Heterogeneity in Internet diffusion across countries is the core issue of the global digital divide—a phenomenon that has attracted wide academic discussions and various international initiatives. However, prior studies on the global digital divide have addressed the issue mainly from a cross-sectional perspective. This article attempts to examine the topic from a longitudinal perspective by using the Bass new product diffusion model, which has been successfully applied in diffusion studies over the past four decades. Summarizing information from an empirical study on 48 countries, the modeling framework finds three types of divide dynamics; assesses the severity of the global digital divide at various Internet diffusion stages; and identifies cultural, economic, and educational factors as the major causes of the global digital divide at different stages. The article concludes with a discussion on marketing and policy-making implications.
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