Top Story


Home >> Advertising >> Article

International: World online community nears half-billion mark: Nielsen

Font Size   16
International: World online community nears half-billion mark: Nielsen

If the current exponential growth of home internet connections continues, the planet is poised to hit the half-billion mark in the near future, implies the latest survey from Nielsen/Netratings.

Some 429 million people are now estimated to be connected to the internet via a home PC, the study reveals, with nearly half of all US households online compared with one third of homes in the Asia Pacific region and over a quarter in Europe.

Of the total global audience, 41% are domiciled in the US and Canada, a substantial lead over Europe, the Middle East and Africa which accounts for 27% of the whole, and Asia Pacific with 20%. Latin America currently languishes with just 4% of the world audience.

Year-on-year, a greater number of homes in Europe and Asia Pacific now boast a PC and a higher percentage of these are connected to the web. Within the next twelve months, predicts Nielsen, a further 9% and 12% respectively of European and Asia Pacific homes plan to wire into the web.

Among the European surfers, Germany, the UK and Italy dominate, together accounting for over half the European total. Europe and Asia Pacific also reflect a far higher proportion of home (as opposed to work-based) access – more than twice that of the workplace in the Netherlands and Italy.

One in six European adults sought products and services pricing or information via the net, while one in eleven actually made an online purchase. Heading the league table of European browser/buyers are Denmark, Sweden and Switzerland; at the opposite end of the scale are Belgium/Luxembourg, Italy and Spain.

Citizens of the latter nation were the most reluctant to spend their hard earned pesetas online even after seeking product information. Conversely, Swedes pumped krona into cyberspace with 26% of all surfers buying online, 46% of whom did so at least once monthly.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business