5 key trends identified by Mary Meeker that advertisers need to know

Mary Meeker, the influential Kleiner Perkins analyst, unveiled her latest landmark assessment of the prospects for digital economy yesterday (1 June) revealing that the global online audience has hit the 3 billion mark, and that APAC's migration towards mobile is taking a predictably mobile slant. Below are five key points she also highlights, that marketers should know about.

• In the U.S., the mobile advertising market neared $20bn last year, while the value of ads served on desktop hovered below $40bn​

• Facebook’s revenue growth in the U.S. outstrips that of Google. Although Google’s total revenue (almost $30bn) still dwarfs Facebook’s, while ‘others’ collectively earned $21bn​

• Ad dollars in the U.S. continue to lag eyeballs - just like everywhere else in the world

• But then again maybe there’s a good reason behind that, as question marks remain over the effectiveness of online advertising to generate actual sales

• Increasingly, ‘search = voice’ as internet goes mobile, and marketers will have to think about the nuances over how this differs from desktop (i.e. written) search queries

A full copy of the KPCB Internet Trends Report can be downloaded from here