McKinsey’s first annual survey on digital business revealed the three key trends in the sector: big data and analytics, digital marketing and social-media tools, and the use of new delivery platforms, such as cloud computing and mobility. It also found some expectations and obstacles to digital success.

• One-third of executives expect digital business to increase operating income by more than 10 percent over the next three years.

• Nearly half of respondents said their companies’ investments in digital initiatives are too small to deliver on their goals.

• Overall organizational shortcomings and a lack of IT capabilities are cited as barriers to meeting their companies’ technology priorities.

• Of the three key business technology trends the survey asked about, just more than half of all respondents said their organizations have made two of thembig data and analytics, and digital marketing and social tools.

• Executives said their companies view these digital business trends more as offensive strategic weapons than as defensive moves.

* McKinsey’s pie chart (above) shows the percentage of total cost base dedicated to digital business initiatives in a company’s 12-month budget. To view the complete study, please visit McKinsey Quarterly.