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Brief Published: 23 Aug 2013

Mindshare Poll Reveals ‘Digital Norms’


New research published this month by global media agency network Mindshare provides an insight into what motivates consumers to go online.

Mindshare questioned a sample of 33,000 consumers worldwide on a range of online behaviour. Four motivational areas were identified: self-expression, entertainment, information gathering and transacting.

The report – titled Are you Digitally Normal? – matched motivations behind online behaviour against a “normal” benchmark for each country, created by looking at the quality of digital infrastructure available to each country.

Key findings include:

  • China scored top for consumers using the internet for self-expression and transactional purposes.
  • India came top for using the web as a source of information, but lags behind in the league tables for self-expression.
  • Despite being the world’s richest nation, US web users are less motivated to go online for transactional purposes than almost every other country in the world.
  • Users in the Philippines rank highly for seeking out information on the web, while Thai users were second only to China in using the web for transactions.
  • All four BRIC countries (Brazil, Russia India and China) had higher than normal motivation for web use across all four categories, compared to the quality of their infrastructure.

For more insights into how and why consumers use the web, take a look at Social Media: Passive Voices, US Teens and Social Media and Digital Divas.