20160727-KPCB风投-INTERNET_TRENDS_2015_–_CODE_CONFERENCE_197页_7mb

Internet Trends 2015 - Code Conference Summary

Core Content

The document presents an overview of the evolution of the internet and mobile technology from 1995 to 2015, highlighting significant growth and transformation across various sectors. It also discusses emerging trends in content, advertising, and enterprise applications, with a focus on the role of messaging platforms in the future of digital communication.

Key Internet Trends

Internet User Growth

• Growth Rate: Internet user growth has been solid but slowing down.
• 2014 Growth: ~8% increase compared to previous years.
• Top User Growth Markets:
  • China: +7%
  • India: +33%
  • USA: +2%
  • Brazil: +4%

Smartphone Growth

• Growth Rate: Strong but slowing.
• 2014 Growth: ~23% increase.
• Top Growth Markets:
  • India: +55%
  • China: +21%
  • USA: +9%

Internet Penetration

• Global Penetration: 39% in 2014.
• Smartphone Penetration:
  • 76% of internet users.
  • 30% of mobile subscriptions.

Consumer Internet Traffic

• Growth: +21% in 2014.
• Video Traffic: 64% of total consumer traffic in 2014.

Mobile Data Traffic

• Growth: +69% in 2014.
• Mobile Video Traffic: 55% of total mobile traffic.

Advertising & Monetization Trends

Ad ARPU Growth

• Facebook:
  • Ad ARPU increased significantly from Q1:13 to Q4:14.
  • MAU growth slowed from 23% to 13%.
• Twitter:
  • Ad ARPU growth peaked at 80% in Q4:13, then declined.
  • MAU growth also slowed from 48% to 18%.

Global Internet Advertising

• Growth: From $150B in 2009 to $250B in 2014.
• Mobile Share: Mobile advertising spending continues to rise, with a significant portion of ad spending now allocated to mobile platforms.

Re-Imagining Enterprise Computing

Shift in Enterprise Tools

• From Efficiency to Transformation: Enterprise software is evolving from improving existing processes to transforming how work is done.
• Examples:
  • Slack: Reduces internal email traffic and improves communication.
  • Square: Simplifies online and offline payments for merchants.
  • Stripe: Offers modern payment APIs for developers.
  • Domo: Enhances data accessibility and decision-making.
  • DocuSign: Streamlines document signing and transaction management.
  • Zenefits: Reduces HR support time and increases benefits participation.
  • Gainsight: Improves net revenue retention through customer engagement.
  • Greenhouse: Enhances hiring efficiency and reduces costs.

Messaging Platforms as Central Hubs

Messaging App Growth

• Top Messaging Apps:
  • WhatsApp: 800MM MAU, +60% Y/Y.
  • Facebook Messenger: 600MM MAU, +200% Y/Y.
  • Snapchat: 100MM DAU, 5/15.
  • WeChat: 549MM MAU, +39% Y/Y.
  • LINE: 205MM MAU, +30% Y/Y.
  • KakaoTalk: 48MM MAU, flat Y/Y.

Messaging Features

• Context-Persistent Conversations: Messaging platforms are evolving to integrate with other services, offering features like:
  • Voice & Video Calls
  • Payments
  • Stickers
  • Games & Commerce
  • QR Codes
  • User Stories / Moments
  • Developer Platforms

Global Messaging Trends

• Cross-Platform Integration: Messaging apps are aiming to become context-persistent communication hubs.
• Notifications: A key component of meaningful mobile apps, enabling seamless interaction without interrupting user activity.

Future Outlook

Next New Internet Users

• Likely to be non-smartphone mobile users.
• Expected to onboard via messaging platforms due to their ease of use and integration capabilities.

User-Generated Content

• Pinterest: Strong growth in user-generated content, especially in non-core categories like car and motorcycle.
• Twitch: Exponential growth in user-generated live gaming and streaming, with 100MM MAUs and 16B minutes watched per month.
• SoundCloud: Over 10MM creators, with significant growth in audio content.

Key Insights

• The internet has had an extraordinary and broad impact across multiple sectors, but its potential is still unfolding.
• Mobile usage is increasingly dominant, with messaging apps leading in user engagement and sessions.
• User control over content and advertising is becoming more significant.
• Enterprise software is shifting from improving existing workflows to redefining how work is done.
• Contextual and real-time communication is reshaping digital interactions, with messaging platforms at the forefront.