Podcast: Starcom and eMarketer Discuss Global Media Trends

By Publicis Media InSites Archives
Cover image for  article: Podcast:  Starcom and eMarketer Discuss Global Media Trends

For almost a decade the bible on media consumption trends across 40 different countries has been the  Global Media Intelligence Report.  With some 500 charts and benchmarks and analyses it tracks, for example, which devices are hot, how audio compares to video, where print is more popular than game consoles or even how big social media is in, say, China versus Spain.  The full report, which polled 16-64 year old internet users, is available to Publicis Media clients, or eMarketer subscribers, but for Episode 26 of Insider InSites Charlene Weisler and I sat down to talk about the findings with two of the experts. Hear from report author, Karin von Abrams, Principal Analyst at eMarketer, on the changes this year vs last -- thanks in part to enhanced data from partner GlobalWebIndex.  And Kelly Kokonas, Executive Vice President of Global Data Strategy, Technology and Analytics for Starcom (pictured above right), offered interpretation and application of the findings which marketers will want to heed.  Below are topline takeaways of our conversation. Listen to the full podcast here (and subscribe to all our Insider InSites episodes via Spotify, iHeartRadio,GooglePodcasts,AppleStitcher, and TuneIn.)

  1. China is on the bleeding edge of change. The number of internet users watching video on demand in China is already larger than that of live broadcast TV by a significant margin. Also, smart TV ownership skews urban and internet users ages 25 to 34, in particular, over-index for smart TV ownership. These are leading indicators of how things are moving quickly.
  1. Media Overload. Accept the impending plateau in media use! eMarketer estimates that total time spent with all media will rise by just 0.1% this year in the U.S. There are only so many hours in a day, despite content mobility.  In fact, time spent with tablets or online with PCs is already falling....
  1. While total media usage may stay constant, different formats are thriving while others are declining.U.S. time spent with digital media will overtake traditional media this year -- driven by digital video. Time spent on linear television declined by about a half hour while mobile has increased by about six hours.
  1. Data Deluge. Data is hitting the market in many forms, from highly structured sets like digital data or purchase transactions, to less organized, social posts and images and from both online and offline activities. Which leads us to the question: Which data is important, and which is not?
  1. Smartphones are paramount. A recent WARC announcement predicted that 75% of global internet users will be mobile-only by 2025. Mobile is now virtually omnipresent; the growth in the use of mobile phones has advanced more rapidly than for any other device or technology in history, including fixed-line phones, radio and TV. Asian countries are the leaders with some at 99% penetration. But South America is also advancing. In Argentina, for example, smartphone penetration was almost 96% in the first half of last year among Internet users.
  1. Advertisers need to create experiences that are empowered by the smartphone; more opt-in, less display, more passive, more requested. Mobile is pervasive and part of everyday life, but it challenges ad models and our ability to monetize while still delivering value into the overall consumer experience.
  1. Tablet use is declining among adults, but who's still tapping in?In families the kids will often have a tablet to play games, watch films or TV and keep themselves occupied. Meanwhile, older people in advanced economies use them to watch films or video or shop. But there's less activity on tablets among working age groups.
  1. Social Media rules and disrupts. In Asia-Pacific nearly 1.5 billion people are on at least one social media platform this year. In some countries such as Indonesia, Egypt, Columbia and Brazil people are spending more than three hours every day on social media and have multiple logins -- on Facebook, Instagram and Pinterest and then on a messaging platform, such as WhatsApp. Time spent on social media impacts other activities because it's hard to combine it with other things except, perhaps, TV or radio. Notably, more people are using social media for news and that's impacting not just the commercial environment, but also the political and social environment. And it will continue.
  1. Radio and Print have transformed, so the worst is (generally) over. For radio, digitization has increased the opportunity and types of ways to listen. With more AI and voice-enabled activities, there will be even greater synergy between what we know as radio, the audio experiences of today and how they intersect with voice-activated devices in the home. And yes, print is in decline, but not everywhere. Think India ink. But the future is bleak for those print publishers that have not been able to augment their print publication with an online presence.

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