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      "text": "Combining these metrics, we identified eight countries with an emerging young population that exhibit stronger digital maturity than the rest: Bangladesh, Egypt, Ethiopia, India, Indonesia, Kenya, Nigeria and the Philippines.",
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      "text": "Internet: Internet penetration, number of internet users and future growth expectations\nMobile: Mobile phone penetration, number of smartphone users and future growth\nSocial media: Number of social media users and future growth\nDigital commerce: Digital commerce value (US dollars in millions) and future growth\nDigital payments: Digital payments value (US dollars in millions), number of users and related growth",
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      "text": "countries analyzed: 92",
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      "text": "We then determined each country's digital maturity by creating a digital velocity score, with 14 key performance indicators (KPIs) across five categories:",
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      "text": "To begin, we analyzed 92 countries across the Asia Pacific region, Middle East and North Africa, and Sub-Saharan Africa to find rapidly growing countries with strong digital potential. We pinpointed countries with the largest expected GDP growth in absolute terms (i.e., US dollar value) from 2022 to 2027. Then, we identified the growing countries with a high level of digital maturity, that is, those with GDP per capita below the World Bank threshold of high-income groups but demonstrating stronger digital commerce growth.",
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      "text": "Digital velocity scores were calculated by ranking each country by KPI, then aggregated to create a score out of 100. We also analyzed each country's population by age and grouped them into generational segments: e.g., baby boomers, Gen Xers, millennials, Gen Zers and Gen Alphas. Combining these metrics, we identified eight countries with an emerging young population that exhibit stronger digital maturity than the rest: Bangladesh, Egypt, Ethiopia, India, Indonesia, Kenya, Nigeria and the Philippines.",
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      "text": "To understand consumer sentiment, we used data science methodology to conduct a web scraping exercise. We looked at approximately 112,000 social media comments in the retail, consumer packaged goods, banking and telecommunications industries. The exercise was done by The Smart Cube using social listening capabilities.",
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      "text": "Finally, we drew on several use cases from Accenture's extensive experience, supplemented by case study analysis and literature reviews.",
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      "text": "We then surveyed 3,000 individuals across the eight countries (July 13 to August 13, 2022). These deeper interviews provided insights into the customer journey across generations and key observations about the four identified consumer segments. In addition, we studied survey data from GWI and Statista Global Consumer Survey to gain a better understanding of consumers within these markets.",
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      "text": "About the research",
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