Consumer and Media Trends next 5 years (South East Asia)

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Consumer and Media Trends next 5 years (South East Asia)

  1. 1. SOUTH-EAST ASIA’S 1 YEAR TREND:
  2. 2. SOCIAL MEDIA’SGROWING PAINS
  3. 3. Social media gets bigger and more complicated More companies invested in 39m pages viewed monthly 23% of digital time spent is managing their own social social now media profiles
  4. 4. Hi Shameful, can you do magic? (Not all brands areready for social media) Lack of conscious understanding of language and Paradigm mall responds cheekily and got lashed out maturity in response. by public over it’s social response.
  5. 5. Clients are asking for more accountability on Socialspace GENERAL PAGE INFO KPI POST FORMAT SCORE TREND FAN TREND TREND OF LIKES & COMMENTS FANS POST TREND ENGAGEMENT RATE TREND TALKING ABOUT TREND ACTIVE USERS click on a graph ENGAGEMENT RATE/CM POST to view it KEYWORDS (click on it again before clicking on another) POSTS AVERAGE LIFE TIME PEAK OF POSTS PEAK OF FANS FANS GENDER PROFILE FANS LANGUAGE MESSAGES TYPE OF ENGAGEMENT
  6. 6. QR CODE REWARDSDIGITAL STAMPING
  7. 7. QR Code adoption is increasing, withJapan and Korea leading Southeast Asia markets are slowly but surely embracing it. QR codes in advertisements are increasing in Indonesia, Thailand and Singapore Source: GWI (Wave 6)
  8. 8. QR codes are now gateway to collating loyalty points via mobile apps Digitalised way of collecting loyalty points Since Nov 2011, launch of apps like Perx, PointPal, Squiryl, GSpot and Hachicode record and consolidate loyalty points from selected merchants Reputable merchants have come onboard, including Subway, Coffee Bean and Salad Stop
  9. 9. RETURN TO NOSTALGIA
  10. 10. Revival of the past The tsunami in Japan, floods in Thailand and Philippines, typhoons in Taiwan… We just want to hide away to a happier more comforting time. Instagram’s popularity surged by 8,121% in Singapore and 132 % Communities forming to preserve sites either by protesting or taking in Hong Kong. photographs for archiving Proliferation of photo apps that make photos look like days of yore, like Instagram, Nostalgio, 8mm Vintage Camera, PhotoBooth and Asia-created apps like Mei Tu Resurgence of cycling and bicycles, with bike events and lifestyle shops popping up Events centered around the 80s, featuring past toys, stationary and books.
  11. 11. CONTENT BECOMES CHEAPER AND AUTHENTIC
  12. 12. Viral appeal of the cheap, fast, authentic and funny Everyone is The good, the a producer bad, the ugly My Generasi generated 1.74mil views so far Sexy & I Know It (Hakka) generated 940k views Only in Malaysia generated 2.84mil views so far KFC video generate 462k views Source: Youtube, https://www.facebook.com/pages/Malaysia-Viral-Videos/335900156449595
  13. 13. Content x Context x Technology:New spaces to tap into what Malaysians are excited about today 33 million views monthly 400k active users monthly Technology Social spaces fuels Leveraging on Celebrity Growth of vernacular multiplies passions rise of Indie Music influence channels for race in Sports scene specific targeting
  14. 14. MEET ME OUTSIDE THE BOX
  15. 15. While long locks and fair legs are still expectedat mainstream advertisements, people start todesire for more risque, unique, and out of thebox campaigns.The trend has started to show its existence atPasar Seni, Kuala Lumpur. On the long stretchwall by Pasar Seni previously filled with artsygraffiti, are a series of pictures promotinginterracial marriage – The Inside Out Project.‘I want people to realise that we’re no differentbecause of our physical attributes and thatwe’re all mixed as human beings,’said Nadzirah Hashim, a young marketinggraduate, writer and photographer who led theproject (as quoted by Time Out Kuala Lumpur) Image credits: Inside Out Project/ via Time Out Kuala Lumpur
  16. 16. HONDA Malaysia hired Graffiti artists as part of its campaign “Naturally Driven” about Hybrid cars. Malaysian Government hired Graffiti artists to paint the walls of Pasar Seni Canal as part of the beautification process.30th August, 1 Malaysia Jam Graffiti - Klang River, CentralMarket Kuala Lumpur. More than 20 groups/individual personparticipate this graffiti-jam
  17. 17. SOUTH-EAST ASIA’S 3-5 YEAR TREND:
  18. 18. MOBILE SHOPPING THE NEW SHOPPING MALL
  19. 19. Mobile shopping in Asia facilitated byexisting comfort with online shopping andrapid mobile penetration Shopping online on desktops have become commonplace Explosive growth in smartphone and tablet ownership Retail operations have to provide digital options in order not to be left behind Source: http://www.masterintelligence.com/Mobileshopping.jsp
  20. 20. Global players and governments have been developingmobile wallets for a cashless and cardless world Google Wallet, a virtual wallet that credit and debit cards, offers, and rewards cards is already available in USA. Paypal also launched a mobile system connecting existing PayPal account to their mobile device and fund purchases by entering their phone number and PIN code into the retailers point-of-sale terminal. In Korea, commuters photograph the groceries they want on the subway walls. Tesco then delivers it to their homes. Source: The Business Times, Singapore, 5 August 2012 Singapore’s Information and Development Authorities is leading the mobile wallet project, with all the telcos, national bank (DBS) and transportation payment bodies (EZ-Link) part of the consortium
  21. 21. DESIRE FOR LUXURY
  22. 22. Emerging Asian markets growing in affluence Urbanisation in developing markets influencing consumer Higher Disposable Income demand. Urban dwellers are more brand-conscious Vietnam, India, China and Indonesia seeing the THAILAND: THAILAND Urban population increased from 32.6% of the most significant growth total population in 2006 to 34% in 2010. The influence of Annual disposable income 2007 2011 % Diff urbanisation was seen in the growing demand for (Current Price) - Per HH 2007 vs 2011 condominiums and apartments in contrast to traditional Thai Asia Pacific (US$) 8,412 12,416 48% China (RMB) 39,630 63,520 60% homes. Hong Kong (HK$) 567,949 643,626 13% India (Rs) 181,736 303,949 67% Indonesia (Rp) 41,066,665 60,546,096 47% INDONESIA: Increasing urbanisation of Indonesia has resulted Japan (¥ ) 6,318,012 6,051,114 -4% in many consumers leading busier, more fast-paced lifestyles Malaysia (RM) 53,175 66,594 25% Philippines (Ps) 284,472 364,114 28% Singapore (S$) 109,018 119,044 9% MALAYSIA: Between 1970 and 2010, the number of urban South Korea (Won) 35,071,267 40,144,567 14% dwellers had grown from three million to 18.4 million. Urban Taiwan (NT$) 1,184,029 1,192,464 1% consumers will be more prone to indulge in the purchase of Thailand (Bt) 307,661 357,934 16% Vietnam (VND) 40,096,740 84,292,724 110% luxury goods and premium services in order to project images Australia (A$) 88,234 107,829 22% of wealth Source: Euromonitor
  23. 23. Stronger desire for luxury items, with Asian spendingpredicted to doubleFindings from Global Luxury Study: Findings from Asian Consumer Study: 30% of global luxury sales now occur within emerging markets Asia now: 28%of world’s middle class Asia in 2020: 56% Average age of Asian luxury consumers is Asia in 2030: 70% decreasing steadily Asia now: Middle class just 23% of Women are encroaching on traditional total consumer spending. male purchases (business attire, luxury Asia in 2020: 42% watches), as women’s spending becomes Asia in 2030: 54%, more than five times increasingly independent that of North America Luxury product usage has crept in to more casual occasions Source: Bain & Company Global Luxury Study, 15 May 2012 Source: http://www.asianconversations.com/AsianConsumer.php
  24. 24. FINDING LOVE ONLINE LOVE 3.0
  25. 25. Asians are marrying later or not at all The mean age of marriage has risen by % of unmarried women in their 30s in Japan, Taiwan, Singapore 5 years in some countries in 30 years and Hong Kong has spiked. Source: Asia Research Institue via The Economist 20 August 2011
  26. 26. Governments are actively trying to encourage lovewhilst young adults turn to social sites and apps Government body created to matchmake singles in Asians are going online to look for prospective partners Japan, Singapore, Seoul and Taiwan, which have Mthly Searches for Singles Mthly Searches for Dating some of the lowest birth rates globally Global 20,400,000 7,480,000 Malaysia 165,000 22,200 Phillippines 49,500 301,000 Indonesia 22,200 90,500 Singapore 18,100 74,000 Taiwan 12,100 18,100 Taiwan 9,900 14,800 Hong Kong 8,100 33,100 Source: Google AdWords for Asia 2012
  27. 27. VIDEOSHAPE SHIFTING
  28. 28. Rise and fast adoption of new gadgets have filled up allthe space in between moments in life. A similar piece ofcontent is now ubiquitously available across multiplescreens. There’s no more long breaks….it’s justplay…pause…play..pause…play. Astro cable tv launches Astro on-the-go streaming video across multiple platforms 12am 1am 830am 1230pm 730pm Google officially launches Previous night Right before On the way to During lunch At friends place Youtube in Malaysia on TV bedtime work break Maxis launches IPtv
  29. 29. New platforms continues to dilute attention ofconsumers Astro, a cable TV in Malaysia launches NJOI with one time set up fee offering free pay TV without Media Prima channels. 42% of digital consumers across Malaysia and Singaporewatch TV from unofficial sources. Digital consumers in Malaysia spend more time accessing the Youtube Unique Visitors / 7.7M internet than any other media at 20 hours per week. This is month almost double the amount of time local consumers spend % Reach 66.3% watching broadcast TV at 11 hours per week. Avg Daily Visitors 1.5M 62% of digital consumers stream videos across multiple Avg time spent per day 25 minutes platforms on a weekly basis Avg time per session 13.5 minutesSource: AC Nielsen digital consumer report, Press releases, Youtube research

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