Digital marketing yearbook_2012

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  • 1. With one billion ASIA PACIFIC internet users now in Asia Pacific, marketers Digital Marketing need to get local and Yearbook 2012 personal. www.asiadma.com“ Edited by Rachel Oliver
  • 2. • ABOUT THE ASIA DIGITAL MARKETING ASSOCIATION • The ears, eyes and voice of digital marketing in Asia 360° Digital Advertising Opportunities The Asia Digital Marketing Association Being a member gives you access: (ADMA) is a non-profit organisation with a • Unified voice for the industry to promote the use of digital and the internet (in the media and with potential customers) membership base spanning the full range of • Forum for standards and best practice sharing the digital marketing ecosystem, from portals • Spokespeople to represent members and respond to criticism and publishers, to advertisers, e-commerce • Insights on what advertisers, agencies and publishers are thinking platforms, agencies, technology solutions • Industry contacts and networking opportunities • Sponsorship opportunities to raise awareness of providers, and research houses. The mission your brand • Discounted rates for regional events of the ADMA is to grow the use of digital for • Notification of relevant speaking opportunities • Professional and entry level digital marketing effective marketing investment. This will be qualifications - discounted enrolment fees for members • Company listing in the online Membership Directory and achieved by being an authoritative source annual Asia Pacific Digital Marketing Yearbook • Job matching service to help you find staff of insight and statistics, hosting networking to join the ADMA Membership fees are set low enough to encourage events, and facilitating professional universal membership among industry players and, taken together, provide sufficient revenues to underwrite regular development. In addition, the ADMA engages activities. Other activities are funded by sponsorship (cash and in kind) and by charging admission fees for Reaching over 8 million unique visitors per month in Asia* with senior executives to gain consensus and some events. through a range of digital platforms provide a voice on key industry issues. To join, simply complete the online registration form at www.asiadma.com/membership/join. For integrated advertising solutions, Visit www.asiadma.com for more details. please contact us at wsja.advertising@dowjones.com The ADMA gives heartfelt thanks to all our members for their support and contributions: ADMA Patrons:© 2012 Dow Jones & Company, Inc. All rights reserved. ADMA Corporate members: Acxiom Corporation, Adobe Systems, ad:tech, AGENDA Group Asia, Branded, Colgate-Palmolive, comScore, ConnectedGroup, Digital Chameleon, eBay Classifieds Group, Econsultancy, E-Dialog, Edipresse, emailvision, emarsys, Experian Marketing Services, Financial Times, Ignite Media Group, Innity, isobar Hong Kong, KatalystM, Lithium Technologies, LinkedIn, Message Systems, OgilvyOne Worldwide, Philips Electronics Hong Kong, PUMA Asia Pacific, Rajah & Tann, SCMP.com, StarHub, The Economist online, The Nielsen Company Hong Kong, The Wall Street Journal, UBM Asia, Universal McCann, Wunderman And all our SME members. *comScore March 2012 asia pacific digital marketing yearbook 1
  • 3. Contents• Asia Pacific 6 • INDONESIA 42 • SINGAPORE 70• Austr alia 14 • JAPAN 48 • SOUTH KOREA 76• CHINA 22 • MALAYSIA 54 • TAIWAN 81• HONG KONG 30 • NEW ZEALAND 62 • THAILAND 84• INDIA 37 • THE PHILIPPINES 66 • VIETNAM 87 asia pacific digital marketing yearbook 3
  • 4. CHAIRMANS MESSAGE 2012: One billion internet users Increasingly, internet usage patterns across Asia Pacific are becoming localised. Heres a participating in many webs look at some of the trends • Nearly half of Australians online access TV, movie lifestyle perspective, regionwide the top four reasons Asia and related entertainment content, in part thanks Pacific internet users go online are to stay up to date on T to 90% broadband penetration. news and events, stay in touch with friends, research here are now more than one billion people online The billion people online in Asia Pacific are spread across • Group buying took China by storm in 2011, with products to buy, and to do research for work. In order from across Asia Pacific (1.016 billion to be precise - more than 14 countries, with a wide range of languages, more than 65 million internet users participating - high to low, they are most likely to send an email, watch nearly 46% of the worlds total), and 623 million cultures and online habits. More than half of them (513 an increase of almost 250% year-on-year. a video clip, do internet banking, purchase a product, people access the web via mobile. Although this million) are in China, which has its own media properties • 80% of Thailands internet users say they now review a produce or brand online, connect via an instant enormous and growing addressable market seems to hold and consumer dynamics. In fact, seven of the top eleven shop online. messenger, share photos or manage their social media. boundless business potential for marketers, the reality is sites in the region are in China. Across the rest of Asia • The desktop PC remains Vietnams most widely But significantly, the "long tail" of what people are doing more complicated - and more interesting. The headline one Pacific there is remarkable diversity; the way people use used device to access the internet (80% of users). online goes on and on, to include blogging, micro blogging, billion user number is made up of hundreds of thousands the web and interact with content and with one another • Only 15% of Indian women have access to the gaming, using Cloud-based software and apps, posting on of communities of users, spread across a wide variety of differs significantly from Australia, to Korea, to Indonesia, internet. websites/forums/BBS, or buying on a group buying service. devices and platforms, languages and cultures, and who to India. • Mobile internet access penetration rates in This fragmentation of online activities and communities use the web in a profusion of different ways. In addition to obvious geographic, language, and Indonesia reached 57%, vs. less than 10% who is matched with an explosion of information. By 2015, Asia The implications and opportunities for marketers cultural differences, the internet is increasingly host to a access the web via PC. Pacifics internet users will be generating 530,000 petabytes are far-reaching: profusion of platforms, many of which are interconnected • The top three reasons people in Hong Kong go of information a year, up from 67,000 in 2010. Thats the • Social media continues to gain in importance, but but which also attract their own distinctive communities online are for online banking, on-demand video, equivalent of every person on Earth exchanging about 50 brands have to proceed with caution. Although 60% of and patterns of behaviour. In Asia Pacific, portals are still and live video. newspapers worth of information every day. Dropping social networkers say that social networks are a good the top category of internet property, and have nearly 90% • 91% of Taiwans internet users aged 20-29 are costs of storage and new business models are facilitating place to learn about brands, 50% also say they dont reach, but the days when users went to one destination as looking at job placements. the storing and sharing of enormous amounts of data, want to be bothered by brands. the entrance to their web experience are long gone. • Travel is big in Japan, with online sales estimated including an increasing amount of video. At the same time • Social commerce is on the rise, and marketers can With such a profusion of content, the primary ways to at US$31 billion in 2012. that online audiences and media channels are becoming deploy sophisticated, personalised approaches, make sense of the overwhelming amount of data, opinions • Malaysians aged 30-39 spend twice as much time increasingly specialised and focused, they are also growing depending on where they are in the sales funnel, to and options are to make it as easy as possible to connect online as they do watching TV. in scale. We saw a similar phenomenon when cable and build brand awareness and understanding, create brand with like-minded users (social media), and to find and be • Two thirds of internet users in The Philippines satellite TV channels chipped away at the dominance of the preference, make sales, and do CRM. found (search). visited internet cafes in 2011. TV networks, but the digital transformation is happening • Search remains vital to helping customers find your Social media platforms have been a strong force to • 80% of Singapores internet users go online every on steroids, with growth rates and a scale that surpasses brand and for you to find your audience. With crowd- help bring together fragmented media. Content from every day. television numbers. sourced curation of content, natural search rises site and source is shared both widely and in targeted ways • More than 91% of South Koreas e-commerce So how are marketers reacting to the changes in in importance and complexity, and paid search is via microblogs. Twitter globally has become a red thread revenue is B2B. online behaviour and the opportunities large scale still effective for driving "last click" results. Search/ communities offer? Heres a snapshot of trends and navigation properties in the region have 84.7% reach. data, and there is lots more detail in the Yearbook: • Despite the rise of social media and user-generated Welcome to the sixth edition of the Asia Digital running throughout the web and, in China, QQ, Pengyou • Online advertising spend in Asia Pacific reached US$24.8 content, paid, owned and earned media all continue to Marketing Association Yearbook. We are proud of the and Sina Weibo have become major forces. More than 300 billion in 2011, making the region second only to the play important roles in achieving marketing goals. reputation the Yearbook has earned as marketers million users post 100 million comments and messages US, with US$34.5 billion. • Although in this fragmented environment marketers go-to source for facts and insights about the web every day on Sina Weibo. Social networking sites have • Every marketing dollar spent online returns US$1.78, must work harder to understand and find their target and mobile usage in Asia Pacific. You will see ADMA 72.2% reach across the region, and hundreds of millions exceeding the returns of all other marketing media customers, analytics, behavioural targeting and big Yearbook statistics quoted frequently in marketing, of people connect on Facebook, LinkedIn, Cyworld (Korea), including TV, print, out of home and trade (according to data are providing more and more powerful tools for advertising and sales presentations and media. Feel Mixi (Japan), Qzone, Ren Ren, Kaixin (China) and other Nielsen). marketers to reach and engage with internet users in free to use the data, with a credit to the ADMA. localised equivalents. And in search Google and Baidu and • By 2015, Asia Pacific is expected to account for a third personalised ways. This edition is packed with statistics from every Bing and Yahoo! are helping users and marketers to find of all global mobile ad spend, reaching US$6.92 billion. market in the region, as well as data and case studies the content and audiences they are seeking online. • India, China, Australia and Japan are expected to on broadband, mobile, online advertising, search, Another trend is that internet users are using the web generate US$258 billion in commerce sales in 2012 e-commerce, social media, demographics, user in increasingly diverse and specific ways. Depending on between them, and mobile commerce is on the rise behaviour and all aspects of the digital eco-system. location, income, age, availability of broadband, use of a with 34% of mobile internet users in China and Korea Many thanks to all companies that generously smartphone and many other factors, one users experience transacting via handheld devices. contributed data, and to the Yearbook team: ADMA can be almost totally different than anothers. From a • Mobile app downloads reached 5 billion in 2011, executive director Kay Bayliss, editor Rachel Oliver generating US$871 million. and designer Garry Tipping. The Yearbook is available free online at David Ketchum is Chairman, Asia Digital Marketing www.asiadigitalmarketingyearbook.com. Association and President of Bite Communications, Asia Pacific.4 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 5
  • 5. ASIA PACIFIC Asia Pacifics Internet Users By Country Country Internet Penetration % Of Users Share content Find music 28.37 37.05 Users Rate (%) Find films/TV shows 35.19 Australia 19,554,832 89.80 81.70 Stay up to date on news/events 57.69 China 513,100,000 38.40 50.50 Research how to do things 45.02 Hong Kong 4,894,913 68.70 0.50 Organise my life 26.70 India 121,000,000 10.20 11.90 Express myself 30.98 Indonesia 55,000,000 22.40 5.40 Take on a different personality 17.91 Japan 101,228,736 80.00 10.00 Fill up spare time 37.61 Korea, South 40,329,660 82.70 4.00 To get inspired/get ideas 41.05 Malaysia 17,723,000 61.70 1.70 Play games 21.24 New Zealand 3,625,553 84.50 15.20 Change other peoples opinions 15.19 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) The Philippines 29,700,000 29.20 2.90 Singapore 3,658,400 77.20 0.40 Taiwan 16,147,000 70.00 1.60 What Asia Pacific Internet Users Do Online Thailand 18,310,000 27.40 1.80 Activity % of Users Vietnam 30,516,587 33.70 3.00 Uploaded Photos Online 55.92 (Source: Internet World Stats, December 2011) Watched A Video Clip 69.38 Uploaded A Video Online 31.92 Asia Pacifics Fastest Broadband Countries Manage Your Social Network Profile 51.74 Written Your Own Blog 40.13 Global Rank Country % Above QoQ YoY Used A Micro blogging Service 37.73 5 Mbps Change Change Subscribed To An RSS Feed 14.93 1 South Korea 79 37% 10% Used An Aggregator 12.75 3 Hong Kong 60 2.7% 13% Used Instant Messenger 54.78 5 Japan 57 3.0% -5.8% Made A Phone Call Online/Used VOIP 21.31 24 Singapore 31 -7.2% 67% Asia Pacifics Internet Users 31 Taiwan 28 11% -0.4% Used Webmail 70.86 • DEMOGR APHICS • % Of Internet Users 35 New Zealand 23 23% 139% Used Online Office Applications 47.82 Gender Edited/Managed Own Website 32.27 40 Australia 18 -2.7% 56% Male 58.80 Used Internet Banking 66.36 45 Thailand 11 61% 285% The number of internet users in Asia Pacific has now Female 41.20 Left A Comment On A Story On A Website 44.47 53 Malaysia 4.6 23% 248% broken the one billion barrier. The region boasted 1.016 Education 61 China 1.0 78% 184% Written A News Story/Article 25.54 Schooling until age 16 2.04 Post Comment On Forum/BBS 43.30 billion users in 2011. Schooling until age 18 14.00 62 India 0.6 46% 21% Purchased A Product Online 63.93 (Source: Internet World Stats) - The Philippines 0.6 15% 79% Trade/technical school or college 26.90 (Source: Akamai Technologies; High Broadband Connectivity, Fastest Asia Pacific Countries) Reviewed A Product Or Brand Online 61.48 University 46.60 Used A Social Bookmark Service 24.02 Asia Pacifics internet users now account for 45.9% of the Post graduate 10.30 Asked/answered question on Q/A service 33.88 Employment Status Bought product/service through group buying website 38.97 worlds total internet user base, as of December 2011. Full-time worker 61.80 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) (Source: Internet World Stats) Part-time worker 5.25 • USER BEHAVIOUR • Freelancer 5.85 Despite being home to the most internet users on Earth, Self-employed 4.66 The number of Asia Pacifics online gamers is set to Asia Pacifics internet penetration rates still remain low, at Full-time parent 2.36 • ONLINE ADVERTISING • In education 13.18 break the one billion mark by 2016. As a result, revenues only 26.2%, which is still significantly lower than the global Unemployed 2.28 generated from online gaming are expected to reach average of 41%. Other 4.57 The Asia Pacific region generated US$24.8 billion in online Main Shopper US$30.3 billion in 2016. ad spend in 2011, accounting for 29% of global online ad (Source: Internet World Stats) Main 50.76 (Source: Ovum) Joint 41.96 spend last year. North America led all regions with US$34.5 More than three quarters (78%) of Asia Pacifics internet Do not do the shopping 7.28 Asia Pacific is the largest region in terms of internet traffic, billion in revenues. For 2012, it is predicted that the online users are under the age of 45. Work Sector (Source: Comscore) Financial Services 4.24 and by 2015 it is projected that 42% of the worlds internet ad spend in the Asia Pacific region will hit US$31.4 billion. Retail 5.10 traffic will originate from it. (Source: GroupM) Professional Services (Law, Accounting, Architect, etc.) 4.80 Broadband continues to power its way through the Asia (Source: V2M / Informa) Healthcare/Medicine 3.44 The Asia Pacific regions share of the global online ad Pacific region, reaching 212 million subscriptions in 2011. Manufacturing, Engineering, Construction 15.80 The amount of time spent online per month by both spend is expected to be 26.2% by 2015, a modest growth Forecasts predict that this number will increase to 375 Education 4.36 Government (excluding Education & Health) 3.50 genders in the Asia Pacific region are pretty much even from 2010, when it had a 23.9% share of the pie. million in 2016. Police or Armed Forces 0.34 (Source: Frost & Sullivan) Agriculture or Mining 1.08 these days, with females spending 14.7 hours online and (Source: eMarketer) IT, Internet, Software, Computer Services 12.87 males 14.3 hours online. For every marketing dollar spent on online initiatives, the In 2011, the Asia Pacific region accounted for 52% of the Transport, Logistics, Distribution 4.20 (Source: comScore) Travel, Tourism, Leisure Services 1.70 return in Asia Pacific was $1.78, exceeding the returns worlds broadband subscriptions. (Source: IHS iSuppli) Advertising marketing, media 1.45 By 2015, Asias internet users are expected to be of all other formats including TV, print, out of home, and Other 14.73 Current Position generating 530,000 petabytes between them (they only trade. In Q1 2012 alone, Asia Pacific welcomed nearly 7 million Company Owner 4.57 consumed 67,000 in 2010). Exactly what is a petabyte? (Source: Nielsen) Senior Manager 5.63 new broadband subscriptions, most of them originating One petabyte is equivalent to one million gigabytes. Mid-level Manager 14.29 People trust the opinions of the ones they know over all from China. Entry-level Manager 12.39 (Source: V2M/Informa) (Source: ABI Research) Team member 26.42 other methods of persuasion. In a survey on trust and Support level 6.10 Asia Pacifics female internet users devote more than one advertising, nearly all Asia Pacific recipients (94%) said By 2017, Asia Pacific broadband subscriptions will be valued Other 8.21 Responsibility At Work third (38%) of their digital time to engaging in online they had the most confidence (they "trust completely" or at US$92.3 billion. General management 38.47 discussions. "trust somewhat") in recommendations from people they (Source: ABI Research) (Source: TNS) Direct reports/team 21.30 knew. After that they showed the most trust (76% said Recruiting new employees 14.38 Household broadband connections in the Asia Pacific region Purchasing IT, telecoms/technology PRODUCTS/services for co. 20.14 Why Asia Pacific Internet Users Go Online this) in others opinions posted online. When it came to are projected to increase by 75% over the next five years. Purchasing all other PRODUCTS/services for co. 18.14 Motivation % of Internet Users Who Consider this Very Important trusting brand messages, however, nearly two thirds (63%) Managing budgets 15.78 (Source: PWC) Advertising and marketing 0.78 Research for work 50.70 said they had the most confidence in branded websites. Networking for work 43.41 Company strategy 14.73 Education 43.05 Just over two fifths (43%) showed the same level of In terms of size, Asia Pacifics female internet users are still None of these 2.97 Stay in touch with friends 55.52 confidence in ads served in search engine results, online Decision Maker in the minority - but only just - accounting for 43.6% of Decision maker 20.26 Update my friends with my life 28.43 video ads (42%), while just under two fifths of them (39%) Meet new people 25.40 the web population, compared to 46.4% of males. Senior decision maker 5.78 Promote something 23.87 placed the most trust in online banner ads. (Source: comScore) Other 51.56 (Source: Nielsen) (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Entertainment 39.49 Research products to buy 52.00 Share my opinion 27.676 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 7
  • 6. Mobile advertising generated US$2.01 billion from Japan, Asia Pacifics Top Categories China and India alone in 2011. This amount is projected to Categories % Reach Portals 89.8 reach US$3.94 billion in 2015. Search/Navigation 84.7 (Source: eMarketer) Entertainment 83.8 Directories/Resources 72.3 As of the end of February 2012, Asia Pacific mobile users Social Networking 72.2 News/Information 68.5 were generating 122.87 billion mobile ad impressions on Retail 68.4 a quarterly basis on the InMobi Network, representing a Games 61.2 Community 59.1 growth rate of 25% over a 3-month period. (Source: InMobi) Technology 56.0 (Source: comScore Media Matrix, March 2012; Total Audience) Asia Pacifics Top 20 Sites Asia Pacifics Trust In Media Channels Site Total Unique Visitors (000) % Reach Channel % Who Trust % Who Trust % Who Do Google Sites 340,561 56.4 Completely Somewhat Not Trust TENCENT 261,097 43.2 Recommendations from friends and family 53 42 2 Baidu 256,624 42.5 Expert review on websites 28 60 9 Yahoo! Sites 235,896 39.1 Product labels on packaging 26 62 9 Sohu 230,158 38.1 Independent reviews in publications 23 67 7 Microsoft Sites 229,610 38.0 Consumer review on websites 22 67 9 Alibaba 188,038 31.1 Manufacturers/brands websites 19 67 11 SINA Corporation 165,320 27.4 Consumer opinion in blogs 19 68 10 FACEBOOK 155,081 25.7 Products/brands that appear in movies Youku 115,668 19.2 or within TV programmes 18 65 14 NetEase 114,593 19.0 TV ads 16 67 14 Wikimedia Foundation Sites 110,909 18.4 Consumer opinion on message boards 15 66 15 Amazon Sites 109,051 18.1 Consumer opinion in chat rooms 14 63 18 CBS Interactive 101,144 16.8 Newspaper ads 14 67 16 Tudou Sites 97,327 16.1 Magazine ads 14 67 15 Apple 93,370 15.5 Email newsletters 14 65 16 Xunlei Networking 89,496 14.8 Ads at the cinema before the movie starts 13 64 18 NHN Corporation 75,893 12.6 Ads on posters, buses/bus shelters 12 67 18 Qihoo Sites 72,817 12.1 Recommendations from other consumers Oak Pacific Interactive Sites 71,371 11.8 (Source: comScore Media Matrix, March 2012; Total Audience) who you do not personally know 11 61 22 C Ads that appear on search engines 11 61 24 Radio ads 11 62 22 M Asia Pacifics Top Entertainment Sites Banner ads on websites 9 61 26 Site Total Unique Visitors (000) % Reach Ads that have been sent to you by email 9 55 32 Y Entertainment 505,900 83.8 Popup or pop-under web ads 7 50 39 YOUTUBE 147,350 24.4 Ads via mobile SMS 7 45 45 CM Youku 115,668 19.2 Ads in virtual worlds 7 38 46 MY CBS Interactive 101,144 16.8 Ads in video games 6 39 48 Tudou Sites 97,327 16.1 (Source: TNS; QC1; Base - All Respondents - Asia) CY SOHU.com TV 93,238 15.4 XUNLEI 83,220 13.8 CMY QQ.COM Video 77,400 12.8 iTunes Software (App) 71,196 11.8 QQ.COM Music 68,740 11.4 • E-COMMERCE • K PPLive 65,318 10.8 (Source: comScore Media Matrix, March 2012; Total Audience) Before making an online purchase, 60% of Asia Pacific Asia Pacifics Top Gaming Sites consumers will turn to online product reviews first. The Site Total Unique Visitors (000) % Reach Vietnamese turn to online product reviews the most (81%), Games 369,501 61.2 QQ.COM Games 91,992 15.2 followed by the Chinese (77%), and then Thais (69%). (Source: Nielsen) QQ.COM Mini Game 44,770 7.4 Xiamen Youjia Network 26,821 4.4 PCGAMES.COM.CN 25,004 4.1 India and China will be leading Asia Pacifics e-commerce 17173 25,003 4.1 KUAIWAN 20,817 3.4 growth over the next few years, with them both expecting QQ.COM Game VIP 20,495 3.4 to return the highest CAGRs of 57% and 25% respectively QQ937 18,910 3.1 DUOWAN 17,016 2.8 between 2012 and 2016. By comparison, Japan, South SDO 16,179 2.7 Korea and Australia are expected to grow at CAGRs of (Source: comScore Media Matrix, March 2012; Total Audience) between 11% to 12% over the same period. (Source: Forrester) Asia Pacifics Top Retail Sites Site Total Unique Visitors (000) % Reach Four of the Asia Pacific regions e-commerce powerhouses Retail 412,768 68.4 Alibaba Corporation 188,038 31.1 - India, Australia, Japan and China - are expected to Amazon Sites 109,051 18.1 generate more than US$258 billion in e-commerce sales PAIPAI 69,866 11.6 360BUY 56,624 9.4 between them in 2012. By 2016, China will have exceeded Apple Worldwide Sites 51,434 8.5 that number alone, generating US$356.1 billion in Rakuten 44,037 7.3 e-commerce sales. Together, all four are expected to draw DANGDANG 32,919 5.5 Yahoo! Shopping 30,834 5.1 in US$497.9 billion by then. (Source: Forrester) Kakaku 25,541 4.2 VANCL 20,866 3.5 (Source: comScore Media Matrix, March 2012; Total Audience) The Asia Pacific online travel market was expected to generate US$51.6 billion in revenues in 2011, growing 30% to 40% in the coming year. Asia Pacific is expected to account for 20% of the global online travel market in 2012. (Source: New Media Trend Watch)8 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 9
  • 7. Mobile commerce is gaining traction in the Asia Pacific By 2015, Asia Pacific is expected to account for 33.6% of I would welcome receiving personalised mobile phone ads when By 2014, there are expected to be as many as 853.7 million Im within a few steps of the promoted product or service 65 32 region. Interest in mobile shopping is becoming greater global mobile ad spend, representing revenues of US$6.92 I would welcome receiving personalised mobile social networking users in the entire region, with China with 34% of mobile internet users in China and South billion. phone ads based on my past purchases 59 32 contributing 414.5 million of them and India contributing I would gladly accept mobile phone ads Korea transacting via their handheld device. (Source: Gartner / Smaato) 129.3 million. (Source: TNS Digital Life) if it meant lower mobile phone usage fees 78 61 (Source: eMarketer) If received $10 gift card on mobile phone from a store where I do not Just over two fifths all Asia Pacific recipients (42%) say usually shop, would be likely to... For those who doubt the potential of mobile commerce, they have the most confidence in display ads (video or Go to the store that issued the gift card and apply Social networking penetration rates in Asia Pacific stand at forecasts predict that the transaction value for payments banner) on mobile devices, while 35% place the same level its full $10 value to a purchase 78 75 59.8%, less than the global average of 79.9%. Use mobile phone to exchange the $10 gift card being settled over a mobile device will reach US$267 billion of trust in SMS ads via mobile phones. for $7 credited to your digital wallet or bank account 76 64 (Source: Comscore) in 2016. (Source: Nielsen) Use your mobile phone to exchange the $10 gift card for a $7 (Source: IW Market Research) reduction in your mobile phone bill or extra minutes 68 66 On average, the typical social network visitor from the Asia Asia Pacifics Mobile Internet Users Use mobile phone to exchange the $10 gift card for a $7 Pacific region spent 3.3 hours on the activity (if they are gift card from a store you do shop at frequently 70 63 What Asia Pacific Internet Users Buy Online % Of Mobile Users Who Access Internet Sites Not use the gift card 19 18 female) and 2.7 hours (if they are male) in the month of Age Purchase % of Users 25 to 34 46.64 (Source: Accenture / Lightspeed Research February 2011; Tech Forwards: Must own at least 4 networked devices and use at least 4 internet services; *China, India, Japan, South Korea) October 2011. Desktop computer 6.28 (Source: Comscore) 35 to 44 41.72 Portable media player e.g. iPod 4.46 45 to 54 32.58 Mobile phone 16.01 Asias Mobile Usages vs US & Europe Flat screen TV 4.28 55 to 64 30.78 % Asia* % US & Europe Asia Pacifics female internet users devote more than Job Title Games console 3.47 Top Management 46.39 Have Used Mobile Phone To... one third (38%) of their digital time engaging in online DVD player 2.90 Satellite/cable TV 3.49 Non Top Management 46.65 Check your bank account balance 62 33 discussions. Monthly Household Income Make a purchase at a store 41 11 (Source: TNS) Broadband/hi-speed Internet 9.97 US$ <2000 19.79 Transfer money to or from another person 38 10 White goods E.G. Fridge, washing machine 4.54 US$ 2000 to <4000 32.32 Check your brokerage account 34 6 Car/Automobile 1.92 US$ 4000 to <6000 38.75 Buy or sell stocks 31 4 In total, Asia Pacific social networkers spend around 11% Motorcycle 1.44 Furniture/home equipment 5.88 US$ 6000 to <8000 48.11 Transfer a money-off coupon to or from another person 22 16 of their online time on the activity. US$ 8000+ 55.36 Transfer "cellphone minutes" to or from another person 16 9 (Source: Comscore) Holiday (in my own country) 11.10 Monthly Personal Income Scan or photograph the barcode of an item in a store 38 16 Holiday (abroad) 3.76 Below US$ 1000 28.23 to get additional info Display a "digital ticket" for Laptop (bigger than 10 inch screen) 4.91 admission to an event, airport, etc. 36 11 Facebook has more than 195 million users in the Asia US$ 1000 to <2000 46.31 Netbook (ultra portable laptop, smaller than 10 inch screen) 2.72 US$ 2000 to <3000 43.36 Purchase an item or get a coupon from a "smart poster" Pacific region (ex-Australia and New Zealand). Blu ray player 1.59 US$ 3000 to <6000 51.14 containing an electronic tag or barcode 31 5 (Source: Internet World Stats) E-book/E-reader 2.85 (Source: Accenture / Lightspeed Research February 2011; Tech Forwards: Must own at least 4 US$ 6000+ 63.09 Beer 14.69 networked devices and use at least 4 internet services; *China, India, Japan, South Korea) Wine/Spirits 9.12 (Source: Synovate, PAX Q4 2012 - Q3 2011; Table - 10 markets) More than half (57%) of Facebooks users in Asia come Sports equipment 5.40 Asia Pacifics Mobile Activities from the Southeast Asia region. Clothes 39.05 Asia Pacifics Mobile Shoppers (Source: Grey) Applications Used In Past Months % Users** Shoes 29.21 % Of Mobile Users Who Ordered Products Or Services Via Mobile Send/receive text messages (SMS) 72.2 Travel e.g. plane tickets/hotel 14.98 Age Music 12.47 25 to 34 15.00 Send/receive multimedia message e.g. photos and voice (3G/MMS) 35.0 In a survey on trust and advertising, just over two fifths Send/receive email 38.9 Films 15.09 35 to 44 14.49 Access internet sites 39.2 all Asia Pacific recipients (42%) said they had the most Books 28.27 45 to 54 11.46 Financial product e.g. insurance 7.03 55 to 64 9.01 Access/subscribe to news or business updates 18.9 confidence (they "trust completely" or "trust somewhat") in Access/subscribe to financial information 13.0 Personal items E.G. watches, handbags, etc. 15.94 Job Title Find shop/office locations 16.4 online ads hosted in social networks. Healthcare and Pharmaceutical products 11.67 Top Management 16.65 (Source: Nielsen) Search for information on products & services via mobile 21.8 A gift for someone 18.79 Non Top Management 15.78 Order products or services via mobile 13.1 Tablet device e.g. iPad 4.29 Monthly Household Income None of the above 16.93 Personal banking/pay bills via mobile 18.8 Loyalty comes at a price - and a discounted one at that. US$ <2000 6.49 (Source: GlobalWebIndex Wave X. NB This table is run on the GlobalWebIndex total sample.) US$ 2000 to <4000 9.10 Access/subscribe to mobisodes (i.e. short movies/ More than one third (34%) of Asia Pacific users say that video episodes viewed on mobile phones) 5.7 US$ 4000 to <6000 12.32 Use mobile messenger/mobile instant messenger 19.4 the main reason for following brands on a social network is US$ 6000 to <8000 15.37 US$ 8000+ 21.35 Map/Navigation 21.2 to receive discounts or promotions. Personal Product Ownership (Source: Nielsen) Monthly Personal Income • MOBILE • Below US$ 1000 8.24 Smartphone 35.7 e-Readers e.g. Kindle, iPad, etc. 11.5 US$ 1000 to <2000 16.14 (Source: Synovate, PAX Q4 2012 - Q3 2011; **Table - 10 markets) Be careful about pestering Asia Pacific social networkers too US$ 2000 to <3000 14.66 There were 2.9 billion mobile users in the Asia Pacific US$ 3000 to <6000 16.38 much though when they are being social online. According region in 2011, representing a mobile penetration rate of US$ 6000+ 23.59 to one study, more than half of them (51%) dont want 74%. Mobile broadband subscriptions reached 421 million, (Source: Synovate, PAX Q4 2012 - Q3 2011; Table - 10 markets) • SOCIAL • to be bothered by brands when they are engaging in this representing a penetration rate of 11%. The two leading online activity. Asias Mobile Attitudes vs US & Europe (Source: MediaBuzz / TNS) countries for mobile broadband penetration were South % Asia* % US & Europe One third of the the worlds social networkers are in the Agree That... Korea (91%) and Japan (88%). The mobile phone is more convenient than other forms Asia Pacific region. And brands should look out too if they overstep the mark (Source: Comscore) in any way. More than half (59%) of Asia Pacific social (Source: mobiThinking) of payment 69 26 I welcome the day when I will make most of my payments It is predicted that mobile subscription penetration rates for through my mobile phone 64 29 There were an estimated 493.5 million social network networkers comment about them online. (Source: MediaBuzz / TNS) Using my mobile phone for payments makes me worry users in the Asia Pacific region in 2011, with China leading Asia Pacific will reach 109% in 2017, due in large part to about my privacy 79 69 the increase in subscribers in India, China and Indonesia. Mobile phone payments increase the risk of identity the pack with 256.5 million users alone, followed by India That being said, 60% of social networkers in the region do (Source: Pyramid Research) theft and other fraudulent activities 77 66 (50.2 million users), Indonesia (34.3 million), Japan (39.5 admit that social networks are a good place to learn about Would likely take advantage of a coupon... Sent to your mobile phone - redeem digitally at store 90 69 million), South Korea (20.7 million) and Australia (8.8 products. The number of mobile internet users in the region reached Sent to your mobile phone while in store million). (Source: MediaBuzz / TNS) 623.3 million in 2011, with a 29.1% penetration rate. That - redeem digitally at checkout 87 72 (Source: eMarketer) number is expected to almost double in 2015 to reach 1.22 Contained in a website or email promotion Nearly all Asia Pacifics social networkers (93% of them) - print to redeem at store 72 81 billion, with a mobile internet penetration of 42.1%. Printed in a newspaper or magazine This year, Asia Pacifics social networking family is expected access and use their social media outlets once or more (Source: eMarketer) - clip to redeem at store 69 84 to represent 615.9 million people, with half of them (307.5 times every month. Contained in a coupon website that you have to search million) coming from China alone. (Source: Techwireasia / Forrester Research) Mobile application downloads were expected to reach for - print to redeem at store 56 64 (Source: eMarketer) Agree That... 5 billion in 2011 in the Asia Pacific region, with paid I would be more likely to use money-off coupons if they applications generating revenues of US$871 million, more were delivered directly to my mobile phone 83 52 than double 2010 revenues (US$302 million). By 2016 that I would welcome receiving personalised mobile phone money-off promotions based on my past purchases 72 48 number is expected to reach US$2.2 billion. (Source: Ovum)10 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 11
  • 8. Malaysia 80 100 20 80 Asia Pacifics Top Social Networking Nations Part-time worker 4.21 The Philippines 50 40 10 40 Country % Of Online Population Engaging in Social Networking Freelancer 6.90 Singapore 30 30 - 50 • CASE STUDY • Self-employed 4.26 Australia 96 Taiwan 20 40 - 30 Full-time parent 1.47 China 53 Thailand 70 90 10 70 Hong Kong 93 In education 12.47 (Source: Burson Marsteller; Percentage of companies using the four major social media Client: Prudential Corporation Asia Unemployed 1.35 Agency: Cartoon Network Asia channel types across Asia-Pacific in 2011) India 95 Other 2.80 Indonesia 94 Japan 58 Work Sector Campaign: Cha-Ching Money Smart Kids Malaysia 94 Financial Services 4.01 Why Asia Pacific Internet Users Blog Retail 5.18 New Zealand 95 Motivation % Of Bloggers Professional Services (Law, Accounting, Architect, etc.) 4.93 The Philippines 96 Research for work 2.62 Healthcare/Medicine 3.61 Singapore 94 Networking for work 1.70 Manufacturing, Engineering, Construction 16.25 South Korea 87 Education 1.45 Education 4.63 Taiwan 94 Stay in touch with friends 4.88 Government (excluding Education & Health) 3.43 Vietnam 85 Update my friends with my life 5.17 Police or Armed Forces 0.36 (Source: comScore Media Metrix, October 2011) Meet new people 1.22 Agriculture or Mining 0.84 Promote something 1.10 IT, Internet, Software, Computer Services 16.22 Asia Pacifics Social Networking Users Transport, Logistics, Distribution 4.24 Entertainment 1.39 Research/find products to buy 0.76 % of Social Networkers Travel, Tourism, Leisure Services 1.87 Share my opinion 3.73 Gender Advertising marketing, media 1.88 Share content 4.01 Male 58.80 Other 14.48 Find music 0.66 Female 41.20 Current Position Stay up to date on news/events 1.28 Education Company Owner 5.02 Research how to do things 0.49 Schooling until age 16 2.04 Senior Manager 6.89 Organise my life 1.14 Schooling until age 18 14.08 Mid-level Manager 17.15 Express myself 5.27 Trade/technical school or college 26.90 Entry-level Manager 14.56 Take on a different personality 0.35 University 46.63 Team member 27.22 Fill up spare time 1.81 Post graduate 10.35 Support level 5.19 I feel like I have to 0.58 Objective: Following the global financial crisis, financial Employment Other 5.89 Full-time worker 61.84 Responsibility At Work To talk about brands/products 0.52 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) literacy became a significant concern for families and Part-time worker 5.25 General management 45.96 governments in Asia. Existing programmes were too dry Freelancer 5.85 Direct reports/team 26.25 Self-employed 4.66 Recruiting new employees 19.39 Why Asia Pacific Internet Users Join or limiting so Prudential sought to address the need by Full-time parent 2.36 Purchasing IT, telecoms/technology PRODUCTS/services for co. 28.01 Social Network Groups extending its commitment to financial literacy to reach a In education 13.18 Purchasing all other PRODUCTS/services for co. 25.77 Motivation % Of Internet Users Who Joined younger audience aged 7-12. Unemployed 2.28 Managing budgets 21.65 A Social Network Group Other 4.57 Advertising and marketing 0.80 Strategy: Prudential conducted independent research Research for work 1.92 Work Sector Company strategy 14.70 Networking for work 2.86 into the needs of Asian parents and set out to apply an Financial Services 4.24 None of these 2.59 Retail 5.10 Decision Maker Education 1.22 edu-tainment approach that combined music, animation Stay in touch with friends 7.08 Professional Services (Law, Accounting, Architect, etc.) 4.80 Decision maker 27.06 Update my friends with my life 2.49 and visual humour to create a programme that would Healthcare/Medicine 3.44 Senior decision maker 7.76 Manufacturing, Engineering, Construction 15.8 Meet new people 9.45 sustain the attention of children. Prudential partnered with Other 47.10 Promote something 0.99 Education 4.36 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Entertainment 2.71 Cartoon Network to produce ten three-minute animated Government (excluding Education & Health) 3.50 Research/find products to buy 1.65 music videos, with the educational approach devised by Police or Armed Forces 0.34 Agriculture or Mining 1.08 Asia Pacifics Top Social Networking Sites Share my opinion 3.34 renowned childrens education specialist Dr Alice Wilder. Site Total Unique Visitors (000) % Reach Share content 3.61 IT, Internet, Software, Computer Services 12.87 Social Media - Social Networking 436,264 72.2 Find music 0.54 The programme was called "Cha-Ching". Transport, Logistics, Distribution 4.20 Travel, Tourism, Leisure Services 1.70 FACEBOOK 155,081 25.7 Stay up to date on news/events 2.45 Details: Cha-Ching was aired on Cartoon Network on QQ.COM Micro blogging 119,560 19.8 Research how to do things 1.05 Advertising marketing, media 1.45 Organise my life 0.98 weekday afternoons and weekend mornings, with the PENGYOU 79,880 13.2 Other 14.73 four key concepts of Earn, Save, Spend and Donate SINA Micro blogging 66,989 11.1 Express myself 2.82 Current Position Company Owner 4.57 RENREN 56,424 9.3 Take on a different personality 1.14 communicated through songs by the Cha-Ching band. The TWITTER 46,793 7.7 Fill up spare time 3.44 Senior Manager 5.63 Baidu Space 42,056 7.0 I feel like I have to 0.82 Cha-Ching website www.cha-ching.com provided a host of Mid-level Manager 14.29 Entry-level Manager 12.39 QZONEAPP 39,828 6.6 To talk about brands/products 1.19 at-home activities for parents and video games to engage (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) KAIXIN001 23,101 3.8 Team member 26.42 children, while the mobile application brought the concept 163.COM Micro blogging 20,683 3.4 Support level 6.10 (Source: comScore Media Matrix, March 2012; Total Audience) Why Asia Pacific Internet Users Social Network of money management to life by encouraging children to Other 8.21 Responsibility At Work Motivation % Of Asia Pacific Social Network Users save and better manage their allowances. Cha-Ching was General management 38.47 Asia Pacifics Facebook Users Research for work 1.62 also taken to schools in The Philippines and in Hong Kong Direct reports/team 21.30 Country Number of Users Networking for work 2.28 Recruiting new employees 14.38 Australia* 10,721,020 Education 0.99 with the support of local governments and NGOs. Purchasing IT/telecoms/technology PRODUCTS/services for co. 20.14 China 447,460 Stay in touch with friends 17.01 Results: Cha-Ching has reached 4.5 million Asian Purchasing all other PRODUCTS/services for co. 18.14 Hong Kong 3,752,160 Update my friends with my life 4.49 Managing budgets 15.78 Meet new people 5.76 households in seven Asian markets via TV and has received India 45,048,100 Advertising and marketing 0.78 Indonesia 43,523,740 Promote something 0.45 overwhelmingly positive feedback from governments, Entertainment 3.02 Company strategy 14.73 Japan 7,684,120 educators and NGOs in Asia and across the world. The None of these 2.97 South Korea 6,376,160 Research/find products to buy 0.70 Decision Maker Malaysia 12,365,780 Share my opinion 1.72 website has over 30 million pageviews to date, with each Decision maker 20.26 New Zealand* 2,101,820 Share content 3.04 visitor spending an average of 15 minutes on the site. On Senior decision maker 5.78 The Philippines 27,724,040 Find music 0.57 Other 51.56 Singapore 2,602,880 Stay up to date on news/events 2.12 Facebook, Cha-Ching has more than 25,000 fans and on (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Taiwan 11,877,620 Research how to do things 0.71 YouTube, the music videos have more than 250,000 views. Thailand 14,235,700 Organise my life 0.80 Express myself 2.63 Asia Pacifics Bloggers Vietnam (Source: Internet World Stats, 31 March 2012; * 31 Dec 2011) 3,173,480 Take on a different personality 0.36 % Who Have Written Their Own Blog Fill up spare time 2.58 Gender I feel like I have to 0.60 Male 60.70 Asia Pacifics Companies Social Habits To talk about brands/products 0.31 Female 39.30 Country % Using % Using % Using % Using (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Education Microblogs Social Corporate Video Schooling until age 16 1.36 Networks Blogs Sharing Schooling until age 18 10.44 Australia 90 50 - 50 Trade/technical school or college 26.93 China 80 90 50 30 University 50.26 Hong Kong 60 70 10 30 Post graduate 11.01 India 70 70 20 40 Employment Indonesia 50 40 20 30 Full-time worker 66.55 Japan 70 40 - 70 South Korea 90 70 90 6012 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 13
  • 9. AUSTRALIA Of the countrys daily users, nearly three quarters of them Information Sought Online By Australians (69%) access the internet several times per day. Information % Of Users Seeking Information Online (Source: Nielsen) Maps or directions 52 Weather 46 Academic research 29 The heaviest users when it comes to spending time on the Read newspapers online 27 internet each week are males between the ages of 16 to Accessed news 23 Searched for jobs/employment online 23 24. They surf an average of 26 hours and 12 minutes per Sport 22 week. Real estate information 22 (Source: Nielsen) Business related research 21 Travel information and services 21 Government information and services 18 Nearly half (43%) of online Australians turn to the internet Searched for personal information 17 to access TV, movie and related entertainment content. Traffic or public transport information 17 (Source: Nielsen) Health or medical information 16 Searched for entertainment/restaurants/whats on information 16 Australians are keen on downloading online videos. In the (Source: Roy Morgan, June 2011 (Via ACMA)) 12 months leading up to June 2011, the average online What Australias Internet Users Do Online Australian downloaded 132 hours of YouTube videos. Activity % of Users (Source: ACMA) Uploaded Photos Online 43.60 Watched A Video Clip 71.07 During the month of June 2011, it was found that 7.4 Uploaded A Video Online 17.60 Manage Your Social Network Profile 48.93 Personal income million Australians banked online (an increase of 4% from Written Your Own Blog 10.00 • DEMOGR APHICS • Less than $40,000 72 June 2010), 6.8 million paid bills online (an increase of 7%), Used A Micro blogging Service 7.20 $40,000-$79,999 89 Subscribed To An RSS Feed 6.66 $80,000-$119,999 95 while 2.4 million purchased goods and services online (an Used An Aggregator 4.13 Australia is one of the world leaders when it comes $120,000 or over 97 increase of 12%). Used Instant Messenger 30.13 Could not be determined 74 (Source: ACMA) to internet penetration levels; it currently has a 90% Employment status Made A Phone Call Online/Used VOIP 19.60 Used Webmail 56.53 penetration rate, placing it at number five in the world in Employed 90 In Q4 2011, Australians spent an average of 43 hours Used Online Office Applications 21.34 Not employed 60 terms of penetration levels. and 54 minutes per month online via their PCs alone, and Edited/Managed Own Website 11.87 (Source: Nielsen) Occupation Used Internet Banking 72.00 Managers 90 of that time, 3 hours and 27 minutes were devoted to Left A Comment On A Story On A Website 25.20 Professionals 97 Written A News Story/Article 6.14 There were 11.596 million active internet users in Australia Technicians and trades workers 85 watching online videos. Post Comment On Forum/BBS 19.60 (Source: Nielsen / Regional Television Audience Measurement / Oztam Measuring Audiences) as of December 2011, representing an increase of 11% Community and personal service workers 90 Purchased A Product Online 54.40 Clerical and administrative workers 94 Reviewed A Product Or Brand Online 38.93 from December 2010. Sales workers 93 More than half (55%) of online Australians are tapping into Used A Social Bookmark Service 10.40 (Source: ABS) Machinery operators and drivers 77 Labourers 77 devices other than desktop or laptop PCs when commuting Asked/answered question on Q/A service 16.67 Bght prod/serv through group buying website 14.26 More than two thirds (68%) of Australias internet users Inadequately described 91 or travelling, up from 42% who did the same in 2010. One (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Country of birth are aged between 16 to 44 years. third say going online is their favourite thing to do while Born in Australia 81 (Source: Nielsen) Born overseas commuting and travelling. Australians Media Activities Main English speaking countries 83 (Source: Nielsen) Media activity % Who Did % Who Did Australia is a broadband nation. As of December 2011, Other 71 In Past month In Past week Watched free-to-air television (not online) 65 64 95% of users overall were connected through broadband, Education Just over half (52%) of surveyed Australians in one study Listened to the radio (not online) 54 52 Bachelor degree or above 95 marking an increase of 12% from December 2010. Advanced diploma or diploma 90 view the internet as their preferred information source, Visited a website of a news organisation 52 49 Undertook other social networking activities (e.g. browsing (Source: ABS) Certificate 81 while more than one third (34%) view it as their most Year 12 or below 70 others profiles, staying in touch with friends) 49 48 trusted information source. Watched video content that you downloaded from the Broadband has now infiltrated 73% of Australian State or Territory (Source: Nielsen) internet from sites like YouTube 33 31 New South Wales 79 households, representing 6.2 million broadband-enabled Victoria 79 Played games on the internet (online games) 30 28 homes. Queensland 79 More than half (52%) of surveyed Australians in one study Watched pay TV (e.g. Foxtel, Austar) (not online) 26 25 South Australia 77 Watched video content (video clips etc.) through (Source: ABS) view the internet as the best way for them to kill time, a social media website such as Facebook 25 22 Western Australia 82 Tasmania 74 while an equal amount (51%) see it as an ideal way to Accessed the news though a social media website More Australians are going online via their mobile phones. (e.g. Facebook, Twitter, MySpace, Bebo - not YouTube) 22 20 Northern Territory 79 gather opinions. Mobile wireless was the fastest growing internet access Australian Capital Territory 89 (Source: Nielsen) Visited a TV broadcasters or radio stations website Section of State (but not to watch catch-up TV over the internet) 20 17 technology category in 2011, representing 5.49 million Watched catch-up TV over the internet Urban 80 users in December 2011, an increase of 22% on December Rural 75 How Often Australians Go Online (e.g. iView, Plus7, FIXPlay, etc.) 17 15 Frequency of Internet Usage % Who Access the Internet Listened to an internet radio service 14 12 2010. Remoteness area Everyday 77 Watched video content that you downloaded from the internet from sites like (Source: ABS) Major Cities of Australia 82 Inner Regional Australia 75 At least weekly 20 BitTorrent or Pirate Bay or other peer-to-peer networks 13 11 Outer Regional Australia 74 At least monthly 2 Created and uploaded video content to the Australian Internet Users Remote Australia 73 At least yearly - internet (E.G. YouTube, etc.) 6 5 % of users Area of usual residence Never 1 Watched an IPTV service (e.g. FetchTV, etc.) 2 2 Gender Capital city 82 Dont know - None of these 6 7 (Source: ABS, December 2011) (Source: ACMA, Digital Australians online survey, 2011) Male 81 Balance of State/Territory 75 Female 78 Total Australia 79 Age groups (years) (Source: ABS, December 2011) Online Australias Digital Media Activities 15-17 95 Activities Number Of Online Users (000) 18-24 96 Streamed video (e.g. YouTube) 2,631 • ONLINE ADVERTISING • 25-34 93 Downloaded feature-length movie 612 35-44 90 45-54 85 • USER BEHAVIOUR • Streamed TV (e.g. ABC iView) 1,056 Australias total online advertising expenditure reached Downloaded TV programs 974 55-64 71 65 or over 37 Downloaded audio/video podcasts 786 AU$2.66 billion as of the end of December 2011 and is Equivalised household income Nearly all online Australians (93% of them) access the Downloaded video clips 1,580 forecast to break the AU$3 billion mark in 2012. The online Streamed music 1,202 Lowest quintile 59 internet daily and the average amount of time spent online Streamed radio 912 advertising market grew overall by 17% last year. Second quintile 67 weekly now is 21 hours and 54 minutes, up 12 minutes (Source: Roy Morgan, June 2011 (via ACMA); number of persons aged 14 years and over) (Source: IAB / PWC) Third quintile 84 Fourth quintile 89 from 2010. (Source: Nielsen) Highest quintile 94 Could not be determined 7814 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 15
  • 10. More than half (53%) of total online ad spend for 2011 Australias Top 20 Online Properties Australias Top Online Ad Networks Of Australias total online expenditure in 2011, almost half, went on search and directories, representing AU$1.4 Total Unique Visitors (000) % Reach % Reach Total Unique Visitors (000) or AU$6 billion, were expected to be spent on overseas Microsoft Sites 12,692 92.8 Google Ad Network 12,314 90.0 billion, while general display advertising took up 23.8% of Google Sites 12,623 92.3 Adconion Media Group 9,118 66.7 e-commerce sites. Two thirds of Australian internet users, spend, representing AU$632 million. Classifieds meanwhile FACEBOOK 10,226 74.8 ValueClick Networks 7,407 54.2 however, say they would rather shop on Australian sites. Yahoo! Sites 8,252 60.3 Tribal Fusion 6,836 50.0 accounted for 23.1% of total online ad spend in Australia Apple 5,975 43.7 Digital Network Sales 5,649 41.3 (Source: PwC / Frost & Sullivan / CCI) last year, accounting for AU$615 million of the total. eBay 5,666 41.4 Adknowledge 1,800 13.2 (Source: IAB / PWC) Wikimedia Foundation Sites 5,294 38.7 RockYou 1,240 9.1 Let no one say that Australians dont do their homework Glam Media 4,601 33.6 (Source: comScore Media Matrix, JUNE 2011; Total Audience) before they shop. Prior to making purchases online, a News Interactive 4,275 31.3 decisive 95% of consumers will access the web for product In terms of growth rates between 2010 and 2011, Search and Directories grew by 25%, Classifieds by 16% and Telstra Corporation 4,204 30.7 Australias Top Online Video Sites (By Videos) reviews, price comparisons and peer reviews. Ask Network 3,955 28.9 Videos (000) Share of Videos General Display by 4%. CBS Interactive 3,622 26.5 Google Sites 612,876 52.3 (Source: PwC / Frost & Sullivan) (Source: IAB / PWC) Amazon Sites 3,612 26.4 Microsoft Sites 35,588 3.0 Fairfax Media 3,563 26.1 FACEBOOK 16,900 1.4 Almost 75% of Australians go online to pay their bills. BitTorrent Network 3,302 24.1 Online video-based advertising grew 31% last year, Viacom Digital 3,300 24.1 VEVO 16,405 1.4 (Source: CCI) Yahoo! Sites 15,643 1.3 representing an increase of AU$43.7 million, while email- VEVO 3,287 24.0 Demand Media 2,926 21.4 DailyMotion 9,999 0.9 Surprisingly, the main age category of online shoppers was based advertising increased 17% ($37.7 million). Viacom Digital 8,402 0.7 (Source: IAB / PWC) Answers.com Sites 2,720 19.9 Blinkx 6,024 0.5 the 50-64 year old, as they had the highest expenditure New York Times Digital 2,693 19.7 (Source: comScore Media Matrix, JUNE 2011; Total Audience) Australian Broadcasting Corp. 5,496 0.5 per month. Justin.tv 5,158 0.4 Motor Vehicles, Finance, Computers, and Communications Turner Digital 4,917 0.4 (Source:CCI) dominated the General Display advertising category for Australias Top Entertainment Sites (Source: comScore Video Metrix; May 2011) Australias Online Shoppers 2011, accounting for 39.3% of the expenditure. Motor Site Total Unique Visitors (000) % Reach % of users who purchased Vehicles represented 13% of this expenditure. Entertainment 13,426 95.9 Australias Top News/Information Sites or ordered goods or services online YOUTUBE 8,264 59.0 (Source: IAB) Videos (000) Videos Minutes Gender iTunes Software (App) 5,871 41.9 per Viewer per Viewer Male 68 CBS Interactive 3,579 25.6 Total Internet : Total Audience 1,171,564 108.8 611.5 Female 68 By 2016, online video ad spending is expected to reach VEVO 3,293 23.5 News/Information 17,775 7.8 46.6 Age groups (years) Viacom Digital 3,071 21.9 AU$5.4 billion. IMDb 2,505 17.9 Australian Broadcasting Corp. 5,496 7.7 66.6 15-17 42 (Source: IAB / Forrester / Online Media Daily) Yahoo! News Network 1,490 6.4 25.8 18-24 67 Glam Entertainment 1,912 13.7 News.com.au Sites 1,464 3.4 4.8 25-34 78 Yahoo! TV 1,664 11.9 CNN Network 1,382 7.2 37.2 35-44 74 Google remains the leader in the search advertising market. Break Media 1,455 10.4 HPMG News 714 3.9 22.3 iTunes 1,307 9.3 45-54 69 In 2011, it recorded an 88% revenue market share. (Source: comScore Media Matrix, March 2012; Total Audience) (Source: comScore Video Metrix; May 2011) 55-64 64 (Source: Frost & Sullivan) 65 or over 53 Most Relevant Channels To Australias Consumers Equivalised household income Australias Top Gaming Sites Between January 2011 and June 2011, online advertising Site Total Unique Visitors (000) % Reach Channel Very Relevant (% Of Consumers) Lowest quintile 52 Direct mail from the brand 13 Second quintile 58 in Australia accounted for 18.5% of total ad spend, while Games 6,578 47.0 Email newsletters from the brand 13 Third quintile 69 newspapers/magazines and free TV accounted for 29% and IGN Entertainment 1,105 7.9 Mobile application 5 Fourth quintile 75 EA Online 878 6.3 Highest quintile 82 24.9% respectively. Intergi Entertainment And Games 755 5.4 Blogs/discussion forums/review sites 12 Could not be determined 63 (Source: CEASA / IAB) Information on LinkedIn 4 GameSpot 689 4.9 Personal income Information on Wikipedia 12 Valve Corporation 674 4.8 Less than $40,000 60 Information on social media channel e.g. Facebook, Twitter, YouTube 10 It is estimated that by 2014, Australias online advertising GSN Games 661 4.7 Brand or company website 38 $40,000-$79,999 76 Wikia Gaming 595 4.3 $80,000-$119,999 86 market will be worth around AU$3.9 billion. Mobile display Lycos Gamesville 520 3.7 Sponsored search engine results/Search engine advertising 16 Print media 18 $120,000 or over 87 advertising excluding search, apps or subscriptions, WildTangent Media 516 3.7 (Source: Experian 2011) Could not be determined 61 GREATWEBARCADE 432 3.1 meanwhile, is projected to be worth AU$219 million in (Source: comScore Media Matrix, March 2012; Total Audience) Employment status Employed 74 2014. Not employed 52 (Source: IAB / PWC) Australias Top Retail Sites • E-COMMERCE • Country of birth Site Total Unique Visitors (000) % Reach Born in Australia 69 Facebook is the leading display ad publisher in Australia, Retail 10,787 77.1 Born overseas Main English speaking countries 75 accounting for almost 25% of all monthly display ad Amazon Sites 4,046 28.9 The daily peak period for online shopping in Australia Other 59 Apple Worldwide Sites 3,369 24.1 impressions (3.6 billion), reaching 10.3 million online users. Coles Group 1,637 11.7 occurs from 6pm to 10pm, with more than one in five Education It is followed by Microsoft, with about 2.6 billion display Woolworths 1,404 10.0 browsing and buying during that time. Bachelor degree or above 83 Ticketek 1,103 7.9 Advanced diploma or diploma 73 ads in January 2012, then Google, which recorded 943 JB Hi-Fi 930 6.6 (Source: Nielsen) Certificate 68 million. Ticketmaster 914 6.5 Year 12 or below 58 (Source: ComScore) AVG 830 5.9 In 2011, more than two thirds (68%) of Australian internet State or Territory MYSHOPPING.COM.AU 612 4.4 users made purchases over the internet. The most favoured New South Wales 68 Victoria 68 The Australian mobile advertising market is expected to Alibaba Corporation (Source: comScore Media Matrix, March 2012; Persons 15+) 563 4.0 types of purchases included travel, accommodation, Queensland 68 reach a market value of AU$82 million by 2016. memberships or tickets, and CDs, DVDs, books or South Australia 68 Western Australia 66 magazines. (Source: Frost & Sullivan) Australias Top Site Categories Tasmania 72 (Source: ABS) Site % Reach Northern Territory 73 Australias Top Online Ad Networks Portals 98.3 Australian Capital Territory 82 Total Unique Visitors (000) % Reach Search/Navigation 97.2 In 2011, total retail e-commerce sales reached AU$10.5 Section of State Google Ad Network 12,314 90.0 Social Networking 96.3 Adconion Media Group 9,118 66.7 Entertainment 95.9 billion, making Australians the fourth biggest online Urban 69 Rural 63 ValueClick Networks 7,407 54.2 News/Information 95.7 spenders in the Asia Pacific region. Australian retail Remoteness area Tribal Fusion 6,836 50.0 Community 87.9 Digital Network Sales 5,649 41.3 e-commerce sales (ex online gaming revenues) are Major cities of Australia 70 Technology 77.1 Inner Regional Australia 65 Adknowledge 1,800 13.2 Retail 77.1 expected to grow at CAGRs of 16.8% until 2015, reaching Outer Regional Australia 64 RockYou 1,240 9.1 (Source: comScore Media Metrix; June 2011; Total Australia Age 15+Home/Work Locations) Directories/Resources 77.0 AU$20 billion. Remote Australia 65 Business/Finance 74.3 (Source: eMarketer) Area of usual residence (Source: comScore Media Matrix, March 2012; Total Audience) Capital city 70 Balance of State/Territory 65 According to Frost & Sullivan, Australians will be spending (Source: ABS, December 2011) AU$21.7 billion online by 2015. (Source: Frost & Sullivan)16 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 17
  • 11. How Australias Online Shoppers Spend Their Money phones for social networking, 751,000 for bill payments, GPS (global positional system) functions 10 WordPress by 1.2 million, Twitter by 1.05 million, LinkedIn Entered a competition or voted using SMS 10 Product Or Service % of online shoppers who 100,000 for online purchases, 550,000 for watching videos, Made overseas calls 10 by 735,000 and MySpace by 505,000. purchased or ordered online Access to paid sites such as genealogy or research sites 7 304,000 for listening to music, and 274,000 for making Listening to the radio 9 (Source: ACMA) Made video calls 3 CDs, music, DVDs, videos, books or magazines 45 VoIP calls. Clothes, cosmetics or jewellery 34 (Source: ACMA) Global roaming 3 Australians went on Facebook 6.2 billion times in 2011, Havent used my main mobile phone in the last 4 weeks 2 Computer software, computer hardware or Internet time 31 Video messaging 2 averaging 1.6 trips a day each and spending on average Electrical goods 21 Food, groceries or alcohol 13 From June to July 2011, apart from voice calls, Australian Infra-red functions 2 26.49 minutes on each visit. Home furnishing 8 mobile users who used their phones at least five times Cant say - (Source: B&T / Experian Hitwise) (Source: Roy Morgan (via ACMA); June 2011; % of people aged 14 years and over) Lotteries or betting 9 per day were accessing their handsets for texting (40%), Medical items or supplies 6 More than half (57%) of Australian social networkers have Shares or insurance 21 accessing mobile applications (26%), emailing (23%), Mobile Australians Top News/Information Sites clicked the "Like" button on Facebook about a brand or Sporting equipment, toys, collectibles or materials for hobbies 29 sourcing information (22%), and surfing the internet (18%). Site Average Daily Page Impressions Travel, accommodation, memberships or tickets of any kind 74 (Source: AIMIA) Unique Browsers company. Other 3 Herald Sun - News 57,022 6,557,195 (Source: Nielsen) (Source: ABS, December 2011) news.com.au 21,112 1,355,109 More than half (55%) of Australias mobile users thetelegraph.com.au - News 20,279 2,461,839 More Australians are using social networks but that doesnt Key Online Shopping Statistics Indicator downloaded and installed an application on their mobile BBC News 20,185 2,008,276 eldersweather.com.au 15,167 2,258,178 mean they trust everything they interact with when they % Of Online Shoppers handsets in the first half of 2011. Internet users purchasing goods or services online 62 (Source: AIMIA) ninemsn 9 NEWS 14,856 1,020,618 are in them: only 18% rate social media as on their top Yahoo!7 News - 7News 13,552 1,320,488 Payment channels used to purchase online* Credit card only 25 smh.com.au 13,334 1,058,317 most trusted sources of information about a brand or Money transfer services only (e.g. PayPal) 12 Both credit card and money transfer services 54 The main types of mobile applications Australians couriermail.com.au - News 12,606 1,321,581 company. Neither 9 downloaded in 2011 were games (79%), news and weather perthnow - News 12,539 1,664,617 (Source: B&T / Experian Hitwise) Fox Sports - News 11,574 1,395,419 Access devices used to purchase online (57%), maps and navigation (55%), instant messaging and Computer 97 Cricinfo 11,431 1,494,385 By comparison, 25% rate Wikipedia as one of their top Mobile 4 social networking (46%), and photos, videos and movies AdelaideNow - News 9,659 1,100,262 The Weather Channel [MCN] 6,356 385,007 three most trusted information channels. Other 2 (39%). The Age 4,643 531,606 (Source: B&T / Experian Hitwise) Number of times purchased online (Source: AIMIA) (Source: Nielsen; February 2012) 1-5 times 52 6 times or more 48 Nearly two thirds (60%) of Australians will stop engaging There was an increase in the number of Australian mobile Australias Preferred Mobile Ad Types Top three items purchased online with brands if their communication is poorly targeted. Travel goods 60 users choosing to pay for applications between 2010 and Type of Business % Of Users Who Receive SMS/MMS texts (Source: Econsultancy / Experian) Clothing, shoes and personal items 53 2011. In 2010, 52% paid for them, while in 2011, 60% Banking-type businesses 44 Event, concert and movie tickets 53 "Other retail stores" - apart from department stores 32 Location of online purchase did so. For those choosing to pay for them, the price Health and beauty providers 21 More Australians are sharing content they like that they Mostly Australian websites 53 range that was most popular was $1.00 to $5.99, which Travel shops 16 come across on social media sites, increasing from 39% of Mostly overseas websites 19 Nightclubs, pubs and bars 15 Australian and overseas websites equally 29 accounted for 74% of paying users. Department stores 15 them to 46% of them throughout 2011. (Source: AIMIA) (Source: Nielsen) (Source: ACMA; Six Months To April 2011; *Relates to online purchases occurring in June 2011) Cinema and theatre 14 Group discount sites 11 This year, an anticipated 5.7 million Australians will be Employment agencies 10 More than two thirds (70%) of online Australians surveyed mobile internet users, 36% of Australias 15.7 million Other entertainment provider 10 in a study refer to consumer opinions on social networks, • MOBILE • projected mobile phone population in 2012. Restaurants and cafes 9 blogs, forums and other social media platforms. Car dealers 6 (Source: eMarketer / Nielsen) (Source: AIMIA, October 2011) (Source: Nielsen) As of end-December 2011, there were 11 million mobile handset subscribers in Australia. This marks an increase of Australias Mobile Internet Users Australias Mobile Shoppers During the month of June 2011, 1.55 million Australians 34% from end-December 2010. % Of Users % Of Mobile Users Who Ordered Products Or Services Via Mobile user social networking services via their mobile phones. Age Age (Source: ACMA) (Source: ABS) 25 to 34 69.21 25 to 34 28.13 35 to 44 69.78 35 to 44 22.60 Of all mobile handset subscribers, 2.2 million subscribers 45 to 54 56.72 45 to 54 21.60 Nearly three quarters (74%) of Australian smartphone users have enrolled to data subscription plans, while 8.8 million 55 to 64 56.36 55 to 64 17.11 access social networking sites from their smartphones, Job Title Job Title subscribers have standard mobile plans. Top Management 75.62 compared to 49% of other mobile users. Top Management 22.46 (Source: ACMA) (Source: ABS) Non Top Management 65.61 Non Top Management 24.63 Monthly Household Income Monthly Household Income In Q4 2011, Australians downloaded 5,000 terabytes of USD <2000 - USD <2000 - According to one study, out of the time Australians spend data, an 35.3% increase over the same period in 2010. USD 2000 to <4000 - USD 2000 to <4000 - on their mobile devices, 34% of that time is spent on USD 4000 to <6000 64.04 USD 4000 to <6000 30.81 (Source: ABS) USD 6000 to <8000 58.96 USD 6000 to <8000 16.80 social media, ahead of gaming (26% of the time) and USD 8000+ 65.00 USD 8000+ 24.96 entertainment (9%). Australians sent 36.3 billion SMS and MMS messages in Monthly Personal Income Monthly Personal Income (Source: Econsultancy / InMobi) Below USD 1000 - Below USD 1000 - June 2011 alone, a 23% increase on June 2010, when 29.4 USD 1000 to <2000 - USD 1000 to <2000 - billion messages were sent. USD 2000 to <3000 66.85 USD 2000 to <3000 20.98 YouTube was the biggest Australian social network growth (Source: ACMA) USD 3000 to <6000 64.01 USD 3000 to <6000 20.32 story of 2011, adding more than 4 million new users, USD 6000+ 66.88 USD 6000+ 26.82 (Source: Synovate, PAX Q4 2012 - Q3 2011; Table - 10 markets) (Source: Synovate, PAX Q4 2012 - Q3 2011; Table - 10 markets) followed by Facebook (1.4 million), Blogspot (1.3 million), In June 2011, 3.9 million Australians accessed the internet LinkedIn (1.2 million) and Twitter (800,000 new users). via a mobile device, a 63% increase on June 2010. Australias Mobile Activities (Source: Social Media News) (Source: ACMA / Nielsen) Activities % Of Users Made calls to mobiles 88 • SOCIAL • Australias Social Networking Users Overall, the number of Australias mobile users accessing Received SMS 83 % of Social Networkers the internet via mobile increased by 83.9% in 2011. Sent SMS 81 Gender (Source: ACMA / Nielsen) Made local calls 75 In 2011, 8.6 million Australians accessed social networking Male 50.27 Taking photos 46 sites from their homes, an increase of 8% on the previous Female 49.73 Received voice mail 39 Education During the 2011 Christmas holiday week, Australians Playing games 25 year. Schooling until age 16 11.87 (Source: ACMA) downloaded 28 million mobile applications. Bluetooth functions 23 Schooling until age 18 30.00 (Source: Flurry) Made interstate calls 23 Trade/technical school or college 31.07 Picture messaging/MMS 23 In the month of June 2011 alone, Facebook was accessed University 19.60 Playing music/MP3s 22 Post graduate 7.47 A study conducted by ACMA for the month of June 2011 Did one or more internet activities 21 by 7.6 million Australians from home, YouTube by 5.7 Employment Status found that 1.55 million Australians used their mobile Taking videos 15 million, Wikipedia by 4.3 million, Blogger by 2.7 million, Full-time worker 27.47 Using as a personal organiser or PDA 12 Part-time worker 20.0018 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 19
  • 12. Freelancer 1.46 Responsibility At Work Self-employed 6.93 General management 26.65 Full-time parent 7.20 Direct reports/team 18.67 In education 10.00 Recruiting new employees 19.99 Unemployed 11.87 Purchasing IT, telecoms/technology PRODUCTS/services for co. 22.69 Other 15.07 Purchasing all other PRODUCTS/services for co. 26.65 Work Sector Managing budgets 21.31 Financial Services 1.60 Advertising and marketing 1.32 Retail 8.53 Company strategy 33.31 Professional Services None of these 9.30 (Law, Accounting, Architect, etc.) 2.40 Decision Maker izing Sales Success ide. Healthcare/Medicine 4.53 Decision maker 14.64 Manufacturing, Engineering, Construction 5.47 Senior decision maker 16.03 et Education 6.27 Other 39.97 Government (excluding Education & Health) 2.00 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) on Police or Armed Forces 0.40 – W o rl d w Agriculture or Mining 2.53 Australias Top Brands on Facebook IT, Internet, Software, Computer Services 3.20 M Facebook Page Name Number of Fans Transport, Logistics, Distribution 2.13 Quiksilver 1,867,798 Travel, Tourism, Leisure Services 1.74 UGG Australia 1,337,568 Advertising marketing, media 1.20 Bubble O Bill Ice Creams 1,174,479 Other 13.87 Pringles Australia 858,754 Current Position Coca-Cola Australia 797,399 Company Owner 7.20 BONDS 721,864 Senior Manager 2.13 Dominos Pizza - Australia 555,353 Mid-level Manager 7.07 Queensland, Australia 488,760 Entry-level Manager 3.07 [yellow tail] 479,947 Team member 26.13 KFC Australia 453,611 Support level 4.80 5 Gum Australia & NZ 448,653 Other 5.47 V Energy Drink Australia 398,361 Responsibility At Work Dreamworld Australia 390,377 General management 14.00 Lorna Jane 337,326 Direct reports/team 10.00 McDonalds Australia 335,862 Recruiting new employees 8.53 Holden 283,819 Purchasing IT, telecoms/technology Vegemite 283,673 PRODUCTS/services for co. 10.80 McGrath Foundation 274,296 Purchasing all other PRODUCTS/services for co. 12.00 C Slurpee Australia 248,017 Managing budgets 10.93 7-Eleven Australia 247,830 Advertising and marketing 0.26 (Source: Socialbakers, April 2012) M Company strategy 18.27 None of these 6.27 Y Decision Maker Why Australian Internet Users Social Network Decision maker 8.00 Motivation % Of Users Who Joined CM Senior decision maker 6.93 % Of Social Network Users A Social Network Group MY Other 40.93 Research for work 0.53 0.40 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Networking for work 0.93 1.07 CY Education 0.26 1.33 Stay in touch with friends 26.67 17.46 Australias Bloggers CMY Update my friends with my life 7.47 4.00 % who have written their own blog Meet new people 1.07 3.20 Gender K Promote something 0.67 1.07 Male 63.98 Entertainment 1.74 4.40 Female 36.02 Research/find products to buy - 0.93 Education Share my opinion 1.07 3.33 Schooling until age 16 5.34 Share content 0.93 0.93 Schooling until age 18 21.31 Find music 0.40 0.40 Trade/technical school or college 31.99 Stay up to date on news/events 0.80 3.46 University 30.67 Research how to do things 0.53 0.67 Post graduate 10.69 Organise my life 0.67 0.53 Employment Express myself 1.07 1.87 Full-time worker 34.63 Take on a different personality 0.13 - Part-time worker 18.67 Fill up spare time 2.67 2.27 Freelancer 4.02 I feel like I have to 1.07 1.07 Self-employed 13.32 To talk about brands/products 0.26 0.53 Full-time parent 4.02 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) In education 10.69 Unemployed 6.66 Other 7.98 Astralias Top Social Networking Sites Work Sector Site Total Unique Financial Services 2.64 Visitors (000) % Reach Retail 9.30 Social Media - Social Networking 13,473 96.3 Professional Services (Law, Accounting, Architect, etc.) 1.32 FACEBOOK 10,258 73.3 Healthcare/Medicine 2.64 LINKEDIN 2,334 16.7 Manufacturing, Engineering, Construction 9.30 TWITTER 1,457 10.4 Education 7.98 TUMBLR 1,448 10.3 Government (excluding Education & Health) 1.32 DEVIANTART 911 6.5 Police or Armed Forces 1.32 Myspace 827 5.9 Agriculture or Mining 2.64 GOODREADS 418 3.0 IT, Internet, Software, Computer Services 7.98 STEAMCOMMUNITY 417 3.0 Transport, Logistics, Distribution 1.32 PINTEREST 254 1.8 Travel, Tourism, Leisure Services - WEHEARTIT 241 1.7 (Source: comScore Media Matrix, March 2012; Total Audience) Advertising marketing, media 4.02 Other 18.67 Current Position Company Owner 14.64 Senior Manager 4.02 Mid-level Manager 12.01 Entry-level Manager - Team member 31.99 Support level 2.64 Other 5.3420 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 21
  • 13. CHINA • USER BEHAVIOUR • Used A Micro blogging Service Subscribed To An RSS Feed 52.04 16.20 Used An Aggregator 15.40 Used Instant Messenger 67.20 On average, internet users spent 18.7 hours online per Made A Phone Call Online/Used VOIP 21.34 week in 2011, an increase of 0.4 hours per week in 2010. Used Webmail 74.08 (Source: CNNIC) Used Online Office Applications 59.62 Edited/Managed Own Website 36.84 Used Internet Banking 71.29 The majority of Chinas internet users go online to chat (415 Left A Comment On A Story On A Website 53.39 million of them doing this) and watch videos (325 million) Written A News Story/Article 30.36 Post Comment On Forum/BBS 55.63 respectively. Purchased A Product Online 70.79 (Source: CNNIC) Reviewed A Product Or Brand Online 74.58 Used A Social Bookmark Service 22.73 The most popular online activities in 2011 included instant Asked/answered question on Q/A service 38.68 Bought product/service through. group buying website 49.55 messaging (80.9%), searches (79.4%), listening to music (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) (75.2%), reading the news (71.5%), watching online videos (63.4%), and playing online games (63.2%). Online Behaviours (Source: CNNIC) Online Behaviours Number of % (of total % Change users (m) online population) From June 2010 There are 465 million online video viewers in China. Search Engine 374.53 81.90 3.10 (Source: We Are Social / China Internet Watch) Instant Message 352.58 77.10 9.20 Online Music 362.18 79.20 5.40 Online Radio 353.04 77.20 2.60 China Internet Users 2011 In October 2011, 41.3% of online video viewers watched Blog/QQzone 294.50 64.40 7.90 • DEMOGR APHICS • % of Users four or more hours of online videos per day on the Online Game 304.10 66.50 2.40 GENDER Online Video 283.98 62.10 6.10 MALE 55.9 weekend, compared to 12.7% for TV viewers. Email 249.69 54.60 0.80 There were 513 million internet users in China, the worlds FEMALE 44.1 (Source: eMarketer) Social Networking 235.05 51.40 -2.20 biggest internet user population, in 2011, representing an AGE Online Books 194.81 42.60 0.10 increase of 55.8 million from 2010. The internet penetration AGE 10-19 26.7 The number of online gamers increased by 6.6% in 2011 Online Shopping 160.51 35.10 7.60 AGE 20-29 29.8 Online Payment 137.19 30.00 11.70 rate has now reached 38.3%. AGE 30-39 25.7 to reach 324 million people, representing a total internet Online Bank 139.48 30.50 7.80 (Source: CNNIC) AGE 40-49 11.4 used base penetration rate of 63%. BBS 148.17 32.40 -2.80 AGE 50-59 4.1 (Source: CNNIC) Online Stock Trade 70.88 15.50 -20.60 AGE 60 AND ABOVE 0.7 There are slightly more male internet users in China (55.9%) EDUCATION (Source: Nielsen / Edelman June 2011) than female (44.1%). PRIMARY SCHOOL/BELOW 8.5 More than 50% of the countrys internet users report that (Source: CNNIC) JUNIOR MIDDLE 35.7 they have played games with mobile devices while another HIGH SCHOOL 33.3 44% report having done the same via a game console. • ONLINE ADVERTISING • More than two thirds (80%) of the online population in JUNIOR COLLEGE 10.5 (Source: Harris Interactive / Fleishman Hillard) UNIVERSITY AND ABOVE 11.9 China is aged between 10 to 40 years. PROFESSION (Source: CNNIC) OTHERS 1.3 The heaviest users of the internet in China are aged Chinas online advertising spend reached US$8.11 billion UNEMPLOYED 8.6 between 18 and 27, spending an average of five hours in 2011, representing an increase of 57.3% from 2010. In 2011, there were 392 million internet users using RETIREES 1.8 daily surfing the world wide web. Online advertising also exceeded the traditional newspaper LABOURERS (AGRICULTURAL, FORESTRY, HUSBANDRY, FISHERY) 4.0 broadband to connect at home, which represents a MIGRANT WORKERS 3.0 (Source: We are Social) print ad spend by more than US$7 billion. Research firms broadband penetration rate of 98.9%. FREELANCERS/SELF-EMPLOYED 16.0 are already projecting total internet advertising revenue in (Source: CNNIC) PROFESSIONAL TECHNICIANS 8.3 There were 10,000 searches conducted per second in China excess of US$15 billion for 2013. ORDINARY STAFF WHITE COLLAR 9.9 MIDDLE MANAGEMENT WHITE COLLAR 3.2 in 2011. (Source: China Internet Watch / iResearch) More than 90% of internet users in China earn less than SENIOR MANAGEMENT WHITE COLLAR 0.8 (Source: We are Social) RMB 5,000 (US$790) per month. PARTY/GOVERNMENT/INSTITUTE EMPLOYEES 5.2 By 2015, Chinas online advertising market size is expected (Source: CNNIC) PARTY/GOVERNMENT/INSTITUTE LEADERS 0.7 Why Chinese Internet Users Go Online to be worth US$11.3 billion, which will make it the largest STUDENTS 30.2 Motivation % of Users While nearly three quarters (73.4%) of Chinas internet INCOME (YUAN) PER MONTH Research for work 52.89 online ad market in Asia Pacific. ABOVE 8000 3.8 (Source: eMarketer) Networking for work 46.86 users are going online via their PCs, more than two thirds 5001-8000 5.0 Education 42.27 (69.3%) also do so from their mobile devices. 3001-5000 13.5 Stay in touch with friends 64.86 Baidu dominates the Chinese online advertising market, (Source: CNNIC) 2001-3000 17.9 Update my friends with my life 31.90 1501-2000 11.9 Meet new people 27.37 with a 30.5% market share in Q4 2011, followed by Alibaba Chinas students represent 30.2% of Chinas online 1001-1500 10.1 Promote something 21.54 (17.4%) and Google China (6.5%). 501-1000 12.5 Entertainment 42.12 (Source: Analysis International) population. 500 OR BELOW 17.5 Research products to buy 52.29 (Source: CNNIC) NO INCOME 7.9 Share my opinion 29.86 REGION Share content 32.05 Revenues generated from mobile advertising in China The rural areas of China account for 26.5% of the total RURAL 26.5 Find music 40.48 reached more than US$380 million in 2011. This year URBAN 73.5 Find films/TV shows 42.42 internet population, or 136 million internet users. it is expected to more than triple to reach US$1 billion. PLACES OF ACCESS Stay up to date on news/events 61.52 (Source: CNNIC) HOME 88.8 Research how to do things 42.92 By 2015, that number is expected to quadruple to US$4 OFFICE 27.9 Organise my life 27.62 billion. INTERNET CAFE 33.2 Express myself 37.24 Chinas online community is expected to exceed 700 million (Source: iResearch / WARC) SCHOOL 18.7 Take on a different personality 20.69 by 2016, with a penetration rate of 52.1%. PUBLIC PLACE 13.6 Fill up spare time 40.68 (Source: eMarketer) ACCESS EQUIPMENT To get inspired/get ideas 40.93 Online video generated ad revenues of US$261.6 million DESKTOPS 73.4 Play games 23.63 in Q4 of 2011. The two major players, Youku and Tudou, Chinas internet population grows by around 10 million MOBILE PHONES 69.3 Change other peoples opinions 16.90 combined accounted for 35.5% of market share. Online NOTEBOOK 46.8 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) people every month. (Source: CNNIC, January 2102) video ad revenue more than doubled from 2010 to 2011 (Source: We Are Social) What Internet Users Do Online and it is projected to do the same for 2012. Activity % of Internet Users (Source: emarketer) Uploaded Photos Online 60.47 Watched A Video Clip 71.64 Uploaded A Video Online 34.95 Manage Your Social Network Profile 54.04 Written Your Own Blog 48.9522 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 23
  • 14. The search engine market achieved a 70% growth from Ads at the cinema before the movie starts 8 The total value of B2C transactions in 2011 was RMB Search Twitter for user comments 22 Ads on posters, buses/bus shelters 7 Something else 5 2010 to 2011. The market is now worth RMB 18.78 billion Banner ads on websites 6 240.07 billion (US$ 38.03 billion), an increase of 130% Not applicable - I do not search for information about brands (US$3 billion). Ads that have been sent to you by email 6 compared to 2010. or products on the Internet 5 (Source: Fleishman Hillard / Harris Interactive) (Source: iResearch) Ads via mobile SMS 5 (Source: China Internet Watch / Enfodesk) Ads in virtual worlds 5 Chinas Top 20 Digital Advertisers Ads in video games 5 It is estimated that B2C online sales will grow at a CAGR of Popup or pop-under web ads 4 Brand % Of Users Who Have (Source: TNS; QC1; Base - 0 - China) 94.2% from now up to 2015. The only other country that • MOBILE • Seen Brands Advertised Via Digital Media China Mobile 78 is growing so fast is India, but their CAGR over the same Dangdang 77 period is expected to be well below that of Chinas, at There were 999.7 million mobile subscribers as of February Coca-Cola 75 • E-COMMERCE • 34.2%. 2012. By the end of March, it had reached 1.013 billion. Nokia 73 (Source: eMarketer) (Source: Reuters) Alibaba 73 Li-Ning 70 The size of the China e-commerce market size grew to According to one survey, the most trusted website in China Haier 69 The number of mobile internet users in China grew by Nike 68 RMB 7 trillion (US$1.113 trillion) in 2011, representing an was Amazon.cn. Others that followed included 360buy, Samsung 68 17.5% to reach 356 million in 2011. The mobile internet increase of 46% over 2010. Tmall, Yihaodian and Dangdang. Pepsi 67 (Source: iResearch) (Source: DCCI) penetration rate as of the end of 2011 was 36.5%. Lenovo 67 (Source: CNNIC) VANCL 67 Midea 67 Chinas online shopping revenues came to RMB 774 billion The online gaming market generated more than RMB 10 Mobile internet usage is dominated by individuals between adidas 66 (US$123 billion) in 2011, an increase of 68% from 2010. billion (US$1.5 billion) in Q4 of 2011 alone. The top three Head & Shoulders 66 the ages of 10 to 39 (90%). Olay Wong 65 The major buying platforms remained the same as in 2010 players were Tencent (31%), Netease (17.8%) and SNDA (Source: CNNIC) Lo Kat Herbal Tea 65 with Taobao leading the way followed by Paipao, Eachnet, (16.7%). Mengniu 65 Master Kong 64 Tmall and 360Buy. (Source: Analysys International) The most popular mobile internet activities in 2011 were China Unicom 64 (Source: iResearch / them.pro) instant messaging (83%), conducting searches (62%), (Source: TNS; QC1; Base - All Respondents - China;) What Chinese Internet Users Buy Online reading news (61%) and listening to music (46%). It is forecast that Chinas online shopping community will Purchase % of Users (Source: CNNIC) Desktop computer 7.53 Chinas Top Motivating Digital Advertisers grow to 329 million by 2015. Portable media player e.g. iPod 5.48 Brand % Of Users Who Said Ads Significantly (Source: Boston Consulting Group) Mobile phone 22.03 Nearly one third of them were online gaming (30%), Increased Interest In Using Brand Nokia 56 Flat screen TV 4.94 emailing (24%), watching videos (23%) and conducting Group buying took China by storm in 2011, with 64.65 Games console 4.09 Haier 46 DVD player 3.14 online payments (9%). Nike 43 million internet users buying into this phenomenon, an Satellite/cable TV 4.29 (Source: CNNIC) Xtep 40 increase of almost 250% from 2010. Broadband/hi-speed Internet 13.91 Canon 40 China Construction Bank 39 (Source: CNNIC) White goods E.G. Fridge, washing machine 5.93 The percentage of internet users that accessed online Car/Automobile 2.04 Alibaba 39 services only from a mobile device increased 8% to 38% in Olay 39 The top five group buying sites in China in 2011 by number Motorcycle 1.40 Furniture/home equipment 7.03 2011. Wong Lo Kat Herbal Tea 36 of users were ju.taobao.com (9.89 million), lashou.com Holiday (in my own country) 12.66 (Source: On Device Research) Mengniu 35 Master Kong 35 (6.06 million), 55tuan.com (4.65 million), meituan.com (4.47 Holiday (abroad) 3.04 Laptop (bigger than 10 inch screen) 5.98 Li-Ning 35 million) and 24quan.com (3.16 million). Netbook (ultra portable laptop, smaller than 10 inch screen) 3.49 As of November 2011, there were 118 million 3G users in Coca-Cola 34 (Source: iResearch) Blu ray player 1.35 China. Dangdang 33 (Source: mobithinking.com) E-book/E-reader 3.74 China Unicom 33 Group buying sites generated RMB23.7 billion (US$3.7 Beer 21.44 Midea 33 Lays 33 billion) in 2011. The main players included Juhuasuan, Wine/Spirits 12.71 The Chinese mobile market (which includes value-added Sports equipment 5.53 adidas 33 Lashou, Meituan and Dianping. Clothes 51.69 services, m-commerce, advertisements, paid search and China Telecom 32 ICBC 32 (Source: Analysis International) Shoes 40.98 games) generated a total of RMB 39.3 billion (US$6.2 Travel E.G. plane tickets/hotel 16.15 (Source: TNS; QC1; Base - All Respondents - China;) billion) in 2011, almost double the amount posted in 2010. Vancl, one of Chinas top-ten casual apparel brands, Music 12.46 Films 18.25 With more and more devices and apps being launched, the Types of Digital Media Being Used generated RMB 8 billion (US$1.27 billion) in 2011, four Books 33.00 mobile market size is projected to reach RMB 425 billion Media % Of Users Who Had Seen times more than their turnover in 2010. Financial product E.G. insurance 9.27 Brands Use Digital Media Types (Source: Boston Consulting Group) Personal items E.G. watches/handbags, etc. 21.68 (US$67.5 billion) in 2015. (Source: iResearch / WARC) Sponsored content 51 Healthcare and Pharmaceutical products 13.56 Dedicated websites 49 A gift for someone 23.18 Chinas online shopping population is expected to grow by Popup ads 48 Tablet device e.g. iPad 5.73 As of March 2012, the number of registered Taobao Mobile Banner ads 38 30 million people each year until 2015. With this type of None of the above 8.23 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) users reached was more than 100 million. In 2011, Taobao Email 23 growth, it is expected that the online retail market, which Mobile phones 21 Mobile generated a turnover of RMB 11.88 billion (US$1.9 Advertisements in video games 5 today represents 3.3% of the total retail market size, will How Chinese Online Shoppers Make Decisions billion). Advertisements in virtual worlds (e.g. Second Life) 3 grow to represent 7.4% by 2015. Online information source before purchase (%) % of Users (Source: China Internet Watch) Others 10 (Source: Boston Consulting Group) (Source: TNS; QC1; Base - All mentions of types of digital media seen being used - China) Search engine 77 Official website 66 The Chinese are paying on the go, with mobile payments Within five years time, the average amount of money that Online shopping website 65 Chinas Trust In Media Channels Q&A forum 57 including fund transfers and purchases of goods and a Chinese online shopper will spend annually will reach Channel % Who Trust Completely Industry-specific website 55 services netting RMB 48.1 billion (US$7.6 billion) in 2011. Recommendations from friends and family 61 RMB 6,220 (US$990). This is double the amount that they Article written by user 49 Consumer review on websites 21 Article written by professional 30 This is more than double the amount of 2010 and it is spend today and almost the same as the US$1,000 average Independent reviews in publications 20 Others 16 anticipated that this number will grow to RMB 121 billion Consumer opinion in blogs 19 that Americans spend. (Source: Ipsos, November 2011) Product labels on packaging 17 (Source: Boston Consulting Group) (US$19.2 billion) in 2012 and RMB 218.6 billion (US$34.7 Expert review on websites 16 Where Online Chinese Research billion) in 2013. Consumer opinion in chat rooms 14 The e-commerce sales volume is estimated to grow by at Brands And Products (Source: iResearch / WARC) Products/brands that appear in movies or within TV programmes 14 least 32% annually between 2011 and 2015, generating a Destination % Of Users Consumer opinion on message boards 13 It is estimated that by 2015, the number of mobile internet Manufacturers/brands websites 12 transaction volume of RMB 18 trillion (US$2.86 trillion) by Use a search engine 90 TV ads 11 Go to the brand or product website 63 users in China will reach 712 million. Magazine ads 9 2015. Go to a product review site 53 (Source: WARC / iResearch) (Source: China Daily) Ads that appear on search engines 8 Search a news site 38 Newspaper ads 8 Ask or post a question on a forum 42 Email newsletters 8 Go to the brand or products Facebook page 28 Recommendations from other consumers who you do not personally know 8 Go to the brand or products Twitter feed 28 Radio ads 824 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 25
  • 15. By comparison, Twitter has 900,000 users on a monthly Other 3.09 Employment Chinese Mobile Internet Users Work Sector Full-time worker 73.42 % of Users basis. Financial Services 4.19 Part-time worker 1.94 GENDER (Source: We Are Social / Google Ad Planner) Retail 5.23 Freelancer 7.84 MALE 58.1 Professional Services (Law, Accounting, Architect, etc.) 5.28 Self-employed 1.22 FEMALE 41.9 AGE More than one third of Chinas mobile internet users (39%) Healthcare/Medicine 3.34 Full-time parent 0.81 Manufacturing, Engineering, Construction 18.84 In education 11.91 AGE 10-19 29.8 use their phones for the purposes of micro blogging. Education 3.64 Unemployed 0.20 AGE 20-29 36.0 (Source: CNNIC) Government (excluding Education & Health) 3.64 Other 2.65 AGE 30-39 23.7 Police or Armed Forces 0.35 Work Sector AGE 40-49 7.9 AGE 50-59 1.5 More than two fifths of Chinas mobile internet users (42%) Agriculture or Mining 1.10 Financial Services 3.97 IT, Internet, Software, Computer Services 13.66 Retail 5.30 AGE 60 AND ABOVE 0.2 use their phones for social networking activities. Transport, Logistics, Distribution 4.89 Professional Services (Law, Accounting, Architect, etc.) 5.40 EDUCATION (Source: CNNIC) Travel, Tourism, Leisure Services 1.74 Healthcare/Medicine 3.46 PRIMARY SCHOOL or BELOW 6.9 Advertising marketing, media 1.25 Manufacturing, Engineering, Construction 18.33 JUNIOR MIDDLE 35.0 HIGH SCHOOL 34.3 Chinas internet users spend more than two fifths (41%) of Other 14.41 Education 4.38 Current Position Government (excluding Education & Health) 3.36 JUNIOR COLLEGE 10.9 their online time on social networks. Company Owner 2.54 Police or Armed Forces 0.41 UNIVERSITY AND ABOVE 13.0 (Source: We Are Social / DCCI) Senior Manager 5.28 Agriculture or Mining 0.81 INCOME (YUAN) PER MONTH Mid-level Manager 16.00 IT, Internet, Software, Computer Services 15.89 ABOVE 8000 3.9 More than three quarters (77%) of Chinas online users feel Entry-level Manager 15.65 Transport, Logistics, Distribution 4.89 5001-8000 5.4 3001-5000 14.3 that a social media presence makes a brand more attractive Team member 29.61 Travel, Tourism, Leisure Services 1.94 Support level 5.88 Advertising marketing, media 1.63 2001-3000 17.6 to them. Other 6.58 Other 14.66 1501-2000 11.6 (Source: We Are Social / Millward Brown / Dynamic Logic) Responsibility At Work Current Position 1001-1500 9.8 General management 47.86 Company Owner 3.05 501-1000 12.9 500 OR BELOW 17.3 Chinas most popular social network, Qzone, has 536 Direct reports/team 23.88 Senior Manager 6.42 Recruiting new employees 16.80 Mid-level Manager 19.14 NO INCOME 7.2 million user accounts. Its nearest competitor, Tencent Purchasing IT, telecoms/technology PRODUCTS/services for co. 23.78 Entry-level Manager 16.90 REGION RURAL 72.7 Weibo has a "mere" 310 million user accounts. The other Purchasing all other PRODUCTS/services for co. 21.83 Team member 29.43 players in the market are Sina Weibo (250 million), Renren Managing budgets 17.50 Support level 4.89 URBAN 27.3 Advertising and marketing 0.60 Other 4.58 (Source: CNNIC, January 2102) (137 million) and Kaixin (116 million). Company strategy 9.17 Responsibility At Work (Source: We Are Social) None of these 2.19 General management 52.65 Applications Chinese Mobile Internet Users Use Decision Maker Direct reports/team 28.51 Application % Of Users The typical social networker in China has an average of 2.78 Decision maker 25.92 Recruiting new employees 21.59 Instant Messaging 83.1 Senior decision maker 4.59 Purchasing IT, telecoms/technology PRODUCTS/services for co. 30.96 Search 62.1 social media profiles. Other 51.05 Purchasing all other PRODUCTS/services for co. 29.23 (Source: We Are Social) Online news 60.9 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Managing budgets 23.52 Online music 45.7 Advertising and marketing 0.61 Online literature 44.2 The total number of Facebook users in China is less than 1% Popular Social Media In China Company strategy 9.78 Social networking website 42.3 None of these 2.14 Microblog 38.5 of the number of Qzones users. Site Unique Visitors Page Views Decision Maker (Source: We Are Social) (Million) (Billion) Online games 30.2 Decision maker 31.77 Weibo 54 2.50 BBS 29.7 Senior decision maker 6.52 Qzone 210 22.00 Email 24.1 Instant messaging platform, QQ says it now has 700 million Pengyou 81 3.60 Other 46.13 Online video 22.5 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Online payment 8.6 registered user accounts. Its owners (Tencent) generated Tencent Weibo 82 0.96 Online bank 8.2 US$760 million in revenues in Q3 2011 alone. RenRen 50 2.70 How Long China Spends On Social Networks Kaixin001 31 0.73 Online shopping 6.6 (Source: We Are Social / QQ) Douban 26 0.33 Network Penetration SNS User Access SNS Access Time Travel booking 4.0 Youku 160 4.00 Rate (%) Time Per Day (min) Market Share (%) Group buying (Source: CNNIC, January 2012) 2.9 Youku, Chinas version of YouTube, attracts 26.45 million (Source: Alexa / Google DoubleClick) Qzone 70.0 22.9 15.2 daily users. Sina Weibo 51.0 31.9 15.5 (Source: We Are Social / China Internet Watch) Why Chinese Internet Users Social Network Baidu Postbar 43.0 15.3 6.2 Tencent Pengyou 25.0 28.9 6.8 % Of Users Who Joined Tencent Weibo 27.0 15.2 4.0 • SOCIAL • Jiepang, Chinas most popular location-based social Motivation % Of Social Network Users A Social Network Group Sohu Weibo 10.0 9.2 0.9 Research for work 1.69 2.19 network, has 1.5 million users. Networking for work 1.79 2.29 Sohu Bai Society 7.0 8.5 0.5 (Source: We Are Social) Others 70.1 47.4 17.0 There were 319 million bloggers in China in 2011, an Education 0.60 0.75 (Source: Hogo Digital / Credit Suisse estimates) Stay in touch with friends 16.85 4.69 increase of more than 24 million on 2010, or 8.2%. Tianji, Chinas most popular professional social network, Update my friends with my life 3.99 1.89 (Source: CNNIC) Meet new people 7.93 13.11 Why Chinese Internet Users Blog has 8 million users. LinkedIn has 1.85 million users in Promote something 0.20 0.70 Motivation % Of Bloggers Chinas online users trust what bloggers write. In a global China. Entertainment 3.29 2.84 Research for work 2.89 (Source: We Are Social) Research/find products to buy 0.70 2.14 Networking for work 1.55 study, they showed the highest level of trust in blogs, with Share my opinion 1.84 3.24 Education 1.15 40% of them saying they trusted what they read on blogs, Two fifths of Chinas internet population are content Share content 4.04 4.49 Stay in touch with friends 7.08 Find music 0.50 0.50 Update my friends with my life 7.43 followed by 36% of Indians who said the same. creators. (Source: Fleishman Hillard / Harris Interactive) Stay up to date on news/events 2.84 2.24 Meet new people 1.69 (Source: We Are Social) Research how to do things 0.80 1.10 Promote something 0.50 Organise my life 0.70 1.25 Entertainment 1.60 Mirco blogging exploded in 2011 growing at a 296% Chinas Social Networking Users Express myself 2.84 3.04 Research/find products to buy 0.80 growth rate, bringing the total number of micro-bloggers % of Social Networkers Take on a different personality 0.45 1.74 Share my opinion 4.54 Gender Fill up spare time 2.34 3.79 Share content 5.63 to 250 million. Today, almost half of the Chinese internet I feel like I have to 0.50 0.65 Find music 0.70 Male 57.88 population is micro blogging. There are more micro Female 42.12 To talk about brands/products 0.15 1.40 Stay up to date on news/events 1.69 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Research how to do things 0.50 blogging users in China now, than social network users. Education Organise my life 0.95 (Source: CNNIC) Schooling until age 16 1.60 Schooling until age 18 7.83 Chinas Bloggers Express myself 6.93 Trade/technical school or college 35.74 Take on a different personality 0.50 % Who Have Written Their Own Blog The number of people adopting "Weibos" (micro blogging University 44.12 Gender Fill up spare time 1.89 I feel like I have to 0.55 tools) in the first half of 2011 increased by 209%. Post graduate 10.72 Male 59.67 Employment To talk about brands/products 0.40 (Source: We Are Social / Penn Olson) Female 40.33 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Full-time worker 71.64 Education Part-time worker 2.04 Schooling until age 16 0.92 Sina Weibo has 300 million users. Between them, they Freelancer 6.98 Schooling until age 18 6.21 generate more than 100 million posts every day. Self-employed 0.90 Trade/technical school or college 32.59 (Source: China Internet Watch) Full-time parent 1.05 University 49.49 In education 13.76 Post graduate 10.79 Unemployed 0.5526 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 27
  • 16. Chinas Active Social Media Users improve sender reputation and campaign deliverability, and % Who Have % Who Have % Who Have to increase levels of response and conversions.  Managed SNS Profile Used Micro Joined A SNS Group Blogging Service Details: The first step was to deploy background Gender registration on ALNs website, enabling subscriber Male 60.24 59.67 62.57 Female 39.76 40.33 37.43 information to automatically feed into their CRM and Education email marketing systems. Subscription or registration Schooling until age 16 0.46 0.77 0.53 was by invitation-only ensuring a sense of exclusivity of Schooling until age 18 6.83 5.94 4.55 Trade/technical school or college 32.20 34.29 28.88 membership. An automated welcome message was then University 49.54 47.61 55.35 sent to new subscribers using triggered email functionality, Post graduate 10.98 11.40 10.70 Employment and the email showed what was in store for registrants. Full-time worker 71.03 72.80 72.19 To acquire new, and retain existing, subscriber base, ALN Part-time worker 2.03 2.01 2.41 launched a Lucky Draw promotion with prizes such as free Freelancer 6.83 7.18 6.68 Self-employed 0.92 1.05 0.53 hotel stays and iPhones; which proved so popular their Full-time parent 0.83 0.77 1.07 database grew over six times during the short period of the In education 15.59 13.31 14.71 Unemployed 0.28 0.38 0.27 campaign! To continue to drive conversions, ALN strived Other 2.49 2.49 2.14 to provide the most interesting and relevant deals to their Work Sector members through split-testing the format of their messages Financial Services 3.78 4.12 5.08 Retail 5.26 5.27 4.55 and sending only the top performing ones, as well as Professional Services (Law, Accounting, Architect etc) tailored content by targeting subscribers based on their IP 4.98 5.27 4.01 Healthcare/Medicine 3.04 3.35 2.41 addresses and locations so that they received promotions Manufacturing, Engineering or Construction in their locality or based on their preferences. 19.00 17.24 18.98 Education 3.97 3.54 3.48 Results: In less than five months, ALN was able to grow Government (excluding their database 670%. Their emails were highly targeted Education & Health) 3.60 3.64 4.81 which ensured open rates continually above 25%. Police or Armed Forces 0.37 0.38 0.53 Agriculture or Mining 0.83 0.96 1.34 IT, Internet, Software, C or Computer Services 14.76 15.71 15.51 Transport, Logistics, or Distribution 5.35 4.69 3.74 M Travel, Tourism, or Leisure Services 1.75 2.20 1.34 Advertising marketing or media 1.48 1.63 2.67 Y Other 12.64 15.04 13.37 Current Position CM Company Owner 2.58 2.97 2.41 Senior Manager 5.26 5.17 5.08 MY Mid-level Manager 16.05 18.20 19.79 Entry-level Manager 17.9 17.53 17.65 CY Team member 28.87 29.6 25.67 Support level 5.54 5.27 5.08 CMY Other 4.61 4.31 6.15 Responsibility At Work K General management 51.11 50.86 52.14 Direct reports/team 27.12 28.26 29.15 Recruiting new employees 18.82 19.54 22.46 Purchasing IT,telecoms/technology prods/services for co. 28.87 29.88 33.42 Purchasing all other prods/ services for co. 26.01 26.05 29.68 Managing budgets 20.02 21.17 22.19 Advertising and marketing 1.01 0.96 1.070 Company strategy 10.15 10.82 10.70 None of these 2.58 2.30 2.14 Decision Maker Decision maker 30.54 31.32 33.96 Senior decision maker 5.26 5.46 5.61 Other 45.02 46.26 42.25 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) • CASE STUDY • Client: ALN (Affordable Luxury Network) Agency: emarsys   Objective: The challenge: Previously only sending irregular email communications to potential customers, ALN required a solution to support membership loyalty which also allowed the company to understand their members more deeply by profiling, and ultimately driving stronger membership loyalty and sale conversions.  All this needed to be implemented with minimal effort and time. Strategy: A comprehensive lifecycle email marketing program was implemented with­­several goals in mind; to capture new subscriber data, increase subscriber base,28 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 29
  • 17. HONG KONG Why Hong Kongs Internet Users Go Online Consumer opinion on message boards Consumer opinion in chat rooms 12 12 Motivation % of Internet Users Who Consider Ads on posters, buses/bus shelters 11 this Very Important Ads at the cinema before the movie starts 10 Research for work 24.89 TV ads 10 Networking for work 31.15 Newspaper ads 9 Education 17.98 Magazine ads 9 Stay in touch with friends 37.68 Ads that have been sent to you by email 9 Update my friends with my life 17.70 Recommendations from other consumers who you do not personally know 8 Meet new people 8.53 Radio ads 8 Promote something 12.79 Ads that appear on search engines 8 Entertainment 26.89 Banner ads on websites 8 Research products to buy 30.23 Popup or pop-under web ads 6 Share my opinion 13.04 Ads via mobile SMS 6 Share content 14.11 Ads in video games 5 Find music 19.83 Ads in virtual worlds 5 Find films/TV shows 20.38 (Source: TNS; QC1; Base - All Respondents - Hong Kong) Stay up to date on news/events 38.09 Research how to do things 21.70 Organise my life 9.98 Hong Kongs Top Sites Express myself 6.26 Site Total Unique Visitors (000) % Reach Take on a different personality 6.00 Yahoo! Sites 4,346 96.3 Fill up spare time 30.09 Microsoft Sites 3,728 82.6 To get inspired/get ideas 14.11 Google Sites 3,697 81.9 Play games 15.04 FACEBOOK 3,311 73.4 Change other peoples opinions 5.06 DISCUSS.COM.HK 1,859 41.2 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Wikimedia Foundation Sites 1,697 37.6 Current Position Apple 1,695 37.5 • DEMOGR APHICS • Company Owner 4.53 What Hong Kongs Internet Users Do Online Uwants Sites 1,668 37.0 Senior Manager 3.72 Oriental Press Group 1,488 33.0 Activity % of Users Mid-level Manager 14.38 Baidu 1,451 32.1 Uploaded Photos Online 52.60 The number of internet users in Hong Kong reached 4.9 Entry-level Manager 13.19 Watched A Video Clip 64.57 (Source: comScore Media Matrix, March 2012; Total Audience) million in 2011, translating to a 68.7% internet penetration Team member 22.36 Uploaded A Video Online 19.57 rate. Support level 14.26 Manage Your Social Network Profile 51.26 Hong Kongs Top Entertainment Sites Other 12.13 Written Your Own Blog 21.17 Site Total Unique Visitors (000) % Reach (Source: Internet World Stats) Responsibility At Work Used A Micro blogging Service 18.23 Entertainment 4,325 95.8 General management 40.62 Subscribed To An RSS Feed 11.98 YOUTUBE 2,414 53.5 The household broadband internet penetration rate reached Direct reports/team 14.64 Used An Aggregator 7.98 TVB 1,401 31.0 Recruiting new employees 10.51 87% in 2011. As of February 2012, there were more than 2.2 Purchasing IT, telecoms/technology PRODUCTS/services for co. 14.64 Used Instant Messenger 50.60 PPStream 1,359 30.1 Made A Phone Call Online/Used VOIP 26.89 iTunes Software (App) 1,232 27.3 million broadband subscribers. Purchasing all other PRODUCTS/services for co. 19.30 Used Webmail 83.74 Yahoo! Music 884 19.6 (Source: OFTA) Managing budgets 16.11 Used Online Office Applications 66.32 CBS Interactive 748 16.6 Advertising and marketing 0.13 Edited/Managed Own Website 30.89 Tudou Sites 746 16.5 The number of Hong Kongs IPTV subscribers reached 1.32 Company strategy 10.66 Used Internet Banking 65.11 PPLive 676 15.0 None of these 4.94 Left A Comment On A Story On A Website 25.57 Yahoo! Movies 675 15.0 million in 2011. Decision Maker Written A News Story/Article 20.23 (Source: OFTA) Youku 638 14.1 Decision maker 19.45 Post Comment On Forum/BBS 28.89 (Source: comScore Media Matrix, March 2012; Total Audience) Senior decision maker 4.40 Purchased A Product Online 41.94 The dominant age group accessing the internet is aged Other 60.72 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Reviewed A Product Or Brand Online 24.77 Hong Kongs Top Gaming Sites between 12 and 44. More than 90% of these users tend to Used A Social Bookmark Service 20.64 Site Total Unique Visitors (000) % Reach Asked/answered question on Q/A service 21.30 go online on a monthly basis. Bought prod/serv through. group buying website 33.96 Games 2,549 56.5 (Source: Nielsen) (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Oneup Network Corporation 276 6.1 2000FUN 217 4.8 • USER BEHAVIOUR • PPTV.COM Game Platform 215 4.8 In November 2011, 85% of Hong Kongers used the GY9Y 206 4.6 internet, according to one survey. More than three quarters of Hong Kong internet users (80%) Gameone Interactive 171 3.8 (Source: Nielsen) • ONLINE ADVERTISING • Gamania Digital Entertainment 161 3.6 have accessed audio or video content online in the past GAMEBASE.COM.TW 155 3.4 Hong Kongs Internet Users year. There was HK$1.86 billion spent on advertising during the TGBUS 154 3.4 (Source: Nielsen) KUAIWAN 153 3.4 % Of Users Gender 2012 Chinese New Year and online spend accounted for Yahoo! Games 145 3.2 (Source: comScore Media Matrix, March 2012; Total Audience) Male 49.28 Consumer electronics sites are one of the most popular 6.7% of it. Female 50.72 (Source: Asia Media Journal) Education categories amongst Hong Kong internet users. The top Hong Kongs Top Retail Sites Schooling until age 16 7.98 five electronic sites visited by them include Apple (46.8%), Overall the internet and mobile account for 14% and 4% Site Total Unique Visitors (000) % Reach Retail 3,218 71.3 Schooling until age 18 43.94 Review33.com (7.19%), Samsung Hong Kong (6.51%), respectively of overall ad spend in Hong Kong. Alibaba Corporation 1,233 27.3 Trade/technical school or college 9.32 University 34.62 Engadget Chinese (5.16%) and Sony Corporation of Hong (Source: Asia Media Journal) Apple Worldwide Sites 1,058 23.4 Post graduate 4.13 Kong (3.78%). Amazon Sites 687 15.2 PRICE.COM.HK 499 11.1 Main Shopper (Source: Hitwise) A Google survey conducted in 2011 found that 78% of DCFEVER 348 7.7 Main 50.06 Joint 47.94 mobile users notice ads on their smartphones. Of those Yahoo! Shopping 312 6.9 Do not do the shopping 2.00 Hong Kongs top site for users looking for information who noticed them, 25% visited the advertisers website EPRICE.COM.HK 257 5.7 Work Sector relating to stocks and shares online is Yahoo! Hong Kong and 23% clicked to learn more about the product. Samsung Group 247 5.5 Financial Services 7.32 CITYLINE 190 4.2 Finance, which pulls in 22.2% of all visits on this subject. (Source: Publicitas) Rakuten 176 3.9 Retail 6.91 (Source: Hitwise) (Source: comScore Media Matrix, March 2012; Total Audience) Professional Services (Law, Accounting, Architect, etc.) 7.06 Healthcare/Medicine 2.13 Hong Kongs Trust In Media Channels Manufacturing, Engineering, Construction 11.72 The top property site for information on the latest homes Channel % Who Trust Completely Education 5.60 on the market is Centadata, with 19.2% of all visits. Recommendations from friends and family 54 Government (excluding Education & Health) 6.13 (Source: Hitwise) Product labels on packaging 27 Police or Armed Forces 0.66 Expert review on websites 21 Agriculture or Mining 0.28 Independent reviews in publications 19 IT, Internet, Software, Computer Services 6.53 According to one study, the three main reasons why Hong Consumer review on websites 19 Transport, Logistics, Distribution 6.53 Kong users go online is for online banking, on-demand Consumer opinion in blogs 16 Travel, Tourism, Leisure Services 2.53 Products/brands that appear in movies or within TV programmes 14 Advertising marketing, media 0.53 video, and live video. Email newsletters 14 (Source: TNS Digital Life) Other 20.64 Manufacturers/brands websites 1330 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 31
  • 18. Hong Kongs Top Site Categories Age Online banking is entrenched in Hong Kong, with 37% Books 8.13 Site % Reach 15-24 178.37 21.30 55.30 50.90 40.39 Financial product E.G. insurance 4.66 25-45 165.39 11.40 38.60 42.33 31.95 of the Hong Kong population engaging in online banking Personal items E.G. watches/handbags, etc. 6.79 Portals 98.0 News/Information 96.5 Occupation services. Healthcare and Pharmaceutical products 8.53 Business/Finance 96.0 Professional 213.65 9.30 38.50 40.97 27.33 (Source: Nielsen) A gift for someone 9.60 Entertainment 95.8 White collar worker 143.80 11.30 48.10 43.81 37.35 Tablet device e.g. iPad 5.19 Blue collar worker 124.77 18.70 36.90 50.59 48.06 None of the above 38.21 Search/Navigation 91.0 Student 183.08 25.50 53.90 49.60 40.10 Move over eBay. Taobao ranks number one amongst all (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Social Networking 88.9 Directories/Resources 77.7 Unemployed 92.80 9.70 34.10 49.96 22.66 online auction sites in Hong Kong with 36% share of visits. Family Monthly Income Technology 77.0 HKD 14999 or below 133.02 22.40 35.30 52.79 37.75 Yahoo! Auctions HK accounted for 32%, followed by Paipai Community 73.5 HKD 15000 to HKD 29999 14%. Ebays market share in Hong Kong stands at 7.4%. Retail 71.3 (Source: comScore Media Matrix, March 2012; Total Audience) 162.38 17.10 55.30 50.67 38.12 (Source: Hitwise) • MOBILE • HKD 30000 or above 198.40 9.80 39.20 39.62 30.26 Hong Kongs Top 20 Digital Advertisers Education Level What Hong Kong Internet Users Buy Online Form 3 or below 104.72 14.60 33.60 37.63 43.60 Brand % Of Users Who Have Seen Brands Form 4 to Advanced Level Purchase % of Users Hong Kong was home to 14.9 million mobile subscribers in Desktop computer 2.94 Advertised Via Digital Media 129.96 16.90 52.10 44.43 40.32 Portable media player E.G. iPod 2.53 2011. Of all mobile subscribers, 7.4 million were engaging McDonalds 73 Disney 64 Tertiary Education or Above Mobile phone 8.26 in 3G or 3.5G services. 219.86 11.40 38.10 48.38 26.44 (Source: OFTA) Flat screen TV 3.19 MTR 63 Total 168.91 14.10 43.10 45.85 35.41 Games console 2.94 Ocean Park 63 (Source: Chinese University Of Hong Kong) Cathay Pacific 62 DVD player 1.72 Hong Kong has one of the highest mobile penetration rates Satellite/cable TV 0.94 HSBC 60 Hong Kongs Trust In Media Channels Broadband/hi-speed Internet 4.13 in the world at 210%. Sony 56 (Source: OFTA) Nokia 55 Channel % Who Trust Completely White goods E.G. Fridge, washing machine 2.53 Recommendations from friends and family 54 Car/Automobile 0.66 Apple 54 Nike 54 Product labels on packaging 27 Motorcycle 0.53 The smartphone penetration rate in Hong Kong is between Expert review on websites 21 Furniture/home equipment 3.19 3 Hong Kong 54 Independent reviews in publications 19 Holiday (in my own country) 4.79 50% and 60%. Octopus 54 (Source: Publicitas) Consumer review on websites 19 Holiday (abroad) 7.85 Samsung 50 Consumer opinion in blogs 16 Laptop (bigger than 10 inch screen) 3.32 Canon 49 PCCW 48 Products / brands that appear in movies or within TV programmes 14 Netbook (ultra portable laptop, smaller than 10 inch screen) 1.47 The three most popular mobile application categories Email newsletters 14 Blu ray player 1.34 SK-II 47 Manufacturers / brands websites 13 E-book/E-reader 1.47 amongst Hong Kong smartphone users are news (69%), Hang Seng Bank 45 Citibank 42 Consumer opinion on message boards 12 Beer 5.19 gaming (55%), and leisure (52%). Consumer opinion in chat rooms 12 Wine/Spirits 4.13 (Source: Publicitas) Olay 42 Ads on posters, buses / bus shelters 11 Sports equipment 3.19 HTC 41 (Source: TNS; QC1; Base - All Respondents - Hong Kong) Ads at the cinema before the movie starts 10 Clothes 19.45 More than three quarters (77%) of Hong Kong smartphone TV ads 10 Shoes 11.04 Newspaper ads 9 Travel E.G. plane tickets/hotel 9.19 users turn to their mobile apps when they are commuting; Hong Kongs Top Motivating Digital Advertisers Magazine ads 9 Music 4.66 30% do so when they are in the bathroom. Brand % Of Users Who Said Ads Significantly Ads that have been sent to you by e-mail 9 Films 9.45 (Source: Publicitas) Increased Interest In Using Brand Recommendations from other consumers who you do not personally know 8 Apple 43 Radio ads 8 HTC 41 Ads that appear on search engines 8 Sony 30 Banner ads on websites 8 Cathay Pacific 29 Popup or pop-under web ads 6 Canon 28 Ads via mobile SMS 6 Ocean Park 26 Ads in video games 5 Disney 25 Ads in virtual worlds 5 Hang Seng Bank 24 (Source: TNS; QC1; Base-All Respondents - Hong Kong) Circle K 23 Nike 22 Nokia 18 3 Hong Kong 16 Samsung 16 McDonalds 16 • E-COMMERCE • SK-II Octopus 15 15 The size of the online retail market in Hong Kong reached The New Way to Automate your Relationship Marketing PCCW 14 HSBC 11 US$1.9 billion in 2011. By 2015 it is forecast to hit US$2.5 Olay 10 billion. MTR (Source: TNS; QC1; Base - All Respondents - Hong Kong) 9 (Source: PayPal / Enterprise Innovation) Powered by Customer Intelligence Online shoppers in Hong Kong numbered almost 2 million Types of Digital Media Being Used Media % Of Users Who Had Seen in 2011, with each one (aged 18 plus) spending an average Brands Use Digital Media Types of US$991 online. Dedicated websites 52 (Source: PayPal / Enterprise Innovation) Popup ads 43 Banner ads 42 Local websites attracted the majority of the peoples Sponsored content 38 Email 32 dollars, accounting for 56% of total market share. Offshore sites accounted for the remaining 44%. The most sought Free White Paper: Mobile phones 19 Advertisements in video games 4 Advertisements in virtual worlds (e.g. Second Life) 2 after item was clothing, followed by financial products and services, books, and consumer electronics. 2012 Email Marketing Trends Others 9 (Source: TNS; QC1; Base - All Respondents - Hong Kong) (Source: PayPal / Enterprise Innovation) Hong Kongs Internet & Online Gaming Use People power is on the rise. The number of online shoppers www.emailvision.hk/2012EMT Ave Time % With Online % With Web Spent On Gaming Games % of Time On Online % of Time On Online visiting group buying sites increased 1,620% over a 12 Internet Experience Experience Games Out Games Out month period. The average time spent on the sites was of Total Of Total Gaming Time Internet Time seven minutes and 14 seconds. Groupon is the market Gender Male 194.74 20.70 44.00 48.69 39.34 leader, holding 36.1% of the market share. Visitors to Female 148.37 8.80 42.50 40.35 28.03 Groupon in Hong Kong spend an average of 12 minutes on the site. Deals Yahoo! HK comes in second with 29.8%. A:703 Tai Tung Building, 8 Fleming Road, Wanchai T:+(852) 2681 9000 E: emvhongkong@emailvision.com Emailvision Hong Kong (Source: PayPal / Enterprise Innovation)32 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 33
  • 19. US$ 2000 to <4000 10.48 networks were almost as influential in Hong Kongers Transport, Logistics, Distribution 6.53 Travel, Tourism, Leisure Services 2.53 Almost 58 million SMS text messages were sent and US$ 4000 to <6000 8.25 purchasing decisions as TV, with 52% basing their decisions Advertising marketing, media 0.53 US$ 6000 to <8000 11.00 received over the 2012 Chinese New Year period. US$ 8000+ 18.53 on the former group and 58% on the latter. Other 20.64 (Source: OFTA) Monthly Personal Income (Source: BlogHer / Ketchum Newscan PR) Current Position Below US$ 1000 - Company Owner 4.53 Senior Manager 3.72 The main tasks carried out via the mobile internet by Hong US$ 1000 to <2000 4.39 According to one survey, the most popular social Mid-level Manager 14.38 US$ 2000 to <3000 15.20 Kongers include conducting searches (79%), emailing US$ 3000 to <6000 13.15 networking activities amongst Hong Kong users are wall Entry-level Manager 13.19 US$ 6000+ 21.24 posts/status updates and group messages via social Team member 22.36 (78%), reading news (77%), looking up weather forecasts (Source: Synovate, PAX Q4 2012 - Q3 2011) Support level 14.26 (76%) and instant messaging (71%). networking sites (87% of social networking users), sending Other 12.13 (Source: Nielsen) Hong Kongs Mobile Activities private messages via social networking platforms (87%), Responsibility At Work General management 40.62 % of Users browsing other peoples content on social networking sites Direct reports/team 14.64 Hong Kong mobile users respond better to free offers. Mobile Applications Used In Past Months (87%), updating a social networking profile (86%) and Recruiting new employees 10.51 When mobile apps are offered to them for free, 85% of Have Access To The Internet 89.7 reading other peoples comments about brands, products Purchasing IT, telecoms/technology PRODUCTS/services for co. 14.64 Used Any Instant Messager(s) The Past 30 Days 26.1 Purchasing all other PRODUCTS/services for co. 19.30 them will download the product. When there is a cost Mobile Applications Used In Past Months and/or services (80%). Managing budgets 16.11 attached, this number drops significantly to 44%. Send/receive text messages (SMS) 55.0 (Source: Nielsen) Advertising and marketing 0.13 (Source: Nielsen) Send/receive multimedia message e.g. photos and voice (3G/MMS) 22.8 Company strategy 10.66 Send/receive email 48.8 Access internet sites 49.4 Nearly three quarters (79%) of Hong Kong social media None of these 4.94 More than two thirds (67%) of Hong Kong respondents Access/subscribe to news or business updates 33.3 users, according to one survey, click the Facebook Like Decision Maker Decision maker 19.45 to a survey on preferred types of mobile advertising Access/subscribe to financial information 26.2 button for a brand or organisation (if they like them, of Senior decision maker 4.40 information said they would like to receive love discount Find shop/office locations 17.0 course) and connect/interact with companies (72%). Other 60.72 Search for information on products & services via mobile 24.1 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) and promotional offers (67%). More than half (57%) said Order products or services via mobile 14.0 (Source: Nielsen) they wanted to receive mobile applications; 45% opted for Personal banking/pay bills via mobile 21.9 Why Hong Kongs Internet Users Social Network information on new products or services; while 33% said Access/subscribe to mobisodes (i.e. short movies/ Currently, there are around 3.71 million Facebook users in Motivation % Of Users Who Joined video episodes viewed on mobile phones) 9.7 they would prefer to receive location-based information or Use mobile messenger/mobile instant messenger 22.8 Hong Kong. Facebook penetration in Hong Kong is 52.36% % Of Social Network Users A Social Network Group promotions. Map/Navigation 26.2 compared to the countrys population and 76.09% in Research for work 1.06 0.94 Personal Product Ownership Networking for work 0.28 0.81 (Source: Nielsen / Hotmob) relation to the number of online users. Education 0.28 0.53 Smartphone 54.3 (Source: Socialbakers) e-Readers E.G. Kindle, iPad, etc. 19.9 Stay in touch with friends 22.64 12.66 More than three quarters (78%) of Hong Kongs (Source: Synovate, PAX Q4 2012 - Q3 2011) Update my friends with my life 7.72 5.32 smartphone users have noticed mobile ads on their phones; There are 426,002 LinkedIn users in Hong Kong. Meet new people 1.34 2.66 Promote something 0.40 0.28 Hong Kongs Online Activities: Mobile vs Tablets (Source: Socialbakers) 25% visited the website of the advertiser after they noticed Entertainment 2.13 1.72 Activities Mobile Tablet Research/find products to buy 0.81 2.26 its ad. Conducting a search 79 74 There are 360,000 Groupon fans on Facebook as at end- (Source: Publicitas / Google) Share my opinion 1.34 4.13 Email 78 68 January 2012, which translated into almost one-tenth of Share content 4.53 4.79 News 77 72 Find music 0.53 0.53 Nearly one quarter (23%) of Hong Kong smartphone users Weather 76 58 Facebook accounts in Hong Kong. Stay up to date on news/events 1.34 2.13 (Source: Socialbakers) Instant messaging 71 48 have used their phones to make online purchases. Maps/directions 69 59 Research how to do things 0.13 1.06 (Source: Publicitas / Google) Organise my life 0.53 0.66 Updating SN profile 69 60 The top five social networks in Hong Kong are Facebook, Express myself 1.47 2.66 Browsing other people’s posts, photos, messages 67 64 Take on a different personality 0.13 0.94 It is estimated that the Hong Kong mobile data market Travel/transport info 52 54 with 3.34 million unique visitors and 75% reach, Yahoo! Fill up spare time 3.72 5.06 will generate revenues of US$2 billion by the year 2016, Watching online video 48 62 Wretch (627,000 unique visitors and 14.1% reach), SINA I feel like I have to 0.66 1.06 Connecting/interacting with companies via SN sites 43 42 Micro blogging (521,000 unique visitors and 11.7% reach), To talk about brands/products 0.28 1.06 representing a CAGR of 12.9% between 2011 and 2016. Sporting news, information, results 39 43 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) (Source: Pyramid Research) Playing games 36 45 Windows Live Profile (386,000 unique visitors and 8.7% Banking/bill payment 35 42 reach) and LinkedIn (318,000 unique visitors and 7.1% Hong Kongs Top Social Networking Sites Hong Kongs Mobile Internet Users Posting on forums 34 46 reach). Site Total Unique Visitors (000) % Reach % Of Mobile Users Who Access Internet Sites Buying items online 31 45 Booking/buying event or movie tickets 26 32 (Source: Comscore) Social Media - Social Networking 4,014 88.9 Age FACEBOOK 3,311 73.4 25 to 34 61.16 Booking/buying travel items 21 29 Yahoo! Wretch 711 15.8 35 to 44 56.04 (Source: Nielsen, November 2011) Hong Kongs Social Networking Users SINA Micro blogging 524 11.6 45 to 54 40.07 % of Social Networkers LINKEDIN 350 7.8 55 to 64 33.77 Gender QQ.COM Micro blogging 324 7.2 Job Title Male 49.28 TWITTER 243 5.4 Top Management 58.19 Female 50.72 Non Top Management 58.43 • SOCIAL • Education Baidu Space 227 5.0 RENREN 184 4.1 Monthly Household Income Schooling until age 16 7.98 DEVIANTART 136 3.0 Schooling until age 18 43.94 US$ <2000 - Social media is now part of Hong Kongs popular culture, Yahoo! Profile 129 2.9 US$ 2000 to <4000 62.79 Trade/technical school or college 9.32 with one study claiming that 92% of Hong Kongers visit (Source: comScore Media Matrix, March 2012; Total Audience) US$ 4000 to <6000 47.58 University 34.62 US$ 6000 to <8000 42.13 Facebook every week. More than three quarters (77%) of Post graduate 4.13 US$ 8000+ 55.07 Employment Status Hong Kongs Social Media Activities Monthly Personal Income them, meanwhile, are reading blogs every week and 52% Full-time worker 71.89 Activity Over Past 12 Months % Of Users Below US$ 1000 - are writing blogs. Part-time worker 6.00 Wall posts/status updates/group messages via social networking sites 87 US$ 1000 to <2000 48.77 (Source: BlogHer / Ketchum Newscan PR) Freelancer 2.40 Private (one on one) messages via social networking sites 87 US$ 2000 to <3000 59.67 Self-employed 4.26 Browsing other peoples posts, photos, messages etc. 87 US$ 3000 to <6000 51.68 Full-time parent 3.72 Updating your social networking profile/s 86 What do Hong Kong bloggers write about? More than half In education 6.66 Reading other peoples comments about brands/products/services 80 US$ 6000+ 63.56 (Source: Synovate, PAX Q4 2012 - Q3 2011) of the citys bloggers (55%) use blogging as a form of Unemployed 2.13 Clicking the Facebook Like button for a brand or organisation 79 Reading online forums/discussion boards 77 personal diary and write about their lives; 35% of them Other 2.94 Work Sector Uploading photos on social networking sites 77 Hong Kongs Mobile Shoppers write about the news, 34% about entertainment issues, Financial Services 7.32 Sending/sharing links via social networking sites 76 % Of Mobile Users Who Ordered Products Or Services Via Mobile Age 35% about food and recipes, 29% blog about travel and Retail 6.91 Posting on online forums/message boards 76 Professional Services (Law, Accounting, Architect, etc.) 7.06 Posting/uploading/sharing photos 76 25 to 34 17.38 22.5% write about health and wellness. Healthcare/Medicine 2.13 Reading blogs 75 35 to 44 18.21 (Source: BlogHer / Ketchum Newscan PR) Using sharing buttons to share content such as news articles 74 Manufacturing, Engineering, Construction 11.72 45 to 54 9.19 Connecting with/interacting with organisations/companies 72 Education 5.60 55 to 64 8.79 Hong Kongers also refer to blogs to help them with Government (excluding Education & Health) 6.13 Watching an online video about a product/service 71 Job Title (Source: NielsenWire, November 2011) Police or Armed Forces 0.66 Top Management 20.34 purchasing decisions. Half of all respondents to one Agriculture or Mining 0.28 Non Top Management 14.82 study said they had bought something based on a blog IT, Internet, Software, Computer Services 6.53 Monthly Household Income US$ <2000 - recommendation. Blogs, message board and social34 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 35
  • 20. Why Hong Kongs Internet Users Blog Motivation % Of Bloggers Freelancer Self-employed 3.12 2.51 INDIA Full-time parent 1.91 Research for work 0.53 In education 8.14 Networking for work 0.66 Unemployed 0.60 Education 0.40 Other 2.51 Stay in touch with friends 3.32 Work Sector Update my friends with my life 3.19 Financial Services 8.14 Meet new people 0.53 Retail 12.56 Promote something 0.40 Professional Services (Law, Accounting, Architect etc) 5.03 Entertainment 1.19 Healthcare/Medicine 3.82 Research/find products to buy - Manufacturing, Engineering or Construction 10.65 Share my opinion 2.53 Education 5.03 Share content 2.94 Government (excluding Education & Health) 5.03 Find music 0.40 Police or Armed Forces 1.91 Stay up to date on news/events 0.53 Agriculture or Mining 0.60 Research how to do things 0.13 IT, Internet, Software, or Computer Services 6.93 Organise my life 0.28 Transport, Logistics, or Distribution 3.82 Express myself 1.47 Travel, Tourism, or Leisure Services 3.82 Take on a different personality 0.53 Advertising marketing or media 0.60 Fill up spare time 1.34 Other 18.89 I feel like I have to 0.66 Current Position To talk about brands/products 0.13 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Company Owner 4.42 Senior Manager 2.51 Mid-level Manager 11.96 Hong Kongs Top 20 Brands On Facebook Entry-level Manager 19.50 Facebook Page Name Number of Fans Team member 20.80 Groupon Hong kong 372,267 Support level 16.38 Work Sector 香港海洋公園 Ocean Park Hong Kong 340,936 Other 11.36 • DEMOGR APHICS • Financial Services 7.34 我想去旅行 I want to TRAVEL by tungnam.com.hk 205,286 Responsibility At Work Retail 3.28 Cathay Pacific Airways 國泰航空 149,738 General management 48.44 Professional Services (Law, Accounting, Architect, etc.) 4.06 7-Eleven Hong Kong 147,501 Direct reports/team 19.50 There are around 121 million internet users in India. Healthcare/Medicine 4.53 (Source: IAMAI) Starbucks Hong Kong 134,258 Recruiting new employees 14.47 Manufacturing, Engineering, Construction 11.24 Huggies HK 112,829 Purchasing IT,telecoms/technology prods/services for co. 16.98 Education 6.71 Sony Mobile HK 97,761 Purchasing all other prods/services for co. 22.61 Indias internet penetration rate is 8.2%. Government (excluding Education & Health) 2.97 Harbour City 91,430 Managing budgets 18.89 (Source: Burson Marsteller) Police or Armed Forces 0.47 HTC HK 77,645 Advertising and marketing - Agriculture or Mining 0.94 Yahoo! Hong Kong 雅虎香港 69,030 Company strategy 14.47 IT, Internet, Software, Computer Services 24.43 SmarTone 67,707 None of these 1.91 India has 97 million active internet users, or those who Transport, Logistics, Distribution 1.33 Toys R Us Hong Kong 62,695 Decision Maker go online at least once a month. Of those, 73 million stem Travel, Tourism, Leisure Services 1.72 IKEA Hong Kong 宜家 59,634 Decision maker 23.92 Advertising marketing, media 2.26 Kiehls Since 1851 Hong Kong 44,160 from main cities, while 24 million originate from rural areas. Other 7.18 Senior decision maker 3.12 (Source: IAMAI) UA Cinemas 42,439 Other 59.80 Current Position SHISEIDO Hong Kong 香港資生堂 40,621 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Company Owner 8.90 Englishtown 40,303 There are 29 million households in India that have access Senior Manager 13.66 Estee Lauder Hong Kong 34,616 Mid-level Manager 19.20 What Hong Kong Blogs About to the internet. LANCOME HK 31,714 (Source: JUXT) Entry-level Manager 7.88 Topics % Of Blog Users (Source: Socialbakers, May 2012) Team member 16.71 Personal blog 55 Support level 5.07 Growth Of Hong Kongs Top 20 Facebook Brands News 59 It is estimated that there will be 221.6 million internet Other 7.03 Travel 54 Fan count on Fan count on Growth rate Food/cooking 35 users in India by the year 2015. Responsibility At Work (Source: eMarketer) General management 29.19 Title 31 Dec 2011 1 Oct 2011 (%) Entertainment 34 Direct reports/team 23.42 Groupon Hongkong 355,582 340,174 4.5 Travel 23 Recruiting new employees 21.00 香港海洋公園 Ocean Park Hong Kong 309,617 271,557 14.0 Green/environment 13 A total of 13.3 million households in India are now Purchasing IT, telecoms/technology PRODUCTS/services for co. 25.45 BeeCrazy 蜂買 246,679 218,088 13.1 Social activism 12 我想去旅行 I want to TRAVEL Politics 11 connected via broadband. Purchasing all other PRODUCTS/services for co. 16.78 (Source: eMarketer / TRAI) Managing budgets 17.41 by tungnam.com.hk 193,013 190,659 1.2 (Source: Ketchum Newscan, August 2011) Advertising and marketing 2.11 享樂 香港 - FunShare Hong Kong 184,565 165,090 11.8 Company strategy 38.33 Harway Motors 143,010 133,132 7.4 Hong Kongs Top Social Media Activities The Indian government expects to increase the number of None of these 3.90 激安 zone 130,413 126,463 3.1 Cathay Pacific Airways 國泰航空 125,785 117,720 6.9 Activity % Of Users broadband connections to 175 million by 2015; 600 million Decision Maker Wall posts / status updates / group messages via social networking sites 87 Decision maker 17.17 Group Buyer 團購家 124,503 121,118 2.8 by 2020. Senior decision maker 13.04 Private (one on one) messages via social networking sites 87 Starbucks Hong Kong 123,542 118,304 4.4 (Source: MCIT) Browsing other people’s posts, photos, messages etc. 87 Other 48.24 OK便利店 Circle K Hong Kong 119,355 58,652 103.5 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Updating your social networking profiles 86 7-Eleven Hong Kong 119,336 61,326 94.6 香港迪士尼樂園 Hong Kong Disneyland 113,156 106,523 6.2 Reading other people’s comments about brands / products / services 80 Three quarters of the internet audience in India is aged Huggies HK 112,973 113,049 -0.1 Clicking the Facebook ‘Like’ button for a brand or organisation 79 between 15 and 34. Reading online forums / discussion boards 77 (Source: Comscore) Travelfish 111,799 115,357 -3.1 MaBelle 92,661 92,357 0.3 Uploading photos on social networking sites 77 • USER BEHAVIOUR • Sending /sharing links via social networking sites 76 Harbour City 88,947 80,468 10.5 Posting on online forums/ message boards 76 Few Indian women have access to the internet; they only GoBuya 夠買網 87,994 88,060 -0.1 1I.T - The Official Page 83,234 74,758 11.3 Posting / uploading / sharing photos 76 represent 15% of all internet users in the country A sizeable 87% of internet users go online at least once a Reading blogs 75 (Source: IAMAI) MyCutepons (Source: Social Power Intelligence) 82,172 82,659 -0.6 Using ‘sharing’ buttons to share content such as news articles 74 week. (Source: IAMAI) Connecting with / interacting with organisations / companies 72 Watching an online video about a product / service 71 Indias Internet Users Hong Kongs Bloggers (Source: Nielsen, November 2011) % Of Users The most popular activities amongst online Indians are % Who Have Written Their Own Blog Gender Gender Male 83.14 emailing (98% of users), searching or buying non-travel Hong Kongs Weekly Media Usage Male 46.53 Hong Kong U.S. Germany Brazil Female 16.86 products (76% of users), downloading music (69%), job Female 53.47 Education Education Read Blogs 77% 40% 65% 81% Schooling until age 16 0.86 searching (62%), social networking (61%), and searching Schooling until age 16 5.63 Write Blogs 52% 18% 26% 48% Schooling until age 18 5.39 for or buying travel products (59%). Message Boards 69% 31% 50% 72% Trade/technical school or college 9.76 Schooling until age 18 32.06 (Source: JUXT) Facebook 92% 87% 58% 72% University 52.46 Trade/technical school or college 13.87 YouTube 82% 54% 71% 89% Post graduate 31.54 University 46.53 Twitter 32% 21% 12% 45% Main Shopper In August 2011, Google video sites garnered more than 26 Post graduate 1.91 Employment Status TV 97% 93% 97% 94% Main 42.00 million visitors. The next closest competitor was Facebook Radio 66% 82% 91% 77% Full-time worker 75.48 Print News 89% 61% 85% 73% Joint 51.29 at 14.9 million followed by Metacafe at 3.9 million. Part-time worker 5.63 Do not do the shopping 6.71 (Source: comScore / eMarketer) (Source: Ketchum Newscan, August 2011)36 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 37
  • 21. More than 30% of young men and working women are Google and Facebook alone account for approximately 60% Indias Top Retail Sites What Indian Internet Users Buy Online Site Total Unique Visitors (000) % Reach Purchase % of Users going online more than 16.5 hours weekly. of Indias online advertising market. (Source: IAMAI) (Source: Avendus) Retail 34,076 60.5 Desktop computer 8.98 Amazon Sites 8,016 14.2 Portable media player e.g. iPod 6.71 FLIPKART 4,857 8.6 Mobile phone 16.39 Aside from home, the most popular places to go online are Almost 50% of the entire classifieds business takes place Apple Worldwide Sites 4,381 7.8 Flat screen TV 7.49 at internet cafes (23%) and the workplace (22%). over the internet. Currently the classifieds business is MYNTRA 3,959 7.0 Games console 5.46 Samsung Group 3,918 7.0 DVD player 7.81 (Source: IAMAI / IMRB) valued at US$225 million. By 2015, the classifieds market NAAPTOL 2,849 5.1 Satellite/cable TV 7.34 will reach US$510 million. Alibaba Corporation 2,610 4.6 Broadband/hi-speed Internet 10.07 More than one quarter (28%) of all travel transactions in (Source: Avendus) HOMESHOP18 2,438 4.3 White goods e.g. Fridge, washing machine 4.92 India are carried out over the internet. BOOKMYSHOW 2,370 4.2 Car/Automobile 4.68 PRICEINDIA.IN 2,367 4.2 Motorcycle 5.15 (Source: Avendus) The mobile classifieds market is valued at US$45 million. (Source: comScore Media Matrix, March 2012; Total Audience) Furniture/home equipment 6.24 (Source: Avendus) Holiday (in my own country) 9.45 Online banking still has some way to go; only 7% of all Indias Top Site Categories Holiday (abroad) 5.00 internet users access their accounts online. Mobile advertising is set to grow ten-fold within the coming Site % Reach Laptop (bigger than 10 inch screen) 7.26 Netbook (ultra portable laptop, smaller than10 inch screen) 2.97 (Source: Avendus) five years. Its current value is US$11 million. Portals 96.6 Blu ray player 3.36 (Source: The Economic Times) Social Networking 95.0 E-book/E-reader 3.36 Why Indian Internet Users Go Online Search/Navigation 89.7 Beer 9.52 Entertainment 83.1 Motivation % of Internet Users Who Consider this Very Important By the end of Q3 2011, search and display ads were Wine/Spirits 7.81 Research for work 60.03 email 73.0 Networking for work 54.72 estimated to be valued between US$240-250 million and Directories/Resources 70.2 Sports equipment 9.60 Clothes 26.23 Education 65.89 could reach US$750 million by 2014. News/Information 68.2 Shoes 16.86 Stay in touch with friends 58.47 (Source: Microsoft / WARC) Technology 64.3 Travel e.g. plane tickets/hotel 17.02 Update my friends with my life 45.20 Retail 60.5 Music 15.93 Meet new people 40.05 Business/Finance 58.3 Promote something 37.47 Google and Yahoo! are the most popular portals in India (Source: comScore Media Matrix, March 2012; Total Audience) Films 17.25 Books 20.22 Entertainment 45.59 with 84% of users using their sites for searches and Financial product e.g. insurance 9.29 Research products to buy 47.85 information. YouTube is the leading source for online videos Personal items e.g. watches/handbags, etc. 15.07 Share my opinion 41.92 Healthcare and Pharmaceutical products 11.94 Share content 35.36 with 89% of Indias internet population using the site. • E-COMMERCE • (Source: JUXT) A gift for someone 19.52 Find music 44.03 Tablet device e.g. iPad 3.750 Find films/TV shows 29.90 None of the above 26.70 Stay up to date on news/events 54.65 At the beginning of Q4 2011, the top five sites in terms of The Indian e-commerce market hosted US$3 billion of (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Research how to do things 56.21 Organise my life 40.91 reach were Facebook (51.8%), Yahoo! (51.6%), YouTube transactions in 2011. Express myself 39.58 (38.7%), Blogspot (29.1%), and Orkut IN (24%). (Source: IAMAI) Indias Top Music Sites Take on a different personality 32.24 (Source: Burson Marsteller) Site Total Unique Visitors (000) Fill up spare time 34.58 It is forecast that more than US$20 billion worth of Songs.pk 5,903 To get inspired/get ideas 50.90 Beemp3 3,955 Play games 24.36 Indias Top Sites transactions will be carried out online over the next five to Raaga 1,965 Change other peoples opinions 24.28 Site Total Unique Visitors (000) % Reach seven years in India and 12-15% of the countrys shopping MOGMusicNetwork 1,917 Google Sites 53,849 95.6 123Musiq 1,553 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) FACEBOOK 46,547 82.7 activities will move online. (Source: IAMAI) ToneFuse Music 1,451 Yahoo! Sites 39,434 70.0 Mp3skull 1,451 What Indian Internet Users Do Online Microsoft Sites 28,547 50.7 Djmaza 1,184 Activity % of Users Times Internet 19,950 35.4 A total of 9 million Indian internet users carried out online Bearshare 1,046 Uploaded Photos Online 69.40 Wikimedia Foundation Sites 19,402 34.5 Watched A Video Clip 74.47 Network 18 16,721 29.7 transactions in 2011. This number is predicted to reach 38 Djmazas (Source: Avendus / Comscore, September 2011) 829 Uploaded A Video Online 47.07 Rediff India 16,709 29.7 million by 2015. Manage Your Social Network Profile 66.82 Ask Network 14,083 25.0 (Source: Avendus) Written Your Own Blog 32.71 Indian Railways 12,499 22.2 Used A Micro blogging Service 26.70 In November 2011, approximately 60% of Indian online (Source: comScore Media Matrix, March 2012; Total Audience) Subscribed To An RSS Feed 24.59 • MOBILE • Used An Aggregator 21.62 users visited retail sites, with 7.6 million and 7.1 million Used Instant Messenger 53.55 Indias Top Entertainment Sites Site Total Unique Visitors (000) % Reach users visiting coupon and consumer electronics sites Of Indias general internet population, 9% go online via Made A Phone Call Online/Used VOIP 38.25 Used Webmail 61.75 Entertainment 46,777 83.1 respectively. their mobile devices. Used Online Office Applications 53.32 YOUTUBE 30,287 53.8 (Source: Comscore) (Source: IAMAI / IMRB) Edited/Managed Own Website 34.66 CBS Interactive 9,641 17.1 BEEMP3 6,007 10.7 Used Internet Banking 58.08 omg! from Yahoo! 5,878 10.4 The online travel category is the undisputed leader in the At the beginning of Q4 2011, the number of mobile internet Left A Comment On A Story On A Website 43.79 Written A News Story/Article 31.30 Metacafe 5,607 10.0 B2C e-commerce market, accounting for 76% of revenues. users reached 46 million. Post Comment On Forum/BBS 39.81 DAILYMOTION 4,887 8.7 (Source: IAMAI) (Source: IAMAI / IMRB) Purchased A Product Online 46.68 SONGS.PK 4,819 8.6 ToneMedia 4,744 8.4 Reviewed A Product Or Brand Online 50.19 MP3RAID 4,374 7.8 Indias B2C market is expected to grow at a CAGR of By 2015, Indias 4G service is projected to account for 28 Used A Social Bookmark Service 40.12 Asked/answered question on Q/A service 46.53 Yahoo! Movies 4,202 7.5 34.2% between now and 2015. million connections. (Source: comScore Media Matrix, March 2012; Total Audience) (Source: eMarketer) Bght prod/serv through group buying website 31.54 (Source: Avendus) (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Indias Top Gaming Sites Online retail sales will reach US$2.4 billion (excluding The mobile penetration rate could reach 54% by 2020 Site Total Unique Visitors (000) % Reach online travel) in 2012, with the number of online buyers in when the subscriber base reaches 1.36 billion connections. Games 21,977 39.0 the country potentially expanding to 21.5 million. (Source: Analysys Mason) • ONLINE ADVERTISING • IBIBO 3,651 6.5 (Source: eMarketer) GAMETOP 2,377 4.2 Yahoo! Messenger Games 2,067 3.7 Revenues generated by mobile services are projected to Online advertising in India is currently generating US$410 IGN Entertainment 1,988 3.5 The online retail market size will be worth an US$1.4 billion hit US$30 billion by 2016. Currently the mobile service Spil Games 1,628 2.9 million a year and represents 7% of total advertising Y8 1,611 2.9 by 2015. penetration rate is 51% but should reach 72% by 2016. spend. By 2015, it is expected to generate US$1.6 billion ACE2THREE 1,299 2.3 (Source: Associated Chambers of Commerce and Industry of India) (Source: Gartner) ALLGAMESHOME 1,283 2.3 and comprise 10 to 15% of Indias overall ad spend. (Source: THE Economic Times) MYPLAYCITY 1,253 2.2 Almost 50% of all of the countrys music revenues stem ZAPAK 1,034 1.8 (Source: comScore Media Matrix, March 2012; Total Audience) from mobile downloads. Mobile advertising spend came to US$56.5 million in 2011. (Source: Avendus) It is forecast to reach US$247 million by 2015. (Source: eMarketer)38 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 39
  • 22. Two fifths of Google Indias search queries originate from Access/subscribe to news or business updates 4.2 Part-time worker 7.88 Indias Bloggers Access/subscribe to financial information 2.0 Freelancer 2.81 mobile phones. Find shop/office locations 2.9 Self-employed 11.32 % Who Have Written Their Own Blog (Source: Google) Gender Search for information on products & services via mobile 2.4 Full-time parent 1.40 Male 87.35 Order products or services via mobile 2.8 In education 13.27 Female 12.65 The main applications being accessed by smartphones in Personal banking/pay bills via mobile 4.9 Unemployed 5.07 Education Access/subscribe to mobisodes (i.e. short movies/video episodes viewed Other 1.80 India are Facebook (45% reach), GPS (40% reach) and on mobile phones) 0.6 Schooling until age 16 0.72 Work Sector Schooling until age 18 3.82 YouTube (33% reach). Use mobile messenger/mobile instant messenger 4.3 Financial Services 7.34 Trade/technical school or college 9.55 (Source: Nielsen Wire) Map/Navigation 4.5 Retail 3.28 University 52.51 Personal Product Ownership Smartphone 17.5 Professional Services Post graduate 33.41 e-Readers e.g. Kindle, iPad, etc. 3.9 Indian smartphone users spend 72% of their time on (Source: Synovate, PAX Q4 2012 - Q3 2011) (Law, Accounting, Architect, etc.) 4.06 Employment Status Healthcare/Medicine 4.53 games, entertainment, apps and general online activities, Manufacturing, Engineering, Construction 11.24 Full-time worker 60.14 Part-time worker 8.35 while 28% of their time is spent on voice calls and text Education 6.71 Freelancer 3.10 Government (excluding Education & Health) 2.97 messaging. Self-employed 12.17 (Source: Nielsen) • SOCIAL • Police or Armed Forces 0.47 Full-time parent 0.72 Agriculture or Mining 0.94 In education 12.17 IT, Internet, Software, Computer Services 24.43 Unemployed 2.38 In 2011, 44% of Indian mobile internet users bought online Indias total social networking audience now totals 43.5 Transport, Logistics, Distribution 1.33 Other 0.95 Travel, Tourism, Leisure Services 1.72 content via their phones. million, according to one survey. Work Sector Advertising marketing, media 2.26 (Source: The Financial Express) (Source: Comscore) Financial Services 7.16 Other 7.18 Retail 1.91 Current Position Professional Services (Law, Accounting, Architect, etc.) 3.58 India could become one of the worlds top five countries There are more than 33 million internet users who are on Company Owner 8.90 Healthcare/Medicine 7.40 for smartphones by 2016, representing almost 10% of the more than one social networking site in India. These sites Senior Manager 13.66 Manufacturing, Engineering, Construction 11.22 Mid-level Manager 19.20 entire worlds supply. In 2011, it represented 2.2% of it. are attracting, on average, 45,000 new users every day. Entry-level Manager 7.88 Education 4.53 (Source: IDC / Campaign Asia-Pacific) (Source: Scribbal / Techonzo) Government (excluding Education & Health) 3.58 Team member 16.71 Police or Armed Forces 0.48 Support level 5.07 Agriculture or Mining 1.43 The value of mobile banking in the country could reach India has now overtaken Indonesia as the country with the Other 7.03 IT, Internet, Software, Computer Services 31.74 Responsibility At Work US$350 billion by 2015. second largest Facebook population in the world. General management 29.19 Transport, Logistics, Distribution 0.72 (Source: Boston Consulting Group / WARC) (Source: TechinAsia) Travel, Tourism, Leisure Services 1.67 Direct reports/team 23.42 Advertising marketing, media 2.38 Recruiting new employees 21.00 Other 5.97 Indias Mobile Internet Users Other sources put Indias social networking population at Purchasing IT, telecoms/technology Current Position % Of Mobile Users Who Access Internet Sites PRODUCTS/services for co. 25.45 Age a higher nunber, with some estimates putting Facebooks Purchasing all other PRODUCTS/services for co. 16.78 Company Owner 8.83 Senior Manager 17.42 25 to 34 8.31 users alone at more than 45.8 million people. Managing budgets 17.41 Mid-level Manager 19.57 35 to 44 7.31 (Source: Socialbakers) Advertising and marketing 2.11 Entry-level Manager 7.40 45 to 54 4.60 Company strategy 38.33 Team member 18.62 None of these 3.90 55 to 64 7.39 Facebook has a penetration rate amongst Indian online Decision Maker Support level 5.25 Job Title Other 6.68 Top Management 10.44 users of 56.57%. Its user based grew by more than 7.7 Decision maker 17.17 Responsibility At Work Non Top Management 9.45 million in one 6-month period alone. Senior decision maker 13.04 General management 32.46 Monthly Household Income Other 48.24 (Source: Socialbakers) (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Direct reports/team 26.73 US$ <2000 6.38 Recruiting new employees 25.06 US$ 2000 to <4000 9.73 Only 10% of internet users in India are even aware that Purchasing IT, telecoms/technology PRODUCTS/services for co. 32.46 US$ 4000 to <6000 11.66 Why Indias Internet Users Social Network Purchasing all other PRODUCTS/services for co. 23.39 US$ 6000 to <8000 0.82 brands exist on social networking sites. Motivation % Of Users Who Joined Managing budgets 21.72 US$ 8000+ 27.31 (Source: Scribbal / Techonzo) % Of Social Network Users A Social Network Group Advertising and marketing 2.15 Monthly Personal Income Research for work 2.58 3.12 Company strategy 39.38 Below US$ 1000 8.31 US$ 1000 to <2000 11.26 More than two thirds (67%) of Indian internet users read Networking for work 4.14 5.54 None of these 3.10 Education 4.45 4.61 Decision maker 21.72 US$ 2000 to <3000 16.96 online product or services reviews. Stay in touch with friends 21.55 12.1 Senior decision maker 16.94 US$ 3000 to <6000 38.25 (Source: Scribbal / Techonzo) Update my friends with my life 7.81 5.86 Other 45.10 US$ 6000+ 22.17 Meet new people 5.31 6.01 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) There was an increase of almost 23% in the number of (Source: Synovate, PAX Q4 2012 - Q3 2011) Promote something 0.39 1.87 Indian social networkers in 2011. Entertainment 3.36 3.43 Top 20 Indian Brands On Facebook Indias Mobile Shoppers (Source: Scribbal / Techonzo) Research/find products to buy 0.55 0.78 Brand Fans % Of Mobile Users Who Ordered Products Or Services Via Mobile Share my opinion 1.87 3.90 Tata Docomo 7,325,154 Age Share content 2.26 2.65 Kingfisher 3,731,923 25 to 34 2.45 Twitter reaches 1 in 12 online users in India. LinkedIn Find music 1.64 1.25 Fastrack 3,692,799 35 to 44 3.67 reaches 1 in 8 online users. Stay up to date on news/events 1.17 3.59 Vodafone Zoozoos 3,146,353 45 to 54 1.71 Research how to do things 0.94 1.17 (Source: Comscore) Pepsi India 2,896,916 55 to 64 3.75 Organise my life 1.72 1.25 Idea 2,471,265 Job Title Express myself 2.73 4.68 Top Management 3.25 Indians spend on average 3.4 hours on social networks. Take on a different personality 0.55 0.86 Shoppers Stop 2,384,828 (Source: Comscore) Nokia India 2,359,150 Non Top Management 4.71 Fill up spare time 1.56 1.25 PlayUp Cricket 2,304,697 Monthly Household Income I feel like I have to 1.09 1.64 Axe Angels club 2,113,920 US$ <2000 2.92 When in doubt, 50% of Indian netizens turn to social To talk about brands/products 1.17 1.25 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Bingo! 1,918,890 US$ 2000 to <4000 2.13 US$ 4000 to <6000 1.61 media sites to help them make decisions relating to online Cafe Coffee Day - Official 1,838,269 eBay India 1,710,178 US$ 6000 to <8000 - purchases. Indias Top Social Networking Sites Nike Cricket 1,654,392 US$ 8000+ 5.64 (Source: Nielsen) Site Total Unique Visitors (000) % Reach Pizza Hut Celebrations 1,576,196 Monthly Personal Income Social Media - Social Networking 53,513 95.0 Know your neighbours 1,573,092 Below US$ 1000 3.50 Indias Social Networking Users FACEBOOK 46,547 82.7 Aircel India 1,555,046 US$ 1000 to <2000 6.94 LINKEDIN 7,029 12.5 Reebok India 1,542,793 % of Social Networkers US$ 2000 to <3000 6.04 Orkut 6,442 11.4 Cadbury Celebrations 1,445,953 Gender US$ 3000 to <6000 4.73 BHARATSTUDENT 4,972 8.8 Samsung Mobile India 1,40,4410 Male 83.14 US$ 6000+ 16.59 TWITTER 4,588 8.1 (Source: Socialbakers, May 2012) (Source: Synovate, PAX Q4 2012 - Q3 2011) Female 16.86 Education ZEDGE 3,705 6.6 Schooling until age 16 0.86 Yahoo! Profile 1,931 3.4 Indias Mobile Activities Schooling until age 18 5.39 SLIDESHARE 1,591 2.8 Applications Used In Past Months % of Users Trade/technical school or college 9.76 HOTKLIX 1,411 2.5 Send/receive text messages (SMS) 35.9 University 52.46 DEVIANTART 1,223 2.2 (Source: comScore Media Matrix, March 2012; Total Audience) Send/receive multimedia message e.g. photos and voice (3G/MMS) 6.4 Post graduate 31.54 Send/receive email 8.7 Employment Access internet sites 7.0 Full-time worker 56.4440 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 41
  • 23. INDONESIA • USER BEHAVIOUR • • ONLINE ADVERTISING • Almost 50% of Indonesias internet users access the It is estimated that about US$165 million is spent per internet via their mobile phones. month on online advertising in Indonesia. (Source: Nielsen) (Source: Nielsen / Jakarta Globe) In the month of September 2011, 32% of Indonesian More than half (51%) of online Indonesians are happy to internet users accessed the web on a daily basis and be served online advertising as long as it is relevant to Indonesian internet users spent on average 14 hours per their interests and needs. week online. (Source: Nielsen) (Source: Nielsen) The mobile advertising market is projected to grow to Internet cafes remain the main place for Indonesians to get US$125 million in 2015. online (66% of internet users). (Source: Frost & Sullivan) (Source: Nielsen) Indonesia is one of only four countries to exceed one billion More than half (51%) of Indonesias internet users stream online advertising impressions in one quarter. or download videos on a monthly basis. (Source: Frost & Sullivan) (Source: Nielsen) Indonesias Top Sites Nearly two thirds (64%) of the countrys online population In December 2011, Indonesians averaged 16.4 hours Site Total Unique Visitors (000) % Reach • DEMOGR APHICS • Google Sites 11,538 92.7 is male. online, well below the worldwide average of 24.4 hours. FACEBOOK 10,652 85.6 (Source: We Are Social) (Source: comScore) Yahoo! Sites 8,201 65.9 The number of Indonesian internet users topped 55 million Federated Media Publishing 6,132 49.3 in 2011, translating to a 22.4% penetration rate. Indonesias Internet Users Why Indonesias Internet Users Go Online 4SHARED 4,323 34.7 (Source: Internet World Stats) % Of Users Motivation % of Users Kaskus 4,119 33.1 Gender Research for work 67.11 Microsoft Sites 3,533 28.4 TWITTER 3,516 28.3 It is estimated that the internet penetration rate will Male 66.18 Networking for work 62.05 Female 33.82 Education 70.57 Wikimedia Foundation Sites 3,486 28.0 advance at a CAGR of almost 30% between now until 2015 Education Stay in touch with friends 60.19 iG 3,330 26.8 to reach 37%. Schooling until age 16 0.80 Update my friends with my life 16.91 (Source: comScore Media Matrix, March 2012; Total Audience) (Source: Foster & Sullivan) Schooling until age 18 14.78 Meet new people 40.08 Trade/technical school or college 18.91 Promote something 62.58 Indonesias Top Entertainment Sites University 65.25 Entertainment 48.47 The internet penetration rate via PCs is estimated to be less Post graduate 0.27 Site Total Unique Visitors (000) % Reach Research products to buy 54.86 Entertainment 11,433 91.9 than 10%. By contrast, mobile has an internet penetration Main Shopper Share my opinion 34.62 YOUTUBE 6,287 50.5 rate of 57%. Main 34.22 Share content 29.83 omg! from Yahoo! 2,354 18.9 (Source: The Jakarta Globe) Joint 58.19 Find music 35.82 CBS Interactive 2,043 16.4 Do not do the shopping 7.59 Find films/TV shows 23.83 AOL Music 1,957 15.7 Work Sector Stay up to date on news/events 69.78 STAFABAND.INFO 1,613 13.0 The countrys broadband penetration rate is forecast Financial Services 4.93 Research how to do things 64.18 VEVO 1,519 12.2 to reach 60% by 2016. However, as of June 2011, the Retail 6.26 Organise my life 27.96 Gretech 1,311 10.5 Professional Services (Law, Accounting, Architect, etc.) 4.13 Express myself 30.89 broadband penetration rate was only 6%. Healthcare/Medicine 2.80 Take on a different personality 13.45 Viacom Digital 1,104 8.9 (Source: Foster & Sullivan) ToneMedia 762 6.1 Manufacturing, Engineering, Construction 11.32 Fill up spare time 38.62 Detik Hot 675 5.4 Education 6.53 To get inspired/get ideas 72.84 (Source: comScore Media Matrix, March 2012; Total Audience) There were an estimated 30 million broadband internet Government (excluding Education & Health) 4.79 Play games 19.84 Police or Armed Forces 0.27 Change other peoples opinions 15.58 users in Indonesia in 2011. Agriculture or Mining 2.53 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Indonesias Top Gaming Sites (Source: The Jakarta Globe, Jan 2012) IT, Internet, Software, Computer Services 15.45 Site Total Unique Visitors (000) % Reach Transport, Logistics, Distribution 3.99 Games 8,615 69.2 Only 19% of Indonesias internet subscribers have home What Indonesias Internet Users Do Online Spil Games 1,350 10.8 Travel, Tourism, Leisure Services 2.53 Activity % of Users Yahoo! Messenger Games 625 5.0 connections. Advertising marketing, media 5.19 Uploaded Photos Online 69.24 ALLGAMESHOME 612 4.9 (Source: Nielsen) Other 16.38 Watched A Video Clip 75.63 GEMSCOOL 528 4.2 Current Position Uploaded A Video Online 42.48 EA Online 440 3.5 Company Owner 17.04 Only 20% of Indonesians aged 15 and above use the Senior Manager 8.12 Manage Your Social Network Profile 79.76 IGN Entertainment 393 3.2 Written Your Own Blog 40.08 MYPLAYCITY 368 3.0 internet. Mid-level Manager 12.12 Used A Micro blogging Service 26.77 Boyaa Interactive 362 2.9 (Source: Nielsen) Entry-level Manager 12.25 Subscribed To An RSS Feed 17.18 GameSpot 302 2.4 Team member 24.63 Used An Aggregator 9.85 GAMETOP 287 2.3 Support level 5.33 Indonesians between 18 and 27 years are the main group Other 7.59 Used Instant Messenger 66.84 (Source: comScore Media Matrix, March 2012; Total Audience) Made A Phone Call Online/Used VOIP 24.10 of users accessing the internet via their mobile phones Responsibility At Work Used Webmail 65.38 (53%). General management 28.89 Used Online Office Applications 39.28 Indonesias Top Retail Sites Direct reports/team 34.09 Site Total Unique Visitors (000) % Reach (Source: Frost & Sullivan) Edited/Managed Own Website 40.48 Recruiting new employees 17.98 Retail 6,991 56.2 Used Internet Banking 54.59 Purchasing IT, telecoms/technology PRODUCTS/services for co. 27.70 Amazon Sites 1,578 12.7 Left A Comment On A Story On A Website 59.25 Almost 80% of households in Indonesia own an internet- Purchasing all other PRODUCTS/services for co. 17.31 INDONETWORK.CO.ID 1,052 8.5 Written A News Story/Article 33.82 enabled mobile phone. Managing budgets 25.43 AVG 837 6.7 Post Comment On Forum/BBS 40.88 (Source: Nielsen) Advertising and marketing 1.87 Apple Worldwide Sites 730 5.9 Purchased A Product Online 39.95 Company strategy 26.23 BHINNEKA 559 4.5 Reviewed A Product Or Brand Online 42.61 None of these 6.26 DINOMARKET 335 2.7 More than half (57%) of Indonesias internet population Decision Maker Used A Social Bookmark Service 37.55 Alibaba Corporation 334 2.7 Asked/answered question on Q/A service 31.96 live in rural areas. Decision maker 17.71 Bght prod/serv through group buying website 20.11 SMADAV 290 2.3 (Source: We Are Social) Senior decision maker 14.91 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) BEJUBEL 249 2.0 Other 54.46 DISDUS 241 1.9 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) (Source: comScore Media Matrix, March 2012; Total Audience) More than half of Indonesias internet users are aged below 20. (Source: We Are Social)42 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 43
  • 24. Indonesias Top Site Categories The number of Indonesians using the mobile internet is Indonesias Mobile Activities* There are more than 5.27 million blogs in Indonesia. Site % Reach expected to reach 145.2 million in 2015. Applications Used In Past Months % of Users (Source: We Are Social / Saling Silang) Social Networking 95.7 (Source: Frost & Sullivan) Send/receive text messages (SMS) 76.7 Entertainment 91.9 Search/Navigation 86.7 Send/receive multimedia message e.g. photos and voice (3G/MMS) 32.6 Indonesias Social Networking Users Send/receive email 53.2 Community 83.3 A sizeable 82% of Indonesians are now primarily or Access internet sites 50.6 % of Social Networkers Gender Portals 77.2 exclusively accessing the internet via their mobile. Access/subscribe to news or business updates 22.4 Male 66.18 Blogs 76.5 (Source: InMobi) Access/subscribe to financial information 18.2 News/Information 73.1 Female 33.82 Find shop/office locations 20.4 Games 69.2 Education Search for information on products & services via mobile 23.1 Technology 61.3 More than two fifths (43%) of online Indonesians say their Order products or services via mobile 16.7 Schooling until age 16 0.80 Schooling until age 18 14.78 email 57.8 handheld device is the main tool for getting online. Personal banking/pay bills via mobile 19.8 (Source: comScore Media Matrix, March 2012; Total Audience) Trade/technical school or college 18.91 (Source: Nielsen) Use mobile messenger/mobile instant messenger 18.6 University 65.25 Map/Navigation 17.1 Post graduate 0.27 Indonesians are leading the world in terms of the number Personal Product Ownership Employment Smartphone 31.7 • E-COMMERCE • of internet pages accessed via a mobile phone per month e-Readers e.g. Kindle, iPad, etc. 8.4 Full-time worker 52.46 Part-time worker 9.99 at 661 per person. (Source: Synovate, PAX Q4 2012 - Q3 2011; *Jakarta) Freelancer 5.19 (Source: MIC Indonesia) Self-employed 19.44 Indonesias e-commerce market is projected to grow at a Full-time parent 0.93 CAGR of 67% from now until 2015, placing the market size The main reasons Indonesians turn to the mobile internet In education 8.66 at US$1.8 billion. are ease of use (52%), privacy (43%), easy access (26%), • SOCIAL • Unemployed 2.13 Other 1.20 cost effectiveness (25%) and boredom (9%). (Source: Frost & Sullivan) Work Sector (Source: InMobi) Financial Services 4.93 With proper infrastructure put in place, the m-commerce A decisive 89% of Indonesian internet users visit social Retail 6.26 market could grow to a value of US$1.03 billion in 2015. Indonesians spend about five hours daily on mobile media media sites. Professional Services (Law, Accounting, Architect, etc.) 4.13 (Source: We Are Social / Comscore) Healthcare/Medicine 2.80 consumption. (Source: Frost & Sullivan) Manufacturing, Engineering, Construction 11.32 (Source: InMobi) Only 6% of Indonesias internet users have accessed the The main online activities being carried out by Indonesians Education 6.53 Government (excluding Education & Health) 4.79 web to purchase goods and services. Mobile web users spend 20% of their internet time on at least one time per week are messaging on social Police or Armed Forces 0.27 (Source: Deloitte Access Economics) music and video sites. network sites (71%), posting comments on social network Agriculture or Mining 2.53 IT, Internet, Software, Computer Services 15.45 (Source: InMobi) sites (61%), viewing other user profiles (59%), updating Transport, Logistics, Distribution 3.99 The value of online transactions could reach US$4.1 billion their social network profiles (56%) and emailing (51%). Travel, Tourism, Leisure Services 2.53 in 2012. More than half (55%) of Indonesian mobile consumers (Source: Nielsen) Advertising marketing, media 5.19 Other 16.38 state that their mobile is the primary medium impacting (Source: Frost & Sullivan) Current Position their purchasing decisions. Mobile web users spend 24% of their internet time on Company Owner 17.04 What Indonesias Internet Users Buy Online (Source: InMobi) social media sites. Senior Manager 8.12 Purchase % of Users (Source: InMobi) Mid-level Manager 12.12 Desktop computer 4.13 Entry-level Manager 12.25 Portable media player E.G. iPod 3.06 Indonesias Mobile Internet Users* Mobile phone 6.93 % Of Mobile Users Who Access Internet Sites Nearly two thirds (62%) of online Indonesians turn to Team member 24.63 Support level 5.33 Flat screen TV 3.99 Age social media sites when making purchasing decisions. Other 7.59 Games console 2.66 25 to 34 63.03 (Source: Nielsen) Responsibility At Work DVD player 2.53 35 to 44 49.82 General management 28.89 Satellite/cable TV 2.66 45 to 54 44.53 Broadband/hi-speed Internet 3.06 55 to 64 29.84 Indonesia is the worlds eighth biggest Facebook market Direct reports/team 34.09 Recruiting new employees 17.98 White goods E.G. Fridge, washing machine 1.87 Job Title with a reach of 87.4% Purchasing IT, telecoms/technology PRODUCTS/services for co. 27.70 Car/Automobile 1.33 Top Management 59.27 (Source: Comscore) Purchasing all other PRODUCTS/services for co. 17.31 Motorcycle 1.47 Non Top Management 65.45 Managing budgets 25.43 Furniture/home equipment 2.53 Monthly Household Income US$ <2000 48.70 A sizeable 90% of Indonesias internet users actively Advertising and marketing 1.87 Holiday (in my own country) 7.59 Company strategy 26.23 Holiday (abroad) 5.59 US$ 2000 to <4000 63.96 maintaining a Facebook account. None of these 6.26 Laptop (bigger than 10 inch screen) 4.26 US$ 4000 to <6000 71.82 (Source: Nielsen) Decision Maker Netbook (ultra portable laptop, smaller than 10 inch screen) 3.33 US$ 6000 to <8000 63.41 Decision maker 17.71 Blu ray player 0.53 US$ 8000+ 70.29 In 2012, Facebook should have 49.1 million users in Senior decision maker 14.91 E-book/E-reader 1.47 Monthly Personal Income Beer 0.53 Below US$ 1000 58.57 Indonesia. Other 54.46 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) (Source: eMarketer) Wine/Spirits 0.80 US$ 1000 to <2000 77.72 Sports equipment 3.73 US$ 2000 to <3000 64.70 Clothes 17.18 US$ 3000 to <6000 79.56 Indonesia is the worlds fourth biggest Twitter market with Why Internet Users Social Network Shoes 7.72 US$ 6000+ 93.08 Motivation % Of Users Who Joined Travel E.G. plane tickets/hotel 15.58 (Source: Synovate, PAX Q4 2012 - Q3 2011; *Jakarta) a reach of 21%. % Of Social Network Users A Social Network Group (Source: Comscore) Music 6.26 Research for work 1.60 1.87 Networking for work 11.05 11.72 Films 6.66 Indonesias Mobile Shoppers* Books 14.78 % Of Mobile Users Who Ordered Products Or Services Via Mobile Indonesians send more than 1.29 million Tweets every day, Education 1.47 2.40 Financial product E.G. insurance 1.60 Stay in touch with friends 31.83 18.64 Age or 15 Tweets every second. And 87% of them are sent Update my friends with my life 3.99 2.53 Personal items E.G. watches/handbags, etc. 5.06 25 to 34 23.93 Healthcare and Pharmaceutical products 7.59 35 to 44 14.95 from mobile devices. Meet new people 3.06 6.93 A gift for someone 7.86 (Source: We Are Social / Saling Silang) Promote something 3.59 4.66 45 to 54 10.60 Tablet device e.g. iPad 2.26 Entertainment 3.99 3.33 55 to 64 12.94 Research/find products to buy 0.53 1.07 None of the above 34.35 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Job Title In a survey on the most popular weekly online activities Share my opinion 1.87 6.13 Top Management 21.20 of users, social media was by far the dominant theme Share content 1.73 3.46 Non Top Management 22.50 Monthly Household Income amongst Indonesians, with 71% posting private messages Find music 0.27 0.13 Stay up to date on news/events 1.33 4.93 US$ <2000 16.24 on social networking sites, 61% making public comments Research how to do things 0.53 1.33 • MOBILE • US$ 2000 to <4000 20.40 on social networking sites, 59% browse peoples profiles, Organise my life 0.27 0.80 US$ 4000 to <6000 17.21 Express myself 4.93 2.53 US$ 6000 to <8000 3.60 56% update their own profiles, while just over half (51%) Take on a different personality - - There was an estimated 265 million mobile subscribers in US$ 8000+ 32.63 send email. Fill up spare time 6.13 4.93 Indonesia in 2011. Monthly Personal Income (Source: Nielsen) I feel like I have to 1.07 1.33 Below US$ 1000 18.43 (Source: BuddeComm) To talk about brands/products 0.53 1.07 US$ 1000 to <2000 28.00 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) US$ 2000 to <3000 28.84 One fifth of online Indonesians have interacted with The mobile penetration rate is expected to reach 107% by US$ 3000 to <6000 29.03 brands, products or companies via social media in the last 2015. US$ 6000+ (Source: Synovate, PAX Q4 2012 - Q3 2011; *Jakarta) 39.96 year. (Source: Frost & Sullivan) (Source: Nielsen)44 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 45
  • 25. Indonesias Top Social Networking Sites Government (excluding Education & Health) 5.32 Share my opinion 4.13 through social media on mobile is an essential part of their Police or Armed Forces - Share content 4.13 Site Total Unique Visitors (000) % Reach Agriculture or Mining 1.00 Find music 0.27 communications arsenal. Social Media - Social Networking 11,913 95.7 FACEBOOK 10,652 85.6 IT, Internet, Software, Computer Services 22.26 Stay up to date on news/events 0.53 Details: During the pre-launch, over 1,000 pictures of Transport, Logistics, Distribution 4.98 Research how to do things 1.33 TWITTER 3,516 28.3 Organise my life 0.13 Q, W, E, R, T, Y human-shaped letters and QWERTY Travel, Tourism, Leisure Services 2.00 MULTIPLY 1,857 14.9 Advertising marketing, media 4.98 Express myself 2.80 human-shaped words were submitted to the photo contest. Yahoo! Profile 796 6.4 SCRIBD 645 5.2 Other 13.62 Take on a different personality - Out of all participants, seven winners received new Asha Current Position Fill up spare time 2.53 DEVIANTART 593 4.8 Company Owner 19.27 I feel like I have to 1.07 303 phones. In the launch phase, the idea was to own TUMBLR 592 4.8 SLIDESHARE 495 4.0 Senior Manager 7.31 To talk about brands/products 0.40 and transform the word "Qwerty" into a common verb (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Mid-level Manager 12.96 Myspace 395 3.2 Entry-level Manager 13.62 and usage (think "Facebook Me" or "WhatsApp me"). LINKEDIN 282 2.3 (Source: comScore Media Matrix, March 2012; Total Audience) Team member 22.26 Top 20 Facebook Pages With Most Momentum The campaign featured the Qwerty Man, a newly created Support level 3.32 Facebook Page Name Fans persona. He interacted with the audience through various Other 9.30 Indonesias Bloggers Responsibility At Work SCTV 4,585,901 social communication channels (Facebook, Twitter, SMS Batik Indonesia 4,126,511 % Who Have Written Their Own Blog General management 29.24 RCTI 3,949,527 and WhatsApp), where users could "Qwerty him" to send Gender Direct reports/team 31.90 Male 70.10 Recruiting new employees 17.94 Inbox 3,289,976 challenge requests. Nokia and partner agencies selected Yahoo! Indonesia 1,053,766 Female 29.90 Purchasing IT, telecoms/technology PRODUCTS/services for co. 31.56 KORAN FESBUK 895,622 ten of the best challenges for Qwerty Man to perform, Education Schooling until age 16 1.33 Purchasing all other PRODUCTS/services for co. 18.28 www.detik.com 105,568 all recorded on video and shared on YouTube and on the Managing budgets 24.58 Schooling until age 18 15.94 Advertising and marketing 1.00 PlasaMSN 63,812 campaign microsite. The public was invited to vote for their Kiddink 46,537 Trade/technical school or college 16.94 Company strategy 29.56 Koi Auction SAMURAIMARKET 27,057 favourite, and the winner won a trip to Hong Kong with the University 65.12 None of these 4.65 Post graduate 0.66 Decision Maker Ride Through Magazine 26,858 Qwerty team and the Qwerty Man! Blog Dokter 23,571 Employment Decision maker 19.27 SalingSilang 21,823 Full-time worker 46.51 Senior decision maker 16.94 Dari Mulut ke Hati 19,113 Part-time worker 16.61 Other 51.82 BBC Indonesia 12,892 Freelancer 4.98 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Majalah MARKETING 9,766 Self-employed 19.94 Urbanesia 8,066 Full-time parent 0.66 In education 8.97 Why Indonesias Internet Users Blog Bisnis 7,308 Motivation % Of Bloggers Bisnis Indonesia 4,000 Unemployed 2.00 Research for work 2.66 Kantor Berita Radio (KBR68H) 3,861 Other 0.34 (Source: Social Bakers) Networking for work 5.06 Work Sector Education 3.06 Financial Services 2.66 Retail 5.98 Stay in touch with friends 1.47 Indonesias Top 20 Brands On Facebook Update my friends with my life 1.33 Professional Services (Law, Accounting, Architect, etc.) 2.66 Facebook Page Name Number of Fans Meet new people 0.27 Healthcare/Medicine 3.98 Surfer Girl 2,234,736 Promote something 7.06 Manufacturing, Engineering, Construction 9.96 Chocolatos 1,875,568 Entertainment 1.07 Education 8.64 Yamaha Motor Indonesia 1,823,352 Research/find products to buy 0.80 BlackBerry Indonesia 1,674,351HALF PAGE TRAINING AD 210 X 148 MARKETING 05/12:Layout 1 10/05/2012 09:18 Page 1 AXE ID 1,635,388 TANGO WAFER RENYAH 950,556 XL Rame 660,253 Starbucks Indonesia 659,073 OAKLEY INDONESIA 637,291 Carrefour Indonesia 580,523 Kartu As 578,147 Kratingdaeng Indonesia 555,151 Become one of the most Acer Indonesia 548,942 Intel Indonesia 539,621 Nike Football Indonesia 469,861 Tango Waffle 434,985 Results: Within the first 24 hours, Nokia Indonesia Guinness Indonesia 407,113 gained over 3,000 registered users and received more skilled digital marketers in the Frestea 397,654 CIMB Indonesia 362,353 than 1,000 challenges for the Qwerty Man. The campaign AirAsiaIndonesia 352,296 (Source: Socialbakers, May 2012) concluded with a positive buzz and great results, achieving high quality engagements and exceeding targets for many of the KPIs. world and have a professional • CASE STUDY • Client: Nokia More than 900 pictures of Q, W, E, R,T & Y human- formed letters were submitted in a week. In the first week and a half, more than 13,000 challenges qualification to prove it! Agency: Wunderman Jakarta were submitted and over 300,000 unique visitors visited Campaign: Nokia Asha 303 "QWERTY Me" the website. Objective: Recognising the strong competition Two weeks after the campaign launch, there were 16,000 and upcoming opportunities for Qwerty devices in the new fans of the Nokia Indonesia Facebook page and 1,000 Indonesian market, Nokia aimed to hijack the Qwerty new followers on Twitter. category by introducing a fresh approach to launch the Total unique visitors of 487,926. new Nokia Asha range of mobile phones. Total complete registration was 87% above target. Strategy: The campaign was heavily focused online Total completed video views was 274% above target. because Indonesia has one of the largest global populations Achieved sales objectives of devices within 9 weeks for on Facebook and Twitter. Indonesians are particularly Asha 303, and record sales of Asha 200 devices within 4 receptive to online socialising, and many of the youth see weeks. social media as an everyday necessity to keep in touch Improve your skills today with the UK’s only with one another. In addition, Qwerty phones dominate recognised institute for direct and digital marketing. the mobile category in Indonesia. The ability to connect For more information, and to request your course prospectus, email education@asiadma.com or visit 46 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 47 www.theidm.com/adma
  • 26. JAPAN Why Japans Internet Users Go Online Japans Top Sites Motivation % of Users Site Total Unique Visitors (000) % Reach Research for work 27.30 Yahoo! Sites 67,004 91.2 Networking for work 16.64 Google Sites 63,927 87.0 Education 13.58 FC2 55,037 74.9 Stay in touch with friends 20.24 Amazon Sites 48,401 65.9 Update my friends with my life 9.85 NHN Corporation 47,613 64.8 Meet new people 8.79 Microsoft Sites 43,054 58.6 Promote something 8.52 NTT Group 42,294 57.6 Entertainment 24.63 CyberAgent 42,221 57.5 Research products to buy 52.60 Wikimedia Foundation Sites 41,013 55.8 Share my opinion 6.52 Rakuten 39,493 53.8 Share content 7.06 (Source: comScore Media Matrix, March 2012; Total Audience) Find music 20.24 Find films/TV shows 16.51 Japans Top Entertainment Sites Stay up to date on news/events 42.48 Site Total Unique Visitors (000) % Reach Research how to do things 33.69 Entertainment 65,764 89.5 Organise my life 12.52 YOUTUBE 42,106 57.3 Express myself 8.92 NICOVIDEO.JP 35,012 47.7 Take on a different personality 5.73 iTunes Software (App) 27,570 37.5 Fill up spare time 27.70 Sony Online 23,179 31.6 To get inspired/get ideas 21.04 Gretech 18,229 24.8 Play games 8.52 Yahoo! Japan GyaO! 10,404 14.2 Change other peoples opinions 4.00 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) HIMADO.IN 10,148 13.8 SAY-MOVE 8,526 11.6 Current Position VEOH 8,138 11.1 • DEMOGR APHICS • Company Owner 4.00 What Japans Internet Users Do Online Fuji Television Network 7,639 10.4 Senior Manager 3.20 Activity % of Users (Source: comScore Media Matrix, March 2012; Total Audience) Mid-level Manager 5.99 Uploaded Photos Online 19.71 Japanese internet users numbered 101.3 million in 2011, Entry-level Manager 6.66 Watched A Video Clip 44.21 Japans Top Gaming Sites representing an 80% penetration rate. Team member 23.04 Uploaded A Video Online 4.93 Site Total Unique Visitors (000) % Reach (Source: Internet World Stats) Support level 6.52 Manage Your Social Network Profile 19.17 Games 42,720 58.2 Other 15.31 Written Your Own Blog 20.11 4GAMER.NET 5,872 8.0 Responsibility At Work Used A Micro blogging Service 8.52 The wireless broadband penetration rate was 80% in 2011. General management 24.37 Subscribed To An RSS Feed 5.99 HANGAME.CO.JP 5,662 7.7 (Source: OECD) Playstation Sites 5,492 7.5 Direct reports/team 9.99 Used An Aggregator 2.00 Square Enix 5,285 7.2 Recruiting new employees 4.00 Used Instant Messenger 8.26 FAMITSU 5,196 7.1 Household broadband penetration rates in Japan came to Purchasing IT, telecoms/technology PRODUCTS/services for co. 6.52 Made A Phone Call Online/Used VOIP 6.52 AMAEBI 5,079 6.9 Purchasing all other PRODUCTS/services for co. 8.79 Used Webmail 69.37 more than 70% in 2011. Managing budgets 7.46 Y8 5,021 6.8 Used Online Office Applications 7.59 (Source: eMarketer) Nintendo 4,640 6.3 Advertising and marketing 0.67 Edited/Managed Own Website 14.11 KONAMI.JP 4,618 6.3 Company strategy 8.92 Used Internet Banking 56.32 Nexon Corporation 4,579 6.2 Japans household broadband connection penetration rate None of these 3.46 Left A Comment On A Story On A Website 9.85 (Source: comScore Media Matrix, March 2012; Total Audience) stood at 83% in Q2 2011. Decision Maker Written A News Story/Article 9.05 Decision maker 6.66 Post Comment On Forum/BBS 14.25 Japans Top Retail Sites (Source: Forrester) Senior decision maker 3.46 Purchased A Product Online 65.65 Other 54.59 Reviewed A Product Or Brand Online 25.97 Site Total Unique Visitors (000) % Reach Superfast broadband services - broadband transmitting (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Used A Social Bookmark Service 14.91 Retail 64,317 87.6 25 mb/s or more - are the preferred connection method Asked/answered question on Q/A service 10.52 Amazon Sites 48,401 65.9 Bght prod/serv through group buying website 16.91 Rakuten 39,493 53.8 amongst the Japanese, with 40% of households connecting (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Kakaku 25,126 34.2 to this service. • USER BEHAVIOUR • Yahoo! Shopping 23,914 32.6 (Source: Ofcom) Apple Worldwide Sites 13,591 18.5 DMM 7,292 9.9 There are more than 80 million broadband users in Japan. In Q2 2011, 88% of Japanese were going online at least • ONLINE ADVERTISING • TORANOANA.JP 5,003 6.8 Google Shopping 4,197 5.7 (Source: Nomura Research Institute) once a month. CONECO 3,986 5.4 (Source: Forrester) Online ad spend in Japan grew 4.1% in 2011 over 2010. ValueClick Sites 3,813 5.2 Japans Internet Users (Source: Dentsu) (Source: comScore Media Matrix, March 2012; Total Audience) % Of Users Japanese internet users plan much of their online activities, Gender with as many as 90% of them planning online information The internet advertising expenditure market in Japan Japans Top Site Categories Male 52.60 Site % Reach Female 47.40 seeking (such as news, product/service information (including placement and production) was worth JPY 806.2 Portals 98.0 Education searches) and 85% planning online entertainment billion (US$10 billion) in 2011, accounting for 14.1% of Search/Navigation 96.0 Schooling until age 16 2.40 Schooling until age 18 33.82 (downloading or streaming of videos, playing games or total advertising expenditures. Entertainment 89.5 Retail 87.6 Trade/technical school or college 12.65 listening to music). (Source: Dentsu) Blogs 85.3 University 49.93 (Source: Mindshare / MEC / Microsoft Advertising) News/Information 80.5 Post graduate 1.20 The online advertising market in Japan is forecast to grow Directories/Resources 80.5 Main Shopper Main 47.00 The main activities that Japanese online users carry at a CAGR of 4.51% between 2012 and 2016; online video Community 67.9 Social Networking 63.0 Joint 34.22 out online include searching for information (47%) and advertising is anticipated to grow at a CAGR of 4.6%. Technology 61.5 Do not do the shopping 18.78 communicating with others (41%). (Source: Companies and Markets) (Source: comScore Media Matrix, March 2012; Total Audience) Work Sector (Source: Mindshare / MEC / Microsoft Advertising) Financial Services 3.20 Retail 5.46 One fifth of online ad spend in Japan is now allocated to Professional Services (Law, Accounting, Architect, etc.) 2.93 Between May and July 2011 there were, on average, 11.3 handheld devices. Healthcare/Medicine 3.33 million Japanese internet users visiting online travel agency (Source: Avendus) • E-COMMERCE • Manufacturing, Engineering, Construction 11.98 Education 3.20 sites on a monthly basis. Travel information sites captured Government (excluding Education & Health) 2.40 an average of 7.1 million users per month. Mobile ad campaigns get noticed by 91% of smartphone Japans B2C e-commerce market is estimated to be valued Police or Armed Forces 0.13 (Source: PhoCusWright) users in Japan. at JPY 4.5 trillion (US$56 billion), representing around 3.3% Agriculture or Mining 0.80 of the countrys overall retail market. (Source: Google) IT, Internet, Software, Computer Services 4.26 Transport, Logistics, Distribution 4.26 The Japanese online travel market size is projected to be (Source: Pitney Bowes) worth US$31 billion in 2012. The market in Japan for mobile advertising will grow to Travel, Tourism, Leisure Services 1.46 Advertising marketing, media 0.13 (Source: PhoCusWright) US$1.7 billion in 2012, a 13.3% increase over the US$1.5 The countrys B2C e-commerce market is predicted to Other 21.17 billion generated in 2011. reach JPY 12 trillion (US$147 billion) in 2014. (Source: eMarketer) (Source: Nomura Research Institute)48 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 49
  • 27. More than half (54%) of Japans smartphone users carry The smartphone is king in Japan; 99% of the mobile Japans Smartphone Users Activities On average, Japanese internet users spend 1.1 hours on out at least one mobile commerce transaction every month. community use them at home. Other Media Usage % Of Users Who Access social networks, 2.9% of the time they spend online. (Source: Google) (Source: Google) At Same Time The Internet In General (Source: Comscore) Listen to music of any type on the radio 26 Play video games 9 Online shopping sites attracted more than 80% of all More than half of Japanese mobile users (53%) use their Read a book 7 Around one fifth (20.2%) of Japans online users access a Japanese internet users in 2011. Rakuten continues to be smartphones to watch TV programs. Use it on another I-net enabled device 31 social networking site or blog in a month. online shopping site of choice followed by Amazon and (Source: Google) Read the newspaper or a magazine 11 (Source: Comscore) Watch television programs 53 Nissen. Watch movies 10 (Source: yStats.com / GII) The penetration rate for mobile media usage reached Japanese online users say they plan 92% of their social Do any of these 72 76.2% in December 2011. (Source: Google, February 2012) networking activities and 83% of their content creation When making purchasing decisions, more than half (58%) (Source: Comscore) activities (updating blog, profile page, or even uploading of Japanese consumers rate the internet as the most Japans Smartphone Users And Advertising photos or videos). Smartphone users live and die by their search engines; % Of Users Who Access The Internet In General USE important source of information; more so than family, (Source: Microsoft Advertising / MEC / Mindshare) 95% of them use them at least once a week. Smartphone To Search For Information After Seeing Ad On: friends and co-workers. (Source: Google) Shop/business 50 (Source: Harris Interactive / Fleishman Hillard) TV 53 In June 2011, more than 80% of Japans internet users The penetration rate for activities including mobile internet, Magazine 42 visited a blog. Poster 35 What Japans Internet Users Buy Online (Source: Comscore) Purchase % of Users mobile email and mobile gaming in Japan exceeds 40%. Points of Contact with Advertising While using a search engine 47 (Source: Capgemini) While in an app 46 Desktop computer 3.06 While on a retailer website 11 Japans users spend the most time on blogs worldwide, the Portable media player E.G. iPod 1.73 Mobile phone 0.80 Japans Mobile Activities While on a video website 17 average user spending 62.6 minutes reading them. While watching a video 15 (Source: Comscore) Flat screen TV 1.33 Activity % Of Users While on a website 50 Games console 1.46 Sent text message 44.4 Others 1 DVD player 0.27 Took photos 63.9 (Source: Google, February 2012) Two thirds of Japanese smartphone users are social Broadband/hi-speed Internet 1.60 Used email 57.3 networkers, while 46% access social media every day via White goods E.G. Fridge, washing machine 1.46 Accessed social networking/blog 19.6 Car/Automobile 0.53 Accessed weather 35.1 their devices. (Source: Google) Furniture/home equipment 3.59 Played games 15.3 Holiday (in my own country) 9.19 Accessed search 30.8 • social • Holiday (abroad) 3.06 Accessed maps 19.4 Twitter dominates the micro blogging market in Japan, with Laptop (bigger than 10 inch screen) 1.60 Accessed news 24.3 Netbook (ultra portable laptop smaller than 10 inch screen) 0.53 Listened to music 13.3 There are around 42.5 million social networkers in Japan, 52% market share. Blu ray player 2.53 Accessed sports info 19.7 representing a penetration rate of 57.9%. (Source: The Next Web) E-book/E-reader 0.67 Accessed financial news or stock quotes 17.9 (Source: Comscore) Beer 3.86 Accessed online retail 10.0 Wine/Spirits 2.53 (Source: comScore MobiLens, December 2011) Sports equipment 3.46 Clothes 13.32 Shoes 6.92 Japans Smartphone Users % Of Smartphone Users Who Access The Internet In General Travel E.G. plane tickets/hotel 12.12 Age Music 10.79 18 - 24 Years 28 Films 3.06 25 - 34 Years 3 Books 28.36 35 - 44 Years 20 Financial product E.G. insurance 1.73 55 + Years 7 Personal items E.G. watches/handbags, etc. 2.40 Gender Healthcare and Pharmaceutical products 5.59 Female 38 A gift for someone 7.46 Male 62 Tablet device e.g. iPad 1.07 Education None of the above 29.96 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) High 44 Middle 34 Low 21 DIGITAL Region Urban 34 • MOBILE • Suburban 46 Rural 21 ESSENTIALS Marital Status There are 124 million mobile subscribers in Japan, Single 51 which translates into a 95% penetration rate. Of those Living with partner 7 Married 38 subscribers, 101 million have subscriptions for the mobile Widowed - internet as well, representing 84% of the community. Divorced/separated 3 (Source: InMobi) Prefer not to answer - Japans mobile commerce market is expected to account Income High 29 Build your digital skills to strengthen your position in Middle 37 for 20% of all e-commerce revenues in 2015. Low 18 (Source: Nomura Research Institute) Employment Status On average, Yahoo! Japan garners 6.4 billion mobile page Employed Retired 2 65 the marketing workplace Student 14 views monthly, while Google Japan captures 4.1 billion Unemployed/homemaker 19 mobile page views. Access Location (Source: JPN Buzz) Home 99 Work 65 On-the-go 87 The Japanese have, on average, 42 applications installed In a store 76 on their smartphones. However, when it comes to using them over a 30 day period, they only accessed eight of Restaurant Café or coffee shop 62 60 Become an Asia Digital Marketing them. Doctors office Airport 30 33 Association approved digital marketer (Source: Google) At a social gathering/function 45 Public transport 61 Online training to help media and Of all mobile connections in the country, 93% are 3G. marketing professionals transition their School 24 (Source: Ofcom) Somewhere else 1 (Source: Google, February 2012) skills to digital50 asia pacific digital marketing yearbook Course details at www.asiadma.com asia pacific digital marketing yearbook 51
  • 28. Japans social gaming market is now worth JPY 257 billion Japans Top Social Networking Sites Agriculture or Mining - Decision Maker IT, Internet, Software, or Computer Services 3.31 Decision maker 9.03 5.96 9.38 (US$3.2 billion), 1.8 times more than it was worth in 2010. Site Total Unique Visitors (000) % Reach Transport, Logistics, or Distribution 2.65 Senior decision maker 6.25 5.96 9.38 Social Media - Social Networking 46,291 63.0 It is predicted that it will be worth JPY 342.9 billion (US$4.2 TWITTER 25,159 34.3 Travel, Tourism, or Leisure Services 1.98 Other 49.3 50.99 40.62 Advertising marketing or media - (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) billion) by the end of 2012. FACEBOOK 17,159 23.4 Other 23.18 (Source: Yano Research Institute) MIXI.JP 14,151 19.3 Current Position PIXIV.NET 12,409 16.9 Company Owner 7.28 Hatena - Bookmark 6,196 8.4 Why Japans Internet Users Social Network Ameba Pigg 3,284 4.5 Senior Manager 3.97 • case study • Motivation % Of Users Who Joined Mid-level Manager 3.31 Gree 2,821 3.8 % Of Social Network Users A Social Network Group Entry-level Manager 7.28 TUMBLR 2,180 3.0 Research for work 0.67 0.40 SPYSEE.JP 1,475 2.0 Team member 21.19 Client: Sony Pictures, SALT Support level 7.28 Networking for work 0.13 0.40 Baidu Space 1,427 1.9 Agency: UM Education 0.13 0.53 (Source: comScore Media Matrix, March 2012; Total Audience) Other 12.59 Stay in touch with friends 4.00 2.66 Responsibility At Work Objective: In the movie SALT no one is who they Update my friends with my life 3.06 1.46 Japans Top Blogs General management 30.46 appear to be. Is Angelina Jolie a CIA agent or criminal Meet new people 1.20 1.86 Direct reports/team 10.60 Promote something 0.27 0.27 Total Unique Visitors (000) Recruiting new employees 4.64 assassin? The communications challenge was to create a Entertainment 0.80 0.40 Blogs 59,120 Purchasing IT,telecoms/technology prods/services for co. 7.95 unique hook that would engage people beyond the trailer Research/find products to buy 0.93 0.80 FC2 46,733 Purchasing all other prods/services for co. 11.26 Livedoor - Blog 33,427 Managing budgets 10.60 and drive interest for the opening weekend. Share my opinion 1.20 1.20 Share content 0.27 0.80 Ameblo.jp 32,237 Advertising and marketing 1.33 Strategy: A key line from the film is "you think everyone Seesaa 25,507 Find music 0.40 0.40 Company strategy 10.60 is who they say they are?". In Japanese social media it is Stay up to date on news/events 0.67 1.86 Yahoo! Blogs 16,195 None of these 4.64 Research how to do things 0.40 0.67 Cocolog - nifty 15,338 Decision Maker common to hide your real identity in your profile. It is the Organise my life 0.40 0.13 Hatena - Diary 13,347 Decision maker 5.96 only market in the world where this is normal; you hide Express myself 0.53 0.80 Blogger 13,005 Senior decision maker 5.96 Goo Blog 12,818 Other 50.99 who you are as bragging is frowned upon in Japanese Take on a different personality 0.27 0.13 Fill up spare time 3.20 3.59 JUGEM 12,722 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) culture. Due to this anonymity, you are unsure who your Ameba.jp 11,835 I feel like I have to 0.40 0.53 Exblog.jp 11,738 friends really are, just like in the movie. To talk about brands/products 0.27 0.27 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Rakuten Blogs 10,494 Japans Active Social Media Users Details: We created an app that leveraged % Who Have % Who Have % Who Have So-net Japan Blog 9,557 Managed SNS Profile Used Micro Joined A SNS Group the connections social media sites use to make Biglobe Webry Blog 7,640 Japans Social Networking Users (Source: comScore Media Metrix, June 2011) Blogging Service recommendations. The app showed users secret % of Social Networkers Gender Male 54.86 50.33 64.06 connections to their social media friends network and, for Gender Male 52.60 Japans Top 20 Brands On Facebook Female 45.14 49.67 35.94 the first time, you could see who was who in the social Facebook Page Name Fans Female 47.40 Honda 2,047,674 Education media world around you. Education Schooling until age 16 4.17 5.30 6.25 Schooling until age 16 2.40 satisfaction guaranteed 1,752,471 Schooling until age 18 30.56 39.73 31.24 Results: The app was downloaded by 5.28 million Schooling until age 18 33.82 Honda Civic 796,762 Trade/technical school or college 11.11 11.26 9.38 people. It generated a ROI at the box office of 3.58, the Trade/technical school or college 12.65 Uniqlo 785,961 University 53.47 43.04 51.56 University 49.93 BAD LAND 715,128 Post graduate 0.70 0.66 1.56 majority of footfall driven for the opening weekend. Post graduate 1.20 ANA.Japan 696,381 Employment Employment au 694,431 Full-time worker 44.45 41.72 37.5 Full-time worker 42.61 Miyamatsu 694,293 Part-time worker 9.72 11.92 10.94 Part-time worker 12.65 ICHITAN 582,416 Freelancer 2.78 1.33 4.68 Freelancer 2.93 スターバックス コーヒー ジャパン Starbucks 494,602 Self-employed 7.64 7.95 6.25 Self-employed 6.52 Crystal Ball Japan 473,594 Full-time parent 6.94 7.95 6.25 Full-time parent 7.72 MUJI 無印良品 391,025 In education 17.36 14.57 23.43 In education 11.19 楽天市場(Rakuten) 273,363 Unemployed 3.47 7.95 6.25 Unemployed 4.00 Pikubo 256,882 Other 7.64 6.62 4.68 Other 12.38 NTTドコモ(NTT DOCOMO) 232,593 Work Sector Work Sector Sony (Japan) 225,347 Financial Services 3.47 2.65 1.56 Financial Services 3.20 ディズニー 202,088 Retail 6.25 9.27 4.68 Professional Services (Law, Accounting, Architect, etc.) 2.93 Nissan LEAF 180,817 Professional Services (Law, Accounting, Healthcare/Medicine 3.33 東急ハンズTokyuHands 174,140 Architect etc) 4.17 2.65 6.25 Manufacturing, Engineering, Construction 11.98 ポカリスエット 170,122 Healthcare/Medicine 2.08 1.33 - (Source: Socialbakers, May 2012) Education 3.20 Manufacturing, Engineering or Government (excluding Education & Health) 2.40 Construction 9.03 10.60 10.94 Police or Armed Forces 0.13 Japans Bloggers Education 2.78 2.65 1.56 Agriculture or Mining 0.80 Written Own Blog Government (excluding Education IT, Internet, Software, Computer Services 4.26 Gender & Health) 2.08 2.65 1.56 Transport, Logistics, Distribution 4.26 Male 50.33 IT, Internet, Software, or Travel, Tourism, Leisure Services 1.46 Female 49.67 Computer Services 4.17 3.31 3.13 Advertising marketing, media 0.13 Education Transport, Logistics, or Distribution 6.25 2.65 3.13 Other 21.17 Schooling until age 16 5.30 Travel, Tourism, or Leisure Services 1.39 1.98 - Current Position Schooling until age 18 39.73 Other 22.92 23.18 26.56 Company Owner 4.00 Trade/technical school or college 11.26 Current Position Senior Manager 3.20 University 43.04 Company Owner 6.25 7.28 10.94 Mid-level Manager 5.99 Post graduate 0.66 Senior Manager 4.17 3.97 1.56 Entry-level Manager 6.66 Employment Mid-level Manager 4.86 3.31 1.56 Team member 23.04 Full-time worker 41.72 Entry-level Manager 9.72 7.28 9.38 Support level 6.52 Part-time worker 11.92 Team member 20.84 21.19 25.00 Other 15.31 Freelancer 1.33 Support level 6.25 7.28 6.25 Responsibility At Work Self-employed 7.95 Other 12.50 12.59 4.68 General management 24.37 Full-time parent 7.95 Responsibility At Work Direct reports/team 9.99 In education 14.57 General management 30.56 30.46 26.56 Recruiting new employees 4.00 Unemployed 7.95 Direct reports/team 13.89 10.60 14.06 Purchasing IT, telecoms/technology PRODUCTS/services for co. 6.52 Other 6.62 Recruiting new employees 4.86 4.64 7.81 Purchasing all other PRODUCTS/services for co. 8.79 Work Sector Purchasing IT,telecoms/technology Managing budgets 7.46 Financial Services 2.65 prods/services for co. 11.81 7.95 14.06 Advertising and marketing 0.67 Retail 9.27 Purchasing all other prods/ Company strategy 8.92 Professional Services (Law, Accounting, Architect, etc) 2.65 services for co. 13.89 11.26 18.75 None of these 3.46 Healthcare/Medicine 1.33 Managing budgets 10.41 10.60 17.19 Decision Maker Manufacturing, Engineering or Construction 10.60 Advertising and marketing 1.39 1.33 1.56 Decision maker 6.66 Education Company strategy 11.11 10.60 12.51 Senior decision maker 3.46 Government (excluding Education & Health) 2.65 None of these 5.56 4.64 4.68 Other 54.59 Police or Armed Forces 2.65 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample)52 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 53
  • 29. MALAYSIA Why Malaysias Internet Users Go Online Malaysias Top 30 Local Sites Motivation % of Users SITE Unique Users Research for work 60.37 Mudah.my 4,913,829 Networking for work 49.87 thestar.com.my 2,198,630 Education 54.78 Mylaunchpad.com.my 2,139,115 Stay in touch with friends 51.46 Maybank2u.com.my 1,990,452 Update my friends with my life 22.48 Malaysiakini 1,838,935 Meet new people 19.01 Hmetro.com.my 1,771,817 Promote something 39.09 Lowyat.net 1,694,223 Entertainment 34.70 Utusan.com.my 1,349,901 Research products to buy 50.00 Lelong.com.my 1,324,492 Share my opinion 27.13 Airasia 1,162,128 Share content 25.66 Themalaysianinsider 1,072,484 Find music 33.11 Kosmo.com.my 1,041,036 Find films/TV shows 31.52 Cimbclicks.com.my 910,941 Stay up to date on news/events 55.72 Bharian.com.my 909,956 Research how to do things 59.17 Fooyoh 902,415 Organise my life 23.53 Maxis.com.my 829,448 Express myself 21.54 701panduan 702,788 Take on a different personality 14.10 Iproperty Malaysia 663,064 Fill up spare time 37.10 Jobstreet.com.my 596,134 To get inspired/get ideas 53.32 Ohbulan 586,296 Play games 20.88 Myresipi 549,207 Change other peoples opinions 22.07 Sinchew.com.my 549,207 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Celcom.com.my 514,636 Anm.gov.my 502,357 Midlevel Manager 9.97 What Malaysias Internet Users Do Online Cari.com.my 495,660 Paultan 493,318 • DEMOGR APHICS • Entry-level Manager 5.72 Activity % of Users Chinapress.com.my 451,935 Team member 20.88 Uploaded Photos Online 65.16 Pbebank 449,888 Support level 17.68 Watched A Video Clip 79.92 The were 17.7 million internet users in Malaysia in 2011, Other 14.23 Uploaded A Video Online 37.37 Astro.com.my 445,996 Malaysia airlines 445,433 which translated into a penetration rate of 62%. Responsibility At Work Manage Your Social Network Profile 68.62 (Source: MDA / Effective Measure, November 2011) (Source: Internet World Stats) General management 32.05 Written Your Own Blog 27.66 Direct reports/team 27.39 Used A Micro blogging Service 17.95 Recruiting new employees 13.83 Subscribed To An RSS Feed 10.10 Malaysias Top Sites In 2012, Malaysias internet population is predicted to reach Purchasing IT, telecoms/technology PRODUCTS/services for co. 16.49 Used An Aggregator 7.71 Site Total Unique Visitors (000) % Reach 20 million. Purchasing all other PRODUCTS/services for co. 16.75 Used Instant Messenger 45.88 Google Sites 10,948 92.8 (Source: Malaysia Business News) Managing budgets 16.36 Made A Phone Call Online/Used VOIP 21.54 FACEBOOK 10,304 87.3 Advertising and marketing 0.66 Used Webmail 65.29 Yahoo! Sites 8,437 71.5 Company strategy 37.63 Used Online Office Applications 40.96 Microsoft Sites 6,329 53.6 In 2011, the Malaysian household broadband penetration None of these 4.79 Edited/Managed Own Website 28.33 Federated Media Publishing 3,749 31.8 rate was 62.3%. Decision Maker Used Internet Banking 66.36 Wikimedia Foundation Sites 3,518 29.8 (Source: SKMM / MCMC) Decision maker 15.96 Left A Comment On A Story On A Website 46.94 Media Prima Group 3,051 25.9 Senior decision maker 6.78 Written A News Story/Article 19.81 MUDAH.MY 2,837 24.0 Other 55.85 Post Comment On Forum/BBS 31.91 CBS Interactive 2,408 20.4 Malaysias government expects a national broadband (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Purchased A Product Online 40.29 VEVO 2,155 18.3 penetration rate of 75% by 2015. Reviewed A Product Or Brand Online 52.66 (Source: comScore Media Matrix, March 2012; Total Audience) (Source: MCMC) Used A Social Bookmark Service 29.65 Asked/answered question on Q/A service 29.26 Malaysias Top Entertainment Sites The internet user community is projected to grow to • USER BEHAVIOUR • Bght prod/serv through group buying website 28.99 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) Site Total Unique Visitors (000) % Reach around 25 million by 2015; 70% of these users will be Entertainment 11,369 96.3 YOUTUBE 7,559 64.1 accessing the web via a personal internet connection. More than 11 million Malaysian internet users went online CBS Interactive 2,408 20.4 (Source: Frost & Sullivan) in August 2011. VEVO 2,155 18.3 (Source: Comscore) • ONLINE ADVERTISING • Viacom Digital 1,769 15.0 Malaysias Internet Users PPStream 1,208 10.2 % Of Users iTunes Software (App) 1,080 9.1 Gender More than half (53%) of Malaysian online users go online More than half (57%) of Malaysias internet users believe Gretech 972 8.2 Male 41.09 daily, their main access tool being either their notebook online ads can be useful and are open to receiving or TONTON.COM.MY 953 8.1 Digital Five 925 7.8 Female 58.91 (49%) or desktop PC (42%). viewing them, so long as they are relevant (59%). Break Media 919 7.8 Education (Source: Nielsen) (Source: Nielsen) (Source: comScore Media Matrix, March 2012; Total Audience) Schooling until age 16 4.25 Schooling until age 18 23.27 Trade/technical school or college 26.59 Malaysian internet users online time averaged Online advertising in Malaysia represents less than one per Malaysias Top Gaming Sites University 42.68 approximately 20 hours per person in September 2011. The cent of the countrys total ad spend. Site Total Unique Visitors (000) % Reach Post graduate 3.19 Main Shopper heaviest users were aged between 30 and 39 years old and (Source: Nielsen) Games 7,316 62.0 Y8 716 6.1 Main 32.58 spent more than 21 hours per week online, twice the time IGN Entertainment 565 4.8 Joint 60.37 Advertisers need to wake up and smell the virtual coffee. they devoted to watching television. EA Online 486 4.1 Do not do the shopping 7.05 (Source: Nielsen) Malaysians aged 30-39 years old spend twice as much time WildTangent Media 400 3.4 Work Sector Financial Services 5.05 online than they do watching television, according to one Spil Games 383 3.2 GameSpot 347 2.9 Retail 4.12 The preferred online activities amongst Malaysian internet report. GiantRealm 346 2.9 Professional Services (Law, Accounting, Architect, etc.) 7.18 users, according to one study, include emailing (92%), (Source: McKinsey & Company) Yahoo! Messenger Games 337 2.9 Healthcare/Medicine 3.46 GSN Games 330 2.8 Manufacturing, Engineering, Construction 12.90 communicating via social network sites (83%), reading Online advertising revenues in Malaysia in 2011 amounted ALLGAMESHOME 321 2.7 Education 6.65 the news (82%), conducting searches (79%), and instant (Source: comScore Media Matrix, March 2012; Total Audience) Government (excluding Education & Health) 7.45 to US$17 million. Police or Armed Forces 0.93 messaging (75%). (Source: Malaysia Business News) Agriculture or Mining 0.27 (Source: Nielsen) Malaysias Top Retail Sites Site Total Unique Visitors (000) % Reach IT, Internet, Software, Computer Services 7.58 There were more than 1.4 billion mobile ad impressions Transport, Logistics, Distribution 2.92 The top five sites in Malaysia in October 2011 were Retail 6,270 53.1 served in 2011, representing a YOY growth of 94%. Mobile Amazon Sites 1,564 13.3 Travel, Tourism, Leisure Services 2.13 Facebook (7.05 million unique users), Mudah.my (4.91 Apple Worldwide Sites 1,134 9.6 Advertising marketing, media 1.73 ad impressions in Malaysia grew 37% in Q3 2011, which Other 16.22 million), Google.com.my (4.79 million), Yahoo! (4.66 Alibaba Corporation 926 7.8 was higher than the global and regional rates of 32.6% AVG 564 4.8 Current Position million) and Malaysia.msn.com (4.18 million). Company Owner 5.45 (Source: Malaysian Digital Association) and 25.1% respectively. GROUPON.MY 486 4.1 Senior Manager 4.66 (Source: Buzz City / InMobi) APAC Sale Group 412 3.5 Samsung Group 365 3.154 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 55
  • 30. MGID 273 2.3 Consumer review on websites 25 Dell 263 2.2 Consumer opinion in blogs 24 Hewlett Packard 226 1.9 Manufacturers/brands websites 23 (Source: comScore Media Matrix, March 2012; Total Audience) Products/brands that appear in movies or within TVprogrammes 21 TV ads 20 Malaysias Top Site Categories Newspaper ads 20 Ads at the cinema before the movie starts 19 Site % Reach Magazine ads 18 Entertainment 96.3 Consumer opinion on message boards 18 Portals 95.2 Consumer opinion in chat rooms 18 Search/Navigation 94.6 Email newsletters 18 Social Networking 94.2 Radio ads 17 News/Information 90.6 Ads on posters, buses/bus shelters 15 Community 84.4 Recommendations from other consumers who you do not personally know 14 Directories/Resources 72.6 Ads that appear on search engines 14 Blogs 71.0 Banner ads on websites 13 Technology 68.3 Ads that have been sent to you by email 12 Games 62.0 (Source: comScore Media Matrix, March 2012; Total Audience) Popup or pop-under web ads 9 Ads via mobile SMS 8 Ads in virtual worlds 8 Malaysias Top 20 Digital Advertisers Ads in video games 8 Brand % Of Users Who Have Seen Brands (Source: TNS; QC1; Base - All Respondents - Malaysia) Advertised Via Digital Media AirAsia 84 KFC 74 DiGi 71 Maxis 71 • E-COMMERCE • Malaysia Airlines 68 Nokia 65 Online retail sales in Malaysia hit US$275 million in 2011. Celcom 64 Nestlé 63 The five-year CAGR is forecast to be 15%, placing online Sony 63 sales at US$555 million in 2016. Coca-Cola 60 (Source: Euromonitor) Nike 58 Tourism Malaysia 58 Panasonic 56 The two leading online retailers in Malaysia are Amazon Samsung 56 and Dell Asia Pacific, with 21% market share each. IKEA 56 (Source: Euromonitor) CIMB Group 56 Honda Proton 55 Dell 55 More than two fifths (42%) of Malaysian internet users visit adidas 54 group buying sites, the most sought after products being (Source: TNS; QC1; Base - All Respondents - Malaysia) airline tickets (33%), clothes (27%) and mobile phones (26%). Malaysias Top Motivating Digital Advertisers (Source: Marketing-interactive) Brand % Of Users Who Said Ads Significantly Increased Interest In Using Brand AirAsia 44 Malaysias local e-commerce market was expected to grow KFC 30 at a rate of 10% between 2011 to 2015. DiGi 30 (Source: McKinsey & Company) Maxis 24 Coca-Cola 16 Celcom 16 Malaysians were expected to spend on average US$831 Nokia 15 online during the 2011 holiday season, which was less than Nestlé 11 the US$914 that they actually spent in 2010. Sony 11 (Source: Visa) Malaysia Airlines 10 BlackBerry 10 Petronas 9 Malaysians spend an average of US$2,000 online a year. (Source: We Are Social / Visa) Nike 9 Citibank 8 Adidas 7 More than three quarters (82%) of Malaysias internet Maybank 7 CIMB Group 7 users have bought flights online in the past year. (Source: We Are Social / Visa) Panasonic 7 Honda 7 Dell 7 What Malaysias Internet Users Buy Online (Source: TNS; QC1; Base - All Respondents - Malaysia) Purchase % of Users Desktop computer 1.99 Types Of Digital Media Being Used Portable media player E.G. iPod 1.06 Media % Of Users Who Had Seen Brands Use Digital Media Types Mobile phone 6.92 Dedicated websites 53 Flat screen TV 3.19 Sponsored content 51 Games console 1.73 Banner ads 51 DVD player 1.60 Popup ads 36 Satellite/cable TV 1.73 Email 27 Broadband/hi-speed Internet 4.52 Mobile phones 23 White goods E.G. Fridge, washing machine 1.60 Advertisements in virtual worlds (e.g. Second Life) 7 Car/Automobile 1.60 Advertisements in video games 7 Motorcycle 0.80 Others 14 Furniture/home equipment 2.92 (Source: TNS; QC1; Base - All Respondents - Malaysia) Holiday (in my own country) 12.9 Holiday (abroad) 9.04 Laptop (bigger than 10 inch screen) 2.13 Experian Marketing Services Malaysias Trust In Media Channels Netbook (ultra portable laptop, smaller than 10 inch screen) 2.26 Channel % Who Trust Completely Blu ray player 0.53 Recommendations from friends and family 47 E-book/E-reader 1.86 Expert review on websites Independent reviews in publications 37 28 Beer 3.06 uses data-driven predictive insights Product labels on packaging 27 Wine/Spirits Sports equipment 2.13 2.26 about consumer behaviours and channel preferences to help organisations increase revenue and customer loyalty.56 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 57 Visit www.experian.com.sg to learn more.
  • 31. Clothes 18.75 Malaysias Mobile Internet Users* Social networking is the number one activity online Responsibility At Work Shoes 10.64 % Of Mobile Users Who Access Internet Sites General management 32.05 Travel E.G. plane tickets/hotel 19.81 Age amongst Malaysian internet users, according to one Direct reports/team 27.39 Music 7.05 25 to 34 58.89 study, who are increasingly choosy about their levels of Recruiting new employees 13.83 Films 9.44 35 to 44 54.11 Purchasing IT, telecoms/technology PRODUCTS/services for co. 16.49 Books 12.23 transparency while doing so, with 54% being very specific Purchasing all other PRODUCTS/services for co. 16.75 45 to 54 40.99 Financial product E.G. insurance 3.46 55 to 64 29.47 about who they allow to connect with them, 48% of them Managing budgets 16.36 Personal items e.g. watches/handbags, etc. 9.57 Healthcare and Pharmaceutical products 12.77 Job Title limiting their personal information, 47% keeping strict Advertising and marketing 0.66 Top Management 62.23 Company strategy 37.63 A gift for someone 11.97 Non Top Management 55.91 privacy settings. None of these 4.79 Tablet device e.g. iPad 1.73 Monthly Household Income (Source: Marketing Interactive / Yahoo! / Synovate) Decision Maker None of the above 33.51 USD <2000 71.1 Decision maker 15.96 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) USD 2000 to <4000 48.81 Malaysias social networkers have an average of 233 social Senior decision maker 6.78 USD 4000 to <6000 55.3 Other 55.85 USD 6000 to <8000 59.49 media friends, the highest in the world. (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) (Source: We Are Social / TNS) USD 8000+ 48.51 • MOBILE • Monthly Personal Income Below USD 1000 47.01 More than three quarters (78%) of online Malaysians are Why Malaysias Internet Users Social Network USD 1000 to <2000 55.67 Motivation % Of Malaysias % Of Users Who Joined There were 34 million Malaysian mobile phone subscriptions active Facebook users, according to one study; more than Social Network Users A Social Network Group USD 2000 to <3000 61.69 in 2011, representing a mobile penetration rate of 119%. USD 3000 to <6000 64.83 half (51%) are active YouTube users, while nearly one third Research for work 1.73 1.99 Networking for work 2.79 3.32 (Source: eMarketer) USD 6000+ 67.85 (31%) of them used Blogger. (Source: Synovate, PAX Q4 2012 - Q3 2011; *Kuala Lumpur) (Source: Nielsen) Education 1.46 1.73 Stay in touch with friends 25.4 14.76 The number of smartphone owners is expected to reach Update my friends with my life 8.25 3.46 Malaysias Mobile Shoppers* Nearly two thirds (60%) of online Malaysians have 89% in 2012, up from 48% in 2011. % Of Mobile Users Who Ordered Products Or Services Via Mobile Meet new people 3.06 4.92 (Source: Nielsen) Age connected or interacted with brands, products or companies Promote something 2.26 3.59 Entertainment 2.40 2.26 25 to 34 17.21 via social media over a one-year period, according to one Research/find products to buy 0.53 1.86 Mobile internet users in Malaysia represented 30% of 35 to 44 18.73 study. More than three quarters (77%) discuss and post Share my opinion 1.73 6.78 45 to 54 9.74 overall internet users in September 2011, according to one 55 to 64 8.04 their own reviews about brands, products or services. Share content 5.19 7.05 Find music 0.93 0.13 study. Between them they generated 115 million mobile Job Title Nearly all of them (94%) read other peoples comments. Stay up to date on news/events 1.60 3.32 page views that month. Top Management 29.38 (Source: Nielsen) Research how to do things 0.93 1.46 (Source: MDA / Effective Measure) Non Top Management 17.09 Organise my life 0.27 0.13 Monthly Household Income Express myself 1.86 1.73 USD <2000 5.67 Around three quarters (74%) of online Malaysians visit Take on a different personality 0.13 0.27 While nearly half of Malaysias (47%) of mobile internet USD 2000 to <4000 13.33 online forums, according to one study, while 64% do so on Fill up spare time 5.32 5.98 users are paying for mobile video content, almost 90% of USD 4000 to <6000 22.19 a monthly basis. I feel like I have to 2.13 2.79 USD 6000 to <8000 22.3 the users are unhappy with the amount of time it takes to USD 8000+ 16.62 (Source: Nielsen) To talk about brands/products 0.66 1.06 (Source: GlobalWebIndex Wave 6. NB This table is run on the GlobalWebIndex total sample) load. Monthly Personal Income (Source: TelecomPaper) Below USD 1000 12.37 LinkedIn has 688,000 users in Malaysia. USD 1000 to <2000 14.58 (Source: We Are Social / Socialbakers) Malaysias Bloggers USD 2000 to <3000 25.93 % Who Have Written Their Own Blog More than half of Malaysian mobile internet users go online USD 3000 to <6000 26.38 Gender via their mobile phones exclusively, spending 27% of their Malaysias Social Networking Users Male 45.20 USD 6000+ 20.96 % of Social Networkers Female 54.80 daily online time on activities such as online gaming. (Source: Synovate, PAX Q4 2012 - Q3 2011; *Kuala Lumpur) Gender Education (Source: InMobi) Male 41.09 Schooling until age 16 3.36 Malaysias Mobile Activities* Female 58.91 Schooling until age 18 19.23 The main reasons Malaysians use their mobile device are Applications Used In Past Months % of Users Education Trade/technical school or college 26.44 Send/receive text messages (SMS) 86.1 Schooling until age 16 4.25 University 48.56 ease of use (48% of mobile users saying this is the case), Send/receive multimedia message e.g. photos and voice (3G/MMS) 42.5 Schooling until age 18 23.27 Post graduate 2.40 privacy (30%), cost effectiveness (16%), and boredom Send/receive email 50.7 Trade/technical school or college 26.59 Employment Status Access internet sites 50.7 University 42.68 (14%) Access/subscribe to news or business updates 18.6 Post graduate 3.19 Full-time worker 55.76 (Source: InMobi) Part-time worker 6.74