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With U.S. Internet users’ time spent online at home trending downward, online retailers will have to turn to emerging markets overseas for growth, according to Nielsen/NetRatings.
With U.S. Internet users’ time spent online at home trending downward, online retailers will have to turn to emerging markets overseas for growth, according to Nielsen/NetRatings’ February research into global Internet use. Countries experiencing double-digit increases in time spent online at home were Hong Kong (25%), France (19%), Italy (15%), Japan (12%) and Australia (10%). That compares with a 2% decline in the U.S.
Americans spend on average nearly 14 hours online each month, which is close to the worldwide averages, Nielsen/NetRatings found. Of the 12 countries surveyed, Internet users in Hong Kong spent the longest time online-about 22 hours. At the lower end, Italians logged on an average 8 hours a month.
“The easiest opportunities are in countries where Internet usage patterns and user/site relationships are less established,” says Kaizad Gotla, senior Internet analyst. “Acquiring users in markets that are currently in their growth stages will lead to a loyal user base that will pay dividends to Internet companies in the future.”
In terms of monthly user sessions, emerging markets showing double-digit growth were Hong Kong (26%), France (17%), Australia (15%) and Italy (10%). The U.S. experienced no growth and ranked second to the last of the 12 countries.