KPCB’s Mary Meeker has released the 2015 Internet Trends report, 20 years after the inaugural “The Internet Report” was first published in 1995. Since then, Meeker reports that the number of Internet users has risen from 35 million in 1995 to more than 2.8 billion today. The 2015 report looks at key global Internet trends: While still healthy Internet user and smartphone subscription growth continue to slow, Internet engagement continues to rise led by consumers spending more time on their mobile devices, where they can be connected 24/7. Mobile advertising still has headroom to expand and new innovations around ad formats and buy buttons should prove compelling for consumers and businesses.

According to Meeker:

We are re-imagining more and more aspects of our daily lives, as mobile users and entrepreneurs continue to push innovation and creative output across new online platforms. User-generated / curated / shared content continues to rise, ranging from pins on Pinterest to videos on Snapchat and Facebook. Business processes continue to be re-imagined, led by companies aiming to make data more useful and services more efficient. Demographic shifts are helping to accelerate technology changes. Millennials are now the largest generation in the workforce and their work / life expectations differ from previous generations. As connectivity and commerce continue to rise, we have witnessed broad impacts on consumer expectations, which in turn can alter work for many, to a form of work that can be flexible and supplemental. Looking internationally, Chinese Internet leaders continue to innovate, while India is on-track to become the second-largest Internet market in the world.

Ad Week did an excellent summary of the 197-slide report: These Are the Digital Trends Everyone in Tech and Advertising Needs to Know According to Mary Meeker’s Internet report