Like It or Not, Smartphones with Biometrics Will Soon Be the Norm/eMarketer

Apple’s Face ID is riding a wave of security technology offered by manufacturers

This week Apple unveiled a facial recognition feature called Face ID to be included on its high-end iPhone X. The company explained that the device uses a combination of light projection and an infrared camera to create a 3-D map of a user’s face.

Apple has used biometrics on its devices since 2013, when it announced the iPhone 5s would include a fingerprint scanner to support its then-new Touch ID security protocol.

But Apple is actually a bit late to the game with Face ID. Rival manufacturer Samsung’s flagship Galaxy S8—which was released in the US in April—includes facial and iris recognition technology, along with a fingerprint scanner, something noticeably absent from the iPhone X.

The announcement sparked more than a few responses that raised some potential security pitfalls of Apple’s facial recognition technology. Unfortunately for those wary of the supposed infallibility of biometrics, there’s some bad news.

New research from Acuity Market Intelligence found that biometric technology will soon be ubiquitous on smartphones. The firm projects that nearly two-thirds of smartphones shipped worldwide this year will feature some sort of biometric capability. But it also estimates that by 2019, all smartphones worldwide will ship with biometric technology embedded in them.

Share of Mobile Device Shipments Worldwide with Biometric Capability, by Device Type, 2016-2020 (% of total)

Fingerprint scanners are now a commonplace feature on Android devices, where the technology has migrated downmarket from flagship devices to midtier offerings. In fact, Acuity Market Intelligence kept track of smartphone models that offered biometrics, but gave up on the practice in January 2017 after the number topped 500.

Wearables and tablets will be slower to adopt biometric technology, however. Acuity Market Intelligence estimates that just 41.2% of tablets will have biometric capabilities this year, while 54.5% of wearables will host the technology.

But the research firm expects biometric technology will become ubiquitous on those devices by 2020.

In many cases consumers leery of using biometrics to unlock their devices can opt out of the feature by relying on a pin code or some other security protocol. And there’s some data to suggest that a sizable number of smartphone users might do just that.

A recent survey from online payments firm Paysafe found that 40% of respondents in the US, UK and Canada thought biometrics were too risky to be used to process payments. Another 24% were uncomfortable with biometrics, but expected some merchants would compel their use.

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Listen In: Generations—Understanding the Youngest Digital Users

How do kids today use digital media, and what does it mean for the future of digital media and marketing? eMarketer’s Mark Dolliver and Jennifer Pearson offer data and insight about the intersection of children and media. Listen to Podcast chart-image
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Understanding Teens and Their Smartphone Habits/eMarketer

Many say they could not go more than a day without using one

Yes, teens are digital natives. But that’s just half the story of what makes teen life so different now from a generation ago. Coming of age at a time when smartphone ownership is the norm, today’s teens are mobile natives as well. The constant connectedness a smartphone enables—or imposes—is a central fact of life for them.

Length of Time that US Teen Internet Users Think They Could Go Without Their Smartphone, by Gender, May 2017 (% of respondents)

Though teens still lag behind young adults, a large majority now have smartphones. And for those who have one, it drives their daily digital activity, as explored in eMarketer’s latest report, “US Teens and Their Smartphones: The All-Purpose Device for Liking, Snapping, Ad Avoiding, Shopping and More.” (Subscribers to eMarketer PRO can access the report here. Nonsubscribers can purchase the report here.)

eMarketer estimates that 78.9% of 12- to 17-year-olds in the US will be smartphone users this year. That puts them on par with the total adult population, for which smartphone penetration is expected to be 77.1% this year. But teens still fall short of adult millennials in terms of smartphone penetration.

Older teens are more likely than younger teens and tweens to have a smartphone, so penetration is higher if one excludes 12-year-olds. December 2016 polling by the Associated Press-NORC Center for Public Affairs Research identified 89% of 13- to 17-year-olds in the US as smartphone users.

Then again, as feature phones fade from the marketplace—and as hand-me-down phones from parents have become more likely to be smartphones—the age at which youngsters first get a smartphone is declining. In a March 2017 report by Think with Google (based on August 2016 polling of US internet users by Ipsos), respondents ages 13 to 17 who have smartphones reported getting their first one at a median age of 12. “Now they have established habits by age 13,” said Jason Dorsey, co-founder and millennials and Gen Z researcher at The Center for Generational Kinetics.

Once they get a smartphone, teens are true to stereotype in becoming very attached to it. A YouGov survey in May 2017 illustrated this when it asked 13- to 17-year-olds in the US how long they could go without using their smartphone. Nearly four in 10 said they could not make it through a single day.

Select Social Media Platforms on Which US Social Media Users Have Accounts, by Age, May 2017 (% of respondents in each group)

The smartphone camera has become central to teens’ social interaction, as reflected in the rise of camera-centric platforms like Snapchat and Instagram. Teens have not abandoned Facebook, but the time and emotional energy they spend on it has declined. And Facebook penetration among US teens is on a slightly downward trajectory.

Underlying teens’ extensive use of smartphones for social networking is the scope of their overall engagement with social media. eMarketer estimates that 70.8% of 12- to 17-year-olds in the US will use social networks at least once a month this year.

As with smartphone penetration, the proportion of teens counted as social network users varies depending on the exact age group a survey employs. In Deloitte polling conducted online in November 2016, 93% of 14- to 19-year-olds in the US identified themselves as social network users.

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emarketer Report – Asia-Pacific Retail and Ecommerce Sales: estimates for 2016–2021

Preview from eMarketer PRO

Executive Summary

Retail sales in Asia-Pacific will increase 7.7% this year to $9.254 trillion, driven by an expanding middle class and growing ecommerce activity. Ecommerce will represent 14.7% of total retail sales in the region, or $1.365 trillion. By 2021, that number will more than double to $3.001 trillion.

  • China is far and away the largest contributor to Asia-Pacific’s retail market, accounting for more than half of the region’s sales. Widespread internet access in urban areas and Alibaba’s investments in logistics and shipping centers have encouraged digital buying. Ecommerce will account for 23.1% of retail sales in China this year and will continue to be a main driver of overall retail growth.
  • Multinational ecommerce companies Alibaba and Amazon are expanding their reach across Asia-Pacific by acquiring local retailers and investing in shipping centers. These efforts, along with individuals gaining internet access, will drive ecommerce growth over the forecast period. eMarketer estimates ecommerce will make up 25.4% of total retail sales in Asia-Pacific by 2021.
  • Retail sales growth will be fastest in India throughout the forecast period. Though the demonetization of the rupee in 2016 caused concern for consumer spending, India will still rank as the third largest retail market in the region, generating $1.033 trillion this year. Japan will produce more sales than India, at $1.283 trillion, but growth will be flat due to its shaky economy.
  • Approximately 924.8 million people in Asia-Pacific will make at least one digital purchase in 2017. China will account for 53.4% of the total, with 494.1 million buyers. Consumers’ growing familiarity with ecommerce platforms is expected to encourage online purchasing in the region.

“Retail ecommerce sales in Asia-Pacific will total $1.365 trillion in 2017, a 29.6% gain over 2016. Annual double-digit growth will persist through the forecast period, as ecommerce uptake continues to expand throughout the region.”


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Asia-Pacific Overview

Country-by-Country Review

8 charts are included in the full report:

Asia-Pacific Retail and Ecommerce Sales: eMarketer’s Estimates for 2016–2021

Retail Ecommerce Sales in Asia-Pacific, 2016-2021 (trillions, % change and % of total retail sales)

Asia-Pacific Overview

Retail Sales in Asia-Pacific, 2016-2021 (trillions, % change and % of worldwide retail sales)

Total Retail Sales in Asia-Pacific, by Country, 2017-2021

Retail Ecommerce Sales

Retail Ecommerce Sales in Asia-Pacific, 2016-2021 (trillions, % change and % of total retail sales)

Retail Ecommerce Sales in Asia-Pacific, by Country, 2017-2021

Digital Buyers

Digital Buyers in Asia-Pacific, 2017-2021 (billions, % change and % of worldwide digital buyers)

Digital Buyer Penetration in Asia-Pacific, by Country, 2016-2021

Country-by-Country Review

Retail Mcommerce Sales in China, 2016-2021 (trillions, % change and % of retail ecommerce sales)

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How Social Platforms Are Using Video to Capture Audience Attention/eMarketer

Facebook, Snapchat and Twitter are embarking on a massive land grab for video content, hoping to drive increased usage and capture a greater portion of digital video ad revenues with familiar ad formats such as pre-roll and mid-roll.

“Consumers—particularly young people—are viewing video programming on more devices and in more destinations than ever before, and social platforms want to capture their attention,” said Debra Aho Williamson, eMarketer principal analyst and author of the new report, “Video Advertising in Social Media 2017: Showtime for Facebook, Snapchat and Twitter.” (Subscribers to eMarketer PRO can access the report here. Nonsubscribers can purchase the report here.)

Video advertising has become an important revenue stream for social media properties. But they want more.

Being pigeonholed in the “social” bucket has stymied growth. The broader digital video ad business is something that all social properties have been lusting after.

eMarketer forecasts US digital video ad spending outside of social platforms will reach $13.23 billion this year, up 23.7% from 2016. By 2021, spending will reach $22.18 billion.

US Digital Video Ad Spending, 2017-2021 (billions, % change and % of total digital ad spending)

eMarketer does not include video outlays on social platforms in its digital video ad spending forecast, instead counting them in the rich media forecast. Rich media, which will be a $10.33 billion market in the US this year, includes such ad types as flash, JavaScript and video that does not appear as part of a video player.

Companies like Facebook “know their users have an increasing appetite for video content and are actively making a play for brand marketing dollars that would traditionally go to online video or broadcast TV buys,” said Todd Silverstein, US head of performance marketing at Edelman.

Although Facebook has deep pockets and an enormous audience, its success is by no means assured. Consumers today don’t go there to watch shows, so Facebook must change their behavior by offering great programming and a winning video platform.

Meanwhile, Snapchat’s “Shows” are quite short, benefiting its position as a place for creative, quick-hit content for young people. TV networks are the primary programming partners, and the ads use Snapchat’s familiar vertical video format.

However, many marketers have yet to get comfortable with creating video ads on Snapchat. As the company continues to roll out programming, the challenge will be to convince them to develop for its unique format.

Twitter is relying on its real-time roots, emphasizing live and event-driven video content. Like Snapchat, Twitter has turned to a familiar format—its Amplify video publisher partner program—for delivering ads in its new shows. The company has a lot riding on its video initiatives, given its slumping user growth and resulting falloff in ad revenues.

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Silicon Valley siphons our data like oil. But the deepest drilling has just begun

This article shows how data is used on a mega scale to make counter-intuitive decisions 5-10 years ahead of consumer trends…

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With a few simple adjustments – no reason these 10 ways couldn’t improve the culture in businesses too

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