This year mobile use in the US finally surpassed desktop use, with 60% of total digital media time spent on smartphones and tablets, up 10% from the previous year. The US has finally caught up with global trends, and the mobile screen has become the primary screen.
That fact will define not just the mobile landscape but also all digital media strategy in 2015.
With that in mind, my team and I conducted research and interviews with industry leaders, along with vigorous debate and internal discussion, to arrive at the following predictions and some major themes we expect to see in 2015.
1. Apple Watch will sell more than 15 million units
In 2014, wearables became a consumer reality with the much-anticipated Apple Watch announcement. This still-unreleased product managed to overshadow smartwatch releases from all other major consumer electronics manufacturers. Combined with the massive success of this year's iPhone 6, Apple's Midas touch is not wearing out any time soon.
In 2015, the wearable trend has the potential to redefine and reignite the entire mobile ecosystem.
The Pebble watch, while a groundbreaking device, has only sold about 500,000 units to date. The Samsung's Galaxy Watch fared better, selling almost 800,000 units. These modest sales figures imply that wearables are just a niche product for nerds in Silicon Valley.
We believe the debut of the Apple Watch, however, will demonstrate the commercial viability of wearables. Though some estimates for Apple Watch sales are as high as 30 million units next year, we think it will sell at least 15 million in 2015.