Accenture researched digital consumers across eight countries and provided suggestions for brands who wish to engage new audiences in digital markets.

Primary and secondary data-driven research, including a survey of 3000 consumers across eight countries, was conducted from July 13 to August 13, 2022.

Key findings include:

1.) Over one billion “digitally astute” consumers will enter the market across Bangladesh, Egypt, Ethiopia, India, Indonesia, Kenya, Nigeria, and the Philippines over the next 10 years.
— 40% of the world’s 50 largest consumer companies had no presence in these countries.
— China and India have increased their digital investments in these markets by 25% and 15%, respectively, since 2016.
— Since 2017, digital commerce revenues in these eight countries have quadrupled and equated to $211 billion in 2022.
2.) 83% of Gen Z respondents interacted with brands through social media and websites, even if they didn’t buy from them.
3.) 80% of respondents said they use online channels such as search engines, social networks and videos to research products or services before purchasing.
— 76% of respondents said they’re influenced by lots of “likes” or “good comments” on social media when deciding whether to buy something online.

Read the original research here.

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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