emarketer webinar: key digital trends, a midyear update

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©2013 eMarketer Inc. June 20, 2013 Presented by: Noah Elkin Principal Analyst Key Digital Trends A Midyear Update

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Join eMarketer for a mid-year look at the digital trends affecting marketers, including important shifts in media fragmentation and consumer behavior, media buying and digital marketing.

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Page 1: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

June 20, 2013

Presented by:

Noah Elkin

Principal Analyst

Key Digital TrendsA Midyear Update

Page 2: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Agenda

� The changing digital landscape

� The state of media fragmentation

� Many smart screens, many different

use cases

� Q & A

Twitter Hashtag – #eMwebinar

Page 3: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

The Changing Digital

Landscape

Page 4: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

The digital landscape today is defined by

an ever-expanding number of screens …

Connected TVs, DOOH,

TheatersLaptop PCs Desktop PCs Tablets

PhabletsSmartphones Digital Kiosks Social Machines

Wearable Wearable Technology Connected Consoles Ambient Surfaces Connected Cars

Page 5: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

… and consolidation around a small

handful of platforms used across screens

Platforms

Page 6: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

These platforms are helping digital make

deeper inroads into the purchase process

In-store commerce

Ecommerce

Mcommerce

Brick-and-mortar stores still account for 90+% of retail

transactions

Page 7: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

They are

also helping

drive faster

growth in

online and

mobile ad

spending

relative to

traditional

media

Page 8: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Smartphone

Users

57% of mobile users (2013)

Mobile Users

78% of population (2013)

Digital

Video Viewers

58% of population (2013)

Source: eMarketer 2013

Social Network Users

52% of population (2013)

Online

Gamers

31% of population (2013)

Consumers are pursuing many overlapping

activities in their growing “digital time”

Page 9: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Say goodbye to the traditional couch

potato

Page 10: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Your target market today: Multiscreen,

cross-platform, multitasking

US consumers access media on multiple screens monthly, outnumbering the single-screen audience by 2.5 to 1 (Nielsen/Collective)

203M

of US consumers move sequentially between devices in the course of a day to perform key tasks (Google)

98%

of US tablet owners pay equal or more attention to their tablets when watching TV (GfK MRI iPanel)

72%

of US consumers start shopping on a smartphone and continue on a PC or tablet (Google)

65%

Page 11: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

The State of Media

Fragmentation

Page 12: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Traditional

media still

consumes

nearly 60%

of our daily

media time

US consumers

actually watch

more TV than

ever before

Page 13: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

TV accounts

for close to

4 in 10 ad

dollars …

Page 14: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

… and not

all of those

dollars are

wasted

Consumers view

traditional media

ads more

favorably than

digital ads

Page 15: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

… and not

all of those

dollars are

wasted

Traditional media

ads continue to

exercise a strong

influence on

purchase

decisions

Page 16: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

As online video gains viewers, cable TV’s losses mount

Cord-cutting shows signs of accelerating

Page 17: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Over-the-top

video viewing

is rising but

most

consumers

haven’t

switched

exclusively to

digital

platforms … yet

Page 18: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Networks

and pay TV

providers

are looking

to “TV

Everywhere”

services to

stem losses

Page 19: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

The challenge: Video viewing is becoming

an increasingly digital activity

Page 20: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Many Smart Screens,

Many Different Use

Cases

Page 21: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Is mobile becoming the new desktop?

Page 22: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Or are tablets

becoming the

new PC?

Twitter Hashtag – #eMwebinar

The inflection

point in shipments

is approaching on

a global level and

will arrive sooner

in mature markets

Page 23: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Emerging

evidence

suggests the

PC-to-tablet

shift is already

underway in

terms of the

device

replacement

cycle …

Page 24: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

… as well as

in how

consumers

use their

devices

Twitter Hashtag – #eMwebinar

Page 25: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

At the same time, mobile is fragmenting

into multiple screens

Page 26: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Fragmentation

comes as mobile

increases its

share of digital

advertising

Twitter Hashtag – #eMwebinar

Page 27: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Fragmentation

comes as mobile

increases its

share of digital

advertising

Twitter Hashtag – #eMwebinar

Page 28: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

The effects of

mobile

fragmentation

can be seen in

both display

and search

advertising

Page 29: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Tablet ads

beat

smartphones

for most

brand-health

metrics

Page 30: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Ad

engagement

metrics on

tablets can

also exceed

those for

smartphones

Page 31: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Context yields different action metrics in

response to ads on tablets vs. smartphones

Page 32: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

When it comes

to shopping,

smartphones

and tablets are

taking distinct

paths as well

Page 33: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Smartphones are shopping assistants;

tablets are for browsing and buying

101.8M

shoppers

Smartphones

Tablets

75% of

smartphone

owners

shop

52.3M

buyers

39% of

smartphone

owners buy

94.2M

shoppers

84% of

tablet

owners

shop

70.6M

buyers

63% of

tablet

owners buy

Source: eMarketer, April 2013

Page 34: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

Takeaways

� The digital ecosystem is consolidating as

the number of screens expands.

– Consumers are pursuing more activities on more devices

but across a common set of platforms.

� Evolving digital behavior has put

marketers in a constant game of catch-up.

– Time- and place-shifting audiences can change channels

with the click of a button on their choice of devices.

� The mobile landscape is fragmenting.

– Advertising and commerce solutions will need to respond to

not just different screen sizes but also different screen uses.

Page 35: eMarketer Webinar: Key Digital Trends, a Midyear Update

This presentation was based

on insights and data from

these eMarketer reports:

� Key Digital Trends for Q1 2013:

Whither the Brand?

� US Retail Ecommerce: 2013

Forecast and Comparative

Estimates

� CPG’s Digital Conundrum:

Turning Digital Shoppers into

Digital Buyers

� Shopping Cart Abandonment:

New Ways of Looking at the

Purchase Path

� What’s a Brand Site For?

Engaging Consumers Across

Multiple Channels

Make

confident

decisions

and validate

ideas.

Fast.

Page 36: eMarketer Webinar: Key Digital Trends, a Midyear Update
Page 37: eMarketer Webinar: Key Digital Trends, a Midyear Update
Page 38: eMarketer Webinar: Key Digital Trends, a Midyear Update
Page 39: eMarketer Webinar: Key Digital Trends, a Midyear Update

David Iankelevich

[email protected]

www.emarketer.com

� Contact [email protected] to schedule a conversation.

� We’ll send a free report after we talk.

Page 40: eMarketer Webinar: Key Digital Trends, a Midyear Update

©2013 eMarketer Inc.

You will receive an email tomorrow with a link to

view the deck and webinar recording.

Noah Elkin

Q&A Session

Key Digital Trends: A Midyear

UpdateAround 200 eMarketer reports are published

each year. Here are some recent reports you

may be interested in:

� Millennials in the Marketplace: A Generation Moving

on Its Own Unpredictable Path

� Real-Time Marketing: Speeding Up the Creative

Process

� US Mobile Users: 2013 Forecast and Comparative

Estimates

� US Retail Ecommerce: 2013 Forecast and

Comparative Estimates

� State of Mobile Search 2013: Key Trends in Mobile

SEO and SEM

Learn more about digital marketing with an eMarketercorporate subscription

To learn more: www.emarketer.com/corporate

800-405-0844 or [email protected]