Digital is Destiny - Apigee

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have won over new enthusiasts at an average rate of over .... and apps have changed how they manage their health. .....
Survey 2015

Apigee Digital Impact Survey 2015

Digital is Destiny

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Digital is Destiny

Table of Contents

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Executive summary | 1 “Digital delight” is a force to be reckoned with | 2 Digital is more than mainstream in banking and shopping—health is next | 4 Health and fitness: the promise and momentum of digital | 6 Banking: new digital experiences may shift the center of gravity | 8 Shopping: digital transformation continues | 10 Digital is where retailers must go to grow | 11 Have an Appy New Year | 13 Conclusion | 14 About the research | 15

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Digital is Destiny

Executive Summary White

Digital has changed how we spend and how we save. What’s next: how we stay healthy.

Digital’s potential to transform managing health and

The Apigee Institute’s third annual Digital Impact Survey

in 10 (78%) of those who already use both wearables

of U.S. smartphone owners over the age of 18 illuminates

and apps to manage their health and fitness agree with

how digital transformation has affected commerce and

the statement “I am healthier thanks to my smartphone

life, even more deeply and broadly than before.

and apps.” Nearly half of all Millennials (48%) share this

Since our initial survey in 2013, smart connected devices

opinion. More than one in four Millennials (28%) would

have won over new enthusiasts at an average rate of over

prefer doctors who use apps as a regular part of

two million people per month, or more than 65,000 per

their practice.

day. Over half (54%) of adult smartphone owners in the

The theme of this year’s report is “digital is destiny.”

United States—more than 93 million Americans—now feel

Connected consumers have spoken. Most are delighted

“very favorably” toward the Internet of Things (IoT).

with the digital experiences they know today and are

Smartphones and apps added to their already sterling

open to using more devices and even greater “app-

reputations, with positive feelings toward smartphones

centricity” at work, at play, and in commerce. The

rising to a nearly unanimous 99% among Millennials (the

open question: which enterprises will seize this as an

digital-savvy generation born roughly between the early

opportunity for growth or instead lose relevance in their

1980s and the early 2000s).1

digitally transformed lives?

fitness shows both promise and momentum. Nearly eight

Research on the diffusion of innovations points to 67% market penetration as the threshold for reaching fully half of the “late majority” of technology adopters. The impact of smartphones and apps on the shopping experience reached this milestone by 2013. Banking followed in 2014. Health management appears poised to do this by 2017. Expectations for digital’s impact on managing health over the next two years are now comparable to those we measured for banking in our 2013 survey.

Millennials (also referred to as “Generation Y” or “Generation Next”)

1

are typically identified as those born in or shortly after 1980 and 2004. For the purpose of this report, we define Millennials as respondents currently between the ages 18 and 34, inclusive.

Apigee Digital Impact Survey 2015: Digital is Destiny

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Digital is Destiny

“Digital delight” is a force to be reckoned with

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“loT Enthusiasts” (millions) Smartphone ownership among U.S. adults has nearly Three quarters (76%) are more excited about predictive doubled (to 68%) since 2011 and is just five points of 2015

43

25

2014

43

25

shy of computer ownership, according to the Pew Research Center.2

2013 of reasons why43mobile’s meteoric Our survey finds plenty

apps that learn from their use than standard apps.

50%

24

This rises to 84% among Millennials and 90% among 2015 Base 2014 Delta those ages 18-24. A majority (63%) is more excited by 2014 (thermostats Delta connected devices for the home and lights,

25%

for example) that can learn from use than standard

rise may continue.

25

50

Smartphones and apps are changing the lives of millions of U.S. smartphone owners for the better. Nearly twothirds (64%) say their smartphones and apps give them more control over their lives. More than eight in 10 (83%) feel they are more productive because of their electronic devices. Nearly all (89%) like the fact that mobile devices

75

100

home appliances.

Majorities believe being able to make greater use of apps in four scenarios, including managing their home and managing their health, would improve these experiences. Fewer than 10% of respondents express concern that greater “app-centricity” might make each of these experiences worse.

enable them to be more available to others. And U.S. smartphone owners show signs they are hungry

See “Device Ownership Over Time” at pewinternet.org.

2

for more.

Respondents who said that “being able to use an app more often” would make these experiences better 100%

75% 68%

72%

50%

61% 54%

56%

63% 51%

55%

All Millenials

25%

0% Completing transactions such as shopping or banking

Interacting with service providers like my doctor, hair stylist, or attorney

Managing my health

Managing my house

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0%

Digital is Destiny

Favorability 100% 95% 97%

99%

96%

“Digital delight” is a force to be reckoned with 91% 92%

81%

84%

86%

84% 76% White

65%

50% 2014 2015

Favorability Favorability 100%

0%

95% 97%

99%

Smartphones

Apps 91% 92%

96%

Millenials 2015

loT

81%

Predictive Apps

84%

86%

84% 76% 65%

50% 2014 2015 Millenials 2015

0% Smartphones

Apps

loT

Predictive Apps

54M Smartphone-owning Millennials with favorable feelings toward their devices outnumber those with unfavorable feelings by 99 to 1. At just over 46M, the number of U.S. Millennials with “very favorable” feeling is about greater than the population of South Korea

Apigee Digital Impact Survey 2015: Digital is Destiny

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Millenials 2015

0% Smartphones

Apps

loT

Digital is Destiny

Predictive Apps

Digital is more than mainstream in banking and shopping—health is next

White

Managin

In his landmark book “Diffusion of Innovation,” sociologist

Past 50%, it may be fair to say “resistance is futile” and

Everett Rodgers synthesized hundreds of studies on

change will continue. In some respects one might say

54M

technology adoption. First published in 1962, it has

there are no opinion leaders left who might fight back

been reprinted multiple times and cited in thousands of

against the technology’s momentum. At 67%, half of the

Smartphone-owning Millennials with scholarly articles and in subsequent breakthrough worksfavorable feelings late majority been won over. At this point, leaders are toward theirhas devices outnumber those with unfavorable feelings such as Geoffrey Moore’s Crossing the Chasm. likely to reap the benefit of having an installed base of by 99 to 1. At just over 46M, the number of U.S. Millennials with “very favorable” feeling is about influential users and get a jump on what may be coming Rodgers’ enduring contribution was a model for how greater than the population of South Korea

next with innovators.

adoption progresses from a tiny number of innovators who embrace the risk of adoption that may ultimately

Smartphone ownership has crossed this threshold.

fail through to market saturation. It provides a basis

And by this measure, among them, digital’s impact

for understanding when adoption has progressed from

on shopping and banking is “more than mainstream.”

opinion leaders and influencers to followers.

Enough smartphone owners report that devices and apps have changed these experiences for them to account for

For decision makers, it identifies the “hump” at 50%

more than half of the late majority.

market penetration as a key transition point. At half of the market, adoption shifts from the “early majority,” who

Managing health is not far behind. Those without a strong60%

themselves exert some influence, to the “late majority”

offering risk running well behind adoption by the “fat part

who follow the pack.

of the market.”

64%

40%

Innovation Adopter Categories and Share of Market 20% 50%

Early Majority

Late Majority

34%

34%

0%

25%

Health 20

Early Adopters Innovators

% Exp

Laggards

13.5%

16%

2.5%

0% 0%

50%

100%

Apigee Digital Impact Survey 2015: Digital is Destiny

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Digital is Destiny

Digital is more than mainstream in banking and shopping—health is next

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Shopping Digital’s impact on changing how people shop has affected 81% of smartphone owners. Among Millennials, this rises to 86%, crossing the line into the technology laggards in this generation. 100% 50%

90%

Early Majority

50%

ase

Early Majority

25%

elta

Late Majority

elta

0% 0%

60% 50%

Laggards

InnovatorsEarly Adopters

50%

Laggards

Innovators

0%

70%

Late Majority

Early Adopters

25%

80%

40% 30%

100%

20%

0%

50%

100%

10%

Banking At 73%, the overall impact of digital on banking has affected more than half of the late majority among smartphone

0% 100%

owners. Digital has changed the way 82% of millennials bank, putting it on the doorstep of pulling in the laggards.

Bank

90% 80%

50%

2015 Base

Early Majority

2014 Delta

70%

Late Majority

60%

2014 Delta

50%

25%

40%

Early Adopters 0%

30%

Laggards

Innovators

20%

0%

50%

100%

10% 0% Bank

llenials

Health At 60% of the market, digital has begun to pentrate the late majority of smartpone owners. This rises to 71% among Millennials. This survey suggests health is set to follow in banking’s footseps within the next 24 months. 50%

Early Majority

Late Majority

25%

Early Adopters All

Laggards

Innovators

0% 0%

50%

100%

Millenials

Apigee Digital Impact Survey 2015: Digital is Destiny

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100% 90%

0%

Early Majority

60%

Late Majority

Innovators 0%

Within 2 years

Now

Health and fitness: the promise and momentum of digital 50%

100%

10%

Laggards

0%

50%

Doctor

may be a reason for choosing a doctor, rather than just a

Americans—a 70% increase—report that smartphones

“nice to have.”

Majority

who started using their smartphone or apps

to manage their health in the past 24 months fitness and health appears to be well-founded:

Majority

is nearly equal to the population of Argentina

„„ More than third of (37%) adult smartphone owners—62

Early have changed for more than 100 million Americans. Adopters

million Americans—report that they are healthier

Laggards

Innovators 0%

50%

thanks to their smartphones and apps.

100%

People for whom smartphones and Millions of people for whom apps has changed (millions)... smartphones and apps have changed 50

Shopping

100

„„ This rises to 66% of those specifically reporting that they use either fitness devices or apps to track health 100%

150

110

42M

Enthusiasm for using apps, devices, andofdata to improve The number U.S. smartphone owners

banking as an experience that smartphones and apps

0%

Department Store

Compared to 2013, more than 42 million additional

Managing health and fitnessLate has joined shopping and Early 25%

0

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Bank

100%

and apps have changed how they manage their health.

50%

54%

20%

Early Adopters

0%

10

30%

Laggards

Innovators

0%

50% 40%

Early Adopters

5%

Digital is Destiny

70%

Late Majority

Early Majority

25%

%

Banking 2013

80%

50%

and fitness, and a striking 78% among those who 90%

34

86%

report already using both. 80%

92

Banking

67%with feeling that „„ Feeling healthier and fitter correlates 78%

29

70%

60

Managing health and fitness

60%

smartphones and apps give people66% more control over 60%

42M

42

their lives—64% of adult smartphone owners feel this The number of U.S. smartphone owners 50% 2013 Base

who started using their smartphone or apps to manage their health in the past 24 months

Added 2013-2015

40% way, and thisis nearly rises almost equalto to the population of nine Argentina in 10 (86%) among 30% those currently using both a fitness device and apps

Expectations that smartphones and apps will change how

20% to manage their health.

people manage their health have risen to 69%, surpassing

10%

the comparable figure for banking in 2013 (68%). Eight in 50

100

150

Shopping

110

90%

34

92

60

67% 70%

42

2013 Base

60%

Use BOTH wearable and apps to track health, fitness and athletic achievements

78%

66%

60%

Moreover, nearly half of all smartphone owners (49%)

Use either device OR apps to track health 86% fitness and athletic achievements

80%

29

par with expectations for banks in 2013. Managing health and fitness

Do not use wearables or devices to track health, fitness, and athletic achievements

100%

now or within the next one to two years. This is also on Banking

14%

Evidence of a virtuous cycle... 0%

Millions of people for whom smartphones and apps have changed

10 expect a doctor to offer key services via apps either

54%

50%

Added 2013-2015

I am healthier thanks to my smartphone and apps

40%

and a majority of Millennials (53%) say they “want my

30%

doctor to use my fitness tracker and/or health apps data.” Millennials’ opinion goes a step further. More than one in four (28%) would prefer a doctor who uses app and fitness tracker data as a regular part of their practice, implying it

10%

Smartphone and apps give me more control over life

54%

20%

14%

0%

Do not use wearables or devices to track health, fitness, and athletic achievements

Use either device OR apps to track health fitness and athletic achievements

Use BOTH wearable and apps to track health, fitness and athletic achievements

Apigee Digital Impact Survey 2015: Digital is Destiny 76% 69% 60%

64%

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Banking 2013

70%

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who started using their s 84%

e rity

Banking 2013

80%

Digital is Destiny

70%

2014 2015

60%

Millenials 2015

50%

Apps

M

to manage their health in is nearly equal to the pop

90%

40%

Within 2 years

Millions of people for whom smartphones and apps have changed

Health and fitness: the promise and momentum of digital 30%

Laggards

50

Now

100

100%

150

54%

20%

100%

10%

Shopping

110

92

Banking

90%

34 White

80%

29

67% 70%

0% Managing health and fitness

Bank

60

Department Store

42

66%

60%

Doctor

Expecting key functions to be available via app… 2013 Base

60%

50%

Added 2013-2015

100%

40%

90%

30%

Banking 2013

80% 70%

10%

60%

0%

50% 40%

100%

14% Do not use wearables or devices to track health, fitness, and athletic achievements

Within 2 years

Now

Visit a branch than the ATM

54%

20%

58% Use either device O apps to track heal fitness and athlet achievements

30%

Laggards

54%

Millennials with rd their devices avorable feelings the number of U.S. ble” feeling is about on of South Korea

20% 100%

10% 0% Bank

Department Store

5%

0%

Doctor

65+

Expecting change in managing health within 2 years...

Late Majority 76% 69% 60%

Banking 2013

70%

64%

Laggards 100%

40%

20%

e ity 50%

0%

e rity

Health 2013

Health 2014

Millenials 2015

% Expecting change within two years

Laggards 16%

40%

100%

Laggards

30%

42M

100%

The number of U.S. smartphone owners who started using their smartphone or apps to manage their health in the past 24 months is nearly equal to the population of Argentina

20% 17% 14% 10%

11% 9%

0% Paid or received payment with bitcoin

Apigee Digital Impact Survey 2015: Digital is Destiny

42M

r whom ave changed

50

Health 2015

100

150

100%

The number of U.S. smartphone owners

„„

Allowed automated investment management via app or web

7

Pe mot

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Digital is Destiny

Banking: new digital experiences may shift the center of gravity

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When it comes to banking, smartphones and apps have

feelings toward apps (driven by 65% “very favorable”).

penetrated well over half the late majority of technology

A solid majority (68%) believes greater “app-centricity”

adopters. A solid majority prefer to bank using their

would make transactions such as banking or shopping

smartphone and apps (58%), rising to 71% among

better for them.

Millennials. Only 6% of the latter and 12% of respondents overall report that their devices have “not at all” improved their ability to manage spending, savings, or investments.

The powerful appeal of digital is starkly illustrated by the shift in engagement with banks. Year-over-year, the percentage of respondents who use a banking app daily

But inroads by new digital experiences and the declining

rose from 13% to 20%, while the percentage who reported

relevance of brick and mortar facilities may continue to

going to a bank branch for a reason other than using at

shift the center of gravity in financial services.

ATM fell four points (to 41%). This represents over 50%

Overall, about one in four respondents report using their smartphones to pay in-store, to make or receive a direct payment via app, and to use an app or website other than one from their bank to manage expenses. Millennials are leading the way, with about one in three having done each

growth in daily banking app users: over 11 million more year over year. A drilldown into demographics illustrates why the “writing is on the wall.” Recent branch use is heavily driven by those over 50, while among those under 30, more than one in four use a banking app daily.

in the past year. While 2015 was not a breakout year for any of these new digital options, we believe the pump is primed. Dipping a toe in the water is taking place in a context where 92% of adult smartphone owners in the U.S. have positive

See “Device Ownership Over Time” at pewinternet.org.

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Digital is Destiny

Spend online o

Banking 2013

Banking: new digital experiences may shift the center of gravity

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Digital financial activities in past 12 months 50%

015

40%

36%

34%

32%

30%

25%

24%

20%

25% All Millennials

17% 14% 10%

11% 9%

0% Paid or received payment with bitcoin

Allowed automated investment management via app or web

Used app or web other than my bank’s to track expenses

Paid or received payment person-toperson via app

Used my smartphone to pay in-store

Recent bank branch visit versus daily app use by age Visit a branch for a reason other than the ATM within the past 30 days

Use a banking app daily

100%

58% 52% 41%

41%

38%

35%

16%

0%

16%

35% 28%

27%

25-29

18-24

21% 16%

5%

65+

50-64

40-49

35-39

30-34

Age

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Digital is Destiny

Shopping: digital transformation continues

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Eight in 10 of all U.S. smartphone owners (81%) say

Initial reports on “Black Friday” spending in 2015 suggest

that that their devices have changed how they shop,

strong growth in mobile usage and spending and the

with nearly one in four (23%) saying how they shop has

likelihood of a year-over-year decline in in-store spending.

“changed completely.” This rises to nearly one in three

These results were telegraphed by spending intentions

(31%) among Millennials.

measured in 2014’s Digital Impact survey, and this year’s

Similarly, one in five (21%) of adult smartphone owners started shopping at a new store in the past year because

survey points to more of the same over the next 12 months. (See Where retailers must go to grow below).

of its app. Among Millennials, this also rises to nearly one in three (32%). One third overall (34%) prefer shopping for clothing using an app on their smartphone, rising to 45% among Millennials. More than one in five overall (22%) and one quarter of Millennials prefer using a smartphone app to shop for food.

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51%

Digital is5 Destiny

42%

16

3

25%

Digital: where retailers must go to grow 21%

Personal motivation

Track results

Get tips or advice

Share with others for encouragement

11%

11% White

Share with others for accountability

For competition

Smartphone owners have constituted a majority of adult

Once again, expectations for increasing versus decreasing

U.S. consumers since 2013. This is the second consecutive

spending favor online and in-app over brick-and-mortar:

year we reported on a proportionately weighted

„„ More than two in five (44%) expect to spend more

sample about their expectations for retail spending.

online in general versus 7% who expect to spend less,

Last year, actual holiday spending was consistent with

a “net score” of increasers versus decreasers of

extrapolations from 2014 Digital Impact Survey data and initial reports from Black Friday 2015 appear so as well.

33 points

„„ One in three (33%) expect to spend more vial app

This year’s responses reinforce the trend. In the U.S.

versus 8% who expect to spend less, a “net score” of

market, digital is where retailers must go to grow.

increasers versus decreasers of 25 points

„„ By contrast, one in five (20%) expect to spend less in

As in 2014, we asked respondents about their

brick and mortar stores versus 17% who anticipate

expectations in the next year for spending by channel:

spending more, a “net score” of -3 points

„„ Amount spent online overall

Brick-and-mortar diehards may take some comfort in

„„ Amount spent via apps

the fact that expectations for this channel improved

„„ Amount spent in brick and mortar stores

somewhat year over year. In 2014, the net of decreasers versus increasers was four times larger (-13 points).

2014 expectations 2014 expectations forfor 20152015

20152014 expectations for2016 2016 expectations for 44%

36%

Percentage indicating they expect to increase spending significantly by channel in the next year

33%

21%

17% 10%

8%

7%

7%

Percentage indicating they expect to decrease spending significantly by channel in the next year

8%

23% 20%

Spending online overall

Spending via apps

Spending in brickand-mortar store

Spending online overall

Spending via apps

Percentage indicating they expect to increase or decrease spending by channel in the next year

Spending in brickand-mortar store

Apigee Digital Impact Survey 2015: Digital is Destiny „„

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Digital is Destiny

2015

2014

Digital: where retailers must go to grow

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However, thanks to strong growth in both online and

brick-and-mortar stores is not simply dwarfed by the

in-app expectations, this wasn’t enough to narrow the

number of those planning to do so online and via app.

“growth gap.” Comparing the “net of net” cores for each

It is in danger of being “eclipsed” by nearly the same

channel highlights where the growth is. Online spending

number—6 million—who expect to spend a lot less.

maintains the same 41-point advantage over brick and mortar we saw in 2014. In app spending’ s ticks up slightly to +28 points.

The good news is that smartphone owners are receptive to digital commerce from established companies: 43% overall and half of Millennials downloaded an app from a

The picture becomes starker if we drill down into those

big retail chain in the past year. One quarter overall and

who specifically expect to “significantly” increase or

just over one in three (34%) Millennials downloaded an

decrease their spending. At 8 million, the absolute

app from a consumer products company.

number of those anticipating spending a lot more at

People expecting significant increase or decrease in spend by channel (millions)... In app

Online

In store Millions of U.S. smartphone owners who expect to increase spending significantly by channel in the next year

5

16

3

21

6

8

Millions of U.S. smartphone owners who expect to decrease spending significantly by channel in the next year

Apigee Digital Impact Survey 2015: Digital is Destiny „„

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Digital is Destiny

Have an “Appy New Year” White

Visit a branch for a reason other than the ATM within the past 30 days

Banking 2013

100%

Apple came up with (and trademarked) the catchy phrase

58%

shopping at a new store in the past year because of

Within 2 years

54%

Use a banking app daily

52%

“there’s an app forNowthat” to promote the hundreds of

its app (34% versus 10%). More than one in four (27%)

thousands of apps available for the iPhone. In this year’s

35% strongly agree they want their doctor to make use of 35% 28%

Digital Impact Survey, we put the idea to a new test. We

21% 16% health and 10 (11%) of those not 16% fitness data versus one in 16%

askedDoctor smartphone owners if they planned to set any New0%

Department Store

Year’s resolutions for 2016 and whether apps would play a role in fulfilling them. A plurality (43%) of respondents aims to set a New Year’s

41%

38%

41%

planning to set New Year’s goals. And almost a quarter

5%

65+

50-64

40-49

35-39

30-34

25-29

18-24

(24%) say they are “very likely” to buy a new smart device Age

such as a connected thermostat or appliance in the next year, compared to 7% of those not setting resolutions.

resolution, with about a third (32%) saying no, and the

Having an experience that demonstrates the use of

remainder undecided. Just over one in five of those

apps or devices to help achieve personal goals ranging

setting resolutions (22%) plan to use apps.

from fitness to energy conservation may be either “the

Personal motivation was the leading use, with just over half (51%) intending to do so. “Tracking progress”

27%

“chicken” or “the egg.” We suspect it could be a little of each.

was a close second at 42%. Sharing with others for accountability or for the purpose of competition were less popular reasons. Notably, those who plan to set resolutions appear to

Reason for using apps to help fulfill New Year’s Resolution

have a stronger and more positive relationship with apps

Reasons for using apps to help fulfill New Year’s Resolution

and devices than those who don’t plan on doing so. By more than 20 points (77% versus 53%) they agree with

51% 42%

the statement that devices and apps give them more control over their lives. They are nearly four times as likely

25%

to strongly agree that they are healthier thanks to their

21%

smartphones and apps (23% versus 6%).

42M seem more open to making greater use of devices, apps, Accordingly, respondents who plan to set resolutions

Personal motivation

Track results

Get tips or advice

Share with others for encouragement

11%

11%

Share with others for accountability

For competition

The number of U.S. smartphone owners who started using their smartphone or apps

and data. They are three times as likely to have started

to manage their health in the past 24 months is nearly equal to the population of Argentina

Apigee Digital Impact Survey 2015: Digital is Destiny „„

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Digital is Destiny

Conclusion White

We believe that “digital is destiny,” as the impact of smartphones, smart devices, and apps is increasingly influencing how connected consumers live, work, and play. Over the years, Apigee’s annual Digital Impact Surveys have helped paint a picture of the opportunity for

To realize your digital destiny, we suggest that you:

„„ Assess what percentage of your customer interactions incorporate a digital dimension. We recommend 50 percent as a minimum target for today’s market conditions.

„„ Benchmark yourself against today’s digital leaders.

businesses to harness increasing demand for digital

The Apigee Institute report “Digital Leadership 2015:

experiences as an engine for growth. This year’s survey

Making a Difference” lays out best practices of

highlights the growing interest and expectations for

those who have built strong capabilities to deploy

connected experiences in health management and

apps, operate APIs, and use data analytics on five

reconfirms strong digital demand in both retail

dimensions including IT and management practices.

and banking.

Get a quantitative benchmark for where you stand

It’s worth noting that through other research, we have seen equally compelling evidence of the threat posed by falling behind in the digital race. In tandem with surveys of connected consumers, over the past several years the Apigee Institute has surveyed more than 1,300 executives and decision makers in large companies. We’ve found that companies with stronger digital capabilities are, on average, 1.5 times more likely than

based on answers to 25 key questions in under 10 minutes at http://iloveapis.com/benchmark.

„„ Save the date. I Love APIs 2016, the world’s largest annual networking and training event dedicated to APIs and digital business, will be held Oct. 17-19 in San Jose, Calif. Build a team of functional leaders across business, IT, and software development to attend together.

those lagging behind on digital to have outperformed their peers across five business outcomes, including customer satisfaction, market share, and revenue in the previous 12 months. And they are 2.5 times more likely to have strongly outperformed their competition. Keeping pace or catching up with these “digital leaders” may the new reality for businesses.

Apigee Digital Impact Survey 2015: Digital is Destiny „„

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Digital is Destiny

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About the Research

About Apigee

The 2015 Digital Impact Survey surveyed 1,000

Apigee® (NASDAQ: APIC) provides an intelligent API

smartphone owners 18 years of age or older in the

platform for digital business. Many of the world’s largest

United States. Respondent data was modeled on key

organizations select Apigee to enable their digital

demographics proportional to known benchmarks for

business, including more than 25 percent of the Fortune

smartphone owners. Respondents were weighted to

100, five of the top six Global 2000 retail companies, and

match the November 2014 omnibus survey by the Pew

five of the top 10 global telecommunications companies.

Research Center, filtered to smartphone owners over

Apigee customers include global enterprises such as

18. Those polled demographically match Pew’s sample

Walgreens, Burberry, Morningstar, and First Data. Apigee

in terms of age group distribution, income, education,

is headquartered in San Jose, California and has over 400

and regional representation. The Digital Impact Survey is

employees worldwide.

conducted online with respondents sampled from leading

For more information, visit apigee.com.

industry consumer panels who clear multiple quality checks during the survey process.

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Apigee is a registered trademark in the U.S. Other product or company names mentioned may be trademarks or trade names of their respective companies.

Apigee Digital Impact Survey 2015: Digital is Destiny „„

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