Fast growth markets embrace new activities

Fast growth markets show greater interest in new technologies and online activities than developed markets. Social networking, online video and other activities are much newer in these markets, so users are eager to use these as much as possible.

These countries have historically lacked the infrastructure (such as fast broadband, 24 hour access, smartphones etc.) to fully engage with the Internet. Once these limitations are overcome, interest in and use of a range of activities starts to explode.

Boom in online video

There is relatively little difference between the number of people watching videos across formats, whether it's live, on-demand, professionally generated, or made by Internet users. People are most likely to come across videos through search engines and video sharing sites, or to receive recommendations via email or social networks. As a result, brands can't rely on people visiting their website or social network brand page to find video content. They need to ensure that branded videos can be easily found on sites like Google and YouTube and encourage sharing on social networks.

Checking-in breeds loyalty

Few people currently use them, but location-based services can present powerful opportunities for brands to connect with people, based on where they are and what they are doing, offering a high degree of tailored messaging. Many consumers feel that there is a significant benefit to them and are happy to share this information, for the reward that they get when they check in.