1Bn digital consumers to emerge in 10 years — Accenture

DUBLIN, IRELAND — Professional services firm Accenture expects over one billion digital-native consumers to emerge from eight fast-growing geographies — Bangladesh, Egypt, Ethiopia, India, Indonesia, Kenya, Nigeria, and the Philippines — within the next decade. 

According to a new report, Accenture said that these consumers, aged between six and 26, would represent 36% of the population in these countries. 

The study also identified four core digital shopper archetypes from 3,000 digital consumers surveyed across these eight countries, including digital native purchasers, digitally savvy millennials, digital native content creators, and digital alpha influencers. 

Despite digital commerce revenues having quadrupled in these markets since 2017, equating to US$211 billion in 2022, most multinationals were yet to set up to serve these digital-first consumers. 

Therefore, the report strongly advises multinationals to adapt their operations to serve these emerging markets if they are to capture the growth potential presented by this new generation of digital-native consumers.

Accenture’s study combined multiple research streams using primary and secondary data-driven research methodologies. It surveyed 3,000 individuals across eight emerging countries from July 13 to August 13, 2022 to provide consumer journey insights and observations.

Accenture is a world leader in technology, consulting, and outsourcing. Its industry expertise helped the firm land the #1 spot in the Time Doctor OA500, the first objective index of the world’s top 500 outsourcing companies.