‘Largest ever’ study says digital engagement in emerging markets is overtaking mature markets
by Katherine Allen
“What is claimed to be the largest ever global research project into people’s online activities has revealed major changes in the world’s online behaviour. The study, entitled ‘Digital Life’, was undertaken by research company TNS which carried out nearly 50,000 interviews with consumers in 46 countries.
Core data from the study is being made publically available on www.discoverdigitallife.com. The report reveals rapid increases in digital engagement and social networking in fast developing marketing such as Latin America, the Middle East and China.
According to the study, digital sources are the number one media channel for people who have online access, with 60% of online users accessing the internet daily, compared to 54% for TV, 36% for radio, and 32% for newspapers.
Digital engagement in rapid growth markets such as Egypt (56%) and China (54%) is higher than in mature markets such as Finland (26%), Denmark (25%) or Japan (20%). This is despite the fact that mature markets tend to have a more developed internet infrastructure.”
The data display on this site is pretty interesting: