Every year analyst Mary Meeker prepares the most influential summary of the state of the Internet and trends in the world of communication. It is a document that takes the pulse of the digital world in which we live and gives clues about the evolution of new technologies, media and applications.
The Internet Behavior Report for this 2017 was published today, and it draws an interesting picture. Meeker notes, for example, that although smartphone sales continue to grow, they do so at a much slower pace than in previous years, only 3% compared to double-digit growth that could be seen not long ago.
And the Internet access? It grows 10% a year but does not accelerate in almost any territory of the world. The only exception is India , which is becoming a very dynamic market with enormous potential for development.
This year’s report also highlights the enormous power that Google and Facebook have amassed over the past few years. Today they control 85% of the web and mobile advertising market in the USA, where Internet users devote almost 5.6 hours a day to consume content in the mobile or the PC.
The Internet advertising market is about to become the most important. According to Meeker, television will be ahead in less than half a year and global investment could exceed $ 200 billion this year.
The quantities grow but are also distributed among more channels and new actors. Meeker, for example, emphasizes the importance of messaging platforms, especially in the Asian market and new emerging technologies such as augmented reality that in the near future will become important channels for advertising messages.
Another key trend to understand the world we live in: in the USA. The number of physical stores that will close this year will beat records that were not seen since the economic crisis of two decades ago. It is a fact that, in addition, must be combined with the interest of some online marketers , such as Amazon, to make the leap to the physical world with the opening of specialized stores.
The full report, with 355 slides, can be found on LinkedIn: