NORWALK, Conn., Jan. 17, 2019 /PRNewswire/ -- The biggest
potential barrier to Internet adoption is not technical, but
language, according to a new survey, "The Next Billion Online,"
conducted by Booking Holdings (NASDAQ: BKNG), the global leader in
online accommodations and travel e-commerce.
According to the research, which explored the impact of
Asia's digital transformation,
three-quarters of respondents (76%) said that the online dominance
of English prevented their countrymen and women from fully
participating in a digitally economic, cultural and social life.
Similarly, 76% of respondents cite lack of affordable Internet
service as a major barrier and 72% cite lack of affordable
devices.
Along with language difficulties, 84% of respondents said poor
online security, concerns about government censorship (71%),
paucity of useful local content (68%) and fear of new technology
(57%) as potential disincentives to mass online participation.
Despite these barriers, Internet penetration rates across
Asia are expected to climb to
match those found in Western markets, with another one billion
people coming online. To gain insight into how this burgeoning
population will be affected by increased Internet access, Booking
Holdings commissioned a survey of more than 1,000 digital leaders
and experts in Asia's three most
populous countries: China,
India and Indonesia. The study probed expectations,
aspirations and areas of caution for the digital future of their
countries and communities.
Data from the survey found that much has already changed about
attitudes toward the Internet:
- 79% of respondents consider the Internet a basic necessity and
82% of people go further, calling Internet access "a fundamental
right."
- 9 in 10 respondents in these countries believe that increased
Internet access will advance their social standing and provide
economic gains in their society.
- A majority — 78% across all three markets — believe all
citizens should have equal access to Internet connectivity.
The "Next Billion Online" research revealed that the rapid
growth of Internet use and the clear link between connectivity and
opportunity has caused a change in attitudes similar to that seen
in Western markets a decade ago. People have stopped regarding the
Internet as a luxury and come instead to regard it as a human
right.
Economic Opportunity on the Horizon
When asked what the Next Billion would use the Internet for,
respondents' answers included:
- to buy goods and services (67%)
- to consume news (71%)
- to use social media (75%)
- for entertainment (66%)
- for job searches (66%)
- and for dining (51%)
"Looking at the ways in which respondents anticipate the Next
Billion using the Internet, a picture emerges of aspirations
waiting to be unleashed," said Glenn
Fogel, CEO of Booking Holdings. "When these consumers are
finally connected to the Internet, it is likely to accelerate a
whole range of areas including the retail market, the job market
and leisure and entertainment landscape."
One of the most notable and economically significant impacts of
the expansion of connectivity in Asia has been the corresponding improvement in
the lives of women and girls: 79% said that gender was not a
barrier to Internet adoption in their country. 86% said that
increased gender equality would drive adoption, and 91% said
greater digital participation would also improve gender equality in
their country.
Barriers to Access Remain
However, survey respondents identified a range of barriers to
digital participation which must be removed if the next generation
of Asian Internet users is to gain maximum benefit from going
online.
With findings pointing to the dominance of English being one of
the biggest barriers to Internet adoption, the research points to a
paradox of the Internet: connectivity provides the potential to
access information and education (including language skills) but if
new Internet users do not already speak a commonly used language,
then the potential benefits of the Internet remain out of
reach.
Having identified these issues, there is opportunity for
governments and organizations alike to help overcome these
barriers. The value of effective localization has long been
recognized. What's more, this challenge is also an opportunity,
primarily for Asians themselves. The demand for high-quality
localized content is here and it's going to grow massively over the
next decade. Unlocking the barriers of adoption will itself release
even more growth, for Asia and for
the world economy.
About Booking Holdings
Booking Holdings Inc. (NASDAQ: BKNG) is the world leader in
online travel and related services, provided to customers and
partners in over 220 countries and territories through six primary
brands -Booking.com, KAYAK, priceline,
agoda.com, Rentalcars.com and OpenTable. The mission
of Booking Holdings is to help people experience the
world. For more information, visit Bookingholdings.com.
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SOURCE Booking Holdings