Dentsu Aegis-2019年数字社会指数报告（英文）

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1、34-38Recommendationsforbrands,businessesandgovernments31-35Theimpactonconsumerbehaviour16-30AnewmodelofdigitalneedsContentsForeword3Speedread:Thereportin5minutes4-81.2.3.4.What’sdigitaleverdoneforus?9-15Methodology392DigitalSocietyIndex2019ForewordbyTimAndreeExecutiveChairmana

2、ndCEO,DentsuAegisNetworkThedigitaleconomyisthedefiningtrendofourtime.Thirtyyearsonfromtheestablishmentoftheworldwideweb,thelegacyofthatbreakthroughisextraordinary.Theproliferationofdigitaltechnologieshaspoweredeconomicgrowth,createdjobs,liftedmillionsoutofpoverty,putinformatio

3、nintothehandsofpeopletheworldoverandgrownaccesstocheaperproductsandservices.It’shardtoimagineafacetofeverydaylifethathasnotinsomewaybeentouchedbydigital.Forpeople,businessesandsocietyasawhole,ithasbeenamassivesourceofgrowth.However,withgrowthcomeschange.Andchangeisnotalwayseas

4、y.Withthatthoughtinmind,twoyearsagoweestablishedtheDigitalSocietyIndexprogramofresearch.Theanalysisrecognizesthatthedigitaleconomyhasbeenahugelypositivesourceofchangearoundtheworld.Italsorecognizesthatsecuringthesebenefitsinthefuturerequiresalongerviewonhowtechnologicalinnovat

5、ioncanbestservepeople’sneeds.Ourfindingsthisyearshowthatprogressismixed.Peopleinmanycountries—particularlythoseinhigh-growthemergingeconomies—arehugelypositiveabouttheirfuturesinthedigitaleconomy.Butatthesametime,manypeopledonotfeelasiftheirdigitalneedsarebeingmet.Whetherthat’

6、stheimpactofdigitaltechnologiesonhealthandwell-being,ortheskillsthatareneededtothriveinarapidlychanginglabormarket,manypeopledonotfeelasoptimisticorwell-preparedaswewouldwant.Today,wealsoseetheemergenceofnewdigitalconsumers.Theyaredigitalnativesandusedigitalproductsandservice

7、sacrossarangeofactivities.Butthey’realsodigitallysavvyandhavelearnedtomanagetheonlineworldontheirownterms:limitingtheamountofdatasharedandtimespentonline;installingadblockers;deactivatingsocialmediaaccounts.Thewebhasgrownup—andsohasitsusers.Adaptingtotheirbehaviorisahugeopport

8、unityforbrandstobuildbetter,moretrustedrelationships.Weneedto