This document discusses trends in internet usage and how marketers can better reach mobile users. It finds that mobile internet usage now surpasses desktop, with people spending most of their online time on phones. However, most marketing still focuses on print and desktop. To connect with mobile users, the document recommends using authentic photos in marketing, as people frequently take and share photos online with their smartphones. Marketers need to understand mobile behaviors like photo sharing in order to effectively engage mobile-addicted audiences.
7. Since 2008, individual internet usage has
doubled from 2.7 hrs/day to 5.6 hrs/day.
+207%increase in internet usage
8. 2.2hours per day
In 2008, adults used desktops for:
80%of total digital
media usage
2.4hours per day
In 2015, adults use desktops for:
42%of total digital
media usage
DESKTOP
9. 0.3hours per day
In 2008, adults used mobile for:
12%of total digital
media usage
2.8hours per day
In 2015, adults use mobile for:
51%of total digital
media usage
MOBILE
10. KPCB Internet Trends 2015
HoursperDay
0
1
2
3
4
5
6
2008 2009 2010 2011 2012 2013 2014 2015YTD
2.8
2.6
2.3
1.6
0.8
0.4
0.3
0.3
2.42.42.32.52.62.4
2.3
2.2
0.40.30.30.30.30.40.30.2
Other Connected Devices Desktop / Laptop Mobile
Time Spent per Adult User per Day with Digital Media,
USA, 2008 - 2015YTD
DATA
2.7
3.0
3.2
3.7
4.3
4.9
5.3
5.6
15. KPCB Internet Trends 2015
Millennial Smartphone Behavior, USA, 2014
DATA
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
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
87%
80%
78%
60%
16. But marketers are stuck in
the past, spending way too
much on print and not
enough on mobile.
18. How to win mobile
marketing
#3
Learn to speak the new language of mobile; use
authentic photos to engage your audience.
19. To win mobile marketing, you
need to copy the behavior of
your customers.
20. 92% of people use their
smartphone to take photos.
(that’s more than any other activity!)
21. Pew Research Center
Study of Smartphone users in 2014, Samsung
DATA
What do use your smartphone for?
Taking photos
Text messaging
Internet browsing
Sending photos
Emailing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
76%
80%
84%
91%
92%
% of Total Respondants
22. 87% of millennials use their
smartphone camera at least
once per week, usually
sharing to social media.
23. KPCB Internet Trends 2015
Millennial Smartphone Camera Usage, USA, 2014
DATA
How often do you use your smartphone camera?
At least once a day
Every other day
At Least once a week
Never
0% 11.25% 22.5% 33.75% 45%
2%
21%
22%
44%
% of Total Respondants
24. KPCB Internet Trends 2015
Millennial Smartphone Camera Usage, USA, 2014
DATA
For what things do you use your smartphone camera?
Pictures/videos to
post on social media
0% 10% 20% 30% 40% 50% 60% 70% 80%
76%
25. To adapt your marketing to
reach these mobile addicts,
the most important thing is to…