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.