• The global smartphone is getting saturated
(finally). Shipments of smartphones grew just 3%
year-over-year in 2016 vs. +10% YOY in 2015 (slide No. 5).
• Time spent using the internet on mobile devices
ticked up again in 2016 to 5.6 hours, up from 5.4 in 2015.
Desktop and laptop internet usage held steady at 2.2 and 0.4 hours,
respectively (No. 9).
• The best slide title of the day (for slide No.
10): "ONLINE ADVERTISING (+COMMERCE) = INCREASINGLY MEASURABLE +
ACTIONABLE." Some particulars from this part of the
• Mobile advertising revenue grew 22% in 2016,
eclipsing desktop ad revenue (No. 12).
• Internet ad revenue is set to overtake TV
advertising globally in 2017 (something that's already happened in
the U.S.) (No. 14).
• Google and Facebook have captured 85% of the
growth in internet advertising (No. 15).
• The most nervous-making slide title of the day
(for slide No. 16): "Ad Measurability = Can Be Triple-Edged ...
When Things Are Measured = People Don't Always Like What They See
... Users Don't Always Like Data Collected." Meeker cites
high concerns among social media marketers about ROI (No. 17) and
rising use of ad-blocking software (No. 18), but also makes a point
of mentioning that leading online ad platforms, from Facebook to
Google to Snap to Pinterest, are upping their game in terms of
effective ad targeting and measurement (Nos. 20-27).
• The visual web continues to grow in importance
and sophistication: Meeker devotes one slide (No. 35) to a
quote to make this point: "A lot of the future of search is going
to be about pictures instead of keywords." --Ben Silbermann,
Pinterest Founder/CEO, 4/17
• Image-recognition (Nos. 41-45)
and voice-activation (Nos. 46-48) are
increasingly replacing typing, particularly on mobile.
• An e-commerce "a-ha," as Meeker puts it:
package/parcel volume growth is up 9% YOY (No. 65)
as consumers increasingly turn to the likes of Amazon vs.
brick-and-mortar stores; YOY e-commerce growth
(+15%) also gets called out (No. 76).
• Meeker pays a lot of attention to gaming (starting at No.
80) -- e.g., pointing out that there are 2.6 billion gamers
worldwide (vs. 100 million in 1995) -- as well as esports
(starting at No. 137), while diving into what all this interactive
behavior means for consumer engagement.
• Media disruption continues at a "torrid
pace," with digital leaders transforming the marketplace
by offering better user experiences and lower prices, while
leveraging data and scale (starting at No. 151). The likes of
Spotify and Netflix get shoutouts here, with one remarkable slide
(No. 162) showing how Netflix went from near zero to 30% of
the U.S. home entertainment market in 10 years.
Want more? Keep reading!
Simon Dumenco, aka Media Guy, is an Ad Age editor-at-large.
You can follow him on Twitter @simondumenco.