Internet Trends with a Real Estate Perspective

KPCB Internet Trends 2013 is out with a fresh perspective on whether the internet is just a fad. It looks like the fad has continued to grow for yet another year. The full slide deck is below. Below that are a few takeaways that are particularly relevant to real estate.

Where to People Spend their Time vs Where Are Ad Dollars Being Spent

Ad Spending vs Media Time

Based on where people are consuming media these days, advertisers are overspending on print and underspending on the web – especially mobile. This doesn’t mean that any of these platforms don’t work. This tells us more about the potential return on investments in different advertising channels.

Granted, many companies don’t have websites – or mobile sites – worth marketing, which may account for why spending in those channels hasn’t kept up with media consumption.

Market Share of Top Properties vs Where Motivated Buyers Spend Their Time

Market Share of Top Web Properties

This is one of the most often misinterpreted charts when it comes to ad buying. While Microsoft, Yahoo, and Facebook’s properties capture a lot of web users’ time, it’s Google search engine that people turn to most often – by far – when they’re ready to do research for a purchase decision. A person who just typed “real estate agents in Dallas” into Google is worth far more to a real estate site than someone enticed into clicking an ad on Facebook that was served up next to pictures of their nephew.

Mobile vs Laptop Traffic for Serious Real Estate Research

Mobile as Percentage of Total Web Traffic

Mobile is important, but people have not abandoned their laptops. We see this in web statistics that continue to show the most traffic arriving between 9am-5pm on weekdays from non-mobile devices. Home search involves filtering, sorting, mapping, comparing properties, opening multiple tabs, emailing properties, bookmarking them, etc. Yes, this can be done on a mobile device, but the heavy lifting is done on laptops in 2013. Mobile traffic tends to focus more on looking up agents’ contact info, finding information on a specific property (such as the property they’re parked in front of), and getting a feel for what neighbors’ properties are listing for (and look like inside). This isn’t meant to discount the value of mobile traffic, but point out that it’s simply one important piece of a complete web marketing platform.

There is a lot of information in this slide deck, but I’ll stop now. If you have a chance to go through it, what would you consider to be an important trend for real estate industry to watch?

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