Thanks for this post, the topic is really interesting.
I think there is no level of user maturity over UX topics. The needs that we have, as human beings, are always the same. Many of these needs are different from social conventions and cultural backgrounds. Often we tend to match UX topics only with design arguments (for example, text readability), without thinking that UX is related to problems that are not strictly related to design arguments. For example, the frustration of the user when he/she does not understand what is happening In a specific step in a purchase process.
To sum up, I think that a good starting point is to make a list of the main reasons for friction in the use of web devices and digital services. Such as the quality of the mobile connection, the cost of the connections. For instance is it possible to publish a website that can be accessed by most connected devices with a different type of connections? How much does my phone bill cost to navigate this site?
I hope it helps!
Have a nice day