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Mary Meeker’s 2017 Internet Trends Report: Top 5 Takeaways for Digital Marketing

Posted on June 02, 2017, By Rosa

Mary Meeker, a partner of Silicon Valley giant Kleiner Perkins Caufield & Byers, released her highly-anticipated 2017 Internet Trend’s Report this week. If you believe in Data Geek Rockstars, this is equivalent to Cher taking over the stage at the 2017 Billboard Music Awards. I repeat: This. Is. Big.

The report consists of 350+ slides detailing everything from global internet trends, the growth of online advertising, gaming insights, cloud computing and much more. With an estimated 3.4B global Internet users, the opportunity for digital marketing to connect with and convert consumers is greater than ever. Below are our Top 5 Takeaways for Digital Marketers – make sure your investments make cents (had to) in today’s evolving digital landscape:

  1. The amount of time adults spent with digital media in 2016 grew to 5.6 hours a day—up from 5.4 hours in 2015. Of that time, mobile accounted for 3.1 hours (increasing from 2.8 in 2015) while desktop use showed no change at 2.2 hours a day.
  2. Mobile advertising growth continued to skyrocket in 2016, with growth accelerating to 22 percent from 20 percent in 2015. Internet advertising spend in the U.S. totaled $73 billion, with about $43 million coming from mobile. Time spent with media on mobile devices is still increasing at a faster rate than ad spending.
  3. Spending on internet advertising is expected to grow faster than TV ad spend in 2017. Google and Facebook continue taking the majority of internet ad spending, accounting for 85 percent of all growth in the U.S. In 2016. Interestingly, Facebook ads showed a 62 percent year over year growth rate from the previous year.
  4. Ad blocking on mobile devices continues to increase. In fact, nearly 400 million mobile devices used ad blockers last year while around 240 million desktop devices have similar software.
  5. 61% of social media advertisers surveyed stated measuring ROI was their top challenge with social media marketing, while over 50% use engagement as their main measure of social media success.

If our Top 5 isn’t enough to satisfy you, feel free to geekout on Mary Meeker’s full slide show below for more insights. Go ahead, we won’t judge you.

Internet Trends 2017 Report from Kleiner Perkins Caufield & Byers