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Australia ranked 2nd in digital connectivity

Despite political brawling, handwringing and a consumer backlash, a respected monitor has found Australia ranks second on a ranking of global digital connectivity, behind only South Korea on the world stage.  

Euromonitor International’s 2017 Digital Connectivity Index ranked Australia’s score ahead of Denmark, Singapore and Sweden, with Japan the only other non-European nation in the top 10. 

" High levels of technological investment and consumer adoption of such tools for digital commerce propelled Australia."

Of the top 10 markets with the highest current scores on the Digital Connectivity Index, all are developed markets with their strength on the home component rather than mobile.

High levels of technological investment and consumer adoption of such tools for digital commerce propelled Australia, which ranked top of the separate Digital Consumer Index.

In a quest for ultimate convenience, these consumers are actively shifting digital purchases from the computer to the on-the-go mobile device.

Country by ranking, according to Euromonitor’s 2017 Digital Connectivity Index

  1. South Korea
  2. Australia
  3. Denmark
  4. Singapore
  5. Sweden
  6. Japan
  7. Norway
  8. Netherlands
  9. France
  10. Switzerland

Staple

Despite its reach and impact on society, it is important to note that the internet has only emerged as a technology for the masses within the last decade. During that time the number of internet users has more than doubled, buoyed by expansion of internet access to emerging markets.

Developed nations led Euromonitor’s rankings in terms of internet access, with many establishing this connectivity two decades ago through fixed-broadband connections in the home followed later by mobile connectivity.

Smartphones and the mobile internet the devices enabled democratised the internet as the cheaper handsets and less costly mobile networks put internet access into the hands of emerging market consumers for the first time.

Michelle Evans is Head of Digital Consumer Research at Euromonitor International

Click HERE to download the full report

The views and opinions expressed in this communication are those of the author and may not necessarily state or reflect those of ANZ.

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