We're fortunate to have regular quality research on how consumers use digital media from the UK government Office of Communications, OfCom. I have been following their research for several years now since they provide some of the best quality benchmarks with at least one thousand people. Each August OfCom publish a report on the UK consumers use of telecoms including digital media (download the 2017 Communications Market report).
This latest report, released today, features an international benchmark which helps compare the 'digital readiness' of different countries based on their consumer's use of telecoms. Here is the summary which shows which are the leaders in each of the seven countries featured in terms of different measures of digital technology adoption.
This infographic is something of a 'smorgasbord' to whet your appetite. For marketers, I recommend the more detailed analysis of digital media, see the section starting on p130(!) which covers Internet and Online content (download Internet and online content research only). It has the latest social network comparison for the featured countries and also considers cybersecurity perceptions, online banking, and news sources.
Although the infographic focuses on 7 key markets, the full report contains online usage data across 16 comparator countries.
1. France (FRA)
2. Germany (GER)
3. Italy (ITA)
4. The United States (USA)
5. Japan (JAP)
6. Australia (AUS)
7. Spain (ESP)
8. Sweden (SWE)
9. The Netherlands (NED)
10. Poland (POL)
11. South Korea (KOR)
12. Brazil (BRA)
13. Russia (RUS)
14. India (IND)
15. China (CHN)
16. Nigeria (NGA)
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder of Smart Insights and creator of the Smart Insights RACE Planning Framework. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave has contributed his expertise to many of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. His personal site, DaveChaffey.com, lists his latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask Dave a question.
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