emarketer webinar: key digital trends, a midyear update
DESCRIPTION
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.TRANSCRIPT
©2013 eMarketer Inc.
June 20, 2013
Presented by:
Noah Elkin
Principal Analyst
Key Digital TrendsA 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
©2013 eMarketer Inc.
The Changing Digital
Landscape
©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
©2013 eMarketer Inc.
… and consolidation around a small
handful of platforms used across screens
Platforms
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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
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They are
also helping
drive faster
growth in
online and
mobile ad
spending
relative to
traditional
media
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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”
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Say goodbye to the traditional couch
potato
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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%
©2013 eMarketer Inc.
The State of Media
Fragmentation
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Traditional
media still
consumes
nearly 60%
of our daily
media time
US consumers
actually watch
more TV than
ever before
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TV accounts
for close to
4 in 10 ad
dollars …
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… and not
all of those
dollars are
wasted
Consumers view
traditional media
ads more
favorably than
digital ads
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… and not
all of those
dollars are
wasted
Traditional media
ads continue to
exercise a strong
influence on
purchase
decisions
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As online video gains viewers, cable TV’s losses mount
Cord-cutting shows signs of accelerating
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Over-the-top
video viewing
is rising but
most
consumers
haven’t
switched
exclusively to
digital
platforms … yet
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Networks
and pay TV
providers
are looking
to “TV
Everywhere”
services to
stem losses
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The challenge: Video viewing is becoming
an increasingly digital activity
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Many Smart Screens,
Many Different Use
Cases
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Is mobile becoming the new desktop?
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Or are tablets
becoming the
new PC?
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The inflection
point in shipments
is approaching on
a global level and
will arrive sooner
in mature markets
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Emerging
evidence
suggests the
PC-to-tablet
shift is already
underway in
terms of the
device
replacement
cycle …
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… as well as
in how
consumers
use their
devices
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At the same time, mobile is fragmenting
into multiple screens
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Fragmentation
comes as mobile
increases its
share of digital
advertising
Twitter Hashtag – #eMwebinar
©2013 eMarketer Inc.
Fragmentation
comes as mobile
increases its
share of digital
advertising
Twitter Hashtag – #eMwebinar
©2013 eMarketer Inc.
The effects of
mobile
fragmentation
can be seen in
both display
and search
advertising
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Tablet ads
beat
smartphones
for most
brand-health
metrics
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Ad
engagement
metrics on
tablets can
also exceed
those for
smartphones
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Context yields different action metrics in
response to ads on tablets vs. smartphones
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When it comes
to shopping,
smartphones
and tablets are
taking distinct
paths as well
©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
©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.
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.
David Iankelevich
www.emarketer.com
� Contact [email protected] to schedule a conversation.
� We’ll send a free report after we talk.
©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]