We all need data, evidence, stats and research to underpin the work we do in the field of communication.
I’m constantly searching for credible and reliable information to share with clients and my network, and have a treat for you today.
Every year analyst Mary Meeker (pictured) publishes her Internet Trends Report.
At 213 slides long, it’s packed with the latest thinking, and crucially, the numbers behind the statements.
I refer to it throughout the year and it’s a must-read for anyone interested in or studying the role of online communication.
Today I thought I’d round-up what’s been written about the report in the comms community, so you can access everything you need to inform your own work.
What is it?
Mary is known as the Queen of the Net and works at venture capitalists Kleiner Perkins Caufield & Byers KPCB, @KPCB.
She revealed her 2016 report on 1 June, 21 years after the first one was published in 1995. It was uploaded to SlideShare a week ago and has already been viewed 1.3 million times.
Mary presented all 213 slides in an impressive 24 minutes. You read that right. You can watch her explaining them. Grab a cuppa – it’s worth the watch:
Further reading: See what I thought of last year’s report
Here’s Mary’s original report for 2016:
There is a lot of excellent information in there.
Three things that stand out for me:
- Live video = raw/authentic and increasing. (Presenting from user perspective rather than from a company).
- Blurring of lines between brands and products – interchangeable in consumers’ minds.
- Increase of voice recognition.
Live video
The popularly of “Chewbacca mom” is an excellent case in point for live video and its effectiveness. It has had 155 million views (that’s not a typo!). If you’ve not seen it, prepare to laugh a lot.
Are you using live video in your organisation? I’d love to hear your examples if you are.
Blurred lines for brands
The report revealed the blurring of lines between brands and products and the fact they are interchangeable in consumers’ minds.
What does this mean for your company?
Voice recognition
Voice recognition is incredibly popular in my household. My children control devices using voice search and think nothing of talking into an iPad or Apple TV remote to get to the shows they want to watch.
I wonder how prepared organisations are for people to be controlling their work via voice? Certainly doesn’t sit well with open-plan office design, where we’re encouraged to have phones on silent for example. Am intrigued to see how it will play out.
What stood out for me in Mary’s report was the number of words recognised by machine (per Google) and the increase in accuracy.
Here’s what professional communicators think:
What the 2016 Meeker report means for the digital workplace – by Sharon O’Dea @sharonodea.
Here’s Scarlett Abbott’s Head of Digital, Tony Stewart @TSDigi with a short video overview – loving your work Tony.
He’s highlighted areas for comms pros to be mindful of, including:
1) Use of images and visuals
2) Use of video
3) Messaging.
Ketchum’s Stephen Waddington, @wadds, has highlighted 10 planning insights from Mary’s report:
- Three billion people online
- Online advertising booming
- Print advertising over valued
- Mobile advertising opportunity
- Ad blocking vs innovation
- Products as experiences
- Image as search and shopping
- Messaging is massive
- Messaging commerce
- Voice as an interface.
Want to read from a Learning and Development perspective? Jamie Good has written what Mary Meeker’s Internet Trends 2016 means for Learning and Development.
What do you think of the report?
You’re welcome to comment below or Tweet me @AllthingsIC.
Rachel
Post author: Rachel Miller
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First published on the All Things IC blog 7 June 2016.
