More Related Content Similar to eMarketer Webinar: Key Digital Trends, a Midyear Update (20) eMarketer Webinar: Key Digital Trends, a Midyear Update2. ©2013 eMarketer Inc.
Agenda
The changing digital landscape
The state of media fragmentation
Many smart screens, many different
use cases
Q & A
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4. ©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
6. ©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
7. ©2013 eMarketer Inc.
They are
also helping
drive faster
growth in
online and
mobile ad
spending
relative to
traditional
media
8. ©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”
10. ©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%
14. ©2013 eMarketer Inc.
… and not
all of those
dollars are
wasted
Consumers view
traditional media
ads more
favorably than
digital ads
15. ©2013 eMarketer Inc.
… and not
all of those
dollars are
wasted
Traditional media
ads continue to
exercise a strong
influence on
purchase
decisions
16. ©2013 eMarketer Inc.
As online video gains viewers, cable TV’s
losses mount
Cord-cutting shows signs of accelerating
22. ©2013 eMarketer Inc.
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
33. ©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
34. ©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.
35. 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.
40. ©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
Update
Around 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
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