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KPCB INTERNET TRENDS 2016 | 2016 Internet Trends Report

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KPCB INTERNET TRENDS 2016 | PAGE 14
0
20
40
60
80
100
Source: World Bank; McKinsey analysis from Internet Barriers Index
Performance on Internet
Barriers Index
Average score
Minimum - 0
Maximum -100
Group 1
Group 2
Group 3
Countries: Bangladesh, Ethiopia, Nigeria, Pakistan, Tanzania
Offline population, 2014: 548 million
Internet penetration, 2014: 18%
Group 1: High barriers across the board; offline populations that are young,
rural, and have low literacy
Countries: Egypt, India, Indonesia, Philippines, Thailand
Offline population, 2014: 1,438 million
Internet penetration, 2014: 20%
Group 2: Medium to high barriers with larger challenges in incentives and
infrastructure; mixed demographics
Countries: China, Sri Lanka, Vietnam
Offline population, 2014: 753 million
Internet penetration, 2014: 49%
Group 3: Medium barriers with greatest challenge in incentives; rural and
literate offline populations
Incentives
Low incomes
and affordability
User capability
Infrastructure
3
Group 4
Group 5
Countries: Brazil, Colombia, Mexico, South Africa, Turkey
Offline population, 2014: 244 million
Internet penetration, 2014: 52%
Group 4: Medium barriers with greatest challenge in low incomes and
affordability; offline populations predominantly urban / literate / low income
Countries fall into one of 5 groups based on
barriers they face to Internet adoption
Countries: Germany, Italy, Japan, Korea, Russia, USA
Offline population, 2014: 147 million
Internet penetration, 2014: 82%
Group 5: Low barriers across the board; offline populations that are highly
literate and disproportionately low income and female
With Already High Mobile Penetration in More Developed / Affluent Countries...
New Users in Less Developed / Affluent Countries Harder to Garner, per McKinsey

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