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Adma digital-marketing-yearbook-2010

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this is the bible for one looking for digital marketing in Asia regions

this is the bible for one looking for digital marketing in Asia regions

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  • 1. ASIA PACIFIC Digital Marketing Yearbook 2010 Stay engaged with your customer and flexibly follow the trends across multiple platforms. “ “ www.asiadma.com Edited by Rachel Oliver
  • 2. asia pacific digital marketing yearbook 1 The ears, eyes and voice of digital marketing in Asia The Asia Digital Marketing Association (ADMA) is the voice of, and advocate for, the digital marketing industry in Asia (excluding Japan). The ADMA is guided by senior executives in the industry and is charged with gaining consensus and providing leadership on key industry issues. The ADMA actively promotes the benefits of using mobile and the Internet as channels to communicate with consumers as well as lobbying and public relations assistance for member companies. The ADMA is a non-profit organisation with a membership base representing online publishers/ portals, agencies, research companies, technology/ service companies and marketers/advertisers. ❚❚ Why join the ADMA? Being a member gives you access: • Unified voice for the industry to promote the use of digital and the Internet (in the media and with potential customers) • Forum for standards and best practice sharing • Spokespeople to represent members and respond to criticism • Industry contacts and networking opportunities • Sponsorship opportunities to raise awareness of your brand • Discounted rates for regional events • Notification of relevant speaking opportunities • Professional digital marketing qualifications – discounted enrolment fees for members • Entry in the online Membership Directory and annual Asia Pacific Digital Marketing Yearbook • Job matching service to help you find staff ❚❚ How to join the ADMA Membership fees are set low enough to encourage universal membership among industry players, and taken together provide sufficient revenues to underwrite regular activities. Other activities are funded by sponsorship (cash and in kind) and by charging admission fees for some events. Visit www.asiadma.com/membership/join and complete the online registration form. ABOUT THE ASIA DIGITAL MARKETING ASSOCIATION Visit www.asiadma.com for more details. The ADMA gives heartfelt thanks all our members for their support and contributions: ADMA Patrons: ADMA Corporate members: ad:tech, Admax Network, AGENDA Group Asia, BBE, British Council, comScore, Coremetrics, draftFCB China, Dow Jones Publishing Company (Asia), Edipresse, Experian Hong Kong, eyeblaster, Financial Times, Google Hong Kong, Hewlett Packard, Johnson & Johnson Vision Care Asia Pacific, KatalystM, Lucini & Lucini, Mediaplex, MRM Worldwide, NDS Asia Pacific, Nielsen Online, Omnicom Group, Omniture, PGi, Publicis Modem Singapore, Pulse Mediatech, SCMP.com, Singapore Press Holdings, SingTel Digital Media (inSing), The Economist, The Hyperfactory, The Rubicon Project, The Upper Storey, TIME & Fortune, Universal McCann, Vocational Training Council, Wunderman, wwwins Isobar, ZUJI And all our Individual members. ©2010 FORTUNE is a registered trademark of Time Inc. Making tangible. SUCCESS With unrivaled access to the world’s most influential leaders and companies.And the trusted perspective you need to succeed. Welcome to the new Fortune. Re-imagined, refined and re-focused to deliver the insight you need now. In brief and in depth.
  • 3. asia pacific digital marketing yearbook 3 ❚❚ Asia Pacific 6 ❚❚ Australia 12 ❚❚ China 18 ❚❚ Hong Kong 26 ❚❚ India 30 ❚❚ Indonesia 34 ❚❚ Japan 38 ❚❚ Malaysia 42 ❚❚ NEW ZEALAND 46 ❚❚ THE PHILIPPINES 50 ❚❚ Singapore 54 ❚❚ South Korea 58 ❚❚ Taiwan 62 ❚❚ Thailand 66 ❚❚ Vietnam 70 Contents Essential reading Anytime, anywhere THE WORLD'S LEADING BUSINESS NEWS IN PRINT, ONLINE AND ON MOBILE The Wall Street Journal Asia reaches Asia's business elite where they live, work and play by delivering unparalleled news and analysis through a variety of print, online and digital platforms. Online, The Wall Street Journal Digital Network includes an ever-growing network of Asia-specific offerings that target the region's most influential business decision makers including asia.WSJ.com, india.WSJ.com, chinese.WSJ.com and jp.WSJ.com. Digital offerings, including WSJ Mobile Reader for BlackBerry and iPhone, also continue to grow as the desire for news on-the-go inspires new technologies, expanded functionality and enhanced delivery from the world's most trusted source for global news and analysis. To find out more about integrated advertising solutions, please contact your Dow Jones sales representative at wsja.advertising@dowjones.com or call: Hong Kong 852-2831 2504; Singapore 65-6415 4300; Tokyo 81-3 6269 2701.
  • 4. 4 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 5 • When it comes to making online purchases, Asians across the board listen closely to their friends. Nearly half (48%) of South Korean internet users said they had bought something in the past because it was either discussed or recommended by one of their online friends, as have 38.2% of Malaysians, 40.4% of Japanese, 42.2% of Vietnamese, 48.4% of Indonesian's and one third of Filipinos. • Mobile shopping is taking hold of the region, with nearly eight out of 10 Asian mobile users engaging in some form of mobile shopping activity in the past year. • The Koreans are the top shoppers, with 97% of internet users say they have shopped online. • Indians spent the least amount of time online of any Asian nation, at 11 hours per month. • 63% of Singaporeans online watch TV at the same time. • Japan leads the pack with mobile social media – more than 75% of social network users only access the sites via their mobiles. • The Filipinos lead the world in SMS, with two billion text messages sent every day. • Hong Kong people take the instant message crown, spending twice as much time IM'ing as anyone else in the region. • More than half the Asia Pacific region's online population is Chinese, but they are the least prolific users of search in Asia Pacific. • Australians spend more time on social networking sitesthan anyone else in the world (seven hours a month) and 27% of all Australians blog. Online advertising spending has rebounded, following recovery from the recession, and continues to grow. However, there is no consistent pattern across the region. In 2009, Japan's online ad revenue grew just 1.2% over 2008, but hit a milestone: more money was spent on online media than on newspaper advertising for the first time. In China in 2009, 16.69% of all ad spend was online. Contrast this statistic with the Philippines, where just 1% of total advertising expenditure is online and SMS reigns supreme. For reference, Singapore's percentage of online spending stands at approximately 6%. Another trend to watch is the balance of paid, owned and earned media. Paid media such as rich media, display, search and sponsored content remain the dominant forms of online marketing expenditure. Companies and brands continue to trust the control over the media plan and the content that paid media offers. Owned media such as corporate websites, brand websites and microsites have always been an important component of the online marketing mix. Now increasingly social media such as Facebook pages and Twitter feeds are being added to the mix (except in China, where they are blocked, and marketers use other similar services). These owned media feeds provide both controlled content distribution opportunities, as well as platforms for customer and community interaction. The dynamics of earned media are different, when customers become the channel, and brands have no control of what is said or shared. However, when brands get positive word of mouth from earned media, it is credible and powerful. Earned media, and to some extent the social media aspects of owned media, have more in common with public relations than traditional advertising. After we waded through terabytes of statistics on platform usage, media consumption, and broadband and mobile penetration in order to compile this Yearbook, it's easy to see why some marketers lose sight of their customers and become pre-occupied with the technology. Our hope at the Asia Digital Marketing Association is that this Yearbook helps you get beyond facts and figures, and provides you insights that will make you a better and more successful marketer. At the end of the day, there really is no such thing as a digital strategy, just solid marketing strategies that happen to use digital channels. No one has a crystal ball into what devices, applications, web services, and sites tomorrow's customer will use, so stay engaged with your customer and flexibly follow the trends across multiple platforms. David Ketchum is Chairman, Asia Digital Marketing Association and President of Bite Communications, Asia Pacific. D igital marketing in Asia Pacific in 2010 offers an almost infinite combination of ways to engage customers, participate in their communities, sell them products and services, and build brands and corporate reputations. Content can be highly personalised, relevant and localised deeply to take into account factors such as language, location, time of day, past behaviour and stated preferences. The range of available media is staggering, value-priced, and offers exceptional targeting. And this year the true "internet experience in the palm of your hand" is now available in many urban centres across the region, thanks to the spread of smartphones, 3G networks, and the applications that run on them. There is a battle of epic proportions going on to determine which platforms will host the majority of online users' activities. The days when a portal was a web user's main access point to the internet are long over, but it's not yet clear what will take its place. Will the future be driven by search? Social networking? Mobilility? A device? An application? A browser? Microblogging? Google, Facebook, Twitter, Apple, Microsoft, Skype and Yahoo! are just a few of the international players experimenting with different mixtures of applications, content and devices in their quest to be dominant. And in Asia Pacific, some world-class companies are looking to meet local needs or expand globally, such as Alibaba, Rakuten, Livedoor, Orkut, Rediff, Sina, Baidu, Daum, Telstra and others. Of note: Tencent is now among the top five sites visited globally. These developments are exciting and empowering for marketers, advertisers, and their agencies. The consolidation of major players in the global internet industry such as Google's purchase of DoubleClick and the Microsoft/Yahoo! search deal, offers scale, and unprecedented reach and frequency for online marketing. That's matched with localised innovation that is bubbling up and providing new, highly relevant opportunities for engagement. The reality is that no one platform is going to win the markret outright, and whether each competitor purports to be "open" or not, they all have the potential to overlap and underlie one another. To quote author David Weinberger's book title, the internet remains "Small Pieces Loosely Joined" rather than a monolithic, consistent entity, despite various companies' attempts. The iPhone (and now the iPad) and its apps-and-content ecosystem as helped blaze new trails in mobility, e-commerce and content. However, there are also plenty of other cutting edge devices (30% of the world's smartphone market is in Asia Pacific) and plenty of other platforms driving the trend. Last year it seemed that social networking – and more particularly Facebook – might take over as the dominant "operating system" of the internet. Now it's clear there are multiple players. For example, people on Windows Mobile phones access Gmail. Someone is searching Baidu using a FireFox browser. A teenager is playing a Playfish game on Facebook. People are transferring money with Alipay. A YouTube video is streaming through a Yahoo! site. Someone is Skyping on an Apple laptop, while someone else is IM'ing on their Nokia. A Chinese teenager just connected with a friend on RenRen with a 163.com email address. The platform companies continuously refine their revenue models and try to grab market share, which is healthy because their platforms interconnect and produce hundreds of thousands of customer touchpoints for marketers to engage. How marketers deploy these platforms and what campaign ideas will be most successful is far from universal and, as in past years we're seeing increasing diversity in consumer habits across the region. Here's a look at some of the trends in Asia Pacific, and of course there is much more detail in each of the country sections of this Yearbook. • Internet users in Asia Pacific spent more than 5.6 trillion minutes online in 2009, and bought US$7 billion in virtual goods. We're back! This is the fourth edition of the Asia Digital Marketing Yearbook, compiled by the Asia Digital Marketing Association (ADMA) with the help of our members and supporters. Thanks to all our contributors for this year's collection of information, insights and case studies. And, a huge thank you to the ADMA's tireless director Kay Bayliss, to Yearbook editor Rachel Oliver, and to designer Garry Tipping who once again made this mammoth project a reality. The Yearbook is produced by the ADMA as a service to marketing directors, agency executives and business people who want to know what's happening online in the Asia Pacific region. Printed copies of the complete Yearbook are available to full members of the ADMA, so join today if you are not yet a member at www.asiadma.com. As always, the PDF download version of the full Yearbook is available free at www.asiadigitalmarketingyearbook.com. 2010: Multiple Platforms, Infinite Choices
  • 5. 6 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 7 ❚❚ DEMOGRAPHICS The Asia Pacific region is easily home to the biggest internet audience on earth, with more than 764 million internet users as of early 2010. To put this in context, the rest of the world has around 995 million internet users between them. (SOURCE: INTERNETWORLDSTATS) It's not only the biggest, it's the fastest growing too. Asia Pacific now plays home to the fastest growing internet population in the world. China, India and Japan were mainly to thank for Asia's 22% increase in usage in the year up to September 2009, with China taking home the prize for the fastest-growing country in Asia. China experienced a 31% surge of internet users in that period, bringing its own total audience to 220.8 million. (SOURCE: COMSCORE/MARKETING-INTERACTIVE) Asia Pacific will also be the main driving force behind the global adoption of broadband moving forward. By 2013, the region is expected to be home to 49% of the global broadband market. There are anticipated to be more than 640 million broadband users worldwide by 2013. There are currently more than 160 million broadband subscribers across Asia Pacific. (SOURCE: INFORMATION WEEK/PARKS ASSOCIATES) Four out of the top 10 countries in the world ranked by home broadband use are from Asia. South Korea tops the list, with 95% of its homes now having access to broadband; followed by Singapore (88%) in second place; with Taiwan and Hong Kong in joint fifth place (81%). (SOURCE: AFP/STRATEGY ANALYTICS) Asia Pacific's Internet Users 2009 Country Internet Penetration User Growth % of Users Users (m) Rate (%) 2000-2009 (%) in Asia Asia Pacific 764.43 20.1 568.8 100 Australia 17.03 80.1 158.1 – China 384.00 28.7 1,606.7 50.2 Hong Kong 4.87 69.2 113.7 0.6 India 81.00 7.0 1,520 10.6 Indonesia 30.00 12.5 1,400 3.9 Japan 95.97 75.5 103.9 12.6 Malaysia 16.90 65.7 356.8 2.2 New Zealand 3.50 83.1 321.7 – Philippines 24.00 24.5 1,100 3.1 Singapore 3.37 72.4 180.8 0.4 South Korea 37.47 77.3 96.8 4.9 Taiwan 15.14 65.9 141.9 2.0 Thailand 16.10 24.4 600.0 2.1 Vietnam 22.77 25.7 11,289.9 3.0 (Source: InternetWorldStats; April 2010) ❚❚ USER BEHAVIOUR The Asia Pacific region's internet users spent more than 5.6 trillion minutes online between them in 2009. (SOURCE: COMSCORE) On average, internet users across the Asia Pacific region each spent 1,008.4 minutes online per month in 2009, lower than the world monthly average of 1,376.7 minutes. (SOURCE: COMSCORE) Search is a considerably more popular activity today amongst the region's internet users than it was a year ago. In the space of one year (from September 2008 to September 2009) the number of searches conducted by Asia Pacific users jumped by 33%. (SOURCE: MEDIA/COMSCORE) In September 2009 alone, the region's internet users made 38.6 billion searches, averaging up to 88 searches per user in that month. (SOURCE: COMSCORE) Nearly half of all search activity (44.1%) across the region in September 2009 took place on Google, representing 17 billion searches. (SOURCE: COMSCORE) How Long Asia Pacific Spent Online in 2009 2009 Average 2009 Total 2009 Average 2009 Average Monthly Unique Minutes Spent Monthly Minutes Monthly Visitors ('000) Online (MM) Spent per Visits Per Visitor Visitor Worldwide 1,139,370 18,830,995 1,376.7 49.0 Asia Pacific 465,291 5,641,870 1,008.4 40.8 China 211,684 2,374,432 858.3 44.6 Japan 66,176 887,023 1,114.5 42.4 India 34,766 270,697 646.9 23.1 South Korea 28,606 618,618 1,797.8 59.2 Australia 12,444 178,922 1,198.0 38.5 Taiwan 11,750 145,324 1,030.6 37.7 Malaysia 9,271 94,742 851.6 29.8 Hong Kong 3,896 65,684 1,402.5 43.6 Singapore 2,651 41,899 1,315.8 39.3 New Zealand 2,543 28,303 926.1 33.6 (Source: comScore World Metrix; Audience: All Persons 15+ at Asia Pacific Home/Work Locations) Asia Pacific's Online Gaming Usage in 2009 2009 Average 2009 Average 2009 Average 2009 Average Monthly Monthly Unique Monthly Minutes Monthly Reach (%) Visitors ('000) Spent per Visitor Visits Per Visitor Worldwide 37.5 426,884 105.8 9.1 Asia Pacific 30.9 143,636 51.9 7.1 Singapore 41.2 1,093 66.5 7.2 South Korea 34.2 9,777 138.1 11.9 New Zealand 34.1 869 86.2 8.0 Australia 33.9 4,230 72.2 7.7 China 32.4 68,458 30.3 7.4 Hong Kong 29.5 1,151 118.5 7.9 Malaysia 28.3 2,628 56.0 5.3 Taiwan 26.6 3,133 24.9 4.5 Japan 24.4 16,194 82.1 8.6 India 17.6 6,117 45.0 4.1 (Source: comScore World Metrix; Audience: All Persons 15+ at Asia Pacific Home/Work Locations) Asia Pacific's Social Networking Users Market Total Internet Social Networking % of Internet Users*('000) Users ('000) Users China 215,460 105,379 49 Hong Kong 3,921 2,502 64 India 35,432 22,259 63 Indonesia 6,014 5,074 84 Japan 67,586 24,276 36 Malaysia 9,400 6,344 67 Philippines 4,526 3,924 87 Singapore 2,696 2,085 77 South Korea 28,978 16,632 57 Taiwan 11,932 7,565 63 Vietnam 5,625 2,947 52 (Source: comScore Media Metrix Report, August 2009; * Home and Work users, 15+ on personal computers) ❚❚ ONLINE ADVERTISING Half of the top 20 sites across the Asia Pacific region are based in China. (SOURCE: COMSCORE) On a regional basis, Asia Pacific is now only slightly behind Europe and the Middle East (EMEA) in the spamming stakes. In October 2009, nearly one quarter (23%) of all spam globally orginated from Asia, compared to the 28% that came from EMEA. (SOURCE: SYMANTEC) Asian search engines now easily compete with the rest of the world. Chinese site Baidu.com came third behind Google and Yahoo! in a ranking of top sites by search traffic in July 2009. While Google had 76.7 billion searches that month, giving it 67.5% market share, Yahoo! received 8.9 billion searches (7.8% market share) with Baidu very close behind with 8 billion searches and 7% market share. (SOURCE: COMSCORE) An Asian brand is now in the global top five online properties ranked by time spent. Tencent joins Microsoft, Google, Yahoo! and Facebook as the sites internet users spend their most time on. Globally, internet users spent 893 million minutes on Tencent in September 2009. (SOURCE: COMSCORE) The average online user in Asia Pacific receives 170 promotional emails a week, nearly half as much as the average North American (300 emails a week). (SOURCE: epsilon international) Special offers and discounts seem to work well across Asia, with 58% of Asian (ex Australia) internet users saying they made online purchases as a result of a coupon or offer they received in an email. (SOURCE: EPSILON INTERNATIONAL) Asia Pacific's Top 50 Sites of 2009 SITE 2009 Average Monthly Unique Visitors ('000) Google Sites 277,307 Yahoo! Sites 225,320 Microsoft Sites 211,123 TENCENT 150,396 Baidu 146,974 SINA 104,565 Alibaba.com 83,956 NetEase 78,509 Sohu 77,641 Wikimedia Foundation Sites 77,374 Xunlei Networking 70,454 CBS Interactive 67,693 FACEBOOK 66,339 Tudou Sites 56,537 Amazon Sites 53,115 KuGou 51,506 Youku 49,235 Oak Pacific Interactive Sites 48,418 Apple 46,398 PConline.cn Sites 45,974 eBay 40,479 Rakuten 39,079 FC2 38,357 AOL 37,328 GMO Internet Group 36,849 NTT Group 35,588 56 35,311 Adobe Sites 35,030 PPStream 34,928 Livedoor 32,834 NHN 31,497 CyberAgent 31,059 WordPress 30,961 Lycos Sites 30,665 The Mozilla Organisation 29,560 Nifty 29,425 Ask Network 27,656 Phoenix Television 27,472 Sony Online 27,260 Recruit Co 25,738 QIANQIAN 25,713 Kakaku 25,651 PCPOP Sites 25,459 Xinhua News Agency 25,028 Fox Interactive Media 24,732 Chinabyte Technology Co. 23,536 Sakura Internet 23,513 TOM.COM 23,121 Kingsoft 22,587 4399 22,457 (Source: comScore World Metrix; Audience: All Persons 15+ at Asia Pacific Home/Work Locations) ASIA PACIFIC
  • 6. 8 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 9 Asia Pacific Online Ad Spend: 2009-2012 Market Year (US$ million) 2009 2010 2011 2012 Australia 1,597 1,748 1,888 2,002 China 3,271 4,089 5,152 6,594 Hong Kong 138 146 157 169 India 101 117 134 154 Indonesia 0.9 1.0 1.4 1.8 Japan 7,324 7,910 8,724 9,509 Malaysia 26 34 41 48 New Zealand 214 251 343 349 Singapore 16 17 18 19 South Korea 1,236 1,397 1,536 1,690 Taiwan 208 229 252 277 Thailand 7 7 7 8 Vietnam 0.8 0.9 1.1 1.3 Asia Pacific 14,142 15,949 18,258 20,827 (Source: ZenithOptimedia, December 2009) Asia Pacific's Top Social Networks in 2009 Property 2009 Average Monthly Unique Visitors ('000) Total Internet: Total Audience 465,291 Social Networking 254,209 FACEBOOK 66,339 Baidu Space 48,212 QQ.COM Alumni 28,410 Windows Live Profile 22,792 Orkut 22,454 Cyworld 19,377 QQ.COM Mini World 17,919 KAIXIN001 16,405 HI5 15,886 FRIENDSTER 15,832 (Source: comScore World Metrix; Audience: All Persons 15+ at Asia Pacific Home/Work Locations) Asia Pacific's Top 20 Digital Brands of 2009 Rank Brand 1 McDonald's 2 Nokia 3 KFC 4 Coca-Cola 5 Nike 6 Sony 7 Samsung 8 Adidas 9 Pizza Hut 10 Nestle 11 Pepsi 12 Canon 13 Toyota 14 Heineken 15 Citibank 16 Olay 17 Honda 18 Philips 19 Visa 20 Head & Shoulders (Source: TNS/Digital Media) How Asia Pacific Defines Spam vs North America Definition % of APAC % of North America Respondents Respondents Emails that intend to trick me into opening them 67 83 Emails of an offensive subject matter 69 71 Any email I receive that I did not ask for or subscribe to 54 73 Emailers from senders who are unknown to me 52 76 All emails that are filtered into the junk mailbox 42 45 Any email I receive that I don't want, regardless of whether I subscribed 39 39 Any email sent to me from a sender who is not on my address book or approved sender list 29 45 An email from a company I may have given permission to send me mail at one time, but that I no longer wish to receive 32 39 Emails from companies I have a relationship with offline, but to whom I never gave permission to contact me via email 28 34 Emails from a company I have done business with but that come too frequently 23 31 Any email that tries to sell me a product or service, even if I know the sender 27 26 (Source: Epsilon International) Why Asians Unsubscribe from Emails Reason % of APAC % of North America Respondents Respondents Irrelevant content 62 67 Receive too frequently 56 64 Think address being shared/sold 30 50 Don't recall signing up 20 48 Privacy concerns 29 32 (Source: Epsilon International) Why Asians Open Permission-Based Emails (PBEs) Type of Subject % of APAC % of North America Line Content Respondents Respondents Discount offer 66 59 Free product offer 63 57 Contains familiar brand name 60 50 Breaking info/news 49 34 New product announcement 48 29 Free shipping offer 42 36 Contains recent purchase info 43 34 Limited time offer 48 31 Contains my name 37 16 Other 5 7 (Source: Epsilon International) What Asians do After Opening PBEs Action % of APAC % of North America Respondents Respondents Click on a website 87 69 Enter sweepstakes or promotion 57 67 Watch video clip 63 46 Purchase online 62 46 Purchase offline aT retail store 58 48 Sign up for more information 67 38 Click on advertised link in newsletter 62 34 Play a game 55 39 (Source: Epsilon International) ❚❚ E-COMMERCE The "virtual goods" industry in Asia is worth US$7 billion, putting the US$1 billion that is generated in the US considerably in the shade. Asia's top market, China, was expected to generate around US$5 billion in virtual goods transactions in 2009 alone. Other markets leading Asia's dominance in the virtual goods market include Japan and South Korea – both playing home to thriving online and mobile gaming industries. (SOURCE: +8*/VIRTUALGOODSNEWS.COM) In a survey of six countries across Asia Pacific, an overwhelming proportion of the region's online population (89%) said they had shopped online in the past year. The Asian countries who show the biggest preference for online shopping are South Korea (97% of respondents who said they shopped online), China (94%), Japan (94%) and Australia (89%). (SOURCE: VISA ECOMMERCE CONSUMER MONITOR) What are internet users across the region buying online? Much the same as always, according to one survey which found the most popular items purchased online over the past year have been clothes (55%), books (50%) and music downloads (49%). (SOURCE: VISA ECOMMERCE CONSUMER MONITOR) And why do the region's internet users shop online anyway? According to the same survey, the most popular reasons are the convenience of being able to shop anytime (80%); to be able to compare prices and get better deals (79%); to find and compare products (78%); and to hunt around for bargains (75%). (SOURCE: VISA ECOMMERCE CONSUMER MONITOR) Money talks, particularly if it's made of plastic. Of the region's internet users who do shop online, a sizeable 83% of them said in a survey that they would continue to do so with the aid of electronic payment cards. (SOURCE: SINA.COM/VISA) When the region's internet users do shop online they don't just stick to local retailers. According to one survey, more than one third (39%) of online users said they had shopped from overseas websites. The countries which showed the biggest tendency towards shopping internationally are China and India. (SOURCE: VISA ECOMMERCE CONSUMER MONITOR) What Asia Pacific is Doing Online Key Site Categories (% Reach) Entertainment 71.2 email 59.0 Social Networking 56.1 News/Information 55.2 Retail 54.4 Blogs 48.5 Technology 47.6 Community 47.5 Games 47.1 Business/Finance 39.9 Photos 34.2 Instant Messaging 31.8 Sports 26.3 Education 23.6 Travel 22.7 Career Services and … 20.8 Automotive 17.6 Health 14.8 Government 10.1 (Source: comScore World Metrix, August 2009) Asia Pacific's Top Online Retail Product Categories RETAIL Subcategory (% Reach) Retail 54.4 Comparison Shopping 21.4 Books 17.8 Computer Hardware 11.3 Consumer Electronics 11.0 Computer Software 9.2 Apparel 8.9 Health Care 5.1 Mall 5.1 Fragrances/Cosmetics 3.8 Retail-Music 3.5 Retail-Food 3.0 Department Stores 2.8 Tickets 1.9 Flowers/Gifts/Greetings 1.7 Jewelry/Luxury Goods/Accessories 1.4 Consumer Goods 1.4 Sports/Outdoor 1.4 Home Furnishings 1.3 Toys 1.2 (Source: comScore World Metrix; % Reach of Retail Subcategories by Country; August 2009) ❚❚ MOBILE Asia Pacific buys more phones than any other region on earth. Nearly 480 million mobile devices were sold across Asia in 2009 (compared to less than 200 million in Western Europe). And this year, the number will surpass half a billion, according to estimates, with nearly 547 million expected to be sold across the region. (SOURCE: GARTNER) There are currently around 2.03 billion mobile subscribers in Asia Pacific. That's expected to increase to 2.53 billion by the end of 2013, an increase of nearly 25%. China and India won't be the only countries to drive this growth – Indonesia, the Philippines and Vietnam are expected to display subscriptions booms as well. (SOURCE: TELECOMPAPER/INFORMA TELECOMS & MEDIA) Mobile service revenues for the Asia Pacific region are tipped to hit US$326.37 billion by the end of 2013, an increase of more than 16% from the end of 2009. (SOURCE: TELECOMPAPER/INFORMA TELECOMS & MEDIA) Asia Pacific is the fastest growing market in terms of mobile multimedia revenue, and is expected to generate US$13.3 billion in 2013, representing a CAGR of 13.8% from 2008. (SOURCE: IEMARKETRESEARCH) Music is expected to drive the region's mobile multimedia market moving forward. Revenue generated from Asia Pacific's mobile music sector is expected to reach US$6.72 billion by 2013, a significant leap from the US$2.27 billion generated in 2008. (SOURCE: IEMARKETRESEARCH) There were expected to be 1 billion mobile subscribers in North Asia alone by the end of 2009, with 80% of them living in China. Those subscribers were anticipated to generate as much as US$183 billion in revenues for that year. (SOURCE: NEWSWIRE TODAY/FROST & SULLIVAN) By 2014, the number of mobile subscribers in North Asia should exceed 1.37 billion, reflecting a CAGR of 7.7% (2008-2014). Mobile revenues meanwhile are expected to jump to US$229.8 billion by the end of that 2014 – a CAGR of 5.2% for the same period. (SOURCE: NEWSWIRE TODAY/FROST & SULLIVAN) There were expected to be as many as 453.3 million mobile subscribers in south east Asia by the end of 2009. Currently just 6% of them – or 22.9 million people – are 3G subscribers. (SOURCE: FROST & SULLIVAN/INTELLASIA) The south east Asian mobile market is currently valued at US$32 billion. However, while the number of subscribers rose at a rate of 18.4% over 2009, the billings rate for that period rose by a more modest 13.6%. Much of this has to do with the newest batch of subscribers coming from emerging markets such as Cambodia, Vietnam, Indonesia and the Philippines, all exhibiting lower ARPUs. (SOURCE: FROST & SULLIVAN/INTELLASIA) By the end of 2014, south east Asia could have as many as 606 million mobile subscribers, generating around US$36.2 billion in mobile revenues in that year. (SOURCE: FROST & SULLIVAN) Asians continue to lead the world when it comes to the love of mobile shopping. In a survey, almost eight out of ten mobile users in Asia Pacific "reported some mobile shopping activity", while nearly a quarter of them (23%) made some form of mobile purchase in the month of December 2009. (SOURCE: MOTOROLA/EMARKETER) While Asia does not currently lead the world in terms of mobile payments, it is showing strong growth in this area, with payment transaction values estimated to reach US$29.8 billion in 2013. Pre-paid top ups are expected to account for 50% of this amount, followed by money transfers as the next largest mobile payment category. (SOURCE: IEMARKETRESEARCH) By 2012, it is expected that there will be around 123 million mobile payment users in the Asia Pacific region. (SOURCE: IEMARKETRESEARCH)
  • 7. 10 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 11 The mobile phone is becoming the favoured device for young Asians to connect to social networking sites according to one survey. More than 50% of Chinese, Indian, South Korean and Thai mobile users prefer to use their handsets over their PCs for this purpose, it estimates. (SOURCE: TELECOMASIA.NET/IDC) Around 30% of the global market for smartphones lies in the Asia Pacific region. (SOURCE: MMA) By 2015, there is expected to be around 347 million smartphone users in Asia Pacific-ex Japan. (SOURCE: CREDIT SUISSE) With more smartphones on the market, it's predicted that non-SMS wireless broadband data revenues in Asia- ex Japan will be boosted from US$1.3 billion in 2009 to $14.5 billion at the end of 2015. Of this revenue, 17.4% is expected to be generated by non-SMS data use. (SOURCE: TELECOMASIA.NET/CREDIT SUISSE) Asia Pacific is surely home to the most prolific texters on earth. It is estimated that a staggering 1.9 trillion SMS messages were sent in 2009 alone, a 15.5% increase on 2008. And expectations are already set that mobile users across Asia will send 2.1 trillion messages to each other in 2010, an increase of 12.7% on 2009. (SOURCE: GARTNER) The Asia Pacific mobile healthcare market could be worth as much as US$1 billion by 2010. (SOURCE: MMA/SOLIDIANCE) Asia Pacific's Mobile Shopping Activities Activity (% of respondents) Asia Pacific Worldwide Called to ask someone about a product I might purchase 51.6 30.8 Texted to ask someone about a product I might purchase 37.7 21.3 Sent a picture of a product I might purchase 29.3 16.3 Used mobile phone to access internet to look at product reviews or other information 35.9 14.3 Used mobile phone to access internet to compare prices 34.5 14.2 Used mobile phone to access internet to get coupons or special offers while shopping 28.0 8.5 Made an internet purchasedirectly on the mobile phone 23.0 6.9 Used mobile phone for at least one of the above shopping-related activities 78.0 51.4 (Source: Emarketer/Motorola January 2010) ❚❚ CASE STUDY Client: Bankee (Philippines), Funtastic (Australia), Wrigley (India) and Taiwan Mobile (Taiwan) Agency: Cartoon Network Campaign: BEN 10 Game Creator Objective: To open up a desirable platform for marketers to effectively tap into a pool of a highly engaged audience of young gamers and content creators. Strategy: To effectively engage with today's digital natives, Cartoon Network launched Ben 10 Game Creator and Ben10 Alien Force MMOG to further enhance its user- generated content offering. The projects provide a platform for marketers in search of deeper interaction with their target audiences. The strategy here was to leverage on the immense popularity of the free, online gaming platform that merges the popular animated action franchise with user-generated content – the first game of its kind. Details: By allowing BEN 10: Alien Force fans to access tools and animations needed to easily build their own action-adventure game around the series, Game Creator is the online "destination" for young gamers. The highly interactive element of Game Creator, which gives players the power to create their own games and pass their completed creation to their friends, was recognised by the digital investments from our advertisers. With Ben 10 Game Creator, clients were provided with four exciting advertising placements options: top leader-board, a 15-second Flash game pre-loader, sponsor logo placement and game page branding – allowing maximum flexibility for marketers to spread their message to key audiences. Results: Following the launch in early March 2009 across eight Cartoon Network Asia sites, the platform saw the following results: - 384,405 games created. - 70,000 unique users. - More than 78 million game plays. Caroline Chan General Manager OMD Hong Kong “Foodie” Windows Live Messenger: Ask friends for restaurant recommendations. Bing: Read restaurant reviews. Internet Explorer: Find the location & check the menu. MSN: Blog about the food & atmosphere. Be part of their inner circle Caroline is one of millions of professionals who continuously use our products, tools and services to stay close to the things that matter most, things that are off limits to all but her most trusted family, friends and associates. If you want to talk to people like Caroline, talk to us. C M Y CM MY CY CMY K
  • 8. 12 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 13 How Australians Connect Connection ‘000 % Dial up Analog 1,077 13 ISDN/other 10 0 Total dial-up 1,087 13 Non dial-up DSL 4,171 50 Wireless Fixed 160 2 Mobile 1,961 23 Total wireless 2,121 25 Satellite 90 1 Cable and fibre 931 11 ISDN/Other 20 Combined connections Total non dial-up 7,333 87 Total all subscribers 8,420 100 Speed Less than 256kbps 1,103 13 Broadband 256kbps to less than 512kbps 1,297 15 512kbps to less than 1.5Mbps 1,249 15 1.5Mbps to less than 8Mbps 2,529 30 8Mbps to less than 24Mbps 1,800 21 24Mbps or greater 443 5 (Source: ABS; June 2009) ❚❚ USER BEHAVIOUR When Australians log on at home, it's mainly for personal reasons, with 96% of home users saying this was the case. Less than half of them, meanwhile (46%) work online. (SOURCE: ABS) Australian internet users spent an average of 57 hours online at home in 2Q 2009, racking up a total of 3,099 page views per person in that period. (SOURCE: ACMA) More than a quarter (27%) of Australians blog. (SOURCE: ACMA) Health clearly matters to online Australians. Nearly three quarters of them (62%) have looked up health information on the internet, with 50% of them using that information to diagnose themselves. (SOURCE: TNS) More than one quarter of online Australians (27%) felt that the internet allowed them to diagnose and treat themselves without the aid of a doctor. (SOURCE: TNS) More Australians are logging on to social media, with more than 70% of online users visiting social networking sites in June 2009, an increase of 29% on 2008. (SOURCE: COMSCORE) More than 70% of Australian internet users paid a visit to a social networking site in June 2009, representing nearly 9 million people. Facebook dominated the sector, attracting more than 6 million visitors, a growth of 95% on 2008. (SOURCE: MARKETINGVOX) They may not be the biggest online audience in the world, but when it comes to social networking, they can certainly be the most dedicated. Australians spent more time on social networking sites in December 2009 than anyone else in the world, racking up nearly 7 hours on social media sites, more so than their peers in countries such as the US, UK or Japan. (SOURCE: THE NIELSEN COMPANY) How Often Australians go Online Frequency of Connecting to the Internet Everyday At Least At Least At Least Weekly Monthly Yearly '000 % '000 % '000 % '000 % Age 15–17 511 68 226 30 – – – – 18–24 1,146 69 464 28 – – – – 25–34 1,558 65 742 31 70 3 10 0 35–44 1,266 51 1,024 42 155 6 14 1 45–54 1,117 52 842 39 181 8 21 1 55–64 774 56 508 36 95 7 16 1 65 or over 374 48 318 41 63 8 22 3 Gender Male 3,431 59 1,988 34 342 6 48 1 Female 3,315 57 2,137 37 281 5 40 1 Personal income Less than $40,000 3,206 60 1,875 35 277 5 29 1 $40,000–$79,999 1,845 56 1,211 37 192 6 22 1 $80,000–$119,999 559 60 322 34 46 5 7 1 $120,000 or over 344 65 162 31 16 3 6 1 Could not be determined 792 54 556 38 92 6 23 2 Employment status Employed 5,002 58 3,093 36 486 6 61 1 Not employed 1,744 59 1,032 35 137 5 27 1 Indigenous status Non indigenous 6,695 58 4,089 36 610 5 88 1 Indigenous 51 51 36 36 13 13 0 0 Education Bachelor degree or above 2,031 68 846 28 94 3 16 1 Advanced diploma or diploma 805 59 458 34 83 6 16 1 Certificate 981 49 849 42 162 8 16 1 Year 12 or below 2,813 56 1,917 38 278 6 39 1 Total 6,746 58 4,125 36 624 5 88 1 (Source: ABS; Dec 2009; Selected findings) ❚❚ ONLINE ADVERTISING A total of AU$1.87 billion was spent on online advertising in Australia in 2009, a 9.4% increase ($161 million) on 2008. (SOURCE: IAB/PWC) The increase in online ad spend in 2009 was mainly due to the 17% growth in search and directories advertising, which brought in AU$944.25 million in 2009 compared to $806.5 million in 2008. General display contributed $498 million, with the remaining $429 million coming from classified advertising. (SOURCE: IAB/PWC) Search and directories dominated online ad spend taking up 50.5% of expenditure in 2009; followed by general display (26.6%); then classified (22.9%). (SOURCE: IAB/PWC) The biggest spenders on online advertising came from the finance sector in 2009, taking up 19% of online ad expenditure. The next top spenders came from the computers & communication industry category, taking up 12.72% of online ad spend, closely followed by motor vehicles, with 12.46% of overall online ad spend. The category that spent the least? Office and business equipment, with just 0.21%. (SOURCE: IAB/PWC) The FMCG sector may not be the biggest online spenders in Australia, but in the last year they have shown the biggest increase in online ad expenditure, adding AU$7.1 million to the amount they spent in 2009 compared to 2008. (SOURCE: IAB/PWC) While traditional media sectors recorded drops in advertising spend in the first half of 2009, online actually managed a 12% increase in ad revenues, generating AU$892.5 million. (SOURCE: MARKETING INTERACTIVE/CEASA) ❚❚ DEMOGRAPHICS Australia currently has more than 17 million internet users in the country, representing a penetration rate of 80.1%. (SOURCE: INTERNETWORLDSTATS) Australia's internet user base grew 158.1% between 2000 and 2009. (SOURCE: INTERNETWORLDSTATS) Nearly three quarters (72%) of Australian households now have home internet access. In the last decade, household access to the web has more than quadrupled. (SOURCE: ABS) Broadband access has now reached around two thirds (62%) of Australian homes – or 5 million households – and 86% of homes with internet access now have broadband connections. The Australian Capital Territory has the highest proportion of broadband households (74% of all homes) of any state in Australia. (SOURCE: ABS) Home is the favourite access location for 68% of Australian internet users that are aged 15 and over. (SOURCE: ABS) Nearly all (96%) of home users mainly used the internet at home for personal and private purposes. Less than half of them (46%) tend to work online. (SOURCE: ABS) Australia's Internet Users 2009 Age ‘000 15–17 853 18–24 2,063 25–34 2,945 35–44 3,063 45–54 2,936 55–64 2,409 65 or over 2,66 Gender Male 8,345 Female 8,593 Personal income Less than $40,000 8,962 $40,000–$79,999 4,158 $80,000–$119,999 1,050 $120,000 or over 581 Not determined 2,187 Employment status Employed 11,008 Not employed 5,930 Indigenous status Non indigenous 16,747 Indigenous 190 Education Bachelor degree or above 3,410 Advanced diploma or diploma 1,667 Certificate 2,867 Year 12 or below 8,685 State or Territory of usual residence New South Wales 5,560 Victoria 4,272 Queensland 3,346 South Australia 1,277 Western Australia 1,694 Tasmania 392 Northern Territory 125 Australian Capital Territory 271 (Source: ABS Dec 2009; selected findings) Uluru (Ayer's Rock) in the Australian Outback AUSTRALIA
  • 9. 14 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 15 However, despite a 41% increase in the number of online advertisers and a 19% increase in the number of banner ads, general display online ad revenues in Australia at end of Q3 fell by 5% compared to the same quarter in 2008. (SOURCE: DIGITAL MEDIA/NIELSEN) The drop in display ad revenue could be down to one thing: Australians are among the least likely in the world to actually click on general display ads, according to one survey. (SOURCE: DIGITAL MEDIA/NIELSEN) Australians may not like clicking on many online ads, but a lot of them remember them. One third of internet users are able to recall the ad when asked and 41% of them can link the brand to an un-branded ad. (SOURCE: NIELSEN) The search advertising market in Australia saw growth rates of 30% in the year 2008/9 and is projected to grow at a slower CAGR of 20% until 2014. Online directories revenue grew by 21% in the same year, slightly lower than the 22% growth rates seen in 2007/8. The online directories market is expected to sustain CAGR of 15% between 2010 and 2014. (SOURCE: FROST & SULLIVAN) Australia's Top Sites for 2009 2009 Average Monthly Unique Visitors ('000) Google Sites 10,547 Microsoft Sites 9,668 FACEBOOK 6,648 Yahoo! Sites 5,731 eBay 4,953 Apple 4,185 Telstra 4,103 Fox Interactive Media 4,072 Wikimedia Foundation Sites 3,940 News Interactive 3,125 (Source: comScore World Metrix; Audience: All Persons 15+ at Australia Home/Work Locations) Australia's Top Gaming Sites for 2009 2009 Average Monthly Unique Visitors ('000) Online Gaming 4,230 WildTangent Network 950 MINICLIP 803 Nickelodeon Casual Games 582 MSN Games 560 EA Online 383 Disney Games 362 Spil Games 269 World of Warcraft (App) 261 Universal Multiplayer Game Entertainment 256 AOL Games 226 (Source: comScore World Metrix; Audience: All Persons 15+ at Australia Home/Work Locations) Australia's Top Retail Sites for 2009 2009 Average Monthly Unique Visitors ('000) Retail 7,201 Amazon Sites 2,288 Apple Worldwide Sites 2,100 Coles Group 944 Shopping.com Sites 911 Woolworths 828 GETPRICE.COM.AU 515 Ticketek 490 AmericanGreetings Property 409 DEALSDIRECT.COM.AU 381 MYSHOPPING.COM.AU 343 (Source: comScore World Metrix; Audience: All Persons 15+ at Australia Home/Work Locations) Australia's Top Entertainment Sites for 2009 2009 Average Monthly Unique Visitors ('000) Entertainment 9,131 YOUTUBE 5,749 iTunes Software (App) 3,537 CBS Interactive 2,758 Viacom Digital 1,595 Vevo 1,347 IMDB 1,292 Gorilla Nation 1,229 Break Media Network 1,123 AOL Music 965 UGO Entertainment 944 (Source: comScore World Metrix; Audience: All Persons 15+ at Australia Home/Work Locations) Australian General Display Online Ad Spend 2009 Advertiser Industry Category AU$ ('000) % of Spend Finance 94,654 19.01 Made up of: - Business Banking 4,271 0.86 - Credit Cards 19,435 3.90 - Home Loans 27,160 5.45 - Superannuation 1,724 0.35 - Personal Banking 21,095 4.24 - Wealth Management 6,772 1.36 - Other 14,197 2.85 Computers & Communication 63,365 12.72 Made up of: - Computer Hardware 21,543 4.33 - Computer Software 5,344 1.07 - Telecommunications 28,797 5.78 - Internet/ISP 7,681 1.54 Motor Vehicles 62,051 12.46 Made up of: - Internet Sites 3,197 0.64 - Manufacturers 51,347 10.31 - Dealers 1,734 0.35 - Other 5,773 1.16 Travel/Accommodation 35,290 7.09 Made up of: - Flights 13,098 2.63 - Accommodation 7,823 1.57 - Car Hire 1,044 0.21 - Holiday Packages/Agents 3,933 0.79 - Other 9,392 1.89 Entertainment & Leisure 38,882 7.81 Made up of: - Music 1,901 0.38 - Movies 14,045 2.82 - Games/Consoles 4,439 0.89 - Other 18,497 3.71 Media 21,465 4.31 FMCG 26,604 5.34 Made up of: - Food 12,786 2.57 - Beverages (non-alcoholic) 6,365 1.28 - Other 7,453 1.50 Real Estate 20,273 4.07 Retail 17,831 3.58 Insurance 15,917 3.20 Health, Beauty, Pharmaceuticals 22,938 4.61 Government 20,201 4.06 Other 25,858 5.19 Recruitment 7,081 1.42 Alcoholic Beverages 7,968 1.60 Education & Learning 8,366 1.68 Home Products & Services 3,459 0.69 Community/Public Service 4,762 0.96 Office & Business Equipment 1,035 0.21 (Source: IAB/PWC) How Australians Define Spam Definition % of Australian Respondents Emails that intend to trick me into opening them 85 Emailers from senders who are unknown to me 76 Any email I receive that I did not ask for or subscribe to 77 Emails of an offensive subject matter 74 Any email sent to me from a sender who is not on my address book or approved sender list 43 All emails that are filtered into the junk mailbox 46 An email from a company I may have given permission to send me mail at one time, but that I no longer wish to receive 35 Any email I receive that I don't want, regardless of whether I subscribed 38 Emails from companies I have a relationship with offline, but to whom I never gave permission to contact me via email 41 Emails from a company I have done business with but that come too frequently 31 Any email that tries to sell me a product or service, even if I know the sender 23 (Source: Epsilon International) Why Australians Unsubscribe from Emails Reason % of Australian Respondents Irrelevant content 72 Receive too frequently 59 Think address being shared/sold 40 Don't recall signing up 38 Privacy concerns 29 (Source: Epsilon International) Become one of the most skilled digital marketing practitioners in the world and have a professional qualification to prove it! For more information, and to request your course prospectus, email to education@asiadma.com or visit www.theidm.com/adma The Institute of Digital Enlightenment In association with:
  • 10. 16 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 17 Why Australians Open Permission-Based Emails Type of Subject % of Australian Line Content Respondents Free product offer 68 Discount offer 62 Contains familiar brand name 47 New product announcement 42 Contains recent purchase info 38 Free shipping offer 32 Contains my name 29 time offer 27 Breaking info/news 20 Other 6 (Source: Epsilon International) ❚❚ E-COMMERCE Around 8 million internet users shopped online in 2009, representing 64% of all Australians who accessed the internet. (SOURCE: ABS) Australians are big on shopping online. Now, 85% of online Australians shop for books, DVDs, technology, sports and travel products mostly over the internet. That equals around 11.98 million people. (SOURCE: GETPRICE.COM.AU/COREDATA) Why do Australians love online shopping so much? It's easy and can avoid the crowds, that's why: 75% of online users in a survey said that convenience turned them on to online shopping; 78% cited the ability to make price comparisons; and a solid 33% of them said they simply preferred the opportunity to get away from people and to shop in peace. (SOURCE: GETPRICE.COM.AU/COREDATA) More than half (51%) of online shoppers in Australia have spent more than AU$200 online in the past year, with a similar proportion of them saying they purchased online at least once a month. (SOURCE: GETPRICE.COM.AU/COREDATA) The more money you have, the more likely you are to shop. As much as 82% of Australians in the top household income bracket shopped online in 2009 compared to 42% in the lowest earning category. (SOURCE: ABS) Australia's online gaming market is expected to be worth AU$2.2 billion by 2013. (SOURCE: B&T/PWC) Australia's Online Shoppers in 2009 Used the internet to purchase Did not use the internet to goods or services purchase goods or services '000 % '000 % Age group (years) 15–17 303 38 500 62 18–24 1,176 63 701 37 25–34 1,970 75 673 25 35–44 1,774 68 850 32 45–54 1,493 65 802 35 55–64 910 60 606 40 65 or over 366 45 453 55 Gender Male 4,026 64 2,243 36 Female 3,966 63 2,341 37 Personal income Less than $40,000 3,210 54 2,680 46 $40,000–$79,999 2,636 73 960 27 $80,000–$119,999 773 79 210 21 $120,000 or over 470 85 81 15 Could not be determined 902 58 652 42 Employment status Employed 6,484 69 2,905 31 Not employed 1,508 47 1,679 53 Indigenous status Non indigenous 7,940 64 4,516 36 Indigenous 51 43 68 57 Level of highest educational attainment Bachelor degree or above 2,479 78 705 22 Advanced diploma or diploma 1,059 72 421 28 Certificate 1,377 63 813 37 Year 12 or below 2,951 53 2,575 47 State or Territory of usual residence New South Wales 2,488 61 1,594 39 Victoria 2,031 63 1,198 37 Queensland 1,647 67 824 33 South Australia 570 63 335 37 Western Australia 829 64 458 36 Tasmania 183 68 85 32 Northern Territory 66 66 34 34 Australian Capital Territory 177 76 56 24 Total 7,992 64 4,584 36 (Source: ABS Dec 2009; selected findings; Persons 15 and over; Use of the internet to purchase or order goods or services–for private purposes in the last 12 months–2008–09) Top Online Retail Subcategories in Australia Category % Reach Retail 57.5 Comparison Shopping 18.2 Books 21.1 Computer Hardware 22.4 Consumer Electronics 8.2 Computer Software 12.1 Apparel 10.9 Health Care 2.6 Mall 2.4 Fragrances/Cosmetics 2.7 Retail-Music 4.8 Retail-Food 3.6 Department Stores 6.3 Tickets 7.1 Flowers/Gifts/Greetings 5.1 Jewelry/Luxury Goods/Accessories 3.2 Consumer Goods 0.9 Sports/Outdoor 4.6 Home Furnishings 3.0 Toys 2.8 (Source: comScoreWorld Metrix, August 2009) ❚❚ MOBILE Annual mobile ad revenues in Australia are expected to reach AU$232 million by 2013. (SOURCE:B&T/PCW) SMS can now pretty much be called ubiquitous, with 99% of Australians now text messaging each other. (SOURCE: DIGITAL MEDIA/MICROSOFT) More than 25% of all Australians aged 14 and over have accessed the mobile internet at one point or another. (SOURCE: SENSIS) Australian mobile users are more targeted than their PC predecessors, according to one survey. Mobile users there like to get "straight down to business", with the top mobile activities involving either researching products and services, (41% of mobile internet users) or looking for the suppliers of those products and services (36%). (SOURCE: SENSIS) Of Australia's mobile shoppers, 25% have bought a ringtone; 25% have conducted mobile banking; 19% have bought something with a credit card; 12% have ordered a product or service over their phones; and 10% of them have either bought or sold something on a mobile auction site, according to one survey. (SOURCE: SENSIS) Other than shop, more than one quarter (27%) of mobile Australians have downloaded videos via their phones; 25% have downloaded games; 17% have watched mobile TV and 12% have used their phone to scan a bar code. (SOURCE: SENSIS) Social networking for Australians isn't just conducted over the PC – they are getting in on the act with their phones too, with 40% of mobile Australians using their phone to access a social networking site. More than one quarter (27%) of them have read a blog via their mobiles; 12% have actually written a blog using their phone; and 8% have used Twitter specifically with their phones. (SOURCE: SENSIS) Young Australians are yet to get on board with mobile social networking, however. According to one survey of 18-35 year olds who use social media, only 19% of them in Australia are actually using their phones for this function. (SOURCE: TELECOMASIA.NET/IDC) The take-up of 3G services is driving the demand for more sophisticated mobile services in the country, with 3G and wireless broadband services posting a 162% increase in June 2009 from the previous year. Now, wireless broadband subscribers make up 25% of all internet subscribers in Australia. (SOURCE: MUMBRELLA/ACMA) There were 12.28 million 3G services up and running in Australia in June 2009, compared with 8.55 million in June 2008. (SOURCE: MUMBRELLA/ACMA) One third of Australians use SMS as a mechanism to alert people to key events in their lives, such as the birth of a baby or a promotion at work, according to one study. The same study found that 44% of Australians send picture messages while travelling, while 33% did so when buying houses and at the birth of their children. (SOURCE: TELECOMPAPER/TELSTRA) How Australians Feel About Mobile Ads Attitude towards Ads % of Mobile Users Agree Disagree Don't know I would accept ads on my mobile phone in exchange for free mobile content or special offers 39 50 11 I would accept ads on my mobile phone if I could opt out 49 42 9 I would accept ads if they did not impact on the performance of my phone 47 46 8 I would accept ads from companies whom I've agreed to accept ads from 56 37 7 I would accept ads from companies with whom I have pre-existing relationship 36 52 12 I would accept ads on my mobile phone 25 60 16 I would accept ads that offered me incentives 44 45 11 I would accept ads linked to my specific interests 41 48 11 I would accept ads for free or discounted calls or text Messages 52 39 9 (Source: AIMIA) What Australians do on the Mobile Internet Activity % of Mobile Users Accessing Internet Internet browsing 68% Accessed news updates 50% Accessed weather updates 48% Sent or received email 44% Accessed sport updates 32% Streamed or downloaded music 23% Made VoIP calls 22% Streamed or downloaded videos 16% Used Mobile TV 11% None 8% Other 6% (Source: ACMA April 2009) ❚❚ CASE STUDY Client: Lion Nathan Agency: Holler Sydney Campaign: Beck's üBERSELEKTOR Objective: The challenge: bring Beck's positioning of "Different by choice" to life across its sponsorship of the Melbourne, Adelaide, Perth and Sydney Festivals. Take into consideration that the audience is mostly out and about and wants to enjoy the best their city has to offer during each Festival. Strategy: Rather than just filling online and offline media placements, Holler devised an additional stream of digital dialogue and content. Using the moniker of üBERSELEKTOR, Beck's participated in many of the most innovative communities online: Tumblr; Vimeo; Blip.fm; SoundCloud; as well as the social media "standards" such as Facebook; Flickr; YouTube and Twitter. Details: Holler created event photos with a photo booth, animations for VJaying, video art projected onto buildings and interviewed participating music and video artists. We offered real-time information from the venues, chatted with influential punters on Twitter as well as gave away VIP experiences via Facebook. All content was amplified through the different Festival organisers and Beck's editorial and music partners MTV, Modular Records, InTheMix, FasterLouder and FutureClassic. Results: - Googling the term "üBERSELEKTOR" led to ten pages of brand-owned search results. - A photo library of 3,500 event shots that Beck's holds the rights to. - 400 comments and 360 'Likes' on Facebook posts. - 1,600 'Tweets' full of valuable local and international content.
  • 11. 18 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 19 How the Chinese Connect Place of Access % of Users Home 83.2 Office 30.2 Internet cafe 35.1 Access equipment Desktop 73.4 Mobile phone 60.8 Notebook 30.7 Other 0.5 (Source: CNNIC March 2010) ❚❚ USER BEHAVIOUR Chinese internet users spent on average 14.3 hours online a month in 2009. (SOURCE: COMSCORE) The top three applications for Chinese internet users in 2009 were music (83.5% of users), news (80.1%) and search (73.3%). (SOURCE: CNNIC) More than two thirds of Chinese respondents in a global survey (68%) said they had downloaded a song online without paying for it, 37% of them via a P2P service. (SOURCE: SYNOVATE) In 2009 the number of online gamers came to 265 million people, an increase of 41.5% on 2008. (SOURCE: CNNIC) Around 124 million Chinese now use social networks. (SOURCE: WEB2ASIA/CNNIC) Nearly a quarter of a billion (244 million) of China's internet users now use instant messaging. (SOURCE: CNNIC/DIGITAL MEDIA) Nearly 290 million Chinese internet users listen to music online, while 222 million watch online video. (SOURCE: CNNIC/DIGITAL MEDIA) User-generated content is gathering pace in China, with 89.7 million Chinese now writing their own blogs and 41.5 million use microblogging services like Twitter. (SOURCE: TRENDSTREAM/LIGHTSPEED/EMARKETER) Chinese living in the country's top 60 cities spend more than 70% of their leisure time on the internet. (SOURCE: MCKINSEY) Nearly half (49.7%) of Chinese internet users go online for news and information. (SOURCE: COMSCORE) What Chinese Internet Users did Online in 2009 Activity Utilisation Users Growth Rate (%) ('00,000) rate YOY (%) Instant Messaging 70.9 27,233 21.6 Blog 57.7 22,140 36.7 Blog Update 37.7 14,477 37.9 Forum/BBS 30.5 11,701 28.6 Social Website 45.8 17,587 – Email 56.8 21,797 29 Search Engine 73.3 28,134 38.6 Online News 80.1 30,769 31.5 Online Game 68.9 26,454 41.5 Online Video 62.6 24,044 19.0 Online Music 83.5 32,074 28.8 Online Literature 42.3 16,261 – Online Shopping 28.1 10,800 45.9 Travel Booking 7.9 3,024 77.9 Online Payment 24.5 9,406 80.9 Online Banking 24.5 9,412 62.3 Online Trading 14.8 5,678 67.0 (Source: CNNIC March 2010) ❚❚ ONLINE ADVERTISING China's online advertising revenues reached RMB20.61 billion (US$3.02 billion) in 2009, a 21.2% increase on 2008. (SOURCE: DIGITAL MARKETING INNER CIRCLE/IRESEARCH) Baidu took home the biggest slice of the online ad pie (21.3% of revenues), followed next by Google (11.1%), Sina (7.5%), Tencent QQ (4.9%) and NetEase (1.5%). (SOURCE: DIGITAL MARKETING INNER CIRCLE/IRESEARCH) China's online advertising market is expected to generate RMB30.09 billion in 2010 and RMB99.37 billion by 2013. (SOURCE: DIGITAL MARKETING INNER CIRCLE/IRESEARCH) Online currently accounts for 16.6% of overall ad spend in China. By 2012, the Chinese internet market is expected to take up 28.8% of overall ad revenues. (SOURCE: ZENITH/CREDIT SUISSE) Between January and November 2009, there were an average number of 3,717 online advertisers in China on a monthly basis, a 24% increase on 2008. (SOURCE: CREDIT SUISSE) There may be more online advertisers – but that doesn't mean they are spending more. Average monthly spend fell 13% year-on-year to RMB194,997 in 2009. (SOURCE: CREDIT SUISSE) Ask the Chinese what type of advertising they mistrust and they are likely to cite online ones, with ads in video games coming out on top (47% of respondents saying they do not trust). They are joined by ads in virtual worlds (47%) and closely followed by SMS ads (46%), email ads (38%), pop- ups (38%) and banner ads (28%). (SOURCE: TNS/DIGITAL MEDIA) All is not lost however – 84% of Chinese respondents to the same survey said that a brand's presence online "increased their interest in using it to some degree'". (SOURCE: TNS/DIGITAL MEDIA) And the Chinese would be more than happy to accept more online advertising – if they were paid for it. More than 50% of Chinese respondents in a survey said they would be willing to accept more ads in exchange for payment. (SOURCE: SYNOVATE) SNS advertising acceptance levels are a mixed bag. Just 30% of SNS users in China say they will accept any form of advertising, with 26.6% saying they accept targeted ads. (SOURCE: WEB2ASIA/CNNIC) Nearly a third of SNS users (30.1%) say they have never clicked on an ad in a social networking site. (SOURCE: WEB2ASIA/CNNIC) The online gaming market in China was worth an estimated RMB25.8 billion (US$3.7 billion) in 2009. (SOURCE: MOC/XINHUA) By 2013, online gaming revenues are projected to bring in US$9.5 billion a year. (SOURCE: BDA) China's search market is now worth more than RMB7.5 billion and is expected to be worth more than RMB12 billion by the end of 2010. (SOURCE: IRESEARCH/ADCHINA.COM) ❚❚ DEMOGRAPHICS More than half (50.2%) of Asia Pacific's internet users now live in China. (SOURCE: INTERNETWORLDSTATS) At the end of 2009, there were 384 million internet users in China. China now has a penetration rate of 28.9% – up from 22.6% in 2008. (SOURCE: CNNIC) The majority of China's internet users – 346 million people – are now broadband subscribers. (SOURCE: CNNIC) By 2014, China's broadband population is expected to be more than 551 million-strong. Mobile broadband users are expected to represent nearly 70% of this group. (SOURCE: GLOBAL TIMES/OVUM) The average Chinese internet user visits around 75 websites every month. (SOURCE: DCCI/ADCHINA.COM) In 2009, the average monthly income of internet users in China was 62% higher than non-internet users. (SOURCE: CREDIT SUISSE) Nearly two fifths (38.5%) of internet users in China are aged 30 years or older. (SOURCE: CNNIC) The vast majority (72.2%) of all internet users in China live in urban areas. (SOURCE: CNNIC) China's Internet Users 2009 % of users Age Age 10-19 31.8 Age 20-29 28.6 Age 30-39 21.5 Age 40-49 10.7 Age 50-59 4.5 Age 60 and above 1.9 Gender Male 54.2 Female 45.8 Education Primary school/below 8.8 Junior middle 26.8 High school 40.2 College 12.2 Master's degree/above 12.1 Profession Others 0.8 Unemployed 9.8 Retirees 2.1 Agricultural, forestry, husbandry, fishery labourers 2.8 Freelancers/Self-employed 13 Industry/service industry workers 4.4 Migrant workers 2.4 Professionals 10.4 Non-managerial white collar 15 Managerial white collar 3.1 Party/government/institute employees 7.5 Students 28.8 Income (Yuan) per month Above 8000 2.9 5001-8000 2.7 3001-5000 9.3 2001-3000 15.4 1501-2000 13.4 1001-1500 13.7 501-1000 14.5 500 or below 18 No income 10 Region Rural 27.8 Urban 72.2 (Source: CNNIC March 2010) The Great Wall of China CHINA
  • 12. 20 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 21 China's e-book market is expected to explode in 2010. E-reader sales stood at around 800,000 units in 2009 and are anticipated to grow to 3 million this year. (SOURCE: CHINA DAILY/DISPLAY SEARCH) Thanks to more Chinese booking flights, hotel and package tours online, online travel revenue in China is expected to reach US$695.8 million in 2010, an increase of 27% on 2009. By 2013 the revenues are anticipated to reach US$1.3 billion. (SOURCE: IRESEARCH) China's online games market generated US$3.57 billion in revenues in 2009. That number is expected to increase to US$4.5 billion in 2010 and US$9.2 billion by 2014. (SOURCE: NIKO PARTNERS) China's online gaming market is being driven by the success of MMORPG which now accounts for 79% of the online game market. The market scale of MMORPG increased by 35.2% year on year to reach RMB20.38 billion in 2009, while advanced casual games generated RMB3.55 billion. (SOURCE: CHINATECHNEWS/MOC) More than one quarter (26% or 87.88 million) of China's internet users shopped online in the first half of 2009, an increase of 38.9% on 1H 2008. (SOURCE: CHINAINTERNETWATCH) More than 85.7% Chinese online users searched for product information online during the first half of 2009, 53.5% on B2C sites and 32.5% on C2C sites. (SOURCE: CHINAINTERNETWATCH) For Chinese internet users who shop online, C2C sites such as Taobao and Paipai are the first choice for 85% of them, rather than traditional B2C sites such as Amazon. (SOURCE: CHINAINTERNETWATCH) Nearly half of China's online users (48.7%) have become aware of online shopping sites via their friends and family. (SOURCE: CHINAINTERNETWATCH) Top Online Retail Subcategories in China Category % Reach Retail 50.4 Comparison Shopping 14.8 Books 14.5 Computer Hardware 6.5 Consumer Electronics 9.9 Computer Software 6.1 Apparel 7.8 Health Care 7.0 Mall 3.8 Fragrances/Cosmetics 2.0 Retail-Music 1.4 Retail-Food 0.5 Department Stores 1.5 Tickets 0.3 Flowers/Gifts/Greetings 0.4 Jewelry/Luxury Goods/Accessories 1.0 Consumer Goods 0.2 Sports/Outdoor 0.1 Home FurnishingS 0.5 Toys 0.1 (Source: comScoreWorld Metrix, August 2009) ❚❚ MOBILE There are now an estimated 739 million mobile users in China, representing a penetration rate of 54.3%. (SOURCE: MIIT/PEOPLE'S DAILY) By the end of 2009, there were 233 million mobile internet users in China, accounting for 60.8% of all internet users in the country. (SOURCE: CNNIC) By the end of 2010 there will be more internet users in China than the entire population of the United States, more than 300 million people. (SOURCE: EMARKETER) By 2013, 41% of all mobile users will be mobile internet users too. (SOURCE: BDA) 3G is still in its infancy in China. There are currently just 15 million 3G subscribers in the country. (SOURCE: IMEDIA CONNECTION) That being said, the market is growing fast. New mobile subscriptions (2G and 3G) numbered 9 million every month in Q4 2009. (SOURCE: IMEDIA CONNECTION) Half of all Chinese 3G users access the mobile internet five times a day at least. (SOURCE: IMEDIA CONNECTION/IRESEARCH) Nearly half (46.5%) of all mobile phone users said they would use 3G within six months, once it became available to them. (SOURCE: CNNIC) Chinese mobile users sent 784.04 billion SMS messages to each other in 2009. (SOURCE: MIIT) Chinese mobile users send an average of 2.1 billion SMS messages to each other every day. Of these, 86% come from China Mobile customers. (SOURCE: CHINATECHNEWS/MIIT) Two fifths (40.9%) of China's SNS users expect mobile usage from their networks. (SOURCE: WEB2ASIA/CNNIC) M-commerce revenues in China were expected to reach RMB55 million in 2009, a 130% increase on 2008. (SOURCE: TELECOMPAPER/IRESEARCH) In 2009, 10.3% of online shopping transactions were made by means of mobile payment. (SOURCE: CHINAINTERNETWATCH) During the first six months of 2009, there were a total of 62.69 million mobile payment transactions made in China, worth US$2.49 billion in expenditure. (SOURCE: TELECOMPAPER/INTERFAX CHINA) Mobile entertainment is predicted to bring in US$18 billion by 2013. (SOURCE: RCR RESEARCH/JBB RESEARCH) Legal mobile music downloads are beginning to take off in China, with 16% of Chinese saying they have paid for music applications on their phones. More than one quarter of them (27%) have paid for a full length mobile music track. (SOURCE: SYNOVATE) By the end of 2009 there were an estimated 12.3 million mobile game players in China. (SOURCE: PYRAMID RESEARCH) By 2013, China's online search market should be generating RMB22.7 billion (US$3.4 billion) a year. (SOURCE: BDA) China's online brand advertising market revenue came to RMB7.97 billion in November 2009, and is expected to grow by 35% year-on-year in 2010. China's overall online advertising market is expected to grow by 44% in 2010. (SOURCE: CREDIT SUISSE) Paid search is expected to grow at a rate of 55% year-on- year in 2010. (SOURCE: CREDIT SUISSE) Entertainment has a 63.8% reach in China, the lowest in the region. (SOURCE: COMSCORE) The Chinese are the least prolific searchers in the region, averaging 61.7 searches per searcher in August 2009, lower than the regional average (84.5 searches per searcher). (SOURCE: COMSCORE) China's Top Portals by Brand Advertising Revenue Site RMB million Sina 1,421 Sohu 1,125 Tencent 885 Netease 307 MSN China 252 Soutun 240 Youku 212 Baidu 129 (Source: iResearch/Credit Suisse estimates) China's Online Ad Revenues 2009-2012 (RMB million) 2009 2010 2011e 2012 Brand ad 10,853 14,595 18,918 23,271 Search 10,453 16,244 24,179 31,166 Others 1,639 2,186 3,087 4,014 Total 22,946 33,025 46,184 58,451 Breakdown (%) Brand ad 47.9 44.7 41.5 40.3 Search 44.9 48.6 51.8 52.8 Others 7.2 6.7 6.8 7.0 YoY (%) Brand ad 9.3 34 30 23 Search 61.7 56 49 29 Others -8.8 33 41 30 (Source: Credit Suisse estimates; * gross revenue – advertisers actual spending) China's Online Brand Ad Market Revenues: 2009/10 Brand Ad Revenue Breakdown (RMB million) (%) YoY (%) yoy (%) industry 2009 2010 2009 2010 2010 IT 971 1,117 11 9 15 Electronics 348 400 4 3 15 Food & Beverage 495 693 6 6 40 Auto 1,422 1,849 16 15 30 Telecom & Handset 398 577 4 5 45 Personal Care 294 440 3 4 50 Internet Service 1,753 2,629 20 22 50 Real Estate 792 1,070 9 9 35 Finance 380 532 4 4 40 Others 2,090 2,765 23 23 32 Total 8,942 12,072 100 100 35 (Source: iResearch/Credit Suisse estimates) Trust in Media Channels in China Media channel % who trust the channel completely Recommendations from friends and family 57 Independent reviews in publications 20 Manufacturers / brands websites 17 Consumer opinion in blogs 20 TV ads 12 Newspaper ads 11 Ads that appear on search engines 11 Banner ads on websites 9 Ads in virtual worlds 6 Ads in video games 7 Ads via mobile SMS 8 (Source: TNS/Digital Media) China's Top 10 Motivating Digital Brands Rank Brand 1 Lenovo 2 Nokia 3 Haier 4 Nestle 5 Nike 6 ICBC 7 McDonald's 8 L'Oreal 9 Adidas 10 Wong Lo Kat Herbal Tea (Source: TNS/Digital Media) Top 5 Online Advertisers in China in 2009 Advertiser Online Ad Spend (RMB million) Jiayuan 520 VANCL 510 Lining 370 Nike 290 51job 260 (Source: ChinaInternetWatch/CR-Nielsen) ❚❚ E-COMMERCE In 2010, revenues generated from online advertising, games, shopping and other activities is expected to come to RMB112.3 billion, a 51% growth on 2009. (SOURCE: DIGITAL MARKETING INNER CIRCLE/IRESEARCH) China's online shopping market generated RMB250 billion (US$36.6 billion) in 2009, representing 1.97% of all domestic retail sales. It is thought that around 100 million Chinese now shop online. (SOURCE: IRESEARCH/XINHUA) More than 87 million Chinese online users shopped online in the first 6 months of 2009. (SOURCE: CHINAINTERNETWATCH) Of those online shoppers, 32.3% made no more than two purchase transactions during the first six months of 2009. However, a similar amount (30.5%) made between five and ten online shopping transactions in that same period. (SOURCE: CHINAINTERNETWATCH) More than half (50.4%) of online Chinese have visited an online retail site. (SOURCE: COMSCORE) Chinese online shoppers have a strong preference for C2C sites, being the first choice for 85% of them. The top site by far is Taobao, with 76.5% of online shoppers citing it as their first choice. (SOURCE: CHINAINTERNETWATCH) Nearly half (48.7%) of online shoppers in China have become aware of shopping sites through family and friends. (SOURCE: CHINAINTERNETWATCH) More than 85.7% of Chinese online users searched for product information online in the first six months of 2009. Breaking it down, 53.5% visited B2C sites and 32.5% visited C2C sites to do this. (SOURCE: CHINAINTERNETWATCH) Comparison shopping is yet to take off in China, with just 14.8% of online Chinese having visited a comparison shopping site. (SOURCE: COMSCORE) China's virtual goods market was expected to generate more than US$5 billion in sales in 2009. (SOURCE: VIRTUALGOODSNEWS.COM/+8*)
  • 13. 22 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 23
  • 14. 24 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 25 China Mobile currently controls around 80% of China's mobile games market via its Monternet platform. (SOURCE: PYRAMID RESEARCH) Mobile internet users in China averaged 248 page views per user in December 2009, 132.8% more than in December 2008. (SOURCE: OPERA) Smartphones now represent more than 20% of all handset shipments to China. (SOURCE: IMEDIA CONNECTION) A sizeable 77% of Chinese consumers say they cannot live without their mobile phones. (SOURCE: SYNOVATE) However, 44% of Chinese say they are already receiving too many ads on the mobile phones already, according to the same survey. A similar amount, 42%, say they are open to more ads – if they can make some money out of it themselves. (SOURCE: SYNOVATE) China has more than 350 million accumulated mobile instant messenger accounts, and 136.39 million active accounts. (SOURCE: ANALYSIS INTERNATIONAL) Chinese Mobile Internet Users 2009 % of users Age Under 10 0.5 Age 10-19 37.9 Age 20-29 35.3 Age 30-39 17.1 Age 40-49 6.7 Age 50-59 1.8 Age 60 and above 0.7 Gender Male 56 Female 44 Education Primary school/below 8.1 Junior middle 26.9 High school 42.4 Associate college 11.4 College 10.3 Master's degree/above 0.9 Profession Others 0.7 Unemployed 9.9 Retirees 0.4 Agricultural, forestry, husbandry, fishery labourers 3.1 Freelancers/Self-employed 12.2 Industry/service industry workers 4.9 Migrant workers 2.9 Professionals 9.9 Enterprise non-managerial 15.7 Enterprise managerial 2.8 Government-non managerial 4.1 Government-managerial 1 Students 32.3 Income (Yuan) per month Above 8000 2.7 5001-8000 2.7 3001-5000 8.4 2001-3000 14.3 1501-2000 13 1001-1500 13.5 501-1000 16.5 500 or below 19.5 No income 9.3 Region Rural 30.8 Urban 69.2 (Source: CNNIC March 2010) What Chinese Mobile Internet Users do Online Activity % of users Mobile Phone TV 16.5 Mobile Phone Email 18.4 Mobile Phone Online Game 19.3 Mobile Phone Online Community 22.8 Mobile Phone Online Music 50.4 Mobile Phone Search 55.2 Mobile Phone Reading 75.4 Mobile Phone Online Chatting 77.8 (Source: CNNIC March 2010) ❚❚ CASE STUDY Client: Coca-Cola China Agency: wwwins Isobar China Campaign: Coca-Cola Coke with Food Campaign Objective: The key challenge was to create an association between Coke and everyday meals, reinforcing how much "Shuang" (Chinese character representing refreshment and enjoyment) the consumer can experience at the dining table when Coke is there to accompany the food. Strategy: Instead of just showing "behind the scene" footage of the TVC, we wanted to really place the consumers "behind the scenes". An additional video of the TVC was shot solely for the online campaign purpose to create the unique digital experience. Details: With the online video template, we created a unique and exciting experience that allowed consumers be part of the video for them to "show off" to their friends. Under the theme of "Having Dinner with Fei-Lun-Hai" we pushed the boundaries of Real-time Flash 3D Technology to allow users to upload their face photos, which then were converted into 3D faces then mapped onto a person who dined with the Fei-Lun-Hai members in the video. In the final video, consumers could see themselves dancing and dining around the table with Fei-Lun-Hai. And with simple share function, consumers could send the video link their friends, or even paste the video on their blogs. Results: The campaign generated the following response: 700,000 3D user-generated interactive videos successfully generated, the viral effects that were tracked reached exposure to more than 20 million people. www.ad-tech.com THE EVENT FOR DIGITAL MARKETING connecting all sides of the interactive marketing and advertising landscape THE EVENT FOR MODERN MARKETING: ● CONFERENCE ● EXHIBITION HALL ● NETWORKING SEARCH, EMAIL MARKETING, RSS, MOBILE MARKETING, GAMING, TV 2.0, AFFILIATE MARKETING BLOGGING, VIDEO MARKETING METRICS, MEDIA BUYING, PODCASTS, WIKIS, PERSONAS WEB ANALYTICS AND BEHAVIORIAL TARGET MARKETING EXPO HALL IS FREE! upcoming events in asia 3 - 4 June 2010 Suntec City International Convention Centre 28 - 29 October 2010 Grand Prince Hotel New Takanawa 20 - 21 October 2010 Shanghai International Convention Centre
  • 15. 26 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 27 What Hong Kong's Internet Users Earn Monthly Household Income Total % of Users HK$70,000+ Per month 218,424 5.5 HK$70,000-79,999 48,779 1.2 HK$60,000-69,999 96,370 2.4 HK$50,000-59,999 192,364 4.9 HK$40,000-49,999 518,419 13.1 HK$35,000-39,999 191,198 4.8 HK$30,000-34,999 311,904 7.9 HK$25,000-29,999 338,447 8.5 HK$20,000-24,999 595,502 15 HK$15,000-19,999 440,105 11.1 HK$13,000-14,999 228,786 5.8 HK$10,000-12,999 478,324 12.1 HK$8,000-9,999 185,600 4.7 HK$8,000 or less per month 165,998 4.2 (Source: Yahoo!/Synovate 2009 HK Media Atlas Q1'09-Q4'09) ❚❚ USER BEHAVIOUR There were around 2.5 million social networking users in Hong Kong as of August 2009. (COMSCORE) Over 50% of online Hong Kongers have uploaded a video to a video sharing site, according to one survey. (SOURCE: UNIVERSAL MCCANN) Hong Kong internet users spent an average of 156 minutes a day online in 2009. (SOURCE: NIELSEN) Hong Kong internet users spent on average more than 25 hours online a month in 2009. (SOURCE: COMSCORE) What do Hong Kong internet users do when they are online? In August 2009 it was mainly instant messaging (15.9% share of minutes online), with Hong Kongers spending twice as long as Asians across the region did on the activity that month. Entertainment sites took up 11% of their time (led by YouTube and TVB) and social networking took up 8% of their time. (SOURCE: COMSCORE) Entertainment reach in the city was 72.7% in August 2009. (SOURCE: COMSCORE) Just over a third (37%) of Hong Kongers feel they could not live without the internet. (SOURE: SYNOVATE) Why Hong Kongers go Online Activity % of users For getting information 80 Communication by text 30.3 Shopping/reservation 4.4 Leisure 41 Education 17.5 Financial activities 8.4 Online community 1.2 Downloading/upgrading software 5.1 (Source: APIRA) How Long Hong Kongers Spend Online Average Time Spent Using Internet ('000) % of Users Less Than 30 Minutes 412 7.7 30 Minutes-Less Than 1 Hour 666 12.4 1 Hour-Less Than 2 Hours 924 17.2 2 Hours-Less Than 3 Hours 745 13.9 3 Hours-Less Than 4 Hours 458 8.5 4 Hours-Less Than 5 Hours 257 4.8 5 Hours-Less Than 6 Hours 144 2.7 6 Hours Or More 517 9.6 (Source : Nielsen Media Index Hong Kong; Base population: Individuals aged 12 – 64) What Hong Kongers do Online Features Used ('000) % of Users EMail 3,062 57 Search Goods/Services Information 1,826 34 Instant messenger 1,757 32.7 Read Newspapers/Magazines 1,698 31.6 Social Networking 1,407 26.2 Play Online Games 1,388 25.8 Settle Payment 1,131 21 Use Online Banking Services 1,129 21 Listen To Songs/Radio Programs 1,046 19.5 Search Financial Information 1,007 18.7 Search/Download Information 995 18.5 Watch User-generated Video Online or Watch Professionally Produced Video Online 1,124 20.9 Browse Blog 714 13.1 Download Free Songs/Music or Download Paid Songs/Music 754 14 Use Search Engines 682 12.7 Write Blog 662 12.3 Trade Stock 620 11.5 Download Software 609 11.3 Make Reservation/Book Tickets 529 9.8 Search Job Vacancies 494 9.2 Chat Room 441 8.2 Use Auction Services 433 8.1 Purchase/Order Goods/Services 402 7.5 Download Movies 359 6.7 Download TV Programs 255 4.7 Request Customer Services 243 4.5 Make Friends Online 242 4.5 Download Mobile Phone Ringtone 216 4 Internet Phone 209 3.9 Download Books/Comics 184 3.4 Download Mobile Phone Game/Wallpaper 138 2.6 Netmeeting 108 2 Others 511 9.5 (Source : Nielsen Media Index Hong Kong; Base population: Individuals aged 12-64) ❚❚ ONLINE ADVERTISING Hong Kong online ad spend came to HK$869 million in 2009, a 17% increase on 2008 (HK$744 million). (SOURCE: THE NIELSEN COMPANY) Online ad spend in Hong Kong is expected to grow by 13% in 2010. (SOURCE: MEDIA/HK4As) By 2012, online ad spend is expected to come to US$169 million. (SOURCE: ZENITHOPTIMEDIA) While Google reigns supreme across much of Asia as the favoured search engine, in Hong Kong it is Yahoo! that attracts the majority of searches, it taking 58.9% of Hong Kongers' search queries. (SOURCE: MEDIA/COMSCORE) Hong Kong internet users are pretty loyal to the emarketing programmes they sign up to, 80% of them saying they always open and read emails they have subscribed to. Equally a similar proportion, 70%, delete emails that have been sent to them by unknown senders – unread. (SOURCE: COMPUTERWORLD/RADICA) Hong Kongers love bargains, which may be why 78% of Hong Kong internet users in a survey said they find emails offering discounts to be the most persuasive tactics to get them to purchase what was offered in the emails. Discount coupons are nearly as persuasive, say 72% of users, while free gifts (65%) and cash rebates (50%) are also popular. (SOURCE: COMPUTERWORLD/RADICA) Nearly two-thirds (63%) of Hong Kong internet users in a survey said that they forwarded promotional emails on to their friends and relatives. (SOURCE: COMPUTERWORLD//RADICA) ❚❚ DEMOGRAPHICS There are currently more than 3.9 million active internet users in Hong Kong, as of August 2009. (SOURCE: COMSCORE) Around 81% of Hong Kong homes have broadband. (SOURCE: AFP/STRATEGY ANALYTICS) More than two thirds (69.4%) of Hong Kongers aged 10 or over accessed the internet in 2009. (SOURCE: CENSUS & STATISTIC DEPARTMENT) Hong Kong internet users on average spend 18 hours a week online. (SOURCE: APIRA) There are around 8,825 public WiFi access points in Hong Kong. (SOURCE: YAHOO!/OFTA) Hong Kong's Internet Users 2009 Total Users ('000) % of users Gender Male 1,903.04 48 Female 2,058.39 52 Age 15-19 432.68 10.9 20-24 455.49 11.5 25-29 511.61 12.9 30-32 476.65 12 35-39 478.16 12.1 40-44 454.08 11.5 45-49 403.72 10.2 50-54 271.79 6.9 55+ 226.20 5.7 Marital Status Single 2,168.82 54.7 Married with Children aged 15 or below 854.44 21.6 Married without Children 274.09 6.9 Divorced, Widowed (with children aged 15 or below) 13.78 0.3 Divorced, Widowed (without children) 6.74 0.2 Married with all Children aged 16 or above 607.72 15.3 Divorced, Widowed (with all children aged 16 or above) 16.94 0.4 Attained Education No Formal Schooling 6.59 0.2 Primary School or beloW 197.44 5 Sec 2,436.78 61.5 Tert non-degree 421.90 10.7 tert degree+ 880.61 22.2 Employment Status Working Full Time (30 hours above a week) 2,380.02 60.1 Working Part Time (Less than 30 hrs a week) 208.03 5.3 Retired 89.77 2.3 Unemployed 178.82 4.5 Student 814.65 20.6 Housewife 283.00 7.1 Refused 7.12 – Occupation/Job Position PMEB 812.26 20.5 skilled & unskilled white collar 716.13 18.1 Services workers & shop sales 261.05 6.6 Craft & related workers 165.48 4.2 Plant & machine operators and assemblers 76.70 1.9 Elementary occupations 157.70 4 Place of Access At home 3,684.73 93 In office 1,280.94 32.3 At school 173.37 4.4 In Internet cafe 55.72 1.4 In other places (e.g. library, shopping mall) 198.41 5 (Source: Yahoo!/Synovate HK Media Atlas Q1-Q4 2009) Hong Kong's Two IFC rising above the city HONG KONG
  • 16. 28 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 29 ❚❚ E-COMMERCE While nearly all Hong Kong internet users (98.3%) had used some form of e-business service in 2009, 15.9% used "online purchasing services" for their personal means, an increase on 2008 (10.3%). (SOURCE: CENSUS & STATISTICs DEPARTMENT) More than half of online Hong Kongers have visited a retail site (51.3%). (SOURCE: COMSCORE) Comparison shopping is gaining some traction in Hong Kong, with 13.8% reach, as of August 2009. (SOURCE: COMSCORE) In 2009, Hong Kong's online shopping adoption rate grew at a CAGR of 144.8%. (SOURCE: APIRA) Top Online Retail Subcategories in Hong Kong Category % Reach Retail 51.3 Comparison Shopping 13.8 Books 13.8 Computer Hardware 16.9 Consumer Electronics 17.1 Computer Software 8.6 Apparel 7.6 Health Care 1.2 Mall 1.4 Fragrances/Cosmetics 4.7 Retail-Music 6.6 Retail-Food 1.9 Department Stores 0.9 Tickets 2.9 Flowers/Gifts/Greetings 1.9 Jewellery/Luxury Goods/Accessories 2.2 Consumer Goods 0.3 Sports/Outdoor 0.9 Home Furnishings 1.4 Toys 2.3 (Source: ComsCore World Metrix, August 2009) ❚❚ MOBILE Hong Kong's mobile subscriber penetration rate now stands at 171.6%. Hong Kong, a city of 7 million people, had more than 12 million mobile subscribers as of November 2009. (SOURCE: OFTA) Of Hong Kong's mobile population, more than 4.9 million are 2.5G and 3G subscribers. (SOURCE: OFTA) As of the beginning of 2010, there were 8,826 public WiFi spots in Hong Kong. (SOURCE: OFTA) Hong Kong's mobile data revenue is expected to increase at a CAGR of 10.5% from 2009 to 2014, increasing from US$557 million to $916 million. (SOURCE: PYRAMID RESEARCH) In 2010, Valentine's Day and Chinese New Year Day both fell on 14 February, perhaps prompting Hong Kongers to send more than 28.3 million SMS messages and receive 36.8 million of them – a 54.19% and 42.08% increase respectively compared to Valentine's Day 2009. (SOURCE: OFTA) More than half of Hong Kongers (59%) feel they could not live without their mobile phone. (SOURE: SYNOVATE) Nearly half of Hong Kong mobile phone users (49%) already feel they are receiving too many ads on their phones. (SOURE: SYNOVATE) Unlike their peers across the Chinese border, Hong Kongers are still resistant to the idea of mobile phone advertising – even if they get paid for it (66% of users saying they are resistant). (SOURCE: SYNOVATE) ❚❚ CASE STUDY Client: Anna Sui Agency: Euro RSCG Hong Kong Campaign: ANNA SUI SUPER BLACK MASCARA Objective: In a crowded market place, the challenge was to engage Anna Sui's 15-30 year old style-conscious, digitally-connected consumers and communicate to them the product's benefits – with the ultimate aim of increasing traffic to Anna Sui counters. Strategy: Super Black Mascara exaggerates the eyes, but how could the brand communicate this in a playful and flirtatious way online? Euro RSCG Hong Kong tapped into the global reach of social networks to create an innovative Facebook application which invited users to virtually apply the new range of mascara to their own photos. The campaign brought the product experience online, by literally allowing users to apply mascara to the eyes of their online photos. Details: This fun application saw users playfully digitally enhancing their facebook photos with flirty long lashes, and posting their glamourised images. Running to the tagline "Long lashes that captivate – be the Anna Sui Captivating Star", the campaign ran across a range of online and offline channels in Hong Kong, Taiwan and Korea, including a product mini-site, "how to" videos on YouTube, eDM, SMS and in-store materials. In order to maximise the viral potential of the application, users were then invited to pass on the application to friends in order to receive vouchers and win prizes to drive traffic to Anna Sui counters. Results: Within the first month the campaign generated: - More than 6,000 Facebook users accessed the Super Black Mascara Facebook application. - More than 600 people become fans of the application group. - More than 500 vouchers were downloaded. - The brand website saw an increase in visits of over 50% during the campaign period. Hong Kong online advertisers numbered 2,239 as of the first half of 2009, running 7,158 campaigns between them, a 22% increase on 2008. In total, 11.2 billion ad impressions were served over that 1H 2009 period. (SOURCE: THE NIELSEN COMPANY) The most prolific online advertising category in Hong Kong is not, surprisingly, finance representing HK$65 million of ad value, followed by computers & electrical (HK$51 million) and education (HK$48 million) (SOURCE: THE NIELSEN COMPANY) In the first six months of 2009, social networking sites and other friend-introducing sites increased their estimated ad value tenfold (1,014%) compared to the first half of 2008. (SOURCE: THE NIELSEN COMPANY) Hong Kongers are amongst the most ad savvy internet users out there, showing the highest propensity to avoid sites with intrusive ads and pop ups – 46% of users, much higher than the global average (28%). (SOURCE: SYNOVATE) More than one quarter (27%) of Hong Kongers would be more recipient to online ads – if they were paid to do so. (SOURCE: SYNOVATE) More than one quarter (26%) of Hong Kongers are open to behavioural marketing and the technology that facilitates it – as long as no data is collected in the process that could identify them. (SOURCE: SYNOVATE) Hong Kong's Top 10 Sites of 2009 2009 Average Monthly Unique Visitors ('000) Yahoo! Sites 3,184 Microsoft Sites 2,628 Google Sites 2,594 FACEBOOK 2,004 DISCUSS.COM.HK 1,367 Uwants Sites 1,303 SINA 1,053 Wikimedia Foundation Sites 919 Television Broadcasts 903 PCCW 784 (Source: ComScore World Metrix; Audience: All Persons 15+ at Hong Kong Home/Work Locations) Hong Kong's Top 10 Gaming Sites of 2009 2009 Average Monthly Unique Visitors ('000) Online Gaming 1,151 Yahoo! Games 233 Gamania Digital Entertainment 180 Travian Games 163 MSN Games 112 9YOU 102 GAMEBASE.COM.TW 85 WildTangent Network 74 Gameflier 74 TALESRUNNER.COM.HK 73 MINICLIP 56 (Source: ComScore World Metrix; Audience: All Persons 15+ at Hong Kong Home/Work Locations) Hong Kong's Top 10 Retail Sites of 2009 2009 Average Monthly Unique Visitors ('000) Retail 2,033 Alibaba.com 469 Apple Worldwide Sites 459 Amazon Sites 309 PRICE.COM.HK 210 THREE.COM.HK 174 DCFEVER 174 CITYLINE 164 RINGHK 121 Nissen Group 119 Hewlett Packard 116 (Source: ComScore World Metrix; Audience: All Persons 15+ at Hong Kong Home/Work Locations) Hong Kong's Top 10 Entertainment Sites of 2009 2009 Average Monthly Unique Visitors ('000) Entertainment 2,828 YOUTUBE 1,551 TVB 899 Yahoo! Music 822 Yahoo! Movies 550 iTunes Software (App) 478 Tudou Sites 438 PPStream 431 CBS Interactive 422 Youku 408 Sony Online 324 (Source: ComScore World Metrix; Audience: All Persons 15+ at Hong Kong Home/Work Locations) Hong Kong's Fastest Growing Online Ad Categories Ranking Categories Growth by Ad Value(%) 1 Introductions/Social Networking 1014 2 Automotive 201 3 Sundry Service 194 4 Real Estate 180 5 Fashion 172 (Source: The Nielsen Company; 1H 2009) Hong Kong's Online Ad Spend by Sector Categories Market Gross Adspend on Internet (HK$m) Banking & Investment Services 527.1 Education & Training 266.19 Computers & Internet Services 216.56 Telecommunication, Mobile Phones & Services 111.54 Entertainment 106.59 Transportation & Logistics 101.75 Travel & Tourism Services 96.58 Cosmetics & Skincare 75.85 Beauty, Slimming & Fitness 68.78 Hotels, Resorts & Service Apartments 58.04 Pharmaceuticals & Healthcare 57.24 Restaurants 54.01 Mass Media 51.61 Retail 48.56 Non-profit Organisation 45.66 Sports 41.34 Jewellery, Watches & Luxury Products 37.55 Camera, Photography & Optical Instruments 37.1 Toiletries & Household 35.69 Fashion, Accessories & Eyewear 34.9 Government 34.25 Business Services 33.68 Insurance 31.72 Beverages 30.78 Electrical Appliances 27.03 Automobile & Petroleum 26.61 Food 24.4 Toys & Hobbies 19.23 Property & Real Estate 11.7 Energy & Mining 8.66 Wine, Beer, Whisky & Liquor 6.97 Bridal 6.8 Construction 4.51 Books, Gifts & Stationery 3.62 Industry 2.4 Pets 1.68 Miscellaneous 1.53 Funeral Services 0.01 Tobacco 0 Unknown 0 Total 2,348.22 (Source: Yahoo!/admanGo; January-December 2009) Hong Kong's Top 10 Website Brands in 2009 Brand Ad impressions ('000) Total 23,927,360 Yahoo! HK 13,631,410 atnext 2,141,341 2000fun-HP 2,017,361 HKEPCHardware 1,860,722 Discuss 1,153,393 Mingpao 970,985 The Sun 712,127 AAStocks 533,116 MSN Hong kong 476,805 fotop 430,098 (Source: Yahoo!/Nielsen AdRelevance – 06/04/2010)
  • 17. 30 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 31 What Indians do Online Activities % of Users % Change Undertaking from 2008 Search for travel products 84 – Job search 71 -0.3 Search for non-travel products 68 – Instant messaging/chatting 67 -3 Check general news 62 -1 Dating/Friendship 55 +5 Check cricket content/score 53 +3 Check sports other than cricket 52 – Matrimonial search 49 +0.4 English info search engine 49 +0.6 (Source: JuxtConsult) ❚❚ ONLINE ADVERTISING Online ad revenues in India in 2008/09 came to Rs3.25 billion, 38% higher than the previous year. By 2009/10 they are expected to reach Rs4.3 billion. (SOURCE: IAMAI) Ad spend on a per user basis is low in India, valued at Rs65 per user. It is expected to increase to Rs68 in 2010. (SOURCE: IAMAI) Online ad spend is expected to increase by 32% over the next four to five years, generating Rs20 billion by 2013. (SOURCE: PWC) Currently online ad spend represents just 2.3% of overall ad spend. By 2013 that is expected to change to 5.5%. (SOURCE: PWC) India's top 500 advertisers spent an estimated Rs278.15 crore on online advertising in 2008/09, representing around 64% of all online ad spend by Indian advertisers. (SOURCE: WEBCHUTNEY) Three categories dominate online ad spend in India. The IT/online sector accounts for 23% of online ad spend among India's top 500 marketers; the consumer durables industry is estimated to account for 19%; and banking, financial services and insurance accounts for 17%. (SOURCE: WEBCHUTNEY) More than one quarter (26%) of the top 500 Indian advertisers' digital spend goes on brand-specific websites. Just 2% goes on mobile advertising. (SOURCE: WEBCHUTNEY) Online spend by India's top 500 advertisers is expected to grow by 44% to reach Rs399 crore in 2009/10. (SOURCE: WEBCHUTNEY) India's Top 10 Sites of 2009 2009 Average Monthly Unique Visitors ('000) Google Sites 27,139 Yahoo! Sites 23,527 Microsoft Sites 13,068 Rediff.com India 9,427 Wikimedia Foundation Sites 7,922 FACEBOOK 7,618 Times Internet 6,113 AOL 6,083 Ask Network 5,801 Network 18 5,774 (Source: comScore World Metrix; Audience: All Persons 15+ at India Home/Work Locations) India's Top 10 Gaming Sites of 2009 2009 Average Monthly Unique Visitors ('000) Online Gaming 6,117 Yahoo! Games 1,061 MINICLIP 979 GAMETOP 626 Big Fish Games Sites 394 Spil Games 377 MSN Games 355 AOL Games 319 Nickelodeon Casual Games 315 WildTangent Network 296 EA Online 274 (Source: comScore World Metrix; Audience: All Persons 15+ at India Home/Work Locations) India's Top 10 Retail Sites of 2009 2009 Average Monthly Unique Visitors ('000) Retail 13,404 Amazon Sites 3,542 Apple Worldwide Sites 1,667 Alibaba.com 1,253 Hewlett Packard 993 AmericanGreetings Property 918 WARESEEKER 883 Samsung Group 719 Dell 712 BOOKMYSHOW 646 FLIPKART 611 (Source: comScore World Metrix; Audience: All Persons 15+ at India Home/Work Locations) India's Top 10 Entertainment Sites of 2009 2009 Average Monthly Unique Visitors ('000) Entertainment 21,991 YOUTUBE 10,474 CBS Interactive 5,154 AOL Music 4,005 Metacafe 3,740 SONGS.PK 2,956 Yahoo! Movies 2,802 Real.com Network 2,227 SANTABANTA 1,762 Gorilla Nation 1,693 BEEMP3 1,680 (Source: comScore World Metrix; Audience: All Persons 15+ at India Home/Work Locations) Indian Online Ad Market by Industry Sector Sector 2008/2009 2009/2010 % Growth (Rs million) (Rs million) BFSI 553 645 17 Auto 276 387 40 FMCG 325 473 46 Consumer durables 260 344 32 IT/Telecom 488 688 41 Education 195 344 76 Online publishers 845 1,075 27 Electronic media 130 172 32 Print media 49 86 76 Others 130 90 -31 (Source: AIMAI) Online Ad Performance in India, Basic Metrics Sector Imp. with Interaction Dwell User Average CTR (Rich CTR Interaction Rate Rate Rate Dwell Time Media) (Standard (Seconds) Media) Apparel 9.7% 27.2% 12.4% 49.5 1.06% – Auto 7.6% 12.6% 7.7% 25.5 0.43% – Consumer Packaged Goods 9.0% 17.5% 11.2% 77.8 0.70% 0.88% Electronics 7.8% 13.3% 8.6% 42.6 0.81% 0.46% Entertainment 3.9% 7.5% 5.9% 29.9 0.44% 0.37% Financial 7.3% 12.2% 6.9% 27.0 0.16% – Government/Utilities 8.2% 14.1% 8.2% 47.0 0.44% – Health/Beauty 7.1% 11.6% 6.0% 30.4 0.20% – News/Media – – – – – 0.16% Retail 10.6% 18.0% 9.4% 21.8 0.38% – Services 7.6% 12.1% 10.0% 15.6 0.36% – Tech/Internet 7.6% 13.7% 9.2% 24.3 0.41% 0.21% Telecom 5.7% 9.6% 6.3% 28.3 0.42% 0.30% Travel 7.7% 14.6% 7.2% 31.5 0.25% 0.19% (Source: Eyeblaster Research Q1 2009 to Q4 2009) Online ­Ad Performance in India, Video Metrics Avg. Video Started 50% Played Fully Played Duration (Seconds) Rate Rate RatE Apparel – – – – Auto 15.4 25.3% 43.0% 27.7% Consumer Packaged Goods 37.5 11.0% 82.0% 66.5% Electronics 154.8 27.2% 97.5% 42.4% Entertainment 19.1 7.6% 65.0% 46.2% Financial 20.0 10.8% 49.3% 31.3% Government/Utilities 14.5 6.3% 56.1% 33.3% Health/Beauty 7.3 4.7% 82.8% 75.8% News/Media – – – – Retail 19.8 28.0% 62.1% 52.0% Services – – – – Tech/Internet 15.6 17.3% 47.9% 26.2% Telecom 21.1 12.3% 60.5% 44.5% Travel 8.7 0.6% 54.6% 42.0% (Source: Eyeblaster Research Q1 2009 to Q4 2009) ❚❚ DEMOGRAPHICS India now has 71 million internet users, showing a growth rate of 42% through 2009. Of this number, 51 million of them are active users. (SOURCE: ECONOMIC TIMES/IMRB/IAMAI) The number of internet connections in India is still considered to be very low, at 14.6 million. (SOURCE: ECONOMIC TIMES/IMRB/IAMAI) India's current broadband penetration rate stands at less than 1%. (SOURCE: PYRAMID RESEARCH) Four out of five PC users and English-speaking urbanites in India are now connected to the internet. (SOURCE: ECONOMIC TIMES/IMRB/IAMAI) More than a third (37%) of Indian internet users rely on internet cafes for access. (SOURCE: ECONOMIC TIMES/IMRB/IAMAI) More than three quarters (77%) of India's online population is under the age of 35. (SOURCE: COMSCORE) The average monthly family income of Indian online users is 3.2 times higher than the national average. (SOURCE: JUXTCONSULT) Indians spend the least amount of time online than any other Asian nation, with internet users spending 11 hours a month on average online in 2009. (SOURCE: COMSCORE) India's Internet Users 2009 % of users Gender Male 79 Female 21 Age 15-24 41 25-34 36 35-44 15 45-54 7 55+ 1 Access Location Home 88 Office 84 Spends 2 hours or more online Home-weekdays 43 Home-weekends 54 Office-weekdays 53 (Source: Comscore; WebChutney; survey of India's top 500 advertisers) ❚❚ USER BEHAVIOUR Entertainment reach in India was 63.8% in August 2009. (SOURCE: COMSCORE) News and information reach was 41.8% in August 2009. (SOURCE: COMSCORE) A sizeable 88.8% of Indian search activity happens on Google, the highest levels in the region. (SOURCE: COMSCORE) The vast majority (92%) of India's blogs are written in English. (SOURCE: INDIBLOGGER) More than a third (37%) of Indians aged between 18 and 25 use their PDAs and smartphones to receive emails. (SOURCE: EPSILON INTERNATIONAL) Taj Mahal palace at sunrise INDIA
  • 18. 32 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 33 In 2010 there are expected to be 12.1 million mobile internet users in India. The number of mobile internet users is expected to more than double every year to reach 114.2 million in 2013. (SOURCE: EMARKETER) There may be 127 million mobile internet subscribers in India, but there are only around 2 million active users. (SOURCE: INDIAPRWIRE/IAMAI/IMRB) For those 2 million who do actively access the mobile internet, 60% of them visit social networking sites or blogs, while 23% use their mobile internet connections for search. (SOURCE: INDIAPRWIRE/IAMAI/IMRB) The majority of active mobile internet users in India (70%) are college students and men aged between 18 and 35. (SOURCE: INDIAPRWIRE/IAMAI/IMRB) Currently, 20% of India's mobile users access the internet over the phone. Of those that do, more than 50% of them go online every day. (SOURCE: JUXTCONSULT) A sizeable 80% of Indian mobile users are open or neutral to the idea of receiving ads over their phones. (SOURCE: JUXTCONSULT) Value-added services currently account for 12% of mobile revenues in India. (SOURCE: JATAAYU) The overall mobile VAS industry in India was estimated to be worth Rs97,600 million in June 2009. By June 2010 this figure is expected to reach Rs162,500 million. (SOURCE: IAMAI) A total of US$20.8 million was spent on mobile advertising in 2009. In 2010 that number is expected to grow to $35.4 million and by 2012 will have mushroomed to $85.4 million. (SOURCE: EMARKETER) In a survey, 38% of Indians had watched a music video over their mobile phone in the past month. (SOURCE: MIDEMNET/MUSICMATTERS) Smartphones are expected to represent more than 20% of new mobile sales in 2014. (SOURCE: LIGHTREADINGASIA) Close to one third of mobile internet users "engage with brands" that they see advertising. Of this group of ad-friendly people, a sizeable 72.5% of them were also likely to visit the brand's website, while 17.5% said they would buy the product. (SOURCE: INMOBI) The majority of mobile internet users (42%) are upper middle class, while 38% are lower middle class and 20% are from the working class demographic. (SOURCE: INMOBI) Mobile music sales are expected to hit Rs3,600 crores by 2009/10, out of a total music retail market worth Rs4,100 crores. (SOURCE: JATAAYU/PWC/IFPI) India is fourth in the world when it comes to the size of its mobile gaming community, with 15.3 million active mobile gamers in June 2009. (SOURCE: LIGHTREADINGASIA) India's Top Mobile Site Categories Site % of Users who visit Search Engines 54.7 News 51.3 Social Networking 31.6 Net Banking 13.7 Blogs 12 Gaming 8.5 E-Books 5.1 Academic 3.4 Dating/Matrimony 2.6 Other 7.7 (Source: InMobi) ❚❚ CASE STUDY Client: Tata Nano Agency: Rediffusion Y&R Campaign: Tata Nano Objective: Ever since Ratan Tata announced the Rs.1 Lakh car, the world has been obsessed with it. The Tata Nano created tremendous buzz not just in India but internationally too. The website had to capture the buzz around the car and engage visitors as well as those eagerly awaiting the car to be delivered. Strategy: Apart from seamlessly integrating the Nano's presence in social media sites and providing essential information about the car and its variants, the site had three primary points of engagement. Details: Drive the Nano: Since the Nano could not be test driven live, users could drive the Nano online (on a Google Map interface after detecting their IP address) in their own neighbourhood. They could also invite their friends to drive in groups and accumulate Nano Kms. Site features included: Browse the Nano: The Nano is popularly referred to as the People's Car. An application was created which aggregated any mention of the Tata Nano on the internet (videos, pictures, articles, blogs etc.) and made for rich reading and viewing content. The resulting virtual car was thus made by the people, for the people. Nano Diaries: Proud owners of the Nano could now share their stories with the world. Nano Diaries is a blog for Nano owners to upload pictures of the car and other related experiences. Results: The campaign resulted in the following: - Traffic to the site shot up by 200%. - The average time spent per visit went up by 300%. Why Indians Open Permission-Based Emails Type of Subject % of Indian Line Content Respondents Discount offer 58 Contains familiar brand name 58 Free product offer 53 New product announcement 48 Breaking info/news 45 Limited time offer 39 Contains recent purchase info 36 Free shipping offer 36 Contains my name 31 Other 4 (Source: Epsilon International) How Indians Define Spam Definition % of Indian Respondents Emails of an offensive subject matter 64 Emails that intend to trick me into opening them 63 Any email I receive that I did not ask for or subscribe to 60 Emailers from senders who are unknown to me 55 All emails that are filtered into the junk mailbox 44 Any email I receive that I don't want, regardless of whether I subscribed 36 Any email sent to me from a sender who is not on my address book or approved sender list 32 An email from a company I may have given permission to send me mail at one time, but that I no longer wish to receive 26 Emails from companies I have a relationship with offline, but to whom I never gave permission to contact me via email 22 Emails from a company I have done business with but that come too frequently 19 Any email that tries to sell me a product or service, even if I know the sender 18 (Source: Epsilon International) ❚❚ E-COMMERCE Digital music is expected to represent 60% of all music sales in India by 2013. (SOURCE: PWC) Nearly two fifths (39.9%) of Indian internet users visited an online retail site in August 2009. (SOURCE: COMSCORE) Just 6% of Indian internet users visited a comparison shopping site in August 2009. (SOURCE: COMSCORE) Why do Indians shop online? Because it gives them the freedom to shop anytime, say 75% of respondents to one survey. A similarly high amount said it allowed them to compare prices and save money (74%). It also saved them time (74% of respondents). (SOURCE: VISA) More than half of Indian internet users that shop on overseas shopping sites (51%) do so because local sites do not stock the products or services they need. (SOURCE: VISA) More than half (51%) of Indian internet users shopping on overseas sites say that most of their international online purchases take place on US sites. (SOURCE: VISA) Indians are amongst the region's top spenders when it comes to overseas online purchases, spending an average of US$887 in the year ending March 2009. (SOURCE: ASIATRAVELTIPS/VISA) Indians are more concerned about online security than their peers around Asia, with 55% expressing the concern in India, compared to 45% on average regionally. A sizeable 60% of them say they would feel better if their banks would reassure them they could use their payment cards on the internet, according to one survey. (SOURCE: VISA) Music downloads were the most popular types of online purchases in India in 2009 (50% of online shoppers), closely followed by airline tickets (49%) and travel information (49%). (SOURCE: VISA) Travel is the biggest B2C e-commerce category by spend, representing 44% of online spend in 2009. (SOURCE: VISA) Nearly two-thirds (65%) of Indian online shoppers say they have bought a travel product online, compared to 50% who say they have bought a non-travel product. (SOURCE: JUXTCONSULT) Top Online Retail Subcategories in India Category % Reach Retail 39.9 Comparison Shopping 6.5 Books 13.4 Computer Hardware 9.6 Consumer Electronics 7.6 Computer Software 14.1 Apparel 2.5 Health Care 1.9 Mall 0.9 Fragrances/Cosmetics 0.6 Retail-Music 1 Retail-Food 0.7 Department Stores 0.9 Tickets 1.1 Flowers/Gifts/Greetings 4.3 Jewellery/Luxury Goods/Accessories 1.2 Consumer Goods 0.9 Sports/Outdoor 0.6 Home Furnishings 0.7 Toys 0.5 (Source: ComsCore World Metrix, August 2009) ❚❚ MOBILE There is now 506 million mobile subscribers in India. (SOURCE: TECHWORLD/TRAI) India's current mobile penetration rate stands at 21%. (SOURCE: PYRAMID RESEARCH) India is expected to have nearly 500 million new mobile subscribers by 2013, 80 million of which will be 3G subscribers. (SOURCE: PYRAMID RESEARCH) By 2014, 3G subscribers are expected to account for nearly 20% of all mobile subscribers. (SOURCE: LIGHTREADINGASIA) One in five Indian mobile users are female. One in three Indian men have mobiles, while only one in 10 Indian women do. (SOURCE: JUXTCONSULT) By 2013, the impact of falling handset prices, an increase in incomes, initiatives in infrastructure sharing and lower mobile tariffs are all expected to boost India's mobile penetration rate to 58%. (SOURCE: PYRAMID RESEARCH) India's mobile users have 2.3 times the average monthly household income of non-mobile users. (SOURCE: JUXTCONSULT)
  • 19. 34 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 35 How Indonesians Spend their Internet Time, by Age Access point % of Users/Age Total 15-19 20-24 25-29 30-39 40-50 Internet cafe 36 53 39 16 24 21 Office 21 – 11 44 49 47 Home 18 13 19 23 16 25 Mobile phone/PDA 11 19 8 9 6 7 School 7 10 12 – 2 – Laptop-WiFi spot 4 1 7 7 2 – Friend's house 9 4 4 1 2 – (Source: Yahoo!-TNS Net Index Indonesia 2009; past 3 months) ❚❚ USER BEHAVIOUR Indonesian internet users spent on average eight hours online per month in 2009. (COMSCORE) Entertainment reach was 65.9% in August 2009. (SOURCE: COMSCORE) Indonesian internet users spend on average 1.4 hours per user on online entertainment. (SOURCE: COMSCORE) Indonesians love to connect, with 46% of them in a survey citing communication and interaction with others being the key thing they value most about the internet. (SOURCE: BBC) More than 5 million Indonesian internet users are social network users. (SOURCE: COMSCORE) Nearly half (45.5%) of Indonesian online users turned to the internet for news and information in August 2009. (SOURCE: COMSCORE) More than a third (34%) of Indonesians say their main source of information is the internet. (SOURCE: SOROS/OSI RESEARCH) There are more than 1 million bloggers in Indonesia. (SOURCE:VLISA.COM) There are estimated to be around 8 million online gamers in Indonesia. (SOURCE: MMORPG INDONESIA) What Indonesians did Online in 2009 Total Users % of Users EMAIL 3,520 46.95 INTERNET PHONE 119 1.59 DOWNLOAD SOFTWARE / FILES 2,325 31.01 PRODUCT INFO 1,737 23.17 COMPANY INFO 542 7.23 BUY ANY PRODUCT 227 3.03 PERFORM FINANCIAL SERVICES 291 3.88 ACCES INTL NEWS 1,495 19.94 ACCES LOCAL NEWS 2,127 28.37 READ ELECTRO NPP 972 12.96 READ ELECTRO MAG 549 7.32 LISTEN TO MUSIC 2,817 37.57 WATCH A MOVIE 677 9.03 PLAY GAMES 2,960 39.48 BULLETIN BOARDS 227 3.03 CHATING 2,449 32.66 GENERAL SURFING 2,875 38.34 JOB HUNTING 970 12.94 VIDEO CONFERENCE 194 2.59 EDUCATION SERVICE 1,756 23.42 CLASSIFY ADS 294 3.92 PARTICIPATE IN AUCTIONS 20 0.27 OTHERS 733 9.78 (Source: Nielsen Media Index Indonesia; MIX 2009 Wave 4) How Frequently Indonesians go Online Frequency Total Users % of ('000) Users Everyday 1,155 15.4 Few times a week 2,379 31.73 Once a week 1,067 14.23 Few times a month 886 11.82 Once a month 401 5.35 Less than once a month 1,609 21.46 (Source: Nielsen Media Index Indonesia; MIX 2009 Wave 4 – FULL Weighted by: Population; Used internet in past 12 months) How Long Indonesians Spend Online Average Time Spent Using Internet ('000) Vert% Less Than 30 Minutes 595 7.94 30 Minutes-Less Than 1 Hour 1,974 26.33 1 Hour-Less Than 2 Hours 2,507 33.44 2 Hours-Less Than 3 Hours 1,440 19.21 3 Hours-Less Than 4 Hours 429 5.72 4 Hours-Less Than 5 Hours 165 2.2 5 Hours-Less Than 6 Hours 149 1.99 6 Hours-Less than 7 Hours 58 0.77 7 Hours or More 181 2.4 (Source: Nielsen Media Index Indonesia; MIX 2009 Wave 4 – FULL Weighted by: Population; Used internet in past 12 months) ❚❚ ONLINE ADVERTISING Online ad spend in Indonesia came to just US$900,000 in 2009 and is projected to grow slightly to US$1 million in 2010. (SOURCE: ZENITHOPTIMEDIA) By 2012, Indonesian online ad spend is expected to reach US$1.8 million. (SOURCE: ZENITHOPTIMEDIA) By the end of 2013, growth in digital and mobile advertising spend in Indonesia will surpass the global rate. While growth rates are predicted to be stagnant in 2009/10, online spend will grow a rate of 14.5% between 2011 and 2013. (SOURCE: JAKARTA POST/PWC) From 2012, ad spending on digital and mobile is expected to overtake other platforms. (SOURCE: JAKARTA POST/PWC) More than two thirds (69%) of Indonesian's trust brand websites as advertising channels. (SOURCE: THE NIELSEN COMPANY) Indonesian internet users have relatively high levels of trust in search engines as paid advertising channels, with 57% of respondents to a survey showing the most trust in them. (SOURCE: THE NIELSEN COMPANY) Indonesian mobile internet users served up more than 1.2 billion ad requests in Q4 2009, the second highest in the region. (SOURCE: ADMOB) Indonesia's Top 10 Sites of 2009 2009 Average Monthly Unique Visitors ('000) Google Sites 5,339 FACEBOOK 5,274 Yahoo! Sites 4,968 WordPress 2,463 Microsoft Sites 2,092 AOL 1,796 4SHARED 1,675 Wikimedia Foundation Sites 1,559 The Mozilla Organisation 1,410 FRIENDSTER 1,266 (Source: comScore World Metrix; Audience: All Persons 15+ at Indonesian Home/Work Locations) Sunrise over Borobudur Temple on Java Island, Indonesia ❚❚ DEMOGRAPHICS There are currently around 30 million Indonesian's online. (SOURCE: POINT TOPIC) But taking internet subscriptions into account, Indonesia's online population is only around 2.4 million people. (SOURCE: REPORTLINKER) Indonesia's current internet penetration rate stands at around 13%. (SOURCE: MCIT) By the end of 2010, it is estimated that Indonesia's internet user base will have grown to 80 million people. (SOURCE: POINT TOPIC) Indonesia had the highest growth rate of broadband connections in the world in Q3 2009, when it added 163,000 new connections to give it a total of nearly 300,000 broadband connections. (SOURCE: LIPA) Broadband subscribers are expected to number 3.2 million by the end of 2013, which would represent 93.6% of all internet subscribers. (SOURCE: REPORTLINKER) More than two thirds (70%) of Indonesia's internet users live in Jakarta and other large cities. (SOURCE: DCI) Indonesia's internet user universe grew at a rate of 1,150% between 2000 and 2009. (SOURCE: INTERNETWORLDSTATS) Indonesia's Internet Users 2009 Total Users ('000) % of Users Gender Male 2,968 56.59 Female 2,277 43.41 Age 10-14 875 16.68 15-19 1,661 31.67 20-24 1,091 20.8 25-29 659 12.56 30-34 513 9.78 35-39 214 4.08 40-44 133 2.54 45-49 56 1.07 50-54 22 0.42 55+ 21 0.4 Expenditure IR600 or below 96 1.83 IR601-900 240 4.58 IR901-1250 544 10.37 IR1251-1750 927 17.67 IR1751-2500 1,455 27.74 IR2501-3500 1,030 19.64 IR3501 or more 953 18.17 Income IR600 or below 51 0.97 IR601-900 109 2.08 IR901-1250 304 5.8 IR1251-1750 596 11.36 IR1751-2500 1047 19.96 IR2501-3500 1118 21.32 IR3501 or more 2,003 38.19 (Source: Nielsen Media Index Indonesia; MIX 2009 Wave 4 – FULL Weighted by: Population; Incidence of Using Internet in Past Week) How Indonesians go Online Access point % of users Internet cafes 83 Mobile phone/PDA 22 Office 19 School 17 Home 16 Friends house 9 Laptop-WiFi spot 7 (Source: Yahoo!-TNS Net Index Indonesia 2009; past 3 months) INDONESIA
  • 20. 36 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 37 Indonesia's mobile market has grown rapidly in the past couple of years, reaching 130 million mobile subscribers in early 2009, 90 million more so than in 2008. (SOURCE: IMEDIACONNECTION/CNNWIRE) By end-March 2009, there were already 143.6 million mobile subscribers in the country. (SOURCE: REPORTLINKER) Mobile penetration rates in Indonesia now stand at 62.7%. (SOURCE: REPORTLINKER) Nearly three quarters (72%) of the 3G market, made up of 9 million subscribers, is owned by Indonesia's biggest mobile operator, Telkomsel. (SOURCE: POINT TOPIC) 3G is still in its infancy in Indonesia, with only 7% of all mobile subscribers being 3G subscribers. (SOURCE: POINT TOPIC) By 2013, the country is expected to have 246.1 million mobile subscribers, based on a forecasted CAGR of 12.3%. That would represent a mobile penetration rate of 97.8%. (SOURCE: REPORTLINKER) By 2013 around 44% of Indonesians could be using a 3G device. (SOURCE: SOROS/PYRAMID RESEARCH) By the end of 2013, Indonesia is expected to the world's fourth largest mobile market. (SOURCE: REPORTLINKER) By the end of 2010, that number is going to mushroom – to 146 million. (SOURCE: RCR WIRELESS/INMOBI) Today, 80% of all handsets sold in Indonesia are internet- enabled. (SOURCE: RCR WIRELESS/INMOBI) Indonesians are more enthusiastic at using the mobile internet than most, averaging 591 page views per user, compared to the global average of 250 page views. (SOURCE: RCR WIRELESS/INMOBI) Mobile page views grew at a high rate of 641.9% in 2009. (SOURCE: OPERA) After Vietnam, Indonesia leads the top nine countries in south east Asia in terms of the growth rate of the number of unique mobile web users – at 419.7% in 2009. (SOURCE: OPERA) More than half (53%) of mobile internet users in Indonesia are aged between 18 and 27. (SOURCE: RCR WIRELESS/INMOBI) The majority (82%) of mobile internet users in Indonesia are male. (SOURCE: RCR WIRELESS/INMOBI) Indonesian mobile users sent more than 3.4 billion SMS messages to each other over 72 hours during the Lebaran festival in 2009, a 244% increase on the previous year's festive season (1.4 billion messages). (SOURCE: ACISION) Facebook experienced a 1,625% growth rate in mobile web users in 2009. (SOURCE: OPERA) By 2013, mobile payments in Indonesia are expected to reach US$645 million. (SOURCE: IE MARKET RESEARCH) Average monthly ARPUs were Ip42,058 in 2009. They are expected to fall to Ip39,111 in 2014. (SOURCE: IE MARKET RESEARCH) Shipments of smartphones are expected to number 1.36 million units in 2010, a 17% increase on 2009. (SOURCE: MANILA BULLETIN/IDC) ❚❚ MOBILE CASE STUDY Client: Microsoft (Indonesia) Agency: AdMob Campaign: Adoption of Windows Live Messenger (WLM) on Blackberry. Objective: Microsoft wanted a cost-efficient method to drive usage and adoption of Windows Live Messenger and Hotmail among Blackberry users in Indonesia. Strategy: Microsoft worked with AdMob, making use of AdMob's advanced targeting ability, as well as the breadth of its coverage in Indonesia. Over the period of two weeks, Microsoft targeted specifically Blackerry users in Indonesia. Details: Targeted users were invited to click on an ad with the promised prize of a Samsung 40 inch plasma TV. With a one-click tap user-action, the ad brought users to the mobile page that AdMob had built. From there, AdMob captured the information of the users and shared it with Microsoft. Microsoft then balloted for the winner from the compiled list of mobile and online submissions. Users would win a Samsung 40 inch plasma TV. Results: The campaign generated the following response: - Within a span of two weeks, AdMob drove over 10% of total sign-ups. - Campaign delivered a 96% overall CTR. - The more important part was in a span of two weeks, AdMob was able to drive over 10% of total sign-ups vs the other media which had been running for a longer period of time. - In addition, the overall conversion rate was twice as efficient as online. Indonesia's Top 10 Gaming Sites of 2009 2009 Average Monthly Unique Visitors ('000) Online Gaming 1,474 Spil Games 457 Yahoo! Games 217 GAMETOP 129 Travian Games 100 Real Games 97 EA Online 95 WildTangent Network 90 Nexon 78 AOL Games 68 CPMStar 68 (Source: comScore World Metrix; Audience: All Persons 15+ at Indonesian Home/Work Locations) Indonesia's Top 10 Retail Sites of 2009 2009 Average Monthly Unique Visitors ('000) Retail 2,400 INDONETWORK.CO.ID 551 Amazon Sites 544 Apple Worldwide Sites 459 BHINNEKA 252 Alibaba.com 172 GETJAR 149 WARESEEKER 122 Hewlett Packard 114 AmericanGreetings Property 104 Yahoo! Shopping 84 (Source: comScore World Metrix; Audience: All Persons 15+ at Indonesian Home/Work Locations) Indonesia's Top 10 Entertainment Sites of 2009 2009 Average Monthly Unique Visitors ('000) Entertainment 4,236 YOUTUBE 2,190 AOL Music 1,604 CBS Interactive 957 DETIKHOT 488 Metacafe 459 STAFABAND.INFO 457 21CINEPLEX 452 Gorilla Nation 346 ONEMANGA 329 iTunes Software (App) 319 (Source: comScore World Metrix; Audience: All Persons 15+ at Indonesian Home/Work Locations) Indonesian's Trust in Advertising Channels Channel % Trust completely % Don't trust Recommendations from people I know 92 8 Ads in Magazines 74 26 Brand sponsorships 71 29 Ads in Newspapers 70 30 Ads on TV 70 30 Brand websites 69 31 Consumer opinions posted online 67 33 Billboards/outdoor advertising 65 35 Ads before movies 64 36 Ads in radio 63 37 Emails I signed up forecasting 62 38 Ads served in search engine results 57 43 Online video ads 45 55 Online banner ads 42 58 Text ads on mobile phones 27 73 (Source: The Nielsen Company; April 2009) ❚❚ E-COMMERCE One thing possibly hampering Indonesian internet users uptake of e-commerce is their fear of fraud, with 44% of them in a survey saying this was the case. They are also the most concerned of all nationalities asked in the global survey, including other Asian groups. (SOURCE: BBC) More than a third (36.3%) of online Indonesians visited an online shopping site in August 2009. (SOURCE: COMSCORE) Comparison shopping online has yet to take off in Indonesia – the category has only 5.3% reach. (SOURCE: COMSCORE) Digital music sales in Indonesia now account for more than 50% of all music sales. (SOURCE: IFPI) Indonesian internet users take friendly advice seriously, with nearly half of all respondents to a survey (48.4%) saying they had bought something in the past because it was either discussed or recommended by one of their online friends. (SOURCE: BRITISH COUNCIL) Indonesian's E-Commerce Activities in 2009 Total Users % of Users E-FINANCE CHECK ACCOUNT 157 2.09 TRANSFER BETWEEN ACCOUNTS 129 1.72 TRANSFER BETWEEN BANKS 59 0.79 PAY BILLS 16 0.21 CHECK LOANS STATUS 10 0.13 APPLY CREDIT CARD 2 0.03 REQUEST CHEQUE 0 – PAY UTILITIES 32 0.43 RENEW DEPOSIT 0 – BUY REMITTANCES 0 – BUY/SELL OBLIGATION 2 0.03 BUY/SELL FOREIGN CURR 29 0.39 OPEN ACCOUNTS 1 0.01 BUY/SELL STOCKS ONLINE 7 0.09 BUY INSURANCE – – CHECK STOCK PRICE 55 0.73 ANY OTHERS 13 0.17 NEVER USE 7,206 96.11 E-COMMERCE COMPUTER SOFTWARE 56 0.75 COMPUTER HARDWARE 38 0.51 BOOKS 22 0.29 RECORDED MUSIC 39 0.52 TRAVEL-RELATED 37 0.49 CLOTHING APPAREL 42 0.56 ENTERTAINMENT 7 0.09 FOOD/BEVERAGES – – H/H APPLIANCES 4 0.05 FLOWERS 1 0.01 COLLECTIBLES 6 0.08 GROCERIES 3 0.04 OTHERS 52 0.69 NEVER USE 7,271 96.97 (Source: Nielsen Media Index Indonesia; MIX 2009 Wave 4) Top Online Retail Subcategories in Indonesia Category % Reach Retail 36.3 Comparison Shopping 5.3 Books 8.8 Computer Hardware 12.6 Consumer Electronics 12.0 Computer Software 11.8 Apparel 3.2 Health Care 0.6 Mall 0.3 Fragrances/Cosmetics 0.5 Retail-Music 1.6 Retail-Food 0.2 Department Stores 0.5 Tickets 0.3 Flowers/Gifts/Greetings 1.9 Jewelry/Luxury Goods/Accessories 0.8 Consumer Goods 0.1 Sports/Outdoor 1.2 Home Furnishings 0.5 Toys 0.9 (Source: comScore World Metrix, August 2009) ❚❚ MOBILE There are currently estimated to be around 9 million mobile internet users in Indonesia. (SOURCE: RCR WIRELESS/INMOBI)
  • 21. 38 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 39 Nearly one quarter of Japan's online users are gamers, numbering 16.5 million people. (SOURCE: COMSCORE) More than two thirds of Japanese internet users (67.5%) turn to the internet for news and information. (SOURCE: COMSCORE) Japan has around 21.8 million social network users. Around half (10.2 million) of them actively manage their profiles. (SOURCE: UNIVERSAL MCCANN) Nearly one fifth (18.66%) of Japanese social networkers have uploaded a video on to a site. (SOURCE: UNIVERSAL MCCANN) ❚❚ ONLINE ADVERTISING In 2009, Japan's advertisers spent more on online (US$7.77 billion) than they did on newspapers ($7.4 billion) – for the first time ever. The internet now only sits behind TV as the medium attracting the highest online ad spend in Japan. (SOURCE: ASIAJIN/DENTSU) Japanese advertisers spent US$1.80 billion on search advertising in 2009, and are expected to spend US$2.04 billion on search this year. (SOURCE: D2/DENTSU) In 2010, online ad spend in Japan is expected to come to more than US$7.9 billion. By 2012 that number is expected to jump to $9.5 billion. (SOURCE: ZENITHOPTIMEDIA) Japan's affiliate market is expected to generate ¥123.55 billion by 2012, a growth rate of 52% on 2008. (SOURCE: MIC) Online gaming sites in Japan drew on average 16.19 million unique visitors every month in 2009. Visitors averaged 82.1 minutes on gaming sites on a monthly basis in 2009, visiting the sites 8.6 times per month. (SOURCE: COMSCORE) Japan's Top 10 Sites of 2009 2009 Average Monthly Unique Visitors ('000) Yahoo! Sites 55,393 Google Sites 46,764 Rakuten Inc 35,830 Microsoft Sites 33,902 FC2 33,783 NTT Group 33,266 Wikimedia Foundation Sites 28,261 Livedoor 26,992 GMO Internet Group 25,872 Nifty 25,431 (Source: comScore World Metrix; Audience: All Persons 15+ at Japan Home/Work Locations) Japan's Top 10 Gaming Sites of 2009 Online Gaming 16,194 Yahoo! Games 4,823 HANGAME.CO.JP 3,153 WAZAP 2,547 Nexon 1,825 Gamania Digital Entertainment 897 CHIBICON.NET 886 Gamepot 742 MSN Games 660 Goo Games 586 FUNNYGAME.JP 539 (Source: comScore World Metrix; Audience: All Persons 15+ at Japan Home/Work Locations) Japan's Top 10 Retail Sites of 2009 2009 Average Monthly Unique Visitors ('000) Retail 49,009 RAKUTEN.CO.JP 31,882 Amazon Sites 23,967 Yahoo! Shopping 19,598 Kakaku 16,797 Apple Worldwide Sites 9,205 ECNAVI.JP 4,084 Yahoo! Japan Stores 3,556 DMM 3,553 OCNK.NET 3,539 Nissen Group 3,433 (Source: comScore World Metrix; Audience: All Persons 15+ at Japan Home/Work Locations Japan's Top 10 Entertainment Sites of 2009 2009 Average Monthly Unique Visitors ('000) Entertainment 50,416 YOUTUBE 26,697 Sony Online 16,754 iTunes Software (App) 15,011 NICOVIDEO.JP 13,447 Yahoo! Japan GyaO! 9,772 Oricon 8,054 Fuji Television Network 7,720 Yahoo! Music 6,971 Yahoo! TV 5,454 NHK.OR.JP 5,371 (Source: comScore World Metrix; Audience: All Persons 15+ at Japan Home/Work Locations) Online Ad Performance in Japan, Basic Metrics Imp. with Interaction Dwell Rate User Average CTR (Rich CTR Interaction Rate Rate Dwell Time Media) (Standard (Seconds) Media) Apparel 0.3% 0.5% 1.6% 26.0 0.08% – Auto 4.1% 6.4% 6.6% 17.8 0.32% – Consumer Packaged Goods 0.6% 0.8% 2.4% 35.3 0.07% – Corporate 3.7% 4.9% 17.2% 9.8 0.46% 0.12% Electronics 1.5% 2.2% 6.7% 24.9 0.24% – Entertainment 6.3% 27.9% 11.2% 45.5 0.29% – Financial 0.3% 0.5% 2.2% 36.5 0.06% – Gaming 3.5% 4.4% 4.4% 118.2 0.22% – Health/Beauty 0.5% 0.7% 2.6% 18.9 0.20% – Retail 11.6% 15.0% 14.9% 16.5 0.77% – Services 0.1% 0.2% 2.8% 24.3 0.08% – Tech/Internet 0.1% 0.1% 2.8% 20.2 0.08% – Travel 1.0% 1.4% 3.8% 16.0 0.10% 0.07% (Source: Eyeblaster Research Q1 2009 to Q4 2009) How the Japanese Define Spam Definition % of Japanese Respondents Emails of an offensive subject matter 72 Emails that intend to trick me into opening them 57 Any email I receive that I did not ask for or subscribe to 53 Emailers from senders who are unknown to me 71 All emails that are filtered into the junk mailbox 38 Any email I receive that I don't want, regardless of whether I subscribeD 51 An email from a company I may have given permission to send me mail at one time, but that I no longer wish to receive 36 Any email sent to me from a sender who is not on my address book or approved sender list 29 Emails from companies I have a relationship with offline, but to whom I never gave permission to contact me via email 25 Any email that tries to sell me a product or service, even if I know the sender 12 Emails from a company I have done business with but that come too frequently 23 (Source: Epsilon International) Why the Japanese Open Promotional Emails Email Offer % of Japanese Recipients Free product offer 55 Limited time offer 49 Discount offer 49 Free shipping offer 45 New product announcement 40 Contains familiar brand name 37 Breaking info/news 31 Contains recent purchase info 17 Contains my name 12 Other 5 (Source: Epsilon International) Shinjuku, Tokyo ❚❚ DEMOGRAPHICS There are more than 95 million internet users in Japan. (SOURCE: INTERNETWORLDSTATS) Japan's active online population numbered 68.3 million people in September 2009, 18% more than the year before. (SOURCE: MARKETING MAGAZINE/COMSCORE) The number of people accessing the internet from their homes came to more than 50 million in mid-2009. (SOURCE: CLICKZ/NIELSEN) Japan's broadband internet revenues are expected to increase at a CAGR of 8.2% to the end of 2013. (SOURCE: PYRAMID RESEARCH) Japan ranks 16th in the world when it comes to broadband penetration with a household penetration rate of 64%. (SOURCE: AUSTRALIAN IT/STRATEGY ANALYTICS) Japan's Internet Users 2009 % of Users Households that own INternet-enabled equipment 67.1 Households that don't own INternet-enabled equipment 32.5 households Using Internet except i-mode, EZweb, Yahoo!-keitai 53.3 Households that don't use Internet except i-mode, EZweb, Yahoo!-keitai 13.3 Household that household member(s) used Internet 54.5 One-person 25.4 Two-or-more-persons 28.8 Access points PC 59.0 Cell phone/PHS 47.7 TV 8.4 Others 1.7 Connection methods xDSL (ADSL etc) 15.1 Fiber-optics 23.3 CATV 9.1 ISDN 2.4 Analog 2.0 Others 0.8 annual Household income Less than ¥1,999,999 21.2 ¥2,000,000-2,999,999 35.2 ¥3,000,000-3,999,999 50.1 ¥4,000,000-4,999,999 62.2 ¥5,000,000-5,999,999 70.4 ¥6,000,000-6,999,999 74.4 ¥7,000,000-7,999,999 79.3 ¥8,000,000-8,999,999 82.3 ¥9,000,000-9,999,999 82.8 ¥10,000,000-12,499,999 87.5 ¥12,500,000-14,999,999 86.9 ¥15,000,000-19,999,999 85.3 ¥20,000,000 and above 81.4 (Source: MIAC) ❚❚ USER BEHAVIOUR The Japanese spent more than 887 billion minutes online between them in 2009. (SOURCE: COMSCORE) Japanese internet users on average spent 1,114.5 minutes online per month in 2009. (SOURCE: COMSCORE) Entertainment reach in Japan was 75.7% in August 2009. (SOURCE: COMSCORE) Japan ranks third in the world when it comes to the volume of searches conducted by its internet users, numbering 9.17 billion in December 2009, 48% more than in December 2008. (SOURCE: COMSCORE) Japanese internet users are on average conducting 110.7 searches on a per user basis. Nearly half (47%) of all searches are conducted on Google. (SOURCE: COMSCORE) JAPAN
  • 22. 40 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 41 More than half (52%) of all handset shipments to Japan in Q3 2009 were smartphones. (SOURCE: MORGAN STANLEY) Japan's mobile internet users are spending an average of US$425 a year per user on mobile access, commerce, services and advertising. (SOURCE: MORGAN STANLEY) To date around 42% of Japanese carrier ARPUs come from mobile data. (SOURCE: MORGAN STANLEY) Japan's mobile advertising expenditure came to nearly US$923 million in 2009 and is projected to rise to $1.10 billion in 2010, an increase of 19.4%. (SOURCE: D2/DENTSU) Mobile spam is not welcome in Japan. More than half (59%) of Japanese mobile users find mobile spam "completely unsettling", while 26.2% find it "unsettling". (SOURCE: EMARKETER/GOO RESEARCH) Japan's annual mobile advertising ARPUs far outweigh those in the rest of the world, totalling US$176 in 2009 compared to the world average of $56. By 2013 it is estimated that Japan's mobile annual advertising ARPUs will come to $256 compared to the world average of $91. (SOURCE: MORGAN STANLEY) An estimated 23% of mobile internet ad spend went on search in 2009. This is expected to grow to 24% in 2010 and 27% in 2011. (SOURCE: MORGAN STANLEY) Japan's mobile e-book market is currently worth around US$30 million. (CIRIUS TECHNOLOGIES) Japan's m-commerce industry was worth ¥868.9 billion as of May 2009, a 19% increase year on year. Of this, the sales of goods generated ¥377 billion (15% more than 2008), while the purchases of mobile services generated ¥349.7 billion (25% more than the previous year). (SOURCE: MIC) Japan's mobile content business was worth ¥483 billion as of May 2009, a 13% increase year on year. (SOURCE: MIC) Mobile coupons seem to work in Japan. More than two thirds (71.6%) of respondents to a survey said they subscribed to receive promotional discounts from businesses over their mobiles. Of those, 43.5% receive their coupons from just two to four businesses. The most popular shop to do this with? McDonalds (78.3% of users). (SOURCE: ANALYTICA1ST/UPDATE/MMD) Mobile social gaming has gained ground in Japan. Around 70% of respondents to a survey say they have played some form of social game and 60% of those who did play said they did so after a friend invited them to join. (SOURCE: ANALYTICA1ST/CA MOBILE/SPIRE) The Japanese may have fondness for mobile social gaming but that doesn't mean they want to pay for it. Only 4.2% of respondents to a survey who were core social game players said they would be willing to pay for the service. (SOURCE: ANALYTICA1ST/CA MOBILE/SPIRE) As of Q2 2009 there were 22.3 million mobile gaming users in Japan. Japan has the second highest number of mobile gamers in the world. (SOURCE: PYRAMID RESEARCH) Japan's Mobile Internet Usage Services Accessed % of Users Profile pages 20.8 eBook 22.6 Chaku Melo 22.6 Horoscopes 23.6 Online dictionary 25.8 Manga 30.2 Video sharing 30.3 Chaku Uta 33.7 Deco Mail 35.1 Traffic/directions 36.3 Web board 39 News 40.5 SNS 40.6 Applications/games 41.1 Weather 41.5 Idle Screen Customisation 44.2 Chaku Uta Full 45 Home building service 49.7 Search 60.6 Blog 62.5 (Source: Analytic1st/MMD) Japan's Mobile Internet Revenues (Estimates) 2009 2010 Revenue stream US$ % YOY growth US$ % YOY growth Japan Mobile Internet Revenue (m) 46,679 10 50,648 9 Japan Mobile Revenue Per User 482 7 511 6 Mobile Data Access Revenue (m) 29,580 6 30,901 4 Mobile Online Commerce Revenue (m) 10,356 16 11,828 14 Digital/Virtual Goods 5,695 15 6,421 13 Physical Goods 4,661 18 5,407 16 Mobile Paid Services Revenue (m) 5,634 16 6,451 14 Mobile Advertising Revenue (m) 1,109 22 1,468 32 (Source: Morgan Stanley estimates) ❚❚ CASE STUDY Client: Diesel Agency: G2 Tokyo Campaign: Diesel Rockin' Dots campaign Objective: Offer preview of Diesel's Spring/Summer 2010 Collection. Strategy: Targeted at adults aged 20-30 years old, the campaign gave a preview to Diesel's Spring/ Summer 2010 collection. Details: To express the rockin' spirit of the dots, G2 Tokyo created a transit graphic ad at Shipyard station in Japan. The dots were in fact badges that could be easily removed from the wall by people passing by. The badges had QR codes inscribed on the back to direct consumers to the Diesel website. Results: The campaign generated the following response: - In just three days, 11,531 badges with the Rockin' spirit disappeared. How Often Japanese Purchase Using Email Coupons Frequency % of Japanese Users Online Purchases with Email Coupons Frequently 7 Occasionally 43 Rarely 33 Never 17 Offline Purchases with Email Coupons Frequently 4 Occasionally 17 Rarely 41 Never 38 (Source: Epsilon International) Why the Japanese don't Respond to Email Offers Reason % of Users Offers not attractive enough 43 Security 29 Emails too long 22 Cost – can do better offline 20 Lack of human interaction 11 Emails too short 9 Not personalised 6 None of the above 24 (Source: Epsilon International) ❚❚ E-COMMERCE The top three social networks in Japan generate more than US$1 billion in virtual goods revenues, largely related to mobile games and services. (SOURCE: VIRTUALGOODSNEWS/+8*) Around 13% of all Japan's e-commerce revenues comes from mobile sources, representing US$9 billion in mobile commerce sales. (SOURCE: MORGAN STANLEY) According to one survey, the Japanese are amongst the most fervent online shoppers in the region, with 94% of respondents saying they had shopped online in the past year. (SOURCE: ASIATRAVELTIPS/VISA) Online retail has a stronger presence in Japan than elsewhere in the region, with 73.7% reach. (SOURCE: COMSCORE) The Japanese are the biggest fans of comparison shopping in the region, with 57.6% of internet users saying they had visited a comparison shopping site, more than any other country. (SOURCE: COMSCORE) More than two fifths (40.4%) of Japanese respondents to a survey said they had bought something following a discussion with or recommendation from an online friend. (SOURCE: BRITISH COUNCIL) The Japanese are one of the region's top spenders on online overseas products, with Japanese internet users spending on average US$1,827 on international shopping sites. The US, normally dominating international online retail choices, do little for the Japanese, with only 16% of them, shopping on US-based sites. (SOURCE: ASIATRAVELTIPS/VISA) Japanese Online Shoppers 2009 % of Users Household with a member(s) that ordered through Internet on purchasing 25.5 Once 10.3 Two times or more 14.2 ANNUAL Household income Less than ¥1,999,999 10.2 ¥2,000,000-2,999,999 13.6 ¥3,000,000-3,999,999 19.9 ¥4,000,000-4,999,999 26.6 ¥5,000,000-5,999,999 33.7 ¥6,000,000-6,999,999 34.3 ¥7,000,000-7,999,999 41.8 ¥8,000,000-8,999,999 40.9 ¥9,000,000-9,999,999 45.0 ¥10,000,000-12,499,999 50.1 ¥12,500,000-14,999,999 48.8 ¥15,000,000-19,999,999 50.3 ¥20,000,000 and above 51.5 Auctions Household with household member(s) who used Internet auction on purchasing 6.0 Once 2.8 Two times or more 2.8 average Amount spent on internet auctions Less than Y999 0.2 ¥1,000-2,999 0.8 ¥3,000-4,999 0.8 ¥5,000-9,999 1.2 ¥10,000-29,999 1.6 ¥30,000-49,999 0.4 ¥50,000 and above 0.5 (Source: MIAC) Top Online Retail Subcategories in Japan Category % Reach Retail 73.7 Comparison Shopping 57.6 Books 41 Computer Hardware 23.6 Consumer Electronics 14.1 Computer Software 10.5 Apparel 19.6 Health Care 9 Mall 14.4 Fragrances/Cosmetics 13.9 Retail-Music 14.1 Retail-Food 15.2 Department Stores 4.5 Tickets 6.9 Flowers/Gifts/Greetings 1.9 Jewelry/Luxury Goods/Accessories 2.8 Consumer Goods 7.4 Sports/Outdoor 5.5 Home Furnishings 4.5 Toys 5.1 (Source: comScore World Metrix, August 2009) ❚❚ MOBILE There are around 113.7 million mobile subscribers in Japan. (SOURCE: ANALYTICA1ST) More than 75 million Japanese are mobile internet users. (SOURCE: MIC) In 2009, 84.3% of Japan's mobile users browsed the internet via their mobile phones. (SOURCE: ANALYTICA1ST/MIC) The 3G penetration rate in Japan now stands at 95%. (SOURCE: SOCIALMEDIATODAY/MMD) A sizeable 85% of Japan's mobile subscribers have data plans attached to their contacts. (SOURCE: SOCIALMEDIATODAY/MMD) The rising popularity of mobile data packages are expected to boost mobile data revenues in Japan by a CAGR OF 9.3% until the end of 2013. (SOURCE: PYRAMID RESEARCH) Mobile multimedia revenues in Japan are expected to hit US$6.1 billion in 2013. (SOURCE: IE MARKET RESEARCH) Smartphone sales in Japan grew by nearly 80% in 2008/09. (SOURCE: TGDAILY/BCN)
  • 23. 42 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 43 Entertainment reach in Malaysia stood at 71%, as of August 2009. (SOURCE: COMSCORE) There are around 11.9 million social network users in Malaysia. Of those social network users, 9.4 million say they actively manage their SNS accounts. (SOURCE: UNIVERSAL MCCANN) More than one third (36%) of online Malaysians have arranged a first date via text. (SOURCE: SYNOVATE) More than two-fifths (41.9%) of online Malaysians visited news or information sites in August 2009. (SOURCE: COMSCORE) Malaysians averaged 83.1 searches per searcher in August 2009. (SOURCE: COMSCORE) More than 2.6 million online Malaysians visited an online gaming site in 2009. They visited gaming sites on average 5.3 times a month in 2009. (SOURCE: COMSCORE) Nearly two fifths (38.26%) of online Malaysians have uploaded a video to a video sharing site. (SOURCE: UNIVERSAL MCCANN) How Long Malaysians Spend Online Average Time Spent Using Internet ('000) % of Users Less Than 30 Minutes 136 4.3 30 Minutes-Less Than 1 Hour 477 14.9 1 Hour-Less Than 2 Hours 1,227 38.5 2 Hours-Less Than 3 Hours 621 19.5 3 Hours-Less Than 4 Hours 244 7.6 4 Hours-Less Than 5 Hours 151 4.7 5 Hours-Less Than 6 Hours 84 2.6 6 Hours-Less Than 7 Hours 44 1.4 7 Hours or More 208 6.5 (Source : Nielsen Media Index Malaysia; Individuals aged 15+ in Penninsular Malaysia) What Malaysians do Online Features Used ('000) % of Users Email 2,777 87 Internet Phone 349 10.9 Download Software/File 1,019 31.9 Gather info about prod/service/company/research 1,085 34 Purchase Product/Service 288 9 Financial Services 468 14.7 International News/Current Affairs 647 20.3 Local News/Current Affairs 1,261 39.5 Read Electronic Magazine 187 5.9 Listen To Music 438 13.7 Watch Movie/TV Programme 530 16.6 Play Games 939 29.4 Use ICQ/Messaging 1,793 56.2 Job Hunting 213 6.7 Education Services 357 11.2 Classified Ads 110 3.4 Participate In Auction 113 3.5 To Blog/Read Blog 888 27.8 Download video/TV programmes/movies 505 15.8 Listen to local radio stations 150 4.7 Listen to international radio stations 73 2.3 Social networking 1,096 34.3 Using search engines 1,636 51.3 (Source : Nielsen Media Index Malaysia; Individuals aged 15+ in Penninsular Malaysia) ❚❚ ONLINE ADVERTISING Online ad spend in Malaysia in 2009 was estimated to come to US$26 million and is forecast to reach $34 million in 2010. By 2012, it should reach US$48 million. (SOURCE: ZENITHOPTIMEDIA) Just 0.6% of overall ad spend in Malaysia in 2009 was spent on digital. (SOURCE: THE EDGE/NIELSEN) More than two fifths (41.9%) of online Malaysians visited a news or information site in August 2009. (SOURCE.COMSCORE) More than two thirds (70.1%) of search activity in Malaysia takes place on Google. (SOURCE: COMSCORE) More than a third (35%) of online Malaysians said online marketing "significantly increased their interest in a brand". (SOURCE: DIGITAL MEDIA/TNS) Malaysians are very receptive to online sponsored content, with 61% recalling seeing it in a survey. (SOURCE: DIGITAL MEDIA/TNS) Malaysia's Top 10 Sites of 2009 2009 Average Monthly Unique Visitors ('000) Google Sites 6,994 Yahoo! Sites 6,404 Microsoft Sites 4,941 FACEBOOK 3,699 FRIENDSTER 2,927 Wikimedia Foundation Sites 2,085 AOL 1,636 Fox Interactive Media 1,623 WordPress 1,447 CBS Interactive 1,431 (Source: ComScore World Metrix; Audience: All Persons 15+ at Malaysia Home/Work Locations) Malaysia's Top 10 Gaming Sites of 2009 2009 Average Monthly Unique Visitors ('000) Online Gaming 2,628 Yahoo! Games 511 MINICLIP 282 Y8 280 Travian Games 240 WildTangent Network 229 MSN Games 207 Spil Games 181 Nickelodeon Casual Games 173 EA Online 168 Nexon 157 (Source: ComScore World Metrix; Audience: All Persons 15+ at Malaysia Home/Work Locations) Malaysia's Top 10 Retail Sites of 2009 2009 Average Monthly Unique Visitors ('000) Retail 3,335 Amazon Sites 783 Apple Worldwide Sites 598 Alibaba.com 488 Dell 352 Hewlett Packard 194 Yahoo! Shopping 182 WARESEEKER 139 AmericanGreetings Property 138 KASPERSKY-LABS 80 Samsung Group 63 (Source: ComScore World Metrix; Audience: All Persons 15+ at Malaysia Home/Work Locations) Malaysia's Top 10 Entertainment Sites of 2009 2009 Average Monthly Unique Visitors ('000) Entertainment 6,458 YOUTUBE 4,090 CBS Interactive 1,431 AOL Music 1,198 PPStream 733 Metacafe 725 Real.com Network 675 Vevo 639 Digital Five 626 Viacom Digital 622 Gorilla Nation 575 (Source: ComScore World Metrix; Audience: All Persons 15+ at Malaysia Home/Work Locations ❚❚ DEMOGRAPHICS There are currently 16.9 million internet users in Malaysia. (SOURCE: INTERNETWORLDSTATS/MCMC) By 2012, Malaysia's online population is expected to number 20.4 million people. (SOURCE: THE EDGE/IDC) Malaysia has an internet penetration rate of 65.7%. (SOURCE: APIRA) Malaysia's household broadband penetration rate is between 25-26%. (SOURCE: THE EDGE) By the end of 2010, household broadband penetration rates are expected to reach 50%. (SOURCE: COMMTECH ASIA/MIMOS) Malaysia's internet user population grew at a rate of 357% between 2000 and 2009. (SOURCE: INTERNETWORLDSTATS) Malaysia's Internet Users 2009 % of Users Gender Male 53.4 Female 44.6 Age 15-24 38 25-34 26 35-44 23 45-54 9 55+ 5 Age by gender Male 15-24 20.1 25-34 13.6 35-44 12.1 45-54 4.7 55+ 2.9 Female 15-24 17.6 25-34 11.9 35-44 10.6 45-54 4.1 55+ 2.3 Students 33.5 Non students 66.5 Education Elementary school and below 2.6 High school 31.5 College 30.9 Masters and above 35.1 monthly Household income Less than RM1,000 8 RM1,001-3000 46.1 RM3,001-5,000 27.5 More than RM5,000 18.4 Years of internet usage Less than 12 months 21.4 1-3 years 32.7 3-5 years 18.9 5 years and above 27 (Source: APIRA; ComScore) ❚❚ USER BEHAVIOUR Malaysian internet users spent an average of 14.1 hours online in 2009, the second lowest amount of time spent in the region (India was the lowest with 11 hours). (SOURCE: COMSCORE) Malaysians spend an average 2.8 hours on entertainment sites in August 2009. (SOURCE: COMSCORE) MALAYSIA Kuala Lumpur
  • 24. 44 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 45 Top Online Retail Subcategories in Malaysia Category % Reach Retail 35.8 Comparison Shopping 6.1 Books 10.8 Computer Hardware 10.4 Consumer Electronics 4.2 Computer Software 9.6 Apparel 3.8 Health Care 1.1 Mall 0.3 Fragrances/Cosmetics 0.9 Retail-Music 1.6 Retail-Food 1.3 Department Stores 0.5 Tickets 0.5 Flowers/Gifts/Greetings 2.0 Jewelry/Luxury Goods/Accessories 0.8 Consumer Goods 0.3 Sports/Outdoor 1.0 Home Furnishings 1.1 Toys 0.8 (Source: comScore World Metrix, August 2009) ❚❚ MOBILE There are more than 30 million mobile phone subscribers in Malaysia, an increase of 9.6% on 2008. (SOURCE: REPORT LINKER) Malaysia's mobile penetration rate is now at 107%. (SOURCE: LIGHTREADING/PYRAMID RESEARCH) By 2013, Malaysia's mobile penetration rate is expected to rise to 123.2%. (SOURCE: BMI) Malaysia has around 3.73 million 3G subscribers, representing 12.4% of the mobile market. (SOURCE: mida/bmi) By the end of 2009, there were 2.62 million mobile broadband subscribers in Malaysia. By 2014, there are expected to be around 8 million of them, representing a penetration rate of 27%. (SOURCE: REPORT LINKER) Mobile advertising revenues are expected to reach RM175.5 million by 2012. (SOURCE: SKMM) Malaysians are pretty receptive to mobile advertising, with 24% recalling mobile campaigns in a survey. (SOURCE: DIGITAL MEDIA/TNS) Malaysian mobile internet users generated on average 322 mobile page views per user in 2009, a 280.7% increase on 2008. (SOURCE: OPERA) The prevalence of the pre-paid mobile phone culture (79% of mobile users) continues to drive ARPUs down in Malaysia. By 2013 they are predicted to drop to RM44.95, down from RM56.82 in 2008. (SOURCE: REPORT LINKER) Ringback tones account for approximately 90% of digital music revenues in Malaysia. Ringbacks are the only legal downloadable music format available to Malaysian mobile subscribers. (SOURCE: MIDA) Malaysians sent each other a total of 6.37 billion SMS messages in 2009 – and 9.54 million MMS messages. (SOURCE: MIDA) Malaysians sent more than 1 billion SMS messages to each other over two days during the 2009 Christmas period. (SOURCE: BMI/ACISION) Mobile phones are allowing Malaysians to "save face", with 48% of respondents to a survey saying they preferred using their phones when they had to communicate negative messages. (SOURCE: SYNOVATE) ❚❚ CASE STUDY Client: L'Oréal Agency: Compass Interactive, Carat Media Services and eyeblaster Campaign: Derma Genesis product launch. Objective: To promote brand awareness of Derma Genesis, a new product line from L'Oréal designed to revitalise and illuminate the skin. Strategy: Rather than "test the waters" with a minimum buy campaign, L'Oréal decided to pull out all the stops with Derma Genesis and teamed up with eyeblaster, MSN and Carat Media in Malaysia. Free samples, a video contest and interactive product information were made available to connect consumers to the full Derma Genesis product line. Details: The campaign utilised a premium brand format – the MSN Homepage skinner. The presence of the brand clearly caught the attention of MSN Homepage and of Windows Live Hotmail visitors, with L'Oréal spokesmodel Penelope Cruz prominently featured on the home page. Highlights of the campaign included: An auto initiated skinner, which branded the user's browser and created a full L'Oréal environment; information on the range of products was cleverly placed to maintain the look and feel of the brand while targeting the online audience suitable for L'Oréal Derma Genesis; a broadcast of the L'Oréal TV commercial in the banner and an opportunity to gain a free sample for users using data capture. Results: The campaign genetrated the following response: - The campaign reached nearly 460,000 users, targeting users who are more affluent and who regularly visit the MSN Homepage as well as the audience of 25-34 year old females who use Windows Live Hotmail. - The dwell time of users was recorded as up to nearly three full minutes on the MSN Homepage and two minutes on the Hotmail banners. - The campaign attracted 1,801,638 impressions, reaching each user an average of 3.96 times each. - 53,433 online video views of TV commercial. - More than 52% of the videos were viewed fully. - Using free samples as a means to collect contact data, the campaign provided 825 quality leads of future customers who clearly expressed interest in their product. Trust in Media Channels in Malaysia Media channel % who trust the channel completely Recommendations from friends and family 47 Independent reviews in publications 28 Manufacturers/brands websites 25 Consumer opinion in blogs 22 TV ads 22 Newspaper ads 21 Ads that appear on search engines 12 Banner ads on websites 12 Ads in virtual worlds 6 Ads in video games 7 Ads via mobile SMS 7 (Source: TNS/Digital Media) Malaysia's Top 10 Motivating Digital Brands Rank Brand 1 Sony 2 AirAsia 3 Pizza Hut 4 Nokia 5 Honda 6 KFC 7 TM Net 8 McDonald's 9 Malayan Banking 10 Celcom (Source: TNS/Digital Media) How Malaysians Define Spam Definition % of Malaysian Respondents Emails that intend to trick me into opening them 76 Any email I receive that I did not ask for or subscribe to 72 Emailers from senders who are unknown to me 64 Any email I receive that I don't want, regardless of whether I subscribed 51 Emails from companies I have a relationship with offline, but to whom I never gave permission to contact me via email 50 All emails that are filtered into the junk mailbox 50 Emails of an offensive subject matter 49 Any email sent to me from a sender who is not on my address book or approved sender list 42 An email from a company I may have given permission to send me mail at one time, but that I no longer wish to receive 39 Emails from a company I have done business with but that come too frequently 36 Any email that tries to sell me a product or service, even if I know the sender 20 (Source: Epsilon International) Why Malaysians Open Permission-Based Emails Type of Subject % of Malaysian Line Content Respondents Discount offer 74 Free product offer 71 Contains familiar brand name 55 New product announcement 53 Breaking info/news 50 Free shipping offer 49 Contains recent purchase info 39 Limited time offer 31 Contains my name 29 Other 14 (Source: Epsilon International) What Stops Malaysians Responding to Email Offers Reason % of Users Security 68 Offers not attractive enough 57 Emails too short 50 Cost – can do better offline 47 Emails too long 44 Not personalised 36 Lack of human interaction 30 None of the above 6 (Source: Epsilon International) Why Malaysians Unsubscribe from Emails Reason % of Malaysian Respondents Irrelevant content 71 Receive too frequently 61 Think address being shared/sold 39 Privacy concerns 34 Don't recall signing up 31 (Source: Epsilon International) ❚❚ E-COMMERCE Half of Malaysia's online users – more than 8 million people – have bought something online. In 2010 that number is expected to increase to 8.9 million. (SOURCE: MALAYSIA CRUNCH/IDC) By 2012, it is expected that 10.5 million Malaysians will be shopping online, out of a projected online population of 18.9 million. (SOURCE: MALAYSIA CRUNCH/IDC) Online retail has a reach of 35.8% in Malaysia, the lowest reach in the region. (SOURCE: COMSCORE) Malaysians are the least enthusiastic comparison shoppers of the region, with just 6.1% of users having visited a comparison shopping site. (SOURCE: COMSCORE) The most popular online purchases for Malaysians are travel-related, with 82.2% of online shoppers saying this is what they have bought online. This is followed by books (69.4% of shoppers); general consumer goods (59.4%) and movie tickets (57.3%). (SOURCE: MALAYSIA CRUNCH/IDC) Around 8% of Malaysians use online banking. (SOURCE: THE EDGE/NIELSEN) One of the reasons why online banking has not yet taken off in Malaysia could be this: more than half (59%) of respondents to a survey said they didn't see the need for it. Nearly one quarter (24%) meanwhile simply don't see themselves as web savvy enough to take online banking on. (SOURCE: THE EDGE/NIELSEN) The entire Malaysian economy pretty much depends on SMEs, making up 99% of Malaysian businesses – but only 6% of them have any kind of e-commerce presence. (SOURCE: THE STAR) Nearly two fifths (38.2%) of online Malaysians have bought something because it was discussed with or recommended by an online friend. (SOURCE: BRITISH COUNCIL) Malaysia's Online Shoppers by Age Age % of Online Shoppers 21 or Below 4.9 21-25 14.5 26-30 19.7 31-35 18.7 36-40 16.5 41-45 8.8 46-50 10.6 46-50 6.4 (Source: Malaysia Crunch/IDC) What Malaysians are Buying Online Product/Service % of Internet Users Travel 82.21 Books 69.40 General Consumer Goods 59.43 Movie Tickets 57.30 Technology Gadgets 54.45 Computers 48.04 CDs 46.62 DVDs 44.84 Jewellery/Watches 43.42 (Source: Malaysia Crunch/IDC)
  • 25. 46 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 47 ❚❚ USER BEHAVIOUR Nearly half (48%) of online Kiwis are social network users. (SOURCE: WIPNZ) Entertainment reach in New Zealand stood at 70.1%, as of August 2009. (SOURCE: COMSCORE) On average, internet users in New Zealand spend 15.4 hours a week online. (SOURCE: COMSCORE) One fifth of New Zealand's internet users spend at least 20 hours a week online. (SOURCE: WIPNZ) New Zealand's internet users spent more than 28.3 billion minutes online in 2009 between them. Kiwis don't tend to spend as much time online as the average user in Asia, averaging 926.1 monthly minutes per visitor, compared to the regional average of 1,008.4 minutes. (SOURCE: COMSCORE) TV is viewed as more of an entertainment medium than the internet in New Zealand. More than half (56%) of Kiwis rate TV as an important source of entertainment while 35% currently say the same about the internet. (SOURCE: WIPNZ) While just over a third of online Kiwis view the internet as an important source of entertainment, a sizeable 83% of them spend time on entertainment-related browsing at least once a week. (SOURCE: WIPNZ) Online entertainment has a reach of 70.1% in New Zealand. (SOURCE: COMSCORE) Online entertainment has yet to capture the imagination of New Zealanders on a daily basis however, with just 10% of users downloading or watching videos daily; 11% downloading or listening to music daily; and 13% playing online games daily. (SOURCE: WIPNZ) Nearly two thirds (63%) of online New Zealanders go online at least once a week for news and information. A similar proportion (65%) view the internet as an important source of information – more so than TV (55% of users), newspapers (53%) or radio (44%). (SOURCE: WIPNZ) More than half of online Kiwis (55%) use online banking. (SOURCE: WIPNZ) Nearly two thirds (64%) of online New Zealanders have bought something online. More than two fifths (41%) have sold something online. (SOURCE: WIPNZ) More than half of New Zealand's internet-using city dwellers (53%) are members of a social networking site, compared to less than a third (31%) of rural dwellers. (SOURCE: WIPNZ) Just over a third (34.1%) of New Zealand's internet users are online gamers. Gamers on average visited gaming sites 7.7 times a month in 2009. (SOURCE: COMSCORE) New Zealanders spent an average of 86.2 minutes a month per visitor on online gaming sites in 2009. (SOURCE: COMSCORE) How Long New Zealanders Spend Online Time Spent Online per Week Total Users % of Users Zero 288 9.8 1-15 minutes 56 1.9 16-30 minutes 143 4.8 31 minutes-1 hour 242 8.2 1 hour 1 minute-2 hours 317 10.8 2 hours 1 minute-4 hours 419 14.3 4 hours 1 minute-7 hours 474 16.1 7 hours 1 minute or More 987 33.6 Don't Know 3 0.1 Not Used Internet in Last 4 Weeks 0 0 (Source: Nielsen Media Panorama Q1-Q4 2009) What New Zealanders do Online Activity in Past Month Total Users % of ('000) Users Sent/Received Email 2364 80.4 Play Individual/Multi Player Games 687 23.4 Online Gambling eg. Poker, Sports 73 2.5 Downloaded Software 477 16.2 Listened to Music 736 25 Listened to Radio Stations 242 8.2 Downloaded Music 463 15.8 Watched TV/Movies 453 15.4 Internet Banking 1597 54.3 Entered Online Competition 364 12.4 General Surfing 1883 64.1 Read NZ Electronic Newspaper 769 26.2 Read International Electronic Newspaper 404 13.8 Accessed Info on Products/Services 1302 44.3 Accessed News/Current Affairs 799 27.2 Accessed Info on Sports 574 19.5 Accessed Info on Travel 63 22.6 Accessed Info on Entertainment 802 27.3 Accessed Info on Finance/Loans/Mortgages 316 10.7 Accessed Telecom Yellow Pages 428 14.6 Accessed Telecom White Pages 534 18.2 Access Street Directory eg Wises 507 17.2 Visited NZ Online Shopping Site 851 29 Visited Overseas Online Shopping Site 373 12.7 Education Research 569 19.4 General Research eg Health 676 23 Instant Messaging 861 29.3 Joined Chat/Discussion Groups 272 9.3 Participated in Online Auction 537 18.3 Paid a Bill 1181 40.2 Downloaded Podcasts 107 3.7 Made Telephone Call (VOIP) 207 7.1 Searched for Jobs Online 536 18.3 Searched for Properties Online 456 15.5 Searched for Vehicles Online 359 12.2 Read NZ Electronic Magazine 152 5.2 Read International Electronic Magazine 152 5.2 Subscribed to Digital Copy of Magazine 51 1.7 Subscribed to Digital Copy of Newspaper 25 0.9 Other 186 6.3 Read a Blog 465 15.8 Posted a Blog 169 5.8 Uploaded Content to Websites 421 14.3 Not Specified 154 5.2 (Source: Nielsen Media Panorama Q1-Q4 2009) ❚❚ ONLINE ADVERTISING Online ad spend in New Zealand came to NZ$213.89 million in 2009, a 10.8% increase on 2008 (NZ$193.15 million). (SOURCE: IAB NZ) Online now represents 10.5% of overall ad spending in New Zealand. (SOURCE: IAB NZ) Despite a 12% decline in overall ad spend, online spend actually grew by 10.8% in 2009. Online was the only media category in New Zealand to see any increase in spend last year. (SOURCE: IAB NZ) ❚❚ DEMOGRAPHICS New Zealand currently has 3.5 million internet users, representing a penetration rate of 83%. (SOURCE: internetworldstats) There are more than 1.13 million broadband internet subscribers in New Zealand. (SOURCE: STATISTICS NEW ZEALAND) New Zealand's internet user universe grew 321.7% between 2000 and 2009. (SOURCE: internetworldstats) New Zealand was ranked eighth in the world by levels of internet usage in early 2009. (SOURCE: INTERNETWORLDSTATS) Nearly a third of New Zealand's internet users (31.7%) have an annual household income greater than NZ$100,000. (SOURCE: IAB NZ/NIELSEN) The more you earn, the more likely you are to be a broadband user – 69% of those earning between NZ$25,000 and NZ$40,000 are, while 90% of those earning NZ$65,000 or more are also home broadband customers. (SOURCE: WIPNZ) More than three quarters (76%) of households earning NZ$100,000 or more rate the internet as important compared to 42% of households earning less than $25,000. (SOURCE: WIPNZ) The highest earners are also more likely to see the loss of the internet as a problem, with 75% of households earning NZ$100,000 or more saying this was the case. (SOURCE: WIPNZ) New Zealand's Internet Users Total Users ('000) % of Users Gender Male 1,381 48.6 Female 1,458 51.4 Age 10-19 554 19.5 20-29 497 17.5 30-39 498 17.6 40-49 525 18.5 50-59 390 13.8 60-74 315 11.1 75+ 60 2.1 Household Income Up to $20,000 104 3.6 $20,000-$30,000 129 4.5 $30,000-$40,000 193 6.8 $40,000-$60,000 394 13.9 $60,000-$80,000 366 12.9 $80,000-$100,000 329 11.6 $100,000-$120,000 264 9.3 $120,000-$250,000 355 12.5 $250,000+ 63 2.2 Refused/Not Specified 172 6.1 Don't Know 470 16.6 (Source: Nielsen Media Panorama Q1-Q4 2009) New Zealand's Internet Subscribers by Connection Number of subscribers Connection Type Digital subscriber line 873,500 Cellular, cable, and satellite 219,500 Wireless 36,000 Fibre optic 2,200 Total non-analog subscribers 1,131,000 Download speed Less than 256Kbps 434,000 Broadband 256Kbps to less than 512Kbps 89,000 512Kbps to less than 1.5Mbps – 1.5Mbps to less than 24Mbps 911,000 24Mbps to less than 100Mbps – 100Mbps or greater 700 Broadband total 1,131,000 Total 1,565,000 (Source: Statistics New Zealand) Lake Matheson, Mount Cook and Mount Tasman NEW ZEALAND
  • 26. 48 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 49 The most prolific online shoppers in New Zealand are aged between 25 and 44 years old, with 56% of this age group having bought something online in the past year. (SOURCE: STATISTICS NEW ZEALAND) More than a third (35%) of New Zealand's online shoppers made six or more online purchases in the past year. (SOURCE: GEEKZONE/NIELSEN) Online retail has a reach of 51.4% in New Zealand. (SOURCE: COMSCORE) New Zealanders, like many of their peers across the region, are yet to embrace comparison shopping, with just 13.7% of users having visited a comparison shopping site. (SOURCE: COMSCORE) That being said, online shoppers in New Zealand have become more appreciative of the ability to compare prices of products and services over the internet, with 61% of internet users saying they find this easier to do online. (SOURCE: GEEKZONE/NIELSEN) Nearly half of online New Zealanders (49%) say they find online shopping more convenient. (SOURCE: GEEKZONE/NIELSEN) More than 90% of online shoppers in New Zealand say they are generally happy with their online shopping experiences, according to one survey. (SOURCE: MASTERCARD) Products New Zealanders Research, Compare or Buy Online Product % of Online Shoppers 2009 Airline tickets 51.1 Books/Magazines 30.6 Entertainment (concerts, tickets) 28.2 Clothing/Shoes/Accessories 26.8 Travel-related services (hotel/car hire) 23.8 Computer hardware 13.4 Music CD/Video/DVD 13.0 Health & Beauty 12.4 Movie DVDs/Video (not downloaded) 11.8 Computer software (not downloaded) 10.3 (Source: The Nielsen Company) Top Online Retail Subcategories in New Zealand Category % Reach Retail 51.4 Comparison Shopping 13.7 Books 19.1 Computer Hardware 15.6 Consumer Electronics 9.1 Computer Software 11.3 Apparel 10.1 Health Care 2.2 Mall 1.0 Fragrances/Cosmetics 2.3 Retail-Music 3.5 Retail-Food 4.0 Department Stores 2.3 Tickets 4.4 Flowers/Gifts/Greetings 3.9 Jewellery/Luxury Goods/Accessories 1.7 Consumer Goods 1.5 Sports/Outdoor 3.4 Home Furnishings 1.2 Toys 1.9 (Source: comScoreWorld Metrix, August 2009) ❚❚ MOBILE Around 13.4% of New Zealand's internet users access the internet via their mobile phones. (SOURCE: IAB NZ/NIELSEN) Nearly two thirds (65%) of online New Zealanders send SMS messages every week or more. (SOURCE: WIPNZ) The mobile internet has yet to take off in a real way in New Zealand. Just 6% of those who do access the internet via their mobiles spend between one and four hours on the mobile internet a week. More than 80% of internet users spend no time on the mobile internet at all. (SOURCE: WIPNZ) ❚❚ CASE STUDY Client: MSN NZ Agency: MSN NZ Campaign: Recipe Finder Objective: When MSN launched Recipe Finder, the definitive online cooking bible, it considered two broad approaches. One was 'slow burn', peppering the MSN website with targeted banners to build recognition and awareness over time. The other was what mights be termed a 'big bang' firing a concentrated 'blast' to grab attention and prompt clickthrough. In weighing up its options, MSN decided brand launch was best supported by a strongly visual platform with sufficient presence to arrest attention and draw people away from the immediate content to the new offering. In the very sense of the word, advertising had to interrupt, though without causing irritation, enticing people to click and look. Strategy: Homepage Takeover advertising using an expandable full-page OTP (over the page) format. An expandable homepage billboard, capped at two 10-second exposures per browsers, with a 300x250 'island' reminder follow-on. Details: Launch was a single day event, with advertising clickthrough transferring browsers to Recipe Finder. The intrusive nature of the format dictates shortened exposure. Launched from MSN content, OTP advertising is first vetted and approved by MSN content managers. Results: The campaign generated the following response: - The one-day promotion attracted 0.9% clickthrough. - Launch day captured approximately 4,000 unique browsers accounting for 18,000-plus page views. - Five weeks on page views increased 69% and unique daily visitors hover between 1,000 and 2,000. Online ad spend in New Zealand is forecast to reach US$251 million in 2010 – and US$349 million by 2012. (SOURCE: ZENITHOPTIMEDIA) There were 2,242 online advertisers in New Zealand in 2009, 15.30% more than in 2008. (SOURCE: IAB NZ/NIELSEN) The country hosted 8,517 online ad campaigns in 2009, just 1.20% more than in 2008. There was a sharper increase in the number of banners deployed, with 15.40% more in 2009 (21,235 banners) than in 2008 (18,406). (SOURCE: IAB NZ/NIELSEN) Search and directories ad spend grew at a rate of 31.64% in 2009 to reach NZ$78.16 million. Search and directories now account for 37% of all online ad spend in the country. (SOURCE: IAB NZ) Display ad spend grew at a rate of 7.67% to reach NZ$64.30 million in 2009, representing 30% of all online ad spend in New Zealand. (SOURCE: IAB NZ) Spend on online classifieds fell in 2009 to NZ$71.43 million (down from NZ$75.32 million in 2008), reflecting a stagnant jobs marketplace. Spend on classifieds represent 33% of all online ad spend in New Zealand. (SOURCE: IAB NZ) Kiwis made 113.8 searches per searcher in August 2009. (SOURCE: COMSCORE) A sizeable 80.5% of all search activity in New Zealand takes place on Google. (SOURCE: COMSCORE) New Zealand's Top 10 Sites of 2009 2009 Average Monthly Unique Visitors ('000) Google Sites 2,064 Microsoft Sites 1,749 Fairfax Media 1,375 Yahoo! Sites 1,255 FACEBOOK 1,132 AOL 1,045 Wikimedia Foundation Sites 725 Apple 653 CBS Interactive 483 ANZ Banking Group 428 (Source: ComScore World Metrix; Audience: All Persons 15+ at New Zealand Home/Work Locations) New Zealand's Top 10 Gaming Sites of 2009 2009 Average Monthly Unique Visitors ('000) Online Gaming 869 WildTangent Network 216 MINICLIP 184 Nickelodeon Casual Games 124 MSN Games 91 Disney Games 80 EA Online 71 Spil Games 58 Universal Multiplayer Game Entertainment 57 Big Fish Games Sites 48 FREEONLINEGAMES 45 (Source: ComScore World Metrix; Audience: All Persons 15+ at New Zealand Home/Work Locations) New Zealand's Top 10 Retail Sites of 2009 2009 Average Monthly Unique Visitors ('000) Retail 1,282 Amazon Sites 404 Apple Worldwide Sites 296 1-DAY.CO.NZ 131 THEWAREHOUSE.CO.NZ 128 Woolworths 112 Shopping.com Sites 111 NOELLEEMING.CO.NZ 67 Hewlett Packard 67 Ticketek 62 MIGHTYAPE.CO.NZ 57 (Source: ComScore World Metrix; Audience: All Persons 15+ at New Zealand Home/Work Locations) New Zealand's Top 10 Entertainment Sites of 2009 2009 Average Monthly Unique Visitors ('000) Entertainment 1,768 YOUTUBE 1,130 iTunes Software (App) 549 CBS Interactive 483 Viacom Digital 316 TVNZ Sites 311 Vevo 304 IMDB 220 Break Media Network 216 Gorilla Nation 208 UGO Entertainment 187 (Source: ComScore World Metrix; Audience: All Persons 15+ at New Zealand Home/Work Locations) New Zealand's Top Online Advertisers in 2009 Advertiser Online Ad Spend in 2009 (NZ$000) Telecom 6,782 Air New Zealand 3,499 House Of Travel Holdings 1,280 Expedia NZ 1,143 Seek Employment 1,064 Toyota (NZ) 1,012 Johnson & Johnson NZ 987 Vodafone New Zealand 943 Sky Network Television 903 Bank Of New Zealand 809 Westpac Bank 634 Emirates Airlines 628 Mastercard International 603 Kiwibank 599 NZ Lotteries Commission 588 Visa NZ 542 Retirement Commission 528 McDonald's System Of NZ 505 Television New Zealand 455 Coca-Cola Oceania 419 (Source: Nielsen Media Research Advertising Information Services 2010) New Zealand Online Display Ad Spend by Industry Industry Category 2009 2009 2008 2008 % of Spend NZ$ million % of Spend NZ$ million Investment, Finance and Banking 14 9.07 14 8.10 Travel & Accommodation 13 8.70 14 8.00 Government Departments 12 7.76 12 7.13 Telecommunication 10 6.59 12 7.05 Leisure, Entertainment & Media 8 5.48 10 5.70 Automotive 8 4.90 8 4.69 Food & Beverage 7 4.32 6 3.25 Retail 5 3.00 3 1.89 Healthy, Beauty & Pharmaceuticals 5 2.96 4 2.26 Other 4 2.61 3 1.80 Business Services & Office Products 4 2.93 5 2.81 Computers 4 2.67 4 2.52 Insurance 3 1.67 2 1.26 Home & Garden 2 1.18 2 0.90 Real Estate 1 0.47 1 0.78 (Source: IAB NZ/PWC) ❚❚ E-COMMERCE There are now around 1.5 million Kiwis who shop online. (SOURCE: SCOOP/NIELSEN) In the last quarter of 2009, more than 40% of New Zealanders aged 15 or over have bought something online in the past year. (SOURCE: STATISTICS NEW ZEALAND)
  • 27. 50 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 51 What Filipinos did Online in 2009, by Gender Features Ever Used Total % of Males Females ('000) ('000) % ('000) % Newspaper/News 656 1.82 416 2.34 240 1.32 Employment Opportunities 676 1.88 384 2.16 292 1.61 Weather Forecast 306 0.85 195 1.1 111 0.61 Travel 165 0.46 58 0.33 107 0.59 Downloading Music 1,671 4.65 943 5.3 728 4.01 Downloads-Games 2,211 6.15 1,339 7.52 872 4.8 Downloads-Videos 1,292 3.59 700 3.93 592 3.26 Downloads-Files/Software 772 2.15 412 2.31 361 1.99 Downloads-Pictures 1,828 5.08 867 4.87 961 5.29 Sports 879 2.44 702 3.94 177 0.98 Academic Study/Research 2,526 7.03 1,376 7.73 1,149 6.33 Personal Research/ General Browsing 2,628 7.31 1,248 7.01 1,381 7.61 Using Email 5,334 14.83 2,578 14.48 2,756 15.18 Online Banking 253 0.7 117 0.66 136 0.75 Chatting 4,946 13.76 2,337 13.13 2,609 14.37 Playing Games (Online) 4,369 12.15 2,921 16.41 1,448 7.98 Business Information 512 1.42 274 1.54 238 1.31 Health Information 882 2.45 354 1.99 528 2.91 Cinema Listings/Events Guide 222 0.62 126 0.71 96 0.53 Listening To Online Radio 978 2.72 506 2.84 472 2.6 Internet Phone 349 0.97 178 1 172 0.95 Internet Fax 102 0.28 63 0.35 39 0.21 Video Conferencing 637 1.77 276 1.55 360 1.98 Social Networking 6,324 17.59 3,168 17.79 3,156 17.39 Blogs/Online Journal 989 2.75 544 3.06 444 2.45 Others 786 2.19 416 2.34 370 2.04 No 957 2.66 441 2.48 517 2.85 Can't Remember 1 0 1 0.01 – – Used The Internet Over 12 Months Ago 3,501 9.74 1,819 10.22 1,681 9.26 Never Used The Internet 20,652 57.44 9,858 55.37 10,794 59.47 (Source: Nielsen Media Index Philippines; All respondents) What Filipinos did Online in 2009, by Age Features Used Age of Internet Users 10-19 20-29 30-39 40+ ('000) % ('000) % ('000) % ('000) % Newspaper/News 169 1.78 249 3.07 166 2.36 72 0.63 Employment Opportunities 72 0.76 318 3.93 231 3.29 55 0.48 Weather Forecast 26 0.27 136 1.68 117 1.67 27 0.24 Travel 17 0.18 46 0.57 70 1 32 0.28 Downloading Music 756 7.97 652 8.05 228 3.25 35 0.31 Downloads-Games 1,090 11.49 764 9.43 317 4.51 40 0.35 Downloads-Videos 578 6.09 470 5.8 225 3.2 18 0.16 Downloads-Files/Software 277 2.92 304 3.75 143 2.04 48 0.42 Downloads-Pictures 696 7.34 735 9.08 328 4.67 69 0.61 Sports 379 4 268 3.31 183 2.6 48 0.42 Academic Study/Research 1,474 15.54 723 8.93 198 2.82 130 1.15 General Browsing 967 10.2 920 11.36 504 7.17 238 2.1 Using Email 1,836 19.36 1,895 23.4 959 13.65 644 5.68 Online Banking 42 0.44 136 1.68 53 0.75 22 0.19 Chatting 1,923 20.27 1,736 21.44 868 12.35 419 3.69 Playing Games (Online) 2,671 28.16 1,292 15.95 276 3.93 131 1.15 Business Information 48 0.51 136 1.68 209 2.97 119 1.05 Health Information 204 2.15 271 3.35 232 3.3 175 1.54 Cinema Listings/Events Guide 71 0.75 96 1.19 47 0.67 9 0.08 Listening To Online Radio 524 5.52 308 3.8 128 1.82 18 0.16 Internet Phone 135 1.42 76 0.94 108 1.54 30 0.26 Internet Fax 26 0.27 21 0.26 36 0.51 18 0.16 Video Conferencing 248 2.61 249 3.07 80 1.14 60 0.53 Social Networking 3,120 32.89 2,217 27.38 759 10.8 228 2.01 Blogs/Online Journal 438 4.62 367 4.53 153 2.18 31 0.27 Others 417 4.4 232 2.86 67 0.95 69 0.61 No 445 4.69 345 4.26 87 1.24 81 0.71 Used The Internet Over 12 Months Ago 894 9.43 991 12.24 682 9.71 934 8.23 Never Used The Internet 3145 33.16 3381 41.75 4,708 67.01 9,419 83.02 (Source: Nielsen Media Index Philippines; All respondents) How Long Filipinos Spent Online in 2009, by Gender Time Spent Gender of Internet Users On Internet Total % of Males Females ('000) Users ('000) % ('000) % At Home in Past Month Less Than 5 Hours 1,206 3.35 625 3.51 582 3.21 5-9 Hours 456 1.27 262 1.47 195 1.07 10-19 Hours 594 1.65 288 1.62 306 1.69 20+ Hours 1,202 3.34 486 2.73 715 3.94 Elsewhere in Past Month Less Than 5 Hours 4,439 12.35 2,527 14.19 1,912 10.53 5-9 Hours 1,493 4.15 798 4.48 696 3.83 10-19 Hours 996 2.77 427 2.4 569 3.13 20+ Hours 1,499 4.17 846 4.75 653 3.6 (Source: Nielsen Media Index Philippines; All respondents) How Long Filipinos Spent Online in 2009, by Age Time Spent Age of Internet Users On Internet 10-19 20-29 30-39 40+ ('000) % ('000) % ('000) % ('000) % At Home in Past Month Less Than 5 Hours 318 3.35 299 3.69 355 5.05 235 2.07 5-9 Hours 160 1.69 108 1.33 77 1.1 111 0.98 10-19 Hours 234 2.47 189 2.33 113 1.61 57 0.5 20+ Hours 505 5.32 380 4.69 212 3.02 104 0.92 Elsewhere in Past Month Less Than 5 Hours 2,427 25.59 1,324 16.35 467 6.65 221 1.95 5-9 Hours 691 7.29 431 5.32 165 2.35 206 1.82 10-19 Hours 413 4.35 371 4.58 181 2.58 31 0.27 20+ Hours 757 7.98 532 6.57 165 2.35 45 0.4 (Source: Nielsen Media Index Philippines; All respondents) ❚❚ ONLINE ADVERTISING Online ad spend is estimated to take up just 1% of the Philippines' US$3 billion ad market. (SOURCE: COMPUTERWORLD PHILIPPINES/IMMAP) The Philippines is ranked eighth in the world in terms of the countries with the highest number of Facebook users. The country has more than 10.64 million Facebook users. (SOURCE: TECHCRUNCHIES/WEBSITE MONITORING) Filipinos are twice as likely to click on online banners advertising mobile phones than they are the ones advertising cars. (SOURCE: TECHCRUNCHIES/YAHOO!) Friendster owes much of its success to the Philippines. More than 12 million Filipinos are active Friendster users every month. (SOURCE: THOMAS CRAMPTON/FRIENDSTER) In a global survey, online Filipinos ranked fourth in terms of showing the most trust in search engines as a paid avertising channel, with 56% showing the most trust in them. (SOURCE: THE NIELSEN COMPANY) In the same survey, online Filipinos ranked fifth in terms of showing the most trust in online video ads as a paid avertising channel, with 53% showing the most trust in them. (SOURCE: THE NIELSEN COMPANY) The Philippines' Top 10 Sites of 2009 2009 Average Monthly Unique Visitors ('000) Yahoo! Sites 4,278 Google Sites 3,773 FACEBOOK 3,514 FRIENDSTER 2,892 Microsoft Sites 1,538 Wikimedia Foundation Sites 1,494 Ask Network 1,137 MULTIPLY 915 AOL 914 The Mozilla Organisation 895 (Source: ComScore World Metrix; Audience: All Persons 15+ at Philippines Home/Work Locations) The Philippines' Top 10 Gaming Sites of 2009 2009 Average Monthly Unique Visitors ('000) Online Gaming 1,766 Y8 693 Yahoo! Games 348 LEVELUPGAMES.PH 283 WildTangent Network 207 CPMStar 146 MINICLIP 120 EA Online 114 Nickelodeon Casual Games 114 Spil Games 100 AOL Games 63 (Source: ComScore World Metrix; Audience: All Persons 15+ at Philippines Home/Work Locations) ❚❚ DEMOGRAPHICS There are now 24 million internet users in the Philippines, representing a penetration rate of 24.5%. (SOURCE: INTERNETWORLDSTATS) Broadband penetration is low in the Philippines, at just 5%. (SOURCE: AFP/STRATEGY ANALYTICS) There were expected to be around 2 million broadband users in the Philippines by the end of 2009. (SOURCE: INQUIRER) The number of internet users in the Philippines grew at a rate of 1,100% between 2000 and 2009. (SOURCE: CIMIGO/INTERNETWORLDSTATS) Fixed broadband service revenues are expected to grow at a CAGR of 16.2% in 2010. (SOURCE: PYRAMID RESEARCH) The Philippines' Internet Users 2009 Total Users ('000) % of Users GENDER Male 6,127 34.41 Female 5,676 31.27 Age 10-19 5,447 57.43 20-29 3,727 46.02 30-39 1,636 23.28 40+ 993 8.75 Household Income PHP10,000 and below 1,245 13.54 PHP10,001-15,000 548 36.85 PHP15,001-20,000 184 59.35 PHP20,001-25,000 or PHP25,001-30,000 140 56.22 PHP30,001-35,000 or PHP35,001-40,000 28 37.33 PHP40,001-45,000 or PHP45,001-50,000 22 68.75 PHP50,001 & Above 16 66.67 (Source: Nielsen Media Index Philippines; All respondents) ❚❚ USER BEHAVIOUR Entertainment reach in the Philippines stood at 78.2% as of August 2009, with Filipino internet users spending an average of 2.5 hours online on entertainment. (SOURCE: COMSCORE) A sizeable 87% of Filipino unique internet users are social network users, representing 3.92 million people. (SOURCE: COMSCORE) Internet users in the Philippines spent an average of 17.8 hours online in August 2009. (SOURCE: COMSCORE) More than two fifths of online users in the Philippines (42.8%) go online for news or information. (SOURCE: COMSCORE) Pretty much all online Filipinos (98%) have watched video online. More than two thirds (67.61%) of them have uploaded a video to a sharing site. (SOURCE: UNIVERSAL MCCANN) Only 21% of online Filipinos would fail to cope without the internet, according to one survey. (SOURCE: BBC) The main concern of Filipinos when engaging online is violent or explicit content, with 71% of respondents saying this was the case. (SOURCE: BBC) Filipinos are comfortable with online dating, with 42% of them saying they felt the internet was a good place to meet that special someone. (SOURCE: BBC) Boats at Boracay beach THE PHILIPPINES
  • 28. 52 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 53 The Philippines' Top 10 Retail Sites of 2009 2009 Average Monthly Unique Visitors ('000) Retail 1,870 Amazon Sites 621 Apple Worldwide Sites 422 Alibaba.com 175 Yahoo! Shopping 165 Hewlett Packard 95 WARESEEKER 90 AmericanGreetings Property 86 Samsung Group 56 Zazzle 47 Shopping.com Sites 42 (Source: ComScore World Metrix; Audience: All Persons 15+ at Philippines Home/Work Locations) The Philippines' Top 10 Entertainment Sites of 2009 2009 Average Monthly Unique Visitors ('000) Entertainment 3,570 YOUTUBE 2,597 CBS Interactive 850 AOL Music 660 Vevo 604 iTunes Software (App) 566 Viacom Digital 456 Gorilla Nation 354 Turner Sports & Entertainment Digital Network 342 LYRICSMODE 311 Break Media 308 (Source: ComScore World Metrix; Audience: All Persons 15+ at Philippines Home/Work Locations) ❚❚ E-COMMERCE Online retail has a 40.2% reach in the Philippines. (SOURCE: COMSCORE) Comparison shopping has yet to take off in the Philippines, with just 8.5% reach. (SOURCE: COMSCORE) One third of Filipino internet users have bought something because it had been discussed with or recommended by an online friend. (SOURCE: BRITISH COUNCIL) Just 3% of Filipinos engage in online banking or e-commerce. (SOURCE: TECHNOGRAPH/YAHOO!) Top Online Retail Subcategories in the Philippines Category % Reach Retail 40.2 Comparison Shopping 8.5 Books 15.0 Computer Hardware 10.8 Consumer Electronics 4.8 Computer Software 11.4 Apparel 5.4 Health Care 1.7 Mall 0.4 Fragrances/Cosmetics 0.9 Retail-Music 2.5 Retail-Food 0.5 Department Stores 1.1 Tickets 0.4 Flowers/Gifts/Greetings 2.9 Jewelry/Luxury Goods/Accessories 1.5 Consumer Goods 0.5 Sports/Outdoor 1.4 Home Furnishings 0.8 Toys 1.4 (Source: comScore World Metrix, August 2009) ❚❚ MOBILE There are around 73 million mobile subscribers in the Philippines. (SOURCE: BUDDE.COM) Mobile penetration rates in the Philippines are now at 87%. (SOURCE: PYRAMID RESEARCH) The Philippines is ranked number one in the world for SMS usage. (SOURCE: BUDDE.COM) Mobile Filipinos send more than 2 billion SMS messages to each other every day. (SOURCE: COMPUTERWORLD PHILIPPINES/IMMAP) Over two days during the 2009 Christmas and New Year period, Filipinos sent 2.63 billion SMS messages to each other. (SOURCE: BMI/ACISION) Mobile data revenues in the Philippines are projected to grow at a CAGR of 9.6% in 2010. (SOURCE: PYRAMID RESEARCH) Mobile phones are allowing Filipinos to "save face", with almost half of respondents in the Philippines (49%) saying they preferred using their phones when they had to communicate negative messages. (SOURCE: MEDIA/SYNOVATE) Filipinos made more than 459 million mobile ad requests on the AdMob network over Q4 2009. (SOURCE: ADMOB) Mobile internet users in the Philippines averaged 437 page views per user in December 2009, 63% more than December 2008. (SOURCE: OPERA) Shipments of smartphones to the Philippines are expected to reach 1.36 million units in 2010, 17% up on 2009. (SOURCE: IDC) The Philippines' Top Mobile Sites Rank Site 1 Facebook 2 Google 3 Friendster 4 Yahoo! 5 Youtube 6 Wikipedia.org 7 Symbianize 8 Zedge.net 9 Wikipedia.org 10 Pinoywap.net (Source: Opera Software) I AM NOT GENERIC. BUILD RELEVANT CUSTOMER EXPERIENCES Your customers are individuals. Unique. Singular. They want experiences that are personal and relevant to them. At Epsilon, we’re introducing a powerful new approach driven by data and deeper insights to create more engaging relationships. It’s called Customer Experience Marketing and it’s proven to: epsilon.com/apac | apac-info@epsilon.com  Create Brand Differentiation  Accelerate Considered Purchase  Deliver Engagement and Loyalty  Optimise Marketing Spend Let us show you how we can help you develop the right customer experience for your brand.
  • 29. 54 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 55 Online gaming sites have an average monthly reach of 41.2% in Singapore – the highest in the region. (SOURCE: COMSCORE) Singaporeans spent more than an hour (66.5 minutes) per month on average on online gaming sites in 2009, visiting on average 7.2 times per month. (SOURCE: COMSCORE) More than a third (37.46%) of Singaporean active internet users have uploaded a video to a video sharing site. (SOURCE: UNIVERSAL MCCANN) Nearly half (49.3%) of Singaporeans turn to the internet for news and information. (SOURCE: COMSCORE) Nearly two fifths (38%) of Singapore's baby boomers (aged 45+) go online, around 60% of them for news and information; 20% for online chat or instant messaging; 19% to shop online and 11% for SNS visits. (SOURCE: BUSINESS TIMES/COUNCIL FOR THE THIRD AGE) What Singaporeans do Online Features Used ('000) % of Users % of Male % of Female Users Users Email 2,150 56.64 53.72 46.28 Access Adult Sites 66 1.74 74.24 25.76 Access Classified Ads 170 4.48 66.47 33.53 Access Education Services 404 10.64 47.77 52.23 Access News/Current Affairs 891 23.47 59.82 40.07 Access News Group/ Bulletin Board 99 2.61 64.65 35.35 Blogging/Posting Online Journal 381 10.04 45.14 54.86 Buy Products/Services 414 10.91 56.28 43.72 Chat Rooms/Internet Relay Chats 167 4.40 64.67 35.93 Download Media File 385 10.14 62.60 37.40 Download Software/Files 552 14.54 65.22 34.78 Financial Services 732 19.28 57.79 42.21 Gather Company Research 977 25.74 56.70 43.30 Gather Products/Services Info 1,358 35.77 54.49 45.51 General Surfing 1,554 40.94 53.67 46.33 Instant Messaging 997 26.26 53.46 46.54 Internet Phone 173 4.56 64.16 35.84 Job Hunting 295 7.77 56.27 43.73 Listen to Music 882 23.23 55.10 44.90 Participate in Auctions 83 2.19 77.11 22.89 Participate in Social Networking Portals 854 22.50 50.23 49.77 Play Games 728 19.18 58.24 41.76 Post Photos Online 317 8.35 45.43 54.57 Read E-Magazines 159 4.19 64.78 35.85 Read E-Newspapers 495 13.04 61.62 38.38 Video Conferencing 142 3.74 69.72 30.28 Watch Movie/TV/Video 1,173 30.90 54.90 45.01 Others 171 4.50 57.31 42.69 (Source: Nielsen Metrix Singapore; All Persons 15+) How Long Singaporeans Spent Online in 2009 Time Spent Online Total in Average Day ('000) % of Users Less than 30 minutes 179 4.72 30 minutes-1 hour 348 9.17 1-2 hours 593 15.62 2-3 hours 462 12.17 3-4 hours 346 9.11 4-5 hours 176 4.64 5-6 hours 134 3.53 6-7 hours 44 1.16 More than 7 hours 240 6.32 (Source: Nielsen Media Index Singapore; All respondents) ❚❚ ONLINE ADVERTISING Online ad spend in 2009 was estimated at US$16 million and is expected to increase slightly to $17 million in 2010. By 2010, online ad spend is expected to come to US$19 million. (SOURCE: ZENITHOPTIMEDIA) According to the IAB Singapore however, oline ad spend in 1H 2009 came to S$30.2 million (US$22.2 million). (source: IAB Singapore) Digital is expected to represent 20% of Singapore's overall marketing spend by 2020. (SOURCE: ADMAX/DMS) Less than one fifth (19%) of Singaporeans say that online marketing has increased their interest in a particular brand, while 24% say it has not impacted their interest levels at all. (SOURCE: DIGITAL MEDIA/TNS) Nearly half (48%) of online Singaporeans do not trust pop- ups and pop-unders. (SOURCE: DIGITAL MEDIA/TNS) Nearly three quarters (72.3%) of all search activity in Singapore takes place on Google. (SOURCE: COMSCORE) Online took up an estimated 6% of overall ad budgets in Singapore in 2009. (SOURCE: IAB Singapore) Singapore's Top 10 Sites of 2009 2009 Average Monthly Unique Visitors ('000) Google Sites 2,198 Microsoft Sites 2,062 Yahoo! Sites 1,871 FACEBOOK 1,567 Wikimedia Foundation Sites 895 Apple 731 SPH Group 637 FRIENDSTER 632 CBS Interactive 601 Ask Network 568 (Source: ComScore World Metrix; Audience: All Persons 15+ at Singapore Home/Work Locations Singapore's Top 10 Gaming Sites of 2009 2009 Average Monthly Unique Visitors ('000) Online Gaming 1,093 Y8 242 WildTangent Network 198 Nexon 187 MINICLIP 171 MSN Games 124 VIWAWA 110 Gamania Digital Entertainment 96 Yahoo! Games 86 IJJI 79 Nickelodeon Casual Games 74 (Source: ComScore World Metrix; Audience: All Persons 15+ at Singapore Home/Work Locations) Singapore's Top 10 Retail Sites of 2009 2009 Average Monthly Unique Visitors ('000) Retail 1,450 Apple Worldwide Sites 495 Amazon Sites 386 Alibaba.com 166 Dell 127 Hewlett Packard 84 SINGTELSHOP 80 GMARKET.COM.SG 65 Samsung Group 64 AmericanGreetings Property 57 TYREPAC 54 (Source: ComScore World Metrix; Audience: All Persons 15+ at Singapore Home/Work Locations Singapore's Top 10 Entertainment Sites of 2009 2009 Average Monthly Unique Visitors ('000) Entertainment 2,110 YOUTUBE 1,495 CBS Interactive 601 MediaCorp 464 iTunes Software (App) 440 Vevo 356 Viacom Digital 338 Gorilla Nation 278 imeem 269 Break Media Network 218 Metacafe 213 (Source: ComScore World Metrix; Audience: All Persons 15+ at Singapore Home/Work Locations ❚❚ DEMOGRAPHICS Singapore has more than 3.37 million internet users. (SOURCE: INTERWORLDSTATS) Singapore has more broadband accounts than homes however. Taking into consideration multiple accounts, the city state's broadband penetration rate is now at 148.9%, representing more than 5.96 million subscriptions. (SOURCE: IDA) Singapore's internet user numbers have grown by 181% between 2000 and 2009. (SOURCE: INTERNETWORLDSTATS) Singapore's Internet Users 2009 Used Internet In Past 12 Months Total Users % of (000) Users Gender Male 1,334 52.92 Female 1,187 47.08 Age 15-17 180 7.14 18-19 122 4.84 20-24 326 12.93 25-29 370 14.68 30-34 359 14.24 35-39 340 13.49 40-44 277 10.99 45-49 224 8.89 50-54 139 5.51 55-59 82 3.25 60+ 102 4.05 Monthly Household Income S$750 and below 17 0.67 S$751-1000 40 1.59 S$1001-1500 49 1.94 S$1501-2000 120 4.76 S$2001-2500 114 4.52 S$2501-3000 140 5.55 S$3001-3500 146 5.79 S$3501-4000 172 6.82 S$4001-5000 284 11.27 S$5001-6000 238 9.44 S$6001-7000 196 7.77 S$7001-10000 497 19.71 S$10001-15000 274 10.87 More than 15000 234 9.28 (Source: Nielsen Media Index Singapore; All respondents) ❚❚ USER BEHAVIOUR Singaporeans spent an average of 1,315.8 minutes a month online in 2009, going online an average of 39.3 times every month. (SOURCE: COMSCORE) More than three quarters (77%) of Singaporeans are social network users, numbering more than 2 million people. (SOURCE: COMSCORE) Of Singapore's active internet user universe, around 1.6 million actively manage their SNS profiles. (SOURCE: UNIVERSAL MCCANN) Singaporeans are amongst the keenest searchers in the region, averaging 124.8 searches per searcher, above the regional average (84.4 searches). (SOURCE: COMSCORE) Entertainment reach in Singapore stood at 79.2%, as of August 2009. (SOURCE: COMSCORE) Online Singaporeans like multitasking when they are online, with nearly two thirds of them (62%) also watching TV at the same time offline. (SOURCE: DIGITAL MEDIA/TNS) Cityscape showing the Merlion and the financial district SINGAPORE
  • 30. 56 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 57 Trust in Media Channels in Singapore Media channel % who trust the channel completely Recommendations from friends and family 49 Independent reviews in publications 25 Manufacturers / brands websites Consumer opinion in blogs 15 TV ads 17 Newspaper ads 18 Ads that appear on search engines 7 Banner ads on websites 7 Ads in virtual worlds 5 Ads in video games 4 Ads via mobile SMS 8 (Source: TNS/Digital Media) ❚❚ E-COMMERCE More than half (53.8%) of Singaporean internet users have visited an online retailer. (SOURCE: COMSCORE) Just 9.6% of online Singaporeans have visited a comparison shopping site. (SOURCE: COMSCORE) In the year ended March 2009, Singaporean internet users spent on average US$1,892 per user on online shopping on international sites. (SOURCE: VISA) Of those Singaporeans who do shop on international retail sites, 61% shop mainly at US sites. (SOURCE: VISA) More than 40% of Singapore's online users (around 1.2 million people) visited an online travel site in January 2010, 44% more than the same time last year. (SOURCE: COMSCORE) More than half (53.5%) of Singaporean visitors to travel sites are aged between 25-44. (SOURCE: COMSCORE) What Singaporeans Buy Online internet user Age (% of users) Items purchased 15-24 25-34 35-49 50-59 60+ 15+ Travel products 18 39 48 35 67 38 Clothing, footwear, sporting goods or accessories 56 36 21 12 – 33 Ticket for entertainment event 29 33 33 24 4 31 Books, Magazines, newspaper (in physical form) 7 11 15 12 7 11 Books, Magazines, newspaper (in digital form) 4 5 11 5 9 7 Computer software (in digital form) 4 5 6 13 20 6 Computer equipment or parts 4 4 6 9 43 5 Food or groceries 3 7 5 3 6 5 IT and telecomm services 4 5 5 7 16 5 Others 2 6 5 8 – 5 Financial products 1 3 5 3 22 4 Music products (in physical form) 7 2 4 1 – 4 Computer or video games (in digital form) 3 1 3 4 – 3 Photographic, telecommunication or optical equipment 4 3 3 2 – 3 Booking(s) for sports facility 2 1 1 3 – 2 Computer or video games (in physical form) 3 1 2 – – 2 Movies, short films or images (in digital form) 1 2 2 3 – 2 Movies, short films or images (in physical form) 2 2 3 – – 2 Music products (in digital form) 2 1 3 2 9 2 Health related/facial products 1 2 3 6 – 2 Computer software (in physical form) 2 1 – 3 14 1 Electronic products 1 1 2 – – 1 Hampers/flowers – 1 1 3 – 1 (Source: IDA June 2009; persons who have purchased online in last 12 months) ❚❚ MOBILE The mobile penetration rate now stands at 137.9%. (SOURCE: IDA) Singaporeans are as receptive to mobile advertising as their Malaysian peers, with nearly one quarter (24%) of Singaporeans saying they can recall mobile ad campaigns. (SOURCE: DIGITAL MEDIA/TNS) Singaporeans sent more than 2 billion SMS messages to each other in Q4 2009. (SOURCE: IDA) Nearly one third (32%) of Singaporeans do not trust mobile SMS ads. (SOURCE: DIGITAL MEDIA/TNS) Singaporeans are keen users of mobile internet services, with 60% saying they regularly used mobile web and mobile applications. (SOURCE: ACISION) Singapore has one of the lowest mobile SNS take-ups in Asia, with 25% of Singaporeans using their mobile to visit social media sites. (SOURCE: TELECOMASIA/IDC) Singaporeans love their phones more than most in Asia – 89% of them never leave the house without their trusty phones, while nearly half (49%) of them say that they simply cannot live without their mobiles. (SOURCE: MEDIA/SYNOVATE) Mobile internet users in Singapore averaged 257 page views per user in December 2009, 426.2% more than in December 2008. (SOURCE: OPERA) What Singaporeans do on their Mobiles Age (% of users) Activity 15-24 25-34 35-49 50-59 60+ All residents Sending or receiving SMS 98 96 88 65 40 82 Email 56 58 44 27 13 41 Web browsing 22 29 24 14 6 19 Playing or downloading computer or video games 37 16 8 4 – 19 Instant messaging 37 23 13 5 3 17 Social networks 33 20 6 1 – 13 Reading online newspapers 11 17 16 8 5 12 Mobile banking 5 17 14 8 3 10 Downloading or listening to online music 22 10 5 2 1 9 Paying for goods or services 7 18 11 6 3 9 Online Government services 3 11 13 6 7 8 Downloading or watching movies, short films or images 16 9 3 2 – 6 Blogging/Reading blogs created by others 17 8 2 1 1 6 Peer-to-Peer 12 10 6 2 1 6 Reading online magazines 3 6 5 2 1 4 Chat rooms 12 5 2 1 – 4 Sending or receiving digital photograph(s) 6 5 3 1 1 4 Sending or receiving MMS 5 5 3 1 1 3 Creating/maintaining own blogs 7 4 1 – – 3 VoIP 5 5 3 2 1 3 Listening to Web radio 5 3 1 1 – 2 Downloading or uploading other media (e.g. digital photographs) 5 2 1 1 – 2 Watching Web television 4 2 1 – – 2 Forum discussion/Posting of feedback, advice (e.g. product reviews) 4 2 1 – – 2 Downloading ringtones, games 2 1 – – – 1 Reading electronic books 2 2 1 – – 1 (Source: IDA June 2009
  • 31. asia pacific digital marketing yearbook 59 ❚❚ USER BEHAVIOUR Why are South Koreans online? Information. The majority of internet users in the country go online for this reason (89.4% of users), the next most popular reason being leisure activities (88.4%). (SOURCE: KCC/KISA) Nearly three quarters (74.2%) of online South Koreans went online for news and information in August 2009. (SOURCE: COMSCORE) South Korean internet users collectively spent more than 618 billion minutes online in 2009. (SOURCE: COMSCORE) South Koreans spend the longest time online than anyone else in Asia, averaging nearly 30 hours (1,797.8 minutes) of online time per month per user in 2009. That is far above the regional average of 1,008.4 minutes and well past the global average too (1,376.7 minutes). (SOURCE: COMSCORE) South Korea has the highest entertainment reach in the region, standing at 83.8% in August 2009 and exceeding the regional average of 71.2%. South Koreans averaged 2.7 hours online on entertainment in August 2009. (SOURCE: COMSCORE) Online gaming reach in South Korea was 34.2% in 2009. A total of 9.77 million South Koreans played online games per month in 2009, with users visiting online gaming sites on average 11.9 sites a month. (SOURCE: COMSCORE) More than half (57%) of South Korean internet users are SNS users, representing more than 16.63 million people. (SOURCE: COMSCORE) Just over half (51%) of South Korea's internet users have used instant messenger in the past year. (SOURCE: KCC/KISA) Nearly two fifths (39.6%) of internet users in the country watch TV online and 80.4% of them do it at least once a week. Online TV is favoured most by users in their 20s, with 64.6% of users in this age range doing this. (SOURCE: KCC/KISA) Nearly half of all internet users in the country (46.2%) watch movies online and 40.9% watch it at least once a week. And again the most enthusiastic viewers are in their 20s (76.8% of users in this age range). (SOURCE: KCC/KISA) Three quarters of South Korea's job hunters go online for leads, compared to just 13.3% who turn to the newspaper. (SOURCE: KCC/KISA) South Koreans collectively conducted more than 4 billion searches in December 2009, 44% more than in 2008. (SOURCE: COMSCORE) Nearly half (49.3%) of all search activity in South Korea in September 2009 took place on search engine Naver.com. (SOURCE: COMSCORE) South Koreans are the most enthusiastic searchers of the region, averaging 133.1 searches per user in August 2009, way above the regional average of 84.5 searches per user. (SOURCE: COMSCORE) How Long South Koreans Spend Online % of Internet Users Frequency At least once a day 77.2 At least once a week 22.1 At least once a month 0.4 Less than once a month 0.3 Time spent online per week Less than 1 hours 1.8 1-3 hours 8.0 3-7 hours 11.2 7-14 hours 30.9 14-21 hours 24.2 23-35 hours 16.7 35 hours and more 7.4 Weekly average hours 13.9 (Source: KCC/KISA November 2009) Why South Koreans go Online Purpose % of Users For getting information 89.4 Leisure activities 88.4 Communicating 87.0 Internet shopping/selling 56.4 Education/learning 52.5 Managing homepage 44.8 Online community 43.8 Financial transaction 36.9 File sharing service 19.8 E-government service 13.1 Software download/upgrade 8.6 Job search 7.1 (Source: KCC/KISA November 2009) ❚❚ ONLINE ADVERTISING Online ad spend in South Korea in 2009 was estimated to come to US$1.23 billion. That number is expected to rise to $1.39 billion in 2010. (SOURCE: ZENITHOPTIMEDIA) By 2012, online ad spend in South Korea is expected to come to US$1.69 billion. (SOURCE: ZENITHOPTIMEDIA) South Korea's Top 10 Sites of 2009 2009 Average Monthly Unique Visitors ('000) NHN 23,307 Lycos Sites 20,996 SK Group 18,492 Cyworld 15,552 gretech 14,066 Yahoo! Sites 13,296 Microsoft Sites 12,411 Google Sites 12,345 KT Group 11,741 JMnet (JoongAng Media Network) 11,085 (Source: ComScore World Metrix; Audience: All Persons 15+ at South Korea Home/Work Locations) South Korea's Top 10 Gaming Sites of 2009 2009 Average Monthly Unique Visitors ('000) Online Gaming 9,777 HANGAME 3,439 Netmarble 3,317 Nexon 3,183 Nate.com AppStore 2,985 Gamania Digital Entertainment 1,114 Nate.com Games 549 Yahoo! Games 531 GAMETREE.CO.KR 528 JOYCITY 336 WEMADE 218 (Source: ComScore World Metrix; Audience: All Persons 15+ at South Korea Home/Work Locations) ❚❚ DEMOGRAPHICS There are currently around 37.47 million internet users in South Korea, representing a penetration rate of 77.3%, the highest in the region. (SOURCE: INTERNETWORLDSTATS) South Korea has the highest 'high broadband' penetration rate on earth – 10% of all broadband connections in the country have speeds of 25 Mbps or more. Overall, it is third in the world for overall broadband connections ranked by speed, with 89% of broadband connections being delivered at 2 Mbps or more. (SOURCE: AKAMAI) There are estimated to now be more than 16 million broadband subscribers in South Korea. (SOURCE: YONHAP) South Korea's internet user population grew by 96% between 2000 and 2009. (SOURCE: INTERNETWORLDSTATS) South Korea is number one in the world when it comes to home broadband connections, with 95% of homes in the country now broadband-connected. (SOURCE: AFP/STRATEGY ANALYTICS) There are now around 2 million internet-TV subscribers in South Korea, just two years after the service was launched. (SOURCE: YONHAP) Pretty much all of the country's internet users (99.3%) go online more than once a week, the vast majority doing so from home (97.3% of users). (SOURCE: KCC/KISA) South Korea's Internet Users 2009 % of Users Gender Male 53.6 Female 46.4 Age 15-24 18.4 25-34 22.0 35-44 22.5 45-54 14.0 55+ 6.3 Studying status Students 31.2 Non students 68.8 Education Elementary school and below 20.2 High school 9.1 College 41.1 Masters and above 29.6 Household income Less than KRW1 million 4.1 KRW1-2 million 15.0 KRW2-3 million 35.3 More than KRW3 million 47.5 Years of internet usage Less than 12 months 0.7 1-3 years 7.3 3-5 years 15.1 5 years and above 76.8 Access location Home 98.5 Work/School 40.3 Internet cafe 14.2 Others 38.0 Access point Desktop 98.8 Laptop 24.0 Mobile phone 69.5 Internet-enabled TV 6.6 Others 5.8 Connection method Dial-up 1.0 Broadband 98.1 Others 70.2 (Source: APIRA) Gyeongbok Palace (Gyeongbokgung), Seoul 58 asia pacific digital marketing yearbook SOUTH KOREA
  • 32. 60 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 61 ❚❚ MOBILE South Korea has around 47 million mobile subscribers. Of those, 6 million are mobile internet users. (SOURCE: YONHAP) South Korea currently has a 99% mobile penetration rate. (SOURCE: COMPANIESANDMARKETS) South Korea has around 20 million 3G subscribers, representing around 44% of the mobile population. (SOURCE: YONHAP) Around 70% of South Korean internet users use their phones to go online. (SOURCE: KCC/KIDA) South Korea's mobile subscriber base is expected to grow by 6.7% in 2010, driven by the growing popularity of 3G. The 3G sector is expected to grow by 15.3% this year. (SOURCE: COMPANIESANDMARKETS) South Korea's mobile internet services market is expected to grow by 16.5% in 2010. (SOURCE: YONHAP) South Korea's three mobile telephony carriers – SK Telecom, KT and LG Telecom – together now generate around KRW2.8 trillion in mobile data revenues. (SOURCE: KOREA TIMES) Nearly 26 million South Koreans watch mobile TV, nearly 250,000 of which are simultaneously watching it every hour. (SOURCE: KOREA TIMES) Mobile TV may be popular, but it's early days in terms of revenues. Ad-based mobile TV revenues were not expected to exceed KRW40 billion in 2009, as in 2008. (SOURCE: KOREA TIMES) South Koreans made an average of 1.72 million mobile banking transactions every day in 2009. (SOURCE: JOONGANG DAILY/BANK OF KOREA) Just 1.6% of mobile subscribers currently use smartphones. That is expected to rise to 4.5% in 2010. By 2012 they are expected to account for 17.5% of all mobile usage. (SOURCE: JOONANG DAILY) According to one survey, nearly one third (30%) of South Korean mobile users have downloaded a full music track on the phone, while 13% have paid for one or more music applications on their phones. Nearly one fifth (18%) of mobile users, meanwhile, have watched a music video on their phone. (SOURCE: MIDEMNET/MUSIC MATTERS/SYNOVATE) Two thirds of South Koreans have bought applications such as ringtones and wallpaper via their mobiles in the last year. (SOURCE: MIDEMNET/MUSIC MATTERS/SYNOVATE) The emergence of smartphones in South Korea is leading its users to spend 20-30% less time on their PCs. (SOURCE: KOREA TIMES/ETRI) South Korea's mobile gaming industry generated an estimated KRW299 billion in 2009 (6% of the country's total game market), which is expected to rise to KRW332 billion in 2010. (SOURCE: CREDIT SUISSE/KOREA GAME WHITE BOOK) South Korean Mobile Internet Users 2009 Internet Users Using Mobile as Access Device % of Internet Users Gender Male 70.5 Female 69.5 Age 10-19 76.1 20-29 99.2 30-39 96.3 40-49 57.7 50-59 42.3 60+ 36.2 Occupation Professionals/managers 79.4 Office workers 89.4 Service/sales 30.4 Production workers 51.6 Agriculture/fishing 41.0 Students 70.2 Housewives 64.4 Not employed/other 37.2 Education Elementary school and below 37.2 Middle school 71.9 High school 73.1 College and above 87.3 Household income Less than KRW1 million 64.8 KRW1-2 million 68.1 KRW2-3 million 68.7 KRW3-4 million 71.3 More than KRW4 million 73.1 (Source: KCC/KISA November 2009; % of internet users that access the internet via their mobile) ❚❚ CASE STUDY Client: Hachette Ein*s Media Agency: Isobar Korea (Ion Global Korea) Campaign: ELLE at ZINE Objectives: To create a digital solution for Elle Magazine showcasing Elle's brand partners and connecting them to consumers. Strategy: To create a multi- use interactive platform to reach two audiences: Elle's brand base and the online fashion community such as online readers, bloggers, stylists, fashion lovers, etc. Details: Isobar created a site that included: all Elle's content; uploaded content from its readers; and a virtual showroom for Elle's brand partners. All the content could be downloaded on to mobile phones. Consumers could purchase direct from the showroom. Consumers could also download an item (barcode) on to their mobile phone and take it to a brand outlet, so they get the exact item in the store that they saw in the magazine or on the site. Results: The campaign generated the following response: - 200,000 signed up members within 20 days. - 1,000,000 pages viewed per day within one month. - 26 virtual brand shops, with 100 on the waiting list. - We created a new revenue generating model for Elle. - Elle became a direct link between advertisers and consumers. South Korea's Top 10 Retail Sites of 2009 2009 Average Monthly Unique Visitors ('000) Retail 19,797 GMARKET.CO.KR 9,921 Naver.com Shopping 6,609 11ST.CO.KR 5,579 Samsung Group 5,345 Interpark 5,169 GSESHOP.CO.KR 3,115 SHINSEGAE 2,852 LOTTE 2,758 DNSHOP 2,654 ALADDIN.CO.KR 2,311 (Source: ComScore World Metrix; Audience: All Persons 15+ at South Korea Home/Work Locations) South Korea's Top 10 Entertainment Sites of 2009 2009 Average Monthly Unique Visitors ('000) Entertainment 23,666 GOMTV 13,880 SBS (Seoul Broadcasting System) 6,798 TAGSTORY 6,510 PANDORA.TV 6,389 KBS (Korean Broadcasting System) 6,023 MBC (Munhwa Broadcasting Corp.) 5,319 CBS.CO.KR 5,307 NOWCOM 3,604 CBS Interactive 3,390 YOUTUBE 3,386 (Source: ComScore World Metrix; Audience: All Persons 15+ at South Korea Home/Work Locations) ❚❚ E-COMMERCE South Koreans made KRW166.90 trillion's worth of e-commerce transactions (US$133.82 billion) in Q2 2009 alone, 11.3% more than the previous quarter. Of those transactions, KRW4.84 trillion were B2C and C2C sales. (SOURCE: JOONANG DAILY/NSO) More than half of South Korea's internet users went online to buy or sell products or services (56.4%) in 2009, and 62.3% only purchased from online sources in the past year. (SOURCE: KCC/KISA) Retail reach is strong in South Korea, at 69.4%, the second highest in the region. (SOURCE: COMSCORe) Comparison shopping sites have a sold user based in South Korea, with 44.2% reach, the second highest in the region. (SOURCE: COMSCORE) South Korea is one of three countries leading Asia's dominance in the virtual goods market (the others being China and Japan) generating around US$1 billion in virtual goods revenues in 2009. (SOURCE: +8*/VIRTUALGOODSNEWS.COM) Online banking use in South Korea increased by 24.8% in 2009. There are now 59.2 million online banking subscribers registered in the country. (SOURCE: JOONGANG DAILY/BANK OF KOREA) South Koreans now make an average 28 million online banking transactions every day, representing some 29.5 trillion won (US$25.4 billion) per day in 2009. (SOURCE: JOONGANG DAILY/BANK OF KOREA) South Korean internet users listen to their friends. Nearly half of respondents to a survey (48%) said they had bought something in the past because it was either discussed or recommended by one of their online friends. (SOURCE: BRITISH COUNCIL) Around 9% of South Korea's internet population (aged above 18) are online stock traders. (SOURCE: KCC/KISA) Digital music sales in South Korea rose by 53% in the first nine months of 2009. (SOURCE: IFPI) South Korea's Online Shoppers 2009 % of Internet Users Total 62.3 Gender Male 55.6 Female 70.3 Age 12-19 68.0 20-29 88.6 30-39 73.5 40-49 44.1 50-59 30.1 60+ 16.0 Frequency per month of online shopping Less than 1 time 39.9 1-2 times 19.9 2-3 times 25.6 3 times and over 14.6 Last time shopped online In the last week 8.1 1 week-1 month ago 15.3 1-6 months ago 25.9 6 months-1 year ago 13 More than 1 year ago 8.3 Never used 29.4 Monthly expenditure on online shopping Less than KRW10,000 15.8 KRW10,000-20,000 10.5 KRW20,000-30,000 13.5 KRW30,000-50,000 20.1 KRW50,000-100,000 28.4 KRW100,000 and over 11.7 (Source: KCC/KISA November 2009) What South Koreans Buy Online Item % of Online Shoppers Clothing, footwear, sporting goods and accessories 63.7 Music products 40.3 Video (movies/TV programmes) 31.7 Cosmetics 30.4 Booking/reservations 27.5 Books, magazines or newspapers 27.3 Food/groceries 13.2 Computer or video games 12.1 Home appliances/electronic products 11.5 Computer equipments or parts 9.7 Toddler or Children products 9.4 Computer software (excl. computer games) 5.8 Photographic/telecommunications or optical equipments 2.8 (Source: KCC/KISA November 2009) Top Online Retail Subcategories in South Korea Category % Reach Retail 69.4 Comparison Shopping 44.2 Books 8.2 Computer Hardware 11.9 Consumer Electronics 25.3 Computer Software 10.1 Apparel 11.9 Health Care 0.6 Mall 15.2 Fragrances/Cosmetics 2.4 Retail-Music 2.1 Retail-Food 1.9 Department Stores 16.1 Tickets 4.2 Flowers/Gifts/Greetings 1.5 Jewellery/Luxury Goods/Accessories 0.6 Consumer Goods 0.0 Sports/Outdoor 0.9 Home Furnishings 1.0 Toys 0.6s (Source: comScore World Metrix, August 2009)
  • 33. 62 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 63 Taiwan internet users averaged 75.6 searches per searcher as of August 2009. Nearly two thirds (65.4%) of all search activity in Taiwan takes place on Yahoo! sites. (SOURCE: COMSCORE) How Long the Taiwanese Spend Online Average Time Spent Using Internet Weekdays Weekends ('000) % of users ('000) % of users Less Than 30 Minutes 369 3.5 233 2.2 30 Minutes-Less Than 1 Hour 2,081 20 1,565 15 1 Hour-Less Than 2 Hours 3,262 31.4 2,666 25.6 2 Hours-Less Than 3 Hours 1,878 18.1 1,870 18 3 Hours-Less Than 4 Hours 957 9.2 1,287 12.4 4 Hours-Less Than 5 Hours 662 6.4 807 7.8 5 Hours-Less Than 6 Hours 370 3.6 510 4.9 6 Hours-Less Than 7 Hours 131 1.3 126 1.2 7 Hours or More 369 3.6 594 5.7 Don't use internet on weekday 313 3 744 7.1 Don't know 10 0.1 2 * (Source : Nielsen Media Index Taiwan; People who used Internet in past 7 days) Why the Taiwanese go Online Purpose ('000) % of Users Email 7,842 75.4 Instant messenger 6,960 66.9 Voice over IP 835 8 Online shopping 4,888 47 Ordering tickets 1,004 9.6 Auction 4,264 41 Massively multiplayer online game 2,299 22.1 Online leisure game 4,028 38.7 Downloading software 3,007 28.9 Downloading MP3/music/video 3,009 28.9 Downloading mobile graphics/ringtones 782 7.5 Internet bank/credit card service 620 6 Internet broker service 1,465 14.1 Sending message to mobile phone 216 2.1 Chat room/Dating/making friends 3,038 29.2 BBS/forum/community 2,917 28 Reading news 7,027 67.6 Reading magazines 583 5.6 Seeing movies 1,363 13.1 Watching web TV 728 7 Listening to online radio 356 3.4 Listening to online music 2,026 19.5 Searching employees or job 1,071 10.3 e-card 130 1.3 Creating blogs/albums/uploading videos 2,997 28.8 Browsing blogs/albums/videos 6,353 61.1 Fortune/horoscope/mental test 2,007 19.3 E-government service 622 6 Searching or collecting information 9,145 87.9 Subscribing e-paper 324 3.1 Browsing 3,880 37.3 Reading novels/comic books 1,043 10 Others 2 * (Source: Nielsen Media Index Taiwan; People who used Internet in past 7 days) ❚❚ ONLINE ADVERTISING Online ad spend in 2009 was estimated to come to US$208 million and is expected to reach $229 million in 2010. (SOURCE: ZENITHOPTIMEDIA) By 2012, online ad spend could reach US$277 million. (SOURCE: ZENITHOPTIMEDIA) Pay-per-click ads account for 64.2% of Taiwan's online ads. (SOURCE: FIND) More than half (50.8%) of Taiwan's advertisers have advertised online in the past year. (SOURCE: FIND) An estimated 10% of all Taiwanese ad budgets are spent on digital. (SOURCE: MEDIA/III) Taiwan's Top 10 Sites of 2009 2009 Average Monthly Unique Visitors ('000) Yahoo! Sites 9,910 Google Sites 7,127 Microsoft Sites 6,974 Chunghwa Telecom 4,203 PChome Online 3,646 YAM 3,500 PIXNET.NET 3,192 SINA 2,282 MYFOXY.NET 2,235 United Daily News Group 2,172 (Source: ComScore World Metrix; Audience: All Persons 15+ at Taiwan Home/Work Locations) Taiwan's Top 10 Online Gaming Sites of 2009 2009 Average Monthly Unique Visitors ('000) Online Gaming 3,133 Gamania Digital Entertainment 1,144 Yahoo! Games 542 Nexon 419 Gameflier 404 I-GAMER.NET 336 Wayi Entertainment 252 Cayenne Entertainment 249 MSN Games 231 ChineseGamer 203 BETCITY.COM.TW 202 (Source: ComScore World Metrix; Audience: All Persons 15+ at Taiwan Home/Work Locations) Taiwan's Top 10 Online Retail Sites of 2009 2009 Average Monthly Unique Visitors ('000) Retail 6,532 Yahoo! Shopping 3,616 Pchome Shopping 1,555 BOOKS.COM.TW 1,326 PayEasy Sites 1,013 Pchome Store 784 Alibaba.com 676 MOMOSHOP.COM.TW 567 Amazon Sites 515 Apple Worldwide Sites 483 SOGI.COM.TW 471 (Source: ComScore World Metrix; Audience: All Persons 15+ at Taiwan Home/Work Locations) Taiwan's Top 10 Online Entertainment Sites of 2009 2009 Average Monthly Unique Visitors ('000) Entertainment 7,786 YOUTUBE 3,235 PPStream 1,901 Yahoo! Movies 1,620 Yahoo! Music 1,208 IM.TV 1,135 CBS Interactive 926 Pchome Photo 920 Tudou Sites 822 QIANQIAN 776 Sony Online 709 (Source: ComScore World Metrix; Audience: All Persons 15+ at Taiwan Home/Work Locations) Trust in Media Channels in Taiwan Media channel % who trust the channel completely Recommendations from friends and family 53 Independent reviews in publications 18 Manufacturers / brands websites 14 Consumer opinion in blogs 18 TV ads 12 Newspaper ads 9 Ads that appear on search engines 8 Banner ads on websites 7 Ads in virtual worlds 4 Ads in video games 5 Ads via mobile SMS 5 (Source: TNS/Digital Media) Taiwan's Top 10 Motivating Digital Brands Rank Brand 1 KFC 2 Sony 3 McDonald's 4 Books.com.tw 5 7-Eleven 6 Nike 7 Uni-President 8 VISA 9 Pizzahut 10 Heineken (Source: TNS/Digital Media) Taipei 101 from street level TAIWAN ❚❚ DEMOGRAPHICS There are more than 17.6 million internet users in Taiwan. (SOURCE: THE NIELSEN COMPANY) Taiwan's individual internet penetration rate is 69.9%, while the household internet penetration rate is 78.7%. (SOURCE: FIND) Household broadband penetration levels are now at 73.9%. (SOURCE: FIND) Taiwan's internet population grew by 141.9% between 2000 and 2009. (SOURCE: INTERNETWORLDSTATS) Taiwan's Internet Users 2009 Total ('000) % of Users Gender Male 5,600 53.8 Female 4,802 46.2 Age 12-19 2,341 22.5 20-29 3,202 30.8 30-39 2,569 24.7 40-49 1,560 15 50-65 730 7 Monthly Household Income Under NT$20,000 308 3 NT$20,000-NT$29,999 609 5.9 NT$30,000-NT$39,999 1,008 9.7 NT$40,000-NT$49,999 1,056 10.2 NT$50,000-NT$59,999 1,097 10.5 NT$60,000-NT$69,999 1,027 9.9 NT$70,000-NT$79,999 834 8 NT$80,000-NT$89,999 737 7.1 NT$90,000-NT$99,999 452 4.3 NT$100,000-NT$109,999 644 6.2 NT$110,000 or above 619 6 Refused/Don't Know 2,010 19.3 (Source: Nielsen Media Index Taiwan; People who used Internet in past 7 days) How the Taiwanese Connect Location % of Users Home 90.7 Office 29.3 School/research institutions 24.6 Internet cafes 14.4 Public spaces 7.6 Stores offering internet services 4.9 Homes of relatives/friends 3.8 Hotels 2.7 Transportation facilities 2.0 Connection method Dial-up 14.3 Broadband 94.3 Others 46.0 Don't know 4.9 Desktop 93.7 Laptop 35.7 Mobile phone 7.1 Internet TV 2.8 Others 1.1 (Source: APIRA; FIND) ❚❚ USER BEHAVIOUR More than half (54.3%) of Taiwan's home internet users log on every single day. (SOURCE:FIND) More than one fifth (22.2%) of Taiwanese internet users spend between seven hours and 14 hours online a week. (SOURCE: FIND) Around 40% of Taiwan's internet users are online gamers. (SOURCE: FIND) More than one third of Taiwanese are active social networkers, with 22.5% writing a blog, while 3.5% are microbloggers. (SOURCE: FIND)
  • 34. 64 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 65 ❚❚ E-COMMERCE Taiwan's online shopping market was expected to generate US$9.46 billion in 2009, 30.4% more than in 2008. Of that, US$4.33 billion was expected to come from C2C sales and US$5.12 billion from B2C sales. (SOURCE: MIC) E-commerce sales are expected to rise by 21.5% in 2010. (SOURCE: MEDIA/III) More than half (55.2%) of Taiwanese internet users have visited an online retail site. (SOURCE: COMSCORE) Comparison shopping has established itself more in Taiwan than elsewhere in Asia, with 36.9% of Taiwanese internet users having visited a comparison shopping site, some way above the regional average of 21.4%. (SOURCE: COMSCORE) The most popular online purchases in Taiwan in 2009 were expected to be travel products (48.5% of online shoppers); clothes and accessories (13%) and IT-related electronic products (10.2%). These three product categories account for around 71.6% of Taiwan's B2C market. (SOURCE: MIC) Top Online Retail Subcategories in Taiwan Category % Reach Retail 55.2 Comparison Shopping 36.9 Books 10.9 Computer Hardware 7.5 Consumer Electronics 12.4 Computer Software 9.5 Apparel 8.0 Health Care 1.0 Mall 0.9 Fragrances/Cosmetics 7.0 Retail-Music 2.6 Retail-Food 1.0 Department Stores 0.6 Tickets 1.8 Flowers/Gifts/Greetings 0.2 Jewelry/Luxury Goods/Accessories 0.8 Consumer Goods 0.3 Sports/Outdoor 0.4 Home Furnishings 1.4 Toys 0.7 (Source: comScore World Metrix, August 2009) ❚❚ MOBILE There were around 16.17 million mobile internet users in Taiwan in Q1 2009, representing 63% of mobile users. (SOURCE: NCC) There were 25.67 million mobile subscribers in Q1 2009, representing a penetration rate of 111.3%. (SOURCE: NCC) Taiwan's current 3G/3.5G penetration rate is around 6.6%. (SOURCE: FIND) More than two fifths (20.3%) of mobile internet users access the internet via their phones when in transit, or when waiting. (SOURCE: FIND) The most popular activity amongst 3G/3.5G users is information browsing (43% of users), followed by search (37%) and emailing (14.5%). (SOURCE: FIND) Nearly three quarters (73.3%) of mobile internet subscribers are 3G users. (SOURCE: FIND) Only 8.4% of Taiwan's advertisers have run any ad campaigns on mobile phones. (SOURCE: FIND) Taiwanese mobile users sent 1.5 billion SMS messages to each other in Q1 2009. Mobile users sent an average of 58.5 messages each in that period. (SOURCE: NCC) Mobile advertising has yet to make an impact on the Taiwanese customer, with only 14% of consumers in a study being able to recall a mobile ad campaign. (SOURCE: MEDIA/TNS) Trust appears to be an issue for Taiwanese mobile users, with more than half of them (59%) in a survey saying they don't trust SMS ads. Nearly a third of them meanwhile (32%) say they don't trust search ads either. (SOURCE: MEDIA/TNS) What the Taiwanese do on the Mobile Internet Activities of 3G/3.5G % of Users Mobile Internet Users Information browsing 43.0 Searching 37.0 Sending/receiving emails 14.5 Data upload 11.5 Online entertainment 9.0 Ringtones download 7.1 Mobile games download 5.2 Music download 5.0 Online chat 4.5 Online shopping 2.8 GPS 2.7 MMS 1.9 Financial transaction 1.9 Data download 0.9 Live game broadcast 0.6 Ticket services reservation 0.2 (Source: FIND) ❚❚ CASE STUDY Client: Paramount Pictures Agency: Microsoft Advertising Campaign: Transformers: Revenge of the Fallen Objective: To promote its new movie, ‘Transformers: Revenge of the Fallen' ahead of the release in Taiwan. Strategy: Paramount Pictures wanted to create an online advertising campaign for the movie's target audience, which ranged in age from 12 to 38 years old. They also wanted to showcase the audio and visual effects used in the movie, which were a major attraction for the audience. Details: Paramount Pictures and Microsoft Advertising created a campaign that included: a skin advertisement on the MSN homepage, with embedded push down video of the movie trailer; an expandable 300x600 advertisement on Windows Live Messenger, which expanded to a full screen view of the movie trailer; an expanding skyscraper banner in Windows Live Hotmail, showing the movie trailer; and a Transformers 2 microsite on the MSN entertainment channel, featuring the trailer and interactive options. Results: The campaign generated the following response: - A high clickthrough rate of 1.49%. - An interaction rate of 119.76%. - Out of the advertisement viewers, 69.76% of them played the full video trailer.
  • 35. 66 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 67 How Long Thais Spend Online Time Spent on Internet % of InterneT ('000) Users 30 minutes or less 1,469 14.93 31-60 minutes 2,785 28.3 1-2 hours 2,290 23.27 2-3 hours 1,904 19.35 3-4 hours 606 6.16 4-5 hours 265 2.69 5-6 hours 116 1.18 6-7 hours 102 1.04 7 hours or more 303 3.08 (Source: Nielsen Media Index Thailand; All people aged 12+; Internet usage in the past week) What Thais do Online Activity % of Internet ('000) Users ELECTRONIC MAIL 7,746 78.72 INTERNET TELEPHONE 92 0.93 DOWNLOAD SOFTWARE/FILES 2,193 22.29 PRODUCT INFO 1,456 14.8 COMPANY INFO 990 10.06 PURCHASE PRODUCT 173 1.76 PERFORM FINANCIAL 167 1.7 INTERNATIONAL NEWS 1,252 12.72 LOCAL NEWS 1,970 20.02 READ ELECTRONIC NEWSPAPER 1,713 17.41 READ ELECTRONIC MAGAZINE 805 8.18 LISTEN TO MUSIC 3,595 36.53 WATCH MOVIE/TV PROGRAM 1121 11.39 PLAY GAMES 3,022 30.71 NEWS GROUP/BULLETIN BOARDS 129 1.31 INTERNET RELAY CHAT IRC 542 5.51 JOB HUNTING 816 8.29 VIDEO CONFERENCE 100 1.02 EDUCATION SERVICES 3,311 33.65 CLASSIFIED ADS 357 3.63 AUCTIONS 92 0.93 SMS 454 4.61 TV ON DEMAND:DRAMA 671 6.82 TV ON DEMAND:MUSIC 405 4.12 FOR CHAT (MSN/YAHOO!/SKYPE) 2,005 20.38 OTHERS 7 0.07 (Source: Nielsen Media Index Thailand; All people aged 12+; Used internet in the past year ❚❚ ONLINE ADVERTISING Online ad spend in 2009 was estimated at US$7 million and is expected to stay the same through 2010 and 2011. (SOURCE: ZENITHOPTIMEDIA) By 2012, online ad spend in Thailand is expected to rise slightly to US$8 million. (SOURCE: ZENITHOPTIMEDIA) The internet currently accounts for around 2% of total ad spend in Thailand. (SOURCE: THE NATION) Domestic online ad expenditure is expected to increase by 20% in 2010 to generate around THB2 billion. (SOURCE: THE NATION) More than two fifths (41%) of Thais say that an online presence significantly increases their interest in brands. (SOURCE: MEDIA/TNS) Nearly two fifths (39%) of Thais completely trust own- brand websites, which is more than the number who feel the same about TV ads (32%). (SOURCE: MEDIA/TNS) Thais put a lot of trust in search ads, more so than their peers around the region, according to one survey. Nearly a quarter (24%) of Thais say they completely trust a search ad, compared to the regional average of 12%. (SOURCE: MEDIA/TNS) Trust in Media Channels in Thailand Media channel % who trust the channel completely Recommendations from friends and family 49 Independent reviews in publications 27 Manufacturers/brand websites 39 Consumer opinion in blogs 19 TV ads 32 Newspaper ads 22 Ads that appear on search engines 24 Banner ads on websites 16 Ads in virtual worlds 12 Ads in video games 9 Ads via mobile SMS 9 (Source: TNS/Digital Media) Thailand's Top 10 Motivating Digital Brands Rank Brand 1 Samsung 2 7-Eleven 3 Nokia 4 Sony 5 Canon 6 Honda 7 Pepsi 8 McDonald's 9 Toyota 10 KFC (Source: TNS/Digital Media) Online Ad Performance in Thailand, Basic Metrics Imp. with Interaction Dwell Rate User Average CTR (Rich CTR Interactions Rate Rate Dwell Time Media) (Standard (Seconds) Media) Apparel 17.2% 45.3% 14.4% 30.2 0.44% – Auto 14.0% 33.2% 12.3% 35.7 0.54% – Packaged Goods 11.1% 23.6% 11.5% 51.9 0.41% – Corporate 15.5% 27.6% 18.7% 70.1 0.83% – Electronics 10.6% 18.1% 9.6% 58.6 0.26% – Financial 6.0% 13.5% 11.3% 23.5 0.55% 0.32% Health/Beauty 11.3% 26.0% 10.6% 33.2 0.40% – Retail 10.8% 22.7% 8.7% 26.3 0.24% – Services 11.2% 24.4% 10.4% 47.4 1.14% – Tech/Internet 8.1% 13.8% 13.4% 27.1 0.56% 0.27% Telecom 13.7% 31.4% 12.5% 42.3 0.64% – Travel 7.8% 14.2% 6.8% 36.7 0.25% – (Source: Eyeblaster Research Q1 2009 to Q4 2009) Online Ad Performance in Thailand, Video Metrics Avg. Video Duration Started Rate 50% Played Rate Fully Played Rate (Seconds) Apparel 20.0 9.0% 7.3% 4.2% Auto 9.0 9.7% 17.1% 10.2% Packaged Goods 19.8 10.2% 51.3% 34.8% Corporate – – – – Electronics 106.8 1.1% 88.5% 76.6% Financial 23.8 52.5% 75.7% 62.8% Health/Beauty – – – – Retail – – – – Services 31.0 1.7% 20.6% 11.5% Tech/Internet – – – – Telecom 11.0 6.4% 15.6% 8.2% Travel – – – – (Source: Eyeblaster Research Q1 2009 to Q4 2009) ❚❚ E-COMMERCE More than two fifths (43%) of Thais shop online and 69% of these users intend to shop online more in future. (SOURCE: THE NATION/MASTERCARD) The preferred types of online shopping destinations for Thais include music download sites (53%), clothing and accessories (50%), cinemas (49%) supermarkets (43%) and sites selling books, CDs and DVDs (41%). (SOURCE: MASTERCARD) The products or services Thais like buying most online include clothing and accessories (for women), with 47% of users saying this was the case; followed by CDs, DVDs and VCDs (30%); cosmetics (30%); personal care and beauty products (29%); and airline tickets (24%). (SOURCE: MASTERCARD) Grand Palace, Bangkok THAILAND ❚❚ DEMOGRAPHICS There are now 18.1 million internet users in Thailand, with 1.9 million of them being broadband subscribers. (SOURCE: TRIDI) Thailand has an internet penetration rate of 24.4%. (SOURCE: INTERNETWORLDSTATS/ITU) More than 9.92% of all households in Thailand (1.8 million households) now have broadband. (SOURCE: TRIDI/NTC) By 2013, the household broadband penetration rate in Thailand is expected to reach 15%. (SOURCE: GARTNER) Thailand's internet user population grew by 600% between 2000 and 2009. (SOURCE: INTERNETWORLDSTATS) Thailand's Internet Users 2009 % of Internet ('000) Users Gender Male 4,789 50.19 Female 4,753 49.81 Age 12-14 1,358 14.23 15-19 2,508 26.28 20-24 1,673 17.53 25-29 975 10.22 30-34 914 9.58 35-39 635 6.65 40-44 526 5.51 45-49 418 4.38 50-54 299 3.13 55-59 168 1.76 60-64 37 0.39 65-69 17 0.18 70+ 14 0.15 Monthly Household Income Less than THB4,000 330 3.46 THB4,000-4,999 271 2.84 THB5,000-5,999 584 6.12 THB6,000-6,999 621 6.51 THB7,000-7,999 88 0.92 THB8,000-8,999 369 3.87 THB9,000-9,999 225 2.36 THB10,000-12,499 680 7.13 THB12,500-14,999 231 2.42 THB15,000-17,499 566 5.93 THB17,500-19,999 187 1.96 THB20,000-22,499 829 8.69 THB22,500-24,999 202 2.12 THB25,000-29,999 445 4.66 THB30,000-34,999 883 9.25 THB35,000-39,999 251 2.63 THB40,000-49,999 776 8.13 THB50,000-74,999 1,140 11.95 THB75,000+ 865 9.07 (Source: Nielsen Media Index Thailand; All people aged 12+; Internet usage in the past week) ❚❚ USER BEHAVIOUR More than two thirds of Thai consumers (69%) say the internet is their first stop for information. (SOURCE: THE NIELSEN COMPANY) An estimated 8 million Thais use social networks. (SOURCE: JONATHAN RUSSELL/RESEARCH IN MOTION) After email, the second biggest reason Thais have for going online is music. More than one third (36.53%) of them access the internet to download their favourite tracks, while over 30% of them go online to play games. (SOURCE: THE NIELSEN COMPANY)
  • 36. 68 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 69 Online impulse shopping is triggered amongst Thais by a good deal, with 75% of Thais citing this as the case. More than two thirds (68%) of Thais meanwhile reason that a unique product or service offered online is likely to also provoke an impulse buy. (SOURCE: MASTERCARD) The average online spend amongst Thai online shoppers stands at around US$550 per shopper per month. (SOURCE: MASTERCARD) ❚❚ MOBILE There are currently 69 million mobile users in Thailand. (SOURCE: BANGKOK POST/AIS) There are now 12 million mobile internet users in Thailand, representing 17.4% of total mobile users. By end-2010, there are expected to be 18 million mobile internet users. (SOURCE: BANGKOK POST/AIS) Thailand's mobile internet user universe has grown at a rate of 400% since 2008. (SOURCE: BANGKOK POST/AIS) The number of mobile broadband users in Thailand is expected to grow to around 1.66 million in 2010, up from 595,000 in 2009. By 2014, that number is expected to reach nearly 30 million. (SOURCE: THE NATION/OVUM) Thailand's non-voice mobile data market is expected to generate THB30 billion in revenues in 2010, representing a growth rate of 30% on 2009. (SOURCE: BANGKOK POST/AIS) The number of smartphone sales in Thailand was expected to reach 400,000 units in 2009, a 35% increase on 2008. (SOURCE: THE NATION) The total number of smartphones in circulation in Thailand was expected to reach between 700,000 and 800,000 units in 2009. (SOURCE: THE NATION) Smartphones account for 20% of Thailand's mobile market. In 2010, smartphones are expected to take up 33.2% of the market. (SOURCE: THE NATION) Mobile data usage in Thailand grew by 176% in 2009. (SOURCE: THE NATION/IDC) Thailand's mobile data market is expected to grow at a CAGR of 34% continuously until 2013. (SOURCE: THE NATION/IDC) Mobile internet users in Thailand averaged 305 page views per user in June 2009, 238% more than in June 2008. (SOURCE: OPERA) More than 50% of Thais access social networking sites via their mobile phones. (SOURCE: TELECOMASIA/IDC) Only 24% of Thais trust text ads on their mobile phones. (SOURCE: THE NIELSEN COMPANY) More than two thirds of Thais (70%) use their mobile phones to listen to music. (SOURCE: SYNOVATE) Thailand's Top Mobile Sites Rank Site 1 Google 2 Hi5 3 Live 4 Facebook 5 Hotmail 6 Youtube 7 My.Opera 8 Livescore 9 Pantip 10 Sanook (Source: Opera Software) ❚❚ CASE STUDY Client: DialUsNow Agency: massiveImpact Campaign: Esthemed Korean BB Cream Objective: DialUsNow wanted to market its cosmetic brand Esthemed in a new country – Thailand – and wanted to break out of traditional advertising conventions used for introducing a brand into a new market. Strategy: To launch a mobile retail campaign across Thailand, connecting interested customers with DialUsNow telemarketers. MassiveImpact created a range of enticing ads with real time connections to sales and order entry. Through the unique targeting and conversion technique hosted by massiveImpact's proprietary platform, DialUsNow was able to get first hand market receptivity to the new brand and product, plus a direct ROI conversion as consumers were connected to telemarketers. The exclusive mobile campaign ran from March to early April 2010, comprising interactive SMS ads, a tailored user interaction and controlled daily lead generation. Details: Selected users were given a new cosmetic product via an easy interactive experience. With massiveImpact's targeted platform, users could access a new cosmetic at their fingertips in real time. Results: The campaign generated the following response: - The campaign reached more than 4 million unique users. - More than 18,000 interested user responses. - More than 30% sale conversion recorded in first month. Mobile Go to mobile.time.com to access the latest news from TIME at your fingertips. Facebook is a registered trademark of Facebook, Inc. ©2009 Time Inc. TIME is a registered trademark of Time Inc. RSS Choose from topics like Top Stories, Photo Essays or Entertainment and tailor TIME.com on your My Yahoo or Google Reader news feed. Sign Up for Newsletters TIME.com’s Daily 24/7 or Top 10 Weekly newsletters give you the latest TIME.com headlines delivered right to your inbox. Fan TIME on Facebook Join the TIME community on Facebook. Become a fan at facebook.com/time. Follow on Twitter Get continuous news updates on Twitter. Follow TIME at twitter.com/time. Widgets Add the TIME.com Top Stories or Quotes of the Day widget to your desktop, Web page or blog for easy access to the latest updates. More Ways To Stay Connected To The choice is yours! Go to time.com/connect ®
  • 37. 70 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 71 College/school 5 Other 4 Access location (Weekends) Home 73 Work 5 Internet shop/cafe 16 College/school 0 Other 3 Length of usage (Weekdays) Less than 1 hour 25 1-2 hours 28 2-5 hours 31 More than 5 hours 15 Don't use 1 Length of usage (Weekends) Less than 1 hour 22 1-2 hours 21 2-5 hours 30 More than 5 hours 15 Don't use 11 Frequency of usage Everyday 67 Few times a week 24 Once a week 4 Less often 5 (Source: Cimigo NetCitizens) ❚❚ USER BEHAVIOUR Entertainment reach in Vietnam stood at 76.2%, as of August 2009. (SOURCE: COMSCORE) By 2011, there is expected to be as many as 10 million or more Vietnamese online gamers. (SOURCE: PEARL RESEARCH) There are currently more than 50 online games to be played in Vietnam. The most popular of these games can pull in 200,000 users – and many of these gamers are most likely to be found in internet cafes. (SOURCE: PEARL RESEARCH) Nearly 90% of internet users log on once a week. (SOURCE: CIMIGO) Two thirds of Vietnam's internet users log on daily, spending an average of 2 hours and 20 minutes online during the weekdays and slightly less so at weekends. (SOURCE: CIMIGO) The Vietnamese spend more time online than most of their Asian peers, averaging 19.9 hours per user in August 2009, higher than the regional average (16.9 hours) and higher than all other Asian markets except Singapore and Hong Kong. (SOURCE: COMSCORE) Like everyone else, the biggest reason for going online in the first place for the Vietnamese is simply information. More than 90% of Vietnam's internet user population have searched online and read the news online regularly. (SOURCE: CIMIGO) More than three quarters (76%) of Vietnamese internet users have listened to music online, while 40% have watched films over the internet. (SOURCE: CIMIGO) More than 70% of Vietnamese internet users have used chat or email sites, with 40-45% having visited forums, blogs and social network sites. (SOURCE: CIMIGO) Up to a quarter of online Vietnamese are IM users. (SOURCE: CIMIGO) ' Entertainment is a popular online activity for the Vietnamese, with 76.2% reach, higher than the regional average of 71.2%. (SOURCE: COMSCORE) Why the Vietnamese go Online Past online activities % of Users Use for news 93 Use a search site (e.g google) 91 Listening to music 76 Research for schooloffice work 73 Chatting 69 Email 68 Downloading music 59 Visiting forum 46 Watching movies 43 Visiting blogs 40 Visiting a social network 39 ShoppingAuctions 38 Playing games on web game 35 Playing games on online applications 25 Sending SMS 24 Searching for a job 22 Instant messaging 22 Downloading/uploading pictures 21 Downloading movies 19 Writing blogs 19 Posting in forum 16 E-Banking 10 (Source: Cimigo NetCitizens) Frequency of Online Usage in Vietnam Activity Frequency (% of Users) Total Everday Once a week Once a month Less often or more or more Listening to music 76 30 30 8 8 Downloading music 59 12 25 12 10 Watching movies 43 5 17 9 12 Playing web game 35 10 13 5 6 Playing games on online applications 25 9 8 3 5 Downloading/ uploading pictures 21 2 7 6 6 Downloading movies 19 3 6 6 4 Chatting 69 30 24 6 8 Email 68 24 23 10 11 Sending SMS 24 5 8 5 7 Instant Messaging 22 6 8 3 4 Visiting forum 46 12 19 8 8 Visiting blogs 40 6 14 8 11 Visiting social network 39 13 12 6 8 Writing blogs 19 2 6 4 7 Posting in forum 16 2 6 4 4 Shopping/visiting C2C sites & auction sites 38 5 15 8 10 E-banking 10 – – – – (Source: Cimigo NetCitizens) ❚❚ ONLINE ADVERTISING Online ad spend in Vietnam in 2009 was estimated to come to US$0.8 million. That number is expected to rise to $0.9 million in 2010. By 2012, online ad spend in Vietnam is expected to come to US$1.3 million. (SOURCE: ZENITHOPTIMEDIA) Data from the domestic market suggests online ad spend in Vietnam could be much higher. The size of the online ad market in Vietnam in 2009 reached US$15 million, a 71% increase on 2008. (SOURCE: CIMIGO) By 2012, online ads in Vietnam are expected to generate as much as VND600 billion (US$31.5 million). (SOURCE: MIC) Advertisers currently spend only 50 cents a year on online advertising per internet user. (SOURCE: VCCI/IAB VIETNAM) ❚❚ DEMOGRAPHICS Vietnam has nearly 30 million internet users, representing a penetration rate of 35%. (SOURCE: MIC) Vietnam is now seventh in the world ranked by internet users. (SOURCE: VCCI) Of those internet users, 3.1 million of them are broadband subscribers. (SOURCE: GSO) Vietnam's internet user population grew at a staggering rate of 10,882% between 2000 and 2009. (SOURCE: INTERNETWORLDSTATS) Vietnam's fixed broadband penetration rate stood at 4% in 2009, but is expected to increase to 14% by end-2014. (SOURCE: PYRAMID RESEARCH) Vietnam now has 100,000 .vn domain names. (SOURCE: DOMAINNEWS) Around 50% of Vietnam's urbanites are internet users. (SOURCE: CIMIGO) Three quarters of Vietnam's internet users go online at home, 28% from the office and 21% from internet cafes. (SOURCE: CIMIGO) One third of Vietnam's internet users are students. (SOURCE: CIMIGO) As much as 70% of Vietnam's PC-based internet traffic goes through the country's internet cafes. (SOURCE: MEDIA) Vietnam's Internet Users 2009 % of Users Gender Male 54 Female 46 Age 15-24 38 25-34 36 35-49 19 50-64 7 Education status Post graduate 8 University/college 46 Vocational/technical college 11 Grade 10-12 30 Grade 1-9 5 Profession Student 33 Offices/executives-junior 15 Professional (doctor etc) 10 Factory/retail/construction/domestic worker 9 Officers/executives-middle/senior 6 Retired/seeking work 5 Housewife 5 Business owner (less than 10 employees) 4 Clerical/sales 3 Business owner (self employed) 3 Small trader 3 Business owner (more than 10 employees) 1 Self-employed professional(doctor etc) 1 Shop owner 1 Skilled trade/machine operator 1 (Source: Cimigo NetCitizens) How Vietnam's Internet Users go Online Method % of Users Access location (Weekdays) Home 75 Work 28 Internet shop/cafe 21 Rice fields on Cat Ba Island in Halong Bay, northern Vietnam VIETNAM
  • 38. 72 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 73 More than one third of Vietnamese internet users (35%) say they have occasionally clicked on an online ad. Just under one third (30%) say they don't really notice online ads, however, with another 15% admitting they "totally ignore them". (SOURCE: CIMIGO) The amount of spam generated from Vietnam increased rapidly in 2009. Vietnam became the world's third most spamming country in October 2009, jumping from the 16th position it held in June 2009. (SOURCE: SYMANTEC) Vietnamese trust search ads more than most – 62% of online users in Vietnam showed the most trust in search engine advertising as a paid ad channel in a global survey, more so than any other country in the world. (SOURCE: THE NIELSEN COMPANY) Equally, the Vietnamese trust online banner ads and online video ads more than anyone else too. More than three quarters (67%) of online Vietnamese in a global survey, showed the most trust in banners as a paid ad channel while 63% felt the same about video ads, more so than any other country. (SOURCE: THE NIELSEN COMPANY) Vietnam's Top 10 Sites of 2009 2009 Average Monthly Unique Visitors ('000) Yahoo! Sites 5,190 Google Sites 5,183 VinaGame 3,915 VNEXPRESS.NET 2,834 DANTRI.COM.VN 2,402 FACEBOOK 2,118 VATGIA 1,918 24H.COM.VN 1,906 VIETBAO.VN 1,894 Microsoft Sites 1,739 (Source: ComScore World Metrix; Audience: All Persons 15+ at Vietnam Home/Work Locations) Vietnam's Top 10 Gaming Sites of 2009 2009 Average Monthly Unique Visitors ('000) Online Gaming 1,323 TROCHOIVIET 554 GAMEVUI 534 ALOARCADE 511 TROCHOIVUI 345 Yahoo! Games 193 Gameforge Sites 174 Nexon 131 Y8 131 TROCHOITHOITRANG.NET 103 MMO.VN 101 (Source: ComScore World Metrix; Audience: All Persons 15+ at Vietnam Home/Work Locations) Vietnam's Top 10 Retail Sites of 2009 2009 Average Monthly Unique Visitors ('000) Retail 2,806 VATGIA 1,918 5GIAY.VN 663 THEGIOIDIDONG 572 Amazon Sites 357 TRAGOPLAPTOP 342 VINABOOK 295 AHA.VN 266 Samsung Group 246 MAROFIN 238 NAVA.VN 237 (Source: ComScore World Metrix; Audience: All Persons 15+ at Vietnam Home/Work Locations Vietnam's Top 10 Entertainment Sites of 2009 Entertainment 4,438 NHACCUATUI 1,610 YOUTUBE 1,586 NGOISAO.NET 1,423 CLIP.VN 1,339 KENH14.VN 1,196 VUI.VN 1,043 TOP1.VN 803 CHANNELVN.NET 683 VIETGIAITRI 643 DAILYMOTION 600 (Source: ComScore World Metrix; Audience: All Persons 15+ at Vietnam Home/Work Locations) Top Site Categories Category % of Users Visiting In Past Month Online Newspaper 28 Music/entertainment 23 Searching 20 Social network 7 Game 5 Shopping 4 Movies 3 Other 10 (Source: Cimigo NetCitizens) Vietnam's Top Sites by Visitor Age Age of Internet Users (% of Age Group) Site Total 15-24 25-34 35-49 50-64 Google 46 53 45 39 34 Zing 26 44 18 9 5 Yahoo! 23 25 25 18 14 Dantri 19 15 24 20 20 VnExpress.net 17 11 26 14 8 Tuoitre.com.vn 16 10 19 20 34 Nhaccuatui 11 17 9 4 4 24h.com.vn 11 11 13 9 5 Thanhnien.com.vn 9 4 11 12 21 Facebook 8 13 7 1 0 (Source: Cimigo NetCitizens) Vietnamese Attitudes Towards Online Ads Attitude % of Users Who Agree I find some of them quite entertaining 10 I have occasionally clicked on them 35 I don't really notice them 30 I totally ignore them 15 I find them very intrusiveirritating 10 (Source: Cimigo NetCitizens) ❚❚ E-COMMERCE Nearly two fifths (38%) of Vietnamese internet users have visited an online auction or shopping site. (SOURCE: CIMIGO) Revenues from Vietnam's digital content market came to US$440 million in 2009. (SOURCE: NSCICT/MIC) Aided by the growth in mobile services and broadband internet, Vietnam's digital content and online services industry was expected to generate US$700 million in 2009, a 58% increase on 2008. (SOURCE: INTELLASIA/MIC) Vietnamese online gamers currently spend between VND60,000 to VND100,000 per month on this form of entertainment. (SOURCE: PEARL RESEARCH) The Vietnamese are not quite ready yet for e-commerce, with only 15% of internet users saying they think it is safe to buy products online. (SOURCE: CIMIGO) Retails sites have a 46.7% reach in Vietnam. (SOURCE: COMSCORE) Online comparison shopping has not really taken off in Vietnam yet, with just 2.6% reach. (SOURCE: COMSCORE) More than two fifths (42.2%) of Vietnamese internet users have bought something in the past after it had been discussed with or recommended by one of their online friends. (SOURCE: BRITISH COUNCIL) Top Online Retail Subcategories in Vietnam Category % Reach Retail 46.7 Comparison Shopping 2.6 Books 10.4 Computer Hardware 5.5 Consumer Electronics 8.6 Computer Software 8.8 Apparel 1.5 Health Care 0.5 Mall 0.1 Fragrances/Cosmetics 2.6 Retail-Music 0.4 Retail-Food 0.8 Department Stores 0.3 Tickets 0.1 Flowers/Gifts/Greetings 0.8 Jewellery/Luxury Goods/Accessories 0.9 Consumer Goods 0.1 Sports/Outdoor 0.3 Home Furnishings 0.1 Toys 1.9 (Source: ComScore World Metrix, August 2009) ❚❚ MOBILE There are currently an estimated 110 million mobile subscribers in Vietnam. (SOURCE: INTELLASIA) As many as 22 million new mobile subscribers are expected to sign up in 2010. (SOURCE: INTELLASIA) Vietnam currently has a mobile subscription penetration rate of 120%. (SOURCE: PYRAMID RESEARCH) The Vietnamese are pretty open to advertising over their mobile phones. More than two fifths (42%) of online Vietnamese place the most trust in mobile text ads as a paid ad channel, according to one global survey, which ranked Vietnam third in the world in terms of the amount of trust shown. (SOURCE: THE NIELSEN COMPANY) The mobile internet is taking pace in Vietnam, which leads the top nine countries in south east Asia in terms of user growth. The number of unique mobile web users grew at a rate of 846.9% in 2009. (SOURCE: OPERA) Mobile page views in Vietnam grew at a rate of 1,316.4% in 2009. (SOURCE: OPERA) Vietnam's Top Mobile Sites Rank Mobile Site 1 Google 2 Dantri 3 Vnexpress.net 4 My.opera 5 Diemtin 6 Vietbao.vn 7 Zing.vn 8 Vietnamnet.vn 9 Yahoo! 10 Wikipedia (Source: Opera) ❚❚ CASE STUDY Client: Unilever Vietnam Agency: WHO? Digital Campaign: Freestyle Challenge Objective: To communicate with a young (18-35), active bunch of urban guys in a way that would engage and excite them, inspiring them to switch from their current shampoo brand. Strategy: Cristiano Ronaldo had just been contracted to be the brand ambassador for CLEARmen and, furthermore, the target audience revered him. To bring home the brand promise of "non stop performance," a CLEARmen Freestyle Football Challenge was born… Details: To enter, contestants uploaded videos of their best Freestyle football performance to the campaign site, which automatically synchronised with a dedicated YouTube channel. Local freestyle communities were approached to spearhead the contest entries and the famous Vietnamese Freestyler, Nam "the Man" flew in from the UK to judge the finals. Other users could view, vote for, share and comment on the clips. Those who could not do the moves could enter the "Virtual Freestyler" clip making contest; by dragging and dropping a series of pre-recorded Freestyle moves onto a timeline and then customising with their own supers and background colours. Users could keep up with the campaign on Facebook and Twitter, which was utilised as the "bite size" news channel. The contest culminated in a huge grand final/rock music event, where the ten finalists went head to head for the title of Vietnam's ultimate "non-stop performer". Event tickets could be acquired by purchasing CLEARmen. Results: The campaign generated the following response during the 7-week campaign period: - The site received over half a million visits and 2,673,000 page views. - An average 5 pages per visit and 3 minutes spent on site. - 280 Freestyle entry video clips were uploaded and almost 20,000 people registered to participate in the site. - 15,000 votes and 3,500 comments were generated. - 14,200 pass-alongs made via Facebook, Twitter, etc. - The CLEARmen YouTube Channel received 75,000 views. - CLEARmen sales grew by 190% during campaign period.
  • 39. 74 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 75 ADMA Membership Directory ❚❚ CORPORATE MEMBERs❚❚ PATRONS ADMA Membership Directory Bite Communications www.bitecommunications.com Tel: +852 2973 0222 Main Representative: David Ketchum, President, Asia Pacific Paul Mottram, Executive Vice President, Asia Pacific Bite Communications is a 180-strong communications consultancy with offices in Beijing, Hong Kong, London, Los Angeles, New York, San Francisco, Shanghai, Singapore, Stockholm, Sydney and Toronto. Bite combines insight, expertise and passion to help its clients create points of view that shape valuable conversations. Our clients look to us to create and manage multi-disciplinary campaigns, and we provide a full range of off and online communications solutions, including strategic public relations counselling, media relations, event management, digital marketing and web-based communications services. Bite primarily works with clients in three sectors: technology/media/ telecommunications; consumer/lifestyle/ travel; and corporate and financial. CCN / Turner Entertainment Networks Asia www.turner.com Tel: +852 3128 3333 Main Representative: Benjamin Grubbs, Regional Director, Interactive Media Donald Anderson, Senior Business Manager, Interactive Media Jeremy Carr, Vice President, Regional Entertainment Advertising Sales William Hsu, Vice President, News Advertising Sales, Asia Pacific Julia Leong, Associate Director, Digital Sales Development & Operations, Asia Pacific TBS Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry. CNN is the world's leading global 24-hour news network and one of the world's most respected and trusted sources for news and information. The CNN brand is available to two billion people via 18 CNN branded TV, internet and mobile services produced by CNN Worldwide, a division of Turner Broadcasting System Inc and a Time Warner company. The CNN websites* maintain the leading position among regional media websites, visited by at least twice as many Business Decision Makers, Top Management and C-Level Executives across a month than the next placed international media website**. *CNN.com, CNN.com International and CNN Money; ** Synovate PAX (Pan Asia-Pacific Cross Media Survey, Q1-Q4 ‘09, all 11 PAX markets) Turner Entertainment Networks Asia, Inc. (TENA) is the entertainment arm of Turner Broadcasting System Asia Pacific, Inc., a wholly-owned subsidiary of Turner Broadcasting System, Inc. Established in 1994, Turner Entertainment's portfolio in the region spans Cartoon Network, Boomerang, Pogo, truTV and Turner Classic Movies. In addition, the company continues to pioneer groundbreaking new channels and partnerships across Asia Pacific including Imagine TV and its brands, Imagine Showbiz and Lumiere Movies; MONDO21, QTV, Tabi and WB. The Turner Entertainment brands are available in interactive, non-linear formats, reflecting the company's innovative and industry-leading approach to delivering compelling content whenever, wherever. Epsilon International www.epsilon.com/apac Tel: +852 3589 6300 Main Representative: Dominic Powers, Senior Vice President, Asia Pacific Adrian Hoon, Vice President, Asia Michael Kustreba, Vice President, Australia & New Zealand Tony Cheung, Vice President, China Regina Leung, Vice President, Marketing, Asia Pacific Epsilon International is the industry's leading provider of multi-channel, data-driven digital marketing technologies and services. Our fully integrated solutions combining advanced analytics, data modelling, database and loyalty technology with consulting services, help organisations measure, understand, manage and optimise their customer relationship, developing strategies that generate demonstrable returns throughout their customer lifecycles. Microsoft Advertising www.advertising.microsoft.com/asia Tel: +852 2804 4200 Main Representative: Richard Dunmall, General Manager, Greater Asia Pacific Kenneth Andrew, Marketing Director, Greater Asia Pacific Stephen Dolan, Sales Director, Greater Asia Pacific Microsoft Advertising provides world-class advertising tools and solutions for digital advertisers and publishers to drive brand and consumer engagement. The portfolio includes: MSN, Windows Live, Hotmail, Office Live, XBOX, Bing and more. Microsoft Advertising helps make buying and selling media simple, smart and more cost-effective across media and devices in the Microsoft network of properties and beyond, which spans 42 markets globally and 21 languages. Orbit Media www.orbitmedia.com.au Tel: +612 9460 9644 Main Representative: Paul Campbell, Managing Director Orbit Media is a leading digital agency specialising in interactive and rich media for online and mobile. Founded in 1996, Orbit Media has undertaken projects globally for a wide range of clients that include Accor, CB Richard Ellis, Columbia Tri-Star, Disney, Nortel Networks, Sony Pictures, 20th Century Fox and The Wiggles.We are a wholly owned subsidiary of Ondicom Group, an integrated media communications company that owns specialist businesses in digital media, online publishing, internet television and technology including software and managed web hosting solutions. Our businesses operate in Australia, Hong Kong, Singapore, Philippines and North America. Right Media www.rightmedia.com Main Representative: Ken Mandel Right Media, a Yahoo! company, operates the world's largest online advertising exchange. Revolutionising how online media is bought and sold, the Right Media Exchange removes many of the traditional trading inefficiencies, replacing them with an automated auction-based platform. With 100,000 global buyers and sellers conducting over eight billion daily transactions, the Exchange enables advertisers, publishers, agencies and networks to drive greater value and measurability from their online advertising activities. Right Media has offices in Hong Kong, Singapore and Tokyo as well as across the US and Europe. British Council www.britishcouncil.org.hk Tel: +852 2913 5510 Main Representative: Nick Steel, ICT Director Doris Mak, E-Marketing Manager Roger Smith, Director – Online Operations (East Asia) comScore www.comscore.com Tel: +65 9478 2100 Main Representative: Joe Nguyen, Vice President, South East Asia Will Hodgman, Executive Vice President Victor Cheng, Head of Market Development – Hong Kong & Korea Samantha Oh, Account Manager Coremetrics www.coremetrics.com Tel: +852 8201 0823 / +61 3 9653 7397 Main Representative: Tony Tsang, General Manager, Greater China Region Kevin Mackin, General Manager, Australia & NZ Stephen Lam, Solution Consultant, Greater China Region Gerrard Te Brake, Solution Consultant, Australia & NZ draftFCB China www.draftfcb.com Tel: +86 21 2411 0421 Main Representative: Patrick Ko, General Manager Betty Zhu, Associate Account Director Dow Jones Publishing Company (Asia) / The Wall Street Journal Digital Network www.asia.wsj.com, www.cn.wsj.com Tel: +852 2573 7121 Main Representative: Olivier Legrand, General Manager, Asia Nellie Chan, Regional Digital Advertising Sales Director Edipresse www.edipresse.com Tel: +852 2859 4406 Main Representative: Barrie Goodridge, Chief Executive Officer Michel Lamunière, General Manager, Luxedining.com and AsiaTatler.com Serge Aymon, Chief Financial Officer, Edipresse Asia Experian Hong Kong www.experian.com Tel: +852 2839 5388 Main Representative: Margaret Lam, Vice President, Marketing, Asia Pacific Fanny Yuen, Director, Business Development, Hong Kong and Taiwan eyeblaster www.eyeblaster.com Tel: +61 2 8243 0000 Main Representative: Jordan Khoo, Regional Director, APAC Alvin Wong, Business Development Manager, APAC Sally Ng, Business Manager, Hong Kong Clement Tsang, Country Sales Director, China Financial Times www.ft.com, www.money-media.com Tel: +852 2230 5853 Main Representative: Hiroko Hoshino, Regional Online Director, Asia Pacific – FT Azmar Sukandar, Head of Communications, Asia Pacific – FT Michael Salat, Head of Strategy & Development – Money-Media Dan Fink, Senior Vice President of Marketing – Money Media Google Hong Kong www.google.com.hk Tel: +852 3923 5400 Main Representative: Caroline Hsu, Head of Public Communications, Hong Kong Sharon Ng, Head of Marketing, Hong Kong Stella Cheung, Sales Director, Hong Kong Hewlett Packard www.hp.com Tel: +91 98 8605 2124 Main Representative: Arnab Chakraborty, Analytics Service Delivery Leader – Decision Support & Analytics Services Girish Srinivasan, Analytics Manager – Decision Support & Analytics Services Ganga Ganapathi, Analytics Manager – Decision Support & Analytics Services Sameer Agarwal, Analytics Manager – Decision Support & Analytics Services Johnson & Johnson Vision Care Asia Pacific www.acuvue.com.sg Tel: +65 6827 6000 Main Representative: Li Ting Low, Senior Regional Interactive Marketing Manager KatalystM www.katalystm.com Tel: +65 6327 6560 Main Representative: Rob Stanley, Managing Director, Asia Sonia Tay, Director of Client Success Jos Birken, Director Lucini & Lucini www.lucinilucini.com Tel: +39 39 58575 / +39 39 894 3463 Main Representative: Vessela Nikolova, Vice President Europe, US & India Area Contact Penny Wang Yuan Fen, Business Manager Asia Sabrina Lucini, Business Manager Italy Marité Curto, Business Manager Latin America Mediaplex www.mediaplex.com Tel: +852 2907 7890 Main Representative: Andrew Walker, Regional Director Matthew Ware, Account Director MRM Worldwide www.mrmworldwide.com Tel: +852 2808 7888 Main Representative: Mark Cripps, APAC Regional Director Joan B. Deni, SVP, Managing Director – Singapore & South Asia Gloria Lam, Regional Marketing & CRM Strategy Director Mandeep Sharma, Vice President & General Manager – India NDS Asia Pacific www.nds.com Tel: +852 2201 9153 Main Representative: Tricia Stevenson, PR & Events Manager, Asia Pacific Elisa Yiu, Assistant Marketing & PR Manager, Asia Pacific Nielsen Online www.nielsen.com Tel: +852 2563 9688 Main Representative: Joseph Kam, Commercial Director, Hong Kong & Taiwan Lisa Cousens, Regional Development Director, Asia Pacific Omnicom Group www.omnicomgroup.com Tel: +65 6876 6842 Main Representative: Jason Kuperman, Vice President, Asia Pacific Digital Development Charles Clapshaw, President TBWATEQUILA.digital Asia Pacific Amanda King, President & Managing Partner, Asia Pacific, Tribal DDB Richard Fraser, Regional Managing Director, Proximity Omniture www.omniture.com Tel: +65 6511 5500 Main Representative: Imogen Riley, Head of Marketing Asia Pacific Marc Gagne, Senior Director, Asia Pacific PGi www.pgi.com Tel: +61 2 9338 8800 Main Representative: Joanne Rigby, Marketing Director, Asia Pacific Sandy Yu, Marketing Manager, Greater China Jasmine Lim, Marketing Manager, Singapore & Malaysia Claudine Challita, Marketing Manager, Australia & New Zealand Publicis Modem Singapore www.publicismodem.com Tel: +65 6732 3212 Main Representative: Sam Cassels, Chief Executive Officer Earl Trevor Allan, General Manager Pulse Mediatech www.pulsemediatech.com +852 2581 2918 Representative: Leonard Chan, Director SCMP.com www.scmp.com, www.classifiedpost.com Tel: +852 2565 2222 Main Representative: Kuok Hui Kwong, Managing Director and Chief Executive Officer Anne Wong, Director of Marketing Elsie Cheung, Director of Advertising and Marketing Services Stanley Suen, Director of Recruitment Services ad:tech www.ad-tech.com Tel: +65 91096396 Main Representative: Paul Beckley, Vice President – Technology Sector Julia Kwan, Project Manager, Asia Pacific Admax Network www.admaxnetwork.com Tel: +65 6532 2507 Main Representative: Grant Watts, Chief Executive Officer Mathew Ward, Regional Sales Director Gilbert Lo, Regional Media Director Eric Nguyen, Regional Operations Director AGENDA Group Asia www.agenda-asia.com Tel: +852 2298 3888 Main Representative: Christine Grand, Director of Strategic Planning (Shanghai) Steve Hsia, Group CEO Eric Ng, Chief Innovation Officer Clement Yip, Chief Creative Officer BBE http://bbe.com Tel: +852 2628 0733 Main Representative: Steven Friedlander, Managing Director, Asia Pacific Larry Siu, Director, Sales & Network Development Pearl Liu, Director of Operations, BBE Asia Doug McCurdy, EVP, Strategy & Finance/BBE ❚❚ CORPORATE MEMBERs
  • 40. 76 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 77 ADMA Membership Directory ❚❚ CORPORATE MEMBERS ❚❚ INDIVIDUAL MEMBERS Singapore Press Holdings www.sph.com.sg Tel: +65 6319 8861 Main Representative: Willy Tan, Head, Interactive Business Unit, New Media, Marketing Division SingTel Digital Media (inSing) www.singtel.com Tel: +65 9728 6299 Main Representative: Xante Koh, Marketing Manager Valerie Lim, Marketing Executive The Economist online www.economist.com Tel: +852 2585 3271 Main Representative: Sarah Green, Online Sales Manager Asia Pacific Andrew Au, Trade Marketing Manager Asia Pacific Kelvin Yau, China Business Director Hideki Watanabe, Advertising Manager Japan The Hyperfactory www.thehyperfactory.com Tel: +852 6279 8700 Main Representative: Geoffrey Handley, Co-Founder, Director New Business Asia Pacific The Rubicon Project www.rubiconproject.com Tel: +61 2 8216 0828 Main Representative: Kaylie Smith, Managing Director, APAC Jayne Leung, Director Publishers Development Asia Nicole Chou, Account Director Asia Toby Ross, Business Development Director, APAC The Upper Storey www.upperstorey.com Tel: +65 6732 8618 Main Representative: Prakash Kamdar, Managing Director Euan Wilcox, Business Director TIME & Fortune www.time.com, www.fortune.com Tel: +65 6393 3608 Main Representative: Andrew Butcher, Publishing Director, Asia Pacific Ang Khoon Fong, Associate Publishing Director, Asia Universal McCann www.universalmccann.com Tel: +852 2901 8400 Main Representative: Arun Kumar, Head of Digital, Mediabrands Asia Pacific Herbert Lam, Regional Digital Manager Huang Zhe, Digital Director of UM Beijing Patrick Xiao, Digital Director of UM Shanghai Vocational Training Council www.vtc.edu.hk Tel: +852 2919 1457 Main Representative: Leah Chung, Head of External Relations Office Florence Kwok, Marketing Manager of External Relations Office Wunderman www.wunderman.com Tel: +65 6295 2018 Main Representative: Michel Mommejat, Regional Network Development Director, Asia Stephane Faggianelli, President, Asia wwwins Isobar www.wwwins.com Tel: +852 3962 4500 Main Representative: Dwayne Serjeant, Managing Director Antony Yiu, Managing Director – iProspect Edward Williams, Business Director ZUJI www.zuji.com.hk Tel: +852 2175 5772 Main Representative: Kitty Pang, Marketing Manager Charlie Wong, General Manager Jason Tsang, Manager, Partnership & Media Sales (Hong Kong, China & Taiwan) Apsis www.apsis.com Representative: Jonas Blanck, Director, Asia AsiaPac Net Media www.asiapac.com.hk Representative: Daniel Chan, Business Director BizTech Connect Consulting Services www.biztechconnect.hk Representative: Kathleen Phillips, Managing Director Black Box Productions www.hiphop2china.tv Representative: Pierre Larochelle, General Manager Council for Advancement & Support of Education (CASE) www.case.org Representative: Krista Slade, Executive Director, Asia- Pacific CultureFish Media www.culturefishmedia.com Representative: Lonnie Hodge, Chief Executive Officer digitalConverse www.digitalconverse.com Representative: Saurabh Pandey, Chief Faculty Digital River www.digitalriver.com Representative: Elisa Funck, Director of Marketing. Eight Partnership www.eightpartnership.com Representative: Charles Brian-Boyes, Managing Partner eMarketingEye www.emarketingeye.com Representative: Rajitha Dahanayake, Chief Executive Officer Emerald Digital Marketing www.digitalmarketing.vn Representative: Nguyễn Khoa Hồng Thành, Managing Director Energy Media Networks www.energy-web.biz Representative: Seth Hawthorne, Managing Director Forbes.com www.forbes.com Representative: Regional Director, Asia Pacific forumline www.forumline.com Representative: Meraj Huda, Founder/Principal Consultant Global Market Insite www.gmi-mr.com Representative: Stanley Lee, Director Gravitas www.gravitas.com.hk Representative: Ricky Chu, Director Hotel Press www.hotelpress.net Representative: Alan Lammin, President, Asia Pacific IBM Asia Pacific, Latin America & Eastern Europe www.ibm.com Representative: David Rainsford, Director Intel Semiconductor www.intel.com Representative: Stephanie Silvester, Retail & Channel Marketing Director, Asia Pacific iqi3 Trading Company www.iqi3.com Representative: Glenn Asano, Doctoral Candidate & Researcher Ketchup Communications www.ketchup.com.cn Representative: Paul Wong, Managing Director Media Explorer www.me.com.hk Representative: Davy Ma, Managing Director MoniMedia www.moni-media.net Representative: David François, Managing Director Netconcepts China www.netconcepts.cn Representative: Allen Qu, Chief Executive Officer NetInfinium www.netinfinium.com Representative: Edwin Tay, Chief Executive Officer Pilot Simple Software www.pilot.com.hk Representative: Tim Hay-Edie, Managing Director Pixel Media www.pixelmedia-asia.com Representative: Kevin Huang, Chief Executive Officer Pixel Square www.pixel-square.com Representative: Kevin Lee, Marketing, APAC Popcorn Media Network www.popcorn-network.com Representative: Pannee Ng, Business Director PurpleClick Media www.purpleclick.com Representative: Leonard Tan, Chief Executive Officer Quam (HK) www.quamnet.com, www.quamir.com Representative: Chris Justice, Managing Director Razorfish (e-Crusade) www.razorfish.com.hk, www.razorfish.com.cn Representative: Venus Lee, Co-Managing Director Redmoomoo www.rautan.com Representative: Herman Kwok, Director Sabre Hospitality Solutions www.sabrehospitality.com Representative: Melpo Wong, Senior Account Manager to E-Marketing Manager, APAC Saigon Digital Marketing Conference & Exhibition www.sdm.vn Representative: Kelvin To, President, SDN SB Consulting www.sbconsulting.com.hk Representative: Steve Bruce, Managing Director Sonney Media Networks www.sonneymedia.com Representative: Hemant Sonney, Managing Director Tektronix www.tektronix.com Representative: Stacy Lu, Marketing Terramillem Capital www.terramillem.com Representative: Rupert Purser, Executive Director of New Media Ventures Theorem Inc. www.theoreminc.net Representative: Chandrakanth Nataraju, Co-Founder and President TheTMSway www.thetmsway.com Representative: Thibaud de Loynes, Asia Development Director water&stone www.waterandstone.com Representative: Ric Shreves, Partner Web Wednesday – Asia's Premier Internet Networking Community www.webwednesday.asia Representative: Napoleon Biggs, Founder & Host WHO? Digital www.whodigital.com Representative: Julie Fitzpatrick, Strategy Director Zed Digital www.zenithoptimedia.com Representative: Ada Wong, General Manager C M Y CM MY CY CMY K
  • 41. The Asia Digital Marketing Association (ADMA) has produced this Yearbook to provide basic information about the digital marketing environment across key Asian markets. This Yearbook can also be downloaded as a PDF file from our dedicated mini site www.asiadigitalmarketingyearbook.com The ADMA has research, guidelines and case studies available for download on its Web site. Visit us at www.asiadma.com where you can subscribe to our eNewsletter; keeping you appraised on digital marketing – from events around the region related to digital marketing to informative articles on the industry to online research being undertaken. Asia Digital Marketing Association Tel: +852 8100 9987 Fax: +852 3011 9587 Email: contact@asiadma.com Web site: www.asiadma.com © Asia Digital Marketing Association 2010 Design bySobercyber

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