There are now more than one billion people online across Asia Pacific (1.016 billion to be precise – nearly 46% of the world’s total), and 623 million people access the web via mobile. Although this enormous and growing addressable market seems to hold boundless business potential for marketers, the reality is more complicated – and more interesting. The headline one billion user number is made up of hundreds of thousands of communities of users, spread across a wide variety of devices and platforms, languages and cultures, and who use the web in a profusion of different ways.
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