In many areas of life, digital networking is taken for granted and there is every sign that the importance of these technologies will continue to increase. The findings of a survey of 10,545 representative Internet users in Germany, France, Great Britain, Hungary, the United States and South Korea, and of a panel of 56 experts, pinpoint the key digital trends.
Access to digital media taken for granted – including mobile applications:
Around 85 PERCENT of the German respondents state that the use of digital media has become a NATURAL PART of their lives. Over 50 PERCENT use MOBILE ACCESS to their technical devices, as do 85 PERCENT of the digital avant-garde.
Networking enhances quality of life, lifestyle is becoming more important:
64 PERCENT of the German respondents believe that today’s Internet services and technical devices ENHANCE THEIR QUALITY OF LIFE. Owning a STYLISH DEVICE is important for 66 PERCENT of the digital avant-garde, and 62 PERCENT state that DESIGN is just as important as functionality.
Growth in broadband and mobile networking in Germany:
Experts forecast that broadband access in Germany will double to 36 MILLION access points BY 2015 and data transfer rates of OVER 100 MBIT/S. Experts also believe that the number of UMTS access points will double by 2010.
Increasing use of modern forms of communication:
50 PERCENT of the Germans surveyed belong to an ONLINE SOCIAL NETWORK, in Great Britain 61 PERCENT are members, as are 68 PERCENT of the digital avant-garde. Around one quarter of the German respondents who belong to a private social network use the network to share photos, as do 47 PERCENT in South Korea and 48 PERCENT of the digital avant-garde.
Consumers want easy-to-use, personalized services:
More than 56 PERCENT of the Germans surveyed would like to have individualized services TAILORED TO THEIR INTERESTS, as would over 70 PERCENT in South Korea and 84 PERCENT of the digital avant-garde. Ease-of-use is an important aspect: 79 PERCENT of Germans want INTUITIVE SERVICES.
Digital networking is increasing in all areas of life:
Experts and consumers expect digital networking to increase strongly, particularly in the areas family and friends, leisure and well-being, work and study, and material and financial matters. 65 PERCENT of the Germans surveyed believe that there will be a particular increase in the area FAMILY AND FRIENDS.
Digital media plays a particularly important role in leisure activities:
72 PERCENT of the Germans surveyed could no longer envisage their leisure time without telecommunications and the Internet; in the digital avant-garde group this was 93 PERCENT. In all of the countries surveyed, ONLINE MUSIC and VIDEOS and the ability to share PHOTOS were in the top five of the most popular services in this area.
Family and friends drive digital networking:
For 57 PERCENT of the German respondents digital networking with family and friends plays an important role, rising to 69 PERCENT in France and 88 PERCENT of the digital avant-garde. 73 PERCENT of the French respondents and 51 PERCENT of the Germans would not be able to keep in touch with their FRIENDS AND FAMILY without the Internet and telecommunication.
Trend toward mobile, net-based working:
63 PERCENT of the German respondents rely on the Internet for their work; this rises to 81 PERCENT for the digital avant-garde group. Services related to MOBILE WORKING or WEB COLLABORATION – i.e. distance teamwork – interest more than 60 PERCENT of the German respondents.
Digital shopping has become commonplace:
70 PERCENT of the Germans surveyed buy MORE ONLINE than three years ago; this rises to 82 PERCENT of the digital avant-garde. In almost all the countries over three-quarters of the respondents research online before actually buying. The respondents rated ONLINE PRICE COMPARISONS as one of the most interesting services in the material and financial sphere.