ComScore 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
Digital 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.