The document discusses how digital media is transforming markets around the world. It notes that for many consumers in rapid growth markets, internet access is new and empowering as digital offers new experiences. These consumers are more engaged with digital channels and willing to have a voice online. As infrastructure continues to improve, consumers in the top tiers of rapid growth markets are poised to increasingly shape the digital landscape. Statistics show these consumers have more recently adopted the internet, see it as transformational, and are highly engaged daily users of digital media.

1. The Digital Landscape
Discover how the world lives online

2. “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

3. 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.

4. 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

5. 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

6. ...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

7. 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

8. Discover how the world lives online