“Internet penetration and usage continues to grow across
households and individuals,” said Richard Goosey, of
Nielsen//NetRatings. He continued:
“In Europe, the Middle East and Africa,
Germany continues to dominate in terms of absolute numbers of
households and people with internet access, recording the largest
increase in the number of people and households gaining internet
access. In Latin America, Brazil is the dominant internet market,
while in Asia Pacific, South Korea continues to hold its top
ranking, though Singapore experienced strong growth in Q4.”
The Q4 reports also identified demographic characteristics of
global internet populations. “In Europe and Latin America,
household access to the internet is skewed toward homes where the
head of household is age 35 or younger,” Goosey said,
concluding:
“In Europe, internet access is also most
common in homes that are headed by men with university degrees. The
same is true in Asia Pacific, where homes headed by men with
university degrees are also most likely to have internet access,
though age is not a determining factor in that region.”
