This document provides a collection of 50 charts analyzing key trends in how marketing has changed with the rise of mobile, social, and digital technologies. The charts show how mobile devices like smartphones are surpassing PCs in numbers and time spent. They also illustrate the growth of social networks like Facebook and messaging apps like WhatsApp. The document aims to offer marketers insights on preparing for a future where content is king, audiences are global, and technology continues rapidly evolving.

1. 50ChartsontheFutureof
MarketingandTechnology
What is the future of marketing?
Marketing is in transition. Technology has transformed
the way we communicate, stay informed, and make
buying decisions. Smart marketers know they have to
stay abreast the rapidly changing landscape in order
to be effective.
In this collection, experts at Percolate have curated 50
charts that analyze key trends, insights, and
perspectives on how marketing has changed and the
future of the enterprise.
!
Spanning five sections: mobile, social, global, content,
and general marketing technology, each chart tells an
important story about how the world has changed and
how we can prepare for the future.
!
From the growth of smartphones in China to the $30B
gap in advertising to the rise of image sharing on
mobile messaging services, this collection is bound to
offer actionable insights for marketers of all types.

2. Mobile

3. DigitalInformationCreated&Shared(zettabytes)
0
1
2
3
4
5
6
7
8
2005 2007 2009 2011 2013 2015E
Mayr Meeker 2014 Internet Trends Presentation
Photos shared on WhatsApp, Snapchat, Instagram, Facebook, Flickr each day total 1.8 Billion
1.8BillionPhotosAreSharedDaily

4. Gartner, Strategy Analytics, company filings
Total number of units of smartphones, tablets, and PC’s globally
MobileDevicesWillSoonDwarfPC’sbyNumber
Units
0
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
2000 2002 2004 2006 2008 2010 2012 2014E 2016E
Tablets
Smartphones
Personal Computers
We are here

5. Time vs Ad Spend by Americans on various types of media
$30BGapinMobileTimevsAdSpend
IAB Data via Mary Meeker 2014 Internet Trends Presentation
Print
Radio
TV
Desktop Internet
Mobile Internet
Percent of Total Media Consumption Time or Share of Ad Spend
5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Time Spent Ad Spend
Internet Advertising: $43B
Mobile Advertising: $7.1B

6. People are spending more mins/day on mobile than television
MobileistheFirstScreen
Milward Brown AdReaction via Mary Meeker 2014 Internet Trends Presentation
Italy
France
Japan
Canada
India
Germany
UK
China
Brazil
Saudi
Kenya
USA
Nigeria
Indonesia
Daily Screen Minutes
50 100 150 200 250 300 350 400 450 500
Television
Mobile (smartphone+tablet)

7. Number of users on Android and iOS against time after launch
SmartphoneOSAdoptionisTremendousMillionsofUsers
0
100
200
300
400
500
600
700
800
900
1,000
Quarters After Launch
0 4 8 12 16 20 24 28
iOS Android

8. Google Trends
Google Trends data on communication platforms over time
MessagingisaShiftingLandscape
Relativesearchinterest
0
10
20
30
40
50
60
70
80
90
100
2005 2009 2010 2011 2012 2013 2014
Skype
WhatsApp
Snapchat

9. Gartner, Apple, Google, a16z
Global Unit Sales of PC’s, Feature Phones, Smartphones 1998-2013
SmartphonestoReplaceFeaturePhones+PC’s

10. eMarketer
Mobile Advertising Among UK Smartphone Users
55%ofUKPopulationSeesNativeBrandContent
Social network - read posts
from organizations/brands/events
Web/app ads: Recall seeing ads
Saw in-game ads
Social network - clicked on ad
Social network - received coupon/offer/deal
Scanned QR/barcode with mobile phone
Percent of Respondents in Each Group
0 5 10 15 20 25 30 35 40 45 50 55 60
Total 18-34

11. Nielsen, BI Intelligence
Average monthly hours spent on the Internet by device
InternetUsageNowLedbyMobileDevicesHours:Minutes
0
8.75
17.5
26.25
35
Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013
Using Browser/Apps on a Smartphone Internet on a Computer
Average Monthly Time Spent Per User
SmartphoneVs.Desktop
Source: Nielsen, BI Intelligence
29 29
28
27 27
26
28
30
32
34

12. Social

13. Facebook
Growth of Facebook MAUs total + mobile + mobile only
1BUsersUseFacebookViaMobileDevice

14. Facebook
Facebook’sGrowthisDrivenbyInt’lExpansion
Number of users on Facebook across various nation groups

15. SimplyMeasured, Interbrand 100
CarandLifestyleBrandsLeadonInstagram
Title
NumberofInstagramPosts
0
45
90
135
180
225
270
315
360
405
450
NumberofLikesandComments
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
Category Axis
Mercedes
Benz
MTV BMW Nike Audi Starbucks Tiffany
& Co.
Ralph
Lauren
Adidas Louis
Vuitton
Total Engagement (Likes and Comments) Posts
Leading Brands on Instagram based on Likes + Engagement and Post Frequency

16. Median organic reach per fan on Facebook from Nov - Dec 2013
FacebookOrganicReachisDeclining
edgerankchecker.com

17. EdgeRank Checker| Dec 2013
OrganicReachDeclineHitsBrandsofAllSizes
Millions
0%
1%
3%
4%
6%
7%
8%
10%
11%
13%
14%
Number of Fans on Facebook
<25k 25k - 100k 100k - 250k 250k - 500k 500k - 1M 1M +
3.7%
4.9%
3.6%
5.3%
5.6%
10.1%
4.5%
6.6%
5.8%
6.5%
7.0%
12.1%
Before After
Change in organic reach of Facebook posts for brands with varying number of fans

18. Pew Research Center
Percentage of social media users who use a site on a daily, weekly, or less frequent basis
Over50%ofFB&InstagramUsersActiveDaily
0 15 30 45 60 75
52%
45%
22%
22%
14%
34%
30%
21%
20%
22%
13%
23%
46%
57%
63%
Daily Weekly Less Often
Facebook
Instagram
Twitter
Pinterest
LinkedIn

19. BIA/Kelsey, BI Intelligence
Growth of native ad vs display ad spend on social through 2017
NativeAdSpendonSocialtoReach$4.6B
Billions($)
2.0
4.0
6.0
8.0
10.0
12.0
2012 2013 2014 2015 2016 2017
Social Display
Social Native

20. Facebook
Twitter
Blogging
LinkedIn
Google+
YouTube
Other
Most Important Social Network to US B2C Marketers in 2014
FacebookisMostFavoredPlatformforB2C
5%
2%
10%
6%
6%
68%
2014 Social Media Marketing Industry Report
2%

21. LinkedIn
Facebook
Twitter
Blogging
Google+
YouTube
Other
Most Important Social Network to US B2B Marketers in 2014
LinkedInisMostFavoredNetworkforB2B
2%
3%
16%
31%
11%
2014 Social Media Marketing Industry Report
3%
33%

22. BI Intelligence
Global unique monthly visitors to LinkedIn via web and mobile
LinkedInMobileReaches80MUniquesin2Years

23. Snapchat, TechCrunch September 2013, CNET June 2013, KPCG May 2013
Snapchat’sDailyPhotoSharesSoarPast350MDailyPhotoSharesinMillions
0
50
100
150
200
250
300
350
400
Oct '12 Nov '12 Dec '12 Jan '13 Feb '13 Mar '13 Apr '13 May '13 Jun '13 Jul '13 Aug '13 Sep '13
Number of photos shared on Snapchat through Sept 2013

24. comScore, various, BI Intelligence calculations Feb 2013. Index: Desktop + Smartphone Time Spend *100 / Total Users
Engagement per user across various social channels
FacebookTopsSocialEngagement

25. Google average revenue per user (ARPU) is 6x that of Facebook and 12x that of Twitter
SocialAdRevenueHasRoomtoGrow
SEC Filings & Comscore via Mary Meeker 2014 Internet Trends Presentation
Twitter
Facebook
Google
Annualized Advertising Revenue Per User (Based on Q1 2014 Data)
$5 $10 $15 $20 $25 $30 $35 $40 $45 $50
$3.55
$7.26
$45

26. Twitter
32MPeopleViewedEllen’sOscarTweetin12hrs
d
Anatomy of a Tweet
The reach of the @TheEllenShow’s
#Oscars selfie Tweet. Data recorded
March 2, 5 p.m. ET to March 3, 5 a.m.
ET.
32.8m
Total Views
8.1m
People who saw it
2.4m
Retweets
13,711
Embeds
1
Tweet
A look at how Ellen’s record breaking tweet spread through embeds, retweets, broadcasts

27. BI Intelligence Estimates, VGChartz, Company Filings. Streaming Devices includes Apple TV, Chromecast, Fire TV, Roku, TiVo
Cumulative global video game console and streaming device sales through April 2014
GameConsolesMostPopularStreamingDevicesDevisSalesinMillions
0
15
30
45
60
75
90
105
120
Playstation 3 + 4 Wii + Wii U Xbox 360 + One Streaming Devices

28. Global

29. Ericsson Mobility Report
6BInternetUsersPredictedby2019
Internet user growth since 1989 and predicted growth through 2019
1989 1994 1999 2004 2009 2014 2019

30. DigitalInformationCreated&Shared(zettabytes)
0
1
2
3
4
5
6
7
8
2005 2007 2009 2011 2013 2015E
Mediacells via The Guardian, BI Intelligence
Smartphone sales globally in terms of new vs existing users
EmergingMarketsWillDriveSmartphoneSales

31. Social Fresh and Adobe | Jan 2012
Mobile Internet Usage in China vs US from 2010-2013
China’ssmartphoneuserbaseis2xsizeofUSMillionsofUsers
0
50
100
150
200
250
300
350
400
450
500
550
Dec 2010 Jun 2011 Dec 2011 Jun 2012 Dec 2012 Jun 2013 Dec 2013
China Mobile Internet China 3G US Smartphones

32. BI Intelligence Estimates, News Reports, Company Statements,
Chinese smartphone manufacturer Xiaomi’s shipments per quarter
XiaomiSmartphoneShipmentsareExplodingDailyPhotoSharesinMillions
0M
2M
4M
6M
8M
10M
12M
4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14

33. Wall Street Journal
ChinaHolds2nd,4th SlotsforMostValuableStartup
Dropbox
Xiaomi
Palantir
Jingdong
SpaceX
Spotify
Pinterest
Uber
$0 $2,500,000,000 $5,000,000,000 $7,500,000,000 $10,000,000,000
Total Funding Last Valuation
Selected list of top startups globally including funding raised and last valuation

34. DigitalInformationCreated&Shared(zettabytes)
0
1
2
3
4
5
6
7
8
2005 2007 2009 2011 2013 2015E
Company filings, corporate news & announcements, GlobalWebIndex
Monthly active users of top social networks globally
Over15SocialNetworksWith100+MAUs

35. DigitalInformationCreated&Shared(zettabytes)
0
1
2
3
4
5
6
7
8
2005 2007 2009 2011 2013 2015E
SEC Filings
US vs International Monthly Active Users on Twitter
MajorPortionofTwitter’sUsersareInternational

36. Content

37. DigitalInformationCreated&Shared(zettabytes)
0
1
2
3
4
5
6
7
8
2005 2007 2009 2011 2013 2015E
IDC report “Extracting value from Chaos” 6/11
Amount of digital information created & shared in zettabytes (trillion gigabytes)
TheGrowthofContentisMassive

38. Google Trends
ThenextphaseofmarketingisallaboutcontentInterestonGoogle
0
10
20
30
40
50
60
70
80
90
100
110
2007 2008 2009 2010 2011 2012 2013 2014
Social Media Marketing
Content Marketing
Google Trends: Social Media Marketing vs Content Creation

39. 2014 State of the Social Media Marketing Industry Report
Labels go here, and are to be used at your discretion
ExperiencedMarketersInvestinContent

40. Budgets=CostofContentxCostofAudiences
Digital Marketing Spend Allocation for Marketing Leaders
Gartner, March 2013
0 5 10 15
Digital or Online Ads
Content Creation & Management
Search Marketing (Including Paid)
Corporate Website Design/Development
Email Marketing
Analytics Platforms
Social Network Marketing
Mobile Marketing
Commerce Experiences
Video Production
Company Blog
Other
11.6%
10.7%
10.7%
9.6%
9.5%
7.4%
7.2%
5.9%
0.2%
9.4%
5.2%
12.5%

41. Altimeter Group Content Marketing Survey 2014
MarketerNeedsDon’tMatchInvestments
Digital Spend Allocation for Senior Marketers

42. 2014 State of Social Media Marketing Industry Report
25 35 45 55 65 75
Writing Original Content
Creating Original Visual Assets
Recording Original Audio
68%
58%
60%
53%
37%
Creating Original Videos
Curating Other’s Content
Types of content marketers are looking to learn more about
MarketersWanttoLearnHowtoCreateVisualContent

43. Percent of digital marketing budget costs for various marketing activities
Gartner for Marketing Leaders
Digital or Online Advertising
Content Creation and Management
Search Marketing (including Paid Search)
Managing Corporate Website
Email Marketing
Analytics
Marketing on Social Networks
Mobile Marketing
Commerce Experiences (Marketing-Led)
Video Production
Company Blog
Others
Percentage of Digital Marketing Budget
0% 2% 4% 6% 8% 10% 12% 14%
0.02%
5.3%
5.9%
7.2%
7.4%
9.4%
9.5%
9.6%
10.7%
10.7%
11.6%
12.5%
ContentCreationisMarketing’s2ndLargestCost

44. Sporting News Media, Kantar Media Sports, Sports Business Group, BI Intelligence
Percentage of online US viewers who watch sports by content type (Ages 18+)
OnlineSportsViewershipIsGrowing
Percentageviewership
0%
10%
20%
30%
40%
50%
60%
Live Events Highlights Sports News Interviews Clips of Key Moments Live Visualizations
2013 2014 2013 2014 2013 2014 2013 2014 2013 2014 2013 2014
12%
31%
16%
27%
31%
38%
11%
28%
14%
24%
32%33%

45. Marketing/
Technology

46. US tech venture financing in 2013 has backed only half as many companies as in 2000
VentureFinancingFarBelowPeak
Thomas ONE via Mary Meeker 2014 Internet Trends Presentation
NumberofCompaniestheRecievedFunding
600
1200
1800
2400
3000
3600
4200
4800
5400
6000
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

47. Return Path
Percent share of opens across various platforms in December 2013
MobileisMoreThanHalfofAllEmailOpens

48. Spearman Correlation - Study of Google Search Results SearchMetrics | Ranking Factors Overview 2013
Estimates of Google search rankings factors
7ofTop8SignalsinSearchareSocial
Google+
Facebook Shares
# of Backlinks
Facebook Total
Facebook Comments
Facebook Likes
Pinterest
Tweets
Percentage of Respondents
0.00 0.10 0.20 0.30 0.40

49. Yahoo Finance - June 2014
Market cap value of social + mobile companies compared to traditional media companies
Social+MobileCo’sTrumpTraditionalMedia
Millions
171
343
514
686
857
1029
1200
Social/Mobile Traditional Media
Google
Facebook
LinkedIn
Twitter
Comcast
Disney
Time Warner
21st Century Fox
Time Warner Cable
CBS
Apple

50. Pew Research Center
Growth of American adults connected to the Internet 1995 - 2014
TheTwoDecadeRiseofInternetintheUS
PercentofAmericanAdults
0%
20%
40%
60%
80%
100%
1995 2000 2005 2010 2014
14%
46%
66%
79%
87%

51. Year-OverYearGrowth
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
3Q09 4Q09 1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13
GlobalDesktopShipmentsAreFalling
Quarterly year-over-year growth of desktop computers
Gartner, IDC, BI Intelligence Estimates

52. MostMarketersPlantoSpendonNativeAds
PercentageOfRespondents
10
20
30
40
50
60
70
80
90
100
Agencies Marketers
Not At All Likely Not Very Likely Somewhat Likely Very Likely
Advertiser Perceptions
Survey of agencies &brand marketers on their likelihood to spend on native ads in the next 6 months
9%
26%
15%
51%
8%
27%
17%
48%

53. -1,250
-1,000
-750
-500
-250
0
250
500
750
1,000
1,250
1,500
Internet excluding mobile Mobile TV Other Print
Enders Analysis based on IABUK/PwC, GroupM
Net Change in UK advertising spend by media between 2012 – 2013 (£m)
NewAdSpendisLeavingPrintandGoingDigital
1,255
948
322

54. Not Often
Often/Very Often
Procurement executives who focus on doing research on their stakeholder’s market
ProcurementisFallingBehind
73%
27%
PwC 2013 Data as cited in “The Problem With Procurement” by Remko van Hoek
73%of Executives don’t prioritize
market research

55. ComScore
USInternetUsageisPrimarilyViaMobile
TotalMinutesPerMonth
0
100,000
200,000
300,000
400,000
500,000
600,000
Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013 Jul 2013 Aug 2013 Sept 2013 Oct 2013 Nov 2013 Dec 2013 Jan 2014
Desktop Total Mobile (Browser Only) Total Mobile (App Only)
Time Spent With the Internet, by Device, in US

56. Gartner| March 2013
47%ofSocialMarketersCreateContent
Content/Message
Creation or Curation
Set Strategy for Social Marketing
eg. media selection, brand image)
Analytics
Monitor and Respond to Customer
Complaints and Comments
Community Management
Manage External Agencies
Manage Social Media Channels/
Platform Presence
Percentage of Respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Social marketers describe the main tasks performed by people in their role at their organization

57. Percolate is the world’s leading content marketing platform
with a mission to help brands create content at scale.
Want to learn more?
Contact learn@percolate.com for more information
or request a demo today at percolate.com/request-demo