Digital Readiness Report 2020
CCIQ’s Digital Readiness Study is a longitudinal survey of how Queensland businesses use technology. It portrays rates of digital adoption, performance and limitations within Queensland’s private sector.
In this sixth edition of our Digital Readiness series, CCIQ surveyed 343 business leaders representing organisations of various sizes and regions across Queensland and provides insights on the current challenges they face when dealing with technology.
Four main insights from the report are:
Businesses are using social media, but most don’t know if it’s working.
More and more Queensland businesses are using social media in an attempt to reach and engage customers. At least half believe that social media has played a part in helping them grow their business. However, this is just a belief; most survey respondents are not adequately measuring the performance of their social media activities, so they cannot definitively report a return on their social media spending. Noticeably fewer businesses are using Facebook than were doing so in 2018.
The National Broadband Network (NBN) is fuelling cloud-based business.
Three out of four businesses are now accessing high‑speed internet connection through NBN. This could be why 50% of survey respondents say their business is now fully in the cloud, with another 28% reporting that they have migrated more systems into the cloud in the past year.
More businesses are covering data management and data security risks.
Businesses are getting with the program when it comes to best practice customer relationship management (CRM) and data security. More businesses are using CRM software, and one-third are confident that they are managing their customer database to its full potential. Half are confident their customer data is accurate, and 77% are confident their data is secure.
Businesses are less optimistic about their ability to get an advantage from technology.
The number of businesses expressing optimism about using technology into the future remains high at 78%, but this has dropped from 90% since 2016. The number of respondents reporting a pessimistic view has doubled from 10% to 20% during the same period. This drop of confidence could be linked to a lack of digital know-how. Six in every 10 businesses still do not have a digital marketing plan, most spend less than 5% of their annual budget on technology, and 35% believe advances in technology unfairly favour corporations over smaller businesses.
Forty-seven per cent said the Queensland Government is not doing enough to help them compete in a digital world. The results of this year’s study highlight that most Queensland businesses remain slow to adopt digital solutions. The recent but long overdue uptake in CRM software and other cloud‑based applications indicate that businesses will invest in technology when they fully understand the financial benefits or when legislation mandates higher levels of compliance. Digital technologies often disproportionately benefit the small and medium enterprise (SME) sector, as smaller businesses are more nimble and able to quickly incorporate new business systems. SMEs need to be more open and proactive in using technology as an advantage against larger competitors. Governments and the information and communication technology industry can support the mind-shift by profiling those SMEs which are successfully using technology to grow, and by targeting incentives to established, profitable SMEs who are willing to incorporate digital technology for better results.
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