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The 50 Most Important Marketing Charts of 2015

What should marketers look out for in 2015?Marketing is at an important juncture. Mobile has changed

marketing strategies, and the Internet of Things is creating

a new market for smarter technology that will impact

consumers and brands.

Broken into five sections: media and content, mobile, social,

emerging technology, and brand and agency, each chart tells

an important story about how the world has changed and

how executives can prepare for the future.

In this collection, we have curated 50 (plus three extra)

charts that analyze key trends, insights, and perspectives on

how marketing is changing, and its evolving relationship

with technology.

Highlights of this collection include the growing market for

wearables and connected cars, the changing preferences of

millennials and their interactions with brands, and the rise

of user-generated content on social media.

Mobile

Adults use their smartphones to browse the web or use apps on average 5.9 days per week

Days

per

wee

k

0

1

1

2

3

4

4

5

6

6

7

TV Radio PC Smartphone Tablet

Adults 18-34 35-49 50+

Source: Nielson

Adults Use Their Smartphones More Than All Other Devices…

Millions

0

7

14

21

28

35

42

49

56

63

70

18-24 25-34 35-44 45-54 55-64 65-75 Total

Stream Music Play Games Stream TV or Movies Use Second Screen App

Survey: In the last week, which of the following activities did you use your device for?

… And They Use Them to Stream Music and Play Games

Source: BI Intelligence

Hou

rs p

er D

ay

0

3

6

9

12

2010 2011 2012 2013 2014 2015

TV Other Connected Devices Desktop/Laptop Mobile

Time spent on screens by orientation (Hours/Day), USA, 2010-2015

Vertical Viewing Is Replacing Horizontal

Source: BI Intelligence

SmartphoneDesktopTablet

52% Internet users surveyed use smartphones as primary device to discuss events worldwide

Mobile Is the First Screen for Sharing Current Events

20%

52%

28%

Source: eMarketer

USD

($B)

5

8.333

11.667

15

18.333

21.667

25

2015E 2016E 2017E 2018E 2019E 2020E

Desktop Mobile

2019

People’s increasing reliance on their mobile devices to conduct major internet queries will quickly push up spending on mobile search and cannibalize desktop search spending

Mobile Search Will Soon Eclipse Desktop

Mobile revenue expected to eclipse desktop revenue

Source: BI Intelligence

My smartphone never leaves my side, night or day

When I wake up, the first thing I do is reach for my smartphone

I spend more than two hours every day using my smartphone

In the next five years, I believe everything will be done on mobile devices

Millions0 10 20 30 40 50 60 70 80 90 100

87% of millennials say “my smartphone never leaves my side”

Millennials Love Their Smartphones —and Can’t Live Without Them

Source: Mary Meeker’s 2015 Internet Trend Reports

At least once a day

Every other day

At least once a week

Once a month

Never

Unsure

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Survey: How often do you use a camera or video function on your smartphone?

Millennials Use Their Smartphone Cameras Daily…

Source: Mary Meeker’s 2015 Internet Trend Reports

Pictures/video to post on social media

Pictures of things to do later

Photos of check to deposit via banking app

Pay bills

Other

Not sure

0% 8% 16% 24% 32% 40% 48% 56% 64% 72% 80%

Survey: What do you use your smartphone camera for?

…And Most Millennials Use Smartphone Cameras To Post To Social

Source: Mary Meeker’s 2015 Internet Trend Reports

3

6

9

12

15

18

21

24

27

30

2014 2015

Smartphone Tablet

More consumers are turning to their mobile devices to watch video content

Mobile’s Share of Online Video Viewing is Growing

Source: Mary Meeker’s 2015 Internet Trend Reports

Num

ber o

f App

s

0

4

8

12

16

20

24

28

32

36

40

2011 2012 2013 2014

37.28

30.15

23.02

18.18

26.726.826.5

23.3

Facebook Time Spent Per Person

The top five apps for US smartphone users are Facebook, YouTube, Maps, Pandora, and Gmail

People Are Spending More Time in The Same Mobile Apps…

Source: BI Intelligence

$0

$0.5

$1

$1.5

$2

$2.5

$3

Technology Finance Local travel Social Entertainment Retail Gaming Average

App category has a large impact on how much users are willing to spend on a download

…And Tech and Finance Mobile Apps Are What People Will Pay For

Source: BI Intelligence

% o

f Res

pond

ents

0

10

20

30

40

50

60

70

80

90

100

Geofencing Mobile Advertising Geotargeting Mobile Search Mobile barcode Mobile app Mobile optimized site

Currently Use Will use in the future

Current vs. Future Usage of Mobile Marketing Tactics According to Marketers Worldwide — Q3 2014

More Companies Have Mobile Websites Than Apps

Source: eMarketer

Glo

bal I

nter

net A

dver

tisin

g ($

B)

15

30

45

60

75

90

105

120

135

150

2009 2010 2011 2012 2013 2014

Desktop Advertising Mobile Advertising

Mobile is growing at 34% year-on-year as a share of global internet advertising

Internet Advertising Is Increasingly Mobile

Source: Mary Meeker’s 2015 Internet Trend Reports

Yes

No

Yes, on desktop

Yes, on mobile

Yes, on tablet

0% 7% 14% 21% 28% 35% 42% 49% 56% 63% 70%

Survey: Do you regularly use ad-blocking software?

People are Less Likely to Block Ads on Mobile Than Desktop

Source: BI Intelligence

0%

0.2%

0.4%

0.6%

0.8%

1%

Zipcode Based Geo-Fence Geo-Aware

82%82%

65%

Click through rate (CTR) of mobile display advertisements is twice the industry benchmark (0.40%)

Geo-Targeted Ads Do 2x Better Than Non-Targeted Campaigns

Source: Local Search Association, LSA Insights Database, January 2015

0

13

26

39

52

65

78

91

104

117

130

Consumer Packaged Goods Digital Content

Desktop Mobile

Year on Year Growth of E-commerce Sales by Purchase Device, US 2014/13

Mobile is Driving E-Commerce for Consumer Goods…

Source: BI Intelligence

Billion

s

$0

$32.5

$65

$97.5

$130

Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015

— YoY Growth

Alibaba Global Gross Merchandise Volume - Mobile shoppers accounted for 51% of all spending

…Especially on Chinese Retailer Alibaba’s E-Commerce Marketplace

Source: BI Intelligence

$Millions

0

40,000,000

80,000,000

120,000,000

160,000,000

200,000,000

2014 2015E 2016E 2017E 2018E 2019E

5 year CAGR = 52%

US consumers who made a mobile in-store payment during the year

Mobile Payments Will Explode By 2019

Source: BI Intelligence

Social Media

Shar

e of

Tota

l Tra

ffic

Refe

rrals

(%)

0

5

10

15

20

25

January February March April May June July August September October November

Select websites, desktop and mobile, January 2014—November 2014

Social Media’s Share in Internet Traffic Rose in 2014

Source: BI Intelligence

14%

22%

Mill

ions

of P

hoto

s Upl

oade

d an

d Sh

ared

Dai

ly

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

2008 2009 2010 2011 2012 2013 2014

Photos on WhatsApp, Snapchat, Instagram, Facebook, Flickr each day total 1.8 Billion

1.8 Billion Photos Are Shared Daily

Source: BI Intelligence

0%

8%

16%

24%

32%

40%

48%

56%

64%

72%

80%

Facebook LinkedIn Pinterest Instagram Twitter

2012 2013 2014

Pinterest and Instagram gained in adoption over the last year

Image-focused Social Networks Have Grown the Fastest

Source: BI Intelligence

Billi

ons o

f Vid

eo V

iew

s pe

r Day

0

1

2

3

4

5

Q3: 14 Q4: 14 Q1: 15

Facebook Video Views per Day

More Than Half Of Facebook Video Views Come From Shares

Source: BI Intelligence

Follo

wer

Gro

wth

Rat

e

0%

45%

90%

135%

180%

225%

270%

315%

360%

405%

450%

Beauty Apparel Big Box Electronics Home Goods

Facebook Twitter Instagram

The average retailer on Instagram has 300,000 followers, and apparel is the most popular

More People Follow Retail Brands On Instagram Than Facebook Or Twitter

Source: BI Intelligence

Food/Ingredients

Home

Hair & Beauty

Health & Fitness

Clothing & Accessories

Total

0% 7% 14% 21% 28% 35% 42% 49% 56% 63% 70%

52

39

40

44

45

62

Product categories for which Pinterest has helped with purchase decisions according to US active Pinterest users, March 2015

Pinterest Helps Users with Purchase Decisions

Source: eMarketer

Perc

enta

ge o

f Mar

ketin

g Bu

dget

0

5

10

15

20

25

Current Levels Over Next 12 Months In Next Five Years

22.4%

13.5%

9.9%

In the next five years, social media will account for almost 25% of marketing budgets

CMOs to Increase Spend on Social Media by 2020

Source: The CMO Survey by the Fuqua School of Business of Duke University

Billion

s

0

800

1600

2400

3200

4000

Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 Q1 15

Advertising (non-mobile)

Mobile Advertising

Payments and fees

Facebook’s non-mobile ad revenue is declining, as mobile users dominate the social network’s user base

Most Of Facebook’s Ad Revenue Comes from Mobile

Source: BI Intelligence

Perc

enta

ge o

f Rev

enue

Gen

erat

ed

1Q 2012 2Q 2012 3Q 2012 Q4 2012 3Q 2013 Q4 2013 Q1 2014 Q2 2014 Q4 2014

Facebook

Google+

E-mail

Pinterest

Twitter

Other

Share of Social Generated E-Commerce Revenue (Global)

Facebook Is The Leader in Generating E-Commerce Revenue

Source: BI Intelligence

Mon

thly

Act

ive

User

s

0

250

500

750

1000

1250

1500

1750

2000

2250

2500

4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14 1Q15

Big 4 Messaging Apps (WhatsApp, Facebook Messenger, WeChat, Viber) Big 4 Social Networks (Facebook, Twitter, LinkedIn, Instagram)

Monthly Active Users for Selected Top 4 Social Networks and Messaging Apps

Messaging Apps Have Caught Up to Social Networks…

Source: BI Intelligence

Mill

ions

of U

sers

0

100

200

300

400

500

600

Oct 10 Dec 11 Feb 12 Jul 12 Sep 12 Oct 12 Jan 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Dec 13 Jan 14 Feb 14 Mar 14

LINE WhatsApp WeChat Viber Snapchat

It will likely reach 1 billion users this year

…And WhatsApp Is The Most Widely Used Messaging App

Source: BI Intelligence

Media + Content

0

20

40

60

80

100

120

140

160

180

200

US China Japan Germany UK

Total Media Digital Mobile Internet

Top 5 Countries Ranked By Media, Digital, and Mobile Internet Ad Spend, 2015

US And China Will Spend The Most On Advertising In 2015

Source: BI Intelligence

$ Bi

llion

s

0

25

50

75

100

2015E 2016E 2017E 2018E 2019E 2020E

Search Display Video Other

Digital Ad Revenue by Format (US)

Advertisers are Spending (and Making) Less on Traditional Channels

Source: BI Intelligence

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 Q1 15

AOL Third party Platforms

Rocket Fuel

Rubicon Project

Criteo

Programmatic Advertising Revenue (Global), Selected Companies

Programmatic Ad Spending Doubled Last Quarter

Source: BI Intelligence

%of

Ad

Spen

d

-3

2.6

8.2

13.8

19.4

25

Digital Total Search Display Video Social Traditional Total TV Radio Newspaper Magazine Out of Home

Digital video ad spending is rising faster than search and display (U.S. CAGR, 2015-2020)

Digital Video Ad Spending is Ahead of Most Categories

Source: BI Intelligence

Reve

nue

($Bi

llion

s)

0

2.5

5

7.5

10

12.5

15

2013 2014 2015 2016 2017 2018

Native Style Display Sponsorship Social

Social native ads will account for the largest share of native ad revenue

Native Advertising Will Explode in 2015…

Source: BI Intelligence

Twitter

Facebook

Google

Annualized Advertising Revenue Per User (Based on Q1 2014 Data)0 5 10 15 20 25 30 35 40 45 50

Google average revenue per user (ARPU) is 6x that of Facebook and 12x that of Twitter

…But Google Advertising is More Valuable to Brands than Social Channels

Source: BI Intelligence

Mill

ions

(USD

)

$0

$600

$1,200

$1,800

$2,400

$3,000

Google Facebook Yahoo Twitter AOL

WPP Digital Media Spending (Global), Selected Companies

The World’s Largest Ad Agency Spent 4x as Much on Google Than Social

Source: BI Intelligence

Improve lead nurturing

Improve lead quality

Increase lead generation

Increase sales revenues

Improve performance measurement

Increase customer acquisition

Improve marketing-sales alignment

Improve marketing production

Reduce sales cycle

Increase customer retention

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Survey: What are the key marketing automation objectives your company is trying to pursue?

Improving Leads Is Priority For B2B Marketers

Source: eMarketer

BloggingVisualVideosPodcasting

Survey: Select the single most important form of content for your business

Blogging is the Most Important Content For B2B Marketers…

Source: eMarketer

2%

45%

19%

34%

Daily Multiple times per weekWeeklyMultiple times per monthMonthlyLess than Once per MonthUnsure

Survey: How often does your organization publish new content that supports its content marketing program?

…And Most B2B Marketers Publish New Content Daily

Source: 2015 B2B Content Marketing Trends - North America: Content Marketing Institute/Marketing Profs

2%

16%

26%

17%

19%

12%

8%

Website Traffic

Sales Lead Quality

Higher Conversion Rates

Sales

Sales Lead Quality

SEO Ranking

Time Spent on Website

Inbound links

Qualitative feedback from customers

Subscriber Growth

0% 7% 14% 21% 28% 35% 42% 49% 56% 63% 70%

Survey: What is the most important metric of B2B content marketing success?

Website Traffic Is The Most Important Metric for B2B Marketers

Source:2015 B2B Content Marketing Trends - North America: Content Marketing

Billi

ons o

f Vid

eos

0

25

50

75

100

Youtube Vine Facebook

Brand Videos Media Companies Influencers (+250K followers) Amateur (user-generated)

Who uploaded the top 100 videos to content platforms in the last month?

User Generated Content Topped Video Uploads In The Last Month

Source: Mary Meeker’s 2015 Internet Trend Reports

0

10000

20000

30000

40000

50000

60000

70000

Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015

Domestic

International

…as online streaming hubs start to look more like traditional media

Netflix’s Subscriber Growth Highlights Importance Of Original Content

Source: BI Intelligence

Emerging Technologies

Billi

ons o

f Dev

ices

2013 2014 2015E 2016E 2017E 2018E 2019E

Personal ComputersSmartphonesTabletsConnected/Smart TVsWearablesConnected CarsInternet Of Things

5 year CAGR = 35%

The IOT market will soon be larger than PC,tablet & smartphone markets combined

The Internet Of Things Will Be The World’s Largest Device Market…

Source: BI Intelligence

Billi

ons o

f Dev

ices

0

2,400,000,000

4,800,000,000

7,200,000,000

9,600,000,000

12,000,000,000

2013 2014 2015E 2016E 2017E 2018E 2019E

Personal Computers (Desktop And Notebook) Smartphones Tablets Connected/Smart TVs Wearables Connected Cars

IoT Controller Forecast, 2013 - 2019

…And Mobile Will Help Us Control Most of it

Source: BI Intelligence

Reve

nue

($10

B)

0

12

24

36

48

60

2014E 2015E 2016E 2017E 2018E 2019E

Estimated IoT Revenue, 2014-2019

The IoT Field is Wide Open for New and Old Tech Companies

Source: BI Intelligence

$Millions

0

10

20

30

40

50

60

70

80

90

100

2013 2014 2015 2016 2017 2018 2019 2020

Global Cars Shipped Shipped With Connectivity

Connected Car Shipments Forecast, Global

More Than Half the Cars on the Roads will Be Connected by 2020

Source: BI Intelligence

Hou

seho

ld In

com

e

$0

$40,000

$80,000

$120,000

$160,000

$200,000

Use Wearable Device Use Smart Home Device Use Smart Entertainment Device Do Not Use Any Smart Device

Americans who currently use smart devices earn twice as much income as those who don't

High-Income Households Are More Likely to Use Smart Devices

Source: BI Intelligence

Millions

0

5

10

15

20

25

30

2014 2015 2016 2017 2018 2019 2020

Smartphone- Mounted VR

Gaming Console Headsets

VR Headsets

Others

Beyond gaming, VR will be an important platform for streaming content and shopping

Virtual Reality: Demand For Smartphone-Tethered Headsets To Rise

Source: BI Intelligence

Brands + Agencies

Mon

ths

0

10

20

30

40

50

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

The average CMO tenure has risen from two years to almost four

Marketing is Becoming a Key Pillar of the C-Suite

Source: Spencer Stuart

Analytics skills will be a core competence of marketing

Digital budgets will acount for more than 75% of the marketing budget

Mobile will account for over 50% of the marketing budget

Marketing will become more of an on-demand information provision function

Marketing, Sales and Customer Service will be merged into a single function

Earned media will be more important and receive more support than paid and owned media

Marketing and IT will be merged into a single function

CMOs will be the most important relationship for CEOs, surpassing the CFO

We will be known as a digital company

0% 5% 9% 14% 18% 23% 27% 32% 36% 41% 45%

CMOs predict the areas of fundamental change for marketing over the next 5 years

Analytics, Digital, and Mobile Will Change Most By 2020

Source: Accenture Interactive

012345+

012345+

2014 2015

Number of agencies that touch digital efforts at their company, according to client side marketers worldwide

Marketers Are Cutting Back on Digital Agencies

Source: eMarketer

13%12%

9%

17%

26%

23%

27%

10%

14%

15%

32%

2%

0%

10%

20%

30%

40%

50%

Text Messaging Social Media Instant Messaging Blogging

Millennials Gen X Boomers

Survey: Which of the following do you use routinely to communicate about brands, products, and services?

Millennials Are A Rich Resource for Brand Advocacy

Source: BI Intelligence

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Mihika Barua Mihika Barua is a junior associate on Percolate’s Integrated Marketing Team.