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The Digital Landscape




Discover how the world lives online
“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


PERCENTAGE WITH DAILY ACCESS
S5: How often access / i10: Usage of offline media
Bases: All respondents 48804


                                                     NAm                                  82


                                                     NWEu                                 83
DIGITAL
                                             61
                                                     SEEu                            69
TV
                                        54           DevA                  57

RADIO
                                                       Ch              56
                             36
NEWSPAPER                                             Ind   22
                        32
                                                     EmA         42
MAGAZINE
           14
                                                      LAm             53


                                                     MENA                       62


                                                      SSA   23
For the emerging world, digital access is new...



% ONLINE USERS WHO STARTED USING THE INTERNET LESS THAN TWO YEARS AGO
S6: First use of the internet
Bases: All respondents 48804




                                                                      32
                                                                27
                                                   22     23



  8                                           9
                                       7
                            3    4
            1       2
                                                                      SSA
           NAm


                   DevA


                          NWEu


                                 Ch


                                      LAm


                                            SEEu


                                                   MENA


                                                          EmA


                                                                Ind
Global
...and transformational



% ONLINE USERS WHO AGREE THAT: ‘IN THE ONLINE WORLD, I CAN BETTER ExPRESS MY FEELINGS’
L2: Personal values and attitudes
Bases: All respondents 48804




                                                                        81



                                                                  66
                                                             64
                                                      61
                                                55



39
                                          34
                                    32
                            27

            19      20
                                                                        SSA
            DevA


                   NWEu


                           SEEu


                                    NAm


                                          LAm


                                                EmA


                                                      MENA


                                                             Ch


                                                                  Ind
Global
This leads to greater engagement in the channel



         % ONLINE USERS ACCESSING THE INTERNET DAILY
         HIGHLY ENGAGED IN DIGITAL
S5: How often access / Digital Engagement is a composite measure of behaviours and attitudes
Bases: All respondents 48804




              83     82


                           69

61                                62
                                          57      56
                                                         53


                                                                 42




                                                                         23     22
                                                                                Ind
              NWEu


                     NAm


                           SEEu


                                  MENA


                                         DevA


                                                 Ch


                                                         LAm


                                                                EmA


                                                                        SSA
Global
Discover how the world lives online

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The digital landscape

  • 1. The Digital Landscape Discover how the world lives online
  • 2. “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
  • 3. 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.
  • 4. Amongst online users, digital is the primary daily media channel and is already making inroads into rapid growth markets PERCENTAGE WITH DAILY ACCESS S5: How often access / i10: Usage of offline media Bases: All respondents 48804 NAm 82 NWEu 83 DIGITAL 61 SEEu 69 TV 54 DevA 57 RADIO Ch 56 36 NEWSPAPER Ind 22 32 EmA 42 MAGAZINE 14 LAm 53 MENA 62 SSA 23
  • 5. For the emerging world, digital access is new... % ONLINE USERS WHO STARTED USING THE INTERNET LESS THAN TWO YEARS AGO S6: First use of the internet Bases: All respondents 48804 32 27 22 23 8 9 7 3 4 1 2 SSA NAm DevA NWEu Ch LAm SEEu MENA EmA Ind Global
  • 6. ...and transformational % ONLINE USERS WHO AGREE THAT: ‘IN THE ONLINE WORLD, I CAN BETTER ExPRESS MY FEELINGS’ L2: Personal values and attitudes Bases: All respondents 48804 81 66 64 61 55 39 34 32 27 19 20 SSA DevA NWEu SEEu NAm LAm EmA MENA Ch Ind Global
  • 7. This leads to greater engagement in the channel % ONLINE USERS ACCESSING THE INTERNET DAILY HIGHLY ENGAGED IN DIGITAL S5: How often access / Digital Engagement is a composite measure of behaviours and attitudes Bases: All respondents 48804 83 82 69 61 62 57 56 53 42 23 22 Ind NWEu NAm SEEu MENA DevA Ch LAm EmA SSA Global
  • 8. Discover how the world lives online