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India stands fifth in online motivations study: Mindshare

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India stands fifth in online motivations study: Mindshare


India takes fifth place in online motivations study, according to new research by Mindshare, titled ‘Are you Digitally Normal?’ The 2013 Mindshare Digital Normalness Index (MDNI) research challenges some of the world’s widest held preconceptions about the motivations for the use of digital media by 33 nations across the globe, from Australia to the US – helping to reveal what really drives us to go online and in which ‘mode’ we are in when we are there.

Using a methodology that looks at the motivations behind online behaviour, India leads the way with entertainment and information gathering online, but lags behind in the areas of motivation to transact and self-expression.

The methodology of the research saw the motivations behind online behaviour (self –expression/ entertainment/ information gathering/ transacting) matched against a ‘normal’ benchmark created by looking at the quality of digital infrastructure ( penetration and quality of connection) available in the country, Mindshare also has revealed:The US is among the least motivated (31st) for using digital media for self-expression, being beaten by neighbour Canada at 17th. Instead, things traditionally associated with self-expression (for example, blogging) are driven by a desire to be entertained.

  • South Korea, one of the most advanced digital nations in the world, lays only 23rd globally when it comes to being motivated to search for information, whilst scoring highly on all other motivations.
  • The UK is below ‘normal’ in its motivation to use digital communications across the four areas (17th) when compared to the quality of its infrastructure, as are the USA (20th) and Japan (28th)
  • The BRIC countries are all above ‘normal’ in their use of digital communications across the four motivational areas when compared to the quality of their infrastructure (Brazil 14th, Russia 12th, India 5th, China 1st)
  • Chile is the most advanced (ahead of ‘normal’)Latin American country (11th) beating  Brazil (14th), Venezuela (18th), Colombia (19th), Mexico (21st), Peru (26th) and Argentina (29th)
  • Portugal is the most advanced European country (2nd), beating Sweden (6th), Spain (9th), Poland (10th), Germany (13th) and the UK (17th)

Norm Johnston, Global Digital Leader at Mindshare said, “This new research is a fresh way of looking at online national audiences and shows the importance of understanding that every group is motivated by different reasons when they go online – and when in these different ‘modes’ they need to be communicated with in bespoke ways, making the use of Adaptive Marketing techniques vital. The research also challenges our pre-conceptions; for example, the US is the world’s richest nation, but with people who are less motivated to go online for transaction (26th) than almost every other nation on the planet.”

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