Detecting changes in the digital world

The digital realm continues its migration away from “novelty,” and toward “utility.”

As one example, note that online purchasing of books and magazines were up 12% in 2009. Yes, I realize this impressive number could be attributed to the Kindle (Amazon), Nook (Barnes & Noble) and other e-book devices and applications. But that number—for any reason—sounds pretty good, in comparison to same store sales for bricks-and-mortar book stores. In today’s Research Brief, you’ll find other trends with regard to e-commerce, search, online video and web advertising.

But more and more, the concept of “digital” is moving away from the desktop. Another report, published by PR firm Rudder-Finn and cited in Media Post Marketing Daily, suggests that smart phone users are going online nearly three hours per day… and that much of their social networking is now happening “from the street.”

Implication: The Internet used to be so easy to define! A web site with a home page, and either dial-up or broadband… pretty simple! But now, that online interaction may involve no line at all. And as I wrote earlier this month, digital devices move ever closer to the point of sale for almost any retail product, store, or service (see “Comparison shopping” from February 9, 2010).

How does your web site look on the small screen? Is your online presence easy—and worthwhile—for someone to “forward you to a friend?” Have your digital assets moved from “novelty” (a web version of a yellow pages ad) to “utilitarian” (useful, meaningful, and actionable)?

Mike Anderson