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The Digital Life Index

A Digital-First, Consumer-Centric View

The world has been moving steadfastly toward a digital future. Now, spurred by a global pandemic, the pace of digital transformation has accelerated exponentially.

How are people adapting amid extreme uncertainty, alongside social and physical restrictions? What new trends have emerged and what behaviors will fall by the wayside? What role does technology play to track with this change – now and in the months to come? How do companies need to respond?

The Digital Life index is an ongoing research initiative designed to help business leaders understand how to make insight-led, data-driven, people-first decisions that anchor their digital strategies.

Our research is intended to spark an ongoing dialogue around how outside trends foster new habits, behaviors and mindsets – defining the way people interact with brands and what they expect – and will expect – from companies. We offer recommendations and actions companies can take to remain relevant, competitive and proactive --solving for an unprecedented Now, and equipping leaders for the unknowns of Next.

DLI Overview

Consumers are people living in a digital world

  • Chart depicting consumer at the center of their world, with icons representing home, health, work, education, shopping, finances, food & dining, travel and transportation.

The November 2020 installment of our primary research highlights areas that are affected by life at home: Work & Education, Transportation and Energy. In future installments, we will expand our view to include more industries, sectors and ongoing global trends.

In This Edition

Image of young family at their kitchen island, mom is at work and dad is helping children with school.

The stay-at-home revolution

As pandemic conditions stretch on into an uncertain future, life at home is becoming routine – with the socioeconomic effect rippling across industries. Consumers’ diminished foot traffic, infrequent travel and continued reliance on expanded remote work and learning are reshaping how organizations innovate with these shifts in human nature and what they may mean for their business in the long term.

Read more here

Image of young Asian man, sitting on the floor of his living room by his couch, with his laptop open and dog next to him.

In a not-so-remote future, work and education go digital

Success of remote work programs are changing employee expectations, with many wanting flexibility to work from home in the future. Despite perks, employees are challenged balancing work with day-to-day life and expect employers to provide the digital tools needed to stay connected. For parents, online education is another obstacle, with hands-on classroom activity not always optimized for a digital forum. A return to the office will rely on organizations’ ability to create safe environments at a time when COVID-19 exposure remains a risk.

Read more here

Image of a woman inside a car dealership showroom, phone and printouts in hand, looking at cars.

Convenient connection: High-tech and high-touch in automotive

Concern over COVID-19 is prompting people to lean on personal modes of transportation. When considering new car purchases, drivers remain risk averse and will look for vehicles that are not only reliable, but match their needs and lifestyles. Digital technologies will be expected to be part of that experience in the vehicles they purchase. Though online options for car buying are emerging, drivers still prefer going to the dealership, challenging automotive companies to create in-store experiences that are both personalized and convenient for buyers.

Read more here

Image of a woman inside her house, using a smart touchscreen to change her thermostat settings.

Leading the charge: The future experience of fuel retail & home energy

Increased interest in renewable energy, elevated home energy use and growth of the electric vehicle market is affecting how people want to drive and how they want to power their homes. When it comes to energy supply, the race is on between traditional energy suppliers, retailers and disruptors to capture brand loyalty at the onset of adoption. As competitors put pressure on fuel retailers, organizations have the opportunity to expand services beyond refueling –transforming the gas station into something more than just a rest stop.

Read more here

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Digital map of the world's countries, highlighting the countries this research collected data from: United States, Canada, UK, France, Germany, Italy, United Arab Emirates, Singapore, Japan and Australia.


Data was collected through an online survey sent to 7,000 people in 10 countries, including the United States, Australia, Canada, France, Germany, Italy, Japan, Singapore, the United Arab Emirates, and the UK. We supplemented and compared our findings with secondary research from publicly-available sources.  AI Labs, a research arm of Publicis Sapient, also contributed to this report.

Participant Demographics
  • Chart depicting gender split demographics of our research, showing 51% Male, 49% Female,
    Chart depicting age range demographics of our research,  with 24% of the respondents in each the 25-34 and 35-44 brackets, 18% in the 45-54 bracket, and 14% in the 55-64 bracket, with lower ranges in the 18-24 and 65+ bracket.
    Chart depicting demographics of our research, showing employment figuresof a 59% majority being employed full time, 18% part time, with lesser percentages for unemployment and retirement.
  • Chart depicting household composition demographics of our research, showing 14% live alone, 19% with a spouse or partner, 30% with children and partner, 5% with roomates,  19% parents, 6% multi-generational and 7% other.
    Chart depicting demographics of our research, showing