emarketer webinar: key digital trends, a midyear update

©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

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… 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

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Fragmentation

comes as mobile

increases its

share of digital

advertising

Twitter Hashtag – #eMwebinar

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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

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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

sales@emarketer.com

www.emarketer.com

� Contact sales@emarketer.com 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

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