More expert business advice from Tom Smith, Research Manager, EMEA, at Universal McCann, as he explains why there’s great difference between social media adoption in developed and developing countries:
“Broadly speaking there is high levels of adoption everywhere. If people are online they are using it. What also surprised us is the fact that the developed markets you would expect sort of to be a head of the curve. You know Western Europe, the US, Australia, tend to lack the internet users from more merging markets like you know Brazil, India, China and we all see the highest levels of adoption in these markets.
There are a number of key reasons why that is. One is that social media is very liberating in markets where there has not really been much self expression, in places like China blogging has been one of the first forms of personal expression and it has been one of the only ways you can interact on a socially on a bigger scale.
There is less competition from traditional media and it’s an independent voice it’s the voice of consumers and there is less technology in homes, less things like games consoles to compete. Social media if you are online is free to use, it costs you nothing and bypasses the need for anything like a telephone that you might not have at home.
So I think we may forget if we have been online for a long time forget what an amazing experience it is to go on and watch video from all around the world or connect with someone on the other side of the world in real time. So it’s generally amazing stuff really.”
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