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Dentsu Inc. Releases "Digital Society Index" and "Digital Needs Satisfaction" Based on International Comparison Across 24 Countries
The text of the Dentsu Inc. news release distributed on April 9 is as follows.
April 9, 2019
The digital economy is growing, yet less than half of people's digital needs are being met.
Japan Sees Room for Improvement in Trust in Digital Society and Digital Utilization
Dentsu Aegis Network Ltd. (Headquarters: London, UK), the overseas headquarters of Dentsu Inc., has announced the "Digital Society Index" and "Digital Needs Satisfaction" based on analysis of a survey conducted jointly with Oxford Economics (*), a research institute of the University of Oxford, and secondary data. The survey involved 43,000 respondents from 24 countries answering questions about their own countries.
The "Digital Social Index" measures the extent to which a digital economy that benefits society and its people is established within each country. It is calculated as a "Digital Social Index (DSI)" score using three unique analytical axes from a "people" perspective: ① "Dynamism (the degree of growth and vitality of the digital economy)", ② "Inclusion (the breadth of the population benefiting from digital growth and the level of digital adoption among people)", ③ "Trust (level of trust in the digital society underpinning growth)." We began surveying 10 countries in 2018 and expanded to 24 countries in 2019.
The latter, "Digital Needs Satisfaction," indicates whether the digital economy is meeting people's digital needs. We measured this for each country using four perspectives—Basic Needs, Psychological Needs, Self-Actualization Needs, and Social Issue Resolution Needs—developed independently by our company, drawing on Maslow's Hierarchy of Needs. This satisfaction survey is being conducted for the first time.
Based on the results of these two surveys and analyses, Japan ranked 22nd out of 24 countries in the "Digital Society Index" and 24th out of 24 countries in the "Digital Needs Satisfaction Index." International comparison reveals that Japan's digital economy is not functioning effectively within society and is failing to adequately satisfy the digital needs of its citizens.
1 . Country Rankings for "Digital Society Index" (DSI Score)
Singapore, the United States, and China ranked in the top three for DSI scores. Singapore achieved high scores across all three analytical axes. The United States demonstrated high "Dynamism" but low "Trust," a trend also observed in other Western European countries. China showed moderate "Dynamism" but the highest levels of "Inclusion" and "Trust."
Japan received a certain level of recognition for "Dynamism," but its "Inclusion" and "Trust" scores were at the lowest level.
・"Dynamism" indicates the strength of the digital sector, which is central to digital growth, based on the size and growth rate of the ICT sector, R&D investment, and the number of educational institutions and personnel excelling in digital technology.
・"Inclusion" indicates the breadth of people who can benefit from the digital economy, encompassing factors like the quality of digital infrastructure and digital education.
・"Trust" is calculated based on public confidence in how companies and organizations protect and use data, the level of public expectation for the future brought by the digital society, the low likelihood of cybercrime occurrence, the strictness of data protection regulations, and the transparency of data usage.
2. "Digital Needs Satisfaction" Digital Needs Satisfaction by Country (%)
In 24 countries worldwide, less than half of the population has their digital needs met. As the digital economy advances, people's actual needs are being overlooked, raising concerns about sustainable economic growth.
45% of people do not believe companies or organizations protect their privacy, and nearly half intend to gradually reduce their online data. Furthermore, one-third believe digital technology negatively impacts their health or quality of life. On the other hand, two-thirds of the total population perceive that "even if there are negative impacts, the benefits of digitalization will outweigh them in 5 to 10 years."
Japan ranked 24th out of 24 countries worldwide. Its characteristics are as follows:
・Ease of Use: Few people consider the digital infrastructure to be high quality. (Basic Needs)
・Trust: Low trust in how companies and governments handle personal data. (Basic Needs)
・Consumer behavior: Few people are willing to change their digital habits, resulting in low usage rates of digital products and services. (Psychological needs)
・Skills/Education: Many people consider their digital skills to be low, and the proportion of people who believe digital skills are used correctly and are beneficial is low. (Self-actualization needs)
・Future Expectations: Few people believe digital technology will have a positive impact on society in 5 to 10 years. (Social Issue Resolution Needs)
・"Basic Needs" measure the environmental conditions necessary to access digital products and services, as well as trust in companies and organizations using digital infrastructure and data.
・"Psychological Needs" measure the digital economy's contribution to psychological well-being, health, and quality of life, as well as the degree to which expectations are met.
・"Self-actualization needs" measure the digital economy's contribution to and fulfillment of expectations regarding opportunities for improving one's skills and education, and obtaining higher-paying jobs.
・"Social issue resolution needs" measure people's perceptions of whether digital technology contributes to solving social and global challenges and creating new jobs.
The full report can be downloaded from the link below. (English only)
URL: https://www.dentsuaegisnetwork.com/reports/DSI_2019
(*) Oxford Economics: Founded in 1981. As the world's largest independent private macroeconomic think tank, it employs a team of 250 economists. Based on a global macroeconomic model that accounts for interactions across more than 80 countries, it provides economic data and forecasts covering over 200 countries, more than 100 industry sectors, and approximately 4,000 cities.
＜Survey Overview＞
The field survey (Digital Society Index Survey, DSI Survey) was conducted from July to August 2018, targeting over 43,000 people across 24 countries. Countries included: Asia-Pacific: Japan, Australia, Singapore, China, India, Thailand; Americas: United States, Canada, Mexico, Brazil; Europe: United Kingdom, Germany, France, Denmark, Netherlands, Finland, Norway, Estonia, Ireland, Spain, Italy, Poland, Hungary, Russia. Sample sizes were adjusted to ensure representativeness aligned with each country's population composition. The 'Digital Society Index' (DSI Score) calculation utilizes secondary data (literature review) in addition to the above. Secondary data consists of the most recent and available data published by the most reliable data providers (Oxford Economics, World Bank, United Nations, etc.). The indicator design applies equal weighting to all items. The 'Digital Needs Satisfaction' calculation uses only the DSI Survey.
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2019/0409-009792.html
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