Mary Meeker’s Internet trends for 2017: web ad spend overtakes TV

30/11/2017

Google and Facebook control 85% of online ad growth, while Internet ad spend will surpass TV spend within six months, according to new research fro m web guru Mary Meeker.

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Every year, Meeker’s State of the Internet presentation is used as an industry touchstone for how much digital technology has influenced media and marketing trends.

Meeker, a current partner at Kleiner Perkins Caufield Byers, delivered her annual at the Code conference in California.

The talk covered changes in media consumption, education, healthcare, commerce and security.

Here are a few initial takeaways:

• Smartphone sales and Internet penetration growth are both slowing

• It’s not really a “shift to mobile” as much as “the addition of mobile”, since desktop usage hasn’t declined much while mobile usage has skyrocketed to over three hours per day per person in the US

• There’s still more time spent on mobile than ad spend, indicating forthcoming windfalls for mobile ad platforms

• Google and Facebook control 85% of online ad growth

• Internet ad spend will surpass TV spend within six months

• Streaming music led by Spotify surpassed physical music sales, giving recorded music its first revenue growth in 16 years

• eSports are exploding, with viewing time up 40% year over year, and an equal number of millennials strongly preferring eSports vs traditional sports

• Email spam with malicious attachments is exploding as cloud usage increases, so be careful what you click

• Tech companies drive wealth creation in China, where people pay for livestreaming, and bike sharing usage is skyrocketing

• Falling data costs are driving increasing Internet adoption in India, but smartphone prices remain too high

• 60% of the most-highly valued tech companies in America were founded by first or second generation Americans while 50% of the top private startups were founded by first-gen immigrants

View the full slides below:

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