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Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
Figure 1.8: PC Internet vs. Mobile Penetration in Major Developing Nations
al Mobile Mark
China Brazil Indonesia India
Mobile penetration PC internet penetration
Glob
70% 14%
63.1%
60%
11.3%
12%
52.9%
50%
46.3%
10%
41.2%
40%
35.7%
8%
34.8%
29.9%
30%
5.8% 5.8%
35.3%
6%
25.6%
5.6%
28.3%
19.5% 5.2% 25.6% 21.1% 4.1%
20%
16.3% 4.3%
4%
13.3%
20.8% 3.2%
2.9% 13.8% 20.0%
11.3% 16.0% 2.0%
2.3%
10%
2.0% 2.0%
14.8%
6.7% 8.5% 8.2% 2%
1.3% 2.0% 5.5%
1.4%
4.8% 1.1%
1.8% 3.1%
0.3%
3.2% 0.6% 0.8%
0%
0.7%
0.4% 1.1% 1.2%
0.3% 0.4% 0.6% 0%
0.4% 0.6% 1.2%
2000 2001 2002 2003 2004 2005 2006 2007
Source: ITU
Brazil has the highest mobile penetration reaching around 63% in 2008, but in terms
of fixed line internet, penetration levels are really low relative to the other markets and
particularly low in a global context. Internet penetration reached just 4% in 2007. What
the data does suggest however is that due to the strength of mobile technology within
the Brazilian market, consumers within Brazil suddenly appear a lot more reachable and
communication via mobile phones may help to overcome barriers such a large country
may experience in terms of limited fixed line infrastructure.
This illustrates the potential of mobile as a communication and marketing platform. In
developed nations, PC internet penetration increased to a point where it is increasingly
common to use the computer as a communications hub, both in the home and in
business.
In countries such as India and China, PCs are not affordable to the vast majority of the
population thus they were generally excluded from this digital revolution. Plus fixed line
infrastructure is often limited, particularly in the very large countries. However the gradual
reduction in the price of mobile phones to the consumer has led to a rapid penetration
increase in these developing nations. At the same time, mobile technology has evolved
to the point where the majority of functions that were previously exclusive to personal
computers are now literally available in the palm of your hand.
What this suggests is that it is now more affordable for a far greater number of people in
these countries to be digitally connected to the rest of the world.
18 19
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