Study Uncovers In-Depth Insights Into Global Internet Users For Marketers

A new study by global management consulting company A.T. Kearney finds that while more than half of the respondents in 10 countries say they are connected to the Internet nearly every waking hour of the day, motivating online consumers to make purchases is no easy task for marketers.

The study surveyed 10,000 “connected consumers,” those connected at least once a week, but often more, including 1,000 each in the US, the UK, Germany, Japan, Brazil, Russia, China, India, South Africa and Nigeria. In the US, 51% of consumers said they are connected to the Internet either “all day long” or more than 10 times a day. That’s about right in the middle of the 10 countries in terms of Internet connectivity. No. 1 was consumers in Brazil, where 71% said they are connected either all day long or more than 10 times a day. Next was Nigeria with 66%, followed by India with 63%. At the other end of the spectrum were consumers in China and Japan with connectivity on an all-day or more-than-10-hour basis reaching 36% and 39%, respectively. The report found that while in mature countries banner ads and pop-ups often generate “rolls of the eyes” by consumers, in some of the developing countries, they continue to be an effective engagement tool.

Some conclusions of the report include:

• The Debate is not a question of Digital vs. Physical
• Personalization is Not a Cliche Anymore
• The Role of Brands and Retailers Has Changed
• Educating and Storytelling is a Must