Digital disruption shows up late but brings expensive bottle of wine

Screen Shot 2013-02-14 at 7.33.07 PMComScore released its 2013 Digital Future in Focus Series report today and it shows significant disruption ahead in search, advertising, e-commerce, social and other key digital areas. The digital marketplace has taken its sweet time in getting here but is now starting to show very promising signs.

Highlights of the report:

  • Social media is maturing
  • Google has a strong lead but Bing is gaining ground
  • TV dollars are moving to digital as models develop for monetizing content
  • Digital advertising getting better but not ‘there’ yet
  • Smartphones and tablets are fragmenting the digital media landscape faster than expected
  • E-commerce is going strong with edges in price, convenience and selection

Long overdue

Screen Shot 2013-02-14 at 7.47.21 PMDigital disruption has been predicted for so long that its arrival is almost a cynical non-event. Just about the time that digital could have boomed in the late 2000’s, an economic downturn took the air out of its sails. One of the interesting points of this piece is its conclusion that picky consumers are turning to digital channels to buy more carefully. Economic downturn could be the digital B2C marketer’s best friend.

Another big change from even last year is the extremely fast rise of tablets and smartphones (but especially tablets). The report concludes that these mediums ‘own’ 1 out of 3 minutes spent on digital media. A full one third of all digital media moving off the fixed desktop is a remarkable statistic and makes enormous arguments in favor of mobile-first strategies.

If you’ve spent even a few minutes wondering about Google’s strategy, the Internet giant now commands five of the top ten applications on the smartphone, led by Maps, Play, Search, Gmail, and YouTube.

For those who’ve been waiting patiently for the digital revolution, there’s good news in the report. Unfortunately, it has played out more like an evolution.

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Categories: Disruption

Author:Jeanne Roué-Taylor

I'm fascinated by disruptive technology and its impact on our world. I manage sales operations for an excellent startup with a unique team of highly experienced data scientists.

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2 Comments on “Digital disruption shows up late but brings expensive bottle of wine”

  1. February 14, 2013 at 9:01 pm #

    Although not a proponent of evolution in any sense it is a natural technical cycle. The last time we tried to ignore the cycle entirely y2k was in full throttle and my wife felt compelled to store all of 12 hours of water in our basement. The reason that digital was natural in its evolution was a convergence of technology and networks. Browser based communities, despite their non fan boy status, are profitable and yield the largest market share as browser and bandwidth merged for the consumer. Client resident apps actually create drag on the digital market. While smart phones and tablets garner the attention of the fan-boy universe far more users still benefit from browser ubiquity. Enterprise software is about to hit the tipping point where the consumer oriented digital lag is avoided. Late adopters in business could be neutered. One recent retail analysis shows 4-40% gains depending upon how much disruption they choose to inflict. Internally 4% but Industry wide its 40%. Disruption is already happening. You can own it or be victim to it.

  2. February 14, 2013 at 11:26 pm #

    Forrester coined the phrase Digital Disruption at their 2012 Leadership Summit and Gartner is calling it the Nexus of Forces. Cloud, Social, Mobile and Big Data are leading us into the next, and most interesting (depending on your viewpoint) phase of the “internet revolution”. It is explored in more detail in my blog “The Digital Disruption is coming to get you – brace yourself” http://www.thetibcoblog.com/2012/10/15/digital-disruption-is-coming-to-get-you-brace-yourself/

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