2021 Digital Economy Index

We analyzed terabytes of Adobe Analytics data in near real time to uncover powerful insights that help you understand and act on digital commerce trends.


Over 1 trillion

transactions processed.

Over 100 million

unique product sales analysed.

What we learnt

Key insights from the Digital Economy Index

The Digital Economy Index measures inflation in what people are buying in the digital world in the US, UK and Japan. As part of that measurement, we’ve seen that the purchasing power of the US online dollar has increased by nearly 23% over the past seven years in the US and 5% within a year in the UK.

US online purchase power since 2014, UK since 2020 (Data updated monthly):

Why this data matters
Knowing purchase power parity informs a consumer’s buying power online for various goods, helping them make better choices on when and what to buy.

Download the data (.xlsx) ›

What We Learnt - US
What We Learnt - UK

Driving Industries

Industries driving online purchasing power

After analysing the digital economic landscape across multiple countries, here are some categories that are especially influential to the online economy in each country.

 

Our data is updated monthly.

Electronics

 

Furniture and bedding

 

Apparel

 

Grocery

 

Sporting goods

US

Since 2014

prev month

-45%

 

-11%

 

7%

 

-5%

 

-5%

current month

-45%

 

-10%

 

7%

 

-4%

 

-5%

UK

Since 2020

prev month

-6%

 

-7%

 

-19%

 

0%

 

-16%

current month

-5%

 

-6%

 

-13%

 

2%

 

-14%

Japan

Since 2020

prev month

2%

 

4%

 

-23%

 

 

 

 

current month

0%

 

2%

 

-31%

 

 

 

 

Electronics

 

Furniture/bed

 

Apparel

 

Grocery

 

Sporting goods

prev month

-45%

 

-11%

 

7%

 

-5%

 

-5%

current month

-45%

 

-10%

 

7%

 

-4%

 

-5%

Electronics

 

Furniture/bed

 

Apparel

 

Grocery

 

Sporting goods

prev month

-6%

 

-7%

 

-19%

 

0%

 

-16%

current month

-5%

 

-6%

 

-13%

 

2%

 

-14%

Electronics

 

Furniture/bed

 

Apparel

 

Grocery

 

Sporting goods

prev month

2%

 

4%

 

-23%

 

 

 

 

current month

0%

 

2%

 

-31%

 

 

 

 

ADI Consumer Electronics Report

See the latest tech-buying trends in the 2021 Consumer Electronics Report

How the Digital Economy Index helps everyone

Download the full report to get an in-depth look at the global economy and what it means for businesses and consumers around the world. Here’s what you’ll learn:

Pricing trends
Consumers can learn the best times to buy products like electronics, TVs, groceries and more.

Global impact
Companies can understand how their pricing strategies will affect and be reflected in global pricing trends.

Comprehensive insights
Policy makers can develop plans based on online purchase parity power, urban and rural regions and more.

How the Digital Economy Index helps everyone

Download the full report to get an in-depth look at the global economy and what it means for businesses and consumers around the world. Here’s what you’ll learn:

Pricing trends
Consumers can learn the best times to buy products like electronics, TVs, groceries and more.

Global impact
Companies can understand how their pricing strategies will affect and be reflected in global pricing trends.

Comprehensive insights
Policy makers can develop plans based on online purchase parity power, urban and rural regions and more.

Bringing the Digital Economy Index to life

The index was developed by Adobe Digital Insights (ADI) in partnership with leading thinkers and institutions.

 

Austan Goolsbee 

Robert P. Gwinn Professor of Economics at the University of Chicago’s Booth School of Business and former chairman of the Council of Economic Advisers for President Barack Obama.

Pete Klenow

Professor at Stanford University’s Department of Economics, visiting scholar for the Federal Reserve Bank of San Francisco and member of editorial boards for several financial journals.

Get a complete view of your business

Customer Journey Analytics, available with Adobe Experience Platform, fuels the Digital Economy Index. It can also help you to see and understand the context behind every customer’s interaction with your brand.

Get a complete view of your business graph

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