The document analyzes internet and Facebook usage trends in the "Future 7" emerging markets of Argentina, Egypt, Indonesia, Mexico, South Africa, Turkey, and Vietnam. It finds that while these markets currently only account for 2.5% of global internet users, internet penetration is growing, especially in Indonesia and South Africa. It also notes that Facebook has high usage rates across most of these countries and sees potential for further growth in Egypt and Vietnam.

1. Internet & Facebook Usage
In
The Future 7 Countries
Argentina, Egypt, Indonesia, Mexico, South Africa,
Turkey, Vietnam
Note: There are different opinions regarding the next set of emerging markets after the BRIC countries.
For this report, we’re considering the above “Future 7” (Source: bi-me.com; euromonitor.com).
© Resultrix, 2010

2. • The “Future 7” (F7) are considered the next set of emerging markets
after BRIC (Brazil, Russia, India, China).
• They cover a tenth of the world’s population and have about
3% of the world’s internet users.
Sources: internetworldstats.com; bi-me.com; euromonitor.com
Internet coverage
Country Population Internet users % penetration % of users worldwide
Argentina 41mn 27mn 64.4% 0.4%
Egypt 80mn 17mn 21.2% 0.2%
Indonesia 243mn 30mn 12.3% 0.4%
Mexico 112mn 31mn 27.2% 0.4%
South Africa 49mn 5mn 10.8% 0.1%
Turkey 77mn 35mn 45.0% 0.5%
Vietnam 90mn 25mn 27.5% 0.4%
Total 694mn 169mn 2.5%

3. A small pie?
• They F7 have only 2.5% of the world’s internet users…
Sounds like a small bite doesn’t it??
• Look at the chart again. And see the wonder!
– Note the impressive proportion of internet savvy population in Argentina
and Turkey! Think ONLINE potential…
– Note the considerable potential for internet growth in the
other 5 countries. Most notably in Indonesia and South Africa.
Country Population Internet users % penetration
Indonesia 243mn 30mn 12.3%
South Africa 49mn 5mn 10.8%
Country Population Internet users % penetration
Argentina 41mn 27mn 64.4%
Turkey 77mn 35mn 45.0%
2.5%

4. Facebook is universal
• Facebook seems to be the most popular social network.
• There is potential for Facebook growth especially in Egypt
and Vietnam, where its penetration among internet users is
comparatively lower.
Country FB users
% usage among
internet users
% usage among total
population
Argentina 11mn 42.8% 27.5%
Egypt 4mn 23.9% 5.1%
Indonesia 27mn 91.1% 11.3%
Mexico 15mn 49.1% 13.4%
South Africa 3mn 60.1% 6.5%
Turkey 16mn 45.9% 20.6%
Vietnam 1mn 4.8% 1.3%
Total 78mn
Sources: internetworldstats.com; newmediatrendwatch.com

5. Impressive Facebook growth since ‘09
• Overall, Facebook usage grew by 269% since March ’09.
• Indonesia saw the highest growth rate followed by Mexico.
• Growth in Turkey and Vietnam has been comparatively low.
Country FB users today FB users in Mar ‘09 % growth
Argentina 11mn 3mn 234%
Egypt 4mn 1mn 226%
Indonesia 27mn 2mn 1075%
Mexico 15mn 2mn 602%
South Africa 3mn 1mn 130%
Turkey 16mn 9mn 64%
Vietnam 1mn .94mn 25%
Total 78mn 21mn 269%
Sources: internetworldstats.com; nickburcher.com

6. In conclusion
• Internet penetration is relatively high in the F7.
– Especially in Argentina and Turkey is comparatively high. Almost
half or more people are internet savvy.
– Although, there is potential for internet growth notably in
Indonesia and South Africa.
• Facebook has a large bite of a relatively small pie!
– It is the most popular social network across these countries.
– There is potential for Facebook growth especially in Egypt and
Vietnam, where FB penetration among internet users is
relatively low.