Web statistics ignore users in developing countries, study shows

Up to a billion people using the internet in developing countries are ignored by web statistics, which focus on US-based servers and ignore mobile-only users and shared devices, says a new study. The result is a form of digital imperialism, says a new study by Global Web Index (GWI), a digital measurement company which provides information to a wide range of some of the webs largest advertisers and brands such as Twitter. Because those users either don't show up, or are believed to be in mature economies, they aren't targeted for advertising - or the brand-building that is important to establish companies.

Country: Global

Domains: IG

Stakeholder: Industry

Tags: Internet companies, mobile users, sharing devices, VPN, International Telecommunications Union, media industry, study, developing countries

Posted on Friday 7 November 2014

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