This simple but important truth could change the way people look at online measurement. With the fastest growth rates in the Middle East, Africa and Asia-Pacific, places like North America will represent a smaller and smaller portion of the global audience.
Specifically, some estimates suggest 78 percent of the U.S. population is connected to the Internet, but it only represents between 10 and 11 percent of the global online population. Conversely, 38 percent of China's population already represents 22 percent of the global online population. India already represents 5 percent of the global online population, with only 10 percent of its population.
It also means marketers have to erase some of their previous preconceptions in terms of influence or importance. Looking at Alexa rankings or influence measurements might not mean what social media experts told them they meant. Some search engines will likely be impacted too.
There are several ways to think about the global population shift.
One old rule of thumb (although it was as erroneous then as is it today) was to ignore anyone who didn't meet a specific global threshold. Nowadays, it's even less true. Unless a site or social network account is attempting to cater to a global audience, it's not likely to have a global rank as high as its country, regional, or local rank.
Ranking or popularity doesn't have anything to do with content quality. It has everything to do with potential reach. If the potential readership has a smaller audience, then it likely won't perform at higher levels. It's a lesson I wish some communicators would have considered before dropping their communication blogs.
Some thought they were losing their audience, but the reality was that they were catering to an ever shrinking reach against the total population. Ergo, as online demographics diversified, a smaller percentage of people were interested in communication-related topics. Likewise, as time goes on, fewer people may be interested sites with English content or Western-style visuals or even hot topics.
Mashable scratched the surface of how global participation can shape a network. It compared participants in the U.S. and participants in the U.K. on Pinterest and discovered some very different statistics. In fact, the interests of U.K. participants looked vaguely familiar to me. They were similar to the online interests of U.S. participants five years ago (but on different networks).
What seems to be happening on the small scale is similar to what happens on a global scale. In this case, U.K. small businesses and consultancies are moving into Pinterest ahead of consumers. In the U.S., the migration patterns were flipped. Small businesses mostly stayed away until public relations and social media specialists began taking an interest, based on independent blogger traffic spikes.
It's a small example, but one worth considering. If your content or connection isn't geared for a global audience, you'll either have to accept your company's smaller global reach or begin altering the content in consideration of other cultural expectations and influences. The latter isn't necessarily the best idea. It all depends on what your companies does, who it serves, and where those people might live.