Ireland ranks 11th of 24 countries worldwide for confidence in digital life

The Digital Society Index 2019: Human Needs in a Digital World reveals that 43% of people in Ireland feel their digital needs are not being met. Despite this, the majority of people in Ireland remain confident in their personal digital skills while more than half of all respondents have taken steps to reduce the amount of data they share online.

The research was conducted by leading media and digital communications group Dentsu Aegis Network Ireland, in collaboration with Oxford Economics. 2019 marks the first year that Irish data has been included.

The Dentsu Aegis study surveyed 1,500 people in Ireland among a total 43,000 global participants across 24 countries.

The study examines how countries are creating a digital economy that works for everyone in society. Ireland ranks 11th worldwide, with Singapore ranked 1st, the United States 2nd, China 3rd, Denmark 4th and our nearest neighbour the UK ranked 5th.

The model of ‘Digital Needs’ draws inspiration from Maslow’s Hierarchy of Needs, but is structured as building blocks, each examining people’s needs in the digital economy. The research exposes a crisis of confidence among people in the digital economy as a range of basic, self-fulfilment, psychological and societal needs are not being achieved.

The higher the %, the more fulfilled the need.

Basic needs refer to access to digital infrastructure (i.e. the internet, mobile networks) and trust in data use. Psychological needs refer to the impact that digital is having on personal well-being. Self-fulfilment needs refer to having the right skills, education and opportunities to find fulfilling work. Societal needs refer to optimism that technology can solve the world’s most pressing challenges and has an overall positive impact on society

The report also highlights a growing distrust of digital technology, prompting people to take control of their digital experience. For example, the findings show that people in Ireland are more likely (19% vs. 14% globally) to have deactivated their social media account in the last year, while 30% said they have installed adblocking software in the past year.

Ireland Key Findings

While people in Ireland are fast increasing their use of some digital goods and services, including streaming TV and apps for transport, banking or managing their money, Irish consumers are currently less likely to shop online than their global counterparts.

· Irish society is reasonably comfortable with the pace of technological change. Just 44% of people in Ireland (versus 57% of people globally) said that the pace of technological change is too fast.

Most people in Ireland feel they have strong digital skills. 55% of people describe their ability to use digital tools and services as either strong or very strong.

· On areas of concern, more than half of respondents (52%) said they have taken steps to reduce the amount of data they share online. Reflecting the increased importance of data protection for consumers and businesses alike, 8 in 10 people said they would stop doing business with an organisation that lost some of their data or used it irresponsibly.

· 40% of people in Ireland said they trust that the government is taking the necessary steps to keep their personal data secure within their country.

· Over one-third (34%) think that their personal use of technology has had a negative impact on their health and wellbeing. A similar proportion (35%) think that their personal use of technology has had a negative impact on their quality of life.

· 61% think that not enough is being done to ensure digital technology benefits everyone in society.

· People in Ireland are considerably less enthusiastic than other respondents (24% versus 36% globally) to agree that digital technologies, such as AI or robotics, will create career opportunities for them in the next 5 to 10 years.

· Digital technologies are shaping the jobs of tomorrow, but one in four people in Ireland (compared to 1 in 3 globally) can’t remember the last time they did any digital training – or have never received any.

Commenting on the report, Dael Wood, Insights and Strategy Director of Dentsu Aegis Network Ireland, said:

“The race to deliver greater digital capability has not always taken full account of fundamental human needs. People in many countries – particularly those in high-growth emerging economies- are very positive about their futures in the digital economy. But at the same time, many people don’t feel as if their digital needs are being met. Whether that’s the impact of digital technologies on health and wellbeing or the skills that are needed to thrive in a rapidly changing labour market, many people aren’t as optimistic or well-prepared as we would want.

“The research has implications for Businesses, Brands and Governments. Businesses must compete more on the basis of openness regarding their use of personal data, while also making better use of digital skills and processes, exercising a social purpose and creating benefits for society through their use of digital. Brands need to focus on engagement, not simply reach, and they must better segment their approach to consumers and audiences based on their motivations and needs. Governments need to keep a balanced scorecard of digital development, stimulating innovation with a focus on learning and skills while driving economic growth in a manner that protects individuals and society as humans in a digital world.”