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Digital Consumer Industry Insights Summary (July 2018)

Core Content Overview

This report presents findings from Euromonitor International's Digital Consumer Industry Insights survey, which gathered perspectives from 1,445 industry professionals globally. The insights focus on the challenges and opportunities companies face in navigating digital transformation, the technologies they plan to invest in, and the evolving leadership roles in digital initiatives.

Main Findings

1. Digital Presence as a Key Component of Value Proposition

• Over 50% of respondents consider a digital presence an important part of their company's value proposition.
• However, only 15% believe their company is leading the digital transformation within their industry.
• The rapid pace of innovation and the emergence of new technologies are making it increasingly difficult for even established digital leaders to stay ahead.

2. Digital Transformation Challenges

• Companies are struggling to maintain relevance due to the fast-changing digital landscape.
• The transformation is not just about adopting new technologies but also about redefining how business is conducted.
• Cross-departmental challenges are common, with digital initiatives spanning multiple areas of the business, including marketing, technology, and operations.

3. Evolving Leadership in Digital Transformation

• In the past, the Chief Marketing Officer (CMO), Chief Technology Officer (CTO), or Chief Information Officer (CIO) were typically seen as the main drivers of digital transformation.
• However, Chief Digital Officers (CDOs) are now emerging as key figures, moving from the seventh most important role to the second in just five years.
• The CMO is still the most likely leader today, but the CDO is gaining influence and reshaping the digital leadership landscape.

Planned Investment in Technologies

Top Technologies for Investment (Next 5 Years)

• Cloud technology and the Internet of Things (IoT) are the top two technologies companies plan to invest in over the next five years.
• Other technologies under consideration include:
  • Artificial Intelligence (AI)
  • Augmented/Virtual Reality (AR/VR)
  • Autonomous cars
  • Biometrics
  • Blockchain
  • Mobile
  • Robotics
  • 3D printing
  • 5G networks

Impact of Technologies

• Cloud technology was identified as the most impactful technology over the past 12 months.
• IoT is expected to have the greatest influence on business in the next five years.
• These technologies are reshaping consumer-facing industries and influencing how commerce is conducted in the future.

Digital Commerce Development Drivers

Key Factors Influencing Digital Commerce

• Digital engagement has become a critical factor in customer interaction.
• Personalised experiences are increasingly important in building brand loyalty and customer satisfaction.
• Delivery and fulfilment improvements are also a major driver, with consumers demanding faster and more efficient service.

About the Industry Insights Series

Survey Design and Focus

• Euromonitor International's Industry Insights series covers nine key industries, including digital consumer trends, beauty and personal care, retailing, and more.
• The survey is designed to gather insights on trends and innovations, with sample sizes typically ranging from 250 to 1,000+ professionals per industry.
• The Digital Consumer survey was conducted in February 2018 and published in June 2018.

Geographic Scope

• Respondents are spread across various countries and regions, with a particular focus on global markets.
• The survey includes insights from professionals working in different parts of the world, reflecting a broad and diverse perspective.

Contact Information

For further insights or to share your perspective in future surveys, contact:

• Michelle Evans
  • Title: Head of Digital Consumer Research, Euromonitor International
  • Email: michelle.evans@euromonitor.com
  • LinkedIn: https://www.linkedin.com/in/michelleevansmaclachlan
  • Twitter: https://twitter.com/mevans14
  • Forbes: https://www.forbes.com/sites/michelleevans1/

Related Analysis

• Technology as a Megatrend Driver (Strategy briefing, January 2018)
• How Machine-Aided Commerce Ushered in by the IoT Era Will Impact Retailers (Spotlight Report, June 2018)
• 2017 Digital Consumer Index: Pinpointing the Most Promising Digital Opportunities (Strategy briefing, October 2017)
• Internet of Things (IoT): From Everyday Items to Conduits of Digital Commerce (Strategy briefing, May 2017)
• Digital Innovators: From Artificial Intelligence to Personalisation 2.0 (Strategy briefing, April 2017)
• Digital Innovators: A New Reality for Commerce (AR/VR-Inspired Applications) (Strategy briefing, March 2017)