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
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