By Tim Maytom
Every year, the Internet Trends report by Mary Meeker of Kleiner Perkins Caulfield & Byers identifies the key patterns currently happening in the digital world, and points out the most important emerging trends and companies.
This year’s report is no different, showing the huge growth mobile has had over the past two decades, from one per cent penetration to 73 per cent of the global population owning a mobile phone, 40 per cent of whom have a smartphone.
In the world of mobile marketing, the report pointed out the massive disparity between the amount of time consumers spend on mobile, and the relatively small amount of ad spending spent on the channel.
While time spent on mobile now accounts for 24 per cent of all media consumption, equaling desktop internet, it attracts only eight per cent of the spending. Compared to print, which gets four per cent of the time but 18 per cent of the ad spend, it is clear that the advertising industry is lagging behind consumer patterns.
The growth of mobile is affecting how users consumer media too; 29 per cent of view time is spent viewing vertical screens, with vertical video ads like Snapchat’s seeing completion rates nine …read more
Source:: Mobile App News