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  "documentTitle": "Digital Consumers of Tomorrow, Here Today: A SYNC SOUTHEAST ASIA REPORT",
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  "authorName": "Bain",
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  "notes": "The chart uses a Marimekko style to show both the total population size and the proportion of digital consumers.",
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      "text": "Among all the Southeast Asian countries, however, Indonesia's digital consumer population growth outpaces its counterparts.",
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      "text": "Digital consumer population: 137M",
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      "kind": "paragraph",
      "text": "The continued rise of the digital consumer is apparent even when we look at individual Southeast Asian countries. Millions of offline shoppers became internet users and, eventually, digital consumers, across all the countries we looked at.",
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      "kind": "source-note",
      "text": "Data compiled and modelled from: Forrester ForecastView, Forrester Analytics: Online Retail Forecast, 2019 to 2024 (Asia-Pacific, China, India, Southeast Asia, USA) by Forrester Research. Passport: Economies and Consumers Annual Data 2018 to 2025, by Euromonitor. Digital 2019 (Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam) by Hootsuite, Jan 2019. Riding the Digital Wave: Capturing Southeast Asia's Digital Consumer in the Discovery Generation\" by Bain & Company (Facebook-commissioned survey of 12,965 respondents from ID, MY, PH, SG, TH, VN), Jun 2019.",
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      "kind": "title",
      "text": "In every country, more offline shoppers are moving online",
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