电通安吉斯-2019年数字社会指数（英文）-2019.4-43页_3mb

Summary of Human Needs in a Digital World (Digital Society Index 2019)

Core Content

The Digital Society Index 2019 is a comprehensive analysis of how digital technologies are impacting human needs and societal development. Developed by Dentsu Aegis Network in collaboration with Oxford Economics, it combines survey data from over 43,000 people across 24 countries with economic and statistical analysis. The report aims to understand how trust, inclusion, and innovation can be aligned with human needs to ensure a sustainable and equitable digital future.

Main Viewpoints

• Digital has transformed society: Over the past three decades, digital technologies have driven economic growth, created jobs, and improved access to services and information. However, trust in digital technologies is declining globally, especially due to concerns over data misuse.

• Trust is a key enabler of digital engagement: Only 49% of people globally believe their basic digital needs are being met, with trust in data use being a critical factor. The report highlights that without trust, the full potential of the digital economy cannot be realized.

• New digital consumers are more cautious: Digital natives are not only using digital services extensively but are also taking active steps to limit their exposure to online data and content, such as using ad blockers and deactivating social media accounts.

• Digital needs are not being met: Across all four categories of digital needs—basic, psychological, self-fulfilment, and societal—many people feel their needs are not being adequately addressed, especially in Asian countries.

• The digital economy is not evenly beneficial: While some countries like Singapore, the US, and China rank high in the Digital Society Index, others, such as the UK and Japan, face challenges in balancing growth with trust and inclusion.

• A balanced approach is essential: The report emphasizes that digital growth must be inclusive and trustworthy, with a focus on addressing human needs rather than just technological advancement.

Key Information

Digital Needs Model

The report introduces a new model inspired by Maslow’s hierarchy of needs, adapted for the digital age:

• Basic Needs: Access to digital infrastructure and trust in data use. Only 49% globally believe these are met.
• Psychological Needs: Impact of digital on health and well-being. Only 38% globally feel this need is met, with Asian countries performing poorly.
• Self-Fulfilment Needs: Access to digital education, skills, and opportunities. Only 45% globally feel this is being met.
• Societal Needs: Belief in digital's potential to solve societal challenges. Less than half (49%) globally are optimistic.

Country Performance

• Top performers: Singapore, the US, and China lead in the Digital Society Index 2019.
• Lowest performers: Japan and Brazil score the lowest in basic needs, while Russia and India score low in psychological needs.
• Global average: 49% for basic needs, 38% for psychological needs, 45% for self-fulfilment needs, and 49% for societal needs.

Consumer Behavior

• People who feel positive about the digital economy are more likely to engage with digital products and services.
• Trust in technology is declining, with data misuse being the primary cause.
• Younger generations are more affected by the negative impacts of digital on mental health and well-being.

Recommendations

For Brands

• Segment by needs and motivations: Move beyond traditional demographics to better understand and engage with different user groups.
• Focus on engagement, not reach: Prioritize building meaningful relationships with consumers, especially those who are more cautious about digital.
• Support digital detox: Encourage healthier digital habits, which can lead to long-term trust and engagement.

For Businesses

• Compete on openness: Be transparent about data usage to differentiate and build trust.
• Leverage digital skills: Reimagine work processes and organizational structures around employee digital capabilities.
• Showcase societal benefits: Demonstrate how digital can contribute to solving societal issues and creating value.

For Governments

• Develop a balanced scorecard: Measure digital development through inclusion, trust, and growth, not just economic metrics.
• Give people control over innovation: Engage citizens in shaping the direction of digital development.
• Enable effective learning: Invest in ongoing training and immersive learning experiences to build digital literacy and skills.

Conclusion

The Digital Society Index 2019 underscores the need for a more people-centered approach to digital innovation. It highlights that while digital technologies have the potential to create immense value, their benefits are not evenly distributed. Trust, inclusion, and alignment with human needs are essential to ensure the digital economy works for all. Brands, businesses, and governments must adapt to the evolving expectations of digital consumers and take proactive steps to foster a more balanced and sustainable digital future.