There is an interesting study which was conducted by 'Pew Internet & American Life Project ' in March 2009 and the report is here. It is needless to say that the mobile and internet access has already evolved the completely new digital lifestyle for subscribers and their stakeholders. But there are still different consumer behaviors in terms of people's income range, gender, age, and education. Generally speaking, it is believed that majority of digital users of mobile handset and the internet is male; however, women are more interested than man in usage of social networking sites. It can be seen that all these figures can narrow marketers' (our) corridor to deliver core messages directly to the target market by saving the time and money!
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Moreover, I would say that even whole nations are different in digital usage. Last class I was surprised that yahoo.co.jp is popular than goole.co.jp; so, I decided to find out the reason "Why the Japanese people prefer to use yahoo search instead of Google". Looking at this page I believe that Yahoo leaves behind Google not because of better search, but such feature like auctions.yahoo.co.jp. So, returning to the topic, I believe that digital usage differences are also applicable even for whole nations.
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