Excerpt: The 2022 Accenture Digital Index reveals positives and pitfalls in digital interactions that have accelerated since the start of the pandemic
Year Published: 2022
Date Published: 01/03/2022
Author/s: Accenture
Research Link: chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://www.accenture.com/content/dam/accenture/final/a-com-migration/manual/r3/pdf/pdf-174/Accenture-digital-index.pdf
Methodology:
Survey Methodology
There were three phases of research carried out by Empathy Research, spanning August–December 2021. First, there was a national CATI (Computer Assisted Telephone Interviewing) survey of n=1,000 adults aged 18+. Quotas were placed on gender, age, social class, and region to ensure a representative sample was collected. In-depth stakeholder interviews were conducted via telephone or video call and took place after the quantitative research. In-depth consumer interviews were conducted via a one-on-one telephone call and covered a range of age groups, social classes, as well as being split in terms of gender, region, and levels of digital competency.
For PACE scores, 12 behaviours were grouped into four broader categories (Protect, Access, Connect, Educate) and each participant was scored on their level of comfort. A total category score was calculated based on the sum of the scores in each category. Each total category score was then combined to arrive at our overall PA
There were three phases of research carried out by Empathy Research, spanning August–December 2021. First, there was a national CATI (Computer Assisted Telephone Interviewing) survey of n=1,000 adults aged 18+. Quotas were placed on gender, age, social class, and region to ensure a representative sample was collected. In-depth stakeholder interviews were conducted via telephone or video call and took place after the quantitative research. In-depth consumer interviews were conducted via a one-on-one telephone call and covered a range of age groups, social classes, as well as being split in terms of gender, region, and levels of digital competency.
For PACE scores, 12 behaviours were grouped into four broader categories (Protect, Access, Connect, Educate) and each participant was scored on their level of comfort. A total category score was calculated based on the sum of the scores in each category. Each total category score was then combined to arrive at our overall PA
Key Takeaways:
We know that our world has always worked better when people are united. We are at our best when we stand together. Since the conception of the internet a great inequality has been emerging and a digital divide, a gap between the ‘haves and have nots’, ‘know and know nots’ and ‘engaged and disengaged’ has become the status quo. This needs to change for the good of all and to bring equality of opportunity.
The pandemic and its associated lockdowns have accelerated the adoption of almost every kind of online service, and there are clear indicators that people are more digitally engaged than they were in our last survey in 2020, Bridging the Gap – Ireland’s Digital Divide. Some of this is down to ease of use, particularly via apps on devices, which continue to proliferate and offer instant access to everything from social media to banking services, and an increased reliance on the digital economy.