Is digital a viable channel to my customers? With global population of 6.8 billion how much of this audience is viable to get to? According stats 52% of people live in urban locations, there is a 30% internet penetration and 22% of the world is social networking. Now for a stat that should really make you pay attention, globally there are 5.86 billion mobile subscribers globally. A whopping 86% of the global population has a mobile phone.
Some impressive figures, but marketing is all about targeting specific demographics in the populations. In North America internet penetration has reached 77%, 50% of the population use social networks and there are more mobile phones than people (please note by mobile we do not mean “smart phone”). We need to drill deeper and deeper into our data to target specific customer profiles. For healthcare brands trying to target elderly patients, if you’re customers aren’t accessing the internet for information there is a high probability that a close family member will being doing it for them.
What can we conclude from this data?
1. Your customer have access to digital channels
2. Mobile marketing could provide a powerful tool for your communications
3. High mobile usage means that your websites should be optimised for mobile access
4. Social media means that your customers are becoming increasingly connected
Used well digital, communication is powerful tool for your brand in all markets. The internet has provided your customers with instant access to a wealth of free information. They expect to find information on your products and services, and more importantly, whether you like it or not they will talk about you (positively or negatively).
Digital can be a powerful channel for any marketer in any industry sector. In isolation, it can be effective but in combination with other channels, it can be used to amplify the rest of your marketing mix.
Click on the headline for more interesting stats on digital penetration and the full regional breakdown data.