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The most anticipated industry report of the year, Kleiner Perkins venture partner Mary Meeker’s 2017 Internet Trends report, reveals key factors driving internet adoption, mobile, ads, e-commerce, gaming, and healthcare across the U.S., China and India.

The report has significant implications for the influencer marketing industry. With the discrepancy between mobile ad spend and mobile usage, as well as users’ increasing adoption of mobile ad blockers, there is a $16 billion opportunity to engage consumers on mobile through user- and influencer-generated content.

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Here’s why user- and influencer-generated content will be key to capturing that opportunity:

 Designing for a Complex, Increasingly Mobile World

Consumers are spending more time online, driven by mobile usage. U.S. adults now spend over 3 hours per day on a mobile device – up from less that 1 hour in 2011 – in addition to the 2.2 hours This shift is stimulating the convergence of advertising, content, products and transactions. Noteworthy but not new, global adoption of ad blockers continues to increase on mobile and desktop, while Facebook and Google continue to own the majority share of advertiser dollars (85%). 2017 is also anticipated to be the year that Internet ad spending surpasses TV spend.

Contextually Relevant, Personal Content Drives Brand Engagement

The ability to capture consumer attention and dollars is still about the right content, at the right place, at the right time, led by Google and its $679B market cap. Algorithms, location-based targeting and re-distributed UGC (user-generated content) / IGC (influencer-generated content) are driving marketer’s ability to deliver contextually relevant, personalized content to their audiences. This in turn is increasing product discovery, improved scale, and purchase behavior as consumers engage with content they increasingly want.

Demand for Accurate Measurement

The majority of marketers are still using engagement to measure success of social media, reporting measuring ROI among their top challenges. Influencer marketing measurement is dependent on the accuracy of marketing metrics and methodologies, and will benefit from the improvement in measurement and conversion tracking for influencer-inspired purchases.

Embracing Micro-Influencers as  a Strategy to Tackle the Growing Complexity