Mary Meeker’s annual Internet Trends report is one of the most widely anticipated presentations from the tech community. Disseminated every year on the Kleiner Perkins website, the presentation sheds light on global and country-specific internet trends, drawing insights and data from a variety of sources, including public and private companies, market research firms and government agencies, apart from non-public sources.
While it’s best if you take some time to leaf through all the pages, here are some highlights from the 2016 report that you should know.
1)There are 3 billion Internet users in the world, but the growth is flat, at 9% year-on-year, except for India. India’s internet user growth is accelerating – currently at 277M users, which comes to 22 percent internet penetration. India is the second biggest global user market after China.
(Also see: How Internet penetration has changed the way people travel in India)
2) Global smartphone shipment units are slowing down, after five years of high growth, it’s now slowed down to 10% YoY. The Asia Pacific region is the largest market for smartphones. Apple’s iOS unit shipments are in decline, while Android’s marketshare has grown. An average Android phone is priced at $208.
Smartphone Cost in Many Developing Markets = Material % of Per Capita Income #InternetTrends https://t.co/wTgfOi2MTf pic.twitter.com/TqwFeTJFfu
— Kleiner Perkins (@kpcb) June 1, 2016
3) With high mobile penetration in more developed countries, new users in less developed countries are harder to garner. Countries like Tanzania, Pakistan, Nigeria have an less than 20 percent of its population online, and huge barriers to internet penetration – low literacy rates, poor infrastructure, low income and affordability. In India, an average smartphone costs $158, which works out to 10 percent of a person’s per capita income.
.@Google + @Facebook = 76% (& Rising) Share of Internet Advertising Growth, USA #InternetTrends pic.twitter.com/easFiFoh1z
— Kleiner Perkins (@kpcb) June 1, 2016
4) Internet advertising growth continues to peak, at 20% YoY growth in the US, with mobile advertising growing at 66 percent. Facebook and Google account for 76% of advertising growth in the US, yet advertisers remain over-indexed to old media like print. Mobile accounted for 12% of adspend in US, and over 25% of their time by media use, this gap represents an additional $22B opportunity in the US.
Call-to-Arms to Create Better Ads, per @Pagefair #InternetTrends #codecon https://t.co/wTgfOi2MTf pic.twitter.com/KbpPbkBwaf
— Kleiner Perkins (@kpcb) June 1, 2016
5) Ad blockers represent a huge existential threat to this model – 220M desktop users use an adblocker, and 420M on mobile, at a 94% YoY growth rate.
6) Snapchat’s 3V (Vertical/ Video/Viewing) advertising playbook is shown as the gold standard for effective online video advertising – it’s authentic, entertaining, in-context, brief.
(Also read: Early Stage Investors in Blockbuster Mobile Communication Apps)
.@stitchfix is using data to drive high customer satisfaction #InternetTrends #codecon https://t.co/wTgfOi2MTf pic.twitter.com/O2Vjq7m44R
— Kleiner Perkins (@kpcb) June 1, 2016
7) Internet enabled brands and retailers are growing much faster than their offline peers. The presentation dwells into Stitch Fix, a subscription based apparel service that applies Netflix/Spotify content discovery to fashion, and provides a user experience driven by data collection, personalisation, curation and feedback.
8) Compared to Millennials, Generation Z prefers to communicate using images. Facebook’s properties account for 2 billion photos shared daily. Image based platforms like Pinterest are being used for shopping and discovery, and provide a higher level of engagement. OfferUp, an image-based peer-to-peer (P2P) marketplace is showing a faster GMV rate than eBay.
Messaging Platforms = Conversational Commerce Ramping #InternetTrends #codecon https://t.co/wTgfOi2MTf pic.twitter.com/Dk5Ei5MQRd
— Kleiner Perkins (@kpcb) June 1, 2016
9) Global messaging leaders are continuing to register rapid growth. Meanwhile, Asia’s messaging leaders like Wechat, Line, continue to expand uses beyond messaging, to areas like banking, payments, taxi hailing and video calls and chat. Conversational commerce is ramping up in countries like Thailand, where users browse on Instagram, and converse, pay and confirm the purchase on Line messenger.
Voice Word Accuracy Rates Improving Rapidly… +90% Accuracy for Major Platforms #InternetTrends pic.twitter.com/0saBSWVgF8
— Kleiner Perkins (@kpcb) June 1, 2016
10) Voice-based Input continues to grow in popularity – with 65% of smartphone owners using it in the US. Voice word accuracy has grown from 70 to 90 percent for major platforms like Baidu and Google. The next frontier in voice recognition is human level recognition in heavy background noise. The game changer would be 99 percent accuracy at a low latency.
China Mobile Internet Usage Leaders… Tencent + Alibaba + Baidu = 71% of Mobile Time Spent. #InternetTrends pic.twitter.com/2BqRYy4RUb
— Kleiner Perkins (@kpcb) June 1, 2016
11) Tencent, Alibaba, and Baidu account for 71% of mobile time spent in China. E-commerce is increasingly social in China, with 31% of WeChat users purchasing goods on WeChat.
(Also see: Alibaba and its 19 Companies)
China Internet Emerging Momentum = On-Demand#InternetTrends https://t.co/wTgfOi2MTf pic.twitter.com/QdLbbdY57j
— Kleiner Perkins (@kpcb) June 1, 2016
12) China is the global leader for on-demand transportation, accounting for 70 percent of global share of trips in Q1 2016. China’s cities have shown the highest rate of growth compared to the rest of the world.
(Also see:Top Companies Challenging Uber Across the World in One Infographic)
Current Generation of Internet Leaders = Growing Faster than Previous Gen. #InternetTrends https://t.co/wTgfOi2MTf pic.twitter.com/KHFh4nvuhY
— Kleiner Perkins (@kpcb) June 1, 2016
13) Current internet leaders in marketplaces (Uber), commerce (JD.com), and enterprise (Slack) are growing at a faster rate than the previous generation.
Traditional Industry Incumbents = Active in Acquisitions / Investments. #InternetTrendshttps://t.co/wTgfOi2MTfpic.twitter.com/RYBWBEFCYr
— Kleiner Perkins (@kpcb) June 1, 2016
14) Non-tech incumbents are increasingly making tech acquisitions, spending $28 billion in 2015. Notable acquisitions include GM’s acquisition of Cruise Automation, and Ford’s acquisition of Livio.
(Also read: Corporates Making Cars Smarter Through Investments and Acquisitions)
15) The US is likely to become the leader of the auto industry, as it has many components of the ecosystem in place – systems and components makers, leadership in development of autonomous vehicles and ride sharing innovations, and a high level of innovation at the university level.
For more insights and analysis, leaf through the 200+ slide presentation below.