A study of the world’s online habits has revealed that people in China and the Middle East are the most enthusiastic internet users, reports China Travel Trends.
Digital Life, the largest ever global research project into people’s online activities, covers nearly 90 per cent of the world’s online population in 46 countries. According to China Travel Trends, the study shows that emerging markets are overtaking Western Europe and North America in social networking and "reveals sharp regional differences in patterns of behavior.”
TNS, the world’s biggest custom research company owned by WPP, ranked people’s level of online engagement through the time they spent using it and their attitudes to the technology. China, Egypt, and Saudi Arabia topped the list, with about 55 per cent “highly engaged”. By contrast, only about 42 per cent of internet users in the US and UK were in the same category.
In addition, the study also found that people in China, Latin America, and the Middle East spend more time social networking than they do on email. The research shows four out of five online users in China (88%) and over half of those in Brazil (51%) have written their own blog or forum entry, compared to only 32% in the US.
“The growth in our industry has, is and will be driven by China and the internet, and this report both demonstrates it and the links between the two,” said Sir Martin Sorrell, chief executive of WPP, the world’s largest marketing and communications group by revenues.