ADMA Digital Marketing Yearbook 2012


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ADMA Digital Marketing Yearbook 2012

  1. 1. “Edited by Rachel OliverASIA PACIFICDigital MarketingYearbook 2012With one billioninternet users now inAsia Pacific, marketersneed to get local
  2. 2. asia pacific digital marketing yearbook 1The Asia Digital Marketing Association(ADMA) is a non-profit organisation with amembership base spanning the full range ofthe digital marketing ecosystem, from portalsand publishers, to advertisers, e-commerceplatforms, agencies, technology solutionsproviders, and research houses. The missionof the ADMA is to grow the use of digital foreffective marketing investment. This will beachieved by being an authoritative sourceof insight and statistics, hosting networkingevents, and facilitating professionaldevelopment. In addition, the ADMA engageswith senior executives to gain consensus andprovide a voice on key industry issues.Being a member gives you access:• Unified voice for the industry to promote the use ofdigital and the internet (in the media and with potentialcustomers)• Forum for standards and best practice sharing• Spokespeople to represent members and respondto criticism• Insights on what advertisers, agencies and publishersare thinking• Industry contacts and networking opportunities• Sponsorship opportunities to raise awareness ofyour brand• Discounted rates for regional events• Notification of relevant speaking opportunities• Professional and entry level digital marketingqualifications - discounted enrolment fees for members• Company listing in the online Membership Directory andannual Asia Pacific Digital Marketing Yearbook• Job matching service to help you find staffto join the ADMAMembership fees are set low enough to encourageuniversal membership among industry players and, takentogether, provide sufficient revenues to underwrite regularactivities. Other activities are funded by sponsorship(cash and in kind) and by charging admission fees forsome events.To join, simply complete the online registration form• ABOUT THE ASIA DIGITAL MARKETING ASSOCIATION •The ears, eyes and voice of digital marketing in AsiaVisit for more details.The ADMA gives heartfelt thanks to all our members for their support and contributions:ADMA Patrons:ADMA Corporate members:Acxiom Corporation, Adobe Systems, ad:tech, AGENDA Group Asia, Branded, Colgate-Palmolive, comScore, ConnectedGroup,Digital Chameleon, eBay Classifieds Group, Econsultancy, E-Dialog, Edipresse, emailvision, emarsys, Experian Marketing Services,Financial Times, Ignite Media Group, Innity, isobar Hong Kong, KatalystM, Lithium Technologies, LinkedIn, Message Systems,OgilvyOne Worldwide, Philips Electronics Hong Kong, PUMA Asia Pacific, Rajah & Tann,, StarHub, The Economist online,The Nielsen Company Hong Kong, The Wall Street Journal, UBM Asia, Universal McCann, WundermanAnd all our SME members.©2012DowJones&Company,Inc.Allrightsreserved.Reaching over 8 million unique visitors per month in Asia*through a range of digital platformsFor integrated advertising solutions,please contact us at*comScore March 2012360° Digital Advertising Opportunities
  3. 3. asia pacific digital marketing yearbook 3Contents• Asia Pacific 6• Asia Pacific 6• Australia 14• Australia 14• CHINA 22• CHINA 22• HONG KONG 30• HONG KONG 30• INDIA 37• INDIA 37• INDONESIA 42• INDONESIA 42• JAPAN 48• JAPAN 48• MALAYSIA 54• MALAYSIA 54• NEW ZEALAND 62• NEW ZEALAND 62• THE PHILIPPINES 66• THE PHILIPPINES 66• SINGAPORE 70• SINGAPORE 70• SOUTH KOREA 76• SOUTH KOREA 76• TAIWAN 81• TAIWAN 81• THAILAND 84• THAILAND 84• VIETNAM 87• VIETNAM 87
  4. 4. 4 asia pacific digital marketing yearbook running throughout the web and, in China, QQ, Pengyouand Sina Weibo have become major forces. More than 300million users post 100 million comments and messagesevery day on Sina Weibo. Social networking sites have72.2% reach across the region, and hundreds of millionsof people connect on Facebook, LinkedIn, Cyworld (Korea),Mixi (Japan), Qzone, Ren Ren, Kaixin (China) and otherlocalised equivalents. And in search Google and Baidu andBing and Yahoo! are helping users and marketers to findthe content and audiences they are seeking online.Another trend is that internet users are using the webin increasingly diverse and specific ways. Depending onlocation, income, age, availability of broadband, use of asmartphone and many other factors, one users experiencecan be almost totally different than anothers. From alifestyle perspective, regionwide the top four reasons AsiaPacific internet users go online are to stay up to date onnews and events, stay in touch with friends, researchproducts to buy, and to do research for work. In order fromhigh to low, they are most likely to send an email, watcha video clip, do internet banking, purchase a product,review a produce or brand online, connect via an instantmessenger, share photos or manage their social media.But significantly, the "long tail" of what people are doingonline goes on and on, to include blogging, micro blogging,gaming, using Cloud-based software and apps, posting onwebsites/forums/BBS, or buying on a group buying service.This fragmentation of online activities and communitiesis matched with an explosion of information. By 2015, AsiaPacifics internet users will be generating 530,000 petabytesof information a year, up from 67,000 in 2010. Thats theequivalent of every person on Earth exchanging about 50newspapers worth of information every day. Droppingcosts of storage and new business models are facilitatingthe storing and sharing of enormous amounts of data,including an increasing amount of video. At the same timethat online audiences and media channels are becomingincreasingly specialised and focused, they are also growingin scale. We saw a similar phenomenon when cable andsatellite TV channels chipped away at the dominance of theTV networks, but the digital transformation is happeningon steroids, with growth rates and a scale that surpassestelevision numbers.So how are marketers reacting to the changes inonline behaviour and the opportunities large scalecommunities offer? Heres a snapshot of trends anddata, and there is lots more detail in the Yearbook:• Online advertising spend in Asia Pacific reached US$24.8billion in 2011, making the region second only to theUS, with US$34.5 billion.• Every marketing dollar spent online returns US$1.78,exceeding the returns of all other marketing mediaincluding TV, print, out of home and trade (according toNielsen).• By 2015, Asia Pacific is expected to account for a thirdof all global mobile ad spend, reaching US$6.92 billion.• India, China, Australia and Japan are expected togenerate US$258 billion in commerce sales in 2012between them, and mobile commerce is on the risewith 34% of mobile internet users in China and Koreatransacting via handheld devices.• Mobile app downloads reached 5 billion in 2011,generating US$871 million.David Ketchum is Chairman, Asia Digital MarketingAssociation and President of Bite Communications,Asia Pacific.There are now more than one billion people onlineacross Asia Pacific (1.016 billion to be precise -nearly 46% of the worlds total), and 623 millionpeople access the web via mobile. Although thisenormous and growing addressable market seems to holdboundless business potential for marketers, the reality ismore complicated - and more interesting. The headline onebillion user number is made up of hundreds of thousandsof communities of users, spread across a wide variety ofdevices and platforms, languages and cultures, and whouse the web in a profusion of different ways.The implications and opportunities for marketersare far-reaching:• Social media continues to gain in importance, butbrands have to proceed with caution. Although 60% ofsocial networkers say that social networks are a goodplace to learn about brands, 50% also say they dontwant to be bothered by brands.• Social commerce is on the rise, and marketers candeploy sophisticated, personalised approaches,depending on where they are in the sales funnel, tobuild brand awareness and understanding, create brandpreference, make sales, and do CRM.• Search remains vital to helping customers find yourbrand and for you to find your audience. With crowd-sourced curation of content, natural search risesin importance and complexity, and paid search isstill effective for driving "last click" results. Search/navigation properties in the region have 84.7% reach.• Despite the rise of social media and user-generatedcontent, paid, owned and earned media all continue toplay important roles in achieving marketing goals.• Although in this fragmented environment marketersmust work harder to understand and find their targetcustomers, analytics, behavioural targeting and bigdata are providing more and more powerful tools formarketers to reach and engage with internet users inpersonalised ways.The billion people online in Asia Pacific are spread acrossmore than 14 countries, with a wide range of languages,cultures and online habits. More than half of them (513million) are in China, which has its own media propertiesand consumer dynamics. In fact, seven of the top elevensites in the region are in China. Across the rest of AsiaPacific there is remarkable diversity; the way people usethe web and interact with content and with one anotherdiffers significantly from Australia, to Korea, to Indonesia,to India.In addition to obvious geographic, language, andcultural differences, the internet is increasingly host to aprofusion of platforms, many of which are interconnectedbut which also attract their own distinctive communitiesand patterns of behaviour. In Asia Pacific, portals are stillthe top category of internet property, and have nearly 90%reach, but the days when users went to one destination asthe entrance to their web experience are long gone.With such a profusion of content, the primary ways tomake sense of the overwhelming amount of data, opinionsand options are to make it as easy as possible to connectwith like-minded users (social media), and to find and befound (search).Social media platforms have been a strong force tohelp bring together fragmented media. Content from everysite and source is shared both widely and in targeted waysvia microblogs. Twitter globally has become a red threadWelcome to the sixth edition of the Asia DigitalMarketing Association Yearbook. We are proud of thereputation the Yearbook has earned as marketersgo-to source for facts and insights about the weband mobile usage in Asia Pacific. You will see ADMAYearbook statistics quoted frequently in marketing,advertising and sales presentations and media. Feelfree to use the data, with a credit to the ADMA.This edition is packed with statistics from everymarket in the region, as well as data and case studieson broadband, mobile, online advertising, search,e-commerce, social media, demographics, userbehaviour and all aspects of the digital eco-system.Many thanks to all companies that generouslycontributed data, and to the Yearbook team: ADMAexecutive director Kay Bayliss, editor Rachel Oliverand designer Garry Tipping.The Yearbook is available free online pacific digital marketing yearbook 52012: One billion internet usersparticipating in many websIncreasingly, internet usage patterns acrossAsia Pacific are becoming localised. Heres alook at some of the trends• Nearly half of Australians online access TV, movieand related entertainment content, in part thanksto 90% broadband penetration.• Group buying took China by storm in 2011, withmore than 65 million internet users participating -an increase of almost 250% year-on-year.• 80% of Thailands internet users say they nowshop online.• The desktop PC remains Vietnams most widelyused device to access the internet (80% of users).• Only 15% of Indian women have access to theinternet.• Mobile internet access penetration rates inIndonesia reached 57%, vs. less than 10% whoaccess the web via PC.• The top three reasons people in Hong Kong goonline are for online banking, on-demand video,and live video.• 91% of Taiwans internet users aged 20-29 arelooking at job placements.• Travel is big in Japan, with online sales estimatedat US$31 billion in 2012.• Malaysians aged 30-39 spend twice as much timeonline as they do watching TV.• Two thirds of internet users in The Philippinesvisited internet cafes in 2011.• 80% of Singapores internet users go online everyday.• More than 91% of South Koreas e-commercerevenue is B2B.
  5. 5. 6 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 7• DEMOGRAPHICS •• DEMOGRAPHICS •The number of internet users in Asia Pacific has nowbroken the one billion barrier. The region boasted 1.016billion users in 2011.(Source: Internet World Stats)Asia Pacifics internet users now account for 45.9% of theworlds total internet user base, as of December 2011.(Source: Internet World Stats)Despite being home to the most internet users on Earth,Asia Pacifics internet penetration rates still remain low, atonly 26.2%, which is still significantly lower than the globalaverage of 41%.(Source: Internet World Stats)More than three quarters (78%) of Asia Pacifics internetusers are under the age of 45.(Source: Comscore)Broadband continues to power its way through the AsiaPacific region, reaching 212 million subscriptions in 2011.Forecasts predict that this number will increase to 375million in 2016.(Source: Frost & Sullivan)In 2011, the Asia Pacific region accounted for 52% of theworlds broadband subscriptions.(Source: IHS iSuppli)In Q1 2012 alone, Asia Pacific welcomed nearly 7 millionnew broadband subscriptions, most of them originatingfrom China.(Source: ABI Research)By 2017, Asia Pacific broadband subscriptions will be valuedat US$92.3 billion.(Source: ABI Research)Household broadband connections in the Asia Pacific regionare projected to increase by 75% over the next five years.(Source: PWC)In terms of size, Asia Pacifics female internet users are stillin the minority - but only just - accounting for 43.6% ofthe web population, compared to 46.4% of males.(Source: comScore)Asia Pacifics Internet Users % Of Internet UsersGender Male 58.80Female 41.20EducationSchooling until age 16 2.04Schooling until age 18 14.00Trade/technical school or college 26.90University 46.60Post graduate 10.30Employment Status Full-time worker 61.80Part-time worker 5.25Freelancer 5.85Self-employed 4.66Full-time parent 2.36In education 13.18Unemployed 2.28Other 4.57Main Shopper Main 50.76Joint 41.96Do not do the shopping 7.28Work SectorFinancial Services 4.24Retail 5.10Professional Services (Law, Accounting, Architect, etc.) 4.80Healthcare/Medicine 3.44Manufacturing, Engineering, Construction 15.80Education 4.36Government (excluding Education & Health) 3.50Police or Armed Forces 0.34Agriculture or Mining 1.08IT, Internet, Software, Computer Services 12.87Transport, Logistics, Distribution 4.20Travel, Tourism, Leisure Services 1.70Advertising marketing, media 1.45Other 14.73Current Position Company Owner 4.57Senior Manager 5.63Mid-level Manager 14.29Entry-level Manager 12.39Team member 26.42Support level 6.10Other 8.21Responsibility At Work General management 38.47Direct reports/team 21.30Recruiting new employees 14.38Purchasing IT, telecoms/technology PRODUCTS/services for co. 20.14Purchasing all other PRODUCTS/services for co. 18.14Managing budgets 15.78Advertising and marketing 0.78Company strategy 14.73None of these 2.97Decision MakerDecision maker 20.26Senior decision maker 5.78Other 51.56(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Asia Pacifics Internet Users By CountryCountry Internet Penetration % Of Users Users Rate (%) Australia 19,554,832 89.80 81.70China 513,100,000 38.40 50.50Hong Kong 4,894,913 68.70 0.50India 121,000,000 10.20 11.90Indonesia 55,000,000 22.40 5.40Japan 101,228,736 80.00 10.00Korea, South 40,329,660 82.70 4.00Malaysia 17,723,000 61.70 1.70New Zealand 3,625,553 84.50 15.20The Philippines 29,700,000 29.20 2.90Singapore 3,658,400 77.20 0.40Taiwan 16,147,000 70.00 1.60Thailand 18,310,000 27.40 1.80Vietnam 30,516,587 33.70 3.00(Source: Internet World Stats, December 2011) Asia Pacifics Fastest Broadband CountriesGlobal Rank Country % Above QoQ YoY 5 Mbps Change Change1 South Korea 79 37% 10%3 Hong Kong 60 2.7% 13%5 Japan 57 3.0% -5.8%24 Singapore 31 -7.2% 67%31 Taiwan 28 11% -0.4%35 New Zealand 23 23% 139%40 Australia 18 -2.7% 56%45 Thailand 11 61% 285%53 Malaysia 4.6 23% 248%61 China 1.0 78% 184%62 India 0.6 46% 21%- The Philippines 0.6 15% 79%(Source: Akamai Technologies; High Broadband Connectivity, Fastest Asia Pacific Countries)• USER BEHAVIOUR •• USER BEHAVIOUR •The number of Asia Pacifics online gamers is set tobreak the one billion mark by 2016. As a result, revenuesgenerated from online gaming are expected to reachUS$30.3 billion in 2016.(Source: Ovum)Asia Pacific is the largest region in terms of internet traffic,and by 2015 it is projected that 42% of the worlds internettraffic will originate from it.(Source: V2M / Informa)The amount of time spent online per month by bothgenders in the Asia Pacific region are pretty much eventhese days, with females spending 14.7 hours online andmales 14.3 hours online.(Source: comScore)By 2015, Asias internet users are expected to begenerating 530,000 petabytes between them (they onlyconsumed 67,000 in 2010). Exactly what is a petabyte?One petabyte is equivalent to one million gigabytes.(Source: V2M/Informa)Asia Pacifics female internet users devote more than onethird (38%) of their digital time to engaging in onlinediscussions.(Source: TNS)Why Asia Pacific Internet Users Go OnlineMotivation % of Internet Users Who Consider this Very ImportantResearch for work 50.70Networking for work 43.41Education 43.05Stay in touch with friends 55.52Update my friends with my life 28.43Meet new people 25.40Promote something 23.87Entertainment 39.49Research products to buy 52.00Share my opinion 27.67Share content 28.37Find music 37.05Find films/TV shows 35.19Stay up to date on news/events 57.69Research how to do things 45.02Organise my life 26.70Express myself 30.98Take on a different personality 17.91Fill up spare time 37.61To get inspired/get ideas 41.05Play games 21.24Change other peoples opinions 15.19(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)What Asia Pacific Internet Users Do OnlineActivity % of UsersUploaded Photos Online 55.92Watched A Video Clip 69.38Uploaded A Video Online 31.92Manage Your Social Network Profile 51.74Written Your Own Blog 40.13Used A Micro blogging Service 37.73Subscribed To An RSS Feed 14.93Used An Aggregator 12.75Used Instant Messenger 54.78Made A Phone Call Online/Used VOIP 21.31Used Webmail 70.86Used Online Office Applications 47.82Edited/Managed Own Website 32.27Used Internet Banking 66.36Left A Comment On A Story On A Website 44.47Written A News Story/Article 25.54Post Comment On Forum/BBS 43.30Purchased A Product Online 63.93Reviewed A Product Or Brand Online 61.48Used A Social Bookmark Service 24.02Asked/answered question on Q/A service 33.88Bought product/service through group buying website 38.97(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)• ONLINE ADVERTISING •• ONLINE ADVERTISING •The Asia Pacific region generated US$24.8 billion in onlinead spend in 2011, accounting for 29% of global online adspend last year. North America led all regions with US$34.5billion in revenues. For 2012, it is predicted that the onlinead spend in the Asia Pacific region will hit US$31.4 billion.(Source: GroupM)The Asia Pacific regions share of the global online adspend is expected to be 26.2% by 2015, a modest growthfrom 2010, when it had a 23.9% share of the pie.(Source: eMarketer)For every marketing dollar spent on online initiatives, thereturn in Asia Pacific was $1.78, exceeding the returnsof all other formats including TV, print, out of home, andtrade.(Source: Nielsen)People trust the opinions of the ones they know over allother methods of persuasion. In a survey on trust andadvertising, nearly all Asia Pacific recipients (94%) saidthey had the most confidence (they "trust completely" or"trust somewhat") in recommendations from people theyknew. After that they showed the most trust (76% saidthis) in others opinions posted online. When it came totrusting brand messages, however, nearly two thirds (63%)said they had the most confidence in branded websites.Just over two fifths (43%) showed the same level ofconfidence in ads served in search engine results, onlinevideo ads (42%), while just under two fifths of them (39%)placed the most trust in online banner ads.(Source: Nielsen)ASIA PACIFIC
  6. 6. 8 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 9Mobile advertising generated US$2.01 billion from Japan,China and India alone in 2011. This amount is projected toreach US$3.94 billion in 2015.(Source: eMarketer)As of the end of February 2012, Asia Pacific mobile userswere generating 122.87 billion mobile ad impressions ona quarterly basis on the InMobi Network, representing agrowth rate of 25% over a 3-month period.(Source: InMobi)Asia Pacifics Top 20 SitesSite Total Unique Visitors (000) % ReachGoogle Sites 340,561 56.4TENCENT 261,097 43.2Baidu 256,624 42.5Yahoo! Sites 235,896 39.1Sohu 230,158 38.1Microsoft Sites 229,610 38.0Alibaba 188,038 31.1SINA Corporation 165,320 27.4FACEBOOK 155,081 25.7Youku 115,668 19.2NetEase 114,593 19.0Wikimedia Foundation Sites 110,909 18.4Amazon Sites 109,051 18.1CBS Interactive 101,144 16.8Tudou Sites 97,327 16.1Apple 93,370 15.5Xunlei Networking 89,496 14.8NHN Corporation 75,893 12.6Qihoo Sites 72,817 12.1Oak Pacific Interactive Sites 71,371 11.8(Source: comScore Media Matrix, March 2012; Total Audience)Asia Pacifics Top Entertainment SitesSite Total Unique Visitors (000) % ReachEntertainment 505,900 83.8YOUTUBE 147,350 24.4Youku 115,668 19.2CBS Interactive 101,144 16.8Tudou Sites 97,327 TV 93,238 15.4XUNLEI 83,220 13.8QQ.COM Video 77,400 12.8iTunes Software (App) 71,196 11.8QQ.COM Music 68,740 11.4PPLive 65,318 10.8(Source: comScore Media Matrix, March 2012; Total Audience)Asia Pacifics Top Gaming SitesSite Total Unique Visitors (000) % ReachGames 369,501 61.2QQ.COM Games 91,992 15.2QQ.COM Mini Game 44,770 7.4Xiamen Youjia Network 26,821 4.4PCGAMES.COM.CN 25,004 4.117173 25,003 4.1KUAIWAN 20,817 3.4QQ.COM Game VIP 20,495 3.4QQ937 18,910 3.1DUOWAN 17,016 2.8SDO 16,179 2.7(Source: comScore Media Matrix, March 2012; Total Audience)Asia Pacifics Top Retail SitesSite Total Unique Visitors (000) % ReachRetail 412,768 68.4Alibaba Corporation 188,038 31.1Amazon Sites 109,051 18.1PAIPAI 69,866 11.6360BUY 56,624 9.4Apple Worldwide Sites 51,434 8.5Rakuten 44,037 7.3DANGDANG 32,919 5.5Yahoo! Shopping 30,834 5.1Kakaku 25,541 4.2VANCL 20,866 3.5(Source: comScore Media Matrix, March 2012; Total Audience)Asia Pacifics Top CategoriesCategories % ReachPortals 89.8Search/Navigation 84.7Entertainment 83.8Directories/Resources 72.3Social Networking 72.2News/Information 68.5Retail 68.4Games 61.2Community 59.1Technology 56.0(Source: comScore Media Matrix, March 2012; Total Audience)Asia Pacifics Trust In Media ChannelsChannel % Who Trust % Who Trust % Who Do Completely Somewhat Not TrustRecommendations from friends and family 53 42 2Expert review on websites 28 60 9Product labels on packaging 26 62 9Independent reviews in publications 23 67 7Consumer review on websites 22 67 9Manufacturers/brands websites 19 67 11Consumer opinion in blogs 19 68 10Products/brands that appear in movies or within TV programmes 18 65 14TV ads 16 67 14Consumer opinion on message boards 15 66 15Consumer opinion in chat rooms 14 63 18Newspaper ads 14 67 16Magazine ads 14 67 15Email newsletters 14 65 16Ads at the cinema before the movie starts 13 64 18Ads on posters, buses/bus shelters 12 67 18Recommendations from other consumers who you do not personally know 11 61 22Ads that appear on search engines 11 61 24Radio ads 11 62 22Banner ads on websites 9 61 26Ads that have been sent to you by email 9 55 32Popup or pop-under web ads 7 50 39Ads via mobile SMS 7 45 45Ads in virtual worlds 7 38 46Ads in video games 6 39 48(Source: TNS; QC1; Base - All Respondents - Asia) • E-COMMERCE •• E-COMMERCE •Before making an online purchase, 60% of Asia Pacificconsumers will turn to online product reviews first. TheVietnamese turn to online product reviews the most (81%),followed by the Chinese (77%), and then Thais (69%).(Source: Nielsen)India and China will be leading Asia Pacifics e-commercegrowth over the next few years, with them both expectingto return the highest CAGRs of 57% and 25% respectivelybetween 2012 and 2016. By comparison, Japan, SouthKorea and Australia are expected to grow at CAGRs ofbetween 11% to 12% over the same period.(Source: Forrester)Four of the Asia Pacific regions e-commerce powerhouses- India, Australia, Japan and China - are expected togenerate more than US$258 billion in e-commerce salesbetween them in 2012. By 2016, China will have exceededthat number alone, generating US$356.1 billion ine-commerce sales. Together, all four are expected to drawin US$497.9 billion by then.(Source: Forrester)The Asia Pacific online travel market was expected togenerate US$51.6 billion in revenues in 2011, growing30% to 40% in the coming year. Asia Pacific is expected toaccount for 20% of the global online travel market in 2012.(Source: New Media Trend Watch)CMYCMMYCYCMYK
  7. 7. 10 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 11Mobile commerce is gaining traction in the Asia Pacificregion. Interest in mobile shopping is becoming greaterwith 34% of mobile internet users in China and SouthKorea transacting via their handheld device.(Source: TNS Digital Life)For those who doubt the potential of mobile commerce,forecasts predict that the transaction value for paymentsbeing settled over a mobile device will reach US$267 billionin 2016.(Source: IW Market Research)What Asia Pacific Internet Users Buy OnlinePurchase % of UsersDesktop computer 6.28Portable media player e.g. iPod 4.46Mobile phone 16.01Flat screen TV 4.28Games console 3.47DVD player 2.90Satellite/cable TV 3.49Broadband/hi-speed Internet 9.97White goods E.G. Fridge, washing machine 4.54Car/Automobile 1.92Motorcycle 1.44Furniture/home equipment 5.88Holiday (in my own country) 11.10Holiday (abroad) 3.76Laptop (bigger than 10 inch screen) 4.91Netbook (ultra portable laptop, smaller than 10 inch screen) 2.72Blu ray player 1.59E-book/E-reader 2.85Beer 14.69Wine/Spirits 9.12Sports equipment 5.40Clothes 39.05Shoes 29.21Travel e.g. plane tickets/hotel 14.98Music 12.47Films 15.09Books 28.27Financial product e.g. insurance 7.03Personal items E.G. watches, handbags, etc. 15.94Healthcare and Pharmaceutical products 11.67A gift for someone 18.79Tablet device e.g. iPad 4.29None of the above 16.93(Source: GlobalWebIndex Wave X. NB This table is run on the GlobalWebIndex total sample.) • MOBILE •• MOBILE •There were 2.9 billion mobile users in the Asia Pacificregion in 2011, representing a mobile penetration rate of74%. Mobile broadband subscriptions reached 421 million,representing a penetration rate of 11%. The two leadingcountries for mobile broadband penetration were SouthKorea (91%) and Japan (88%).(Source: mobiThinking)It is predicted that mobile subscription penetration rates forAsia Pacific will reach 109% in 2017, due in large part tothe increase in subscribers in India, China and Indonesia.(Source: Pyramid Research)The number of mobile internet users in the region reached623.3 million in 2011, with a 29.1% penetration rate. Thatnumber is expected to almost double in 2015 to reach 1.22billion, with a mobile internet penetration of 42.1%.(Source: eMarketer)Mobile application downloads were expected to reach5 billion in 2011 in the Asia Pacific region, with paidapplications generating revenues of US$871 million, morethan double 2010 revenues (US$302 million). By 2016 thatnumber is expected to reach US$2.2 billion.(Source: Ovum)By 2015, Asia Pacific is expected to account for 33.6% ofglobal mobile ad spend, representing revenues of US$6.92billion.(Source: Gartner / Smaato)Just over two fifths all Asia Pacific recipients (42%) saythey have the most confidence in display ads (video orbanner) on mobile devices, while 35% place the same levelof trust in SMS ads via mobile phones.(Source: Nielsen)Asia Pacifics Mobile Internet Users % Of Mobile Users Who Access Internet SitesAge 25 to 34 46.6435 to 44 41.7245 to 54 32.5855 to 64 30.78Job Title Top Management 46.39Non Top Management 46.65Monthly Household Income US$ <2000 19.79US$ 2000 to <4000 32.32US$ 4000 to <6000 38.75US$ 6000 to <8000 48.11US$ 8000+ 55.36Monthly Personal Income Below US$ 1000 28.23US$ 1000 to <2000 46.31US$ 2000 to <3000 43.36US$ 3000 to <6000 51.14US$ 6000+ 63.09(Source: Synovate, PAX Q4 2012 - Q3 2011; Table - 10 markets)Asia Pacifics Mobile Shoppers % Of Mobile Users Who Ordered Products Or Services Via MobileAge 25 to 34 15.0035 to 44 14.4945 to 54 11.4655 to 64 9.01Job Title Top Management 16.65Non Top Management 15.78Monthly Household Income US$ <2000 6.49US$ 2000 to <4000 9.10US$ 4000 to <6000 12.32US$ 6000 to <8000 15.37US$ 8000+ 21.35Monthly Personal Income Below US$ 1000 8.24US$ 1000 to <2000 16.14US$ 2000 to <3000 14.66US$ 3000 to <6000 16.38US$ 6000+ 23.59(Source: Synovate, PAX Q4 2012 - Q3 2011; Table - 10 markets)Asias Mobile Attitudes vs US & Europe % Asia* % US & EuropeAgree That...The mobile phone is more convenient than other formsof payment 69 26I welcome the day when I will make most of my paymentsthrough my mobile phone 64 29Using my mobile phone for payments makes me worryabout my privacy 79 69Mobile phone payments increase the risk of identitytheft and other fraudulent activities 77 66Would likely take advantage of a coupon...Sent to your mobile phone - redeem digitally at store 90 69Sent to your mobile phone while in store - redeem digitally at checkout 87 72Contained in a website or email promotion - print to redeem at store 72 81Printed in a newspaper or magazine - clip to redeem at store 69 84Contained in a coupon website that you have to search for - print to redeem at store 56 64Agree That...I would be more likely to use money-off coupons if theywere delivered directly to my mobile phone 83 52I would welcome receiving personalised mobile phone money-off promotions based on my past purchases 72 48I would welcome receiving personalised mobile phone ads when Im within a few steps of the promoted product or service 65 32I would welcome receiving personalised mobile phone ads based on my past purchases 59 32I would gladly accept mobile phone ads if it meant lower mobile phone usage fees 78 61If received $10 gift card on mobile phone from a store where I do notusually shop, would be likely to...Go to the store that issued the gift card and apply its full $10 value to a purchase 78 75Use mobile phone to exchange the $10 gift card for $7 credited to your digital wallet or bank account 76 64Use your mobile phone to exchange the $10 gift card for a $7 reduction in your mobile phone bill or extra minutes 68 66Use mobile phone to exchange the $10 gift card for a $7gift card from a store you do shop at frequently 70 63Not use the gift card 19 18(Source: Accenture / Lightspeed Research February 2011; Tech Forwards: Must own at least 4networked devices and use at least 4 internet services; *China, India, Japan, South Korea)Asias Mobile Usages vs US & Europe % Asia* % US & EuropeHave Used Mobile Phone To...Check your bank account balance 62 33Make a purchase at a store 41 11Transfer money to or from another person 38 10Check your brokerage account 34 6Buy or sell stocks 31 4Transfer a money-off coupon to or from another person 22 16Transfer "cellphone minutes" to or from another person 16 9Scan or photograph the barcode of an item in a store 38 16to get additional info Display a "digital ticket" for admission to an event, airport, etc. 36 11Purchase an item or get a coupon from a "smart poster"containing an electronic tag or barcode 31 5(Source: Accenture / Lightspeed Research February 2011; Tech Forwards: Must own at least 4networked devices and use at least 4 internet services; *China, India, Japan, South Korea)Asia Pacifics Mobile ActivitiesApplications Used In Past Months % Users**Send/receive text messages (SMS) 72.2Send/receive multimedia message e.g. photos and voice (3G/MMS) 35.0Send/receive email 38.9Access internet sites 39.2Access/subscribe to news or business updates 18.9Access/subscribe to financial information 13.0Find shop/office locations 16.4Search for information on products & services via mobile 21.8Order products or services via mobile 13.1Personal banking/pay bills via mobile 18.8Access/subscribe to mobisodes (i.e. short movies/video episodes viewed on mobile phones) 5.7Use mobile messenger/mobile instant messenger 19.4Map/Navigation 21.2Personal Product Ownership Smartphone 35.7e-Readers e.g. Kindle, iPad, etc. 11.5(Source: Synovate, PAX Q4 2012 - Q3 2011; **Table - 10 markets)• SOCIAL •• SOCIAL •One third of the the worlds social networkers are in theAsia Pacific region.(Source: Comscore)There were an estimated 493.5 million social networkusers in the Asia Pacific region in 2011, with China leadingthe pack with 256.5 million users alone, followed by India(50.2 million users), Indonesia (34.3 million), Japan (39.5million), South Korea (20.7 million) and Australia (8.8million).(Source: eMarketer)This year, Asia Pacifics social networking family is expectedto represent 615.9 million people, with half of them (307.5million) coming from China alone.(Source: eMarketer)By 2014, there are expected to be as many as 853.7 millionsocial networking users in the entire region, with Chinacontributing 414.5 million of them and India contributing129.3 million.(Source: eMarketer)Social networking penetration rates in Asia Pacific stand at59.8%, less than the global average of 79.9%.(Source: Comscore)On average, the typical social network visitor from the AsiaPacific region spent 3.3 hours on the activity (if they arefemale) and 2.7 hours (if they are male) in the month ofOctober 2011.(Source: Comscore)Asia Pacifics female internet users devote more thanone third (38%) of their digital time engaging in onlinediscussions.(Source: TNS)In total, Asia Pacific social networkers spend around 11%of their online time on the activity.(Source: Comscore)Facebook has more than 195 million users in the AsiaPacific region (ex-Australia and New Zealand).(Source: Internet World Stats)More than half (57%) of Facebooks users in Asia comefrom the Southeast Asia region.(Source: Grey)In a survey on trust and advertising, just over two fifthsall Asia Pacific recipients (42%) said they had the mostconfidence (they "trust completely" or "trust somewhat") inonline ads hosted in social networks.(Source: Nielsen)Loyalty comes at a price - and a discounted one at that.More than one third (34%) of Asia Pacific users say thatthe main reason for following brands on a social network isto receive discounts or promotions.(Source: Nielsen)Be careful about pestering Asia Pacific social networkers toomuch though when they are being social online. Accordingto one study, more than half of them (51%) dont wantto be bothered by brands when they are engaging in thisonline activity.(Source: MediaBuzz / TNS)And brands should look out too if they overstep the markin any way. More than half (59%) of Asia Pacific socialnetworkers comment about them online.(Source: MediaBuzz / TNS)That being said, 60% of social networkers in the region doadmit that social networks are a good place to learn aboutproducts.(Source: MediaBuzz / TNS)Nearly all Asia Pacifics social networkers (93% of them)access and use their social media outlets once or moretimes every month.(Source: Techwireasia / Forrester Research)
  8. 8. 12 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 13Malaysia 80 100 20 80The Philippines 50 40 10 40Singapore 30 30 - 50Taiwan 20 40 - 30Thailand 70 90 10 70(Source: Burson Marsteller; Percentage of companies using the four major social mediachannel types across Asia-Pacific in 2011) Why Asia Pacific Internet Users BlogMotivation % Of BloggersResearch for work 2.62Networking for work 1.70Education 1.45Stay in touch with friends 4.88Update my friends with my life 5.17Meet new people 1.22Promote something 1.10Entertainment 1.39Research/find products to buy 0.76Share my opinion 3.73Share content 4.01Find music 0.66Stay up to date on news/events 1.28Research how to do things 0.49Organise my life 1.14Express myself 5.27Take on a different personality 0.35Fill up spare time 1.81I feel like I have to 0.58To talk about brands/products 0.52(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)Why Asia Pacific Internet Users JoinSocial Network GroupsMotivation % Of Internet Users Who Joined A Social Network GroupResearch for work 1.92Networking for work 2.86Education 1.22Stay in touch with friends 7.08Update my friends with my life 2.49Meet new people 9.45Promote something 0.99Entertainment 2.71Research/find products to buy 1.65Share my opinion 3.34Share content 3.61Find music 0.54Stay up to date on news/events 2.45Research how to do things 1.05Organise my life 0.98Express myself 2.82Take on a different personality 1.14Fill up spare time 3.44I feel like I have to 0.82To talk about brands/products 1.19(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)Why Asia Pacific Internet Users Social NetworkMotivation % Of Asia Pacific Social Network UsersResearch for work 1.62Networking for work 2.28Education 0.99Stay in touch with friends 17.01Update my friends with my life 4.49Meet new people 5.76Promote something 0.45Entertainment 3.02Research/find products to buy 0.70Share my opinion 1.72Share content 3.04Find music 0.57Stay up to date on news/events 2.12Research how to do things 0.71Organise my life 0.80Express myself 2.63Take on a different personality 0.36Fill up spare time 2.58I feel like I have to 0.60To talk about brands/products 0.31(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)• CASE STUDY •• CASE STUDY •Client: Prudential Corporation AsiaAgency: Cartoon Network AsiaCampaign: Cha-Ching Money Smart KidsObjective: Following the global financial crisis, financialliteracy became a significant concern for families andgovernments in Asia. Existing programmes were too dryor limiting so Prudential sought to address the need byextending its commitment to financial literacy to reach ayounger audience aged 7-12.Strategy: Prudential conducted independent researchinto the needs of Asian parents and set out to apply anedu-tainment approach that combined music, animationand visual humour to create a programme that wouldsustain the attention of children. Prudential partnered withCartoon Network to produce ten three-minute animatedmusic videos, with the educational approach devised byrenowned childrens education specialist Dr Alice Wilder.The programme was called "Cha-Ching".Details: Cha-Ching was aired on Cartoon Network onweekday afternoons and weekend mornings, with thefour key concepts of Earn, Save, Spend and Donatecommunicated through songs by the Cha-Ching band. TheCha-Ching website provided a host ofat-home activities for parents and video games to engagechildren, while the mobile application brought the conceptof money management to life by encouraging children tosave and better manage their allowances. Cha-Ching wasalso taken to schools in The Philippines and in Hong Kongwith the support of local governments and NGOs.Results: Cha-Ching has reached 4.5 million Asianhouseholds in seven Asian markets via TV and has receivedoverwhelmingly positive feedback from governments,educators and NGOs in Asia and across the world. Thewebsite has over 30 million pageviews to date, with eachvisitor spending an average of 15 minutes on the site. OnFacebook, Cha-Ching has more than 25,000 fans and onYouTube, the music videos have more than 250,000 views.Asia Pacifics Top Social Networking NationsCountry % Of Online Population Engaging in Social NetworkingAustralia 96China 53Hong Kong 93India 95Indonesia 94Japan 58Malaysia 94New Zealand 95The Philippines 96Singapore 94South Korea 87Taiwan 94Vietnam 85(Source: comScore Media Metrix, October 2011)Asia Pacifics Social Networking Users% of Social NetworkersGender Male 58.80Female 41.20Education Schooling until age 16 2.04Schooling until age 18 14.08Trade/technical school or college 26.90University 46.63Post graduate 10.35Employment Full-time worker 61.84Part-time worker 5.25Freelancer 5.85Self-employed 4.66Full-time parent 2.36In education 13.18Unemployed 2.28Other 4.57Work Sector Financial Services 4.24Retail 5.10Professional Services (Law, Accounting, Architect, etc.) 4.80Healthcare/Medicine 3.44Manufacturing, Engineering, Construction 15.8Education 4.36Government (excluding Education & Health) 3.50Police or Armed Forces 0.34Agriculture or Mining 1.08IT, Internet, Software, Computer Services 12.87Transport, Logistics, Distribution 4.20Travel, Tourism, Leisure Services 1.70Advertising marketing, media 1.45Other 14.73Current Position Company Owner 4.57Senior Manager 5.63Mid-level Manager 14.29Entry-level Manager 12.39Team member 26.42Support level 6.10Other 8.21Responsibility At Work General management 38.47Direct reports/team 21.30Recruiting new employees 14.38Purchasing IT/telecoms/technology PRODUCTS/services for co. 20.14Purchasing all other PRODUCTS/services for co. 18.14Managing budgets 15.78Advertising and marketing 0.78Company strategy 14.73None of these 2.97Decision Maker Decision maker 20.26Senior decision maker 5.78Other 51.56(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)Asia Pacifics Bloggers % Who Have Written Their Own BlogGender Male 60.70Female 39.30Education Schooling until age 16 1.36Schooling until age 18 10.44Trade/technical school or college 26.93University 50.26Post graduate 11.01Employment Full-time worker 66.55Part-time worker 4.21Freelancer 6.90Self-employed 4.26Full-time parent 1.47In education 12.47Unemployed 1.35Other 2.80Work Sector Financial Services 4.01Retail 5.18Professional Services (Law, Accounting, Architect, etc.) 4.93Healthcare/Medicine 3.61Manufacturing, Engineering, Construction 16.25Education 4.63Government (excluding Education & Health) 3.43Police or Armed Forces 0.36Agriculture or Mining 0.84IT, Internet, Software, Computer Services 16.22Transport, Logistics, Distribution 4.24Travel, Tourism, Leisure Services 1.87Advertising marketing, media 1.88Other 14.48Current Position Company Owner 5.02Senior Manager 6.89Mid-level Manager 17.15Entry-level Manager 14.56Team member 27.22Support level 5.19Other 5.89Responsibility At Work General management 45.96Direct reports/team 26.25Recruiting new employees 19.39Purchasing IT, telecoms/technology PRODUCTS/services for co. 28.01Purchasing all other PRODUCTS/services for co. 25.77Managing budgets 21.65Advertising and marketing 0.80Company strategy 14.70None of these 2.59Decision Maker Decision maker 27.06Senior decision maker 7.76Other 47.10(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)Asia Pacifics Top Social Networking SitesSite Total Unique Visitors (000) % ReachSocial Media - Social Networking 436,264 72.2FACEBOOK 155,081 25.7QQ.COM Micro blogging 119,560 19.8PENGYOU 79,880 13.2SINA Micro blogging 66,989 11.1RENREN 56,424 9.3TWITTER 46,793 7.7Baidu Space 42,056 7.0QZONEAPP 39,828 6.6KAIXIN001 23,101 3.8163.COM Micro blogging 20,683 3.4(Source: comScore Media Matrix, March 2012; Total Audience)Asia Pacifics Facebook UsersCountry Number of UsersAustralia* 10,721,020China 447,460Hong Kong 3,752,160India 45,048,100Indonesia 43,523,740Japan 7,684,120South Korea 6,376,160Malaysia 12,365,780New Zealand* 2,101,820The Philippines 27,724,040Singapore 2,602,880Taiwan 11,877,620Thailand 14,235,700Vietnam 3,173,480(Source: Internet World Stats, 31 March 2012; * 31 Dec 2011) Asia Pacifics Companies Social HabitsCountry % Using % Using % Using % Using Microblogs Social Corporate Video Networks Blogs SharingAustralia 90 50 - 50China 80 90 50 30Hong Kong 60 70 10 30India 70 70 20 40Indonesia 50 40 20 30Japan 70 40 - 70South Korea 90 70 90 60
  9. 9. 14 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 15Of the countrys daily users, nearly three quarters of them(69%) access the internet several times per day.(Source: Nielsen)The heaviest users when it comes to spending time on theinternet each week are males between the ages of 16 to24. They surf an average of 26 hours and 12 minutes perweek.(Source: Nielsen)Nearly half (43%) of online Australians turn to the internetto access TV, movie and related entertainment content.(Source: Nielsen)Australians are keen on downloading online videos. In the12 months leading up to June 2011, the average onlineAustralian downloaded 132 hours of YouTube videos.(Source: ACMA)During the month of June 2011, it was found that 7.4million Australians banked online (an increase of 4% fromJune 2010), 6.8 million paid bills online (an increase of 7%),while 2.4 million purchased goods and services online (anincrease of 12%).(Source: ACMA)In Q4 2011, Australians spent an average of 43 hoursand 54 minutes per month online via their PCs alone, andof that time, 3 hours and 27 minutes were devoted towatching online videos.(Source: Nielsen / Regional Television Audience Measurement / Oztam Measuring Audiences)More than half (55%) of online Australians are tapping intodevices other than desktop or laptop PCs when commutingor travelling, up from 42% who did the same in 2010. Onethird say going online is their favourite thing to do whilecommuting and travelling.(Source: Nielsen)Just over half (52%) of surveyed Australians in one studyview the internet as their preferred information source,while more than one third (34%) view it as their mosttrusted information source.(Source: Nielsen)More than half (52%) of surveyed Australians in one studyview the internet as the best way for them to kill time,while an equal amount (51%) see it as an ideal way togather opinions.(Source: Nielsen)How Often Australians Go OnlineFrequency of Internet Usage % Who Access the InternetEveryday 77At least weekly 20At least monthly 2At least yearly -Never 1Dont know -(Source: ABS, December 2011)Online Australias Digital Media ActivitiesActivities Number Of Online Users (000)Streamed video (e.g. YouTube) 2,631Downloaded feature-length movie 612Streamed TV (e.g. ABC iView) 1,056Downloaded TV programs 974Downloaded audio/video podcasts 786Downloaded video clips 1,580Streamed music 1,202Streamed radio 912(Source: Roy Morgan, June 2011 (via ACMA); number of persons aged 14 years and over)Information Sought Online By AustraliansInformation % Of Users Seeking Information OnlineMaps or directions 52Weather 46Academic research 29Read newspapers online 27Accessed news 23Searched for jobs/employment online 23Sport 22Real estate information 22Business related research 21Travel information and services 21Government information and services 18Searched for personal information 17Traffic or public transport information 17Health or medical information 16Searched for entertainment/restaurants/whats on information 16(Source: Roy Morgan, June 2011 (Via ACMA))What Australias Internet Users Do OnlineActivity % of UsersUploaded Photos Online 43.60Watched A Video Clip 71.07Uploaded A Video Online 17.60Manage Your Social Network Profile 48.93Written Your Own Blog 10.00Used A Micro blogging Service 7.20Subscribed To An RSS Feed 6.66Used An Aggregator 4.13Used Instant Messenger 30.13Made A Phone Call Online/Used VOIP 19.60Used Webmail 56.53Used Online Office Applications 21.34Edited/Managed Own Website 11.87Used Internet Banking 72.00Left A Comment On A Story On A Website 25.20Written A News Story/Article 6.14Post Comment On Forum/BBS 19.60Purchased A Product Online 54.40Reviewed A Product Or Brand Online 38.93Used A Social Bookmark Service 10.40Asked/answered question on Q/A service 16.67Bght prod/serv through group buying website 14.26(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)Australians Media ActivitiesMedia activity % Who Did % Who Did In Past month In Past weekWatched free-to-air television (not online) 65 64Listened to the radio (not online) 54 52Visited a website of a news organisation 52 49Undertook other social networking activities (e.g. browsing others profiles, staying in touch with friends) 49 48Watched video content that you downloaded from the internet from sites like YouTube 33 31Played games on the internet (online games) 30 28Watched pay TV (e.g. Foxtel, Austar) (not online) 26 25Watched video content (video clips etc.) through a social media website such as Facebook 25 22Accessed the news though a social media website (e.g. Facebook, Twitter, MySpace, Bebo - not YouTube) 22 20Visited a TV broadcasters or radio stations website (but not to watch catch-up TV over the internet) 20 17Watched catch-up TV over the internet (e.g. iView, Plus7, FIXPlay, etc.) 17 15Listened to an internet radio service 14 12Watched video content that you downloaded from the internet from sites like BitTorrent or Pirate Bay or other peer-to-peer networks 13 11Created and uploaded video content to the internet (E.G. YouTube, etc.) 6 5Watched an IPTV service (e.g. FetchTV, etc.) 2 2None of these 6 7(Source: ACMA, Digital Australians online survey, 2011)• ONLINE ADVERTISING •• ONLINE ADVERTISING •Australias total online advertising expenditure reachedAU$2.66 billion as of the end of December 2011 and isforecast to break the AU$3 billion mark in 2012. The onlineadvertising market grew overall by 17% last year.(Source: IAB / PWC)• DEMOGRAPHICS •• DEMOGRAPHICS •Australia is one of the world leaders when it comesto internet penetration levels; it currently has a 90%penetration rate, placing it at number five in the world interms of penetration levels.(Source: Nielsen)There were 11.596 million active internet users in Australiaas of December 2011, representing an increase of 11%from December 2010.(Source: ABS)More than two thirds (68%) of Australias internet usersare aged between 16 to 44 years.(Source: Nielsen)Australia is a broadband nation. As of December 2011,95% of users overall were connected through broadband,marking an increase of 12% from December 2010.(Source: ABS)Broadband has now infiltrated 73% of Australianhouseholds, representing 6.2 million broadband-enabledhomes.(Source: ABS)More Australians are going online via their mobile phones.Mobile wireless was the fastest growing internet accesstechnology category in 2011, representing 5.49 millionusers in December 2011, an increase of 22% on December2010.(Source: ABS)Australian Internet Users % of usersGender Male 81Female 78Age groups (years) 15-17 9518-24 9625-34 9335-44 9045-54 8555-64 7165 or over 37Equivalised household income Lowest quintile 59Second quintile 67Third quintile 84Fourth quintile 89Highest quintile 94Could not be determined 78Personal income Less than $40,000 72$40,000-$79,999 89$80,000-$119,999 95$120,000 or over 97Could not be determined 74Employment status Employed 90Not employed 60OccupationManagers 90Professionals 97Technicians and trades workers 85Community and personal service workers 90Clerical and administrative workers 94Sales workers 93Machinery operators and drivers 77Labourers 77Inadequately described 91Country of birth Born in Australia 81Born overseas Main English speaking countries 83Other 71Education Bachelor degree or above 95Advanced diploma or diploma 90Certificate 81Year 12 or below 70State or Territory New South Wales 79Victoria 79Queensland 79South Australia 77Western Australia 82Tasmania 74Northern Territory 79Australian Capital Territory 89Section of State Urban 80Rural 75Remoteness area Major Cities of Australia 82Inner Regional Australia 75Outer Regional Australia 74Remote Australia 73Area of usual residence Capital city 82Balance of State/Territory 75Total Australia 79(Source: ABS, December 2011)• USER BEHAVIOUR •• USER BEHAVIOUR •Nearly all online Australians (93% of them) access theinternet daily and the average amount of time spent onlineweekly now is 21 hours and 54 minutes, up 12 minutesfrom 2010.(Source: Nielsen)AUSTRALIA
  10. 10. 16 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 17More than half (53%) of total online ad spend for 2011went on search and directories, representing AU$1.4billion, while general display advertising took up 23.8% ofspend, representing AU$632 million. Classifieds meanwhileaccounted for 23.1% of total online ad spend in Australialast year, accounting for AU$615 million of the total.(Source: IAB / PWC)In terms of growth rates between 2010 and 2011, Searchand Directories grew by 25%, Classifieds by 16% andGeneral Display by 4%.(Source: IAB / PWC)Online video-based advertising grew 31% last year,representing an increase of AU$43.7 million, while email-based advertising increased 17% ($37.7 million).(Source: IAB / PWC)Motor Vehicles, Finance, Computers, and Communicationsdominated the General Display advertising category for2011, accounting for 39.3% of the expenditure. MotorVehicles represented 13% of this expenditure.(Source: IAB)By 2016, online video ad spending is expected to reachAU$5.4 billion.(Source: IAB / Forrester / Online Media Daily)Google remains the leader in the search advertising market.In 2011, it recorded an 88% revenue market share.(Source: Frost & Sullivan)Between January 2011 and June 2011, online advertisingin Australia accounted for 18.5% of total ad spend, whilenewspapers/magazines and free TV accounted for 29% and24.9% respectively.(Source: CEASA / IAB)It is estimated that by 2014, Australias online advertisingmarket will be worth around AU$3.9 billion. Mobile displayadvertising excluding search, apps or subscriptions,meanwhile, is projected to be worth AU$219 million in2014.(Source: IAB / PWC)Facebook is the leading display ad publisher in Australia,accounting for almost 25% of all monthly display adimpressions (3.6 billion), reaching 10.3 million online users.It is followed by Microsoft, with about 2.6 billion displayads in January 2012, then Google, which recorded 943million.(Source: ComScore)The Australian mobile advertising market is expected toreach a market value of AU$82 million by 2016.(Source: Frost & Sullivan)Australias Top Online Ad Networks Total Unique Visitors (000) % ReachGoogle Ad Network 12,314 90.0Adconion Media Group 9,118 66.7ValueClick Networks 7,407 54.2Tribal Fusion 6,836 50.0Digital Network Sales 5,649 41.3Adknowledge 1,800 13.2RockYou 1,240 9.1(Source: comScore Media Metrix; June 2011; Total Australia Age 15+Home/Work Locations)Australias Top 20 Online Properties Total Unique Visitors (000) % ReachMicrosoft Sites 12,692 92.8Google Sites 12,623 92.3FACEBOOK 10,226 74.8Yahoo! Sites 8,252 60.3Apple 5,975 43.7eBay 5,666 41.4Wikimedia Foundation Sites 5,294 38.7Glam Media 4,601 33.6News Interactive 4,275 31.3Telstra Corporation 4,204 30.7Ask Network 3,955 28.9CBS Interactive 3,622 26.5Amazon Sites 3,612 26.4Fairfax Media 3,563 26.1BitTorrent Network 3,302 24.1Viacom Digital 3,300 24.1VEVO 3,287 24.0Demand Media 2,926 Sites 2,720 19.9New York Times Digital 2,693 19.7(Source: comScore Media Matrix, JUNE 2011; Total Audience)Australias Top Entertainment SitesSite Total Unique Visitors (000) % ReachEntertainment 13,426 95.9YOUTUBE 8,264 59.0iTunes Software (App) 5,871 41.9CBS Interactive 3,579 25.6VEVO 3,293 23.5Viacom Digital 3,071 21.9IMDb 2,505 17.9Glam Entertainment 1,912 13.7Yahoo! TV 1,664 11.9Break Media 1,455 10.4iTunes 1,307 9.3(Source: comScore Media Matrix, March 2012; Total Audience)Australias Top Gaming SitesSite Total Unique Visitors (000) % ReachGames 6,578 47.0IGN Entertainment 1,105 7.9EA Online 878 6.3Intergi Entertainment And Games 755 5.4GameSpot 689 4.9Valve Corporation 674 4.8GSN Games 661 4.7Wikia Gaming 595 4.3Lycos Gamesville 520 3.7WildTangent Media 516 3.7GREATWEBARCADE 432 3.1(Source: comScore Media Matrix, March 2012; Total Audience)Australias Top Retail SitesSite Total Unique Visitors (000) % ReachRetail 10,787 77.1Amazon Sites 4,046 28.9Apple Worldwide Sites 3,369 24.1Coles Group 1,637 11.7Woolworths 1,404 10.0Ticketek 1,103 7.9JB Hi-Fi 930 6.6Ticketmaster 914 6.5AVG 830 5.9MYSHOPPING.COM.AU 612 4.4Alibaba Corporation 563 4.0(Source: comScore Media Matrix, March 2012; Persons 15+)Australias Top Site CategoriesSite % ReachPortals 98.3Search/Navigation 97.2Social Networking 96.3Entertainment 95.9News/Information 95.7Community 87.9Technology 77.1Retail 77.1Directories/Resources 77.0Business/Finance 74.3(Source: comScore Media Matrix, March 2012; Total Audience)Australias Top Online Ad Networks% Reach Total Unique Visitors (000)Google Ad Network 12,314 90.0Adconion Media Group 9,118 66.7ValueClick Networks 7,407 54.2Tribal Fusion 6,836 50.0Digital Network Sales 5,649 41.3Adknowledge 1,800 13.2RockYou 1,240 9.1(Source: comScore Media Matrix, JUNE 2011; Total Audience)Australias Top Online Video Sites (By Videos) Videos (000) Share of VideosGoogle Sites 612,876 52.3Microsoft Sites 35,588 3.0FACEBOOK 16,900 1.4VEVO 16,405 1.4Yahoo! Sites 15,643 1.3DailyMotion 9,999 0.9Viacom Digital 8,402 0.7Blinkx 6,024 0.5Australian Broadcasting Corp. 5,496 5,158 0.4Turner Digital 4,917 0.4(Source: comScore Video Metrix; May 2011)Australias Top News/Information Sites Videos (000) Videos Minutes per Viewer per ViewerTotal Internet : Total Audience 1,171,564 108.8 611.5News/Information 17,775 7.8 46.6Australian Broadcasting Corp. 5,496 7.7 66.6Yahoo! News Network 1,490 6.4 Sites 1,464 3.4 4.8CNN Network 1,382 7.2 37.2HPMG News 714 3.9 22.3(Source: comScore Video Metrix; May 2011)Most Relevant Channels To Australias ConsumersChannel Very Relevant (% Of Consumers)Direct mail from the brand 13Email newsletters from the brand 13Mobile application 5Blogs/discussion forums/review sites 12Information on LinkedIn 4Information on Wikipedia 12Information on social media channel e.g. Facebook, Twitter, YouTube 10Brand or company website 38Sponsored search engine results/Search engine advertising 16Print media 18(Source: Experian 2011)• E-COMMERCE •• E-COMMERCE •The daily peak period for online shopping in Australiaoccurs from 6pm to 10pm, with more than one in fivebrowsing and buying during that time.(Source: Nielsen)In 2011, more than two thirds (68%) of Australian internetusers made purchases over the internet. The most favouredtypes of purchases included travel, accommodation,memberships or tickets, and CDs, DVDs, books ormagazines.(Source: ABS)In 2011, total retail e-commerce sales reached AU$10.5billion, making Australians the fourth biggest onlinespenders in the Asia Pacific region. Australian retaile-commerce sales (ex online gaming revenues) areexpected to grow at CAGRs of 16.8% until 2015, reachingAU$20 billion.(Source: eMarketer)According to Frost & Sullivan, Australians will be spendingAU$21.7 billion online by 2015.(Source: Frost & Sullivan)Of Australias total online expenditure in 2011, almost half,or AU$6 billion, were expected to be spent on oversease-commerce sites. Two thirds of Australian internet users,however, say they would rather shop on Australian sites.(Source: PwC / Frost & Sullivan / CCI)Let no one say that Australians dont do their homeworkbefore they shop. Prior to making purchases online, adecisive 95% of consumers will access the web for productreviews, price comparisons and peer reviews.(Source: PwC / Frost & Sullivan)Almost 75% of Australians go online to pay their bills.(Source: CCI)Surprisingly, the main age category of online shoppers wasthe 50-64 year old, as they had the highest expenditureper month.(Source:CCI)Australias Online Shoppers % of users who purchased or ordered goods or services onlineGender Male 68Female 68Age groups (years) 15-17 4218-24 6725-34 7835-44 7445-54 6955-64 6465 or over 53Equivalised household income Lowest quintile 52Second quintile 58Third quintile 69Fourth quintile 75Highest quintile 82Could not be determined 63Personal income Less than $40,000 60$40,000-$79,999 76$80,000-$119,999 86$120,000 or over 87Could not be determined 61Employment status Employed 74Not employed 52Country of birth Born in Australia 69Born overseas Main English speaking countries 75Other 59Education Bachelor degree or above 83Advanced diploma or diploma 73Certificate 68Year 12 or below 58State or Territory New South Wales 68Victoria 68Queensland 68South Australia 68Western Australia 66Tasmania 72Northern Territory 73Australian Capital Territory 82Section of State Urban 69Rural 63Remoteness area Major cities of Australia 70Inner Regional Australia 65Outer Regional Australia 64Remote Australia 65Area of usual residence Capital city 70Balance of State/Territory 65(Source: ABS, December 2011)
  11. 11. 18 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 19How Australias Online Shoppers Spend Their MoneyProduct Or Service % of online shoppers who purchased or ordered onlineAccess to paid sites such as genealogy or research sites 7CDs, music, DVDs, videos, books or magazines 45Clothes, cosmetics or jewellery 34Computer software, computer hardware or Internet time 31Electrical goods 21Food, groceries or alcohol 13Home furnishing 8Lotteries or betting 9Medical items or supplies 6Shares or insurance 21Sporting equipment, toys, collectibles or materials for hobbies 29Travel, accommodation, memberships or tickets of any kind 74Other 3(Source: ABS, December 2011)Key Online Shopping Statistics Indicator % Of Online ShoppersInternet users purchasing goods or services online 62Payment channels used to purchase online* Credit card only 25Money transfer services only (e.g. PayPal) 12Both credit card and money transfer services 54Neither 9Access devices used to purchase online Computer 97Mobile 4Other 2Number of times purchased online1-5 times 526 times or more 48Top three items purchased onlineTravel goods 60Clothing, shoes and personal items 53Event, concert and movie tickets 53Location of online purchase Mostly Australian websites 53Mostly overseas websites 19Australian and overseas websites equally 29(Source: ACMA; Six Months To April 2011; *Relates to online purchases occurring in June 2011)• MOBILE •• MOBILE •As of end-December 2011, there were 11 million mobilehandset subscribers in Australia. This marks an increase of34% from end-December 2010.(Source: ABS)Of all mobile handset subscribers, 2.2 million subscribershave enrolled to data subscription plans, while 8.8 millionsubscribers have standard mobile plans.(Source: ABS)In Q4 2011, Australians downloaded 5,000 terabytes ofdata, an 35.3% increase over the same period in 2010.(Source: ABS)Australians sent 36.3 billion SMS and MMS messages inJune 2011 alone, a 23% increase on June 2010, when 29.4billion messages were sent.(Source: ACMA)In June 2011, 3.9 million Australians accessed the internetvia a mobile device, a 63% increase on June 2010.(Source: ACMA / Nielsen)Overall, the number of Australias mobile users accessingthe internet via mobile increased by 83.9% in 2011.(Source: ACMA / Nielsen)During the 2011 Christmas holiday week, Australiansdownloaded 28 million mobile applications.(Source: Flurry)A study conducted by ACMA for the month of June 2011found that 1.55 million Australians used their mobilephones for social networking, 751,000 for bill payments,100,000 for online purchases, 550,000 for watching videos,304,000 for listening to music, and 274,000 for makingVoIP calls.(Source: ACMA)From June to July 2011, apart from voice calls, Australianmobile users who used their phones at least five timesper day were accessing their handsets for texting (40%),accessing mobile applications (26%), emailing (23%),sourcing information (22%), and surfing the internet (18%).(Source: AIMIA)More than half (55%) of Australias mobile usersdownloaded and installed an application on their mobilehandsets in the first half of 2011.(Source: AIMIA)The main types of mobile applications Australiansdownloaded in 2011 were games (79%), news and weather(57%), maps and navigation (55%), instant messaging andsocial networking (46%), and photos, videos and movies(39%).(Source: AIMIA)There was an increase in the number of Australian mobileusers choosing to pay for applications between 2010 and2011. In 2010, 52% paid for them, while in 2011, 60%did so. For those choosing to pay for them, the pricerange that was most popular was $1.00 to $5.99, whichaccounted for 74% of paying users.(Source: AIMIA)This year, an anticipated 5.7 million Australians will bemobile internet users, 36% of Australias 15.7 millionprojected mobile phone population in 2012.(Source: eMarketer / Nielsen)Australias Mobile Internet Users % Of UsersAge 25 to 34 69.2135 to 44 69.7845 to 54 56.7255 to 64 56.36Job Title Top Management 75.62Non Top Management 65.61Monthly Household Income USD <2000 -USD 2000 to <4000 -USD 4000 to <6000 64.04USD 6000 to <8000 58.96USD 8000+ 65.00Monthly Personal Income Below USD 1000 -USD 1000 to <2000 -USD 2000 to <3000 66.85USD 3000 to <6000 64.01USD 6000+ 66.88(Source: Synovate, PAX Q4 2012 - Q3 2011; Table - 10 markets)Australias Mobile ActivitiesActivities % Of UsersMade calls to mobiles 88Received SMS 83Sent SMS 81Made local calls 75Taking photos 46Received voice mail 39Playing games 25Bluetooth functions 23Made interstate calls 23Picture messaging/MMS 23Playing music/MP3s 22Did one or more internet activities 21Taking videos 15Using as a personal organiser or PDA 12GPS (global positional system) functions 10Entered a competition or voted using SMS 10Made overseas calls 10Listening to the radio 9Made video calls 3Global roaming 3Havent used my main mobile phone in the last 4 weeks 2Video messaging 2Infra-red functions 2Cant say -(Source: Roy Morgan (via ACMA); June 2011; % of people aged 14 years and over)Mobile Australians Top News/Information SitesSite Average Daily Page Impressions Unique BrowsersHerald Sun - News 57,022 6,557, 21,112 1,355, - News 20,279 2,461,839BBC News 20,185 2,008, 15,167 2,258,178ninemsn 9 NEWS 14,856 1,020,618Yahoo!7 News - 7News 13,552 1,320, 13,334 1,058, - News 12,606 1,321,581perthnow - News 12,539 1,664,617Fox Sports - News 11,574 1,395,419Cricinfo 11,431 1,494,385AdelaideNow - News 9,659 1,100,262The Weather Channel [MCN] 6,356 385,007The Age 4,643 531,606(Source: Nielsen; February 2012)Australias Preferred Mobile Ad TypesType of Business % Of Users Who Receive SMS/MMS textsBanking-type businesses 44"Other retail stores" - apart from department stores 32Health and beauty providers 21Travel shops 16Nightclubs, pubs and bars 15Department stores 15Cinema and theatre 14Group discount sites 11Employment agencies 10Other entertainment provider 10Restaurants and cafes 9Car dealers 6(Source: AIMIA, October 2011)Australias Mobile Shoppers % Of Mobile Users Who Ordered Products Or Services Via MobileAge 25 to 34 28.1335 to 44 22.6045 to 54 21.6055 to 64 17.11Job Title Top Management 22.46Non Top Management 24.63Monthly Household Income USD <2000 -USD 2000 to <4000 -USD 4000 to <6000 30.81USD 6000 to <8000 16.80USD 8000+ 24.96Monthly Personal Income Below USD 1000 -USD 1000 to <2000 -USD 2000 to <3000 20.98USD 3000 to <6000 20.32USD 6000+ 26.82(Source: Synovate, PAX Q4 2012 - Q3 2011; Table - 10 markets)• SOCIAL •• SOCIAL •In 2011, 8.6 million Australians accessed social networkingsites from their homes, an increase of 8% on the previousyear.(Source: ACMA)In the month of June 2011 alone, Facebook was accessedby 7.6 million Australians from home, YouTube by 5.7million, Wikipedia by 4.3 million, Blogger by 2.7 million,WordPress by 1.2 million, Twitter by 1.05 million, LinkedInby 735,000 and MySpace by 505,000.(Source: ACMA)Australians went on Facebook 6.2 billion times in 2011,averaging 1.6 trips a day each and spending on average26.49 minutes on each visit.(Source: B&T / Experian Hitwise)More than half (57%) of Australian social networkers haveclicked the "Like" button on Facebook about a brand orcompany.(Source: Nielsen)More Australians are using social networks but that doesntmean they trust everything they interact with when theyare in them: only 18% rate social media as on their topmost trusted sources of information about a brand orcompany.(Source: B&T / Experian Hitwise)By comparison, 25% rate Wikipedia as one of their topthree most trusted information channels.(Source: B&T / Experian Hitwise)Nearly two thirds (60%) of Australians will stop engagingwith brands if their communication is poorly targeted.(Source: Econsultancy / Experian)More Australians are sharing content they like that theycome across on social media sites, increasing from 39% ofthem to 46% of them throughout 2011.(Source: Nielsen)More than two thirds (70%) of online Australians surveyedin a study refer to consumer opinions on social networks,blogs, forums and other social media platforms.(Source: Nielsen)During the month of June 2011, 1.55 million Australiansuser social networking services via their mobile phones.(Source: ACMA)Nearly three quarters (74%) of Australian smartphone usersaccess social networking sites from their smartphones,compared to 49% of other mobile users.(Source: ACMA)According to one study, out of the time Australians spendon their mobile devices, 34% of that time is spent onsocial media, ahead of gaming (26% of the time) andentertainment (9%).(Source: Econsultancy / InMobi)YouTube was the biggest Australian social network growthstory of 2011, adding more than 4 million new users,followed by Facebook (1.4 million), Blogspot (1.3 million),LinkedIn (1.2 million) and Twitter (800,000 new users).(Source: Social Media News)Australias Social Networking Users % of Social NetworkersGenderMale 50.27Female 49.73EducationSchooling until age 16 11.87Schooling until age 18 30.00Trade/technical school or college 31.07University 19.60Post graduate 7.47Employment StatusFull-time worker 27.47Part-time worker 20.00
  12. 12. 20 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 21Freelancer 1.46Self-employed 6.93Full-time parent 7.20In education 10.00Unemployed 11.87Other 15.07Work SectorFinancial Services 1.60Retail 8.53Professional Services (Law, Accounting, Architect, etc.) 2.40Healthcare/Medicine 4.53Manufacturing, Engineering, Construction 5.47Education 6.27Government (excluding Education & Health) 2.00Police or Armed Forces 0.40Agriculture or Mining 2.53IT, Internet, Software, Computer Services 3.20Transport, Logistics, Distribution 2.13Travel, Tourism, Leisure Services 1.74Advertising marketing, media 1.20Other 13.87Current PositionCompany Owner 7.20Senior Manager 2.13Mid-level Manager 7.07Entry-level Manager 3.07Team member 26.13Support level 4.80Other 5.47Responsibility At Work General management 14.00Direct reports/team 10.00Recruiting new employees 8.53Purchasing IT, telecoms/technology PRODUCTS/services for co. 10.80Purchasing all other PRODUCTS/services for co. 12.00Managing budgets 10.93Advertising and marketing 0.26Company strategy 18.27None of these 6.27Decision MakerDecision maker 8.00Senior decision maker 6.93Other 40.93(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)Australias Bloggers % who have written their own blogGenderMale 63.98Female 36.02EducationSchooling until age 16 5.34Schooling until age 18 21.31Trade/technical school or college 31.99University 30.67Post graduate 10.69EmploymentFull-time worker 34.63Part-time worker 18.67Freelancer 4.02Self-employed 13.32Full-time parent 4.02In education 10.69Unemployed 6.66Other 7.98Work SectorFinancial Services 2.64Retail 9.30Professional Services (Law, Accounting, Architect, etc.) 1.32Healthcare/Medicine 2.64Manufacturing, Engineering, Construction 9.30Education 7.98Government (excluding Education & Health) 1.32Police or Armed Forces 1.32Agriculture or Mining 2.64IT, Internet, Software, Computer Services 7.98Transport, Logistics, Distribution 1.32Travel, Tourism, Leisure Services -Advertising marketing, media 4.02Other 18.67Current PositionCompany Owner 14.64Senior Manager 4.02Mid-level Manager 12.01Entry-level Manager -Team member 31.99Support level 2.64Other 5.34Responsibility At WorkGeneral management 26.65Direct reports/team 18.67Recruiting new employees 19.99Purchasing IT, telecoms/technology PRODUCTS/services for co. 22.69Purchasing all other PRODUCTS/services for co. 26.65Managing budgets 21.31Advertising and marketing 1.32Company strategy 33.31None of these 9.30Decision MakerDecision maker 14.64Senior decision maker 16.03Other 39.97(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)Australias Top Brands on FacebookFacebook Page Name Number of FansQuiksilver 1,867,798UGG Australia 1,337,568Bubble O Bill Ice Creams 1,174,479Pringles Australia 858,754Coca-Cola Australia 797,399BONDS 721,864Dominos Pizza - Australia 555,353Queensland, Australia 488,760[yellow tail] 479,947KFC Australia 453,6115 Gum Australia & NZ 448,653V Energy Drink Australia 398,361Dreamworld Australia 390,377Lorna Jane 337,326McDonalds Australia 335,862Holden 283,819Vegemite 283,673McGrath Foundation 274,296Slurpee Australia 248,0177-Eleven Australia 247,830(Source: Socialbakers, April 2012)Why Australian Internet Users Social NetworkMotivation % Of Users Who Joined % Of Social Network Users A Social Network GroupResearch for work 0.53 0.40Networking for work 0.93 1.07Education 0.26 1.33Stay in touch with friends 26.67 17.46Update my friends with my life 7.47 4.00Meet new people 1.07 3.20Promote something 0.67 1.07Entertainment 1.74 4.40Research/find products to buy - 0.93Share my opinion 1.07 3.33Share content 0.93 0.93Find music 0.40 0.40Stay up to date on news/events 0.80 3.46Research how to do things 0.53 0.67Organise my life 0.67 0.53Express myself 1.07 1.87Take on a different personality 0.13 -Fill up spare time 2.67 2.27I feel like I have to 1.07 1.07To talk about brands/products 0.26 0.53(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)Astralias Top Social Networking SitesSite Total Unique Visitors (000) % ReachSocial Media - Social Networking 13,473 96.3FACEBOOK 10,258 73.3LINKEDIN 2,334 16.7TWITTER 1,457 10.4TUMBLR 1,448 10.3DEVIANTART 911 6.5Myspace 827 5.9GOODREADS 418 3.0STEAMCOMMUNITY 417 3.0PINTEREST 254 1.8WEHEARTIT 241 1.7(Source: comScore Media Matrix, March 2012; Total Audience)Monetizing Sales Success– Worldwide.CMYCMMYCYCMYK
  13. 13. 22 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 23• USER BEHAVIOUR •• USER BEHAVIOUR •On average, internet users spent 18.7 hours online perweek in 2011, an increase of 0.4 hours per week in 2010.(Source: CNNIC)The majority of Chinas internet users go online to chat (415million of them doing this) and watch videos (325 million)respectively.(Source: CNNIC)The most popular online activities in 2011 included instantmessaging (80.9%), searches (79.4%), listening to music(75.2%), reading the news (71.5%), watching onlinevideos (63.4%), and playing online games (63.2%).(Source: CNNIC)There are 465 million online video viewers in China.(Source: We Are Social / China Internet Watch)In October 2011, 41.3% of online video viewers watchedfour or more hours of online videos per day on theweekend, compared to 12.7% for TV viewers.(Source: eMarketer)The number of online gamers increased by 6.6% in 2011to reach 324 million people, representing a total internetused base penetration rate of 63%.(Source: CNNIC)More than 50% of the countrys internet users report thatthey have played games with mobile devices while another44% report having done the same via a game console.(Source: Harris Interactive / Fleishman Hillard)The heaviest users of the internet in China are agedbetween 18 and 27, spending an average of five hoursdaily surfing the world wide web.(Source: We are Social)There were 10,000 searches conducted per second in Chinain 2011.(Source: We are Social)Why Chinese Internet Users Go OnlineMotivation % of UsersResearch for work 52.89Networking for work 46.86Education 42.27Stay in touch with friends 64.86Update my friends with my life 31.90Meet new people 27.37Promote something 21.54Entertainment 42.12Research products to buy 52.29Share my opinion 29.86Share content 32.05Find music 40.48Find films/TV shows 42.42Stay up to date on news/events 61.52Research how to do things 42.92Organise my life 27.62Express myself 37.24Take on a different personality 20.69Fill up spare time 40.68To get inspired/get ideas 40.93Play games 23.63Change other peoples opinions 16.90(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)What Internet Users Do OnlineActivity % of Internet UsersUploaded Photos Online 60.47Watched A Video Clip 71.64Uploaded A Video Online 34.95Manage Your Social Network Profile 54.04Written Your Own Blog 48.95Used A Micro blogging Service 52.04Subscribed To An RSS Feed 16.20Used An Aggregator 15.40Used Instant Messenger 67.20Made A Phone Call Online/Used VOIP 21.34Used Webmail 74.08Used Online Office Applications 59.62Edited/Managed Own Website 36.84Used Internet Banking 71.29Left A Comment On A Story On A Website 53.39Written A News Story/Article 30.36Post Comment On Forum/BBS 55.63Purchased A Product Online 70.79Reviewed A Product Or Brand Online 74.58Used A Social Bookmark Service 22.73Asked/answered question on Q/A service 38.68Bought product/service through. group buying website 49.55(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)Online BehavioursOnline Behaviours Number of % (of total % Change users (m) online population) From June 2010Search Engine 374.53 81.90 3.10Instant Message 352.58 77.10 9.20Online Music 362.18 79.20 5.40Online Radio 353.04 77.20 2.60Blog/QQzone 294.50 64.40 7.90Online Game 304.10 66.50 2.40Online Video 283.98 62.10 6.10Email 249.69 54.60 0.80Social Networking 235.05 51.40 -2.20Online Books 194.81 42.60 0.10Online Shopping 160.51 35.10 7.60Online Payment 137.19 30.00 11.70Online Bank 139.48 30.50 7.80BBS 148.17 32.40 -2.80Online Stock Trade 70.88 15.50 -20.60(Source: Nielsen / Edelman June 2011)• ONLINE ADVERTISING •• ONLINE ADVERTISING •Chinas online advertising spend reached US$8.11 billionin 2011, representing an increase of 57.3% from 2010.Online advertising also exceeded the traditional newspaperprint ad spend by more than US$7 billion. Research firmsare already projecting total internet advertising revenue inexcess of US$15 billion for 2013.(Source: China Internet Watch / iResearch)By 2015, Chinas online advertising market size is expectedto be worth US$11.3 billion, which will make it the largestonline ad market in Asia Pacific.(Source: eMarketer)Baidu dominates the Chinese online advertising market,with a 30.5% market share in Q4 2011, followed by Alibaba(17.4%) and Google China (6.5%).(Source: Analysis International)Revenues generated from mobile advertising in Chinareached more than US$380 million in 2011. This yearit is expected to more than triple to reach US$1 billion.By 2015, that number is expected to quadruple to US$4billion.(Source: iResearch / WARC)Online video generated ad revenues of US$261.6 millionin Q4 of 2011. The two major players, Youku and Tudou,combined accounted for 35.5% of market share. Onlinevideo ad revenue more than doubled from 2010 to 2011and it is projected to do the same for 2012.(Source: emarketer)• DEMOGRAPHICS •• DEMOGRAPHICS •There were 513 million internet users in China, the worldsbiggest internet user population, in 2011, representing anincrease of 55.8 million from 2010. The internet penetrationrate has now reached 38.3%.(Source: CNNIC)There are slightly more male internet users in China (55.9%) than female (44.1%).(Source: CNNIC)More than two thirds (80%) of the online population inChina is aged between 10 to 40 years.(Source: CNNIC)In 2011, there were 392 million internet users usingbroadband to connect at home, which represents abroadband penetration rate of 98.9%.(Source: CNNIC)More than 90% of internet users in China earn less thanRMB 5,000 (US$790) per month.(Source: CNNIC)While nearly three quarters (73.4%) of Chinas internetusers are going online via their PCs, more than two thirds(69.3%) also do so from their mobile devices.(Source: CNNIC)Chinas students represent 30.2% of Chinas onlinepopulation.(Source: CNNIC)The rural areas of China account for 26.5% of the totalinternet population, or 136 million internet users.(Source: CNNIC)Chinas online community is expected to exceed 700 millionby 2016, with a penetration rate of 52.1%.(Source: eMarketer)Chinas internet population grows by around 10 millionpeople every month.(Source: We Are Social)China Internet Users 2011 % of UsersGENDER MALE 55.9FEMALE 44.1AGE AGE 10-19 26.7AGE 20-29 29.8AGE 30-39 25.7AGE 40-49 11.4AGE 50-59 4.1AGE 60 AND ABOVE 0.7EDUCATION PRIMARY SCHOOL/BELOW 8.5JUNIOR MIDDLE 35.7HIGH SCHOOL 33.3JUNIOR COLLEGE 10.5UNIVERSITY AND ABOVE 11.9PROFESSION OTHERS 1.3UNEMPLOYED 8.6RETIREES 1.8LABOURERS (AGRICULTURAL, FORESTRY, HUSBANDRY, FISHERY) 4.0MIGRANT WORKERS 3.0FREELANCERS/SELF-EMPLOYED 16.0PROFESSIONAL TECHNICIANS 8.3ORDINARY STAFF WHITE COLLAR 9.9MIDDLE MANAGEMENT WHITE COLLAR 3.2SENIOR MANAGEMENT WHITE COLLAR 0.8PARTY/GOVERNMENT/INSTITUTE EMPLOYEES 5.2PARTY/GOVERNMENT/INSTITUTE LEADERS 0.7STUDENTS 30.2INCOME (YUAN) PER MONTH ABOVE 8000 3.85001-8000 5.03001-5000 13.52001-3000 17.91501-2000 11.91001-1500 10.1501-1000 12.5500 OR BELOW 17.5NO INCOME 7.9REGION RURAL 26.5URBAN 73.5PLACES OF ACCESS HOME 88.8OFFICE 27.9INTERNET CAFE 33.2SCHOOL 18.7PUBLIC PLACE 13.6ACCESS EQUIPMENT DESKTOPS 73.4MOBILE PHONES 69.3NOTEBOOK 46.8(Source: CNNIC, January 2102)CHINA
  14. 14. 24 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 25The total value of B2C transactions in 2011 was RMB240.07 billion (US$ 38.03 billion), an increase of 130%compared to 2010.(Source: China Internet Watch / Enfodesk)It is estimated that B2C online sales will grow at a CAGR of94.2% from now up to 2015. The only other country thatis growing so fast is India, but their CAGR over the sameperiod is expected to be well below that of Chinas, at34.2%.(Source: eMarketer)According to one survey, the most trusted website in Chinawas Others that followed included 360buy,Tmall, Yihaodian and Dangdang.(Source: DCCI)The online gaming market generated more than RMB 10billion (US$1.5 billion) in Q4 of 2011 alone. The top threeplayers were Tencent (31%), Netease (17.8%) and SNDA(16.7%).(Source: Analysys International)What Chinese Internet Users Buy OnlinePurchase % of UsersDesktop computer 7.53Portable media player e.g. iPod 5.48Mobile phone 22.03Flat screen TV 4.94Games console 4.09DVD player 3.14Satellite/cable TV 4.29Broadband/hi-speed Internet 13.91White goods E.G. Fridge, washing machine 5.93Car/Automobile 2.04Motorcycle 1.40Furniture/home equipment 7.03Holiday (in my own country) 12.66Holiday (abroad) 3.04Laptop (bigger than 10 inch screen) 5.98Netbook (ultra portable laptop, smaller than 10 inch screen) 3.49Blu ray player 1.35E-book/E-reader 3.74Beer 21.44Wine/Spirits 12.71Sports equipment 5.53Clothes 51.69Shoes 40.98Travel E.G. plane tickets/hotel 16.15Music 12.46Films 18.25Books 33.00Financial product E.G. insurance 9.27Personal items E.G. watches/handbags, etc. 21.68Healthcare and Pharmaceutical products 13.56A gift for someone 23.18Tablet device e.g. iPad 5.73None of the above 8.23(Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)How Chinese Online Shoppers Make DecisionsOnline information source before purchase (%) % of UsersSearch engine 77Official website 66Online shopping website 65Q&A forum 57Industry-specific website 55Article written by user 49Article written by professional 30Others 16(Source: Ipsos, November 2011)Where Online Chinese ResearchBrands And ProductsDestination % Of UsersUse a search engine 90Go to the brand or product website 63Go to a product review site 53Search a news site 38Ask or post a question on a forum 42Go to the brand or products Facebook page 28Go to the brand or products Twitter feed 28Search Twitter for user comments 22Something else 5Not applicable - I do not search for information about brands or products on the Internet 5(Source: Fleishman Hillard / Harris Interactive)• MOBILE •• MOBILE •There were 999.7 million mobile subscribers as of February2012. By the end of March, it had reached 1.013 billion.(Source: Reuters)The number of mobile internet users in China grew by17.5% to reach 356 million in 2011. The mobile internetpenetration rate as of the end of 2011 was 36.5%.(Source: CNNIC)Mobile internet usage is dominated by individuals betweenthe ages of 10 to 39 (90%).(Source: CNNIC)The most popular mobile internet activities in 2011 wereinstant messaging (83%), conducting searches (62%),reading news (61%) and listening to music (46%).(Source: CNNIC)Nearly one third of them were online gaming (30%),emailing (24%), watching videos (23%) and conductingonline payments (9%).(Source: CNNIC)The percentage of internet users that accessed onlineservices only from a mobile device increased 8% to 38% in2011.(Source: On Device Research)As of November 2011, there were 118 million 3G users inChina.(Source: Chinese mobile market (which includes value-addedservices, m-commerce, advertisements, paid search andgames) generated a total of RMB 39.3 billion (US$6.2billion) in 2011, almost double the amount posted in 2010.With more and more devices and apps being launched, themobile market size is projected to reach RMB 425 billion(US$67.5 billion) in 2015.(Source: iResearch / WARC)As of March 2012, the number of registered Taobao Mobileusers reached was more than 100 million. In 2011, TaobaoMobile generated a turnover of RMB 11.88 billion (US$1.9billion).(Source: China Internet Watch)The Chinese are paying on the go, with mobile paymentsincluding fund transfers and purchases of goods andservices netting RMB 48.1 billion (US$7.6 billion) in 2011.This is more than double the amount of 2010 and it isanticipated that this number will grow to RMB 121 billion(US$19.2 billion) in 2012 and RMB 218.6 billion (US$34.7billion) in 2013.(Source: iResearch / WARC)It is estimated that by 2015, the number of mobile internetusers in China will reach 712 million.(Source: WARC / iResearch)The search engine market achieved a 70% growth from2010 to 2011. The market is now worth RMB 18.78 billion(US$3 billion).(Source: iResearch)Chinas Top 20 Digital AdvertisersBrand % Of Users Who Have Seen Brands Advertised Via Digital MediaChina Mobile 78Dangdang 77Coca-Cola 75Nokia 73Alibaba 73Li-Ning 70Haier 69Nike 68Samsung 68Pepsi 67Lenovo 67VANCL 67Midea 67adidas 66Head & Shoulders 66Olay Wong 65Lo Kat Herbal Tea 65Mengniu 65Master Kong 64China Unicom 64 (Source: TNS; QC1; Base - All Respondents - China;)Chinas Top Motivating Digital AdvertisersBrand % Of Users Who Said Ads Significantly Increased Interest In Using BrandNokia 56Haier 46Nike 43Xtep 40Canon 40China Construction Bank 39Alibaba 39Olay 39Wong Lo Kat Herbal Tea 36Mengniu 35Master Kong 35Li-Ning 35Coca-Cola 34Dangdang 33China Unicom 33Midea 33Lays 33adidas 33China Telecom 32ICBC 32(Source: TNS; QC1; Base - All Respondents - China;)Types of Digital Media Being UsedMedia % Of Users Who Had Seen Brands Use Digital Media TypesSponsored content 51Dedicated websites 49Popup ads 48Banner ads 38Email 23Mobile phones 21Advertisements in video games 5Advertisements in virtual worlds (e.g. Second Life) 3Others 10(Source: TNS; QC1; Base - All mentions of types of digital media seen being used - China)Chinas Trust In Media ChannelsChannel % Who Trust CompletelyRecommendations from friends and family 61Consumer review on websites 21Independent reviews in publications 20Consumer opinion in blogs 19Product labels on packaging 17Expert review on websites 16Consumer opinion in chat rooms 14Products/brands that appear in movies or within TV programmes 14Consumer opinion on message boards 13Manufacturers/brands websites 12TV ads 11Magazine ads 9Ads that appear on search engines 8Newspaper ads 8Email newsletters 8Recommendations from other consumers who you do not personally know 8Radio ads 8Ads at the cinema before the movie starts 8Ads on posters, buses/bus shelters 7Banner ads on websites 6Ads that have been sent to you by email 6Ads via mobile SMS 5Ads in virtual worlds 5Ads in video games 5Popup or pop-under web ads 4(Source: TNS; QC1; Base - 0 - China)• E-COMMERCE •• E-COMMERCE •The size of the China e-commerce market size grew toRMB 7 trillion (US$1.113 trillion) in 2011, representing anincrease of 46% over 2010.(Source: iResearch)Chinas online shopping revenues came to RMB 774 billion(US$123 billion) in 2011, an increase of 68% from 2010.The major buying platforms remained the same as in 2010with Taobao leading the way followed by Paipao, Eachnet,Tmall and 360Buy.(Source: iResearch / is forecast that Chinas online shopping community willgrow to 329 million by 2015.(Source: Boston Consulting Group)Group buying took China by storm in 2011, with 64.65million internet users buying into this phenomenon, anincrease of almost 250% from 2010.(Source: CNNIC)The top five group buying sites in China in 2011 by numberof users were (9.89 million), million), (4.65 million), (4.47million) and (3.16 million).(Source: iResearch)Group buying sites generated RMB23.7 billion (US$3.7billion) in 2011. The main players included Juhuasuan,Lashou, Meituan and Dianping.(Source: Analysis International)Vancl, one of Chinas top-ten casual apparel brands,generated RMB 8 billion (US$1.27 billion) in 2011, fourtimes more than their turnover in 2010.(Source: Boston Consulting Group)Chinas online shopping population is expected to grow by30 million people each year until 2015. With this type ofgrowth, it is expected that the online retail market, whichtoday represents 3.3% of the total retail market size, willgrow to represent 7.4% by 2015.(Source: Boston Consulting Group)Within five years time, the average amount of money thata Chinese online shopper will spend annually will reachRMB 6,220 (US$990). This is double the amount that theyspend today and almost the same as the US$1,000 averagethat Americans spend.(Source: Boston Consulting Group)The e-commerce sales volume is estimated to grow by atleast 32% annually between 2011 and 2015, generating atransaction volume of RMB 18 trillion (US$2.86 trillion) by2015.(Source: China Daily)