Briefly…Consumers in fast-growth markets are hungry for greater access to the Internet and once they have it, find it quickly begins to change their lives – according to the latest findings released from Digital Life, a global study by TNS, a Kantar company and part of WPP.
The findings show that as advances in infrastructure open up these markets to the wonders of the web, newcomers to the Internet embrace its potential to expand their world and the opportunities available to them. When asked if the Internet helped to improve their self-confidence, just 12 per cent of those online in France and Germany agreed, compared to 42 per cent of Internet users in China, 52 per cent in India and 55 per cent in Vietnam. In South Africa 47 per cent told us the Internet helped to improve their self confidence. This peaks in Saudi Arabia where almost four out of five Internet users (79 per cent) feel more confident online.
“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,” said Matthew Froggatt, chief development officer, TNS. He continued, “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.”
The findings were revealed by TNS’s Digital Life study, the most comprehensive view of how more than 72 000 consumers in 60 countries behave online and why they do what they do, which was conducted during 2011. Interactive data visualisations of the key findings can be found at www.tnsdigitallife.com.
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