RANCHO PALOS VERDES: Content is increasingly findable, shared and tagged but American internet users are lagging behind in the sharing stakes, according to Mary Meeker.
Delivering her annual Internet Trends
report at the D11 conference, organised by All Things Digital, Meeker, a partner at venture capitalist at Kleiner Perkins Caufield & Byers, noted that the volume of digital information created and shared had risen ninefold in the five years to 2011, and was set to double every two years thereafter.
A volley of statistics included the information that 500m photos are uploaded and shared every day and that more video is uploaded per minute at Dropcam than at YouTube.
But when looking at the sharing patterns around the world, Americans were "huge underachievers".
While the global average of people sharing 'everything' or 'most things' online was 24%, for the US this figure was just 15%. Saudi Arabia was out in front, with 60% of respondents there sharing information, followed by India, Indonesia, South Korea and Turkey.
At the other end of the scale, Japan, Germany and Hungary all registered less than 10%.
Momentum in mobile continued to be strong, said Meeker, and she highlighted research that asked consumers how smartphones made them feel. The top four responses were 'connected', 'excited', 'curious/interested' and 'productive'.
"If you're a company offering products, that's what you aspire to," she observed. "And if you're an advertiser looking for reactions, that's what you want."
Looking to the future, Meeker remarked on the platform changes under way, from PCs to smartphones, and smartphones to tablets. A third change would be the step to wearables (and "drivables" and "scannables").
She cited the statistic that smartphone users reach for their device 150 times a day and suggested that wearables would eliminate this need.
She also pointed to the continuing skew of adspend in the US towards traditional media, particularly print, despite far more time being spent on the internet and mobile, and identified a $20bn opportunity for these two channels.
Data sourced from All Things Digital; additional content by Warc staff