Chart of the Day: An international benchmark of the adoption of digital media and technology by consumers in different countries
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.
Research source
Countries featured in this research
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)