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ADMA - Asia Pacific Digital Marketing Trends Report
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ADMA - Asia Pacific Digital Marketing Trends Report

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A tidy summary....

A tidy summary.
All information adapted from http://www.asiadigitalmarketingyearbook.com/

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Internet usage trends
Digital marketing trends
Demographics of internet users in APAC
Internet user behavior in APAC
Top Sites
E-commerce trends
Mobile trends
Social networking trends

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  • 1. Digital Marketing Yearbook 2012http://www.asiadigitalmarketingyearbook.com A summary by Stephanie Phua
  • 2. Key Findings
  • 3. Key Findings•  One billion Internet users in APAC –  Of which 623 million access via mobile – More than half are in China
  • 4. Key Findings•  Profusion of platforms –  Each attract their own •  Distinctive communities •  Patterns of behavior –  Have close to 90% reach•  Social networking sites – 72.2% reach –  More than 300 million users post 100 million comments and messages every day on Sina Weibo
  • 5. Key Findings•  Remarkable diversity –  Depending on location, income, age, availability of broadband, use of a smartphone etc., one user’s experience can be vastly different from another’s. –  Spread across more than 14 countries, with a wide range of •  Languages •  Cultures •  Online habits
  • 6. Key Findings•  Top 4 Reasons APAC users go online –  Stay up to date on news & events –  Stay in touch with friends –  Research products to buy –  Research for work
  • 7. Key Findings•  Explosion of information –  By 2015, APAC users will be generating 530,000 petabytes of information a year. •  From 67,000 in 2010 •  Equivalent to every person on Earth exchanging about 50 newspapers’ worth of information every day•  Factors: –  Dropping costs of storage, new business models –  Online audiences and media becoming increasingly specialized and focused & growing in scale.
  • 8. Digital Marketing Trends
  • 9. Digital Marketing Trends•  Online ad spend in APAC reached US$24.8 billion in 2011 –  Making it the region 2nd only to US (US$34.5 billion)•  Every marketing dollar spent online returns US$1.78 –  Exceeding returns of all other marketing media
  • 10. Digital Marketing Trends•  By 2015, APAC is expected to account for 1/3 of all global mobile ad spend, reaching US$6.92 billion•  India, China, Australia & Japan are expected to generate US$258 billion in commercial sales in 2012 =   US$258 billion  
  • 11. Digital Marketing Trends•  Mobile commerce is on the rise –  34% of mobile internet users in China & Korea transact via handheld devices•  Mobile app downloads reached 5 billion in 2011, generating US$871 million
  • 12. Demographics
  • 13. Demographics Education Schooling until 16 2.04% Schooling until 18 14% Trade / Technical School or College 26.9% University 46.6% Post Graduate 10.3% Work Sector Financial 4.24% Retail 5.1% Professional 4.8% Health 3.44% Manufacturing / Engineering / Construction 15.8% Education 4.36% Government 3.5% 41.2% 58.8% Police / Armed Forces Agriculture / Mining 0.34% 1.08% IT / Internet / Software / Comptuer Services 12.87% Transport / Logistics / Distrubution 4.2% Travel / Tourism / Leisure Services 1.7% Advertising / Marketing / Media 1.45% Other 14.73%
  • 14. Demographics
  • 15. Demographics
  • 16. User Behavior 14.3hrs Online / month 14.7hrs 38% Online / month Of the time Engaging in online discussions
  • 17. Trusted Opinions 94% had most confidence in recommendations from people they knew 76% trusted views of other’s opinions posted online
  • 18. Trusting Brand Messages 63%   43%   42%   39%   Most confident in Most confident in Most confident in Most confident in branded websites search engine ads online video ads online banner ads
  • 19. Top Sites
  • 20. E-commerce
  • 21. E-commerce Trends•  Before making a purchase online, 60% of APAC consumers will turn to online product reviews first –  81% of Vietnamese online purchasers –  77% of Chinese online purchasers –  69% of Thai online purchasers•  India and China will lead APAC’s e-commerce growth over the next few years•  APAC’s e-commerce powerhouses: India, Australia, Japan and China, are expected to generate > US $258 billion in e-commerce sales in 2012
  • 22. Top Purchases•  Electronic goods•  Clothes•  Shoes•  Books
  • 23. Mobile
  • 24. Mobile Trends•  Countries with the highest mobile broadband penetration: –  Korea (91%) –  Japan (88%)•  Predicted to increase in India, China and Indonesia, pushing penetration rates for APAC to 109% in 2017•  APAC users are generally more savvy and open to e-commerce than their US & Europe counterparts
  • 25. Social
  • 26. Social Networking Trends•  1/3 of the world’s social networkers are from APAC – est 493.5 million in 2011 –  China: 256.5 million –  India: 50.2 million –  Indonesia 34.3 million –  Japan: 39.5 million –  South Korea: 20.7 million –  Australia: 8.8 million•  Social networking penetration rates in APAC stand at 59.8%, less than the global average of 79.9%
  • 27. Social Networking Trends•  94% of APAC’s social networkers acces and use their social media outlets once or more times every month•  Facebook has > 195 million users in APAC –  57% of Facebook’s users in Asia come from SEA.•  51% of APAC’s social networkers do not want to be bothered by brands –  34% say that the main reason for following brands on social networks is to receive discounts / promotions
  • 28. Time spent•  1/3 of the world’s social networkers are from APAC – est 493.5 million in 2011 –  China: 256.5 million –  India: 50.2 million –  Indonesia 34.3 million –  Japan: 39.5 million –  South Korea: 20.7 million –  Australia: 8.8 million•  Social networking penetration rates in APAC stand at 59.8%, less than the global average of 79.9%
  • 29. Time spent 2.7hrs On social networking / day In total, APAC users spend about 11% of their time online on social networking sites 3.3hrs On social networking / day
  • 30. For more detailed information, please visithttp://www.asiadigitalmarketingyearbook.com