Digital Future

One of the most surprising conclusions of the digital trends report for 2019 signed by Mary Meeker reveals that the Internet is "saturated". But why?

We now know that around 51% of the global population (3.8 billion people) are online, which means that the community is growing and that messages can have an almost incalculable reach. Curiously, however, the rate of internet penetration has been falling since it used to be around 7% a year, and now it's at 6%.

Even so, the future is promising when it comes to an ever-growing digital audience, but the market for communication and marketing has encountered substantial barriers when it comes to reaching and engaging with its audiences.

It is increasingly difficult to attract consumers to content and much of the communication is done thanks to "noise" and the amount of information that is available every day and at all times.

Is digital being devalued?

With all this know-how With the rise of the digital age and the increasingly rapid development of artificial intelligence, users seem to be looking to disconnect from this "digital world" for offline moments. This trend can be confirmed by the negative growth of the technology sector (-4% in sales in 2019 compared to 2018).

O digital is the future and the reach is promising. But the challenges posed by this reality seem to be putting brands to the test as they increasingly fight for an audience that is "bombarded" with information, forcing brands to be more creative in order to make themselves heard.