Every business today faces plenty of uncertainty. Macro headwinds such as a tight labor market, high inflation, and rising interest rates abound, making it an undeniably challenging time to run and grow a business.
To thrive in a climate like this, organizations have to be focused and strategic. They need to double down on workforce efficiency, invest more heavily in security, and innovate their customer-facing initiatives. And as our latest Businesses at Work report shows, many companies are embracing uncertainty to do just that.
Businesses at Work is our annual review of the digital business landscape, powered by anonymized data from customers in the Okta Integration Network (OIN). It details the most popular apps and services that companies are embracing today, providing a glimpse into their strategies for success in 2023 and beyond.
I find this year’s report particularly fascinating because it shows how companies across industries are navigating uncertainty and which tools they’re choosing to augment their approach. Some categories of apps are seeing explosive growth, while others are slowing as companies shift their priorities.
Businesses at Work takes a deep dive into all of it, sifting through our robust customer data to identify which apps and digital strategies are gaining traction in these undeniably unique times.
(All data and charts are sourced from the Businesses at Work 2023 report unless otherwise stated.)
It’s business as usual, like never before
For me, some of the most eye-opening results in this year’s report appear in app adoption by category.
Our three fastest growing app categories indicate a rapidly changing world, with businesses shifting spending to keep pace. And sitting atop the current growth leaderboard: travel apps.
#1. Travel takes off
Few industries have seen as much volatility in recent years as travel. Walloped by the COVID-19 pandemic and a shaky global economy, travel took a big hit in the early days of 2020.
But as Businesses at Work reveals, travel came roaring back in 2022. The travel apps in our network reported the strongest year-over-year (YoY) growth of any category, in both customers (43%) and unique users (197%). The report digs deeper to find that North America is driving that travel growth, and the tech industry is seeing the largest boost in usage of travel apps.