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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...Gl

obal

8

S6: First use of the internetBases: All respondents 48804

% ONLINE USERS WHO STARTED USING THE INTERNET LESS THAN TWO YEARS AGO

NAm

1

SEEu

9

DevA

2

MEN

A

22

NWEu

3

EmA

23

Ch

4

Ind

27

LAm

SSA

32

7

...and transformationalGl

obal

39

L2: Personal values and attitudesBases: All respondents 48804

% ONLINE USERS WHO AGREE THAT: ‘IN THE ONLINE WORLD, I CAN BETTER ExPRESS MY FEELINGS’

DevA

19

EmA

55

NWEu

20

MEN

A

61

SEEu

27

Ch64

NAm

32

Ind

66

LAm

SSA

81

34

This leads to greater engagement in the channelGl

obal

61

S5: How often access / Digital Engagement is a composite measure of behaviours and attitudesBases: All respondents 48804

% ONLINE USERS ACCESSING THE INTERNET DAILYHIGHLY ENGAGED IN DIGITAL

NWEu

83Ch

56

NAm

82

LAm

53

SEEu

69

EmA

42

MEN

A

62

SSA

23

DevA In

d

22

57

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