Last week, Mary Meeker of Kleiner Perkins, a well-known industry analyst, delivered her annual internet trends report. Her presentation lasted almost 30 minutes, covering a total of 213 slides. This means there was a wealth of valuable information shared. For your convenience, I’ve distilled it down to the top six takeaways marketers should pay attention to.
In 5 Years, Expect 50% of Searches to be Images or Voice
We’ve already witnessed significant growth in speech searches, but image searches are still relatively new. This statistic makes it clear that brands need to move away from outdated SEO tactics and adopt a more conversational tone to align with the way consumers will search in the future.
Internet Ads Work, But Have a Ways To Go
One notable statistic is that 91% of internet users have considered using ad blockers. This is significant for publishers who rely on ad views and brands that use ads to drive sales.
Mary says: “If there has ever been a call to arms to create better ads, this is it.”
Recently, native advertising has gained popularity and is likely to continue growing as ad blocker usage increases.
Globally, Internet Growth is Flat
In fact, it is actually decelerating when excluding India, which has become the second largest market for internet users behind China. This indicates that the era of an endless influx of new internet users is over. The focus should now be on providing real value as existing users become more savvy.
Smartphone Growth is Slowing
In addition to the overall slowdown in mobile phone usage and sales, Android phones have shown gains over iOS. Marketers who have been ignoring Android need to rethink their strategy. Although growth has slowed, there is still growth, so this isn’t a catastrophic statistic but a reminder that no one stays on top forever. Mobile continues to be important.
The Internet Represents 10% of Retail Sales, Compared to Less Than 2% In 2000
It’s no surprise that internet sales have grown in the last 16 years, but it’s interesting to note that 90% of sales still occur in person. This highlights a significant opportunity for e-commerce growth.
Final Takeaway: Adjust for Slower Growth, Higher Debt, and An Aging Population
These trends underscore the risks marketers face but also reveal opportunities for brands willing to innovate, work more effectively, and enhance user experience.
What are your thoughts after reflecting on these trends? I would love to hear your favorite takeaway in the comments section.
