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  "documentTitle": "e-Conomy SEA 2021 Roaring 20s: The SEA Digital Decade",
  "authorId": "Bain",
  "authorName": "Bain",
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  "notes": "The slide uses a hierarchical tree-like structure to segment the population.",
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      "kind": "callout",
      "text": "What's new this year? In previous reports, we covered Tier 1 (metro) and Tier 2 (non-metro) cities in SEA. This year, we combined Tier 1 and Tier 2 cities into 'urban' cities, and dove one layer deeper by conducting surveys in Tier 3 cities or 'suburban' cities.",
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      "text": "Who are suburban users? Consumers in suburban cities who participate in the digital economy by having made a purchase in at least one digital vertical. All suburban cities in the survey have populations between 50,000 and 200,000 residents.",
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      "text": "In previous reports, we covered Tier 1 (metro) and Tier 2 (non-metro) cities in SEA. This year, we combined Tier 1 and Tier 2 cities into 'urban' cities, and dove one layer deeper by conducting surveys in Tier 3 cities or 'suburban' cities.",
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      "text": "Population percentages for each segment",
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      "text": "Segmentation tree showing Location -> Income -> Age -> Demographic -> % of population",
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      "text": "% of digital population: 41%",
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      "text": "Note: '% of digital population' is based on weighted survey results (age, gender, household income, location). There will be marginal differences between suburban users when segmented by income and age. Weighted base: SEA internet population, n=7,054 per vertical. Source: Google-commissioned Ipsos e-Conomy SEA Research 2022",
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      "kind": "title",
      "text": "There are five consumer demographics, each at different stages of adoption and usage",
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