India 5th best in online motivation as per Mindshare Digital Normalness Index

16 Aug,2013

By A Correspondent

 

India leads the way with entertainment and information gathering online, but lags behind in the areas of motivation to transact and self-express. This was revealed as part of a report entitled, Are you Digitally Normal? by media agency Mindshare. China is #1 in the study and the US is a low #20.

 

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 and includes India – helping to reveal what really drives us to go online and in which ‘mode’ we are in when we are there.

 

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 (e.g. 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)

 

 

Of the 33 countries, only 14 were above ‘normal’ in their use of digital communications across the four motivation areas when compared to the quality of their infrastructure – leaving the rest, which includes the UK, US, Australia and Japan lagging behind ‘normal’.

 

Said Norm Johnston, Global Digital Leader at Mindshare: ‘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 USA 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!-

 

MxMIndia View: While the overall rank (#5) is good, but transaction and communication/expression ranks (#19) are too low! Cholbe naa!

 

Country Communication /
Self Expression
Rank
Entertainment
Rank
Information
Rank
Transaction
Rank
Overall Rank
Argentina 15 32 27 14 29
Australia 32 11 17 20 22
Belgium 7 20 20 30 23
Brazil 4 28 14 16 14
Canada 17 15 18 17 16
Chile 2 18 32 4 11
China 1 16 8 1 1
Colombia 21 24 19 9 19
France 22 33 33 12 33
Germany 12 27 9 10 13
Hungary 33 25 15 31 32
India 19 3 4 19 5
Indonesia 14 21 29 13 25
Italy 30 12 2 33 27
Japan 26 31 11 29 28
Malaysia 8 9 12 32 15
Mexico 13 26 22 15 21
Netherlands 18 29 30 23 31
Peru 25 19 24 21 26
Philippines 27 4 3 28 8
Poland 20 13 16 8 10
Portugal 3 17 1 7 2
Russia 24 2 31 18 12
Singapore 9 1 21 6 3
SouthAfrica 29 22 28 25 30
SouthKorea 6 8 23 3 7
Spain 11 6 5 22 9
Sweden 16 5 7 11 6
Switzerland 10 30 10 27 24
Thailand 5 14 25 2 4
UK 28 7 26 5 17
USA 31 10 13 26 20
Venezuela 23 23 6 24 18

 

MDNI Methodology:

1. The research focuses on the motivation of online consumers falling into four areas (self -expression / entertainment / information gathering / transacting). A sample of 33,000 respondents were questioned about whether, and how often, they undertook a range of online behaviours, from blogging to online banking. Statistical analysis was then used to group these behaviours by country and by motivation.

2. In parallel an ‘infrastructure score’ was created for each country by looking at internet availability and the average speed of connection.

3. The two ‘scores’ were then cross-referenced, producing a trendline to map the relationship between the two. This line demonstrated what was typical at any given level of infrastructure, and showed whether a country’s motivation score was above or below ‘normal’ based on the available infrastructure.

 

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