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The Digital Landscape

“The internet has been the most fundamental change
during my lifetime and for hundreds of years. Someone
the other day said… ‘It’s the biggest thing since writing’”
Rupert Murdoch

When adopted, digital becomes the primary media channel for consumers and
is already the leading channel for online users in many rapid growth markets
as well.
For consumers in these markets, internet access is often a new experience
and so these consumers are not tied to legacy uses of the internet. Digital
is transformational for these consumers, and offers opportunities to engage
in new experiences. It is therefore is more aspirational activity than for
consumers in mature markets where the internet has become a more
commoditised experience over time.
This leads to consumers that are more engaged in the category,and willing to
be more active and have a voice in the digital world.As infrastructure improves,
consumers in the top tier of rapid growth markets are well positioned to rule
the world.

Amongst online users, digital is the primary daily media channel and is already making inroads
into rapid growth markets
NAm 82
Ind 22
NWEu 83
EmA 42
SEEu 69
LAm 53
DevA 57
MENA 62
Ch
SSA 23
56
S5: How often access / i10: Usage of offline media
Bases: All respondents 48804
DIGITAL
TV
RADIO
NEWSPAPER
MAGAZINE
61
54
36
32
14
PERCENTAGE WITH DAILY ACCESS

For the emerging world, digital access is new...Global
8
S6: First use of the internet
Bases: All respondents 48804
% ONLINE USERS WHO STARTED USING THE INTERNET LESS THAN TWO YEARS AGO
NAm
1
SEEu
9
DevA
2
MENA
22
NWEu
3
EmA
23
Ch
4
Ind
27
LAm
SSA
32
7

...and transformationalGlobal
39
L2: Personal values and attitudes
Bases: All respondents 48804
% online users who agree that: ‘In the online world, I can better express my feelings’
DevA
19
EmA
55
NWEu
20
MENA
61
SEEu
27
Ch
64
NAm
32
Ind
66
LAm
SSA
81
34

This leads to greater engagement in the channelGlobal
61
S5: How often access / Digital Engagement is a composite measure of behaviours and attitudes
Bases: All respondents 48804
% ONLINE USERS ACCESSING THE INTERNET DAILY
HIGHLY ENGAGED IN DIGITAL
NWEu
83 Ch
56
NAm
82
LAm
53
SEEu
69
EmA
42
MENA
62
SSA
23
DevA
Ind
22
57

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