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Mary Meeker
June 1, 2016
kpcb.com/InternetTrends
INTERNET TRENDS 2016 –
CODE CONFERENCE
KPCB INTERNET TRENDS 2016 | PAGE 2
Outline
1) Global Internet Trends
2) Global Macro Trends
3) Advertising / Commerce + Br...
KPCB INTERNET TRENDS 2016 | PAGE 3
Thanks...
KPCB Partners
Especially Alex Tran / Dino Becirovic / Alexander Krey / Cindy ...
GLOBAL INTERNET TRENDS
KPCB INTERNET TRENDS 2016 | PAGE 5
Global Internet Users @ 3B
Growth Flat =
+9% vs. +9% Y/Y...
+7% Y/Y (Excluding India)
S...
KPCB INTERNET TRENDS 2016 | PAGE 6
Source: United Nations / International Telecommunications Union, US Census Bureau. Inte...
KPCB INTERNET TRENDS 2016 | PAGE 7
India Internet User
Growth Accelerating =
+40% vs. +33% Y/Y...
@ 277MM Users...
India P...
KPCB INTERNET TRENDS 2016 | PAGE 8
India Internet Users = 277MM @ 22% Penetration...
+40% vs. +33% Y/Y
Source: IAMAI. Uses...
KPCB INTERNET TRENDS 2016 | PAGE 9
Global Smartphone
Users Slowing =
+21% vs. +31% Y/Y
Global Smartphone
Unit Shipments Sl...
KPCB INTERNET TRENDS 2016 | PAGE 10
Global Smartphone User Growth Slowing...
Largest Market (Asia-Pacific) = +23% vs. +35%...
KPCB INTERNET TRENDS 2016 | PAGE 11
Global Smartphone Units Slowing Dramatically...
After 5 Years of High Growth @ +10% vs...
KPCB INTERNET TRENDS 2016 | PAGE 12
Android Smartphone Share Gains Continue vs. iOS...
Android ASP Declines Continue...Del...
KPCB INTERNET TRENDS 2016 | PAGE 13
New Internet Users =
Continue to be Harder to
Garner Owing to High Penetration
in Deve...
KPCB INTERNET TRENDS 2016 | PAGE 14
0
20
40
60
80
100
Source: World Bank; McKinsey analysis from Internet Barriers Index
P...
KPCB INTERNET TRENDS 2016 | PAGE 15
Smartphone Cost in Many Developing Markets = Material % of Per Capita Income...
15% (V...
GLOBAL MACRO TRENDS
KPCB INTERNET TRENDS 2016 | PAGE 17
Global Economic Growth =
Slowing
KPCB INTERNET TRENDS 2016 | PAGE 18
Global GDP Growth Slowing =
Growth in 6 of Last 8 Years @ Below 20-Year Average
Source...
KPCB INTERNET TRENDS 2016 | PAGE 19
Commodity Price Trends =
In Part, Tell Tale of
Slowing Global Growth
KPCB INTERNET TRENDS 2016 | PAGE 20
Commodity Prices Down = -39% Since 5/14 vs.
-8% Annual Average (5/11-4/14) & +6% (1/00...
KPCB INTERNET TRENDS 2016 | PAGE 21
Global Growth Engines =
Evolve Over Time
KPCB INTERNET TRENDS 2016 | PAGE 22
Global Growth Engines @ ~2/3 of Global GDP Growth...
1985 = N. America + Europe + Japa...
KPCB INTERNET TRENDS 2016 | PAGE 23
China’s
Gross Capital Formation
(Capital Equipment /
Roads / Buildings...)
Past 6 Year...
KPCB INTERNET TRENDS 2016 | PAGE 24
China Gross Capital Formation = Slowing...
Sum of Past 6 Years > Previous 30 Years
Sou...
KPCB INTERNET TRENDS 2016 | PAGE 25
Shanghai Area Over Past 2+ Decades =
Illustrates Magnitude of China (& Emerging Asia) ...
KPCB INTERNET TRENDS 2016 | PAGE 26
Re-Imagination of China
Over Past 3+ Decades –
World’s Population Leader +
#3 in Land ...
KPCB INTERNET TRENDS 2016 | PAGE 27
Interest Rates Have Fallen to
Historically Low Levels =
Interest Rate Trends =
Can be ...
KPCB INTERNET TRENDS 2016 | PAGE 28
USA 10-Year Treasury Yield =
Low by Historical Standards
(5%)
0%
5%
10%
15%
20%
1962 1...
KPCB INTERNET TRENDS 2016 | PAGE 29
Global 10-Year Bond Yields =
Have Trended Down
Source: Morgan Stanley, Bloomberg, 5/16...
KPCB INTERNET TRENDS 2016 | PAGE 30
Total Global Debt Loads
Over 2 Decades =
High & Rising Faster Than GDP
KPCB INTERNET TRENDS 2016 | PAGE 31
Global Government Debt @ 66% Average Debt / GDP (2015) & Up...
+9% Annually Over 8 Yea...
KPCB INTERNET TRENDS 2016 | PAGE 32
Total Debt-to-GDP Ratios = High & Up in Most Major Countries...
@ 202% Average vs. 147...
KPCB INTERNET TRENDS 2016 | PAGE 33
Demographic Trends =
Slowing Population Growth...
Slowing Birthrates +
Rising Lifespans
KPCB INTERNET TRENDS 2016 | PAGE 34
World Population Growth Rate Slowing =
+1.2% vs. +2.0% (1975)
Source: U.N. Population ...
KPCB INTERNET TRENDS 2016 | PAGE 35
Global Birth Rates =
Down 39% Since 1960 (1% Annual Average Decline)
Source: World Ban...
KPCB INTERNET TRENDS 2016 | PAGE 36
Global Life Expectancy @ 72 Years =
Up 36% Since 1960 (0.6% Annual Average Increase)
S...
KPCB INTERNET TRENDS 2016 | PAGE 37
Net, Net,
Economic Growth Slowing +
Margins for Error Declining =
Easy Growth Behind Us
KPCB INTERNET TRENDS 2016 | PAGE 38
5 Epic Growth Drivers Over Past 2 Decades =
Losing Mojo
Source: US Census, ITU, IMF, S...
KPCB INTERNET TRENDS 2016 | PAGE 39
Several Up / Down Cycles in Past 2 Decades =
Internet 1.0 (2000)...Property / Credit (...
KPCB INTERNET TRENDS 2016 | PAGE 40
Adjusting to Slower Growth +
Higher Debt + Aging Population
Creates Rising Risks...
Cr...
ADVERTISING /
COMMERCE + BRAND TRENDS
KPCB INTERNET TRENDS 2016 | PAGE 42
Online Advertising =
Mobile + Majors + Newcomers
Continue to Crank Away
KPCB INTERNET TRENDS 2016 | PAGE 43
USA Internet Advertising Growth = Accelerating, +20% vs. +16% Y/Y...
Owing to Mobile (...
KPCB INTERNET TRENDS 2016 | PAGE 44
$
$5
$10
$15
$20
$25
$30
$35
USAAdvertisingRevenue($B)
Google + Facebook =
76% (& Risi...
KPCB INTERNET TRENDS 2016 | PAGE 45
@ Margin...
Advertisers Remain Over-Indexed to Legacy Media
Source: Advertising spend ...
KPCB INTERNET TRENDS 2016 | PAGE 46
Source: CapitalIQ as of 5/31/16, Unruly Future Video Survey, July 2015. N = 3,200 inte...
KPCB INTERNET TRENDS 2016 | PAGE 47
Source: PageFair, 5/16. Dotted line represents estimated data. These two data sets hav...
KPCB INTERNET TRENDS 2016 | PAGE 48
Source: Snapchat
Video Ads that Work =
Authentic / Entertaining / In-Context / Often B...
KPCB INTERNET TRENDS 2016 | PAGE 49
Commerce + Brands =
Evolving Rapidly By / For
This Generation
KPCB INTERNET TRENDS 2016 | PAGE 50
Each Generation Has
Slightly Different Core Values +
Expectations...
Shaped by Events ...
KPCB INTERNET TRENDS 2016 | PAGE 51
Silent Baby Boomers Gen X Millennials
Birth Years 1928 – 1945 1946 – 1964 1965 – 1980 ...
KPCB INTERNET TRENDS 2016 | PAGE 52
Characteristic Evolution by Generation @ Peak Adult Years (18-33), USA...
Millennials ...
KPCB INTERNET TRENDS 2016 | PAGE 53
Marketing Channels
Evolve With Time...
Shaped by Evolution of
Technology + Media
KPCB INTERNET TRENDS 2016 | PAGE 54
Each New Marketing Channel = Grew Faster...
Internet > TV > Radio
Source: McCann Erick...
KPCB INTERNET TRENDS 2016 | PAGE 55
Retailing Channels
Evolve With Time...
Shaped by Evolution of
Technology + Distribution
KPCB INTERNET TRENDS 2016 | PAGE 56
Evolution of Commerce Over Past ~2 Centuries, USA =
Stores  More Stores  Malls  E-C...
KPCB INTERNET TRENDS 2016 | PAGE 57
New / Emerging Retailers Optimize for Generational Change =
J.C. Penney  Meijer  Wal...
KPCB INTERNET TRENDS 2016 | PAGE 58
Millennials =
Impacting + Evolving Retail...
KPCB INTERNET TRENDS 2016 | PAGE 59
Millennials @ 27% of Population = Largest Generation, USA...
Spending Power Should Ris...
KPCB INTERNET TRENDS 2016 | PAGE 60
Internet Continues to Ramp as Retail Distribution Channel =
10% of Retail Sales vs. <2...
KPCB INTERNET TRENDS 2016 | PAGE 61
Retail =
Technology + Media + Distribution
Increasingly Intertwined
KPCB INTERNET TRENDS 2016 | PAGE 62
Retail – The New Normal = Drive Transaction Volume  Collect / Use Data 
Launch New P...
KPCB INTERNET TRENDS 2016 | PAGE 63
...Products Become Brands...Brands Become Retailers...
Retailers Become Products / Bra...
KPCB INTERNET TRENDS 2016 | PAGE 64
...Physical Retailers Become Digital Retailers...
Digital Retailers Become Data-Optimi...
KPCB INTERNET TRENDS 2016 | PAGE 65
...Connected Product Users Easily Notified When to Buy / Upgrade...
Can Benefit from V...
KPCB INTERNET TRENDS 2016 | PAGE 66
Internet-Enabled
Retailers / Products / Brands
On Rise =
Bolstered by
Always-On Connec...
KPCB INTERNET TRENDS 2016 | PAGE 67
Hyper-Targeted Marketing =
Driving Growth for Retailers / Products / Brands
Internet =...
KPCB INTERNET TRENDS 2016 | PAGE 68
Stitch Fix User Experience = Micro Data-Driven Engagement & Satisfaction...
Data Colle...
KPCB INTERNET TRENDS 2016 | PAGE 69
...Stitch Fix Back-End Experience = 39% of Clients Purchase Majority
of Clothing from ...
KPCB INTERNET TRENDS 2016 | PAGE 70
Many Internet Retailers / Brands @ $100MM in Annual Sales* in <5 Years...
Took Nike = ...
RE-IMAGINING COMMUNICATION
VIA SOCIAL PLATFORMS –
– VIDEO
– IMAGE
– MESSAGING
KPCB INTERNET TRENDS 2016 | PAGE 72
Visual
(Video + Image)
Usage Continues to Rise
KPCB INTERNET TRENDS 2016 | PAGE 73
Source: ComScore Media Metrix Multi-Platform, 12/15.
Millennial Social Network Engagem...
KPCB INTERNET TRENDS 2016 | PAGE 74
Source: “Engaging and Cultivating Millennials and Gen Z,” Denison University and Ologi...
KPCB INTERNET TRENDS 2016 | PAGE 75
Video Viewing Evolution
Over Past Century =
Live  On-Demand  Semi-Live  Real-Live
KPCB INTERNET TRENDS 2016 | PAGE 76
Video Evolution = Accelerating
Live (Linear)  On-Demand  Semi-Live  Real-Live
Image...
KPCB INTERNET TRENDS 2016 | PAGE 77
Video
Usage / Sophistication / Relevance
Continues to Grow Rapidly
KPCB INTERNET TRENDS 2016 | PAGE 78
Source: Facebook, Snapchat. Q2:15 Facebook video views data based on KPCB estimate.
Fa...
KPCB INTERNET TRENDS 2016 | PAGE 79
Smartphone Usage Increasingly =
Camera + Storytelling + Creativity +
Messaging / Shari...
KPCB INTERNET TRENDS 2016 | PAGE 80
Source: Snapchat
Stories (Personal)
10/13 Launch
Live (Personal + Pro Curation)
6/14
D...
KPCB INTERNET TRENDS 2016 | PAGE 81
Advertisers / Brands =
Finding Ways Into...
Camera-Based
Storytelling + Creativity +
M...
KPCB INTERNET TRENDS 2016 | PAGE 82
Source: Snapchat
+23% Visitation Lift Within 7 Days
of Seeing Friend’s Geofilter
+90% ...
KPCB INTERNET TRENDS 2016 | PAGE 83
Source: Snapchat, Facebook
Time on sponsored lens excludes time taking and uploading i...
KPCB INTERNET TRENDS 2016 | PAGE 84
Real-Live =
Facebook Live...
New Paradigm for
Live Broadcasting
KPCB INTERNET TRENDS 2016 | PAGE 85
Source: Facebook
UGC (User Generated Content) @ New Orders of Viewing Magnitude...
Fac...
KPCB INTERNET TRENDS 2016 | PAGE 86
Live Sports Viewing =
Has Always Been Social But....
It’s Just Getting Started
KPCB INTERNET TRENDS 2016 | PAGE 87
How Often are You Able to Watch a Game
(on Sidelines or TV) with All Your Friends
Who ...
KPCB INTERNET TRENDS 2016 | PAGE 88
Source: KPCB Hypothetical Mock-Up.
Design provided by Brian Tran (KPCB Edge)
2016E = M...
KPCB INTERNET TRENDS 2016 | PAGE 89
Image
Usage / Sophistication / Relevance
Continues to Grow Rapidly
KPCB INTERNET TRENDS 2016 | PAGE 90
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2005 2006 2007 2008 2009 2010 2011 2012 2013...
KPCB INTERNET TRENDS 2016 | PAGE 91
Images =
Monetization Options Rising
KPCB INTERNET TRENDS 2016 | PAGE 92
Source: Cowen & Company ”ShopTalk Conference Takeaways: A Glimpse Into The Future of R...
KPCB INTERNET TRENDS 2016 | PAGE 93
Source: OfferUp, Cowen & Company “Twitter/Social User Survey 2.0: What’s changed?”
Not...
KPCB INTERNET TRENDS 2016 | PAGE 94
Source: OfferUp, company filings, and KPCB estimates.
Note: Shown on a calendar year b...
KPCB INTERNET TRENDS 2016 | PAGE 95
Source: Houzz
5.5MM products are available on Houzz for purchase directly within the a...
KPCB INTERNET TRENDS 2016 | PAGE 96
Source: Houzz
...Houzz Personalized Planning with Images =
3-4x Higher Engagement...5x...
KPCB INTERNET TRENDS 2016 | PAGE 97
Messaging =
Evolving Rapidly
KPCB INTERNET TRENDS 2016 | PAGE 98
Messaging Leaders =
Strong User (+ Use) Growth
KPCB INTERNET TRENDS 2016 | PAGE 99
Messaging Continues to Grow Rapidly...
Leaders = WhatsApp / Facebook Messenger / WeCha...
KPCB INTERNET TRENDS 2016 | PAGE
100
Messaging =
Evolving from
Simple Social Conversations to
More Expressive
Communicatio...
KPCB INTERNET TRENDS 2016 | PAGE
101
Global Electronic Messaging Platforms –
Evolution of Simple Self-Expression
Messaging...
KPCB INTERNET TRENDS 2016 | PAGE
102
...Messaging =
Evolving from
Simple Social Conversations to
Business-Related Conversa...
KPCB INTERNET TRENDS 2016 | PAGE
103
Asia-Based Messaging Leaders =
Continue to Expand Uses / Services Beyond Social Messa...
KPCB INTERNET TRENDS 2016 | PAGE
104
Messaging Secret Sauce = Magic of the Thread = Conversational...
Remembers Identity /...
KPCB INTERNET TRENDS 2016 | PAGE
105
Business /
Official
Accounts
Engagement Payments
B2C Chat for
SMEs
Advertising
(Withi...
KPCB INTERNET TRENDS 2016 | PAGE
106
...Messaging Platforms =
Conversational Commerce Ramping
Source: Commerce + Mobile: E...
KPCB INTERNET TRENDS 2016 | PAGE
107
Best Ways for Businesses to Contact Millennials = Social Media & Chat...
Worst Way = ...
KPCB INTERNET TRENDS 2016 | PAGE
108
Android / iOS Home Screens
(Like Portals in Internet 1.0) =
Mobile Power Alleys (~200...
KPCB INTERNET TRENDS 2016 | PAGE
109
Average Global Mobile User = ~33 Apps...12 Apps Used Daily...
80% of Time Spent in 3 ...
KPCB INTERNET TRENDS 2016 | PAGE
110
Messaging Apps = Increasingly Becoming Second Home Screen...
Facebook Messenger
Inbox...
RE-IMAGINING HUMAN / COMPUTER
INTERFACES –
– VOICE
– TRANSPORTATION
KPCB INTERNET TRENDS 2016 | PAGE
112
Re-Imagining Voice =
A New Paradigm in
Human-Computer Interaction
KPCB INTERNET TRENDS 2016 | PAGE
113
Evolution of Basic
Human-Computer Interaction
Over ~2 Centuries =
Innovations Every D...
KPCB INTERNET TRENDS 2016 | PAGE
114
Human-Computer Interaction (1830s – 2015), USA =
Touch 1.0  Touch 2.0  Touch 3.0  ...
KPCB INTERNET TRENDS 2016 | PAGE
115
Voice as
Computing Interface =
Why Now?
KPCB INTERNET TRENDS 2016 | PAGE
116
Voice = Should Be Most Efficient Form of Computing Input
Voice Interfaces –
Consumer ...
KPCB INTERNET TRENDS 2016 | PAGE
117
Person to Machine (P2M) Voice Interaction Adoption Keys =
99% Accuracy in Understandi...
KPCB INTERNET TRENDS 2016 | PAGE
118
Machine Speech Recognition @ Human Level Recognition for...
Voice Search in Low Noise...
KPCB INTERNET TRENDS 2016 | PAGE
119
Voice Word Accuracy Rates Improving Rapidly...
+90% Accuracy for Major Platforms
Sour...
KPCB INTERNET TRENDS 2016 | PAGE
120
Computing Interface...
Evolving from Keyboards to
Microphones & Keyboards =
Still Ear...
KPCB INTERNET TRENDS 2016 | PAGE
121
Mobile Voice Assistant Usage = Rising Quickly...
Primarily Driven By Technology Impro...
KPCB INTERNET TRENDS 2016 | PAGE
122
Google Voice Search Queries =
Up >35x Since 2008 & >7x Since 2010, per Google Trends
...
KPCB INTERNET TRENDS 2016 | PAGE
123
Baidu Voice =
Input Growth >4x...Output >26x, Since Q2:14
Source: Baidu
Note: (1) Dat...
KPCB INTERNET TRENDS 2016 | PAGE
124
Hound Voice Search & Assistant App =
6-8 Queries Across 4 Categories per User per Day...
KPCB INTERNET TRENDS 2016 | PAGE
125
Voice = Gaining Search Share...
USA Android @ 20%...Baidu @ 10%...Bing Taskbar @ 25%
...
KPCB INTERNET TRENDS 2016 | PAGE
126
Voice as
Computing Interface...
Hands & Vision-Free =
Expands Concept of ‘Always On’
KPCB INTERNET TRENDS 2016 | PAGE
127
Hands & Vision-Free Interaction =
Top Reason to Use Voice...@ Home / In Car / On Go
S...
KPCB INTERNET TRENDS 2016 | PAGE
128
Voice as
Computing Interface...
Platforms Being Built...
Third Party Developers
Movin...
KPCB INTERNET TRENDS 2016 | PAGE
129
Amazon Alexa Voice Platform Goal =
Voice-Enable Devices = Mics for Home / Car / Mobil...
KPCB INTERNET TRENDS 2016 | PAGE
130
...Amazon Alexa Voice Platform Goal =
Faster / Easier Shopping on Amazon
Leveraging p...
KPCB INTERNET TRENDS 2016 | PAGE
131
~5% of Amazon USA Customers Own an Echo vs. 2% Y/Y...
~4MM Units Sold Since Launch (1...
KPCB INTERNET TRENDS 2016 | PAGE
132
Computing Industry
Inflection Points =
Typically Only Obvious
With Hindsight
KPCB INTERNET TRENDS 2016 | PAGE
133
iPhone Sales May Have Peaked in 2015...
While Amazon Echo Device Sales Beginning to T...
KPCB INTERNET TRENDS 2016 | PAGE
134
Re-Imagining
Transportation =
Another New Paradigm in
Human-Computer Interaction...
C...
KPCB INTERNET TRENDS 2016 | PAGE
135
Is it a Car...Is it a Computer?...
Source: Apple, Tesla
Is it a Phone...Is it a Camer...
KPCB INTERNET TRENDS 2016 | PAGE
136
...One Can...
Lock / Monitor / Summon One’s Tesla from One’s Wrist
Source: Tesla, The...
KPCB INTERNET TRENDS 2016 | PAGE
137
Car Industry Evolution =
Computerization Accelerating
KPCB INTERNET TRENDS 2016 | PAGE
138
Car Computing Evolution Since Pre-1980s =
Mechanical / Electrical  Simple Processors...
KPCB INTERNET TRENDS 2016 | PAGE
139
Car Automation Accuracy / Safety Improvements = Accelerating...
Early Innings of Leve...
KPCB INTERNET TRENDS 2016 | PAGE
140
Early Autonomous / ADAS Features Continue to Improve =
Miles Driven Continue to Rise
...
KPCB INTERNET TRENDS 2016 | PAGE
141
Primary Approaches to Autonomous Vehicle Rollouts =
All New or Assimilation...Traditi...
KPCB INTERNET TRENDS 2016 | PAGE
142
Car Industry Evolution =
Driven by Innovation...
USA Led...USA Fell
KPCB INTERNET TRENDS 2016 | PAGE
143
Car Industry Evolution, 1760s – Today =
Driven by Innovation + Globalization
Source: ...
KPCB INTERNET TRENDS 2016 | PAGE
144
Global Car Production Share = Rise & Decline of USA...
Cars Produced in USA = 13% vs....
KPCB INTERNET TRENDS 2016 | PAGE
145
Detroit Population Tells Tale of USA Car Production =
Down 65% from 1950 Peak @ 1.8MM...
KPCB INTERNET TRENDS 2016 | PAGE
146
Car Industry =
Innovation Accelerating in
USA
KPCB INTERNET TRENDS 2016 | PAGE
147
USA =
Potential to be Global Hub of Auto Industry Again?...
Source: KPCB Green Invest...
KPCB INTERNET TRENDS 2016 | PAGE
148
...USA =
Potential to be Global Hub of Auto Industry Again?
Source: KPCB Green Invest...
KPCB INTERNET TRENDS 2016 | PAGE
149
Regulators =
Typically Slow to Adapt to New Technologies
Source: Encyclopaedia Britta...
KPCB INTERNET TRENDS 2016 | PAGE
150
Global Perspective on Auto Industry Future – By Region, per
Morgan Stanley Auto & Sha...
KPCB INTERNET TRENDS 2016 | PAGE
151
Re-Imagining
Transportation –
Mobility also Being
Re-Imagined
KPCB INTERNET TRENDS 2016 | PAGE
152
Re-Imagining Automotive Industry =
From Cars Produced to Miles Driven?
We do believe ...
KPCB INTERNET TRENDS 2016 | PAGE
153
Car Ownership Costs (Money + Time) = High
Source: Ownership costs per AAA (4/16); Veh...
KPCB INTERNET TRENDS 2016 | PAGE
154
Efficiency Gain Potential from Ride & Car Sharing = High
Source: Car utilization / pe...
KPCB INTERNET TRENDS 2016 | PAGE
155
Uber Platform / Network =
Why Millions of Riders Have Taken >1B Rides Since 2009
Sour...
KPCB INTERNET TRENDS 2016 | PAGE
156
Shared Private Rides Becoming Urban Mainstream =
uberPOOL @ 20% of Global Uber Rides ...
KPCB INTERNET TRENDS 2016 | PAGE
157
Re-Imagining Most Important Seat in Car =
Back Seat, Again?
Source: Time Spent data p...
KPCB INTERNET TRENDS 2016 | PAGE
158
Transportation Industry =
Strap In for Next Few Decades
KPCB INTERNET TRENDS 2016 | PAGE
159
Automotive Industry Golden Age, Take Two?
What if a Car:
• Is part of a network that ...
CHINA =
INTERNET LEADER ON MANY METRICS
*Disclaimer – The information provided in the following slides is for informationa...
KPCB INTERNET TRENDS 2016 | PAGE
161
China Macro =
Robust Service-Driven Job &
Income Growth...
Despite Investment Slowdow...
KPCB INTERNET TRENDS 2016 | PAGE
162
China Services Industries =
50%+ (& Rising) of China’s GDP & ~87% of GDP Growth
Sourc...
KPCB INTERNET TRENDS 2016 | PAGE
163
China Services* Industries Job Growth = Accelerating...
Offsetting Job Losses from Co...
KPCB INTERNET TRENDS 2016 | PAGE
164
China Urban Disposable Income Per Capita =
Continues to Grow @ Solid Rates
Source: CE...
KPCB INTERNET TRENDS 2016 | PAGE
165
Hillhouse Capital
China Internet @
668MM Users =
+6% vs. +7% Y/Y
KPCB INTERNET TRENDS 2016 | PAGE
166
China Internet Users =
668MM, +6% vs. 7% Y/Y...@ 49% Penetration
Source: CNNIC. Inter...
KPCB INTERNET TRENDS 2016 | PAGE
167
China Mobile Internet Usage Leaders...
Tencent + Alibaba + Baidu = 71% of Mobile Time...
KPCB INTERNET TRENDS 2016 | PAGE
168
Hillhouse Capital
China Internet Traction =
Advertising / Commerce /
Travel / Financi...
KPCB INTERNET TRENDS 2016 | PAGE
169
China Online Advertising > TV (2015)...
Online > 42% Total Ad Spend vs. 39% in USA
So...
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KPCB INTERNET TRENDS 2016 | 2016 Internet Trends Report

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KPCB INTERNET TRENDS 2016 | PAGE 59
Millennials @ 27% of Population = Largest Generation, USA...
Spending Power Should Rise Significantly in Next 10-20 Years
Source: U.S. Census Bureau “2010-2014 American Community Survey 5-Year Estimates”, Bureau of Labor Statistics “Consumer Expenditure Survey 2014”
Note: Millennials defined as persons born between 1980 – 2000. There are varying opinions on what years each generation begin and end.
Population by Age Range, USA, 2014
0
10
20
30
40
50
60
70
<15
15to24
25to34
35to44
45to54
55to64
65to74
>75
USAPopulation(MM)
$0
$10
$20
$30
$40
$50
$60
$70
<25
25to34
35to44
45to54
55to64
65to74
>75
AnnualExpenditure($K)
Household Expenditure, Annual Average, by
Age of Reference Person, USA, 2014
Millennials

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