ASIA-PACIFIC – MELBOURNE, AUSTRALIA, AUGUST 2011 – Effective Measure, a leader in digital audience measurement in the emerging markets, today released data showing Gen Y (the demographic born from 1975 to 1995) to claim a significant share of the South East Asia (SEA) online audience as the total population increases over time.


Gen Y currently accounts for 46% of the total digital audience in SEA. With an additional six million unique browsers attributed to Gen Y from April to June 2011, this number is predicted to increase to compliment the blooming of high-speed Internet and e-commerce activities across the developing region.
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Singapore, with its advanced economy, has the lowest share of a Gen Y digital audience at 35%, indicating that the government’s emphasis on introducing computer-based learning to primary school students and retirees is working. 

Developing countries, with its emerging economies, on the other hand show a larger share of Gen Y of up to 60%. This indicates that the countries’ initial conservative approach to the Internet, as well as a later-built infrastructure, have limited its range of demographics as Internet typically failed to resonate with those born prior to the 1970s.
