In Brazil, the BOP market for ICT is 97 percent urban, and average annual spending by urban BOP households ($203) is seven times that spent by rural BOP households.
The BOP market in Eastern Europe is $458 billion and includes 254 million people in 28 surveyed countries, 64 percent of the region’s population with 36 percent of the region’s aggregate income.
The BOP market in Asia (including the Middle East) is by far the largest: 2.86 billion people in 19 surveyed countries, with an aggregate income of $3.47 trillion.