Why Tech is Targeting the $15 Billion Mattress Market
On the surface, the sleep industry appears to be a relatively undesirable space for a startup.
Beds and mattresses are heavy and bulky, and sales are traditionally based on a tactile experience that consumers have with products in physical stores. Holding inventory is expensive and risky, and shipping is a nightmare.
Sure, people are willing to shop online for almost everything these days – but when up to 40% of life is spent lying on a bed, isn’t that a product that should be tested out before a purchase decision is made?
Despite the conventional wisdom to the contrary, the $15 billion mattress industry has seen the entrance of several ambitious startup companies, and they are starting to put a dent in market share.
Today’s infographic from Online Mattress Review tells the story of how disruption is occurring in this unlikely space – and it all starts with big changes to the business model to make online mattress sales more palatable for both the company and the consumers.
An Updated Model
Here are a few key ways online mattress companies, like Casper or Purple, have changed up their value proposition to customers to make life easier for themselves:
By offering a money-back guarantee of up to 100 days, online mattress companies give customers plenty of time to test their product. This reduces the chance of buyer’s remorse.
Going all-in on memory foam
Memory foam, as well as other mattress types that can be compressed down in size, allow for fast and easy shipping. Consumers can take a box the size of a filing cabinet and easily navigate it around corners and doorframes in a household setting.
Fun, relationship-based marketing
To appeal to the millennial market, Casper has taken on some quirky initiatives, such as creating Insomniabot-3000 (a chatbot for people who can’t sleep), and a Labor Day Mattress “Sail” boat cruise.
In 2016, the market share for online mattress sales was 5%, and it’s expected that the number for 2017 could be at least double that.
While tech startups and the sleep industry may seem like strange bedfellows at first, it’s clear that consumers are embracing the chance to get in bed with the idea.
Unlocking the Return Potential in Factor Investing
Factor investing has demonstrated its potential to outperform the general market for years. In this infographic, learn how to apply it in your portfolio.
What is the best way to predict success?
In baseball, the game’s strategy was forever changed when Oakland Athletics traded in the standard scout’s intuition for a data-driven approach. It was a switch that eventually led the team to an impressive 20-game winning streak, depicted in the movie Moneyball—it also kickstarted a broader revolution in sports analytics.
Similarly, successful data patterns are also being discovered by experts in the investing world. One such framework is factor investing, where securities are chosen based on attributes that are commonly associated with higher risk-adjusted returns.
Factor Investing 101
Today’s infographic comes to us from Stoxx, and it explains how factor investing works, as well as how to apply the strategy in a portfolio.
A Selective Approach
There are two main types of factors. Macroeconomic factors, such as inflation, drive market-wide returns. Style factors, such as a company’s size, drive returns within asset classes.
Analysts have numerous theories as to why these factors have historically outperformed over long timeframes:
- Rewarded risk
Investors can potentially earn a higher return for taking on more risk.
- Behavioral bias
Investors can be prone to acting emotionally rather than rationally.
- Investor constraints
Investors may face constraints such as the inability to use leverage.
Astute investors can capitalize on these biases by targeting the individual factors driving returns.
The Common Style Factors
Based on academic research and historical performance, there are five style factors that are widely accepted.
- Size: Smaller companies have historically experienced higher returns than larger companies
- Low Risk: Stocks with low volatility tend to earn higher risk-adjusted returns than stocks that have higher volatility.
- Momentum: Stocks that have generated strong returns in the past tend to continue outperforming.
- Quality: Quality is identified by minimal debt, consistent earnings, steady asset growth, and good corporate governance.
- Value: Stocks that have a low price compared to their fundamental value may generate higher returns.
It is becoming more straightforward for investors to implement these factors in a portfolio.
How Can You Apply Factor Investing?
All investors are exposed to factors whether they are aware of it or not. For example, an investor who puts capital in an ESG fund—targeting companies with good corporate governance—will have some level of quality exposure.
However, there are various approaches investors can take to implement factors intentionally.
Factors perform differently over the course of a market cycle. For example, low volatility stocks have historically performed well during market downturns such as the 2008 financial crisis or the 2015 sell-off.
Investors can consider macroeconomic information and their own market views, and adjust their exposure to individual factors accordingly.
Factors tend to exhibit low or negative correlation with each other. For a long-term strategy, investors can combine multiple factors, which increases portfolio diversification and may provide more consistent returns.
For each factor, there are investments that lie on either end of the spectrum. Experienced, risk-tolerant investors can employ a long-short strategy to play both sides:
- Hold long positions in attractive securities, such as those with upward momentum
- Hold short positions in unattractive securities, such as those with downward momentum
This diversifies potential return sources, and reduces aggregate market exposure.
Capturing Factors Through Indexing
Active managers have been selecting securities based on factors for decades. To capture factors with precision, managers must carefully consider numerous elements of portfolio construction, such as the starting investment universe and the relative weight of securities.
More recently, investors can access factor investing through another method: indexing. An indexing approach provides a framework for capturing these factors, which helps simplify the investment process. Based on objective rules, index solutions provide a higher level of transparency than some active solutions.
Not only that, their efficiency makes them more suitable as tools for building targeted outcomes.
The Future of Factors
In light of indexing’s various benefits, it’s perhaps not surprising that exchange-traded factor products have seen immense growth in the last decade.
In addition, there’s still plenty of room for factor ETF expansion in equities and other asset classes. Only about 1% of factor ETFs invest in fixed income, and 70% of surveyed institutional investors believe factor investing can be extended to the asset class.
As solutions continue to evolve, factor products could become the foundation of many investors’ portfolios.
Ranked: The World’s Most Downloaded Apps
The app economy is expected to be over $6 trillion by 2021—see the world’s most downloaded apps and how they’re driving the future of this market.
Ranked: The World’s Most Downloaded Apps
From strategically finding love, to helping researchers search for extraterrestrial life—there is quite literally an app for almost anything these days.
It is therefore no surprise that apps have become one of the largest consumer ecosystems on the planet, with the global app economy expected to reach $6.3 trillion by 2021.
Today’s graphics pull data from a recent report by Sensor Tower that ranks the top 20 most downloaded apps of 2019. New entrants are rising up and threatening the dominance of more established tech companies—but can they sustain their current position on the leaderboard?
The Champions of the App Economy
According to the report, total app downloads grew to 115 billion in 2019, including almost 31 billion downloads on the App Store and 84 billion on Google Play.
Social media giant Facebook owns four out of five of 2019’s most downloaded apps: Facebook, Facebook Messenger, WhatsApp, and Instagram. Collectively, they boast an eye-watering 16 billion downloads—with WhatsApp holding the top spot for the fourth year running.
Growth in the short-form video category is apparent. The video creation app Likee joined this year’s ranking and sits in sixth place, with the majority of the app’s 330 million downloads coming from India.
The app lets users edit videos using a wide variety of effects, and directly competes with TikTok—a lip syncing app that entered the ranking in 2018 and now threatens WhatsApp’s position at the top of the leaderboard.
Which Apps Are Climbing the Ranks?
TikTok is the newest platform to turn its users into viral sensations, grossing $177 million in 2019. This is equal to more than five times its 2018 revenue. TikTok also bypassed Instagram in 2018, breaking Facebook’s foothold on the top four apps globally.
TikTok is owned by Chinese tech firm ByteDance, the most valuable private company in the world—and 78% of TikTok’s total Q4’2019 revenue came from its native country.
Aside from several short-form video entrants, new players from other industries continue to storm up the ranks. While they don’t make the list of most downloaded apps yet, their recent success could change that.
Netflix is the only streaming service to make it into the top 20 most downloaded apps, but the launch of Disney+ could potentially change that.
Despite a November launch, Disney+ became the second most popular new app of 2019. Within a month, the service generated $50 million in revenue.
To put this into context, Disney+ acquired 34% of all streaming app downloads in less than three months, or 30 million subscribers—half of Netflix’s current 60 million U.S. subscribers. That figure also surpasses Hulu and Amazon Prime’s figures for the entirety of 2019.
With 2.4 billion people playing mobile games in 2019, gaming is also set to become a major player in the app economy.
Two popular console franchises, Call of Duty and Mario Kart, recently entered the mobile market to become two of the most successful games in the category.
The free mobile version of Call of Duty had the second best quarter of any mobile game ever, with 170 million worldwide downloads. Only Pokémon GO had a better quarter, with more than 300 million installs when it launched in 2016.
The success of these apps can be attributed to their already established consumer base, and the evident shift in more gamers moving to mobile platforms as smartphone technology and processing speeds improve.
Countries Leading the App Economy
The app economy is also being fueled by growth in emerging markets including China, India, Brazil and Russia, thanks to faster internet speeds and increasing smartphone adoption rates.
Specifically, India’s increasing digitization is driving significant growth in the market. The country witnessed nearly 5 billion app installs in the last quarter of 2019—surging ahead of the U.S. with just over 3 billion installs.
Note: As Google Play is not available in China, the country was excluded from this chart.
India’s demand could be attributed to the fact that half of its 1.3 billion population is under the age of 25. A younger, tech savvy audience has resulted in India becoming TikTok’s top market, commanding 45% of the app’s first time downloads in 2019.
The App Economy 2.0
With an explosion in user spending, and seemingly endless opportunities for innovation, the global app economy shows a tremendous amount of promise, but is still in its early days.
Consumers spent $101 billion on apps globally in 2018. This is double the size of the global sneaker market, and nearly three times the size of the oral care industry.
—Danielle Levitas, EVP of Global Marketing & Market Insights at App Annie
Rising consumer spend combined with other forms of monetization, such as advertising and mobile commerce, could soon enable the app market to surpass the trillion dollar barrier in revenue.
While many experts claimed that the app industry was dead in its tracks, it’s safe to say that those predictions are now being irrefutably challenged.
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