Adma digital-marketing-yearbook-2011
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  • 1. Engaging consumers online and joining conversations is only the“ start. Marketers can now ASIA PACIFIC actively influence and Digital Marketing enable purchases. Yearbook 2011 www.asiadma.com Edited by Rachel Oliver
  • 2. asia.WSJ.com • ABOUT THE ASIA DIGITAL MARKETING ASSOCIATION • The ears, eyes and voice of digital marketing in Asia The Asia Digital Marketing Association Being a member gives you access: (ADMA) is a non-profit organisation with a • Unified voice for the industry to promote the use of digital and the internet (in the media and with potential membership base spanning the full range of customers) • Forum for standards and best practice sharing the digital marketing ecosystem, from portals • Spokespeople to represent members and respond to criticism and publishers, to advertisers, e-commerce • Insights on what advertisers, agencies and publishers are thinking platforms, device makers, games companies, • Industry contacts and networking opportunities Reaching Asia’s agencies, technology solutions providers, and • Sponsorship opportunities to raise awareness of your brand research houses. The mission of the ADMA • Discounted rates for regional events Unreachable • Notification of relevant speaking opportunities is to grow the use of digital for effective • Professional digital marketing qualifications - discounted enrolment fees for members marketing investment. This will be achieved • Entry in the online Membership Directory and annual Asia Pacific Digital Marketing Yearbook by being an authoritative source of insight • Job matching service to help you find staff As the region’s leading business news in print, online and on mobile, The to join the ADMA and statistics, hosting networking events, Membership fees are set low enough to encourage Wall Street Journal Asia reaches Asia’s affluent business leaders and universal membership among industry players, and taken and facilitating professional development. together provide sufficient revenues to underwrite regular decision makers where they live, work and play – anytime, anywhere. With activities. Other activities are funded by sponsorship the highest print circulation of any international daily in the region and an In addition, the ADMA engages with senior (cash and in kind) and by charging admission fees for some events. ever-expanding portfolio of online, mobile and tablet platforms, it’s no executives to gain consensus and provide a surprise that The Wall Street Journal Asia has been named the “most To join, simply complete the online registration form at voice on key industry issues. www.asiadma.com/membership/join. important business reading” by Asia’s business elite.* To find out more about integrated advertising solutions, please contact your Visit www.asiadma.com for more details. Dow Jones sales representative at wsja.advertising@dowjones.com or call: The ADMA gives heartfelt thanks to all our members for their support and contributions: Hong Kong 852-2831 2504; Singapore 65-6415 4300; Tokyo 81-3 6269 2701. ADMA Patrons: *Source: BE:Asia 2010©2011 Dow Jones & Company, Inc. All rights reserved. ADMA Corporate members: Acxiom Corporation, ad:tech, AGENDA Group Asia, ASATSU-DK, Branded, Citibank, Colgate-Palmolive, comScore, Coremetrics, Digital Chameleon, Dot Asia Organisation, Econsultancy, Edipresse, emarsys, Experian Hong Kong, Financial Times, Google Hong Kong, Hewlett Packard, Innity, Isobar Hong Kong, KatalystM, Lucini & Lucini Communications, Message Systems, MRM Worldwide, OgilvyOne Worldwide, Omnicom Group, Omniture, Publicis Modem Asia Pacific, Reader’s Digest Asia, SCMP.com, The Economist online, The Nielsen Company Hong Kong, The Upper Storey, The Wall Street Journal Digital Network, UBM Asia, Universal McCann, Wunderman. And all our SME members. asia pacific digital marketing yearbook 1
  • 3. CONTENTS• AsiA PAcific 6 • INDONESIA 44 • SINGAPORE 70• Austr AliA 14 • JAPAN 50 • SOUTH KOREA 75• CHINA 22 • MALAYSIA 56 • TAIWAN 81• HONG KONG 30 • NEW ZEALAND 62 • THAILAND 84• INDIA 38 • THE PHILIPPINES 66 • VIETNAM 88 asia pacific digital marketing yearbook 3
  • 4. CHAIRMANS Each market in the region is increasingly developing its sale to establishing a customer relationship. MESSAGE own characteristics and dynamics. You will see from the statistics in the Yearbook that the popularity of IM, gaming, There is also a new digital divide opening up, between companies that truly understand the potential to go deep SMS, e-commerce, apps, blogging, watching videos and use with their digital marketing efforts, and those that are still of search vary widely from country to country. Each market contemplating what to do with their Facebook presence, has own dynamics, such as consumers willingness to share if they have one at all. Some marketers are adding social their identities online, their ability to pay safely online, or media and online services as window-dressing to their 2011: From Communications their use of mobile. The overall trend is clear: online and traditional campaigns, which is a start towards integration, mobile audiences are reaching critical mass, and the size of but true transformation is needed. At the same time that communities interested in just about any topic is growing some of the worlds most sophisticated work is being done Outputs to Business Outcomes large enough to attract serious business attention. in this region, other companies are still not going beyond To reach these audiences, companies boosted their Asia the basics. Pacific online advertising expenditure to US$ 16.8 billion in A few years from now, we will see that some brands 2010, with growth estimated at more than 12% per year morphed to meet demand for data-driven communications S through 2015. Search accounts for more than one third of and truly embraced digital as part of a multi-channel all online advertising, and grew at more than 20% last year. strategy while others did not. Sadly some that dont adapt T eismic shifts are now taking place in digital That being said, the proportion of online advertising still may not be with us then. marketing in Asia Pacific that will impact how he Asia Digital Marketing Associations remains out of sync with consumer behaviour. In Singapore, The tipping point is when marketers go from “influencing campaigns are constructed, how tools are (ADMA) Yearbook is back. This fifth annual for example, online ad spend is estimated to be 6% of total the influencers” to engaging directly with consumers and deployed, and how results are measured. edition has more data and insights than advertising budgets even though internet users spend an B2B decision makers. Marketers increasingly “get” social The overall theme of these changes is that ever before, as well as an expanded social media average of 22.3 hours per month online. Online advertising media, as an extension of the storytelling and interactive addressable markets online in Asia Pacific have reached a there is estimated to grow at more than 15% per year. engagement with audiences that forms the basis of public size and scale at which consumer and B2B marketers can section. Its also available without charge online In addition to what I see from the hard data, as relations. The next step is seamless integration across achieve significant business results. Engaging consumers at www.asiadigitalmarketingyearbook.com. Chairman of the ADMA, I have heard industry leaders customer and prospect engagement, brand building, online and joining conversations is only the start. Marketers Today, every marketing director, advertiser, and talk firsthand about the evolution taking place around database building, lead generation and through to can now actively influence and enable purchases. Measuring agency executive has to develop digital strategies the region at events such as ad:tech, the iMedia Brand e-commerce sales to “connect the dots” in the marketing impressions, “likes”, click-throughs, costs per click, and and Agency Summits, the Digital Matters conference, value chain. In this integrated environment, no company email open rates are still useful metrics, but marketers can or give presentations on whats happening online and the ADMAs roundtables with senior marketers and expects their online campaigns to be the sole contributor to increasingly also drive e-commerce and offline retail sales in the Asia Pacific region. Thats where the agencies. The roundtables, conducted in Singapore and their financial success, and they are developing attribution revenue, create sales leads, increase a brands net promoter Yearbook comes in. It contains a wealth of the Hong Kong earlier this year, revealed that marketers are models that allow them to predict and measure the scores, and make a significant contribution to CRM. looking closely at onlines value in brand development, contribution each part of the marketing mix delivers. As this Statistics and insights from this years Yearbook reveal most relevant information and insight available, as well as the its better understood direct marketing happens, marketers will be able to increasingly map KPIs these trends. In 2010, Asia Pacific had more than 825 some of which cannot be found anywhere else, benefits. Marketers previously may have turned to the against true business outcomes, as well as communications million internet users, 42% of the global total. With a along with case studies showcasing a few of the web for the measurability of online campaigns, but now outputs. penetration rate of 21.5%, there is lots of room for growth, regions most innovative and effective digital they are staying to maintain sustained relationships and and 700 million more users are expected to come online in drive longer-term brand-building. Marketers are pushing David Ketchum is Chairman, Asia Digital Marketing the region by 2015. The broadband revolution that makes campaigns. It also covers demographics, user Association and President of Bite Communications, their agencies to look “beyond the click” to understand so much of cloud computing and real time video possible is behaviour, online advertising, e-commerce, mobile, online users behaviour and the sometimes less-than-linear Asia Pacific. sweeping through Asia Pacific, with 130 million broadband social networking, and much more. progression from generating brand awareness to making a users in China (all of Europe has 188.88 million), and rapid growth expected in Korea and Japan. Singapore already Many thanks to all the companies that has a more than 195% penetration rate for broadband, contributed data, and to the heroic team of the including wireless connections. ADMA Executive Director Kay Bayliss, editor Mobile remains a key factor, with 2.6 billion subscribers in the region in early 2011, and 400 million people having Rachel Oliver, and designer Garry Tipping who access to the mobile internet. Smartphones are driving new pulled it all together. functions such as mobile banking, mobile commerce and fuelling consumption of mobile video. The 59 million mobile video users in the region at the end of 2010 are expected in the region in 2010, and are expected to grow to over to mushroom into a community of 250 million over the next US$250 billion in 2012. five years, and drive a US$35 billion mobile video services • The webs travel sector is red hot, with US$15.4 billion market. in revenue in China in 2011, and US$4 billion in India. The connections between online and offline purchasing • Online music sales are up 28% YOY in the region to behaviours are growing. Some examples: US$7 billion. • 65% of consumers use online services to locate nearby products and brands. The top three reasons people in the region are going online • 26% of mobile users say they will use their mobile are to get news and stay up-to-date, research products, device in-store to research products and prices. and stay in touch with friends. Social remains a major • 35% of Asia Pacific consumers say that more than 10% phenomenon, with 284 million unique visitors in January of their monthly shopping expenditure is done online. 2011, 115 million of whom were on Facebook, and four • Taiwanese internet users spent an average of US$4,041 of the worlds top ten Twitter usage countries are in Asia online in the past 12 months, and the Chinese were Pacific. Asia Pacifics top retail sites also clocked up a total second with US$2,557. of more than 300 million unique visitors in the same month, • E-commerce sales (excluding travel) hit US$156.9 billion with Alibaba and Amazon in the lead.4 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 5
  • 5. ASIA PACIfIC Asia Pacific’s Internet Users by Country Asia Pacific consumers now utilise digital channels when COUNTRY INTERNET PENETRATION USER GROWTH % Of USERS they are out and about conducting their normal activities, USERS (M) RATE (%) 2000-2009 (%) IN ASIA ASIA PACIFIC 825.09 21.5 621.8 100.0 with more than one quarter of them (26%) saying they AUSTRALIA 17.03 80.1 158.1 - now expect to use their mobile phones to research goods CHINA 420.00 31.6 1,766.7 50.9 HONG KONG 4.87 68.8 113.7 0.6 and services while they are actually inside the store in INDIA 81.00 6.9 1,520.0 9.8 question, according to one survey of digital shopping INDONESIA 30.00 12.3 1,400.0 3.6 habits. JAPAN 99.14 78.2 110.6 12.0 (SOURCE: MICROSOfT ADvERTISING/AEGIS MEDIA) MALAYSIA 16.90 64.6 356.8 2.0 NEW ZEALAND 3.60 85.4 333.7 - THE PHILIPPINES 29.70 29.7 1,385.0 3.6 What Asia Pacific Internet Users are Doing Online SINGAPORE 3.65 77.8 204.9 0.4 KEY SITE CATEGORIES ASIA PACIfIC SOUTH KOREA 39.44 81.1 107.1 4.8 % REACH SHARE Of TIME TAIWAN 16.13 70.1 157.7 2.0 SEARCH/NAvIGATION 77.2 4.1 THAILAND 17.48 26.3 660.3 2.1 ENTERTAINMENT 69.0 9.1 vIETNAM 24.26 27.1 12,034.5 2.9 DIRECTORIES/RESOURCES 62.3 1.8 (SOURCE: INTERNETWORLDSTATS; APRIL 2011) NEWS/INFORMATION 57.0 2.7 RETAIL 55.9 3.5 EMAIL 54.6 4.1 Asia Pacifics Broadband Markets SOCIAL NETWORKING 50.5 9.5 MARKET PENETRATION RANGE MARKET HOUSEHOLD DOWNLOADS 49.7 1.0 RANKING (AS PROPORTION Of PENETRATION (%) COMMUNITY 1.9 1.9 ALL HOUSEHOLDS) GAMES 47.1 3.0 HIGH >50% SINGAPORE 165.0 BLOGS 45.8 1.5 SOUTH KOREA 85.0 Asia Pacific’s Internet Users 2010 HONG KONG 81.0 TECHNOLOGY 43.5 0.6 • DEMOGR APHICS • % Of INTERNET USERS TAIWAN 70.0 BUSINESS/FINANCE 40.5 1.9 GENDER AUCTIONS 33.2 2.2 JAPAN 59.0 MALE 59.6 PhOTOS 27.0 0.5 MEDIUM 5-40% MALAYSIA 35.0 (SOURCE: COMSCORE MEDIA METRIx, APRIL 2010) FEMALE 40.4 CHINA 30.0 The Asia Pacific region continues to be home to the biggest EDUCATION vIETNAM 20.0 SCHOOLING UNTIL AGE 16 2.10 THAILAND 13.0 How Long Asia Pacific Spent Online in 2010 internet audience on earth on a regional basis - and by a SCHOOLING UNTIL AGE 18 12.5 THE PHILIPPINES 12.0 2010 AvERAGE 2010 AvERAGE 2010 AvERAGE vISITS 2010 AvERAGE TOTAL very long stretch indeed - still. There are now more than TRADE/TECHNICAL SCHOOL OR COLLEGE 23.2 LOW 0-5% INDIA 4.0 UNIQUE vISITORS PER MONTH (000) HOURS PER vISITOR PER MONTH PER vISITOR PER MONTH MINUTES PER MONTH UNIvERSITY 50.3 ASIA PACIFIC 505,174 16.5 43.4 501,666 825 million internet users in Asia alone, as of June 2010, POST GRADUATE 11.9 INDONESIA 3.0 (SOURCE: BUDDECOMM, ESTIMATES JUNE 2010) CHINA 268,918 30.7 58.7 219,717 signalling an increase of more than 50 million internet EMPLOYMENT STATUS JAPAN 72,374 27.8 54.1 83,736 users who have come onboard since 2009. The rest of the FULL-TIME WORKER 58.8 INDIA 39,371 21.8 46.4 55,182 PART-TIME WORKER 6.3 SOUTH KOREA 29,918 22.8 44.1 28,595 world combined only has 1.14 billion internet users in total, FREELANCER 5.1 TAIWAN 13,356 20.6 46.4 16,332 to put Asia’s dominance of the internet in real perspective. SELF-EMPLOYED 4.8 • USER BEHAVIOUR • AUSTRALIA 13,206 18.5 45.8 13,829 (SOURCE: INTERNET WORLD STATS) FULL-TIME PARENT 3.2 MALAYSIA 9,881 19.3 40.9 9,159 IN EDUCATION 13.5 INDONESIA 7,574 17.9 45.4 8,241 Asia Pacific internet users now account for 42% of the UNEMPLOYED 3.1 The greater the bandwidth you have, the more likely it vIETNAM 6,299 17.2 41.0 7,307 OThER 5.2 THE PHILIPPINES 5,237 15.4 40.6 6,981 world’s total internet user base, as of June 2010. The MAIN SHOPPER is that you will be spending time watching online videos, HONG KONG 4,182 16.1 43.3 5,614 total internet user numbers for Asia Pacific, however, still MAIN 52.3 it seems. Around 80% of online users in the Asia Pacific SINGAPORE 2,837 13.6 29.9 3,877 JOINT 40.2 NEW ZEALAND 2,739 12.1 32.0 3,038 only represent a relatively small overall penetration rate of region overall according to one survey said they watched DO NOT DO THE SHOPPING 7.5 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) 21.5%. WORK SECTOR online videos on a monthly basis, with high broadband (SOURCE: INTERNET WORLD STATS) ADvERTISING/MARKETING/MEDIA 1.8 users - the Japanese, Hong Kongers and Singaporeans - Asia Pacific’s Use of Search and Directories AGRICULTURE OR MINING 1.1 EDUCATION 5.3 leading the charge, viewing 158.3, 147.4 and 145.7 videos MARKET (% REACH) (AvERAGE SEARCHES PER SEARCHER) GOOGLE SHARE Of TOTAL SEARCHES (%) Asia is on the brink of overtaking Europe as the broadband FINANCIAL SERvICES 4.5 respectively in May 2010 alone. ASIA PACIFIC 77.2 89.0 38.0 powerhouse of the world. The region is currently home to GOvERNMENT (Ex EDUCATION & HEALTH) 3.6 (SOURCE: COMSCORE) CHINA 67.3 66.8 13.0 HEALTHCARE/MEDICINE 3.5 JAPAN 89.6 126.2 48.0 184.59 million broadband internet users, compared to the IT/INTERNET/SOFTWARE/COMPUTER SERvICES 12.9 INDIA 84.9 79.2 86.0 188.88 million internet users who subscribe to broadband MANUFACTURING/ENGINEERING/CONSTRUCTION 14.2 Consumers across Asia Pacific are more likely than any SOUTH KOREA 92.4 136.9 8.0 services in Europe. The vast majority of Asia Pacific’s POLICE OR ARMED FORCES 0.3 other group of regional consumers in the world to express AUSTRALIA 91.5 129.2 80.0 broadband internet users are Chinese (representing more PROFESSIONAL SERvICES (LAW, ACCOUNTING, ARCHITECT ETC) 4.3 their opinions regarding a negative product experience TAIWAN 86.0 85.8 28.0 RETAIL 5.3 MALAYSIA 88.2 92.4 70.0 than 130 million of the people in Asia’s total broadband TRANSPORT/LOGISTICS/DISTRIBUTION 3.2 online. Nearly half (49%) of surveyed consumers across vIETNAM 92.9 72.1 90.0 user base), leaving room for Japan and South Korea in TRAvEL/TOURISM/LEISURE SERvICES 1.8 the region said they were more likely to share a negative INDONESIA 84.2 91.4 80.0 OThER 13.2 THE PHILIPPINES 85.5 140.2 64.0 particular to drive further growth in 2011, the former CURRENT POSITION product experience online (via Twitter or by posting a HONG KONG 85.1 125.6 33.0 market showing stronger growth in 2010 than in 2008 or COMPANY OWNER 4.4 review, for example) compared to 41% globally. SINGAPORE 92.5 122.7 73.0 SENIOR MANAGER 6.2 (SOURCE: THE NIELSEN COMPANY) NEW ZEALAND 88.9 125.8 77.0 2009 reaching more than 30 million users last year. MID-LEvEL MANAGER 14.8 (SOURCE: COMSCORE MEDIA METRIx, APRIL 2010) (SOURCE: POINT TOPIC) ENTRY-LEvEL MANAGER 10.5 The internet is now seen as the “ultimate research source” TEAM MEMBER 24.9 in the region, particularly when it comes to locating brands, Asia Pacific’s Appetite for news and information The growth in Asia Pacific’s internet user base will be SUPPORT LEvEL 5.8 MARKET (% REACH) (SHARE Of TOTAL ONLINE TIME) staggering moving forward if it meets expectations. By OTHER 8.4 products, services, restaurants, making price comparisons ASIA PACIFIC 57.0 2.7% RESPONSIBILITY AT WORK 2015, an additional 700 million Asians are anticipated to ADvERTISING AND MARKETING 11.4 - and ultimately making purchase decisions. Nearly two CHINA 49.8 2.5% JAPAN 70.1 3.2% arrive on the internet scene from 2010 figures. COMPANY STRATEGY 11.6 thirds (65%) of Asia Pacifics internet users use online INDIA 50.7 1.5% DIRECT REPORTS/TEAM 19.3 (SOURCE: MCKINSEY QUARTERLY) GENERAL MANAGEMENT 32.6 services to make price comparisons in local stores; the SOUTH KOREA 81.6 2.9% AUSTRALIA 69.1 3.3% MANAGING BUDGETS 16.2 same amount (65%) go online to locate nearby products TAIWAN 76.5 3.8% Asia Pacific rules the world in terms of average connection PURCHASING OF ALL OTHER PRODUCTS AND SERvICES FOR YOUR COMPANY 16.7 and brands; 59% go online to check out nearby restaurants MALAYSIA 48.0 1.6% speeds. In the top 100 cities around the world, ranked by PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND SERvICES and between 66% and 78% are now actively reading vIETNAM 91.1 8.5% FOR YOUR COMPANY 19.7 average connection speeds, 60 are in Japan and 16 are in RECRUITING NEW EMPLOYEES 13.7 information online about the specific product areas they INDONESIA 63.1 4.7% THE PHILIPPINES 43.1 0.7% South Korea alone. NONE OF THE ABOvE 17.9 are interested in - namely electronics, clothing, shoes and HONG KONG 79.9 2.6% (SOURCE: AKAMAI) DECISION MAKER SINGAPORE 75.2 2.2% DECISION MAKER 19.3 accessories, groceries and fast foods. NEW ZEALAND 79.4 3.3% SENIOR DECISION MAKER 5.9 (SOURCE: MICROSOfT ADvERTISING/AEGIS MEDIA) (SOURCE: COMSCORE MEDIA METRIx, APRIL 2010) (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (AUSTRALIA, CHINA, INDIA, JAPAN, KOREA, MALAYSIA - SEPT 2010 & fEB 2011; HONG KONG, INDONESIA, PHILIPPINES, SINGAPORE - fEB 2011) WWW.GLOBALWEBINDEx.NET)6 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 7
  • 6. Asia Pacific’s Appetite for Online videos PAKISTAN 3 3.7 4.3 5.1 THE PHILIPPINES - - - - MARKET TOTAL UNIQUE HOURS PER vIDEOS PER YOUTUBE SHARE Of SINGAPORE 56 93 103 138 vIEWERS (M) vIEWER vIEWER vIDEOS WATCHED (%) SOUTH KOREA 1,205 1,326 1,459 1,604 CHINA 199.4 13.4 51.8 - TAIWAN 259 301 322 348 JAPAN 61.1 6.9 158.3 44.0 THAILAND 8 9 10 11 AUSTRALIA 10.9 14.3 94.0 55.0 Imagine an online community that the vIETNAM 1.5 2 2.5 3 MALAYSIA 8.1 7.0 74.4 62.6 ASIA PACIfIC 16,819 19,332 22,510 26,139 HONG KONG 3.7 4.7 147.4 51.4 (SOURCE: ZENITHOPTIMEDIA, MAY 2011) SINGAPORE 2.5 11.5 145.7 63.3 (SOURCE: COMSCORE vIDEO METRIx, MAY 2010) Asia Pacific’s Top 10 Sites Why Asia Pacifics Internet Users Go Online MOTIvATION fOR INTERNET USAGE RESEARCH FOR WORK % Of INTERNET USERS WHO CONSIDER THIS vERY IMPORTANT 47.4 GOOGLE SITES MICROSOFT SITES TENCENT YAhOO! SITES TOTAL UNIQUE vISITORS (000) 265,676 238,592 204,942 199,279 world’s movers and shakers are eager to be part of. One they visit to engage and NETWORKING FOR WORK 39.1 BAIDU.COM 187,901 EDUCATION 37.9 SOHU.COM 170,257 STAY IN TOUCH WITH FRIENDS 48.4 FACEBOOK.COM 115,436 UPDATE MY FRIENDS WITH MY LIFE 28.2 ALIBABA.COM 109,965 MEET NEW PEOPLE 22.4 be engaged. Where content, ideas and SINA 106,211 PROMOTE SOMETHING 21.0 WIKIMEDIA FOUNDATION SITES 85,593 ENTERTAINMENT 37.1 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) RESEARCH/FIND PRODUCTS TO BUY 48.4 SHARE MY OPINION 25.4 SHARE CONTENT 26.4 Asia Pacific’s Top Entertainment Sites views are discussed, debated, dissected FIND MUSIC 33.8 TOTAL UNIQUE vISITORS (000) FIND FILMS/Tv SHOWS 32.8 ENTERTAINMENT 423,344 STAY UP TO DATE ON NEWS/EvENTS 51.4 YOUTUBE.COM 113,965 RESEARCH HOW TO DO THINGS 42.5 YOUKU 72,761 ORGANISE MY LIFE 24.5 xUNLEI.COM 70,548 and shaped on a daily, hourly and ExPRESS MYSELF 25.9 TUDOU SITES 61,571 TAKE ON A DIFFERENT PERSONALITY 16.6 CBS INTERACTIvE 60,636 FILL UP SPARE TIME 35.5 PPSTREAM 56,283 TO GET INSPIRED/GET IDEAS 36.8 KU6 52,126 PLAY GAMES 19.6 QQ.COM MUSIC 51,901 minute-to-minute basis. (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (AUSTRALIA, CHINA, INDIA, JAPAN, KOREA, MALAYSIA - SEPT 2010 & fEB 2011; HONG KONG, INDONESIA, PHILIPPINES, SINGAPORE - fEB 2011) WWW.GLOBALWEBINDEx.NET) ITUNES SOFTWARE (APP) C 45,733 KUGOU 39,423 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) M Asia Pacific’s Top Gaming Sites Y • ONLINE ADVERTISING • TOTAL UNIQUE vISITORS (000) CM GAMES 268,243 QQ.COM GAMES 87,988 A total of US$16.8 billion was spent on online advertising MY QQ.COM MINI GAME 37,804 At The Economist online, a lot of things xIAMEN YOUJIA NETWORK 24,114 throughout the Asia Pacific region in 2010, with the biggest 3366.COM CY 16,220 spenders coming from Japan (US$8.2 billion), China (US$4.7 QQ937.COM CMY 15,628 billion) and Australia (US$1.7 billion). 7K7K.COM 14,758 (SOURCE: ZENITHOPTIMEDIA) 96PK.COM 11,227 influence thought leaders, entrepreneurs K 17173.COM 10,980 DUOWAN.COM 9,938 Online ad spend across Asia Pacific in 2014 is expected to BAIDU HAPPY GAMES 9,459 reach US$22.2 billion, representing 22.9% of global spend. (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) (SOURCE: EMARKETER/STARCOM/BLOOMBERG) and policy makers. Wouldn’t it be nice if Asia Pacific’s Top Retail Sites Other reports would put that 2014 much higher however, TOTAL UNIQUE vISITORS (000) RETAIL 304,205 with one report putting the expected total online ad spend ALIBABA.COM 109,965 across the region by 2013 alone to reach US$26.1 billion. your message was one of them? AMAZON SITES 61,247 (SOURCE: ZENITHOPTIMEDIA) TMALL.COM 37,006 APPLE.COM WORLDWIDE SITES 31,891 YAHOO! SHOPPING 28,641 Paid search was anticipated to have been the most RAKUTEN.CO.JP 28,076 important element in the growth of Asia’s online advertising KAKAKU.COM 21,640 market in 2010 and was estimated to have grown by 360BUY.COM 12,487 DANGDANG.COM 12,049 21.9% last year reaping around US$5.66 billion in revenues SAMSUNG GROUP 10,657 across the region. (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) (SOURCE: MARKETING INTERACTIvE/MAGNAGLOBAL) The online advertising market across Asia Pacific is expected to continue to grow at an average annual rate of • E-COMMERCE • 12.2% through to 2015. (SOURCE: MARKETING INTERACTIvE/MAGNAGLOBAL) Asia Pacific’s retail e-commerce market (excluding travel) was expected to have generated US$156.9 billion in 2010 Asia Pacific Internet Ad Spend 2010-2013 MARKET YEAR (US$ MILLION AT CURRENT PRICES) which is likely to grow to reach US$251.30 billion in 2012. (SOURCE: JP MORGAN/THE BUSINESS TIMES) 2010 2011 2012 2013 AUSTRALIA 1,785 2,104 2,441 2,843 CHINA 4,702 5,972 7,674 9,708 By 2014, Asia Pacific will represent 40% of all revenues HONG KONG INDIA 183 121 211 157 228 202 239 258 generated by the world’s online gaming market, second To find out more about how your brand can INDONESIA 1 1.1 1.3 1.5 only to the USA, which will account for 44% by that year. engage the influential online, contact Inez Albert. (SOURCE: PWC) JAPAN 8,279 8,903 9,785 10,666 MALAYSIA 54 64 75 90 Email: inezalbert@economist.com NEW ZEALAND 161 185 203 224 Tel: +852 2585 32608 asia pacific digital marketing yearbook http://www.economist.com/ pacific digital marketing yearbook 9 asia
  • 7. More than one third (35%) of the world’s digital music What Asia Pacific Internet Users Buy Online More than one quarter (27%) of Asian shoppers now How Asia Pacific Mobile Users feel About Mobile Ads revenues by 2015 will derive from Asia Pacific; representing PURCHASED ONLINE IN PAST SIx MONTHS % Of APAC INTERNET USERS say they are either currently making payments for goods LEvEL Of COMfORT WITH MOBILE ADS % Of MOBILE USERS DESKTOP COMPUTER 3.6 vERY COMFORTABLE, THEY SERvE AN IMPORTANT PURPOSE 44 a US$7 billion chunk of the total of US$20 billion in PORTABLE MEDIA PLAYER E.G. IPOD 5.1 and services via their mobile phones - or that they are SOMEWHAT COMFORTABLE, I’M GETTING USED TO THEM 25 revenues that are expected to be generated worldwide MOBILE PHONE 13.9 extremely interested in doing so in future. NO OPINION, I DO NOT THINK MUCH ABOUT ADS ON MY PHONE 14 FLAT SCREEN Tv 4.7 by that year. This represents a compound annual growth GAMES CONSOLE 3.8 (SOURCE: MICROSOfT ADvERTISING/AEGIS MEDIA) SOMEWHAT UNCOMFORTABLE, THEY CAN BE DISTRACTING 9 NOT COMFORTABLE AT ALL, THEY ARE INTRUSIvE 9 rate (CAGR) of 28% between 2010 and 2015 for the Asia DvD PLAYER 3.2 WILLINGNESS TO HAvE ADS ON PHONE IN RETURN FOR FREE APPS 50 Pacific region but it is predicted that revenues from music SATELLITE/CABLE Tv 4.4 In 2015, it is estimated that the value of payments made WILLINGNESS TO HAvE ADS ON PHONE IN RETURN FOR 10% OFF PHONE BILL 53 subscription services specifically will grow at a CAGR of BROADBAND/HI-SPEED INTERNET 12.7 over mobile phones across Asia Pacific could exceed WILLINGNESS TO HAvE ADS ON PHONE IF ADS ARE PERSONALISED TO YOU 54 WHITE GOODS E.G. FRIDGE, WASHING MACHINE 5.2 (SOURCE: INMOBI) more than 40% between 2011 and 2015. CAR/AUTOMOBILE 2.7 US$3.6 billion. SMS will likely remain the dominant mobile (SOURCE: THE NATION) MOTORCYCLE 2.0 payment channel, representing 67% of all mobile payment Why Asia Pacific Mobile Users Like Mobile Ads FURNITURE/HOME EQUIPMENT 5.7 HOLIDAY (IN MY OWN COUNTRY) 11.1 transactions. BENEfITS Of MOBILE ADS % Of MOBILE USERS SEEN IN THE PAST Asia Pacific’s online travel industry is expected to reach new HOLIDAY (ABROAD) 4.1 (SOURCE: fROST & SULLIvAN) INTRODUCED YOU TO SOMETHING NEW 46 heights in 2011, with China and India alone accounting for LAPTOP (10"+ SCREEN) 5.2 GIvEN YOU SOMETHING FOR FREE 36 US$15.4 billion and US$4 billion respectively of total market NETBOOK 3.6 Mobile commerce in Asia Pacific is expected to reach SAvED YOU TIME 34 ENTERTAINED YOU 31 revenues. BLU RAY PLAYER 2.4 US$139 billion in 2012. HELPED YOU LEARN MORE ABOUT SOMETHING 29 E-BOOK/E-READER 4.8 (SOURCE: ZDNET ASIA) (SOURCE: EMARKETER) TABLET DEvICE I.E. IPAD 3.8 SAvED YOU MONEY 25 BEER 14.9 BEEN RELEvANT TO WHO YOU ARE OR WHAT YOU ARE DOING 22 More than one third (35%) of consumers in the Asia Pacific WINE/SPIRITS 9.8 In 2010, Asia Pacific accounted for 38% of the world’s HELPED YOU FIND SOMETHING NEARBY 21 REMINDED YOU OF SOMETHING IMPORTANT 20 region spend more than 10% of their monthly shopping SPORTS EQUIPMENT 5.9 mobile banking customers. By 2014, this number will shoot (SOURCE: INMOBI) CLOTHES 35.3 expenditure on online purchases last year. SHOES 26.4 up to 54%, making the region the global powerhouse when (SOURCE: THE NIELSEN COMPANY) TRAvEL E.G. PLANE TICKETS/HOTEL 14.5 it comes to mobile banking. What Kind of Ads Attract Asia Pacific Mobile Users MUSIC 14.1 (SOURCE: YANKEE GROUP) MOBILE ADS CONSUMERS WOULD CLICK ON (% Of MOBILE USERS) FILMS 14.3 `HOTEL BRANDS MOvIE RELEASE CONSUMER ELECTRONIC AUTOMOTIvE A sizeable 89% of Asia Pacific consumers said that they BOOKS 27.4 CALL 31 24 38 26 intended to make online purchases within the next six FINANCIAL PRODUCT E.G. INSURANCE 7.4 The Asia Pacific region is expected to represent around vIRAL 24 27 22 25 months, the highest anywhere in the world. The items they PERSONAL ITEMS E.G. WATCHES/HANDBAGS ETC 14.0 67% of the world’s mobile Tv subscribers by the end of CONTENT 19 31 26 14 PURCHASE 20 19 24 15 were most likely to go for were books (52%), clothing/ HEALTHCARE AND PHARMACEUTICAL PRODUCTS 12.4 2013. SEARCh 17 17 22 20 A GIFT FOR SOMEONE 20.8 (SOURCE: SATELLITE MARKETS & RESEARCH) accessories/shoes (44%), airline tickets (35%), and A SKINCARE/HAIRCARE/BEAUTY PRODUCT 9.1 (SOURCE: INMOBI) PET FOOD 6.1 electronic equipment (32%). (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (AUSTRALIA, CHINA, INDIA, JAPAN, KOREA, MALAYSIA - SEPT 2010 It was estimated that there were 59 million mobile video (SOURCE: THE NIELSEN COMPANY) & fEB 2011; HONG KONG, INDONESIA, PHILIPPINES, SINGAPORE - fEB 2011) WWW.GLOBALWEBINDEx.NET) users in Asia at the end of 2010. That number is expected to mushroom to 250 million over the next five years, • SOCIAL • Nearly one third (32%) of consumers across Asia Pacific • MOBILE • generating a cumulative US$31 billion from mobile video surveyed by Visa said they made online purchases via an overseas website in 2010. services in the Asia Pacific region. (SOURCE: PYRAMID RESEARCH/CELLULAR NEWS) When it comes to differences between the genders, women (SOURCE: vISA/CHINA DAILY) The Asia Pacific region is home to some of the fastest are bigger fans of social networking than men, but only growing telecommunications markets in the world, despite Smartphones represented 23% of all mobile ad impressions by a narrow margin. In the Asia Pacific region, social Average Amount Spent Online in the Past 12 Months RANK MARKET AMOUNT SPENT a slow-down in growth rates. There were more than 2.6 in the Asia Pacific region in January 2011. Smartphones networking reach is reported to be 54.9% amongst women, 1 TAIWAN US$4,041 billion mobile subscribers in early 2011 with an average are largely behind the explosion in the region’s mobile compared to 50.7% amongst men. 2 CHINA US$2,557 3 MALAYSIA US$2,006 annual growth rate of 25% (down from previous growth advertising market, which grew by 4.3 billion monthly (SOURCE: COMSCORE) 4 THAILAND US$1,763 rates of 50%). impressions over a 90-day period in late 2010. 5 INDONESIA US$1,572 (SOURCE: RESEARCH & MARKETS) (SOURCE: INMOBI) Three Asia Pacific markets are among the world’s top 15 6 INDIA US$1,547 with the highest Facebook reach, with one Asian market, REGIONAL AvERAGE US$2,086 It is estimated that more than 400 million people across Asia Pacific is expected to sell 100 million smartphones in The Philippines leading the world in terms of reach. (SOURCE: 2010 vISA ECOMMERCE CONSUMER MONITOR) the Asia Pacific region had access to the mobile internet in 2011, which will represent nearly 20% of all mobile devices Facebook is the number one site there reaching 93.7% 2010, generating more than 15 billion mobile internet page sold across the region. This figure will balloon to almost of all internet users, who spend an average of seven Top Site Categories in Asia Pacific by Reach KEY SITE CATEGORIES ASIA PACIfIC (% REACH) impressions a day. 500 million by 2015, when smartphones are expected to hours per user (as of January 2011). The other two Asian PORTALS 87.5 (SOURCE: SMAATO) account for 60% of the total mobile subscriber base. markets in the world’s top 15 are Malaysia, with a reach of SEARCH/NAvIGATION 79.3 (SOURCE: fROST & SULLIvAN) 88.4%, which comes fifth in the rankings; and Indonesia CONvERSATIONAL MEDIA 64.7 Mobile advertising spend across the Asia Pacific region was DIRECTORIES/RESOURCES 64.0 (87.4%) which ranks eighth. NEWS/INFORMATION 61.1 expected to have reached US$1.5 billion in 2010. Smartphones will be largely behind the growth of the (SOURCE: COMSCORE) RETAIL 56.4 (SOURCE: SMAATO) mobile broadband market in future and are expected to COMMUNITY 54.8 more than double mobile broadband revenues from the Asia Nearly one in every four Facebook users comes from Asia SOCIAL NETWORKING 52.6 The Asia Pacific region will account for 30.9% of the GAMES 49.7 Pacific region from US$43 billion in 2010 to US$108 billion Pacific. Out of more than 600 million users around the EMAIL 47.8 US$24.1 billion in global mobile advertising revenue that in 2015, representing a CAGR of 20%. It is anticipated that globe, 143 million of them live in the Asia Pacific region. (SOURCE: COMSCOREWORLD METRIx, JANUARY 2011) is expected to be generated by 2015, with much of the the region will play host to 1.5 billion mobile broadband (PENN OLSON/SOCIALBAKERS) growth coming from China and India. What Product Categories Lead Online Retail in Asia connections by 2015 (up from 333 million in 2010) and of (SOURCE: INfORMA/BLOOMBERG) And four of the world’s top 10 Twitter markets are in Asia SUBCATEGORY ASIA PACIfIC (% REACH) that number, 80% will be small-screen devices as opposed RETAIL 56.4 Pacific too - and also led by an Asian market. Indonesia More than two thirds (69%) of Asian consumers say they to laptops or tablets. COMPARISON SHOPPING 15.3 tops the list of countries with the highest levels of Twitter BOOKS 11.8 are comfortable with mobile advertising, with 54% of them (SOURCE: MARKETING/OvUM) penetration with 20.8% reach (as of June 2010), followed COMPUTER HARDWARE 11.3 saying they are ready for customised mobile advertising. APPAREL 11.0 What Asia Pacific Mobile Users Buy via their Devices by Japan in fifth place (16.8% reach), The Philippines in COMPUTER SOFTWARE 8.1 Nearly half of them (46%) say they have benefited from PRODUCT % BUYING sixth (14.8% reach) and Singapore in ninth (13.3%). BOOKS 7.6 being introduced to a new product through a mobile ad; MUSIC/MOvIES/GAMES 43% (SOURCE: COMSCORE) RETAIL - FOOD 4.5 MALL 3.8 50% say they are willing to receive mobile ads in return for CONSUMER ELECTRONICS 24% ENTERTAINMENT TICKETS 15% FRAGRANCE/COSMETICS 3.3 free apps, and 53% say they would be willing to receive TRAvEL 12% Asias Twitter dominance is reflected by the fact that it now DEPARTMENT STORES 2.8 (SOURCE: COMSCOREWORLD METRIx; % REACH Of RETAIL SUBCATEGORIES BY COUNTRY; JANUARY 2011) mobile ads in return for a lower phone bill. APPAREL 11% accounts for nearly two fifths (37%) of the world’s tweets, OThER 3% (SOURCE: INMOBI/MOBILE MARKETING ASSOCIATION) (SOURCE: INMOBI, MAY 2011) more so than North America (with 31% of global tweets). (SOURCE: THOMAS CRAMPTON/SEMIOCAST)10 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 11
  • 8. Compared to the rest of the world, social networkers across PURCHASING OF ALL OTHER PRODUCTS AND SERvICES Why Asia Pacific Users Take Part in Social Hong Kong, Bangkok, Tokyo, Mumbai and Shanghai. Over Asia Pacific use social media sites on which to base their FOR YOUR COMPANY 20.1 21.6 24.0 24.3 Network Groups 110 Individual categories, ranging from “Best Gourmet” PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND purchasing decision far more than anyone else - 60% use SERvICES FOR YOUR COMPANY 25.2 26.3 29.5 29.2 MOTIvATIONS fOR JOINING % Of INTERNET USERS WHO and “Best Cheap Eat” to “Best Cantonese” and “Best Old- JOINED A SOCIAL NETWORK GROUP social media for this purpose compared to 42% globally. RECRUITING NEW EMPLOYEES 17.1 16.9 18.0 21.7 RESEARCH FOR WORK 3.7 school Restaurant”, with each city having their own set NONE OF THE ABOvE 13.3 14.0 11.8 10.9 More than two fifths of Asia Pacific consumers (41%) view DECISION MAKER NETWORKING FOR WORK 6.4 of unique categories. Expert judges were chosen from EDUCATION 2.0 online product reviews as a trusted recommendation source DECISION MAKER 23.1 24.7 28.3 26.8 STAY IN TOUCH WITH FRIENDS 13.6 various backgrounds in each city to their own educated SENIOR DECISION MAKER 7.2 7.4 7.7 9.0 perspectives on the top eats. CNNGo announced the on which to base their shopping decisions. (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (AUSTRALIA, CHINA, INDIA, JAPAN, KOREA, MALAYSIA - SEPT 2010 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 5.0 (SOURCE: THE NIELSEN COMPANY) & fEB 2011; HONG KONG, INDONESIA, PHILIPPINES, SINGAPORE - fEB 2011) WWW.GLOBALWEBINDEx.NET) MEET NEW PEOPLE 21.2 winners over a three-month period with individual feature PROMOTE SOMETHING 2.1 ENTERTAINMENT 7.5 articles. Social media’s impact on consumer purchasing decisions is Asia Pacific’s Top Social Networking Sites TOTAL UNIQUE vISITORS (000) RESEARCH/FIND PRODUCTS TO BUY 3.1 Results: 15-20% traffic growth to Citibank card rewards increasing, with online product reviews now being the third FACEBOOK.COM 115,436 SHARE MY OPINION 9.6 site; globally, 41% of CNNGo visitors recalled seeing SHARE CONTENT 4.5 most trusted source of information amongst Asia Pacific’s RENREN.COM 40,709 FIND MUSIC 0.3 Citibank’s banners on the CNNGo website; nearly two thirds consumers, after family and friends. TWITTER.COM 31,461 STAY UP TO DATE ON NEWS/EvENTS 3.8 (63%) of daily CNNGo visitors recalled seeing Citibank’s (SOURCE: THE NIELSEN COMPANY) BAIDU SPACE 29,176 RESEARCH HOW TO DO THINGS 2.7 ORKUT 17,263 ORGANISE MY LIFE 1.3 banners on the CNNGo website; a positive shift in image CYWORLD 17,092 Social networking has caught the imagination of the older KAIxIN001.COM 17,070 ExPRESS MYSELF 5.6 attributes demonstrated the effectiveness of the campaign: TAKE ON A DIFFERENT PERSONALITY 1.1 generation across the region, with 80% of internet users NAvER.COM CAFE 16,600 FILL UP SPARE TIME 4.6 CNNGo visitors who recalled the campaign demonstrated MIxI.JP 16,273 an 83% increase in positive association with Citibank’s aged 55 and above now saying they are users of social QQ.COM PENGYOU 15,991 I FEEL LIKE I HAvE TO 1.6 TO TALK ABOUT BRANDS/PRODUCTS 0.3 networking sites. Japan has the largest number of social (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (AUSTRALIA, CHINA, INDIA, JAPAN, KOREA, MALAYSIA - SEPT 2010 privileges/rewards program for travellers; the campaign networking users aged 55 and above (5.21 million unique & fEB 2011; HONG KONG, INDONESIA, PHILIPPINES, SINGAPORE - fEB 2011) WWW.GLOBALWEBINDEx.NET) yielded a 74% increase in a positive impression of Citibank visitors) in the region, followed by China (4.35 million). online Activities/Actions in Asia Pacific among CNNGo visitors who recalled the campaign. (SOURCE: MARKETING INTERACTIvE/SILvER GROUP) HAvE DONE IN THE PAST MONTH % Of APAC INTERNET USERS What Motivates Bloggers in Asia Pacific WATCHED A vIDEO CLIP 66.0 MOTIvATIONS fOR BLOGGING % Of BLOGGERS UPLOADED A vIDEO ONLINE 28.5 RESEARCH FOR WORK 5.8 Asia Pacifics Social Media Profiles 2010 & 2011 MANAGED YOUR SOCIAL NETWORK PROFILE 45.3 NETWORKING FOR WORK 4.9 MANAGED WRITTEN OWN USED MICRO JOINED A WRITTEN YOUR OWN BLOGS 37.7 EDUCATION 3.7 SNS PROfILE BLOG BLOGGING SNS USED A MICRO-BLOGGING SERvICE 30.4 STAY IN TOUCH WITH FRIENDS 11.6 SERvICE GROUP SUBSCRIBED TO AN RSS FEED 15.4 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 13.5 (% WHO) (% WHO) (% WHO) (% WHO) USED AN AGGREGATOR 13.3 MEET NEW PEOPLE 4.1 GENDER USED INSTANT MESSENGER 52.4 PROMOTE SOMETHING 3.6 MALE 60.8 60.1 61.6 62.9 MADE A PHONE CALL ONLINE/USED vOIP 21.8 ENTERTAINMENT 6.3 FEMALE 39.2 39.9 38.4 37.1 USED WEBMAIL 70.3 RESEARCH/FIND PRODUCTS TO BUY 2.4 EDUCATION USED ONLINE OFFICE APPLICATIONS 42.1 SHARE MY OPINION 11.1 SCHOOLING UNTIL AGE 16 1.3 1.2 0.8 1.0 EDITED/MANAGED OWN WEBSITE 29.5 SHARE CONTENT 4.3 SCHOOLING UNTIL AGE 18 8.1 9.9 8.2 7.3 USED INTERNET BANKING 65.1 FIND MUSIC 1.5 TRADE/TECHNICAL SCHOOL LEFT A COMMENT ON A STORY ON A WEBSITE 40.6 STAY UP TO DATE ON NEWS/EvENTS 2.5 OR COLLEGE 21.3 22.8 21.4 19.7 WRITTEN A NEWS STORY/ARTICLE 22.0 RESEARCH HOW TO DO THINGS 0.8 UNIvERSITY 55.2 54.1 56.3 56.7 PURCHASED A PRODUCT ONLINE 32.4 ORGANISE MY LIFE 2.9 POST GRADUATE 14.1 12.0 13.3 15.2 REvIEWED A PRODUCT OR BRAND ONLINE 58.3 ExPRESS MYSELF 14.1 EMPLOYMENT USED A SOCIAL BOOKMARK SERvICE 23.0 TAKE ON A DIFFERENT PERSONALITY 0.5 FULL-TIME WORKER 60.7 62.8 65.5 62.9 INSTALLED AN APPLICATION ON YOUR BROWSER 44.6 FILL UP SPARE TIME 3.8 PART-TIME WORKER 5.3 5.1 3.8 5.7 POSTED A COMMENT ON A FORUM/MESSAGE BOARD/BBS WEBSITE 43.7 I FEEL LIKE I HAvE TO 1.8 FREELANCER 5.3 6.0 5.9 4.5 UPLOADED PHOTOS ONLINE 51.9 TO TALK ABOUT BRANDS/PRODUCTS 0.8 SELF-EMPLOYED 4.6 4.0 2.8 4.9 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (AUSTRALIA, CHINA, INDIA, JAPAN, KOREA, MALAYSIA - SEPT 2010 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (AUSTRALIA, CHINA, INDIA, JAPAN, KOREA, MALAYSIA - SEPT 2010 & fEB 2011; HONG KONG, SINGAPORE, INDONESIA, PHILIPPINES - fEB 2011) WWW.GLOBALWEBINDEx.NET) & fEB 2011; HONG KONG, INDONESIA, PHILIPPINES, SINGAPORE - fEB 2011) WWW.GLOBALWEBINDEx.NET) FULL-TIME PARENT 1.9 1.9 1.9 1.8 IN EDUCATION 16.7 14.9 16.5 16.2 UNEMPLOYED 2.7 1.8 1.7 2.4 Motivations for Using a Social Network OTHER 2.8 3.4 1.9 1.6 MOTIvATIONS fOR USING SOCIAL NETWORKS % Of SOCIAL NETWORK USERS WORK SECTOR RESEARCH FOR WORK 3.2 • CASE STUDY • ADvERTISING/MARKETING/MEDIA 2.1 1.9 1.7 1.7 NETWORKING FOR WORK 5.3 AGRICULTURE OR MINING 1.1 1.0 1.4 1.4 EDUCATION 2.2 EDUCATION 5.6 5.3 5.4 5.3 STAY IN TOUCH WITH FRIENDS 33.7 FINANCIAL SERvICES 4.8 3.9 4.1 5.3 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 9.1 Client: Citibank GOvERNMENT MEET NEW PEOPLE 13.8 Agency: Citibank (Ex EDUCATION & HEALTH) 3.8 3.7 4.0 3.7 HEALTHCARE/MEDICINE 3.5 3.1 2.8 3.2 PROMOTE SOMETHING 1.5 Campaign: CNNGo Best Eats in association with Citibank ENTERTAINMENT 7.7 IT/INTERNET/SOFTWARE/ RESEARCH/FIND PRODUCTS TO BUY 1.9 objective: In 2010, CNNGo partnered with Citibank to COMPUTER SERvICES 15.7 15.9 17.1 16.9 SHARE MY OPINION 4.0 produce Best Eats - the ultimate list of the region’s best MANUFACTURING/ENGINEERING/ SHARE CONTENT 2.4 CONSTRUCTION 13.0 14.8 14.4 15.0 FIND MUSIC 1.1 places to eat through your paycheck. With guidance from POLICE OR ARMED FORCES 0.2 0.3 0.1 0.3 STAY UP TO DATE ON NEWS/EvENTS 2.6 renowned local and regional experts - award-winning chefs, PROFESSIONAL SERvICES (LAW, ACCOUNTING, RESEARCH HOW TO DO THINGS 1.0 ARCHITECT ETC) 4.6 4.4 4.1 4.7 critics, instructors, food bloggers - Best Eats served to ORGANISE MY LIFE 1.2 RETAIL 5.2 5.2 5.5 5.7 ExPRESS MYSELF 2.6 create an indelible connection between the Citibank brand TRANSPORT/LOGISTICS/ TAKE ON A DIFFERENT PERSONALITY 0.6 and the finest culinary offerings across Asia. For Citibank, DISTRIBUTION 3.2 3.4 3.5 3.1 FILL UP SPARE TIME 3.9 TRAvEL/TOURISM/ I FEEL LIKE I HAvE TO 2.0 the association and collaboration with an authoritative, LEISURE SERvICES 1.5 1.6 1.6 1.0 TO TALK ABOUT BRANDS/PRODUCTS 0.2 established content provider was key to driving awareness OThER 11.7 13.3 12.3 10.7 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (AUSTRALIA, CHINA, INDIA, JAPAN, KOREA, MALAYSIA - SEPT 2010 CURRENT POSITION & fEB 2011; HONG KONG, INDONESIA, PHILIPPINES, SINGAPORE - fEB 2011) WWW.GLOBALWEBINDEx.NET) of, and traffic to, their own card member rewards platform. COMPANY OWNER 4.7 4.5 3.9 5.5 Strategy: A multi-pronged brand integration strategy SENIOR MANAGER 7.3 7.8 8.0 8.1 was adopted that included banners, editorial coverage MID-LEvEL MANAGER 16.2 17.0 17.9 17.6 ENTRY-LEvEL MANAGER 11.6 12.5 12.2 12.9 on CNNGo and selected features on CNN International, TEAM MEMBER 25.1 24.9 26.4 24.3 distribution of award certificates to winning restaurants, SUPPORT LEvEL 4.7 4.8 4.3 4.2 OTHER 6.3 6.4 5.3 5.4 media and trade industry coverage and social media RESPONSIBILITY AT WORK promotion through a six-week Facebook contest that gave ADvERTISING AND MARKETING 15.2 15.3 16.6 20.1 readers say over which establishments were overlooked COMPANY STRATEGY 15.8 15.2 17.0 18.8 DIRECT REPORTS/TEAM 24.6 22.9 24.2 30.1 and deserved recognition. GENERAL MANAGEMENT 36.1 37.7 38.5 38.7 Details: Promotion launched across six cities - Singapore, MANAGING BUDGETS 20.3 21.0 22.7 24.112 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 13
  • 9. AUSTRALIA • USER BEHAVIOUR • Australians’ Media Consumption Habits in 2010 MEDIA ACTIvITY AvERAGE WEEKLY HOURS SPENT ON ACTIvITY INTERNET 21.7 BROADCAST Tv 15.0 RADIO 10.3 On average during 2010, Australian internet users spent 21 TIME-ShIFTED TV 7.5 GAMING (COMPUTER/CONSOLE) 6.4 hours and 42 minutes per week online. That’s an increase Tv SHOWS OR MOvIES THAT YOU HAvE DOWNLOADED OR STREAMED FROM THE INTERNET, FROM of four hours and six minutes compared to 2009. Much of UNOFFICIAL SOURCES 5.5 OFFICIAL Tv ON-DEMAND OR ‘CATCH UP Tv’ SERvICES 4.2 this may have to do with the proliferation of mobile devices ONLINE RADIO 4.3 as close to half of all online Australians go online when NEWSPAPER 3.4 they are commuting or travelling too. INTERNET vIA MOBILE 3.5 (SOURCE: THE NIELSEN COMPANY) IPTV 2.7 MAGAZINE 2.1 vIDEO vIA MOBILE 1.5 More than one quarter (28%) of Australian internet users (SOURCE: THE NIELSEN COMPANY; ONLINE AUSTRALIANS 16+; MARCH 2011) (aged 14 years or above) are considered heavy users, averaging 15 hours online per week in June 2010, while What Australians Did Online in 2010 ACTIvITY % Of ONLINE USERS 27% of internet users spent between seven and 15 hours EMAIL 99 online per week in the same month. USING SEARCH ENGINE 95 (SOURCE: ACMA) NEWS 91 MAPS/DIRECTIONS 90 Online Australians frequently access the internet - 93% of WEATHER 90 Australia’s Internet Users 2010 them go online daily; 71% of them go online several times BANKING/BILL PAYMENT 87 • DEMOGR APHICS • % Of INTERNET USERS BUYING ITEMS ONLINE 85 GENDER a day. DIRECTORIES 84 (SOURCE: THE NIELSEN COMPANY) (WHITE PAGES, YELLOW ETC) TRAvEL/TRANSPORT INFO 83 MALE 48.5 HEALTH AND MEDICAL INFO 74 FEMALE 51.5 (SOURCE: THE NIELSEN COMPANY; ONLINE AUSTRALIANS 16+; MARCH 2011) There were 10.4 million active internet subscribers in EDUCATION For Australian internet users accessing the internet via SCHOOLING UNTIL AGE 16 19.7 Australia as of the end of 2010 (excluding mobile internet SCHOOLING UNTIL AGE 18 18.7 their PC, the most common online activities in June 2010 What Australians Did Online in June 2010 subscribers), representing an annual growth rate of 16.7% TRADE/TECHNICAL SCHOOL OR COLLEGE 28.1 were communication-based: 79% accessed the internet via ACTIvITY % Of ONLINE USERS UNIvERSITY 24.5 ONLINE BANKING AND FINANCE CHECK ACCOUNT BALANCES 86 from 2009. POST GRADUATE 9.1 their PC for emailing, instant messaging or VoIP, while a CONDUCTING BANKING TRANSACTIONS 85 (SOURCE: ABS) EMPLOYMENT STATUS similarly high amount (75%) went online for research and PAID BILLS 75 FULL-TIME WORKER 31.8 information purposes, 64% for finance and banking-related vIEWED ONLINE STATEMENTS 67 The majority of Australia’s home internet connections are PART-TIME WORKER 21.0 GENERAL ONLINE ACTIvITIES GENERAL BROWSING/SURFING 87 matters and 61% for general browsing purposes. now broadband, representing a 94.2% penetration rate. FREELANCER 1.5 (SOURCE: ACMA) DOWNLOADED SOFTWARE 43 (SOURCE: CCI) SELF-EMPLOYED 7.7 OTHER GENERAL ONLINE ACTIvITIES 15 FULL-TIME PARENT 5.4 ONLINE ENTERTAINMENT PLAYED GAMES 41 IN EDUCATION 8.4 Google is, perhaps not surprisingly, the most commonly DOWNLOADED MUSIC 39 Mobile wireless (excluding mobile handset connections) UNEMPLOYED 12.2 STREAMED vIDEO 36 visited website amongst Australian internet users, with was the fastest growing internet access technology for OThER 12.0 DOWNLOADED vIDEO CLIPS 23 MAIN SHOPPER 86% of users visiting it during June 2010, closely followed DOWNLOADED PICTURES 18 Australian broadband users in 2010, increasing from 2.8 MAIN 58.1 by Facebook (61%), with the third most popular destination DOWNLOADED GAMES 17 million at end 2009 to 4.2 million in December 2010. JOINT 35.9 UPLOADED PHOTOS TO PHOTO SHARING WEBSITE 13 (SOURCE: ABS) DO NOT DO THE SHOPPING 6.0 being YouTube (43% of internet users). BLOGS AND ONLINE COMMUNITY ACCESSING SOCIAL NETWORKING SITES (E.G. FACEBOOK) 85 (SOURCE: ACMA) WORK SECTOR READ/ADD COMMENTS TO NEWSPAPER BLOG 29 ADvERTISING/MARKETING/MEDIA 0.8 READ/ADD COMMENTS TO SOMEONE’S JOURNAL/BLOG 29 Australia’s population has access to the internet from many AGRICULTURE OR MINING 1.6 Australia’s parents are becoming more active online, vIEWED/CONTRIBUTED TO FORUMS 22 locations but home remains the most common access EDUCATION 5.7 ChAT ROOMS 10 perhaps buoyed by concerns over the content their children point. More than three quarters of all Australians (77%) FINANCIAL SERvICES 2.3 CREATED/MANAGE JOURNAL OR BLOG 9 GOvERNMENT (Ex EDUCATION & HEALTH) 3.3 are being exposed to, with 71% of parents reporting ONLINE BUYING/SELLING PARTICIPATED IN AUCTIONS 63 have online access at home now, while 40% also have HEALTHCARE/MEDICINE 5.0 PURCHASED OTHER PRODUCTS/SERvICES 52 they were concerned about “cybersafety” issues, with access at work, with 15% of Australian internet users IT/INTERNET/SOFTWARE/COMPUTER SERvICES 4.8 READ OR PLACE A CLASSIFIED AD 17 MANUFACTURING/ENGINEERING/CONSTRUCTION 6.1 the specific issue they were most concerned over being SOLD PRODUCTS/SERvICES 8 saying they also go online at other locations. (SOURCE: ACMA) POLICE OR ARMED FORCES 1.2 privacy-related (63% of parents), followed by safety risks ONLINE INTERACTIvE ACTIvITIES REGISTERED AT A WEBSITE 67 PROFESSIONAL SERvICES (LAW, ACCOUNTING, ARCHITECT ETC) 3.1 ENTERED COMPETITIONS ONLINE 47 RETAIL 7.4 (55%) and cyberbullying (38%). CREATED/MANAGED OWN WEBSITE 14 Of Australia’s internet users, home is by far and away the TRANSPORT/LOGISTICS/DISTRIBUTION 4.5 (SOURCE: ACMA) (SOURCE: ACMA/ROY MORGAN; % Of PERSONS 14 YEARS AND OvER UNDERTAKING ABOvE-MENTIONED ACTIvITIES ONLINE; JUNE 2010) TRAvEL/TOURISM/LEISURE SERvICES 2.0 most popular place to go online with 95% of internet users OThER 14.4 Almost 90% of Australian internet users research products choosing to go online at home, while 46% of internet users CURRENT POSITION What Australians are Researching Online online; 76.1% go online to make travel bookings; 71.6% do go online at their place of work. COMPANY OWNER 7.1 RESEARCH AND INfORMATION % Of INTERNET USERS ACTIvITY (SOURCE: ACMA) SENIOR MANAGER 4.1 it to pay their bills; 75% to carry out their online banking MAPS OR DIRECTIONS 48 MID-LEvEL MANAGER 9.3 and 65.1% buy tickets for concerts and events online. WEATHER 44 ENTRY-LEvEL MANAGER 3.9 ACADEMIC RESEARCh 32 Technology in Australian Internet Users’ Homes TEAM MEMBER 26.8 (SOURCE: CCI) READ NEWSPAPERS ONLINE 25 TECHNOLOGY CURRENTLY OWN INTEND TO SUPPORT LEvEL 4.1 RESEARCHED A PRODUCT OR SERvICE TO BUY 25 ACQUIRE IN NExT 12 MONTHS OTHER 6.7 More than two fifths of Australian internet users (43.5%) SEARCHED FOR JOBS/EMPLOYMENT ONLINE 23 (% Of ONLINE AUSTRALIANS) RESPONSIBILITY AT WORK strongly agree with the contention that the internet makes ACCESSED NEWS 22 HOME INTERNET CONNECTION 89 2 ADvERTISING AND MARKETING 10.3 REAL ESTATE INFORMATION 22 DIGITAL Tv (FREE TO AIR) 82 8 COMPANY STRATEGY 11.8 their life easier. TRAvEL INFORMATION AND SERvICES 21 (SOURCE: CCI) PC/DESKTOP COMPUTER 82 2 DIRECT REPORTS/TEAM 15.0 BUSINESS RELATED RESEARCH 20 LAPTOP/NETBOOK COMPUTER 73 9 GENERAL MANAGEMENT 17.8 SPORT 20 HDTv 63 12 MANAGING BUDGETS 14.4 Rich media content is growing in popularity in Australia, GOvERNMENT INFORMATION AND SERvICES 18 HOME WIRELESS NETWORK (LAN) 63 6 PURCHASING OF ALL OTHER PRODUCTS AND SERvICES FOR YOUR COMPANY 12.9 SEARCHED FOR PERSONAL INFORMATION 17 MP3 PLAYER 63 6 PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS & SERvICES FOR YOUR COMPANY 12.2 with 70% of online users in 2010 having accessed audio or HEALTH OR MEDICAL INFORMATION 17 GAMES CONSOLE/HAND HELD DEvICE 54 6 RECRUITING NEW EMPLOYEES 12.0 video content online last year. Nearly two thirds (60%) of SEARCHED FOR ENTERTAINMENT/RESTAURANTS/WHAT’S-ON INFORMATION 15 PVR 35 13 NONE OF THE ABOvE 30.4 LONG RANGE WIRELESS DEvICE 29 9 online Australians consumed video content specifically in TRAFFIC OR PUBLIC TRANSPORT INFORMATION 15 DECISION MAKER NEW OR USED CAR INFORMATION 13 PAY TV 31 5 DECISION MAKER 8.4 2010, up from 41% in 2009; 63% consumed audio up from IT INFORMATION 12 INTERNET ENABLED Tv 17 11 SENIOR DECISION MAKER 7.9 50% in 2009. CELEBRITY INFORMATION 10 TABLET COMPUTER 8 18 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) (SOURCE: THE NIELSEN COMPANY) READ MAGAZINES ONLINE 6 EREADER 7 11 RECEIvED NEWS OR INFORMATION ALERTS (EG. RSS) 6 3D TV 2 9 HOME IMPROvEMENT INFORMATION 5 (SOURCE: THE NIELSEN COMPANY; TECHNOLOGY IN THE HOME: 2011 fORECAST; BASE: ONLINE AUSTRALIANS (SOURCE: ACMA; % Of PERSONS 14 YEARS AND OvER UNDERTAKING COMMUNICATIONS ACTIvITIES ONLINE; 16+; MARCH 2011) JUNE 2010)14 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 15
  • 10. Why Australian Internet Users Go Online More than half of Australian companies (53%) indicated MOTIvATION fOR INTERNET USAGE % Of INTERNET USERS WHO that they had integrated social media applications into their CONSIDER THIS vERY IMPORTANT RESEARCH FOR WORK 34.7 online advertising during the past year through activities NETWORKING FOR WORK 16.4 such as the inclusion of a social media button or link to EDUCATION 34.4 STAY IN TOUCH WITH FRIENDS 39.9 e-newsletters; broadcasting blog entries to email lists, and UPDATE MY FRIENDS WITH MY LIFE 23.2 adding sign-up forms on social media sites. MEET NEW PEOPLE 8.6 (SOURCE: fROST & SULLIvAN) PROMOTE SOMETHING 13.2 ENTERTAINMENT 28.7 By 2014, online advertising spend is expected to eclipse RESEARCH/FIND PRODUCTS TO BUY 45.2 SHARE MY OPINION 16.5 both print newspaper advertising spend and free to air TV SHARE CONTENT 13.0 ad spend. Online ad spend in that year will reach AU$3.85 FIND MUSIC 23.2 FIND FILMS/Tv SHOWS 20.6 billion compared to print, which is expected to generate STAY UP TO DATE ON NEWS/EvENTS 36.0 AU$3.80 billion and free to air Tv, which is expected to RESEARCH HOW TO DO THINGS 47.8 ORGANISE MY LIFE 15.1 bring in AU$3.81 billion. (SOURCE: PWC/IAB) ExPRESS MYSELF 13.9 TAKE ON A DIFFERENT PERSONALITY 5.2 FILL UP SPARE TIME 21.0 Online advertising expenditure in Australia accounted for TO GET INSPIRED/GET IDEAS 28.7 16% of total ad spend in the first half of 2010, compared PLAY GAMES 15.9 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) to newspapers which took up 28% and free to air Tv which took 25%. (SOURCE: CEASA/AIMIA/IAB) • ONLINE ADVERTISING • Australia’s Top Sites TOTAL UNIQUE vISITORS (000) MICROSOFT SITES 12,935 GOOGLE SITES 12,393 Total online advertising expenditure in Australia in 2010 FACEBOOK.COM 10,204 YAHOO! SITES 7,086 came to AU$2.265 billion, an increase of AU$393.25 million EBAY 5,964 on the year of 2009 and is on track to reach its AU$3 APPLE 5,649 billion milestone by 2012. WIKIMEDIA FOUNDATION SITES 4,858 (SOURCE: IAB AUSTRALIA) GLAM MEDIA 3,934 TELSTRA 3,827 CBS INTERACTIvE 3,664 By 2014 the online advertising industry in Australia is (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) expected to have generated AU$3.9 billion, reflecting a 15.4% gain on 2010. Australia’s Entertainment Top Sites (SOURCE: PWC) TOTAL UNIQUE vISITORS (000) YOUTUBE.COM 7,161 ITUNES SOFTWARE (APP) 5,008 The sector of online advertising that took the biggest CBS INTERACTIvE 3,664 slice of the pie in 2010 was search and directories, which vIACOM DIGITAL 3,182 accounted for AU$1.12 billion - 50% of total online ad vEvO 2,389 IMDB 1,706 expenditure in Australia last year. General display ads GLAM ENTERTAINMENT 1,610 accounted for AU$605.25 million of total online ad spend BREAK MEDIA NETWORK 1,426 TONEFUSE MUSIC 1,198 (27%), while classified advertising accounted for AU$531 NINEMSN ENTERTAINMENT 1,152 million (23%). (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) (SOURCE: IAB AUSTRALIA) Australia’s Top Gaming Sites Perhaps buoyed by the fact that internet users now watch TOTAL UNIQUE vISITORS (000) up to one billion online videos every month in Australia, IGN ENTERTAINMENT 1,147 INTERGI ENTERTAINMENT AND GAMES 1,012 total video-based ad spend in the fourth quarter of 2010 GAMESPOT 866 marked a 83% year-on-year increase, reaching AU$9.3 GSN GAMES NETWORK AND CPMSTAR 642 million. The total ad spend for online video in 2010 came WILDTANGENT MEDIA 548 GIANTREALM 508 to AU$33.4 million. WIKIA GAMING 476 (SOURCE: IAB AUSTRALIA) EA ONLINE 430 GAMEREvOLUTION (EvOLvE MEDIA CORP) 351 Six key industry sectors drove the growth in general 1UP GAMES (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) 345 display advertising in the last quarter 2010 and collectively were responsible for generating AU$86 million in online Australia’s Top Retail Sites ad spend for the full year: autos (35% growth); finance TOTAL UNIQUE vISITORS (000) (20% growth); retail (66% growth); health/beauty/ AMAZON SITES 2,903 APPLE.COM WORLDWIDE SITES 2,572 pharmaceuticals (37% growth); government (40% growth) COLES GROUP 1,331 and entertainment and leisure (21% growth). TICKETEK 1,137 (SOURCE: IAB AUSTRALIA) WOOLWORTHS 922 SHOPPING.COM SITES 879 GETPRICE.COM.AU 741 General display ad spend is anticipated to rise by 11% to HARvEYNORMAN.COM.AU 483 reach AU$877 million in 2015. MYSHOPPING.COM.AU 451 (SOURCE: fROST & SULLIvAN) PRICEDUMPER.COM 436 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011)16 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 17
  • 11. Brand engagement Activities of online Australians movies); 37% bought household goods; 36% bought The most prolific mobile internet users are those in the Apps Used by Australian Mobile Internet Users 2010 ACTIvITIES LAST 12 MONTHS REGULAR clothes or shoes; more than one quarter (26%) paid for 20-29 year old age bracket, representing 32% of total APPLICATION % Of MOBILE INTERNET USERS (WEEKLY/MORE OfTEN) (% Of USERS) (% Of USERS) LOOKED FOR MAPS/DIRECTIONS 67 READING OTHER PEOPLE’S REvIEWS, DISCUSSIONS, COMMENTS ON BRANDS, music downloads and computer software, while 25% mobile internet users, followed by those in the 30-39 year LOOKED FOR WEATHER INFORMATION 64 PRODUCTS, SERvICES 73 26 bought CDs of DvDs online. Less than one fifth of online old age bracket (24% of users). BROWSED NEWS SITES 59 WATCHING ONLINE vIDEO ABOUT BRAND, PRODUCT, SERvICE 59 12 LOOKED FOR INFORMATION ON PRODUCTS AND SERvICES 56 CLICKING FACEBOOK LIKE BUTTON FOR A BRAND OR ORGANISATION 46 17 users paid for government services (19%); health and (SOURCE ACMA) USED A SOCIAL NETWORKING SITE EG. MYSPACE/FACEBOOK 56 DISCUSSING/COMMENTING ON BRANDS, PRODUCTS, SERvICES 43 13 beauty items (18%); groceries or alcohol (11%) or traded CHECKED SPORTS RESULTS 46 The uptake of the mobile internet in Australia has largely CONNECTING/INTERACTING WITH COMPANIES THROUGH SOCIAL shares or bought financial products (11%). LOOKED FOR SUPPLIERS OF PRODUCTS OR SERvICES 45 NETWORKING SITES 42 15 (SOURCE: ACCESS ECONOMIC/ACMA) been driven by the uptake of smartphones. Smartphones DOWNLOADED A MOBILE APP 42 POSTING REvIEWS OF BRANDS, PRODUCTS, SERvICES 33 7 USED SATELLITE NAvIGATION 40 now have reached penetration rates amongst online LISTENING TO AN ONLINE REvIEW OF BRAND, PRODUCT, SERvICE 30 7 DOWNLOADED vIDEO CONTENT 35 (SOURCE: NIELSEN; LAST 12 MONTHS vS. REGULAR (WEEKLY OR MORE OfTEN) USAGE; BASE: ONLINE What Australian Internet Users Buy Online Australians of 35%, while 30% of online Australians READ A BLOG 29 AUSTRALIANS 16+) PURCHASED ONLINE IN PAST SIx MONTHS % Of INTERNET USERS now own an internet-capable mobile phone other than a UNDERTAKEN BANKING 26 DESKTOP COMPUTER 0.9 SEARCHED THROUGH A MOBILE AUCTION SITE 23 Australian General Display by Industry Sector PORTABLE MEDIA PLAYER E.G. IPOD 3.4 Smartphone. PAID FOR PURCHASES OR BILLS WITH CREDIT CARD OR OTHER 20 (SOURCE: THE NIELSEN COMPANY) SECTOR % Of ONLINE AD SPEND MOBILE PHONE 5.7 MADE BOOKINGS 17 FINANCE 18.7 FLAT SCREEN Tv 3.0 CHECKED FINANCIAL RESULTS 18 COMPUTERS & COMMUNICATIONS 12.0 GAMES CONSOLE 2.2 Total revenues in mobile advertising, excluding spending on ORDERED GOODS/SERVICES 17 MOTOR vEHICLES 12.8 DvD PLAYER 2.9 READ AN E-BOOK 13 SATELLITE/CABLE Tv 1.2 application builds and Bluetooth services, reached AU$9.1 UPLOADED vIDEO CONTENT 13 TRAvEL/ACCOMMODATION 6.7 ENTERTAINMENT & LEISURE 7.5 BROADBAND/HI-SPEED INTERNET 6.3 million in 2010. The market is forecasted to reach AU$76 TWITTERED 11 WHITE GOODS E.G. FRIDGE, WASHING MACHINE 2.2 MEDIA 4.0 million by 2015. SUPPLIED PERSONAL INFORMATION ONLINE 11 FMCG 5.9 CAR/AUTOMOBILE 2.2 (SOURCE: fROST & SULLIvAN) BOUGHT OR SOLD THROUGH AN AUCTION SITE 11 REAL ESTATE 4.2 MOTORCYCLE 0.5 WRITTEN A BLOG 10 RETAIL 4.1 FURNITURE/HOME EQUIPMENT 3.8 (SOURCE: SWEENEY RESEARCH; INTERNET APPLICATIONS BY ‘PHONE IN THE LAST 12 MONTHS; BASE: HAvE GOvERNMENT 4.4 HOLIDAY (IN MY OWN COUNTRY) 12.8 Australia saw a 63% growth in smartphones between July ACCESSED INTERNET BY MOBILE PHONE) HEALTH/BEAUTY/PHARMACEUTICALS 4.8 HOLIDAY (ABROAD) 8.4 and October 2010 alone. INSURANCE 3.6 LAPTOP (10"+ SCREEN) 3.2 (SOURCE: MMA/INMOBI) how Australians Feel About Mobile Advertising OThER 11.4 NETBOOK 1.4 ATTITUDE TOWARDS ADS % Of MOBILE USERS (SOURCE: IAB AUSTRALIA; 12 MONTHS TO JUNE 2010) BLU RAY PLAYER 1.5 AGREE DISAGREE DON’T KNOW E-BOOK/E-READER 1.8 More than two thirds (69%) of Australian mobile internet I WOULD ACCEPT ADS ON MY MOBILE PHONE IN TABLET DEvICE I.E. IPAD 1.2 users have downloaded an application via their devices, ExCHANGE FOR FREE CONTENT OR SPECIAL OFFERS 34 56 10 BEER 4.9 I WOULD ACCEPT ADS ON MY MOBILE PHONE WINE/SPIRITS 8.7 while 54% regularly use them. IF I COULD OPT OUT 45 46 8 • E-COMMERCE • SPORTS EQUIPMENT 2.9 (SOURCE: THE NIELSEN COMPANY) I WOULD ACCEPT ADS IF THEY DID NOT IMPACT CLOTHES 16.0 ON THE PERFORMANCE OF MY PHONE 43 50 7 ShOES 7.1 Total mobile internet ad spend in Australia was forecast I WOULD ACCEPT ADS FROM COMPANIES TRAvEL E.G. PLANE TICKETS/HOTEL 13.8 Total retail e-commerce expenditure in 2010 - excluding to come to AU$26 million in 2010, an 81.6% increase on WHOM I’vE AGREED TO ACCEPT ADS FROM 52 41 7 MUSIC 13.7 I WOULD ACCEPT ADS FROM COMPANIES WITH online services such online ticketing and events, travel, FILMS 8.6 2009. Moving forward, mobile online ad spend is expected WHOM I HAvE PRE-ExISTING RELATIONSHIP 32 56 13 music downloads and financial services - was forecasted to BOOKS 14.4 to reach AU$37 million in 2011 (representing a 45.9% I WOULD ACCEPT ADS ON MY MOBILE PHONE 20 66 14 FINANCIAL PRODUCT E.G. INSURANCE 5.5 I WOULD ACCEPT ADS THAT OFFERED have reached AU$12 billion. Moderate growth over the next PERSONAL ITEMS E.G. WATCHES/HANDBAGS ETC 4.6 increase). AU$72 million in 2012 (93.9% increase), AU$130 ME EvENTS 32 56 12 few years will push this number to AU$17.7 billion by 2014. HEALTHCARE AND PHARMACEUTICAL PRODUCTS 9.9 million in 2013 (72.9% increase) and AU$219 million in I WOULD ACCEPT ADS THAT OFFERED A GIFT FOR SOMEONE 20.7 (SOURCE: fROST & SULLIvAN) A SKINCARE/HAIRCARE/BEAUTY PRODUCT 4.7 2014 (68.5% increase). Overall, mobile ad spend will have ME INCENTIvES 39 50 11 I WOULD ACCEPT ADS LINKED TO MY PET FOOD 4.6 a CAGR of 73% between 2010 and 2014. SPECIFIC INTERESTS 35 53 12 Australians’ online spending is expected to generate AU$34 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) (SOURCE: IAB AUSTRALIA) I WOULD ACCEPT ADS FOR FREE OR billion in e-commerce revenues by 2012. DISCOUNTED CALLS OR TExT 46 44 10 (SOURCE: DELOITTE AUSTRALIA) SMS is the most ubiquitous of all when it comes the the (SOURCE: AIMIA) key purposes Australians use their mobile phones for with Almost 90% of Australian internet users have gone online • MOBILE• 99% of them continuing to use SMS; 34% of mobile phone to buy something in the last half of 2010. The most prolific users send and receive emails on at least a weekly basis. • SOCIAL • online shoppers in terms of age are the 25 to 34 year olds. (SOURCE: AIMIA) (SOURCE: ACMA) There were 8.2 million mobile handset internet subscribers in Australia in 2010. The total volume of data downloaded On a monthly basis more than half of Australian mobile Australian internet users with high household incomes (more phone users (56%) use their phones for information Australia currently has more than nine million social media via mobile handsets came to 4,029 terabytes. than AU$150,000 per year) are more likely to buy online (SOURCE: ABS) purposes; 49% use them for entertainment purposes; 45% users. (SOURCE: THE NIELSEN COMPANY) (88% of users in this category), compared to those with visit a website via their mobile; 40% conduct a search; low household incomes (less than US$25,000 per year) Nearly two thirds (64%) of online Australians now own an 24% use their phones for mobile banking and 17% use Australia leads the world in terms of social media came in at 48%. internet capable mobile phone and more than half (52%) their phones to make payments. engagement. Australians spend the most time per month (SOURCE: AUSTRALIAN COMMUNICATIONS AND MEDIA AUTHORITY) of online Australians now browse the internet via their engaging with social media, averaging more than seven (SOURCE: AIMIA) mobile devices, up from 29% in 2009. In the first half of 2010, the average Australian online (SOURCE: THE NIELSEN COMPANY) How Australians Use their Mobiles vs their PCs hours per month on the activity. (SOURCE: THE NIELSEN COMPANY) shopper spent AU$1,223 online. ACTIvITY MOBILE PHONE COMPUTER (SOURCE: PAYPAL) When using a mobile device to access the internet, the (% Of ONLINE USERS) COMMUNICATION (EMAIL/INSTANT MESSAGING/vOIP) 52 79 Social media is now one of the most common online most common activities amongst users in mid-2010 were Between 2010 and 2014, revenues generated by the online GENERAL (BROWSING, SURFING, ETC.) 41 61 activities carried out by Australian internet users. Already, all communication-based (email/instant messaging/VoIP) RESEARCH AND INFORMATION 40 75 games industry in Australia are estimated to rise by a nearly three quarters of online Australians (73%) are representing the activities of more than half (52%) of all BLOGS AND ONLINE COMMUNITIES 34 35 CAGR of 20.4% to reach AU$534 million; mobile games will ENTERTAINMENT AND AMUSEMENT 31 48 engaging in this phenomenon on a regular basis. Australian mobile internet users. General browsing was the BANKING AND FINANCE 19 64 (SOURCE: THE NIELSEN COMPANY) increase at a CAGR of 15.7% to reach AU$496 million. next most popular activity (41%), followed by research and BUYING/SELLING/SHOPPING 7 28 (SOURCE: PWC) INTERACTIvE (ENTERED COMPETITIONS, REGISTERED ON A WEBSITE, ETC.) 5 26 information (40%); blogs and online communities (34%) (SOURCE: ACMA; % Of PERSONS AGED 14 YEARS AND OvER USING THE INTERNET; NOvEMBER 2010) Facebook is the second most popular site amongst By far and away the most popular online purchasing choice and entertainment (31%). Australian online visitors, after Google.com.au and amongst online Australians are travel-related, according (SOURCE ACMA) accounted for 7.83% of all visits in September 2010. to one survey: more than half (56%) of Australian however Facebook is the most popular website amongst Around one in four Australian mobile phone owners now internet users bought travel goods (including tickets and Australians in the 18-24 age category, narrowly beating are using their mobile device to make online purchases. accommodation) in a six-month period in 2010; 43% (SOURCE: ACCESS ECONOMICS) Google’s dominance in October 2010 receiving 8.97% of all bought event tickets (including for concerts and the visits against Google’s 8.96% of visits. (SOURCE: ExPERIEN HITWISE)18 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 19
  • 12. When it comes to page views, however, Facebook Australian Social Media Profiles 2010 & 2011 Australians’ Social Networking Activities in 2010 Why Australians Take Part in Social Network Groups reigns supreme over Google in Australia, it seems, with MANAGED SNS PROfILE WRITTEN OWN BLOG USED A MICROBLOGGING JOINED A SOCIAL ACTIvITY % Of USERS MOTIvATIONS fOR JOINING A SOCIAL NETWORK GROUP JOINED A SNS GROUP POSTED PHOTOS/LINKS TO PHOTOS 72 RESEARCH FOR WORK 0.4 10.3% share of overall page views in September 2010 SERvICE NETWORK GROUP ENGAGED WITH AN ORGANISATION/BRAND/PRODUCT 53 NETWORKING FOR WORK 1.6 overshadowing Google’s 7.4% share by far. (% WHO) (% WHO) (% WHO) (% WHO) ENGAGED WITH A PERFORMER/CELEBRITY/BAND ETC 49 EDUCATION 1.6 (SOURCE: ExPERIEN HITWISE) GENDER PLAYED GAMES 45 STAY IN TOUCH WITH FRIENDS 24.6 MALE 46.2 62.1 64.7 49.5 ENGAGED WITH GOvERNMENT 36 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 11.3 FEMALE 53.8 37.9 35.3 50.5 MADE POSITIvE PUBLIC COMMENT ABOUT ORGANISATION/BRAND/PRODUCT ETC 36 MEET NEW PEOPLE 8.4 Facebook is the most popular social networking site EDUCATION POSTED vIDEO/LINKS TO vIDEOS 35 PROMOTE SOMETHING 3.6 accessed via a mobile (92% of mobile social networkers in SCHOOLING UNTIL AGE 16 15.7 13.0 8.8 13.3 PUT AN APPLICATION ON PROWLER 28 ENTERTAINMENT 11.3 SCHOOLING UNTIL AGE 18 21.3 14.7 14.7 22.2 Australia have visited Facebook). TRADE/TECHNICAL SCHOOL OR COLLEGE 25.9 18.6 14.7 24.2 CLICKED INTO AN AD/COMMERCIAL MESSAGE 27 RESEARCH/FIND PRODUCTS TO BUY 2.8 (SOURCE: THE NIELSEN COMPANY) POSTED SONGS/AUDIO 22 SHARE MY OPINION 14.9 UNIvERSITY 27.1 36.1 43.1 29.8 MADE NEGATIvE PUBLIC COMMENT ABOUT ORGANISATION/BRAND/PRODUCT ETC 21 SHARE CONTENT 2.0 POST GRADUATE 10.0 17.5 18.6 10.5 SHARED YOUR PHYSICAL LOCATION WITH OTHERS 17 FIND MUSIC 0.8 Twitter sees the most frequent mobile usage, with half EMPLOYMENT ADvERTISED AN ITEM TO SELL 9 STAY UP TO DATE ON NEWS/EvENTS 6.1 FULL-TIME WORKER 32.7 40.1 46.1 32.3 of its mobile users visiting the site daily. In comparison, FOUND AN ITEM TO BUY 8 RESEARCH HOW TO DO THINGS 0 PART-TIME WORKER 21.2 19.2 20.6 22.2 (SOURCE: THE NIELSEN COMPANY; PROPORTION CONDUCTING KEY SOCIAL NETWORKING ACTIvITIES ON ORGANISE MY LIFE 0.8 Facebook saw 36% of its mobile users visit the site daily. FREELANCER 1.8 1.1 2.0 2.8 THEIR MAIN OR ‘SECOND’ PLATfORM; BASE: ONLINE AUSTRALIANS 16+ WHO USE SOCIAL NETWORKING; MARCH 2011) ExPRESS MYSELF 4.8 (SOURCE: THE NIELSEN COMPANY) SELF-EMPLOYED 7.5 7.9 5.9 6.0 TAKE ON A DIFFERENT PERSONALITY 0 FULL-TIME PARENT 6.9 3.4 2.9 8.9 FILL UP SPARE TIME 2.8 There were over 9.5 million Australian Facebook users IN EDUCATION 9.7 9.6 8.8 13.3 Australia’s Top Social Networking Sites I FEEL LIKE I HAvE TO 1.2 UNEMPLOYED 12.1 10.2 8.9 9.3 TOTAL UNIQUE vISITORS (000) TO TALK ABOUT BRANDS/PRODUCTS 0.8 as of August 31, 2010, which accounted for 44% of the OTHER 8.0 8.5 4.9 5.2 FACEBOOK.COM 10,204 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) population. WORK SECTOR LINKEDIN.COM 1,490 ADvERTISING/MARKETING/MEDIA 1.0 1.7 3.0 0.8 WINDOWS LIvE PROFILE 1,484 What Motivates Australians to Influence Others (SOURCE: fACEBOOK.COM) AGRICULTURE OR MINING 1.1 1.1 0 0.4 TWITTER.COM 926 EDUCATION 5.5 5.7 4.0 5.6 MYSPACE 833 MOTIvATION % Of TOTAL INTERNET USERS As of February 2011, Facebook was clearly still the leading FINANCIAL SERvICES 3.2 6.2 6.9 2.8 DEvIANTART.COM 687 TO SHARE A GOOD ExPERIENCE 36.9 social networking site in Australia by a long stretch with 9.8 GOvERNMENT (Ex EDUCATION & HEALTH) 2.8 3.4 4.9 2.4 FORMSPRING.ME 414 TO SHARE A BAD ExPERIENCE 33.1 HEALTHCARE/MEDICINE 5.1 5.6 4.9 5.2 LIvINGSOCIAL.COM 260 TO MAKE SURE OTHER CONSUMERS PICK GOOD PRODUCTS 2.1 3 million unique Australian visitors per month; followed by TO GET COMPANIES/SERvICES TO IMPROvE THEIR PERFORMANCE 34.2 IT/INTERNET/SOFTWARE/COMPUTER DIGG 259 YouTube (6.1 million unique Australian visitors per month); SERvICES 6.3 10.2 10.8 9.3 YAHOO! PULSE 232 TO BE SEEN AS AN ExPERT 13.4 I LIKE TO SHARE MY OPINION 27.9 Blogspot (2.4 million); Twitter (1.1 million); and WordPress MANUFACTURING/ENGINEERING/ (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) I LIKE TO CONTRIBUTE TO THE COMMUNITY 27.9 CONSTRUCTION 5.5 5.6 5.9 4.8 (one million unique users). I LOvE THE BRAND 29.3 (SOURCE: SOCIAL MEDIA NEWS/GOOGLE DOUBLECLICK) POLICE OR ARMED FORCES 1.3 1.7 2.0 1.6 Top 20 Australian Brands on facebook TO TALK TO THE BRAND DIRECTLY 5.4 PROFESSIONAL SERvICES (LAW, ACCOUNTING, RANK BRAND fANS % GROWTH (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) ARChITECT ETC) 3.1 2.2 5.9 1.2 1. BUBBLE O’ BILL ICE CREAMS 974,123 +25.44% LinkedIn has seen one of the fastest growth trends RETAIL 8.5 3.4 5.9 10.1 2. UGG AUSTRALIA 756,735 +60.13% amongst social media sites in Australia, with unique TRANSPORT/LOGISTICS/DISTRIBUTION 3.5 3.4 3.9 2.0 3. BONDS 549,402 +33.25% What Motivates Bloggers in Australia TRAvEL/TOURISM/LEISURE SERvICES 2.4 2.3 2.0 2.8 MOTIvATIONS fOR BLOGGING % Of BLOGGERS 4. COCA-COLA AUSTRALIA 427,982 +40.46% audience numbers increasing by 99% between July 2009 OTHER 13.8 15.8 14.7 14.1 5. PRINGLES AUSTRALIA 399,794 +19.24% RESEARCH FOR WORK 6.2 and May 2010. As of February 2011, the site had 1 million CURRENT POSITION 6. 5 GUM AUSTRALIA & NZ 321,873 +67.46% NETWORKING FOR WORK 4.0 COMPANY OWNER 7.3 10.2 7.8 6.9 EDUCATION 4.5 unique Australian visitors on a monthly basis, but had SENIOR MANAGER 3.8 7.3 11.8 4.0 7. DREAMWORLD AUSTRALIA 292,931 +47.05% STAY IN TOUCH WITH FRIENDS 20.8 8. KFC AUSTRALIA 241,454 +79.83% increased its numbers by 240,000 from January 2011. MID-LEvEL MANAGER 11.7 11.9 13.7 12.1 9. HOLDEN 195,131 +92.84% KEEP MY FRIENDS UP TO DATE WITH MY LIFE 9.0 (SOURCE: NIELSENWIRE/SOCIAL MEDIA NEWS) ENTRY-LEvEL MANAGER 3.1 4.0 3.0 4.4 MEET NEW PEOPLE 3.4 10. SMIRNOFF AUSTRALIA 126,656 +26.99% TEAM MEMBER 27.2 25.4 26.5 27.8 PROMOTE SOMETHING 5.7 11. SAMBOY CHIPS 117,812 +9.01% SUPPORT LEvEL 4.5 5.1 6.8 3.6 ENTERTAINMENT 7.3 Australian online users care what other people think - OThER 5.5 4.5 4.9 4.5 12. HUNGRY JACK’S 111,598 +101.57% RESEARCH/FIND PRODUCTS TO BUY 1.1 13. xBOx AUSTRALIA AND NZ 102,481 +121.92% 73% of online Australians check out other people’s opinion RESPONSIBILITY AT WORK 14. DOMINO’S PIZZA 85,172 +68.95% SHARE MY OPINION 11.3 ADvERTISING AND MARKETING 12.8 18.1 20.6 16.6 on social networks and is the most common activity 15. PEPSI AUSTRALIA 81,978 +44.66% SHARE CONTENT 3.4 COMPANY STRATEGY 13.6 17.6 19.7 17.8 FIND MUSIC 2.8 16. CADBURY DAIRY MILK 78,186 +61.10% undertaken by the country’s internet users. DIRECT REPORTS/TEAM 18.4 28.2 30.5 22.2 STAY UP TO DATE ON NEWS/EvENTS 2.3 (SOURCE: THE NIELSEN COMPANY) 17. BILLABONG GIRLS AUSTRALIA 66,997 +77.57% GENERAL MANAGEMENT 20.9 27.7 27.5 24.6 RESEARCH HOW TO DO THINGS 0.6 18. NIKE FOOTBALL AUSTRALIA 64,075 +10.85% MANAGING BUDGETS 15.5 20.9 23.6 18.6 ORGANISE MY LIFE 0.6 19. vODAFONE AUSTRALIA 63,792 +116.54% Group buying - otherwise known as social commerce - has PURCHASING OF ALL OTHER PRODUCTS AND SERvICES 20. TOYOTA AUSTRALIA 56,758 +9.55% ExPRESS MYSELF 10.8 FOR YOUR COMPANY 14.4 22.7 25.5 17.0 TAKE ON A DIFFERENT PERSONALITY 0.6 taken off in Australia in a big way. Led by brands such as PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND SERvICES FOR (SOURCE: SOCIALBAKERS; BRANDS CURRENTLY INDExED IN DATABASE; MAY 2011; DATA fOR PAST 6 MONTHS) FILL UP SPARE TIME 1.1 Cudo, Spreets and Living Social, this sector is anticipated to YOUR COMPANY 14.1 22.7 25.5 16.1 I FEEL LIKE I HAvE TO 2.2 RECRUITING NEW EMPLOYEES 14.3 17.5 15.7 19.4 Motivations for Using Social Networks TO TALK ABOUT BRANDS/PRODUCTS 2.3 generate more than AU$100 million per year from now on NONE OF THE ABOvE 27.6 19.8 22.5 21.3 MOTIvATIONS fOR USING A SOCIAL NETWORK % Of SOCIAL NETWORK USERS (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) according to statistics based on activity in late 2010. DECISION MAKER RESEARCH FOR WORK 1.3 (SOURCE: THOMAS CRAMPTON/THE NIELSEN COMPANY) DECISION MAKER 11.0 17.5 17.6 14.5 NETWORKING FOR WORK 1.4 SENIOR DECISION MAKER 7.8 11.9 13.8 7.7 EDUCATION 0.8 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) STAY IN TOUCH WITH FRIENDS 57.6 Women are more prolific social media users than men in KEEP MY FRIENDS UP TO DATE WITH MY LIFE 14.3 Australia, with 50% of online Australian women updating online Activities/Actions in Australia MEET NEW PEOPLE 4.4 their status on social networking sites frequently, compared HAvE DONE IN THE PAST MONTH % Of INTERNET USERS PROMOTE SOMETHING 1.0 ENTERTAINMENT 6.6 to 44% of men who did the same. WATCHED A vIDEO CLIP 65.4 RESEARCH/FIND PRODUCTS TO BUY 0.4 (SOURCE: DIGITAL MINISTRY/fORRESTER) UPLOADED A vIDEO ONLINE 15.9 SHARE MY OPINION 1.7 MANAGED YOUR SOCIAL NETWORK PROFILE 46.6 SHARE CONTENT 1.0 WRITTEN YOUR OWN BLOGS 11.6 Nearly two thirds of Australian online women (62%) are USED A MICRO-BLOGGING SERvICE 6.7 FIND MUSIC 0.4 STAY UP TO DATE ON NEWS/EvENTS 1.1 considered joiners, social media users who maintain a SUBSCRIBED TO AN RSS FEED 8.2 RESEARCH HOW TO DO THINGS 0.1 USED INSTANT MESSENGER 32.1 social networking profile or who visit social media sites MADE A PHONE CALL ONLINE/USED vOIP 22.4 ORGANISE MY LIFE 0.8 ExPRESS MYSELF 1.4 on a regular basis. By comparison only 57% of online USED WEBMAIL 58.6 TAKE ON A DIFFERENT PERSONALITY 0.1 Australian men fall into this category. USED ONLINE OFFICE APPLICATIONS 23.6 FILL UP SPARE TIME 4.5 (SOURCE: DIGITAL MINISTRY/fORRESTER) EDITED/MANAGED OWN WEBSITE 13.5 I FEEL LIKE I HAvE TO 0.7 USED INTERNET BANKING 75.4 TO TALK ABOUT BRANDS/PRODUCTS 0.3 LEFT A COMMENT ON A STORY ON A WEBSITE 27.9 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) WRITTEN A NEWS STORY/ARTICLE 9.0 PURCHASED A PRODUCT ONLINE 54.0 REvIEWED A PRODUCT OR BRAND ONLINE 35.7 USED A SOCIAL BOOKMARK SERvICE 11.8 INSTALLED AN APPLICATION ON YOUR BROWSER 32.2 POSTED A COMMENT ON A FORUM/MESSAGE BOARD/BBS WEBSITE 25.5 UPLOADED PHOTOS ONLINE 40.7 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET)20 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 21
  • 13. CHINA • USER BEHAVIOUR • Online Activities in Different Tier Cities ACTIvITY % Of INTERNET USERS TIER 1 TIER 2 TIER 3 TIER 4 TIER 5 RURAL BROWSE INFORMATION 85.9 85.2 85.3 82 75.1 79.4 SEARCH INFORMATION WITH Chinese internet users spend around 19.8 hours online SEARCH ENGINES 84 85.2 84.1 83.6 81.1 71.5 every week on average up to June 2010, an increase of USE EMAILS 41.9 34.7 40.2 29.8 26.6 17.2 USE LIvE CHAT/INSTANT MESSAGING 68.5 73.6 76.4 78.3 74.7 85.1 more than one hour a week in online activity from a year ONLINE SHOPPING 33.5 25.1 29.1 21.8 23.4 12.5 before. PLAYING GAMES 50.1 55.1 44.6 50.8 44.3 52.3 (SOURCE: CNNIC) WATCH TELEvISION PROGRAMS 37.1 47.2 49.4 46.2 46.9 42.7 WATCH vIDEOS MADE/UPLOADED BY NET FRIENDS 54.3 57.1 59.4 55.8 58.2 53 China’s online gaming population is set to explode to 141 LISTEN TO MUSIC/BROADCAST 39.7 47.1 46.2 46.9 51.8 49.2 million users by 2014, an increase of 68 million from 2009. DOWNLOADING 36 39.1 36.6 32.7 39.1 41.2 (SOURCE: CHINAINTERNETWATCH/NIKO PARTNERS) PARTICIPATING IN WEBSITE FORUM/ CHATTING ROOM/BLOG 24 23.6 22.3 16.7 18.3 12.2 UPDATE/READ/ACCESS SOCIAL Nearly two thirds (65%) of these online gamers say they INTERCOURSE WEBSITE 40 30.3 29.8 22 24.8 19.5 use internet cafes at least part of the time in order to play. ACCESS BRAND WEBSITE/READ COMMENTS ON BRANDS/WRITE COMMENTS (SOURCE: CHINAINTERNETWATCH/NIKO PARTNERS) ON BRANDS 17.3 17.4 16.6 10.2 11.6 2.4 TRACE/UPDATE BLOG 4.3 4.1 3.5 1.9 2.1 1.1 Online gamers in China are willing to pay more to play UPLOAD/MANAGE PHOTOS OR vIDEOS 9.4 9.4 9.7 7.8 9.2 5.0 RECEIvE NEWS FROM WEBSITE BY RSS 4 2.7 2.6 2 2.8 1.8 games online, with 63% of gamers saying they have E-BANK/ONLINE PAYMENT/ increased the amount they spend on online games in the MANAGE FINANCES 13.2 11.1 11.5 7.5 7.8 2.1 China’s Internet Users 2010 READ ONLINE NEWSPAPER 12.4 10.7 11.4 6.6 6.4 3.6 • DEMOGR APHICS • % Of USERS year leading up to April 2010. READ ONLINE MAGAZINES 8.9 8.2 8.2 5.1 5.7 5.3 (SOURCE: CHINAINTERNETWATCH/NIKO PARTNERS) AGE (SOURCE: SYNOvATE MEDIA ATLAS CHINA, MAY 2011; BASE: ACCESSED INTERNET IN PAST MONTH) UNDER 10 0.0% AGE 10-19 35.8% An estimated 222 million Chinese spend at least part of Online Activities by Age in Top Tier Cities There were 457 million internet users at the end of 2010, AGE 20-29 35.4% their time online watching videos, and viewer numbers are ACTIvITY % Of INTERNET USERS IN TIER 1 CITIES AGE 30-39 19.6% an increase of 73.3 million from 2009 and now representing AGE 40-49 7.9% expected to grow to an estimated 300 million by the end of 15-24 YRS 25-34 YRS 35-44 YRS 45-54 YRS 55-64 YRS BROWSE INFORMATION 84.0 87.2 86.5 83 87.2 a 34.3% internet penetration rate. AGE 50-59 1.1% 2011. (SOURC: xINHUA/CNNIC) AGE 60 AND ABOvE 0.2% SEARCH INFORMATION WITH (SOURCE: CASBAA) GENDER SEARCH ENGINES 86.7 87.7 83.8 74.5 71.1 MALE 45.8% USE EMAILS 40.5 50 41.6 26.1 26.1 China’s online population is anticipated to reach 700 million FEMALE 45.2% By 2013, China is expected to play home to 500 million USE LIvE CHAT/INSTANT MESSAGING 78.9 78.6 64.6 44.7 37.9 people by 2015, more than half of China’s total population. EDUCATION online video viewers. ONLINE SHOPPING 35.5 40.6 29.9 22.2 18.9 PLAYING GAMES 60.3 52.2 45.7 45.4 34.2 More than 70% of these people will access the internet via PRIMARY SCHOOL/BELOW 9.2% (SOURCE: ANALYSIS INTERNATIONAL) WATCH TELEvISION PROGRAMS 41.9 40.6 36.1 26.1 27.9 JUNIOR MIDDLE 27.5% both their PC and their mobile devices. HIGH SCHOOL 40.1% WATCH vIDEOS MADE/UPLOADED (SOURCE: MCKINSEY QUARTERLY) TRAINING COLLEGE 12.0% Internet users across China now spend more time watching BY NET FRIENDS 64.4 60.7 51.3 36.9 30.5 LISTEN TO MUSIC/BROADCAST 45.1 44.3 38.1 26.5 27.8 UNIvERSITY DEGREE/ABOvE 11.3% online video than they do watching TV. Chinese internet DOWNLOADING 45.1 42.3 33 19 15.6 As of June 2010, broadband penetration had reached PROfESSION users typically spend 23.4 hours per week on online videos PARTICIPATING IN WEBSITE FORUM/ OThERS 0.3% 98.1% of China’s internet user population, which UNEMPLOYED 4.2% compared to 17 hours per week on TV. CHATTING ROOM/BLOG 27.3 28.2 20.9 16 17.3 UPDATE/READ/ACCESS SOCIAL represented 364 million at the time. RETIREES 2.0% (SOURCE: THE NIELSEN COMPANY) (SOURCE: CNNIC) AGRICULTURAL/FORESTRY/HUSBANDRY/FISHERY LABOURERS 4.7% INTERCOURSE WEBSITE 53.3 45.2 34.4 24.2 23.9 FREELANCERS/SELF-EMPLOYED 16.7% ACCESS BRAND WEBSITE/READ Based on a survey amongst Shanghai households, COMMENTS ON BRANDS/WRITE INDUSTRY/SERvICE INDUSTRY WORKERS 3.1% Of the total internet population in China as of the end of MIGRANT WORKERS 1.7% households spent nearly six times more of their leisure COMMENTS ON BRANDS 17.5 20 17.1 11.9 10.6 2010, 125 million of them live in rural areas, representing PROFESSIONAL TECHNICIANS 9.9% time watching Tv at home than going online (156 hours TRACE/UPDATE BLOG 6.1 4.9 3.6 2.4 1.9 UPLOAD/MANAGE PHOTOS OR vIDEOS 11.3 10.9 7.9 5.6 7.9 an increase of 16.9% on 2009. NON-MANAGERIAL WHITE COLLAR 15.1% per month for TV, 27 hours per month for the internet). Of RECEIvE NEWS FROM WEBSITE BY RSS 2.8 4.5 3.7 3.6 6.5 (SOURCE: xINHUA/CNNIC) MANAGERIAL WHITE COLLAR 3.8% E-BANK/ONLINE PAYMENT/ PARTY/GOvERNMENT/INSTITUTE EMPLOYEES 7.9% those respondents who did access the internet, many were STUDENTS 30.7% MANAGE FINANCES 10.6 16.1 13.1 9.6 9.0 For the first half of 2010, individuals with a monthly INCOME (YUAN) PER MONTH going online while also watching TV; nearly half (44%) READ ONLINE NEWSPAPER 10.8 12.5 13 11.8 15.9 income of below RMB500 made up 20.5% of China’s online ABOvE 8000 2.3% engaged in ‘simultaneous viewing’ at some point, with READ ONLINE MAGAZINES 8.5 8.8 8.8 9.7 9.6 (SOURCE: SYNOvATE MEDIA ATLAS CHINA, MAY 2011; BASE: ACCESSED INTERNET IN PAST MONTH) community. Individuals making between RMB1,501 to 2,000 5001-8000 2.8% simultaneous viewing levels being slightly higher during the 3001-5000 10.1% and RMB2,001 to 3,000 fell next in line representing 14.4% 2001-3000 14.4% week than on weekends. Why Chinese Internet Users Go Online (SOURCE: NIELSEN) 1501-2000 14.4% of the total internet user base each. MOTIvATION fOR INTERNET USAGE % Of INTERNET USERS WHO (SOURCE: CNNIC) 1001-1500 13.9% CONSIDER THIS vERY IMPORTANT 501-1000 13.5% What Chinese Internet Users Do Online RESEARCH FOR WORK 49.2 500 OR BELOW 20.5% ACTIvITY % Of USERS % Of USERS NETWORKING FOR WORK 42.1 In terms of occupation, students are by far and away the NO INCOME 8.1% (JUNE 2010) (DECEMBER 2009) EDUCATION 37.8 biggest internet user group, representing 30.7% of China’s REGION ONLINE MUSIC 82.5 83.5 STAY IN TOUCH WITH FRIENDS 17.2 RURAL 27.4% ONLINE NEWS 78.5 80.1 UPDATE MY FRIENDS WITH MY LIFE 30.3 entire online population, followed by the self employed, URBAN 72.6% MEET NEW PEOPLE 24.5 SEARCH ENGINE 76.3 73.3 who represent 16.7% of the internet users based in the PLACES Of ACCESS INSTANT MESSAGING 72.4 70.9 PROMOTE SOMETHING 20.0 HOME 88.4% ENTERTAINMENT 39.6 country. OFFICE 33.2% ONLINE GAME 70.5 68.9 (SOURCE: CNNIC) ONLINE vIDEO 63.2 62.6 RESEARCH/FIND PRODUCTS TO BUY 45.5 INTERNET CAFE 33.6% EMAIL 56.5 56.8 SHARE MY OPINION 27.4 ACCESS EQUIPMENT BLOG 55.1 57.7 SHARE CONTENT 30.2 Of those who do access the internet, however, the PC is DESKTOPS 73.6% SOCIAL ExCHANGE 50.1 45.8 FIND MUSIC 37.4 the most popular device to do so currently, with 73.6% of MOBILE PHONES 65.9% NETWORK LITERATURE 44.8 42.3 FIND FILMS/Tv SHOWS 39.6 NOTEBOOK 37.8% ONLINE SHOPPING 33.8 28.1 STAY UP TO DATE ON NEWS/EvENTS 53.1 internet users accessing the internet via their terminals; OTHERS 0.8% FORUM/BBS 31.5 30.5 RESEARCH HOW TO DO THINGS 39.6 65.9% of internet users however now go online via their (SOURCE: CNNIC JULY 2010) ONLINE PAYMENT 30.5 24.5 ORGANISE MY LIFE 24.9 ExPRESS MYSELF 29.5 mobile phones. ONLINE BANKING 29.1 24.5 TAKE ON A DIFFERENT PERSONALITY 19.5 (SOURCE: CNNIC) ONLINE TRADING 15.0 14.8 ONLINE TRAvEL 8.6 7.9 FILL UP SPARE TIME 37.8 (SOURCE: CNNIC MARCH 2010) TO GET INSPIRED/GET IDEAS 36.5 More than 80% of China’s online population access the PLAY GAMES 21.5 internet from home. (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) (SOURCE: MCKINSEY QUARTERLY)22 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 23
  • 14. Chinas Online Advertising Market forecast • ONLINE ADVERTISING • 2011e 2012e BRAND ADvERTISING (RMB MILLION) 11,462 14,442 SEARCH ADvERTISING (RMB MILLION) 18,427 24,751 OTHER ONLINE FORMAT (RMB MILLION) 135 135 China’s online advertising spend was expected to have TOTAL ONLINE AD MARKET (RMB MILLION) 30,023 39,328 TOTAL ONLINE AD MARKET (US$ MILLION) 4,448 5,826 reached US$3.7 billion in 2010, an increase of 37% from GROWTH RATE (RMB, %) 43.5% 31.0% 2009. By 2014, online ad spending is expected to hit TOTAL CHINA AD MARKET (RMB MILLION) 190,096 216,709 GROWTH RATE (RMB, %) 15.0% 14.0% US$9.5 billion. AD MARKET AS % OF GDP 0.44% 0.45% (SOURCE: EMARKETER) ONLINE AD AS % OF TOTAL AD MARKET 15.8% 18.1% (SOURCE: IRESEARCH, CNNIC, J.P. MORGAN ESTIMATES. NOTE: GROWTH RATES ARE IN RMB TERMS) Of this total, an estimated US$1.78 billion was generated by display spending in 2010; US$1.44 billion for search Chinas Search Market forecast and US$480 million for all other online ad formats. By 2011e 2012e AvG. INTERNET USERS (MILLION) 494 577 2014, display is expected to generate US$4.28 billion, while NUMBER OF SEARCH (BILLION) 429 521 search is expected to bring in US$4.23 billion. COVERAGE 34% 35% (SOURCE: EMARKETER) CLICK - THROUGH RATE 22% 22% PRICE PER CLICK (RMB) 0.56 0.60 P4P SEARCH MARKET (RMB MILLION) 18,048 24,364 Other forecasts put China’s online ad market much higher. P4P SEARCH MARKET (US$ MILLION) 2,674 3,610 According to one source, online advertising revenues GROWTH RATE (RMB, %) 55% 35% were forecast to reach 46.1 billion yuan (US$6.95 billion) TOTAL SEARCH MARKET (RMB MILLION) 18,427 24,751 TOTAL SEARCH MARKET (US$ MILLION) 2,730 3,667 in 2010, exceeding the 42.39 billion yuan forecasted for GROWTH RATE (RMB, %) 53% 34% newspapers, making the internet the second-largest media SEARCH AD AS % OF TOTAL AD MARKET 9.7% 11.4% (SOURCE: CNNIC, J.P. MORGAN ESTIMATES. NOTE: ExCLUDING DISTRIBUTOR DISCOUNT) for advertising in China. (SOURCE: CHINA DAILY/DCCI) Search engine ads in China now account for more than • E-COMMERCE • 70% of total online ads. (DCCI) In the first quarter of 2011 alone, China’s search China’s overall e-commerce turnover jumped by 22% in advertising market generated 3.25 billion. 2010 from 2009 to reach RMB 4.5 trillion (US$681.82 (SOURCE: ANALYSIS INTERNATIONAL) billion). Of that amount online retail sales generated 513.1 billion yuan. Online retail sales are expected to generate China’s mobile subscribers and internet users combined are RMB1 trillion in the next two years and will represent more expected to generate a total of US$699.9 million between than 5% of China’s total retail sales. them in total advertising spend in 2012 . (SOURCE: xINHUA) (SOURCE: EMARKETER) According to another report with downgraded estimates, More than two thirds (68.5%) of China’s total online online retail sales are expected to generate US$48.8 billion video revenues in 2010 came from online advertising. The (RMB 317.36 billion) in 2011, then more than triple to remainder came from other value-added services revenues generate US$159.4 billion in 2015. Either way, China is (25.1%) and licensing revenues (6.4%). now overtaking Japan as Asia Pacific’s biggest e-commerce (SOURCE: IRESEARCH) market. By 2013, revenues from online video advertising in China is (SOURCE: INTERNET RETAILER/fORRESTER RESEARCH) expected to come to RMB 6.99 billion. As of June 2010, there were 142 million online shoppers in (SOURCE: ANALYSIS INTERNATIONAL) China. Social media users in China appear to be more open to (SOURCE: CNNIC) marketing messages than most with 61% of them saying The number of Chinese internet users who shopped online they had bought something because of digital marketing. in 2010 increased 48.6% year on year. People using (SOURCE: OGILvYONE) e-banking and online payment services rose 48.2% and Chinese Internet Users Online Brand Engagement 45.8% respectively. (SOURCE: CNNIC) TYPE Of BRAND % WHO DO % WHO RARELY ENGAGEMENT USUALLY DO THIS DO THIS WATCH COMMERCIALS ON YOUKU AND OTHERS 71 29 Alipay, China’s answer to Paypal, now has more than SEARCH FOR A BRAND ONLINE 62 38 vISIT A PRODUCT, BRAND, CAMPAIGN SITE 59 41 460,000 merchants in China using its third party payment DOWNLOAD BRANDED APPS TO PHONE 51 49 system. In 2010, Alipay had more than 550 million READ BLOGS PRODUCED BY BRANDS 49 51 RECOMMEND PRODUCT/BRAND TO FRIENDS 43 57 registered users and a daily transaction volume of TAKE PART IN BRANDED COMPETITIONS 43 57 RMB 2.5 billion (US$378 million). It tallied up at 8.5 million FRIENDING A BRAND 43 57 transactions per day. GET FREE ITEMS IN ExCHANGE FOR BRANDED MESSAGES 42 58 (SOURCE: ALIPAY) PROvIDE FEEDBACK TO A BRAND 40 60 DISCOURAGE FRIENDS FROM BUYING BRANDS I DON’T LIKE 38 62 POST PRODUCT OR BRAND REvIEWS 33 67 Guangdong was the number one province in China for WOULD NOT INTERACT WITH FAvOURITE BRANDS ONLINE 24 76 online shopping activities in 2010. In total, 182.25 million BLOG ABOUT A BRAND, PRODUCT OR SERvICE 23 77 MAKE A vIDEO ABOUT A PRODUCT AND BRAND AND SHARE 21 79 online orders were placed there. The next two biggest (SOURCE: OGILvYONE, JULY 2010) provinces for online shopping activity last year were Zhejiang and Jiangsu. (SOURCE: CHINAINTERNETWATCH/IRESEARCH)24 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 25
  • 15. Taobao, China’s leading online retail site sold an average of The size of the online video market in China is expected to Shopping on China’s leading online retail site, Taobao via Mobile Media Usage: China vs the U.S. 48,000 items per minute in 2010. balloon by 2013 to be worth RMB 16.99 billion. mobile phones gained serious momentum in 2010. In one MOBILE USAGE % WHO USED SERvICE IN PAST 30 DAYS CHINA US (SOURCE: ALIBABA) (SOURCE: CHINAINTERNETWATCH/IRESEARCH) single day attracts 17 million unique visitors generating TExT MESSAGING/SMS 86 64 RMB 37 million (US$5.58 million) via mobile devices. PICTURE MESSAGING/MMS 37 37 Taobao currently has 370 million registered users and an (SOURCE: ALIBABA) MOBILE INTERNET 38 27 inventory of 800 million online products. The highest single EMAIL 8 25 • MOBILE • PRE-INSTALLED GAMES 40 21 day transaction on Taobao brought in RMB 1.95 billion Mobile Media usage: China vs U.S. TExT ALERTS 16 19 AGE % Of USERS (US$295 million) in sales. RINGTONE DOWNLOADS 27 18 UNDER 10 0.0% APPLICATION DOWNLOADS 20 18 (SOURCE: CHINAINTERNETWATCH) China is easily the world’s biggest mobile phone market: AGE 10-19 35.8% PICTURE DOWNLOADS 13 17 there are currently more than 841.9 million mobile AGE 20-29 35.4% INSTANT MESSAGING 23 16 Taobao estimates that its sales transactions will hit AGE 30-39 19.6% subscribers in the country. LOCATION-BASED SERvICES/GPS 4 14 RMB 1 trillion in 2012. (SOURCE: REUTERS) AGE 40-49 7.9% (SOURCE: THE NIELSEN COMPANY) (SOURCE: HKTDC) AGE 50-59 1.1% AGE 60 AND ABOvE 0.2% There are currently 230 million mobile internet users in GENDER Applications Chinese Use on Prepaid Mobile Phones Total online sales of flight tickets, hotel services and MALE 57.1% APPLICATION % Of PREPAID MOBILE PHONE USERS China. TExT MESSAGING/SMS 87 package travel products were expected to have generated (SOURCE: MCKINSEY QUARTERLY) FEMALE 42.9% EDUCATION PRE-INSTALLED GAMES 39 US$700 million in 2010, an increase of 27% from 2009. PRIMARY SCHOOL/BELOW 5.9% MOBILE INTERNET 37 That figure is expected to rise to US$1.32 billion by 2013. By 2014 the country is expected to have as many as 957 SENIOR MIDDLE SCHOOL 27.8% RINGTONE DOWNLOADS 26 MEDIUM-LEvEL PROFESSIONAL 42.9% INSTANT MESSAGING 23 (SOURCE: CHINA ECONOMIC REvIEW/IRESEARCH) million mobile internet users out of a total of 1.3 billion PICTURE MESSAGING/MMS 21 SCHOOL mobile subscribers. China’s total population is currently just POLYTECHNIC SCHOOL 11.7% APPLICATION DOWNLOADS 18 China’s online game market was expected to have TExT ALERTS 15 over 1.3 billion people. UNDERGRADUATE/ABOvE 11.7% generated US$4.5 billion in 2010. Over the next five years (SOURCE: EMARKETER) PROfESSION WALLPAPER/SCREENSAvER DOWNLOADS 15 FETION 13 it is expected to grow at a CAGR of 20.9% to reach US$9.2 UNEMPLOYED 3.5% PICTURE DOWNLOADS 12 RETIREES 0.5% billion in 2014. Mobile gaming is a big pastime in China, with nearly 40% AGRICULTURAL/FORESTRY/HUSBANDRY/FISHERY LABOURERS 4.2% FULL-TRACK MUSIC DOWNLOADS 12 (SOURCE: NIKO PARTNERS) of mobile users using their mobile phones to play games. FREELANCERS/SELF-EMPLOYED 16.7% GAMES DOWNLOADS 11 (SOURCE: BOSTON CONSULTING GROUP) INDUSTRY/SERvICE INDUSTRY WORKERS 2.4% STREAMING ONLINE MUSIC/RADIO 10 China’s online travel industry surged 58.4 % year-on-year MIGRANT WORKERS 1.9% EMAIL 8 PROFESSIONAL TECHNICIANS 9.1% MOBILE NEWSPAPERS 8 to generate RMB 6.16 billion (US$934.5 million) in revenues About 66.2% of internet users, or 303 million people, used ENTERPRISE NON-MANAGERIAL 15.6% ONLINE GAME PLAYING 5 ini 2010. Ctrip.com led the pack by far with a 51.6% share mobile phones to access the internet in 2010, an increase ENTERPRISE MANAGERIAL 4.2% vIDEO/MOBILE Tv UPLOADS 4 LOCATION-BASED SERvICES/GPS 4 of the online travel market. The nearest competitor to of 5.4% from the previous year. GOvERNMENT-NON MANAGERIAL 5.1% vIDEO MESSAGING 1 GOvERNMENT-MANAGERIAL 1.2% Ctrip.com was Elong.com with just a 8.7% market share. (SOURCE: CNNIC) STUDENTS 35.2% VOIP PROGRAMS 1 (SOURCE: INTERfAx CHINA/IRESEARCH) INCOME (YUAN) PER MONTH vIDEO CALLING 1 China’s mobile web users’ most popular activities in 2010 ABOvE 8000 2.4% (SOURCE: THE NIELSEN COMPANY) China’s online video ad market size expected to be worth were instant messaging (61.5%); search (48.4%); web 5001-8000 3.3% 3001-5000 9.6% RMB 3.588 billion (US$541.52 million) in 2011, representing music (45.3%); web literature (43.3%); social networking 2001-3000 14.4% a 65% year on year growth. China’s online video users are (35.5%); games (21.1%); video (20.4%); email (16.0%); 1501-2000 13.1% • SOCIAL • 1001-1500 14.1% expected to top 392 million this year. and online payment (6.1%). 501-1000 13.6% (SOURCE: IRG) (SOURCE: CNNIC) 500 OR BELOW 21.9% NO INCOME 7.6% What Chinese Internet Users Buy Online Between December 2010 and January 2011, 73% of REGION Out of China’s total internet user population, an estimated PURCHASED ONLINE IN PAST SIx MONTHS % Of INTERNET USERS Chinese mobile users aged 15-24 reported accessing the RURAL 28.9% 265 million of them are expected to use social networks on DESKTOP COMPUTER 4.6 internet via their mobile phones, compared to 48% of U.S. URBAN (SOURCE: CNNIC JULY 2010) 71.1% a monthly basis in 2011, an increase of 28% on 2010. PORTABLE MEDIA PLAYER E.G. IPOD 6.2 (SOURCE: CHINAINTERNETWATCH/EMARKETER) MOBILE PHONE 18.5 mobile users and 46% of U.K. mobile users in the same FLAT SCREEN Tv 6 age category. What Chinese Mobile Internet Users Do Online By 2015, it is anticipated that China will have 488 million GAMES CONSOLE 5 (SOURCE: CHINAINTERNETWATCH/THE NIELSEN COMPANY) ACTIvITY % Of USERS DvD PLAYER 3.6 MOBILE INSTANT MESSAGING 61.5% social network users. SATELLITE/CABLE Tv 6.1 (SOURCE: CHINAINTERNETWATCH/EMARKETER) MOBILE SEARCH 48.4% BROADBAND/HI-SPEED INTERNET 18.3 More than half (54%) of China’s mobile subscribers use MOBILE WEB MUSIC 45.3% WHITE GOODS E.G. FRIDGE, WASHING MACHINE 7.1 their mobile devices to check their email, to play online MOBILE WEB LITERATURE 43.3% By far and away the most popular social media activity CAR/AUTOMOBILE 3.6 games and listen to music; 36% use their phones for text/ MOBILE SOCIAL ExCHANGE SITE 35.5% MOTORCYCLE 2.3 MOBILE WEB GAME 21.1% amongst Chinese social networkers, according to one FURNITURE/HOME EQUIPMENT 6.5 SMS, while the remaining 10% stick to using their mobile MOBILE WEB vIDEO 20.4% survey, is to “pimp up my avatar” (93% of users); closely HOLIDAY (IN MY OWN COUNTRY) 12.8 HOLIDAY (ABROAD) 3.7 phones for making calls only. MOBILE EMAIL 16.0% followed by tracking the activities of friends’ brands on (SOURCE: NIELSEN) MOBILE ONLINE PAYMENT 6.1% LAPTOP (10"+ SCREEN) 6.6 (SOURCE: CNNIC JULY 2010) social networks (87%); sharing links (87%); playing games NETBOOK 4.9 BLU RAY PLAYER 3.1 The average Chinese mobile user spends just over US$10 (84%); using location-based services (80%); trying their E-BOOK/E-READER 6.9 What Types of Mobile Sites Chinese visit hands at augmented reality (76%); using tag clouds (75%); TABLET DEvICE I.E. IPAD 5.3 per month for their mobile service. SITE CATEGORY % vISITED IN PAST 30 DAYS BEER 22.1 (SOURCE: THE NIELSEN COMPANY) SHOPPING/AUCTIONS 9 customising their homepage (71%); using cloud computing WINE/SPIRITS 13.8 BUSINESS/FINANCE 9 (67%) and using RSS feeds (55%). SPORTS EQUIPMENT 6.5 Proportionately more Chinese mobile subscribers access TRAvEL 4 (SOURCE: OGILvY ONE WORLDWIDE) CLOTHES 45.9 SCIENCE/TECHNOLOGY 4 the internet via their devices than their fellow Americans: PORTAL ENTRY PAGE/PERSONALISED PAGE 4 ShOES 37.1 38% of Chinese mobile subscribers use the mobile internet, HEALTH/FITNESS 15 Social commerce has taken off in China and Chinese TRAvEL E.G. PLANE TICKETS/HOTEL 16 MUSIC 14.6 compared with 27% of American mobile subscribers. EDUCATION/EMPLOYMENT 11 internet users are increasingly using group-buying websites FILMS 16.7 (SOURCE: THE NIELSEN COMPANY) AUTOMOTIvE 11 to enjoy bulk discounts. Group-buying websites in China BOOKS 30.8 ADULT CONTENT 7 FINANCIAL PRODUCT E.G. INSURANCE 9.3 PROPERTY 2 emerged in January 2010 and have snowballed ever since PERSONAL ITEMS E.G. WATCHES/HANDBAGS ETC 18.8 Chinese mobile users sent 23 billion SMS messages during (SOURCE: THE NIELSEN COMPANY) then. There are now around 1,800 social commerce sites in HEALTHCARE AND PHARMACEUTICAL PRODUCTS 14.9 the 2010 Chinese New Year holiday alone. the country. A GIFT FOR SOMEONE 25.1 (SOURCE: fORRESTER RESEARCH) (SOURCE: CNNIC) A SKINCARE/HAIRCARE/BEAUTY PRODUCT 11.2 PET FOOD 7.4 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET)26 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 27
  • 16. The trade volume promoted by social commerce, or group HEALTHCARE/MEDICINE 3.3 3.1 2.6 2.8 Why Chinese Take Part in Social Network Groups IT/INTERNET/SOFTWARE/ buying, in China in 2010 was expected to represent COMPUTER SERvICES 14.8 15.3 15.5 14.7 MOTIvATIONS fOR JOINING A SOCIAL NETWORK GROUP JOINED A SNS GROUP RESEARCH FOR WORK 4.4 RMB 980 million. MANUFACTURING/ENGINEERING/ NETWORKING FOR WORK 2.2 (SOURCE: ANALYIS INTERNATIONAL) CONSTRUCTION 15.4 16.6 15.5 18.8 EDUCATION 0.0 POLICE OR ARMED FORCES 0.1 0.2 0.1 0.3 STAY IN TOUCH WITHFRIENDS 11.1 PROFESSIONAL SERvICES (LAW, ACCOUNTING, China was home to 53.11 million microbloggers in 2010. ARCHITECT ETC) 4.8 4.7 4.1 4.6 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 4.4 (SOURCE: CNNIC) MEET NEW PEOPLE 15.6 RETAIL 5.3 5.6 5.6 5.7 PROMOTE SOMETHING 0.0 TRANSPORT/LOGISTICS/DISTRIBUTION 3.5 3.7 3.9 3.6 ENTERTAINMENT 6.7 China social networking sites had a total number of 124 TRAvEL/TOURISM/LEISURE SERvICES 1.4 1.4 1.5 0.5 RESEARCH/FIND PRODUCTS TO BUY 4.4 OTHER 11.7 13.8 12.9 11.3 million users in early 2010. SHARE MY OPINION 6.7 (SOURCE: CHINAINTERNETWATCH) CURRENT POSITION SHARE CONTENT 8.9 COMPANY OWNER 2.6 2.9 2.7 2.8 FIND MUSIC 0.0 SENIOR MANAGER 6.4 7.9 7.5 6.9 STAY UP TO DATE ON NEWS/EvENTS 2.2 Every Chinese social media user has, on average, 2.78 MID-LEvEL MANAGER 16.8 18.0 18.1 17.6 RESEARCH HOW TO DO THINGS 4.4 social media accounts. ENTRY-LEvEL MANAGER 13.3 14.4 13.2 15.2 ORGANISE MY LIFE 0.0 (SOURCE: CHINAINTERNETWATCH) TEAM MEMBER 28.1 26.9 28.0 27.8 ExPRESS MYSELF 13.3 SUPPORT LEvEL 4.5 4.6 4.2 3.6 TAKE ON A DIFFERENT PERSONALITY 2.2 OTHER 5.4 5.8 5.0 4.1 FILL UP SPARE TIME 13.3 Games on social networking sites have gained popularity RESPONSIBILITY AT WORK I FEEL LIKE I HAvE TO 0.0 amongst China’s online gaming population, with 88% of ADvERTISING AND MARKETING 15.2 15.9 16.6 20.7 TO TALK ABOUT BRANDS/PRODUCTS 0.0 COMPANY STRATEGY 14.9 14.9 16.5 17.3 those surveyed saying they now play SNS games. DIRECT REPORTS/TEAM 23.9 23.5 23.7 28.9 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) (SOURCE: CHINAINTERNETWATCH/NIKO PARTNERS) GENERAL MANAGEMENT 40.9 42.1 40.9 43.6 MANAGING BUDGETS 22.1 23.4 23.8 26.1 What Motivates Chinese to Influence Others Online By 2013, there should be around 130 million social gamers PURCHASING OF ALL OTHER PRODUCTS AND SERvICES MOTIvATION % Of TOTAL INTERNET USERS FOR YOUR COMPANY 22.1 24.0 25.2 27.1 TO SHARE A GOOD ExPERIENCE 48.6 in China, up from 85 million at the end of 2010. The PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND SERvICES TO SHARE A BAD ExPERIENCE 43.0 transaction value of the social games market is expected to FOR YOUR COMPANY 27.4 29.1 30.3 30.5 TO MAKE SURE OTHER CONSUMERS PICK GOOD PRODUCTS 3.2 5 TO GET COMPANIES/SERvICES TO IMPROvE THEIR PERFORMANCE 51.3 reach RMB 1.63 billion by 2013. RECRUITING NEW EMPLOYEES 17.1 18.1 17.9 21.7 (SOURCE: ANALYSIS INTERNATIONAL) NONE OF THE ABOvE 11.1 11.9 11.1 9.3 TO BE SEEN AS AN ExPERT 32.5 DECISION MAKER I LIKE TO SHARE MY OPINION 52.0 DECISION MAKER 27.0 28.6 30.3 31.0 I LIKE TO CONTRIBUTE TO THE COMMUNITY 43.8 Weibo.com, China’s version of Twitter, has accumulated 140 SENIOR DECISION MAKER 5.5 6.9 6.8 6.7 I LOvE THE BRAND 50.6 million registered users since its launch in August 2009 and (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) TO TALK TO THE BRAND DIRECTLY 10.9 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) is expected to have more than 200 million by the end of Online Activities/Actions in China 2011. Twitter is currently blocked in China. HAvE DONE IN THE PAST MONTH % Of INTERNET USERS What Motivates Bloggers in China (SOURCE: xINHUA) WATCHED A vIDEO CLIP 67.8 MOTIvATIONS fOR BLOGGING % Of BLOGGERS UPLOADED A vIDEO ONLINE 31.9 RESEARCH FOR WORK 5.6 China’s social media users are engaging with online brands MANAGED YOUR SOCIAL NETWORK PROFILE 48.0 NETWORKING FOR WORK 4.2 WRITTEN YOUR OWN BLOGS 44.8 EDUCATION 2.4 would hinge upon their ability to deliver the right message in different ways, with 71% of them watching ads online USED A MICRO-BLOGGING SERvICE 40.9 STAY IN TOUCH WITH FRIENDS 13.7 to the right guest at the right time. via social media and 43% of them ‘friending a brand’ on SUBSCRIBED TO AN RSS FEED 17.2 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 16.0 Strategy: Sands China required a solution that would a social networking site. Nearly two thirds (62%) of social USED INSTANT MESSENGER 64.0 MEET NEW PEOPLE 4.9 MADE A PHONE CALL ONLINE/USED vOIP 21.9 PROMOTE SOMETHING 2.1 not only centralise customer data, streamline workflow media users have searched for a brand online. ENTERTAINMENT 6.1 (SOURCE: OGILvYONE) USED WEBMAIL 72.5 RESEARCH/FIND PRODUCTS TO BUY 2.4 and eliminate their current challenges. But also provide USED ONLINE OFFICE APPLICATIONS 51.4 EDITED/MANAGED OWN WEBSITE 33.4 SHARE MY OPINION 11.4 a platform with the analytic capabilities to maximise the Nearly half of China’s social media users (48%) say they USED INTERNET BANKING 66.1 SHARE CONTENT 5.4 value of customer data and enable smarter decisions; the LEFT A COMMENT ON A STORY ON A WEBSITE 48.7 FIND MUSIC 1.3 trust advertising; while 65% admit they are very open to WRITTEN A NEWS STORY/ARTICLE 25.7 STAY UP TO DATE ON NEWS/EvENTS 2.7 flexibility to build and manage innovative, targeted and persuasion and always follow their impulses when buying PURCHASED A PRODUCT ONLINE 34.2 RESEARCH HOW TO DO THINGS 0.3 timely campaigns; and the scalability to accommodate any ORGANISE MY LIFE 1.3 brands. REvIEWED A PRODUCT OR BRAND ONLINE 36.1 ExPRESS MYSELF 15.5 additional data sources or changes prompted by future USED A SOCIAL BOOKMARK SERvICE 11.2 growth. (SOURCE: OGILvYONE) INSTALLED AN APPLICATION ON YOUR BROWSER 24.6 TAKE ON A DIFFERENT PERSONALITY 0.6 POSTED A COMMENT ON A FORUM/MESSAGE BOARD/BBS WEBSITE 56.0 FILL UP SPARE TIME 2.3 Details: Sands China deployed Experian CheetahMail APEx Chinese Social Networkers by Education Level UPLOADED PHOTOS ONLINE 57.4 I FEEL LIKE I HAvE TO 1.3 solution to: Capture customer data from multiple sources and Profession (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) TO TALK ABOUT BRANDS/PRODUCTS 0.3 MANAGED WRITTEN USED A JOINED A (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) into one centralised location; gain immediate visibility into SNS PROfILE OWN BLOG MICROBLOGGING SERvICE SOCIAL NETWORK GROUP Motivations for Using Social Networks guest behaviour and preferences; segment customers (% WHO) (% WHO) (% WHO) (% WHO) MOTIvATIONS fOR USING A SOCIAL NETWORK % Of SOCIAL NETWORK USERS according to values such as country, language and loyalty GENDER RESEARCH FOR WORK 3.0 MALE 58.7 59 58.7 59.8 NETWORKING FOR WORK 5.1 • CASE STUDY • tier; implement address cleansing and data enhancement; FEMALE 41.3 41 41.3 40.2 EDUCATION 2.0 load and export campaign-ready data rapidly; automate EDUCATION STAY IN TOUCH WITH FRIENDS 30.4 SCHOOLING UNTIL AGE 16 0.8 0.8 0.6 0.8 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 7.0 broadcasting through selected digital channels including SCHOOLING UNTIL AGE 18 6.5 7.7 7.5 6.4 MEET NEW PEOPLE 18.1 Client: Sands China email, SMS and social media; analyse and cap the TRADE/TECHNICAL SCHOOL PROMOTE SOMETHING 1.0 OR COLLEGE 24.0 26.1 23.5 21.6 Agency: Experian Hong Kong frequency of campaigns. ENTERTAINMENT 8.6 UNIvERSITY 57.9 56.0 57.6 61.3 RESEARCH/FIND PRODUCTS TO BUY 2.4 Campaign: Venetian Macao and Sands Macao enewsletter Access analytics and reporting modules quickly. POST GRADUATE 10.8 9.5 10.9 9.8 SHARE MY OPINION 4.1 objective: Sands China operates a group of casino resorts Results: The campaign resulted in the following after EMPLOYMENT SHARE CONTENT 3.1 FULL-TIME WORKER 67.1 69.8 69.0 69.4 FIND MUSIC 1.4 including The Venetian and The Sands in Macao, China. three months: 46% increase in unique click rate in PART-TIME WORKER 3.2 3.3 2.4 3.4 STAY UP TO DATE ON NEWS/EvENTS 3.0 After successfully developing a base of devoted customers customer communication emails; 18% click-to-open rate; FREELANCER 5.9 6.4 6.3 4.6 RESEARCH HOW TO DO THINGS 1.1 SELF-EMPLOYED 0.9 0.9 0.9 0.8 and loyal guests, Sands China sought to consolidate and 49% more referrers and 33% more referrals. ORGANISE MY LIFE 0.9 FULL-TIME PARENT 1.5 1.2 2.0 1.8 ExPRESS MYSELF 2.2 analyse their data as part of their ongoing effort to pursue IN EDUCATION 17.7 15 16.9 17.7 TAKE ON A DIFFERENT PERSONALITY 0.9 UNEMPLOYED 1.0 0.9 0.9 0.5 a customer-centric online strategy. They aimed to centralise FILL UP SPARE TIME 3.9 OTHER 2.7 2.4 1.6 1.8 I FEEL LIKE I HAvE TO 1.5 information in one principal data warehouse in order to WORK SECTOR TO TALK ABOUT BRANDS/PRODUCTS 0.10.1 better analyse and understand their customers’ interests ADvERTISING/MARKETING/MEDIA 1.9 1.9 1.6 1.0 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) AGRICULTURE OR MINING 1.1 1.0 1.6 1.6 and preferences. EDUCATION 5.2 5.0 5.4 4.9 Seeking to improve clicks, opens and the overall level of FINANCIAL SERvICES 4.3 3.9 3.8 4.4 GOvERNMENT (ExCLUDING EDUCATION engagement among their subscribers, Sands China came & HEALTH) 4.3 4.2 4.5 3.9 to recognise that the success of their new email programs28 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 29
  • 17. Hong Kongers favourite place to watch online videos is on How Many Online videos Hong Kongers Watch HONG KONG Google, with internet users there watching 234.2 million ONLINE vIDEO PROPERTY TOTAL UNIQUE vIEWERS (000) vIDEOS PER vIEWER videos on the site in March 2010 alone, representing GOOGLE SITES 2,403 97.5 52.4% of all videos Hong Kongers viewed online that FACEBOOK.COM 1,278 9.6 YOUKU 786 20.6 month. YouTube videos accounted for more than 99% of YAHOO! SITES 721 4.6 all videos viewed by them via Google. Tudou was the next TELEvISION BROADCASTS 599 8.3 most popular site amongst online video viewers, with 16.3 TUDOU SITES 599 27.2 NExT MEDIA INTERACTIvE 488 11.5 million videos viewed (3.6% market share), followed by SUNZONEHK.COM 292 1.8 Facebook (12.3 million videos and 2.8% market share). FC2 263 7.3 (SOURCE: COMSCORE) ORIENTAL PRESS GROUP 263 24.5 (SOURCE: COMSCORE vIDEO METRIx, TOTAL AUDIENCE HONG KONG, AGE 15+ - HOME & WORK LOCATIONS, MARCH 2010) Two fifths of Hong Kong shoppers now use online services to search for restaurants to go and dine at. What Hong Kongers Do Online vs The World (SOURCE: MICROSOfT ADvERTISING/AEGIS MEDIA) KEY CATEGORIES REACH (%) HONG KONG WORLDWIDE SEARCH/NAvIGATION 85 85 Hong Kong internet users averaged 125.1 searches per SOCIAL NETWORKING 76 70 searcher in January 2011, ahead of the global average of MULTIMEDIA 72 67 109.5 searches per searcher - 37% of these searches were NEWS/INFORMATION 71 60 EMAIL 67 63 on Google. PHOTOS 66 53 (SOURCE: COMSCORE) RETAIL 62 64 DIRECTORIES/RESOURCES 61 68 Hong Kong internet users currently spend 3.5% of their BUSINESS/FINANCE 56 46 MANUFACTURING/ENGINEERING/CONSTRUCTION 9.2 COMMUNITY 55 58 • DEMOGR APHICS • POLICE OR ARMED FORCES 0.4 total online time playing games, just below the global BLOGS 55 50 PROFESSIONAL SERvICES (LAW, ACCOUNTING, ARCHITECT ETC) 6.1 average of 3.7% TECHNOLOGY 53 53 RETAIL 6.5 (SOURCE: COMSCORE) GAMES 51 51 TRANSPORT, LOGISTICS OR DISTRIBUTION 4.4 DOWNLOADS 48 57 Hong Kong now has more than 4.87 million internet users, TRAvEL, TOURISM OR LEISURE SERvICES 1.4 Hong Kongers could be a lot more curious than they INSTANT MESSENGERS 45 35 OThER 19.5 AUCTIONS 40 31 representing a penetration rate of 68.8%. CURRENT POSITION currently are being - they only spend 2.6% of their total (SOURCE: INTERNETWORLDSTATS) Tv 38 33 COMPANY OWNER 3.4 SENIOR MANAGER 6.4 online time on news or information sites, just behind the TRAvEL 32 30 EDUCATION 24 29 As of February 2011, there were around 2.14 million MID-LEvEL MANAGER 14.8 global average (2.7%). By comparison, they spend 12% of SPORTS 19 32 registered broadband internet subscribers in Hong Kong. Of ENTRY-LEvEL MANAGER 11.8 their time on Facebook. (SOURCE: COMSCOREMEDIA METRIx (PANEL ONLY), INTERNET AUDIENCE 15+ ACCESSING INTERNET fROM HOME OR WORK; DECEMBER 2010) TEAM MEMBER 20.3 (SOURCE: COMSCORE) those, 1.94 million were residential connections. SUPPORT LEvEL 13.3 (SOURCE: OfTA) OThER 13.4 RESPONSIBILITY AT WORK Why Hong Kong Internet Users Go Online MOTIvATION fOR INTERNET USAGE % Of INTERNET USERS WHO Around 80% of Hong Kong households with internet access ADvERTISING AND MARKETING 12.9 CONSIDER THIS vERY IMPORTANT • ONLINE ADVERTISING• COMPANY STRATEGY 12.2 were using a broadband service. DIRECT REPORTS/TEAM 19.4 RESEARCH FOR WORK 32.9 (SOURCE: OfTA) GENERAL MANAGEMENT 44.5 NETWORKING FOR WORK 33.2 MANAGING BUDGETS 15.6 EDUCATION 20.6 STAY IN TOUCH WITH FRIENDS 38.3 Hong Kong’s total online ad spend came to more than As of October 2010, there were more than 9,000 public PURCHASING OF ALL OTHER PRODUCTS AND SERvICES FOR YOUR COMPANY 21.2 PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND UPDATE MY FRIENDS WITH MY LIFE 19.4 US$91 million in 2010, more than the combined digital ad Wi-Fi hot spots around Hong Kong. SERvICES FOR YOUR COMPANY 18.5 MEET NEW PEOPLE 9.8 (SOURCE: OfTA) RECRUITING NEW EMPLOYEES 12.8 PROMOTE SOMETHING 15.6 spend for the entire Southeast Asia region. (SOURCE: ASIA MEDIA JOURNAL) NONE OF THE ABOvE 19.8 ENTERTAINMENT 29.8 By mid-2010, there were nearly 1.2 million IPTv subscribers DECISION MAKER RESEARCH/FIND PRODUCTS TO BUY 34.6 DECISION MAKER 21.1 SHARE MY OPINION 14.7 According to other accounts it was much higher however, in Hong Kong. SENIOR DECISION MAKER 4.9 SHARE CONTENT 18.2 (SOURCE: OfTA) (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) FIND MUSIC 22.8 as much as US$183 million. (SOURCE: ZENITHOPTIMEDIA) FIND FILMS/Tv SHOWS 23.0 Hong Kong’s Internet Users 2010 STAY UP TO DATE ON NEWS/EvENTS 46.9 % Of INTERNET USERS RESEARCH HOW TO DO THINGS 28.8 Online ad spend in Hong Kong represented 5.8% of total GENDER • USER BEHAVIOUR • ORGANISE MY LIFE 15.4 ad spend in 2010. MALE 49.5 ExPRESS MYSELF 8.5 (SOURCE: ASIA MEDIA JOURNAL) FEMALE 50.5 TAKE ON A DIFFERENT PERSONALITY 9.1 EDUCATION FILL UP SPARE TIME 31.3 SCHOOLING UNTIL AGE 16 5.2 TO GET INSPIRED/GET IDEAS 20.3 Online ad spend in Hong Kong is forecast to reach US$211 SCHOOLING UNTIL AGE 18 23.6 Hong Kong internet users spent 25.9 hours online on PLAY GAMES 16.8 million in 2011, rising to US$228 million in 2012 and TRADE/TECHNICAL SCHOOL OR COLLEGE 27.0 average in December 2010. (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) US$239 million in 2013. UNIvERSITY 35.5 (SOURCE: COMSCORE) (SOURCE: ZENITHOPTIMEDIA) POST GRADUATE 8.7 Hong Kong’s Top Online video Properties EMPLOYMENT STATUS Watching online video has become nearly as popular as ONLINE vIDEO PROPERTY vIDEOS (000) SHARE Of vIDEOS Online advertising in Hong Kong generated HK$234 million FULL-TIME WORKER 69 GOOGLE SITES 234,234 52.4% PART-TIME WORKER 7.3 going online in itself amongst Hong Kong’s internet user TUDOU SITES 16,288 3.6% in Q1 2010 alone, a 35% increase on Q1 2009 when online FREELANCER 3.1 population. Hong Kongers watch more online video than YOUKU 16,198 3.6% advertisers spend HK$172 million in the city. SELF-EMPLOYED 4.0 FACEBOOK.COM 12,304 2.8% FULL-TIME PARENT 3.6 anyone else in the Asia Pacific region currently surveyed by ORIENTAL PRESS GROUP 6,433 1.4% (SOURCE: THE NIELSEN COMPANY) IN EDUCATION 9.2 comScore. In January 2011 alone, more than 3.7 million NExT MEDIA INTERACTIvE 5,596 1.3% UNEMPLOYED 0.7 internet users in the city (around 86% of Hong Kong’s TELEvISION BROADCASTS 4,950 1.1% More than 1,200 brands ran online campaigns in hong OThER 3.0 MAIN SHOPPER online population) watched a total of 476 million videos 56.COM 4,065 0.9% Kong in the first three months in 2010, 16% more than the YAhOO! SITES 3,331 0.7% MAIN 56.1 between them, with users averaging 127 video views each MICROSOFT SITES 2,081 0.5% first three months of 2009. Together they ran more than JOINT 41.3 during that one month. (SOURCE: COMSCORE vIDEO METRIx, TOTAL AUDIENCE HONG KONG, AGE 15+ - HOME & WORK LOCATIONS, MARCH 2010) 4,300 online ad campaign during that time, a 31% increase DO NOT DO THE SHOPPING 2.6 WORK SECTOR (SOURCE: COMSCORE) on the same period the year before, generating more than ADvERTISING/MARKETING/MEDIA 0.8 7.5 billion ad impressions in total. AGRICULTURE OR MINING 0.4 Hong Kong internet users on average now spend more (SOURCE: THE NIELSEN COMPANY) EDUCATION 10.3 FINANCIAL SERvICES 7.3 than 11.9 hours per month watching online videos. (SOURCE: COMSCORE) GOvERNMENT (Ex EDUCATION & HEALTH) 6.1 HEALTHCARE/MEDICINE 4.0 IT,INTERNET, SOFTWARE, COMPUTER SERvICES 6.930 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 31
  • 18. The biggest online ad spenders in Q1 2010 in Hong Kong Hong Kong’s Top 10 Online Advertisers came from the finance sector, which spent HK$48 million, ADvERTISER AD IMPRESSIONS (000) CITICORP 353,837 accounting for 21% of total online advertising expenditure HKSAR GOvERNMENT 246,189 in that period. That sector was closely followed by the AMERICAN ExPRESS 222,340 HONG KONG MANAGEMENT ASSOCIATION 204,194 entertainment industry, which spent HK$46 million and the IC DIGITAL ENTERTAINMENT 201,032 computer and electronics sector which spent HK$26 million. GLOBAL BEAUTY INTERNATIONAL 170,383 I (SOURCE: THE NIELSEN COMPANY) DISNEY 147,795 GAMANIA DIGITAL ENTERTAINMENT 138,179 OCTOPUS HOLDINGS 138,006 Hong Kong’s online ad spend for the second quarter of CAR.COM.HK 105,145 2010 came to HK$198 million, representing more than 1,500 (SOURCE: THE NIELSEN COMPANY, Q1 2010) advertisers and around 3,300 campaigns. Hong Kong’s Top 15 Online Publishers AM (SOURCE: ADMOMO) PUBLISHER AD SPEND MARKET SHARE Between the first and second quarter of 2010, the industry (HK$M) (%) YAHOO!HK 42.3 35 sectors that showed the most growth online ad spend on ATNExT.COM 14.6 12 a per campaign basis were the auto industry (growing by MING PAO 9.0 7 ON.CC 7.1 6 144.1%), household (135.5%) and the health and beauty NOT HKHEADLINE.COM 6.7 6 sector (42.3%). MSN BUDDY LIST 6.3 5 (SOURCE: ADMOMO) MSN HONG KONG 6.2 5 ESD LIFE 4.4 4 Yahoo! Hong Kong now has a reach of 90% in Hong Kong. SING TAO DAILY 4.4 4 (SOURCE: ASIA MEDIA JOURNAL) DISCUSS.COM.HK 4.0 3 GENERIC. SINA.COM.HK 3.9 3 SCMP.COM 3.4 3 Hong Kong’s Top 10 Sites UWANTS 3.2 3 TOTAL UNIQUE vISITORS (000) TvB 2.9 2 YAhOO! SITES 4,133 HKGOLDEN.COM 2.8 2 MICROSOFT SITES 4,099 (SOURCE: ADMOMO MEDIA, Q2 2010) GOOGLE SITES 3,317 FACEBOOK.COM 3,153 DISCUSS.COM.HK 2,141 UWANTS SITES 1,897 ORIENTAL PRESS GROUP 1,550 • E-COMMERCE • SINA 1,492 APPLE 1,355 WIKIMEDIA FOUNDATION SITES 1,223 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) Hong Kongers still spend a small amount of their total Hong Kong’s Top 10 Entertainment Sites online time on retail sites - 1.5%, far behind Japan (5.7%) BUILD RELEVANT CUSTOMER EXPERIENCES or China (4.5%) and below the global average (2.6% of TOTAL UNIQUE vISITORS (000) YOUTUBE.COM 2,172 total online time spent on retail). PPSTREAM 1,189 (SOURCE: COMSCORE) Your customers are individuals. Unique. Singular. They want experiences that are TvB.COM 1,136 ITUNES SOFTWARE (APP) 1,068 The key items Hong Kongers are planning to buy online in personal and relevant to them. At Epsilon, we’re introducing a powerful new approach TUDOU SITES YAHOO! MUSIC 833 729 the next six months are mainly travel related, with 35% of driven by data and deeper insights to create more engaging relationships. Hong Kong internet users saying they will buy airline tickets CBS INTERACTIvE YOUKU 679 630 or make travel reservations, and 29% saying they will book It’s called Customer Experience Marketing and it’s proven to: YAHOO! MOvIES 589 xUNLEI.COM 529 tours or make hotel reservations. The next most popular (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) category of choice for future online purchase decisions are Hong Kong’s Top 10 Gaming Sites TOTAL UNIQUE vISITORS (000) clothing, accessories and shoes with 25% of Hong Kong online users saying the plan to purchase these things Create Brand Differentiation Deliver Engagement and Loyalty 2000FUN.COM GAMEONE INTERACTIvE.COM TGBUS.COM 299 213 191 online in the next six months. (SOURCE: THE NIELSEN COMPANY) Accelerate Considered Purchase Optimise Marketing Spend GAMER.COM.TW 187 Almost half (47%) of online Hong Kong consumers say GODGAME.COM.TW 165 GAMANIA DIGITAL ENTERTAINMENT 162 they trust online product reviews when they make their YAhOO! GAMES QQ937.COM 149 146 purchasing decision, while 23% say they trust the brand in To learn more, visit epsilon.com/experience 17T17P.COM 138 question’s website themselves. (SOURCE: THE NIELSEN COMPANY) FUNTOWN.COM.HK 133 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) The number of Hong Kong internet users who use online Hong Kong’s Top 10 Retail Sites banking services grew 18% from January 2010 to reach 1.5 epsilon.com/apac | apac-info@epsilon.com TOTAL UNIQUE vISITORS (000) million visitors in January 2011, representing 35.5% of the ALIBABA.COM 997 APPLE.COM WORLDWIDE SITES 788 total online population. Hong Kong now ranks first as the PRICE.COM.HK 446 most highly penetrated online banking market in the Asia AMAZON SITES 445 DCFEVER.COM 315 Pacific region. The top online banking sites amongst hong THREE.COM.HK 225 Kong internet users are HSBC, Bank of China (Hong Kong) TMALL.COM 217 and Standard Chartered. EPRICE.COM.HK 207 (SOURCE: COMSCORE) RINGHK.COM 200 CITYLINE.COM 162 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) Four out of every ten shoppers in Hong Kong now expect to make online purchases. (SOURCE: MICROSOfT ADvERTISING/AEGIS MEDIA)32 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 33
  • 19. Half of Hong Kong shoppers now use online services to do Of the total mobile service subscriber base, 4.64 million of Nearly two fifths (39%) of Hong Kong mobile users hope Blog sites now have 55% reach in Hong Kong, above the price comparisons when they are at their local stores, while them are 3G or 3.5G users to replace their phone in the next few months (up from worldwide average of 50%, but below the likes of its south 40% of them go online to check for store promotions. (SOURCE: OfTA) 28% of mobile users in 2009), largely driven by a growing east Asian neighbours Malaysia (58%), Indonesia (68%) (SOURCE: MICROSOfT ADvERTISING/AEGIS MEDIA) excitement for new products and services. The life cycle and Vietnam (57%). Mobile data usage amongst Hong Kong’s 2.5G and 3G of mobile phones in Hong Kong now is approximately 31 (SOURCE: COMSCORE) What Hong Kong Internet Users Buy Online users shot up 3.2 times between July 2009 and July 2010, months, down from 34 months in 2009. PURCHASED ONLINE IN PAST SIx MONTHS % Of INTERNET USERS averaging at 214.1 MB per user - this was also 19.5 times (SOURCE: TNS GLOBAL) More Hong Kongers visited photo sharing sites in 2010 than DESKTOP COMPUTER 3.6 greater than the mobile data usage recorded in the same in 2009: photo sites now have a 76% reach amongst Hong PORTABLE MEDIA PLAYER E.G. IPOD 4.9 MOBILE PHONE 7.9 period of 2008. Hong Kong Perceptions About Mobile Banking Kong internet users compared to 68% the year before. FLAT SCREEN Tv 2.6 (SOURCE: OfTA) PERCEPTION TOWARDS BANK AGE RANGE (% WHO AGREE) (SOURCE: COMSCORE) GAMES CONSOLE 4.4 WITH MOBILE BANKING SERvICE TOTAL 18-29 30-44 45-64 DvD PLAYER 2.1 Nearly one fifth (18%) of Hong Kong shoppers are either THESE BANKS ARE CONTINUOUSLY IMPROvING 83 88 85 75 More than two fifths (44%) of Hong Kong’s Smartphone SATELLITE/CABLE Tv 2.0 THESE BANKS ARE TRYING THEIR BEST TO SATISFY THE BROADBAND/HI-SPEED INTERNET 4.7 currently making payments via their mobile phones or say DIvERSENEEDS OF THEIR CUSTOMERS 77 86 79 70 users use their mobile to visit social networking sites. (SOURCE: MARKETING INTERACTIvE/THE NIELSEN COMPANY) WHITE GOODS E.G. FRIDGE, WASHING MACHINE 2.2 THESE BANKS ARE MORE SUPERIOR TO OTHER BANKS 61 66 65 55 they are extremely interested in purchasing either goods I WILL USE THESE BANKS MORE THAN OTHER BANKS 56 57 60 51 CAR/AUTOMOBILE 0.8 MOTORCYCLE 0.7 or services over their mobile phones; 16% expect to make IT PROMPTS ME TO USE THESE BANKS’ SERvICES MORE 54 58 59 49 China’s answer to Twitter, Sina Weibo currently has 500,000 purchases directly using their mobile phones and 17% (SOURCE: SYNOvATE ASIA BUS HONG KONG OCTOBER 2010) FURNITURE/HOME EQUIPMENT 4.3 HOLIDAY (IN MY OWN COUNTRY) 6.3 users in Hong Kong and is aiming to double that number HOLIDAY (ABROAD) 10.4 expect to use them for research purposes when they are by the end of 2011. LAPTOP (10"+ SCREEN) 4.2 out shopping. (SOURCE: PENN OLSON/REUTERS) NETBOOK 1.4 (SOURCE: MICROSOfT ADvERTISING/AEGIS MEDIA) • SOCIAL • BLU RAY PLAYER 1.3 The Silver hair generation (those aged between 50 and E-BOOK/E-READER 2.0 TABLET DEvICE I.E. IPAD 3.6 While only 4% of Hong Kong mobile users are using them 64) in Hong Kong saw a 42% increase in the rate that BEER 6.8 to conduct mobile banking services, amongst smartphhone internet users within this group contributed to blogs and Social networking sites currently have a 76% reach in Hong WINE/SPIRITS 6.5 users, that number is much higher, at 11% of smartphone forums in 2010 from 2009. SPORTS EQUIPMENT 2.9 Kong. While this is not the highest figure in the region, it CLOTHES 22.4 users. (SOURCE: SYNOvATE) (SOURCE: SYNOvATE) is a fair bit ahead of the global average (70%). Some of ShOES 13.5 TRAvEL E.G. PLANE TICKETS/HOTEL 10.7 Hong Kong’s south east Asian neighbours meanwhile are Hong Kong Social Media Profiles 2010 & 2011 MUSIC 5.2 Of those who do conduct mobile banking, nearly half of some way ahead with 82% reach in Singapore, 91% reach MANAGED WRITTEN USED A JOINED A FILMS 13.9 SNS PROfILE OWN BLOG MICROBLOGGING SOCIAL BOOKS 9.4 them (49%) have traded online via their phones in the in Malaysia, 90% reach in Indonesia and 95% reach in The SERvICE NETWORK FINANCIAL PRODUCT E.G. INSURANCE 5.1 past year; 32% have traded currencies and 23% have Philippines. GROUP PERSONAL ITEMS E.G. WATCHES/HANDBAGS ETC 5.6 purchased other banking products. (SOURCE: COMSCORE) (% WHO) (% WHO) (% WHO) (% WHO) HEALTHCARE AND PHARMACEUTICAL PRODUCTS 9.0 (SOURCE: SYNOvATE) GENDER A GIFT FOR SOMEONE 16.5 A SKINCARE/HAIRCARE/BEAUTY PRODUCT 0.0 Nearly one third (30%) of Hong Kong mobile users MALE 51.9 49.8 54.9 54 FEMALE 48.1 50.2 45.1 46 PET FOOD 4.7 Hong Kong’s mobile banking users seem particularly open regularly check their social networks and update their EDUCATION (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) to promotions being sent to them via their devices, with status on their phones, compared to 12% globally; nearly SCHOOLING UNTIL AGE 16 3.6 3.9 4.9 2.9 SCHOOLING UNTIL AGE 18 19.6 16.6 15.4 20.1 41% of them saying they had looked up banking-related one quarter of them (24%) blog via their mobile phones, What Hong Kongers Plan to Buy Online in future TRADE/TECHNICAL SCHOOL OR COLLEGE 26.6 26.8 24.7 25.9 PRODUCT/SERvICE INTENDED TO BE % Of INTERNET USERS promotions and discounts through their phones. an increase of 6% since 2009. UNIvERSITY 39.7 43.4 43.8 39.1 PURCHASED ONLINE IN NExT 6 MONTHS (SOURCE: SYNOvATE) (SOURCE: TNS GLOBAL) POST GRADUATE 10.5 9.3 11.1 12.1 AIRLINE TICKETS/RESERvATIONS 35% EMPLOYMENT FULL-TIME WORKER 67.2 63.4 66 69.5 TOURS/HOTEL RESERvATIONS 29% Just under one third (30%) of mobile users under the age The most used social network amongst Hong Kong mobile CLOTHING/ACCESSORIES/SHOES 25% PART-TIME WORKER 7.4 7.8 9.3 6.3 BOOKS 25% of 24 in Hong Kong say they wouldn’t mind receiving or users is Facebook (17% of mobile users), the site being FREELANCER 3.1 6.3 3.7 1.7 EvENT TICKETS 20% responding to ads on their mobile phones if they got paid more popular amongst women (20% of female mobile SELF-EMPLOYED 4.3 4.4 4.3 4.0 FULL-TIME PARENT 2.9 2.9 2.5 3.4 ELECTRONIC EQUIPMENT (Tv/CAMERA) 14% or were given incentives to do so. users) rather than men (15% of male mobile users). IN EDUCATION 12.4 14.1 13.6 13.2 COMPUTER HARDWARE 13% (SOURCE: SYNOvATE) (SOURCE: TNS GLOBAL) COSMETICS/NUTRITION SUPPLIES 13% UNEMPLOYED 0.5 0.0 0.0 0.6 vIDEOS/DvDS/GAMES (NOT DOWNLOADS) 12% OTHER 2.2 1.0 0.6 1.1 GROCERIES 12% More than 66.8 million SMS text messages were either sent Facebook currently has more than 3.6 million users in Hong WORK SECTOR ADvERTISING/MARKETING/MEDIA 0.5 0.5 1.2 0.6 (SOURCE: THE NIELSEN COMPANY; WHAT PRODUCTS/SERvICES DO YOU INTEND TO PURCHASE ONLINE IN THE NExT 6 MONTHS; SEPTEMBER 2010) or received by Hong Kong well-wishers over Chinese New Kong, representing an overall penetration rate of the city’s AGRICULTURE OR MINING 0.0 0.0 0.0 0.0 Year 2011. online population of 74.34%. EDUCATION 12 12.7 7.4 10.3 Who Hong Kongers Trust When Making (SOURCE: OfTA) (SOURCE: SOCIALBAKERS) FINANCIAL SERvICES 7.7 4.9 6.8 6.9 GOvERNMENT (Ex EDUCATION & HEALTH) 6.0 5.4 6.2 8.6 Purchase Decisions HEALTHCARE/MEDICINE 4.5 3.9 3.1 5.7 SOURCE Of RECOMMENDATION % WHO TRUST SOURCE Sending SMS messages is still a key activity for Hong Kong Hong Kong social networkers have an average of 119.1 IT/INTERNET/SOFTWARE/COMPUTER FRIENDS 73% mobile users up to the age of 24, with 59% in this age friends via their social networks. SERvICES 9.6 9.3 11.1 9.8 FAMILY 52% category using their phones for this purpose, compared to (SOURCE: TNS DIGITAL LIfE) MANUFACTURING, ENGINEERING, ONLINE PRODUCT REvIEWS 47% CONSTRUCTION 8.4 5.9 6.8 4.0 PRODUCT WEBSITES 23% 44% of users aged 25 and over. Mobile users up to the age Hong Kong internet users spend a fair amount of time on POLICE OR ARMED FORCES 0.2 0.5 0.6 0.6 DISCUSSION FORUMS 16% of 24 are typically more active on their mobiles than those PROFESSIONAL SERvICES (LAW, ACCOUNTING, NEWS SOURCES 15% social networking sites - 12.5% of their total online time is ARCHITECT ETC) 5.7 5.9 6.2 6.9 aged above 25 with 45% of those under 24 listening to Tv 8% spent on this activity, but they are still behind the global RETAIL 6.9 6.8 8.0 7.5 SEARCH ENGINES 8% MP3s via their phone versus 25% of their older peers; 42% TRANSPORT/LOGISTICS/DISTRIBUTION 3.3 4.9 5.6 2.9 INFLUENTIAL BLOGGERS 7% average, which is 13.9% of total online time being spent taking photos (versus 37%); 25% playing pre-installed TRAvEL/TOURISM/LEISURE SERvICES 1.4 2.0 3.1 1.1 SOCIAL MEDIA SITES 6% on social media. OTHER 15.8 19.5 17.3 16.7 UNKNOWN PEERS 5% games (against 12%) and 19% of them listening to their (SOURCE: COMSCORE) CURRENT POSITION (SOURCE: THE NIELSEN COMPANY; I TRUST RECOMMENDATIONS fROM THESE SOURCES MOST WHEN MAKING A PURCHASE DECISION; SEPTEMBER 2010) radio over their mobile devices (against 16%). COMPANY OWNER 2.4 2.9 3.7 1.1 SENIOR MANAGER 5.5 8.3 8.6 8.6 (SOURCE: THE NIELSEN COMPANY) According to another survey, 75.16% of Hong Kong internet MID-LEvEL MANAGER 13.2 12.2 13.6 13.8 users engage in social networking and connecting with ENTRY-LEvEL MANAGER 13.6 16.1 17.9 12.6 While smartphones currently have a global penetration rate other internet users at least several times a week. hong TEAM MEMBER 22.5 14.6 15.4 25.3 • MOBILE • of 23%, amongst Hong Kong mobile users the penetration SUPPORT LEvEL 13.6 13.2 11.7 11.5 Kongers who social network spend on average 6.5 hours OTHER 11.2 14.6 12.3 8.6 is nearer 48%, according to one survey. More than half a week social networking and connecting, higher than the RESPONSIBILITY AT WORK (52%) of these smartphone users access the mobile ADvERTISING AND MARKETING 16.3 18.5 19.1 19.0 global average of 4.6 hours a week. Hong Kong had 13.02 million mobile service subscribers as internet via them. (SOURCE: TNS DIGITAL LIfE) COMPANY STRATEGY 12.9 16.6 16.0 14.9 DIRECT REPORTS/TEAM 25.1 27.8 25.9 26.4 of July 2010, representing one of the highest penetration (SOURCE: TNS GLOBAL) GENERAL MANAGEMENT 44.3 43.9 43.2 46.6 rates in the world: around 184%. MANAGING BUDGETS 15.8 18.0 21.0 18.4 (SOURCE: OfTA)34 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 35
  • 20. PURCHASING OF ALL OTHER PRODUCTS AND SERvICES FOR YOUR COMPANY 23.9 26.8 27.2 26.4 PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND SERvICES Why Hong Kongers Take Part in Social FOR YOUR COMPANY 20.8 22.4 27.8 25.9 Network Groups RECRUITING NEW EMPLOYEES 14.6 15.6 19.8 13.2 MOTIvATIONS fOR JOINING A SOCIAL NETWORK GROUP JOINED A SNS GROUP NONE OF THE ABOvE 17.9 18.0 19.1 16.7 RESEARCH FOR WORK 1.7 DECISION MAKER NETWORKING FOR WORK 1.1 DECISION MAKER 23.9 22.9 24.7 26.4 EDUCATION 1.1 SENIOR DECISION MAKER 5.3 7.8 9.3 6.3 STAY IN TOUCH WITH FRIENDS 28.2 (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) KEEP MY FRIENDS UP TO DATE WITH MY LIFE 4.0 MEET NEW PEOPLE 5.7 Hong Kong’s Top 10 Social Networking Sites PROMOTE SOMETHING 5.7 TOTAL UNIQUE vISITORS (000) ENTERTAINMENT 4.0 FACEBOOK.COM 3,153 RESEARCH/FIND PRODUCTS TO BUY 6.9 WINDOWS LIvE PROFILE 502 SHARE MY OPINION 12.1 WRETCH.CC 404 SHARE CONTENT 6.9 LINKEDIN.COM 180 FIND MUSIC 1.1 BAIDU SPACE 154 STAY UP TO DATE ON NEWS/EvENTS 1.1 TWITTER.COM 148 RESEARCH HOW TO DO THINGS 1.7 RENREN.COM 133 ORGANISE MY LIFE 0.6 YAHOO! PULSE 127 ExPRESS MYSELF 2.9 YAHOO! BUZZ 64 TAKE ON A DIFFERENT PERSONALITY 1.1 DEvIANTART.COM 64 FILL UP SPARE TIME 8.0 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) I FEEL LIKE I HAvE TO 1.7 TO TALK ABOUT BRANDS/PRODUCTS 4.0 (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) Top Hong Kong Brands on facebook RANK BRAND fANS % GROWTH 1. STARBUCKS HONG KONG 104,466 +27.05% What Motivates Hong Kongers to Influence Others 2. HARBOURCITY 74,189 +20.71% MOTIvATION % Of TOTAL INTERNET USERS 3. SONY ERICSSON HONG KONG 49,159 +66.93% TO SHARE A GOOD ExPERIENCE 16.5 4. WINDOWS 7 HONG KONG 22,047 +42.39% TO SHARE A BAD ExPERIENCE 21.6 5. 7-ELEvEN HONG KONG 21,465 +228.36% TO MAKE SURE OTHER CONSUMERS PICK GOOD PRODUCTS 13.8 6. ENGLISHTOWN 19,515 +88.37% TO GET COMPANIES/SERvICES TO IMPROvE THEIR PERFORMANCE 16.3 7. OFFICE 2010 HONG KONG 7,574 +83.21% TO BE SEEN AS AN ExPERT 6.0 8. HP HONG KONG 6,735 +5.96% I LIKE TO SHARE MY OPINION 12.8 (SOURCE: SOCIALBAKERS; BRANDS CURRENTLY INDExED IN DATABASE; MAY 2011; DATA fOR PAST 6 MONTHS I LIKE TO CONTRIBUTE TO THE COMMUNITY 8.2 I LOvE THE BRAND 10.5 TO TALK TO THE BRAND DIRECTLY 10.5 Online Activities/Actions in Hong Kong (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) HAvE DONE IN THE PAST MONTH % Of INTERNET USERS WATCHED A vIDEO CLIP 69.0 UPLOADED A vIDEO ONLINE 20.3 What Motivates Bloggers in Hong Kong MANAGE YOUR SOCIAL NETWORK PROFILE 54.4 MOTIvATIONS fOR BLOGGING % Of BLOGGERS WRITTEN YOUR OWN BLOGS 26.7 RESEARCH FOR WORK 3.4 USED A MICRO-BLOGGING SERvICE 21.1 NETWORKING FOR WORK 1.5 SUBSCRIBED TO AN RSS FEED 14.6 EDUCATION 2.0 USED INSTANT MESSENGER 57.6 STAY IN TOUCH WITH FRIENDS 16.1 MADE A PHONE CALL ONLINE/USED vOIP 26.6 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 15.6 USED WEBMAIL 85.2 MEET NEW PEOPLE 1.5 USED ONLINE OFFICE APPLICATIONS 71.2 PROMOTE SOMETHING 3.4 EDITED/MANAGED OWN WEBSITE 33.6 ENTERTAINMENT 6.8 USED INTERNET BANKING 70.2 RESEARCH/FIND PRODUCTS TO BUY 2.4 LEFT A COMMENT ON A STORY ON A WEBSITE 31.0 SHARE MY OPINION 8.8 WRITTEN A NEWS STORY/ARTICLE 22.0 SHARE CONTENT 9.8 PURCHASED A PRODUCT ONLINE 41.9 FIND MUSIC 2.0 REvIEWED A PRODUCT OR BRAND ONLINE 26.4 STAY UP TO DATE ON NEWS/EvENTS 2.9 USED A SOCIAL BOOKMARK SERvICE 20.1 RESEARCH HOW TO DO THINGS 0.5 INSTALLED AN APPLICATION ON YOUR BROWSER 0.0 ORGANISE MY LIFE 2.0 POST A COMMENT ON A FORUM/MESSAGE BOARD/BBS WEBSITE 34.5 ExPRESS MYSELF 9.8 UPLOADED PHOTOS ONLINE 56.1 TAKE ON A DIFFERENT PERSONALITY 1.5 (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) FILL UP SPARE TIME 6.3 I FEEL LIKE I HAvE TO 1.5 TO TALK ABOUT BRANDS/PRODUCTS 2.4 Motivations for Using Social Networks (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) MOTIvATIONS fOR USING A SOCIAL NETWORK % Of SOCIAL NETWORK USERS RESEARCH FOR WORK 1.4 NETWORKING FOR WORK 1.7 EDUCATION 1.7 STAY IN TOUCH WITH FRIENDS 51.2 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 12.4 MEET NEW PEOPLE 2.4 PROMOTE SOMETHING 1.0 ENTERTAINMENT 7.2 RESEARCH/FIND PRODUCTS TO BUY 1.7 SHARE MY OPINION 2.9 SHARE CONTENT 4.5 FIND MUSIC 0.5 STAY UP TO DATE ON NEWS/EvENTS 1.7 RESEARCH HOW TO DO THINGS 0.5 ORGANISE MY LIFE 0.7 ExPRESS MYSELF 1.4 TAKE ON A DIFFERENT PERSONALITY 0.5 FILL UP SPARE TIME 4.8 I FEEL LIKE I HAvE TO 1.2 TO TALK ABOUT BRANDS/PRODUCTS 0.7 (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET)36 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 37
  • 21. inDiA • USER BEHAVIOUR • FIND MUSIC FIND FILMS/Tv SHOWS 40.0 26.9 STAY UP TO DATE ON NEWS/EvENTS 55.8 RESEARCH HOW TO DO THINGS 56.1 ORGANISE MY LIFE 37.6 The most popular activities amongst online Indians in early ExPRESS MYSELF 40.1 2010 were emailing (94% of users), downloading music TAKE ON A DIFFERENT PERSONALITY 26.6 (72%), instant messaging (56%), job searching (56%) and FILL UP SPARE TIME 31.6 TO GET INSPIRED/GET IDEAS 52.4 PC to Mobile SMS (55%). PLAY GAMES 22.4 (SOURCE: JUxT CONSULT) (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) Half of India’s internet users now watch videos online. (SOURCE: JUxT CONSULT) • ONLINE ADVERTISING • In June 2010, 19.7 million Indian internet users visited business and finance sites, an increase of 45% from 2009. By far, male internet users represented the biggest Online advertising in India is estimated to have reached proportion of visitors, accounting for 72% of all visitors to Rs785 crores (US$175 million) for FY 2009-10. Of that the category, driving 78% of total page views; 78% of the amount, text ads represented Rs368 crores (US$81.5 time spent on these sites is spent by men. million) of the total online ad spend, with the remainder (SOURCE: INDIA SOCIAL/COMSCORE) made of from display advertising. (SOURCE: IAMAI) On average, Indian internet users spent 53 minutes India’s Internet Users 2010 on business and finance sites sites in June 2010 alone, India’s online ad spend is expected to grow between • DEMOGR APHICS • % Of INTERNET USERS consuming an average of 92 pages of content and 2010 and 2011 to reach Rs993 crores (US$220 million), GENDER MALE 82.9 engaging with the category six times during the month. representing a 26% growth rate from 2009-2010. (SOURCE: IAMAI) FEMALE 17.1 (SOURCE: COMSCORE) India now has more than 100 million internet users; 40 EDUCATION million of which access the internet from work; 30 million SCHOOLING UNTIL AGE 16 0.9 Email is by far the most ubiquitous of all online activities By 2013, by some estimates, total online ad spent in India SCHOOLING UNTIL AGE 18 3.1 online users in the country access the internet from home. TRADE/TECHNICAL SCHOOL OR COLLEGE 14.7 amongst Indian internet users, with 95% of them using will reach US$426 million. (SOURCE: MEDIANAMA/GOOGLE) (SOURCE: TATA/PWC) UNIvERSITY 44.9 POST GRADUATE 36.5 email. Communication and entertainment-oriented activities The real figure is likely to be much higher however as 66% EMPLOYMENT STATUS also figure highly in Indian internet users’ online activities Total display ad spend in 2010 reached an estimated Rs417 of internet households in India have multiple users in them. FULL-TIME WORKER 59.9 in general, with 62% using instant messaging; 61% crores and is expected to grow by 28% in the next year PART-TIME WORKER 7.7 (SOURCE: JUxT CONSULT) FREELANCER 2.7 reading the news online; 60% listening to online music; in India to reach Rs534 crores (US$118 million). Text ad SELF-EMPLOYED 11.0 54% playing online games and 53% watching online video. spend meanwhile came to Rs386 crores and is expected however, while there may be 100 million or more in total, FULL-TIME PARENT 0.9 (SOURCE: BOSTON CONSULTING GROUP) IN EDUCATION 11.7 to rise by 25% to reach Rs459 crores (US$101 million) in the ‘active’ online population is considered to be at around UNEMPLOYED 5.0 Indian internet users appear to have slightly schizophrenic 2011. 52 million. OThER 1.1 (SOURCE: IAMAI) (SOURCE: IAMAI) MAIN SHOPPER attitudes towards online privacy issues: a sizeable 78% of MAIN 40.8 Indian consumers have concerns over the unauthorised The biggest online ad spenders in the display ad category Relatively speaking, while India has a sizeable online user JOINT 53.1 access to personally identifiable information, whereas 65% DO NOT DO THE SHOPPING 6.1 in India in 2010 were travel (14% of total spend); banking, population, its current internet penetration rate is still very WORK SECTOR are willing to be tracked online (in terms of both usage and financial services and insurance, or BFSI (13%); telecoms low: in 2010 it was only around 7%. ADvERTISING/MARKETING/MEDIA 3.1 profile information) if it means lower costs to them. (SOURCE: MCKINSEY & COMPANY) AGRICULTURE OR MINING 0.6 (12%) automobile (9%) and online publishers (9%). (SOURCE: KPMG) (SOURCE: IAMAI) EDUCATION 6.5 FINANCIAL SERvICES 7.7 Only 8% of Indian households currently have access to a Cloud computing services are more popular in India than in GOvERNMENT (Ex EDUCATION & HEALTH) 3.1 Viral marketing still has some way to go in India. Viral personal computer. HEALTHCARE/MEDICINE 5.3 many other parts of the world, with 88% of respondents to (SOURCE: ECONOMIC TIMES) IT/INTERNET/SOFTWARE/COMPUTER SERvICES 26.1 marketing ads have the lowest viewership and have the MANUFACTURING/ENGINEERING/CONSTRUCTION 9.2 one survey saying they use Cloud services for applications least amount of clickthroughs. They appear to be one of By 2015, India’s internet user base is expected to have POLICE OR ARMED FORCES 0.3 such as emails, sharing photos and videos. the weakest marketing mediums in India. In terms of the PROFESSIONAL SERvICES (LAW, ACCOUNTING, ARCHITECT ETC) 3.8 (SOURCE: KMPG) mushroomed to more than 350 million people, representing RETAIL 4.1 level of awareness of different forms of online advertising a penetration rate of 28% of the population. More than half TRANSPORT/LOGISTICS/DISTRIBUTION 1.5 If you want any kind of idea just how much Indians only 13% of internet users recall seeing a viral ad and only TRAvEL/TOURISM/LEISURE SERvICES 1.3 of those people are expected to be accessing the internet OTHER 8.5 love cricket you only have to compare the online video 3% ever clicked on it. via their mobile phones. CURRENT POSITION viewing figures of sports sites in India during January and (SOURCE: IAMAI) (SOURCE: MCKINSEY & COMPANY) COMPANY OWNER 8.9 SENIOR MANAGER 13.8 March 2011. In January, 3.4 million videos were watched By comparison, the most popular form of online advertising MID-LEvEL MANAGER 22.3 A total of 11 million Indian households now have ENTRY-LEvEL MANAGER 7.9 on sports sites, but during the Cricket World Cup which in India is the sponsored link in search engines, with 74% broadband internet access. TEAM MEMBER 16.9 reached its apex in March, more than 37 million online of internet users recalling seeing them, with 51% saying (SOURCE: MEDIANAMA/GOOGLE) SUPPORT LEvEL 4.1 videos were watched by Indian internet users. they had clicked on them. OThER 7.4 (SOURCE: COMSCORE) (SOURCE: IAMAI) RESPONSIBILITY AT WORK By 2013 it is estimated that there will be 29.9 million ADvERTISING AND MARKETING 17.7 internet broadband households, which would represent COMPANY STRATEGY 18.5 Why Indian Internet Users Go Online In terms of the types of online ads Indians prefer to see or MOTIvATION fOR INTERNET USAGE % Of INTERNET USERS WHO 14.1% of total households. DIRECT REPORTS/TEAM 29.6 receive, sponsored links in search engines come top (30% GENERAL MANAGEMENT 32.8 CONSIDER THIS vERY IMPORTANT (SOURCE: EMARKETER) MANAGING BUDGETS 18.3 RESEARCH FOR WORK 63.0 of users say they would like to see these), followed by PURCHASING OF ALL OTHER PRODUCTS AND SERvICES FOR YOUR COMPANY 20.1 NETWORKING FOR WORK 50.7 email ads (29%); flash/animation ads (19%) and banner Women now represent 30% of the total number of internet PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND SERvICES EDUCATION 63.9 ads (18%). users in the country. India has the lowest proportion of FOR YOUR COMPANY 27.6 STAY IN TOUCH WITH FRIENDS 57.2 (SOURCE: IAMAI) RECRUITING NEW EMPLOYEES 22.0 UPDATE MY FRIENDS WITH MY LIFE 46.3 female internet users in the entire Asia Pacific region. NONE OF THE ABOvE 13.2 MEET NEW PEOPLE 36.1 (SOURCE: COMSCORE) DECISION MAKER PROMOTE SOMETHING 35.8 A total of 85% of the revenues generated by the online DECISION MAKER 19.7 ENTERTAINMENT 45.4 RESEARCH/FIND PRODUCTS TO BUY 51.3 gaming market in India come from advertising. SENIOR DECISION MAKER 13.8 (SOURCE: TATA) (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) SHARE MY OPINION 40.0 SHARE CONTENT 36.438 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 39
  • 22. India’s Top Sites What Online Ads Indian Internet Want to See (57% of users); software (50%) or a car (47%). Some be active subscribers, representing 71% of all connections TOTAL UNIQUE vISITORS (000) TYPE Of AD % Of USERS % Of USERS Indian online shoppers go as far to say as that they would being actively used. GOOGLE SITES 39,943 WHO LIKE TO SEE WHO LIKE TO SEE MOST YAhOO! SITES 29,253 SPONSORED LINKS IN SEARCH ENGINES 38 30 not even consider buying products from either of these (SOURCE: TRAI) FACEBOOK.COM 29,172 EMAIL ADS 29 20 three categories were it not for reading these online MICROSOFT SITES 23,080 SPONSORED LINKS IN OTHER WEBSITES 12 6 The household penetration rate of mobile phones in India is reviews in the first place, with 41% of those who buy WIKIMEDIA FOUNDATION SITES 15,067 FLASH ANIMATIONS/FLASH vIDEOS 19 11 currently 61%, while at an individual level the penetration REDIFF.COM INDIA 14,477 BANNER ADS 18 11 consumer electronics saying that was the case, 38% when TIMES INTERNET 13,815 POP-UPS 11 7 rate is 26%. it came to cars and 35% with regard to software. (SOURCE: JUxT CONSULT) BITTORRENT NETWORK 12,861 STREAMING vIDEOS 6 3 (SOURCE: THE NIELSEN COMPANY) NETWORK 18 11,652 vIRAL MARKETING ADS 2 1 ASK NETWORK 11,618 (SOURCE: IAMAI NOvEMBER 2010) According to one study, 40 million internet users in India (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) More than half (55%) of online Indians that do read access the internet through their mobile devices and for product reviews have then gone on to purchase products India’s Top Entertainment Sites 59% of them, mobile phones are the only platform they based on that feedback. The most common types of TOTAL UNIQUE vISITORS (000) • E-COMMERCE • use to do so. YOUTUBE.COM 19,602 products based on the back of reading online reviews are (SOURCE: THE NExT WEB/BBH INDIA) CBS INTERACTIvE 7,461 consumer durables and electronics (both representing 64% METACAFE 5,182 Around six million Indian internet users currently shop of purchases made after reading an online review). One quarter of Indian mobile users accessed the internet SONGS.PK 4,777 YAhOO! MOVIES 4,327 online. (SOURCE: THE NIELSEN COMPANY) via their mobile phones in 2010, according to one survey. (SOURCE: MASTERCARD) AOL MUSIC 4,320 (SOURCE: ECONOMIC TIMES) BEEMP3.COM 4,107 Indian online shoppers are more likely to buy books and IMDB 3,050 The Indian e-commerce market is currently worth around airline tickets (41% and 40% of users respectively) online While 25% of mobile users access the internet via the vIACOM DIGITAL 2,819 BREAK MEDIA NETWORK 2,770 Rs 100 billion (USD$2.2 billion) and growing at a rate of of all product items; 36% are likely to buy electronic items mobile phone, many are dual users according to one (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) around 30% a year. like TVs and cameras; 29% are likely to book tours or survey, accessing the internet through both a PC and (SOURCE: ECONOMIC TIMES) make hotel reservations; 26% will book events tickets; mobile device. One third of dual users access the internet India’s Top Gaming Sites daily while another 33% use it for more than one hour 25% will buy clothing and accessories or shoes; 24% will TOTAL UNIQUE vISITORS (000) India’s total online content consumption is expected to ZAPAK.COM 1,190 opt for computer hardware; 22% will go for videos, DVDs each day. generate as much as US$9.5 billion by 2015 (not including (SOURCE: JUxT CONSULT) SPIL GAMES 1,079 orb games (not downloaded ones); 21% will buy music IGN ENTERTAINMENT 1,012 access charges). GAMETOP.COM 942 (SOURCE: MCKINSEY & COMPANY) (again not downloaded) and 21% will also like purchase Out of the entire gaming industry in India, mobile has the MYPLAYCITY.COM 849 software (again not downloaded). second highest market share - 28%. Console gaming is the GSN GAMES NETWORK AND CPMSTAR 815 The Indian online gaming market is estimated to be worth (SOURCE: THE NIELSEN COMPANY) GAMESPOT 782 most popular platform currently with 42% market share. GAMES24x7.COM 745 US$86 million in 2011 and is expected to reach US$192 (SOURCE: TATA) What Indian Internet Users Buy Online YAHOO! MESSENGER GAMES 652 million in total revenues come 2013, representing an PURCHASED ONLINE IN PAST SIx MONTHS % Of INTERNET USERS FREEONLINEGAMES.COM 549 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) annual growth rate of 41% from 2009 (when it was worth DESKTOP COMPUTER 3.5 Revenues generated by India’s mobile gaming market is US$48 million). PORTABLE MEDIA PLAYER E.G. IPOD 7.8 estimated to reach US$170 million in 2011 and US$496 MOBILE PHONE 16.6 India’s Top Retail Sites (SOURCE: TATA/NASSCOM) FLAT SCREEN Tv 6.2 million by 2013, representing an annual growth rate of TOTAL UNIQUE vISITORS (000) GAMES CONSOLE 4.3 66% from 2009 (when it was worth US$66 million). AMAZON SITES 5,679 Indian internet users in general tend to use the internet DvD PLAYER 6.0 (SOURCE: TATA) APPLE.COM WORLDWIDE SITES 2,691 SAMSUNG GROUP 1,643 more for researching products and services only to go SATELLITE/CABLE Tv 5.8 BROADBAND/HI-SPEED INTERNET 12.3 MGID.COM 1,627 and buy them offline: across all major product categories WHITE GOODS E.G. FRIDGE, WASHING MACHINE 4.9 It is estimated that more than three million mobile users BOOKMYSHOW.COM 1,586 this trend is obvious with 33% of those looking for cars CAR/AUTOMOBILE 3.4 play games on their mobile phones every month in India. ALIBABA.COM 1,444 PRICEINDIA.IN 1,435 buying them offline after researching them online; 39% MOTORCYCLE 4.5 The favoured types of games are cricket, Bollywood, or FURNITURE/HOME EQUIPMENT 7.2 INFIBEAM.COM 1,333 researching healthcare online then buying offline; 65% HOLIDAY (IN MY OWN COUNTRY) 10.6 action-related. HEWLETT PACKARD 1,330 (SOURCE: TATA) DELL 1,220 researching retail products then buying offline and 72% HOLIDAY (ABROAD) 4.0 LAPTOP (10"+ SCREEN) 6.6 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) researching technology products then buying offline NETBOOK 2.9 Of India’s 100-million strong internet user based, 40 million compared to 3%, 5%, 19% and 21% respectively who BLU RAY PLAYER 3.0 of these users now access the internet through their mobile India’s Online Ad Spend by Industry researched in these products categories and then bought E-BOOK/E-READER 4.7 ADvERTISER CATEGORY DISPLAY AD TExT AD TABLET DEvICE I.E. IPAD 3.7 phones, racking up 30 million app downloads in one week. SPEND (RS CRORES) SPEND (RS CRORES) those products or services online. BEER 8.4 (SOURCE: MEDIANAMA/GOOGLE) 2010 2011(E) 2010 2011(E) (SOURCE: MEDIANAMA/GOOGLE) WINE/SPIRITS 6.9 SPORTS EQUIPMENT 9.1 BFSI 52 64 89 113 CLOTHES 22.7 The average price of smartphones in India that deliver rich AUTO 39 62 17 28 All is not lost however for online retailers in India. Another content, including video, is approximately US$125, making TRAvEL 59 67 74 90 ShOES 15.1 ONLINE PUBLISHERS 37 40 58 72 survey found that more than one quarter (28%) of online TRAvEL E.G. PLANE TICKETS/HOTEL 17.7 them prohibitive for the vast majority of Indians. IT 33 42 33 46 Indians say they prefer online-only retails sites. MUSIC 17.9 (SOURCE: MCKINSEY & COMPANY) TELECOM 51 71 23 31 (SOURCE: THE NIELSEN COMPANY) FILMS 15.5 FMCG 26 39 13 17 BOOKS 19.2 CONSUMER DURABLES 34 48 10 15 FINANCIAL PRODUCT E.G. INSURANCE 8.7 There has been an increase in the number of local searches EDUCATION 25 35 16 18 Nearly three quarters (71%) of Indian internet users who PERSONAL ITEMS E.G. WATCHES/HANDBAGS ETC 12.6 being made by online users in India, increasing five times (SOURCE: IAMAI NOvEMBER 2010) do shop online say they trust recommendations from family HEALTHCARE AND PHARMACEUTICAL PRODUCTS 12.2 over 2010 and 50% of these searches were made via A GIFT FOR SOMEONE 21.4 when they are making an online purchasing decision; 64% A SKINCARE/HAIRCARE/BEAUTY PRODUCT 6.3 mobile phones. How Indian Internet Users feel About Online Ads of them trust recommendations from friends and 29% of PET FOOD 5.3 (SOURCE: MEDIANAMA/GOOGLE) TYPE Of AD % SEEN BY % CLICKED ON CLICK TO them place their trust in online product reviews. (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) INTERNET USERS BY INTERNET USERS SEEN RATIO (%) SPONSORED LINKS IN SEARCH ENGINES 74 51 69 (SOURCE: THE NIELSEN COMPANY) Indian mobile internet users are becoming more EMAIL ADS 62 37 50 comfortable with the idea of mobile banking. In 2010, 43% SPONSORED LINKS IN OTHER WEBSITES 51 28 50 Indian online shoppers like to be given a lot of choice when of mobile users had used their mobile phone for banking FLASH ANIMATIONS/FLASH vIDEOS 46 25 53 • MOBILE • BANNER ADS 46 23 54 they make online purchasing decisions with 33% of them access at some point compared to just 3% who said the POP-UPS 38 19 37 saying they buy most frequently from those retail sites that same in 2008. Overall, 5% of mobile users conduct banking STREAMING vIDEOS 24 19 60 give them the option of selecting products from a host of It is estimated that there will be 853 million mobile through a mobile device on an almost daily basis while vIRAL MARKETING ADS 13 3 26 (SOURCE: IAMAI NOvEMBER 2010) different stores. subscribers in India by 2014. 10% do so on a weekly basis. (SOURCE: THE NIELSEN COMPANY) (SOURCE: EMARKETER) (SOURCE: KPMG) Online reviews are particularly important to India’s online There are now more than 771.18 million mobile subscribers shoppers when they are seeking to purchase electronics in India. Of this number 548.66 million are considered to 40 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 41
  • 23. Nearly two fifths (38%) of Indian mobile users say they More than two fifths (44%) of Indian internet users CURRENT POSITION Motivations for Using Social Networks COMPANY OWNER 9.1 9.6 10.8 9.1 MOTIvATIONS fOR USING A SOCIAL NETWORK % Of SOCIAL NETWORK USERS have used their phones to shop from an online retail site. are more likely to share a negative product or service SENIOR MANAGER 14.0 16.0 17.5 14.1 RESEARCH FOR WORK 4.4 (SOURCE: KPMG) experience online (via a review or the likes of Twitter) than MID-LEvEL MANAGER 22.5 28.3 27.0 22.5 NETWORKING FOR WORK 7.3 ENTRY-LEvEL MANAGER 8.8 8.5 7.8 9.3 share a positive one. EDUCATION 4.8 Mobile ad spend is low in India compared to other parts (SOURCE: THE NIELSEN COMPANY) TEAM MEMBER 15.6 14.8 13.5 15.4 STAY IN TOUCH WITH FRIENDS 33.5 SUPPORT LEvEL 3.6 4.2 4.3 3.2 of the world, estimated at US$35.4 million in 2010, but OTHER 6.7 4.2 4.6 6.4 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 13.2 MEET NEW PEOPLE 9.2 it is on the rise and is forecast to reach US$56.5 million India is the world’s fifth biggest Facebook nation with more RESPONSIBILITY AT WORK PROMOTE SOMETHING 2.1 ADvERTISING AND MARKETING 20.4 22.5 23.7 23.6 in 2011; US$90 million in 2012; US$125 million in 2013; than 25.45 million internet users who are members of the COMPANY STRATEGY 20.8 25.0 26.1 22.0 ENTERTAINMENT 5.8 RESEARCH/FIND PRODUCTS TO BUY 1.3 US$190 million in 2014; and US$247 million by 2015. social network in the country and representing 31.43% of DIRECT REPORTS/TEAM 32.7 35.6 35.3 36.4 SHARE MY OPINION 3.8 (SOURCE: EMARKETER) India’s overall online population. GENERAL MANAGEMENT 34.3 39.6 42.9 35.4 SHARE CONTENT 0.8 (SOURCE: SOCIAL BAKERS) MANAGING BUDGETS 19.8 23.1 25.3 21.6 FIND MUSIC 0.9 How Indian Mobile Users Use their Phones PURCHASING OF ALL OTHER PRODUCTS AND SERvICES STAY UP TO DATE ON NEWS/EvENTS 1.2 FOR YOUR COMPANY 20.8 25.4 27.5 22.0 RESEARCH HOW TO DO THINGS 1.0 USAGE % Of RESPONDENTS WHO USE THEM Indian males are the most prolific users of Facebook by a PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND MOBILE INTERNET ORGANISE MY LIFE 1.5 JUST BROWSING 28 long stretch - 71% of Facebook’s Indian users are male, SERvICES FOR YOUR COMPANY 29.7 35.2 40.4 31.8 ExPRESS MYSELF 2.9 RECRUITING NEW EMPLOYEES 24.7 27.5 30.2 27.0 ONLINE SHOPPING 3 compared to 29% who are female. NONE OF THE ABOvE 10.8 8.3 5.4 10.0 TAKE ON A DIFFERENT PERSONALITY 0.0 SOCIAL NETWORKING SITES 24 (SOURCE: SOCIAL BAKERS) FILL UP SPARE TIME 2.3 DECISION MAKER I FEEL LIKE I HAvE TO 3.4 PAYING BILLS 5 DECISION MAKER 20.0 25.0 29.4 21.4 TO TALK ABOUT BRANDS/PRODUCTS 0.4 EMAIL 26 DON’T USE MOBILE INTERNET 14 Facebook overtook India’s biggest social network - Orkut SENIOR DECISION MAKER 15.1 16.5 17.5 16.1 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) MOBILE APPLICATIONS - in mid 2010 to become India’s most popular social CALCULATORS/CONvERTORS 15 networking site and now has 29.17 million users against What Motivates Indians to Influence Others Online ENTERTAINMENT/RESTAURANTS/MUSIC 12 India’s Top Social Networking Sites MOTIvATION % Of TOTAL INTERNET USERS NEWS/RSS FEEDS 11 Orkut’s 16.40 million. The third largest social network is TOTAL UNIQUE vISITORS (000) TO SHARE A GOOD ExPERIENCE 55.4 TRAvEL/TICKET BOOKING/NAvIGATION 9 some way behind both of them - LinkedIn which has 4.65 FACEBOOK.COM 29,172 TO SHARE A BAD ExPERIENCE 40.9 SOCIAL NETWORKING/INSTANT MESSAGING 15 ORKUT 16,400 SPORTS 7 million users. LINKEDIN.COM 4,655 TO MAKE SURE OTHER CONSUMERS PICK GOOD PRODUCTS 3.7 5 (SOURCE: COMSCORE) TO GET COMPANIES/SERvICES TO IMPROvE THEIR PERFORMANCE 54.8 GAMES 15 IBIBO.COM 3,698 TO BE SEEN AS AN ExPERT 47.8 WEATHER 5 ZEDGE.NET 3,687 I LIKE TO SHARE MY OPINION 55.4 SEARCH TOOLS 10 India’s social networkers are open to brands approaching BHARATSTUDENT.COM 3,663 I LIKE TO CONTRIBUTE TO THE COMMUNITY 54.8 NONE 3 TWITTER.COM 2,905 (SOURCE: MIND DOTS; BASE: ENTREPRENEURS, TECHIES, STUDENTS, IT AND NON IT PROfESSIONALS) them via social: 60% of Indian social media users say they YAHOO! PULSE 2,725 I LOvE THE BRAND 51.0 TO TALK TO THE BRAND DIRECTLY 15.5 are open to being approached by brands. ZORPIA.COM 1,682 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) (SOURCE: THE NIELSEN COMPANY) HOTKLIx.COM 1,319 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) • SOCIAL • More than half (57%) of India’s Twitter users only started using the service in the past year. quamnet_adma_148mmx210mm.pdf 5/31/11 5:16:24 PM (SOURCE: THE NIELSEN COMPANY) India currently has around 30 million social networkers. By 2012 that number is likely to reach 45 million people. Nearly one third (32%) of India’s social media user base (SOURCE: THE NIELSEN COMPANY) use microblogging sites at least once every day. (SOURCE: THE NIELSEN COMPANY) Social networking sites have a 71.8% reach in India. Indian internet users on average spend 14.4% of their total online Indias Social Media Profiles 2010 & 2011 MANAGED WRITTEN USED A JOINED A time on social networking sites. SNS PROfILE OWN BLOG MICROBLOGGING SOCIAL (SOURCE: COMSCORE) SERvICE NETWORK GROUP According to another study, more than half (55%) of (% WHO) (% WHO) (% WHO) (% WHO) Indian online users are social networking; 50% of them are GENDER MALE 82.5 85.0 83.6 82.9 engaging in some kind of online community. FEMALE 17.5 15.0 16.4 17.1 (SOURCE: JUxT CONSULT) EDUCATION SCHOOLING UNTIL AGE 16 0.3 0.4 0.8 0.4 Indian social networkers have an average of 72.1 friends SCHOOLING UNTIL AGE 18 2.6 2.5 2.2 3.2 TRADE/TECHNICAL SCHOOL OR COLLEGE 15.9 12.5 11.1 15.4 via their social networks. UNIvERSITY 45.1 42.3 42.6 43.9 (SOURCE: TNS DIGITAL LIfE) POST GRADUATE 36.2 42.3 43.4 37.1 C EMPLOYMENT half the Indian consumers refer to social media sites in FULL-TIME WORKER 59.7 66.0 65.0 59.3 M PART-TIME WORKER 7.1 7.1 8.4 7.7 order to help them make online purchase decisions. FREELANCER 3.1 3.3 2.7 3.4 Y (SOURCE: THE NIELSEN COMPANY) SELF-EMPLOYED 10.3 9.2 9.4 9.6 FULL-TIME PARENT 0.6 0.8 0.5 0.7 CM Approximately 11% of total online ad spend in India was IN EDUCATION 13.1 11.3 11.3 13 done on social networking sites between 2009 and 2010 UNEMPLOYED 5.3 2.3 2.7 5.5 MY OTHER 0.8 0.0 0.0 0.7 and is expected to grow to 18% in between 2010 and WORK SECTOR CY 2011. ADvERTISING/MARKETING/MEDIA 4.0 4.6 2.7 3.6 (SOURCE: IAMAI) AGRICULTURE OR MINING 0.6 0.4 0.5 0.7 CMY EDUCATION 5.6 5.0 4.0 5.4 FINANCIAL SERvICES 7.9 6.7 7.5 7.5 K According to another survey, 53.47% of Indian internet GOvERNMENT (Ex EDUCATION & HEALTH) 3.4 3.1 1.9 3.0 users engaged in social networking and connected with HEALTHCARE/MEDICINE 4.9 4.6 5.7 4.3 IT/INTERNET/SOFTWARE/ other internet users at least several per times a week in COMPUTER SERvICES 27.5 34.4 36.7 28.2 2010. Indians who social network spent on average two MANUFACTURING/ENGINEERING/ hours per week social networking and connecting in 2010, CONSTRUCTION 8.5 11.9 10.5 8.4 POLICE OR ARMED FORCES 0.3 0.6 0.0 0.4 well below the global average of 4.6 hours per week. PROFESSIONAL SERvICES (LAW, ACCOUNTING, (SOURCE: TNS DIGITAL LIfE) ARChITECT ETC) 3.4 4.0 2.7 3.9 RETAIL 3.8 2.7 4.0 4.5 TRANSPORT/LOGISTICS/DISTRIBUTION 1.5 0.6 1.1 2.0 TRAvEL/TOURISM/LEISURE SERvICES 1.1 1.7 2.2 1.2 OThER 7.5 5.4 5.9 7.042 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 43
  • 24. INDONESIA Search and directories have 84.2% reach in Indonesia. Indonesia’s Top Entertainment Sites Indonesians averaged 91.4 searches per searcher in late TOTAL UNIQUE vISITORS (000) YOUTUBE.COM 3,376 2010, representing 746 million searches in total; 85% of AOL MUSIC 2,141 those searches were conducted on Google. OMG! 1,968 (SOURCE: COMSCORE) CBS INTERACTIvE 1,161 STAFABAND.INFO 918 vIACOM DIGITAL 688 Indonesian internet users spent on average 17.2 hours vEvO 630 online per month in early 2010. GRETECH 589 (SOURCE: COMSCORE) METACAFE 584 DETIKHOT.COM 497 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) Online banking sites experienced a 72% growth in unique visitors between January 2010 and January 2011, growing Indonesia’s Top Gaming Sites their user base from 435,000 users to 749,000 unique TOTAL UNIQUE vISITORS (000) users. SPIL GAMES 897 (SOURCE: COMSCORE) GEMSCOOL.COM 449 DETIKINET.COM 388 Why Indonesian Internet Users Go Online LYTOGAME.COM 282 MOTIvATION fOR INTERNET USAGE % Of INTERNET USERS WHO GAMESPOT 274 CONSIDER THIS vERY IMPORTANT MYPLAYCITY.COM 252 WATCHED A vIDEO CLIP 71.1 WILDTANGENT MEDIA 225 UPLOADED A vIDEO ONLINE 38.9 GIANTREALM 207 MANAGE YOUR SOCIAL NETWORK PROFILE 75.7 GAMETOP.COM 194 WORK SECTOR GSN GAMES NETWORK AND CPMSTAR 180 • DEMOGR APHICS • ADvERTISING/MARKETING/MEDIA 3.7 WRITTEN YOUR OWN BLOGS 42.4 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) AGRICULTURE OR MINING 2.4 USED A MICRO-BLOGGING SERvICE 28.8 EDUCATION 9.2 SUBSCRIBED TO AN RSS FEED 16.2 FINANCIAL SERvICES 6.0 USED INSTANT MESSENGER 63.5 Indonesia’s Top Retail Sites There are currently 34 million internet users in Indonesia, GOvERNMENT (Ex EDUCATION & HEALTH) 4.9 MADE A PHONE CALL ONLINE/USED vOIP 22.5 TOTAL UNIQUE vISITORS (000) representing a 14% internet penetration rate. HEALTHCARE/MEDICINE 2.1 USED WEBMAIL 65.3 AMAZON SITES 761 (SOURCE: BBH ASIA PACIfIC) IT/INTERNET/SOFTWARE/COMPUTER SERvICES 13.5 USED ONLINE OFFICE APPLICATIONS 37.5 INDONETWORK.CO.ID 659 MANUFACTURING/ENGINEERING/CONSTRUCTION 11.7 EDITED/MANAGED OWN WEBSITE 39.7 APPLE.COM WORLDWIDE SITES 474 POLICE OR ARMED FORCES 0.0 USED INTERNET BANKING 52.6 BHINNEKA.COM 322 By 2015, Indonesia’s internet penetration rate is expected LEFT A COMMENT ON A STORY ON A WEBSITE 55.6 PROFESSIONAL SERvICES (LAW, ACCOUNTING, ARCHITECT ETC) 4.5 SMADAv.NET 320 to hit 37%. RETAIL 7.7 WRITTEN A NEWS STORY/ARTICLE 33.2 STORE.CO.ID 297 (SOURCE: BOSTON CONSULTING GROUP) TRANSPORT, LOGISTICS OR DISTRIBUTION 3.5 PURCHASED A PRODUCT ONLINE 36.5 AVG.COM 257 TRAvEL, TOURISM OR LEISURE SERvICES 1.7 REvIEWED A PRODUCT OR BRAND ONLINE 39.0 DINOMARKET.COM 199 Indonesia’s online population grew by 1,400% between OThER 14.4 USED A SOCIAL BOOKMARK SERvICE 36.2 ALIBABA.COM 182 CURRENT POSITION INSTALLED AN APPLICATION ON YOUR BROWSER 0.0 HEWLETT PACKARD 155 2000 and 2010. COMPANY OWNER 14.4 POST A COMMENT ON A FORUM/MESSAGE BOARD/BBS WEBSITE 44.9 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) (SOURCE: INTERNETWORLDSTATS) SENIOR MANAGER 8.6 UPLOADED PHOTOS ONLINE 67.9 (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) MID-LEvEL MANAGER 14.5 Top Site Categories in Indonesia by Reach Broadband penetration rates are very low in Indonesia - ENTRY-LEvEL MANAGER 13.6 SITE CATEGORY % REACH TEAM MEMBER 21.7 the current household fixed broadband rate was less than SUPPORT LEvEL 4.4 SOCIAL NETWORKING 90 SEARCH/NAvIGATION 85 1% in 2010. OTHER 8.1 • ONLINE ADVERTISING • PHOTOS 76 (SOURCE: GARTNER) RESPONSIBILITY AT WORK BLOGS 68 ADvERTISING AND MARKETING 15.3 NEWS/INFORMATION 66 COMPANY STRATEGY 21.1 Nearly two thirds (64%) of online Indonesians accessed Online ad spend in Indonesia is amongst the lowest in EMAIL 56 DIRECT REPORTS/TEAM 30.9 MULTIMEDIA 55 the internet via internet cafes in 2010. GENERAL MANAGEMENT 24.1 the region, totalling just US$1 million in 2010. Growth (SOURCE: BBH ASIA PACIfIC/DIGITAL MEDIA ASIA) DIRECTORIES/RESOURCES 68 MANAGING BUDGETS 24.9 PURCHASING OF ALL OTHER PRODUCTS AND SERvICES FOR YOUR COMPANY 18.0 prospects are modest moving forward with estimates COMMUNITY 53 DOWNLOADS 50 Approximately 73% of the internet population in Indonesia PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND putting total online ad revenues for 2011 at US$1.1 million; RETAIL 50 SERvICES FOR YOUR COMPANY 26.6 is 34 years old or below. RECRUITING NEW EMPLOYEES 16.8 US$1.3 million in 2012 and US$1.5 million in 2013. TECHNOLOGY 48 (SOURCE: COOLfOUNDERS/COMSCORE) (SOURCE: ZENITHOPTIMEDIA) GAMES 43 NONE OF THE ABOvE 12.3 INSTANT MESSENGERS 27 DECISION MAKER BUSINESS/FINANCE 25 Indonesia’s online population is fairly male dominated - DECISION MAKER 19.8 A total of one billion ad impressions get served to EDUCATION 24 SENIOR DECISION MAKER 13.1 only 36% of Internet users in Indonesia are women. (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) Indonesian mobile phones every month, as of February SPORTS 23 (SOURCE: COOLfOUNDERS/COMSCORE) 2011, averaging out at around 370 mobile ad impressions TRAvEL 22 HEALTH 18 served up per second. Tv 16 Indonesia’s Internet Users 2010 (SOURCE: BBH ASIA PACIfIC/BUZZ CITY) (SOURCE: COMSCORE MEDIA METRIx (PANEL ONLY) DECEMBER 2010; BASE: INTERNET AUDIENCE 15+ • USER BEHAVIOUR • ACCESSING INTERNET fROM HOME OR WORK) % Of INTERNET USERS GENDER MALE 65.9 Online ad spend in Indonesia currently stands at around FEMALE 34.1 US$40 million a year, but the growth in domestic spending EDUCATION Online Indonesians spent most of their time on emailing on online advertising means that number is expected to • E-COMMERCE • SCHOOLING UNTIL AGE 16 0.4 (59%), social networking (58%), instant messaging (58%) reach US$50 million in the next five years. SCHOOLING UNTIL AGE 18 8.3 TRADE/TECHNICAL SCHOOL OR COLLEGE 18.2 and searching for information (56%). The least popular (SOURCE: JAKARTA UPDATES/EffECTIvE MEASURE) UNIvERSITY 64.6 online activities for online Indonesians are e-commerce and Almost 70% of online Indonesians say they were planning POST GRADUATE 8.5 online banking with only 5% of users engaging in these Indonesia’s Top Sites on making an online purchase at some point in the last half EMPLOYMENT STATUS TOTAL UNIQUE vISITORS (000) FULL-TIME WORKER 52.4 activities. of 2010; 25% of those people said they were planning to GOOGLE SITES 8,098 PART-TIME WORKER 9.1 (SOURCE: BOSTON CONSULTING GROUP) FACEBOOK.COM 7,762 put aside more than 10% of their monthly shopping budget FREELANCER 3.7 YAHOO! SITES 6,453 to online purchases, with the remaining 75% saying they SELF-EMPLOYED 20.0 Online gaming has a 44.6% reach in Indonesia, which is WORDPRESS 3,664 FULL-TIME PARENT 1.4 4ShARED.COM 3,070 would spend less than 10%. IN EDUCATION 8.9 fairly high but online Indonesians spend a relatively small (SOURCE: THE NIELSEN COMPANY) MICROSOFT SITES 2,976 UNEMPLOYED 3.1 amount of time on internet gaming - 2.9% of their total KASKUS 2,755 OThER 1.4 MAIN SHOPPER online time is spent on the activity. AOL 2,503 (SOURCE: COMSCORE) DETIKCOM 2,428 MAIN 32.7 WIKIMEDIA FOUNDATION SITES 2,362 JOINT 62.3 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) DO NOT DO THE SHOPPING 5.044 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 45
  • 25. Indonesian male online users were most likely to buy More than half (53%) of Indonesia’s mobile internet users networks, the higher percentage in the region, and way IT/INTERNET/SOFTWARE/COMPUTER SERvICES 14.1 18.8 19.6 16 books in the last half of last year with 34% of them saying are aged between 18 and 27. above the global average of 13.9% and the Asia Pacific MANUFACTURING/ENGINEERING/ that was the case; 33% said they would buy computer (SOURCE: BUBU) average of 9.5%. CONSTRUCTION 12 13.3 14.3 12.4 hardware online during that time; 32% said electronic (SOURCE: COMSCORE) POLICE OR ARMED FORCES 0.0 0.0 0.0 0.0 The availability of the mobile internet is becoming PROFESSIONAL SERvICES (LAW, ACCOUNTING, equipment. Nearly half of all female internet users said ARChITECT ETC) 4.9 3.9 4.0 4.5 widespread amongst the Indonesian mobile community - According to another survey, 28.11% of Indonesian internet they were more likely to buy clothes, accessories or shoes; RETAIL 6.8 6.7 6.3 5.9 80% of all handsets sold in the country during 2010 were users engaged in social networking and connecting with TRANSPORT/LOGISTICS/ DISTRIBUTION 4.2 2.4 2.2 3.4 43% said they would buy books, while 37% of female internet-enabled. other internet users at least several times a week in 2010. TRAvEL/TOURISM/ internet users cites airline tickets or reservations as the key (SOURCE: BBH ASIA PACIfIC/DONNYBU) LEISURE SERvICES 1.4 2.7 2.7 1.4 Indonesians who social network spent on average two OThER 13.2 10.9 9.4 13.5 item they would purchase in the second half of 2010. (SOURCE: THE NIELSEN COMPANY) Indonesian mobile internet users rank amongst the highest hours a week social networking and connecting in 2010, CURRENT POSITION COMPANY OWNER 15.1 18.8 17.0 15.7 in the world when it comes to mobile browsing intensity, at well below the global average of 4.6 hours a week. SENIOR MANAGER 8.8 7.0 8.0 9.6 One quarter of online Indonesians say they purchase more (SOURCE: TNS DIGITAL LIfE) MID-LEvEL MANAGER 14.7 15.2 15.6 16.6 633 pages per month per person. frequently from retail sites with an online-only presence; (SOURCE: OPERA) ENTRY-LEvEL MANAGER 13.7 13.6 16.5 13.2 More than two thirds (70%) of all Indonesian Facebook TEAM MEMBER 21.7 20.9 22.3 19.4 21% say they most frequently buy from sites which also SUPPORT LEvEL 3.9 3.9 4.5 5.1 Indonesian mobile users love to play games, with 94% users access the site through their mobile phones; 12% have an offline presence; 18% prefer sites that allow them OTHER 7.5 6.7 3.1 6.7 of Indonesians having downloaded some form of games solely use their mobile phones to do this, while 59% are RESPONSIBILITY AT WORK to choose products from a number of different stores. (SOURCE: THE NIELSEN COMPANY) to their mobile phone; 37% of them play games on their dual users of mobile and their PCs; 29% solely use their ADvERTISING AND MARKETING 15.9 17.3 16.5 18.3 COMPANY STRATEGY 22.7 26.4 25.0 25.0 mobile phones every day. computers to access Facebook. DIRECT REPORTS/TEAM 33.9 35.2 37.1 35.7 What Indonesian Internet Users Buy Online (SOURCE: BBH ASIA PACIfIC/BUZZCITY) (SOURCE: BBH ASIA PACIfIC/fACEBOOK) GENERAL MANAGEMENT 24.9 25.5 25.0 26.4 PURCHASED ONLINE IN PAST SIx MONTHS % Of INTERNET USERS MANAGING BUDGETS 26.4 28.2 25.9 26.4 DESKTOP COMPUTER 3.3 The vast majority (89%) of Indonesia’s Facebook users are PURCHASING OF ALL OTHER PRODUCTS AND SERvICES FOR PORTABLE MEDIA PLAYER E.G. IPOD 1.8 Mobile data revenues are expected to reach US$5 billion by YOUR COMPANY 20.2 23.3 23.2 21.3 below the age of 35. MOBILE PHONE 7.6 the end of 2014, driven by the growth in mobile broadband (SOURCE: SALING SILANG) PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND SERvICES FLAT SCREEN Tv 2.7 FOR YOUR COMPANY 29.7 32.7 34.4 33.4 GAMES CONSOLE 1.9 revenues. RECRUITING NEW Social networking is the most popular activity amongst (SOURCE: PYRAMID RESEARCH) DvD PLAYER 2.3 EMPLOYEES 8.6 1 19.1 18.3 18.3 SATELLITE/CABLE Tv 2.6 NONE OF THE ABOvE 11.0 10.9 9.8 10.1 Indonesian mobile internet users - 89% of them accessing BROADBAND/HI-SPEED INTERNET 7.6 Indonesia’s blended ARPU in 2010 was US$3.33 and is DECISION MAKER WHITE GOODS E.G. FRIDGE, WASHING MACHINE 2.4 social network sites from their phones, with nearly half of DECISION MAKER 21.4 22.4 24.6 25.0 expected to decrease to US$2.99 by 2015. CAR/AUTOMOBILE 1.3 (SOURCE: fROST & SULLIvAN) them (47%) checking them out at least once a day. SENIOR DECISION MAKER 14.9 17.3 15.6 (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) 14.9 MOTORCYCLE 2.6 (SOURCE: YAHOO! ASIA PACIfIC) FURNITURE/HOME EQUIPMENT 3.6 HOLIDAY (IN MY OWN COUNTRY) 8.5 Indonesians are keen bloggers - there were five million Indonesia’s Top Social Networking Sites HOLIDAY (ABROAD) 3.3 TOTAL UNIQUE vISITORS (000) LAPTOP (10"+ SCREEN) 3.9 • SOCIAL • blogs in the country, as of May 2011. FACEBOOK.COM 7,762 NETBOOK 4.0 (SOURCE: SALING SILANG) TWITTER.COM 1,864 BLU RAY PLAYER 1.2 MULTIPLY.COM 1,403 E-BOOK/E-READER 1.0 TABLET DEvICE I.E. IPAD 1.5 More than half (58%) of Indonesia’s internet users engage One third of Indonesia’s blogs are updated at least once a YAHOO! PULSE 737 FRIENDSTER.COM 545 BEER 1.5 in social networking activities. month. ELvINMIRADI.COM 489 WINE/SPIRITS 2.2 (SOURCE: BOSTON CONSULTING GROUP) (SOURCE: BBH ASIA PACIfIC/SALING SILANG) SCRIBD.COM 465 SPORTS EQUIPMENT 4.0 DEvIANTART.COM 293 CLOTHES 19.6 Indonesian social networkers have an average of 198.6 Photo sharing sites have a 90% reach in Indonesia. PLIxI.COM 184 ShOES 10.3 friends via their social networks. (SOURCE: COMSCORE) MYSPACE 180 TRAvEL E.G. PLANE TICKETS/HOTEL 11.4 (SOURCE: COMSCORE; AUDIENCE: ALL PERSONS AT ALL LOCATIONS, JANUARY 2011) (SOURCE: TNS DIGITAL LIfE) MUSIC 7.7 FILMS 8.2 Nearly two thirds (62%) of Indonesians internet users BOOKS 16.9 There are more than 4.88 million Indonesians on Twitter. say they use social media sites to help them make their online Activities/Actions in indonesia FINANCIAL PRODUCT E.G. INSURANCE 2.3 HAvE DONE IN THE PAST MONTH % Of INTERNET USERS purchasing decisions. Conversely, only 29% of Indonesians (SOURCE: BBH ASIA PACIfIC/SALING SILANG) PERSONAL ITEMS E.G. WATCHES/HANDBAGS ETC 8.2 WATCHED A vIDEO CLIP 71.1 HEALTHCARE AND PHARMACEUTICAL PRODUCTS 11.0 trust online reviews. UPLOADED A vIDEO ONLINE 38.9 A GIFT FOR SOMEONE 11.7 Just over one fifth (21%) of online Indonesians visit Twitter (SOURCE: THE NIELSEN COMPANY) WATCHED A vIDEO CLIP 75.7 A SKINCARE/HAIRCARE/BEAUTY PRODUCT 0.0 every month. WRITTEN YOUR OWN BLOGS 42.4 PET FOOD 2.4 USED A MICRO-BLOGGING SERvICE 28.8 indonesian Social Media Profiles 2010 & 2011 (SOURCE: BBH ASIA PACIfIC/DIGITAL MEDIA ASIA) (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) SUBSCRIBED TO AN RSS FEED 16.2 MANAGED WRITTEN USED A JOINED A USED INSTANT MESSENGER 10.0 More than half (53%) of all Indonesian-generated tweets SNS PROfILE OWN BLOG MICROBLOGGING SOCIAL NETWORK MADE A PHONE CALL ONLINE/USED vOIP 63.5 SERvICE GROUP are retweets. (% WHO) (% WHO) (% WHO) (% WHO) USED WEBMAIL 22.5 GENDER USED ONLINE OFFICE APPLICATIONS 65.3 • MOBILE • (SOURCE: BBH ASIA PACIfIC/SALING SILANG) MALE 65.8 71.5 72.3 67.1 EDITED/MANAGED OWN WEBSITE 37.5 FEMALE 34.2 28.5 27.7 32.9 USED INTERNET BANKING 39.7 Indonesia’s Twitter users are estimated to produce around EDUCATION LEFT A COMMENT ON A STORY ON A WEBSITE 52.6 Indonesia is Asia Pacific’s third biggest mobile market, 15% of all tweets globally, which would make it the world’s SCHOOLING UNTIL AGE 16 0.5 0.3 0.4 0.3 WRITTEN A NEWS STORY/ARTICLE 55.6 PURCHASED A PRODUCT ONLINE 33.2 behind China and India, with 235.8 million mobile third largest producer of tweets, after Brazil and the United SCHOOLING UNTIL AGE 18 8.3 8.5 4.5 9.0 TRADE/TECHNICAL SCHOOL/COLLEGE 19.3 18.8 17.9 21.1 REvIEWED A PRODUCT OR BRAND ONLINE 36.5 subscribers, as at the end of 2010. States. UNIvERSITY 63.4 63.3 69.6 63.5 USED A SOCIAL BOOKMARK SERvICE 39.0 (SOURCE: SALING SILANG) (SOURCE: fROST & SULLIvAN) POST GRADUATE 8.5 9.1 7.6 6.2 INSTALLED AN APPLICATION ON YOUR BROWSER 36.2 EMPLOYMENT POST A COMMENT ON A FORUM/MESSAGE BOARD/BBS WEBSITE 44.9 The mobile penetration rate in Indonesia in 2010 was 90%. Indonesia is the second biggest user of Facebook on earth, FULL-TIME WORKER 52.9 48.2 54.5 53.1 UPLOADED PHOTOS ONLINE (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) 67.9 PART-TIME WORKER 8.5 9.1 7.1 9.0 (SOURCE: BBH ASIA PACIfIC/DONNYBU) with more than 36.61 million Indonesians using the social FREELANCER 3.2 3.9 4.5 3.1 networking site as of May 2011. SELF-EMPLOYED 20.8 24.8 21 21.1 Top Indonesian Brands on facebook By 2015, Indonesia’s mobile penetration rate is expected (SOURCE: SOCIALBAKERS) FULL-TIME PARENT 1.5 1.2 0.4 1.1 RANK BRAND fANS % GROWTH increase to 107%. IN EDUCATION 9.7 10 9.4 9.6 1. SURFER GIRL 1,641,459 +25.78% UNEMPLOYED 2.5 1.8 2.7 2.5 (SOURCE: BOSTON CONSULTING GROUP) Indonesia’s Facebook users on average visit the site 23 2. CHOCOLATOS 1,615,455 +44.92% OTHER 0.8 0.9 0.4 0.6 3. YAMAHA MOTOR INDONESIA 1,103,864 +32.59% times a month, spending 5.5 hours there each month; five WORK SECTOR Indonesia’s 3G penetration is currently 14%. 4. BLACKBERRY® INDONESIA 995,564 +83.37% (SOURCE: NIELSENWIRE) million of them check their Facebook accounts every day. ADvERTISING/MARKETING/MEDIA 3.6 3.3 4.5 3.4 5. OAKLEY INDONESIA 590,608 +12.32% (SOURCE: BBH ASIA PACIfIC/fACEBOOK) AGRICULTURE OR MINING 3.1 2.4 3.1 2.8 6. STARBUCKS INDONESIA 582,408 +6.09% EDUCATION 9.0 10 7.6 9.0 7. NIKE FOOTBALL INDONESIA 331,117 +75.50% There are currently 30 million mobile internet users in FINANCIAL SERvICES 6.4 4.2 6.3 7.3 8. AIRASIAINDONESIA 267,804 +19.22% Social networking sites have 87% reach in Indonesia, with GOvERNMENT Indonesia. 9. GILA MOTOR 196,499 +21.10% (SOURCE: BBH ASIA PACIfIC/DONNYBU) online Indonesians spending 32.6% of their time on social (Ex EDUCATION & HEALTH) 5.1 4.8 4.9 5.1 10. SOPHIE PARIS 173,336 +67.56% HEALTHCARE/MEDICINE 1.7 2.4 2.2 1.7 (SOURCE: SOCIALBAKERS; BRANDS CURRENTLY INDExED IN DATABASE; MAY 2011; DATA fOR PAST 6 MONTHS)46 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 47
  • 26. Mind the Gap The gap between where your marketers Motivations for Using Social Networks device and is positioned as the best social networking are today and where they need to be. MOTIvATIONS fOR USING A SOCIAL NETWORK % Of SOCIAL NETWORK USERS phone which brings you closer to your friends and online RESEARCH FOR WORK 2.7 NETWORKING FOR WORK 10.8 communities. We tapped on current consumer behaviour The gap between average digital marketing EDUCATION 1.7 to drive awareness and created a website campaign which performance and true Digital Excellence. STAY IN TOUCH WITH FRIENDS 46.6 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 5.8 could calculate a participant’s popularity based on Facebook MEET NEW PEOPLE 5.6 and Twitter number of friends/followers as well as how The gap between your people’s self- PROMOTE SOMETHING 5.4 active/engaged participants are (such as number of likes assessment of their skill levels and their real, ENTERTAINMENT 6.1 RESEARCH/FIND PRODUCTS TO BUY 0.3 and comments on status updates and frequency of tweets). benchmarked competencies. SHARE MY OPINION 2.7 A completion with five levels of popularity was developed to SHARE CONTENT 0.5 FIND MUSIC 0.2 amplify word of mouth and sharing. This approach placed STAY UP TO DATE ON NEWS/EvENTS 1.9 the new Nokia C3 at the heart of their social networking RESEARCH HOW TO DO THINGS 0.7 activities. ORGANISE MY LIFE 0.5 ExPRESS MYSELF 3.7 Results: Results over the campaign period were: 30,752 TAKE ON A DIFFERENT PERSONALITY 0.3 registrations and hundreds of popularity badges spread FILL UP SPARE TIME 1.9 I FEEL LIKE I HAvE TO 2.4 out on Facebook walls; visits to the site went over one TO TALK ABOUT BRANDS/PRODUCTS 0.2 million, with an engagement rate of five minutes per visit, (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) attracting 76% new visits; 10% of the total campaign traffic What Motivates Indonesians to Influence Others drove back to Nokia brand site and 40% to operator data MOTIvATION % Of TOTAL INTERNET USERS plans; KPI for video views surpassed by 152%; hundreds TO SHARE A GOOD ExPERIENCE 48.4 of conversations in blogs were measured; Nokia C3 was TO SHARE A BAD ExPERIENCE 27.3 TO MAKE SURE OTHER CONSUMERS PICK GOOD PRODUCTS 44.7 one of the top three highly discussed products of Nokia in TO GET COMPANIES/SERvICES TO IMPROvE THEIR PERFORMANCE 44.4 Indonesian social sites; positive buzz sentiment regarding TO BE SEEN AS AN ExPERT 11.0 Nokia C3 and Nokia Messaging solutions increased to I LIKE TO SHARE MY OPINION 33.8 I LIKE TO CONTRIBUTE TO THE COMMUNITY 37.5 23%; due to its success, the campaign was adapted in I LOvE THE BRAND 25.7 11 markets across Asia Pacific, Europe and Latin America; TO TALK TO THE BRAND DIRECTLY 18.2 (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) achieved Nokia C3 sales targets within seven months. What Motivates Bloggers in Indonesia MOTIvATIONS fOR BLOGGING % Of BLOGGERS RESEARCH FOR WORK 4.5 NETWORKING FOR WORK 15.5 EDUCATION 10.9 STAY IN TOUCH WITH FRIENDS 3.0 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 0.9 MEET NEW PEOPLE 0.6 PROMOTE SOMETHING 18.2 ENTERTAINMENT 3.9 RESEARCH/FIND PRODUCTS TO BUY 0.9 SHARE MY OPINION 14.5 SHARE CONTENT 3.0 FIND MUSIC 0.9 STAY UP TO DATE ON NEWS/EvENTS 0.9 RESEARCH HOW TO DO THINGS 1.5 ORGANISE MY LIFE 0.6 ExPRESS MYSELF 9.7 TAKE ON A DIFFERENT PERSONALITY 0.0 FILL UP SPARE TIME 4.5 I FEEL LIKE I HAvE TO 3.3 TO TALK ABOUT BRANDS/PRODUCTS 2.4 (SOURCE: GLOBALWEBINDEx WAvE 4 (fEB 2011) WWW.GLOBALWEBINDEx.NET) Econsultancy SkillSet™ is the digital skills We close the gaps that can swallow up your marketing development practice within the world’s performance and erode your Return on Digital. • CASE STUDY • biggest digital marketing community, And it all starts with a meeting. trainer and publisher. Client: Nokia Agency: Wunderman Jakarta Campaign: Nokia C3 Eksismeter objective: Build strong brand equity for Nokia. Create value for Nokia messaging solution at the low end, which will pay-off throughout the entire Nokia range. Econsultancy SkillSet™ Strategy: Campaign was heavily focused online because Digital Excellence, achieved. it is the place where the target market spends their time (at the time of the campaign, Indonesia had 22 million skillset@econsultancy.com Facebook users where 80% is youth). Nokia C3 Eksismeter econsultancy.com/skillset is a site with an application to measure how popular a person can be within the social media scene. Participants were able to display and share popularity badges on their Facebook and Twitter accounts. If you’re a digital marketer or e-commerce professional why not Details: The Nokia C3 is known as a social media check out Digital Cream Singapore November 2011 http://econsultancy.com/events/digital-cream-singapore We provide global in-house training programmes and strategic consultancy advice, contact us now: asia@econsultancy.com48 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 49
  • 27. jAPAn The Japanese internet user population spends 16.2% of Japan’s Top Sites its online time on entertainment, more than anyone else in TOTAL UNIQUE vISITORS (000) YAHOO! SITES 66,227 Asia Pacific, and way above the regional average of time GOOGLE SITES 58,201 spent on the activity (9.3%). MICROSOFT SITES 47,728 (SOURCE: COMSCORE) FC2 44,349 NTT GROUP 37,858 RAKUTEN 36,917 Despite having a 36.5% reach in Japan as a category, the WIKIMEDIA FOUNDATION SITES 34,690 Japanese internet user population only spends 2.9% of its CYBERAGENT 33,374 AMAZON SITES 32,848 time on online gaming. (SOURCE: COMSCORE) LIvEDOOR 32,196 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) The most popular online activities amongst Japanese Japan’s Top Entertainment Sites internet users are searching for information (92% of users TOTAL UNIQUE vISITORS (000) do this), reading the news (90%) and emailing (88%). YOUTUBE.COM 35,870 NICOvIDEO.JP 20,272 Nearly half (46%) of Japanese internet users spend time ITUNES SOFTWARE (APP) 19,499 on e-commerce activities when they access the internet. SONY ONLINE 18,349 (SOURCE: BOSTON CONSULTING GROUP) YAHOO! JAPAN GYAO! 11,947 GRETECH 8,251 FUJI TELEvISION NETWORK 7,187 Why Japanese Internet Users Go Online NHK.OR.JP 7,154 MOTIvATION fOR INTERNET USAGE % Of INTERNET USERS WHO YAHOO! vIDEO 6,594 POLICE OR ARMED FORCES 0.2 CONSIDER THIS vERY IMPORTANT ORICON 6,271 • DEMOGR APHICS • PROFESSIONAL SERvICES (LAW, ACCOUNTING, ARCHITECT ETC) 3.0 RESEARCH FOR WORK 26.9 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) RETAIL 7.0 NETWORKING FOR WORK 18.3 TRANSPORT/LOGISTICS/DISTRIBUTION 3.5 EDUCATION 11.8 STAY IN TOUCH WITH FRIENDS 19.4 Japan’s Top Gaming Sites TRAvEL/TOURISM/LEISURE SERvICES 1.7 Japan currently has more than 99.1 million internet OTHER 18.0 UPDATE MY FRIENDS WITH MY LIFE 12.1 TOTAL UNIQUE vISITORS (000) YAHOO-MBGA.JP 4,348 subscribers, representing a penetration rate of 78.2%. CURRENT POSITION MEET NEW PEOPLE 8.9 PROMOTE SOMETHING 8.6 HANGAME.CO.JP 3,533 (SOURCE: INTERNETWORLDSTATS) COMPANY OWNER 3.1 ENTERTAINMENT 23.4 WAZAP.COM 3,233 SENIOR MANAGER 2.3 RESEARCH/FIND PRODUCTS TO BUY 51.1 YAhOO! GAMES 3,122 MID-LEvEL MANAGER 5.6 Japan boasts one of the world’s highest broadband internet SHARE MY OPINION 7.1 SQUARE ENIx 2,944 ENTRY-LEvEL MANAGER 6.8 penetration rates, which was at 75.3% as of June 2010. TEAM MEMBER 23.0 SHARE CONTENT 7.5 NINTENDO CO 2,942 (SOURCE: OECD) FIND MUSIC 20.0 PLAYSTATION SITES 2,923 SUPPORT LEvEL 8.1 FIND FILMS/Tv SHOWS 17.7 CAPCOM 2,607 OTHER 14.8 STAY UP TO DATE ON NEWS/EvENTS 39.3 GAMERP.JP 2,338 Nearly half (46%) of Japanese internet users are dual RESPONSIBILITY AT WORK RESEARCH HOW TO DO THINGS 37.4 FAMITSU.COM 2,029 ADvERTISING AND MARKETING 4.9 users, accessing the internet both from their PC and their COMPANY STRATEGY 4.1 ORGANISE MY LIFE 14.3 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) ExPRESS MYSELF 8.3 mobile phones. DIRECT REPORTS/TEAM 10.7 (SOURCE: THE NIELSEN COMPANY) GENERAL MANAGEMENT 22.4 TAKE ON A DIFFERENT PERSONALITY 5.6 Japan’s Top Retail Sites MANAGING BUDGETS 8.2 FILL UP SPARE TIME 27.5 TOTAL UNIQUE vISITORS (000) PURCHASING OF ALL OTHER PRODUCTS AND SERvICES FOR YOUR COMPANY 7.3 TO GET INSPIRED/GET IDEAS 21.2 AMAZON SITES 32,848 The most prolific users of the internet in Japan are aged PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS & SERvICES FOR YOUR COMPANY 6.5 PLAY GAMES 10.4 RAKUTEN.CO.JP 27,529 between 35 to 39 years old when it comes to women, with RECRUITING NEW EMPLOYEES 4.0 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) KAKAKU.COM 21,441 68% of female Japanese saying they access the internet NONE OF THE ABOvE 33.9 YAHOO! SHOPPING 21,167 DECISION MAKER APPLE.COM WORLDWIDE SITES 10,747 at home via their PCs; for men the biggest users are aged DECISION MAKER 6.8 RAKUTEN ICHIBA SHOPPING REvIEW 6,289 between 45 and 49, with 69% of male Japanese in this age SENIOR DECISION MAKER 2.5 • ONLINE ADVERTISING • ZOZO.JP 4,560 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) DMM.COM 4,448 category saying they go online from their home PCs. OCNK.NET 3,675 (SOURCE: THE NIELSEN COMPANY) RAKUTEN BOOKS 3,297 Online advertising spend in Japan reached ¥774.7 billion (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) Japan’s Internet Users 2010 • USER BEHAVIOUR • in 2010, a 9.6% year on year increase from 2009. Of that, % Of INTERNET USERS internet advertising placements in total (PC and mobile) Top Site Categories in Japan by Reach GENDER SITE CATEGORY % REACH MALE 53.9 increased by 11.5% to reach ¥607.7 billion, of which search PORTALS 98.7 FEMALE 46.1 Japanese internet users spend an average 17.1 hours accounted for ¥203.5 billion. PC-based online advertising SEARCH/NAvIGATION 91.4 EDUCATION online per month, as of December 2010. represented ¥487.6 billion in total. ENTERTAINMENT 84.7 SCHOOLING UNTIL AGE 16 3.0 (SOURCE: COMSCORE) RETAIL 81.6 (SOURCE: DENTSU) SCHOOLING UNTIL AGE 18 29.1 BLOGS 80.6 TRADE/TECHNICAL SCHOOL OR COLLEGE 19.4 NEWS/INFORMATION 79.2 UNIvERSITY 43.3 The Japanese are ardent online video viewers, and more Mobile ad spend in Japan in 2010 came to ¥120.1 billion, DIRECTORIES/RESOURCES 75.5 POST GRADUATE 5.2 so than anyone anywhere else in the Asia Pacific region. an increase of 16.5% from 2009 (including mobile search COMMUNITY 62.4 EMPLOYMENT STATUS FULL-TIME WORKER 40.5 In May 2010, Japanese internet users watched on average advertising). Much of the growth was driven by the TELECOMMUNICATIONS 57.0 TECHNOLOGY 54.9 PART-TIME WORKER 12.6 158.3 videos, the highest in all of Asia Pacific. proliferation of advertisers on mobile social networking sites. (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) FREELANCER 3.2 (SOURCE: COMSCORE) (SOURCE: DENTSU) SELF-EMPLOYED 7.3 FULL-TIME PARENT 7.7 When it comes to consuming news and information, more IN EDUCATION 9.4 Mobile search advertising increased by 27.2% from 2009 to UNEMPLOYED 5.7 than one quarter (29%) of Japanese internet users now reach ¥28.5 billion. • E-COMMERCE • OThER 13.5 clearly prefer to stick to online content with that amount (SOURCE: DENTSU) MAIN SHOPPER saying they don’t read print magazines while 24% say that MAIN 48.3 An estimated 16.3% of Japan’s total ad spend in 2011 will Japan’s consumer e-commerce market is valued at around JOINT 33.1 they do not read a printed newspaper. DO NOT DO THE SHOPPING 18.6 (SOURCE: HARRIS INTERACTIvE/fLEISHMAN HILLARD) go on online advertising. ¥6.7 trillion. (SOURCE: METI) WORK SECTOR (SOURCE: MARKETING CHARTS/IDC) ADvERTISING/MARKETING/MEDIA 0.1 Search and directories have a 89.6% reach in Japan; AGRICULTURE OR MINING 0.7 Online ad spend in Japan is the highest in the region, Online retailing in Japan generates US$30 billion a year, EDUCATION 3.0 Japanese internet users averaged 126.2 searchers per reaching US$8.27 billion in 2010. Moving forward, estimates excluding digital downloads and travel. FINANCIAL SERvICES 2.9 searcher in April 2010, more than the regional average of (SOURCE: THE ECONOMIST) GOvERNMENT (Ex EDUCATION & HEALTH) 1.7 109.5 searches per searcher. Google accounted for 48% of put total online ad revenues for 2011 at US$8.90 billion; HEALTHCARE/MEDICINE 3.9 IT/INTERNET/SOFTWARE/COMPUTER SERvICES 5.8 total searches that month. US$9.78 billion in 2012 and US$10.66 billion in 2013. (SOURCE: ZENITHOPTIMEDIA) MANUFACTURING/ENGINEERING/CONSTRUCTION 12.1 (SOURCE: COMSCORE)50 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 51
  • 28. THE EVENT FOR DIGITAL MARKETING Online retailer Rakuten has a grip on Japan’s e-commerce RINGBACK TUNES 113,302 101% 10,082 103% SINGLE TRACK 137,836 96% 47,590 96% market: the site handles nearly one third of all online MUSIC vIDEO 7,414 93% 2,843 98% retailing transactions in the country, which may have OTHER MOBILE 2,008 146% 931 136% TOTAL MOBILE SALES 391,807 93% 74,745 94% something to do with the fact that 66% of Japan’s internet OTHER users shop there. SUBSCRIPTIONS (INTERNET) 380 54% upcoming events in asia (SOURCE: PWC) SUBSCRIPTIONS (MOBILE) 354 93% OTHER DIGITAL MUSIC CONTENT 159 267% 387 88% E-commerce revenues in Japan are expected to grow by GRAND TOTAL 441,457 94% 85,990 95% (SOURCE: RECORDING INDUSTRY ASSOCIATION Of JAPAN (RIAJ)) nearly 10% every year until 2015. (SOURCE: PWC) Nearly one fifth (18%) of Japanese internet users shop at • MOBILE • overseas retail sites. (SOURCE: ACCESS ECONOMICS) There are currently more than 119.5 million mobile A sizeable 70% of Japanese shoppers, according to one subscribers in Japan as of March 2011. More than 97.3 survey, say they expect to make online purchases at some million of them are mobile internet users. point. (SOURCE: TCA) (SOURCE: MICROSOfT ADvERTISING/AEGIS MEDIA) There are currently around 109 million 3G subscribers in More than half (53%) of Japanese shoppers say they use Japan, representing 95% of all mobile subscribers. online services to make price comparisons when they are (SOURCE: KPCB) shopping at local stores; 30% say they use digital services to locate nearby products and services; 43% say they use When it comes to smartphones in Japan, currently seven the internet to conduct online restaurant searches. million Japanese own one. (SOURCE: COMSCORE) (SOURCE: MICROSOfT ADvERTISING/AEGIS MEDIA) The top activity amongst Japanese mobile users then, is not 27 - 28 October 2011 Online music sales in Japan came to ¥10.12 billion in 2010 surprisingly, accessing the internet (75% of mobile users). The Prince Park Tower Hotel (not including mobile music sales). C (SOURCE: RIAJ) Other top mobile activities amongst Japanese mobile users include taking photos (63% of users); using the browser M What Japanese Internet Users Buy Online (59.3%); using email (54%); using an application (42.3%) Y PURCHASED ONLINE IN PAST SIx MONTHS DESKTOP COMPUTER % Of INTERNET USERS 1.4 and sending SMS texts to each other (40.1%). 27 - 28 April 2011 PORTABLE MEDIA PLAYER E.G. IPOD 1.7 (SOURCE: COMSCORE) CM The Leela Kempinski, Ambience Island, MOBILE PHONE 1.3 MY Gurgaon, Delhi N.C.R. India FLAT SCREEN Tv 1.3 Japanese mobile users downloaded 131.24 million GAMES CONSOLE 1.3 ringtunes in 2010, generating ¥13.29 billion in revenues; CY DvD PLAYER 1.1 they downloaded 113.3 million ringback tunes, representing 16 - 17 June 2011 SATELLITE/CABLE Tv 0.2 CMY Suntec Convention Center BROADBAND/HI-SPEED INTERNET 0.9 ¥10.08 billion in sales; downloaded 7.4 million music WHITE GOODS E.G. FRIDGE, WASHING MACHINE 1.4 videos, generating ¥2.84 billion and bought 137.83 million K CAR/AUTOMOBILE 0.6 MOTORCYCLE 0.1 single tracks, generating ¥47.59 billion in sales. FURNITURE/HOME EQUIPMENT 2.6 (SOURCE: RIAJ) HOLIDAY (IN MY OWN COUNTRY) 6.3 HOLIDAY (ABROAD) 2.3 LAPTOP (10"+ SCREEN) 1.7 In total Japanese mobile music sales came to ¥74.74 billion NETBOOK (ULTRA PORTABLE LAPTOP, <10" SCREEN) 1.1 in 2010. THE EVENT FOR MODERN MARKETING: • CONFERENCE • EXHIBITION HALL • NETWORKING BLU RAY PLAYER 1.1 (SOURCE: RIAJ) E-BOOK/E-READER TABLET DEvICE I.E. IPAD 0.1 0.8 Japanese mobile users are more likely to use their phone’s connecting all sides of the BEER 3.5 WINE/SPIRITS 2.3 browsers and apps than their European or American SEARCH, EMAIL MARKETING, RSS, MOBILE MARKETING, GAMING, TV 2.0, AFFILIATE MARKETING SPORTS EQUIPMENT 2.9 counterparts, with 59.3% of Japanese mobile users CLOTHES ShOES TRAvEL E.G. PLANE TICKETS/HOTEL 12.5 5.7 9.4 accessing their browsers in June 2010 and 42.3% accessing their apps that month, compared to 34% of Americans interactive marketing and MUSIC 9.4 FILMS 3.5 and 25.8% of Europeans accessing the mobile internet and BLOGGING, VIDEO MARKETING METRICS, MEDIA BUYING, PODCASTS, WIKIS, PERSONAS, BOOKS 25.2 31.1% of Americans and 24.9% of Europeans accessing FINANCIAL PRODUCT E.G. INSURANCE PERSONAL ITEMS E.G. WATCHES/HANDBAGS ETC 2.7 3.6 their apps in that same period. (SOURCE: ECONSULTANCY/COMSCORE) advertising landscape HEALTHCARE AND PHARMACEUTICAL PRODUCTS 5.3 A GIFT FOR SOMEONE 8.2 WEB ANALYTICS AND BEHAVIORIAL TARGET MARKETING EXPO HALL IS FREE! A SKINCARE/HAIRCARE/BEAUTY PRODUCT 6.9 While only 7% of Japanese mobile users accessed an PET FOOD 3.9 online retail site via their phones in mid-2010 - it is more (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) than the Europeans (4.1%) or Americans (5.5%). (SOURCE: ECONSULTANCY/COMSCORE) Japan’s Digital Music Sales in 2010 Nearly 10% of Japan’s mobile subscribers (9.8 million UNITS(‘000) YEAR-OvER- vALUE YEAR-OvER- YEAR BASIS (¥ MILLION) YEAR BASIS people) made a purchase via their mobile wallets in For further information on attending or sponsorship opportunities, please contact: INTERNET DOWNLOADS December 2010. Julia Kwan, Project Manager T:+65 6513 0600 | M: +65 9109 6396 | Email: julia@ad-tech.com SINGLE TRACK 44,617 105% 6,295 96% (SOURCE: COMSCORE) ALBUM 2,850 112% 3,261 104% TOTAL AUDIO DOWNLOADS 47,467 105% 9,556 99% MUSIC vIDEO 2,024 116% 567 104% Making payments via mobile phones has been possible in OTHER DOWNLOADS 0 - 0 - Japan now for around five years and more than 20% of TOTAL 49,491 106% 10,123 99% Japan’s mobile subscribers take advantage of this facility. MOBILE DIGITAL CONTENT (SOURCE: BOSTON CONSULTING GROUP) RINGTUNES 131,247 84% 13,299 81% www.ad-tech.com52 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 53
  • 29. Search currently represents more than two fifths (22%) of Japanese social networkers have the least amount of FULL-TIME PARENT 5.6 6.7 3.2 4.4 Motivations for Using Social Networks IN EDUCATION 17.3 13.3 14.7 20 MOTIvATIONS fOR USING A SOCIAL NETWORK % Of SOCIAL NETWORK USERS Japan’s total mobile ad revenues; by 2012, that figure is friends on average on their social networks - just 28.7 of UNEMPLOYED 5.6 5.5 9.0 8.9 RESEARCH FOR WORK 3.6 expected to reach at least 40%. them, well below the global average of 119.6. OTHER 9.3 12.8 9.0 4.4 NETWORKING FOR WORK 3.2 (SOURCE: MOBITHINKING/DENTSU) (SOURCE: TNS DIGITAL LIfE) WORK SECTOR EDUCATION 0.4 ADvERTISING/MARKETING/MEDIA 0.0 0.0 0.0 0.0 STAY IN TOUCH WITH FRIENDS 23.8 AGRICULTURE OR MINING 1.2 0.9 0.6 0.0 Mobile advertising now accounts for 1% of Japan’s total Social networking has a 44.2% reach in Japan but the EDUCATION 4.8 4.6 5.8 2.2 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 15.3 MEET NEW PEOPLE 10.5 ad spend. frequency of engagement is low; Japanese internet users FINANCIAL SERvICES 2.8 2.9 3.8 8.9 PROMOTE SOMETHING 2.4 GOvERNMENT (ExCLUDING (SOURCE: MORGAN STANLEY) only spend 4.4% of their total online time on social EDUCATION & HEALTH) 0.4 0.9 0.6 2.2 ENTERTAINMENT 7.3 RESEARCH/FIND PRODUCTS TO BUY 1.6 networking sites, according to one survey, much lower than HEALTHCARE/MEDICINE 3.2 2.6 3.2 4.4 Nearly one fifth (16%) of Japanese shoppers say they are SHARE MY OPINION 4.0 the regional average of 13.9%, and below every country in IT/INTERNET/SOFTWARE/ SHARE CONTENT 0.8 either currently making payments or they are extremely COMPUTER SERvICES 6.5 6.7 9.6 2.2 the region apart from Vietnam (2.2%). FIND MUSIC 0.0 interested in making payments via their mobile phones for (SOURCE: COMSCORE) MANUFACTURING/ENGINEERING/ STAY UP TO DATE ON NEWS/EvENTS 4.0 CONSTRUCTION 8.9 9.9 9.6 6.7 RESEARCH HOW TO DO THINGS 1.2 products and services. POLICE OR ARMED FORCES 0.0 0.6 0.0 0.0 ORGANISE MY LIFE 2.4 (SOURCE: MICROSOfT ADvERTISING/AEGIS MEDIA) According to another survey, 26.43% of Japanese internet PROFESSIONAL SERvICES (LAW, ExPRESS MYSELF 4.0 ACCOUNTING, ARCHITECT ETC) 2.8 2.6 3.2 2.2 users engaged in social networking and connecting with TAKE ON A DIFFERENT PERSONALITY 0.0 Nearly one fifth (17%) of Japanese shoppers say they RETAIL 7.3 7.5 7.7 11.1 FILL UP SPARE TIME 9.3 other internet users at least several times a week in 2010. TRANSPORT/LOGISTICS/DISTRIBUTION 4.4 3.8 2.6 4.4 expect to use their mobile phones to conduct research TRAvEL/TOURISM/LEISURE SERvICES 2.4 2.3 3.2 4.4 I FEEL LIKE I HAvE TO 5.2 Japanese who social network spent on average 1.7 hours a TO TALK ABOUT BRANDS/PRODUCTS 0.8 while they are out shopping in a store; 13% of them say OTHER 17.3 16.5 14.1 13.3 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) week social networking and connecting in 2010, well below CURRENT POSITION they expect to make purchases for products or services the global average of 4.6 hours a week. COMPANY OWNER 3.6 4.3 2.6 0.0 What Motivates Japanese to Influence Others directly using their mobile phones at some point. (SOURCE: TNS DIGITAL LIfE) SENIOR MANAGER 4.4 3.2 3.8 0.0 (SOURCE: MICROSOfT ADvERTISING/AEGIS MEDIA) MID-LEvEL MANAGER 3.6 4.9 7.1 6.7 MOTIvATION % Of TOTAL INTERNET USERS ENTRY-LEvEL MANAGER 6.9 7.0 9.0 6.7 TO SHARE A GOOD ExPERIENCE 20.2 More than one fifth (22%) of Japan’s mobile users are TO SHARE A BAD ExPERIENCE 13.6 Japan’s Mobile Usage TEAM MEMBER 22.6 22 24.4 24.4 TYPE Of USAGE % Of MOBILE USERS mobile social networkers, the biggest group by age group SUPPORT LEvEL 7.3 8.1 5.8 11.1 TO MAKE SURE OTHER CONSUMERS PICK GOOD PRODUCTS 19.1 OThER 13.7 12.2 11.5 13.3 TO GET COMPANIES/SERvICES TO IMPROvE THEIR PERFORMANCE 19.4 USED CONNECTED MEDIA (BROWSED, ACCESSED APPLICATIONS, DOWNLOADED CONTENT) 75.2% being those aged between 18 and 24. RESPONSIBILITY AT WORK TO BE SEEN AS AN ExPERT 8.1 USED BROWSER 59.3% (SOURCE: EMARKETER) ADvERTISING AND MARKETING 8.5 7.5 7.1 8.9 I LIKE TO SHARE MY OPINION 12.8 USED APPLICATION 42.3% COMPANY STRATEGY 6.5 7.5 7.7 2.2 I LIKE TO CONTRIBUTE TO THE COMMUNITY 12.8 MESSAGING USAGE SENT TExT MESSAGE TO ANOTHER PHONE 40.1% The three most popular mobile sites in Japan are all social DIRECT REPORTS/TEAM 12.1 11.3 14.7 11.1 I LOvE THE BRAND 15.9 GENERAL MANAGEMENT 25 24.3 25.0 26.7 TO TALK TO THE BRAND DIRECTLY 1.0 USED MAJOR INSTANT MESSAGING SERvICE 3.3% networking sites: Mixi Mobile, with 18.6 million users who (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) MANAGING BUDGETS 10.1 9.0 10.9 15.6 USED EMAIL (WORK OR PERSONAL) 54.0% generate on average 22.5 billion mobile page views per PURCHASING OF ALL OTHER PRODUCTS AND SERvICES FOR SOCIAL MEDIA/ENTERTAINMENT ACCESSED SOCIAL NETWORKING SITE OR BLOG 17.0% month; Mobagetown, with 15.8 million users who generate YOUR COMPANY 7.7 9.9 11.5 8.9 What Motivates Bloggers in Japan PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND SERvICES FOR LISTENED TO MUSIC ON MOBILE PHONE 12.5% on average 38 billion mobile page views per month; and YOUR COMPANY 10.1 9.6 14.1 11.1 MOTIvATIONS fOR BLOGGING % Of BLOGGERS TOOK PHOTOS 63.0% RESEARCH FOR WORK 4.6 CAPTURED vIDEO 15.4% Mobile GREE, whose 16.7 million users generate on average RECRUITING NEW EMPLOYEES 6.5 6.4 9.0 13.3 NETWORKING FOR WORK 4.3 NONE OF THE ABOvE 30.2 28.7 26.3 33.3 WATCHED Tv AND/OR vIDEO ON MOBILE PHONE 22.0% 24.7 billion mobile page views per month. EDUCATION 2.0 DECISION MAKER STAY IN TOUCH WITH FRIENDS 5.2 PLAYED GAMES 16.3% (SOURCE: MOBITHINKING/DENTSU) DECISION MAKER 8.9 9.3 14.1 11.1 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 13.6 fINANCIAL INfORMATION SENIOR DECISION MAKER 2.4 2.9 3.2 0.0 MEET NEW PEOPLE 3.5 ACCESSED BANK ACCOUNTS 8.0% ACCESSED FINANCIAL NEWS OR STOCK QUOTES 16.1% More than seven million internet users in Japan now have (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) PROMOTE SOMETHING 6.1 RETAIL/TRAvEL their own blogs. ENTERTAINMENT 7.5 ACCESSED ONLINE RETAIL 7.2% (SOURCE: THE NIELSEN COMPANY/BUZZMETRICS) Top Japanese Brands on facebook RESEARCH/FIND PRODUCTS TO BUY 1.4 ACCESSED CLASSIFIEDS 4.2% RANK BRAND fANS % GROWTH SHARE MY OPINION 5.8 SHARE CONTENT 0.3 ACCESSED TRAvEL SERvICE 3.3% The Japanese are the most enthusiast bloggers on earth, 1. MIYAMATSU_NET 52,408 +10,508.91% FIND MUSIC 1.2 OTHER 2. NIKE RUNNING JAPAN 19,014 +125.31% ACCESSED MAPS 15.7% posting more than one million blogs every month, more so 3. FACEBOOK FBFT 16,920 +106.57% STAY UP TO DATE ON NEWS/EvENTS 1.2 ACCESSED TRAFFIC REPORTS 12.6% than any other country. 4. NIKKEI TRENDY 6,781 +189.79% RESEARCH HOW TO DO THINGS 2.0 ACCESSED WEATHER 34.1% (SOURCE: THE NIELSEN COMPANY) 5. TOMOMI-ITANO 6,533 +67.73% ORGANISE MY LIFE 9.9 (SOURCE: COMSCORE MOBILENS; TOTAL MOBILE AUDIENCE AGE 13+; JUNE 2010) 6. COCA-COLA PARK 6,511 +419.63% ExPRESS MYSELF 12.2 7. vEGETABLE GOHAN 6,128 +368.14% TAKE ON A DIFFERENT PERSONALITY 0.3 Japan’s Top Social Networking Sites 8. SOCIALGATEWAY 4,913 +123.22% FILL UP SPARE TIME 12.5 TOTAL UNIQUE vISITORS (000) 9. AMERICAN ExPRESS JAPAN… 4,885 +14.73% I FEEL LIKE I HAvE TO 3.8 MIxI.JP 16,136 TO TALK ABOUT BRANDS/PRODUCTS 2.6 • SOCIAL • TWITTER.COM 16,061 10. KOITOSHIGOTO 4,754 +311.60% (SOURCE: SOCIALBAKERS; BRANDS CURRENTLY INDExED IN DATABASE; MAY 2011; DATA fOR PAST 6 MONTHS) (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) FACEBOOK.COM 6,871 AMEBA PIGG 2,571 online Activities/Actions in japan Twitter is now Japan’s most visited social networking HATENA - BOOKMARK 2,173 HAvE DONE IN THE PAST MONTH % Of INTERNET USERS SPYSEE.JP 2,109 destination, overtaking Mixi in late 2010 for the top LOCOCOM.JP 2,066 WATCHED A vIDEO CLIP 44.0 spot. As of the end of 2010, Twitter had 14.6 million GREE 1,941 UPLOADED A vIDEO ONLINE 6.3 PLIxI.COM 1,289 MANAGED YOUR SOCIAL NETWORK PROFILE 16.5 unique Japanese visitors, a 176% increase on 2009. WINDOWS LIvE PROFILE 1,210 WRITTEN YOUR OWN BLOGS 23.0 By comparison, Mixi had 13.5 million visitors. Facebook (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) USED A MICRO-BLOGGING SERvICE 10.4 SUBSCRIBED TO AN RSS FEED 6.9 meanwhile had 6.1 million visitors in Japan at that time. USED AN AGGREGATOR 3.3 (SOURCE: COMSCORE) japanese Social Media Profiles 2010 & 2011 USED INSTANT MESSENGER 8.5 MANAGED WRITTEN USED A JOINED A MADE A PHONE CALL ONLINE/USED vOIP 8.3 Proportionately more Japanese use Twitter than Americans SNS PROfILE OWN BLOG MICROBLOGGING SOCIAL NETWORK SERvICE GROUP USED WEBMAIL 64.0 USED ONLINE OFFICE APPLICATIONS 10.8 do, the microblogging service now reaching 16% of the (% WHO) (% WHO) (% WHO) (% WHO) GENDER EDITED/MANAGED OWN WEBSITE 14.2 Japanese internet user population, compared to 10% of MALE 55.6 52.8 65.4 40.0 USED INTERNET BANKING 58.9 the internet user based in the United States. FEMALE 44.4 47.2 34.6 60.0 LEFT A COMMENT ON A STORY ON A WEBSITE 11.5 (SOURCE: THE NIELSEN COMPANY) EDUCATION WRITTEN A NEWS STORY/ARTICLE 9.4 SCHOOLING UNTIL AGE 16 1.6 3.8 2.6 2.2 PURCHASED A PRODUCT ONLINE 66.7 SCHOOLING UNTIL AGE 18 28.2 27.2 21.2 44.4 REvIEWED A PRODUCT OR BRAND ONLINE 28.0 When it comes to mobile social networking however, TRADE/TECHNICAL SCHOOL OR COLLEGE 16.1 18.5 18.6 11.1 USED A SOCIAL BOOKMARK SERvICE 12.6 Mixi is in the lead, with 11.3% of mobile users accessing UNIvERSITY 47.6 44.1 48.7 33.3 INSTALLED AN APPLICATION ON YOUR BROWSER 24.0 POST GRADUATE 6.5 6.4 9.0 8.9 POSTED A COMMENT ON A FORUM/MESSAGE BOARD/BBS WEBSITE 16.3 Mixi Mobile’s site during December 2010; Twitter was the EMPLOYMENT UPLOADED PHOTOS ONLINE 19.0 second most popular mobile social networking destination FULL-TIME WORKER 36.3 35.1 43.6 37.8 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) with 6.7% of all mobile users, followed by Gree with 6.5%. PART-TIME WORKER 12.9 11.6 9.6 17.8 (SOURCE: COMSCORE) FREELANCER 5.2 5.2 3.8 6.7 SELF-EMPLOYED 7.7 9.9 7.1 0.054 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 55
  • 30. MALAYSIA Malaysians aged between 20 and 24 years old are the highest users of the internet, spending an average of 22.3 • ONLINE ADVERTISING • hours online every week. (SOURCE: TELECOM PAPER/THE NIELSEN COMPANY) Online ad spend in Malaysia in 2010 came to RM 52.15 Though Malaysia ranks 111th in the world in terms of million (US$17.1 million). While that represented a 28.9% download speed (their current rate is 1070 kbps), that increase from 2009, online ad spending in the country still hasn’t stopped internet users from downloading music, with only represents 0.7% of the country’s total ad spend. (SOURCE: THE NIELSEN COMPANY) 86% of internet users in the country in a survey saying they did this in 2010. Total internet media spend (both PC and mobile), according (SOURCE: vISA/SPEEDTESTS) to another source, came to US$54 million in 2010. (SOURCE: SUN2SURf/BUZZCITY) The two most popular online activities in 2010 amongst online Malaysians were social networking (95%) and online Mobile ad spend grew by 103% in 2010 against 2009. In banking (86%). the last quarter of 2010, there was a significant boost in (SOURCE: vISA) spending in the mobile category with a 218% increase in According to another survey, more than half of online mobile ad spend compared to the same period in 2009. (SOURCE: BUZZCITY) Malaysians are either uploading or downloading music and videos; 54% are watching video clips online, while more A total of 253 million ad banners were served in Malaysia than one third of internet users are playing online games, in the last quarter of 2010 alone. UNEMPLOYED 3.6 and predominantly younger males are doing this. (SOURCE: BUZZCITY) • DEMOGR APHICS • OThER 1.2 (SOURCE: YAHOO! NET INDEx) MAIN SHOPPER MAIN 38.5 The main news sources for Malaysian internet users now JOINT 56.6 Malaysians are becoming more comfortable with the idea are online newspapers (53% of users), internet portals There are more than 17.5 million internet users in Malaysia. (SOURCE: SKMM/MCMC) DO NOT DO THE SHOPPING 4.9 of online banking - the total number of Malaysian internet (47%) and local news sites (46%). WORK SECTOR ADvERTISING/MARKETING/MEDIA 1.1 users who used online banking services grew by 16% (SOURCE: YAHOO! NET INDEx) By 2015 it is estimated that there will be up to 25 million AGRICULTURE OR MINING 1.0 between January 2010 and January 2011, representing 2.7 internet users in Malaysia, which would represent an EDUCATION 6.8 million people who used them at the beginning of 2011. A total of 5.5 million Malaysians visited news and FINANCIAL SERvICES 6.1 information sites in July 2010. internet penetration rate of around 80%. Of these 25 (SOURCE: COMSCORE) GOvERNMENT (Ex EDUCATION & HEALTH) 4.7 (SOURCE: COMSCORE) million internet users, an estimated 50% of them will HEALTHCARE/MEDICINE 3.2 IT/INTERNET/SOFTWARE/COMPUTER SERvICES 12.4 More Malaysians are sharing photos online, with the activity be dual users of both PC and mobile when it comes to Malaysian internet users made a total of 960 million MANUFACTURING/ENGINEERING/CONSTRUCTION 14.6 seeing an increase of 57% in usage between 2009 accessing the internet. POLICE OR ARMED FORCES 0.3 searches online in January 2011, averaging 98.7 searches (SOURCE: MCKINSEY & COMPANY) PROFESSIONAL SERvICES (LAW, ACCOUNTING, ARCHITECT ETC) 6.6 and 2010. RETAIL 4.4 (SOURCE: ASIANCORRESPONDENT/24/7 WALL STREET) per searcher; more than three quarters (76%) of these Malaysia has a broadband penetration rate of 55.6%. TRANSPORT/LOGISTICS/DISTRIBUTION 1.9 searches took place on Google. (SOURCE: NTIC) TRAvEL/TOURISM/LEISURE SERvICES 2.3 Malaysians watched a total of 505 million videos in January (SOURCE: COMSCORE) OThER 13.0 CURRENT POSITION 2011 alone, representing 41 million hours of viewing time. For Malaysian households the broadband penetration rate COMPANY OWNER 6.4 (SOURCE: COMSCORE) Malaysia’s Top Sites SENIOR MANAGER 7.2 TOTAL UNIQUE vISITORS (000) is slightly higher at 57.6%, representing 3.8 million people. (SOURCE: SKMM/MCMC) MID-LEvEL MANAGER 13.8 Malaysia has the largest online video viewing population GOOGLE SITES 9,526 ENTRY-LEvEL MANAGER 9.9 FACEBOOK.COM 9,276 in south east Asia, representing more than 8.18 million MICROSOFT SITES 7,713 TEAM MEMBER 21.5 More than half (54.4%) of Malaysia’s internet users live SUPPORT LEvEL 11.2 people, but internet users there spend the least amount YAhOO! SITES 7,402 WIKIMEDIA FOUNDATION SITES 3,006 in the central region of the country, which includes Kuala OTHER 8.4 of time in the region actually watching videos, at only MUDAH.MY 2,228 RESPONSIBILITY AT WORK Lumpur and Selangor. Residents in this part of the country ADvERTISING AND MARKETING 12.9 five hours per user on average, half that, for example, of CBS INTERACTIvE 2,002 AOL 1,966 account for 51.3% of total pageviews and 52.6% of total COMPANY STRATEGY 19.4 Singapore (10.7 hours per viewer). DIRECT REPORTS/TEAM 29.7 WORDPRESS 1,887 minutes spent online in the country as a whole. (SOURCE: COMSCORE) GENERAL MANAGEMENT 34.6 ASK NETWORK 1,833 (SOURCE: COMSCORE) (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) MANAGING BUDGETS 21.2 PURCHASING OF ALL OTHER PRODUCTS AND SERvICES FOR YOUR COMPANY 20.4 Why Malaysian Internet Users Go Online Malaysia’s online audience is by and large in the younger MOTIvATION fOR INTERNET USAGE % Of INTERNET USERS WHO PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND SERvICES FOR Malaysia’s Top Entertainment Sites CONSIDER THIS vERY IMPORTANT end of the spectrum, the largest online audience age group YOUR COMPANY 21.0 RESEARCH FOR WORK 61.2 TOTAL UNIQUE vISITORS (000) RECRUITING NEW EMPLOYEES 16.6 YOUTUBE.COM 6,036 in the country being between the ages of 15 and 24 years NONE OF THE ABOvE 16.1 NETWORKING FOR WORK 44.6 CBS INTERACTIvE 2,002 EDUCATION 49.7 old, representing 38% of users. The next largest group is DECISION MAKER STAY IN TOUCH WITH FRIENDS 51.2 vEvO 1,563 DECISION MAKER 20.9 vIACOM DIGITAL 1,560 aged between 25 and 34 years old (26% of users). SENIOR DECISION MAKER 7.8 UPDATE MY FRIENDS WITH MY LIFE 31.9 PPSTREAM 1,454 (SOURCE: COMSCORE) (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) MEET NEW PEOPLE 21.3 AOL MUSIC 1,219 PROMOTE SOMETHING 29.8 DIGITAL FIvE 1,062 ENTERTAINMENT 37.7 Malaysia’s Internet Users 2010 RESEARCH/FIND PRODUCTS TO BUY 50.0 METACAFE 923 % Of INTERNET USERS REAL.COM NETWORK 746 SHARE MY OPINION 27.2 GENDER • USER BEHAVIOUR • SHARE CONTENT 27.9 BREAK MEDIA NETWORK (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) 743 MALE 45.8 FIND MUSIC 30.9 FEMALE 54.2 FIND FILMS/Tv SHOWS 27.5 EDUCATION When it comes to consuming digital media content and STAY UP TO DATE ON NEWS/EvENTS 55.5 Malaysia’s Top Gaming Sites SCHOOLING UNTIL AGE 16 0.8 RESEARCH HOW TO DO THINGS 60.0 TOTAL UNIQUE vISITORS (000) SCHOOLING UNTIL AGE 18 8.5 services, Malaysians consume 35% more than their peers ORGANISE MY LIFE 23.6 WILDTANGENT MEDIA 403 TRADE/TECHNICAL SCHOOL OR COLLEGE 22.6 UNIvERSITY 56.3 in China and 150% more than those internet users in India, ExPRESS MYSELF 23.0 TRAvIAN GAMES 403 TAKE ON A DIFFERENT PERSONALITY 15.2 Y8.COM 380 POST GRADUATE 11.9 particularly when it comes to either social-networking sites FILL UP SPARE TIME 37.2 GAMESPOT 366 EMPLOYMENT STATUS FULL-TIME WORKER 63.3 or instant messaging services. TO GET INSPIRED/GET IDEAS 48.5 IGN ENTERTAINMENT 325 (SOURCE: MCKINSEY & COMPANY) PLAY GAMES 20.2 GSN GAMES NETWORK AND CPMSTAR 323 PART-TIME WORKER 4.2 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) GIANTREALM 307 FREELANCER 3.7 GARENA.COM 263 SELF-EMPLOYED 7.2 YAhOO! GAMES 254 FULL-TIME PARENT 1.4 FREEONLINEGAMES.COM 243 IN EDUCATION 15.4 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011)56 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 57
  • 31. Malaysia’s Top Retail Sites related goods and services in 2010. By comparison TOTAL UNIQUE vISITORS (000) Malaysian internet users spent on average RM 433 each on AMAZON SITES 1,110 APPLE.COM WORLDWIDE SITES 777 online banking and RM 352 on online trading. (SOURCE: vISA) ALIBABA.COM 663 AVG.COM 251 HEWLETT PACKARD 207 Online shopping is fairly evenly balanced between the sexes DELL 189 MGID.COM 180 in Malaysia, but male internet users are slightly ahead of WARESEEKER.COM 133 the females in the country - 58% of online shoppers in the LEAWO.COM 132 country are male. SAMSUNG GROUP 130 (SOURCE: vISA) (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) Top Site Categories in Malaysia by Reach The biggest group by age when it comes to online SITE CATEGORY % REACH spending in Malaysia are those aged between 18 and 34 SOCIAL NETWORKING 91 years old, representing 68% of Malaysia’s online shoppers. SEARCH/NAvIGATION 88 (SOURCE: vISA) PHOTOS 81 MULTIMEDIA 72 BLOGS 58 What motivates Malaysians to shop online? Convenience DIRECTORIES/RESOURCES 58 seems to be the key answer to that question. The three EMAIL 57 DOWNLOADS 53 main reasons Malaysians gave in one survey as to why COMMUNITY 53 they shopped online were the ability to shop at anytime GAMES 52 they wanted to (83% of internet users saying this was the TECHNOLOGY 50 NEWS/INFORMATION 48 case); the ability to compare prices (81%); to save time RETAIL 44 (81%) and because it gave them the ability to easily locate BUSINESS/FINANCE 39 INSTANT MESSENGERS 36 and compare products (79%). (SOURCE: vISA) TRAvEL 28 SPORTS 20 TV 19 What Malaysian Internet Users Buy Online EDUCATION 15 PURCHASED ONLINE IN PAST SIx MONTHS % Of INTERNET USERS AUCTIONS MALAYSIA 14 DESKTOP COMPUTER 1.4 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, DECEMBER 2010) PORTABLE MEDIA PLAYER E.G. IPOD 2.6 MOBILE PHONE 8.5 FLAT SCREEN Tv 3.5 GAMES CONSOLE 2.3 • E-COMMERCE • DvD PLAYER 2.2 SATELLITE/CABLE Tv 1.8 BROADBAND/HI-SPEED INTERNET 7.9 WHITE GOODS E.G. FRIDGE, WASHING MACHINE 2.4 Online retail sites have a 44% reach in Malaysia. CAR/AUTOMOBILE 2.8 (SOURCE: COMSCORE) MOTORCYCLE 1.3 FURNITURE/HOME EQUIPMENT 4.2 Online Malaysians spent an average of US$2,006 each on HOLIDAY (IN MY OWN COUNTRY) 16.5 HOLIDAY (ABROAD) 12.7 online purchases in 2010. LAPTOP (10"+ SCREEN) 4.1 (SOURCE: vISA) NETBOOK 3.4 BLU RAY PLAYER 1.0 Malaysia’s e-commerce revenues were expected to have E-BOOK/E-READER 3.2 TABLET DEvICE I.E. IPAD 1.9 reached US$29.24 billion in 2010, a 32% increase on 2009. BEER 4.3 E-commerce revenues are forecast to increase by 20-30% WINE/SPIRITS 4.2 SPORTS EQUIPMENT 5.3 on an annual basis over the next three to five years. (SOURCE: MALAYSIANDIGEST/PIKOM) CLOTHES 24.4 ShOES 13.1 TRAvEL E.G. PLANE TICKETS/HOTEL 20.2 Malaysia now boasts the biggest number of online banking MUSIC 7.9 customers in south east Asia. At the beginning of 2011, FILMS 11.0 BOOKS 15.7 Malaysia had more than 2.7 million internet banking FINANCIAL PRODUCT E.G. INSURANCE 5.2 customers. The benefactors of this customer base are PERSONAL ITEMS E.G. WATCHES/HANDBAGS ETC 10.2 HEALTHCARE AND PHARMACEUTICAL PRODUCTS 12.0 Maybank (in poll position), Climbclicks.com.my and A GIFT FOR SOMEONE 16.2 Pbebank.com. A SKINCARE/HAIRCARE/BEAUTY PRODUCT 6.7 (SOURCE: COMSCORE) PET FOOD 4.1 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) Online travel is a big thing in Malaysia, ranking as the top online spend item amongst internet users there. One study in early 2010 revealed that 82% of Malaysians had • MOBILE • purchased airline tickets online over the last 12 months and 72% had booked and paid for travel accommodations online as well. There are now more than 31.5 million mobile subscribers in (SOURCE: vISA) Malaysia, representing a penetration rate of 108.8%. (SOURCE: MALAYSIAN WIRELESS/GOOGLE) Malaysian internet users spend more on online travel than on any other category; in 2010 online users on average According to other sources however, Malaysia’s mobile spent RM 685 on airline tickets, RM 473 on travel and penetration rate is much higher, at 117%. (SOURCE: fROST & SULLIvAN) accommodation, and RM 456 with online travel agents. In total they spent on average RM 1,909 each on travel58 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 59
  • 32. By 2015, the county’s mobile penetration rate is expected Location-based social media service Foursquare currently COMPANY STRATEGY 21.0 21.4 23.1 21.9 Why Malaysians Take Part in Social Network Groups DIRECT REPORTS/TEAM 30.4 26.0 27.5 31.5 MOTIvATIONS fOR JOINING A SOCIAL NETWORK GROUP JOINED A SNS GROUP to hit 141%. has just 136,000 users in Malaysia. That may not seem GENERAL MANAGEMENT 35.1 33.8 31.8 36.8 RESEARCH FOR WORK 2.8 (SOURCE: MCKINSEY & COMPANY) a lot, but believe it or not the service is more popular in MANAGING BUDGETS 21.5 21.4 23.8 24.6 NETWORKING FOR WORK 4.5 PURCHASING OF ALL OTHER PRODUCTS AND SERvICES Malaysia than it is in the United States. EDUCATION 1.2 Malaysia’s mobile broadband and data market was worth SOURCE: ASIANCORRESPONDENT/OLIvER WOODS) FOR YOUR COMPANY 21.0 20.3 21.3 22.8 STAY IN TOUCH WITH FRIENDS 24.7 PURCHASING OF IT, TELECOMS OR TECHNOLOGY PRODUCTS AND SERvICES around RM 6 billion in 2010; by 2015 that figure is FOR YOUR COMPANY 22.1 21.3 20.1 24.7 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 7.5 MEET NEW PEOPLE 13.9 expected to grow to reach RM 9 billion. Malaysians who are currently using Foursquare are driven RECRUITING NEW EMPLOYEES 16.8 15.2 13.9 19.4 PROMOTE SOMETHING 2.7 NONE OF THE ABOvE 14.6 15.9 14.7 13.4 (SOURCE: fROST & SULLIvAN) by the fact that it offers them a powerful restaurant guide, DECISION MAKER ENTERTAINMENT 5.3 RESEARCH/FIND PRODUCTS TO BUY 2.5 and Malaysian members are 65.7 times more likely to use DECISION MAKER 21.6 19.5 20.5 24.2 It is estimated that 30% of Malaysians are now mobile SHARE MY OPINION 11.0 the internet to looking up dining options than non-users. SENIOR DECISION MAKER 7.6 9.3 8.4 7.8 SHARE CONTENT 2.7 internet users. By 2015, the mobile internet penetration (SOURCE: OLIvER WOODS/GOOGLE INSIGHTS) (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) FIND MUSIC 0.0 rate is expected to reach 44%. STAY UP TO DATE ON NEWS/EvENTS 10.2 (SOURCE: MCKINSEY & COMPANY) The most popular brand on Foursquare is Firefly, a Malaysia’s Top Social Networking Sites RESEARCH HOW TO DO THINGS 1.8 TOTAL UNIQUE vISITORS (000) ORGANISE MY LIFE 0.9 Malaysian budget airline which now has 4,000 people ExPRESS MYSELF 2.1 Around 19% of Malaysian internet users aged between 20 FACEBOOK.COM 9,276 following it. TWITTER.COM 1,056 TAKE ON A DIFFERENT PERSONALITY 0.5 and 24 are accessing the internet via their mobile phones. (SOURCE: OLIvER WOODS/fOURSQUARE) TAGGED.COM 980 FILL UP SPARE TIME 4.1 (SOURCE: TELECOM PAPER/THE NIELSEN COMPANY) YAHOO! PULSE 581 I FEEL LIKE I HAvE TO 1.6 MYSPACE 466 TO TALK ABOUT BRANDS/PRODUCTS 0.0 Blog sites have a 58% reach in Malaysia. Currently, 11% of Malaysian internet users say they are (SOURCE: COMSCORE) FRIENDSTER.COM 457 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) WINDOWS LIvE PROFILE 448 accessing the internet via smartphones. SCRIBD.COM 408 Top Malaysian Brands on facebook (SOURCE: TELECOM PAPER/THE NIELSEN COMPANY) Malaysians on average visit online communities twice a day. MULTIPLY.COM 351 RANK BRAND fANS % GROWTH (SOURCE: MDA/EffECTIvE MEASURE) DEvIANTART.COM 333 1. MCDONALD’S MALAYSIA 695,957 +55.18% Two out of every five mobile phones sold in Malaysia in (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) 2. SATU MALAYSIA 633,765 +26.17% 2010 was a smartphone. Malaysians are a popular bunch, with the highest average 3. PIZZA HUT MALAYSIA 422,242 +15.60% online Activities/Actions in Malaysia 4. MALAYSIA AIRLINES TRAvEL 289,344 +42.83% (SOURCE: MALAYSIAN WIRELESS/GOOGLE) number of friends on their social networking sites (233 of HAvE DONE IN THE PAST MONTH % Of INTERNET USERS 5. NIKE FOOTBALL MALAYSIA 258,047 +90.42% them) than any other country in the world. WATCHED A vIDEO CLIP 80.6 6. BLACKBERRY MALAYSIA 206,753 +98.95% Nearly 13 million Malaysian broadband users are expected (SOURCE: TNS DIGITAL LIfE) UPLOADED A vIDEO ONLINE 33.7 7. KFC MALAYSIA 184,346 +115.84% to go online via smartphones by 2015. MANAGED YOUR SOCIAL NETWORK PROFILE 69.6 8. SONY ERICSSON MALAYSIA 160,694 +84.46% 9. CANON CAMERA (MALAYSIA) 156,287 +27.42% (SOURCE: fROST & SULLIvAN) Malaysians are also the heaviest users of social networking WRITTEN YOUR OWN BLOGS 31.0 USED A MICRO-BLOGGING SERvICE 17.9 10. WATSONS MALAYSIA 125,818 +132.18% sites worldwide, spending on average nine hours per week SUBSCRIBED TO AN RSS FEED 16.6 (SOURCE: SOCIALBAKERS; BRANDS CURRENTLY INDExED IN DATABASE; MAY 2011; DATA fOR PAST 6 MONTHS) Almost half of Malaysians aged between 20 and 34 own a on the activity. USED AN AGGREGATOR 11.5 3G mobile phone. (SOURCE: TNS DIGITAL LIfE) USED INSTANT MESSENGER 63.3 What Motivates Malaysians to Influence Online (SOURCE: TELECOM PAPER/THE NIELSEN COMPANY) MADE A PHONE CALL ONLINE/USED vOIP 27.9 MOTIvATION % Of TOTAL INTERNET USERS USED WEBMAIL 71.1 Malaysias Social Media Profiles 2010 & 2011 TO SHARE A GOOD ExPERIENCE 56.2 Malaysia’s mobile internet users spend an average of 5.28 MANAGED WRITTEN USED A JOINED A USED ONLINE OFFICE APPLICATIONS 42.5 TO SHARE A BAD ExPERIENCE 49.0 EDITED/MANAGED OWN WEBSITE 28.8 minutes per session, viewing six pages each time and SNS PROfILE OWN BLOG MICROBLOGGING SOCIAL NETWORK USED INTERNET BANKING 73.6 TO MAKE SURE OTHER CONSUMERS PICK GOOD PRODUCTS 53.8 SERvICE GROUP TO GET COMPANIES/SERvICES TO IMPROvE THEIR PERFORMANCE 53.8 staying on each mobile site for an average of 53 seconds. (% WHO) (% WHO) (% WHO) (% WHO) LEFT A COMMENT ON A STORY ON A WEBSITE 49.2 TO BE SEEN AS AN ExPERT 33.2 (SOURCE: ADOI MAGAZINE/MDA/EffECTIvE MEASURE) GENDER WRITTEN A NEWS STORY/ARTICLE 23.4 MALE 43.9 41.7 45.1 45.6 I LIKE TO SHARE MY OPINION 51.2 PURCHASED A PRODUCT ONLINE 35.6 I LIKE TO CONTRIBUTE TO THE COMMUNITY 48.8 FEMALE 56.1 58.3 54.9 54.4 REvIEWED A PRODUCT OR BRAND ONLINE 48.9 EDUCATION I LOvE THE BRAND 48.0 USED A SOCIAL BOOKMARK SERvICE 31.6 TO TALK TO THE BRAND DIRECTLY 9.0 SCHOOLING UNTIL AGE 16 0.7 1.3 0.7 0.7 INSTALLED AN APPLICATION ON YOUR BROWSER 50.7 • SOCIAL NETWORKING • SCHOOLING UNTIL AGE 18 7.2 7.2 9.5 7.5 POSTED A COMMENT ON A FORUM/MESSAGE BOARD/BBS WEBSITE 42.2 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) TRADE/TECHNICAL SCHOOL OR COLLEGE 22.1 20.1 21.6 22.2 UPLOADED PHOTOS ONLINE 63.8 UNIvERSITY 58.5 60.4 56.3 59.4 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) What Motivates Bloggers in Malaysia POST GRADUATE 11.6 11.0 11.8 10.2 Malaysia has the second highest social networking EMPLOYMENT STATUS MOTIvATIONS fOR BLOGGING % Of BLOGGERS RESEARCH FOR WORK 6.1 penetration in south east Asia, according to one study, FULL-TIME WORKER 62.2 57.9 60.4 58.7 Motivations for Using Social Networks NETWORKING FOR WORK 5.3 MOTIvATIONS fOR USING A SOCIAL NETWORK % Of SOCIAL NETWORK USERS estimated to be at 91%. PART-TIME WORKER 4.3 6.6 5.1 6.1 RESEARCH FOR WORK 2.7 EDUCATION 4.0 (SOURCE: ASIANCORRESPONDENT/24/7 WALL STREET) FREELANCER 4.1 4.4 4.8 4.3 STAY IN TOUCH WITH FRIENDS 8.9 SELF-EMPLOYED 6.3 6.3 7.3 6.6 NETWORKING FOR WORK 4.3 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 9.5 FULL-TIME PARENT 1.5 1.5 1.5 1.4 EDUCATION 1.0 MEET NEW PEOPLE 1.3 Nearly three quarters (71%) of online Malaysians use social IN EDUCATION 16.3 19.1 18 18.3 STAY IN TOUCH WITH FRIENDS 52.7 PROMOTE SOMETHING 8.0 KEEP MY FRIENDS UP TO DATE WITH MY LIFE 10.6 networking sites according to another study, keeping in UNEMPLOYED 4.0 4.0 2.9 3.7 ENTERTAINMENT 2.5 OThER 1.2 0.2 0.0 0.9 MEET NEW PEOPLE 4.5 RESEARCH/FIND PRODUCTS TO BUY 0.6 touch with their friends and family using these facilities. WORK SECTOR PROMOTE SOMETHING 2.4 SHARE MY OPINION 16.7 There has been a 24% growth in the number of internet ADvERTISING/MARKETING/MEDIA 0.8 0.4 1.1 0.5 ENTERTAINMENT 5.3 SHARE CONTENT 4.8 AGRICULTURE OR MINING 0.9 0.6 0.4 1.3 RESEARCH/FIND PRODUCTS TO BUY 0.8 users in Malaysia using social networking sites since 2009. EDUCATION 6.7 6.5 5.5 6.9 SHARE MY OPINION 2.5 FIND MUSIC 1.1 (SOURCE: TELECOM PAPER/THE NIELSEN COMPANY) STAY UP TO DATE ON NEWS/EvENTS 2.3 FINANCIAL SERvICES 6.1 3.6 3.7 6.9 SHARE CONTENT 1.7 RESEARCH HOW TO DO THINGS 2.3 GOvERNMENT (Ex EDUCATION & HEALTH) 4.5 4.0 3.7 4.3 FIND MUSIC 0.2 ORGANISE MY LIFE 0.8 As much as 88.4% of Malaysians are said to have a HEALTHCARE/MEDICINE 3.0 2.1 1.8 2.9 STAY UP TO DATE ON NEWS/EvENTS 2.0 ExPRESS MYSELF 14.8 RESEARCH HOW TO DO THINGS 0.3 Facebook account, compared to just 10.8% having a IT/INTERNET/SOFTWARE/COMPUTER SERvICES 12.7 14.6 14.6 11.7 ORGANISE MY LIFE 0.7 TAKE ON A DIFFERENT PERSONALITY 0.8 MANUFACTURING/ENGINEERING/CONSTRUCTION 13.1 12.1 13.2 12.8 FILL UP SPARE TIME 4.4 Twitter account, or 2.9% with a LinkedIn account. POLICE OR ARMED FORCES 0.4 0.9 1.1 0.2 ExPRESS MYSELF 2.6 I FEEL LIKE I HAvE TO 3.6 (SOURCE: ASIANCORRESPONDENT/24/7 WALL STREET) PROFESSIONAL SERvICES (LAW, ACCOUNTING, TAKE ON A DIFFERENT PERSONALITY 0.3 TO TALK ABOUT BRANDS/PRODUCTS 1.3 ARCHITECT ETC) 6.7 6.4 7 6.9 FILL UP SPARE TIME 3.1 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) On a more modest scale, according to the Malaysian Digital RETAIL 4.6 4.4 4.7 5.1 I FEEL LIKE I HAvE TO 2.1 TRANSPORT/LOGISTICS/DISTRIBUTION 1.7 1.9 1.5 1.8 TO TALK ABOUT BRANDS/PRODUCTS 0.2 Association, Facebook actually now has eight million users TRAvEL/TOURISM/LEISURE SERvICES 2.4 1.7 2.9 2.3 (SOURCE: GLOBALWEBINDEx WAvES 3 & 4 (SEPT 2010 & fEB 2011) WWW.GLOBALWEBINDEx.NET) in Malaysia. OTHER 13.3 16.0 16.5 11.9 (SOURCE: MDA/EffECTIvE MEASURE) CURRENT POSITION COMPANY OWNER 6.5 8.6 8.8 7.4 SENIOR MANAGER 6.3 6.7 6.6 5.2 Facebook may have eight million Malaysians on board, but MID-LEvEL MANAGER 13.3 11.0 12.1 13.0 how many of them are actively engaging with it? According ENTRY-LEvEL MANAGER 10.8 8.5 8.4 11.1 to one survey, only 1.3 million are actually active users. TEAM MEMBER 21.9 20.9 26.4 21.0 (SOURCE: MALAYSIA CRUNCH) SUPPORT LEvEL 10.4 10.6 7.7 10.2 OTHER 7.8 8.9 7.7 7.9 RESPONSIBILITY AT WORK ADvERTISING AND MARKETING 13.6 14.6 16.8 15.160 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 61
  • 33. NEW ZEALAND WORK SOCIAL NETWORKING 76 63 76 74 New Zealand’s Top Gaming Sites WATCHING STREAMING MEDIA 53 68 TOTAL UNIQUE vISITORS (000) STUDY 61 66 INTERGI ENTERTAINMENT AND GAMES 279 CHATTING 44 59 IGN ENTERTAINMENT 246 DOWNLOADING MUSIC 48 59 GAMESPOT 215 vOICE OvER INTERNET TELEPHONE 47 50 GSN GAMES NETWORK AND CPMSTAR 177 DOWNLOADING Tv SHOWS OR MOvIES 30 45 WILDTANGENT MEDIA 147 DOWNLOADING COMPUTER OR vIDEO GAMES 8 43 GIANTREALM 132 SELF-PUBLISHING/BLOGGING 14 26 WIKIA GAMING 120 OTHER 27 26 NICKELODEON CASUAL GAMES 104 (SOURCE: BOND UNIvERSITY fOR THE INTERACTIvE GAMES AND ENTERTAINMENT ASSOCIATION) MOSHIMONSTERS.COM 96 EA ONLINE 86 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) • ONLINE ADVERTISING • New Zealand’s Top Retail Sites TOTAL UNIQUE vISITORS (000) AMAZON SITES 571 APPLE.COM WORLDWIDE SITES 404 Total online advertising spend in New Zealand for 2010 1-DAY.CO.NZ 259 came to NZ$257.46 million, an increase of 19.65% from THE WAREHOUSE GROUP 234 TICKETEK 186 2009. WOOLWORTHS 157 (SOURCE: IAB NZ) NZSALE.CO.NZ 121 NOELLEEMING.CO.NZ 119 Search and directories took the biggest slice of online ad HARvEYNORMAN.CO.NZ 118 SHOPPING.COM SITES 114 • DEMOGR APHICS • • USER BEHAVIOUR • spend in 2010, with 36% of all online spend going on that (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) category, representing NZ$93.06 million. Classified ads comprised a 33% share of total ad dollars, representing Top Site Categories in New Zealand by Reach There are currently more than 3.6 million internet users in News and information sites have a 79.4% reach in New NZ$83.76 million; display took the remaining 31%, which SITE CATEGORY % REACH New Zealand, representing a penetration rate of 85.4%. Zealand, with online users spending 3.3% of their time on came to NZ$80.65 million. PORTALS 97.3 SEARCH/NAvIGATION 96.2 (SOURCE: INTERNETWORLDSTATS) the activity, above the regional average of 2.7% of time (SOURCE: IAB NZ) ENTERTAINMENT 94.7 spent doing this. NEWS/INFORMATION 94.2 In mid-2010, there were 24.5 broadband internet (SOURCE: COMSCORE) Total spend on search and directories in New Zealand grew SOCIAL NETWORKING 93.9 subscribers per 100 inhabitants in New Zealand. 23.09% in 2010, which was largely driven by the rise of COMMUNITY 93.5 DIRECTORIES/RESOURCES 89.0 (SOURCE: COMPUTERWORLD NZ) higher than the regional average of 9.1%, on average online video and social media advertising. TECHNOLOGY 88.7 online internet users in New Zealand spend 11.9% of their (SOURCE: IAB NZ) BUSINESS/FINANCE 88.1 There were 1.3 million broadband subscribers as of June PhOTOS 73.5 online time on entertainment. Entertainment as a category 2010, an increase of 15% from the same period in 2009. Classified ads in New Zealand grew 17.26% between 2009 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) (SOURCE: STATISTICS NEW ZEALAND) has 79% reach in the country. (SOURCE: COMSCORE) and 2010. (SOURCE: IAB NZ) New Zealand’s Top Online Advertisers in 2010 New Zealand’s internet population is pretty well balanced New Zealand online users spend on average 19.4 hours ADvERTISER NUMBER Of NUMBER Of BANNERS CAMPAIGNS when it comes to gender; it’s made up of 51% women and online per month, above the regional average of 16.4 hours. The average number of searches performed by New (CREATIvES) 49% men. (SOURCE: COMSCORE) Zealanders in April 2010 was 125.8; 77% of these searches FLIGHT CENTRE 287 678 (SOURCE: COMSCORE) COMPETITIvE CYCLIST 220 313 While gaming in New Zealand does not have the highest took place on Google. AIR NEW ZEALAND 101 286 (SOURCE: GOOGLE) When it comes to grouping internet users by age, the reach in Asia Pacific, at 43% (lower than most other SEEK 95 568 TELECOM NEW ZEALAND 79 539 biggest group of users are in the 55+ age range - the markets), New Zealanders are the second most dedicated Online ad spend in New Zealand is project to reach US$185 NZ GOvT ENERGY EFFICIENCY AND CONSERvATION AUTHORITY 75 214 smallest age group for other countries in the region - users of online gaming sites in the region, spending 5% million in 2011. By 2012 that figure is expected to grow to GFI SOFTWARE 65 72 THE WAREHOUSE 64 88 representing 23% of New Zealand’s online population. The of their total online time on the activity - ahead of ardent reach US$203 million; by 2013 total online ad spend should BANK OF NEW ZEALAND 59 195 next biggest group of internet users by age are those aged gamers in Japan, China and South Korea and only behind reach US$224 million. KIWIBANK 58 166 between 25 and 34, representing 21% of all online users in The Philippines where its internet users spend 5.5% of (SOURCE: ZENITHOPTIMEDIA) xFOREx 53 215 MICROSOFT 51 222 the country. their total online time on the activity. WSPA 50 188 (SOURCE: COMSCORE) (SOURCE: COMSCORE) New Zealand’s Top Sites NZ RETIREMENT COMMISSION 47 121 TOTAL UNIQUE vISITORS (000) vODAFONE 46 221 More than two thirds (68%) of New Zealanders with home The average time spent per online session in New Zealand GOOGLE SITES 2,587 FIRST BEAT MEDIA 45 96 MICROSOFT SITES 2,560 ANZ NZ 43 195 internet access have broadband connections. is 10 minutes 45 seconds. FACEBOOK.COM 2,125 QANTAS 42 220 (SOURCE: IAB NZ) (SOURCE: IAB/THE NIELSEN COMPANY) TRADE ME 1,666 NCH SOFTWARE 42 94 YAHOO! SITES 1,578 FOODSTUFFS 41 67 New Zealand’s Internet Users 2010 New Zealanders like to look before they buy - 1.6 million of FAIRFAx MEDIA 1,563 (SOURCE: IAB/NIELSEN ADRELEvANCE 2010 TOTAL YEAR (N.B. MEDIA COMPANIES REMOvED) APN NEWS & MEDIA 1,370 % Of INTERNET USERS them have watched an online video about a product or a WIKIMEDIA FOUNDATION SITES 1,044 AGE Online Display Spend in New Zealand in 2010 10-19 19 service that they were considering purchasing. APPLE 953 CATEGORY TOTAL SPEND (NZ$) % SHARE Of 20-29 18 (SOURCE: IAB NZ/NIELSEN MEDIA RESEARCH) GLAM MEDIA 858 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) TOTAL DISPLAY SPEND 30-39 17 INvESTMENT, FINANCE AND BANKING 12.41 15 40-49 18 They are becoming active critics too - 762,000 of them TRAvEL AND ACCOMMODATION 9.75 12 50-59 14 New Zealand’s Top Entertainment Sites 60-74 12 have reviewed products or services online. TOTAL UNIQUE vISITORS (000) GOvERNMENT DEPARTMENTS, SERvICES AND COMMUNITIES 9.86 12 (SOURCE: IAB NZ/NIELSEN MEDIA RESEARCH) LEISURE, ENTERTAINMENT AND MEDIA 7.77 10 75+ 2 YOUTUBE.COM 1,503 TELECOMMUNICATIONS 6.77 8 ACCESS LOCATION ITUNES SOFTWARE (APP) 794 AUTOMOTIvE 5.91 7 hOME 91 What New Zealanders Do Online: Online Gamers vs vIACOM DIGITAL 738 FOOD AND BEvERAGES 5.18 6 WORK 36 SCHOOL/TECH/UNI 21 Non-Gamers CBS INTERACTIvE 727 RETAIL 4.65 6 vEvO 516 HEALTH, BEAUTY AND PHARMACEUTICALS 4.48 6 ACTIvITY % Of NON-GAMERS % Of ONLINE GAMERS FRIENDS/RELATIvES 36 STUFF - ENTERTAINMENT 453 BUSINESS SERvICES AND OFFICE PRODUCTS 3.45 4 EMAIL 99 99 LIBRARY 25 GLAM ENTERTAINMENT 373 OThER 3.22 4 BROWSING/SURFING 94 98 INTERNET CAFE 18 TvNZ SITES 350 COMPUTERS 2.40 3 PRODUCT INFORMATION 92 95 CONNECTION IMDB 341 HOME AND GARDEN 2.09 3 SHOPPING/BANKING/PAYING BILLS 92 93 BROADBAND 83 NZHERALD ENTERTAINMENT NEWS 328 INSURANCE 1.97 2 READING THE NEWSPAPERS 92 93 DIAL-UP 16 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) REAL ESTATE 8.73 1 (SOURCE: IAB NZ/NIELSEN PANORAMA SURvEY JANUARY-DECEMBER 2010; WORLD INTERNET PROJECT NEW PLAYING COMPUTER OR vIDEO GAMES 0 83 (SOURCE: IAB NZ) ZEALAND 2010) BOOKING TRAvEL/HOLIDAYS 82 8362 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 63
  • 34. By 2014, it is estimated that New Zealand will have 6.7 Facebook pretty much dominates the social networking A sizeable 1.1 million New Zealanders are already • E-COMMERCE • million mobile subscribers, up from 5 million in 2009. market in New Zealand: 82% of online users have visited interacting with brands and organisations through social (SOURCE: IE MARKET RESEARCH) the site itself; 70% have their own Facebook profile; 79% networking sites. Nearly 1.5 million online New Zealanders say they had cite the site as their main social networking site. (SOURCE: IAB NZ/NIELSEN MEDIA RESEARCH) There are currently 252,000 mobile broadband connections (SOURCE: THE NIELSEN COMPANY) made a purchase by the end of 2010, 7% more than those New Zealand’s Most Popular Social Media Sites in the country, which is expected to grow to 333,000 who said that was the case in 2009. For those who do have profiles on Facebook, more than SITE % Of USERS vISITING SITE (SOURCE: THE NIELSEN COMPANY) in 2011. FACEBOOK 82 (SOURCE: SCOOP/IDC) half of them (54%) check out the site at least on a YOUTUBE 70 Nearly half (46%) of the adult population in the country daily basis. WIKIPEDIA 60 There are currently estimated to be 1.4 million mobile (SOURCE: THE NIELSEN COMPANY) BEBO 51 have made an online purchase. (SOURCE: THE NIELSEN COMPANY) internet users in New Zealand. By 2011 that number is OLD FRIENDS 48 MYSPACE 36 expected to reach 1.6 million, representing a growth rate Nearly two fifths (39%) of New Zealand Facebook members YAHOO! ANSWERS 28 More than two fifths (45%) of the country’s internet of 18%. spend at least four hours a week on the site. TWITTER 27 (SOURCE: THE NIELSEN COMPANY) FLICKR 26 population is now shopping online. (SOURCE: SCOOP/IDC) YAHOO! GROUPS 22 (SOURCE: THE NIELSEN COMPANY) BLOGGER/BLOGSPOT 21 Mobile internet and broadband spend is expected to Twitter has been visited by more than one quarter (27%) FRIENDS REUNITED 21 More than one third (35%) of online shoppers in the increase from NZ$236 million in 2010 to NZ$302 million in of online New Zealanders; 11% have created their own PHOTOBUCKET 17 country have made six or more online purchases in the 2011, representing a growth rate of 28%. profile on the microblogging sites. LINKEDIN 15 (SOURCE: THE NIELSEN COMPANY) SPACES/WINDOWSLIvESPACES 15 past year, as of April 2010, an increase of 12.7% from (SOURCE: SCOOP/IDC) GOOGLE BUZZ 13 2009. Twitter has become a useful tool for interested New DIGG 10 (SOURCE: THE NIELSEN COMPANY) Smartphones and lower data charges are both seen as (SOURCE: THE NIELSEN COMPANY, JULY 2010) driving forces behind the development of mobile social Zealanders to follow their favourite brands online; 44% say The most purchased online items amongst online shoppers networking in the country which sees 24% of social they follow companies or brands on Twitter. Top New Zealand Brands on facebook (SOURCE: THE NIELSEN COMPANY) RANK BRAND fANS % GROWTH in New Zealand are airline tickets, with more than half networkers engaging in mobile social networking now. 1. 5 GUM AUSTRALIA & NZ 331 475 +53.57% (51.1%) of online shoppers buying in this product category Nearly two thirds (64%) of mobile social networkers are Nearly one third (30%) of brands in New Zealand have a 2. GRAB ONE 118 442 +30.83% 3. LEMON & PAEROA 85 776 +23.20% over the past year, as of April 2010; books are the second aged 35 and below. presence on Twitter now. 4. MCDONALD’S NZ 82 987 +58.45% most purchased item (30.6% of users buying them). (SOURCE: THE NIELSEN COMPANY) (SOURCE: THE NIELSEN COMPANY) 5. AIR NEW ZEALAND 82 203 +51.04% (SOURCE: THE NIELSEN COMPANY) 6. COCA-COLA NEW ZEALAND 70 031 +36.88% New Zealand’s top mobile social networking sites are More than four fifths (81%) of New Zealand’s internet 7. SMOKING NOT OUR FUTURE 63 946 +25.31% One of the factors driving the growth of e-commerce in Facebook by a very long shot in first position (84% of users say the have sent or shared a photo online in the 8. 2DEGREES MOBILE 50 483 +22.96% 9. CANTERBURY OF NEW ZEALAND 49 415 +21.54% the country could have something to do with the fact that mobile social networkers having visited the site), followed past year; 75% of them have uploaded photos online and 10. BURGER KING NZ 43 446 +46.63% nearly half (49%) of online users say they find online quite some way behind by Bebo (23%), YouTube (15%) 73% of them have either sent or shared a link. (SOURCE: SOCIALBAKERS; BRANDS CURRENTLY INDExED IN DATABASE; MAY 2011; DATA fOR PAST 6 MONTHS) shopping more convenient; 61% meanwhile say that it is and finally Twitter (10%). (SOURCE: THE NIELSEN COMPANY) New Zealanders’ Social Media Activities easier to compare products and prices online. (SOURCE: THE NIELSEN COMPANY) ACTIvITY % Of USERS (SOURCE: THE NIELSEN COMPANY) Online New Zealanders are open to interacting with brands READ A WIKI 66 New Zealand’s Top Mobile Sites online, with 42% of them saying they are actively engaging UPDATED A SOCIAL NETWORKING PROFILE 66 Online retail has a 65.3% reach in New Zealand, although SITE AvERAGE DAILY PAGE TOTAL AvERAGE with companies via social networking sites. LOOKED AT A SOCIAL NETWORKING PROFILE 79 UNIQUE BROWSERS IMPRESSIONS SESSIONS USER SESSION the total amount of time online users spend on retail sites STUFF.CO.NZ MOBILE 26,020 651,397 205,659 04:20 (SOURCE: THE NIELSEN COMPANY) CREATED A PROFILE ON A A SOCIAL NETWORKING SITE 61 SENT/SHARED A LINK WITH SOMEONE 73 is still pretty low, at 1.5% of their total online time, below NZHERALD MOBILE 22,164 601,561 188,300 06:09 POST PICTURES/PHOTOS ONLINE 75 the regional average of 3.5% of time spent. METSERvICE MOBILE 10,335 229,521 83,902 03:35 Sharing user experiences of brands, products and services “TAGGED” SOMETHING 15 TvNZ MOBILE 2,774 48,563 19,831 03:11 (SOURCE: COMSCORE) YELLOW PAGES MOBILE 1,100 19,049 7,066 03:02 online is popular in New Zealand. More than two fifths (42%) DOWNLOADED A PODCAST 12 READ A BLOG 55 GEEKZONE MOBILE 970 12,714 6,441 03:27 of internet users there have published opinions specifically SUBSCRIBED TO RSS FEED 10 Two fifths of online New Zealanders have bought from sites WHITE PAGES MOBILE 787 17,704 5,068 03:04 about products, services and brands; 73% have read other (SOURCE: NIELSEN 2010 SOCIAL MEDIA REPORT) MENUS.CO.NZ MOBILE 231 3,106 1,383 02:15 which send them daily deals via email. consumers’ product opinions online. SCOOP MOBILE 45 1,316 286 05:23 (SOURCE: THE NIELSEN COMPANY) WELLINGTONNZ.COM MOBILE 40 518 240 02:31 (SOURCE: THE NIELSEN COMPANY) New Zealand’s Top Social Networking Sites NZS.COM MOBILE 25 262 159 02:30 TOTAL UNIQUE vISITORS (000) What New Zealanders Buy Online MARKET AGGREGATE 58,805 1,585,711 484,279 05:02 A sizeable 1.92 million online users say they defer to their FACEBOOK.COM 2,125 CATEGORY % Of ONLINE SHOPPERS (SOURCE: IAB NZ) LINKEDIN.COM 310 AIRLINE TICKETS 51.1 internet peers for opinions and information about products, BEBO 248 WINDOWS LIvE PROFILE 239 BOOKS/MAGAZINE 30.6 services and brands. ENTERTAINMENT (CONCERTS, TICKETS) 28.2 (SOURCE: THE NIELSEN COMPANY) TWITTER.COM 194 CLOTHING/SHOES/ACCESSORIES 26.8 DEvIANTART.COM 139 TRAvEL-RELATED SERvICES (HOTELS, CAR HIRES) 23.8 • SOCIAL • MYSPACE 117 COMPUTER HARDWARE 13.4 Brands out there, listen up: more than one third (34%) TAGGED.COM 76 MUSIC CD/vIDEO/DvD 13.0 of social media users in New Zealand say they want FORMSPRING.ME 67 HEALTH & BEAUTY 12.4 Social networking sites have an 81.5% reach in New companies to actively interact with them through social OLDFRIENDS.CO.NZ 65 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) MOvIE DvDS/vIDEOS (NOT DOWNLOADED) 11.8 Zealand, with online users spending a sizeable 18.7% of media; more than half (51%) want these companies to COMPUTER SOFTWARE (NOT DOWNLOADED) 10.3 (SOURCE: THE NIELSEN COMPANY, APRIL 2010) their total online time on the activity. interact with them when they are needed to on request; (SOURCE: COMSCORE) more than two fifths (41%) say they want companies to Currently 1.8 million New Zealanders have interacted with solicit feedback from them. • MOBILE • people via a social networking site; 1.6 million of them (SOURCE: IAB/SAATCH & SAATCHI/COMAR BRUNTON) have created a profile of their own. Social media bodes well for the increasing the levels of (SOURCE: IAB NZ/NIELSEN MEDIA RESEARCH) There are an estimated 3.6 million mobile users in New engagement and trust between internet users in New Zealand; 80% of these users say that they have their More than 1.4 million New Zealanders read blogs. Zealand and brands. More than half of social media phone within arm’s reach throughout the day. (SOURCE: IAB NZ/NIELSEN MEDIA RESEARCH) users there (56%) say that they feel more engaged with companies that interact via social media; 57% say that (SOURCE: IAB NZ) The most popular social networking site in New Zealand they feel better served by socially engaged companies. At current estimates, there are more than 325,000 is Facebook, with 70% reach, taking up 14% of internet (SOURCE: IAB NZ/SAATCH & SAATCHI/COMAR BRUNTON) smartphone subscribers in New Zealand. users’ time spent online. (SOURCE: SCOOP/vOUCHERMOB) (SOURCE: COMSCORE)64 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 65
  • 35. THE PHILIPPINES Entertainment drives much of Filipinos’ search activities. The Philippines, Vietnam and Indonesia are expected to The most searched items online amongst Filipinos in 2010 account for almost 90% of the total growth in online ad were images (62% of users); videos (52%); information spend in south east Asia in the next five years. and research documents (44%) and music files (31%). (SOURCE: TEAMASIA/YAHOO!/THE NIELSEN COMPANY/MEDIA-INTERACTIvE) (SOURCE: YAHOO!/THE NIELSEN COMPANY) The Philippines’ Top Sites Nearly three quarters of internet users in the country TOTAL UNIQUE vISITORS (000) FACEBOOK.COM 5,203 (73%) have accessed music videos online. By comparison GOOGLE SITES 4,962 only 10% have gone online to check out news and current YAHOO! SITES 4,604 WIKIMEDIA FOUNDATION SITES 2,153 events. MICROSOFT SITES 2,127 (SOURCE: YAHOO!/THE NIELSEN COMPANY) BITTORRENT NETWORK 1,491 ASK NETWORK 1,439 Online Filipinos spend an average of 12.6% of their total vIACOM DIGITAL 1,327 vEvO 1,266 online time on entertainment. (SOURCE: COMSCORE) APPLE 1,175 (SOURCE: COMSCORE; TOTAL AUDIENCE, ALL LOCATIONS, JANUARY 2011) Nearly half (45%) of online Filipinos played games online The Philippines’ Top Entertainment Sites at some point in 2010. TOTAL UNIQUE vISITORS (000) (SOURCE: YAHOO!/THE NIELSEN COMPANY) YOUTUBE.COM 3,442 vIACOM DIGITAL 1,327 GOvERNMENT (Ex EDUCATION & HEALTH) 4.0 Why filipino Internet Users Go Online vEvO 1,266 • DEMOGR APHICS • HEALTHCARE/MEDICINE 4.1 MOTIvATION fOR INTERNET USAGE % Of INTERNET USERS WHO CBS INTERACTIvE 1,049 ITUNES SOFTWARE (APP) 874 IT/INTERNET/SOFTWARE/COMPUTER SERvICES 19.5 CONSIDER THIS vERY IMPORTANT AOL MUSIC 714 MANUFACTURING/ENGINEERING/CONSTRUCTION 6.0 RESEARCH FOR WORK 75.4 TONEFUSE MUSIC 572