The Shift towards Digital – Digital Nugget #1

How tied are you to your digital devices? Well, if you’re an average American, chances are you answered somewhere between “pretty tied” to “OMG I can’t live without it!”

Over the last 5 years, digital technology has overtaken our everyday lives – from how we communicate to how we consume media. So much so, that back in 2013 the average American began spending more time with digital devices per day than with TV and Print combined.

Average Time Spent per Day with Major Media by US Adults in 2013 (eMarketer)

As can be expected, companies looking to connect with consumers have shifted towards digital marketing at a staggering rate because that’s where their prospects, customers and donors are spending the most time. As the universe of heavy digital consumers grow, so will the amount being spent on digital marketing.

This year digital marketing will account for 31% of all marketing spend in America. By 2018, digital will completely overtake TV as the largest marketing medium in terms of spending.

US Total Media Ad Spending Share by Media, 2013-2018 (eMarketer)

While we will dive into the factors that are causing this shift over the course of this Digital Nugget series, one thing is definitely for certain: digital is becoming a necessity for all companies and all marketers.

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