October 8, 2013 - McCann Truth Central (Bangkok) has released ‘Mind The Gap: When Rural Meets Digital’, unleashing the hidden insights of the newly digitized rural youth. Looking beyond the now-apparent modern digital lifestyle of urban dwellers, this study aims to take on the big questions of how the burgeoning urbanization and the surging digitization have transformed the rural culture and tradition in bid to ignite rural-inspired digital communications to woo the under-explored rural youth market, focusing on I-Saan youth as the first target.
Varidda Voraakom, Chief Innovation Officer (CIO) of McCann Worldgroup, commented that, “While digitization has become a universal truth in the urban front, less is known for the transformational impact it has on the promising yet digitally-untapped rural market - after the diffusion of the Internet. And this is, in a nutshell, a thought starter for this study.
