Hong-Kong Digital Ecosystem by L'Atelier BNP Paribas

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Social media, eCommerce, online population, usages : all you want to know about the relationship between these Asian islands and the digital wave

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  • http://www.newmediatrendwatch.com/markets-by-country/11-long-haul/40-australia?start=3
  • http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-online-landscape-review-january-2013.pdf
  • http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-online-landscape-review-january-2013.pdf
  • http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-online-landscape-review-january-2013.pdf
  • http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-online-landscape-review-january-2013.pdf
  • http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-online-landscape-review-january-2013.pdf
  • http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-online-landscape-review-january-2013.pdf
  • http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-online-landscape-review-january-2013.pdf
  • http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-online-landscape-review-january-2013.pdf
  • http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-online-landscape-review-january-2013.pdf
  • http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-online-landscape-review-january-2013.pdf
  • http://www.newmediatrendwatch.com/markets-by-country/11-long-haul/40-australia?start=3
  • http://www.newmediatrendwatch.com/markets-by-country/11-long-haul/40-australia?start=3
  • http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-online-landscape-review-january-2013.pdf
  • Hong-Kong Digital Ecosystem by L'Atelier BNP Paribas

    1. Hong Kong: Digital Landscape Overview 1. Internet and Mobile users 2. Social Media 3. E-Commerce Source Photo : http://afphongkong.afpnet.org/
    2. Hong Kong: Overview 7.153,5519 Million People • 5.329,372 Million Internet Users • 74.5% : Internet Penetration • E-commerce Market Size : 1.54 Billion Euros • M-commerce Market Size : 0.63 Billion Euros Source: Internetworldstats
    3. % Smartphone 62% 20132012 Hong Kong: Overview Source: Nielsen 2013 Tablet 36% 58% 2012 Desktop PC 2012 2013 85% Laptop 78% 67% 80% 89% 2012 2013
    4. I. Internet and Mobile Users
    5. I. Internet & Mobile Users Few numbers 0 25% 43 % 2 24 % 3 1 South Korea Japan 50% 75% 100% Hong Kong High broadband connectivity (>100 Mbps) 0 25% 43 % 2 24 % 1 South KoreaJapan 50% 75% 100% Hong Kong Average Peak Connection Speed by Country 4 Hong Kong is ranked 3rd highest broadband connectivity, and 1st average connection speed in the world. Source: Akamai Technologies
    6. I. Internet & Mobile Users Who are they ? 17.3% 28.4% 26.4% 20.0% 7.8 % 15 - 24 24-34 35-44 45-54 55+ AGE DEMOGRAPHIC % BREAKDOWN % of online Hong-Kongese 30% 27.2% 21.7% 14.2% 5.5 % 2,552,769.02,776,602.0 52.1% 47.9% 51.7%48.3% Source: The Global Media Intelligence Report Asia Pacific: July 2011
    7. I. Internet Users Why do they go online? 0 10 20 30 40 50 Express thereself Meet new people Organize their life Play games Update friends on their life Education Videos, TV Shows, Movies Entertainment Research for work Research/find products to buy News events Why Hong Kongers go Online I. Internet & Mobile Users Source: Global Index
    8. I. Internet Users When are they using internet and mobile Apps? I. Internet & Mobile Users At home 35% 1 During transportation 17% 2 While Waiting 12% 3 Source: Nielsen
    9. I. Internet Users When are they using internet and mobile Apps? 0 40 30 20 10 43% In transportation 24% While Waiting At work 11% Watching TV at home Free time at home 6% Before sleep 5% Other Free time 2% Gathering with family/friends Occasion of using internet mobile/tablet Apps 6% 7% 6%7% 16% 30% 40% 9% 8% 9% Mobile Apps Tablet apps I. Internet & Mobile Users Source: Nielsen
    10. I. Internet Users What are they doing Booking/buying travel items Booking/buying event or movie tickets Buying items online Posting on forums Banking/Bill payment Playing games Sporting news, information, results Connecting/Interacting with companies via SN sites Watching online video Travel/transport info Browsing other people's post, photos, messages Updating SN profile Maps/directions Instant messaging Weather News Email Conducting a search 29% 32% 45% 46% 42% 45% 43% 42% 62% 54% 64% 60% 59% 48% 58% 72% 68% 74% 21% 26% 31% 34% 35% 36% 39% 43% 48% 52% 67% 69% 69% 71% 76% 77% 78% 79% Hong Kong Mobile and Tablet Users Online Activity Mobile Tablet PC I. Internet & Mobile Users Source: Nielsen
    11. I. Internet Users Where are they looking ? Hong Kong Top Sites Facebook 8.27% Yahoo! Hong Kong 3.93% Google 2.05% Yahoo search Facebook 4.74% Youtube 2.58% Google Hong Kong 1.56% I. Internet & Mobile Users Source: Experian Hitwise, jan 2012
    12. I. Internet Users What are they doing on their Mobile? I. Internet & Mobile Users S M A R T P H O N E S C E L L P H O N E S Cell phones uses: 1:Play pre-installed games 2:Bluetooth 3:Listening Radio 4:Organizer 5:Surfing Web Pages 6:Text alert 7:Taking Videos Smartphone uses: 1:Surfing Web Pages 2:access Social Network 3:Play pre-installed games 4:Bluetooth 5:Organizer 6: E-mail 7:Listening Radio Both uses 1: Text Messaging 2: Photos 3: MP3 Source: 2010 Nielsen Media Index
    13. I. Internet Users In the meantime? I. Internet & Mobile Users Transmedia Consumption 19% 24% 12% 37% 75% @ @ Watch TV and Use Internet Use Internet and listen to the radio Watch TV and Listen to the Radio Never in the same time Source: Nielsen
    14. I. Internet Users How often are they online ? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Video/Audio Video Audio Portion of digital consumers who access audio- visual content Weekly or more often Monthly or more often Last 12 Months I. Internet & Mobile Users Source: Nielsen
    15. I. Internet & Mobile Users What about Online Videos? 1 At Reaching Web population 2 At Videos and Hours per Viewers 5 At Unique Viewers HK OV RankingPLAYERS China Japan Australia Malaysia Hong Kong Singapore 43 Source: Comscore, Wikipedia “Online video viewing has become nearly synonymous with Internet usage in Hong Kong.” Victor Cheng, Comscore director for Hong Kong
    16. I. Internet & Mobile Users Where is HK compared to other countries? 0 25 43% 24% 1 Japan 50 75 100 Online Video Viewing by Markets July 2010 1 1 1 1 1 200 1 1 1 1 1 1 Australia Malaysia Hong Kong SingaporeChina Unique Viewers (000) % Reach Web Pop Videos per viewers Source: Comscore, Wikipedia
    17. I. Internet & Mobile Users How long are they watching videos? 0 5 43% 24% 7.5 Japan 10 20 15 Online Video Viewing by Markets July 2010 24 Australia Malaysia Hong Kong SingaporeChina Hours per viewers 16.8 7.1 4.6 12.7 10.4 1st 2nd 3rd Source: Comscore Video Metrix 2010
    18. I. Internet & Mobile Users Which Channels are they using? Major Video channels Google sites Facebook.com Youku Yahoo sites Television broadcast Tudou Source: Comscore Video Metrix 2010
    19. I. Internet Users Random Fact Source : http://econsultancy.com  Internet usage in Hong Kong is particularly high among those aged 12 to 44 with over nine in ten accessing the Internet on a monthly basis.  There are more than 10,300 public Wifi Hotspots around Hong Kong.  Hong Kong fixed broadband penetration rate is among the highest in the world. The city is one of the leader in FIFTH technologies I. Internet & Mobile Users Photo: Traveling.org Source: Comscore Video Metrix 2010
    20. II. Social Media
    21. II. Social Media What are Social Media in Hong Kong? 54.5% of population on Facebook 3.5 Million Unique visitors on Youtube with a 67.4% Reach 5.1 Million Unique visitors on Linkedin with a 10.1% Reach Less than 1% of population on Twitter Source: Socialbakers, Marketingweek
    22. II. Social Media Who are the top 5 Media Channels? Facebook ,5.300m pages views 77.1% Reach Youtube, 650m pages views 63.4% Reach Blogspot, 24m pages views 39.4% Reach Wikipedia, 54m pages views 38.9% Reach Twitter, 5.7m pages views 6.4% Reach Source: Burson Marsteller Asia Pacific
    23. II. Social Media What about top SNS Websites? 84.5% 77.1% 63.4% 47.8% 39.4% 5 4 1 2 3 Top 5 Websites (% Reach) Source: Burson Marsteller Asia Pacific
    24. II. Social Media 71% 72% 74% 75% 76% 76% 76% 77% 77% 79% 80% 86% 87% 87% 87% Watching an online video about a product/service Connect with/interacting with organisations/companies Using sharing buttons to share content such as news articles Reading blogs Sending/sharing links via social networking sites Posting on online forums/message boards Posting/uploading/sharing photos Reading online forums/discussion boards Uploading photos on social networking sites Clicking the facebook 'like' button for a brand or organization Reading other people's comment about brands/products/services Updating your social networking profiles Wall posts/ status updates/group messages via social networking sites Private messages via social networking sites Brownsing other people's posts, photos, messages etc. Top 15 activity driven by 15+ consumers Going on Social Media, what for? Source: Global Index
    25. III. Social Media 28% 12% 8%7% 7% 6% 6% 4% 4% 4% 3% 2% 2% 2% 1%1%1% 1%1% Stay in touch with friends Share my opinion Fill up spare time Share content Research to buy Promote something Meet new people Entertainment Update friends Talk about brands Express myself Research how to do things I feel like I have to Research for work Take on different personality Networking for work Education Find music Why joining SNS? Source: Comscore, Global Index
    26. III. Social Media Instant Messaging? Hong Kong Internet Users Spend Twice as Much Time on Instant Messengers than counterparts in the Asia-Pacific Region. Will Hodgman, comScore executive vice president for the Asia-Pacific region stated that “an average Hong Kong Internet user spends more than 25 hours online per month, making it one of the most engaged Internet markets globally. Although Hong Kong is a smaller Internet market in Asia, its highly engaged and affluent audience makes it especially valuable to advertisers and publishers.” 2 Top Popular Messaging Source: Comscore Messenger & Skype
    27. III. Social Media Blogs? Male 50% Female 50% 2 Top Popular Blogs From 2009 to 2010, there has been a 42% increase in the rate that Hong Kong Internet users from the 'Silver Hair' generation (those aged between 50 and 64) contributed to blogs and forums. Source: Comscore Synovate
    28. III. Social Media What motivates Bloggers in Hong Kong? 0.00% 5.00% 10.00% 15.00% 20.00% Research how to do things I fell like I have to Take on differnent personality meet new people networking for work Education Find music organize my life To talk about brands/products Research/find a new product to buy Stay up to date on news/events Promote something Research for work Fill up spare time Entertainment Share my opinion Express myself Share Content Keep my friends up to date with my life Stay in touch with friends Drive to blogs in % Source: Comscore
    29. III. Social Media Extra facts  The average internet user in Hong Kong watches more than 147 online videos per month = 12h of online video every month  50% of people in Hong Kong have made a purchase based on a Blog review  85% of Hong Kong’s Smartphone owners use Mobile apps while commuting  Time spent on Instant Messenger accounts for nearly 16% of total time online. Source: Hong Kong Business Photo: CK17
    30. III. E-commerce
    31. III. E-commerce How is E-commerce doing in Hong Kong? Hong Kong is one of the most connected city in the world ( Ranked 2nd). Paradoxically it is the smallest player in term of E-commerce and M-commerce in APAC (Ranked 5th) Source: Akamai’s report “The State of the Internet, 1st Quarter, 2013” %74.4% 1.2% M-commerce/ E-commerce penetration Mobile / Internet Penetration 0.5 % 100% No 2
    32. By l’Atelier I. Internet Users Where is Hong Kong compared to others? APAC E-commerce/M-commerce comparison III. E-commerce 43% 9% E-commerce M-commerce China Japan South Korea Taiwan Hong Kong Hong Kong Ranking 5/5 5/5
    33. III. E-commerce Why such a Lack of E-commerce in Hong Kong? Local Attitude Labor Proximity Source: Advits Digital Condensed city= People like to be outside of there apartments Proximity HK is a small place, with one of the most efficient public transportation system in the world + Cheap taxis + Free delivery when offline shopping Cheap labor cost = No need to reduce cost with e- commerce + Strong local employment Labor Local Attitude 99% 1% Sales by format Offline Online
    34. III. E-commerce Interesting Online 2 Offline dynamic Hong Kongers do not pay online, but search for online good deals that they can purchase offline. Finding good deals online Then go outside to meet the person, and pay for the good $$$ $$ Online Offline Source: CCN Travel Hong Kong
    35. III. E-commerce Extra facts  Hong Kong ranks first as the most highly penetrated online banking market in the Asia Pacific region Photo Source: www.gentside.com  Top online banking sites are HSBC, Bank of China (Hong Kong) and Standard Chartered Source: Nielsen's research, Comscore
    36. L’Atelier Management Consulting (Shanghai) Ltd. Cloud Nine Plaza, 9/F 1118, West Yan'an Road | 200052 Shanghai | China T 86 21 62 81 85 33 | www.atelier.net | asia@mail.atelier.net

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