While there are many hot takes, predictions, surveys and other reports that analysts and research firms release every month, few are as closely followed as an annual Internet Trends report put together by Kleiner Perkins Caufield & Byers partner Mary Meeker.
Today, at Recode’s Code Conference, Meeker released the 2017 version of her report, and it’s chock-full of charts, stats and graphs about the future of the industry and what’s happening in it today. While marketers might want to spend some time sifting through all 355 pages of the slide show, this year’s 11-part report focuses on topics like smartphone market growth, online advertising, media and interactive games.
According to the report, total growth in internet users will be fairly flat this year, growing by 10 percent over last year. Meanwhile, time spent with digital media will see “solid growth,” especially in the realm of social media and video. For example, over a four-year period, YouTube’s share of mobile traffic has fallen from 30 percent to 20 percent, while Facebook’s increased from 7 percent to 14 percent.
According to First Media CEO Guy Oranim, it makes sense to see that video on social media is becoming more dominant as brands become “very aware” of the increasing popularity.
“We strongly believe that the share of social media out of video consumption will continue to increase in a significant way in the very near future,” Oranim said via email. “Because of this, we continue to increase our investment in these social media platforms and viral video content for young female viewers especially through Facebook and Instagram. These platforms present optimal environments to connect and engage with consumers in an authentic and accessible way.”
Here are a few of the highlights from this year’s report:
1. Smartphone sales are slowing
From 2015 to 2016, total shipments of smartphones grew by just 3 percent, down from 10 percent from 2014 to 2015. Along with that, the smartphone user-base growth slowed as well, growing just 12 percent in 2016 compared with 25 percent the year prior. As of last year, around 2.8 billion people owned smartphones.