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Currently, ACNielsen is drafting its linking and logo policies. It will be
online soon.
Media Measurement Services
Who is using the Internet?
The USA may be first in sheer numbers of users (projected to be 55 million by the year 2000), but Canada
far exceeds any other country in terms of Internet penetration. Four out of every ten Canadians use the
internet! What makes Canada so unique? As with other countries with high levels of Internet users, it is a
mature economy with an excellent telecommunications structure and a supportive government
environment.
Regional blocks of Internet use become apparent with North America and some Asia Pacific countries
well ahead of Europe in terms of the proportion of the population who are Internet adopters. Are the
“newer” economies more receptive to new technology? If so, there are broad implications here related to
the information provided by the Internet. These implications span consumer choice, business
competitiveness, and education.
Those currently buffeted by severe economic problems, such as South Africa, Thailand and Indonesia, are
behind other countries in the Internet revolution. But again, more appears to be at play here in explaining
Internet usage than just macroeconomics. Hong Kong has just half the level of Internet usage as
Singapore, yet these economies are in many ways similar. Why the disparity, then, in Internet adoption
between the two urban societies? Perhaps part of the reason is because of the determined Singapore
government strategy to remain competitive through aggressively promoting interactive technologies.
Percentage of Population Using the Internet
(Note: Ages of those surveyed range from 10+ to 18+ according to country.
UK and France based on house holds. China based on 3 core cities).
0 2040