Human Needs in a Digital World - Digital Society Index 2019
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Human Needs
in a Digital
World
Digital
Society Index
2019
Contents
Foreword 3
Speed read: The report in 5 minutes 4-8
1. What’s digital ever done for us? 9-15
2. A new model of digital needs 16-30
3. The impact on consumer behaviour 31-35
4. Recommendations for brands, 34-38
businesses and governments
Methodology 39
2 Digital Society Index 2019
Foreword by Tim Andree
Executive Chairman and CEO, Dentsu Aegis Network
The digital economy is the defining Today, we also see the emergence of new
trend of our time. Thirty years on from digital consumers. They are digital natives
the establishment of the world wide and use digital products and services
web, the legacy of that breakthrough is across a range of activities. But they’re
extraordinary. The proliferation of digital also digitally savvy and have learned
technologies has powered economic to manage the online world on their
growth, created jobs, lifted millions own terms: limiting the amount of data
out of poverty, put information into the shared and time spent online; installing
hands of people the world over and ad blockers; deactivating social media
grown access to cheaper products and accounts. The web has grown up—and so
services. It’s hard to imagine a facet of has its users. Adapting to their behavior
everyday life that has not in some way is a huge opportunity for brands to build
been touched by digital. For people, better, more trusted relationships.
businesses and society as a whole, it
has been a massive source of growth. We need to develop a digital economy that
works for all in society. That’s a guiding
However, with growth comes change. principle at Dentsu Aegis Network, both
And change is not always easy. With commercially and as a good corporate
that thought in mind, two years ago citizen. We create long-term business
we established the Digital Society value for clients by helping them build
Index program of research. The trusted relationships with their consumers
analysis recognizes that the digital and audiences, putting people at the heart
economy has been a hugely positive of their digital transformation. Through
source of change around the world. It our Social Impact strategy, we take a
also recognizes that securing these leadership role in developing the digital
benefits in the future requires a longer skills of future generations and supporting
view on how technological innovation a new wave of female entrepreneurs.
can best serve people’s needs.
It’s a common soundbite that what’s good
Our findings this year show that progress for society is good for business. But it
is mixed. People in many countries— happens to be true. The digital economy
particularly those in high-growth emerging gives us the power to be better versions
economies—are hugely positive about of ourselves. Capitalizing on this means
their futures in the digital economy. But harnessing digital in the right way—with
at the same time, many people do not human needs placed squarely at the center.
feel as if their digital needs are being By doing so, we can build better brands,
met. Whether that’s the impact of digital better businesses and a better society.
technologies on health and well-being,
Let’s make it real.
or the skills that are needed to thrive
in a rapidly changing labor market, Tim Andree
many people do not feel as optimistic
or well-prepared as we would want.
3 Digital Society Index 2019
Speed read:
The report in 5 minutes
Innovation will always fail unless it Within that context, the Digital Society
meets people’s needs and wants. Index puts people at the heart of the
digital economy to examine how trust can
Brands must ensure that digital be rebuilt to deliver sustainable growth.
products and services address those
needs. By doing so, not only can brands A new needs model for the
build better relationships with their digital age
consumers and audiences—they can also
help safeguard the long-term benefits To that end, we’ve also developed a
of a digital economy that works for all. new needs-based framework. Taking
inspiration from the seminal model of
That’s one of the central messages Abraham Maslow, we’ve updated his
that emerges from the Digital Society original “hierarchy of needs” concept
Index 2019. Developed in collaboration for a digital age. However, the research
with Oxford Economics, it combines a shows that in most of the 24 countries
primary survey of more than 43,000 we analysed, these needs are far
people across 24 countries with from being adequately addressed.
economic and statistical analysis.
• Basic needs: Access to digital
The year since our survey first started infrastructure has always been
in 2018 has seen a collapse in trust in a necessary condition to engage
the use of digital technologies. Trust with the digital economy. But now,
in big tech is falling, with misuse of in addition, trust in data use is part
personal data the number one cause of the foundation on which digital
of distrust, according to our survey. products and services must be
Stronger regulation of technologies like built. Only 49% of people globally
artificial intelligence is being mooted. believe their basic needs are being
And social media has been blamed met, although Western economies
for both political polarisation and tend to perform strongly here.
misinformation. Thirty years on from the
birth of the world wide web and against
a longer-term trajectory of growth and
prosperity brought about by the digital
economy, 2018 has been a tough year.
4 Digital Society Index 2019
• Psychological needs: Digital the gap is particularly stark. For example,
technologies can help enhance in the Netherlands, 42% of men are
users’ sense of good health and optimistic about the societal impact of
well-being. However, globally, digital, but this falls to 30% for women.
just 38% of people believe this And in terms of age, it is younger people
need is being met. Asian countries who score lowest on psychological
tend to perform poorly on this needs, reflecting those studies that show
measure—out of all the countries how higher usage of digital technologies
analysed, Singapore ranks lowest is negatively impacting young people’s
on psychological needs. mental health and well-being.
• Self-fulfilment needs: The extent We need to take people with us
to which people feel they have the
right digital education, skills and Furthermore, while technological
opportunities for fulfilling work can development accelerates, many people
offset concern about automation around the world feel left behind by
and the impact of artificial digital growth. This sentiment cuts across
intelligence. However, only 45% of differences in economic development,
people globally score positively on tech maturity and culture. It’s not just a
this measure, with under-utilisation first-world problem: it’s a whole-world
of digital skills by employers a problem, with three major elements:
challenge. For example, in Denmark,
less than four out of ten people with • Skills are not keeping pace with
average or above average digital needs—digital technologies are
skills agree that their employer reshaping the jobs of tomorrow, but
makes it possible to use the full one in three people globally can’t
range and depth of their tech remember the last time they did any
knowledge. digital training (or never have done any).
• Societal needs: This is about • The pace of technological change
people’s broader optimism that causes anxiety. In countries such as
digital technologies will be a China, India and Brazil, more than
force for good overall, helping 80% of people feel the pace of tech
to create jobs and solve societal change is too fast.
challenges. Overall, less than
half (49%) of people believe • The future is not evenly spread—
in digital’s role here, although while many countries perform strongly
people in Asia tend to be much on our index in terms of delivering a
more positive about the potential digital economy that works for all—
of digital to enhance society. Singapore, the United States and
China top our rankings in 2019—many
The demographics of these trends show countries are pursuing an imbalanced
clear anomalies. Women score lower digital growth strategy.
than men across all aspects of the model
except basic needs. In some countries,
5 Digital Society Index 2019Belief in digital drives the This is creating significant implications
business case for action for brands, businesses and governments
in how they engage with consumers
Why is this analysis important for through digital products and services.
businesses and brands? Because digital The people who are hardest to reach are
needs influence consumer behaviour. also the most commercially valuable.
Increasingly, this means brands will
The more positive people are about need to find new ways to maximise
the digital economy’s wider impact on the value of precious moments of
society and their own digital skills, the interaction with consumers, moving
more likely they are to engage with beyond reach to creating more
digital products and services. In other meaningful moments of engagement.
words, give people belief in digital and
they will be more likely to use digital How to respond to the
products and services. There’s not new digital needs
just an ethical case for delivering a
digital economy that works for all— The changing needs and awareness of
there’s a strong business case too. consumers calls for a more balanced and
creative approach to engaging people
The new digital consumer: in digital products and services. It is
Hardest to reach but no longer enough for organisations to
most valuable rely on increasing access and extending
the user base—that effort must be
The research also introduces us to the matched by innovation in developing a
new digital consumer. She is a digital meaningful relationship with consumers.
native and fully engaged in terms Based on our analysis, we have three
of what the digital world can offer: recommendations each for brands,
shopping online, using apps to take a businesses and governments:
taxi and streaming music. But she’s
also taking actions that, for many
businesses, might seem problematic.
As our analysis shows, she’s installing
ad blockers, reducing data-sharing and
deactivating social media accounts.
6 Digital Society Index 2019For brands For businesses
• Segment consumers and audiences • Compete on openness: Transparency
by motivation and needs: Traditional around data usage can be a source of
demographic approaches to segmenting differentiation. With misuse of personal
consumers are insufficient. Looking at data the number one driver of distrust
customers through the lens of digital in the tech industry today, any business
needs can help brands find ways to ignores it at their peril.
increase positive engagement with
digital products and services, as well • Make better use of digital skills:
as help test new services with more Understand the digital skills that
sceptical user groups. your employees have and constantly
re-imagine work processes and
• Focus on engagement, not reach: organisational design around the full
The most valuable consumers are spectrum of their abilities.
reducing the amount of data shared
online, installing ad blockers and • Showcase digital’s societal potential:
limiting their time online. That means Promote the ways social impact
working harder to maximise the value programmes and commercial offerings
of interactions that will often be can help meet people’s needs and wants.
initiated by consumers themselves.
• Help people undertake their own For governments
digital detox: Enabling people to have
a healthier relationship with digital • Develop a balanced scorecard of
may mean sacrificing access to data, digital development: Metrics should
but over the long-term it will lead to a focus on inclusion and trust alongside
better relationship based on trust. growth of digital industries.
• Give people more control over digital
innovation: By involving people in a
more deliberative process of debate
and discussion, governments can help
shape a shared understanding of what
is and what is not acceptable in terms of
technology development.
• Harness technology to enable
effective learning: Ongoing training
and immersive learning experiences
will help leverage skills and unlock the
potential of digital technologies.
7 Digital Society Index 2019Give people belief in digital and they will be more likely to use digital products and services
1. What’s digital ever done for us?
What’s digital ever done for us? Fans covering more than 43,000 people
of Monty Python will get the reference. across 24 countries with economic
But most people will recognise the and statistical analysis. By measuring
sentiment. Thirty years on from the country-level performance across three
birth of the world wide web, the digital dimensions—dynamism (the strength
economy has been a hugely positive of the core digital sector), inclusion
force in the world, helping to lift millions (the breadth of access people enjoy
out of poverty, access essential services, to the benefits created by the digital
find jobs, learn new skills and make economy) and trust (the extent to which
new connections… But despite these people have trust in data use as well as
opportunities, our survey shows that broader optimism about the future)—
many people today feel that digital is we have created a unique people-
changing their lives for the worse. centric view on the digital economy.
That paradox explains why it’s crucial Our research reveals a mixed picture
to understand the drivers of positive of progress. A number of countries are
engagement with digital technologies to striking a healthy balance between
ensure they meet peoples’ fundamental dynamism, inclusion and trust, helping to
needs. The potential benefits of digital safeguard the long-term benefits of the
to people and society are huge. Yet these digital economy. But at the same time, in
benefits risk being undermined by a lack many countries people do not feel that
of trust and the unaccountability of their digital needs are being met. This
technological development. As brands has implications for the sustainability of
continue to utilise digital products, digital growth models in those parts of
services and channels, it is essential that the world. But it also has implications
they are attuned to changing sentiment for how people behave as consumers
to ensure meaningful engagement. and how brands engage with them.
Building the Digital Society Index
We have been working with Oxford
Economics since 2017 to understand
those changing relationships more fully
and to examine how well countries are
developing a digital economy that works
for all in society. For our latest report,
we’ve combined a major primary survey
9 Digital Society Index 2019A deficit of trust
The twelve months since our initial As a result, in 2019 the research shows
report have seen unprecedented levels of we are facing tough questions about
scrutiny of the business models of digital whether digital technologies truly
companies. This scrutiny and some of the serve people’s best interests. Figure 1
issues around data transparency that it shows that for the majority (64%) of
has revealed has provoked fierce political people we surveyed, concerns around
discussion. There are widespread calls the misuse of personal data are
for the need for tighter regulation of undermining trust in the tech industry
the technology sector, amid growing as a whole, followed by anxieties about
anxiety about the development and automation and the pursuit of innovation
use of artificial intelligence. Trust in for its own sake. These concerns are
technology is in steep decline among unlikely to stop at the door of the
the informed public around the world, tech industry itself—all businesses
according to Edelman’s Trust Barometer. deploying digital products and services
Social media in particular has been find themselves under similar scrutiny.
cited as a cause of political polarisation
and the spread of misinformation.
Figure 1: Misuse of personal data is the #1 driver of distrust in the
tech industry globally
What do you believe are the main causes of distrust in the tech industry as a whole?
(% agreeing)
Misusing personal data 64%
Automation and not creating enough jobs 26%
Pursuing innovation for its own sake 26%
Creating excessive wealth 20%
Poor working conditions 17%
Lack of diversity in the workforce 16%
Not paying enough tax 16%
Source: Dentsu Aegis Network Digital Society Index Survey 2018
10 Digital Society Index 2019Six out of ten (second behind Germany at 62%).
people in our survey The lowest response is seen in Russia,
where just a quarter of people believe
believe that not social media is having this effect.
enough is being We need to take people with us
done to ensure It is not just the direction of
digital technologies technological development that is
unsettling people. It is also the pace of
benefit everyone change. Take India, Brazil and China.
In these countries, more than 80%
in society of people believe that the pace of
technology change is too fast today.
Beyond the misuse of personal data, Across the 24 countries in our analysis,
there are also some hot-button issues in more than half (57%) of people believe
specific countries. People in the United this to be the case (see Figure 2). Even in
Kingdom are the most likely to cite tech Singapore, one of the most competitive
companies not paying enough tax (36%) economies in the world that ranks top
and creating excessive wealth (28%) of our index (see ‘Spotlight: Delivering a
as drivers of distrust. While people in balanced approach to digital growth’),
India are the most likely to identify nearly two-thirds of people believe
automation and not creating enough the pace of tech change is too fast.
jobs (36%) as well as a lack of diversity
in the workforce (34%) as reasons for Of course, there have probably been
a loss of faith in the tech industry. few moments in history when people
haven’t been worried about the pace
A challenge to democracy? of tech change. There is plenty of
research to show that human nature
The last year has opened up a lot tends to over-estimate the short-
of debate about the influence of term impact of change, while under-
social media on political discourse. estimating its long-term impact. But,
It has been argued that social media given what we know about the scale
is instrumental in creating an echo and pace of change brought about by
chamber of entrenched positions, leading digital in many walks of life, this finding
to more polarised views and vitriol. articulates a sense of helplessness
Awareness has grown of ‘fake news’ in the face of relentless disruption.
and the potential risks of public debate
being poisoned by misinformation, One corollary of this statement is
leading some commentators to suggest that six out of ten people in our survey
that digital technologies pose an believe that not enough is being done
existential threat to democracy. Six to ensure digital technologies benefit
out of ten people in the United States everyone in society—and based on
that we surveyed believe that social the original ten countries in our 2018
media is having a negative impact on analysis, that proportion is increasing.
political discourse in their country
11 Digital Society Index 2019Figure 2: People feel the pace of tech change is too fast
To what extent do you agree or disagree that the pace of technology change is too
fast today? (% agreeing)
85%
81% 80% 78%
72%
70%
64%
62% 61%
56% 57%
54% 52%
48% 48% 48% 48%
47% 44% 44% 44% 44% 43% 42% 40%
Estonia
France
Germany
Canada
Australia
Finland
Netherlands
UK
Spain
Russia
Hungary
Italy
Poland
Denmark
Ireland
US
Norway
India
Brazil
Mexico
Singapore
China
Japan
Thailand
Source: Dentsu Aegis Network Digital Society Index Survey 2018
Breaking the innovation cycle Understanding precisely how well digital
growth is addressing people’s needs is
Much of the recent debate can be the focus of the next section, in which we
understood in the context of the introduce our own model of ‘Maslow for
innovation cycle. If technological a digital age’ that offers a new way of
change gets too far ahead of consumers’ looking at people’s relationship with the
needs it risks a backlash. It’s then that digital economy. In section 3, we examine
policymakers may seek to step in and how those digital needs are driving
protect consumer interests through consumer behaviour. And, last, in section
common standards and regulation. 4 we offer some recommendations for
We’ve already seen that unfold in brands, businesses and governments to
the context of personal data. We are help address the digital needs of their
also seeing debates about potential audiences, consumers and citizens.
regulation of artificial intelligence.
The race to deliver greater digital
capability has not always taken full
account of fundamental human needs.
12 Digital Society Index 2019Spotlight: Delivering a balanced
approach to digital growth
The Digital Society Index measures access to digital infrastructure as well
how successfully countries are as the quality of tech-related education.
developing a digital economy that
works for all. It examines performance • Trust: a measure of the extent to which
across three key dimensions. people have confidence in data use
as well as broader optimism about
• Dynamism: the strength of the core the future. ‘Trust’ takes account of
digital sector, which involves indicators indicators such as cybercrime readiness,
including size and growth of the data protection legislation and
Information and Communications transparency of data use by businesses
Technology (ICT) sector, spending and governments. (For a more detailed
on research & development and overview of the research methodology,
the availability of top quality tech please see page 39).
universities and talent.
The 2019 results are set out in the table
• Inclusion: the breadth of access below. By aggregate score, Singapore
people have to the benefits created ranks first overall, followed by the
by the digital economy. This dimension United States and China (see Figure 3).
encompasses indicators that include
Figure 3: Countries demonstrate different strengths across the
three dimensions of the Digital Society Index
DSI scores
Dynamism Inclusion Trust
0.6
0.5
0.4
0.3
0.2
0.1
0.0
Singapore
US
China
Denmark
UK
Finland
Netherlands
Norway
Estonia
Germany
Ireland
Canada
France
Australia
India
Spain
Hungary
Poland
Mexico
Italy
Thailand
Japan
Russia
Brazil
Global Average
Source: Dentsu Aegis Network Digital Society Index Survey 2018
13 Digital Society Index 2019Figure 4: 2018 vs 2019 top ten rankings
2018 2019*
1. United Kingdom 1. Singapore
2. United States 2. United States
3. China 3. China
4. Germany 4. Denmark
5. France 5. United Kingdom
6. Australia 6. Finland
7. Spain 7. Netherlands
8. Italy 8. Norway
9. Japan 9. Estonia
Source: Dentsu Aegis Network
Digital Society Index 2018 10. Russia 10. Germany
The United Kingdom falls to 5th after which there have been well-publicised
ranking in top spot in 2018, while the and damaging congressional testimonies
Nordic economies dominate the top by the leaders of both Google and
ten, following the expansion of the Facebook. This imbalance signals a wider
index from 10 to 24 countries (see trend that sees other Western markets
Figure 4). The reason for the UK’s such as Australia, France, Germany and
decline is not only because of a more the United Kingdom in the bottom half of
competitive peer set in 2019. Declining the sample for trust, fuelled by a lack of
consumer sentiment around the future optimism about the future of the digital
impact of digital technologies on economy and its impact on peoples’ lives.
society and falling trust in data use
largely account for its lower ranking. By contrast, China appears to be still
relatively under-powered as far as
Beyond these aggregate scores, the dynamism is concerned, but performs
relative performance across the three well in terms of the breadth of access
dimensions provides telling insight. and opportunity that the digital
This analysis reveals imbalances in economy provides, reflecting a trend
the way countries ensure that the seen among other emerging economies.
benefits of digital growth can be
enjoyed widely, underpinned by trust. A third trend sees the Nordic economies
do well on inclusion and trust, but
For example, the United States performs perform less well as far as the dynamism
strongly on dynamism but less so on of their digital industries is concerned.
trust, a finding that reflects a year in
14 Digital Society Index 2019The race to deliver greater digital capability has not always taken full account of fundamental human needs
2. A new model of digital needs
Safeguarding the long-term benefits Abraham Maslow’s seminal work on the
of the digital economy—across hierarchy of needs, but it’s important
employment, education, healthcare and to point out that our framework is not
the environment, for example—demands a hierarchy, but a series of building
laser focus on meeting people’s needs. blocks. Except for basic needs, which
We have developed a framework that are the necessary foundation on which
can examine people’s needs in the digital the others are constructed, different
economy through four perspectives: needs will be emphasised in different
basic needs, psychological needs, contexts (see Figure 5). The following
self-fulfilment needs and societal paragraphs describe each need, how
needs. We’ve taken inspiration from we’ve measured it and why it’s important.
Figure 5: Our digital needs framework
Maslow’s Hierarchy of Needs
Self-
Self-fulfilment needs
actualization:
Achieving one’s
full potential
Esteem needs:
Prestige and feeling of
accomplishment
Psychological needs
Belongingness and love needs:
Intimate relationships, friends
Safety needs:
Security, safety
Basic needs
Physiological needs:
Food, water, warmth, rest
Digital Needs
Basic needs: Psychological needs:
Access to digital and Improved health & well-being and
trust in data quality of life through digital
Self-fulfilment needs: Societal needs:
Digital skills empowerment Belief that digital will
and utilisation improve society
Source: Maslow, A Theory of Human Motivation, 1943; Dentsu Aegis Network analysis
16 Digital Society Index 2019Less than half Basic needs
(49%) currently Basic needs are the necessary pre-
believe their basic condition for people to engage with
digital products and services. We define
digital needs and measure basic needs in terms of
access to quality digital infrastructure
are being met (fixed internet and mobile networks
specifically) as well as the trust
that people express in businesses
and governments to use their data
responsibly in terms of privacy and
security. Lack of trust is destabilising
digital’s success. Without trust, the full
potential of digital will never be realised.
Based on our survey of more than
43,000 people around the world,
less than half (49%) currently believe
their basic digital needs are being met
(see Figure 6). In countries such as
Brazil, where that figure is only 35%,
infrastructure is a key source of concern.
While in Japan, where just 29% of people
report that their basic needs are being
met (the lowest out of the countries
we analysed), trust in data use is the
overriding anxiety. People in emerging
markets such as China (69%) and India
(67%) are much more content as far
as their basic needs are concerned,
reflecting the speed with which digital
infrastructure has been deployed
in those markets as well as greater
trust in businesses and governments
to use personal data responsibly.
17 Digital Society Index 2019Figure 6: In many countries, people’s digital needs are not being
fully met
Psychological Self-fulfilment
Basic needs Societal needs
needs needs
China 69% 27% 62% 76%
India 67% 27% 69% 74%
Hungary 64% 52% 40% 43%
Netherlands 63% 34% 36% 36%
Thailand 59% 27% 63% 75%
Denmark 59% 38% 40% 42%
Singapore 58% 25% 53% 56%
Norway 56% 37% 39% 41%
Finland 56% 48% 41% 43%
Estonia 53% 52% 41% 43%
UK 48% 40% 37% 40%
Canada 47% 34% 44% 44%
Poland 46% 54% 42% 52%
Spain 46% 36% 41% 46%
Mexico 44% 39% 66% 64%
Germany 44% 42% 38% 34%
Ireland 43% 39% 42% 39%
US 43% 41% 46% 44%
France 41% 36% 38% 43%
Australia 41% 37% 37% 38%
Italy 41% 41% 40% 50%
Russia 37% 58% 48% 48%
Brazil 35% 44% 53% 62%
Japan 29% 26% 21% 32%
Global avg 49% 38% 45% 49%
Source: Dentsu Aegis Network Digital Society Index Survey 2018
Many businesses are already playing With the goal of turning 400 acres of
a role to meet people’s basic needs empty land into a smart city by 2026,
in digital. For example, electronics Panasonic has not only installed free
company Panasonic is putting basic Wi-Fi but also LED street lights, a solar-
needs at the heart of its ambitious powered microgrid, pollution sensors and
CityNow initiative by building a “smart security cameras and is even preparing
city” infrastructure in Colorado, US. the area for autonomous vehicles.
18 Digital Society Index 2019Psychological needs
While digital technologies can help As part of our survey, we asked people
connect people and foster a sense of about the impact of digital technologies
community, the ‘always-on’ nature of on their health and well-being, as well
social media and smartphones can as on their overall quality of life. A clear
have a negative impact on personal trend in the results is the extent to
well-being. which Asian countries tend to perform
poorly on this measure. Singapore, which
Achieving a healthy balance of personal tops this year’s Digital Society Index
technology use is becoming a key need rankings, ranks lowest with just 25%
of the digital economy, with a number of people surveyed believing that their
of businesses now helping consumers psychological needs are being met. The
actively manage their screen time. In next bottom five scores are all registered
June 2018, for example, Apple launched from people in Asian economies.
a range of new digital wellbeing tools
to reduce the time people spend online. This finding, and particularly the low
The new Screen Time app provides a score of India and China on this measure,
dashboard for iPhone and iPad users belies the stereotype that digital health
to understand their activity, from how is an issue only in developed economies.
much time they spend on which apps As emerging markets embrace digital
to how often they pick up their device, technologies rapidly, often leapfrogging
as well as to set daily time limits for developed markets and their legacy
individual apps. It will enable parents infrastructure, they are perhaps more
to access their children’s activity and aware of the sudden impact digital
understand their browsing habits. can have on their well-being.
19 Digital Society Index 2019Our research shows that people in Though these populations embrace
emerging economies are also much more digital rapidly, the usage appears to
likely to engage with digital products have sharper impact on their sense of
and services than those in developed well-being.
countries (see Figure 7).
Figure 7: Emerging markets are driving the adoption of digital
products and services
Compared to last year, are you more or less likely to do the following? (% likely)
Emerging Developed
83%
Do my shopping online 72%
79%
Listen to music via a streaming service (e.g. Spotify, YouTube etc.) 64%
79%
Use an app to do my banking or manage my money 63%
67%
Watch TV via a streaming service (e.g. Netflix, Amazon Prime, Hulu etc.) 56%
66%
Use an app to take a taxi (e.g. Uber, Grab, Lyft etc.) 32%
57%
Read a book using a digital device (e.g. Amazon Kindle, Audible etc.) 36%
40%
Use an app to consult a doctor rather than going in person 22%
Source: Dentsu Aegis Network Digital Society Index Survey 2018
Note: Emerging and developed markets are defined as per International Monetary Fund classification
20 Digital Society Index 2019Self-fulfilment
needs
Achieving individual potential and Only 45% of people globally score
fulfilment in the context of the digital positively on this measure. Learning
economy means having the skills, remains an area of significant weakness:
education and opportunities to find globally, one in three people can’t
rewarding work. With much uncertainty remember the last time they did any
around the potential impact of digital training (or never have)—see
digital technologies (such as artificial Figure 8. Perhaps counter-intuitively,
intelligence) on jobs, having confidence people in the developed markets of
in your ability to manage future change Japan, Germany and France are most
is a critical determinant of optimism likely to say they do not remember
and individual happiness. Our measure when they last had any digital training,
of this need factors in the extent to or never have. People in the emerging
which people feel their education has markets of China, India and Mexico are
prepared them for a tech future, their least likely to agree with this statement.
self-assessed level of digital skills and
the extent to which employers enable
them to utilise fully their digital skills.
Figure 8: Globally, one in three people can’t remember the last time
they did any digital training (or never have)
When was the last time you undertook any digital training? (% responding either
can’t remember or never have)
61%
49% 47% 46%
45%
40%
39% 38% 38% 37% 37%
34% 33% 33%
32% 31%
29%
26%
25% 25%
24%
22%
20%
15%
11%
Japan
Germany
France
Poland
Australia
Brazil
Russia
Mexico
UK
Norway
Thailand
Netherlands
Italy
US
Canada
Denmark
Finland
Estonia
Spain
Ireland
Hungary
Singapore
China
India
Source: Dentsu Aegis Network Digital Society Index Survey 2018
21 Digital Society Index 2019Skills utilisation is also an area where Some corporations are responding
people’s needs are not being met. directly to this need. Lloyds Banking
Surprisingly, it’s in the Nordic economies Group is addressing people’s self-
where this appears to be a particular fulfilment needs by tackling the skills
challenge. Denmark, Finland and gap head on. As part of its Helping
Norway make up the bottom three Britain Prosper plan, the UK bank has
countries when people were asked committed to providing digital skills
if their employer utilises their digital training, including training on internet
skills (see Figure 9), with around four banking, for 2.5 million individuals,
out of ten people in those countries SMEs and charities to build people’s
believing this to be the case. digital skills and employability.
Figure 9: Employers are failing to utilise digital skills
To what extent do you agree or disagree that your employer makes it possible
for you to use the full range and depth of your digital technology skills as part of
your job? (average % of consumers with strong or very strong skills agreeing)
80%
73% 72%
70%
66%
62%
61%
58% 57% 57% 56%
55% 55% 53% 53% 53%
51% 51% 50%
47% 47%
43%
41% 40% 39%
Thailand
India
Mexico
France
Australia
Finland
Denmark
China
Russia
Singapore
Estonia
UK
Norway
Brazil
Japan
Spain
Germany
Hungary
Poland
Netherlands
Italy
US
Ireland
Canada
Source: Dentsu Aegis Network Digital Society Index Survey 2018
22 Digital Society Index 2019Societal needs
In an age of complex societal challenges and create new jobs. In 2019, just less
and a growing divide between the haves than half (49%) of people believe
and the have nots, there is enormous this need is being met, with emerging
potential for digital technologies to markets markedly more positive than
play a critical enabling role in closing developed. China tops this measure with
the gap. Across a range of challenges, 76% while Japan is bottom with 32%.
from eradicating poverty to improving
access to healthcare and education, Reflecting this overall trend, people
we’re seeing the impact that digital are especially pessimistic about the
can have in closing inequalities potential of digital technologies to
and delivering a fairer society. create jobs—apart from in a handful of
emerging markets (see Figure 10). This
Ensuring that digital is able to fulfil is likely informed by the many scare
this potential relies in part on people stories about the potential impact of
sharing this optimism and trusting that AI and robotics on jobs, which have
digital can be a force for positive change. generally varied between the uncertain
Hence we measure societal needs (which and the unpalatable. These fears
we called ‘digital engagement’ in our are likely to be felt in more mature
2018 report) in terms of how optimistic markets, while emerging markets remain
people feel about the ability of digital optimistic, despite the potential impact
technologies to enhance society overall on manufacturing jobs in particular.
as well as solve key global challenges
23 Digital Society Index 2019Figure 10: Only one third of people globally believe digital
technologies will create jobs
To what extent do you agree or disagree that emerging digital technologies, such
as artificial intelligence and robotics, will create career opportunities for you in the
next 5-10 years? (% agreeing)
67%
66%
63%
61%
48%
42%
37% 36%
35%
33% 33% 32% 31% 31% 30%
28% 28%
26% 25% 24% 24% 24% 24%
23%
18%
Russia
Finland
Canada
US
Denmark
Netherlands
Hungary
India
China
Japan
Australia
Thailand
Mexico
Brazil
Singapore
Italy
Spain
Poland
France
Estonia
Ireland
Norway
UK
Germany
Source: Dentsu Aegis Network Digital Society Index Survey 2018
At 36%, the overall proportion of 10 to 24 countries. Based on a like-
people believing digital will create jobs for-like comparison, 32% of people
has increased from 2018, when just in our original 10 countries believe
29% of people believed this. However, digital will create jobs, signalling a
this increase is partly explained by slight improvement in optimism.
the increase in geographic scope from
24 Digital Society Index 2019The inequalities of need
Our research highlights the extent Looked at in terms of age, it is significant
to which people believe their digital that younger people score lowest on
needs are not being addressed—but the measures for psychological needs.
also that there is significant variation
across the countries we’ve analysed. This trend appears to reflect how
higher usage of digital technologies
People in emerging markets tend to is seen to be taking its toll on young
feel more satisfied that their needs people’s mental health and well-being.
are largely being met, but have greater Brands, businesses and policymakers
concerns about the psychological alike should be hugely concerned by
impact of digital technologies. People in this growing crisis. Many governments
developed markets are generally positive around the world are taking measures
as far as their basic and psychological to address this—for example, by
needs are concerned, but much less so setting up digital detox camps of the
in respect of the capacity of digital to type seen in China. But are brands
meet self-fulfilment and societal needs. stepping up to the plate too?
The framework also reveals differences Overall, a more balanced view of how
by gender and age. While globally women well people’s digital needs are being
are more positive than men in terms met can help improve our understanding
of digital meeting basic needs, across of how to engage them as users and
the other three building blocks there consumers. The personas on the
is a significant gap. For example, in the following pages bring some of these
Netherlands, the perception of the digital considerations to life, which we then
economy positively impacting societal explore further in the next section.
needs scores 42% among men but that
falls to 30% for women. Most likely,
much of this reflects educational gaps
whereby STEM subjects are generally Younger people
score lowest on
under-represented by girls and women
from school through to higher education.
Furthermore, the tech industry is
the measures for
notoriously male-dominated (see psychological needs
‘Spotlight: Women in Tech’) which may
further compound negative perceptions
among women about the wider potential
of digital technologies in society.
25 Digital Society Index 2019Spotlight: Women in Tech
The tech industry doesn’t have a great concerned. Women in IT have high self-
reputation for gender diversity. Our fulfilment need scores (86%)—higher
own survey shows that of the c. 3000 than their male counterparts (see Figure
people working in IT, the gender split is 11) and way above the industry average
broadly 35:65 in favour of men. The lack of 63%. 81% of women in IT believe their
of gender parity within technology— education gave them the right digital
and STEM jobs, in general—has brought skills for the workplace, but at 72% men
women in tech into the spotlight and in IT are less convinced. And in terms of
onto government and business agendas. societal needs, again women (81%) are
Universities the world over have more positive than men (75%) about the
bursaries and programmes for women potential impact of digital. While it’s hard
interested in technology, like Adobe to provide a definitive interpretation of
India’s Women in Technology scholarship these numbers, perhaps they represent
programme, and charities which the impact of programmes designed
encourage girls to learn digital skills are to increase female participation in the
abundant, like Girls Who Code which sector by companies such as Google.
has an alumni of over 90,000 students. However, women in IT have one of the
lowest psychological need scores at just
However, according to our framework, 19%, the only dimension on which they
the gender gap is going in the other score lower than their male co-workers.
direction as far as women in tech is
Figure 11: How women and men in the IT sector believe their digital
needs are being met
Psychological Self-fulfilment Societal needs
Basic needs needs needs
Women 74% 19% 86% 81%
Men 62% 26% 81% 75%
Source: Dentsu Aegis Network Digital Society Index Survey 2018
26 Digital Society Index 2019Raj
Basic Psychological
67% 27%
Self-fulfilment Societal
69% 74%
Age: 28 What does this mean for brands?
Occupation: Operations Technician Improving digital infrastructure is fast
increasing Raj’s use of digital goods and
Location: New Delhi, India services. Some developing countries are
leapfrogging more mature markets in
Archetype: Mindful Optimist terms of technology and user friendliness,
unencumbered by legacy systems. This
Raj is confident that technology can change enables brands to engage consumers like
society in India for the better and solve global Raj by utilising the latest technologies to
problems—or at least get him a job one day! offer engaging, personalised and innovative
The operations technician is ahead of the consumer experiences to differentiate
game and able to make full use at work of themselves. Furniture store Ikea, which
the tech skills that he learnt at school. opened its first store in India in 2018,
created immersive showrooms using virtual
Happy with his new Samsung and its reality technology where products can
connectivity, Raj now has more apps on his be viewed in 3D. As part of the store’s
phone than he knows what to do with. Need opening to drive interest, customers were
a taxi? A doctor? He’s got it all. And with all also provided with VR glasses to give a
the data regs out there these days, he trusts virtual tour of the store and Ikea plans
that businesses know what they’re doing. to open more stores in India in 2019.
However, Raj is a bit concerned that a lot has However, now that Raj is limiting his time
changed very quickly. He worries that, deep online due to digital’s negative effect on
down, the impact of digital isn’t making him his well-being, brands have an opportunity
happy—in fact, quite the opposite. Taking to address this need through the way they
time for himself offline to hang out with engage with consumers like him. For example,
family or play with his local cricket team in as part of Google’s Digital Wellbeing
south Delhi seem to be better for him. He’s Initiative, YouTube has introduced a feature to
even got rid of Facebook and Snapchat—he remind users to take a break from watching
figures his real friends have his number. videos and enables its users to track the time
they have spent on YouTube over the last
week with the aim of helping users to track
their digital habits and curb device addiction.
27 Digital Society Index 2019Jan
Basic Psychological
63% 34%
Self-fulfilment Societal
36% 36%
Age: 43 What does this mean for brands?
Occupation: HR Manager Having access to a high-quality
infrastructure means that Jan engages
Location: Maastricht, Netherlands with brands mostly online, but views them
dispassionately as selling a product and
Archetype: Experienced Cynic nothing more. Brands which fail to create a
meaningful connection with consumers like
Jan can barely remember a world without Jan run the risk of being abandoned when a
technology. He makes the most out of his cheaper or quicker competitor comes on the
quick Wi-Fi with his nightly Netflix binges and scene. Educating or upskilling consumers can
uses apps for everything from reading to his build customer trust and engagement. Brands
weekly food shop. Thankfully, 4G makes it that can bridge the digital skills gap felt
so easy and Jan trusts (just about!) that his by people like Jan may greatly strengthen
data is safe and secure. Besides, it’s not like their relationship with their customers.
Jan has a choice. He’s become dependent on
doing things with one click of the button. Why Jan’s doubts that technology can solve the
fight the crowds when he can do it all online? world’s most pressing challenges would
enable a brand to set themselves apart by
Despite this dependency, Jan thinks that he’s showcasing the societal impact digital can
been around technology long enough to know have. Outdoor clothing company Patagonia
that it actually does more harm than good. has an impressive record of amplifying
He can’t see tech fixing world problems like its social initiatives through social media.
climate change—he can’t even see it getting In February 2018, it launched Patagonia
him a promotion! Jan keeps hearing about Action Works, a digital recruiting platform
all these exciting innovations, but he’s never which informs people of local environmental
been offered any digital training at work. activism opportunities. Through its strong
sense of purpose, Patagonia’s customers are
And what’s more, Jan knows that technology engaged by not just its products, but with
isn’t good for him personally. Constantly the brand itself; as of 2018, Patagonia is now
looking at his phone was becoming a approaching $1 billion in sales annually.
nasty habit, so his New Year’s resolution
this year was to spend much less time
online—and more time having fun!
28 Digital Society Index 2019Lucia
Basic Psychological
35% 44%
Self-fulfilment Societal
53% 62%
Age: 21 What does this mean for brands?
Occupation: Student Lucia’s digital needs indicate that she is
expectant but frustrated. As well as ensuring
Location: Curitiba, Brazil the brand experience in-store is as compelling
and personable as it is online, brands should
Archetype: Frustrated Newbie pay attention to customers who experience
low connectivity or are in remote locations.
Lucia is fairly hopeful for the future that Brazilian retail company Magazine Luiza has
technology could create. About to graduate seen rapid growth in its e-commerce service,
from the Federal University of Paraná, but has been careful to cater to the needs
the 21-year-old student feels more or less of Brazilians who are still acclimatising to
prepared for the modern workplace and the digital economy. In many rural areas,
believes that new technologies may open Magazine Luiza is the only department store
the door to future career opportunities or, available and has repurposed many of these
at least, make the world a better place. stores to include distribution centres to
increase efficiency. It realises that having
Lucia is nervous about how quickly her a physical store nearby (for picking up and
country is changing though and wonders returning products) is critical for a population
a little bit whether all this technology new to e-commerce. Its methods have kept
is good for her self-esteem. She never competitors like Amazon at bay and the
cared what others thought of her before company reported a net income in Q1 2018
she got Instagram. Although some of $41.5 million, up 152% from a year earlier.
things can’t change quick enough—her
Wi-Fi has dropped five times in the last To avoid losing customers like Lucia, brands
month and her download speeds are so must also prioritise their customers’ trust
slow, she can’t even stream music. in data security and privacy. By being
transparent about how customer data
Moreover, Lucia doubts whether businesses is being used and handled, brands can
in Brazil—or even the government— reassure customers. In October 2018, Apple
are keeping up with all the change. She launched a portal that enables customers
recently switched banks because her last to see exactly what data the company
bank suffered a data breach; it’s put her holds on them. This step follows on from
off sharing too much online and she still its Privacy Icon launched earlier in the year,
prefers to shop in-store, just in case. allowing its users to see what information
the company gathers using applications.
29 Digital Society Index 20193. The impact on consumer behaviour
The digital needs framework can help For example, in the United States, just
businesses better understand their 23% of people with below-average
audiences and consumers. Having a more digital skills are more likely to use digital
nuanced view of individuals and their products and services in the following
attitudes towards the digital economy year. That proportion increases to 62%
can help craft communications and among people with above average digital
marketing strategies and shape the skills. A similar picture is seen in France,
testing and roll-out of digital products where the population (52%) with above
and services. For example, by prototyping average digital skills is more than twice
new services across populations that as likely to use digital products and
score both high and low across each services than people with below average
level of the needs model, businesses can skills. A similar difference emerges
develop stronger insights on adoption. between people whose societal needs
But how else can this framework help are being met and those who are not.
shine a light on consumer behaviour?
A number of insights emerge. This means that brands, businesses
and governments cannot just look
Belief in digital drives the at consumers in isolation from the
business case for action wider digital context shaping their
future. Give people belief in digital
It is clear that the more positive people and they will be more likely to use
are about digital’s wider impact on digital products and services. Ensure
society and on their own skills, the they have the skills to chart their own
more likely they are to engage with destiny and they will engage more
digital products and services. We with online commerce. This means
examined a range of digital consumer that there’s not just an ethical case for
activities—from online shopping and meeting digital needs and delivering
banking to using an app to order a a digital economy that works for all—
taxi—and correlated these against there’s a strong business case too.
the building blocks of digital needs.
The strongest correlations existed for
self-fulfilment and societal needs,
while the relationship with basic and
psychological needs is markedly weaker.
30 Digital Society Index 2019The new digital consumer: Paradoxically however, as our analysis
Hardest to reach but shows, this digital consumer is also
most valuable the most likely to shop online, use an
app to take a taxi or stream music. In
Our research also introduces us to a other words, today’s digital consumer
new breed of digital consumer. She is is doing things that businesses might
a digital native and is taking actions to perceive to be negative, but are in
limit or control her online footprint that fact the most positive as far as their
may appear problematic in commercial propensity to buy digital products and
terms for businesses. For example, services is concerned. In fact, across
she’s installing ad blockers that make seven online activities (shopping online,
it harder to ensure digital ads are using an app to order a taxi, banking
being seen by target audiences. She’s online, streaming music, watching TV,
also reducing the amount of data she downloading a book and consulting a
shares and time spent online, making virtual doctor), people are more likely
it more difficult for businesses to to do these over the next 12 months if
personalise products and services. As they have installed an ad blocker versus
Figure 12 shows, these are all actions those who have not (see Figure 13).
that people in our survey took in the 12
months leading up to it (i.e. from July/
August 2018 to twelve months before).
Figure 12: People around the world are taking actions to limit their
online footprint
Have you taken any of the following actions over the last 12 months?
(% choosing each option)
Taken steps to reduce the amount of data you share online (e.g. clearing
44%
search history, opting out of geo-location services etc.)
Chosen to buy a product in-store rather than online 36%
Installed ad blocking software 27%
None of these 23%
Actively limited the amount of time you’re spending
21%
online or looking at your smartphone
Deactivated a social media account 14%
Source: Dentsu Aegis Network Digital Society Index Survey 2018
31 Digital Society Index 2019Figure 13: People are more likely to use digital products
and services if they have installed an adblocker
Compared to last year, are you more or less likely to do the following?
(% who did/did not install adblockers over the last year)
Installed adblocker Did not install adblocker
84%
77% 78% 77%
70% 71%
69%
62%
60%
57%
50%
47%
40%
33%
Do shopping Listen to Use an app Watch Use an app Read a Use an app
online music via a to do their TV via a to book book using to consult
streaming banking streaming a taxi a digital a doctor
service service device
Source: Dentsu Aegis Network Digital Society Index Survey 2018
In some instances, these gaps are common among young people. Across
particularly stark. For example, less all the measures we have explored that
than half (47%) of people who did not relate to taking back control, it is people
limit the amount of time they spent in the 18-24 or 25-34 age brackets
online are likely to download an e-book. that are most likely to employ them.
For people who have limited their time For example, 61% of 25-35-year-olds
online, this proportion increases to 60%. in Estonia have taken steps to reduce
Similarly, while two-thirds of people who the amount of data shared online,
have not reduced the amount of data while in Canada nearly half (47%) of
they share online are likely to use an 18-24-year-olds have installed ad
online banking service, this proportion blocking software over the last year.
increases to 77% for those who have
taken steps to limit their data footprint. Overall, this trend is creating significant
implications for brands, businesses
The research indicates that people are and governments in terms of how they
learning to manage the digital economy engage with consumers through digital
on their own terms, taking back control channels. Increasingly, they will need
and reducing their online footprint. to work harder to earn consumers’
But they’re doing so in a positive way— attention and find new ways to maximise
selecting and maintaining the online the value of consumer interactions
services they want. This is particularly that may be increasingly fleeting.
32 Digital Society Index 2019You can also read
