Internet trendsKey Points from Mary Meeker's 2015 Report

The Spotlight: Two online trends are crystal clear: connectivity has shifted from the desktop to mobile devices, and more content is consumed through video than ever before. Lesson learned for marketers everywhere: if you’re not thinking about mobile and video - ideally, video on mobile! - start now.

The percent of the world’s population that’s online has
grown 65x in the last two decades:


0.6%
1994

39%
2015

And though the growth rate of Internet adoption has slowed in recent years, there are still 200 million people a year coming online for the first time.

Year % growth in internet adoption
2014 8%
2013 10%
2012 11%

In 2014, the total number of Internet users across
the globe was 2.8 billion.

The composition of people online has shifted
dramatically since 1995, too.

USA 10%EUROPE 19%ASIA 28%REST OF THE WORLD 21%CHINA 23%
USA 4,4%EUROPE 12%CHINA 18,8%REST OF THE WORLD 23,6%ASIA 41,2%

But relative to their total populations, the US, Europe and China are
still much more connected than the rest of the world.



% of internet users vs. world population

10%19%23%28%21%4.4%12%18.8%41.2%23.6%USAEUROPECHINAREST OF THE WORLDASIA%0%40

  • % of internet users
  • % of world population

Mobile adoption is growing even more rapidly.


% world’s population with mobile phones.


1%
(80 million)

1995

73%
(5.2 billion)

2015

And along with mobile adoption, smartphone use is increasing. There are 2.1B smartphone users globally - 29% of the world’s population.

And 370 million new users are
adopting smartphones each year.

In the US, nearly two-thirds of the country’s population now have smartphones.



% US adults with smartphones

20092010201120132013201410%30%50%70%

At the same time, the number of hours US adults spend online on their desktops has stayed fairly steady.



Time spent online on desktop

2008200920102011201320132014Q1'150h/day2h/day4h/day6h/day

Yet the overall amount of time US adults spend online is increasing.



Overall time spent online

2008200920102011201320132014Q1'150h/day2h/day4h/day6h/day

Because the amount of time US adults spend online on their mobile devices is growing significantly.



Time spent online on mobile

2008200920102011201320132014Q1'150h/day2h/day4h/day6h/day

In 2014, US adults spent more time online via their phone than their
desktops for the first time.


% world’s population online


2.4%
Hrs/day online via desktop

73%
Hrs/day online via mobile

In addition to the shift in where people are consuming content online, the formats they’re consuming it in are also changing. Video accounts for nearly two-thirds of consumer web traffic.

Year % Internet traffic from video
2014 64%
2013 62%
2012 57%

Daily Facebook Video Views

1.003.004.00Q3'14Q4'14Q1'150B1B2B3B4B

The appetite for video content is tough to exaggerate. The number of daily video views on Facebook increased 4x in 6 months.

That’s right: 4 billion videos are viewed on
Facebook. Every. Single. Day.

And given the overall trends, it’s not surprising that 3 out of 4 of those videos on Facebook are watched from mobile devices.


75% ON MOBILE25% ON DESKTOP

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