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DigitalSocietyIndex2018Framing the FutureForeword by Jerry Buhlmann, CEO Dentsu Aegis Network The speed read1. Introduction2. Building a digital economy that works for all3. Understanding digital engagement4. Driving growth through digital engagement5. Final wordAbout the research358915212930Contents2by Jerry BuhlmannCEO Dentsu Aegis NetworkDentsu Aegis Network has the ambition of becoming a 100% digital economy business. We believe that in an uncertain world, the digital economy is one of the few, clear growth opportunities that businesses can rely on. However, in recent years the debate about the digital economy has changed. While there is clearly huge potential to deliver economic benefits for both business and society at large, discussion has turned to the risks that accompany this shift. For example, the impact on jobs and skills; on inequality; on personal health and well-being. Across many dimensions, its clear that there are many unintended consequences of the digital economy that must be addressed. This is why weve developed the Digital Society Index. In collaboration with Oxford Economics, weve analysed how well a selection of advanced economies are making the transition to the digital economy across three dimensions: dynamism, inclusion and trust. We believe that these dimensions are the key ingredients of a sustainable, healthy digital economy that not only creates rapid growth from its digital sectors, but also enables that growth to be spread widely across society within an environment of trust. Critically, the analysis also includes the views of 20,000 people around the world so that we can understand how they perceive the transition to a digital economy. However, our results here show that people are less positive about the digital economy than we might have expected. This matters because the digital 3Foreword3Forewordeconomy is people-led. People drive innovation through demand for tech-enabled products and experiences. They embrace digital platforms primarily for eCommerce and entertainment, and increasingly to access healthcare, education and government services. And they develop and deploy the skills that fuel digital businesses. As a result, the pace with which we transition to the digital economy will largely be dictated not by technology itself, but by the people who use it. We need to take action. And our analysis identifies a number of priorities to drive positive engagement with the digital economy: skills training, transparency around data usage and more flexible working processes and structures. But there is also more business can do through traditional marketing and communications channels. First, brands need to build trust through greater openness. Transparency is emerging as a key differentiator as people realise there is a risk that you can trust something that isnt true. Second, use data to drive relevance and increase the positive emotional impact of content, products and services. And third, put purpose at the heart of the brand proposition. Being clear about how you contribute to society can only help build trust as your business becomes more digital. For business leaders and policymakers, this analysis serves as a reference point for how well countries are realising balanced, sustainable growth from the digital economy. But it also acts as a barometer of peoples sentiment in relation to that growth journey. It is intended to stimulate debate and action, framing our future in a digital economy that works for all. 4 In a world of uncertainty, the digital economy is one of the few, clear, growth opportunities for business and society at large. As devices, data and people become more interconnected, the potential to power economic growth and enhance quality of life is huge. But, the pace of this growth will not be determined by the rate of technological innovation itself. Instead, it will be driven by the people who use it. The difficulty is that not everyone shares a positive view of the digital economy. As concerns grow about the potential risks, from the impact on jobs to concerns over the use of personal data, so the risk of a backlash against technology increases, too. Companies and governments need to better assess, understand and respond to peoples concerns. To better understand how well countries are making the transition to a digital economy and ensuring it benefits society as a whole, Dentsu Aegis has developed the Digital Society Index in collaboration with Oxford Economics. The index identifies three dimensions that we believe are critical to delivering sustainable and inclusive growth:1. Dynamism: how economies are driving growth through a flourishing Information and Communications Technology (ICT) sector (i.e. the “speed” of growth in the digital economy)Building a digital economy that works for allWe need to better measure digital growth The speed read2. Inclusion: : how economies are gaining access to the digital economy (i.e. the “breadth” of growth across the digital economy)3. Trust: how economies give rise to trust in the digital economy (i.e. the enabling environment in which growth can take place). The index comprises both a “top down” view of national economy data indicators and a “bottom up” view, based on a survey of 20,000 people around the world, that is focused on the areas of inclusion and trust. We studied 10 leading digital economies (Australia, China, France, Germany, Italy, Japan, Russia, Spain, United Kingdom and the United States) and adjusted sample sizes according to population size. In 2018, our index is topped by the United Kingdom, United States and China. All display different strengths and weaknesses across the three dimensions of the index. For example, the United Kingdom is particularly strong in terms of digital inclusion, rating highly on use of ICT in education, access to the internet and widespread use of digital across the economy. The United States is a leader when it comes to the dynamism of its digital industries, but performs less well on trust issues relating to privacy, security and broader optimism about the future of the digital economy. Conversely, Chinas relatively poor performance on digital dynamism is buoyed by the trust its citizens have in the future potential of the digital economy. Three countries lead the way in the transition to a digital economy5 How positively people feel about their future in the digital economy will determine its pace of growth. Our analysis shows that digital engagement is 45% globally in 2018. This is based on how positive people are about digitals ability to create jobs, solve societal challenges and, overall, ensure the positive impacts outweigh the negative. Engagement varies significantly by countryand the most mature economies are those with the least engaged people. For example: Japan32%; Germany38%; Russia50%; and China73%. Globally, digital engagement stands at 42% for women versus 49% for men. The United Kingdom shows the largest gap, with 36% digital engagement for women versus 45% for men. With diversity a key challenge for digital industries, closing this gap must be a priority for business leaders and policymakers alike. Having a strong ICT sector that is powering digital growth in the economy is no guarantor of engagement. Our analysis shows that this is the least significant of the three dimensions in our model when it comes to achieving digital engagement. How can business and governments drive higher levels of digital engagement? Our analysis confirms that there are three key areas that businesses and governments need to address: 1. Developing relevant digital skills regularly: embracing technology to deliver rapid upskilling on the job and over an employees lifetime. Regular training is essentialengagement in digital declines in line with the length of time since relevant education took place. 2. Increasing transparency in the use of personal data: finding new ways to engage and empower people in the use of their data. People are more aware than ever of how businesses and governments use their databusinesses need to get on the front foot to build trust and drive engagement. Digital engagement also varies by age. Overall, levels of digital engagement are higher among the young than the old. But, there are exceptions. In France, digital engagement among 18- to 24-year-olds stands at 42% versus 47% of 45- to 54-year-olds, and a similar pattern is seen in Japan. Confidence in digital varies around the world Digital engagement is not immune from the gender gapDigital engagement is related to inclusion and trustnot dynamism Workplace utilisation of digital skills, recent training and transparency in personal data use are keyThe young are more engaged but with some exceptions63.Developing workplaces that enable employees to utilise their digital skills: adopting flexible, agile working practices that enable latent digital skills to be fully used. Our research shows that most people feel that their employers do not fully utilise the digital skills that they havere-engineering work and business processes are essential to harnessing this latent talent. As well as programmes aimed at building digital engagement, brand names should also aim to increase positive sentiment towards the digital economy and digital media by focusing on three approaches: building trust through greater openness, being clearer about brand purpose, and increasing the emotional impact of digital products and services. Brands can drive positive engagement through their marketing and communications channels In this first report of Digital Society Index findings, we identify the changing nature of digital engagement and identify the priority areas for action to secure the digital economy of the future.7Country performance varies across digital dynamism, inclusion and trustHowever, while the digital economy is unlocking new sources of economic growth, there are also concerns about how broadly these benefits will be shared. And the risk of backlash against technology has emerged. To assess how well economies are making the transition to the digital economy, Dentsu Aegis has developed the Digital Society Index, which assesses the performance of 10 economies across three key dimensions: dynamism, inclusion and trust. Why these three? Because growth in the digital economy does not rely only on core industrial strength (dynamism)it requires the ability of people across society to access the benefits that it affords (inclusion) and to do so within an environment of privacy and security (trust). As the analysis which follows shows, country performance varies across these three dimensions (see “Building a digital economy that works for all”, page 9).Despite the opportunities, people are worried about their digital futureBut, people are concerned about their place within the digital economy (see “Understanding digital engagement”, page 15). Despite the huge benefits and growth opportunities that it affords, less than half of the 20,000 people we surveyed met our benchmark for digital engagement, meaning they believe that digital technology will create jobs, solve societal problems and that its positive impact will outweigh the negative. While the young are generally more positive than the old, there are some exceptions to this ruleand globally, levels of digital engagement are lower among women than men. This is problematic, because the pace of growth in the digital economy will not be determined by technological innovation; it will be determined by the people who use it. More action, better wordsHow can we drive more positive engagement with the digital economy? The analysis in “Driving growth through digital engagement” on page 21, shows that there are a number of levers that businesses and policymakers can use. For example, regular digital training, increased transparency around personal data use, and more flexible workplace practices are all key drivers of digital engagement. But, as well as taking practical action to address these issues, businesses and policymakers also need to improve how they communicate the value of the digital economy. And, they must do so not through projections of economic growth, but in real, tangible terms that connect to the hearts and minds of people. 1. IntroductionThe digital economy (i.e. economic activity conducted via or using digital technologies) is not just about digitising existing processes and business models. It is a fundamental revolution of the traditional economic model. Information asymmetries have been eroded, thanks largely to social media; the falling cost of technologies, coupled with trade liberalisation, has made it easier to enter new markets; consumers can now also be producers, while platforms are increasingly the dominant organisational unit of business. The impetus is shifting from the supply-to the demand-side of the economy, where all organisations must pivot around consumers faster than the competition.8Figure 1. Digital Society Index 2018key rankings 2. Building a digital economy that works for all Against a backdrop of debate about how the digital economy can benefit all of society, the Digital Society Index offers a snapshot of how well 10 economies, both developed and emerging, are making the transition to digital. By combining national economy data and the views, attitudes and beliefs of 20,000 people around the world, the index offers a comprehensive picture of performance across the key dimensions of dynamism, inclusion and trust (see “About the research” on page 30 for more information about our approach). Here, we look at the highlights and commentary on selected economiesover the course of 2018, we will publish deeper dives into each of the markets covered by the analysis. The 2018 index is topped by the United Kingdom, United States and ChinaIn 2018, we find that the top three economies leading our index are the United Kingdom, United States and China (see Figures 1 and 2). And analysing the drivers of these rankings reveals a number of truths about growth in the digital economy today. Source: Dentsu Aegis Digital Society Index 2018Overall Dynamism Inclusion Trust1. United Kingdom 1. United States 1. United Kingdom 1. China2. United States 2. United Kingdom 2. China 2. Germany3. China 3. Germany 3. United States 3. United Kingdom4. Germany 4. France 4= Australia 4. Australia5. France 5. Australia 4= France 5. France6. Australia 6. Japan 6. Germany 6. United States7. Spain 7. Spain 7. Russia 7. Spain8. Italy 8. China 8. Spain 8. Italy9. Japan 9. Italy 9. Italy 9. Russia10. Russia 10. Russia 10. Japan 10. Japan9Figure 2. Country performance varies across each dimension of the IndexAggregate performance by country across each dimension of the indexSource: Dentsu Aegis Digital Society Index 20182 BUILDING A DIGITAL ECONOMY THAT WORKS FOR ALLUnited Kingd
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