Emerging Countries are now Embracing Digital [Study]

According to the latest findings from Digital Life, a study from TNS, internet users in emerging markets, especially those from Brazil, Russia, India, and China, are now engaging in a range of online activities when compared to those from Western Europe and the US.

As infrastructures advances in these regions, web access becomes more available than ever. This also allows newcomers to embrace the potential of the internet to expand their world and explore many opportunities.

TNS’s poll of 72,000 people across 60 countries found that 79% of Saudi Arabian netizens displayed high confident levels as web becomes more accessible, followed by 55% in Vietnam, 52% in India, 42% in China, and just a mere 12% in Germany and France.

Matthew Froggatt, Chief Development Officer at TNS, said ” We have seen that the Internet can become addictive; some of the most engaged are those people in markets where Internet access has been limited – as soon as the infrastructure becomes available people make the most of it.’’

‘‘Really understanding this emotional connection to the internet presents significant opportunity for companies who need to reach consumers in new markets to build their business.” Froggatt added.

The online population in Turkey having to write blog posts at least weekly stood at 44%, surpassing 43% in China and India, 40% for Italy, and 39% for Mexico. In contrast to this, both the US and UK only managed to hit up 14%.

In India and China, the amount of users logging on to the web every day was 20%, a figure that is higher than those watching TV daily. However, TV still holds sway in areas where the digital infrastructure is somewhat deemed to be limited.

Talking on the same medium, based on the research towards participants watching TV every day, Egypt scored 91% against 62% going online for leisure purposes. These figures surpassed Thailand on 88% and 62% respectively, and 89% and 38% for the Philippines.

Elsewhere, more common in fast-growth markets is the use of internet through mobile handsets where 68% of those in South Africa accessed online via their mobile phone on a weekly frequency and spend seven hours using the mobile web, surpassing PC access registering six hours. Similarly, Kenyans recorded sic hours a week to the mobile web compared to five hours on PC whereas Nigerians rose to eleven hours and six hours respectively.

The global average for mobile access to the internet on a weekly basis stood at 36% based on the respondents, coming in at 49% from China, shifting up to 53% in Singapore. Specifcally, in Nigeria, 62% of those surveyed now are involved in a range of online banking services, followed by 25% in Vietnam and 20% in Chile, surpassing a global norm of 9%.

Commenting on the above, Froggatt said “Introducing people to the Internet for the first time in its mobile format has a huge bearing on their response and engagement with it. Their experience of the Internet is imbued with all the other benefits and excitement these markets see in mobile: opportunities to develop new business models, make new connections, participate in new markets and access infrastructure like banking.”

Overall, the study showed that the most enthusiastic adopters of new products and services come from those internet users based in fast-growth markets. Among other services where potential lies in these regions include timeshifted TV where Brazil and Indonesia scored an uptake of 30%, followed by 29% in Vietnam and 27% in India, well above the international standard standing at 22%.

‘‘Consumers in more developed markets are already feeling jaded by volumes of ‘digital waste’ thrown at them by brands in social networks. Companies need to find a way to cut through this noise with more personalised approaches based on attitudes and behaviours of online users in different markets,” concludes Froggatt.

Data sourced from Digital Life, TNS; additional content by MP Staff