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Internet Trends 2016 - Code Conference Summary

Core Content Overview

This document presents an in-depth analysis of internet trends and their implications for global markets, advertising, commerce, and brand evolution, as well as insights into the future of communication and human-computer interfaces.

Global Internet Trends

• Global Internet Users: Reached 3 billion by 2015, with growth slowing to +9% year-over-year. Excluding India, growth was +7%.
• India's Internet Growth: Accelerating, with users surpassing 277 million and becoming the second-largest internet user market after China.
• Smartphone Growth: Slowed globally, with +21% growth vs. +31% in 2015. Unit shipments also slowed, from +28% to +10%.
• Asia-Pacific as Largest Market: Experienced +23% smartphone growth vs. +35% in other regions.
• Android vs. iOS: Android continued to gain market share, with a declining average selling price (ASP) and a price delta of ~3x compared to iOS.
• Smartphone Penetration: Varies significantly across regions, with developed markets showing high penetration and developing markets facing challenges in affordability and access.
• New Internet Users: Face higher barriers in developed markets due to already high penetration rates.
• China's Internet Leadership: Demonstrated strong growth and influence in internet usage, with a focus on infrastructure and capital formation.

Global Macro Trends

• Economic Growth: Slowing globally, with real GDP growth at +3% in 2015 vs. +4% in 1995.
• Commodity Prices: Reflect slowing global growth, with a notable decline in prices since 2014.
• Global Growth Engines: Shifted over time, with China and Emerging Asia contributing 18% to global GDP in 2015, compared to 63% from North America, Europe, and Japan.
• Interest Rates: Fell to historically low levels, indicating a shift in growth expectations.
• Global Debt: Increased significantly over the past two decades, outpacing GDP growth.

Demographic Trends

• Population Growth: Slowing globally, with a decline in birth rates and an increase in life expectancy.
• Age Groups: Silent Generation, Baby Boomers, Generation X, and Millennials each have distinct characteristics and preferences.
• Millennials: More globally minded, optimistic, and tolerant. They are more likely to engage with digital content and have a preference for social media.
• Consumer Behavior: Millennials spend more time on digital platforms and are more likely to engage with online advertising and commerce.

Advertising / Commerce + Brand Trends

• Online Advertising: Mobile and digital platforms are becoming more dominant, with increasing ad spend and engagement.
• Ineffective Ads: Many video ads are muted or ignored, with 81% of users muting video ads and 93% considering ad blocking.
• Effective Ad Formats: Authentic, entertaining, and emotionally engaging content is more likely to be effective.
• E-Commerce Growth: Increased from <2% of retail sales in 2000 to 10% in 2015.
• Direct-to-Consumer (DTC) Models: Enabled by data and personalization, DTC models are reshaping retail and brand interactions.
• Case Studies:
  • Combatant Gentlemen: Leveraged Facebook for targeted advertising, achieving a high return on ad spend.
  • Stance: Utilized Instagram for visual marketing, achieving a 36% increase in return on ad spend.
  • Stitch Fix: Combined data-driven onboarding with stylist input, achieving 100% of purchases from recommendations.
• Retail Evolution: Physical retailers are transitioning to digital, while digital retailers are integrating physical presence. Omni-channel strategies are becoming essential.

Re-Imagining Communication

• Video / Image / Messaging: These are the key communication mediums evolving over time.
• Visual Communication: Video and image usage continues to rise, with increased engagement on social platforms.
• Millennials vs. Gen Z:
  • Millennials: Tech-savvy, communicate via text, are curators and sharers, now-focused, and optimistic.
  • Gen Z: Tech-innate, communicate via images, are creators and collaborators, future-focused, and realists.
• Video Viewing Evolution:
  • Live: Traditional TV, with mass concurrent audiences.
  • On-Demand: DVR and streaming, with anytime access.
  • Semi-Live: Snapchat Stories, with a 24-hour window.
  • Real-Live: Periscope and Facebook Live, allowing real-time and anytime engagement.

Key Insights and Opportunities

• Slower Growth: Economic growth is slowing, and margins for error are decreasing.
• Innovation and Efficiency: Businesses must innovate, increase efficiency, and lower prices to thrive in this new environment.
• Data as a Platform: Data is central to modern commerce, enabling personalized experiences and better decision-making.
• Data Privacy: As data becomes more valuable, privacy concerns are increasing, requiring careful handling.

Conclusion

The document highlights the evolving landscape of the internet, emphasizing the importance of adapting to slower growth, leveraging data, and understanding generational differences in consumer behavior. It also underscores the shift towards more effective, non-interruptive advertising formats and the integration of digital and physical retail experiences.