.

To view the full report click here

 

Watch: Takeaways from Mary Meeker’s Internet Trends report 2014

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13 Valuable Australian Digital Resources For Marketers

Digital Resources

Australian publishers, agencies, industry bodies and bloggers are pumping out a raft of valuable resources which can support strategy / business case development or to simply get up to speed with the digital landscape. This article is a compilation of some of the best infographics, case studies, reports and more that I have come across on the Australian digital market. If you have come across any other valuable resources please share them via the comments field below.


Content Marketing Resources

Mobile Commerce Australia1. Report: Content Marketing in Australia: 2014 Benchmarks, Budgets and Trends
Published: November 2013
Overview: Compiled by the content institute, ADMA and KingContent – this presentation takes a look at the state of content marketing in Australia vs the UK and US. The presentation covers statistics related to investment in content marketing by marketers, key challenges faced and more.

Download here

2. Blog Article: 17 excellent examples of content marketing in Australia
Published: January 2014
Overview: This article is a great compilation of brands both large and small in Australia leveraging content marketing to achieve key marketing objectives. Case studies covered include Intrepid Travel, MYOB, kikki.K, Telstra, Netregistry and more.
View here: http://www.expermedia.com.au/17-excellent-examples-of-content-marketing-in-australia/

Digital Media Resources
3. Diagram: MediaScape – Guide to Australian Digital Media & Advertising Trading Landscape
Published: December 2013
Overview: If you are new to the digital media space, this useful diagram provides a detailed overview of all the options that exist within the digital media trading market in Australia. It serves as a useful cheat sheet for discussions with your media buyer.
View here: http://www.mediascope.com.au/guide-digital-advertising-sales-agencies-networks-exchanges

Mobile Resources

4. Infographic: mCommerce & Mobile Shopping in Australia
Published: May 2013
Overview: This infographic combines data from an array of sources to provide insight into the mobile shopping landscape in Australia. The infographic details statistics on showrooming by Australians, popular mobile shopping categories and more.

View here: http://www.marketingmag.com.au/news/infographic-m-commerce-and-mobile-shopping-in-australia-40000/#.UvYpsPmSyOh

Social Customer Care5. Report: AIMIA 9th Mobile Lifestyle Index
Published: October 2013
Overview: You might need to get yourself comfortable before reading this report as it is 99 pages. The AIMIA Mobile Lifestyle Index is a yearly study now in its 9th year. The report contains a host of valuable statistics related to mobile usage in Australia – from smartphone market-share to key activities consumers engage in via their mobile device.
Download here: http://www.aimia.com.au/ampli

6. Report: Telstra’s How Mobility is Changing the Rhythm of Australian Retail
Published: 2013
Overview: This detailed report provides insight into the Australian mobile shopper – including analysis of the role mobile plays in influencing consumers at various stages of the path to purchase. This is a great resource for any marketer operating in the retail space.
Download here: http://www.telstra.com.au/business-enterprise/download/document/business-enterprise-teg1398_mobility_retail_white_pages_v08_hr_singles.pdf

Social Media

7. Report & Infographic: State of Social Media in Australia
Published: May 2013
Overview: This report / infographic explores both Australian consumers consumption of social media along with how businesses are leveraging social media (with a focus on small businesses). From a consumer perspective the report provides a host of statistics on consumer social usage in Australia including the portion of consumers using social media when viewing TV, the portion of consumers accessing reviews via social channels and more. Whilst from a business perspective, the report looks at business uptake of social, budget allocation to the channel and other key statistics.

8. Report & Infographic: Social Customer Care
Published: November 2013
Overview: Social Pulse released a comprehensive report detailing how customers use social media to make enquiries. The report also details what customers expect from companies and how companies are responding to social media queries.

View the infographic here: http://www.marketingmag.com.au/tags/customer-service/#.Uvcq0_mSyOg
For a copy of the full report contact Social Pulse here http://socialpulse.co/social-customer-care-report

eCommerce / Multi-Channel


9. Report & Infographic: NAB Retail Sales Index

Published: Monthly & Quarterly
Overview: Over the past few years NAB has published monthly and quarterly retail sales indexes. The index provides insight into eCommerce growth in Australia, domestic vs international share of online purchases and more.

View the October quarterly infographic here; http://business.nab.com.au/online-retail-sales-index-indepth-special-report-october-2013-5126/
View all available reports / infographics here: www.nab.com.au/onlineretailsales


10. Report: Optus Future of Business Report

Published: 2013
Overview: The Optus Future of Business 2013 research report offers detailed insights into how the retail industry is adapting to succeed in an omni-channel environment. The research also reveals what consumers expect of service channels now and in the future.

Download here

11. Infographic: Online Gift Purchasing – Christmas 2013
Published: January 2014
Overview: Hot off the press this infographic summarises Australians online buying behaviour during December 2013 – detailing key reasons consumers shopped online at Christmas, types of gifts purchased online and a host of other valuable statistics.
View here: http://cdn.marketingmag.com.au/wp-content/uploads/2014/01/Infographicfinal2.jpg

Other

12. Infographic: Nielsen Australian Connected Consumers
Published: November 2013
Overview: This infographic compares Australians digital usage and consumption behaviour 10 years ago vs today. This infographic demonstrates the growth / change in device ownership overtime, uptake of social media, online advertising spend investment and more.

View here: http://www.nielsen.com/content/dam/corporate/au/en/images/infographics/Nielsen-ACCR-Infographic-Final.jpg

13. Infographic: Australian Baby Boomers Online Media Usage
Published: April 2013
Overview: Mi9s Baby Boomer infographic puts the spotlight on the over 50s Australian consumer. The infographic details weekly consumption of the internet statistics, multi-screen ownership data and online purchasing behaviour.
View here: http://cdn.marketingmag.com.au/wp-content/uploads/2013/04/Mi9-Baby-Boomers-infographic-2.jpg

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Understanding The Role of Tablet Devices

Australians appetite for technology has been unabated in recent years despite soft economic conditions with tablets becoming the object of affection. More than 5 million Australians now have tablet devices – with 2.4 million tablets sold in Australia in 2012 alone. What’s more this growth is only anticipated to gain momentum in the years ahead with Telyste forecasting this annual figure will rise to 7 million by 2017.

Whilst many organisations are still grappling to understand the role of mobile, fewer are able to dedicate the time to consider the role of tablet. In fact tablets and smart-phones are often lumped into the same bucket – due to a lack of understanding of the differences in device consumption. Furthermore few also consider tablets beyond Apple – even though Android is anticipated to account for nearly 70% of tablet users by 2016 (currently controlling 36% of the Australian market).

Connected Consumer Device UsageBy understanding the profile of tablet owners as well as their usage behaviours in terms of the types of content consumed, brands and publishers have an opportunity to tailor experiences to make them more relevant, engaging and useful.

What local & global research tells us about tablet users

Understanding the “who” and “when” of tablet device consumption
Over recent years, the proliferation of mobile & tablets in Australia has created a more complex digital environment for marketers. Understanding basics like the profile of tablet ownership and time of day usage by Australians can influence media buying decisions as well as support tablet strategy investment decisions.

Tablet ownership by age

Both global and local research suggests tablet penetration is higher amongst a more mature audience. The recent “Nielsen Australian Connected Consumer Report” revealed tablet ownership was highest amongst the 35 – 44 age group whilst smartphone ownership was highest amongst the 25 – 34 age group.

Peak usage time of tablet devices

Tablets like laptops tend to peak in usage terms after work / dinner – as consumers begin to settle down for the evening.

Device Time Usage Stats

Tablet share of user time

The recent Australian IAB mobile advertising landscape report revealed the percentage of time consumers spend interacting with each device – with tablet now commanding 1 in every 5 minutes.

Device Share of Time
A device to entertain and to shop – the “why” of tablet usage

Tablets have been dubbed the new in-home entertainment device as a result of the way in which consumers are interacting with the device. According to the comScore “mobile focus in future 2013 report” some of the most popular tablet based activities include playing games (66.3%), watching video’s (50.9%) and reading books (51.2%).

Tablet UsersBut tablets aren’t solely used for passing the time away. As tablet functionality more closely resembles that of the computer or laptop, the impact tablets are influencing in-home shopping behaviour. The comScore research revealed tablet owners are twice as likely to purchase an item on their device (38%) than smartphone owners (19%).

Mojiva research delved into consumers’ preference to utilise tablets vs. smartphones for key activities and found similar trends with consumers’ preferring to use their tablet to perform entertainment based and shopping based activities. In all demographic segments, watching video/TV and reading topped the list at 63% and 48%, respectively. 45% of all respondents indicated they would use their tablet to make a retail purchase, as opposed to their mobile.

Multi-Screen Computer Device

In a sequential screen context, being able to move cross device and pick up where you left off is crucial – which means device based experiences should not be built in isolation.

Watch: The Mobile & Tablet Advertising Market: 2013-2020

References
SMH Tablets To Reach 70% by 2017
Mojiva Tablet Rule Report
Google Report: Navigating The Multi-Screen World
comScore Mobile in Focus Report 2013
IAB Australia Mobile Advertising Report
Nielsen Connected Consumer Report 2013

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