2017年互联网趋势报告（英文版）_353页_15mb

Internet Trends 2017 - Code Conference Summary

Core Content Overview

The document outlines key trends in the internet and digital advertising landscape as of 2017, emphasizing the shift towards mobile-driven ad growth, the increasing importance of user-generated content (UGC), and the integration of data and technology in enhancing user experiences and advertising effectiveness.

Key Trends and Insights

Global Internet Growth

• Global Internet Users: Reached 3.4 billion, with flat growth at +10% year-over-year.
• Smartphone Shipments: Growth slowed to +3% compared to +10% previously.
• Smartphone Installed Base: Growth decelerated to +12% compared to +25% previously.
• USA Internet Usage: Engagement showed solid growth at +4% year-over-year.

Online Advertising and Commerce

• Ad Growth is Mobile-Driven: Mobile continues to be a key driver for ad growth and engagement.
• Ad Measurability: While increasing, it can have a triple-edged effect, sometimes revealing user dissatisfaction.
• Social Media Marketing: Challenges include measuring effectiveness and user privacy concerns.
• Adblocking Penetration: Varies significantly across countries, with notable growth in mobile ad blocking (e.g., 58% in Indonesia).
• Incentive-Based and Skippable Video Ads: More likely to be viewed positively.
• In-App Ads and Dynamic Creative: Improve install performance, especially with platforms like Vungle.
• Contextual Advertising: Utilizing user input (text and images) for more targeted ads, as seen in Google AdWords and SnapAds.
• Voice-Based Platforms: Google Assistant and Amazon Echo are leading in voice recognition and usage, with over 70% of requests using natural language.
• eCommerce Growth: Accelerating with increased engagement and re-engagement, supported by platforms like Amazon and Walmart.
• Retail Evolution: Despite closures, online retail continues to expand, with Amazon opening physical stores and leveraging data for personalized shopping experiences.

Emerging Retail Strategies

• Collaborative Ad Creation: Brands and retailers are using UGC to create more engaging content.
• Personalized Recommendations: Tools like Instacart and Lowe's with Google AR improve customer experience and engagement.
• Retail Store Closings vs. Online Growth: While physical stores are closing, online retail is expanding rapidly, with Amazon leading the way.

Interactive Gaming Trends

• Global Gaming Growth: From 100 million gamers in 1995 to 2.6 billion in 2017, gaming is becoming mainstream.
• Gamer Demographics: The average age of gamers is decreasing, with a notable rise in female gamers starting in 2000.
• Game Genres: Casual and family/farm simulation games are gaining popularity among female gamers.
• Gaming as a Learning Tool: Gaming mechanics are being optimized for learning and engagement, with applications in time management, resource management, and strategic thinking.
• eSports Growth: The rise of online gaming has led to the growth of eSports, with millions of players and spectators.

Key Contributors and Acknowledgments

• Mary Meeker presented the report.
• Kleiner Perkins Partners and several key contributors helped shape the content.
• Kara & Walt are acknowledged for their continued support.
• Bing Gordon contributed insights on interactive games.

Conclusion

The report highlights the rapid evolution of internet usage, advertising, and retail, emphasizing the role of mobile, data, and UGC in shaping future trends. It also underscores the importance of interactive gaming as a platform for both entertainment and learning, with ongoing advancements in technology and user engagement.