Why today’s digital landscape is transforming the way we communicate

So it’s official – as a nation we are still riding the wave of the online revolution and boy aren’t we enjoying ourselves?

Ofcom’s recently released Communications Market Report 2016 might not sound that riveting to read but it really does reveal some interesting facts about our relationship with the digital world.

Ofcom reports that faster internet access is more widely available than ever before as a result of superfast broadband and 4G connectivity. This means more of us are spending time online – with 75% of internet users saying the web is important to their daily lives. Nearly eight in 10 agree it helps to keep them up to date with current affairs and social issues, whilst 63% said it inspires them to try new things such as travel destinations or recipes.

It seems the internet is such an important part of our lives that adult users in the UK currently spend an average of one day per week (25 hours) online – with 11% of users saying they access the internet more than 50 times daily.

Smartphones have overtaken laptops as the most popular device for getting online with nearly two-thirds of people now owning one and using it for nearly two hours a day to browse the internet, access social media, bank and shop online.

There is no doubt that our love of all things social media continues to flourish, with some of the reported user figures somewhat staggering – the use of instant messaging apps such as Facebook Messenger and Whatsapp have grown significantly over recent years, with Snapchat now enjoying more than 7 million users.

The popular sites by users in the UK

·      38.9 million Facebook

·      22.5 million Facebook Messenger

·      21. 8 million LinkedIn

·      20.9 million Twitter

·      16.7 million Whatsapp

·      16.5 million Instagram

·      12.8 million Google +

·      11.5 million Pinterest

·      7.1 million Snapchat

As a team of public relations and communications professionals this all makes for fascinating reading. There is no doubt that digital marketing and online PR should form a key part of communications strategies, as there is clear evidence to suggest our relationship with the internet is now intrinsic to our society.

If your audience is online then you should be online - enhancing your reputation and engaging your customers. There are so many ways you can communicate to your customers online. The social media user figures demonstrate just a few of the platforms available for businesses to use. By identifying your target audiences, your key messages and business goals you can share your news and updates via the most relevant channels for your business as every marketing plan is unique. Once your audiences and messages are identified they can be added to an editorial content planner so that you can easily reach out to audiences through a variety of ways. All it takes is a little creativity and organisation.