DiMAx ranks countries on their potential to generate earnings from digital media. According to this year's DiMAx results, emerging markets are primed for accelerated digital media adoption due to condensed technology adoption rates and increasing digital media consumption, especially among millennials and Generation C. Four emerging market countries - China, India, Mexico, and Russia - top the DiMAx index for digital earnings potential, having characteristics like large populations of young, connected consumers and rapid rates of broadband and smartphone growth. The document encourages viewing each market's relative benefits and costs to determine the best opportunities for digital media growth.

1. DiMAx ranks countries on their potential to generate earnings
from digital media
DiMAx country rankings:
Riding the new wave of
digital growth
This year’s results from DiMAx, EY’s proprietary
Digital Media Attractiveness Index
Emerging markets are primed for accelerated digital media adoption —
condensed rates of technology adoption and digital media consumption
Millennials and
Generation C
Smartphone
adoption
Broadband
penetration
Disposable
income
Accelerated digital
media adoption
Content
25%
Emerging market
consumers who
are 14 years old
or younger, compared
with 16% in
developed markets1
Growth in smartphone
shipments between
2014 and 2018 within
key emerging markets,
including India,
Indonesia and Russia2
200%
The number of
broadband connections
by 2016 in the
emerging markets in
our index — twice that
of developed markets3
2b
BRIC households
that have an income
over US$10,000 —
more households than
the US and the
Eurozone combined4
268m
Fine-tune your growth strategy by viewing digital market potential
through the lens of benefits vs. costs
Market benefits vs. market costs
Four emerging market countries top DiMAx for digital earnings potential
>500m wireless broadband connections by 2016
534m between the ages of 15 and 39
In three years added 3.5 times as many digital
video viewers as the US
China
>300m wireless broadband connections by 2016
Average age by 2020: 29
4th in content consumption, but ubiquity of media
consumption has not yet translated into significant
industry revenue
India
3rd in cost attractiveness among emerging markets
in our index
US$11k in per capita consumer spending — the highest
among emerging markets
Only 21% smartphone penetration
Mexico
14th
in media FDI restrictiveness due to new
restrictions on foreign ownership of mass media
Russia
Are you ready to catch the wave?
For more findings, download our latest report:
www.ey.com/RidingTheNewWave
Market costs
High Low
Marketbenefits
High
Low
1 Principal
markets
2 Big bets
3 Long-term
options
4 Low-hanging
fruit
United States
Japan
UK
Germany
China
Brazil Russia
India
Indonesia
Argentina
Mexico
Saudi Arabia
Australia
France
South Korea
South Africa
Big bets
Offer huge opportunity and scale
but come with inherent
challenges and risks.
2
Long-term options
Come with challenges and may lack
the scale or levels of technology
adoption to be attractive at this stage.
3
Low-hanging fruit
Attractive and low-risk options
to add incremental return, but
not transformative.
4
Principal markets
Any digital media growth strategy
should consider the value and
stability these markets offer.
1
87% broadband and 50% smartphone penetration
Identify your growth markets in real time
Learn more about our customizable tool, DiMAx Interactive:
www.ey.com/DiMAxInteractive
© 2015 EYGM Limited. All Rights Reserved. ED None
EYG No. EA0092 WR #1502-1396609
1
The Nielsen Company 2
Terrapinn Holdings Limited 3
Ovum 4
ICEF Monitor
1
US
11
Mexico
16
Argentina
13
Brazil
6
France
4
UK
14
Saudi Arabia
9
India
12
South Africa
2
Japan
15
Indonesia
8
Australia
10
Russia
5
China
3
Germany
7
South Korea