NEW YORK (TheStreet) -- I'm not sure if you're allowed to say this on the Internet, but times do exist when you've got to go all HBO on people to illustrate the appropriate impact: Kleiner Perkins partner Mary Meeker absolutely kicked ass with her Internet Trends presentation on Wednesday at All Things Digital's "D10" gathering in Palos Verdes, Calif.Because I could hardly do Meeker justice and also because you need ample time and the proper environment to digest her slideshow, I will not get too deep into the details. Later tonight, relax with a few Guinness pints (or whatever does it for you) and dissect her entire talk, point-by-enlightening-point. In this article, I pull Meeker's key insights regarding the growth of mobile and mobile monetization. Someday we'll look back on the doubt surrounding companies that rely on mobile users and it will all seem funny.
Explosive Growth Portends Explosive GrowthJust to qualify . . . I am taking Meeker's data, presenting it objectively and then running with it. I am not sure at which juncture she departs from my thinking, but my guess is it's somewhere around where this article's headline idles. In any event, I connect some dots that Mary may or may not agree with. I would love to know. Meeker used Apple ( AAPL) to detail something we all sort of know, but may not realize the magnitude of until we see it sketched out: iPad adoption dwarfs the pace at which consumers took to iPods and iPhones. In fact, according to Meeker, over the first eight quarters of each product's life, iPad growth outpaced iPhone growth by three times. Meeker than detailed the explosive growth in mobile Internet traffic as well as an exponential increase in mobile monetization. A clear correlation can be expected between the Apple adoption numbers and mobile uptake. She cautions, however, that a majority of mobile revenue comes in the form of revenue generated from apps (71%), not advertising (29%). While projecting a $20 billion opportunity in domestic mobile ad revenue alone, Meeker concedes that desktop CPM, today, dwarfs mobile CPM by nearly five times.
- In her words, "Desktop Internet Proved Ad $ Follow Eyeballs, it Just Takes Time."
- Meeker shows APRU at $9 on the desktop in 1995; $49 in 2011.
- She argues that "Mobile monetization has more going for it than Early Desktop Monetization had ..."
- More rapid user growth on mobile.
- Rapid growth of mobile e-commerce.
- Meeker believes mobile monetization levels in the US could pass desktop numbers within 1 to 3 years.