Social
evolution by market

Sceptical

Countries that have high internet penetration but low social media adoption. Countries in this quadrant are sceptical of social media.

Innovative

Countries that have high internet penetration and high social media adoption. Typically these countries lead the world in social media behaviour.

Avantgarde

Countries that have low internet penetration but high social media adoption. Typically these countries have a thriving early adopter profile and are growing the fastest.

Slow

Countries in this quadrant have low internet penetration but are also lagging behind in social media adoption. These countries tend to lag behind the rest of the world.