5 Thought-Provoking Statistics about Digital

Digital Marketing

Dig­i­tal is every­where, and there­fore we no longer need bar­ri­ers between the phys­i­cal and dig­i­tal worlds. What mat­ters is no longer the web­site, the mobile appli­ca­tion, or the web con­tent; rather, it’s the expe­ri­ence offered by the brand, and the role of dig­i­tal in this glob­al, mul­ti­chan­nel expe­ri­ence.

To illus­trate this, I want­ed to share five sta­tis­tics that show how dig­i­tal is every­where, trans­form­ing every­thing and of con­cern to every­one.

1. The broad­cast of Super Bowl strong­ly boost­ed sales of deriv­a­tives.

The Super Bowl is the most pop­u­lar sports event in the Unit­ed States (with about 110 mil­lion view­ers for the 2017 game) and tra­di­tion­al­ly brings fam­i­ly and friends togeth­er.

What is less well-known is that its influ­ence is also dig­i­tal. NFL fans prep for the game by buy­ing their team’s gear. Accord­ing to Adobe Dig­i­tal Insights, units of NFL prod­ucts sold online increased 19 per­cent before the Super Bowl and 104 per­cent after the game.

2. When it comes to video, smart­phone replaces tablet.

Accord­ing to the Adobe Dig­i­tal Index “Q3 Dig­i­tal Video Bench­mark Report,” tablet share of video starts declined 7 per­cent between 2015 and 2016, while that same share increased by 33 per­cent on smart­phones.

The smart­phone is now the device of choice for watch­ing video, its rise aid­ed by the adop­tion of larg­er-screen smart­phones. A device not orig­i­nal­ly intend­ed for video has rad­i­cal­ly trans­formed its use. Even Steve Jobs did not fore­see the poten­tial; he once said while show­ing an iPod, “nobody will ever watch video on it!”

3. It is only the begin­ning for the dig­i­tal trans­for­ma­tion of com­pa­nies.

Although 26 per­cent of com­pa­nies say they are “com­plete­ly ready” to exe­cute dig­i­tal strate­gies, only 10 per­cent describe them­selves as ful­ly dig­i­tal, and 47 per­cent haven’t start­ed to embark on dig­i­tal trans­for­ma­tion.

While 87 per­cent of com­pa­nies say that dig­i­tal trans­for­ma­tion is a com­pet­i­tive oppor­tu­ni­ty, only 5 per­cent say they have mas­tered dig­i­tal to a point of dif­fer­en­ti­a­tion from their com­peti­tors.

Proof that there is still lots to be done in this area … and many oppor­tu­ni­ties for those who will find the right posi­tion­ing!

4. Putting an end to silos is a pri­or­i­ty

Accord­ing to a For­rester report, 43 per­cent of orga­ni­za­tions with a mature dig­i­tal strat­e­gy see inter­nal depart­ments com­pet­ing to own dig­i­tal as the most sig­nif­i­cant bar­ri­er to dig­i­tal trans­for­ma­tion. At the same time, 32 per­cent of com­pa­nies say that recruit­ing employ­ees with the appro­pri­ate dig­i­tal skills is their biggest chal­lenge in terms of dig­i­tal trans­for­ma­tion.

We also note that by the end of 2017, two-thirds of the CEOs of the top 2,000 glob­al com­pa­nies will have put the dig­i­tal trans­for­ma­tion strat­e­gy at the cen­ter of their cor­po­rate strat­e­gy. How­ev­er, this also means that one-third will not!

5. User-gen­er­at­ed con­tent is key

User-gen­er­at­ed videos on YouTube get 10 times more views than the con­tent cre­at­ed and uploaded by a brand. The pow­er of user-cre­at­ed con­tent is also unde­ni­able in terms of con­ver­sions: it gen­er­ates 29 per­cent high­er web con­ver­sions than cam­paigns or web­sites with­out it.

What about you, what is your point of view regard­ing the uni­ver­sal and inevitable aspect of dig­i­tal trans­for­ma­tion? Do not hes­i­tate to give your opin­ion with­in the com­ments!


Digital Marketing
Olivier Binisti

Posted on 02-24-2017


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