The document discusses how digital media is transforming how consumers engage with media globally. It notes that for many in rapid growth markets, internet access is a new experience and digital offers opportunities to engage in new ways. This leads to consumers who are more engaged in the digital world and willing to have a voice online. As infrastructure improves, consumers in these markets are positioned to become highly engaged digital users. Data shows digital is already the primary daily media for many online users globally, including in rapid growth markets, leading to greater engagement in the channel.