The digital life

Our social networks are increasingly built around digital technology – for work and career matters, in our private lives, and for keeping in touch with friends and acquaintances or making new friends. The unprecedented proliferation of these networks reflects the emergence of technology that is able to meet the needs of all user categories. This chapter examines the extent to which our lives in Germany have already become “digitized”.

Core statements

• Life in Germany is increasingly digital, with broadband Internet and broadband applications impacting almost every sphere of activity.
• The trend towards a more networked society will continue, gaining extra momentum from innovative broadband Internet applications and increasing mobility.
• Communities, forums, blogs and other Social Web applications are experiencing a boom, and are becoming an integral part of our lives.
• Marketing and advertising will have to reinvent themselves in the Social Web. New performance indicators will be needed to ensure the efficient distribution of ever-increasing advertising volumes on the Internet.