China and India making the
largest contributions to global growth*.
Emerging markets are poised to benefit from an expanding middle
class, rising consumption, internet penetration, digitalization of
payments, and widespread adoption of smartphones. These trends
are igniting the growth of certain services and industries. The reach
of the internet and smartphones is rising rapidly. It is estimated that
by 2025, around 70% of the world’s population will subscribe to
mobile services up from 67% in 2019.
The e-commerce space is being driven by the growing middle class,
increased internet penetration, and the expansion of mobile
commerce. India's middle class will be the largest segment of the
population by 2022 and the country’s e-commerce market is poised
to exceed $100 billion. China is expected to surpass the U.S. to
become the largest retail market in the world.
In all emerging markets, air travel is the category most subject to
digital influence and most likely to be bought online. Strong digital
influence is also evident in the mobile phone category.
Automobiles and large appliances show high levels of digital
influence but low levels of e-commerce.
As the emerging markets strengthen their ‘digital economies’,
companies operating in the space offer a great potential for growth
as well as diversification into international markets