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