BigFive Digital Study Shows Growing Digital Reliance Amid Crisis 

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A new survey from BigFive Digital has found that more than three-quarters of businesses in the AME digital ecosystem have increased their reliance on digital media and technology during the COVID-19 crisis. Only 5% said they have become less reliant on digital technology during this period.


The survey specifically asks, "During lockdown, how dependent has your company been on online media and other digital technologies?" 


The responses broke down as follows. More than half (50.5%) indicated "We have significantly increased our use of online media and digital technology during the crisis." Another 26.8% said, "We have slightly increased our use of online media and digital technology during the crisis." Only 2.6% said, "We have seen a major decline in our use of online media and digital technology."

 

The "Legacy of Lockdowns" study surveyed 342 respondents across media, banking, telecommunications, software, agencies, and other relevant sectors during July and August. Respondents represented MENA, East/Central Africa, Southern Africa, and West Africa. Nearly 75% of respondents represent companies that do business with SMMEs.


The respondents hold influential roles within their organizations. More than half (51.5%) held leadership (C-suite), sales, marketing, or product development roles. 

 

Other questions addressed in the survey include:

  • What happened to your company's customer base during lockdown?
  • What happened to your company's workforce during lockdown?
  • What changes to your working practices do you expect to maintain after lockdown?
  • Howe long after restrictions are lifted do you predict that the commercial world will return to pre-pandemic levels?
  • And many more.


Full results will be published in an upcoming BigFive Digital white paper and will be summarized at the BigFive Virtual Summit in November. 

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