dw 2015: julian childs - the age of the consumer
TRANSCRIPT
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THE AGE OF THE CONSUMER
How Trends In Digital Lifestyle Define Business Models
Three Major Trends In Digital Living
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INFORMATION
(OPEN) ACCESS
CONSUMER CONTROL
C
O
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E
N
T
T
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C
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L
O
G
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INFORMATION Enabled By Technology
There Are Now Nearly 3 Billion People Online
4
Global internet population
Source: International Communication Union, Google
0
500
1.000
1.500
2.000
2.500
3.000
3.500
(mil
lio
ns)
The Majority Are Under 34
5
Age breakout of global internet users
26,5% 26,7%
20,4%
13,7% 12,7%
15-24 25-34 35-44 45-54 55+
Source: comScore (November 2014)
ACCESS
Messaging Apps Are Exploding
7
Top apps (monthly active users – global)
Source: Company Statements, News Reports, BI Intelligence estimates
0
100
200
300
400
500
600
okt.10 apr.11 okt.11 apr.12 okt.12 apr.13 okt.13 apr.14
Mil
lio
ns
Attention Is Shifting To Digital, Especially Mobile
8
US consumer media consumption share
45%
25%
17%
9%
7%
4%
37%
18%
11%
4% 2%
23%
TV Online Radio Print Other Mobile
2009 2010 2011 2012 2013 2014
Source: eMarketer, April 2014
And The Shift Is Generational
9
Younger audiences prefer digital to traditional media
13
32 34
48 58
68 69 47
36 26
17 7
2 3 18
15
20 15 14
11 13 4
4 8 7 8 12 2 1 4
3 9
Aged 16-24 Aged 25-34 Aged 35-44 Aged 45-54 Aged 55-64 Aged 65-74 Aged 75+
Read newspapers/magazines
Listen to the radio
Go online via computer/laptop/ netbook/ tablet
Use a smartphone
Watch television
Source: Ofcom Adults’ Media Use And Attitudes Report (April 2014) Q: Which of the following media would you miss most?
The First Smartphone Generation
10
Demographics of cell phone internet usage (among cell phone owners, % in each group who use their phone to go online)
Source: Pew Research Center, Cell Internet Use 2013
85%
73%
51%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18-29 30-49 50-64 65+
Phablets Leading The Race
11
Global annual shipments by device
Phablets
Tablets
Smartphones (Non-Phablet)
0
200.000.000
400.000.000
600.000.000
800.000.000
1.000.000.000
1.200.000.000
1.400.000.000
1.600.000.000
1.800.000.000
2006 2007 2008 2009 2010 2011 2012 2013E 2014E 2015E 2016E 2017E 2018E 2019E
Source: BI Intelligence Estimates
Younger Demos Dominate Social
12
Average daily time spent with select social networks amongst US internet users by age
Source: Cowen And Company (Twitter/Social User Survey 2014)
0
10
20
30
40
50
60
Facebook Tumblr Instagram Pinterest Twitter Snapchat LinkedIn
Age 18-29
Age 30-44
Age 45-60
Age 60+
CONTROL Consumer Now In Control
Shift To Demand Pricing Over Controlled Pricing
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BUSINESS INSIDER The New Generation Of Business People
From Humble Beginnings
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FOUNDED IN
2 0 0 7
~2,100
PAGE VIEWS t h e f i r s t
d a y
3 people in a loading dock
Fastest-Growing Digital Business News Sites
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#1 business news site amongst legacy competitors
Source: Comscore US (000)
0
5.000
10.000
15.000
20.000
25.000
30.000
35.000
40.000
45.000
50.000
(00
0)
Business Insider.com
Forbes.com
WSJ.com
CNNMONEY.com
Bloomberg.com
CNBC.com
Economist.com
FT.com
A Successful Digital Model
18 Source: Google Analytics
Explosive growth across all platforms
November ‘09 August ‘15
MOBILE + TABLET
59%
19% YoY Tablet Growth
Of All Uniques
72% YoY Mobile Growth
438MM+ Global Pageviews
65.8MM+ Global Uniques
113MM+ Global Visits
40% YoY Growth
Tablet
Mobile
Desktop
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Mobile is how digital natives are
consuming content.
Business Insider Mobile Shifts
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Mobile overlapping desktop traffic
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014
% W
ebsi
te T
raff
ic
Mobile Website Traffic Desktop Website Traffic
Source: Google Analytics, Businessinsider.com (2010 – 2014)
Business Insider Strong Video Growth
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37.8 Million+ Streams / Month Of Original Content
Source: Ooyala
1.4 mil
4.4 mil
2 mil
4.4 mil
12.3 mil
19.8 mil
30.9 mil
37.8 mil
0
5.000.000
10.000.000
15.000.000
20.000.000
25.000.000
30.000.000
35.000.000
40.000.000
22
Social is how they’re discovering it.
Social Is Becoming Everyone’s Front Page
23 Source: Cassandra Report by Noise | The Intelligence Group
Content Discovery Driven By Social
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Unique users across all Business Insider properties
Source: Google analytics (September 2015). Reflects all BI properties including Tech Insider
36%
28%
16% 15%
5%
SOCIAL ORGANIC SEARCH REFERRAL DIRECT OTHER
Content Discovery Driven By Social
25
Unique users across all Business Insider properties
Source: Google analytics (September 2015). Reflects all BI properties including Tech Insider
36%
28%
16% 15%
5%
SOCIAL ORGANIC SEARCH REFERRAL DIRECT OTHER
Content Discovery Driven By Social
26
Unique users across all Business Insider properties
Source: Google analytics (September 2015). Reflects all BI properties including Tech Insider
36%
28%
16% 15%
5%
SOCIAL ORGANIC SEARCH REFERRAL DIRECT OTHER
Content Discovery Driven By Social
27
Unique users across all Business Insider properties
36%
28%
16% 15%
5%
SOCIAL ORGANIC SEARCH REFERRAL DIRECT OTHER
Source: Google analytics (September 2015). Reflects all BI properties including Tech Insider
Open Model Drives Scale
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Concluding Themes
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• Open or Niche. Not much in-between.
• Platforms driving access (distribution is disrupted)
• The emergence of the ‘prosumer’
• Opportunity (not just disruption)
• Consumers are in control, at greater scale
• Mobile bridges gap between physical and digital
APPENDIX
And An Important Source Of News
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Is social media an important source of news and current affairs?
Source: Cassandra Report by Noise | The Intelligence Group
60% 21%
19% Yes
No
Neither agreenor disagree