Developing countries more digitally engaged

Digital engagement is higher in rapid growth markets than in mature nations such as the UK, research has shown.

In China, more than half (54 per cent) of people are highly involved in digital activity, while in the UK the proportion is notably less on 43 per cent, the study from TNS Global discovered.

In Egypt, the proportion is even greater at 56 per cent, again notably higher than developed markets such as Japan where just a fifth of people were considered to be heavily engaged in using modern computing technology.

Internet use varies between nations as well, particularly in social networking and email activity.

In the UK, email is the most prevalent web-based activity, but in China social networking is the most popular.

The world's heaviest users of social networking, however, are in Malaysia where the average user spends nine hours per week on sites such as Facebook and Twitter.

"The internet is a huge part of life in the 21st century but how it affects our lives varies depending upon where in the world you live," said TNS chief development officer Matthew Froggatt.

"We've seen that in mature markets where people have been online for years and where access is ubiquitous, the internet has already become a commoditised item that consumers take for granted. However, in rapid growth markets that have seen recent, sustained investment in infrastructure, users are embracing these new channels in much more active ways," he added.

Frogatt suggested the burgeoning markets "are leaving those in the developed world behind" when it comes to engaging in new forms of communication.

The Digital Life research project was the biggest ever study looking into people's online activities and behaviour, covering around 90 per cent of the world's online population through 50,000 interviews with people in 46 countries.

"It is the first truly global research into online activities," Frogatt added.

"We are confident that Digital Life will become the new benchmark for information on online consumer behaviour."