Megatrends: Digital Living–The Next Billion Internet Users

November 2022

This strategy report focuses on the next billion internet users, who they are, where they come from, and their needs, priorities and activities while using the internet. The report explores key markets, where opportunities come from, especially the demographic and economic drivers of the next billion internet users. It also includes case studies highlighting the strategies of leading companies to tap into the opportunities that arise through the emergence of the next billion internet users.

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Key Findings

Southern Asia and Africa will contribute the most to the next billion internet users

The world is expected to have its next billion internet users by the end of 2027. Countries from Southern Asia and Africa will be the main contributors to the next billion internet users, based on the Euromonitor International forecast.

Internet connectivity becomes a priority for both business and government

Internet connectivity is among the UN’s Sustainable Development Goals. The aim is to ensure economic development as well as essential services to populations such as education, healthcare, employment, governmental services and others. The target is supported by governmental organisations and business across the globe.

A rising middle class in emerging economies fuels the number of internet users

Between 2022 and 2027, emerging economies will post considerable economic growth. With a large share of the global population, these countries will see a sizeable increase in connected middle-class households.

Urban centres stand out as hubs for the next billion internet users

The next billion internet users will be driven by a substantial rise in the share of urban consumers. Driven by continuous urbanisation and population growth in urban centres, a growing number of consumers primarily in emerging economies will be new internet users.

Rise in digital consumers provides significant growth opportunities for businesses

Businesses will benefit from the emergence of the next billion internet users by positioning themselves to be able to reach these digital consumers and by catering to their specific needs. Applying lessons from developed markets and a long-term focus will be effective strategies.

Key findings
Internet access is a necessity for global consumers
Developing and emerging countries still lag in internet connectivity
Almost three billion people remain offline across Asia Pacific and Middle East and Africa
Country profile: India
Country profile: China
Country profile: Pakistan
Country profile: Indonesia
Country profile: Nigeria
Driving trends
Steady economic growth in emerging markets fuels connected middle class
Rising incomes fuel a sizeable higher-income middle class in emerging economies
Country profile: China sees substantial increases in middle-income households
Country profile: India’s economic growth fuels sizeable increase in middle class
Rising internet usage and online shopping fuel opportunities in the digital economy
Internet connectivity for the ageing generation is a strategic governmental priority in China
Case study: China’s e-commerce platform JD.com provides first 5G smartphone for seniors
Percentage of Households with Access to Internet, by age group
Percentage of Households with Access to Internet, by age group
Generations have different digital habits
Urbanisation will drive the next billion internet users
Population growth and rural consumers moving to cities fuel urban, connected populations
Country profile: India’s urban centres will boost the number of internet users
Country profile: Pakistan to see the fastest growth of its urban population
US shows strongest growth in internet users among advanced economies
The next billion internet users: Implications for businesses
Opportunities and challenges
Case studies: Tech giants are investing in developing countries’ digital infrastructure
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