Adobe：2022年亚太地区网络趋势报告（EN）_19页_2mb

2022 Digital Trends - APAC in Focus Summary

Core Content

The 2022 Digital Trends report, focusing on the Asia Pacific region, highlights the rapid digital transformation and the challenges and opportunities it presents for businesses. With over 10,000 participants and 95,000 businesspeople from across the globe, the study provides a comprehensive overview of how digital trends are reshaping the marketing discipline in the APAC region.

Main Points

1. Technological Leadership and Digital Growth

• APAC is at the forefront of digital innovation, with countries like China, Singapore, and South Korea leading in 5G, digital currency, AI, and smart cities.
• The region accounts for over 50% of global R&D spending growth and more than 80% of global filed patents.
• By 2022, it's predicted that 65% of APAC's GDP will come from digital products, services, and experiences.
• Digital transformation spending is expected to grow by 15.6% in 2022, while cloud, analytics, IoT, and AI spending will grow at over 20% annually.

2. 'Leapfrogging' New Internet Users

• The region has a growing population of new internet users, particularly in emerging economies, who are adopting digital services at a faster rate due to limited access to traditional infrastructure.
• Mobile-first adoption is prevalent, with mobile internet traffic making up 65% of total web traffic in APAC.
• In 2021, APAC's internet user population reached 1.23 billion, including 130 million new users in mobile internet services.
• Mobile wallet adoption is rising rapidly, with Thailand leading in this area at 93.7% usage, compared to much lower rates in Western countries like the US (36.5%).

3. Internal Constraints and Collaboration Challenges

• Despite a shared vision between marketing and IT teams (77% of senior executives agree), only 27% of practitioners believe their teams collaborate effectively.
• Legacy working cultures and silos are major obstacles to agility and innovation.
• Only 31% of APAC practitioners rate their organisation's ability to build experiments as strong or very strong.
• In India, 34% of practitioners rate their marketing organisation as innovative (8 or higher on a 10-point scale), compared to 19% in other Asian markets.

4. Talent Development and Digital Skills Shortages

• Digital skill shortages are a significant barrier to successful experience delivery in APAC, more so than in other regions.
• 83% of APAC senior executives are concerned about lacking the necessary skills in their organisation.
• Only 26% of APAC practitioners rate their organisation's talent development and education programs as strong or very strong.
• In Asia, 40% of practitioners score their internal skills programs as 4 or lower on a 10-point scale.

5. Hybrid Work and Workflow Optimisation

• Only 40% of APAC businesses plan to make remote work permanent, compared to 70% globally.
• 25% of APAC senior executives expect hybrid work to be more prevalent than before the pandemic.
• Workflow optimisation and training programs are identified as the top steps to improve productivity in marketing and e-commerce teams.

6. Rationalising Martech Stacks

• Martech stacks in Australia and New Zealand are more fragmented, with poor system integration being a key barrier.
• Simplifying and standardising technology stacks is a priority for these regions.
• Integrated, scalable, and flexible automated marketing platforms can reduce cost of ownership by 25-35% and increase speed to market by 30%.

7. Data Sovereignty and Privacy Regulations

• APAC is witnessing an increase in privacy regulations, with countries like China, Australia, and India introducing or amending data protection laws.
• These regulations are creating a complex compliance landscape, requiring businesses to give users greater control over their data and tighten data security measures.
• 64% of APAC practitioners consider their organisation effective or very effective in giving customers control over their data.
• 60% of APAC practitioners rate their organisation as effective or very effective in using first-party data for personalisation.

Key Information

• Digital Growth: APAC is a key driver of global digital growth, with significant investments in emerging technologies.
• New Users: The rise of mobile-first internet users is reshaping digital habits and creating new opportunities for innovation.
• Collaboration: Despite a shared vision, cross-departmental collaboration remains a challenge, with only a small percentage of organisations achieving it effectively.
• Agility and Innovation: Agility and innovation are critical for success, but many organisations are still constrained by outdated practices.
• Talent Retention: Retaining and developing digital skills is a priority, with homegrown talent at risk of being lured to other regions.
• Hybrid Work: While the shift to hybrid work is happening, it is not as widespread in APAC as it is globally.
• Martech Rationalisation: Streamlining martech stacks is essential for efficiency and competitiveness.
• Data Sovereignty: Increasing regulatory complexity is forcing organisations to balance innovation with compliance and data privacy.

Conclusions

The APAC region is poised for significant digital transformation, but it faces internal and external challenges. These include outdated working practices, skill shortages, and a complex regulatory environment. To succeed, organisations must foster agility, collaboration, and innovation while investing in talent development and modernising their technology infrastructure. The region's digital maturity and growing internet population offer substantial opportunities, but only those that adapt effectively will thrive in the evolving digital landscape.