For Consumer Product Strategy Professionals

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	August 20, 2009 How Consumers Connect Around The World Extending Digital Media Strategies To Emerging Markets by Julie A. Ask with Michelle de Lussanet, Charles S. Golvin, Seth Fowler, Laura Wiramihardja

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Executive Summary

Forrester forecasts that the number of PC-based Internet connections will grow from 1.2 billion users in 2007 to 2.2 billion — or 25% of the world's population — by 2013. While large, this number doesn't yet include connectivity via cell phones. Some countries, such as Zimbabwe, have limited fixed (PCs) or mobile (mobile phones) connectivity, while others, such as Japan and Norway, have near-ubiquitous fixed and mobile connectivity among their adult population. Engaging with customers and/or your target audience requires a digital media strategy that goes beyond PCs to include cell phones and other portable, connected devices. Global digital media strategists should pursue country-specific tactics based on how their target audience connects to the Internet — if it connects at all.

TABLE OF CONTENTS

• The Global Digital Audience Is Growing At A Rapid Clip
• Digital Media Strategies Must Match The Local Connectivity Mix

RECOMMENDATIONS

• Local Consumer Adoption Of Technology Should Guide Digital Strategy
• Related Research Documents

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