No one disputes that the Internet became a powerful media.  Once the land of the young and early adopters, it is used now by all generations, and for longer periods of time. Globally, we spend more than 16 hours per month online, with some countries way above the average. US users spend 32 hours connected (2010 data), while in Brazil people spent staggering 69 hours per month (Ibope 2012 data).

As I mentioned before, almost two-thirds of the global population is not yet using the Internet. Despite several digital inclusion efforts, penetration has not reached over 90% in the majority of the countries in the world. Looking at the reasons why a person is not connected to the Internet yet, we see some interesting trends.

The year 2000 was a fascinating one for me: I joined the Telecom world and moved to Rio de Janeiro. After almost five years, I moved back to São Paulo, and I have been a heavy user of the Metro since then. I always say that if you have the consultant DNA, you will find yourself often looking at people’s behavior, trying to understand what drives them and how the use tools and technologies. So, I was always looking for […]