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
Hex #FC4C02
Hex #54585A
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
Apigee Digital Impact Survey 2015: Digital is Destiny
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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
50%
5
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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%
6
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
White
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.
2
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8
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
White
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
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13
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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
14
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Digital is Destiny
White
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 Digital Impact Survey 2015: Digital is Destiny
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