Incredible but True Rich Countries use digital media less than Poor Countries

Incredible but True : Rich Countries use digital media less than Poor Countries The agency Mindshare has conducted a study on the digital behaviors of people in 33 countries around the world. The objective of this research is to know what really pushes humans to approach a digital communication environment and what motivations they have when in front of the screen. The research findings challenge some of the most widespread opinions about digital behaviors and the use of online media. The more rich you are , the less activity you have in digital environments. Mindshare has established four motivations that push the user to the online world : self-expression or communication , entertainment, information and purchases or transactions . These variables are associated with a benchmark of ' digital normality ' which depends on the quality of digital infrastructure available in each country .. The results challenge some of the most widespread opinions about digital behaviors and the use of online media. The richest countries occupy lower positions because its population is not predisposed to using digital media. In contrast, poorer countries use digital communication above average , because they are more motivated to use the four variables when compared with the quality of its infrastructure. Brazil is ranked No. 14 in the ranking published by research , Russia is the 12th , India the 5th and China is the first in the ranking. By contrast, countries with higher purchasing power occupy lower positions because their population is not oriented to digital communication . This is the case of the UK ( ranked No. 17 ), the United States (20th) , Japan (28th ) and France ( 33 th) . Spain, which outperforms countries like the U.S. and the UK is in the top group (9th place). Spanish consumers are motivated to use digital media in order to seek information and entertainment, and as a means of personal expression. These three variables are above the world average. However, they lost ground when shopping online. (Source; IPMARK) clementeferrer3@gmail.com Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of advertising and public relations. He is currently President of the European Institute of Marketing.