Only 6% of German companies exploit the potential of their data

In today’s business world, data is of paramount importance for the success of companies. However, many opportunities in the use of data in Germany still remain untapped. This is the result of a representative study by the digital association Bitkom. In the survey, only 6% of German companies state that they are fully exploiting the potential of the data available to them. In contrast, 60% use their data “rather little” or “not at all”.

Create the foundation for optimal data usage

Data as a factor for competitiveness

“Data and its use are crucial for future competitiveness,” says Bitkom President Dr. Ralf Wintergerst. “Future technologies such as artificial intelligence will only be effective if they can use the necessary data.” Comprehensive use of data is also a fundamental prerequisite for establishing data-driven business models. Here, too, companies have a lot of catching up to do. Currently, data-driven business models contribute exclusively to business success in 2% of companies and very strongly in 5%. Just under half of the companies report a very low (19%) or rather low (30%) contribution of data-driven business models to the company’s success.

Are laws obstructing the use of data?

Companies see legal regulations as a major obstacle to more intensive data use. Due to legal requirements or uncertainties, 44% have already had to abandon their plans for innovations in connection with the use of data several times and 17% at least once. Around half of respondents are in favor of less strict rules regarding data use. Just under two thirds of companies agree with the statement that strict rules force innovative data-driven business models out of Germany. 53% are convinced that the current regulations are wasting economic opportunities.

Data Act: Making data more usable

One of the most recent legal regulations with regard to the use of data is the Data Act, which came into force on January 11, 2024 following its adoption by the Council of the European Union. Following a transitional period of 20 months, the rules must be applied on a mandatory basis throughout the EU from September 12, 2025. The Data Act aims to make greater and better use of data in various areas in the future. The intention behind this is to achieve greater added value through the intensified use of data, for example with the help of new business models.

Although the Data Act will have a significant impact on the handling of data in Germany and Europe, only 7% of companies have so far considered the opportunities and risks of the law. Surprisingly, as many as 46% of respondents are convinced that the Data Act will not affect them – a misconception, as the law is aimed precisely at improving the exchange and use of company data for all players in the economic value chain or making it possible in the first place.

Conclusion: Data is essential for business success

In the digital business world, data is one of the most important resources companies have and is proving to be a key competitive factor. Broader use of data promises productivity and growth. At the same time, sensitive and business-critical data must be adequately protected in order to create incentives to invest in data-driven innovation. The Data Act harmonizes the rules for fair access to and use of data, creating a stable foundation to better exploit the economic potential of growing data volumes and promote a competitive data market.