Brands should target internet cafés in emerging markets

Most European consumers Р93 per cent Рregularly access the internet from home, according to new figures, but in countries where the web is relatively new they are far more likely to access the web from a public place such as an internet caf̩ or library.

According to the research, from Nielsen/NetRatings, brands wanting to target net-savvy consumers in such countries should put some of their marketing budget into internet cafés.

Alex Burmaster, European internet analyst at Nielsen/ NetRatings says: “Investing in an internet café in Bulgaria, Romania or Latvia, where at least a third of the internet population use them, is a better bet than in the UK where only 18 per cent are likely to walk through the door.”

The survey found that Lithuanians are the most likely to access the web from mobile phones, Personal Digital Assistants (PDAs), games consoles and high-street kiosks. Bulgarians are most likely to access the net using laptops (44 per cent).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here