Statista's Digital Market Outlook

1

Digital technologies simplify our lives and open doors to unprecedented business opportunities. Innovative companies disrupt traditional industries and challenge their incumbents. This transformative power involves both opportunities and risks – for all of us. Regardless of whether we are eager or reluctant: We have to keep pace, otherwise we will be left behind. For the second time now, Statista has compiled the most relevant and recent data on the entire digital economy – a comprehensive overview of one of the hottest topics of our time. Since accurate data is a critical factor to decisionmaking processes in business, we have gathered a set of stunning facts, which are meant to inform and also to entertain. For the first time, our 2018 version features data from the biggest market research project Statista has ever conducted: The Global Consumer Survey. These insights clarify to what extent people love, adopt, or avoid the digital world.

The Digital Economy Compass presents facts about what we consider the industries’ most relevant topics and trends at the moment. In the first part, we cover global trends: Is voice control going to replace smartphones and touch-controlled

2

devices? How do digital giants like Google, Amazon or Tencent actually make money? What role does social media play? How can vertical platforms form new markets? – to mention only a few of our key issues.

The second part covers all relevant digital markets, their sizes, and business models. The result of our research is more than 200 slides on the global digital economy. In addition, we also provide a printer-friendly version of our slide deck. We are convinced that you will enjoy reading our Digital Economy Compass. Download your printer-friendly version here:

www.statista.io/decprinter

Dr. Friedrich Schwandt (CEO)

So much happened in our digitalized world in 2017 – and we have the numbers behind it Things that happened online in 2017 within 60 seconds

>29 million >243,000 photos

uploaded

messages processed

>65,000

>350,000 tweets sent >210,000

photos uploaded

snaps uploaded

>120 new

accounts

>3.8 million search requests

60

>800,000

files uploaded

>25,000 posts on tumblr

seconds

>18,000 matches

>87,000 hours of videos watched

>1.5 million songs

streamed

>16,550 video views

>2 million

minutes of calls

>400 hours of video uploaded

3

Source: Go-Globe.com, Company Information, Statista Research

>156 million emails sent

Table of Contents: Global Trends Part 1

›

Hardware: Smartphones are the present but the future is beyond touch…………………………….. 6

›

Social Media: Users, influencers and advertisers are keen on one rising star………………..…….. 23

›

The 3-Trillion-Dollar Quintet: U.S. tech leaders by their stunning numbers………………………… 41

›

Vertical Platforms: Everything that can become a platform, will become a platform…………… 83

›

Digital China: Two players do it all – explaining Chinese “Everything Companies”…………………. 111

4

Table of Contents: Statista‘s Digital Market Outlook Part 2 – exclusive Statista content

›

eCommerce ……………………………………………………………………………………………………………………………….. 130

›

eServices …………………………….……………………………………………………………………………………………………... 149

›

eTravel ………………………………………………………………………………………………………………………………………… 162

›

Digital Media ……………………………………………………………………………………………………………………………… 172

›

FinTech ……………………………………………………………………………………………………………………………………….. 181

›

Digital Advertising …………………………..…………………………………………………………………………................. 192

›

Smart Home ………………………………………………………………………………………………………………………………. 202

›

Connected Car …........................................................................................................................................ 211

5

Global Trend

Hardware Smartphones are the present but the future is beyond touch

In 2017, more than 3.5 billion people were connected to the internet – thanks to mobile devices. However, the stunning rise of smartphones is coming to an end. The number of shipments remained practically unchanged between 2016 and 2017: 1,472 million vs. 1,473 million. Most devices were sold in China, which accounted for about one in three smartphone purchases. As the Chinese market has constantly been growing over the past years, incumbent manufacturers like Samsung and Apple face a huge threat: Chinese producers, who are rapidly expanding their share in the home market. The top 4 vendors (Xiaomi, Oppo, Vivo and Huawei) together accounted for 67% of the domestic

smartphone market in Q4, 2017.

Next to smartphones, more and more other mobile devices are equipped with a permanent internet connection, like smartwatches or fitness trackers. When integrated with a smartphone, a complete ecosystem emerges, which makes it possible to be online at all times. Manufacturers have already found the next big hit in the hardware market, which goes one step beyond touch control: smart speakers. Although the market is still small, customers are eager for these new devices, and mass market adoption is only a matter of time.

Hardware

Smartphone sales plateaued at around 1.4bn units Global smartphone shipments in million units

2.4% 1,437

1,473

1,468

2015

2016

2017

1,302 1,020

725 495 305

7

151

174

2008

2009

Source: IDC

2010

2011

2012

2013

2014

Hardware

Apple & Samsung stay the biggest smartphone manufacturers – but Samsung has lost 25% of its share Share of global smartphone shipments

18%

24%

19%

18%

8%

4% 5%

10% 6% 8%

49% 33%

Q1 ’15

8

Q2 ’15

Q3 ’15

Source: Counterpoint Research

Q4 ’15

Q1 ’16

Q2 ’16

Q3 ’16

Q4 ’16

Q1 ’17

Q2 ’17

Q3 ’17

other

Q4 ’17

Hardware

In China, domestic vendors have already taken over and account for 65% of smartphone shipments Share of smartphone shipments in China

Samsung

Apple

Others

Xiaomi

Huawei

1

15%

18% 17% Vendors: 64% market share

11%

5%

7%

Top 4 Vendors: 36% market share

Q1 ’15

9

1: Statista estimates for 4Q ’17 are based on prior years Note: Numbers may not add up to 100% due to rounding Source: Counterpoint Research

Vendors: 35% market share

14% 19%

14%

Oppo

3%

9%

37%

Vivo

15%

17% Q4 ’17

Top 4 Vendors: 65% market share

Hardware

While smartphone sales stagnate, wearables sales are expected to grow by 13% annually1 Forecast of global wearables sales in million devices

504.7

+13%1 5.6

58.7

Body-worn camera 67.2

1.6 21.7

347.5 31.0 28.3

48.8

Other fitness monitors

22.3

Head-mounted display

Sports watch 63.9

Wristband

81.0

Smartwatch

206.0

Bluetooth headset

48.2

168.0

2018 10

1: CAGR: Compound Annual Growth Rate / average growth rate per year Source: Gartner

2021

Hardware

Wrist notifications and activity tracking are the most relevant smartwatch use cases Smartwatch owners that use the following functions daily

Notifications / Texts

54%

Activity tracking

45%

News updates

31%

Phone calls

26%

Alarm clock

25%

Email

25%

View photos / videos

21%

GPS / navigation

19%

Remote control for music Home automation

11

18%

14%

Based on a June 2017 survey among 5,000+ U.S. consumers aged 18+, of which 9% owned a smartwatch Source: NPD Connected Intelligence/WEAR

Hardware

By 2020 all mobile devices are expected to contain biometric technology1 Forecast share of devices sold worldwide with biometric technology1

Smartphones

Wearables

Tablets

100%

100% 100% 100%

96%

87%

83%

81% 64%

64% 55% 41%

40%

26%

2016

12

27%

2017

1: Sensors that measure body data, e.g. fingerprint scan, facial recognition Source: Acuity Market Intelligence

2018

2019

2020

[…] We believe voice is the most natural user interface and can really improve the way people interact with technology. Dawn Brun Public relations Senior Manager at Amazon

Hardware

20% already use smart speakers in the U.S. Usership and adoption of smart speakers in the U.S. Usership of smart speakers

Split by innovator adoption type1 Non-Users

Users

50%

54% 73%

79.5%

88%

20.5%

50%

97%

46% 27%

12% Usership, total population

14

Innovators

Early adopters

Early majority

“Do you own Smart Home devices – i.e. devices that you can control via a smartphone / an internet connection?“; Multiple response; n= 2,027 1: Respondents were categorized by the five innovator adoption types based on self-assessment in the Global Consumer Survey Source: Statista Global Consumer Survey 2018

Late majority

3% Laggards

Hardware

Google is the only considerable competitor for top dog Amazon Global smart speaker shipments in million devices

Q3’16

Q3’17

5.0

1.9

0.9 0.0 Amazon

15

Source: Gartner

Google

0.0

0.1

JD.com

0.0

0.1

Xiaomi

0.0

0.1

Alibaba Group

0.1

0.3

Others

Hardware

Google is eating away at Amazon Echo’s monopoly and has already reached a market share of 25% U.S. Smart Speaker market shares

U.S. Smart Speaker market share in Jun ‘17

U.S. Smart Speaker market share in Dec ‘17 Google Home

Google Home

18% 25%

6% Other 69% 82% Amazon Echo

16

Amazon Echo

Source: NPR & Edison Research Smart Audio Report, Spring / Summer 2017 and Fall / Winter 2017

Hardware

Product prices for smart speakers range from US$39 to US$399 U.S. retail prices of selected voice-enabled smart speakers

Google Apple Amazon Others

Smart speaker Built-in assistant Google Home Mini

Google Assistant

Amazon Echo Dot

Alexa

Amazon Echo (2nd Gen.)

Alexa

Google Home

Google Assistant

Amazon Echo Plus

Alexa

US$149.99

Harman Kardon Invoke

Cortana

US$149.95

Sonos One

Alexa

Apple Homepod

Siri

Google Home Max

Google Assistant

17

Prices from February 19th, 2018 Source: Company Websites

US$39.00 US$49.99 US$99.99 US$129.00

US$199.00 US$349.00 US$399.00

Hardware

Smart speakers do not primarily serve as direct sales channels – yet Smart speaker owners in the U.S. who use the device to do the following

General Questions

60%

Weather

57%

Stream music

54%

Timers / Alarms

41%

Reminders / To do

39%

Calender

27%

Home automation

27%

Stream news

22%

Find local businesses

16%

Playing games

14%

Order products Order food / services

18

11% 8%

Base: U.S. households equipped with smart speakers in Q1 2017 Source: comScore

Revenue-relevant usage

Hardware

Amazon‘s Alexa has more than 30,000 skills, many focusing on games and education Share of Amazon Alexa skills

Other1 19%

Smart Home

25%

Games, Trivia & Accessories

3%

Sport

3%

>30.000 skills

4%

Travel & Transportation

Productivity

13%

5%

Education & References 6%

News

Novelty & Humor

19

7%

7% 7%

Lifestyle

Music & Audio

1: Other includes: Health & Fitness, Local, Food & Drink, Business & Finance, Utilities, Movies & TV, Weather, Social, Shopping, Communication, Connected Car, Home Services Based on data from February 2018 Source: Amazon, Statista Estimates

Hardware

27% of Google assistant apps focus on Games & Fun Number of Google Assistant apps by category Games & Fun

483

Education & References

165

9%

Home Control

163

9%

Business & Finance

8%

135

Travel & Transportation

6%

111

Productivity

5%

89

Social & Communication

74

4%

Health & Fitness

73

4%

Food & Drink

67

4%

Shopping

65

4%

Movies, Photos & TV

65

4%

Arts & Lifestyle

62

Local Music & Audio

20

4% 3%

57 46

3%

News & Magazines

38

2%

Sports

38

2%

Weather

34

2%

Based on data from December 2017, total number of apps at the time: 1,766 Source: Voicebot.ai

27%

Hardware

Google Assistant outperforms competitors in all categories in terms of correctly answered queries Share of correctly answered questions by smart speakers from different categories

Google Assistant

Amazon Alexa

Microsoft Cortana

98%

92% 83%

76%

72%

81%

72%

66% 57%

47%

42%

15%

Location-based

72%

66% 66%

65%

62% 64%

21

Apple Siri

Commerce

Base: 782 queries directed at each of the speakers individually Source: Loup Ventures

12%

Navigation

Information

Command

52%

Hardware

More than 50% of smart speaker owners would appreciate the technology also in other situations Smart speaker owners interested in using the technology in other areas

In your car / vehicle

64%

On your phone

60%

On your television

53%

At your workplace

At places other than your home / work / car

22

35%

30%

“How interested would you be in having the smart speaker technology…?”, Answers “very interested” & “interested” considered; n= 1816 respondents who own a smart speaker Source: NPR & Edison Research

Global Trends

Social Media Users, influencers and advertisers are keen on one rising star

In 2004, Mark Zuckerberg started Facebook as a social network for Harvard students – a very exclusive club of people could communicate through the new service. Fourteen years later, a whole new industry has emerged, which changed the way we consume media, talk, chat and stay in touch with friends. Without doubt, Facebook is the most important player in this field, but by far not the only one. Similar platforms have developed, which address different kinds of purposes: business networks, instant messaging or photo sharing.

23

In the past year, it was especially Snapchat and Instagram that dominated the media: Snapchat caused a stir when Snap Inc. announced their IPO in March 2017, which raised expectations of shareholders as well as investors. Instagram for its part developed into the number one platform for influencers, with user numbers surging: It has become the rising social media star. We analyzed overall social media consumption and how people really use the services. Who are the users? How many of them actually like and share at all and how many just get their daily news?

Social Media

Most people use social media on a daily basis Frequency of social network usage in the U.S., the United Kingdom and Germany

U.S. 79%

75%

United Kingdom

73%

14%

15%

18%

3% Daily

24

Germany

Several times a week

5%

5%

Once a week

“How often do you use social networks like Facebook or Instagram?”; U.S. n=1,789, United Kingdom n=1,688, Germany n=1,427; respondents who use business networks, foto sharing, microblogging services and social networks regularly Source: Statista Global Consumer Survey 2018

2%

2%

3%

Several times a month

Social Media

More than 80% of millennials use social media actively Social media activities of internet users aged 18-29 in the past four weeks

U.S.

United Kingdom

Germany

Active use >80%

No/Passive use < 20%

64% 65% 56% 56%

53%

58%

56%

50% 44%

42%

38%

43%

39%

34%

26%

5% Commented on posts

25

Liked posts

Shared posts

Posted pictures / videos

Posted texts / status updates

9%

11%

I have used social networks only passively

“Which of these things have you done on social networks in the past 4 weeks?”; Multiple response; U.S.: n=10,150, United Kingdom n=10,129, Germany n=10,379 Source: Statista Global Consumer Survey 2018

3% 5% 5% I don’t use social networks

Social Media

Facebook dominates the social media landscape Largest U.S.-based social media networks and messengers by monthly active users in million

Facebook

other

Facebook

2,061

YouTube

1,500

WhatsApp

1,300

Facebook Messenger

1,300

Instagram

800

Tumblr Twitter

Snapchat1

26

368 328 255

1: Snap does not publish monthly active user numbers; figures are calculated based on the number of daily active users Based on data from August 2017 Source: Company Information, Techcrunch, Statista Research

There is a real value

in sharing moments that don’t live forever. Evan Spiegel Founder and CEO Snap Inc.

Social Media

Snapchat is the favorite social network for 54% of U.S. teenagers Share of U.S. teenagers who consider the following social networks their favorite 54% Snapchat

28%

10% 8% Spring 2015

28

Fall 2015

n=6,100 U.S. teenagers, average age 16 years Source: Piper Jaffray, Recode

Spring 2016

Fall 2016

Spring 2017

Fall 2017

Instagram

Facebook Twitter

Social Media

Snapchat is still growing, yet the increase in daily active users slowed down considerably in 2017 Number of daily active Snapchat users in millions

Rest of World

Europe1

North America2

30% 143 31%

122 106

54% 57

46 14 26

6

18 30

9

63 11 20 32

71 13 23 35

81 16 27 38

87 18 29

40

94 20 30

44

48

39

159 39

29

24 34

36

153

39

54

46

61

49

65

13%

166 40

52

55

68

71

174

178

42

44

57

57

75

77

187 47

60

80

Q1 ’14 Q2 ’14 Q3 ’14 Q4 ’14 Q1 ’15 Q2 ’15 Q3 ’15 Q4 ’15 Q1 ’16 Q2 ’16 Q3 ’16 Q4 ’16 Q1 ’17 Q2 ’17 Q3 ’17 Q4 ’17

29

1: Europe includes Russia and Turkey 2: North America includes Mexico and the Caribbean Source: Company Information

Social Media

Snapchat users are young, American, and snap a lot Average Snapchat user

Is most likely American

Is 18-24 years old

Has an iOS smartphone

Accounts for $1.53 in quarterly revenue

Uses Snapchat 18 times a day

Uses Snapchat over 30 minutes a day

30

Source: Snap

Spends 50% more on electronic devices than non-Snappers

The average Snapchat user Uses Snapchat at school (64%)

Uses Snapchat at home (81%)

Snaps from events (70%)

Social Media

Snap highly depends on North America, which is responsible for >75% of revenues Revenue in million US$ 1

North America

129 9.3%

31

166 1.6%

9.0%

3.6%

2

Europe

150 5.3% 8.7%

Rest of the World

182 6.6%

207 6.3%

12.1%

13.0%

285 9.1% 14.0%

89.1%

87.3%

86.0%

81.3%

80.7%

76.8%

Q3 ’16

Q4 ’16

Q1 ’17

Q2 ’17

Q3 ’17

Q4 ’17

1: North America includes Mexico and the Caribbean 2: Europe includes Russia and Turkey Source: Snap

Social Media

After a disastrous first quarter ’17, Snapchat seems to be recovering, but is still far from being profitable Revenue and net loss in million US$

Revenue

4 -99

33

17

5 -80

-97

-98

128

72

39 -105

Net loss

-116

-124

166

150

-170

182

208

-194 -443

285

-350

-2,209

Q1 ’15

32

Q2 ’15

Q3 ’15

Q4 ’15

Q1 ’16

Q2 ’16

Note: Q1 2017 losses caused by stock-based compensation to employees at time of IPO Source: Snap

Q3 ’16

Q4 ’16

Q1 ’17

Q2 ’17

Q3 ’17

Q4 ’17

Social Media

The Q4 ’17 Report is the first since Snaps IPO to see rising stock prices Snap Inc. stock prices in US$

28

IPO 03/02/2017

26 24

1. Quarterly Report 05/10/2017

22 20 2. Quarterly Report 08/10/2017

18 16


14 12


10 8 6 4 2 03/02/2017 33

Source: Yahoo Finance, as of February 21st 2018

02/21/.2018

Instagram was created because there was no single place dedicated to

giving your mobile photos a place to live and to be seen. Kevin Systrom Co-founder of Instagram

Social Media

While Snapchat is struggling, Instagram more than doubled their daily active users in five months Daily active users in million

Snapchat

Instagram

+150% 500

+13% 173

166

178

200

187

150 100

Q1 ’17

35

Q2 ’17

Source: Snap, Facebook

Q3 ’17

Q4 ’17

Oct ’16

Jan ’17

Apr ’17

Sep ’17

Social Media

Facebook‘s Snapchat clones beat the original Worldwide daily active users of Instagram Stories, WhatsApp Status and Snapchat in millions

Snap: 300

Facebook: Snapchat Instagram Stories 1

WhatsApp Status

300 Oct ‘17 300 Oct ‘17

250 200 150

187 Q4 ‘17

100

August 2, 2016 Launch of Instagram Stories

50 0 2015

36

2016

1: Snapchat‘s user numbers represent quarterly averages Source: Snap, Facebook

February 20, 2017 Launch of WhatsApp Status 2017

Social Media

Instagram has taken the lead over Snapchat in terms of new sign-ups Proportion of global new sign-ups

Snapchat

Instagram

53% 58% 63% 58% 55% 54% 63% 63% 63% 65% 65% 66% 67% 67% 66% 66%

42%

47% 42% 45% 46% 37% 34% 33% 33% 34% 34% 37% 35% 35% 37% 37%

Jan ’16

Feb ’16

37

Mar ’16

Source: Jumpshot

Apr ’16

May ’16

Jun ’16

Jul ’16

Aug ’16

Sep ’16

Oct ’16

Nov ’16

Dec ’16

Jan ’17

Feb ’17

Mar ’17

Apr ’17

39% 46% 43% 42%

62% 54% 57% 58%

May ’17

Jun ’17

Jul ’17

Aug ’17

Social Media

Instagram is the #1 influencer platform, all influencers use it Most important influencer platforms Share of influencers that use the platform 99.3%

70.2%

46.6%

42.2%

37.6%

27.1%

#1 Platform in 2017 and expected in 2018 2017

92.9%

2018

82.2%

Instagram

38

2.7% 1.7%

0.2% 1.2%

0.5% 1.0%

12.2% 3.2%

Facebook

Snapchat

Twitter

Youtube

n = 414 influencer Source; Hashoff Influencer Marketing Report Fall 2017

0.5% 1.7% Pinterest

Social Media

Instagram is gaining importance in advertising with already 2 million active advertisers Business profiles and active advertisers on Instagram

Number of business profiles in million

Number of active advertisers 25.0

2,000,000

15.0

500,000

1,000,000

200,000

8.0

1.5 Sep ’16

39

Mar ’17

Source: Company Information

Jul ’17

Nov ’17

Mar ‘16

Sep ‘16

Mar ‘17

Sep ‘17

Social Media

Instagram revenues expected to grow to US$9.5bn Projected revenue of Instagram in billion US$

9.1

9.5

8.4 7.0 5.4

3.2

1.1

2015

40

Source: Credit Suisse

2016

2017

2018

2019

2020

2021

Global Trend

The 3-Trillion-Dollar Quintet U.S. tech leaders by their stunning numbers

They are the providers of the most innovative technologies with mass market adoption, they have billions of daily active users, combined revenues of over US$500bn and a US$3 trillion market capitalization: Apple, Google (Alphabet), Microsoft, Amazon, and Facebook shape the digital world like no other. They create new services and business models and successively expand into completely new industries. Due to their fast scalability, the “big five” have achieved a size and global reach that is impressive and frightening alike. Some examples? In 2016, Google generated more digital ad

revenues than the Chinese economy spent on digital ads in total. Apple is sitting on such a huge pile of overseas cash that they could buy every franchise of the Top 5 U.S. sports leagues – with a lot of money left to give to employees to watch some games. In August 2017, Amazon announced that about one in three U.S. internet users had become an Amazon Prime subscriber. We analyzed what these great companies earn their money with. Who are their cash cows and their rising stars? After this analysis one might ask: What would our everyday life look like if these companies did not exist?

The 3-Trillion-Dollar Quintet

Tech companies take over the stock markets: In 2017 the Top 5 were valued at US$3.3 trillion Most valuable companies by market cap in billion US$ Traditional company

Top

1 2 3 4 5

42

Tech company

2001 US$1,527bn

2006 US$1,670bn

2011 US$1,519bn

2016 US$2,407bn

2017 US$3,328bn

US$372bn

US$447bn

US$406bn

US$609bn

US$861bn

US$327bn

US$383bn

US$377bn

US$539bn

US$730bn

US$300bn

US$294bn

US$275bn

US$483bn

US$660bn

US$273bn

US$274bn

US$234bn

US$402bn

US$564bn

US$255bn

US$272bn

US$227bn

US$374bn

US$513bn

Valuation based on data from December 31st of the respective year Source: morningstar.com, Financial Times, Statista research


Combined revenues rose to ~US$650bn in 2017 Global annual revenue development in billion US$

648.7

526.8

554.0

436.8 386.6 346.6 267.8 193.2

38.4

45.2

55.2

68.3

84.9

107.3

139.2 150.3

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

43

Note: Facebook revenues included as of 2007 Source: Company Information


Revenues of each top 5 tech company have been skyrocketing over the past few years Global annual revenue development from 2002 to 2017 in billion US$

+3,922% 229.2 +4,423% 177.9 136.0

+27,625% +217%

110.9

90.0

89.5

+5,138% 40.7 27.6

28.4 5.7

44

0.4

Note: Facebook revenues included as of 2007 Source: Company Information

3.9

0.2


Their common ground is technology, yet their products are diverse Revenue in 2017 and share of the dominant field of action / product category

US$229.2bn

81%

Hardware

45


US$110.9bn

86%

Advertising

US$90.0bn

62%

Software

US$177.9bn

82%

Retail

US$40.7bn

98%

Advertising


In addition, the top 5 gather an enormous audience Audience sizes of leading digital publishers in the U.S. in Nov ‘17 in millions Top 5 tech companies

Other Companies

Google

211.9

facebook

204.8

Amazon.com

191.6

Microsoft

185.1

Yahoo

145.6

Wal-Mart Stores

136.2

PayPal Holdings

134.3

Verizon Communications Apple

National Amusements

46

Source: Verto Analytics

132.6 122.8 118.6


Any mobile activity sooner or later involves at least one of the top 5 Mobile hardware, services and applications from Apple, Google, Amazon, Facebook, and Microsoft

Hardware

Communication & Messaging Messenger

Pixel Buds

Gmail Pixel

iMessage

Smart Assistance

Browse & Search Siri

Commerce & Payment

Cortana

Google Maps Safari

Search

Apple Maps

Chrome

Operations & Organization Entertainment

iCloud

47

Note: List is not comprehensive; the main purpose is to illustrate the reach of the most popular mobile products and services of Microsoft, Google, Amazon, Facebook, and Apple Source: Company Information, Statista Research

An iPod, a phone, and an internet communicator... These are not three separate devices, this is one device, and we are calling it iPhone! Today, Apple is going to reinvent the phone. And here it is. Steve Jobs Former CEO of Apple Inc.


Since Apple launched their first iPhone, cumulated revenues have reached over US$850 billion iPhone revenues in billion US$

853.86 61.60 141.32 136.70 155.04 101.99 91.28

49

0.12

1.84

13.03

2007

2008

2009

Source: Apple

25.18 2010

47.06

78.69

2011

2012

2013

2014

2015

2016

2017

Q1 2018

Total


The new iPhone generation only accounted for 32% of Apple’s 2017 Christmas sales Apple device activations in the week before Christmas 20171 Year of initial release:

2017

2016

iPhone 6

2015

2014

iPhone 8

14.9%

8.1%

iPhone 8 Plus 8.7%

iPhone 6 Plus 4.3%

iPhone 6s

32%

6.0%

5.3%

iPhone SE

iPhone 6s Plus

15.1% iPhone 7

50

1: Dec 19th – Dec 25th 2017 Source: Flurry Analytics

iPhone X

14.7%

12.6%

10.4% iPhone 7 Plus


The iPhone remains Apple‘s biggest revenue source with 62%, yet service categories are growing Revenue share of Apple‘s product categories

Services

and other services

13%

Mac

11% 9% 11%

62%

63%

11%

11%

66% 10%

2015

10%

4%

8%

5%

6%

2017

51

Source: Company Information, Statista Research, VisualCapitalist.com

Other products

+ Apple branded and 3rd party accessories


Apple Pay and PayPal record the highest acceptance rates among North American retailers Apple Pay retail acceptance in North America compared to major competitors

Apple Pay

37%

PayPal

37%

Android Pay

29%

Masterpass by Mastercard Visa Checkout

14%

Samsung Pay

14%

Chase Pay

52

18%

N=500 VPs and C-Level executives at North American retailers Based on data from December 2017 Source: Boston Retail Partner

11%


Apple is sitting on a huge pile of offshore cash, which offers interesting spending opportunities Spending opportunities for Apple‘s offshore cash

Buy one Bugatti Veyron for every of its 132,000 employees

Buy some of the most famous technology companies, e.g.

Produce 1,680 Harry Potter Movies

US$252 billion offshore cash Buy the 3.4 squarekilometers of New York‘s Central Park1

53

Pay off the national debt of Ireland, which amounts to US$231bn

Note: The amount of offshore cash refers to the 2017 released Paradise Papers 1: Based on the average US$5,417 per square foot for a Central Park West apartment Source: Company Information, Forbes, NeighborhoodX, Morningstar, Dow Jones, IMF

Buy every franchise of the top five U.S. sports leagues, with US$50bn left


Competition from Chinese smartphone vendors is threatening Apple’s China business Apple revenues generated in the “Greater China“ area in billion US$

58.7

-12.7% p.a. 48.5

44.8 +106.0% p.a.

30.6 22.8

iPhone release in China

25.9

12.5

0.8

2009

54

2.8 2010


2011

2012

2013

2014

2015

2016

2017

If it isn’t on Google, it doesn’t exist. Jimmy Wales Co-founder of Wikipedia


Google‘s page load tracking covers almost 65% of all page loads Share of global page loads tracked by technology companies 64.4%

28.8%

12.2%

Google

56

Facebook

comScore

11.0%

Twitter

10.5%

Amazon.com

8.0%

Yandex

6.5%

5.9%

5.8%

5.5%

5.5%

Criteo

New Relic

Quantserve

LiveInternet

AppNexus

Note: Based on the analysis of more than 144 million page loads by 850,000 users in more than 20 countries Source: Ghostery, Cliqz


Google generated more revenues through advertising than China spent on ads in 2016 Google‘s advertising revenues and total ad spending in the largest ad markets in 2016 in billion US$

United States

190.8

Google

79.4

China

75.0

Japan

41.9

United Kingdom

24.2

Germany

Brazil

57

22.0

13.1

France

11.4

South Korea

11.3

Australia

10.9

Source: Alphabet, Zenith


Since digital ads generate so much revenue, Google has plenty of cash to develop its “Other Bets“ Revenue share of Alphabet‘s product categories

Google Other Pixel Pixel Buds Home

Google Advertising

Chromecast

10%

88% 90% Google Maps

1%

86% 2015

2017

58


11%

13% “Other Bets”

1%

1%


Almost 70% of U.S. users access Google every day Usage frequency of Google services and products in the U.S. in 2017 69%

19%

Daily

59

Several times a week

4%

3%

2%

3%

Once a week

2-3 times a month

Once a month

Less often

“How often do you use Google services and products?”; n=916; respondents who use Google products or services Base: Google product or service users Source: Statista Survey “Google, Amazon, Facebook and Apple in the U.S. 2017”


Google's US$79bn in ad revenues secure its pole position, but other tech brands are growing faster Advertising revenues and growth rates of major media and tech brands

Advertising revenues in billion US$ in 2016 Google

79.4

Facebook

26.9

Comcast

12.9

Baidu

10.4

Walt Disney

8.7

21st Century Fox

60

7.7

CBS Corporation

6.3

iHeartMedia

6.3

Microsoft

6.1

Bertelsmann

CAGR1 ’12-’16

4.4

1: CAGR: Compound Annual Growth Rate / average growth rate per year Source: Zenith

16% 58% 3% 27% 3% 0% -7% 0% 24% -2%

When Paul Allen and I started Microsoft over 30 years ago, we had big dreams about software. We had dreams about the impact it could have. Bill Gates Founder of Microsoft


With US$660bn, Microsoft is the most highly valued software company Market cap of traditional IT companies in billion US$ 660.0

216.0

195.7

189.3 142.0 86.1 16.2

Microsoft

62

Intel

Based on data from Dec 31, 2017 Source: Morningstar

Oracle

Cisco

IBM

Adobe

DELL


Microsoft Office products are the largest revenue source accounting for 28% in 2017 Revenue share of Microsoft’s product categories

Other

Devices

6%

3% 5% Consulting / support services

9%

6%

5% 7%

Advertisement

25%

28%

MS Office system

12%

10%

5%

9%

16%

2015 10%

11%

Xbox console

Source: Microsoft, Statista Research, VisualCapitalist.com

20% 22%

24%

10% 2017

63

28%

7%

8% 7%

Windows PC operating system

7%

Server products and tools


Many businesses depend on Microsoft: 80% of fortune 500 companies use Microsoft cloud offerings Microsoft products in numbers

33%

80%

340 million

3 billion

of global internet users use MS Office products

Office mobile downloads

>4 Trillion

emails sent with Office 365 so far

>50k

new Office 365 small businesses per month

64

Based on data from January 2017 Source: Company Information

of Fortune 500 companies use Microsoft cloud offerings

minutes of Skype calls a day

>500 million

members on LinkedIn

>53 million

members active on Xbox Live


91% of all desktop PCs run on Microsoft Windows Worldwide desktop market share of operating systems

Other Operating Systems 8% 12%

Windows Vista

7%

7%

8%

8%

18%

15%

10%

7%

Windows XP 8%

9%

9% 3%

4%

Windows 7

12%

10% 2%

10%

Windows 8

Windows 10

9% 1% 6% 1%

25% 43%

37%

53%

47%

64% 80%

51% 44%

10%

42% 30%

2008

15%

65

2009

Windows: 91% market share

61%

74%

1%

49%

2010

Note: Data from July for each year Source: NetMarketShare

5%

2011

2012

2013

12%

16%

2014

2015

21%

2016

8%

28%

2017


The Commercial Cloud business is getting increasingly important, with a revenue share of 17% in 2017 Commercial Cloud revenues as a share of total revenue in billion US$

Other Segments

73.7

77.8

1%

66

2%

2013

93.6

94%

97%

98%

99%

2012

86.8

3%

2014

Commercial Cloud

85.3

89%

6%

11%

2015

2016

Note: Commercial Cloud comprises Office 365 Commercial, Dynamics CRM Online, Microsoft Azure and other Microsoft Office online offerings Source: Microsoft

90.0

83%

17%

2017


Although the Microsoft cloud business is growing fast, Amazon is still the top dog Cloud provider1 competitive positioning as of Q3 ‘17

Cloud services revenues

100% Gaining market share

Annual growth rate

Leading the market

Holding position Expected market growth rate 2017: 40%

Niche players 0%

67

Worldwide market share

1: IaaS (Infrastructure as a Service), PaaS (Platform as a Service), and hosted private cloud Source: Synergy Research Group

35%


Microsoft’s most important gaming product Xbox One is also used for streaming Estimated share1 of time spent on Xbox One content from Sep ‘16 to Feb ‘17

Netflix 16.5% „TV“ App

6.7% YouTube

Other NonGame Apps

6.6%

54.7%

14.1% 1.5%

Xbox 360 Games

68

1: Based on 930,000 Xbox One users on Xbox Live sampled from 26-09-2016 to 12-02-2017 Source: ars Technica

Xbox One Games

I think Amazon is the greatest start-up and the greatest company in the world. The way they are using new technologies is

not just disrupting retail, it's getting ready to disrupt everything.

Mark Cuban Founder, investor and owner of the Dallas Mavericks


Amazon dominates online retail, with >180 million unique visitors per month Most popular retail websites in the U.S., ranked by unique monthly visitors in million

Amazon Sites

183

Wal-Mart

87

eBay

86

Apple Sites

57

Target

44

Kohl’s

The Home Depot

32

Etsy

31

Best Buy Lowe’s

70

34

Note: As at September 2017, multi-platform Source: comScore

25 23


Retail business drives 82% of Amazon revenues Revenue share of Amazon‘s product categories Other

and co-branded credit card agreements

3%

Amazon Web Services

2% 2%

Retail products

9%

7%

64% 67%

4%

72%

10%

5%

6%

Subscription services

15%

2015

17%

18%

2017

71


Membership and subscription based service fees

Retail third-party seller services


The share of North America in Amazon’s overall revenue increased to 68% Amazon‘s annual revenues split by country

ROW

1

11% 15% 15%

72

5%

6%

6%

6%

8%

11%

11%

10%

10%

10%

9%

8%

14%

13%

10%

9%

8%

9%

6% 7%

14%

14%

12%

11%

60%

64%

64%

68%

2014

2015

2016

2017

4%

5%

15%

14%

55%

56%

57%

60%

2010

2011

2012

2013

Note: Revenues from AWS are excluded 1: ROW = Rest of world Source: Company Information

10%


Customer loyalty in the form of Prime memberships could be a reason for Amazon’s strength in the U.S. Number of Amazon Prime members in the U.S. in million

~ 33% of U.S. internet users 90 85 75

54 44

Jun ’15

73

58

63

80

65

48

Sep ’15

Dec ’15

Source: Consumer Intelligence Research Partners

Mar ’16

Jun ’16

Sep ’16

Dec ’16

Mar ’17

Jun ’17

Sep ’17


High revenues require a large workforce: Amazon hired 120k seasonal workers in 2017 Seasonal workers hired by Amazon for holiday season in thousand and quarterly revenues in billion US$

seasonal workers

quarterly revenues

120,000

120,000

100,000 80,000 60.5

70,000

43.7

50,000

35.8 21.3

2012

74

Source: Amazon

29.3

25.6

2013

2014

2015

2016

2017


amazon.com still accounts for 60% of Amazon‘s firstparty net sales Amazon‘s first-party net sales in million US$ by online store

amazon.com

amazon.de

amazon.co.uk

amazon.fr

amazon.it

amazon.es

other stores

123.656 108.060 91.431 69.842

61%

76.863

60% 61%

55%

14% 10% 2% 3% 1% 15%

2014

61%

12% 9% 3% 12%

2015

1% 1%

11% 8% 4% 13%

2016

10%

11% 2% 1%

3%

7%

15%

3% 2%

2017

More information on 75

Source: ecommerceDB.com

3%

6%

16%

2018

3% 2%

Advertising works most effectively when it's in line with what people are already trying to do. And people are trying to communicate in a certain way on Facebook - they share information with their friends, they learn about what their friends are doing - so there's really a whole new opportunity for a new type of advertising model within that. Mark Zuckerberg Founder and CEO of Facebook


2 billion and counting – the Facebook community is still growing despite its already huge active user base Facebook‘s global active users in billion

Monthly, but not daily active users

1.44 1.49 1.39 1.35 1.28 1.32 1.23 1.19 1.11 1.16

Q1 ’13

77

Q2 ’13

Q3 ’13

Source: Facebook

Q4 ’13

Q1 ’14

Q2 ’14

Q3 ’14

Q4 ’14

Q1 ’15

Q2 ’15

Daily active users

1.55 1.59

Q3 ’15

Q4 ’15

1.65

Q1 ’16

1.71

Q2 ’16

1.79

Q3 ’16

1.86

Q4 ’16

1.94

Q1 ’17

2.01

Q2 ’17

2.07 2.11

Q3 ’17

Q4 ’17


The share of Facebook users in Asia-Pacific increased the most Regional distribution of Facebook’s overall monthly active users

Q1 2015

Q4 2017

11%

15%

31%

21%

33%

78

Source: Facebook

-4% points

North America

-4% points

Europe

+6% points

Asia-Pacific

+2% points

Rest of World

33%

17%

39%


Facebook’s revenues almost exclusively stem from ads Revenue share of Facebook‘s product categories

5%

98% 97% 95% 2015

2017

79

Source: Facebook

3%

2%

Payments and other fees


Facebook is responsible for almost the entire social media ad spending market Facebook ad revenue compared to global ad spending in billion US$

Global ad spend US$511 billion

Global digital ad spend US$242 billion

Global social media ad spend US$44 billion

80

Note: Bubble sizes only illustrate ratios and do not correspond to actual market sizes Source: Statista Digital Market Outlook 2017, Facebook, Magnaglobal

Facebook Ad revenue

US$40 billion


Facebook's home market North America leads the regional revenue distribution with a share of ~50% Facebook‘s quarterly advertising revenues in billion US$

North America

Europe

Asia-Pacific

Rest of World

12.8 10% 10.1 8.6 10% 6.8 6.2 10% 5.6 10% 17% 10% 5.2 16% 9% 4.3 15% 3.8 16% 23% 10% 25% 3.3 11% 16% 25% 10% 24% 16% 24% 16% 26% 26% 50% 49% 51% 50% 49% 48% 48%

Q1 ’15

81

Q2 ’15

Source: Facebook

Q3 ’15

Q4 ’15

Q1 ’16

Q2 ’16

Q3 ’16

15%

23%

9.2 7.9 10%

10% 17%

17% 24%

24%

16%

10% 17%

25%

24%

51%

49%

49%

48%

Q4 ’16

Q1 ’17

Q2 ’17

Q3 ’17

49%

Q4 ’17


Mobile accounts for 89% of Facebook's ad revenues Ad revenue of Facebook by segment in billion US$

Mobile Advertising

Desktop Advertising

14

12.8

12 10 8

89%

6 4 2 0 Q1 Q2 ’12 ’12

82

11% Q3 Q4 Q1 ’12 ’12 ’13


Q2 Q3 Q4 ’13 ’13 ’13

Q1 Q2 Q3 ’14 ’14 ’14

Q4 Q1 ’14 ’15

Q2 Q3 Q4 ’15 ’15 ’15

Q1 Q2 Q3 ’16 ’16 ’16

Q4 Q1 Q2 ’16 ’17 ’17

Q3 Q4 ’17 ’17

Global Trends

Vertical Platforms Everything that can become a platform, will become a platform

In his famous article “Why software is eating the world”, VC Marc Andreessen stated: “Six decades into the computer revolution, four decades since the invention of the microprocessor, and two decades into the rise of the modern Internet, all of the technology required to transform industries through software finally works and can be widely delivered at a global scale”, a statement which has never been more true than today. No matter if in terms of accommodation, digital content or transportation: Software, and in particular digital platforms join creators and consumers in a very efficient and convenient way. More importantly, they are scaling fast!

Spotify, Netflix, Airbnb, Uber and many other platforms have reached critical mass in terms of connecting creators and consumers of content. In the last five years, Spotify has increased its number of paying subscribers from three to 70 million users, Netflix has surpassed major pay-TV providers in paying subscribers and Airbnb increased annual guest arrivals from three million to over 100 million. This development has not yet come to an end. These players are going to increase pressure on traditional offline businesses even more – as the shift from offline to online will continue. And those platforms sit at the digital end, waiting for more customers to come.

Vertical Platforms

Digital platforms popped up in many industries to challenge former incumbents Products / services subscribed to, purchased, or booked online by U.S. customers

Markets with huge vertical platforms

Digital Music

Video-on-Demand

Markets led by established players

Mobility Services

Online Travel

47% 43% 36%

27% 18%

As part of a On subscription downloads

84

As part of a On subscription downloads

Ride sharing (short dist.)

20%

Taxi

“Which of these products / services have you spent money on respectively booked online in the past 12 months?”; Multiple response; n=2,000 Source: Statista Global Consumer Survey 2018

22% 17%

Vacation apartment

Package holidays

Vertical Platforms

The key to success is a platform that connects consumers and content creators Digital platform approach in streaming & sharing economy

Consumers

Touch Point

Digital Platforms

…

…

…

Producers / value creation

(e.g. online shops, hotels, owners of accommodation)

85

Source: Statista Digital Market Outlook 2017

…

…

Vertical Platforms

Three main factors drive the outstanding success, enable fast scalability and tremendous growth Factors driving the success of digital platforms

Consumers 1 Centralized user touch point

Touch Point 3

(one digital “storefront”)

Simplicity in connection

Digital Platforms

2

(plug-and-play ecosystem)

Decentralized value creation (multiple producers)

…

…

…

Producers / value creation

(e.g. online shops, hotels, owners of accommodation)

86


…

…

[…] I don’t know where streaming will go in the future. The analytics that we’re seeing tell us that streaming is the next thing, and downloads are going down. I feel like with the history of this platform, from vinyl to where we are now, it just seems like the next logical step. Shawn Corey Carter (Jay-Z) Rapper, producer, CEO of Def Jam Records

Vertical Platforms

In only a decade, digital streaming achieved a share of 54% in U.S. recorded music revenues U.S. recorded music year-end revenues in billion US$

Physical 14.6 13.7 12.5

14.3

Streaming

13.8 12.6

12.2

Download

11.9

12.3

12.3 11.2

10.7 8.8 7.8

98%

1% 1996 1997

88

Source: RIAA

1998

1999 2000 2001 2002

2003

91%

88%

8%

10%

1%

2%

7.0

7.1

52%

47%

7.0

6.9

6.9

40%

35%

33%

29%

42%

38%

75% 66%

22%

31%

59%

34%

38%

4%

2004 2005 2006 2007 2008

43%

22% 24%

34% 54%

23%

30%

37%

2010 2011 2012 2013

2014

2015 2016

9% 3%

41%

7.7

7.0

12%

17%

7% 2009

Vertical Platforms

Spotify is the clear market leader, accounting for over 40% of digital music revenues in 2016 Spotify’s share of worldwide digital music revenues

Others

100%

94%

98%

2%

2009

89

Source: IFPI, Spotify

2010

6%

2011

89%

11%

2012

Spotify

82%

18%

2013

77%

23%

2014

67%

33%

2015

59%

41%

2016

Vertical Platforms

Revenues in 2017 are expected to top US$4.5 billion Spotify’s annual revenues and net loss in million US$

Revenue

Net loss

4,517

3,239

2,129

1,197 207

82 -32

825

475 -50

-92

-62

-208

-255

-595

-1,364 2010

90

2011

2012

2013

2014

Note: All figures converted into US$ with 2016 avg. annual exchange rate of 0.90554 US$ per EUR Source: Spotify

2015

2016

2017

Vertical Platforms

Spotify‘s share of paying subscribers is growing rapidly and already makes up almost half of its MAUs Spotify‘s monthly active users

Premium subscribers

Ad-supported users

159 149 123

68 25%

77 27%

82 27%

91 30%

96 30%

104 33%

34%

73%

73%

70%

70%

67%

75%

Q1 ’15

Q2 ’15

Q3 ’15

Q4 ’15

Q1 ’16

Q2 ’16

Q3 ’16

Source: Spotify

37%

138 39%

113

66%

91

132

37%

41%

63%

63%

59%

Q4 ’16

Q1 ’17

Q2 ’17

42%

61%

58%

Q3 ’17

Q4 ’17

Vertical Platforms

Apple Music is far behind, with only half of Spotify’s paying subscribers Paying subscribers to the biggest music streaming providers in million

71

36

92

Based on data from January / February 2018 Source: Spotify, MIDiA Research

Netflix shook it up, brought this whole new generation of people who said, 'I watch things when I want to watch, how I want to watch, where I want to watch, and that's something that no one's going to ever forget.' This has changed the game completely, and I think it's the tip of the iceberg. Mike Colter Actor

Vertical Platforms

Video streaming has a share of 47% in U.S. home entertainment spending U.S. consumer spending on home entertainment in million US$

Sell-thru (physical)

18,430

18,041

Sell-thru (digital)

Rental (physical)

18,219

18,088

Rental (digital)

Streaming (digital)

19,470 17,906

18,074

20,493 23%

28% 50%

56%

32% 10% 2010

94

4%

3%

3%

24%

31%

11% 10%

43%

47%

6%

2011

Source: The Digital Entertainment Group

39%

7%

9%

22%

19%

12%

11%

34%

11% 10%

10%

10%

13%

10%

17%

11%

11%

23%

28%

13%

17%

2012

2013

2014

2015

37%

2016

47%

2017

Vertical Platforms

Netflix already outperforms the top 6 cable companies in the U.S. Total Netflix subscribers vs. pay-TV subscribers of top 6 cable companies in the U.S. in million

Netflix

Top 6 cable companies 54.8

50.9 49.2

49.0

48.8

49.1

49.1

48.9

48.8

47.0

47.1

Q1 ’16

Q2 ’16

Q3 ’16

52.8

49.4 48.9

47.5

51.9

48.7

48.4

48.1

?

Q2 ’17

Q3 ’17

Q4 ’17

44.7 41.4

Q1 ’15

95

42.3

Q2 ’15

43.2

Q3 ’15

Source: Netflix, Leichtman Research Group

Q4 ’15

Q4 ’16

Q1 ’17

Vertical Platforms

Netflix increased their global user base to 118 million Number of global Netflix memberships in million

118

7% p.q.

26

28

29

Q1 ’12

Q2 ’12

Q3 ’12

96

Source: Netflix

33

Q4 ’12

36

38

40

Q1 ’13

Q2 ’13

Q3 ’13

44

Q4 ’13

48

50

53

Q1 ’14

Q2 ’14

Q3 ’14

57

Q4 ’14

62

Q1 ’15

66

Q2 ’15

69

Q3 ’15

75

Q4 ’15

82

83

Q1 ’16

Q2 ’16

87

Q3 ’16

94

Q4 ’16

99

Q1 ’17

104

Q2 ’17

109

Q3 ’17

Q4 ’17

Vertical Platforms

While revenues are approaching US$12bn, net income stays small Netflix annual revenues and net income in million US$

Revenue

Net Income

11,693

8,831

6,780 5,505

4,375 3,609

3,205 2,163

161

2010

97

Source: Netflix

226

2011

17

2012

112

2013

267

2014

123

2015

187

2016

559

2017

Vertical Platforms

Japan has by far the most movies, while the U.S. has the most series Amount of content available on Netflix in 2018 in selected countries

Movies

Japan

Source: uNoGS

3,612

1,406

Brazil

98

3,944

1,414

United Kingdom

Spain

4,043

1,594

Canada

Germany

5,064

1,315

United States

France

Series

3,168

994 848

2,347

2,204 809 741

2,224

Vertical Platforms

Streaming services catch-up: Netflix spent US$6.3 billion on video programming Estimated spending on non-sports video programming by selected companies in US$ billion in 20171

Traditional TV/Media

Streaming 10.2 8.0 8.0

7.8 6.3 5.4 4.5 4.2 2.5 2.2

1.0 1.0

99

1: Includes original and acquired/licensed programming Source: MoffettNathanson via Recode

The next wave of the social graph is empowering services like Airbnb and Lyft that give people the chance to have that physical interaction. People are more open to that because of Airbnb. Airbnb took couch

surfing and took an additional step.

John Zimmer Co-founder and president of ridesharing company Lyft

Vertical Platforms

Hard times for traditional hotels: Airbnb is taking over Accommodation alternatives that Airbnb replaced in the past 12 months as stated by Airbnb users

2015

2016

49% 41% 35%

37% 33%

35% 29%

26% 19%

22%

22% 22%

20% 20%

5% Traditional hotel

101

Bed & breakfast

Source: AlphaWise, Morgan Stanley Research

Friends & family

Extended stay hotel

Vacation rental site

Other vacation rentals

Corporate apartment

4%

Other

Vertical Platforms

Airbnb is expected to grow from 20,000 to about 100 million yearly guest arrivals in less than a decade Estimated annual Airbnb guest arrivals in million

100

80

+188% p.a.

40

16

102

0.02

0.14

0.8

3

2009

2010

2011

2012

Source: Airbnb, Recode

6

2013

2014

2015

2016

2017

Vertical Platforms

Airbnb's revenues reached US$2.6bn in 2017 Estimated annual revenues and net income in million US$

Net income / loss

Revenues 2,600

1,700

900 490 20

75

250

100

93

-150 2011

103

2012

2013

Source: WallStreetJournal, Fortune, Bloomberg Technology

2014

2015

2016

2017

Vertical Platforms

Airbnb’s variety of accommodation types is huge Fast facts about accommodation availability on Airbnb

3,000 mansions 700 igloos

9,000 boats 3 million homes

65,000 cities

191 countries

+260m guest arrivals1

1,400 tree houses

3,000 castles

1,000 islands 104

1: Cumulated Source: Airbnb

Vertical Platforms

For hosts, Airbnb can be of great benefit – especially in L.A. Rent per month in Los Angeles in US$

Airbnb1

Contract rent2

8,070

90292 Marina Del Rey

2,000

90048 West Beverly

900028 Hollywood 900026 Echo Park/Silverlake

105

1: Average rent for 30 days 2: Average monthly rent Source: insideairbnb.com

7,680

1,624

7,140

90291 Venice 90017 Downtown Los Angeles

Minimum nights needed to earn more via Airbnb than if rented out long term

1,637 4,980 793

1,081

4,530 4,500

983

89 76 83 57 86 79

The internet business model changed dramatically. You would never

have an Uber, you would never have an Instagram – if you didn't have a connected computer in your pocket that didn’t also have a camera or a GPS. Steve Mollenkopf CEO of Qualcomm

Vertical Platforms

Attitudes towards cars differ between age groups Attitude of U.S. citizens towards mobility

18 - 24 years

66%

25 - 34 years

35 - 44 years

45 - 54 years

55 - 64 years

71%

69% 62%

54%

54%

58% 52% 53%

45%

24% 19%

Owning a car is important to me

107

Cars represent independence and freedom

“Which of these statements apply to you?”; Multiple response; n=2,027 Source: Statista Global Consumer Survey 2018

16%

17% 12%

9%

12% 7%

I can live well without a private car

10% 9% 8%

Driving cars is bad for the environment

22%

19%

16% 10%

I would like to switch to more environmentally-friendly means of transportation

Vertical Platforms

Uber is on the road in 450+ cities in 76 countries Uber’s global availability and quick facts Uber services available

1.5 million

76

drivers

countries

5 billion

+450

rides in total

cities

US$50

per customer per month 108

Source: Uber, Fortune, Sky

40 million

monthly active customers

Vertical Platforms

Despite its reach and fast revenue growth, Uber is still burning a lot of investor money Ubers revenue and net loss in billion US$

Revenues

Net loss 2.9

1.7

1.8

1.5

2.2

2.0

1.1 0.8 0.5

0.4

0.3

-0.4

-0.6

0.3

-0.3

-0.4

-0.7

-0.5 -0.9

-1.0

-0.7 -1.1

-1.1 -1.5

Q1 ’15

109

Q2 ’15

Q3 ’15

Q4 ’15

Q1 ’16

Q2 ’16

Q3 ’16

Q4 ’16

Note: As of 2016, China is excluded and net revenue/loss is adjusted; Q1 / Q2 2017: adjusted net revenue; Q1-2017: net loss estimated by Statista Source: Statista, Business Insider, Bloomberg, Reuters, Axios

Q1 ’17

Q2 ’17

Q3 ’17

Q4 ’17

Vertical Platforms

Uber is looking into a promising future, as growth of gross bookings continues to be high Gross bookings in billion US$

+85% 37.0

+125% 20.0

+207% 8.9 +314% 0.7 2013

110

2.9 2014

Source: Bloomberg, Business Insider, bizjournals.com, Reuters

2015

2016

2017

Global Trends

Digital China Two players do it all – explaining Chinese “Everything Companies”

The digital economy in China is shaped by two major players: the Alibaba Group and Tencent Holding.

customers. You want to sell to Chinese online customers without having Alibaba on board? Good luck!

These two companies own the digital user touchpoint for retail, digital media, messaging, and many other services. They have built a comprehensive digital ecosystem in order to provide as many services as possible to their customers from one single source.

Tencent’s well-known instant messaging app WeChat is used by almost one billion people. This is important, as many digital services can be incorporated into WeChat: Media, retail, location services, and payment. Thus, Tencent has multiple sources to generate revenues in usually very small portions.

The Alibaba Group is the country’s #1 retailer. As a platform, they provide the infrastructure for domestic as well as foreign merchants. They own China’s biggest brands, which serve as a digital touchpoint to connect businesses with

111

We dive into the financials and business models and show how Alibaba and Tencent earn their money – as this is quite different compared to companies in Europe and the U.S.

Digital China

The mobile payment business reveals the rivalry between Tencent and Alibaba Comparison of mobile payment services of Tencent (WeChat Pay) and Alibaba (Alipay)

WeChat Pay Users

806 million (2016)

450 million (2016)

Total transaction volume

US$1.2 trillion (2016)

US$1.7 trillion (2016)

Domestic market share

40%

54%

Annual avg. transaction value per user

US$1,527 (2016)

US$2,921 (2015)

Devices supported

Most smartphones

All smartphones, tablets, and computers

Service portfolio

112

▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪

Money transfer Bill payments Bill sharing eCommerce payments Mobile balance top-up Bank account balance checks Hotel booking Ticket purchasing Taxi ordering Investment in wealth mgmt. funds

Source: Better than Cash Alliance, Analysys, Aseantoday, kpcb

▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪

Money transfer Bill payments Bill sharing eCommerce payments Mobile balance top-up Bank account balance checks Hotel booking Ticket purchasing Taxi ordering Investment in wealth mgmt. funds

If you want 10,000 new customers, you have to build a new warehouse and this and that. For me: two servers. Jack Ma Founder of the Alibaba Group comparing offline retail and Alibaba’s business model

Digital China

Commerce is Alibaba’s #1 revenue source, but Digital Media & Entertainment1 is growing fast Alibaba’s annual revenues in billion US$2

China Commerce

Cloud Computing

Innovation Initiatives & others

International Commerce

Dig. Media & Entertainment

Others

3

23.0 9%

2%

4% 9% 14.7 3%

7.6 12%

5.0 85%

2013

114

9% 2%

86%

2014

3% 1%

2% 9%

11.1

8%

4% 3%

3% 2%

76% 83%

83%

2015

2016

1: Digital Media & Entertainment as per Alibaba’s SEC Filings 2: All figures are converted from RMB into US$ using the exchange rate of RMB6.8832 per 1US$ 3: Only shown in annual reports until FY2014 Source: Alibaba

2017

Digital China

Alibaba’s Core Commerce1 has quickly gone mobile Alibaba’s Core Commerce GMV3 share

Mobile GMV

Desktop GMV

21%

17%

13%

79%

83%

87%

2017

2018

35% 59% 81%

65% 41% 19%

2014

115

2015

2016

2

1: Core Commerce as per Alibaba’s SEC Filings includes all commerce-related revenues from both its domestic as well as cross-border businesses 2: Statista estimates based on previous developments 3: GMV = Gross merchandise value Source: Alibaba, Statista estimates

2019

2

Digital China

Alibaba clearly separates between business locations, affecting buyers and sellers alike Alibaba‘s Core Commerce1 stores Retail

Wholesale

Buyer Chinese

Seller

Chinese

116

China Commerce Retail

China Commerce Wholesale

Global International Commerce Wholesale

Global

1: Core Commerce as per Alibaba’s SEC Filings includes all commerce-related revenues from both itsdomestic and cross-border businesses Source: Statista Research

International Commerce Retail

Digital China

Alibaba's major revenue source is retail business in China, which generated US$16.6 billion in 2017 Alibaba‘s Core Commerce1 annual revenue in 2017 Retail

Wholesale

Buyer Chinese Chinese

China Commerce Retail

Global

China Commerce Wholesale

Seller

US$0.8bn

117

International Commerce Wholesale

International Commerce Retail

US$0.9bn

US$16.6bn

Global

1: Core Commerce as per Alibaba’s SEC Filings includes all commerce-related revenues from both its domestic as well as cross-border businesses Source: Alibaba, Statista Research

US$1.2bn

Digital China

Unlike Amazon, Alibaba makes most of its money through online marketing services Alibaba’s annual revenues in billion US$

Online marketing

Commission

Membership fees & VAS1

Cloud computing

Others

23.0 9% 7%

14.7 11.1 7.6 5.0 19% 60%

2013

118

7% 15%

10%

8% 7%

2014

7% 2%

53%

2015

1: VAS = value-added services Note: All figures are converted from RMB into US$ using the exchange rate of RMB6.8832 per 1US$ Source: Alibaba

24%

27%

30%

24% 59%

8%

5% 3%

56% 57%

2016

2017

4%

Digital China

Alibaba‘s cloud business had almost 900m customers by the end of FY2017 Paying customers of Alibaba‘s cloud computing business in million

874 765 651 577 513 383 263

Jun ’15

119

Source: Alibaba

313

Sep ’15

Dec ’15

Mar ’16

Jun ’16

Sep ’16

Dec ’16

Mar ’17

Tencent is great at monetizing eyeballs […].

That’s their core competency. They are making tons of money by scraping together pennies from tiny transactions.”

Jeff Walters Partner and Managing Director of BCG Beijing Office

Digital China

WeChat is the fastest-growing Tencent service Monthly active users of Tencent‘s social & messaging services in million

Weixin / WeChat

Qzone

QQ 980

815

808

798 721 552

654

625

603

853 697

640

889

869

843

638 568

500 355

161 50

2011

121

2012

Source: Tencent, Statista Research

2013

2014

2015

2016

2017

Digital China

Next to WeChat, Tencent provides a number of other digital services Tencent’s business structure

Interactive Entertainment Group

Mobile Internet Group

Operation, development and quality assurance of Tencent Interactive Entertainment, e.g.

Focusing on mobile internet services for security products and utilities, e.g.

▪ Online games ▪ Online literature ▪ Comics ▪ Movies

Pitu

122

▪ YingYongBao ▪ QQ Browser ▪ Tencent Mobile Manager ▪ Tencent PC Manager

YingYong Mobile Bao Manager

Source: Tencent, Statista Research

Online Media Group Operation and development of the online media business, e.g. ▪ QQ.Com ▪ Tencent video ▪ Tencent news

Social Network Group Development of innovative valueadded services for Tencent‘s cloud business, as well as social platforms and instant messaging built around QQ and Qzone

QZone QQ Int. Tribe

Weixin Group Further development of Weixin / WeChat ecosystem, e.g. open platform, payment and O2O services. Also, operations and development of QQ Mail and Weixin Enterprise

WeChat

WeChat Pay

Corporate Development Group Business incubator & professional support platform ▪ Online finance ▪ Online payment ▪ Online advertising

Tenpay

Technology & Engineering Group Provider of technology and operations support for the business groups and Tencent‘s users

Digital China

Tencent monetizes digital business models: valueadded services, advertising and payment & cloud Tencent business model

Business model

Revenue streams

Value-added services (VAS)

Social networks & online games: monthly subscriptions + item purchases

Fee-based revenues

Online advertising

Media ads (news, video, music properties), app store, browser + ad network

Traffic-based revenues

Online payment charge rate + cloud services

Transactionbased revenues

Payment & cloud

123

Source: Tencent

Digital China

Online games contribute 43% to Tencent‘s revenue in Q3 2017, which makes it the most important segment Annual revenues in billion US$

Online games

Other

25.7 22.8

57%

15.4 11.8

9.1 6.6

124

4.3

44% 56%

52%

2010

2011

2012

Source: Tencent

45%

43%

47%

48%

2.9 52% 48%

53%

53% 2013

57%

2014

55%

2015

47%

43%

2016

Q3 2017

Digital China

Tencent is #1 in the field of online gaming Public companies with most revenues from gaming in the first half of 2017 in billion US$

7.4 4.3 3.4 3.2 3.0 3.0

2.9 2.1 1.1 1.0

125

1: Estimated figures, as gaming revenues are not separately reporting in SEC filings Note: Hardware sales are not included Source: Newzoo – Global Games Market Report

Digital China

Value added services are Tencent’s main revenue source Annual revenues in billion $US

1

VAS (Value-Added Services)

Online Advertising

Others 25.7 22.8

17%

11%

18% 15.4 11.8

6.6

7%

2.9 93% 2010

126

0%

7%

4.3 92% 2011

1%

8% 81% 2012

8% 11%

9.1 17%

74% 2013

11%

17%

5%

9% 71%

67%

2016

Q3 2017

78%

80%

2014

16%

2015

1: VAS Revenue calculated from internet value-added Services and mobile and telecommunications value-added Services Source: Tencent

Digital China

Tencent‘s focus on games might be a smart decision as general interest in eSports is growing Global eSports revenues and audience

Global eSports revenues in million US$

Global eSports viewers1 in million

1,488

1,187 +36%2

941

696

325 130 2012

127

194

2014

134

2015

2016

589

+20%2

493

2017

2018

2019

2020

2012

204

235

2014

2015

1: Occasional viewers and enthusiasts combined 2: CAGR: Compound Annual Growth Rate / average growth rate per year Source: Newzoo

323

2016

385

389

427

2017

2018

2019

2020

Digital China

The increase in fee-based registered subscriptions is fueling Tencent’s revenue growth Fee-based registered subscribers in million

125 109 90

110

1

105

1

2010

128

1

89

2011

2012

2013

95 84

2014

2015

1: VAS subscriptions calculated from internet value-added services and mobile and telecommunications value-added services Source: Tencent

2016

Q3 2017

Table of Contents: Statista‘s Digital Market Outlook Part 2 – exclusive Statista content

›

eCommerce ……………………………………………………………………………………………………………………………….. 130

›

eServices …………………………….……………………………………………………………………………………………………... 149

›

eTravel ………………………………………………………………………………………………………………………………………… 162

›

Digital Media ……………………………………………………………………………………………………………………………… 172

›

FinTech ……………………………………………………………………………………………………………………………………….. 181

›

Digital Advertising …………………………..…………………………………………………………………………................. 192

›

Smart Home ………………………………………………………………………………………………………………………………. 202

›

Connected Car …........................................................................................................................................ 211

129

Statista‘s Digital Market Outlook www.statista.io/ecommerce

eCommerce eCommerce is one of the hot topics when it comes to digitalization and disruptive changes to traditional industries. The rising number of internet as well as smartphone users, and the increasing time people spend online, shaped the term “always on”. This development resulted in an everincreasing online market with new types of purchasing processes appearing all over the world. At the same time, more and more different product categories and product ranges find their way into online trade.

Statista’s Digital Market Outlook divides the eCommerce market into five product segments: Fashion, Electronics & Media, Food & Personal Care, Furniture & Appliances, and Toys, Hobby & DIY. In 2017, the global1 eCommerce market was worth US$1.5

130

1: Only includes countries listed in Statista‘s Digital Market Outlook

trillion. China was the biggest eCommerce market worldwide, generating revenues of US$497 billion. Based on the high annual growth rate of 14%, the market is expected to exceed revenues of US$959 billion by 2022. The second biggest eCommerce market is the U.S. with revenues of US$421 billion in 2017, followed by Europe with US$330 billion. In both markets, growth rates are expected to be significantly lower than in China, with 8-9% annually. The steady fusion of online and offline shopping is a major eCommerce development: Amazon’s acquisition of Whole Foods shows their ambition to shake up the grocery industry, while merging offline and online retail at the same time. Many other players from both the online and offline world move to multi-channel strategies, underlining this trend.

Statista‘s Digital Market Outlook

Furthermore, the world’s largest retailer in terms of revenues, Wal-Mart Inc., has embedded the digital mindset into their corporate DNA: They changed their official name from “Wal-Mart Stores” to “Wal-Mart”, in order to show their effort to address all customers and abandon the apparent focus on offline-clients. We observe a similar development in China: eCommerce giant Alibaba is gradually expanding towards the offline world and opening brick-and-mortar stores. According to Daniel Zhang, CEO of Alibaba, “[…] the future of new retail will be a harmonious integration of online and offline, and Hema is a prime example of this evolution that's taking place”.

However, the Chinese eCommerce market is not at all a “one company show”. In order to rival Alibaba, China’s second biggest online marketplace JD.com partnered with internet giant Tencent Holding. They invested more than US$800 million in Vipshop, one of the leading online discount retailers for luxury brand products.

Next to those most recent developments, we expect some major trends to take off in the near future: mobile and marketplaces. Merchants increasingly understand the benefits of agile and short-acting platforms. Hence, they develop applications specifically designed for the mobile experience, rather than optimizing web shops for mobile devices. We expect marketplaces to become the best choice for almost all product categories (with the exception of only a few) with proven winners in terms of price or product quality. In categories relating to personal style or taste, such as clothing or interior design, independent players will always have their share of the market.

[email protected]

131

Digital Market Outlook: eCommerce

The global1 eCommerce market is expected to reach almost US$2.5 trillion in revenues by 2022 Global1 eCommerce revenue in billion US$

Fashion

Electronics & Media

Food & Personal Care

Furniture & Appliances

Toys, Hobby & DIY

2,508.2 2,343.1 2,154.5 1,947.0 1,728.7 1,510.6 1,305.3

320.2

144.0 194.5

132

357.1 170.0 225.1

395.4 198.9

258.7

712.9

605.9 544.9

481.2

417.3

356.4

662.3

432.4 228.7 293.9

466.3 257.4

495.7 283.4

520.3 305.8

329.2

363.2

394.6

290.2

341.1

394.6

447.1

495.7

538.4

574.6

2016

2017

2018

2019

2020

2021

2022

1: Only includes countries listed in Statista‘s Digital Market Outlook Source: Statista Digital Market Outlook 2017


Clothing and Consumer Electronics are the biggest categories within eCommerce Global1 eCommerce revenue in billion US$ and segment revenue shares in 2017

417.3 Clothing

357.1 Consumer Electronics

170.0 Food & Beverages

225.1 Furniture & Homeware

341.1 Toys & Baby

27%

44% 66%

70%

74%

16%

DIY, Pets & Garden

Personal Care

45%

Shoes 21% Bags & Accessories 14% Fashion

133

Sports & Outdoor

56% Books, Movies, Music & Games

30%

26%

Electronics & Media

1: Only includes countries listed in Statista‘s Digital Market Outlook Note: Percentages refer to the individual segment columns Source: Statista Digital Market Outlook 2017

Home Appliances

Food & Personal Care

Furniture & Appliances

Hobby & Stationery 13% Toys, Hobby & DIY


It had already been #1 in eCommerce, but China still grew by 24% in 2017 Top 5 eCommerce countries by market revenue in billion US$

2017

496.8

China

402.2 421.1

United States

371.2 96.7

Japan

88.3 95.1

United Kingdom

Germany

134

2016

86.7 63.4 57.1


11%

10%

10%

13%

24%


The online sales share of Consumer Electronics in the U.S. is expected to reach almost 75% by 2021 Sales channels in selected consumer product categories in the U.S. in 2017

Consumer Electronics

Furniture

Apparel Offline

Online

26% 46% 82%

76%

84%

73%

74% 54% 18% 2017

135

2021

2017

24% 2021

16% 2017

Note: The distribution channel Online refers to the purchase of physical goods in online retail. In other words, the purchase is concluded via the internet – on a desktop PC, tablet or smartphone. The distribution channel Offline covers all purchases in stationary stores, via telesale or mailorder (e.g. print catalogs) Source: Statista Consumer Market Outlook 2018

27% 2021


The German eCommerce market is highly concentrated – 3 stores account for almost 30% of net sales eCommerce net sales in 2016 in million US$ and market shares in %

.de

.de

.de .de

.de

.de

Rank 31-40 1,556 mUS$ 3.2%

Rank 4-10 4,091 mUS$ 8.5%

.de Rank 1-3 13,265 mUS$ 27.4%

Rank 20-21 2,077 mUS$ 4.3%

Rank 11-20 3,432 mUS$ 7.1%

Rank 41-50 1,359 mUS$ 2.8%

61-70 1,074 mUS$ 2.2%

71-80 895 mUS$ 1.8%

Rank 51-60 1,236 mUS$ 2.6%

81-90 757 mUS$ 1.6%

91-100 632 mUS$ 1.3%

17,958 mUS$ Long tail (Rank 101+) 37.2%

More information on 136

Source: ecommerceDB.com


In China, 37% of Apparel sales are generated online, compared to only 18% in the U.S. Online sales shares in the Apparel market in 2017 China South Korea Netherlands Sweden Belgium United Kingdom Singapore France Denmark Finland Norway Ireland Germany Czech Republic United States Spain Canada Poland Switzerland Austria

137

37% 29%

24% 23% 22% 22% 22% 22% 20% 20% 20% 18% 18% 18% 18% 17% 17% 16% 15% 14%

Note: The distribution channel Online refers to the purchase of physical goods in online retail. In other words, the purchase is concluded via the internet - on a desktop PC, tablet or smartphone. The distribution channel Offline covers all purchases in stationary stores, via telesale or mailorder (e.g. print catalogs) Source: Statista Consumer Market Outlook 2018


The payment methods offered by European online stores mostly meet customer needs Payment methods offered by online stores in % and preferred payment methods of online shoppers1 in %

Offerd by stores

United Kingdom

Italy

12 27

89

4 2

16 46 2

1 Base: Consumers aged 15 to 79 who have shopped online Source: postnord, ecommerceDB.com

41 92

36 65

99

34

79

34

4

95

54 93

42

Spain

99

18 82

Cash on delivery 1 3

138

France 88

48

Paypal or similar

Invoice

Germany

100

Debit / credit card

Direct payment

Preferred by online shoppers

87

48

36

42

66

57

4

8

3

1 3

4 1

9 1

5 2

63 10

More information on

42 11


Amazon is the #1 online shop1 in the most relevant European eCommerce markets Top 5 online shops1 in 2017 by revenue in million US$

United Kingdom

.co.uk

.com

.co.uk

.com

.co.uk

139

France

Germany

6.019

4.320

2.907

.de

.de

.de

2.500

1.958

1: eCommerce net sales generated via the respective country domain only Source: eCommerceDB.com

9.887

.de

.fr

3.262

3.506

1.416

2.566

.com

937

.fr

723

.com

2.249

1.550

585


Next to large all-encompassing platforms, there are many product-specific eCommerce players eCommerce key players by business model and region

Marketplaces United States

China

Europe

140


Online Retailers

Direct Sellers


Consumer Electronics, clothing, shoes and media products are mainly searched for and bought online Share of U.S. consumers who primarily search for / purchase a product online in %

Share of U.S. consumers who ordered these items online in the past 12 months 70

Offline search & online purchase

65

Online search & purchase

Purchased primarily online

60

Books, Movies, Music & Games

55 50 45 40

Shoes

35

Bags & Accessories

30 20

Stationery & Hobby Supplies

15 5

Sports & Outdoor

Offline search & purchase

0 0

5

10

Cosmetics & Body Care

Toys & Baby Products

25

10

15

DIY, Garden & Pets

20

Household Appliances

Furniture & Household Goods

Food & Drinks 25

30

Online search & offline purchase 35

40

45

50

55

Searched for primarily online

141

Consumer Electronics

Clothing

“For which of these products do you mostly look for information online?”; Multiple response; "Which of these products do you mostly buy / order online?“; Multiple response; "Which of these items have you bought online in the past 12 months?“; Multiple response; n=2,010 Source: Statista Global Consumer Survey 2018

60

65

70


Alibaba’s sales on Singles’ Day dwarf Thanksgiving weekend record sales U.S. online retail sales on Thanksgiving weekend and Alibaba‘s GMV1 on Singles‘ Day in billion US$

Thanksgiving weekend

Singles‘ Day (Alibaba) 42% 25.3

16% 16.9

14.6

2.9

Thanksgiving

2.4

Black Friday

4.3

Saturday

2.2

Cyber Monday

5.6

6.6

2016

2017

142

17.8

5.0 2.4

2016

1: GMV = Gross merchandise value Note: Adobe retail data is based on the analysis of one trillion visits to 4,500 retail websites and 55 million stock keeping units Source: Alibaba, Adobe Digital Insights

2017


The rise of eCommerce is increasingly going to affect U.S. chain stores Past and forecast major U.S. chain store closures

12,950

8,950 8,000 6,950

4,550

4,150

4,950 3,500

3,750

3,450

3,750

4,000

2014

2015

2016

1,900

2007

143

2008

2009

2010

Source: Cushman & Wakefield, Business Insider

2011

2012

2013

2017

2018

2019


The U.S. has the highest mobile and voice shopping rates Devices used for online shopping

Desktop PC

Tablet

Smartphone

Smart speakers (e.g. Amazon Echo)

58% 49%

48% 41%

37%

45% 40%

38%

27%

10% 5% United States

144

United Kingdom

“Which of the following devices have you used for online shopping in the past 12 months?”; Multiple response; U.S.: n=2,010, UK: n= 2,011, DE: n=2,062 Source: Statista Global Consumer Survey 2018

2% Germany


In some categories, more than 50% of Americans already use their mobile device for shopping Mobile share of U.S. eCommerce spending in Q3 2017

Toys & Hobbies

58%

Video Games, Consoles & Accessories

55%

Music, Movies & Videos

51%

Jewelery & Watches

51%

Computer Software

41%

Sports & Fitness

40%

Home & Garden

33%

Apparel & Accessories Books & Magazines

22%

Consumer Packaged Goods

22%

Consumer Electronics Computer Hardware

145

26%

Source: comScore

14% 13%


To U.S. consumers, brands matter most when it comes to smartphones Brand awareness by category in the U.S.

Smartphone

63%

Clothing & shoes

53%

TV & HiFi

48%

Cars, motorcycles, bicycles

47%

Household appliances

44%

Food & non-alcoholic drinks

42%

Detergents & cleaning products

42%

Cosmetics & body care

39%

Alcoholic drinks

36%

Bags & accessories

31%

Furniture & household goods Toys & baby products

146

25% 18%

"In which of these categories do you pay particular attention to brands?”; Multiple response; n=10,150 Source: Statista Global Consumer Survey 2018


81% of women state that it’s them who decide on which food to buy for their households Purchase decision maker by gender in the U.S.

Female

Male

Daily consumer goods (food, drinks, drugstore & cleaning products) Clothing, shoes, accessories Furniture & household goods Toys & baby products

29%

38%

53%

Household appliances 56% 55%

Travels Media

Finance & insurance, telecommunications & electricity

56%

Consumer electronics Cars, motorcycles, bicycles

147

81%

65%

"In which fields do you personally make purchasing decisions?”; Multiple response; "What is your gender?”, n=10,150 Source: Statista Global Consumer Survey 2018

50%

66%

75%

65% 63% 62% 64% 66% 69% 64%

79%

89%


ecommerceDB.com – Statista‘s eCommerce database Your starting point for market analytics, benchmarking and lead generation

More than 6,000 detailed store profiles

Easy to use ecommerceDB.com offers a clear design and intuitive navigation

Web sales information Web sales from 2014 to 2017, growth forecast for 2018, relative market shares, cross border and product analytics In-depth KPIs Providers of logistics services, payment methods, traffic metrics

Seamless workflow Content can be instantly downloaded in Excel format Daily updates Information on online store revenues is updated on a daily basis > Store profile

Company information Including information on company revenue, contact information (management, marketing, and eCommerce contacts)

“

Statista’s ecommerceDB contains detailed data on online stores that is most useful for our analyses of the eCommerce market." Michael Üreyil, Research Analyst at EY Parthenon GmbH

Your provider of more than 6,000 detailed store profiles > Customized Ranking

148

Statista‘s Digital Market Outlook www.statista.io/eservices

eServices eServices are reaching out towards new horizons: Food Delivery players have started to cooperate with Ride Sharing companies to further improve customer experience and reduce costs. The most obvious example is the cooperation between Uber and UberEats. Yet Uber rival Ola has just bought Foodpanda India to get into the food delivery market as well. And Taco Bell is working with Lyft in order to deliver their meals to their customers. The eServices market is divided into four segments in Statista‘s Digital Market Outlook: Event Tickets, Fitness, Dating Services, and Food Delivery. The eServices market1 reached a revenue of US$134 billion in 2017 with Food Delivery being the biggest segment. China has taken a leading role with a market size of US$43 billion. This is due to the outstanding revenue generated in the Chinese Food

149

Delivery segment. It is also the fastest-growing market with a CAGR2 of 19% through to 2022. With a revenue of US$36 billion in 2017, the eServices market in Europe is smaller compared to China, but larger than the US$31 billion U.S. market. The low numbers in the overall U.S. eServices market stem from a relatively weak Food Delivery segment, which is less than half the size of its Chinese equivalent. Next to the cooperation between Food Delivery and Ride Sharing players, we expect an increasing integration of social networks (e.g. Facebook) and eServices platforms and apps. An example are ticketing platforms, where certain online ticket providers already cooperate with social media organizations. Fandango, for example, cooperates with Facebook and allows users to purchase movie tickets through the social network.

1: Only includes countries listed in Statista‘s Digital Market Outlook 2: CAGR: Compound Annual Growth Rate / average growth rate per year


Event Tickets is the second largest eServices segment. The biggest specter for event ticketing companies is probably Amazon. There are constant rumors that Amazon is planning to sell event tickets online. In August 2017, Amazon was said to be seeking cooperation with U.S. venue owners to sell event tickets. Amazon even tested the potential of selling tickets online in the UK. However, the latest news is that Amazon is not going to take over Ticketmaster and Co., so event ticketing companies can breathe a sigh of relief – for now. In Fitness, we observe another exciting development: Fitbit, for example, is advancing into employee health care and coaching with its Twine Health acquisition. We believe that fitness trackers will in the future be able to make recommendations regarding the user’s health and predict health conditions (e.g. heart attacks, diabetes, etc.). This might open up possibilities for new business models in several areas, such as the health and insurance sectors. But not all is well in the eServices market: There are some bad news for Tinder. The top dating app on iOs had

150

introduced higher subscription fees for users above 30. But in February, courts decided that Tinder was no longer allowed to charge different fees based on age for discrimination reasons. Furthermore, smartwatches will heavily impact Fitness and Dating Services. We anticipate an increasing convergence of smartwatches and fitness bands. Fitness trackers will include features like measuring heart rates, making payments, and controlling lighting. Secondly, dating apps will be used on smartwatches to access messaging functionalities. The new Apple Watch app “Hands-Free Tinder”, for example, already provides a new way of swiping through Tinder profiles: The app automatically swipes on a profile based on the user’s heart rate.

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Digital Market Outlook: eServices

Driven by the Food Delivery segment, the global1 eServices market continues to grow Global1 eServices revenue in billion US$

Event Tickets

Fitness

Dating Services

Food Delivery

303.6 274.9 242.4

38.5

170.0

33.7

133.9 29.1

101.3 24.7 64.9

2016

151

7.3 4.5

91.7

2017

8.3 4.8 121.8

2018


9.3 5.1 152.9

2019

47.3 10.9 5.6

10.1 5.4

182.9

2020

12.0 6.1

11.5 5.9

43.0

206.9

51.3

210.2

2021

234.2

2022


The Online Takeaway segment dominates the global1 eServices market in terms of revenue Global1 eServices revenue in billion US$ and segment revenue shares in 2017 29.1

8.3

Apps

Sport Events

4.8

91.7 Restaurant Delivery

9%

Online Takeaway

30%

Music Events

73%

Matchmaking 55%

40%

91% Online Dating 17%

Cinema Tickets 30%

27%

Casual Dating 27%

Wearables Event Tickets

152

Fitness Dating Services


Food Delivery


The eServices market grew in all top 5 countries by more than 25% Top 5 eServices countries by market revenue in billion US$

2017

2016

42.9

China

31.7 31.1

United States

24.6 8.8

United Kingdom

Germany

Japan

153

7.0 5.5 4.4 4.8 3.5


26%

37%

25%

26%

35%


The eServices landscape is highly competitive with many different established and new players Selected providers of eServices

Event Tickets Start-ups1

Established players

154

1: Founded in or after 2007 Source: Statista Digital Market Outlook 2018

Fitness

Dating Services

Food Delivery


Ticketmaster is the market leader in online ticketing Websites and apps used to purchase event tickets in the U.S.

25% 15% 11% 9% 9% 8% 6% 6% 5% 4% Other

155

5%

“Which of these online providers have you bought event tickets from (website or app) in the past 12 months?”; Multiple response; n=871, respondents who bought event tickets online Source: Statista Global Consumer Survey 2018


Almost 80% of the Chinese order meals online, compared to only 14% of people in Japan Share of respondents who ordered meals online

China India Turkey Brazil South Africa Russia Netherlands Mexico United Kingdom United States Germany Australia Austria Canada Sweden Nigeria France Japan

156

77% 66% 64%

49% 49% 46% 42% 39% 38% 38% 36% 35% 34% 28% 26% 22% 19%

14%

“Which of these online services (website or app) have you used in the past 12 months?”; Multiple response; U.S., UK, DE, FR: n~2,000, all other countries n~1,000 Source: Statista Global Consumer Survey 2018


The UK, Germany, and France all have a leading food delivery provider in the market Online food providers used by respondents in the past 12 months

United States

United Kingdom

39%

157

65%

29%

34%

28%

France

78%

37%

32%

Germany

44%

29%

16%

9%

53%

27%

31%

8%

5%

“Which of these online providers of food delivery have you used in the past 12 months?”; Multiple response; U.S.: n=774, UK: n=1,532, DE: n=750, FR: n=376; respondents who used meal orders online in the past 12 months Source: Statista Global Consumer Survey 2018

21%

11%

6%


Apple, Fitbit, and Samsung dominate the market for health trackers and smartwatches Top 5 eHealth trackers / smartwatches

United States

United Kingdom

Fitbit

44%

Fitbit

39%

23%

Fitbit

20%

21%

20%

158

40%

France

30%

34%

12%

Germany

12%

6%

24%

Fitbit 19%

19%

12%

9%

“Which of these providers do you own a fitness or health tracker or a smartwatch from?”; Multiple response; U.S.: n=834, UK: n=565, DE: n=449,, FR: n=363; respondents who use fitness trackers, smartwatches with fitness function, motion trackers or sleep tracking systems Source: Statista Global Consumer Survey 2018

18%

12%

9%


Fitbit suffered a sales decline to 15 million devices Number of Fitbit devices sold worldwide in million

21,4

22,3

15,3

10,9

4,5

159

0,1

0,2

2010

2011

Source: Fitbit

1,3

2012

2013

2014

2015

2016

2017


With Fitbit suffering, Apple jumps to the top of the global wearables market Top 5 wearable device companies based on worldwide unit shipments in million in 2017

Apple

17.7

Xiaomi

15.7

Fitbit

15.4

Garmin

Fossil

160

Source: IDC

6.3

4.9


Online Dating users are young, male, and have a high income Demographics of people that use Online Dating in the U.S.

Age

Gender

18-24 years

Income

21%

25-34 years

39% 36%

35-44 years

29% Male

45-54 years

55-64 years

161

64%

41%

High income

28%

Medium income

30%

Low income

Female

7%

4%

“Which of these online services (website or app) have you used in the past 12 months?”; "What is your gender?“; "How old are you?“; n=464; respondents who used online dating services in the past 12 months; "About how high is the monthly gross income that your total household disposes of, before tax and contributions?“; n= 254 respondents who used online dating services in the past 12 months and gave information about their income Source: Statista Global Consumer Survey 2018

Statista‘s Digital Market Outlook www.statista.io/etravel

eTravel The mobility and travel markets have been heavily disrupted by digital business models. And this trend is far from over: Self-driving cars and similar innovations interfere with processes both in commercial and personal transportation. In Statista‘s Digital Market Outlook, the eTravel market consists of two segments: Mobility Services and Online Travel Booking. With revenues of US$213 billion in 2017, the United States takes the leading role within the eTravel market. User penetration and growth in Europe are lower, due to concerns about private data abuse and many growth-hampering regulations and laws. This leads to a revenue of US$180 billion. Although the Chinese market is even smaller, with revenues of US$113.5 billion, it is the fastest-growing region and we expect it to overtake Europe by 2022 in some segments.

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Ride Sharing is probably the most exciting part of the eTravel market: It is likely the most lucrative field of application for self-driving cars and therefore a driver of innovation. In the future, the cost of travel per mile will probably be lower in a driverless Uber than in a private car, even for long trips in rural areas. We also expect self-driving cars to increase road safety, reduce traffic accidents, free up space in cities (car parks, etc.), and reduce congestion. Not surprisingly, many Ride Sharing companies cooperate with automakers like General Motors, Ford, Volvo, and Tesla to develop driverless cars. Uber, for example, is partnering with Volvo and has acquired Otto, a start-up developing driverless trucks. Thus far, Uber is making great progress and already testing a self-driving fleet in Pittsburgh. Yet it is currently still supervised by humans in the driver's seat.


Profitability is another hot topic in digital markets. While Airbnb reached full-year profitability in 2017, many other eTravel players are still struggling. Airbnb achieved this feat mainly thanks to its expansion towards China and the development of new products like additional travel experience offerings. An example of a company that is not (yet) making profit is Uber. 2017 was a year full of scandals for Uber, which eventually drove CEO Travis Kalanick out of the company. In addition to that, competition in the Ride Sharing space is fierce: Indian ride-hail player Ola is taking up the fight against Uber, starting with the Australian market. Didi – Ubers Chinese competitor – is going to buy Brazil’s 99 in a US$1bn deal to take on Uber in Latin America. One major trend within online travel bookings is the shift towards mobile: The overall amount of mobile searches and bookings is increasing at a fast pace. In particular lastminute and same-day bookings are often made on mobile devices. Hence, hotels and online travel agencies are

163

investing heavily in mobile technologies to expand their services and products within this area. The showpiece for this trend is Hotel Tonight, a smartphone-only same-day hotel booking app. When it comes to mobile devices, design and usability are the most critical factors influencing users in their decision whether or not to book a hotel. The usability and simplicity of the Hotel Tonight app is a model for all mobile hotel booking systems. Another good example is the Booking Now app created by Booking.com: After only one tap, the app retrieves all available hotels in the immediate area. Hotels can then be booked via a quick two-step booking process.

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Digital Market Outlook: eTravel

The global1 eTravel market is expected to hit US$1 trillion in revenues by 2022 Global1 eTravel revenue in billion US$

Online Travel Booking

Mobility Services 966.6

1,025.0

898.3

821.5 739.2 655.8

286.2

306.5

323.5

263.0 238.1

576.1 212.7 187.8

388.3

2016

164

443.1

2017

501.1

2018


558.4

2019

612.2

660.1

701.5

2020

2021

2022


Online flight bookings is by far the largest segment in the global1 eTravel market Global1 eTravel revenue in billion US$ and segment revenue shares in 2017 212.7 Package Holiday

443.1 Flights

55% 74%

Hotels 30%

Vacation Rentals

15%

Car Rentals

5%

Trains & Busses

11%

Ride Sharing

10%

Online Travel Booking

165


Mobility Services


The Chinese eTravel market grew by 24%, which is way above average Top 5 eTravel countries by market revenue in billion US$

2017

2016 213.2

United States

197.2 113.5

China

91.6 44.2

United Kingdom

40.5 34.9

Germany

France

166

32.4 26.3

23.5


8%

12%

9%

24%

8%


The eTravel market is dominated by new players such as Uber and Airbnb Selected companies in the eTravel sector

Online Travel Booking Start-ups1

Established Players

167

1: Founded in 2007 or later Source: Statista Digital Market Outlook 2018

Mobility Services


Airbnb is cheaper than hotel stays Average room price per night in selected major cities in January 20181 in US$

Hotel 119

49

127

Airbnb 38

$

Amount saved by using Airbnb 79

57

53

22

306

240 187

220

217

191

179

193 167 114

93

110

118

114

92

65

New York

168

Sydney

1: Converted from EUR to USD on 1/22/18 Source: AirSNA, HRS

Tokyo

London

Toronto

Paris

Moscow

Berlin


Airbnb is the #5 platform for accommodation booking in the U.S. Share of respondents who used online providers to book accommodation in the U.S.

Expedia

40%

Hotels.com

38%

trivago

34%

Booking.com

32%

Airbnb

24%

Travelocity

22%

Priceline

15%

ORBITZ

14%

Hotwire

11%

HomeAway

11%

OneTravel

9%

Agoda

7%

Flipkey

5%

Homestay wimdu other

169

4% 2% 11%

“From which of these online providers have you booked an accommodation – hotel or private accommodation – in the past 12 months (website or app)”?; Multiple response; n=1,160 respondents who booked hotels, vacation apartments or houses online in the past 12 months Source: Statista Global Consumer Survey 2018


Turkey, Brazil, and South Africa are the countries where online travel offers are most appreciated Respondents who agree that the best travel deals can be found online

Turkey Brazil South Africa Italy Spain India Finland Russia Indonesia Sweden Mexico United Kingdom Poland Australia Canada China United States France Germany Netherlands South Korea Japan

170

19%

34%

46% 44% 43% 41% 39% 37%

“Which of these statements do you agree with?”; Multiple response; U.S., UK, DE, FR: n~2,000, all other countries n~1,000 Source: Statista Global Consumer Survey 2018

51% 51% 50% 50% 49%

60% 58% 57% 57% 56% 54% 54%

63%

66%


Ride Sharing users are young, male, and have a high to medium income Demographics of people that use Ride Sharing in the U.S.

Age

Gender

18-24 years

Income

22%

25-34 years

50% 36%

35-44 years

55-64 years

171

High income

38%

Medium income

23%

Low income

Female

23% Male

45-54 years

39%

64%

4%

2%

“Which of these services have you booked online (website or app) in the past 12 months? / Ride Sharing“ n=221; "What is your gender?“; "How old are you?“ "About how high is the monthly gross income that your total household disposes of, before tax and contributions?“; respondents who gave information about their income Source: Statista Global Consumer Survey 2018

Statista‘s Digital Market Outlook www.statista.io/digitalmedia

Digital Media Digital Media is one of the oldest digital markets next to eCommerce and thus the big disruption of the media industry is already a battle of the distant past. Now the big question is how business models adapt to a time when customers demand all kinds of content everywhere and at all times for little money. The Digital Media market in Statista’s Digital Market Outlook is segmented into Video-on-Demand, Digital Music, Video Games, and ePublishing.

The by far biggest market in 2017 was Video Games with US$63 billion in global1 revenue, a share of 57% of the whole Digital Media market. The Video Games market benefits highly from a desktop to mobile shift: Every 3rd USDollar in Digital Media is generated by Mobile Games.

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Video-on-Demand is the fastest-growing Digital Media market with a CAGR2 of 7% up to 2022. Subscription-based services are the main reason for this over-proportional growth, whereas Pay-per-View and the Video Download services stagnate in almost every region. The next smaller segment is ePublishing, which is expected to grow to US$22 billion by 2022. A growth that is mainly driven by emerging markets. Digital Music is the smallest segment with a size of US$14 billion in 2017. The market totally depends on Music Streaming. This is due to the fact that Music Downloads is one of the very few shrinking markets in the digital economy, which underlines how mature the entire Digital Media market is.

1: Only includes countries listed in Statista‘s Digital Market Outlook 2: CAGR: Compound Annual Growth Rate / average growth rate per year


The media business had to endure difficult times when illegal distribution and downloads of digital content became common among users. This development especially threatened the music and video business and caused sales to decline. With changing customer behavior and their evolving demands, companies thus had to find new ways of monetizing their content. Customer requirements have become clear over time: Easy access to a wide range of media content at any time, in any place and at a good price. This need triggered the birth of online streaming and lending, a trend which can especially be observed in the rising popularity of music and video streaming as well as mobile gaming.

Companies such as Amazon, Apple, Netflix or Spotify have successfully responded to these needs and provide huge content libraries and convenient purchasing models to their customers. Some players even go a step further: For instance, Spotify as well as Netflix consider different living situations of customers and now offer single, family or student licenses.

173

Competition remains fierce in the Digital Media market and companies have to constantly reassess their business strategy to be ahead of their competitors. Netflix and Amazon for example are increasingly investing in the production of own and exclusive series and movies to decrease their dependency on production companies and to increase their competitive advantage. This strategy seems to pay off: Although Netflix has increased prices recently, it announced another big boost in streaming subscribers at the beginning of 2018. In the gaming business, big companies such as Nintendo participate in the huge and fast-growing field of Mobile Games by releasing their content on third-party platforms, be it in the form of own games or in cooperation with developers as franchise partners.

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Digital Market Outlook: Digital Media

The global1 Digital Media market is expected to reach a value of US$146 billion by 2022 Global1 Digital Media revenue in billion US$

Video-on-Demand

101.4 17.8 10.0

19.8 11.2

21.7 12.1

127.0 23.5 12.8

Video Games

134.0 25.1 13.4

ePublishing

140.2 26.4 14.0

145.7 27.6 14.5

75.2

78.6

81.6

63.0

67.4

71.5

15.3

16.6

18.0

19.2

20.3

21.3

22.0

2016

2017

2018

2019

2020

2021

2022

58.3

174

110.7

119.2

Digital Music



The Mobile Games segment leads global1 Digital Media sales Global1 Digital Media revenue in billion US$ and segment revenue shares in 2017

19.8 Pay-per-View (TVoD) 19% Video Streaming (SVoD)

11.2 Music Download 26%

63.0

16.6 eBooks

Download Games 18% Mobile Games

Music Streaming

68% 61%

63% 74%

eMagazines Video Download (EST) 17%

175

ePapers

Online Games

Video-on-Demand Digital Music 1: Only includes countries listed in Statista‘s Digital Market Outlook Note: Percentages refer to the individual segment columns Source: Statista Digital Market Outlook 2018

11%

21%

21%

Video Games

ePublishing


China and Germany show the highest growth in Digital Media revenues Top 5 Digital Media countries by market revenue in billion US$

2017

2016 39.8

United States

37.1 21.3

China

18.8 13.3

Japan

12.8 6.1

United Kingdom

Germany

176

5.8 3.7 3.3


10%

7%

4%

13%

7%


The Digital Media landscape is split into content specialists and those with a diversified portfolio Selected digital media players by service and focus of value creation

VOD Pure Players

Diversified Players

177


Digital Music

Video Games

ePublishing


Amazon is the preferred online video games provider Share of respondents who purchased online video games of selected providers

United States

Germany

United Kingdom

60%

45%

43%

178

44%

35%

28%

“Where have you spent money on online video games in the past 12 months (downloads, in-app purchases, subscriptions)?”; Multiple response; U.S.: n=931, DE: n=453, UK: n=600 respondents who play video games regularly and spent money on downloads, in-app purchases and subscriptions in the past 12 months Source: Statista Global Consumer Survey 2018

44%

31%

28%


Netflix in Germany still lacks customers over 50, while it is evenly popular among age groups in the U.S. Share of respondents who purchased video-on-demand services of selected providers by age

United States

Germany 18-29 years

74%

78%

30-49 years

50-64 years

74% 77%

53%

64%

56% 57% 56%

68%

63% 66%

All

63%

43%

38% 40%

47%

36% 25% 11%

179

“Which of these video-on-demand providers have you used in the past 12 months as a paying customer?”; Multiple response; U.S.: n=1,183, Germany: n=708 respondents who spent money on digital video content in the past 12 months Source: Statista Global Consumer Survey 2018

17% 15% 15% 11%


Amazon also tops the list of digital music services Share of respondents who use the digital music services of selected providers in the U.S.

52% 48% 44% 38% 32% 25% 14% 13% 9% 4%

180

“Which of these providers have you bought music downloads or streaming services from in the past 12 months?”; Multiple response; n=1,249 respondents who spent money on digital music content in the past 12 months Source: Statista Global Consumer Survey 2018

Statista‘s Digital Market Outlook www.statista.io/fintech

FinTech The FinTech sector shows no signs of slowing down, as numerous start-ups continue to challenge the established value chains in banking and financial services. Common features of FinTech solutions are a fast transaction speed and high levels of automation and usability for customers and stakeholders.

following the projected annual growth rate of 18%. While China and the U.S. lead the FinTech market with transaction values of over US$1 trillion, Europe is lagging behind. There is an evolving FinTech start-up landscape in Europe, but market dynamics and pervasion of innovative FinTech solutions are not comparable to China or the U.S.

The FinTech market in Statista’s Digital Market Outlook includes the segments Digital Payments, financing platforms for small businesses or innovative projects (Alternative Financing), Alternative Lending for business purposes as well as Personal Finance services, such as automated private asset allocation and peer-to-peer money transfer.

Thanks to the global rise of smart devices and online (and mobile) shopping, the FinTech revolution is already in full swing in some areas, especially in the field of Digital Payments. Digital Payments contributed 80% to the worldwide FinTech transaction value in 2017. They are by far the largest FinTech segment and can be considered an evolutionary step towards further financial services that might even replace currently ubiquitous payment methods.

The global1 FinTech transaction value was US$3.4 trillion in 2017 and is expected to reach US$8 trillion by 2022,

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The most important driving force for the adoption of any FinTech innovation are minimal entrance barriers for both consumers and providers, as well as convenient handling, especially for people that are not tech savvy. Different cultural mindsets and the overall state of an economy also play a significant role in the speed of innovation in international comparison: While cash is still king in cautious Germany, mobile payments in China (e.g. Alipay and WeChatPay) have already reached offline stores and practically replaced cash as the most frequently used way of payment in everyday life. This is happening due to the country’s tech-savvy population, as well as the underdeveloped banking industry and a favorable regulatory environment. Alternative Lending is currently the second biggest FinTech segment, accounting for US$381 billion in global transaction value. Borrowing money from an online community instead of going to a bank (or family members) is gaining popularity especially in growing economies, where traditional bank

182

loans are less easy to get. The peer-to-peer lending sector in China has exploded in recent years and reached US$325billion in transaction value. It is forecast to grow even further, at an astonishing rate of 24% per year up to 2022.

Personal Finance, including Robo-Advisors, wrote US$273 billion in transactions in 2017. As common banks often fail to keep up with consumers’ expectations in terms of digital technology adoption, the broad spectrum of personal finance services that are emerging hold high disruption potential. Last but not the least, Alternative Financing is currently the smallest segment with a global transaction value of US$15 billion in 2017, but it shows a promising average annual growth rate of 33% up to 2022, as many entrepreneurs and small business owners are starting to recognize its benefits.

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Digital Market Outlook: FinTech

The global1 FinTech market will grow to a striking US$8 trillion by 2022 Forecast of global1 FinTech transaction value in billion US$

Digital Payments

Alternative Financing

Alternative Lending

Personal Finance 5,411.4 4,920.5

4,381.4 3,818.9 3,265.2 2,753.7 2,311.4

263.9 161.4 10.1 2016

183

380.6 273.9 14.6 2017

502.6 437.2 20.6 2018


626.5 653.8 27.9 2019

749.0 36.6 2020

913.4

1,195.3 867.5 46.4 2021

1,482.2 978.4 57.2 2022


Digital Commerce dominates the FinTech market Global1 FinTech transaction value in billion US$ and segment revenue shares in 2017 2,753.7 Digital Commerce

14.6 380.6 Crowdlending (Business)

273.9

RoboAdvisors

Crowdfunding 45%

77% 92%

82%

Crowdinvesting 55%

23% 8%

Mobile POS Payments

Digital Payments

184


Marketplace Lending

P2P Money Transfers

25% 18%

Alternative Financing Personal Finance Alternative Lending


The Chinese FinTech market grew by 36% from 2016 to 2017 Top 5 FinTech countries by transaction value in billion US$

2017

1,182.3

China

870.8

1,039.0

United States

United Kingdom

Japan

Germany

185

2016

843.6 185.5

16%

159.7 151.1 135.5 117.2 104.5


12%

12%

23%

36%


The FinTech landscape is highly competitive with a lot of different players Selected players in the FinTech sector

186

Digital Payment

Alternative Financing

Alternative Lending

Personal Finance

Digital Commerce

CrowdFunding

CrowdLending

Robo-Advisors

Mobile POS Payments

CrowdInvesting

P2P Marketplace Lending

P2P Money Transfers

Source: Digital Market Outlook 2018


28% of U.S. consumers would like to pay mobile at all times Relevance of mobile payment methods by situation in the U.S.

All the time

28%

In restaurants

17%

For everyday purchases

17%

In bars and cafés

17%

For minor purchases

14%

For admission tickets

13%

For public transportation

13%

For travel booking

12%

For major purchases

9%

Don’t know Other

6% 2%

Don’t want to pay with smartphone at all

187

"In what situations would you like to be able to pay with your smartphone (without debit / credit card or cash)?“; Multiple response; n=2,045 Source: Statista Global Consumer Survey 2018

31%


Apple Pay is the most popular mobile payment method in the U.S., followed by Android Pay Share of respondents who use selected mobile payment methods by brand in the U.S.

11% 10% 9%

7% 6% 5% 4% 3%

188

"Which of these services have you used in the past 12 months to pay in stores, restaurants or other points of sale with your smartphone?”; Multiple response; n=2,045 respondents Source: Statista Global Consumer Survey 2018


Younger generations in the U.S. tend to use more mobile payment than people above 45 Demographics of people that use mobile payment in the U.S.

Age

Gender

18-24 years

Income

20%

25-34 years

35-44 years

30% Male

55-64 years

189

High income

31%

Medium income

27%

Low income

39% 41%

45-54 years

42%

59%

Female

8%

3%

“How have you paid in stores, restaurants and other points of sale in the past 12 months?”; Multiple response; "What is your gender?“; "How old are you?“; "About how high is the monthly gross income that your total household disposes of, before tax and contributions?“; n=435, respondents who use mobile payment (via smartphone) at POS (past 12 months) Source: Statista Global Consumer Survey 2018


RoboAdvisors hardly attract customers in Japan, Colombia has the highest potential Respondents who could imagine consulting a digital program (RoboAdvisor) for personal finance advice

Colombia Brazil China India Mexico South Africa Spain United States Turkey Argentina Indonesia Germany Canada United Kingdom Australia South Korea Poland Russian Federation Nigeria Sweden Morocco Austria France Finland Netherlands Italy Japan

190

2%

5%

6% 6%

7% 7%

9% 9%

13% 12% 12% 11% 11% 11% 10% 10% 10%

15% 15%

21% 20% 19% 18% 18% 17% 17%

“Which of these statements apply to you? / I could imagine consulting a digital program (RoboAdvisor) for advice on finance issues”; Multiple response; U.S., UK, DE, FR: n~2,000, all other countries n~1,000 Source: Statista Global Consumer Survey 2018

23%


InsurTech: Motor insurance is the main driver for growth in the online insurance sector in the U.S. Number of policies sold online in millions per year

Life

Health

Motor

Property

Liability

214 191

24

168

23

28

146

21

24

126

20

20

108

19

16

17 10

13

78

67

2

12

2017

191

2

106

91

14

2018


3

16

2019

3

17

2020

121

137

19 4

21 4

2021

2022

Statista‘s Digital Market Outlook www.statista.io/digitaladvertising

Digital Advertising Worldwide spending on Digital Advertising outreached TVad spending for the first time in 2017. Considering how great a role television used to play for generations of media consumers, this is quite a revolutionary development, which shows how important Digital Advertising has become. Statista’s Digital Market Outlook segments the Digital Advertising market according to the environment where the ads are played. In-page ads are categorized as Banner Ads, while in-stream ads – be it videos or text overlays – are considered Video Advertising. Together with Social Media Advertising, Search Advertising, and Online Classifieds, these five segments make up the Digital Advertising market. The dominating segment is Search Advertising with a global1 market volume of US$112 billion in 2017, making up a

192


market share of 45%. With keywords as an underlying basis, Search Advertising enables marketers to reach a relevant target group in a very simple and precise way. These keywords can be complemented with a range of options like location-based factors, website and audience types, or remarketing based on user behavior. Social networks usually work with newsfeeds, where userspecific content and shared information are shown. This presents an ideal advertising environment that bears numerous opportunities for customized and personalized user targeting. But it also makes advertisers vulnerable to changes in algorithms, as can be seen now in shrinking Facebook traffic after their latest update. The global Social Media Advertising market size was about US$44 billion in 2017.


Although we can observe an advancement in the field of targeting solutions, Banner and Video Advertising still face the challenge of reaching the right audiences, as the advertising environment in their field is much more random than in social networks or search engines.

This difficulty is reflected in the market sizes of both Banner and Video Advertising: With a volume of US$47 billion, Banner Advertising has a share of only 19% of the total Digital Advertising market. As advertising spaces within video players are much more limited than Banner spaces, Video Advertising has an even smaller share of 11%, corresponding to a market volume of US$26 billion. Nevertheless, we believe that the development of targeting solutions is still in an early stage and once it is in full swing, it will have noticeable effects on the advertising market in general and the Digital Advertising market in particular. Furthermore, in the field of Banner Advertising, we are observing a positive impact of native ads, which match the environment in which they appear in terms of form and

193

function. In other words, these native ads appear as paragraphs within articles in a form and style which is similar to the content provided by the actual platform's editorial staff. This format works very well on smaller displays and is ideal for advertisements on mobile devices. The proximity to editorial contributions increases consumer engagement and the acceptance of the ads. Online Classifieds make the smallest contribution to overall market revenues with US$18 billion globally in 2017. Revenues are more or less equally distributed across categories like automotive, recruiting or real estate.

[email protected]

Digital Market Outlook: Digital Advertising

The global1 Digital Advertising market is expected to grow to almost US$400 billion by 2022 Global1 Digital Advertising revenue in billion US$

Banner Advertising

Video Advertising

Search Advertising

Social Media Advertising

376.3 348.7 315.6 281.4 247.9

51.0

211.8

47.3

42.0

31.5

26.3

21.2

36.6

2016

194

16.4

43.8 2017

36.9

141.6

127.5

112.4

95.6

56.6

51.3 18.2

20.1

2018


63.1

42.3

154.3

67.0 47.2

165.2

Classifieds

399.6 70.1 51.2

174.3

58.6

65.2

71.2

76.6

22.0

23.8

25.7

27.4

2019

2020

2021

2022


Mobile Advertising is gaining relevance in each category of the global1 Digital Advertising market Global1 Digital Advertising revenue in billion US$ and segment revenue shares in 2017 47.3 Banner Advertising Desktop

47%

Banner Advertising Mobile

53%

26.3 Video Advertising Mobile

112.4 Search Advertising Desktop 47%

52%

Video Advertising Desktop 48%


18.2 Jobs

19%

21%

Social Media Advertising Mobile

Motor 21%

Real Estate

Search Advertising Mobile

Banner Advertising Video Advertising

195

Social Media Advertising Desktop

43.8

81%

28%

53% General Advertising

Search Advertising

31%

Social Media Advertising Classifieds


Chinese Digital Advertising revenues increased by 27% from 2016 to 2017 Top 5 Digital Advertising countries by market revenue in billion US$

2017

2016 96.0

United States

82.2 62.4

China

49.1 17.3

United Kingdom

Japan

Germany

196

15.7 10.3 9.3 7.2 6.7


8%

11%

10%

27%

17%


Digital Advertising is still a complex business with many players Selected players in the digital advertising sector

Marketer / Advertisers

Agencies and Trading Desks

Demand Side Platforms

Ad Networks / Ad Exchanges

Supply Side Platforms

Publishers Search Engines:

Social Networks:

Video Platforms:

Etc.

197

Source: Digital Market Outlook 2018


Pricing model distribution stays constant Share of total digital advertising revenue by pricing models in 2015 and 2016

Hybrid

Cost-Per-Mille 1

Cost-Per-Click 1%

2%

33%

35%

2015 65%

198

1: Cost-Per-Mille means the cost per 1,000 views / impressions Source: IAB, PwC

2016 64%


Google’s search engine is used by 91% of Americans Usage of search engines by brands in the U.S.

91% 40% 33% 17% 14% 12%

7% 6%

Other

5% None of the above

199

1%

“Which search engines have you used in the past 4 weeks?” ; Multiple response; n=2,023 Source: Statista Global Consumer Survey 2018


Number of native ads increased by >70% Percentage change in number of ad formats year-over-year

74%

28%

8% 0%

0% -8%

Native

200

Source: Mediaradar

Email

Mobile

Direct

Video

Digital

-12%

Programmatic


Spending on digital advertising has already outpaced TV-ad spending Worldwide digital and TV-ad spending in billion US$

TV

Digital 347.7

183.4

94.5

4.8 1998

201

2000

Source: Magna Global

2002

2004

2006

2008

2010

2012

2014

2016

2018

2020

2022

Statista‘s Digital Market Outlook www.statista.io/smarthome

Smart Home Smart Home and the Internet of Things (IoT) are irrevocably entwined and the IoT is one of the most disruptive trends at the moment, affecting a large number of traditional industries. The rising number of connected devices and sensors can be controlled via smart algorithms such as machine learning tools and together form the IoT. The use of the IoT in the context of private households defines a Smart Home. The possibilities to automate processes in the domestic context are almost unlimited.

In Statista’s Digital Market Outlook we divide the Smart Home market into the segments Control and Connectivity, Comfort and Lighting, Security, Home Entertainment, Energy Management, and Smart Appliances. The biggest Smart Home market in 2017 was the U.S. with revenues of US$15 billion. Although the prospects are positive, U.S. growth

202

1: CAGR: Compound Annual Growth Rate / average growth rate per year

rates of an expected 16% annually are significantly lower than the Chinese CAGR1 of 45%. But currently, the Chinese market is still small with revenues of US$4 billion. Devices in a Smart Home are seldom used separately. Customers don’t want to switch devices and technologies when controlling their home entertainment or security systems, for example. At the same time, they like to have access to certain services like music streaming in all life situations, be it in their home, in the car, or on their phone. Thus, it is necessary for companies in the Smart Home field to work on compatibility between services across industries. Accordingly, the Smart Home field offers revenue opportunities for countless industries, such as insurance or eCommerce.


The predominant use case for insurers in the context of Smart Home are usage-based insurances. The idea is simple: People who live responsibly should pay less to their provider than people who are more likely to be in the need for an insurance service. A few years ago, such usage-based approaches were not possible, but with the introduction of a variety of sensors, they are today. The IoT allows insurers to identify risky and dangerous behavior and measure how often people behave that way. Thereby, insurance coverage becomes more accurate. Obviously both sides benefit: Customers may benefit from lower fees and insurance providers receive fewer claims. The only problematic aspect that remains is data security. This leads to slower adoption rates in countries where privacy concerns are taken seriously, for example in Germany. The second big field which Smart Home technology adds an interesting twist to is eCommerce. The recent trend towards dash buttons and smart speakers shows how convenient it

203

can be for customers to re-order everyday household goods like toilet paper or laundry care with a single click on a button or a command to their smart speaker. Yet, this is not the end of the line. As eCommerce players gather more and more data on consumer purchasing behavior, it is only a matter of time until they are able to automatically deliver products to people’s doorsteps without them actually having to order. These are only a few examples of possible ways in which Smart Home technology will possibly be integrated into a broader context in the future.

[email protected]

Digital Market Outlook: Smart Home

The global1 Smart Home market will more than triple, reaching US$113 billion by 2022 Global1 Smart Home revenue from 2016 to 2022 in billion US$

Control and Connectivity

Home Entertainment

Comfort and Lighting

Security

Smart Appliances

Energy Management

112.8 95.7 78.2 14.7

61.4

11.8

16.4

9.1

13.0

10.6

10.0 6.8

8.6

46.3

4.9

23.5

3.8 2.2

2.0

2016

204

5.1 5.5

33.4 6.8 7.3 2.8

8.2

2017

5.2 3.1

12.0 4.4

3.9

2018


22.1

16.7 6.0

2019

5.2

17.5 19.9

20.2

23.7 14.9

12.7 27.6

32.6

7.8 6.6

9.8

11.9

8.1

9.5

2020

2021

2022


Integrated Appliances are the biggest category across all Smart Home segments in terms of global1 sales Global1 Smart Home revenue in billion US$ and segment revenue shares in 2017 6.8 stand-alone 3%

7.3

stand10% alone

97%

standalone

5.2 24%

8.2

3.1

2.8

7%

10%

9%

stand-alone

standalone

standalone

93%

90%

91%

90% 76%

integrated Control and Connectivity

205

integrated Security

integrated

integrated

Home Entertainment

Smart Appliances

1: Only includes countries listed in Statista‘s Digital Market Outlook Note: Percentages refer to the individual segment columns Integrated Smart Home: A households that is equipped with a central gateway and devices from at least two Smart Home segments Stand-alone Smart Home: An isolated application, where a central control unit is not necessary. Only devices from one Smart Home segment. Source: Statista Digital Market Outlook 2017

integrated integrated Comfort and Energy Lighting Management


The Smart Home market is surging in all top 5 countries, with China showing the highest rate of 72% Top 5 Smart Home countries by market revenue in billion US$

2017

15.4

United States

11.9 3.8

China

Japan

Germany

United Kingdom

206

2016

2.2 2.0 1.4 2.0 1.3 1.9 1.3


46%

50%

49%

72%

29%


More and more players with different backgrounds are entering the Smart Home market Selected players from the Smart Home sector

Control and Connectivity Dedicated Smart Home companies

Players entering the market from other industries

207


Comfort and Lighting

Security

Home Entertainment

Energy Management

Smart Appliances


Alexa devices dominate the smart speaker landscape – Google is on the rise Top five smart speaker brands by country

Alexa Amazon Echo

15.4%

Google Home

7.7%

Google Assistant Amazon Echo

8.2%

Google Home

3.1%

Lenovo Smart Assistant

2.5%


Panasonic SC-GA10

2.3%

Sonos One

0.8%

Sony LF-S50G

2.0%

Sony LF-S50G

0.7%

Amazon Echo Google Home

5.9% 1.2%

1.2%

Amazon Echo

1.5%

Google Home

1.3%


0.5%

Sony LF-S50G

0.5%

Sonos One

0.4%

Sonos One

0.4%

Sony LF-S50G

0.3%

JBL LINK-Serie

0.4%

208

“Which connected speaker with an integrated virtual assistant do you own?”; Multiple response; US: n=1,611, UK: n=1,818, DE: n=1,916, FR: n=1,963 Source: Statista Global Consumer Survey 2018


Denmark is Europe’s Smart Home leader with almost 20% of overall households being smart in 2017 Forecast of the Smart Home share in all households in 2017

Denmark

18%

Netherlands

16%

United Kingdom

15%

Germany

12%

Austria

12%

Switzerland

11%

France

7%

Spain

5%

Italy Poland

209

4% 1%



The market for Smart Home products is expected to grow by 28% annually between 2017 and 2022 Estimated revenue for Smart Home products worldwide in billion US$

112.8 2022

33.4 2017

CAGR1: +28%

210

1: CAGR: Compound annual growth rate / average growth rate per year Source: Statista Smart Home Report 2017

Statista‘s Digital Market Outlook www.statista.io/connectedcar

Connected Car Increasing internet penetration inevitably leads to a rise in digital services. This development has also reached the automotive industry. OEMs equip their cars with digital components that are meant to increase safety and convenience. By applying fees and collecting data, OEMs aim at getting their slice of the revenue cake, too. We define connected cars as vehicles that have a permanent internet connection via an embedded SIM card1. We divide the Connected Car market into a single-fee hardware segment (Connected Hardware) and subscriptionbased service segments (Safety & Security, Maintenance & Diagnostics, and Infotainment). In 2017, more than 16 million connected cars were newly registered, which added to a total of 43 million vehicles on

211

1: eSIM 2: CAGR: Compound Annual Growth Rate / average growth rate per year

the roads worldwide. Together they generated an overall revenue of US$25 billion.

Comparing the three major car markets in the world, the U.S., Europe and China, the U.S. showed highest revenues and the largest stock of connected cars on national roads. Europe was the second biggest region, but driven by recent changes to EU legislation requiring every newly registered car to be connected, the number of connected cars is going to rise dramatically in the future. China lags behind Europe and the U.S., but growth rates are the highest. This growth is partly initiated by strong alliances between OEMs and Chinese internet giants. BMW and Alibaba, for example, have announced to integrate smart home technology with every BMW sold in China from 2018 on.


Virtual assistants are a valuable tool to connect cars and homes, but also to provide information and intelligently assist while driving. Therefore, OEMs are currently eager to include artificial intelligence in their cars. Ford, for example, has already started to integrate Amazon's Alexa into their vehicles.

The development of self-driving car technology is another promising way of using vehicle connectivity. Some OEMs, like Tesla or Audi, have already achieved substantial progress in this field. Self-driving cars will be the next level of driver-assistance technology. Thanks to intelligent hardand software and extensive vehicle interconnection, there will be no more need for drivers to have the steering control. Technology is less prone to errors, which is expected to increase road safety. Nonetheless: As long as it remains unclear who will be responsible in the event of an autonomous car causing a crash due to errors or malfunctioning, driverless vehicles will not enter the automotive mass market. This is one issue that governments worldwide will have to deal with in the upcoming years.

212

In the future, technologically advanced cars are expected to carry close to 200 connected sensors. Inter-connection of components will not only take place inside cars but also between cars and their environment – as part of the socalled vehicle-to-everything communication. Connected cars will share data with each other, making it possible to optimize urban traffic management and making it a lot safer to drive a car. For now however, technology can only advise and assist in the form of alerts or initiated actions. The final action still has to be carried out by the driver, who reacts to the received information.

[email protected]

Digital Market Outlook: Connected Car

The global1 Connected Car market is expected to increase five-fold by 2021 Estimated global1 Connected Car revenue in billion US$

Connected Hardware

Vehicle Services

Infotainment Services

81.6 67.7 54.3 71.8

40.8 60.3 49.0

24.9 37.4

16.1 10.3

213

14.8

22.8

9.6 0.6 0.1

1.1 0.2

1.7 0.4

2.8 0.7

2015

2016

2017

2018


4.2

1.1

2019

5.9

1.5

2020

1.9 7.9 2021


Embedded Telematics is by far the dominating segment in the global1 Connected Car market Global1 Connected Car revenue in billion US$ and segment revenue shares in 2017 22.9

eCall Technology 25%

75%

Connected Hardware

214

Safety and Security 16%

Maintenance and Diagnostics 84%

Embedded Telematics


0.4 1.7

60%

Advanced Navigation

Entertainment

34%

Comfort Services

6%

Vehicle Services Infotainment Services Infotainment Services


China and Japan grew by more than 60% between 2016 and 2017 Top 5 Connected Car countries by market revenue in billion US$

2017

8.2

United States

5.8 3.0

China

1.8 2.6

Germany

1.9 1.9

United Kingdom

Japan

215

2016

1.3 1.7 1.0


42%

69%

65%

37%

41%


Several OEMs plan on integrating virtual assistants into their cars Offered sources for digital services and virtual assistants by selected automotive manufacturers

OEMS

Proprietary services

Foreign app integration

Virtual assistants

Smartphone mirroring

Available

Announced Not available

216


The German company Bosch submitted more than 950 patents for the autonomous driving segment Number of autonomous driving patent filings worldwide between 2010 and July 2017

Bosch

958

Audi

516

Continental

439

Ford

402

General Motors BMW

Toyota

217

380 370 362

VW

343

Daimler

339

Google

338

Source: IW Köln; WIPO


Almost 80% of millennials are likely to buy a car with new technology Consumers who are likely to buy a car with new technology1 in the next 24 months in the U.S. in 2017

Likely

Neutral

Unlikely

79% 66%

45%

42%

17% 12%

Millennials

218

17%

39%

36%

19%

19%

Baby boomers

Older

9%

Generation X

1: Wi-Fi, vehicle-maintenance alert system, vehicle-theft tracking, built-in entertainment system, automated emergency roadside assistance, driver coaching tools such as speed alerts, Apple / Android compatibility, assisted-driving features or self-driving capabilities. Source: Willis Towers Watson


Entertainment is the most popular connected service among U.S.-American drivers Usage of connected services by U.S.-American drivers

Entertainment services (e.g. music streaming inside the car)

32%

Safety & security (e.g. automated notification of roadside assistance)

29%

Advanced navigation / Real-time traffic information

27%

Maintenance & diagnostics (e.g. web-based report about the car) Comfort services (e.g. remote or online assistance)

26%

22%

None of the above

219

“Which of these online-based services by your car manufacturer do you use?” ; Multiple response; n=1,909 respondents who have a car available in their household Source: Statista Global Consumer Survey 2018

46%

Imprint

About Statista’s Digital Market Outlook 8 markets, 33 segments & 85 sub-segments eCommerce Fashion, Electronics & Media, Food & Personal Care, Furniture & Appliances, Toys, Hobby & DIY

Details FinTech Digital Payments, Alternative Financing, Alternative Lending, Personal Finance

eServices

Connected Car

Event Tickets, Fitness, Dating Services, Food Delivery

Connected Hardware, Vehicle Services, Infotainment Services

50 countries and regions

›

User count & penetration

›

Comparable data

Direct access & downloads 7-year coverage: 2016 – 2022 Revenue forecasts

Smart Home

eTravel Online Travel Booking, Mobility Services

Control and Connectivity, Comfort and Lighting, Security, Home Entertainment, Energy Management, Smart Appliances

Digital Media

Digital Advertising

Video-on-Demand, Digital Music, Video Games, ePublishing

Banner Ads, Video Ads, Search Ads, Social Media Ads, Classifieds

Exclusive part of the Statista Corporate Account

Access to more than 1,000,000 statistics and all digital markets more information

220

› › › ›

Statista Global Consumer Survey Expert tool: DIY analysis, cross-tabulation, customized target groups, export to CSV

▪ Retail & eCommerce ▪ Digital media & marketing

▪ Cars & mobility ▪ Personal finance & FinTech

64,000+ Consumers

▪ Age, gender, occupation ▪ Frequency of internet usage

▪ Devices used ▪ Premium / luxury relevance

27 Countries

USA | Germany | France | UK | China | India | Spain | Brazil

50+ Topics & Industries

700+ Brands

221

Nigeria | Russia | Argentina | etc.

Browse the Global Consumer Survey on www.statista.com

Statista Research & Analysis Market research – Market Analyses – Data Modeling

MORE INFORMATION:

Statista Research & Analysis is a provider of comprehensive services in the fields of market research and market analysis. Building upon our experience as one of the world's leading statistics portals, our analyst team will support you in the collection and evaluation of market, client and competitive information – tailored to your individual request. Our team consists of former top management consultants, accomplished market researchers and business analysts.

Quantitative & qualitative market research

In-depth analysis and company profiles Niels Terfehr

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Data modeling for market sizing and forecasts

Find out more on www.statista-research.com 222

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Imprint Contacts and authors

Sebastian Buss

Kathrin Schreiber

Felix Richter

Felix Wegener

Theresa Berthelmann

Mathias Brandt

Geeske Nöldeke

Ksenia Striapunina

Martin Armstrong

Philipp Huhn

Dennis Becker

Niall McCarthy

E-MAIL [email protected]

WEB statista.com/outlook

Released: March 2018 Imprint Statista ▪ Johannes-Brahms-Platz 1 ▪ 20355 Hamburg ▪ +49 40 413 49 89 0 ▪ www.statista.com Disclaimer This study is based on survey and research data of the previously mentioned sources. The forecasts and market analyses presented were researched and prepared by Statista with great care. For the presented survey data, estimations and forecasts, Statista cannot assume warranty of any kind. Surveys and forecasts contain information not naturally representing a reliable basis for decisions in individual cases and may be in need of further interpretation. Therefore, Statista is not liable for any damage arising from the use of statistics and data provided in this report.

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Statista's Digital Market Outlook

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