The Digital Index measure adoption of technology in our daily lives. It measures how we use technology, consume entertainment, buy ecommerce and communicate online with others. It analyzes the evolution of many adoption metrics which help understand how this digital index moves.

1. Digital Index
How Digitization Impacts our Lives
Patricio O’GORMAN
June/2023

2. DIMENSIONS OF OUR DIGITAL LIVES
Content category
measures the digitization
of music (RIAA digital %)
and TV series (New
Scripted Shows).
DIGITAL
INDEX
2021
CONTENT SOCIAL
DEVICE COMMERCE
Social category measures the
digitization of our social
interactions as experienced in
Facebook (as a % of adoption in
Global adults).
Device category
measures the adoption of
smartphones (global adult
population), key enabler
for digital services.
Commerce category measures the
adoption of e-commerce as
measured by the growth of the
world’s largest e-tailers (Amazon,
Alibaba and MercadoLibre) in the
quest to reach ¼ of total B2C
Retail eCommerce.
Each category weighs ¼ of Digital Index
The Digital Index covers four critical dimensions from our everyday lives
affected by digitization: Content we consume for entertainment, Social
Media we use to interact with others, Devices we adopt as means to connect
with content (Smartphone) and Online Commerce we use to shop.

3. DIGITAL INDEX
CONTENT SOCIAL
DEVICE COMMERCE
Each category weighs ¼ of Digital Index.
76
97 62
58
73
DIGITAL
INDEX
202
2
+3
vs 2021
+2
vs 2021
+5
vs 2021
-2
vs 2021
+7
vs 2021

4. INDEX EVOLUTION
2021
70
2020
2019
2018
2017
66
63
59
53
+6%
+5%
+7%
+11%
Since the Digital Index uses mostly adoption metrics, it tends to increase over time.
What matters is understanding the rhythm and whether it accelerates or
decelerates.
In 2022, the index
registered the slowest
growth rate in the
years we have been
studying it.
2022
+4%
73

5. 2022 IN DETAIL
73
61
58
+4%
CONTENT
DEVICE
SOCIAL
COMMERCE
2022 showed the strongest category growth
in Commerce (+13%), followed by Content
(+6%) and Social (+3%), while Device (-2%)
showed a very slight decline due to a very
mature smartphone market.
+13%
+6%
-2%
+3%
AVERAGE
2022
2021
2020
70
66

6. COMMERCE 61
COMMERCE
Measures the sum of the revenues of the 3 e-
commerce giants, Amazon, Alibaba and
MercadoLibre, as a % of Global B2C
Commerce.
The index captures the % of global B2C
commerce over a target of 25%.
514
10,54
134,57
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Amazon Rev MeLi Rev Alibaba Rev

7. CONTENT 76
CONTENT
Measures the % of original scripted series originated in OTT services.
Measures the % mix of digital music versus physical music, measured in units sold.
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Digital Music Mix Physical Music Mix
2% 2% 5% 7% 8% 12%
20%
24%
32%
40%
50%
55%
63%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
OTT Shows %

8. DEVICE 97
DEVICE
Measures the installed base of
smartphone devices as a % of
the global adult population.
11,8%
17,9%
26,7%
38,5%
51,7%
64,6%
73,8%
83,9%
93,1%
98,6% 97,8% 98,6%
96,5%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Smartphone Penetration %

9. SOCIAL 58
SOCIAL
Measures the % of Facebook
MAU (Monthly Active Users)
as a % of the Global Adult
Population.
9,6%
15,0%
19,6%
23,9%
27,1%
30,3%
34,4%
39,8%
44,7%
47,9%
51,9%
56,4%
58,3%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
FB Penetration %

10. Digital Index
How Digitization Impacts our Lives
Patricio O’GORMAN
June/2023