Maturing Internet Markets Warrant Increased Web Globalization,
Says Nielsen//NetRatings
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That's what Tekrati
has to say about Nielsen//Netratings' latest global
Web usage report.
Their research shows that people in
the US (and a few other markets) are spending the
same (or less) time online, while people in markets
such as Italy, Japan, France and Australia continue
to increase their time spent online, as shown below:
Nielsen tries to sugarcoat their findings
by saying that the "US is primed for the next
‘big thing’ to spike Internet usage." Perhaps.
But I believe the next big thing has
less to do with the US than markets outside the US.
Web globalization is still under the radar of most
media and even many large corporations, but I'm seeing
more research reports point to opportunities abroad
and am talking to more Web globalization managers
who tell me that they can't add languages fast enough.
Web globalization is indeed a revolution,
although because it is a multilingual revolution,
it is easy to miss.
Finally, I have to take issue with
one item on the Nielsen press release. It refers to
global markets as "low hanging fruit." Nothing
can be further from the truth. One of the
most painful mistakes companies make about Web globalization
is assuming that it's easy. It's not. If
it were, Amazon would be in a dozen markets right
now instead of five.
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