Each year, the World Economic Forum (WEF) publishes its Global IT Report ranking national economies on their ability to make the best use of information and communication technology (ICT).
This time the US has been knocked off the top spot by Singapore and some of the Nordics, though this is more a factor of other nations improving rather than any decline on its own part. In the transatlantic marketing context of this blog, what's interesting is the the difference between the US and UK.
Essentially, the US still leads the pack, while the UK moves up three to twelfth position. Compared with other major European economies, i.e. Germany, France and Italy, Britain is high in the rankings. However, the gap between the US and UK reveales a difference in attitude when it comes to the use of ICT in society and its role in the wider economy.
Americans have long been quick to adapt to new ideas in all sorts of areas, so integrating technology into their lives seems natural. Though hugely innovative - the Internet itself was invented by a Brit - the British tend to follow in this area, taking their time over the decision and waiting until the time feels right. The UK's late ascendance of the WEF rankings bears this out.
As the first overseas territory US technology companies tend to expand to, managers looking for success in the UK market need to be aware of this cultural difference. They'll need to communicate ideas well in a way that's relevant to a British audience and must prepare to be patient as consumers and purchasers get used to new ideas.
What's noticable in the UK however is that when people like a new technology, they can't get enough of it. Three years ago, not many people owned a DVD player. Today, they're giving them away free with morning newspapers.
