Knight Center
Knight Center


Mobile dominates latest Internet trends during All Things Digital conference in California

On Wednesday, May 30, at D10, the Wall Street Journal's D: All Things Digital conference that debuted in 2003, venture capitalist Mary Meeker kicked off the day's session with her annual Internet trends report showing great potential for mobile advertising but a dismal future for print, according to Forbes. The conference ran May 29-31 in Rancho Palos Verdes, Calif., and besides Meeker, included speakers like Apple CEO Tim Cook and Spotify co-founder and CEO Daniel Ek.

Meeker's mobile-dominated trend presentation, which noted that there were 2.3 billion Internet users worldwide in 2011 and that 29 percent of Americans own a tablet computer or e-reader, also included a chart that should "scare the hell out of print media," Poynter noted. That chart, while positively noting the way Internet ad spending has almost reached parity with time users spend on the Internet, also shows that "print media captures much more than its fair share of ad spending," Poynter said. In contrast, Meeker's chart shows that mobile media is far from being monetized, with mobile attracting far more eyeballs than ads. Between the Internet and mobile media, then, Meeker estimates a $20 billion-plus opportunity for advertising in the United States.

Users spend about 10 percent of their time with mobile devices, but only 1 percent of advertising is on mobile. Only 7 percent of users' time is spent with print media, but 25 percent of advertising dollars go to print -- signifying further ad revenue problems for the print industry, seeing as how ad dollars follow eyeballs.

Part of mobile's potential for advertising comes from its rapid growth. As the All Things D blog pointed out, "adoption of new smart devices is happening faster than ever," and in May, mobile use grew to 10 percent of total Internet traffic worldwide, up from just 5 percent a year ago.

As such, Meeker's report estimates that mobile advertising will surpass desktop Internet revenue in just one to three years, reported SlashGear.

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