New Delhi– Only 13 per cent of the companies across the world used digital technologies to drive both growth and efficiency, a survey said on Thursday.

The joint survey by the Internet and Mobile Association of India (IAMAI) and Accenture India revealed that 34 per cent of the companies focused on the digital mode to ensure new levels of efficiency only whereas 44 per cent utilised it to drive only new avenues of growth.

The study encompassed 931 senior executives from large companies from 21 countries, including India.

According to the report, 64 per cent executives feared for their company’s survival if they were unable to deliver on these two imperatives — growth and efficiency — with their digital investments.

“Companies no longer perceive digitisation as an end. Instead, it is an ongoing process aimed at two objectives — greater operating efficiency and new customer experiences,” said the report, unveiled at the Chief Digital Officers’ Summit organised by IAMAI here.

“Realising the potential of digitisation, 96 per cent of the senior executives surveyed say they are investing in digital to pursue these twin goals,” it added.

The report said that some of the leading retail companies have started leveraging digital technologies like virtual reality to enhance in-store customer experiences and drive sales, simultaneously adopting the digital to optimise operations and achieve higher operational efficiencies.

“As many as 84 per cent of the executives across sectors believe that delivering differentiated customer experiences will strengthen their competitive advantage,” said the report. (IANS)