Like many of my peers, I look forward to Mary Meeker’s annual report on internet and technology trends. Though I always tell clients they need to focus on their own situation and custom solutions, it’s also true that a PR program devoid of context and detached from prevailing technology trends is likely to fail. With that caveat, here’s my take on the highlights of Meeker’s report:
- Internet becoming ubiquitous: Internet growth around the world continues, with 2.4 billion people now online, and there’s plenty of room for that to continue with huge untapped populations in developing countries. For example, internet reach is only at 42% in China and 45% in Brazil.
- Digital content booming: The growth of digital information that is created and shared – including documents, pictures, video, music and tweets – has multiplied 9 times in the last five years. And this content is increasingly findable due to being tagged and searchable through numerous platforms. Incidentally, emerging platforms like Vine or Snap are two examples of new options for creating and sharing content.
- Social Media popularity growing: The use of social media platforms continues to increase. Though Facebook still dominates the global scene, it saw a slight decrease in percentage of users. Newer platforms like Instagram and Tumblr experienced the biggest growth, while YouTube is now firmly established as the second most popular platform (by percentage.)
- Mobility becoming more common: About 15% of internet traffic is now mobile (up from less than 1% in 2009), and growth of at least 1.5 X per year is likely to continue, if not accelerate.
- Emergence of “always–on” global citizens: The result of growing mobility options, digital content and transparency is giving rise to more people who are essentially always connected to the internet – no matter where they are or what they are doing.
- New devices fueling boom: Though smartphones continue to grow in popularity, other devices like tablets (growing 3 times faster than phones) and so-called wearables (e.g. sensor-enabled Google glasses) and drivables (connected cars) are likely to turbo-charge the mobility trend, expand functionality and make everywhere computing the norm.
What does this all mean for the PR/communication industry? It suggests that companies that are already lagging in their understanding and adoption of new technology – whether via social media platforms, mobile delivery or multi-media content – will risk irrelevance and even obsolescence if they don’t adapt quickly. And those that are still using traditional models of marketing, customer service or news management are clearly swimming against the current. New technology has changed how people access information, create content, make decisions, purchase products and even communicate with their peers. There is no longer a safe harbor for companies who believe they are outside the reach of these trends, since their employees, and customers, are increasingly immersed in the always-on environment described by Meeker and others. Sitting on the sidelines is no longer an option.