A few key mobile stats
MOBILE VIDEO GROWTH:
• Mobile video is predicted to drive over 60% of data traffic in 2018.
• This could be a conserva4ve es4mate considering mobile video already claimed 55% of all traffic in 2014.
SOCIAL MEDIA on MOBILE
• Mobile subscribers in the world will jump by 1 billion in the next five years. That will put the mobile-‐phone crowd at 4.6 billion.
• There are over 2 billion live social media accounts globally with over 1.6 billion mobile social media accounts, equaling a 23% year on year growth from January 2014 to January 2015.
• DIGITAL VIDEO AD REVENUES for in the US hit $3.3 billion in 2014, a 17% increase from $2.8 billion in 2013. hOp://goo.gl/m7JVX7 • Mobile adverQsing skyrocketed by 76%—from $7.1 billion in 2013 to $12.5 billion last year. Interac4ve Adver4sing Bureau
• ESPN Mobile: Of its 94 million unique views in January, 72.5 million were from mobile. 60% of those users only access ESPN from mobile devices.
hOp://goo.gl/l06Tgv
• Instagram: Their user base grew by 50% in 9 months during 2014, totaling 300 million users, surpassing TwiOer =70 million Instagram photos and videos
shared each day. hOp://goo.gl/I9GXGQ
• Line: This millennial-‐happy mobile app from Japan gains 1.7 million new users every day—thanks largely to countless emojis and s4ckers that actually
make marketers money.
• TWITTER: Mobile makes up just 25% of ad spending on TwiOer, and adver4sers should change their focus to mobile, as costs per engagement are far
lower than those for desktop. hOp://goo.gl/bHHnj8
• YAHOO Mobile: 575 million of its 1 billion users now access offerings such as the Yahoo app, Yahoo Mail, Yahoo Weather, Yahoo News Digest, and Flickr
on mobile devices. Its rate of mobile growth outpaces the industry average. In 2014, the first year the company broke out mobile revenue, it reported grossing $1.2 billion in the category. Yahoo has more than 500 staffers devoted to mobile. hOp://goo.gl/l0wMK1
Facebook: Key Mobile Stats
FACEBOOK:
•
1.44 billion people logged into Facebook apps or the website at least once
a month, and nearly two-‐thirds of them visited daily
•
85% of the people who log into Facebook's service each day now do so
from a mobile device. Facebook's $3.32 billion in revenue derived from
adver4sing for its first quarter, ended March 31, the company said that 73
percent came from ads shown on mobile devices. That figure was 59
percent a year ago.
•
Videos in par4cular are "exploding" on the social network, Facebook said.
The trend has drawn in adver4sers as large as movie makers, fast food
chains and consumer electronics chains to small-‐and-‐medium sized
businesses, 1 million of which Facebook said have created videos and
bought ads on the service. Videos have been watched more than 4 billion
4mes on the service, and more than 75% of those were by people using
mobile devices.
hOp://goo.gl/r3gCDI
‘
•
798 million mobile DAILY acQve users on average last quarter, up 31%
from the same period of last year. MONTHLY ac4ve users for mobile
jumped 24% year-‐over-‐year to 1.25 billion last quarter.
hOp://goo.gl/H03vR9
ESPN-iWatch
Of its 94 million unique views in January, 72.5 million were from mobile.
And 60% of those users only access ESPN from mobile devices.
With its move onto Apple Watch, fans can customize notifications for
specific teams' scores while a feed pulls in the most recent news stories.
The smartwatch is the latest step for ESPN—along with a
website redesign earlier this month—to personalize sports news.
"It's another consideration for us in terms of where the audience is,"
explained Ryan Spoon, ESPN's svp of digital product. "The headline that
resonates within social on Twitter is different from Facebook, which is
different than a headline on ESPN.com or an alert.
Starwood Hotel iWatch
With 1,200 properties worldwide under brands such as
Sheraton, Westin and W Hotels—can remotely check in
guests and unlock guest rooms. It can also ping travelers
with information like the cost of a taxi to a hotel. The
technology will be rolled out at 150 Starwood locations, with
plans for expanding it to all destinations.
Analysts expect the hotelier to invest $7 million to $8
million into the technology this year alone, $20 million to
$40 million in the long run.
• In 2015, mobile ad spending in the US will
increase 50.0%, reaching $28.72 billion and
accoun4ng for 49.0% of all digital ad spending. • By 2019, mobile ad spending will rise to $65.87
billion, or 72.2% of total digital ad spend. • The shin to mobile ad spending is being driven
mainly by consumer demand. In 2014, US adults spent an average of 2 hours, 51 minutes with mobile devices each day, up from 2 hours, 19 minutes in 2013. Meanwhile, desktop 4me fell to 2 hours, 12 minutes daily last year, aner being equal with mobile 4me in 2013.
hOp://goo.gl/escWcR
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Mobile Ad Spend to Top $100 Billion
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• In the fourth quarter of 2014, Netflix delivered:
more minutes of video in the United States than the average broadcast network
• Twice as many as the industry’s largest cable
network (The Disney Channel)
• More than the bottom 113 (of some 200) cable
networks combined
• What’s more, this figure is up an estimated
40% (or 38 billion minutes) year over year
Netflix is able to achieve this scale and rate of
growth because in consumers’ minds, it is the
Disney Channel. And AMC. And Syfy. And National Geographic. At first, Netflix’s streaming service was seen as a Pay TV competitor. Today, it’s most often viewed as premium cable network such as HBO (Netflix CEO Reed Hastings loves to make this very comparison). Yet it’s more accurate to describe the company as a multi-channel network group – a Time Warner or NBCU, not an HBO or
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Smartphone users are more likely to watch and share ads and content from brands. Our research suggests that
people who view videos on their phones are 1.4X as likely to watch ads as those who view videos on desktop computers or televisions. And smartphone viewers aren't just more inclined to watch ads; they're also more inclined to share them. Those who see ads or branded content on their smartphones are 1.8X as likely to share it as their desktop counterparts. That compulsion to share extends offline, too. Smartphone viewers are 1.6X as likely as TV viewers to turn to their peers in person and talk about the video content they're watching.
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Get deeper personal connecQon on mobile, but give consumers a choice. Our research found
that in addi4on to being more likely to watch and share ads and content from brands, smartphone video viewers were nearly 2X as likely as TV viewers to feel a sense of personal connec4on to brands that show video content or ads on their devices and 1.3X as likely as desktop viewers. That's intui4ve when you think about the nature of watching video on your smartphone; it's a more in4mate and personal experience than watching on desktop or TV. It seems natural that mobile video would be the place for brands to build personal connec4ons. That said, brands need to be sensi4ve to the personal experience people have on their smartphones. One way to respect mobile users is to give them a choice in the ads they consume. In fact, more than three out of four smartphone viewers surveyed in our research said having the choice to skip an ad is important to them.
