{
  "docId": "019dd923-5de0-76bd-a16b-3f278de968a6",
  "docSlug": "120e76b025ca530a",
  "documentTitle": "e-Conomy SEA 2021 Roaring 20s: The SEA Digital Decade",
  "authorId": "Bain",
  "authorName": "Bain",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 23,
  "pageCount": 126,
  "prevPage": 22,
  "nextPage": 24,
  "slideType": "data_table",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 40,
  "notes": "The table uses color intensity to represent adoption percentages, with e-commerce highlighted as a high-adoption category across all segments.",
  "elementsJson": [
    "headline_text",
    "heatmap",
    "callout_box"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a16b-3f278de968a6/23",
  "deckHref": "/decks/019dd923-5de0-76bd-a16b-3f278de968a6",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a16b-3f278de968a6.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a16b-3f278de968a6#slide-23",
  "components": [
    {
      "bbox": {
        "h": 0.12,
        "w": 0.22,
        "x": 0.75,
        "y": 0.68
      },
      "kind": "callout",
      "text": "E-commerce adoption has spread to suburban consumers while remaining sectors continue to be mainly urban practices.",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "756e5d8e-6cc1-4aab-95bc-936fa0cce2ef",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.22,
        "x": 0.75,
        "y": 0.34
      },
      "kind": "callout",
      "text": "Affluent users consider the services an integral part of their modern lifestyle while young digital natives are naturally inclined to embrace the convenience and easy access.",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d6e4ebc0-50dc-4b3b-a6ba-c34841446149",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Adoption rate: 98%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-048f-732a-ac67-c56e5ca5397d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.6,
        "x": 0.04,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "Note: 'Digital adoption' accounts for both active users and lapsed users. Source: Google-commissioned Ipsos e-Conomy SEA Research 2022",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0ba79c87-ff4b-4400-8a03-8603ba2439b0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.68,
        "x": 0.04,
        "y": 0.28
      },
      "kind": "table",
      "text": "Heatmap of adoption percentages by user segment and service category",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0b44623d-7cca-4048-b3f2-34d0fb5ca5d5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.6,
        "x": 0.04,
        "y": 0.08
      },
      "kind": "title",
      "text": "Urban affluent users and young digital natives are the heaviest adopters of digital services",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "66b2e897-6e2c-4283-89ea-382eb0d5d5fb",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24b-906ac89208fc",
      "evidence": "'Urban affluent users and young digital natives are the heaviest adopters'",
      "confidence": 85
    },
    {
      "name": "Data Story Arc",
      "slug": "data-story-arc",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "09e1407c-4ab2-40b7-9278-7ca497bcac6e",
      "evidence": "Adoption rate: 98%",
      "confidence": 0.7
    },
    {
      "name": "Heatmap matrix",
      "slug": "heatmap-matrix",
      "agent": null,
      "layer": "slide",
      "matchId": "f4e8606e-054e-48ee-ae1b-e0a658e4194b",
      "evidence": "Heatmap of adoption percentages by user segment and service category",
      "confidence": 0.8
    },
    {
      "name": "Von Restorff Effect",
      "slug": "von-restorff-effect",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-1804-770a-b24b-97aac8d71ffb",
      "evidence": "Heatmap highlights heavy-adopter cells via colour intensity",
      "confidence": 70
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 62,
      "from": 1,
      "beatId": "019dd95a-07a5-761b-9145-635c21c13065",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Sets context, sizes the $200B economy, walks every sector and the investment climate",
      "position": 1,
      "confidence": 78,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    },
    {
      "to": 62,
      "from": 18,
      "beatId": "019dd95a-07a5-761b-9145-7398bb840758",
      "arcName": "The Mountain",
      "arcSlug": "mountain",
      "beatName": "Rising Action",
      "beatSlug": "mountain-rising-action",
      "evidence": "Despite rough seas, $200B GMV; sectors and investment under pressure",
      "position": 2,
      "confidence": 60,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    }
  ],
  "loops": [
    {
      "to": 25,
      "from": 19,
      "name": "Aha Moment",
      "slug": "03-aha-moment",
      "bestFor": "Data-heavy sections, research findings, analytical arguments",
      "matchId": "019dd95a-088c-724c-b314-134b0e59a14a",
      "evidence": "Page 24 explicitly callbacks 2016 report's 2025 forecast — data delivers the aha",
      "position": 3,
      "objective": "Reveal the $200B mark hit three years earlier than projected",
      "structure": "The Problem/Question -> What the Data Shows -> The Insight",
      "confidence": 80,
      "description": "Establish a tension, present data, then deliver the insight that changes everything"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}