Digital Technologies Open Doors and Simplify Lives

1
Digital technologies simplify our lives and open doors to devices? How do digital giants like Google, Amazon or
unprecedented business opportunities. Innovative Tencent actually make money? What role does social
companies disrupt traditional industries and challenge media play? How can vertical platforms form new markets?
their incumbents. This transformative power involves both – to mention only a few of our key issues.
opportunities and risks – for all of us. Regardless of
The second part covers all relevant digital markets, their
whether we are eager or reluctant: We have to keep pace,
sizes, and business models.
otherwise we will be left behind.
The result of our research is more than 200 slides on the
For the second time now, Statista has compiled the most
global digital economy. In addition, we also provide a
relevant and recent data on the entire digital economy – a
printer-friendly version of our slide deck.
comprehensive overview of one of the hottest topics of our
time. Since accurate data is a critical factor to decision- We are convinced that you will enjoy reading our
making processes in business, we have gathered a set of Digital Economy Compass.
stunning facts, which are meant to inform and also to
entertain.
For the first time, our 2018 version features data from the Download your printer-friendly version here:
biggest market research project Statista has ever www.statista.io/decprinter
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. Dr. Friedrich Schwandt (CEO)
In the first part, we cover global trends: Is voice control
going to replace smartphones and touch-controlled
2
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
messages >350,000 tweets sent
processed
>243,000 photos >65,000
uploaded
photos
>210,000
snaps uploaded
uploaded
>120 new
accounts
>3.8 million search requests
>800,000
files uploaded 60 >25,000 posts
on tumblr
seconds
>18,000 matches
>87,000 hours of videos
watched
>16,550 >2 million
>1.5 million songs video >156 million
streamed minutes emails sent
views
of calls
>400 hours of video uploaded
3 Source: Go-Globe.com, Company Information, Statista Research

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 smartphone market in Q4, 2017.
internet – thanks to mobile devices. However, the stunning
Next to smartphones, more and more other mobile devices
rise of smartphones is coming to an end. The number of
are equipped with a permanent internet connection, like
shipments remained practically unchanged between 2016
smartwatches or fitness trackers. When integrated with a
and 2017: 1,472 million vs. 1,473 million.
smartphone, a complete ecosystem emerges, which makes
Most devices were sold in China, which accounted for about it possible to be online at all times.
one in three smartphone purchases. As the Chinese market
Manufacturers have already found the next big hit in the
has constantly been growing over the past years, incumbent
hardware market, which goes one step beyond touch
manufacturers like Samsung and Apple face a huge threat:
Chinese producers, who are rapidly expanding their share control: smart speakers. Although the market is still small,
customers are eager for these new devices, and mass
in the home market. The top 4 vendors (Xiaomi, Oppo, Vivo
market adoption is only a matter of time.
and Huawei) together accounted for 67% of the domestic
Hardware
Smartphone sales plateaued at around 1.4bn units

Global smartphone shipments in million units
2.4%
1,437 1,473 1,468
1,302
1,020
725
495
305
151 174
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
7 Source: IDC
Hardware
Apple & Samsung stay the biggest smartphone manu-

facturers – 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% other
Q1 ’15 Q2 ’15 Q3 ’15 Q4 ’15 Q1 ’16 Q2 ’16 Q3 ’16 Q4 ’16 Q1 ’17 Q2 ’17 Q3 ’17 Q4 ’17
8 Source: Counterpoint Research

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 Vivo Oppo
1
9% 3%
15%
18% Vendors:
17% 35% market share
Vendors:
64% market share 14%
37%
19% Top 4
14% Vendors:
Top 4 15% 65% market share
11% Vendors:
7% 36% market share 17%
5%
Q1 ’15 Q4 ’17
1: Statista estimates for 4Q ’17 are based on prior years

Note: Numbers may not add up to 100% due to rounding
9 Source: Counterpoint Research
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 Other fitness monitors
58.7
5.6 Body-worn camera
67.2 Head-mounted display
347.5 22.3 Sports watch
31.0
1.6 63.9 Wristband
28.3
21.7
48.8 81.0 Smartwatch
48.2
206.0 Bluetooth headset

168.0
2018 2021
1: CAGR: Compound Annual Growth Rate / average growth rate per year
10 Source: Gartner
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
18%
for music
Home automation 14%
Based on a June 2017 survey among 5,000+ U.S. consumers aged 18+, of which 9% owned a smartwatch
11 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%
81% 83%
64% 64%
55%
40% 41%
26% 27%
2016 2017 2018 2019 2020
1: Sensors that measure body data, e.g. fingerprint scan, facial recognition
12 Source: Acuity Market Intelligence
[…] 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%
88%
79.5% 20.5% 97%
50% 46%
27%
12% 3%
Usership, total population Innovators Early Early Late Laggards
adopters majority 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
14 Source: Statista Global Consumer Survey 2018
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
0.3
0.0 0.0 0.1 0.0 0.1 0.0 0.1 0.1
Amazon Google JD.com Xiaomi Alibaba Group Others
15 Source: Gartner
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 Amazon Echo
16 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
Smart speaker Built-in assistant Apple
Amazon
Google Home Mini Google Assistant US$39.00 Others
Amazon Echo Dot Alexa US$49.99
Amazon Echo (2nd Gen.) Alexa US$99.99
Google Home Google Assistant US$129.00
Amazon Echo Plus Alexa US$149.99
Harman Kardon Invoke Cortana US$149.95
Sonos One Alexa US$199.00
Apple Homepod Siri US$349.00
Google Home Max Google Assistant US$399.00
Prices from February 19th, 2018

17 Source: Company Websites
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%

Revenue-relevant usage
Order products 11%
Order food / services 8%
Base: U.S. households equipped with smart speakers in Q1 2017

18 Source: comScore
Hardware
Amazon‘s Alexa has more than 30,000 skills, many

focusing on games and education
Share of Amazon Alexa skills
Other1
19%
25% Games, Trivia & Accessories
Smart Home
3%
Sport 3%
>30.000 skills
4%
Travel & Transportation
13%
5%
Productivity Education & References
6%
News 7%
7% Lifestyle
7%
Novelty & Humor

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
19 Source: Amazon, Statista Estimates
Hardware
27% of Google assistant apps focus on Games & Fun

Number of Google Assistant apps by category
Games & Fun 483 27%

Education & References 165 9%
Home Control 163 9%
Business & Finance 135 8%
Travel & Transportation 111 6%
Productivity 89 5%
Social & Communication 74 4%
Health & Fitness 73 4%
Food & Drink 67 4%
Shopping 65 4%
Movies, Photos & TV 65 4%
Arts & Lifestyle 62 4%
Local 57 3%
Music & Audio 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
20 Source: Voicebot.ai
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 Apple Siri
98%
92%
83% 81%
76%
72% 72% 72%
65% 66% 66% 66%
62% 64%
57%
52%
47%
42%
15%
12%
Location-based Commerce Navigation Information Command
Base: 782 queries directed at each of the speakers individually

21 Source: Loup Ventures
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 35%
At places other than

30%
your home / work / car
“How interested would you be in having the smart speaker technology…?”, Answers “very interested” & “interested” considered; n= 1816
respondents who own a smart speaker
22 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 In the past year, it was especially Snapchat and Instagram
network for Harvard students – a very exclusive club of that dominated the media: Snapchat caused a stir when
people could communicate through the new service. Snap Inc. announced their IPO in March 2017, which raised
Fourteen years later, a whole new industry has emerged, expectations of shareholders as well as investors. Instagram
which changed the way we consume media, talk, chat and for its part developed into the number one platform for
stay in touch with friends. influencers, with user numbers surging: It has become the
rising social media star.
Without doubt, Facebook is the most important player in
this field, but by far not the only one. Similar platforms have We analyzed overall social media consumption and how
developed, which address different kinds of purposes: people really use the services. Who are the users? How
business networks, instant messaging or photo sharing. many of them actually like and share at all and how many
just get their daily news?
23
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. United Kingdom Germany
79%
75%
73%
18%
14% 15%
5% 5%
3% 2% 2% 3%
Daily Several times a week Once a week Several times a month
“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
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% 56% 58%
53%
50%
44% 42% 43%
38% 39%
34%
26%
11%
9%
5% 3% 5% 5%
Commented Liked posts Shared posts Posted pictures Posted texts / I have used I don’t use
on posts / videos status updates social networks 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
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
1,300
Messenger
Instagram 800
Tumblr 368
Twitter 328
Snapchat1 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
26 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%
Instagram
10%
Facebook
8% Twitter
Spring Fall Spring Fall Spring Fall

2015 2015 2016 2016 2017 2017
n=6,100 U.S. teenagers, average age 16 years

28 Source: Piper Jaffray, Recode
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

13%
187
30% 174 178
166
159 47
153 44
143 42
40
39
31% 39
122 36
106 60
29 57 57
94 55
54% 87 24 52
81 49
20 46
71 18 39
63 16
57 13 34
11 29 30
46 9 27
20 23
6 18 75 77 80
14 65 68 71
54 61
40 44 48
30 32 35 38
26
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
1: Europe includes Russia and Turkey 2: North America includes Mexico and the Caribbean
29 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 Spends 50% more on
electronic devices than
non-Snappers
Uses Snapchat
18 times a day The average Snapchat user Snaps from
events (70%)
Uses Snapchat
Uses Snapchat at home (81%)
Uses Snapchat over at school (64%)
30 minutes a day
30 Source: Snap
Social Media
Snap highly depends on North America, which is

responsible for >75% of revenues
Revenue in million US$
1 2
North America Europe Rest of the World
129 166 150 182 207 285

1.6% 3.6% 5.3% 6.6% 6.3% 9.1%
9.3% 9.0% 8.7%
12.1% 13.0%
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
31 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 Net loss
285
166 150 182 208
128
17 33 39 72
4 5
-99 -80 -97 -98 -105 -116 -124 -170 -194

-350
-443
-2,209
Q1 ’15 Q2 ’15 Q3 ’15 Q4 ’15 Q1 ’16 Q2 ’16 Q3 ’16 Q4 ’16 Q1 ’17 Q2 ’17 Q3 ’17 Q4 ’17
Note: Q1 2017 losses caused by stock-based compensation to employees at time of IPO

32 Source: Snap
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
26 03/02/2017
1. Quarterly Report
24 05/10/2017
22
20
3. Quarterly Report
18 2. Quarterly Report
11/07/2017
08/10/2017
16
14
12 4. Quarterly Report
10 02/06/2017
8
6
4
2
03/02/2017 02/21/.2018
33 Source: Yahoo Finance, as of February 21st 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%
187 200
173 178
166
150
100
Q1 ’17 Q2 ’17 Q3 ’17 Q4 ’17 Oct ’16 Jan ’17 Apr ’17 Sep ’17
35 Source: Snap, Facebook

Social Media
Facebook‘s Snapchat clones beat the original

Worldwide daily active users of Instagram Stories, WhatsApp Status and Snapchat in millions
Snap: Facebook:
1
Snapchat Instagram Stories WhatsApp Status 300
300 Oct ‘17
300
250 Oct ‘17
200
150 187
Q4 ‘17
100
August 2, 2016
50 Launch of February 20, 2017
Instagram Stories Launch of
WhatsApp Status
0
2015 2016 2017
1: Snapchat‘s user numbers represent quarterly averages

36 Source: Snap, Facebook
Social Media
Instagram has taken the lead over Snapchat in terms

of new sign-ups
Proportion of global new sign-ups
Snapchat Instagram
39%
46% 43% 42%
53%
58% 63% 63% 63% 58% 55% 54%
66% 67% 67% 66% 66% 65% 65% 63%
62%
54% 57% 58%
47%
42% 42% 45% 46%
37% 34% 33% 33% 34% 34% 37% 35% 35% 37% 37%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
’16 ’16 ’16 ’16 ’16 ’16 ’16 ’16 ’16 ’16 ’16 ’16 ’17 ’17 ’17 ’17 ’17 ’17 ’17 ’17
37 Source: Jumpshot
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 2018
92.9%
82.2%
12.2%
2.7% 1.7% 3.2% 0.5% 1.7%
0.2% 1.2% 0.5% 1.0%
Instagram Facebook Snapchat Twitter Youtube Pinterest
n = 414 influencer
38 Source; Hashoff Influencer Marketing Report Fall 2017
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
15.0 2,000,000
1,000,000
500,000
200,000
8.0
1.5
Sep ’16 Mar ’17 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$
9.5
9.1
8.4
7.0
5.4
3.2
1.1
2015 2016 2017 2018 2019 2020 2021
40 Source: Credit Suisse

Global Trend
The 3-Trillion-Dollar Quintet

U.S. tech leaders by their stunning numbers
They are the providers of the most innovative technologies revenues than the Chinese economy spent on digital ads in
with mass market adoption, they have billions of daily active total. Apple is sitting on such a huge pile of overseas cash
users, combined revenues of over US$500bn and a US$3 that they could buy every franchise of the Top 5 U.S. sports
trillion market capitalization: Apple, Google (Alphabet), leagues – with a lot of money left to give to employees to
Microsoft, Amazon, and Facebook shape the digital world watch some games. In August 2017, Amazon announced
like no other. that about one in three U.S. internet users had become an
Amazon Prime subscriber.
They create new services and business models and
successively expand into completely new industries. Due to We analyzed what these great companies earn their money
their fast scalability, the “big five” have achieved a size and with. Who are their cash cows and their rising stars? After
global reach that is impressive and frightening alike. Some this analysis one might ask: What would our everyday life
examples? In 2016, Google generated more digital ad look like if these companies did not exist?
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 Tech company
Top 2001 2006 2011 2016 2017

US$1,527bn US$1,670bn US$1,519bn US$2,407bn US$3,328bn
1
US$372bn US$447bn US$406bn US$609bn US$861bn
2
3
4
5
Valuation based on data from December 31st of the respective year

42 Source: morningstar.com, Financial Times, Statista research
Combined revenues rose to ~US$650bn in 2017

Global annual revenue development in billion US$
648.7
554.0
526.8
436.8
386.6
346.6
267.8
193.2
139.2 150.3
107.3
84.9
55.2 68.3
38.4 45.2
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Note: Facebook revenues included as of 2007

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
+27,625% 136.0
110.9 +217%
89.5 90.0
+5,138%
40.7
28.4 27.6
5.7 0.4 3.9 0.2
Note: Facebook revenues included as of 2007

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 US$110.9bn US$90.0bn US$177.9bn US$40.7bn
81% 62% 82%

86%
98%
Hardware Advertising Software Retail 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
132.6
Communications
Apple 122.8
National
118.6
Amusements
46 Source: Verto Analytics

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 Cortana Google
Maps
Search
Commerce & Payment Apple
Safari Maps Chrome
Operations & Organization

Entertainment
iCloud
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
47 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
47.06 78.69
25.18
0.12 1.84 13.03
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Q1 2018 Total
49 Source: Apple
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 2015 2014
iPhone 6 iPhone 8
8.1%
14.9% iPhone 8 Plus
iPhone 6 Plus 8.7%
4.3% 32%
14.7% iPhone X
iPhone 6s 12.6%
5.3% 6.0%
iPhone 6s Plus iPhone SE

10.4%
15.1%
iPhone 7 iPhone 7 Plus
1: Dec 19th – Dec 25th 2017

50 Source: Flurry Analytics
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
13% services
11% Mac
9%
11% 11%
11%
66%
63%
62% 10%
10%
2015 8%
4%
5%
6% Other products
+ Apple branded and

2017 3rd party accessories
51 Source: Company Information, Statista Research, VisualCapitalist.com

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
18%
by Mastercard
Visa Checkout 14%
Samsung Pay 14%
Chase Pay 11%
N=500 VPs and C-Level executives at North American retailers

Based on data from December 2017
52 Source: Boston Retail Partner
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
Buy some of the most famous of its 132,000 Pay off the national debt of Ireland,
technology companies, e.g. employees which amounts to US$231bn
Produce 1,680
Harry Potter Movies
US$252 billion offshore cash
Buy the 3.4 square- Buy every franchise of the top five
kilometers of U.S. sports leagues, with US$50bn left
New York‘s
Central Park1
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
53 Source: Company Information, Forbes, NeighborhoodX, Morningstar, Dow Jones, IMF
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
25.9
iPhone release 22.8
in China
12.5
2.8
0.8
2009 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% 11.0% 10.5%

8.0%
6.5% 5.9% 5.8% 5.5% 5.5%
Google Facebook comScore Twitter Amazon.com Yandex 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
56 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
190.8
States
Google 79.4
China 75.0
Japan 41.9
United
24.2
Kingdom
Germany 22.0
Brazil 13.1
France 11.4
South
11.3
Korea
Australia 10.9
57 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
13%
11%
10%
88% 90%
“Other Bets”
86% 1%
Google 1%
Maps 2015 1%
2017

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%
4% 3% 3%
2%
Daily Several times a week 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
59 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 CAGR1 ’12-’16
Google 79.4 16%
Facebook 26.9 58%
Comcast 12.9 3%
Baidu 10.4 27%
Walt Disney 8.7 3%
21st Century Fox 7.7 0%
CBS Corporation 6.3 -7%
iHeartMedia 6.3 0%
Microsoft 6.1 24%
Bertelsmann 4.4 -2%
1: CAGR: Compound Annual Growth Rate / average growth rate per year
60 Source: Zenith
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 Intel Oracle Cisco IBM Adobe DELL
Based on data from Dec 31, 2017

62 Source: Morningstar
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% 7%
Consulting / support services 9% 28%
7%
6% 5% 28%
25% MS Office system
7%
12%
Advertisement 8%
7% 5%
2015 20%
Windows PC operating system 16%
10% 9%
10% Server products and tools
22%
11%
24%
Xbox console 10%
2017
63 Source: Microsoft, Statista Research, VisualCapitalist.com

Many businesses depend on Microsoft: 80% of

fortune 500 companies use Microsoft cloud offerings
Microsoft products in numbers
33% 80%
of global internet users of Fortune 500 companies
use MS Office products use Microsoft cloud offerings
340 million 3 billion

Office mobile downloads minutes of Skype calls a day
>4 Trillion
emails sent with >500 million
Office 365 so far members on LinkedIn
>50k
new Office 365 small >53 million
businesses per month members active on Xbox Live
Based on data from January 2017

91% of all desktop PCs run on Microsoft Windows

Worldwide desktop market share of operating systems
Other Operating Systems Windows Vista Windows XP Windows 7 Windows 8 Windows 10
8% 7% 7% 8% 8% 9% 8% 9% 10% 9%
12% 15% 10% 7% 4% 3% 2% 1% 6% 1%

18% 12% 10%
25%
37%
43%
49%
53% 47%
64% 61% Windows: 91%
80% market share
74% 51%
8%
44% 10%
42%
30% 28%
21%
15% 12% 16%
1% 5%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Note: Data from July for each year

65 Source: NetMarketShare
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 Commercial Cloud
73.7 77.8 86.8 93.6 85.3 90.0
83%
89%
98% 97% 94%
99%
17%
1% 2% 3% 6% 11%
2012 2013 2014 2015 2016 2017
Note: Commercial Cloud comprises Office 365 Commercial, Dynamics CRM Online, Microsoft Azure and other Microsoft Office online offerings
66 Source: Microsoft
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
Leading the market
Annual growth rate
Holding position
Expected market growth rate 2017: 40%
Niche players
0% Worldwide market share 35%
1: IaaS (Infrastructure as a Service), PaaS (Platform as a Service), and hosted private cloud
67 Source: Synergy Research Group
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%
Xbox One
YouTube Games
6.6% 54.7%
Other Non-
Game Apps 14.1%
1.5%
Xbox 360
Games
1: Based on 930,000 Xbox One users on Xbox Live sampled from 26-09-2016 to 12-02-2017
68 Source: ars Technica
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 34
The Home Depot 32
Etsy 31
Best Buy 25
Lowe’s 23
Note: As at September 2017, multi-platform

70 Source: comScore
Retail business drives 82% of Amazon revenues

Revenue share of Amazon‘s product categories
Other
and co-branded
3% credit card agreements
Amazon Web Services

2%
2%
9%
10%
Retail products 7%
64%
67% 4%
72% 5% Subscription services
6%
15%
2015 Membership and sub-
17% scription based service fees
Retail third-party seller services

18%
2017

The share of North America in Amazon’s overall

revenue increased to 68%
Amazon‘s annual revenues split by country
1
ROW 4% 5% 5% 6% 6% 6% 8% 10%
11% 11% 11% 10% 10% 9% 8% 6%
10% 9% 8% 9% 7%
15% 14% 13%
10%
12% 11%
14% 14%
15% 15% 14%
64% 64% 68%

57% 60% 60%
55% 56%
2010 2011 2012 2013 2014 2015 2016 2017
Note: Revenues from AWS are excluded

1: ROW = Rest of world
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
80
75
65
63
58
54
48
44
Jun ’15 Sep ’15 Dec ’15 Mar ’16 Jun ’16 Sep ’16 Dec ’16 Mar ’17 Jun ’17 Sep ’17
73 Source: Consumer Intelligence Research Partners

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
70,000 60.5
50,000 43.7
35.8
29.3
25.6
21.3
2012 2013 2014 2015 2016 2017
74 Source: Amazon
amazon.com still accounts for 60% of Amazon‘s first-

party 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
61%
76.863
69.842 60%
61%
55% 61%
10%
11%
11% 6%
14% 12% 7% 3% 3%
8% 3% 3%
10% 9% 4% 2% 2%
3% 2% 3% 1% 2%
1% 1% 1% 15% 16%
15% 12% 13%
2014 2015 2016 2017 2018
More information on
75 Source: ecommerceDB.com
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 Daily active users
2.07 2.11
2.01
1.94
1.86
1.79
1.71
1.65
1.55 1.59
1.44 1.49
1.35 1.39
1.28 1.32
1.19 1.23
1.11 1.16
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
’13 ’13 ’13 ’13 ’14 ’14 ’14 ’14 ’15 ’15 ’15 ’15 ’16 ’16 ’16 ’16 ’17 ’17 ’17 ’17
77 Source: Facebook
The share of Facebook users in Asia-Pacific increased

the most
Regional distribution of Facebook’s overall monthly active users
Q1 2015 Q4 2017
15% 11%
31% -4% points North America

33%
17%
-4% points Europe
21%
+6% points Asia-Pacific
+2% points Rest of World
33% 39%
78 Source: Facebook
Facebook’s revenues almost exclusively stem from ads

Revenue share of Facebook‘s product categories
5% 3% 2% Payments and other fees

98% 97% 95%
2015
2017
79 Source: Facebook
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 Facebook
digital ad spend Ad revenue
US$242 billion US$40 billion
Global
social media ad spend
US$44 billion
Note: Bubble sizes only illustrate ratios and do not correspond to actual market sizes
80 Source: Statista Digital Market Outlook 2017, Facebook, Magnaglobal
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 16%
9.2 10%
8.6
10%
10% 7.9 17%
25%
6.8 10% 17%
15%
6.2 10%
5.6 17% 24%
10%
10% 5.2 16%
17% 23% 24%
4.3 15% 9% 24%
3.8 10% 16% 23%
3.3 11% 16% 25% 25%
10% 24% 49%
16%
16% 26% 24% 48%
26% 51% 49% 49%
51% 49% 50%
49% 50%
48% 48%
Q1 ’15 Q2 ’15 Q3 ’15 Q4 ’15 Q1 ’16 Q2 ’16 Q3 ’16 Q4 ’16 Q1 ’17 Q2 ’17 Q3 ’17 Q4 ’17
81 Source: Facebook
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
2
11%
0
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
’12 ’12 ’12 ’12 ’13 ’13 ’13 ’13 ’14 ’14 ’14 ’14 ’15 ’15 ’15 ’15 ’16 ’16 ’16 ’16 ’17 ’17 ’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 Spotify, Netflix, Airbnb, Uber and many other platforms have
Marc Andreessen stated: “Six decades into the computer reached critical mass in terms of connecting creators and
revolution, four decades since the invention of the consumers of content. In the last five years, Spotify has
microprocessor, and two decades into the rise of the modern increased its number of paying subscribers from three to 70
Internet, all of the technology required to transform industries million users, Netflix has surpassed major pay-TV providers
through software finally works and can be widely delivered at a in paying subscribers and Airbnb increased annual guest
global scale”, a statement which has never been more true arrivals from three million to over 100 million.
than today.
This development has not yet come to an end. These
No matter if in terms of accommodation, digital content or players are going to increase pressure on traditional offline
transportation: Software, and in particular digital platforms businesses even more – as the shift from offline to online
join creators and consumers in a very efficient and will continue. And those platforms sit at the digital end,
convenient way. More importantly, they are scaling fast! 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 Markets led by established players
Digital Music Video-on-Demand Mobility Services Online Travel
47%
43%
36%
27%
22%
20%
18% 17%
As part of a On As part of a On Ride sharing Taxi Vacation Package

subscription downloads subscription downloads (short dist.) apartment holidays
“Which of these products / services have you spent money on respectively booked online in the past 12 months?”; Multiple response; n=2,000
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 Touch Point
user touch point
(one digital “storefront”) 3
Simplicity
2 Digital Platforms in connection
(plug-and-play ecosystem)
Decentralized
value creation
(multiple producers)
… … … … …
Producers / value creation

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

[…] 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 Download Streaming

14.6 14.3
13.7 13.8
12.5 12.6 12.3

12.2 12.3
11.9
11.2
10.7
8.8
7.8 7.7
7.0 7.1 7.0 7.0 6.9 6.9
91% 75% 22%
98% 88%
66% 40% 35% 33% 29%
59% 47%
52% 24%
34%
42% 38%
43%
41% 54%
34% 38%
22% 31%
30% 37%
8% 10% 17% 23%
9% 12%
1% 1% 2% 3% 4% 7%
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
88 Source: RIAA
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 Spotify
59%
67%
77%
82%
89%
98% 94%
100%
41%
33%
23%
18%
11%
2% 6%
2009 2010 2011 2012 2013 2014 2015 2016
89 Source: IFPI, Spotify

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
825
475
82 207
-32 -50 -92 -62 -208 -255

-595
-1,364
2010 2011 2012 2013 2014 2015 2016 2017
Note: All figures converted into US$ with 2016 avg. annual exchange rate of 0.90554 US$ per EUR
90 Source: Spotify
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
138
132
123 42%
113 39%
104 37% 41%
96 37%
91 34%
82 33%
77 30%
30%
68 27%
27%
25%
61% 58%
63% 63% 59%
67% 66%
70% 70%
73% 73%
75%
Q1 ’15 Q2 ’15 Q3 ’15 Q4 ’15 Q1 ’16 Q2 ’16 Q3 ’16 Q4 ’16 Q1 ’17 Q2 ’17 Q3 ’17 Q4 ’17
91 Source: Spotify
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
Based on data from January / February 2018

92 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) Sell-thru (digital) Rental (physical) Rental (digital) Streaming (digital)
20,493
19,470
18,430 18,041 18,088 18,219 18,074
17,906
23%
28%
34% 11%
43% 39%
50% 47%
56% 10% 10%
10% 13%
9% 10%
7%
3% 4%
17% 11%
3% 19%
22%
24%
31% 11%
32% 11% 47%
12%
11% 37%
28%
10% 17% 23%
10% 6% 13%
2010 2011 2012 2013 2014 2015 2016 2017
94 Source: The Digital Entertainment Group

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
52.8
51.9
50.9
49.2 49.1 49.1 49.4
49.0 48.8 48.9 48.8
48.9 48.7 48.4 48.1 ?

47.1 47.5
47.0
44.7
43.2
42.3
41.4
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
’15 ’15 ’15 ’15 ’16 ’16 ’16 ’16 ’17 ’17 ’17 ’17
95 Source: Netflix, Leichtman Research Group

Vertical Platforms
Netflix increased their global user base to 118 million

Number of global Netflix memberships in million
118
109
104
99
94
87
7% p.q. 82 83
75
69
66
62
57
50 53
48
44
38 40
36
33
28 29
26
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
’12 ’12 ’12 ’12 ’13 ’13 ’13 ’13 ’14 ’14 ’14 ’14 ’15 ’15 ’15 ’15 ’16 ’16 ’16 ’16 ’17 ’17 ’17 ’17
96 Source: Netflix
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
559
161 226 17 112 267 123 187
2010 2011 2012 2013 2014 2015 2016 2017
97 Source: Netflix
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 Series
5,064
Japan
1,315
United 4,043
States 1,594
3,944
Canada
1,414
United 3,612
Kingdom 1,406
3,168
Brazil
994
2,347
France
848
2,204
Germany
809
2,224
Spain
741
98 Source: uNoGS
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
1: Includes original and acquired/licensed programming

99 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%
37%
35% 35%
33%
29%
26%
22% 22% 22%
19% 20% 20%
5% 4%
Traditional Bed & Friends Extended Vacation Other vacation Corporate Other
hotel breakfast & family stay hotel rental site rentals apartment
101 Source: AlphaWise, Morgan Stanley Research

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
6
0.02 0.14 0.8 3
2009 2010 2011 2012 2013 2014 2015 2016 2017
102 Source: Airbnb, Recode

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
250
75 100 93
20
-150
2011 2012 2013 2014 2015 2016 2017
103 Source: WallStreetJournal, Fortune, Bloomberg Technology

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
1: Cumulated
104 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 Minimum nights needed to earn more via

Airbnb than if rented out long term
8,070
90292 Marina Del Rey 89
2,000
7,680
90048 West Beverly 76
1,624
7,140
90291 Venice 83
1,637
4,980
90017 Downtown Los Angeles 57
793
4,530
900028 Hollywood 86
1,081
4,500
900026 Echo Park/Silverlake 79
983
1: Average rent for 30 days 2: Average monthly rent

105 Source: insideairbnb.com
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 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years
71%
69%
66%
62%
58%
54% 54%
52% 53%
45%
24%
22%
19% 17% 19%
16% 16%
12% 12%
9% 10% 9% 10%
7% 8%
Owning a car is Cars represent I can live well Driving cars is bad I would like to switch to more
important to me independence and freedom without a private car for the environment environmentally-friendly
means of transportation
“Which of these statements apply to you?”; Multiple response; n=2,027

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 40 million
per customer per month monthly active customers
108 Source: Uber, Fortune, Sky

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
2.2
2.0
1.7 1.8
1.5
1.1
0.8
0.5
0.3 0.4 0.3
-0.4 -0.3 -0.4

-0.6 -0.5
-0.7 -0.7
-0.9 -1.0 -1.1 -1.1
-1.5
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
’15 ’15 ’15 ’15 ’16 ’16 ’16 ’16 ’17 ’17 ’17 ’17
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
109 Source: Statista, Business Insider, Bloomberg, Reuters, Axios
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%
2.9
0.7
2013 2014 2015 2016 2017
110 Source: Bloomberg, Business Insider, bizjournals.com, Reuters

Global Trends
Digital China
Two players do it all – explaining Chinese “Everything Companies”
The digital economy in China is shaped by two major customers. You want to sell to Chinese online customers
players: the Alibaba Group and Tencent Holding. without having Alibaba on board? Good luck!
These two companies own the digital user touchpoint for Tencent’s well-known instant messaging app WeChat is used
retail, digital media, messaging, and many other services. by almost one billion people. This is important, as many
They have built a comprehensive digital ecosystem in order digital services can be incorporated into WeChat: Media,
to provide as many services as possible to their customers retail, location services, and payment. Thus, Tencent has
from one single source. 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 We dive into the financials and business models and show
foreign merchants. They own China’s biggest brands, which how Alibaba and Tencent earn their money – as this is quite
serve as a digital touchpoint to connect businesses with different compared to companies in Europe and the U.S.
111
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

US$1,527 (2016) US$2,921 (2015)
per user
Devices supported Most smartphones All smartphones, tablets, and computers
Service portfolio ▪ Money transfer ▪ Money transfer

▪ Bill payments ▪ Bill payments
▪ Bill sharing ▪ Bill sharing
▪ eCommerce payments ▪ eCommerce payments
▪ Mobile balance top-up ▪ Mobile balance top-up
▪ Bank account balance checks ▪ Bank account balance checks
▪ Hotel booking ▪ Hotel booking
▪ Ticket purchasing ▪ Ticket purchasing
▪ Taxi ordering ▪ Taxi ordering
▪ Investment in wealth mgmt. funds ▪ Investment in wealth mgmt. funds
112 Source: Better than Cash Alliance, Analysys, Aseantoday, kpcb

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

3
International Commerce Dig. Media & Entertainment Others
23.0
2%
9%
4%
9%
14.7
3%
3% 2%
8%
11.1
2% 4%
9% 3%
7.6 76%
3%
9% 1%
5.0 83%
12% 2% 83%
86%
85%
2013 2014 2015 2016 2017
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
114 Source: Alibaba
Digital China
Alibaba’s Core Commerce1 has quickly gone mobile

Alibaba’s Core Commerce GMV3 share
Mobile GMV Desktop GMV
17% 13%
21%
35%
59%
81%
83% 87%
79%
65%
41%
19%
2 2
2014 2015 2016 2017 2018 2019
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
115 Source: Alibaba, Statista estimates
Digital China
Alibaba clearly separates between business locations,

affecting buyers and sellers alike
Alibaba‘s Core Commerce1 stores
Retail Wholesale
Buyer
Chinese Global
Chinese China Commerce Retail China Commerce International Commerce International Commerce
Wholesale Wholesale Retail
Seller
Global
1: Core Commerce as per Alibaba’s SEC Filings includes all commerce-related revenues from both itsdomestic and cross-border businesses
116 Source: Statista Research
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 Global
Chinese China Commerce Retail China Commerce International Commerce International Commerce
Wholesale Wholesale Retail
US$0.8bn US$0.9bn
Seller
US$16.6bn US$1.2bn
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
117 Source: Alibaba, Statista Research
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%
4%
7%
14.7 24%
5%
8% 3%
11.1
7%
27%
8% 2%
7.6
7% 30%
10% 56%
5.0 24%
7%
15% 57%
19% 53%
59%
60%
2013 2014 2015 2016 2017
1: VAS = value-added services

Note: All figures are converted from RMB into US$ using the exchange rate of RMB6.8832 per 1US$
118 Source: Alibaba
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
313
263
Jun ’15 Sep ’15 Dec ’15 Mar ’16 Jun ’16 Sep ’16 Dec ’16 Mar ’17
119 Source: Alibaba

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
889 869
853 843
798 808 815
721
697
654 640 638
603 625
552 568
500
355
161
50
2011 2012 2013 2014 2015 2016 2017
121 Source: Tencent, Statista Research

Digital China
Next to WeChat, Tencent provides a number of other

digital services
Tencent’s business structure
Interactive Mobile Online Social Corporate Technology &

Weixin
Entertainment Internet Media Network Development Engineering
Group
Group Group Group Group Group Group
Operation, Focusing on Operation and Development of Further Business Provider of
development and mobile internet development of innovative value- development of incubator & technology and
quality assurance services for the online media added services for Weixin / WeChat professional operations
of Tencent security products business, e.g. Tencent‘s cloud ecosystem, e.g. support platform support for the
Interactive and utilities, e.g. business, as well open platform, business groups
▪ QQ.Com ▪ Online finance
Entertainment, as social payment and and Tencent‘s
▪ YingYongBao ▪ Tencent video ▪ Online payment
e.g. platforms and O2O services. users
▪ QQ Browser ▪ Tencent news ▪ Online
instant messaging Also, operations
▪ Online games ▪ Tencent Mobile advertising
built around QQ and development
▪ Online literature Manager
and Qzone of QQ Mail and
▪ Comics ▪ Tencent PC
Weixin Enterprise
▪ Movies Manager
YingYong Mobile
Pitu Bao Manager QZone QQ Int. Tribe WeChat WeChat Pay Tenpay
122 Source: Tencent, Statista Research

Digital China
Tencent monetizes digital business models: value-

added services, advertising and payment & cloud
Tencent business model
Business model Revenue streams
Value-added Fee-based
Social networks & online games: monthly subscriptions + item purchases
services (VAS) revenues
Traffic-based
Online advertising Media ads (news, video, music properties), app store, browser + ad network
revenues
Transaction-
Payment & cloud Online payment charge rate + cloud services based
revenues
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 53%
11.8
45%
9.1
43%
6.6 47%
4.3 48% 47% 43%
2.9 55%
44% 57%
52% 53%
56% 52%
48%
2010 2011 2012 2013 2014 2015 2016 Q3 2017
124 Source: Tencent

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
1: Estimated figures, as gaming revenues are not separately reporting in SEC filings
Note: Hardware sales are not included
125 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%
16%
18%
15.4
5%
11.8 17%
9%
9.1 11%
17% 71% 67%
6.6 8%
8% 11% 78%
4.3 80%
2.9 7% 1%
7% 0% 74%
81%
93% 92%
2010 2011 2012 2013 2014 2015 2016 Q3 2017
1: VAS Revenue calculated from internet value-added Services and mobile and telecommunications value-added Services
126 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
+20%2 589
493
389 427
385
325 323
194 204 235
130 134
2012 2014 2015 2016 2017 2018 2019 2020 2012 2014 2015 2016 2017 2018 2019 2020
1: Occasional viewers and enthusiasts combined 2: CAGR: Compound Annual Growth Rate / average growth rate per year
127 Source: Newzoo
Digital China
The increase in fee-based registered subscriptions is

fueling Tencent’s revenue growth
Fee-based registered subscribers in million
125
1
109 1 110
105
1 95
90 89
84
2010 2011 2012 2013 2014 2015 2016 Q3 2017
1: VAS subscriptions calculated from internet value-added services and mobile and telecommunications value-added services
128 Source: Tencent
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 trillion. China was the biggest eCommerce market
digitalization and disruptive changes to traditional indus- worldwide, generating revenues of US$497 billion. Based on
tries. The rising number of internet as well as smartphone the high annual growth rate of 14%, the market is expected
users, and the increasing time people spend online, shaped to exceed revenues of US$959 billion by 2022. The second
the term “always on”. This development resulted in an ever- biggest eCommerce market is the U.S. with revenues of
increasing online market with new types of purchasing US$421 billion in 2017, followed by Europe with US$330
processes appearing all over the world. At the same time, billion. In both markets, growth rates are expected to be
more and more different product categories and product significantly lower than in China, with 8-9% annually.
ranges find their way into online trade.
The steady fusion of online and offline shopping is a major
Statista’s Digital Market Outlook divides the eCommerce eCommerce development: Amazon’s acquisition of Whole
market into five product segments: Fashion, Electronics & Foods shows their ambition to shake up the grocery
Media, Food & Personal Care, Furniture & Appliances, and industry, while merging offline and online retail at the same
Toys, Hobby & DIY. time. Many other players from both the online and offline
world move to multi-channel strategies, underlining this
In 2017, the global1 eCommerce market was worth US$1.5 trend.
130 1: Only includes countries listed in Statista‘s Digital Market Outlook

Furthermore, the world’s largest retailer in terms of Next to those most recent developments, we expect some
revenues, Wal-Mart Inc., has embedded the digital mindset major trends to take off in the near future: mobile and
into their corporate DNA: They changed their official name marketplaces.
from “Wal-Mart Stores” to “Wal-Mart”, in order to show their
Merchants increasingly understand the benefits of agile and
effort to address all customers and abandon the apparent
short-acting platforms. Hence, they develop applications
focus on offline-clients.
specifically designed for the mobile experience, rather than
We observe a similar development in China: eCommerce optimizing web shops for mobile devices.
giant Alibaba is gradually expanding towards the offline
We expect marketplaces to become the best choice for
world and opening brick-and-mortar stores. According to
almost all product categories (with the exception of only a
Daniel Zhang, CEO of Alibaba, “[…] the future of new retail
few) with proven winners in terms of price or product
will be a harmonious integration of online and offline, and
quality. In categories relating to personal style or taste, such
Hema is a prime example of this evolution that's taking
as clothing or interior design, independent players will
place”.
always have their share of the market.
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.
f.wegener@statista.com
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
712.9
1,947.0 662.3
1,728.7 605.9
544.9
1,510.6
481.2 520.3
1,305.3 495.7
417.3 466.3
432.4
356.4 305.8
395.4 283.4
357.1 257.4
228.7
320.2 198.9 394.6
329.2 363.2
170.0 293.9
144.0 258.7
225.1
194.5
495.7 538.4 574.6
341.1 394.6 447.1
290.2
2016 2017 2018 2019 2020 2021 2022
1: Only includes countries listed in Statista‘s Digital Market Outlook

Clothing and Consumer Electronics are the biggest

categories within eCommerce
Global1 eCommerce revenue in billion US$ and segment revenue shares in 2017
417.3 357.1 170.0 225.1 341.1

Clothing Consumer Food & Furniture & Toys &
Electronics Beverages Homeware Baby
27%
44%
Sports &
66% Outdoor 16%
70%
74%
DIY, Pets
Personal
& Garden
Care
45%
Shoes 56% Home
21%
Books, Appliances
Movies, 30%
Bags & Music & 26%
Hobby &
Accessories 14% Games Stationery 13%
Fashion Electronics & Food & Furniture & Toys, Hobby &
Media Personal Care Appliances DIY

Note: Percentages refer to the individual segment columns
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 2016
496.8
China 24%
402.2
United 421.1
13%
States 371.2
96.7
Japan 10%
88.3
United 95.1
10%
Kingdom 86.7
63.4
Germany 11%
57.1

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 Apparel Furniture
Offline Online
26%
46%
76% 73%
82% 84%
74%
54%
24% 27%
18% 16%
2017 2021 2017 2021 2017 2021
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)
135 Source: Statista Consumer Market Outlook 2018
The German eCommerce market is highly concen-

trated – 3 stores account for almost 30% of net sales
eCommerce net sales in 2016 in million US$ and market shares in %
.de
.de .de
Rank 20-21 Rank 31-40
.de 2,077 mUS$ 1,556 mUS$
4.3% 3.2%
.de Rank 4-10
4,091 mUS$
.de 8.5%
Rank 41-50 61-70 71-80
1,359 mUS$ 1,074 895
2.8% mUS$ mUS$
.de 2.2% 1.8%
91-100
Rank 1-3 Rank 11-20 Rank 51-60 81-90 632
13,265 mUS$ 3,432 mUS$ 1,236 mUS$ 757 mUS$ mUS$
27.4% 7.1% 2.6% 1.6% 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 37%
South Korea 29%
Netherlands 24%
Sweden 23%
Belgium 22%
United Kingdom 22%
Singapore 22%
France 22%
Denmark 20%
Finland 20%
Norway 20%
Ireland 18%
Germany 18%
Czech Republic 18%
United States 18%
Spain 17%
Canada 17%
Poland 16%
Switzerland 15%
Austria 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)
137 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 Preferred by online shoppers
United Kingdom Germany France Italy Spain
100 88 99 95 99
Debit / credit card
48 18 54 34 41
82 93 79 92 87
Paypal or similar
42 34 36 48 42
12 65 36 66 57
Direct payment
4 27 4 8 3
4 89 1 4 9
Invoice
2 16 3 1 1
46 63 42
Cash on delivery 1 5
3 2 2 10 11
1 Base: Consumers aged 15 to 79 who have shopped online More information on

138 Source: postnord, ecommerceDB.com
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 Germany France
.co.uk 6.019 .de 9.887 .fr 3.262
.com 4.320 .de 3.506 2.566
.co.uk 2.907 .de 1.416 .com 2.249
.com 2.500 937 .fr 1.550
.co.uk 1.958 .de 723 .com 585
1: eCommerce net sales generated via the respective country domain only
139 Source: eCommerceDB.com
Next to large all-encompassing platforms, there are

many product-specific eCommerce players
eCommerce key players by business model and region
Marketplaces Online Retailers Direct Sellers

United States
China
Europe

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 Online search & purchase
65
60
Books, Movies,
55 Music & Games Consumer
Purchased primarily online
50 Clothing Electronics
45
40
Shoes
35
Bags &
30 Accessories Cosmetics &
25 Toys & Body Care
Baby Products Household
20 Stationery & Appliances
Sports &
15 Hobby Supplies
Outdoor
Furniture &
10 DIY, Garden Household Goods
& Pets
5 Food & Drinks
Offline search & purchase Online search & offline purchase
0
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70
Searched for primarily online
“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
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%
17.8
16.9
14.6 2.9
Thanksgiving 2.4
5.0
Black Friday 4.3
2.4
Saturday 2.2
Cyber 6.6
5.6
Monday
2016 2017 2016 2017
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
142 Source: Alibaba, Adobe Digital Insights
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
4,950
4,550
4,150 4,000
3,500 3,750 3,750
3,450
1,900
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
143 Source: Cushman & Wakefield, Business Insider

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%
45%
41% 40%
37% 38%
27%
10%
5%
2%
United States United Kingdom Germany
“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
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,
55%
Consoles & Accessories
Music, Movies & Videos 51%
Jewelery & Watches 51%
Computer Software 41%
Sports & Fitness 40%
Home & Garden 33%
Apparel & Accessories 26%
Books & Magazines 22%

Consumer Packaged
22%
Goods
Consumer Electronics 14%
Computer Hardware 13%
145 Source: comScore

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 25%
Toys & baby products 18%
"In which of these categories do you pay particular attention to brands?”; Multiple response; n=10,150
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, 81%

drugstore & cleaning products) 65%
Clothing, shoes, accessories 89%
75%
Furniture & household goods 66%
53%
Toys & baby products 38%
29%
Household appliances 65%
63%
Travels 56%
55%
62%
Media 64%
Finance & insurance, 56%
telecommunications & electricity 66%
69%
Consumer electronics 79%
50%
Cars, motorcycles, bicycles 64%
"In which fields do you personally make purchasing decisions?”; Multiple response; "What is your gender?”, n=10,150
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, Seamless workflow
growth forecast for 2018, relative Content can be instantly downloaded in Excel format
market shares, cross border and
product analytics
Daily updates
Information on online store revenues is updated on a
In-depth KPIs daily basis
Providers of logistics services,
“
payment methods, traffic metrics
> Store profile
Statista’s ecommerceDB contains detailed data on online stores
that is most useful for our analyses of the eCommerce market."
Company information Michael Üreyil, Research Analyst at
Including information on company EY Parthenon GmbH
revenue, contact information

(management, marketing, and
eCommerce contacts)
Your provider of more than
6,000 detailed store profiles
> Customized Ranking
148
www.statista.io/eservices
eServices
eServices are reaching out towards new horizons: Food Delivery segment. It is also the fastest-growing market with
Delivery players have started to cooperate with Ride Sharing a CAGR2 of 19% through to 2022. With a revenue of US$36
companies to further improve customer experience and billion in 2017, the eServices market in Europe is smaller
reduce costs. The most obvious example is the cooperation compared to China, but larger than the US$31 billion U.S.
between Uber and UberEats. Yet Uber rival Ola has just market. The low numbers in the overall U.S. eServices
bought Foodpanda India to get into the food delivery market stem from a relatively weak Food Delivery segment,
market as well. And Taco Bell is working with Lyft in order to which is less than half the size of its Chinese equivalent.
deliver their meals to their customers.
Next to the cooperation between Food Delivery and Ride
The eServices market is divided into four segments in Sharing players, we expect an increasing integration of
Statista‘s Digital Market Outlook: Event Tickets, Fitness, social networks (e.g. Facebook) and eServices platforms and
Dating Services, and Food Delivery. The eServices market1 apps. An example are ticketing platforms, where certain
reached a revenue of US$134 billion in 2017 with Food online ticket providers already cooperate with social media
Delivery being the biggest segment. China has taken a organizations. Fandango, for example, cooperates with
leading role with a market size of US$43 billion. This is due Facebook and allows users to purchase movie tickets
to the outstanding revenue generated in the Chinese Food through the social network.
149 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 introduced higher subscription fees for users above 30. But
biggest specter for event ticketing companies is probably in February, courts decided that Tinder was no longer
Amazon. There are constant rumors that Amazon is allowed to charge different fees based on age for
planning to sell event tickets online. In August 2017, discrimination reasons.
Amazon was said to be seeking cooperation with U.S. venue
Furthermore, smartwatches will heavily impact Fitness and
owners to sell event tickets. Amazon even tested the
potential of selling tickets online in the UK. However, the Dating Services. We anticipate an increasing convergence of
smartwatches and fitness bands. Fitness trackers will
latest news is that Amazon is not going to take over
include features like measuring heart rates, making
Ticketmaster and Co., so event ticketing companies can
payments, and controlling lighting. Secondly, dating apps
breathe a sigh of relief – for now.
will be used on smartwatches to access messaging
In Fitness, we observe another exciting development: Fitbit, functionalities. The new Apple Watch app “Hands-Free
for example, is advancing into employee health care and Tinder”, for example, already provides a new way of swiping
coaching with its Twine Health acquisition. We believe that through Tinder profiles: The app automatically swipes on a
fitness trackers will in the future be able to make profile based on the user’s heart rate.
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 kschreiber@statista.com
150
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
51.3
242.4 47.3 12.0
11.5 6.1
206.9 43.0
5.9
10.9
170.0 38.5 5.6
10.1
33.7 5.4
133.9
9.3
101.3 29.1 5.1 234.2
8.3 210.2
24.7 4.8 182.9
7.3 152.9
4.5 121.8
91.7
64.9
2016 2017 2018 2019 2020 2021 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 4.8 91.7

Sport Events Apps Restaurant Delivery 9%
Online Takeaway
30%
Matchmaking
Music Events 55%
73%
40%
91%
Online Dating
17%
Cinema Tickets
30% 27% Casual Dating

27%
Wearables

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 35%
31.7
United 31.1
26%
States 24.6
United 8.8
25%
Kingdom 7.0
5.5
Germany 26%
4.4
4.8
Japan 37%
3.5

The eServices landscape is highly competitive with

many different established and new players
Selected providers of eServices

Start-ups1
Established
players
1: Founded in or after 2007

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 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
Almost 80% of the Chinese order meals online,

compared to only 14% of people in Japan
Share of respondents who ordered meals online
China 77%
India 66%
Turkey 64%
Brazil 49%
South Africa 49%
Russia 46%
Netherlands 42%
Mexico 39%
United Kingdom 38%
United States 38%
Germany 36%
Australia 35%
Austria 34%
Canada 28%
Sweden 26%
Nigeria 22%
France 19%
Japan 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
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 Germany France
39% 78% 65% 53%
37% 29% 44% 27%
34% 29% 31% 21%
32% 16% 8% 11%
28% 9% 5% 6%
“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
Apple, Fitbit, and Samsung dominate the market for

health trackers and smartwatches
Top 5 eHealth trackers / smartwatches
United States United Kingdom Germany France
44% Fitbit 40% Fitbit 23% 24%
Fitbit 39% 30% 20% Fitbit 19%
34% 21% 19% 18%
20% 12% 12% 12%
12% 6% 9% 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
Fitbit suffered a sales decline to 15 million devices

Number of Fitbit devices sold worldwide in million
22,3
21,4
15,3
10,9
4,5
1,3
0,1 0,2
2010 2011 2012 2013 2014 2015 2016 2017
159 Source: Fitbit

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 6.3
Fossil 4.9
160 Source: IDC

Online Dating users are young, male, and have a high

income
Demographics of people that use Online Dating in the U.S.
Age Gender Income
18-24 years 21%
41% High income
25-34 years 39%

Female
36%
35-44 years 29%

28% Medium income
64%
Male
45-54 years 7%
30% Low income

55-64 years 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
www.statista.io/etravel
eTravel
The mobility and travel markets have been heavily disrupted Ride Sharing is probably the most exciting part of the
by digital business models. And this trend is far from over: eTravel market: It is likely the most lucrative field of
Self-driving cars and similar innovations interfere with application for self-driving cars and therefore a driver of
processes both in commercial and personal transportation. innovation. In the future, the cost of travel per mile will
probably be lower in a driverless Uber than in a private car,
In Statista‘s Digital Market Outlook, the eTravel market even for long trips in rural areas. We also expect self-driving
consists of two segments: Mobility Services and Online cars to increase road safety, reduce traffic accidents, free up
Travel Booking. With revenues of US$213 billion in 2017, the space in cities (car parks, etc.), and reduce congestion.
United States takes the leading role within the eTravel
market. User penetration and growth in Europe are lower, Not surprisingly, many Ride Sharing companies cooperate
due to concerns about private data abuse and many with automakers like General Motors, Ford, Volvo, and Tesla
growth-hampering regulations and laws. This leads to a to develop driverless cars. Uber, for example, is partnering
revenue of US$180 billion. Although the Chinese market is with Volvo and has acquired Otto, a start-up developing
even smaller, with revenues of US$113.5 billion, it is the driverless trucks. Thus far, Uber is making great progress
fastest-growing region and we expect it to overtake Europe and already testing a self-driving fleet in Pittsburgh. Yet it is
by 2022 in some segments. currently still supervised by humans in the driver's seat.
162
Profitability is another hot topic in digital markets. While investing heavily in mobile technologies to expand their
Airbnb reached full-year profitability in 2017, many other services and products within this area.
eTravel players are still struggling. Airbnb achieved this feat
The showpiece for this trend is Hotel Tonight, a
mainly thanks to its expansion towards China and the
smartphone-only same-day hotel booking app. When it
development of new products like additional travel
comes to mobile devices, design and usability are the most
experience offerings.
critical factors influencing users in their decision whether or
An example of a company that is not (yet) making profit is not to book a hotel. The usability and simplicity of the Hotel
Uber. 2017 was a year full of scandals for Uber, which Tonight app is a model for all mobile hotel booking systems.
eventually drove CEO Travis Kalanick out of the company. In
Another good example is the Booking Now app created by
addition to that, competition in the Ride Sharing space is
Booking.com: After only one tap, the app retrieves all
fierce: Indian ride-hail player Ola is taking up the fight
available hotels in the immediate area. Hotels can then be
against Uber, starting with the Australian market. Didi –
booked via a quick two-step booking process.
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 last-
minute and same-day bookings are often made on mobile
devices. Hence, hotels and online travel agencies are
g.noeldeke@statista.com
163
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

1,025.0
966.6
898.3
821.5 323.5
306.5
739.2 286.2
655.8 263.0
576.1 238.1
212.7
187.8
660.1 701.5
612.2
558.4
501.1
443.1
388.3
2016 2017 2018 2019 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
212.7 443.1
Package Holiday Flights
55%
74%
Hotels
30%
Car Rentals 5%
Trains & Busses 11%
Vacation
Rentals 15%
Ride Sharing 10%

The Chinese eTravel market grew by 24%, which is way

above average
Top 5 eTravel countries by market revenue in billion US$
2017 2016
United 213.2
8%
States 197.2
113.5
China 24%
91.6
United 44.2
9%
Kingdom 40.5
34.9
Germany 8%
32.4
26.3
France 12%
23.5

The eTravel market is dominated by new players such

as Uber and Airbnb
Selected companies in the eTravel sector

Start-ups1
Established
Players
1: Founded in 2007 or later

Airbnb is cheaper than hotel stays

Average room price per night in selected major cities in January 20181 in US$
Hotel Airbnb $ Amount saved by using Airbnb
119 49 127 38 79 57 53 22
306
240
220 217
187 191 193
179
167
114 110 118 114

93 92
65
New York Sydney Tokyo London Toronto Paris Moscow Berlin
1: Converted from EUR to USD on 1/22/18

168 Source: AirSNA, HRS
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 4%
wimdu 2%
other 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
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 66%
Brazil 63%
South Africa 60%
Italy 58%
Spain 57%
India 57%
Finland 56%
Russia 54%
Indonesia 54%
Sweden 51%
Mexico 51%
United Kingdom 50%
Poland 50%
Australia 49%
Canada 46%
China 44%
United States 43%
France 41%
Germany 39%
Netherlands 37%
South Korea 34%
Japan 19%
“Which of these statements do you agree with?”; Multiple response; U.S., UK, DE, FR: n~2,000, all other countries n~1,000
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 Income
18-24 years 22%
39% High income
25-34 years 50%

Female
36%
35-44 years 23%

64% 38% Medium income
Male
45-54 years 4%
23% Low income

55-64 years 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
www.statista.io/digitalmedia
Digital Media
Digital Media is one of the oldest digital markets next to Video-on-Demand is the fastest-growing Digital Media
eCommerce and thus the big disruption of the media market with a CAGR2 of 7% up to 2022. Subscription-based
industry is already a battle of the distant past. Now the big services are the main reason for this over-proportional
question is how business models adapt to a time when growth, whereas Pay-per-View and the Video Download
customers demand all kinds of content everywhere and at services stagnate in almost every region.
all times for little money.
The next smaller segment is ePublishing, which is expected
The Digital Media market in Statista’s Digital Market Outlook to grow to US$22 billion by 2022. A growth that is mainly
is segmented into Video-on-Demand, Digital Music, Video driven by emerging markets.
Games, and ePublishing.
Digital Music is the smallest segment with a size of US$14
The by far biggest market in 2017 was Video Games with billion in 2017. The market totally depends on Music
US$63 billion in global1 revenue, a share of 57% of the Streaming. This is due to the fact that Music Downloads is
whole Digital Media market. The Video Games market one of the very few shrinking markets in the digital
benefits highly from a desktop to mobile shift: Every 3rd US- economy, which underlines how mature the entire Digital
Dollar in Digital Media is generated by Mobile Games. Media market is.
172 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 Competition remains fierce in the Digital Media market and
illegal distribution and downloads of digital content became companies have to constantly reassess their business
common among users. This development especially strategy to be ahead of their competitors. Netflix and
threatened the music and video business and caused sales Amazon for example are increasingly investing in the
to decline. With changing customer behavior and their production of own and exclusive series and movies to
evolving demands, companies thus had to find new ways of decrease their dependency on production companies and
monetizing their content. to increase their competitive advantage. This strategy
seems to pay off: Although Netflix has increased prices
Customer requirements have become clear over time: Easy recently, it announced another big boost in streaming
access to a wide range of media content at any time, in any subscribers at the beginning of 2018.
place and at a good price. This need triggered the birth of
online streaming and lending, a trend which can especially In the gaming business, big companies such as Nintendo
be observed in the rising popularity of music and video participate in the huge and fast-growing field of Mobile
streaming as well as mobile gaming. Games by releasing their content on third-party platforms,
be it in the form of own games or in cooperation with
Companies such as Amazon, Apple, Netflix or Spotify have
developers as franchise partners.
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. t.berthelmann@statista.com
173
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 Digital Music Video Games ePublishing
145.7
140.2
134.0
127.0 27.6
119.2 26.4
25.1
110.7 23.5
21.7 14.5
101.4 14.0
19.8 13.4
12.8
17.8 12.1
11.2
10.0
78.6 81.6
71.5 75.2
63.0 67.4
58.3
15.3 16.6 18.0 19.2 20.3 21.3 22.0
2016 2017 2018 2019 2020 2021 2022

The Mobile Games segment leads global1 Digital

Media sales
Global1 Digital Media revenue in billion US$ and segment revenue shares in 2017
19.8 11.2 63.0 16.6

Pay-per-View (TVoD) Music Download Games eBooks
19% Download 18%
26%
Video Streaming Mobile Games

(SVoD) Music
Streaming 68%
61%
63%
74%
eMagazines 11%
Online Games ePapers

Video Download
(EST) 17% 21% 21%
Video-on-Demand Digital Music 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
United 39.8
7%
States 37.1
21.3
China 13%
18.8
13.3
Japan 4%
12.8
United 6.1
7%
Kingdom 5.8
3.7
Germany 10%
3.3

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 Digital Music Video Games ePublishing

Pure
Players
Diversified
Players

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% 44% 44%
45% 35% 31%
43% 28% 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
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 30-49 years 50-64 years All

74%
78% 77%
74%
63%
68%
64% 66%
63%
56%
57% 56%
53%
47%
43%
38% 40%
36%
25%
17% 15%
15%
11% 11%
“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
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%
“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
www.statista.io/fintech
FinTech
The FinTech sector shows no signs of slowing down, as following the projected annual growth rate of 18%. While
numerous start-ups continue to challenge the established China and the U.S. lead the FinTech market with transaction
value chains in banking and financial services. Common values of over US$1 trillion, Europe is lagging behind. There
features of FinTech solutions are a fast transaction speed is an evolving FinTech start-up landscape in Europe, but
and high levels of automation and usability for customers market dynamics and pervasion of innovative FinTech
and stakeholders. solutions are not comparable to China or the U.S.
The FinTech market in Statista’s Digital Market Outlook Thanks to the global rise of smart devices and online (and
includes the segments Digital Payments, financing platforms mobile) shopping, the FinTech revolution is already in full
for small businesses or innovative projects (Alternative swing in some areas, especially in the field of Digital
Financing), Alternative Lending for business purposes as Payments. Digital Payments contributed 80% to the
well as Personal Finance services, such as automated worldwide FinTech transaction value in 2017. They are by far
private asset allocation and peer-to-peer money transfer. the largest FinTech segment and can be considered an
evolutionary step towards further financial services that
The global1 FinTech transaction value was US$3.4 trillion in might even replace currently ubiquitous payment methods.
2017 and is expected to reach US$8 trillion by 2022,

The most important driving force for the adoption of any loans are less easy to get. The peer-to-peer lending sector
FinTech innovation are minimal entrance barriers for both in China has exploded in recent years and reached
consumers and providers, as well as convenient handling, US$325billion in transaction value. It is forecast to grow
especially for people that are not tech savvy. even further, at an astonishing rate of 24% per year up to
2022.
Different cultural mindsets and the overall state of an
economy also play a significant role in the speed of Personal Finance, including Robo-Advisors, wrote US$273
innovation in international comparison: While cash is still billion in transactions in 2017. As common banks often fail
king in cautious Germany, mobile payments in China (e.g. to keep up with consumers’ expectations in terms of digital
Alipay and WeChatPay) have already reached offline stores technology adoption, the broad spectrum of personal
and practically replaced cash as the most frequently used finance services that are emerging hold high disruption
way of payment in everyday life. This is happening due to potential.
the country’s tech-savvy population, as well as the under-
Last but not the least, Alternative Financing is currently the
developed banking industry and a favorable regulatory
smallest segment with a global transaction value of US$15
environment.
billion in 2017, but it shows a promising average annual
Alternative Lending is currently the second biggest FinTech growth rate of 33% up to 2022, as many entrepreneurs and
segment, accounting for US$381 billion in global transaction small business owners are starting to recognize its benefits.
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
k.striapunina@statista.com
182
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
1,482.2
1,195.3
913.4 867.5 978.4
626.5 653.8 749.0
380.6 273.9 502.6 437.2
263.9
161.4 27.9 36.6 46.4 57.2
10.1 14.6 20.6
2016 2017 2018 2019 2020 2021 2022

Digital Commerce dominates the FinTech market

Global1 FinTech transaction value in billion US$ and segment revenue shares in 2017
2,753.7 14.6 380.6 273.9

Digital Commerce Crowd- Robo-
lending Advisors
(Business)
Crowdfunding
45%
77%
82%
92%
Crowdinvesting
55%
P2P Money
Transfers
23% 25%
18%
Marketplace
Mobile POS Payments 8% Lending
Digital Payments 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 2016
1,182.3
China 36%
870.8
United 1,039.0
23%
States 843.6
United 185.5
16%
Kingdom 159.7
151.1
Japan 12%
135.5
117.2
Germany 12%
104.5

The FinTech landscape is highly competitive with a lot

of different players
Selected players in the FinTech sector
Digital Payment Alternative Financing Alternative Lending Personal Finance

Digital Commerce CrowdFunding CrowdLending Robo-Advisors
Mobile POS Payments CrowdInvesting P2P Marketplace Lending P2P Money Transfers
186 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 6%
Other 2%
Don’t want to pay with
31%
smartphone at all
"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
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%
"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
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 Income
18-24 years 20%
42% High income
25-34 years 39%

Female
41%
35-44 years 30%

59%
Male 31% Medium income
45-54 years 8%
27% Low income

55-64 years 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)
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 23%
Brazil 21%
China 20%
India 19%
Mexico 18%
South Africa 18%
Spain 17%
United States 17%
Turkey 15%
Argentina 15%
Indonesia 13%
Germany 12%
Canada 12%
United Kingdom 11%
Australia 11%
South Korea 11%
Poland 10%
Russian Federation 10%
Nigeria 10%
Sweden 9%
Morocco 9%
Austria 7%
France 7%
Finland 6%
Netherlands 6%
Italy 5%
Japan 2%
“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
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 13
137
10 121
106
91
78
67
19 21
12 14 16 17
2 2 3 3 4 4
2017 2018 2019 2020 2021 2022

www.statista.io/digitaladvertising
Digital Advertising
Worldwide spending on Digital Advertising outreached TV- market share of 45%. With keywords as an underlying basis,
ad spending for the first time in 2017. Considering how Search Advertising enables marketers to reach a relevant
great a role television used to play for generations of media target group in a very simple and precise way. These
consumers, this is quite a revolutionary development, which keywords can be complemented with a range of options like
shows how important Digital Advertising has become. location-based factors, website and audience types, or
remarketing based on user behavior.
Statista’s Digital Market Outlook segments the Digital
Advertising market according to the environment where the Social networks usually work with newsfeeds, where user-
ads are played. In-page ads are categorized as Banner Ads, specific content and shared information are shown. This
while in-stream ads – be it videos or text overlays – are presents an ideal advertising environment that bears
considered Video Advertising. Together with Social Media numerous opportunities for customized and personalized
Advertising, Search Advertising, and Online Classifieds, user targeting. But it also makes advertisers vulnerable to
these five segments make up the Digital Advertising market. changes in algorithms, as can be seen now in shrinking
Facebook traffic after their latest update. The global Social
The dominating segment is Search Advertising with a global1 Media Advertising market size was about US$44 billion in
market volume of US$112 billion in 2017, making up a 2017.

Although we can observe an advancement in the field of function. In other words, these native ads appear as
targeting solutions, Banner and Video Advertising still face paragraphs within articles in a form and style which is
the challenge of reaching the right audiences, as the similar to the content provided by the actual platform's
advertising environment in their field is much more random editorial staff.
than in social networks or search engines.
This format works very well on smaller displays and is ideal
This difficulty is reflected in the market sizes of both Banner for advertisements on mobile devices. The proximity to
and Video Advertising: With a volume of US$47 billion, editorial contributions increases consumer engagement
Banner Advertising has a share of only 19% of the total and the acceptance of the ads.
Digital Advertising market. As advertising spaces within
Online Classifieds make the smallest contribution to overall
video players are much more limited than Banner spaces,
market revenues with US$18 billion globally in 2017.
Video Advertising has an even smaller share of 11%,
Revenues are more or less equally distributed across
corresponding to a market volume of US$26 billion.
categories like automotive, recruiting or real estate.
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
s.buss@statista.com
193
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 Classifieds
399.6
376.3
348.7 70.1
67.0
315.6
63.1
281.4 51.2
56.6 47.2
247.9 51.0 42.3
36.9
211.8 47.3 31.5
42.0 26.3 174.3
165.2
21.2 154.3
141.6
127.5
112.4
95.6
65.2 71.2 76.6

51.3 58.6
36.6 43.8
16.4 18.2 20.1 22.0 23.8 25.7 27.4
2016 2017 2018 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 26.3 112.4 43.8 18.2

Banner Advertising Video Search Advertising Jobs
Social Media
Desktop Advertising Desktop 19%
Advertising 21%
Mobile
Desktop
47% 47% Social Media Motor
52%
Advertising Mobile
21%
Real
Banner Advertising Search Advertising Estate
Mobile Video Mobile 28%
Advertising 81%
Desktop
53% 53%
48%
General
Advertising 31%
Banner Advertising Video Advertising Search Advertising 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
United 96.0
17%
States 82.2
62.4
China 27%
49.1
United 17.3
10%
Kingdom 15.7
10.3
Japan 11%
9.3
7.2
Germany 8%
6.7

Digital Advertising is still a complex business with

many players
Selected players in the digital advertising sector
Marketer / Agencies and Demand Side Ad Networks / Supply Side Publishers

Advertisers Trading Desks Platforms Ad Exchanges Platforms
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
2% 1%
33% 35%
2015 2016
65% 64%
1: Cost-Per-Mille means the cost per 1,000 views / impressions

198 Source: IAB, PwC
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%
Other 6%
5%
None of the above 1%
“Which search engines have you used in the past 4 weeks?” ; Multiple response; n=2,023
Number of native ads increased by >70%

Percentage change in number of ad formats year-over-year
74%
28%
8%
0% 0%
-8%
-12%
Native Email Mobile Direct Video Digital Programmatic
200 Source: Mediaradar

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 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020 2022
201 Source: Magna Global

www.statista.io/smarthome
Smart Home
Smart Home and the Internet of Things (IoT) are irrevocably rates of an expected 16% annually are significantly lower
entwined and the IoT is one of the most disruptive trends at than the Chinese CAGR1 of 45%. But currently, the Chinese
the moment, affecting a large number of traditional market is still small with revenues of US$4 billion.
industries. The rising number of connected devices and
Devices in a Smart Home are seldom used separately.
sensors can be controlled via smart algorithms such as
Customers don’t want to switch devices and technologies
machine learning tools and together form the IoT. The use
when controlling their home entertainment or security
of the IoT in the context of private households defines a
systems, for example. At the same time, they like to have
Smart Home. The possibilities to automate processes in the
access to certain services like music streaming in all life
domestic context are almost unlimited.
situations, be it in their home, in the car, or on their phone.
In Statista’s Digital Market Outlook we divide the Smart Thus, it is necessary for companies in the Smart Home field
Home market into the segments Control and Connectivity, to work on compatibility between services across industries.
Comfort and Lighting, Security, Home Entertainment, Energy
Accordingly, the Smart Home field offers revenue
Management, and Smart Appliances. The biggest Smart
opportunities for countless industries, such as insurance or
Home market in 2017 was the U.S. with revenues of US$15
eCommerce.
billion. Although the prospects are positive, U.S. growth
202 1: CAGR: Compound Annual Growth Rate / average growth rate per year
The predominant use case for insurers in the context of can be for customers to re-order everyday household
Smart Home are usage-based insurances. The idea is goods like toilet paper or laundry care with a single click on
simple: People who live responsibly should pay less to their a button or a command to their smart speaker. Yet, this is
provider than people who are more likely to be in the need not the end of the line. As eCommerce players gather more
for an insurance service. A few years ago, such usage-based and more data on consumer purchasing behavior, it is only
approaches were not possible, but with the introduction of a matter of time until they are able to automatically deliver
a variety of sensors, they are today. The IoT allows insurers products to people’s doorsteps without them actually
to identify risky and dangerous behavior and measure how having to order.
often people behave that way.
These are only a few examples of possible ways in which
Thereby, insurance coverage becomes more accurate. Smart Home technology will possibly be integrated into a
Obviously both sides benefit: Customers may benefit from broader context in the future.
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
p.huhn@statista.com
203
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 20.2
17.5
78.2 23.7
14.7 19.9
61.4
14.9
11.8 16.4
46.3 12.7
9.1 13.0 10.6
33.4 32.6
6.8 10.0 8.6 27.6
23.5 22.1
5.1 7.3 6.8
4.9 16.7
5.5 5.2 11.9
12.0 9.8
3.8 2.8 8.2 3.1 7.8
4.4 6.0
2.2 2.0 3.9 5.2 6.6 8.1 9.5
2016 2017 2018 2019 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 7.3 5.2 8.2 3.1 2.8

stand- stand- 7% 9%
10% 10%
alone alone
stand-alone 24%
3% stand-alone stand- stand-
alone alone
97% 93%
90% 90% 91%
76%
integrated integrated integrated integrated integrated integrated

Control and Connectivity Security Home Entertainment Smart Appliances Comfort and Energy
Lighting Management
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.
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 2016
United 15.4
29%
States 11.9
3.8
China 72%
2.2
2.0
Japan 46%
1.4
2.0
Germany 50%
1.3
United 1.9
49%
Kingdom 1.3

More and more players with different backgrounds

are entering the Smart Home market
Selected players from the Smart Home sector
Control and Comfort and Security Home Energy Smart

Connectivity Lighting Entertainment Management Appliances
Dedicated
Smart Home
companies
Players
entering the
market from
other
industries

Alexa devices dominate the smart speaker landscape

– Google is on the rise
Top five smart speaker brands by country
Alexa Google Assistant
Amazon Echo 15.4% Amazon Echo 8.2%
Google Home 7.7% Google Home 3.1%
Lenovo Smart Assistant 2.5% Lenovo Smart Assistant 1.2%
Panasonic SC-GA10 2.3% Sonos One 0.8%
Sony LF-S50G 2.0% Sony LF-S50G 0.7%
Amazon Echo 5.9% Amazon Echo 1.5%
Google Home 1.2% Google Home 1.3%
Lenovo Smart Assistant 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%
“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
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 4%
Poland 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%
1: CAGR: Compound annual growth rate / average growth rate per year
210 Source: Statista Smart Home Report 2017
www.statista.io/connectedcar
Connected Car
Increasing internet penetration inevitably leads to a rise in the roads worldwide. Together they generated an overall
digital services. This development has also reached the revenue of US$25 billion.
automotive industry. OEMs equip their cars with digital
Comparing the three major car markets in the world, the
components that are meant to increase safety and
U.S., Europe and China, the U.S. showed highest revenues
convenience. By applying fees and collecting data, OEMs
and the largest stock of connected cars on national roads.
aim at getting their slice of the revenue cake, too.
Europe was the second biggest region, but driven by recent
We define connected cars as vehicles that have a changes to EU legislation requiring every newly registered
permanent internet connection via an embedded SIM card1. car to be connected, the number of connected cars is going
We divide the Connected Car market into a single-fee to rise dramatically in the future. China lags behind Europe
hardware segment (Connected Hardware) and subscription- and the U.S., but growth rates are the highest. This growth is
based service segments (Safety & Security, Maintenance & partly initiated by strong alliances between OEMs and
Diagnostics, and Infotainment). Chinese internet giants. BMW and Alibaba, for
example, have announced to integrate smart home
In 2017, more than 16 million connected cars were newly technology with every BMW sold in China from 2018 on.
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
Virtual assistants are a valuable tool to connect cars and In the future, technologically advanced cars are expected to
homes, but also to provide information and intelligently carry close to 200 connected sensors. Inter-connection of
assist while driving. Therefore, OEMs are currently eager to components will not only take place inside cars but also
include artificial intelligence in their cars. Ford, for example, between cars and their environment – as part of the so-
has already started to integrate Amazon's Alexa into their called vehicle-to-everything communication. Connected cars
vehicles. will share data with each other, making it possible to
The development of self-driving car technology is another optimize urban traffic management and making it a lot safer
promising way of using vehicle connectivity. Some OEMs, to drive a car.
like Tesla or Audi, have already achieved substantial
For now however, technology can only advise and assist in
progress in this field. Self-driving cars will be the next level
the form of alerts or initiated actions. The final action still
of driver-assistance technology. Thanks to intelligent hard-
has to be carried out by the driver, who reacts to the
and software and extensive vehicle interconnection, there
received information.
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. d.becker@statista.com
212
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
40.8 71.8
60.3
24.9 49.0
37.4
16.1
10.3 22.8
14.8 1.9
9.6 1.1 1.5
7.9
0.6 0.1 1.1 0.2 1.7 0.4 2.8 0.7 4.2 5.9
2015 2016 2017 2018 2019 2020 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 0.4 1.7

Safety and Security
eCall Technology
16%
25%
Embedded Telematics Maintenance and 60%

Diagnostics
84%
Advanced
Navigation
75%
Entertainment 34%
Comfort Services 6%
Connected Hardware Vehicle Services
Infotainment
Infotainment Services
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 2016
United 8.2
41%
States 5.8
3.0
China 65%
1.8
2.6
Germany 37%
1.9
United 1.9
42%
Kingdom 1.3
1.7
Japan 69%
1.0

Several OEMs plan on integrating virtual assistants

into their cars
Offered sources for digital services and virtual assistants by selected automotive manufacturers
Proprie- Foreign Virtual assistants Smartphone mirroring

OEMS tary app
services integration
Available
Announced
Not available

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 380
BMW 370
Toyota 362
VW 343
Daimler 339
Google 338
217 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%
39%
36%
19% 19%
17% 17%
12%
9%
Millennials Generation X Baby boomers Older
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.
218 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
32%
(e.g. music streaming inside the car)
Safety & security (e.g. automated

29%
notification of roadside assistance)
Advanced navigation /
27%
Real-time traffic information
Maintenance & diagnostics

26%
(e.g. web-based report about the car)
Comfort services
22%
(e.g. remote or online assistance)
None of the above 46%
“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
Imprint
About Statista’s Digital Market Outlook

8 markets, 33 segments & 85 sub-segments Details
eCommerce FinTech › 50 countries and regions

Fashion, Electronics & Media,
Digital Payments, Alternative Financing, › Direct access & downloads
Food & Personal Care, Furniture &
Appliances, Toys, Hobby & DIY
Alternative Lending, Personal Finance › 7-year coverage: 2016 – 2022
› Revenue forecasts
eServices Connected Car
Event Tickets, Fitness, Dating Connected Hardware, Vehicle Services,
Services, Food Delivery Infotainment Services
Smart Home
eTravel
Control and Connectivity, Comfort and
Online Travel Booking,
Mobility Services
Lighting, Security, Home Entertainment, › User count & penetration
Energy Management, Smart Appliances
Digital Media Digital Advertising

Video-on-Demand, Digital Music, Banner Ads, Video Ads, Search Ads,
Video Games, ePublishing Social Media Ads, Classifieds
› Comparable data
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
50+ Topics & Industries ▪ Retail & eCommerce ▪ Cars & mobility
▪ Digital media & marketing ▪ Personal finance & FinTech
▪ Age, gender, occupation ▪ Devices used

64,000+ Consumers
▪ Frequency of internet usage ▪ Premium / luxury relevance
27 Countries USA | Germany | France | UK | China | India | Spain | Brazil

Nigeria | Russia | Argentina | etc.
700+ Brands Browse the Global Consumer Survey on

www.statista.com
221
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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
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Data modeling for market sizing and forecasts
TEL +49 40 282441 852

E-MAIL niels.terfehr@statista.com
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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 WEB
DMO@statista.com statista.com/outlook
Released: March 2018
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Disclaimer
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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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1

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

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

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

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

› eTravel ………………………………………………………………………………………………………………………………………… 162

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

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

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

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

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

Smartphone sales plateaued at around 1.4bn units

1,437 1,473 1,468

Apple & Samsung stay the biggest smartphone manu-

8 Source: Counterpoint Research

In China, domestic vendors have already taken over

Samsung Apple Others Xiaomi Huawei Vivo Oppo

1: Statista estimates for 4Q ’17 are based on prior years

While smartphone sales stagnate, wearables sales are

206.0 Bluetooth headset

Wrist notifications and activity tracking are the most

Notifications / Texts 54%

Activity tracking 45%

News updates 31%

Phone calls 26%

Alarm clock 25%

View photos / videos 21%

GPS / navigation 19%

Home automation 14%

By 2020 all mobile devices are expected to contain

Smartphones Wearables Tablets

100% 100% 100% 100%

2016 2017 2018 2019 2020

20% already use smart speakers in the U.S.

Usership of smart speakers Split by innovator adoption type1

Google is the only considerable competitor for top

Amazon Google JD.com Xiaomi Alibaba Group Others

Google is eating away at Amazon Echo’s monopoly

Google Home Google Home

Product prices for smart speakers range from US$39

Amazon Echo Dot Alexa US$49.99

Amazon Echo (2nd Gen.) Alexa US$99.99

Google Home Google Assistant US$129.00

Amazon Echo Plus Alexa US$149.99

Harman Kardon Invoke Cortana US$149.95

Sonos One Alexa US$199.00

Apple Homepod Siri US$349.00

Google Home Max Google Assistant US$399.00

Prices from February 19th, 2018

Smart speakers do not primarily serve as direct sales

General Questions 60%

Stream music 54%

Timers / Alarms 41%

Home automation 27%

Stream news 22%

Find local businesses 16%

Playing games 14%

Order food / services 8%

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

Amazon‘s Alexa has more than 30,000 skills, many

Novelty & Humor

27% of Google assistant apps focus on Games & Fun

Games & Fun 483 27%