Asia’s emerging markets are poised for explosive digital growth. The region’s two largest economies—China and India—already boast some 500 million Internet users, and we forecast nearly 700 million more will be added by 2015 (Exhibit 1). Other emerging Asian nations have the potential to grow at a similarly torrid pace. We estimate that within five years, this billion-plus user market may generate revenues of more than $80 billion in Internet commerce, access fees, device sales, and so forth (Exhibit 2).
To better understand the consumers, growth prospects, and problems, we surveyed more than 13,000 individuals across China, India, and Malaysia—countries at very different stages of their digital evolution.1 The key finding? While there were some notable differences in the types of content consumers favor and the devices they use, significant demand is waiting to be unlocked in all three nations. That could lead to growing markets for digital content and services and to new opportunities around digital marketing, including efforts to reach consumers via Internet sales channels.