DentsuAegis-2019年数字社会指数报告（英文）

-Contents

Foreword

Speedread:Thereportin5minutes

Whafsdigitaleverdoneforus?9-15

Anewmodelofdigitalneeds16-30

Theimpactonconsumerbehaviour31-35

Recommendationsforbrands,34-38

businessesandgovernments

Methodology

ForewordbyTimAndree

ExecutiveChairmanandCEO,DentsuAegisNetwork

ThedigitaleconomyisthedefiningToday,wealsoseetheemergenceofnew

trendofourtime.Thirtyyearsonfromdigitalconsumers.Theyaredigitalnatives

theestablishmentoftheworldwideandusedigitalproductsandservices

web,thelegacyofthatbreakthroughisacrossarangeofactivities.Butthey're

extraordinary.Theproliferationofdigitalalsodigitallysavvyandhavelearned

technologieshaspoweredeconomictomanagetheonlineworldontheir

growth,createdjobs,liftedmillionsownterms:limitingtheamountofdata

outofpoverty,putinformationintothesharedandtimespentonline;installing

handsofpeopletheworldoverandadblockers;deactivatingsocialmedia

grownaccesstocheaperproductsandaccounts.Thewebhasgrownup—andso

services.Ifshardtoimagineafacetofhasitsusers.Adaptingtotheirbehavior

everydaylifethathasnotinsomewayisahugeopportunityforbrandstobuild

beentouchedbydigital.Forpeople,better,moretrustedrelationships.

businessesandsocietyasawhole,it

hasbeenamassivesourceofgrowth.Weneedtodevelopadigitaleconomythat

worksforallinsociety.Thafsaguiding

However,withgrowthcomeschange.principleatDentsuAegisNetwork,both

Andchangeisnotalwayseasy.Withcommerciallyandasagoodcorporate

thatthoughtinmind,twoyearsagocitizen.Wecreatelong-termbusiness

weestablishedtheDigitalSocietyvalueforclientsbyhelpingthembuild

Indexprogramoffresearch.Thetrustedrelationshipswiththeirconsumers

analysisrecognizesthatthedigitalandaudiences,puttingpeopleattheheart

economyhasbeenahugelypositiveoftheirdigitaltransformation.Through

sourceofchangearoundtheworld.ltourSocialImpactstrategy,wetakea

alsorecognizesthatsecuringtheseleadershiproleindevelopingthedigital

benefitsinthefuturerequiresalongerskillsoffuturegenerationsandsupporting

viewonhowtechnologicalinnovationanewwaveoffemaleentrepreneurs.

canbestservepeople'sneeds.

Ifsacommonsoundbitethatwhafsgood

Ourfindingsthisyearshowthatprogressforsocietyisgoodforbusiness.Butit

ismixed.Peopleinmanycountries一happenstobetrue.Thedigitaleconomy

particularlythoseinhigh-growthemerginggivesusthepowertobebetterversions

economies—arehugelypositiveaboutofourselves.Capitalizingonthismeans

theirfuturesinthedigitaleconomy.Butharnessingdigitalintherightway-with

atthesametime,manypeopledonothumanneedsplacedsquarelyatthecenter.

feelasiftheirdigitalneedsarebeingBydoingso9wecanbuildbetterbrands,

met.Whetherthafstheimpactofdigitalbetterbusinessesandabettersociety.

technologiesonhealthandwell-being,

Lefsmakeitreal.

ortheskillsthatareneededtothrive

inarapidlychanginglabormarket,TimAndree

manypeopledonotfeelasoptimistic

orwell-preparedaswewouldwant.

Thereportin5minutes

InnovationwillalwaysfailunlessitWithinthatcontext,theDigitalSociety

meetspeople'sneedsandwants.Indexputspeopleattheheartofthe

digitaleconomytoexaminehowtrustcan

Brandsmustensurethatdigitalberebuilttodeliversustainablegrowth.

productsandservicesaddressthose

needs.Bydoingso,notonlycanbrandsAnewneedsmodelforthe

buildbetterrelationshipswiththeirdigitalage

consumersandaudiences—theycanalso

helpsafeguardthelong-termbenefitsTothatend^we^ealsodevelopeda

ofadigitaleconomythatworksforall.newneeds-basedframework.Taking

inspirationfromtheseminalmodelof

That'soneofthecentralmessagesAbrahamMaslow,we'veupdatedhis

thatemergesfromtheDigitalSocietyoriginal^hierarchyofneeds99concept

Index2019.Developedincollaborationforadigitalage.However,theresearch

withOxfordEconomics,itcombinesashowsthatinmostofthe24countries

primarysurveyofmorethan43,000weanalysed,theseneedsarefar

peopleacross24countrieswithfrombeingadequatelyaddressed.

economicandstatisticalanalysis.

思•Basicneeds:Accesstodigital

Theyearsinceoursurveyfirststartedinfrastructurehasalwaysbeen

in2018hasseenacollapseintrustinanecessaryconditiontoengage

theuseofdigitaltechnologies.Trustwiththedigitaleconomy.Butnow,

inbigtechisfalling,withmisuseoffinaddition,trustindatauseispart

personaldatathenumberonecauseofthefoundationonwhichdigital

ofdistrust,ductsandservicesmustbe

Strongerregulationoftechnologieslikebuilt.Only49%ofpeopleglobally

artificialintelligenceisbeingmooted.believetheirbasicneedsarebeing

Andsocialmediahasbeenblamedmet,althoughWesterneconomies

forbothpoliticalpolarisationandtendtoperformstronglyhere.

misinformation.Thirtyyearsonfromthe

birthoftheworldwidewebandagainst

alonger-termtrajectoryofgrowthand

prosperitybroughtaboutbythedigital

economy,2018hasbeenatoughyear.

二期；•Psychologicalneeds:Digitalthegapisparticularlystark.Forexample,

z1'technologiescanhelpenhanceintheNetherlands,42%ofmenare

users9senseofgoodhealthandoptimisticaboutthesocietalimpactof

well-being.However,globally,digital,butthisfallsto30%forwomen.

just38%ofpeoplebelievethisAndintermsofage,itisyoungerpeople

needisbeingmet.Asiancountrieswhoscorelowestonpsychological

tendtoperformpoorlyonthisneeds,reflectingthosestudiesthatshow

measure-outofallthecountrieshowhigherusageofdigitaltechnologies

analysed,Singaporerankslowestisnegativelyimpactingyoungpeople's

onpsychologicalneeds.mentalhealthandwell-being.

•Self-fulfilmentneeds:TheextentWeneedtotakepeoplewithus

UJtowhichpeoplefeeltheyhavethe

rightdigitaleducation,skillsandFurthermore,whiletechnological

opportunitiesforfulfillingworkcandevelopmentaccelerates,manypeople

offsetconcernaboutautomationaroundtheworldfeelleftbehindby

andtheimpactofartificialdigitalgrowth.Thissentimentcutsacross

intelligence.However,only45%ofdifferencesineconomicdevelopment,

peoplegloballyscorepositivelyontechmaturityandculture.Ifsnotjusta

thismeasure,withunder-utilisationfirst-worldproblem:ifsawhole-world

ofdigitalskillsbyemployersaproblem,withthreemajorelements:

challenge.Forexample,inDenmark,

lessthanfouroutoftenpeoplewith•Skillsarenotkeepingpacewith

averageoraboveaveragedigitalneeds—digitaltechnologiesare

skillsagreethattheiremployerreshapingthejobsoftomorrow,but

makesitpossibletousethefulloneinthreepeoplegloballycan^

rangeanddepthoftheirtechrememberthelasttimetheydidany

knowledge.digitaltraining(orneverhavedoneany).

•Societalneeds:Thisisabout•Thepaceoftechnologicalchange

peopledbroaderoptimismthatcausesanxiety.Incountriessuchas

digitaltechnologieswillbeaChina,IndiaandBrazil,morethan

forceforgoodoverall,helping80%ofpeoplefeelthepaceoftech

tocreatejobsandsolvesocietalchangeistoofast.

challenges.Overall,lessthan

half(49%)offpeoplebelieve•Thefutureisnotevenlyspread一

indigital'srolehere,althoughwhilemanycountriesperformstrongly

peopleinAsiatendtobemuchonourindexintermsofdeliveringa

morepositiveaboutthepotentialdigitaleconomythatworksforall一

ofdigitaltoenhancesociety.Singapore,theUnitedStatesand

Chinatopourrankingsin2019—many

Thedemographicsofthesetrendsshowcountriesarepursuinganimbalanced

clearanomalies.Womenscorelowerdigitalgrowthstrategy.

thanmenacrossallaspectsofthemodel

exceptbasicneeds.Insomecountries,

BeliefindigitaldrivestheThisiscreatingsignificantimplications

businesscaseforactionforbrands,businessesandgovernments

inhowtheyengagewithconsumers

Whyisthisanalysisimportantforthroughdigitalproductsandservices.

businessesandbrands?BecausedigitalThepeoplewhoarehardesttoreachare

needsinfluenceconsumerbehaviour.alsothemostcommerciallyvaluable.

Increasingly,thismeansbrandswill

Themorepositivepeopleareaboutneedtofindnewwaystomaximise

thedigitaleconomy'widerimpactonthevalueofpreciousmomentsof

societyandtheirowndigitalskills,theinteractionwithconsumers,moving

morelikelytheyaretoengagewithbeyondreachtocreatingmore

digitalproductsandservices.Inothermeaningfulmomentsofengagement.

words,givepeoplebeliefindigitaland

theywillbemorelikelytousedigitalHowtorespondtothe

productsandservices.There'snotnewdigitalneeds

justanethicalcasefordeliveringa

digitaleconomythatworksforall一Thechangingneedsandawarenessof

there9sastrongbusinesscasetoo.consumerscallsforamorebalancedand

creativeapproachtoengagingpeople

Thenewdigitalconsumer:indigitalproductsandservices.Itis

Hardesttoreachbutnolongerenoughfororganisationsto

mostvaluablerelyonincreasingaccessandextending

theuserbase-thateffortmustbe

Theresearchalsointroducesustothematchedbyinnovationindevelopinga

newdigitalconsumer.Sheisadigitalmeaningfulrelationshipwithconsumers.

nativeandfullyengagedintermsBasedonouranalysis,wehavethree

ofwhatthedigitalworldcanoffer:recommendationseachforbrands,

shoppingonline,usingappstotakeabusinessesandgovernments:

taxiandstreamingmusic.Butshe's

alsotakingactionsthat,formany

businesses,mightseemproblematic.

Asouranalysisshows,she'sinstalling

adblockers,reducingdata-sharingand

deactivatingsocialmediaaccounts.

ForbrandsForbusinesses

•Segmentconsumersandaudiences•Competeonopenness:Transparency

bymotivationandneeds:Traditionalarounddatausagecanbeasourceof

demographicapproachestosegmentingdifferentiation.Withmisuseofpersonal

consumersareinsufficient.Lookingatdatathenumberonedriverofdistrust

customersthroughthelensofdigitalinthetechindustrytoday,anybusiness

needscanhelpbrandsfindwaystoignoresitattheirperil.

increasepositiveengagementwith

digitalproductsandservices,aswell•Makebetteruseofdigitalskills:

ashelptestnewserviceswithmoreUnderstandthedigitalskilisthat

scepticalusergroups.youremployeeshaveandconstantly

re-imagineworkprocessesand

•Focusonengagement,notreach:organisationaldesignaroundthefull

Themostvaluableconsumersarespectrumoftheirabilities.

reducingtheamountofdatashared

online,installingadblockersand•ShowcasedigitaPssocietalpotential:

limitingtheirtimeonline.ThatmeansPromotethewayssocialimpact

workinghardertomaximisethevalueprogrammesandcommercialofferings

ofinteractionsthatwilloftenbecanhelpmeetpeople'sneedsandwants.

initiatedbyconsumersthemselves.

•Helppeopleundertaketheirown阜Forgovernments

digitaldetox:Enablingpeopletohaveooo

ahealthierrelationshipwithdigital•Developabalancedscorecardof

maymeansacrificingaccesstodata,digitaldevelopment:Metricsshould

butoverthelong-termitwillleadtoafocusoninclusionandtrustalongside

betterrelationshipbasedontrust.growthofdigitalindustries.

•Givepeoplemorecontroloverdigital

innovation:Byinvolvingpeopleina

moredeliberativeprocessofdebate

anddiscussion,govemmentscanhelp

shapeasharedunderstandingofwhat

isandwhatisnotacceptableintermsof

technologydevelopment.

•Harnesstechnologytoenable

effectivelearning:Ongoingtraining

andimmersivelearningexperiences

willhelpleverageskillsandunlockthe

potentialofdigitaltechnologies.

1.Whafsdigitaleverdoneforus?

Whafsdigitaleverdoneforus?Fanscoveringmorethan43,000people

ofMontyPythonwillgetthereference.across24countrieswitheconomic

Butmostpeoplewillrecognisetheandstatisticalanalysis.Bymeasuring

sentiment.Thirtyyearsonfromthecountry-levelperformanceacrossthree

birthoftheworldwideweb,thedigitaldimensions—dynamism(thestrength

economyhasbeenahugelypositiveofthecoredigitalsector),inclusion

forceintheworld,helpingtoliftmillions(thebreadthofaccesspeopleenjoy

outofpoverty,accessessentialservices,tothebenefitscreatedbythedigital

findjobs,learnnewskillsandmakeeconomy)andtrust(theextenttowhich

newconnections...Butdespitethesepeoplehavetrustindatauseaswellas

opportunities,oursurveyshowsthatbroaderoptimismaboutthefuture)一

manypeopletodayfeelthatdigitaliswehavecreatedauniquepeople­

changingtheirlivesfortheworse.centricviewonthedigitaleconomy.

ThatparadoxexplainswhyifscrucialOurresearchrevealsamixedpicture

tounderstandthedriversofpositiveofprogress.Anumberofcountriesare

engagementwithdigitaltechnologiestostrikingahealthybalancebetween

ensuretheymeetpeoples9fundamentaldynamism,inclusionandtrust,helpingto

needs.Thepotentialbenefitsofdigitalsafeguardthelong-termbenefitsofthe

topeopleandsocietyarehuge.Yetthesedigitaleconomy.Butatthesametime,in

benefitsriskbeingunderminedbyalackmanycountriespeopledonotfeelthat

offtrustandtheunaccountabilityoftheirdigitalneedsarebeingmet.This

technologicaldevelopment.Asbrandshasimplicationsforthesustainabilityof

continuetoutilisedigitalproducts,digitalgrowthmodelsinthosepartsof

servicesandchannels,itisessentialthattheworld.Butitalsohasimplications

theyareattunedtochangingsentimentforhowpeoplebehaveasconsumers

toensuremeaningfulengagement.andhowbrandsengagewiththem.

BuildingtheDigitalSocietyIndex

WehavebeenworkingwithOxford

Economicssince2017tounderstand

thosechangingrelationshipsmorefully

andtoexaminehowwellcountriesare

developingadigitaleconomythatworks

forallinsociety.Forourlatestreport,

we5vecombinedamajorprimarysurvey

Adeficitoftrust

ThetwelvemonthssinceourinitialAsaresult,in2019theresearchshows

reporthaveseenunprecedentedlevelsofwearefacingtoughquestionsabout

scrutinyofthebusinessmodelsofdigitalwhetherdigitaltechnologiestruly

companies.Thisscrutinyandsomeoftheservepeople'sbestinterests.Figure1

issuesarounddatatransparencythatitshowsthatforthemajority(64%)of

hasrevealedhasprovokedfiercepoliticalpeoplewesurveyed,concernsaround

discussion.Therearewidespreadcallsthemisuseofpersonaldataare

fortheneedfortighterregulationofunderminingtrustinthetechindustry

thetechnologysector,amidgrowingasawhole,followedbyanxietiesabout

anxietyaboutthedevelopmentandautomationandthepursuitofinnovation

useofartificialintelligence.Trustinforitsownsake.Theseconcernsare

technologyisinsteepdeclineamongunlikelytostopatthedoorofthe

theinformedpublicaroundtheworld,techindustryitself—allbusinesses

accordingtoEdelman'sTrustBarometer.deployingdigitalproductsandservices

Socialmediainparticularhasbeenfindthemselvesundersimilarscrutiny.

citedasacauseofpoliticalpolarisation

andthespreadofmisinformation.

Figure1:Misuseofpersonaldataisthe#1driverofdistrustinthe

techindustryglobally

Whatdoyoubelievearethemaincausesofdistrustinthetechindustryasawhole?

(%agreeing)

Source:DentsuAegisNetworkDigitalSocietyIndexSurvey2018

Sixoutoften(secondbehindGermanyat62%).

ThelowestresponseisseeninRussia,

peopleinoursurveywherejustaquarterofpeoplebelieve

believethatnotsocialmediaishavingthiseffect.

enoughisbeingWeneedtotakepeoplewithus

donetoensureItisnotjustthedirectionof

digitaltechnologiestechnologicaldevelopmentthatis

unsettlingpeople.Itisalsothepaceof

benefiteveryonechange.TakeIndia,BrazilandChina.

Inthesecountries,morethan80%

insocietyofpeoplebelievethatthepaceof

technologychangeistoofasttoday.

Beyondthemisuseofpersonaldata,Acrossthe24countriesinouranalysis,

therearealsosomehot-buttonissuesinmorethanhalf(57%)ofpeoplebelieve

specificcountries.PeopleintheUnitedthistobethecase(seeFigure2).Evenin

KingdomarethemostlikelytocitetechSingapore,oneofthemostcompetitive

companiesnotpayingenoughtax(36%)economiesintheworldthatrankstop

andcreatingexcessivewealth(28%)ofourindexfseetSpotlight:Deliveringa

asdriversofdistrust.Whilepeopleinbalancedapproachtodigitalgrowth9),

Indiaarethemostlikelytoidentifynearlytwo-thirdsofpeoplebelieve

automationandnotcreatingenoughthepaceoftechchangeistoofast.

jobs(36%)aswellasalackofdiversity

intheworkforce(34%)asreasonsforOfcourse,therehaveprobablybeen

alossoffaithinthetechindustry.fewmomentsinhistorywhenpeople

haven9tbeenworriedaboutthepace

Achallengetodemocracy?oftechchange.Thereisplentyof

researchtoshowthathumannature

Thelastyearhasopenedupalottendstoover-estimatetheshort­

ofdebateabouttheinfluenceoftermimpactofchange,whileunder­

socialmediaonpoliticaldiscourse.estimatingitslong-termimpact.But,

Ithasbeenarguedthatsocialmediagivenwhatweknowaboutthescale

isinstrumentalincreatinganechoandpaceofchangebroughtaboutby

chamberofentrenchedpositions,leadingdigitalinmanywalksoflife,thisfinding

tomorepolarisedviewsandvitriol.articulatesasenseofhelplessness

Awarenesshasgrownof'fakenews'inthefaceofrelentlessdisruption.

andthepotentialrisksofpublicdebate

beingpoisonedbymisinformation,Onecorollaryofthisstatementis

leadingsomecommentatorstosuggestthatsixoutoftenpeopleinoursurvey

thatdigitaltechnologiesposeanbelievethatnotenoughisbeingdone

existentialthreattodemocracy.Sixtoensuredigitaltechnologiesbenefit

outoftenpeopleintheUnitedStateseveryoneinsociety—andbasedon

thatwesurveyedbelievethatsocialtheoriginaltencountriesinour2018

mediaishavinganegativeimpactonanalysis,thatproportionisincreasing.

politicaldiscourseintheircountry

Figure2:Peoplefeelthepaceoftechchangeistoofast

Towhatextentdoyouagreeordisagreethatthepaceoftechnologychangeistoo

fasttoday?(%agreeing)

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Source:DentsuAegisNetworkDigitalSocietyIndexSurvey2018

BreakingtheinnovationcycleUnderstandingpreciselyhowwelldigital

growthisaddressingpeople'sneedsis

Muchoftherecentdebatecanbethefocusofthenextsection,inwhichwe

understoodinthecontextoftheintroduceourownmodelof'Maslowfor

innovationcycle.Iftechnologicaladigitalage9thatoffersanewwayof

changegetstoofaraheadofconsumers9lookingatpeople'srelationshipwiththe

needsitrisksabacklash.Ifsthent