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!
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