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Understanding Global Digital Tendencies

Posted on 11.13.2014

The Internet has truly made the world a global community and in order for advertisers to make the most out of their digital efforts it’s important that they understand each country's digital tendencies.

A.T. Kearney, a global management consulting firm, has released a new survey titled “Connected Consumers Are Not Created Equal: A Global Perspective” that details the difference in consumers' Internet habits from around the world.

The study surveyed 10,000 “connected consumers” that say they connect to the Internet at least once a week. The study includes responses from approximately 1,000 consumers in each of the following countries: the United States, the United Kingdom, Germany, Japan, Brazil, Russia, China, India, South Africa and Nigeria.

One of the most interesting findings from the study was the difference in engagement rates between social network users in the U.S. and in China. Not surprisingly the most popular social network for U.S. consumers was Facebook with 81 percent of those studying claiming to have an account. However, just 51 percent responded saying that they are very active and actually post on the network instead of just reading their feeds. On the other hand, in China 99 percent of those studying claimed to have an account on the social network Qzone and of those 99 percent, 80 percent claimed to be very active and post on the network.


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Another intriguing finding from the study was the difference in effectiveness for banner and pop-up ads around the world. For example, just 7 percent of U.S. respondents said they click on banner advertisements and just 6 percent saying they find them relevant. However, in India and China, the perception of banner ads is much different with 84 and 83 percent respectively claiming to click on banner ads. The difference is even larger in Nigeria where 93 percent of respondents said they click on banner ads and 70 percent claim to find them relevant.

While the Internet allows for users from around the world to communicate with one another, it is important to remember that each country has their own tendencies and to truly connect with users in another country you must first understand their digital tendencies. 

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