Human Needs in a Digital WorldDigital Society Index 2019每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）2Digital Society Index 2019ContentsForewordSpeed read: The report in 5 minutes1. What’s digital ever done for us?2. A new model of digital needs3. The impact on consumer behaviour4. Recommendations for brands, businesses and governmentsMethodology34-89-1516-3031-3534-38 39Digital Society Index 20193Foreword by Tim AndreeExecutive Chairman and CEO, Dentsu Aegis NetworkThe digital economy is the defining trend of our time. Thirty years on from the establishment of the world wide web, the legacy of that breakthrough is extraordinary. The proliferation of digital technologies has powered economic growth, created jobs, lifted millions out of poverty, put information into the hands of people the world over and grown access to cheaper products and services. It’s hard to imagine a facet of everyday life that has not in some way been touched by digital. For people, businesses and society as a whole, it has been a massive source of growth. However, with growth comes change. And change is not always easy. With that thought in mind, two years ago we established the Digital Society Index program of research. The analysis recognizes that the digital economy has been a hugely positive source of change around the world. It also recognizes that securing these benefits in the future requires a longer view on how technological innovation can best serve people’s needs. Our findings this year show that progress is mixed. People in many countries—particularly those in high-growth emerging economies—are hugely positive about their futures in the digital economy. But at the same time, many people do not feel as if their digital needs are being met. Whether that’s the impact of digital technologies on health and well-being, or the skills that are needed to thrive in a rapidly changing labor market, many people do not feel as optimistic or well-prepared as we would want. Today, we also see the emergence of new digital consumers. They are digital natives and use digital products and services across a range of activities. But they’re also digitally savvy and have learned to manage the online world on their own terms: limiting the amount of data shared and time spent online; installing ad blockers; deactivating social media accounts. The web has grown up—and so has its users. Adapting to their behavior is a huge opportunity for brands to build better, more trusted relationships.We need to develop a digital economy that works for all in society. That’s a guiding principle at Dentsu Aegis Network, both commercially and as a good corporate citizen. We create long-term business value for clients by helping them build trusted relationships with their consumers and audiences, putting people at the heart of their digital transformation. Through our Social Impact strategy, we take a leadership role in developing the digital skills of future generations and supporting a new wave of female entrepreneurs.It’s a common soundbite that what’s good for society is good for business. But it happens to be true. The digital economy gives us the power to be better versions of ourselves. Capitalizing on this means harnessing digital in the right way—with human needs placed squarely at the center. By doing so, we can build better brands, better businesses and a better society. Let’s make it real.Tim AndreeDigital Society Index 20194Speed read:The report in 5 minutesInnovation will always fail unless it meets people’s needs and wants. Brands must ensure that digital products and services address those needs. By doing so, not only can brands build better relationships with their consumers and audiences—they can also help safeguard the long-term benefits of a digital economy that works for all. That’s one of the central messages that emerges from the Digital Society Index 2019. Developed in collaboration with Oxford Economics, it combines a primary survey of more than 43,000 people across 24 countries with economic and statistical analysis. The year since our survey first started in 2018 has seen a collapse in trust in the use of digital technologies. Trust in big tech is falling, with misuse of personal data the number one cause of distrust, according to our survey. Stronger regulation of technologies like artificial intelligence is being mooted. And social media has been blamed for both political polarisation and 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.Within that context, the Digital Society Index puts people at the heart of the digital economy to examine how trust can be rebuilt to deliver sustainable growth.A new needs model for the digital age To that end, we’ve also developed a new needs-based framework. Ta...
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