Pakistan at top spot in tech adoption

Pakistan is ranked at the top position across the world in the adoption of technology, according to a research study of Ipsos, as citizens strongly believe modern technology can help solve future problems.

At the launch of its flagship survey "Ipsos Global Trends" in Pakistan on Friday, Ipsos Global Chief Knowledge Officer Simon Atkinson said, "Pakistanis believe the adoption of technology is going to create more jobs instead of taking their jobs (which is a general fear in most parts of the world)."

Eighty-nine per cent of Pakistanis agree "we need modern technology because only this can help solve future problems", while only 9% disagree.

The result of the survey was based on 50,000 interviews conducted across 50 countries representing 90% of the global gross domestic product (GDP) and 75% of the global population. The adult-survey was conducted between February 15 and April 23, 2024.

Ipsos unveiled the study results at an event at HBL Tower in Karachi, which was organised in collaboration with Brain Child Communications and Habib Bank Limited. The session featured the key values and beliefs of Pakistanis, comparing them to global trends and suggesting a roadmap for the future.

Out of the 50 countries surveyed, Pakistan was ranked fifth in the adoption of artificial intelligence (AI), as 69% citizens agreed "technological advances like artificial intelligence will create more jobs than they destroy." Only 23% disagree on that question.

Pakistan, however, was at the bottom 10th position in life expectancy above 100 years. Only 24% citizens believe they will live for 100 years while 56% believe otherwise.

The country got top position in switching to electric vehicles (EVs) from oil-based engines, where 84% of the citizens surveyed stressed that it was important that people switch to electric motors in cars, while 11% disagreed.

"Pakistan leads the demand for EV adoption signalling an opportunity to align government policies and automotive sector initiatives," Atkinson said.

A statement added that during the session the study revealed distinct characteristics that set Pakistan apart – Pakistanis exhibit a unique blend of traditionalism (emphasis on family and religion), nostalgia (longing for the past) and status consciousness (valuing material goods, global brands and career success).

They prioritise physical over mental health. While concerned about discrimination, they are generally more optimistic and happier than the global average.

Despite these distinct traits, they share global concerns about wealth inequality, appreciate quality customer experiences, value individual autonomy and embrace a present-focused mindset due to an uncertain future. A key takeaway is the need to leverage technology, social media, youth and women, build brand trust and capitalise on the nation's optimism to address societal divisions, economic disparities and climate change.

The survey findings offered invaluable insights, guiding businesses such as fast moving consumer goods (FMCGs), media communications and banking groups to drive growth and economic upbringing.

The event, attended by prominent business leaders, marketing gurus and advertisers from private-sector blue chips and multinational corporations, featured opening remarks from Brain Child Communications CEO Farhan Khan. It was followed by presentations by Ipsos Pakistan CEO and MD Abdul Sattar Babar, who introduced the global trends study.