Singapore digital ecosystem by LAtelier BNP Paribas

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All you need to know about the digital usages in Singapore: commerce, social medias, internet players, consumer facts

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Singapore digital ecosystem by LAtelier BNP Paribas

  1. 1. Singapore Digital Landscape Overview 1. Internet and Mobile users 2. Social Media 3. E-Commerce 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net Source Photo : http://afphongkong.afpnet.org/ 1
  2. 2. Singapore: Overview 2013 5.353,494 Million People •4.015,121 Million Internet Users • 86% Internet Penetration • E-commerce Market Size : 3.08 Billion $ • M-commerce Market Size : 1.2 Billion $ Source: China internet stat Singapore 2013; PayPal report 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 2
  3. 3. Singapore: Overview % 74% 79% 86% 93% 85% 59% 104% 23% 2011 2012 Desktop PC 2011 2012 Laptop 2011 2012 Smartphone 2011 2012 Tablet Source: Nielsen Singapore report 2011 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 3
  4. 4. Singapore: Overview How often Singaporeans connect themselves?  Singapore is ranked 1st highest daily Internet frequentation in South East Asia 2011 Frequency of Internet use Indonesia Malaysia Philippin Singapore Thailand vietnam 80% 64% 53% 52% 45% 43% 32% 34% 36% 35% 31% 15% Daily several time per week Source: Nielsen Singapore report 2011 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 4
  5. 5. Singapore: Overview Which device do they use to connect themselves?  Singaporeans are using their phone more than any other East Asian Country Device ever used to access internet Desktop PC 92 82 73 Notebook/Laptop/Netbook 93 88 79 90 87 Mobile phone 95 82 81 73 63 63 53 36 30 21 Indonesia Malaysia Philippines Singapore Thailand Vietnam Source: Nielsen Singapore report 2011 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 5
  6. 6. Singapore: Overview What about there app consumption?  As a result, Singapore is ranked first in both free and regular use of mobile phone applications Use of Mobile Phone Applications Regular 83 Free Paid 85 80 75 72 71 61 61 54 50 37 35 29 50 36 27 25 8 Indonesia Malaysia Philippines Singapore Thailand Vietnam Source: Nielsen Singapore report 2011 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 6
  7. 7. I. Internet Users 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 7
  8. 8. I. Internet Users How is Singapore doing in term of connection?  Singapore is ranked 8th highest Internet Penetration Worldwide in 2012 Greenla nd Bermuda Canada SKorea Japan USA Brunei Singapor e 100% 90.1% 88.3% 83% 82.5% 79.5% 78% 75% 75% 50% 1 2 3 4 5 25% 6 7 8 0% Internet Penetration Worldwide Source: World Internet Statistic 2013 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 8
  9. 9. I. Internet Users How is Singapore doing in term of connection?  Singapore is ranked 4th highest Internet Penetration in Asia in 2012 South Korea Japan Brunei Singapore Macao 100% 82.5% 79.5% 78% 75% 75% 50% 2 4 % 1 63.4% 2 3 25% 4 5 0% Internet Penetration in Asia Source: World Internet Statistic 2013 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 9
  10. 10. I. Internet & Mobile Users Who are they?  Users age15-34 years old are the most engaged segment Internet demographic breakdown 4.015,121 50% 15-24 63.1% 50% 25-34 35-44 19. 6% 45-55 7 % 55 + 6 % Source: rockpublicity 2013 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 10
  11. 11. I. Internet Users What are they doing?  Singaporeans are mostly browsing there mails and checking for News 96% E-mail 86% 81% 70% 67% News Search IM Private msg on SN sites Top five online activities conducted on at least a weekly basis Source: Nielsen Singapore report 2011 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 11
  12. 12. I. Internet Users I. Internet & Mobile Users In the meantime?  Singaporeans combine most of the time Internet consumption with TV cunsumption Trans-media Consumption @ 75% @ 24% 37% Watch TV and Use Internet Use Internet and listen to the radio Source: Nielsen 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 12
  13. 13. I. Internet & Mobile Users What about Online Videos?  Singapore is ranked 5/6 in terms of online video streaming SINGAPORE OVERALL RANKING RANK 5/6 2/6 At Reaching Web population 3/6 At Hours per Viewers 6/6 At Unique Viewers & Video per Viewer PLAYERS RANKING 1- Japan 2- Hong Kong 3- Australia 4- China 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net Source: Comscore, Wikipedia 5- Singapore 6- Malaysia 13
  14. 14. I. Internet & Mobile Users What about Online Videos? China Japan Australia Malaysia Hong Kong Singapore 200 Unique Viewers (000) 100 75 1 50 24 % 2 25 0 3 4 5 6 Online Video Viewing by Markets July 2010 Source: Comscore, Wikipedia 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 14
  15. 15. I. Internet & Mobile Users What about Online Videos?  Singapore is still ranked 2nd at reaching web population China Japan Australia Malaysia Hong Kong Singapore 200 43 % 100 % Reach Web Pop 75 50 6 24 % 3 5 4 1 2 25 0 Online Video Viewing by Markets July 2010 Source: Comscore, Wikipedia 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 15
  16. 16. I. Internet & Mobile Users What about Online Videos?  Singaporeans watch less videos than other among Asian country China Japan Australia Malaysia Hong Kong Singapore 200 Videos per viewers 43 % 100 75 24 % 50 2 4 5 25 1 3 6 0 Online Video Viewing by Markets July 2010 Source: Comscore, Wikipedia 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 16
  17. 17. I. Internet & Mobile Users How long are they watching Videos?  Singapore is ranked 3rd in terms of hours per viewers China Japan 43 % 20 Australia Malaysia Singapore 1st 15 2nd 24 % 10 5 Hong Kong 7.5 3rd 16.8 7.1 12.7 10.4 4.6 0 Online Video Viewing by Markets July 2010 Source: Comscore Video Metrix 2010 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 17
  18. 18. I. Internet & Mobile Users What about Online Videos?  Singaporeans are streaming the longest videos Live Time per play 52 Min 49 Min 49 Min 44 Min 42 Min 42 Min APAC Live, VOD time per play by country Q1 2013 Source: Comscore Video Metrix 2010 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 18
  19. 19. II. Social Media 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 19
  20. 20. II. Social Media What are Social Media in Singapore? SNS in 2013 74% SNS in 2012 68.1% When Singaporeans buy things 42% research on SNS first 51.2% use SNS to make a decision Source: Comscore Media metric April 2012 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 20
  21. 21. II. Social Media What about forums?  Singaporeans spend more time than other countries on forums Proportion of digital consumers visiting forums: ever vs. monthly Indonesia Malaysia 80% 74% 73% Philippin Singapore Thailand vietnam 77% 65% 64% 66% 71% 61% 61% 40% 30% Ever 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net Source: Global Index Regular (monthly) 21
  22. 22. II. Social Media Who are the top 5 Media Channels? 2013 Facebook , 3.50 M Users 67.5 % Twitter, 2.79M Users 53.8 % Youtube, 4.25M Users 82% Linkedin, 522 K Users 12.5 % Pinterest, 197K Users 3.8 % Source: Infographic.sg ; rockpublicity 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 22
  23. 23. II. Social Media What about top SNS Websites? Top 5 Websites (% Reach) 1 82.2% 2 74.4% 50.9% 50.7% 46.2% 3 4 5 Source: Burson Marsteller Asia Pacific 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 23
  24. 24. III. E-commerce M-commerce 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 24
  25. 25. III. E/M-commerce How is E/M-commerce doing in Singapore?  Singapore is the most connected city-state in the world ( Ranked 1st). No:1 Mobile Penetration 151.8 % Internet Penetration 86% Source: Akamai’s report “The State of the Internet, 1st Quarter, 2013” 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 25
  26. 26. Internet Users III.I.E/M-commerce Where is Singapore compared to others?  Singapore is just behind the Asian big players 43% China Japan South Korea Taiwan Singapore Singapore’s Ranking 5/6 Hong Kong E-commerce M-commerce 3/6 APAC E-commerce/M-commerce comparison Source: Paypal; l’Atelier 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 26
  27. 27. III. E/M-commerce What is the forecast?  M-commerce represent 26% of e-commerce, generating around 812 Million $ revenue in 2012 2012 2013 E-commerce E-commerce 3.1 Billion $ +29% 4.4 Billion $ 812 +37% 1.3 Mobile commerce Mobile commerce Billion $ Million $ Source: rockpublicity.com 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 27
  28. 28. III. E-commerce What are they buying?  Online shopping is more than Traveling and Booking, it also is fashion and beauty purchases Travelling booking Fashion Beauty Entertainme nt life style IT/ Electronic General Insurance Gifts collectibles Others SG online SALES 3.1 Billion $ 28% 20% 13% $ 307 M 13% 11% 8% 7% 146 M 143 M 117 M 83 M 75 M 229 M Source: Paypal 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 28
  29. 29. III. E-commerce Where Are they shopping?  40% of Singaporeans are shopping on their local E-commerce platforms Most popular local E-com Grocery Cosmetic 420 Million $ Luxury 37.4% Local SG online SALES 3.1 Billion $ Books Source: Techinasia 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 29
  30. 30. III. E-commerce Why shopping outside?  Despite the 60% overseas shopping trend, local merchants can benefit from the growth in domestic online spending by improving there product choice and selection of goods. 40% Local 420 Million $ SG online SALES 3.1 Billion $ 62.6% overseas Why Shopping overseas? Let room for local growth Unavailability 58% Greater choice Less expensive Better discount Strong Singapore Dollar 48% 44% 42% 35% Source: Paypal 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 30
  31. 31. III. E-commerce Which one is there favorite?  Singapore most popular overseas E-retail are Amazon USA and Qoo10 from Korea 23% SG online SALES 3.1 Billion $ 14.7% 62.6% overseas 1st 2nd Source: Paypal 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 31
  32. 32. III. E-commerce Where do Singapore online stores sells too?  The major trade destination for Singapore's online stores is China, then Hong Kong SG online SALES 3.1 Billion $ 62.6% overseas China Hong Kong Japan Australia +68% +55% +22% +20% Source: Paypal 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 32
  33. 33. III. M-commerce Why is Mobile Marketing interesting in Singapore?  Nine out of ten Singaporeans own a Smartphone, and 39% of the population chose their mobile over a laptop to browse the Internet. To support this, the nation boasts a wireless broadband penetration rate of 162%, and a mobile penetration rate of 150% 9/10 SG have an Smartphone 9/10 @ 39% Use Smartphone over Laptop to access internet 39% 150% 162% Broadband Penetration rate 150% Mobile Penetration rate 162% MOBILE MARKETING Source: Experian Singapore report 2013 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 33
  34. 34. III. M-commerce Testing the Water: Mobile marketing Who is doing it?  36% of Singapore’s marketer have implemented a successful mobile campaign This is not part of our marketing plan 13% Discussing the idea internaly but no decision yet 20% 36% Have a strategy but hasn't taken action yet Have implemented one mobile or SMS campaign to test success 20% 11% Have implemented a successful campaign and have incorporated mobile as a regular marketing channel Company’s involvement into Mobile Marketing Source: experian.com singapore 2013 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 34
  35. 35. III. M-commerce Testing the Water: Mobile marketing Who is doing it?  QR codes are most used among Mobile Marketing Tactics do not currently use any of these tactics 4% Mobile tickets or barecodes 4% In-app ads Custom apps Location-based mobile services MMS Campaigns QR code are most likely to be abandoned in the upcoming 12 month 11% 22% 29% 31% Moblie-optimize website SMS campaigns M-commerce sales E-mail marketing optimised for mobile QR codes 35% 46% 49% 50% 68% Source: experian.com Singapore 2013 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 35
  36. 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 | red@mail.atelier.net asia@mail.atelier.net 2013, L’Atelier © | No diffusion or reproduction without authorization | www.atelier.net 36

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