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In our survey of thousands of people across 32 emerging and developing nations, we found some notable data points that might have been lost in the fray.

Whether you’re planning your next social media campaign or targeting a new market segment with your onboarding project, these ten insights into how emerging countries are engaging with technology may surprise you.  

Traditional marketing focusing on North American and UK audiences make up a very small portion of the potential online community:


The Pew Research Center surveyed thousands of people across 32 emerging and developing nations about their technology use and how the rising influence of the internet affects their daily lives. But beyond the larger findings, we found some notable data points about specific countries that might have been lost in the fray.

  1. Almost no one in Nigeria, Ghana, Bangladesh and Uganda owns a landline telephone.

  2. Chinese internet users love to shop.

  3. Filipinos love social networking.

  4. Indians and Bangladeshis use the internet for job hunting.

  5. Young Thais are internet enthusiasts.

  6. Politics is a big social media topic in Lebanon.

  7. Ukrainians get their political news online.

  8. Nearly eight-in-ten Russians own a computer.

  9. Venezuelans like taking pictures and videos with their phones.

  10. Many Poles access medical information online, especially women.

About Pew Research Center Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of The Pew Charitable Trusts.

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