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Adma digital-marketing-yearbook-2010
 

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2010: Multiple Platforms, Infinite Choices

Digital marketing in Asia Pacific in 2010 offers an almost infinite combination of ways to engage customers, participate in their communities, sell them products and services, and build brands and corporate reputations. Content can be highly personalised, relevant and localised deeply to take into account factors such as language, location, time of day, past behaviour and stated preferences. The range of available media is staggering, value-priced, and offers exceptional targeting. And this year the true "internet experience in the palm of your hand" is now available in many urban centres across the region, thanks to the spread of smartphones, 3G networks, and the applications that run on them.

http://www.asiadigitalmarketingyearbook.com/

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    Adma digital-marketing-yearbook-2010 Adma digital-marketing-yearbook-2010 Document Transcript

    • ASIA PACIFIC Digital Marketing Yearbook 2010“ Stay engaged with your customer and flexibly “ follow the trends across multiple platforms. Edited by Rachel Oliver www.asiadma.com
    • ABoUt the ASiA DiGitAL MARKetinG ASSoCiAtion Making The ears, eyes and voice of digital ❚ Why join the ADMA? Being a member gives you access: SUCCESS marketing in Asia • Unified voice for the industry to promote the use of digital and the Internet (in the media and with potential customers) • Forum for standards and best practice sharing The Asia Digital Marketing Association (ADMA) • Spokespeople to represent members and respond to criticism is the voice of, and advocate for, the digital • Industry contacts and networking opportunities • Sponsorship opportunities to raise awareness of your marketing industry in Asia (excluding Japan). brand • Discounted rates for regional events The ADMA is guided by senior executives in the • Notification of relevant speaking opportunities tangible. industry and is charged with gaining consensus • Professional digital marketing qualifications – discounted enrolment fees for members and providing leadership on key industry issues. • Entry in the online Membership Directory and annual Asia Pacific Digital Marketing Yearbook The ADMA actively promotes the benefits of • Job matching service to help you find staff using mobile and the Internet as channels to communicate with consumers as well as lobbying ❚ hoW to join the ADMA and public relations assistance for member Membership fees are set low enough to encourage universal membership among industry players, and taken companies. together provide sufficient revenues to underwrite regular activities. Other activities are funded by sponsorship (cash and in kind) and by charging admission fees for some The ADMA is a non-profit organisation with a events. membership base representing online publishers/ Visit www.asiadma.com/membership/join and complete the online registration form. portals, agencies, research companies, technology/ service companies and marketers/advertisers. Visit www.asiadma.com for more details. The ADMA gives heartfelt thanks all our members for their support and contributions: ADMA Patrons:Welcome to the new Fortune. Re-imagined, With unrivaled access to the world’s most ADMA Corporate members:refined and re-focused to deliver the insight influential leaders and companies. And the ad:tech, Admax Network, AGENDA Group Asia, BBE, British Council, comScore, Coremetrics, draftFCB China, Dow Jones Publishing you need now. In brief and in depth. trusted perspective you need to succeed. Company (Asia), Edipresse, Experian Hong Kong, eyeblaster, Financial Times, Google Hong Kong, Hewlett Packard, Johnson & Johnson Vision Care Asia Pacific, KatalystM, Lucini & Lucini, Mediaplex, MRM Worldwide, NDS Asia Pacific, Nielsen Online, Omnicom Group, Omniture, PGi, Publicis Modem Singapore, Pulse Mediatech, SCMP.com, Singapore Press Holdings, SingTel Digital Media (inSing), The Economist, The Hyperfactory, The Rubicon Project, The Upper Storey, TIME & Fortune, Universal McCann, Vocational Training Council, Wunderman, wwwins Isobar, ZUJI And all our individual members. asia pacific digital marketing yearbook 1 ©2010 FORTUNE is a registered trademark of Time Inc.
    • Contents ❚ ASiA PACifiC 6 ❚ inDoneSiA 34 ❚ SinGAPoRe 54 Essential reading ❚ AUStR ALiA 12 ❚ jAPAn 38 ❚ SoUth KoReA 58 ❚ ChinA 18 ❚ MALAySiA 42 ❚ tAiWAn 62 Anytime, anywhere THE WORLDS LEADING BUSINESS NEWS IN PRINT, ONLINE AND ON MOBILE ❚ honG KonG 26 ❚ neW ZeALAnD 46 ❚ thAiLAnD 66 The Wall Street Journal Asia reaches Asias business elite where they live, work and play by delivering unparalleled news and analysis through a variety of print, online and digital platforms. Online, The Wall Street Journal Digital Network includes an ever-growing network of Asia-specific offerings thattarget the regions most influential business decision makers including asia.WSJ.com, india.WSJ.com, chinese.WSJ.com and jp.WSJ.com. Digital offerings, including WSJ Mobile Reader for BlackBerry and iPhone, also continue to grow as the desire for news on-the-go inspires new technologies, expanded functionality and enhanced delivery from the worlds most trusted source for global news and analysis. To find out more about integrated advertising solutions, please contact your Dow Jones sales representative atwsja.advertising@dowjones.com or call: Hong Kong 852-2831 2504; Singapore 65-6415 4300; Tokyo 81-3 6269 2701. ❚ inDiA 30 ❚ the PhiLiPPineS 50 ❚ VietnAM 70 asia pacific digital marketing yearbook 3
    • • When it comes to making online purchases, Asians Another trend to watch is the balance of paid, owned 2010: Multiple Platforms, across the board listen closely to their friends. Nearly and earned media. Paid media such as rich media, display, half (48%) of South Korean internet users said they search and sponsored content remain the dominant forms had bought something in the past because it was of online marketing expenditure. Companies and brands continue to trust the control over the media plan and the Infinite Choices either discussed or recommended by one of their online friends, as have 38.2% of Malaysians, 40.4% of content that paid media offers. Japanese, 42.2% of Vietnamese, 48.4% of Indonesians Owned media such as corporate websites, brand and one third of Filipinos. websites and microsites have always been an important • Mobile shopping is taking hold of the region, with nearly component of the online marketing mix. Now increasingly eight out of 10 Asian mobile users engaging in some social media such as Facebook pages and Twitter feeds form of mobile shopping activity in the past year. are being added to the mix (except in China, where they D • The Koreans are the top shoppers, with 97% of internet are blocked, and marketers use other similar services). igital marketing in Asia Pacific in 2010 users say they have shopped online. These owned media feeds provide both controlled content offers an almost infinite combination of ways • Indians spent the least amount of time online of any distribution opportunities, as well as platforms for customer to engage customers, participate in their Asian nation, at 11 hours per month. and community interaction. communities, sell them products and services, • 63% of Singaporeans online watch TV at the same The dynamics of earned media are different, when and build brands and corporate reputations. time. customers become the channel, and brands have no control Content can be highly personalised, relevant • Japan leads the pack with mobile social media – more of what is said or shared. However, when brands get and localised deeply to take into account than 75% of social network users only access the sites positive word of mouth from earned media, it is credible factors such as language, location, time of via their mobiles. and powerful. Earned media, and to some extent the social day, past behaviour and stated preferences. • The Filipinos lead the world in SMS, with two billion text media aspects of owned media, have more in common with The range of available media is staggering, messages sent every day. public relations than traditional advertising. value-priced, and offers exceptional • Hong Kong people take the instant message crown, After we waded through terabytes of statistics on targeting. And this year the true "internet spending twice as much time IMing as anyone else in platform usage, media consumption, and broadband and experience in the palm of your hand" is now the region. mobile penetration in order to compile this Yearbook, available in many urban centres across the • More than half the Asia Pacific regions online population its easy to see why some marketers lose sight of their region, thanks to the spread of smartphones, 3G is Chinese, but they are the least prolific users of search customers and become pre-occupied with the technology. networks, and the applications that run on them. in Asia Pacific. Our hope at the Asia Digital Marketing Association is that There is a battle of epic proportions going on to • Australians spend more time on social networking this Yearbook helps you get beyond facts and figures, and determine which platforms will host the majority of online sitesthan anyone else in the world (seven hours a provides you insights that will make you a better and more users activities. The days when a portal was a web month) and 27% of all Australians blog. successful marketer. users main access point to the internet are long over, At the end of the day, there really is no such thing as a but its not yet clear what will take its place. Will the Online advertising spending has rebounded, following digital strategy, just solid marketing strategies that happen future be driven by search? Social networking? Mobilility? recovery from the recession, and continues to grow. to use digital channels. No one has a crystal ball into what A device? An application? A browser? Microblogging? However, there is no consistent pattern across the region. devices, applications, web services, and sites tomorrows Google, Facebook, Twitter, Apple, Microsoft, Skype In 2009, Japans online ad revenue grew just 1.2% over customer will use, so stay engaged with your customer and and Yahoo! are just a few of the international players 2008, but hit a milestone: more money was spent on online flexibly follow the trends across multiple platforms. experimenting with different mixtures of applications, media than on newspaper advertising for the first time. In content and devices in their quest to be dominant. And Last year it seemed that social networking – and more China in 2009, 16.69% of all ad spend was online. Contrast David Ketchum is Chairman, Asia Digital Marketing in Asia Pacific, some world-class companies are looking particularly Facebook – might take over as the dominant this statistic with the Philippines, where just 1% of total Association and President of Bite Communications, to meet local needs or expand globally, such as Alibaba, "operating system" of the internet. Now its clear there are advertising expenditure is online and SMS reigns supreme. Asia Pacific. Rakuten, Livedoor, Orkut, Rediff, Sina, Baidu, Daum, Telstra multiple players. For example, people on Windows Mobile For reference, Singapores percentage of online spending and others. Of note: Tencent is now among the top five phones access Gmail. Someone is searching Baidu using stands at approximately 6%. sites visited globally. a FireFox browser. A teenager is playing a Playfish game These developments are exciting and empowering on Facebook. People are transferring money with Alipay. A Were back! for marketers, advertisers, and their agencies. The YouTube video is streaming through a Yahoo! site. Someone consolidation of major players in the global internet is Skyping on an Apple laptop, while someone else is IMing industry such as Googles purchase of DoubleClick on their Nokia. A Chinese teenager just connected with a friend on RenRen with a 163.com email address. T and the Microsoft/Yahoo! search deal, offers scale, and unprecedented reach and frequency for online marketing. The platform companies continuously refine their his is the fourth edition of the Asia Digital Marketing Yearbook, compiled by the Asia Digital Thats matched with localised innovation that is bubbling revenue models and try to grab market share, which Marketing Association (ADMA) with the help of our members and supporters. Thanks to all up and providing new, highly relevant opportunities for is healthy because their platforms interconnect and our contributors for this years collection of information, insights and case studies. And, a huge engagement. The reality is that no one platform is going produce hundreds of thousands of customer touchpoints to win the markret outright, and whether each competitor for marketers to engage. How marketers deploy these thank you to the ADMAs tireless director Kay Bayliss, to Yearbook editor Rachel Oliver, and to purports to be "open" or not, they all have the potential to platforms and what campaign ideas will be most successful designer Garry Tipping who once again made this mammoth project a reality. overlap and underlie one another. To quote author David is far from universal and, as in past years were seeing The Yearbook is produced by the ADMA as a service to marketing directors, agency Weinbergers book title, the internet remains "Small Pieces increasing diversity in consumer habits across the region. executives and business people who want to know whats happening online in the Asia Pacific Loosely Joined" rather than a monolithic, consistent entity, Heres a look at some of the trends in Asia Pacific, and despite various companies attempts. The iPhone (and now of course there is much more detail in each of the country region. the iPad) and its apps-and-content ecosystem as helped sections of this Yearbook. Printed copies of the complete Yearbook are available to full members of the ADMA, so join blaze new trails in mobility, e-commerce and content. today if you are not yet a member at www.asiadma.com. As always, the PDF download However, there are also plenty of other cutting edge • Internet users in Asia Pacific spent more than version of the full Yearbook is available free at www.asiadigitalmarketingyearbook.com. devices (30% of the worlds smartphone market is in Asia 5.6 trillion minutes online in 2009, and bought Pacific) and plenty of other platforms driving the trend. US$7 billion in virtual goods.4 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 5
    • ASiA PACifiC In September 2009 alone, the regions internet users made 38.6 billion searches, averaging up to 88 searches per user Asian search engines now easily compete with the rest of the world. Chinese site Baidu.com came third behind in that month. Google and yahoo! in a ranking of top sites by search (SoURCe: CoMSCoRe) traffic in July 2009. While Google had 76.7 billion searches that month, giving it 67.5% market share, yahoo! received Nearly half of all search activity (44.1%) across the region 8.9 billion searches (7.8% market share) with Baidu very in September 2009 took place on Google, representing close behind with 8 billion searches and 7% market share. 17 billion searches. (SoURCe: CoMSCoRe) (SoURCe: CoMSCoRe) An Asian brand is now in the global top five online how Long Asia Pacific Spent online in 2009 2009 AVeRAGe 2009 totAL 2009 AVeRAGe 2009 AVeRAGe properties ranked by time spent. Tencent joins Microsoft, MonthLy UniqUe MinUteS SPent MonthLy MinUteS MonthLy Google, yahoo! and Facebook as the sites internet users ViSitoRS (000) onLine (MM) SPent PeR ViSitS PeR ViSitoR ViSitoR spend their most time on. Globally, internet users spent WoRLDWiDe 1,139,370 18,830,995 1,376.7 49.0 893 million minutes on Tencent in September 2009. ASIA PACIFIC 465,291 5,641,870 1,008.4 40.8 (SoURCe: CoMSCoRe) CHINA 211,684 2,374,432 858.3 44.6 JAPAN 66,176 887,023 1,114.5 42.4 INDIA 34,766 270,697 646.9 23.1 The average online user in Asia Pacific receives 170 SOUTH KOREA 28,606 618,618 1,797.8 59.2 promotional emails a week, nearly half as much as the AUSTRALIA 12,444 178,922 1,198.0 38.5 TAIWAN 11,750 145,324 1,030.6 37.7 average North American (300 emails a week). (SoURCe: ePSiLon inteRnAtionAL) MALAySIA 9,271 94,742 851.6 29.8 HONG KONG 3,896 65,684 1,402.5 43.6 SINGAPORE 2,651 41,899 1,315.8 39.3 Special offers and discounts seem to work well across Asia, NEW ZEALAND 2,543 28,303 926.1 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK 33.6 with 58% of Asian (ex Australia) internet users saying they LoCAtionS) made online purchases as a result of a coupon or offer they received in an email. Asia Pacifics online Gaming Usage in 2009 (SoURCe: ePSiLon inteRnAtionAL) 2009 AVeRAGe 2009 AVeRAGe 2009 AVeRAGe 2009 AVeRAGe MonthLy MonthLy UniqUe MonthLy MinUteS MonthLy ReACh (%) ViSitoRS (000) SPent PeR ViSitoR ViSitS PeR Asia Pacifics top 50 Sites of 2009 ViSitoR Site 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) WORLDWIDE 37.5 426,884 105.8 9.1 GOOGLE SITES 277,307 ASIA PACIFIC 30.9 143,636 51.9 7.1 yAHOO! SITES 225,320 SINGAPORE 41.2 1,093 66.5 7.2 MICROSOFT SITES 211,123 SOUTH KOREA 34.2 9,777 138.1 11.9 TENCENT 150,396 NEW ZEALAND 34.1 869 86.2 8.0 BAIDU 146,974 AUSTRALIA 33.9 4,230 72.2 7.7 SINA 104,565 CHINA 32.4 68,458 30.3 7.4 ALIBABA.COM 83,956 ❚ DeMoGR APhiCS Asia Pacifics internet Users 2009 HONG KONG 29.5 1,151 118.5 7.9 NETEASE 78,509 MALAySIA 28.3 2,628 56.0 5.3 SOHU 77,641 CoUntRy inteRnet PenetRAtion USeR GRoWth % of USeRS TAIWAN 26.6 3,133 24.9 4.5 WIKIMEDIA FOUNDATION SITES 77,374 USeRS (M) RAte (%) 2000-2009 (%) in ASiA JAPAN 24.4 16,194 82.1 8.6 XUNLEI NETWORKING 70,454 The Asia Pacific region is easily home to the biggest ASIA PACIFIC 764.43 20.1 568.8 100 INDIA 17.6 6,117 45.0 4.1 CBS INTERACTIVE 67,693 internet audience on earth, with more than 764 million AUSTRALIA 17.03 80.1 158.1 – (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK FACEBOOK 66,339 CHINA 384.00 28.7 1,606.7 50.2 LoCAtionS) internet users as of early 2010. To put this in context, the HONG KONG 4.87 69.2 113.7 0.6 TUDOU SITES 56,537 AMAZON SITES 53,115 rest of the world has around 995 million internet users INDIA 81.00 7.0 1,520 10.6 Asia Pacifics Social networking Users KUGOU 51,506 INDONESIA 30.00 12.5 1,400 3.9 between them. JAPAN 95.97 75.5 103.9 12.6 MARKet totAL inteRnet SoCiAL netWoRKinG % of inteRnet yOUKU 49,235 (SoURCe: inteRnetWoRLDStAtS) USeRS*(000) USeRS (000) USeRS OAK PACIFIC INTERACTIVE SITES 48,418 MALAySIA 16.90 65.7 356.8 2.2 CHINA 215,460 105,379 49 APPLE 46,398 NEW ZEALAND 3.50 83.1 321.7 – HONG KONG 3,921 2,502 64 PCONLINE.CN SITES 45,974 Its not only the biggest, its the fastest growing too. Asia PHILIPPINES 24.00 24.5 1,100 3.1 INDIA 35,432 22,259 63 EBAy 40,479 SINGAPORE 3.37 72.4 180.8 0.4 Pacific now plays home to the fastest growing internet SOUTH KOREA 37.47 77.3 96.8 4.9 INDONESIA 6,014 5,074 84 RAKUTEN 39,079 population in the world. China, India and Japan were JAPAN 67,586 24,276 36 FC2 38,357 TAIWAN 15.14 65.9 141.9 2.0 MALAySIA 9,400 6,344 67 AOL 37,328 mainly to thank for Asias 22% increase in usage in the THAILAND 16.10 24.4 600.0 2.1 PHILIPPINES 4,526 3,924 87 GMO INTERNET GROUP 36,849 VIETNAM 22.77 25.7 11,289.9 3.0 year up to September 2009, with China taking home (SoURCe: inteRnetWoRLDStAtS; APRiL 2010) SINGAPORE 2,696 2,085 77 NTT GROUP 35,588 SOUTH KOREA 28,978 16,632 57 56 35,311 the prize for the fastest-growing country in Asia. China TAIWAN 11,932 7,565 63 ADOBE SITES 35,030 experienced a 31% surge of internet users in that period, VIETNAM 5,625 2,947 52 PPSTREAM 34,928 (SoURCe: CoMSCoRe MeDiA MetRix RePoRt, AUGUSt 2009; * hoMe AnD WoRK USeRS, 15+ on PeRSonAL bringing its own total audience to 220.8 million. LIVEDOOR 32,834 ❚ USeR BehAVioUR CoMPUteRS) (SoURCe: CoMSCoRe/MARKetinG-inteRACtiVe) NHN 31,497 CyBERAGENT 31,059 WORDPRESS 30,961 Asia Pacific will also be the main driving force behind the The Asia Pacific regions internet users spent more than LyCOS SITES 30,665 global adoption of broadband moving forward. By 2013, 5.6 trillion minutes online between them in 2009. ❚ onLine ADVeRtiSinG THE MOZILLA ORGANISATION 29,560 (SoURCe: CoMSCoRe) NIFTy 29,425 the region is expected to be home to 49% of the global ASK NETWORK 27,656 broadband market. There are anticipated to be more than Half of the top 20 sites across the Asia Pacific region are PHOENIX TELEVISION 27,472 On average, internet users across the Asia Pacific region 640 million broadband users worldwide by 2013. There based in China. SONy ONLINE 27,260 each spent 1,008.4 minutes online per month in 2009, (SoURCe: CoMSCoRe) RECRUIT CO 25,738 are currently more than 160 million broadband subscribers lower than the world monthly average of 1,376.7 minutes. QIANQIAN 25,713 across Asia Pacific. (SoURCe: CoMSCoRe) On a regional basis, Asia Pacific is now only slightly behind KAKAKU 25,651 (SoURCe: infoRMAtion WeeK/PARKS ASSoCiAteS) PCPOP SITES 25,459 Europe and the Middle East (EMEA) in the spamming XINHUA NEWS AGENCy 25,028 Search is a considerably more popular activity today FOX INTERACTIVE MEDIA 24,732 Four out of the top 10 countries in the world ranked by stakes. In October 2009, nearly one quarter (23%) of all amongst the regions internet users than it was a year CHINAByTE TECHNOLOGy CO. 23,536 home broadband use are from Asia. South Korea tops spam globally orginated from Asia, compared to the 28% SAKURA INTERNET 23,513 ago. In the space of one year (from September 2008 to the list, with 95% of its homes now having access to that came from EMEA. TOM.COM 23,121 September 2009) the number of searches conducted by (SoURCe: SyMAnteC) KINGSOFT 22,587 broadband; followed by Singapore (88%) in second place; Asia Pacific users jumped by 33%. 4399 22,457 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK with Taiwan and Hong Kong in joint fifth place (81%). (SoURCe: MeDiA/CoMSCoRe) LoCAtionS) (SoURCe: AfP/StRAteGy AnALytiCS)6 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 7
    • Asia Pacific online Ad Spend: 2009-2012 Why Asians Unsubscribe from emails Money talks, particularly if its made of plastic. Of the Mobile service revenues for the Asia Pacific region are MARKet yeAR (US$ MiLLion) ReASon % of APAC % of noRth AMeRiCA regions internet users who do shop online, a sizeable 83% tipped to hit US$326.37 billion by the end of 2013, an 2009 2010 2011 2012 ReSPonDentS ReSPonDentS AUSTRALIA 1,597 1,748 1,888 2,002 IRRELEVANT CONTENT 62 67 of them said in a survey that they would continue to do so increase of more than 16% from the end of 2009. CHINA 3,271 4,089 5,152 6,594 RECEIVE TOO FREQUENTLy 56 64 with the aid of electronic payment cards. (SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA) HONG KONG 138 146 157 169 THINK ADDRESS BEING SHARED/SOLD 30 50 (SoURCe: SinA.CoM/ViSA) INDIA 101 117 134 154 DONT RECALL SIGNING UP 20 48 Asia Pacific is the fastest growing market in terms of mobile INDONESIA 0.9 1.0 1.4 1.8 PRIVACy CONCERNS 29 32 JAPAN 7,324 7,910 8,724 9,509 (SoURCe: ePSiLon inteRnAtionAL) When the regions internet users do shop online they dont multimedia revenue, and is expected to generate US$13.3 MALAySIA 26 34 41 48 just stick to local retailers. According to one survey, more billion in 2013, representing a CAGR of 13.8% from 2008. NEW ZEALAND 214 251 343 349 Why Asians open Permission-Based emails (PBes) than one third (39%) of online users said they had shopped (SoURCe: ieMARKetReSeARCh) SINGAPORE 16 17 18 19 tyPe of SUBjeCt % of APAC % of noRth AMeRiCA from overseas websites. The countries which showed the SOUTH KOREA 1,236 1,397 1,536 1,690 Line Content ReSPonDentS ReSPonDentS Music is expected to drive the regions mobile multimedia TAIWAN 208 229 252 277 DISCOUNT OFFER 66 59 biggest tendency towards shopping internationally are THAILAND 7 7 7 8 market moving forward. Revenue generated from Asia FREE PRODUCT OFFER 63 57 China and India. VIETNAM 0.8 0.9 1.1 1.3 CONTAINS FAMILIAR BRAND NAME 60 50 (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR) Pacifics mobile music sector is expected to reach US$6.72 ASIA PACIFIC 14,142 15,949 18,258 20,827 (SoURCe: ZenithoPtiMeDiA, DeCeMBeR 2009) BREAKING INFO/NEWS 49 34 billion by 2013, a significant leap from the US$2.27 billion NEW PRODUCT ANNOUNCEMENT 48 29 FREE SHIPPING OFFER 42 36 What Asia Pacific is Doing online generated in 2008. Asia Pacifics top Social networks in 2009 CONTAINS RECENT PURCHASE INFO 43 34 Key Site CAteGoRieS (% ReACh) (SoURCe: ieMARKetReSeARCh) PRoPeRty 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) LIMITED TIME OFFER 48 31 ENTERTAINMENT 71.2 TOTAL INTERNET: TOTAL AUDIENCE 465,291 CONTAINS My NAME 37 16 EMAIL 59.0 There were expected to be 1 billion mobile subscribers in SOCIAL NETWORKING 254,209 OTHER 5 7 SOCIAL NETWORKING 56.1 FACEBOOK 66,339 (SoURCe: ePSiLon inteRnAtionAL) NEWS/INFORMATION 55.2 North Asia alone by the end of 2009, with 80% of them BAIDU SPACE 48,212 RETAIL 54.4 living in China. Those subscribers were anticipated to QQ.COM ALUMNI 28,410 BLOGS 48.5 WINDOWS LIVE PROFILE 22,792 What Asians do After opening PBes TECHNOLOGy 47.6 generate as much as US$183 billion in revenues for that ORKUT 22,454 ACtion % of APAC % of noRth AMeRiCA COMMUNITy 47.5 year. ReSPonDentS ReSPonDentS GAMES 47.1 CyWORLD 19,377 (SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn) CLICK ON A WEBSITE 87 69 BUSINESS/FINANCE 39.9 QQ.COM MINI WORLD 17,919 ENTER SWEEPSTAKES OR PROMOTION 57 67 PHOTOS 34.2 KAIXIN001 16,405 WATCH VIDEO CLIP 63 46 INSTANT MESSAGING 31.8 By 2014, the number of mobile subscribers in North Asia HI5 15,886 FRIENDSTER 15,832 PURCHASE ONLINE 62 46 SPORTS 26.3 should exceed 1.37 billion, reflecting a CAGR of 7.7% PURCHASE OFFLINE AT RETAIL STORE 58 48 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At ASiA PACifiC hoMe/WoRK LoCAtionS) SIGN UP FOR MORE INFORMATION 67 38 EDUCATION 23.6 (2008-2014). Mobile revenues meanwhile are expected to TRAVEL 22.7 CLICK ON ADVERTISED LINK IN NEWSLETTER 62 34 CAREER SERVICES AND … 20.8 jump to US$229.8 billion by the end of that 2014 – a CAGR Asia Pacifics top 20 Digital Brands of 2009 PLAy A GAME (SoURCe: ePSiLon inteRnAtionAL) 55 39 AUTOMOTIVE 17.6 of 5.2% for the same period. RAnK BRAnD HEALTH 14.8 (SoURCe: neWSWiRe toDAy/fRoSt & SULLiVAn) 1 MCDONALDS GOVERNMENT 10.1 (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009) 2 NOKIA 3 KFC There were expected to be as many as 453.3 million 4 COCA-COLA ❚ e-CoMMeRCe Asia Pacifics top online Retail Product Categories mobile subscribers in south east Asia by the end of 2009. 5 NIKE RetAiL SUBCAteGoRy (% ReACh) Currently just 6% of them – or 22.9 million people – are 6 SONy 7 SAMSUNG The "virtual goods" industry in Asia is worth US$7 billion, RETAIL 54.4 3G subscribers. COMPARISON SHOPPING 21.4 (SoURCe: fRoSt & SULLiVAn/inteLLASiA) 8 ADIDAS putting the US$1 billion that is generated in the US BOOKS 17.8 9 PIZZA HUT 10 NESTLE considerably in the shade. Asias top market, China, was COMPUTER HARDWARE 11.3 The south east Asian mobile market is currently valued at CONSUMER ELECTRONICS 11.0 11 PEPSI expected to generate around US$5 billion in virtual goods COMPUTER SOFTWARE 9.2 US$32 billion. However, while the number of subscribers 12 CANON 13 TOYOTA transactions in 2009 alone. Other markets leading Asias APPAREL 8.9 rose at a rate of 18.4% over 2009, the billings rate for that HEALTH CARE 5.1 14 HEINEKEN dominance in the virtual goods market include Japan and MALL 5.1 period rose by a more modest 13.6%. Much of this has 15 CITIBANK South Korea – both playing home to thriving online and FRAGRANCES/COSMETICS 3.8 to do with the newest batch of subscribers coming from 16 OLAy 17 HONDA mobile gaming industries. RETAIL-MUSIC 3.5 emerging markets such as Cambodia, Vietnam, Indonesia (SoURCe: +8*/ViRtUALGooDSneWS.CoM) RETAIL-FOOD 3.0 18 PHILIPS 19 VISA DEPARTMENT STORES 2.8 and the Philippines, all exhibiting lower ARPUs. TICKETS 1.9 (SoURCe: fRoSt & SULLiVAn/inteLLASiA) 20 HEAD & SHOULDERS In a survey of six countries across Asia Pacific, an FLOWERS/GIFTS/GREETINGS 1.7 (SoURCe: tnS/DiGitAL MeDiA) overwhelming proportion of the regions online population JEWELRy/LUXURy GOODS/ACCESSORIES 1.4 By the end of 2014, south east Asia could have as many as CONSUMER GOODS 1.4 how Asia Pacific Defines Spam vs north America (89%) said they had shopped online in the past year. The SPORTS/OUTDOOR 1.4 606 million mobile subscribers, generating around US$36.2 Definition % of APAC % of noRth AMeRiCA Asian countries who show the biggest preference for online HOME FURNISHINGS 1.3 billion in mobile revenues in that year. ReSPonDentS ReSPonDentS TOYS 1.2 shopping are South Korea (97% of respondents who said (SoURCe: CoMSCoRe WoRLD MetRix; % ReACh of RetAiL SUBCAteGoRieS By CoUntRy; AUGUSt 2009) (SoURCe: fRoSt & SULLiVAn) EMAILS THAT INTEND TO TRICK ME INTO OPENING THEM 67 83 EMAILS OF AN OFFENSIVE SUBJECT MATTER 69 71 they shopped online), China (94%), Japan (94%) and ANy EMAIL I RECEIVE THAT I DID NOT ASK FOR OR SUBSCRIBE TO 54 73 Australia (89%). Asians continue to lead the world when it comes to the EMAILERS FROM SENDERS WHO ARE UNKNOWN TO ME 52 76 (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR) love of mobile shopping. In a survey, almost eight out of ALL EMAILS THAT ARE FILTERED INTO THE JUNK MAILBOX ANy EMAIL I RECEIVE THAT I DONT WANT, REGARDLESS 42 45 ❚ MoBiLe ten mobile users in Asia Pacific "reported some mobile OF WHETHER I SUBSCRIBED 39 39 What are internet users across the region buying online? shopping activity", while nearly a quarter of them (23%) ANy EMAIL SENT TO ME FROM A SENDER WHO IS NOT Much the same as always, according to one survey which Asia Pacific buys more phones than any other region on made some form of mobile purchase in the month of ON My ADDRESS BOOK OR APPROVED SENDER LIST 29 45 AN EMAIL FROM A COMPANy I MAy HAVE GIVEN PERMISSION TO found the most popular items purchased online over the earth. Nearly 480 million mobile devices were sold across December 2009. SEND ME MAIL AT ONE TIME, BUT THAT I NO LONGER past year have been clothes (55%), books (50%) and Asia in 2009 (compared to less than 200 million in Western (SoURCe: MotoRoLA/eMARKeteR) WISH TO RECEIVE 32 39 music downloads (49%). Europe). And this year, the number will surpass half a EMAILS FROM COMPANIES I HAVE A RELATIONSHIP WITH (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR) billion, according to estimates, with nearly 547 million While Asia does not currently lead the world in terms OFFLINE, BUT TO WHOM I NEVER GAVE PERMISSION TO CONTACT ME VIA EMAIL 28 34 expected to be sold across the region. of mobile payments, it is showing strong growth in this EMAILS FROM A COMPANy I HAVE DONE BUSINESS WITH BUT And why do the regions internet users shop online (SoURCe: GARtneR) area, with payment transaction values estimated to reach THAT COME TOO FREQUENTLy 23 31 anyway? According to the same survey, the most popular US$29.8 billion in 2013. Pre-paid top ups are expected ANy EMAIL THAT TRIES TO SELL ME A PRODUCT OR SERVICE, EVEN IF I KNOW THE SENDER 27 26 reasons are the convenience of being able to shop anytime There are currently around 2.03 billion mobile subscribers to account for 50% of this amount, followed by money (SoURCe: ePSiLon inteRnAtionAL) (80%); to be able to compare prices and get better deals in Asia Pacific. Thats expected to increase to 2.53 billion transfers as the next largest mobile payment category. (79%); to find and compare products (78%); and to hunt by the end of 2013, an increase of nearly 25%. China and (SoURCe: ieMARKetReSeARCh) around for bargains (75%). India wont be the only countries to drive this growth – By 2012, it is expected that there will be around 123 (SoURCe: ViSA eCoMMeRCe ConSUMeR MonitoR) Indonesia, the Philippines and Vietnam are expected to million mobile payment users in the Asia Pacific region. (SoURCe: ieMARKetReSeARCh) display subscriptions booms as well. (SoURCe: teLeCoMPAPeR/infoRMA teLeCoMS & MeDiA)8 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 9
    • The mobile phone is becoming the favoured device for young Asians to connect to social networking sites according to one survey. More than 50% of Chinese, Indian, South Korean and Thai mobile users prefer to use their handsets over their PCs for this purpose, it estimates. (SoURCe: teLeCoMASiA.net/iDC) Around 30% of the global market for smartphones lies in the Asia Pacific region. (SoURCe: MMA) By 2015, there is expected to be around 347 million smartphone users in Asia Pacific-ex Japan. Caroline Chan General Manager (SoURCe: CReDit SUiSSe) With more smartphones on the market, its predicted OMD Hong Kong that non-SMS wireless broadband data revenues in Asia- ex Japan will be boosted from US$1.3 billion in 2009 to “Foodie” $14.5 billion at the end of 2015. Of this revenue, 17.4% is expected to be generated by non-SMS data use. (SoURCe: teLeCoMASiA.net/CReDit SUiSSe) Asia Pacific is surely home to the most prolific texters on earth. It is estimated that a staggering 1.9 trillion SMS Windows Live Messenger: messages were sent in 2009 alone, a 15.5% increase on Ask friends for restaurant 2008. And expectations are already set that mobile users across Asia will send 2.1 trillion messages to each other in recommendations. 2010, an increase of 12.7% on 2009. (SoURCe: GARtneR) C Bing: Read restaurant reviews. action-adventure game around the series, Game Creator M The Asia Pacific mobile healthcare market could be worth is the online "destination" for young gamers. The highly as much as US$1 billion by 2010. interactive element of Game Creator, which gives players Y Internet Explorer: Find the (SoURCe: MMA/SoLiDiAnCe) the power to create their own games and pass their CM location & check the menu. Asia Pacifics Mobile Shopping Activities completed creation to their friends, was recognised by MY ACtiVity ASiA PACifiC (% of ReSPonDentS) WoRLDWiDe the digital investments from our advertisers. With Ben 10 Game Creator, clients were CY MSN: Blog about the food & atmosphere. CALLED TO ASK SOMEONE ABOUT A PRODUCT I MIGHT PURCHASE 51.6 30.8 TEXTED TO ASK SOMEONE ABOUT A PRODUCT I MIGHT PURCHASE 37.7 21.3 provided with four exciting CMY SENT A PICTURE OF A PRODUCT I MIGHT PURCHASE 29.3 16.3 advertising placements USED MOBILE PHONE TO ACCESS INTERNET TO LOOK AT PRODUCT K REVIEWS OR OTHER INFORMATION 35.9 14.3 options: top leader-board, USED MOBILE PHONE TO ACCESS INTERNET TO COMPARE PRICES 34.5 14.2 a 15-second Flash game USED MOBILE PHONE TO ACCESS INTERNET TO GET COUPONS OR SPECIAL OFFERS WHILE SHOPPING 28.0 8.5 pre-loader, sponsor logo MADE AN INTERNET PURCHASEDIRECTLy ON THE MOBILE PHONE 23.0 6.9 placement and game USED MOBILE PHONE FOR AT LEAST ONE OF THE ABOVE page branding – allowing SHOPPING-RELATED ACTIVITIES 78.0 51.4 (SoURCe: eMARKeteR/MotoRoLA jAnUARy 2010) maximum flexibility for marketers to spread their message to key audiences. Results: Following the Be part of their inner circle ❚ CASe StUDy launch in early March Client: Bankee (Philippines), Funtastic (Australia), Wrigley 2009 across eight Cartoon (India) and Taiwan Mobile (Taiwan) Network Asia sites, the Agency: Cartoon Network platform saw the following Campaign: BEN 10 Game Creator results: - 384,405 games created. objective: To open up a desirable platform for marketers - 70,000 unique users. Caroline is one of millions of professionals who continuously use our products, tools and to effectively tap into a pool of a highly engaged audience of young gamers and content creators. - More than 78 million services to stay close to the things that matter most, things that are off limits to all but her Strategy: To effectively engage with todays digital game plays. natives, Cartoon Network launched Ben 10 Game Creator most trusted family, friends and associates. and Ben10 Alien Force MMOG to further enhance its user- generated content offering. The projects provide a platform for marketers in search of deeper interaction with their If you want to talk to people like Caroline, talk to us. target audiences. The strategy here was to leverage on the immense popularity of the free, online gaming platform that merges the popular animated action franchise with user-generated content – the first game of its kind. Details: By allowing BEN 10: Alien Force fans to access tools and animations needed to easily build their own10 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 11
    • AUStRALiA how Australians Connect ConneCtion DiAL UP ‘000 % how often Australians go online eVeRyDAy fReqUenCy of ConneCtinG to the inteRnet At LeASt At LeASt At LeASt ANALOG 1,077 13 WeeKLy MonthLy yeARLy ISDN/OTHER 10 0 000 % 000 % 000 % 000 % AGe TOTAL DIAL-UP 1,087 13 15–17 511 68 226 30 – – – – non DiAL-UP 18–24 1,146 69 464 28 – – – – DSL 4,171 50 25–34 1,558 65 742 31 70 3 10 0 WiReLeSS 35–44 1,266 51 1,024 42 155 6 14 1 FIXED 160 2 45–54 1,117 52 842 39 181 8 21 1 MOBILE 1,961 23 55–64 774 56 508 36 95 7 16 1 TOTAL WIRELESS 2,121 25 65 OR OVER 374 48 318 41 63 8 22 3 SATELLITE 90 1 GenDeR CABLE AND FIBRE 931 11 MALE 3,431 59 1,988 34 342 6 48 1 ISDN/OTHER 20 FEMALE 3,315 57 2,137 37 281 5 40 1 CoMBineD ConneCtionS PeRSonAL inCoMe TOTAL NON DIAL-UP 7,333 87 LESS THAN $40,000 3,206 60 1,875 35 277 5 29 1 TOTAL ALL SUBSCRIBERS 8,420 100 $40,000–$79,999 1,845 56 1,211 37 192 6 22 1 SPeeD $80,000–$119,999 559 60 322 34 46 5 7 1 LESS THAN 256KBPS 1,103 13 $120,000 OR OVER 344 65 162 31 16 3 6 1 BRoADBAnD COULD NOT BE DETERMINED 792 54 556 38 92 6 23 2 256KBPS TO LESS THAN 512KBPS 1,297 15 eMPLoyMent StAtUS 512KBPS TO LESS THAN 1.5MBPS 1,249 15 EMPLOyED 5,002 58 3,093 36 486 6 61 1 1.5MBPS TO LESS THAN 8MBPS 2,529 30 NOT EMPLOyED 1,744 59 1,032 35 137 5 27 1 8MBPS TO LESS THAN 24MBPS 1,800 21 INDIGENOUS STATUS 24MBPS OR GREATER 443 5 (SoURCe: ABS; jUne 2009) NON INDIGENOUS 6,695 58 4,089 36 610 5 88 1 INDIGENOUS 51 51 36 36 13 13 0 0 eDUCAtion BACHELOR DEGREE OR ABOVE 2,031 68 846 28 94 3 16 1 ADVANCED DIPLOMA OR DIPLOMA 805 59 458 34 83 6 16 1 ❚ USeR BehAVioUR CERTIFICATE 981 49 849 42 162 8 16 1 yEAR 12 OR BELOW 2,813 56 1,917 38 278 6 39 1 TOTAL 6,746 58 4,125 36 624 5 88 1 When Australians log on at home, its mainly for personal (SoURCe: ABS; DeC 2009; SeLeCteD finDinGS) reasons, with 96% of home users saying this was the case. Less than half of them, meanwhile (46%) work online. (SoURCe: ABS)Uluru (Ayers Rock) in the Australian Outback ❚ onLine ADVeRtiSinG Australian internet users spent an average of 57 hours online at home in 2Q 2009, racking up a total of 3,099 A total of AU$1.87 billion was spent on online advertising in page views per person in that period. Australia in 2009, a 9.4% increase ($161 million) on 2008. (SoURCe: ACMA) (SoURCe: iAB/PWC) ❚ DeMoGR APhiCS Australias internet Users 2009 AGe ‘000 More than a quarter (27%) of Australians blog. The increase in online ad spend in 2009 was mainly due 15–17 853 (SoURCe: ACMA) to the 17% growth in search and directories advertising, Australia currently has more than 17 million internet users 18–24 2,063 which brought in AU$944.25 million in 2009 compared to in the country, representing a penetration rate of 80.1%. 25–34 2,945 Health clearly matters to online Australians. Nearly three 35–44 3,063 $806.5 million in 2008. General display contributed $498 (SoURCe: inteRnetWoRLDStAtS) 45–54 2,936 quarters of them (62%) have looked up health information million, with the remaining $429 million coming from 55–64 2,409 on the internet, with 50% of them using that information Australias internet user base grew 158.1% between 2000 65 OR OVER 2,66 classified advertising. to diagnose themselves. and 2009. (SoURCe: iAB/PWC) GenDeR (SoURCe: tnS) (SoURCe: inteRnetWoRLDStAtS) MALE 8,345 FEMALE 8,593 Search and directories dominated online ad spend taking PeRSonAL inCoMe More than one quarter of online Australians (27%) felt that Nearly three quarters (72%) of Australian households now LESS THAN $40,000 8,962 up 50.5% of expenditure in 2009; followed by general the internet allowed them to diagnose and treat themselves have home internet access. In the last decade, household $40,000–$79,999 4,158 display (26.6%); then classified (22.9%). $80,000–$119,999 1,050 without the aid of a doctor. access to the web has more than quadrupled. (SoURCe: iAB/PWC) (SoURCe: tnS) $120,000 OR OVER 581 (SoURCe: ABS) NOT DETERMINED 2,187 The biggest spenders on online advertising came from eMPLoyMent StAtUS More Australians are logging on to social media, with more Broadband access has now reached around two thirds EMPLOYED 11,008 the finance sector in 2009, taking up 19% of online NOT EMPLOyED 5,930 than 70% of online users visiting social networking sites in (62%) of Australian homes – or 5 million households – and ad expenditure. The next top spenders came from the INDIGENOUS STATUS June 2009, an increase of 29% on 2008. 86% of homes with internet access now have broadband NON INDIGENOUS 16,747 (SoURCe: CoMSCoRe) computers & communication industry category, taking connections. The Australian Capital Territory has the INDIGENOUS 190 up 12.72% of online ad spend, closely followed by eDUCAtion highest proportion of broadband households (74% of all BACHELOR DEGREE OR ABOVE 3,410 More than 70% of Australian internet users paid a visit to motor vehicles, with 12.46% of overall online ad spend. homes) of any state in Australia. ADVANCED DIPLOMA OR DIPLOMA 1,667 a social networking site in June 2009, representing nearly The category that spent the least? Office and business CERTIFICATE 2,867 (SoURCe: ABS) 9 million people. Facebook dominated the sector, attracting equipment, with just 0.21%. yEAR 12 OR BELOW 8,685 StAte oR teRRitoRy of USUAL ReSiDenCe more than 6 million visitors, a growth of 95% on 2008. (SoURCe: iAB/PWC) Home is the favourite access location for 68% of Australian NEW SOUTH WALES 5,560 (SoURCe: MARKetinGVox) internet users that are aged 15 and over. VICTORIA 4,272 The FMCG sector may not be the biggest online spenders in (SoURCe: ABS) QUEENSLAND 3,346 They may not be the biggest online audience in the world, Australia, but in the last year they have shown the biggest SOUTH AUSTRALIA 1,277 WESTERN AUSTRALIA 1,694 but when it comes to social networking, they can certainly increase in online ad expenditure, adding AU$7.1 million to Nearly all (96%) of home users mainly used the internet at TASMANIA 392 be the most dedicated. Australians spent more time on the amount they spent in 2009 compared to 2008. home for personal and private purposes. Less than half of NORTHERN TERRITORy 125 social networking sites in December 2009 than anyone else (SoURCe: iAB/PWC) them (46%) tend to work online. AUSTRALIAN CAPITAL TERRITORy 271 (SoURCe: ABS DeC 2009; SeLeCteD finDinGS) in the world, racking up nearly 7 hours on social media (SoURCe: ABS) While traditional media sectors recorded drops in sites, more so than their peers in countries such as the US, advertising spend in the first half of 2009, online actually UK or Japan. (SoURCe: the nieLSen CoMPAny) managed a 12% increase in ad revenues, generating AU$892.5 million. (SoURCe: MARKetinG inteRACtiVe/CeASA) 12 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 13
    • However, despite a 41% increase in the number of online advertisers and a 19% increase in the number of banner ads, general display online ad revenues in Australia at end GORILLA NATION BREAK MEDIA NETWORK AOL MUSIC 1,229 1,123 965 The Institute of Digital Enlightenment UGO ENTERTAINMENT 944 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS) of Q3 fell by 5% compared to the same quarter in 2008. (SoURCe: DiGitAL MeDiA/nieLSen) Australian General Display online Ad Spend 2009 ADVeRtiSeR inDUStRy CAteGoRy AU$ (000) % of SPenD The drop in display ad revenue could be down to one FINANCE 94,654 19.01 thing: Australians are among the least likely in the world MADE UP OF: to actually click on general display ads, according to one - BUSINESS BANKING 4,271 0.86 - CREDIT CARDS 19,435 3.90 survey. - HOME LOANS 27,160 5.45 (SoURCe: DiGitAL MeDiA/nieLSen) - SUPERANNUATION 1,724 0.35 - PERSONAL BANKING 21,095 4.24 Australians may not like clicking on many online ads, but a Become one of the most skilled digital - WEALTH MANAGEMENT 6,772 1.36 - OTHER 14,197 2.85 lot of them remember them. One third of internet users are COMPUTERS & COMMUNICATION 63,365 12.72 able to recall the ad when asked and 41% of them can link MADE UP OF: marketing practitioners in the world and have a - COMPUTER HARDWARE 21,543 4.33 the brand to an un-branded ad. (SoURCe: nieLSen) - COMPUTER SOFTWARE 5,344 1.07 - TELECOMMUNICATIONS 28,797 5.78 - INTERNET/ISP 7,681 1.54 The search advertising market in Australia saw growth rates of 30% in the year 2008/9 and is projected to grow at a MOTOR VEHICLES MADE UP OF: - INTERNET SITES 62,051 3,197 12.46 0.64 professional qualification to prove it! slower CAGR of 20% until 2014. Online directories revenue - MANUFACTURERS 51,347 10.31 grew by 21% in the same year, slightly lower than the 22% - DEALERS 1,734 0.35 - OTHER 5,773 1.16 growth rates seen in 2007/8. The online directories market TRAVEL/ACCOMMODATION 35,290 7.09 is expected to sustain CAGR of 15% between 2010 and MADE UP OF: 2014. - FLIGHTS 13,098 2.63 (SoURCe: fRoSt & SULLiVAn) - ACCOMMODATION 7,823 1.57 - CAR HIRE 1,044 0.21 - HOLIDAy PACKAGES/AGENTS 3,933 0.79 Australias top Sites for 2009 - OTHER 9,392 1.89 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) ENTERTAINMENT & LEISURE 38,882 7.81 GOOGLE SITES 10,547 MADE UP OF: MICROSOFT SITES 9,668 - MUSIC 1,901 0.38 FACEBOOK 6,648 - MOVIES 14,045 2.82 yAHOO! SITES 5,731 - GAMES/CONSOLES 4,439 0.89 EBAy 4,953 - OTHER 18,497 3.71 APPLE 4,185 MEDIA 21,465 4.31 TELSTRA 4,103 FMCG 26,604 5.34 FOX INTERACTIVE MEDIA 4,072 MADE UP OF: WIKIMEDIA FOUNDATION SITES 3,940 - FOOD 12,786 2.57 NEWS INTERACTIVE 3,125 - BEVERAGES (NON-ALCOHOLIC) 6,365 1.28 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS) - OTHER 7,453 1.50 REAL ESTATE 20,273 4.07 Australias top Gaming Sites for 2009 RETAIL 17,831 3.58 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) INSURANCE 15,917 3.20 ONLINE GAMING 4,230 HEALTH, BEAUTy, PHARMACEUTICALS 22,938 4.61 WILDTANGENT NETWORK 950 GOVERNMENT 20,201 4.06 MINICLIP 803 OTHER 25,858 5.19 NICKELODEON CASUAL GAMES 582 RECRUITMENT 7,081 1.42 MSN GAMES 560 ALCOHOLIC BEVERAGES 7,968 1.60 EA ONLINE 383 EDUCATION & LEARNING 8,366 1.68 DISNEy GAMES 362 HOME PRODUCTS & SERVICES 3,459 0.69 SPIL GAMES 269 COMMUNITy/PUBLIC SERVICE 4,762 0.96 WORLD OF WARCRAFT (APP) 261 OFFICE & BUSINESS EQUIPMENT 1,035 0.21 (SoURCe: iAB/PWC) UNIVERSAL MULTIPLAyER GAME ENTERTAINMENT 256 AOL GAMES 226 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS) how Australians Define Spam Definition % of AUStRALiAn ReSPonDentS Australias top Retail Sites for 2009 EMAILS THAT INTEND TO TRICK ME INTO OPENING THEM 85 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) EMAILERS FROM SENDERS WHO ARE UNKNOWN TO ME 76 RETAIL 7,201 ANy EMAIL I RECEIVE THAT I DID NOT ASK FOR OR SUBSCRIBE TO 77 AMAZON SITES 2,288 EMAILS OF AN OFFENSIVE SUBJECT MATTER 74 APPLE WORLDWIDE SITES 2,100 ANy EMAIL SENT TO ME FROM A SENDER WHO IS NOT ON My ADDRESS COLES GROUP 944 BOOK OR APPROVED SENDER LIST 43 SHOPPING.COM SITES 911 ALL EMAILS THAT ARE FILTERED INTO THE JUNK MAILBOX 46 WOOLWORTHS 828 AN EMAIL FROM A COMPANy I MAy HAVE GIVEN PERMISSION TO SEND ME GETPRICE.COM.AU 515 MAIL AT ONE TIME, BUT THAT I NO LONGER WISH TO RECEIVE 35 TICKETEK 490 ANy EMAIL I RECEIVE THAT I DONT WANT, REGARDLESS OF WHETHER I SUBSCRIBED 38 AMERICANGREETINGS PROPERTy 409 EMAILS FROM COMPANIES I HAVE A RELATIONSHIP WITH OFFLINE, BUT TO DEALSDIRECT.COM.AU 381 WHOM I NEVER GAVE PERMISSION TO CONTACT ME VIA EMAIL 41 EMAILS FROM A COMPANy I HAVE DONE BUSINESS WITH BUT THAT COME TOO FREQUENTLy 31 MySHOPPING.COM.AU 343 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At AUStRALiA hoMe/WoRK LoCAtionS) ANy EMAIL THAT TRIES TO SELL ME A PRODUCT OR SERVICE, EVEN IF I KNOW THE SENDER (SoURCe: ePSiLon inteRnAtionAL) 23 For more information, and to request Australias top entertainment Sites for 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) Why Australians Unsubscribe from emails your course prospectus, email to ENTERTAINMENT yOUTUBE 9,131 5,749 ReASon IRRELEVANT CONTENT RECEIVE TOO FREQUENTLy % of AUStRALiAn ReSPonDentS 72 59 In association with: education@asiadma.com or visit www.theidm.com/adma ITUNES SOFTWARE (APP) 3,537 CBS INTERACTIVE 2,758 THINK ADDRESS BEING SHARED/SOLD 40 VIACOM DIGITAL 1,595 DONT RECALL SIGNING UP 38 VEVO 1,347 PRIVACy CONCERNS 29 (SOURCE: EPSILON INTERNATIONAL) IMDB 1,29214 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 15
    • Why Australians open Permission-Based emails INDIGENOUS STATUS Other than shop, more than one quarter (27%) of mobile NON INDIGENOUS 7,940 64 4,516 36 tyPe of SUBjeCt % of AUStRALiAn INDIGENOUS 51 43 68 57 Australians have downloaded videos via their phones; 25% ❚ CASe StUDy Line Content ReSPonDentS FREE PRODUCT OFFER 68 LeVeL of hiGheSt eDUCAtionAL AttAinMent have downloaded games; 17% have watched mobile TV DISCOUNT OFFER 62 BACHELOR DEGREE OR ABOVE 2,479 78 705 22 and 12% have used their phone to scan a bar code. Client: Lion Nathan ADVANCED DIPLOMA OR DIPLOMA 1,059 72 421 28 CONTAINS FAMILIAR BRAND NAME 47 CERTIFICATE 1,377 63 813 37 (SoURCe: SenSiS) Agency: Holler Sydney NEW PRODUCT ANNOUNCEMENT 42 CONTAINS RECENT PURCHASE INFO 38 yEAR 12 OR BELOW 2,951 53 2,575 47 Campaign: Becks üBERSELEKTOR FREE SHIPPING OFFER 32 StAte oR teRRitoRy of USUAL ReSiDenCe Social networking for Australians isnt just conducted over objective: The challenge: bring Becks positioning of NEW SOUTH WALES 2,488 61 1,594 39 CONTAINS My NAME 29 VICTORIA 2,031 63 1,198 37 the PC – they are getting in on the act with their phones "Different by choice" to life across its sponsorship of the TIME OFFER 27 BREAKING INFO/NEWS 20 QUEENSLAND 1,647 67 824 33 too, with 40% of mobile Australians using their phone to Melbourne, Adelaide, Perth and Sydney Festivals. Take into OTHER 6 SOUTH AUSTRALIA 570 63 335 37 access a social networking site. More than one quarter consideration that the audience is mostly out and about WESTERN AUSTRALIA 829 64 458 36 (SoURCe: ePSiLon inteRnAtionAL) TASMANIA 183 68 85 32 (27%) of them have read a blog via their mobiles; 12% and wants to enjoy the best their city has to offer during NORTHERN TERRITORy 66 66 34 34 have actually written a blog using their phone; and 8% each Festival. AUSTRALIAN CAPITAL TERRITORy 177 76 56 24 TOTAL 7,992 64 4,584 36 have used Twitter specifically with their phones. ❚ e-CoMMeRCe (SoURCe: SenSiS) (SoURCe: ABS DeC 2009; SeLeCteD finDinGS; PeRSonS 15 AnD oVeR; USe of the inteRnet to PURChASe oR oRDeR GooDS oR SeRViCeS–foR PRiVAte PURPoSeS in the LASt 12 MonthS–2008–09) Young Australians are yet to get on board with mobile Around 8 million internet users shopped online in 2009, top online Retail Subcategories in Australia social networking, however. According to one survey of representing 64% of all Australians who accessed the CAteGoRy % ReACh 18-35 year olds who use social media, only 19% of them in internet. RETAIL 57.5 (SoURCe: ABS) COMPARISON SHOPPING 18.2 Australia are actually using their phones for this function. BOOKS 21.1 (SoURCe: teLeCoMASiA.net/iDC) COMPUTER HARDWARE 22.4 Australians are big on shopping online. Now, 85% of CONSUMER ELECTRONICS 8.2 The take-up of 3G services is driving the demand for more online Australians shop for books, DVDs, technology, sports COMPUTER SOFTWARE 12.1 APPAREL 10.9 sophisticated mobile services in the country, with 3G and and travel products mostly over the internet. That equals HEALTH CARE 2.6 wireless broadband services posting a 162% increase in around 11.98 million people. MALL 2.4 (SoURCe: GetPRiCe.CoM.AU/CoReDAtA) FRAGRANCES/COSMETICS 2.7 June 2009 from the previous year. Now, wireless broadband RETAIL-MUSIC 4.8 subscribers make up 25% of all internet subscribers in Why do Australians love online shopping so much? Its easy RETAIL-FOOD 3.6 Australia. DEPARTMENT STORES 6.3 and can avoid the crowds, thats why: 75% of online users TICKETS 7.1 (SoURCe: MUMBReLLA/ACMA) in a survey said that convenience turned them on to online FLOWERS/GIFTS/GREETINGS 5.1 JEWELRy/LUXURy There were 12.28 million 3G services up and running in shopping; 78% cited the ability to make price comparisons; GOODS/ACCESSORIES 3.2 Australia in June 2009, compared with 8.55 million in June and a solid 33% of them said they simply preferred the CONSUMER GOODS 0.9 SPORTS/OUTDOOR 4.6 2008. Strategy: Rather than just filling online and offline opportunity to get away from people and to shop in peace. (SoURCe: GetPRiCe.CoM.AU/CoReDAtA) HOME FURNISHINGS 3.0 (SoURCe: MUMBReLLA/ACMA) media placements, Holler devised an additional stream TOYS 2.8 of digital dialogue and content. Using the moniker of (SoURCe: CoMSCoReWoRLD MetRix, AUGUSt 2009) One third of Australians use SMS as a mechanism to alert More than half (51%) of online shoppers in Australia have üBERSELEKTOR, Becks participated in many of the most people to key events in their lives, such as the birth of a spent more than AU$200 online in the past year, with a innovative communities online: Tumblr; Vimeo; Blip.fm; baby or a promotion at work, according to one study. The similar proportion of them saying they purchased online at SoundCloud; as well as the social media "standards" such least once a month. ❚ MoBiLe same study found that 44% of Australians send picture as Facebook; Flickr; YouTube and Twitter. messages while travelling, while 33% did so when buying Details: Holler created event photos with a photo booth, (SoURCe: GetPRiCe.CoM.AU/CoReDAtA) Annual mobile ad revenues in Australia are expected to houses and at the birth of their children. The more money you have, the more likely you are to animations for VJaying, video art projected onto buildings reach AU$232 million by 2013. (SoURCe: teLeCoMPAPeR/teLStRA) shop. As much as 82% of Australians in the top household (SoURCe:B&t/PCW) and interviewed participating music and video artists. We how Australians feel About Mobile Ads offered real-time information from the venues, chatted income bracket shopped online in 2009 compared to 42% SMS can now pretty much be called ubiquitous, with 99% AttitUDe toWARDS ADS % of MoBiLe USeRS with influential punters on Twitter as well as gave away in the lowest earning category. AGRee DiSAGRee Dont KnoW (SoURCe: ABS) of Australians now text messaging each other. I WOULD ACCEPT ADS ON My MOBILE PHONE IN VIP experiences via Facebook. All content was amplified (SoURCe: DiGitAL MeDiA/MiCRoSoft) EXCHANGE FOR FREE MOBILE CONTENT OR through the different Festival organisers and Becks editorial SPECIAL OFFERS 39 50 11 Australias online gaming market is expected to be worth and music partners MTV, Modular Records, InTheMix, More than 25% of all Australians aged 14 and over have I WOULD ACCEPT ADS ON My MOBILE PHONE IF I AU$2.2 billion by 2013. COULD OPT OUT 49 42 9 FasterLouder and FutureClassic. (SoURCe: B&t/PWC) accessed the mobile internet at one point or another. I WOULD ACCEPT ADS IF THEy DID NOT (SoURCe: SenSiS) IMPACT ON THE PERFORMANCE OF My PHONE 47 46 8 Results: - Googling the term "üBERSELEKTOR" led to ten Australias online Shoppers in 2009 I WOULD ACCEPT ADS FROM COMPANIES pages of brand-owned search results. USeD the inteRnet to PURChASe DiD not USe the inteRnet to Australian mobile users are more targeted than their PC WHOM IVE AGREED TO ACCEPT ADS FROM 56 37 7 - A photo library of 3,500 event shots that Becks holds the I WOULD ACCEPT ADS FROM COMPANIES WITH GooDS oR SeRViCeS PURChASe GooDS oR SeRViCeS predecessors, according to one survey. Mobile users there WHOM I HAVE PRE-EXISTING RELATIONSHIP 36 52 12 rights to. 000 % 000 % AGe GRoUP (yeARS) like to get "straight down to business", with the top mobile I WOULD ACCEPT ADS ON My MOBILE PHONE 25 60 16 - 400 comments and 360 Likes on Facebook posts. 15–17 303 38 500 62 activities involving either researching products and services, I WOULD ACCEPT ADS THAT OFFERED ME INCENTIVES 44 45 11 - 1,600 Tweets full of valuable local and international 18–24 1,176 63 701 37 I WOULD ACCEPT ADS LINKED TO My SPECIFIC INTERESTS 41 48 11 25–34 1,970 75 673 25 (41% of mobile internet users) or looking for the suppliers I WOULD ACCEPT ADS FOR FREE OR content. 35–44 1,774 68 850 32 of those products and services (36%). DISCOUNTED CALLS OR TEXT MESSAGES 52 39 9 (SoURCe: AiMiA) 45–54 1,493 65 802 35 (SoURCe: SenSiS) 55–64 910 60 606 40 65 OR OVER 366 45 453 55 Of Australias mobile shoppers, 25% have bought a What Australians do on the Mobile internet GenDeR ACtiVity % of MoBiLe USeRS ACCeSSinG inteRnet MALE 4,026 64 2,243 36 ringtone; 25% have conducted mobile banking; 19% have INTERNET BROWSING 68% FEMALE 3,966 63 2,341 37 bought something with a credit card; 12% have ordered ACCESSED NEWS UPDATES 50% PeRSonAL inCoMe ACCESSED WEATHER UPDATES 48% LESS THAN $40,000 3,210 54 2,680 46 a product or service over their phones; and 10% of them SENT OR RECEIVED EMAIL 44% $40,000–$79,999 2,636 73 960 27 have either bought or sold something on a mobile auction ACCESSED SPORT UPDATES 32% $80,000–$119,999 773 79 210 21 $120,000 OR OVER 470 85 81 15 site, according to one survey. STREAMED OR DOWNLOADED MUSIC 23% (SoURCe: SenSiS) MADE VOIP CALLS 22% COULD NOT BE DETERMINED 902 58 652 42 STREAMED OR DOWNLOADED VIDEOS 16% eMPLoyMent StAtUS USED MOBILE TV 11% EMPLOyED 6,484 69 2,905 31 NONE 8% NOT EMPLOyED 1,508 47 1,679 53 OTHER 6% (SoURCe: ACMA APRiL 2009)16 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 17
    • ChinA how the Chinese Connect PLACe of ACCeSS % of USeRS ❚ onLine ADVeRtiSinG HOME 83.2 OFFICE 30.2 INTERNET CAFE 35.1 Chinas online advertising revenues reached RMB20.61 ACCeSS eqUiPMent billion (US$3.02 billion) in 2009, a 21.2% increase on 2008. DESKTOP 73.4 (SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh) MOBILE PHONE 60.8 NOTEBOOK 30.7 OTHER 0.5 Baidu took home the biggest slice of the online ad pie (SoURCe: CnniC MARCh 2010) (21.3% of revenues), followed next by Google (11.1%), Sina (7.5%), Tencent QQ (4.9%) and NetEase (1.5%). (SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh) ❚ USeR BehAVioUR Chinas online advertising market is expected to generate RMB30.09 billion in 2010 and RMB99.37 billion by 2013. Chinese internet users spent on average 14.3 hours online (SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh) a month in 2009. (SoURCe: CoMSCoRe) Online currently accounts for 16.6% of overall ad spend in China. By 2012, the Chinese internet market is expected to The top three applications for Chinese internet users in take up 28.8% of overall ad revenues. 2009 were music (83.5% of users), news (80.1%) and (SoURCe: Zenith/CReDit SUiSSe) search (73.3%). (SoURCe: CnniC) Between January and November 2009, there were an average number of 3,717 online advertisers in China on a More than two thirds of Chinese respondents in a global monthly basis, a 24% increase on 2008. survey (68%) said they had downloaded a song online (SoURCe: CReDit SUiSSe) without paying for it, 37% of them via a P2P service. (SoURCe: SynoVAte) There may be more online advertisers – but that doesnt mean they are spending more. Average monthly spend fell In 2009 the number of online gamers came to 265 million 13% year-on-year to RMB194,997 in 2009. people, an increase of 41.5% on 2008. (SoURCe: CReDit SUiSSe)The Great Wall of China (SoURCe: CnniC) Ask the Chinese what type of advertising they mistrust and Around 124 million Chinese now use social networks. they are likely to cite online ones, with ads in video games (SoURCe: WeB2ASiA/CnniC) coming out on top (47% of respondents saying they do not Nearly a quarter of a billion (244 million) of Chinas internet trust). They are joined by ads in virtual worlds (47%) and Chinas internet Users 2009 users now use instant messaging. closely followed by SMS ads (46%), email ads (38%), pop- ❚ DeMoGR APhiCS % of USeRS (SoURCe: CnniC/DiGitAL MeDiA) ups (38%) and banner ads (28%). AGe (SoURCe: tnS/DiGitAL MeDiA) More than half (50.2%) of Asia Pacifics internet users now AGE 10-19 31.8 Nearly 290 million Chinese internet users listen to music AGE 20-29 28.6 live in China. AGE 30-39 21.5 online, while 222 million watch online video. All is not lost however – 84% of Chinese respondents (SoURCe: inteRnetWoRLDStAtS) AGE 40-49 10.7 (SoURCe: CnniC/DiGitAL MeDiA) to the same survey said that a brands presence online AGE 50-59 4.5 At the end of 2009, there were 384 million internet users "increased their interest in using it to some degree". AGE 60 AND ABOVE 1.9 User-generated content is gathering pace in China, with (SoURCe: tnS/DiGitAL MeDiA) in China. China now has a penetration rate of 28.9% – up GenDeR MALE 54.2 89.7 million Chinese now writing their own blogs and 41.5 from 22.6% in 2008. FEMALE 45.8 million use microblogging services like Twitter. And the Chinese would be more than happy to accept more (SoURCe: CnniC) eDUCAtion (SoURCe: tRenDStReAM/LiGhtSPeeD/eMARKeteR) online advertising – if they were paid for it. More than 50% PRIMARy SCHOOL/BELOW 8.8 The majority of Chinas internet users – 346 million people – JUNIOR MIDDLE 26.8 of Chinese respondents in a survey said they would be HIGH SCHOOL 40.2 Chinese living in the countrys top 60 cities spend more willing to accept more ads in exchange for payment. are now broadband subscribers. COLLEGE 12.2 than 70% of their leisure time on the internet. (SoURCe: SynoVAte) (SoURCe: CnniC) MASTERS DEGREE/ABOVE 12.1 (SoURCe: MCKinSey) PRofeSSion By 2014, Chinas broadband population is expected to be OTHERS 0.8 SNS advertising acceptance levels are a mixed bag. Just UNEMPLOyED 9.8 Nearly half (49.7%) of Chinese internet users go online for 30% of SNS users in China say they will accept any form of more than 551 million-strong. Mobile broadband users are RETIREES 2.1 news and information. expected to represent nearly 70% of this group. advertising, with 26.6% saying they accept targeted ads. AGRICULTURAL, FORESTRy, HUSBANDRy, FISHERy LABOURERS 2.8 (SoURCe: CoMSCoRe) (SoURCe: WeB2ASiA/CnniC) (SoURCe: GLoBAL tiMeS/oVUM) FREELANCERS/SELF-EMPLOyED 13 INDUSTRy/SERVICE INDUSTRy WORKERS 4.4 What Chinese internet Users did online in 2009 Nearly a third of SNS users (30.1%) say they have never MIGRANT WORKERS 2.4 The average Chinese internet user visits around 75 ACtiVity UtiLiSAtion USeRS GRoWth websites every month. PROFESSIONALS 10.4 RAte (%) (00,000) RAte yoy (%) clicked on an ad in a social networking site. NON-MANAGERIAL WHITE COLLAR 15 (SoURCe: WeB2ASiA/CnniC) (SoURCe: DCCi/ADChinA.CoM) INSTANT MESSAGING 70.9 27,233 21.6 MANAGERIAL WHITE COLLAR 3.1 BLOG 57.7 22,140 36.7 PARTy/GOVERNMENT/INSTITUTE EMPLOyEES 7.5 In 2009, the average monthly income of internet users in STUDENTS 28.8 BLOG UPDATE 37.7 14,477 37.9 The online gaming market in China was worth an estimated FORUM/BBS 30.5 11,701 28.6 China was 62% higher than non-internet users. inCoMe (yUAn) PeR Month SOCIAL WEBSITE 45.8 17,587 – RMB25.8 billion (US$3.7 billion) in 2009. ABOVE 8000 2.9 (SoURCe: MoC/xinhUA) (SoURCe: CReDit SUiSSe) EMAIL 56.8 21,797 29 5001-8000 2.7 SEARCH ENGINE 73.3 28,134 38.6 3001-5000 9.3 Nearly two fifths (38.5%) of internet users in China are 2001-3000 15.4 ONLINE NEWS 80.1 30,769 31.5 By 2013, online gaming revenues are projected to bring in ONLINE GAME 68.9 26,454 41.5 aged 30 years or older. 1501-2000 13.4 ONLINE VIDEO 62.6 24,044 19.0 US$9.5 billion a year. 1001-1500 13.7 (SoURCe: BDA) (SoURCe: CnniC) ONLINE MUSIC 83.5 32,074 28.8 501-1000 14.5 ONLINE LITERATURE 42.3 16,261 – 500 OR BELOW 18 The vast majority (72.2%) of all internet users in China live NO INCOME 10 ONLINE SHOPPING 28.1 10,800 45.9 Chinas search market is now worth more than RMB7.5 TRAVEL BOOKING 7.9 3,024 77.9 in urban areas. ReGion billion and is expected to be worth more than RMB12 billion ONLINE PAyMENT 24.5 9,406 80.9 (SoURCe: CnniC) RURAL 27.8 ONLINE BANKING 24.5 9,412 62.3 by the end of 2010. URBAN 72.2 (SoURCe: iReSeARCh/ADChinA.CoM) (SoURCe: CnniC MARCh 2010) ONLINE TRADING 14.8 5,678 67.0 (SoURCe: CnniC MARCh 2010) 18 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 19
    • By 2013, Chinas online search market should be generating Chinas top 10 Motivating Digital Brands Chinas e-book market is expected to explode in 2010. By the end of 2009, there were 233 million mobile internet RMB22.7 billion (US$3.4 billion) a year. RAnK BRAnD E-reader sales stood at around 800,000 units in 2009 and users in China, accounting for 60.8% of all internet users 1 LENOVO are anticipated to grow to 3 million this year. in the country. (SoURCe: BDA) 2 NOKIA (SoURCe: ChinA DAiLy/DiSPLAy SeARCh) (SoURCe: CnniC) 3 HAIER Chinas online brand advertising market revenue came 4 NESTLE to RMB7.97 billion in November 2009, and is expected to 5 NIKE Thanks to more Chinese booking flights, hotel and package By the end of 2010 there will be more internet users in 6 ICBC grow by 35% year-on-year in 2010. Chinas overall online 7 MCDONALDS tours online, online travel revenue in China is expected China than the entire population of the United States, more advertising market is expected to grow by 44% in 2010. 8 LOREAL to reach US$695.8 million in 2010, an increase of 27% than 300 million people. 9 ADIDAS on 2009. By 2013 the revenues are anticipated to reach (SoURCe: CReDit SUiSSe) (SoURCe: eMARKeteR) 10 WONG LO KAT HERBAL TEA (SoURCe: tnS/DiGitAL MeDiA) US$1.3 billion. Paid search is expected to grow at a rate of 55% year-on- (SoURCe: iReSeARCh) By 2013, 41% of all mobile users will be mobile internet year in 2010. top 5 online Advertisers in China in 2009 users too. Chinas online games market generated US$3.57 billion in (SoURCe: CReDit SUiSSe) (SoURCe: BDA) ADVeRtiSeR onLine AD SPenD (RMB MiLLion) JIAyUAN 520 revenues in 2009. That number is expected to increase to Entertainment has a 63.8% reach in China, the lowest in VANCL 510 3G is still in its infancy in China. There are currently just 15 US$4.5 billion in 2010 and US$9.2 billion by 2014. the region. LINING 370 (SoURCe: niKo PARtneRS) million 3G subscribers in the country. (SoURCe: CoMSCoRe) NIKE 290 (SoURCe: iMeDiA ConneCtion) 51JOB 260 (SoURCe: ChinAinteRnetWAtCh/CR-nieLSen) Chinas online gaming market is being driven by the The Chinese are the least prolific searchers in the region, That being said, the market is growing fast. New mobile success of MMORPG which now accounts for 79% of averaging 61.7 searches per searcher in August 2009, lower subscriptions (2G and 3G) numbered 9 million every month the online game market. The market scale of MMORPG than the regional average (84.5 searches per searcher). in Q4 2009. (SoURCe: CoMSCoRe) ❚ e-CoMMeRCe increased by 35.2% year on year to reach RMB20.38 billion (SoURCe: iMeDiA ConneCtion) in 2009, while advanced casual games generated RMB3.55 Chinas top Portals by Brand Advertising Revenue In 2010, revenues generated from online advertising, billion. Half of all Chinese 3G users access the mobile internet five Site RMB MiLLion times a day at least. SINA 1,421 games, shopping and other activities is expected to come (SoURCe: ChinAteChneWS/MoC) (SoURCe: iMeDiA ConneCtion/iReSeARCh) SOHU 1,125 to RMB112.3 billion, a 51% growth on 2009. TENCENT 885 (SoURCe: DiGitAL MARKetinG inneR CiRCLe/iReSeARCh) More than one quarter (26% or 87.88 million) of Chinas NETEASE 307 internet users shopped online in the first half of 2009, an Nearly half (46.5%) of all mobile phone users said they MSN CHINA 252 Chinas online shopping market generated RMB250 billion increase of 38.9% on 1H 2008. would use 3G within six months, once it became available SOUTUN 240 yOUKU 212 (US$36.6 billion) in 2009, representing 1.97% of all (SoURCe: ChinAinteRnetWAtCh) to them. (SoURCe: CnniC) BAIDU 129 domestic retail sales. It is thought that around 100 million (SoURCe: iReSeARCh/CReDit SUiSSe eStiMAteS) More than 85.7% Chinese online users searched for Chinese now shop online. Chinese mobile users sent 784.04 billion SMS messages to (SoURCe: iReSeARCh/xinhUA) product information online during the first half of 2009, Chinas online Ad Revenues 2009-2012 53.5% on B2C sites and 32.5% on C2C sites. each other in 2009. (RMB MiLLion) 2009 2010 2011e 2012 (SoURCe: Miit) BRAND AD 10,853 14,595 18,918 23,271 More than 87 million Chinese online users shopped online (SoURCe: ChinAinteRnetWAtCh) SEARCH 10,453 16,244 24,179 31,166 in the first 6 months of 2009. Chinese mobile users send an average of 2.1 billion SMS OTHERS 1,639 2,186 3,087 4,014 (SoURCe: ChinAinteRnetWAtCh) For Chinese internet users who shop online, C2C sites such TOTAL 22,946 33,025 46,184 58,451 as Taobao and Paipai are the first choice for 85% of them, messages to each other every day. Of these, 86% come BReAKDoWn (%) from China Mobile customers. BRAND AD 47.9 44.7 41.5 40.3 Of those online shoppers, 32.3% made no more than two rather than traditional B2C sites such as Amazon. (SoURCe: ChinAteChneWS/Miit) SEARCH 44.9 48.6 51.8 52.8 purchase transactions during the first six months of 2009. (SoURCe: ChinAinteRnetWAtCh) OTHERS 7.2 6.7 6.8 7.0 However, a similar amount (30.5%) made between five and Two fifths (40.9%) of Chinas SNS users expect mobile yoy (%) Nearly half of Chinas online users (48.7%) have become ten online shopping transactions in that same period. usage from their networks. BRAND AD 9.3 34 30 23 (SoURCe: ChinAinteRnetWAtCh) aware of online shopping sites via their friends and family. SEARCH 61.7 56 49 29 (SoURCe: ChinAinteRnetWAtCh) (SoURCe: WeB2ASiA/CnniC) OTHERS -8.8 33 41 30 (SoURCe: CReDit SUiSSe eStiMAteS; * GRoSS ReVenUe – ADVeRtiSeRS ACtUAL SPenDinG) More than half (50.4%) of online Chinese have visited an M-commerce revenues in China were expected to reach top online Retail Subcategories in China online retail site. CAteGoRy % ReACh RMB55 million in 2009, a 130% increase on 2008. Chinas online Brand Ad Market Revenues: 2009/10 (SoURCe: CoMSCoRe) RETAIL 50.4 (SoURCe: teLeCoMPAPeR/iReSeARCh) BRAnD AD ReVenUe BReAKDoWn COMPARISON SHOPPING 14.8 (RMB MiLLion) (%) yoy (%) yoy (%) inDUStRy 2009 2010 2009 2010 2010 Chinese online shoppers have a strong preference for C2C BOOKS 14.5 In 2009, 10.3% of online shopping transactions were made COMPUTER HARDWARE 6.5 IT 971 1,117 11 9 15 sites, being the first choice for 85% of them. The top site CONSUMER ELECTRONICS 9.9 by means of mobile payment. ELECTRONICS 348 400 4 3 15 by far is Taobao, with 76.5% of online shoppers citing it as COMPUTER SOFTWARE 6.1 (SoURCe: ChinAinteRnetWAtCh) FOOD & BEVERAGE 495 693 6 6 40 their first choice. APPAREL 7.8 AUTO 1,422 1,849 16 15 30 HEALTH CARE 7.0 TELECOM & HANDSET 398 577 4 5 45 (SoURCe: ChinAinteRnetWAtCh) MALL 3.8 During the first six months of 2009, there were a total of PERSONAL CARE 294 440 3 4 50 62.69 million mobile payment transactions made in China, FRAGRANCES/COSMETICS 2.0 INTERNET SERVICE 1,753 2,629 20 22 50 Nearly half (48.7%) of online shoppers in China have RETAIL-MUSIC 1.4 worth US$2.49 billion in expenditure. REAL ESTATE 792 1,070 9 9 35 FINANCE 380 532 4 4 40 become aware of shopping sites through family and friends. RETAIL-FOOD 0.5 (SoURCe: teLeCoMPAPeR/inteRfAx ChinA) (SoURCe: ChinAinteRnetWAtCh) DEPARTMENT STORES 1.5 OTHERS 2,090 2,765 23 23 32 TICKETS 0.3 TOTAL 8,942 12,072 100 100 35 FLOWERS/GIFTS/GREETINGS 0.4 Mobile entertainment is predicted to bring in US$18 billion (SoURCe: iReSeARCh/CReDit SUiSSe eStiMAteS) More than 85.7% of Chinese online users searched for JEWELRy/LUXURy GOODS/ACCESSORIES 1.0 by 2013. product information online in the first six months of 2009. CONSUMER GOODS 0.2 (SoURCe: RCR ReSeARCh/jBB ReSeARCh) trust in Media Channels in China SPORTS/OUTDOOR 0.1 MeDiA ChAnneL % Who tRUSt the ChAnneL CoMPLeteLy Breaking it down, 53.5% visited B2C sites and 32.5% HOME FURNISHINGS 0.5 RECOMMENDATIONS FROM FRIENDS AND FAMILy 57 visited C2C sites to do this. TOYS 0.1 Legal mobile music downloads are beginning to take off INDEPENDENT REVIEWS IN PUBLICATIONS 20 (SoURCe: ChinAinteRnetWAtCh) (SoURCe: CoMSCoReWoRLD MetRix, AUGUSt 2009) in China, with 16% of Chinese saying they have paid for MANUFACTURERS / BRANDS WEBSITES 17 CONSUMER OPINION IN BLOGS 20 music applications on their phones. More than one quarter Comparison shopping is yet to take off in China, with of them (27%) have paid for a full length mobile music TV ADS 12 NEWSPAPER ADS 11 just 14.8% of online Chinese having visited a comparison track. ADS THAT APPEAR ON SEARCH ENGINES 11 shopping site. ❚ MoBiLe (SoURCe: SynoVAte) BANNER ADS ON WEBSITES 9 (SoURCe: CoMSCoRe) ADS IN VIRTUAL WORLDS 6 There are now an estimated 739 million mobile users in By the end of 2009 there were an estimated 12.3 million ADS IN VIDEO GAMES 7 ADS VIA MOBILE SMS 8 Chinas virtual goods market was expected to generate China, representing a penetration rate of 54.3%. mobile game players in China. more than US$5 billion in sales in 2009. (SoURCe: Miit/PeoPLeS DAiLy) (SoURCe: tnS/DiGitAL MeDiA) (SoURCe: PyRAMiD ReSeARCh) (SoURCe: ViRtUALGooDSneWS.CoM/+8*)20 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 21
    • 22 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 23
    • THE EVENT FOR DIGITAL MARKETING China Mobile currently controls around 80% of Chinas What Chinese Mobile internet Users do online mobile games market via its Monternet platform. ACtiVity % of USeRS (SoURCe: PyRAMiD ReSeARCh) MOBILE PHONE TV 16.5 MOBILE PHONE EMAIL 18.4 MOBILE PHONE ONLINE GAME 19.3 Mobile internet users in China averaged 248 page views per MOBILE PHONE ONLINE COMMUNITy 22.8 user in December 2009, 132.8% more than in December MOBILE PHONE ONLINE MUSIC 50.4 MOBILE PHONE SEARCH 55.2 2008. MOBILE PHONE READING 75.4 (SoURCe: oPeRA) MOBILE PHONE ONLINE CHATTING 77.8 (SoURCe: CnniC MARCh 2010) Smartphones now represent more than 20% of all handset shipments to China. (SoURCe: iMeDiA ConneCtion) ❚ CASe StUDy A sizeable 77% of Chinese consumers say they cannot live without their mobile phones. Client: Coca-Cola China (SoURCe: SynoVAte) Agency: wwwins Isobar China Campaign: Coca-Cola Coke with Food Campaign However, 44% of Chinese say they are already receiving objective: The key challenge was to create an association too many ads on the mobile phones already, according between Coke and everyday meals, reinforcing how much to the same survey. A similar amount, 42%, say they are "Shuang" (Chinese character representing refreshment and open to more ads – if they can make some money out of it enjoyment) the consumer can experience at the dining themselves. THE EVENT FOR MODERN MARKETING: ● CONFERENCE ● EXHIBITION HALL ● NETWORKING (SoURCe: SynoVAte) table when Coke is there to accompany the food. Strategy: Instead of just showing "behind the scene" China has more than 350 million accumulated mobile instant messenger accounts, and 136.39 million active accounts. footage of the TVC, we wanted to really place the consumers "behind the scenes". An additional video of the TVC was shot solely for the online campaign purpose to connecting all sides of the (SoURCe: AnALySiS inteRnAtionAL) create the unique digital experience. SEARCH, EMAIL MARKETING, RSS, MOBILE MARKETING, GAMING, TV 2.0, AFFILIATE MARKETING Chinese Mobile internet Users 2009 % of USeRS AGe UNDER 10 AGE 10-19 0.5 37.9 interactive marketing and AGE 20-29 35.3 AGE 30-39 17.1 AGE 40-49 6.7 BLOGGING, VIDEO MARKETING METRICS, MEDIA BUYING, PODCASTS, WIKIS, PERSONAS AGE 50-59 1.8 AGE 60 AND ABOVE 0.7 GenDeR MALE FEMALE eDUCAtion 56 44 advertising landscape PRIMARy SCHOOL/BELOW 8.1 JUNIOR MIDDLE 26.9 WEB ANALYTICS AND BEHAVIORIAL TARGET MARKETING EXPO HALL IS FREE! HIGH SCHOOL 42.4 ASSOCIATE COLLEGE 11.4 COLLEGE 10.3 MASTERS DEGREE/ABOVE 0.9 PRofeSSion OTHERS 0.7 UNEMPLOyED 9.9 Details: With the online video template, we created a RETIREES 0.4 unique and exciting experience that allowed consumers be AGRICULTURAL, FORESTRy, HUSBANDRy, FISHERy LABOURERS 3.1 FREELANCERS/SELF-EMPLOyED 12.2 part of the video for them to "show off" to their friends. INDUSTRy/SERVICE INDUSTRy WORKERS 4.9 Under the theme of "Having Dinner with Fei-Lun-Hai" we MIGRANT WORKERS 2.9 pushed the boundaries of Real-time Flash 3D Technology PROFESSIONALS ENTERPRISE NON-MANAGERIAL 9.9 15.7 to allow users to upload their face photos, which then were upcomin ENTERPRISE MANAGERIAL GOVERNMENT-NON MANAGERIAL GOVERNMENT-MANAGERIAL 2.8 4.1 1 converted into 3D faces then mapped onto a person who dined with the Fei-Lun-Hai members in the video. In the ge vents in asia STUDENTS 32.3 final video, consumers could see themselves dancing and inCoMe (yUAn) PeR Month ABOVE 8000 2.7 dining around the table with Fei-Lun-Hai. And with simple 5001-8000 2.7 share function, consumers could send the video link their 3001-5000 8.4 friends, or even paste the video on their blogs. 2001-3000 14.3 1501-2000 13 Results: The campaign generated the following response: 1001-1500 13.5 700,000 3D user-generated interactive videos successfully 501-1000 16.5 500 OR BELOW 19.5 generated, the viral effects that were tracked reached NO INCOME 9.3 exposure to more than 20 million people. ReGion RURAL 30.8 3 - 4 June 2010 20 - 21 October 2010 28 - 29 October 2010 URBAN 69.2 (SoURCe: CnniC MARCh 2010) Suntec City International Convention Centre Shanghai International Convention Centre Grand Prince Hotel New Takanawa24 asia pacific digital marketing yearbook www.ad-tech.com asia pacific digital marketing yearbook 25
    • honG KonG What hong Kongs internet Users earn MonthLy hoUSehoLD inCoMe totAL % of USeRS What hong Kongers do online feAtUReS USeD (000) % of USeRS HK$70,000+ PER MONTH 218,424 5.5 EMAIL 3,062 57 HK$70,000-79,999 48,779 1.2 SeARCh GooDS/SeRViCeS HK$60,000-69,999 96,370 2.4 INFORMATION 1,826 34 HK$50,000-59,999 192,364 4.9 INSTANT MESSENGER 1,757 32.7 HK$40,000-49,999 518,419 13.1 READ NEWSPAPERS/MAGAZINES 1,698 31.6 HK$35,000-39,999 191,198 4.8 SOCIAL NETWORKING 1,407 26.2 HK$30,000-34,999 311,904 7.9 PLAy ONLINE GAMES 1,388 25.8 HK$25,000-29,999 338,447 8.5 SETTLE PAyMENT 1,131 21 HK$20,000-24,999 595,502 15 USE ONLINE BANKING SERVICES 1,129 21 HK$15,000-19,999 440,105 11.1 LISTEN TO SONGS/RADIO PROGRAMS 1,046 19.5 HK$13,000-14,999 228,786 5.8 SEARCH FINANCIAL INFORMATION 1,007 18.7 HK$10,000-12,999 478,324 12.1 SEARCH/DOWNLOAD INFORMATION 995 18.5 HK$8,000-9,999 185,600 4.7 WATCH USER-GENERATED VIDEO ONLINE OR WATCH HK$8,000 OR LESS PER MONTH 165,998 4.2 PROFESSIONALLy PRODUCED VIDEO ONLINE 1,124 20.9 (SoURCe: yAhoo!/SynoVAte 2009 hK MeDiA AtLAS q109-q409) BROWSE BLOG 714 13.1 DOWNLOAD FREE SONGS/MUSIC OR DOWNLOAD PAID SONGS/MUSIC 754 14 USE SEARCH ENGINES 682 12.7 WRITE BLOG 662 12.3 TRADE STOCK 620 11.5 ❚ USeR BehAVioUR DOWNLOAD SOFTWARE 609 11.3 MAKE RESERVATION/BOOK TICKETS 529 9.8 There were around 2.5 million social networking users in SEARCH JOB VACANCIES 494 9.2 CHAT ROOM 441 8.2 Hong Kong as of August 2009. USE AUCTION SERVICES 433 8.1 (CoMSCoRe) PURCHASE/ORDER GOODS/SERVICES 402 7.5 DOWNLOAD MOVIES 359 6.7 Over 50% of online Hong Kongers have uploaded a video DOWNLOAD TV PROGRAMS 255 4.7 REQUEST CUSTOMER SERVICES 243 4.5 to a video sharing site, according to one survey. MAKE FRIENDS ONLINE 242 4.5 (SoURCe: UniVeRSAL MCCAnn) DOWNLOAD MOBILE PHONE RINGTONE 216 4 INTERNET PHONE 209 3.9 Hong Kong internet users spent an average of 156 minutes DOWNLOAD BOOKS/COMICS 184 3.4 a day online in 2009. DOWNLOAD MOBILE PHONE GAME/WALLPAPER 138 2.6 (SoURCe: nieLSen) NETMEETING 108 2 OTHERS 511 9.5 (SoURCe : nieLSen MeDiA inDex honG KonG; BASe PoPULAtion: inDiViDUALS AGeD 12-64)Hong Kongs Two IFC rising above the city Hong Kong internet users spent on average more than 25 hours online a month in 2009. (SoURCe: CoMSCoRe) ❚ onLine ADVeRtiSinG What do Hong Kong internet users do when they are MARitAL StAtUS online? In August 2009 it was mainly instant messaging Hong Kong online ad spend came to HK$869 million in ❚ DeMoGR APhiCS SINGLE MARRIED WITH CHILDREN AGED 15 OR BELOW 2,168.82 854.44 54.7 21.6 (15.9% share of minutes online), with Hong Kongers 2009, a 17% increase on 2008 (HK$744 million). MARRIED WITHOUT CHILDREN 274.09 6.9 spending twice as long as Asians across the region did on (SoURCe: the nieLSen CoMPAny) There are currently more than 3.9 million active internet DIVORCED, WIDOWED (WITH CHILDREN AGED 15 OR BELOW) 13.78 0.3 the activity that month. Entertainment sites took up 11% of users in Hong Kong, as of August 2009. Online ad spend in Hong Kong is expected to grow by 13% DIVORCED, WIDOWED (WITHOUT CHILDREN) 6.74 0.2 their time (led by YouTube and TVB) and social networking (SoURCe: CoMSCoRe) MARRIED WITH ALL CHILDREN AGED 16 OR ABOVE 607.72 15.3 in 2010. DIVORCED, WIDOWED (WITH ALL CHILDREN AGED 16 OR ABOVE) 16.94 0.4 took up 8% of their time. (SoURCe: MeDiA/hK4AS) Around 81% of Hong Kong homes have broadband. (SoURCe: CoMSCoRe) AttAineD eDUCAtion (SoURCe: AfP/StRAteGy AnALytiCS) NO FORMAL SCHOOLING 6.59 0.2 By 2012, online ad spend is expected to come to US$169 PRIMARy SCHOOL OR BELOW 197.44 5 Entertainment reach in the city was 72.7% in August 2009. SEC 2,436.78 61.5 million. More than two thirds (69.4%) of Hong Kongers aged 10 or (SoURCe: CoMSCoRe) (SoURCe: ZenithoPtiMeDiA) TERT NON-DEGREE 421.90 10.7 over accessed the internet in 2009. TERT DEGREE+ 880.61 22.2 Just over a third (37%) of Hong Kongers feel they could (SoURCe: CenSUS & StAtiStiC DePARtMent) eMPLoyMent StAtUS While Google reigns supreme across much of Asia as the WORKING FULL TIME (30 HOURS ABOVE A WEEK) 2,380.02 60.1 not live without the internet. favoured search engine, in Hong Kong it is Yahoo! that Hong Kong internet users on average spend 18 hours a (SoURe: SynoVAte) WORKING PART TIME (LESS THAN 30 HRS A WEEK) 208.03 5.3 RETIRED 89.77 2.3 attracts the majority of searches, it taking 58.9% of Hong week online. (SoURCe: APiRA) UNEMPLOyED 178.82 4.5 Why hong Kongers go online Kongers search queries. STUDENT 814.65 20.6 ACtiVity % of USeRS (SoURCe: MeDiA/CoMSCoRe) HOUSEWIFE 283.00 7.1 FOR GETTING INFORMATION 80 There are around 8,825 public WiFi access points in REFUSED 7.12 – COMMUNICATION By TEXT 30.3 oCCUPAtion/joB PoSition Hong Kong internet users are pretty loyal to the emarketing Hong Kong. SHOPPING/RESERVATION 4.4 (SoURCe: yAhoo!/oftA) PMEB 812.26 20.5 LEISURE 41 programmes they sign up to, 80% of them saying they SKILLED & UNSKILLED WHITE COLLAR 716.13 18.1 SERVICES WORKERS & SHOP SALES 261.05 6.6 EDUCATION 17.5 always open and read emails they have subscribed to. FINANCIAL ACTIVITIES 8.4 hong Kongs internet Users 2009 CRAFT & RELATED WORKERS 165.48 4.2 ONLINE COMMUNITy 1.2 Equally a similar proportion, 70%, delete emails that have totAL USeRS (000) % of USeRS PLANT & MACHINE OPERATORS AND ASSEMBLERS 76.70 1.9 ELEMENTARy OCCUPATIONS 157.70 4 DOWNLOADING/UPGRADING SOFTWARE 5.1 been sent to them by unknown senders – unread. GenDeR (SoURCe: APiRA) (SoURCe: CoMPUteRWoRLD/RADiCA) MALE 1,903.04 48 PLACe of ACCeSS FEMALE 2,058.39 52 AT HOME 3,684.73 93 AGe IN OFFICE 1,280.94 32.3 how Long hong Kongers Spend online Hong Kongers love bargains, which may be why 78% of 15-19 432.68 10.9 AT SCHOOL 173.37 4.4 AVeRAGe tiMe SPent USinG inteRnet (000) % of USeRS Hong Kong internet users in a survey said they find emails 20-24 455.49 11.5 IN INTERNET CAFE 55.72 1.4 LESS THAN 30 MINUTES 412 7.7 25-29 511.61 12.9 IN OTHER PLACES (E.G. LIBRARy, SHOPPING MALL) 198.41 5 30 MINUTES-LESS THAN 1 HOUR 666 12.4 offering discounts to be the most persuasive tactics to get 30-32 476.65 12 (SoURCe: yAhoo!/SynoVAte hK MeDiA AtLAS q1-q4 2009) 1 HOUR-LESS THAN 2 HOURS 924 17.2 them to purchase what was offered in the emails. Discount 35-39 478.16 12.1 2 HOURS-LESS THAN 3 HOURS 745 13.9 40-44 454.08 11.5 coupons are nearly as persuasive, say 72% of users, while 3 HOURS-LESS THAN 4 HOURS 458 8.5 45-49 403.72 10.2 4 HOURS-LESS THAN 5 HOURS 257 4.8 free gifts (65%) and cash rebates (50%) are also popular. 50-54 271.79 6.9 (SoURCe: CoMPUteRWoRLD/RADiCA) 5 HOURS-LESS THAN 6 HOURS 144 2.7 55+ 226.20 5.7 6 HOURS OR MORE 517 9.6 (SoURCe : nieLSen MeDiA inDex honG KonG; BASe PoPULAtion: inDiViDUALS AGeD 12 – 64) Nearly two-thirds (63%) of Hong Kong internet users in a survey said that they forwarded promotional emails on to their friends and relatives. (SoURCe: CoMPUteRWoRLD//RADiCA) 26 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 27
    • Hong Kong online advertisers numbered 2,239 as of the hong Kongs top 10 entertainment Sites of 2009 More than half of Hong Kongers (59%) feel they could not first half of 2009, running 7,158 campaigns between 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) ❚ e-CoMMeRCe live without their mobile phone. ENTERTAINMENT 2,828 them, a 22% increase on 2008. In total, 11.2 billion ad yOUTUBE 1,551 (SoURe: SynoVAte) impressions were served over that 1H 2009 period. TVB 899 While nearly all Hong Kong internet users (98.3%) had (SoURCe: the nieLSen CoMPAny) yAHOO! MUSIC 822 used some form of e-business service in 2009, 15.9% used Nearly half of Hong Kong mobile phone users (49%) yAHOO! MOVIES 550 ITUNES SOFTWARE (APP) 478 "online purchasing services" for their personal means, an already feel they are receiving too many ads on their The most prolific online advertising category in Hong Kong TUDOU SITES 438 phones. increase on 2008 (10.3%). is not, surprisingly, finance representing HK$65 million PPSTREAM 431 (SoURCe: CenSUS & StAtiStiCS DePARtMent) (SoURe: SynoVAte) CBS INTERACTIVE 422 of ad value, followed by computers & electrical (HK$51 million) and education (HK$48 million) yOUKU 408 More than half of online Hong Kongers have visited a retail Unlike their peers across the Chinese border, Hong Kongers SONy ONLINE 324 (SoURCe: the nieLSen CoMPAny) (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS) site (51.3%). are still resistant to the idea of mobile phone advertising – (SoURCe: CoMSCoRe) even if they get paid for it (66% of users saying they are In the first six months of 2009, social networking sites and hong Kongs fastest Growing online Ad Categories resistant). other friend-introducing sites increased their estimated ad RAnKinG CAteGoRieS GRoWth By AD VALUe(%) Comparison shopping is gaining some traction in Hong (SoURCe: SynoVAte) 1 INTRODUCTIONS/SOCIAL NETWORKING 1014 value tenfold (1,014%) compared to the first half of 2008. 2 AUTOMOTIVE 201 Kong, with 13.8% reach, as of August 2009. (SoURCe: the nieLSen CoMPAny) (SoURCe: CoMSCoRe) 3 SUNDRy SERVICE 194 4 REAL ESTATE 180 Hong Kongers are amongst the most ad savvy internet 5 FASHION 172 In 2009, Hong Kongs online shopping adoption rate grew ❚ CASe StUDy (SoURCe: the nieLSen CoMPAny; 1h 2009) users out there, showing the highest propensity to avoid at a CAGR of 144.8%. sites with intrusive ads and pop ups – 46% of users, much (SoURCe: APiRA) Client: Anna Sui hong Kongs online Ad Spend by Sector Agency: Euro RSCG Hong Kong higher than the global average (28%). CAteGoRieS MARKet GRoSS ADSPenD on inteRnet (hK$M) (SoURCe: SynoVAte) BANKING & INVESTMENT SERVICES 527.1 top online Retail Subcategories in hong Kong Campaign: ANNA SUI SUPER BLACK MASCARA CAteGoRy % ReACh EDUCATION & TRAINING 266.19 RETAIL 51.3 objective: In a crowded market place, the challenge More than one quarter (27%) of Hong Kongers would be COMPUTERS & INTERNET SERVICES 216.56 COMPARISON SHOPPING 13.8 was to engage Anna Suis 15-30 year old style-conscious, TELECOMMUNICATION, MOBILE PHONES & SERVICES 111.54 more recipient to online ads – if they were paid to do so. ENTERTAINMENT 106.59 BOOKS 13.8 digitally-connected consumers and communicate to them (SoURCe: SynoVAte) TRANSPORTATION & LOGISTICS 101.75 COMPUTER HARDWARE 16.9 CONSUMER ELECTRONICS 17.1 the products benefits – with the ultimate aim of increasing TRAVEL & TOURISM SERVICES 96.58 More than one quarter (26%) of Hong Kongers are open to COSMETICS & SKINCARE 75.85 COMPUTER SOFTWARE 8.6 traffic to Anna Sui counters. APPAREL 7.6 behavioural marketing and the technology that facilitates it BEAUTy, SLIMMING & FITNESS 68.78 HEALTH CARE 1.2 Strategy: Super Black Mascara exaggerates the eyes, but HOTELS, RESORTS & SERVICE APARTMENTS 58.04 – as long as no data is collected in the process that could PHARMACEUTICALS & HEALTHCARE 57.24 MALL 1.4 how could the brand communicate this in a playful and FRAGRANCES/COSMETICS 4.7 identify them. RESTAURANTS 54.01 flirtatious way online? Euro RSCG Hong Kong tapped into MASS MEDIA 51.61 RETAIL-MUSIC 6.6 (SoURCe: SynoVAte) RETAIL 48.56 RETAIL-FOOD 1.9 the global reach of social networks to create an innovative NON-PROFIT ORGANISATION 45.66 DEPARTMENT STORES 0.9 Facebook application which invited users to virtually hong Kongs top 10 Sites of 2009 SPORTS 41.34 TICKETS 2.9 apply the new range of 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) JEWELLERy, WATCHES & LUXURy PRODUCTS 37.55 FLOWERS/GIFTS/GREETINGS 1.9 YAHOO! SITES 3,184 CAMERA, PHOTOGRAPHy & OPTICAL INSTRUMENTS 37.1 JEWELLERy/LUXURy mascara to their own photos. GOODS/ACCESSORIES 2.2 MICROSOFT SITES 2,628 TOILETRIES & HOUSEHOLD 35.69 CONSUMER GOODS 0.3 The campaign brought the GOOGLE SITES 2,594 FASHION, ACCESSORIES & EyEWEAR 34.9 FACEBOOK 2,004 GOVERNMENT 34.25 SPORTS/OUTDOOR 0.9 product experience online, by DISCUSS.COM.HK 1,367 BUSINESS SERVICES 33.68 HOME FURNISHINGS 1.4 literally allowing users to apply TOYS 2.3 UWANTS SITES 1,303 INSURANCE 31.72 (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009) mascara to the eyes of their SINA 1,053 BEVERAGES 30.78 WIKIMEDIA FOUNDATION SITES 919 ELECTRICAL APPLIANCES 27.03 online photos. TELEVISION BROADCASTS 903 AUTOMOBILE & PETROLEUM 26.61 Details: This fun application PCCW 784 FOOD 24.4 saw users playfully digitally (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS) TOyS & HOBBIES 19.23 ❚ MoBiLe PROPERTy & REAL ESTATE 11.7 enhancing their facebook hong Kongs top 10 Gaming Sites of 2009 ENERGy & MINING 8.66 Hong Kongs mobile subscriber penetration rate now stands photos with flirty long lashes, WINE, BEER, WHISKy & LIQUOR 6.97 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) and posting their glamourised ONLINE GAMING 1,151 BRIDAL 6.8 at 171.6%. Hong Kong, a city of 7 million people, had more yAHOO! GAMES 233 CONSTRUCTION 4.51 than 12 million mobile subscribers as of November 2009. images. BOOKS, GIFTS & STATIONERy 3.62 GAMANIA DIGITAL ENTERTAINMENT 180 INDUSTRy 2.4 (SoURCe: oftA) Running to the tagline "Long TRAVIAN GAMES 163 MSN GAMES 112 PETS 1.68 lashes that captivate – be the 9yOU 102 MISCELLANEOUS 1.53 Of Hong Kongs mobile population, more than 4.9 million Anna Sui Captivating Star", the FUNERAL SERVICES 0.01 GAMEBASE.COM.TW 85 TOBACCO 0 are 2.5G and 3G subscribers. campaign ran across a range of WILDTANGENT NETWORK 74 (SoURCe: oftA) GAMEFLIER 74 UNKNOWN 0 online and offline channels in totAL 2,348.22 TALESRUNNER.COM.HK 73 (SoURCe: yAhoo!/ADMAnGo; jAnUARy-DeCeMBeR 2009) As of the beginning of 2010, there were 8,826 public WiFi Hong Kong, Taiwan and Korea, MINICLIP 56 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS) spots in Hong Kong. including a product mini-site, "how to" videos on YouTube, hong Kongs top 10 Website Brands in 2009 (SoURCe: oftA) eDM, SMS and in-store materials. hong Kongs top 10 Retail Sites of 2009 BRAnD AD iMPReSSionS (000) In order to maximise the viral potential of the application, TOTAL 23,927,360 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) Hong Kongs mobile data revenue is expected to increase users were then invited to pass on the application to yAHOO! HK 13,631,410 RETAIL 2,033 at a CAGR of 10.5% from 2009 to 2014, increasing from ALIBABA.COM 469 ATNEXT 2,141,341 friends in order to receive vouchers and win prizes to drive APPLE WORLDWIDE SITES 459 2000FUN-HP 2,017,361 US$557 million to $916 million. traffic to Anna Sui counters. HKEPCHARDWARE 1,860,722 (SoURCe: PyRAMiD ReSeARCh) AMAZON SITES 309 PRICE.COM.HK 210 DISCUSS 1,153,393 Results: Within the first month the campaign generated: MINGPAO 970,985 THREE.COM.HK 174 THE SUN 712,127 In 2010, Valentines Day and Chinese New year Day both - More than 6,000 Facebook users accessed the Super DCFEVER 174 AASTOCKS 533,116 fell on 14 February, perhaps prompting Hong Kongers to Black Mascara Facebook application. CITyLINE 164 RINGHK 121 MSN HONG KONG 476,805 send more than 28.3 million SMS messages and receive - More than 600 people become fans of the application FOTOP 430,098 NISSEN GROUP 119 (SoURCe: yAhoo!/nieLSen ADReLeVAnCe – 06/04/2010) 36.8 million of them – a 54.19% and 42.08% increase group. HEWLETT PACKARD 116 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At honG KonG hoMe/WoRK LoCAtionS) respectively compared to Valentines Day 2009. - More than 500 vouchers were downloaded. (SoURCe: oftA) - The brand website saw an increase in visits of over 50% during the campaign period.28 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 29
    • inDiA What indians do online ACtiVitieS % of USeRS % ChAnGe MSN GAMES AOL GAMES NICKELODEON CASUAL GAMES 355 319 315 UnDeRtAKinG fRoM 2008 WILDTANGENT NETWORK 296 SEARCH FOR TRAVEL PRODUCTS 84 – EA ONLINE 274 JOB SEARCH 71 -0.3 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDiA hoMe/WoRK LoCAtionS) SEARCH FOR NON-TRAVEL PRODUCTS 68 – INSTANT MESSAGING/CHATTING 67 -3 CHECK GENERAL NEWS 62 -1 indias top 10 Retail Sites of 2009 DATING/FRIENDSHIP 55 +5 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) CHECK CRICKET CONTENT/SCORE 53 +3 RETAIL 13,404 CHECK SPORTS OTHER THAN CRICKET 52 – AMAZON SITES 3,542 MATRIMONIAL SEARCH 49 +0.4 APPLE WORLDWIDE SITES 1,667 ENGLISH INFO SEARCH ENGINE 49 +0.6 ALIBABA.COM 1,253 (SoURCe: jUxtConSULt) HEWLETT PACKARD 993 AMERICANGREETINGS PROPERTy 918 WARESEEKER 883 SAMSUNG GROUP 719 DELL 712 ❚ onLine ADVeRtiSinG BOOKMySHOW 646 FLIPKART 611 Online ad revenues in India in 2008/09 came to Rs3.25 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDiA hoMe/WoRK LoCAtionS) billion, 38% higher than the previous year. By 2009/10 they indias top 10 entertainment Sites of 2009 are expected to reach Rs4.3 billion. 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) (SoURCe: iAMAi) ENTERTAINMENT 21,991 yOUTUBE 10,474 Ad spend on a per user basis is low in India, valued at CBS INTERACTIVE 5,154 AOL MUSIC 4,005 Rs65 per user. It is expected to increase to Rs68 in 2010. (SoURCe: iAMAi) METACAFE 3,740 SONGS.PK 2,956 YAHOO! MOVIES 2,802 Online ad spend is expected to increase by 32% over the REAL.COM NETWORK 2,227 next four to five years, generating Rs20 billion by 2013. SANTABANTA 1,762 (SoURCe: PWC) GORILLA NATION 1,693 BEEMP3 1,680 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDiA hoMe/WoRK LoCAtionS) Currently online ad spend represents just 2.3% of overallTaj Mahal palace at sunrise ad spend. By 2013 that is expected to change to 5.5%. indian online Ad Market by industry Sector (SoURCe: PWC) SeCtoR 2008/2009 2009/2010 % GRoWth (RS MiLLion) (RS MiLLion) Indias top 500 advertisers spent an estimated Rs278.15 BFSI 553 645 17 AUTO 276 387 40 crore on online advertising in 2008/09, representing around FMCG 325 473 46 64% of all online ad spend by Indian advertisers. CONSUMER DURABLES 260 344 32 IT/TELECOM 488 688 41 indias internet Users 2009 (SoURCe: WeBChUtney) EDUCATION 195 344 76 ❚ DeMoGR APhiCS % of USeRS ONLINE PUBLISHERS 845 1,075 27 GenDeR Three categories dominate online ad spend in India. The ELECTRONIC MEDIA 130 172 32 India now has 71 million internet users, showing a growth MALE 79 IT/online sector accounts for 23% of online ad spend PRINT MEDIA 49 86 76 FEMALE 21 rate of 42% through 2009. Of this number, 51 million of AGe among Indias top 500 marketers; the consumer durables OTHERS (SoURCe: AiMAi) 130 90 -31 them are active users. 15-24 41 industry is estimated to account for 19%; and banking, 25-34 36 (SoURCe: eConoMiC tiMeS/iMRB/iAMAi) 35-44 15 financial services and insurance accounts for 17%. online Ad Performance in india, Basic Metrics (SoURCe: WeBChUtney) SeCtoR iMP. With inteRACtion DWeLL USeR AVeRAGe CtR (RiCh CtR 45-54 7 The number of internet connections in India is still inteRACtion RAte RAte RAte DWeLL tiMe MeDiA) (StAnDARD 55+ 1 (SeConDS) MeDiA) considered to be very low, at 14.6 million. ACCeSS LoCAtion More than one quarter (26%) of the top 500 Indian APPAREL 9.7% 27.2% 12.4% 49.5 1.06% – HOME 88 AUTO 7.6% 12.6% 7.7% 25.5 0.43% – (SoURCe: eConoMiC tiMeS/iMRB/iAMAi) advertisers digital spend goes on brand-specific websites. CONSUMER PACKAGED GOODS 9.0% 17.5% 11.2% 77.8 0.70% 0.88% OFFICE 84 SPenDS 2 hoURS oR MoRe onLine Just 2% goes on mobile advertising. ELECTRONICS 7.8% 13.3% 8.6% 42.6 0.81% 0.46% Indias current broadband penetration rate stands at less HOME-WEEKDAyS 43 (SoURCe: WeBChUtney) ENTERTAINMENT 3.9% 7.5% 5.9% 29.9 0.44% 0.37% than 1%. HOME-WEEKENDS 54 FINANCIAL 7.3% 12.2% 6.9% 27.0 0.16% – GOVERNMENT/UTILITIES 8.2% 14.1% 8.2% 47.0 0.44% – (SoURCe: PyRAMiD ReSeARCh) OFFICE-WEEKDAyS 53 Online spend by Indias top 500 advertisers is expected to (SoURCe: CoMSCoRe; WeBChUtney; SURVey of inDiAS toP 500 ADVeRtiSeRS) HEALTH/BEAUTy 7.1% 11.6% 6.0% 30.4 0.20% – grow by 44% to reach Rs399 crore in 2009/10. NEWS/MEDIA – – – – – 0.16% Four out of five PC users and English-speaking urbanites in (SoURCe: WeBChUtney) RETAIL 10.6% 18.0% 9.4% 21.8 0.38% – India are now connected to the internet. SERVICES 7.6% 12.1% 10.0% 15.6 0.36% – indias top 10 Sites of 2009 TECH/INTERNET 7.6% 13.7% 9.2% 24.3 0.41% 0.21% ❚ USeR BehAVioUR (SoURCe: eConoMiC tiMeS/iMRB/iAMAi) TELECOM 5.7% 9.6% 6.3% 28.3 0.42% 0.30% 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) TRAVEL 7.7% 14.6% 7.2% 31.5 0.25% 0.19% More than a third (37%) of Indian internet users rely on GOOGLE SITES 27,139 (SoURCe: eyeBLASteR ReSeARCh q1 2009 to q4 2009) internet cafes for access. Entertainment reach in India was 63.8% in August 2009. yAHOO! SITES 23,527 (SoURCe: CoMSCoRe) MICROSOFT SITES 13,068 (SoURCe: eConoMiC tiMeS/iMRB/iAMAi) REDIFF.COM INDIA 9,427 online Ad Performance in india, Video Metrics WIKIMEDIA FOUNDATION SITES 7,922 AVG. ViDeo StARteD 50% PLAyeD fULLy PLAyeD More than three quarters (77%) of Indias online population News and information reach was 41.8% in August 2009. FACEBOOK 7,618 DURAtion (SeConDS) RAte RAte RAte (SoURCe: CoMSCoRe) TIMES INTERNET 6,113 APPAREL – – – – is under the age of 35. AOL 6,083 AUTO 15.4 25.3% 43.0% 27.7% (SoURCe: CoMSCoRe) A sizeable 88.8% of Indian search activity happens on ASK NETWORK 5,801 CONSUMER PACKAGED GOODS 37.5 11.0% 82.0% 66.5% NETWORK 18 5,774 ELECTRONICS 154.8 27.2% 97.5% 42.4% The average monthly family income of Indian online users Google, the highest levels in the region. (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDiA hoMe/WoRK LoCAtionS) (SoURCe: CoMSCoRe) ENTERTAINMENT 19.1 7.6% 65.0% 46.2% is 3.2 times higher than the national average. FINANCIAL 20.0 10.8% 49.3% 31.3% (SoURCe: jUxtConSULt) indias top 10 Gaming Sites of 2009 GOVERNMENT/UTILITIES 14.5 6.3% 56.1% 33.3% The vast majority (92%) of Indias blogs are written in 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) HEALTH/BEAUTy 7.3 4.7% 82.8% 75.8% Indians spend the least amount of time online than any English. ONLINE GAMING 6,117 NEWS/MEDIA – – – – RETAIL 19.8 28.0% 62.1% 52.0% (SoURCe: inDiBLoGGeR) yAHOO! GAMES 1,061 other Asian nation, with internet users spending 11 hours a MINICLIP 979 SERVICES – – – – TECH/INTERNET 15.6 17.3% 47.9% 26.2% month on average online in 2009. More than a third (37%) of Indians aged between 18 and GAMETOP 626 TELECOM 21.1 12.3% 60.5% 44.5% (SoURCe: CoMSCoRe) BIG FISH GAMES SITES 394 25 use their PDAs and smartphones to receive emails. SPIL GAMES 377 TRAVEL 8.7 0.6% 54.6% 42.0% (SoURCe: eyeBLASteR ReSeARCh q1 2009 to q4 2009) (SoURCe: ePSiLon inteRnAtionAL) 30 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 31
    • Why indians open Permission-Based emails Music downloads were the most popular types of online In 2010 there are expected to be 12.1 million mobile indias top Mobile Site Categories tyPe of SUBjeCt % of inDiAn Line Content ReSPonDentS purchases in India in 2009 (50% of online shoppers), internet users in India. The number of mobile internet Site % of USeRS Who ViSit DISCOUNT OFFER 58 SEARCH ENGINES 54.7 CONTAINS FAMILIAR BRAND NAME 58 closely followed by airline tickets (49%) and travel users is expected to more than double every year to reach NEWS 51.3 FREE PRODUCT OFFER 53 information (49%). 114.2 million in 2013. SOCIAL NETWORKING 31.6 NEW PRODUCT ANNOUNCEMENT 48 (SoURCe: ViSA) (SoURCe: eMARKeteR) NET BANKING 13.7 BREAKING INFO/NEWS 45 BLOGS 12 LIMITED TIME OFFER 39 GAMING 8.5 CONTAINS RECENT PURCHASE INFO 36 Travel is the biggest B2C e-commerce category by spend, There may be 127 million mobile internet subscribers in E-BOOKS 5.1 FREE SHIPPING OFFER 36 representing 44% of online spend in 2009. India, but there are only around 2 million active users. ACADEMIC 3.4 CONTAINS My NAME 31 (SoURCe: ViSA) (SoURCe: inDiAPRWiRe/iAMAi/iMRB) DATING/MATRIMONy 2.6 OTHER 4 OTHER 7.7 (SoURCe: ePSiLon inteRnAtionAL) (SoURCe: inMoBi) Nearly two-thirds (65%) of Indian online shoppers say they For those 2 million who do actively access the mobile how indians Define Spam have bought a travel product online, compared to 50% internet, 60% of them visit social networking sites or blogs, Definition % of inDiAn ReSPonDentS who say they have bought a non-travel product. while 23% use their mobile internet connections for search. EMAILS OF AN OFFENSIVE SUBJECT MATTER 64 (SoURCe: jUxtConSULt) (SoURCe: inDiAPRWiRe/iAMAi/iMRB) ❚ CASe StUDy EMAILS THAT INTEND TO TRICK ME INTO OPENING THEM 63 ANy EMAIL I RECEIVE THAT I DID NOT ASK FOR OR SUBSCRIBE TO 60 top online Retail Subcategories in india The majority of active mobile internet users in India (70%) Client: Tata Nano EMAILERS FROM SENDERS WHO ARE UNKNOWN TO ME 55 CAteGoRy % ReACh are college students and men aged between 18 and 35. ALL EMAILS THAT ARE FILTERED INTO THE JUNK MAILBOX 44 RETAIL 39.9 (SoURCe: inDiAPRWiRe/iAMAi/iMRB) Agency: Rediffusion y&R ANy EMAIL I RECEIVE THAT I DONT WANT, REGARDLESS OF WHETHER I SUBSCRIBED 36 ANy EMAIL SENT TO ME FROM A SENDER WHO IS NOT ON My ADDRESS COMPARISON SHOPPING 6.5 Campaign: Tata Nano BOOKS 13.4 BOOK OR APPROVED SENDER LIST 32 COMPUTER HARDWARE 9.6 Currently, 20% of Indias mobile users access the internet objective: Ever since Ratan Tata announced the Rs.1 AN EMAIL FROM A COMPANy I MAy HAVE GIVEN PERMISSION TO SEND ME MAIL AT ONE TIME, BUT THAT I NO LONGER WISH TO RECEIVE 26 CONSUMER ELECTRONICS 7.6 over the phone. Of those that do, more than 50% of them Lakh car, the world has been obsessed with it. The Tata COMPUTER SOFTWARE 14.1 EMAILS FROM COMPANIES I HAVE A RELATIONSHIP WITH OFFLINE, BUT TO APPAREL 2.5 go online every day. Nano created tremendous buzz not just in India but WHOM I NEVER GAVE PERMISSION TO CONTACT ME VIA EMAIL 22 HEALTH CARE 1.9 (SoURCe: jUxtConSULt) internationally too. The website had to capture the buzz EMAILS FROM A COMPANy I HAVE DONE BUSINESS WITH BUT THAT COME TOO FREQUENTLy 19 ANy EMAIL THAT TRIES TO SELL ME A PRODUCT OR SERVICE, EVEN IF I KNOW THE SENDER 18 MALL 0.9 around the car and engage visitors as well as those eagerly FRAGRANCES/COSMETICS 0.6 A sizeable 80% of Indian mobile users are open or neutral (SoURCe: ePSiLon inteRnAtionAL) RETAIL-MUSIC 1 awaiting the car to be delivered. RETAIL-FOOD 0.7 to the idea of receiving ads over their phones. (SoURCe: jUxtConSULt) DEPARTMENT STORES 0.9 TICKETS 1.1 ❚ e-CoMMeRCe FLOWERS/GIFTS/GREETINGS 4.3 Value-added services currently account for 12% of mobile JEWELLERy/LUXURy GOODS/ACCESSORIES 1.2 revenues in India. CONSUMER GOODS 0.9 Digital music is expected to represent 60% of all music (SoURCe: jAtAAyU) SPORTS/OUTDOOR 0.6 sales in India by 2013. HOME FURNISHINGS 0.7 (SoURCe: PWC) TOyS 0.5 The overall mobile VAS industry in India was estimated to (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009) be worth Rs97,600 million in June 2009. By June 2010 this Nearly two fifths (39.9%) of Indian internet users visited figure is expected to reach Rs162,500 million. an online retail site in August 2009. (SoURCe: iAMAi) ❚ MoBiLe (SoURCe: CoMSCoRe) A total of US$20.8 million was spent on mobile advertising Just 6% of Indian internet users visited a comparison in 2009. In 2010 that number is expected to grow to $35.4 There is now 506 million mobile subscribers in India. shopping site in August 2009. (SoURCe: teChWoRLD/tRAi) million and by 2012 will have mushroomed to $85.4 million. Strategy: Apart from seamlessly integrating the Nanos (SoURCe: CoMSCoRe) (SoURCe: eMARKeteR) Indias current mobile penetration rate stands at 21%. presence in social media sites and providing essential Why do Indians shop online? Because it gives them the In a survey, 38% of Indians had watched a music video information about the car and its variants, the site had (SoURCe: PyRAMiD ReSeARCh) freedom to shop anytime, say 75% of respondents to one over their mobile phone in the past month. three primary points of engagement. survey. A similarly high amount said it allowed them to India is expected to have nearly 500 million new mobile (SoURCe: MiDeMnet/MUSiCMAtteRS) Details: Drive the Nano: Since the Nano could not be test compare prices and save money (74%). It also saved them subscribers by 2013, 80 million of which will be 3G Smartphones are expected to represent more than 20% of driven live, users could drive the Nano online (on a Google time (74% of respondents). subscribers. (SoURCe: ViSA) (SoURCe: PyRAMiD ReSeARCh) new mobile sales in 2014. Map interface after detecting their IP address) in their (SoURCe: LiGhtReADinGASiA) own neighbourhood. They could also invite their friends to More than half of Indian internet users that shop on By 2014, 3G subscribers are expected to account for nearly drive in groups and accumulate Nano Kms. Site features Close to one third of mobile internet users "engage overseas shopping sites (51%) do so because local sites do 20% of all mobile subscribers. included: with brands" that they see advertising. Of this group of not stock the products or services they need. (SoURCe: LiGhtReADinGASiA) Browse the Nano: The Nano is popularly referred to as the (SoURCe: ViSA) ad-friendly people, a sizeable 72.5% of them were also One in five Indian mobile users are female. One in three likely to visit the brands website, while 17.5% said they Peoples Car. An application was created which aggregated More than half (51%) of Indian internet users shopping on Indian men have mobiles, while only one in 10 Indian would buy the product. any mention of the Tata Nano on the internet (videos, overseas sites say that most of their international online women do. (SoURCe: inMoBi) pictures, articles, blogs etc.) and made for rich reading and purchases take place on US sites. (SoURCe: jUxtConSULt) viewing content. The resulting virtual car was thus made (SoURCe: ViSA) The majority of mobile internet users (42%) are upper by the people, for the people. By 2013, the impact of falling handset prices, an increase middle class, while 38% are lower middle class and 20% Nano Diaries: Proud owners of the Nano could now share Indians are amongst the regions top spenders when it in incomes, initiatives in infrastructure sharing and lower are from the working class demographic. their stories with the world. Nano Diaries is a blog for Nano comes to overseas online purchases, spending an average mobile tariffs are all expected to boost Indias mobile (SoURCe: inMoBi) owners to upload pictures of the car and other related of US$887 in the year ending March 2009. penetration rate to 58%. experiences. (SoURCe: ASiAtRAVeLtiPS/ViSA) (SoURCe: PyRAMiD ReSeARCh) Mobile music sales are expected to hit Rs3,600 crores by 2009/10, out of a total music retail market worth Rs4,100 Results: The campaign resulted in the following: Indians are more concerned about online security than Indias mobile users have 2.3 times the average monthly crores. - Traffic to the site shot up by 200%. their peers around Asia, with 55% expressing the concern household income of non-mobile users. (SoURCe: jAtAAyU/PWC/ifPi) - The average time spent per visit went up by 300%. in India, compared to 45% on average regionally. A (SoURCe: jUxtConSULt) India is fourth in the world when it comes to the size of its sizeable 60% of them say they would feel better if their mobile gaming community, with 15.3 million active mobile banks would reassure them they could use their payment gamers in June 2009. cards on the internet, according to one survey. (SoURCe: LiGhtReADinGASiA) (SoURCe: ViSA)32 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 33
    • inDoneSiA how indonesians Spend their internet time, by Age ACCeSS Point % of USeRS/AGe how frequently indonesians go online fReqUenCy totAL USeRS % of totAL 15-19 20-24 25-29 30-39 40-50 (000) USeRS INTERNET CAFE 36 53 39 16 24 21 EVERyDAy 1,155 15.4 OFFICE 21 – 11 44 49 47 FEW TIMES A WEEK 2,379 31.73 HOME 18 13 19 23 16 25 ONCE A WEEK 1,067 14.23 MOBILE PHONE/PDA 11 19 8 9 6 7 FEW TIMES A MONTH 886 11.82 SCHOOL 7 10 12 – 2 – ONCE A MONTH 401 5.35 LAPTOP-WIFI SPOT 4 1 7 7 2 – LESS THAN ONCE A MONTH 1,609 21.46 FRIENDS HOUSE 9 4 4 1 2 – (SoURCe: nieLSen MeDiA inDex inDoneSiA; Mix 2009 WAVe 4 – fULL WeiGhteD By: PoPULAtion; USeD inteRnet in PASt 12 MonthS) (SoURCe: yAhoo!-tnS net inDex inDoneSiA 2009; PASt 3 MonthS) how Long indonesians Spend online AVeRAGe tiMe SPent USinG inteRnet (000) VeRt% ❚ USeR BehAVioUR LESS THAN 30 MINUTES 30 MINUTES-LESS THAN 1 HOUR 595 1,974 7.94 26.33 1 HOUR-LESS THAN 2 HOURS 2,507 33.44 Indonesian internet users spent on average eight hours 2 HOURS-LESS THAN 3 HOURS 1,440 19.21 3 HOURS-LESS THAN 4 HOURS 429 5.72 online per month in 2009. 4 HOURS-LESS THAN 5 HOURS 165 2.2 (CoMSCoRe) 5 HOURS-LESS THAN 6 HOURS 149 1.99 6 HOURS-LESS THAN 7 HOURS 58 0.77 Entertainment reach was 65.9% in August 2009. 7 HOURS OR MORE 181 2.4 (SoURCe: CoMSCoRe) (SoURCe: nieLSen MeDiA inDex inDoneSiA; Mix 2009 WAVe 4 – fULL WeiGhteD By: PoPULAtion; USeD inteRnet in PASt 12 MonthS) Indonesian internet users spend on average 1.4 hours per user on online entertainment. (SoURCe: CoMSCoRe) ❚ onLine ADVeRtiSinG Indonesians love to connect, with 46% of them in a survey Online ad spend in Indonesia came to just US$900,000 in citing communication and interaction with others being the 2009 and is projected to grow slightly to US$1 million in key thing they value most about the internet. 2010. (SoURCe: BBC) (SoURCe: ZenithoPtiMeDiA) More than 5 million Indonesian internet users are social By 2012, Indonesian online ad spend is expected to reachSunrise over Borobudur Temple on Java Island, Indonesia network users. US$1.8 million. (SoURCe: CoMSCoRe) (SoURCe: ZenithoPtiMeDiA) Nearly half (45.5%) of Indonesian online users turned to By the end of 2013, growth in digital and mobile indonesias internet Users 2009 the internet for news and information in August 2009. ❚ DeMoGR APhiCS totAL USeRS (000) % of USeRS (SoURCe: CoMSCoRe) advertising spend in Indonesia will surpass the global GenDeR rate. While growth rates are predicted to be stagnant in MALE 2,968 56.59 There are currently around 30 million Indonesians online. More than a third (34%) of Indonesians say their main 2009/10, online spend will grow a rate of 14.5% between FEMALE 2,277 43.41 (SoURCe: Point toPiC) AGe source of information is the internet. 2011 and 2013. (SoURCe: jAKARtA PoSt/PWC) 10-14 875 16.68 (SoURCe: SoRoS/oSi ReSeARCh) But taking internet subscriptions into account, Indonesias 15-19 1,661 31.67 online population is only around 2.4 million people. 20-24 1,091 20.8 There are more than 1 million bloggers in Indonesia. From 2012, ad spending on digital and mobile is expected 25-29 659 12.56 (SoURCe: RePoRtLinKeR) 30-34 513 9.78 (SoURCe:VLiSA.CoM) to overtake other platforms. (SoURCe: jAKARtA PoSt/PWC) 35-39 214 4.08 Indonesias current internet penetration rate stands at 40-44 133 2.54 There are estimated to be around 8 million online gamers around 13%. 45-49 56 1.07 in Indonesia. More than two thirds (69%) of Indonesians trust brand 50-54 22 0.42 (SoURCe: MCit) 55+ 21 0.4 (SoURCe: MMoRPG inDoneSiA) websites as advertising channels. (SoURCe: the nieLSen CoMPAny) exPenDitURe By the end of 2010, it is estimated that Indonesias internet IR600 OR BELOW 96 1.83 What indonesians did online in 2009 user base will have grown to 80 million people. IR601-900 240 4.58 totAL USeRS % of USeRS Indonesian internet users have relatively high levels of trust IR901-1250 544 10.37 EMAIL 3,520 46.95 (SoURCe: Point toPiC) INTERNET PHONE 119 1.59 in search engines as paid advertising channels, with 57% IR1251-1750 927 17.67 IR1751-2500 1,455 27.74 DOWNLOAD SOFTWARE / FILES 2,325 31.01 of respondents to a survey showing the most trust in them. Indonesia had the highest growth rate of broadband IR2501-3500 1,030 19.64 PRODUCT INFO 1,737 23.17 (SoURCe: the nieLSen CoMPAny) connections in the world in Q3 2009, when it added IR3501 OR MORE 953 18.17 COMPANy INFO 542 7.23 BUy ANy PRODUCT 227 3.03 163,000 new connections to give it a total of nearly inCoMe PERFORM FINANCIAL SERVICES 291 3.88 Indonesian mobile internet users served up more than 1.2 IR600 OR BELOW 51 0.97 300,000 broadband connections. IR601-900 109 2.08 ACCES INTL NEWS 1,495 19.94 billion ad requests in Q4 2009, the second highest in the (SoURCe: LiPA) IR901-1250 304 5.8 ACCES LOCAL NEWS 2,127 28.37 region. IR1251-1750 596 11.36 READ ELECTRO NPP 972 12.96 (SoURCe: ADMoB) IR1751-2500 1047 19.96 READ ELECTRO MAG 549 7.32 Broadband subscribers are expected to number 3.2 million LISTEN TO MUSIC 2,817 37.57 IR2501-3500 1118 21.32 by the end of 2013, which would represent 93.6% of all IR3501 OR MORE 2,003 38.19 WATCH A MOVIE 677 9.03 indonesias top 10 Sites of 2009 PLAy GAMES 2,960 39.48 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) internet subscribers. (SoURCe: nieLSen MeDiA inDex inDoneSiA; Mix 2009 WAVe 4 – fULL WeiGhteD By: PoPULAtion; inCiDenCe of USinG inteRnet in PASt WeeK) GOOGLE SITES 5,339 (SoURCe: RePoRtLinKeR) BULLETIN BOARDS 227 3.03 CHATING 2,449 32.66 FACEBOOK 5,274 how indonesians go online GENERAL SURFING 2,875 38.34 yAHOO! SITES 4,968 More than two thirds (70%) of Indonesias internet users ACCeSS Point % of USeRS JOB HUNTING 970 12.94 WORDPRESS 2,463 MICROSOFT SITES 2,092 live in Jakarta and other large cities. INTERNET CAFES 83 VIDEO CONFERENCE 194 2.59 EDUCATION SERVICE 1,756 23.42 AOL 1,796 (SoURCe: DCi) MOBILE PHONE/PDA 22 CLASSIFy ADS 294 3.92 4SHARED 1,675 OFFICE 19 PARTICIPATE IN AUCTIONS 20 0.27 WIKIMEDIA FOUNDATION SITES 1,559 SCHOOL 17 Indonesias internet user universe grew at a rate of 1,150% OTHERS 733 9.78 THE MOZILLA ORGANISATION 1,410 HOME 16 between 2000 and 2009. FRIENDS HOUSE 9 (SoURCe: nieLSen MeDiA inDex inDoneSiA; Mix 2009 WAVe 4) FRIENDSTER 1,266 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDoneSiAn hoMe/WoRK (SoURCe: inteRnetWoRLDStAtS) LAPTOP-WIFI SPOT 7 LoCAtionS) (SoURCe: yAhoo!-tnS net inDex inDoneSiA 2009; PASt 3 MonthS) 34 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 35
    • indonesias top 10 Gaming Sites of 2009 Comparison shopping online has yet to take off in Indonesias mobile market has grown rapidly in the past By 2013, mobile payments in Indonesia are expected to 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) Indonesia – the category has only 5.3% reach. couple of years, reaching 130 million mobile subscribers in reach US$645 million. ONLINE GAMING 1,474 (SoURCe: CoMSCoRe) SPIL GAMES 457 early 2009, 90 million more so than in 2008. (SoURCe: ie MARKet ReSeARCh) yAHOO! GAMES 217 (SoURCe: iMeDiAConneCtion/CnnWiRe) GAMETOP 129 Digital music sales in Indonesia now account for more than Average monthly ARPUs were Ip42,058 in 2009. They are TRAVIAN GAMES 100 50% of all music sales. By end-March 2009, there were already 143.6 million expected to fall to Ip39,111 in 2014. REAL GAMES 97 (SoURCe: ifPi) EA ONLINE 95 mobile subscribers in the country. (SoURCe: ie MARKet ReSeARCh) (SoURCe: RePoRtLinKeR) WILDTANGENT NETWORK 90 NEXON 78 Indonesian internet users take friendly advice seriously, Shipments of smartphones are expected to number AOL GAMES 68 with nearly half of all respondents to a survey (48.4%) Mobile penetration rates in Indonesia now stand at 62.7%. 1.36 million units in 2010, a 17% increase on 2009. CPMSTAR 68 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDoneSiAn hoMe/WoRK saying they had bought something in the past because (SoURCe: RePoRtLinKeR) (SoURCe: MAniLA BULLetin/iDC) LoCAtionS) it was either discussed or recommended by one of their online friends. Nearly three quarters (72%) of the 3G market, made up indonesias top 10 Retail Sites of 2009 (SoURCe: BRitiSh CoUnCiL) of 9 million subscribers, is owned by Indonesias biggest 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) mobile operator, Telkomsel. ❚ MoBiLe CASe StUDy RETAIL 2,400 INDONETWORK.CO.ID 551 indonesians e-Commerce Activities in 2009 (SoURCe: Point toPiC) AMAZON SITES 544 totAL USeRS % of USeRS APPLE WORLDWIDE SITES 459 e-finAnCe 3G is still in its infancy in Indonesia, with only 7% of all CHECK ACCOUNT 157 2.09 BHINNEKA 252 TRANSFER BETWEEN ACCOUNTS 129 1.72 mobile subscribers being 3G subscribers. ALIBABA.COM 172 (SoURCe: Point toPiC) GETJAR 149 TRANSFER BETWEEN BANKS 59 0.79 WARESEEKER 122 PAy BILLS 16 0.21 HEWLETT PACKARD 114 CHECK LOANS STATUS 10 0.13 By 2013, the country is expected to have 246.1 million APPLY CREDIT CARD 2 0.03 AMERICANGREETINGS PROPERTy 104 REQUEST CHEQUE 0 – mobile subscribers, based on a forecasted CAGR of 12.3%. yAHOO! SHOPPING 84 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDoneSiAn hoMe/WoRK PAy UTILITIES 32 0.43 That would represent a mobile penetration rate of 97.8%. LoCAtionS) RENEW DEPOSIT 0 – (SoURCe: RePoRtLinKeR) BUy REMITTANCES 0 – indonesias top 10 entertainment Sites of 2009 BUy/SELL OBLIGATION 2 0.03 By 2013 around 44% of Indonesians could be using a 3G 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) BUy/SELL FOREIGN CURR 29 0.39 OPEN ACCOUNTS 1 0.01 device. ENTERTAINMENT 4,236 (SoURCe: SoRoS/PyRAMiD ReSeARCh) yOUTUBE 2,190 BUy/SELL STOCKS ONLINE 7 0.09 AOL MUSIC 1,604 BUy INSURANCE – – CBS INTERACTIVE 957 CHECK STOCK PRICE 55 0.73 By the end of 2013, Indonesia is expected to the worlds ANy OTHERS 13 0.17 DETIKHOT 488 NEVER USE 7,206 96.11 fourth largest mobile market. METACAFE 459 (SoURCe: RePoRtLinKeR) STAFABAND.INFO 457 e-CoMMeRCe 21CINEPLEX 452 COMPUTER SOFTWARE 56 0.75 Client: Microsoft (Indonesia) GORILLA NATION 346 COMPUTER HARDWARE 38 0.51 By the end of 2010, that number is going to mushroom – Agency: AdMob BOOKS 22 0.29 ONEMANGA 329 RECORDED MUSIC 39 0.52 to 146 million. Campaign: Adoption of Windows Live Messenger (WLM) ITUNES SOFTWARE (APP) 319 (SoURCe: RCR WiReLeSS/inMoBi) (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At inDoneSiAn hoMe/WoRK TRAVEL-RELATED 37 0.49 on Blackberry. LoCAtionS) CLOTHING APPAREL 42 0.56 ENTERTAINMENT 7 0.09 Today, 80% of all handsets sold in Indonesia are internet- objective: Microsoft wanted a cost-efficient method to indonesians trust in Advertising Channels FOOD/BEVERAGES – – enabled. drive usage and adoption of Windows Live Messenger and H/H APPLIANCES 4 0.05 Hotmail among Blackberry users in Indonesia. ChAnneL % tRUSt CoMPLeteLy % Dont tRUSt (SoURCe: RCR WiReLeSS/inMoBi) FLOWERS 1 0.01 RECOMMENDATIONS FROM PEOPLE I KNOW 92 8 COLLECTIBLES 6 0.08 Strategy: Microsoft worked with AdMob, making use of ADS IN MAGAZINES 74 26 GROCERIES 3 0.04 Indonesians are more enthusiastic at using the mobile AdMobs advanced targeting ability, as well as the breadth BRAND SPONSORSHIPS 71 29 ADS IN NEWSPAPERS 70 30 OTHERS 52 0.69 internet than most, averaging 591 page views per user, of its coverage in Indonesia. Over the period of two weeks, NEVER USE 7,271 96.97 ADS ON TV 70 30 (SoURCe: nieLSen MeDiA inDex inDoneSiA; Mix 2009 WAVe 4) compared to the global average of 250 page views. Microsoft targeted specifically Blackerry users in Indonesia. BRAND WEBSITES 69 31 (SoURCe: RCR WiReLeSS/inMoBi) CONSUMER OPINIONS POSTED ONLINE 67 33 Details: Targeted users were invited to click on an ad BILLBOARDS/OUTDOOR ADVERTISING 65 35 top online Retail Subcategories in indonesia with the promised prize of a Samsung 40 inch plasma TV. ADS BEFORE MOVIES 64 36 CAteGoRy % ReACh Mobile page views grew at a high rate of 641.9% in 2009. ADS IN RADIO 63 37 RETAIL 36.3 (SoURCe: oPeRA) With a one-click tap user-action, the ad brought users to EMAILS I SIGNED UP FORECASTING 62 38 COMPARISON SHOPPING 5.3 the mobile page that AdMob had built. From there, AdMob ADS SERVED IN SEARCH ENGINE RESULTS 57 43 BOOKS 8.8 After Vietnam, Indonesia leads the top nine countries in captured the information of the users and shared it with ONLINE VIDEO ADS 45 55 COMPUTER HARDWARE 12.6 ONLINE BANNER ADS 42 58 CONSUMER ELECTRONICS 12.0 south east Asia in terms of the growth rate of the number Microsoft. TEXT ADS ON MOBILE PHONES 27 73 COMPUTER SOFTWARE 11.8 of unique mobile web users – at 419.7% in 2009. Microsoft then balloted for the winner from the compiled (SoURCe: the nieLSen CoMPAny; APRiL 2009) APPAREL 3.2 (SoURCe: oPeRA) HEALTH CARE 0.6 list of mobile and online submissions. Users would win a MALL 0.3 More than half (53%) of mobile internet users in Indonesia Samsung 40 inch plasma TV. FRAGRANCES/COSMETICS 0.5 RETAIL-MUSIC 1.6 are aged between 18 and 27. Results: The campaign generated the following response: ❚ e-CoMMeRCe RETAIL-FOOD 0.2 (SoURCe: RCR WiReLeSS/inMoBi) - Within a span of two weeks, AdMob drove over 10% of DEPARTMENT STORES 0.5 total sign-ups. One thing possibly hampering Indonesian internet users TICKETS 0.3 The majority (82%) of mobile internet users in Indonesia FLOWERS/GIFTS/GREETINGS 1.9 - Campaign delivered a 96% overall CTR. uptake of e-commerce is their fear of fraud, with 44% of are male. JEWELRy/LUXURy GOODS/ACCESSORIES 0.8 - The more important part was in a span of two weeks, them in a survey saying this was the case. They are also CONSUMER GOODS 0.1 (SoURCe: RCR WiReLeSS/inMoBi) SPORTS/OUTDOOR 1.2 AdMob was able to drive over 10% of total sign-ups vs the the most concerned of all nationalities asked in the global HOME FURNISHINGS 0.5 Indonesian mobile users sent more than 3.4 billion SMS other media which had been running for a longer period of survey, including other Asian groups. TOyS 0.9 (SoURCe: BBC) (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009) messages to each other over 72 hours during the Lebaran time. festival in 2009, a 244% increase on the previous years - In addition, the overall conversion rate was twice as More than a third (36.3%) of online Indonesians visited an festive season (1.4 billion messages). efficient as online. online shopping site in August 2009. (SoURCe: ACiSion) (SoURCe: CoMSCoRe) ❚ MoBiLe Facebook experienced a 1,625% growth rate in mobile web There are currently estimated to be around 9 million mobile users in 2009. internet users in Indonesia. (SoURCe: oPeRA) (SoURCe: RCR WiReLeSS/inMoBi)36 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 37
    • jAPAn Nearly one quarter of Japans online users are gamers, numbering 16.5 million people. japans top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) (SoURCe: CoMSCoRe) RETAIL 49,009 RAKUTEN.CO.JP 31,882 AMAZON SITES 23,967 More than two thirds of Japanese internet users (67.5%) yAHOO! SHOPPING 19,598 turn to the internet for news and information. KAKAKU 16,797 (SoURCe: CoMSCoRe) APPLE WORLDWIDE SITES 9,205 ECNAVI.JP 4,084 yAHOO! JAPAN STORES 3,556 Japan has around 21.8 million social network users. Around DMM 3,553 half (10.2 million) of them actively manage their profiles. OCNK.NET 3,539 (SoURCe: UniVeRSAL MCCAnn) NISSEN GROUP 3,433 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At jAPAn hoMe/WoRK LoCAtionS Nearly one fifth (18.66%) of Japanese social networkers japans top 10 entertainment Sites of 2009 have uploaded a video on to a site. 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) (SoURCe: UniVeRSAL MCCAnn) ENTERTAINMENT 50,416 yOUTUBE 26,697 SONy ONLINE 16,754 ITUNES SOFTWARE (APP) 15,011 ❚ onLine ADVeRtiSinG NICOVIDEO.JP 13,447 yAHOO! JAPAN GyAO! 9,772 ORICON 8,054 In 2009, Japans advertisers spent more on online (US$7.77 FUJI TELEVISION NETWORK 7,720 billion) than they did on newspapers ($7.4 billion) – for the yAHOO! MUSIC 6,971 yAHOO! TV 5,454 first time ever. The internet now only sits behind TV as the NHK.OR.JP 5,371 medium attracting the highest online ad spend in Japan. (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At jAPAn hoMe/WoRK LoCAtionS) (SoURCe: ASiAjin/DentSU) online Ad Performance in japan, Basic Metrics Japanese advertisers spent US$1.80 billion on search iMP. With inteRACtion RAte inteRACtion RAte DWeLL RAte USeR AVeRAGe DWeLL tiMe CtR (RiCh MeDiA) CtR (StAnDARD advertising in 2009, and are expected to spend US$2.04 APPAREL 0.3% 0.5% 1.6% (SeConDS) 26.0 0.08% MeDiA) – billion on search this year. AUTO 4.1% 6.4% 6.6% 17.8 0.32% – (SoURCe: D2/DentSU) CONSUMER PACKAGED GOODS 0.6% 0.8% 2.4% 35.3 0.07% – CORPORATE 3.7% 4.9% 17.2% 9.8 0.46% 0.12%Shinjuku, Tokyo In 2010, online ad spend in Japan is expected to come to ELECTRONICS 1.5% 2.2% 6.7% 24.9 0.24% – ENTERTAINMENT 6.3% 27.9% 11.2% 45.5 0.29% – more than US$7.9 billion. By 2012 that number is expected FINANCIAL 0.3% 0.5% 2.2% 36.5 0.06% – to jump to $9.5 billion. GAMING 3.5% 4.4% 4.4% 118.2 0.22% – (SoURCe: ZenithoPtiMeDiA) HEALTH/BEAUTy 0.5% 0.7% 2.6% 18.9 0.20% – AnnUAL hoUSehoLD inCoMe RETAIL 11.6% 15.0% 14.9% 16.5 0.77% – ❚ DeMoGR APhiCS LESS THAN ¥1,999,999 21.2 SERVICES 0.1% 0.2% 2.8% 24.3 0.08% – ¥2,000,000-2,999,999 35.2 Japans affiliate market is expected to generate ¥123.55 TECH/INTERNET 0.1% 0.1% 2.8% 20.2 0.08% – ¥3,000,000-3,999,999 50.1 There are more than 95 million internet users in Japan. ¥4,000,000-4,999,999 62.2 billion by 2012, a growth rate of 52% on 2008. TRAVEL 1.0% 1.4% 3.8% 16.0 0.10% 0.07% (SoURCe: MiC) (SoURCe: eyeBLASteR ReSeARCh q1 2009 to q4 2009) (SoURCe: inteRnetWoRLDStAtS) ¥5,000,000-5,999,999 70.4 ¥6,000,000-6,999,999 74.4 Japans active online population numbered 68.3 million ¥7,000,000-7,999,999 79.3 Online gaming sites in Japan drew on average 16.19 million how the japanese Define Spam ¥8,000,000-8,999,999 82.3 Definition % of jAPAneSe ReSPonDentS people in September 2009, 18% more than the year before. ¥9,000,000-9,999,999 82.8 unique visitors every month in 2009. Visitors averaged EMAILS OF AN OFFENSIVE SUBJECT MATTER 72 (SoURCe: MARKetinG MAGAZine/CoMSCoRe) ¥10,000,000-12,499,999 87.5 82.1 minutes on gaming sites on a monthly basis in 2009, EMAILS THAT INTEND TO TRICK ME INTO OPENING THEM 57 ¥12,500,000-14,999,999 86.9 visiting the sites 8.6 times per month. ANy EMAIL I RECEIVE THAT I DID NOT ASK FOR OR SUBSCRIBE TO 53 The number of people accessing the internet from their ¥15,000,000-19,999,999 85.3 (SoURCe: CoMSCoRe) EMAILERS FROM SENDERS WHO ARE UNKNOWN TO ME 71 ¥20,000,000 AND ABOVE 81.4 ALL EMAILS THAT ARE FILTERED INTO THE JUNK MAILBOX 38 homes came to more than 50 million in mid-2009. (SoURCe: MiAC) ANy EMAIL I RECEIVE THAT I DONT WANT, REGARDLESS OF WHETHER I SUBSCRIBED 51 (SoURCe: CLiCKZ/nieLSen) japans top 10 Sites of 2009 AN EMAIL FROM A COMPANy I MAy HAVE GIVEN PERMISSION TO SEND ME 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) MAIL AT ONE TIME, BUT THAT I NO LONGER WISH TO RECEIVE 36 Japans broadband internet revenues are expected to yAHOO! SITES 55,393 ANy EMAIL SENT TO ME FROM A SENDER WHO IS NOT ON My ADDRESS GOOGLE SITES 46,764 BOOK OR APPROVED SENDER LIST 29 increase at a CAGR of 8.2% to the end of 2013. ❚ USeR BehAVioUR RAKUTEN INC 35,830 EMAILS FROM COMPANIES I HAVE A RELATIONSHIP WITH OFFLINE, BUT TO WHOM (SoURCe: PyRAMiD ReSeARCh) MICROSOFT SITES 33,902 I NEVER GAVE PERMISSION TO CONTACT ME VIA EMAIL 25 The Japanese spent more than 887 billion minutes online FC2 33,783 ANy EMAIL THAT TRIES TO SELL ME A PRODUCT OR SERVICE, EVEN IF I KNOW THE SENDER 12 Japan ranks 16th in the world when it comes to broadband NTT GROUP 33,266 EMAILS FROM A COMPANy I HAVE DONE BUSINESS WITH BUT THAT COME TOO FREQUENTLy 23 between them in 2009. WIKIMEDIA FOUNDATION SITES 28,261 (SoURCe: ePSiLon inteRnAtionAL) penetration with a household penetration rate of 64%. (SoURCe: CoMSCoRe) LIVEDOOR 26,992 (SoURCe: AUStRALiAn it/StRAteGy AnALytiCS) GMO INTERNET GROUP 25,872 Why the japanese open Promotional emails Japanese internet users on average spent 1,114.5 minutes NIFTy 25,431 eMAiL offeR % of jAPAneSe ReCiPientS japans internet Users 2009 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At jAPAn hoMe/WoRK LoCAtionS) % of USeRS online per month in 2009. FREE PRODUCT OFFER 55 (SoURCe: CoMSCoRe) LIMITED TIME OFFER 49 HOUSEHOLDS THAT OWN INTERNET-ENABLED EQUIPMENT 67.1 japans top 10 Gaming Sites of 2009 DISCOUNT OFFER 49 HOUSEHOLDS THAT DONT OWN INTERNET-ENABLED EQUIPMENT 32.5 ONLINE GAMING 16,194 FREE SHIPPING OFFER 45 HOUSEHOLDS USING INTERNET EXCEPT I-MODE, EZWEB, yAHOO!-KEITAI 53.3 Entertainment reach in Japan was 75.7% in August 2009. yAHOO! GAMES 4,823 NEW PRODUCT ANNOUNCEMENT 40 HOUSEHOLDS THAT DONT USE INTERNET EXCEPT I-MODE, EZWEB, yAHOO!-KEITAI 13.3 (SoURCe: CoMSCoRe) HANGAME.CO.JP 3,153 CONTAINS FAMILIAR BRAND NAME 37 HOUSEHOLD THAT HOUSEHOLD MEMBER(S) USED INTERNET 54.5 WAZAP 2,547 BREAKING INFO/NEWS 31 ONE-PERSON 25.4 Japan ranks third in the world when it comes to the volume NEXON 1,825 CONTAINS RECENT PURCHASE INFO 17 TWO-OR-MORE-PERSONS 28.8 GAMANIA DIGITAL ENTERTAINMENT 897 ACCeSS PointS of searches conducted by its internet users, numbering 9.17 CHIBICON.NET 886 CONTAINS My NAME 12 OTHER 5 PC 59.0 billion in December 2009, 48% more than in December GAMEPOT 742 (SoURCe: ePSiLon inteRnAtionAL) CELL PHONE/PHS 47.7 TV 8.4 2008. MSN GAMES 660 (SoURCe: CoMSCoRe) GOO GAMES 586 OTHERS 1.7 FUNNyGAME.JP 539 ConneCtion MethoDS (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At jAPAn hoMe/WoRK LoCAtionS) XDSL (ADSL ETC) 15.1 Japanese internet users are on average conducting 110.7 FIBER-OPTICS 23.3 CATV 9.1 searches on a per user basis. Nearly half (47%) of all ISDN 2.4 searches are conducted on Google. ANALOG 2.0 (SoURCe: CoMSCoRe) OTHERS 0.8 38 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 39
    • how often japanese Purchase Using email Coupons ¥3,000,000-3,999,999 19.9 More than half (52%) of all handset shipments to Japan in As of Q2 2009 there were 22.3 million mobile gaming users fReqUenCy % of jAPAneSe USeRS ¥4,000,000-4,999,999 26.6 ¥5,000,000-5,999,999 33.7 Q3 2009 were smartphones. in Japan. Japan has the second highest number of mobile onLine PURChASeS With eMAiL CoUPonS FREQUENTLy 7 ¥6,000,000-6,999,999 34.3 (SoURCe: MoRGAn StAnLey) gamers in the world. OCCASIONALLy 43 ¥7,000,000-7,999,999 41.8 (SoURCe: PyRAMiD ReSeARCh) RARELY 33 ¥8,000,000-8,999,999 40.9 Japans mobile internet users are spending an average ¥9,000,000-9,999,999 45.0 NEVER 17 ¥10,000,000-12,499,999 50.1 of US$425 a year per user on mobile access, commerce, japans Mobile internet Usage offLine PURChASeS With eMAiL CoUPonS FREQUENTLy 4 ¥12,500,000-14,999,999 48.8 services and advertising. SeRViCeS ACCeSSeD % of USeRS ¥15,000,000-19,999,999 50.3 (SoURCe: MoRGAn StAnLey) PROFILE PAGES 20.8 OCCASIONALLy 17 ¥20,000,000 AND ABOVE 51.5 EBOOK 22.6 RARELY 41 AUCtionS CHAKU MELO 22.6 NEVER 38 HOUSEHOLD WITH HOUSEHOLD MEMBER(S) WHO USED INTERNET AUCTION ON PURCHASING 6.0 To date around 42% of Japanese carrier ARPUs come from HOROSCOPES 23.6 (SoURCe: ePSiLon inteRnAtionAL) ONCE 2.8 mobile data. ONLINE DICTIONARy 25.8 TWO TIMES OR MORE 2.8 (SoURCe: MoRGAn StAnLey) MANGA 30.2 Why the japanese dont Respond to email offers AVeRAGe AMoUnt SPent on inteRnet AUCtionS VIDEO SHARING 30.3 ReASon % of USeRS LESS THAN y999 0.2 CHAKU UTA 33.7 OFFERS NOT ATTRACTIVE ENOUGH 43 Japans mobile advertising expenditure came to nearly DECO MAIL 35.1 ¥1,000-2,999 0.8 SECURITy 29 ¥3,000-4,999 0.8 US$923 million in 2009 and is projected to rise to $1.10 TRAFFIC/DIRECTIONS 36.3 EMAILS TOO LONG 22 WEB BOARD 39 ¥5,000-9,999 1.2 billion in 2010, an increase of 19.4%. NEWS 40.5 COST – CAN DO BETTER OFFLINE 20 ¥10,000-29,999 1.6 (SoURCe: D2/DentSU) LACK OF HUMAN INTERACTION 11 ¥30,000-49,999 0.4 SNS 40.6 EMAILS TOO SHORT 9 ¥50,000 AND ABOVE 0.5 APPLICATIONS/GAMES 41.1 NOT PERSONALISED 6 (SoURCe: MiAC) Mobile spam is not welcome in Japan. More than half (59%) WEATHER 41.5 NONE OF THE ABOVE 24 of Japanese mobile users find mobile spam "completely IDLE SCREEN CUSTOMISATION 44.2 (SoURCe: ePSiLon inteRnAtionAL) top online Retail Subcategories in japan CHAKU UTA FULL 45 CAteGoRy % ReACh unsettling", while 26.2% find it "unsettling". HOME BUILDING SERVICE 49.7 (SoURCe: eMARKeteR/Goo ReSeARCh) RETAIL 73.7 SEARCH 60.6 COMPARISON SHOPPING 57.6 BLOG 62.5 ❚ e-CoMMeRCe BOOKS 41 Japans annual mobile advertising ARPUs far outweigh (SoURCe: AnALytiC1St/MMD) COMPUTER HARDWARE 23.6 those in the rest of the world, totalling US$176 in 2009 japans Mobile internet Revenues (estimates) CONSUMER ELECTRONICS 14.1 The top three social networks in Japan generate more than COMPUTER SOFTWARE 10.5 compared to the world average of $56. By 2013 it is 2009 2010 APPAREL 19.6 estimated that Japans mobile annual advertising ARPUs ReVenUe StReAM US$ % yoy GRoWth US$ % yoy GRoWth US$1 billion in virtual goods revenues, largely related to JAPAN MOBILE INTERNET REVENUE (M) 46,679 10 50,648 9 HEALTH CARE 9 mobile games and services. MALL 14.4 will come to $256 compared to the world average of $91. JAPAN MOBILE REVENUE PER USER 482 7 511 6 (SoURCe: MoRGAn StAnLey) (SoURCe: ViRtUALGooDSneWS/+8*) FRAGRANCES/COSMETICS 13.9 MOBILE DATA ACCESS REVENUE (M) 29,580 6 30,901 4 RETAIL-MUSIC 14.1 MOBILE ONLINE COMMERCE REVENUE (M) 10,356 16 11,828 14 Around 13% of all Japans e-commerce revenues comes RETAIL-FOOD 15.2 An estimated 23% of mobile internet ad spend went on DIGITAL/VIRTUAL GOODS 5,695 15 6,421 13 DEPARTMENT STORES 4.5 PHySICAL GOODS 4,661 18 5,407 16 from mobile sources, representing US$9 billion in mobile search in 2009. This is expected to grow to 24% in 2010 MOBILE PAID SERVICES REVENUE (M) 5,634 16 6,451 14 TICKETS 6.9 commerce sales. FLOWERS/GIFTS/GREETINGS 1.9 and 27% in 2011. MOBILE ADVERTISING REVENUE (M) 1,109 22 1,468 32 (SoURCe: MoRGAn StAnLey) (SoURCe: MoRGAn StAnLey eStiMAteS) (SoURCe: MoRGAn StAnLey) JEWELRy/LUXURy GOODS/ACCESSORIES 2.8 CONSUMER GOODS 7.4 According to one survey, the Japanese are amongst the SPORTS/OUTDOOR 5.5 Japans mobile e-book market is currently worth around HOME FURNISHINGS 4.5 most fervent online shoppers in the region, with 94% of US$30 million. TOyS (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009) 5.1 (CiRiUS teChnoLoGieS) ❚ CASe StUDy respondents saying they had shopped online in the past year. Japans m-commerce industry was worth ¥868.9 billion as (SoURCe: ASiAtRAVeLtiPS/ViSA) Client: Diesel of May 2009, a 19% increase year on year. Of this, the ❚ MoBiLe Agency: G2 Tokyo Online retail has a stronger presence in Japan than sales of goods generated ¥377 billion (15% more than Campaign: Diesel Rockin elsewhere in the region, with 73.7% reach. 2008), while the purchases of mobile services generated There are around 113.7 million mobile subscribers in Japan. Dots campaign (SoURCe: CoMSCoRe) ¥349.7 billion (25% more than the previous year). (SoURCe: AnALytiCA1St) (SoURCe: MiC) objective: Offer preview The Japanese are the biggest fans of comparison shopping of Diesels Spring/Summer More than 75 million Japanese are mobile internet users. 2010 Collection. in the region, with 57.6% of internet users saying they had (SoURCe: MiC) Japans mobile content business was worth ¥483 billion as visited a comparison shopping site, more than any other of May 2009, a 13% increase year on year. Strategy: Targeted at country. In 2009, 84.3% of Japans mobile users browsed the (SoURCe: MiC) adults aged 20-30 years (SoURCe: CoMSCoRe) internet via their mobile phones. old, the campaign gave a Mobile coupons seem to work in Japan. More than (SoURCe: AnALytiCA1St/MiC) preview to Diesels Spring/ More than two fifths (40.4%) of Japanese respondents two thirds (71.6%) of respondents to a survey said Summer 2010 collection. to a survey said they had bought something following a The 3G penetration rate in Japan now stands at 95%. they subscribed to receive promotional discounts from Details: To express the discussion with or recommendation from an online friend. (SoURCe: SoCiALMeDiAtoDAy/MMD) businesses over their mobiles. Of those, 43.5% receive rockin spirit of the dots, (SoURCe: BRitiSh CoUnCiL) their coupons from just two to four businesses. The most A sizeable 85% of Japans mobile subscribers have data G2 Tokyo created a transit popular shop to do this with? McDonalds (78.3% of users). The Japanese are one of the regions top spenders on plans attached to their contacts. (SoURCe: AnALytiCA1St/UPDAte/MMD) graphic ad at Shipyard online overseas products, with Japanese internet users (SoURCe: SoCiALMeDiAtoDAy/MMD) station in Japan. The dots spending on average US$1,827 on international shopping Mobile social gaming has gained ground in Japan. Around were in fact badges that could be easily removed from The rising popularity of mobile data packages are expected sites. The US, normally dominating international online 70% of respondents to a survey say they have played the wall by people passing by. The badges had QR codes to boost mobile data revenues in Japan by a CAGR OF 9.3% retail choices, do little for the Japanese, with only 16% of some form of social game and 60% of those who did play inscribed on the back to direct consumers to the Diesel until the end of 2013. them, shopping on US-based sites. (SoURCe: PyRAMiD ReSeARCh) said they did so after a friend invited them to join. website. Results: The campaign generated the following response: (SoURCe: AnALytiCA1St/CA MoBiLe/SPiRe) (SoURCe: ASiAtRAVeLtiPS/ViSA) Mobile multimedia revenues in Japan are expected to hit - In just three days, 11,531 badges with the Rockin spirit japanese online Shoppers 2009 The Japanese may have fondness for mobile social gaming US$6.1 billion in 2013. disappeared. % of USeRS (SoURCe: ie MARKet ReSeARCh) but that doesnt mean they want to pay for it. Only 4.2% HOUSEHOLD WITH A MEMBER(S) THAT ORDERED THROUGH INTERNET ON PURCHASING 25.5 of respondents to a survey who were core social game ONCE 10.3 TWO TIMES OR MORE 14.2 Smartphone sales in Japan grew by nearly 80% in 2008/09. players said they would be willing to pay for the service. (SoURCe: tGDAiLy/BCn) AnnUAL hoUSehoLD inCoMe (SoURCe: AnALytiCA1St/CA MoBiLe/SPiRe) LESS THAN ¥1,999,999 10.2 ¥2,000,000-2,999,999 13.640 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 41
    • MALAySiA Entertainment reach in Malaysia stood at 71%, as of Just 0.6% of overall ad spend in Malaysia in 2009 was August 2009. spent on digital. (SoURCe: the eDGe/nieLSen) (SoURCe: CoMSCoRe) More than two fifths (41.9%) of online Malaysians visited a There are around 11.9 million social network users in news or information site in August 2009. Malaysia. Of those social network users, 9.4 million say (SoURCe.CoMSCoRe) they actively manage their SNS accounts. (SoURCe: UniVeRSAL MCCAnn) More than two thirds (70.1%) of search activity in Malaysia takes place on Google. More than one third (36%) of online Malaysians have (SoURCe: CoMSCoRe) arranged a first date via text. (SoURCe: SynoVAte) More than a third (35%) of online Malaysians said online marketing "significantly increased their interest in a brand". More than two-fifths (41.9%) of online Malaysians visited (SoURCe: DiGitAL MeDiA/tnS) news or information sites in August 2009. (SoURCe: CoMSCoRe) Malaysians are very receptive to online sponsored content, with 61% recalling seeing it in a survey. Malaysians averaged 83.1 searches per searcher in August (SoURCe: DiGitAL MeDiA/tnS) 2009. (SoURCe: CoMSCoRe) Malaysias top 10 Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) GOOGLE SITES 6,994 More than 2.6 million online Malaysians visited an online yAHOO! SITES 6,404 gaming site in 2009. They visited gaming sites on average MICROSOFT SITES 4,941 FACEBOOK 3,699 5.3 times a month in 2009. FRIENDSTER 2,927 (SoURCe: CoMSCoRe) WIKIMEDIA FOUNDATION SITES 2,085 AOL 1,636 Nearly two fifths (38.26%) of online Malaysians have FOX INTERACTIVE MEDIA 1,623 WORDPRESS 1,447 uploaded a video to a video sharing site. (SoURCe: UniVeRSAL MCCAnn) CBS INTERACTIVE 1,431 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At MALAySiA hoMe/WoRK LoCAtionS) how Long Malaysians Spend online Malaysias top 10 Gaming Sites of 2009 AVeRAGe tiMe SPent USinG inteRnet (000) % of USeRSKuala Lumpur LESS THAN 30 MINUTES 136 4.3 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) ONLINE GAMING 2,628 30 MINUTES-LESS THAN 1 HOUR 477 14.9 yAHOO! GAMES 511 1 HOUR-LESS THAN 2 HOURS 1,227 38.5 MINICLIP 282 2 HOURS-LESS THAN 3 HOURS 621 19.5 Y8 280 3 HOURS-LESS THAN 4 HOURS 244 7.6 TRAVIAN GAMES 240 35-44 12.1 4 HOURS-LESS THAN 5 HOURS 151 4.7 WILDTANGENT NETWORK 229 5 HOURS-LESS THAN 6 HOURS 84 2.6 ❚ DeMoGR APhiCS 45-54 4.7 6 HOURS-LESS THAN 7 HOURS 44 1.4 MSN GAMES 207 55+ 2.9 SPIL GAMES 181 FEMALE 7 HOURS OR MORE 208 6.5 NICKELODEON CASUAL GAMES 173 There are currently 16.9 million internet users in Malaysia. 15-24 17.6 (SoURCe : nieLSen MeDiA inDex MALAySiA; inDiViDUALS AGeD 15+ in PenninSULAR MALAySiA) EA ONLINE 168 (SoURCe: inteRnetWoRLDStAtS/MCMC) 25-34 11.9 NEXON 157 35-44 10.6 What Malaysians do online (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At MALAySiA hoMe/WoRK LoCAtionS) By 2012, Malaysias online population is expected to 45-54 4.1 feAtUReS USeD (000) % of USeRS 55+ 2.3 number 20.4 million people. StUDentS 33.5 EMAIL 2,777 87 Malaysias top 10 Retail Sites of 2009 INTERNET PHONE 349 10.9 (SoURCe: the eDGe/iDC) NON STUDENTS 66.5 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) DOWNLOAD SOFTWARE/FILE 1,019 31.9 EDUCATION RETAIL 3,335 GATHER INFO ABOUT PROD/SERVICE/COMPANy/RESEARCH 1,085 34 AMAZON SITES 783 Malaysia has an internet penetration rate of 65.7%. ELEMENTARy SCHOOL AND BELOW 2.6 PURCHASE PRODUCT/SERVICE 288 9 APPLE WORLDWIDE SITES 598 (SoURCe: APiRA) HIGH SCHOOL 31.5 FINANCIAL SERVICES 468 14.7 COLLEGE 30.9 ALIBABA.COM 488 INTERNATIONAL NEWS/CURRENT AFFAIRS 647 20.3 MASTERS AND ABOVE 35.1 DELL 352 LOCAL NEWS/CURRENT AFFAIRS 1,261 39.5 Malaysias household broadband penetration rate is MonthLy hoUSehoLD inCoMe READ ELECTRONIC MAGAZINE 187 5.9 HEWLETT PACKARD 194 yAHOO! SHOPPING 182 between 25-26%. LESS THAN RM1,000 8 LISTEN TO MUSIC 438 13.7 WARESEEKER 139 (SoURCe: the eDGe) RM1,001-3000 46.1 WATCH MOVIE/TV PROGRAMME 530 16.6 RM3,001-5,000 27.5 AMERICANGREETINGS PROPERTy 138 PLAy GAMES 939 29.4 MORE THAN RM5,000 18.4 KASPERSKY-LABS 80 USE ICQ/MESSAGING 1,793 56.2 By the end of 2010, household broadband penetration yeARS of inteRnet USAGe SAMSUNG GROUP 63 JOB HUNTING 213 6.7 rates are expected to reach 50%. LESS THAN 12 MONTHS 21.4 EDUCATION SERVICES 357 11.2 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At MALAySiA hoMe/WoRK LoCAtionS) (SoURCe: CoMMteCh ASiA/MiMoS) 1-3 yEARS 32.7 CLASSIFIED ADS 110 3.4 3-5 yEARS 18.9 PARTICIPATE IN AUCTION 113 3.5 Malaysias top 10 entertainment Sites of 2009 5 yEARS AND ABOVE 27 Malaysias internet user population grew at a rate of 357% TO BLOG/READ BLOG 888 27.8 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) (SoURCe: APiRA; CoMSCoRe) DOWNLOAD VIDEO/TV PROGRAMMES/MOVIES 505 15.8 ENTERTAINMENT 6,458 between 2000 and 2009. LISTEN TO LOCAL RADIO STATIONS 150 4.7 yOUTUBE 4,090 (SoURCe: inteRnetWoRLDStAtS) LISTEN TO INTERNATIONAL RADIO STATIONS 73 2.3 CBS INTERACTIVE 1,431 SOCIAL NETWORKING 1,096 34.3 AOL MUSIC 1,198 Malaysias internet Users 2009 USING SEARCH ENGINES 1,636 51.3 PPSTREAM 733 % of USeRS ❚ USeR BehAVioUR (SoURCe : nieLSen MeDiA inDex MALAySiA; inDiViDUALS AGeD 15+ in PenninSULAR MALAySiA) METACAFE 725 GenDeR REAL.COM NETWORK 675 VEVO 639 MALE 53.4 Malaysian internet users spent an average of 14.1 hours DIGITAL FIVE 626 FEMALE 44.6 online in 2009, the second lowest amount of time spent in VIACOM DIGITAL 622 AGe 15-24 38 the region (India was the lowest with 11 hours). ❚ onLine ADVeRtiSinG GORILLA NATION 575 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At MALAySiA hoMe/WoRK LoCAtionS 25-34 26 (SoURCe: CoMSCoRe) 35-44 23 Online ad spend in Malaysia in 2009 was estimated to 45-54 9 come to US$26 million and is forecast to reach $34 million 55+ 5 Malaysians spend an average 2.8 hours on entertainment AGe By GenDeR sites in August 2009. in 2010. By 2012, it should reach US$48 million. (SoURCe: ZenithoPtiMeDiA) MALE (SoURCe: CoMSCoRe) 15-24 20.1 25-34 13.6 42 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 43
    • trust in Media Channels in Malaysia top online Retail Subcategories in Malaysia Malaysians sent more than 1 billion SMS messages to each MeDiA ChAnneL % Who tRUSt the ChAnneL CoMPLeteLy ❚ e-CoMMeRCe CAteGoRy % ReACh other over two days during the 2009 Christmas period. RECOMMENDATIONS FROM FRIENDS AND FAMILy 47 RETAIL 35.8 (SoURCe: BMi/ACiSion) INDEPENDENT REVIEWS IN PUBLICATIONS 28 COMPARISON SHOPPING 6.1 MANUFACTURERS/BRANDS WEBSITES 25 Half of Malaysias online users – more than 8 million people BOOKS 10.8 CONSUMER OPINION IN BLOGS 22 – have bought something online. In 2010 that number is COMPUTER HARDWARE 10.4 Mobile phones are allowing Malaysians to "save face", with TV ADS 22 expected to increase to 8.9 million. CONSUMER ELECTRONICS 4.2 48% of respondents to a survey saying they preferred NEWSPAPER ADS 21 COMPUTER SOFTWARE 9.6 ADS THAT APPEAR ON SEARCH ENGINES 12 (SoURCe: MALAySiA CRUnCh/iDC) APPAREL 3.8 using their phones when they had to communicate negative BANNER ADS ON WEBSITES 12 HEALTH CARE 1.1 messages. ADS IN VIRTUAL WORLDS 6 By 2012, it is expected that 10.5 million Malaysians will be MALL 0.3 (SoURCe: SynoVAte) ADS IN VIDEO GAMES 7 shopping online, out of a projected online population of FRAGRANCES/COSMETICS 0.9 ADS VIA MOBILE SMS 7 RETAIL-MUSIC 1.6 (SoURCe: tnS/DiGitAL MeDiA) 18.9 million. RETAIL-FOOD 1.3 (SoURCe: MALAySiA CRUnCh/iDC) DEPARTMENT STORES 0.5 Malaysias top 10 Motivating Digital Brands TICKETS 0.5 ❚ CASe StUDy RAnK BRAnD Online retail has a reach of 35.8% in Malaysia, the lowest FLOWERS/GIFTS/GREETINGS 2.0 1 SONy reach in the region. JEWELRy/LUXURy GOODS/ACCESSORIES 0.8 Client: LOréal CONSUMER GOODS 0.3 2 AIRASIA (SoURCe: CoMSCoRe) SPORTS/OUTDOOR 1.0 Agency: Compass Interactive, Carat Media Services and 3 PIZZA HUT 4 NOKIA HOME FURNISHINGS 1.1 eyeblaster Malaysians are the least enthusiastic comparison shoppers TOYS 0.8 5 HONDA Campaign: Derma Genesis product launch. of the region, with just 6.1% of users having visited a (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009) 6 KFC 7 TM NET objective: To promote brand awareness of Derma comparison shopping site. 8 MCDONALDS (SoURCe: CoMSCoRe) Genesis, a new product line from LOréal designed to 9 MALAyAN BANKING revitalise and illuminate the skin. 10 CELCOM (SoURCe: tnS/DiGitAL MeDiA) The most popular online purchases for Malaysians are ❚ MoBiLe Strategy: Rather than "test the waters" with a minimum travel-related, with 82.2% of online shoppers saying this buy campaign, LOréal decided to pull out all the stops with how Malaysians Define Spam There are more than 30 million mobile phone subscribers is what they have bought online. This is followed by books Derma Genesis and teamed up with eyeblaster, MSN and Definition % of MALAySiAn ReSPonDentS in Malaysia, an increase of 9.6% on 2008. EMAILS THAT INTEND TO TRICK ME INTO OPENING THEM 76 (69.4% of shoppers); general consumer goods (59.4%) (SoURCe: RePoRt LinKeR) Carat Media in Malaysia. Free samples, a video contest ANy EMAIL I RECEIVE THAT I DID NOT ASK FOR OR SUBSCRIBE TO 72 and movie tickets (57.3%). and interactive product information were made available to EMAILERS FROM SENDERS WHO ARE UNKNOWN TO ME 64 (SoURCe: MALAySiA CRUnCh/iDC) Malaysias mobile penetration rate is now at 107%. connect consumers to the full Derma Genesis product line. ANy EMAIL I RECEIVE THAT I DONT WANT, REGARDLESS OF WHETHER I SUBSCRIBED 51 (SoURCe: LiGhtReADinG/PyRAMiD ReSeARCh) EMAILS FROM COMPANIES I HAVE A RELATIONSHIP WITH OFFLINE, Details: The campaign utilised a premium brand format Around 8% of Malaysians use online banking. BUT TO WHOM I NEVER GAVE PERMISSION TO CONTACT ME VIA EMAIL 50 (SoURCe: the eDGe/nieLSen) By 2013, Malaysias mobile penetration rate is expected to – the MSN Homepage skinner. The presence of the brand ALL EMAILS THAT ARE FILTERED INTO THE JUNK MAILBOX 50 EMAILS OF AN OFFENSIVE SUBJECT MATTER 49 rise to 123.2%. clearly caught the attention of MSN Homepage and of ANy EMAIL SENT TO ME FROM A SENDER WHO IS NOT ON My ADDRESS One of the reasons why online banking has not yet taken (SoURCe: BMi) Windows Live Hotmail visitors, with LOréal spokesmodel BOOK OR APPROVED SENDER LIST 42 off in Malaysia could be this: more than half (59%) of Penelope Cruz prominently featured on the home page. AN EMAIL FROM A COMPANy I MAy HAVE GIVEN PERMISSION TO SEND ME MAIL AT ONE TIME, BUT THAT I NO LONGER WISH TO RECEIVE 39 respondents to a survey said they didnt see the need for Malaysia has around 3.73 million 3G subscribers, Highlights of the campaign included: An auto initiated EMAILS FROM A COMPANy I HAVE DONE BUSINESS WITH BUT THAT COME TOO FREQUENTLy 36 it. Nearly one quarter (24%) meanwhile simply dont see representing 12.4% of the mobile market. skinner, which branded the users browser and created ANy EMAIL THAT TRIES TO SELL ME A PRODUCT OR SERVICE, EVEN IF I KNOW THE SENDER 20 (SoURCe: MiDA/BMi) (SoURCe: ePSiLon inteRnAtionAL) themselves as web savvy enough to take online banking a full LOréal environment; information on the range of on. By the end of 2009, there were 2.62 million mobile products was cleverly placed to maintain the look and feel Why Malaysians open Permission-Based emails (SoURCe: the eDGe/nieLSen) broadband subscribers in Malaysia. By 2014, there are of the brand while targeting the online audience suitable tyPe of SUBjeCt % of MALAySiAn Line Content ReSPonDentS expected to be around 8 million of them, representing a for LOréal Derma Genesis; a DISCOUNT OFFER 74 The entire Malaysian economy pretty much depends on FREE PRODUCT OFFER 71 penetration rate of 27%. broadcast of the LOréal TV SMEs, making up 99% of Malaysian businesses – but only CONTAINS FAMILIAR BRAND NAME 55 (SoURCe: RePoRt LinKeR) commercial in the banner and NEW PRODUCT ANNOUNCEMENT 53 6% of them have any kind of e-commerce presence. BREAKING INFO/NEWS 50 (SoURCe: the StAR) an opportunity to gain a free FREE SHIPPING OFFER 49 Mobile advertising revenues are expected to reach RM175.5 sample for users using data CONTAINS RECENT PURCHASE INFO 39 Nearly two fifths (38.2%) of online Malaysians have bought million by 2012. capture. LIMITED TIME OFFER 31 (SoURCe: SKMM) CONTAINS My NAME 29 something because it was discussed with or recommended Results: The campaign OTHER 14 by an online friend. Malaysians are pretty receptive to mobile advertising, with genetrated the following (SoURCe: ePSiLon inteRnAtionAL) (SoURCe: BRitiSh CoUnCiL) 24% recalling mobile campaigns in a survey. response: What Stops Malaysians Responding to email offers Malaysias online Shoppers by Age (SoURCe: DiGitAL MeDiA/tnS) - The campaign reached nearly ReASon % of USeRS AGe % of onLine ShoPPeRS 460,000 users, targeting users SECURITy 68 21 OR BELOW 4.9 Malaysian mobile internet users generated on average 322 who are more affluent and OFFERS NOT ATTRACTIVE ENOUGH 57 21-25 14.5 mobile page views per user in 2009, a 280.7% increase on who regularly visit the MSN EMAILS TOO SHORT 50 26-30 19.7 COST – CAN DO BETTER OFFLINE 47 31-35 18.7 2008. Homepage as well as the (SoURCe: oPeRA) EMAILS TOO LONG 44 36-40 16.5 NOT PERSONALISED 36 41-45 8.8 audience of 25-34 year old LACK OF HUMAN INTERACTION 30 46-50 10.6 The prevalence of the pre-paid mobile phone culture females who use Windows Live NONE OF THE ABOVE 6 (SoURCe: ePSiLon inteRnAtionAL) 46-50 (SoURCe: MALAySiA CRUnCh/iDC) 6.4 (79% of mobile users) continues to drive ARPUs down in Hotmail. Malaysia. By 2013 they are predicted to drop to RM44.95, - The dwell time of users was Why Malaysians Unsubscribe from emails What Malaysians are Buying online down from RM56.82 in 2008. recorded as up to nearly three ReASon % of MALAySiAn ReSPonDentS PRoDUCt/SeRViCe % of inteRnet USeRS (SoURCe: RePoRt LinKeR) full minutes on the MSN Homepage and two minutes on IRRELEVANT CONTENT 71 TRAVEL 82.21 RECEIVE TOO FREQUENTLy 61 the Hotmail banners. BOOKS 69.40 Ringback tones account for approximately 90% of digital THINK ADDRESS BEING SHARED/SOLD 39 GENERAL CONSUMER GOODS 59.43 - The campaign attracted 1,801,638 impressions, reaching PRIVACy CONCERNS 34 music revenues in Malaysia. Ringbacks are the only legal MOVIE TICKETS 57.30 each user an average of 3.96 times each. DONT RECALL SIGNING UP 31 TECHNOLOGy GADGETS 54.45 downloadable music format available to Malaysian mobile (SoURCe: ePSiLon inteRnAtionAL) COMPUTERS 48.04 - 53,433 online video views of TV commercial. subscribers. CDS 46.62 (SoURCe: MiDA) - More than 52% of the videos were viewed fully. DVDS 44.84 JEWELLERy/WATCHES 43.42 - Using free samples as a means to collect contact (SoURCe: MALAySiA CRUnCh/iDC) Malaysians sent each other a total of 6.37 billion SMS data, the campaign provided 825 quality leads of future messages in 2009 – and 9.54 million MMS messages. customers who clearly expressed interest in their product. (SoURCe: MiDA)44 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 45
    • neW ZeALAnD ❚ USeR BehAVioUR New Zealanders spent an average of 86.2 minutes a month per visitor on online gaming sites in 2009. (SoURCe: CoMSCoRe) Nearly half (48%) of online Kiwis are social network users. (SoURCe: WiPnZ) how Long new Zealanders Spend online tiMe SPent onLine PeR WeeK totAL USeRS % of USeRS ZERO 288 9.8 Entertainment reach in New Zealand stood at 70.1%, as of 1-15 MINUTES 56 1.9 August 2009. 16-30 MINUTES 143 4.8 (SoURCe: CoMSCoRe) 31 MINUTES-1 HOUR 242 8.2 1 HOUR 1 MINUTE-2 HOURS 317 10.8 On average, internet users in New Zealand spend 15.4 2 HOURS 1 MINUTE-4 HOURS 419 14.3 4 HOURS 1 MINUTE-7 HOURS 474 16.1 hours a week online. 7 HOURS 1 MINUTE OR MORE 987 33.6 (SoURCe: CoMSCoRe) DONT KNOW 3 0.1 NOT USED INTERNET IN LAST 4 WEEKS 0 0 One fifth of New Zealands internet users spend at least 20 (SoURCe: nieLSen MeDiA PAnoRAMA q1-q4 2009) hours a week online. (SoURCe: WiPnZ) What new Zealanders do online ACtiVity in PASt Month totAL USeRS % of (000) USeRS New Zealands internet users spent more than 28.3 billion SENT/RECEIVED EMAIL 2364 80.4 minutes online in 2009 between them. Kiwis dont tend to PLAy INDIVIDUAL/MULTI PLAyER GAMES 687 23.4 ONLINE GAMBLING EG. POKER, SPORTS 73 2.5 spend as much time online as the average user in Asia, DOWNLOADED SOFTWARE 477 16.2 averaging 926.1 monthly minutes per visitor, compared to LISTENED TO MUSIC 736 25 the regional average of 1,008.4 minutes. LISTENED TO RADIO STATIONS 242 8.2 (SoURCe: CoMSCoRe) DOWNLOADED MUSIC 463 15.8 WATCHED TV/MOVIES 453 15.4 INTERNET BANKING 1597 54.3 TV is viewed as more of an entertainment medium than ENTERED ONLINE COMPETITION 364 12.4 the internet in New Zealand. More than half (56%) of Kiwis GENERAL SURFING 1883 64.1 READ NZ ELECTRONIC NEWSPAPER 769 26.2 rate TV as an important source of entertainment while 35% READ INTERNATIONAL ELECTRONIC NEWSPAPER 404 13.8 currently say the same about the internet. ACCESSED INFO ON PRODUCTS/SERVICES 1302 44.3 (SoURCe: WiPnZ) ACCESSED NEWS/CURRENT AFFAIRS 799 27.2 ACCESSED INFO ON SPORTS 574 19.5Lake Matheson, Mount Cook and Mount Tasman ACCESSED INFO ON TRAVEL 63 22.6 While just over a third of online Kiwis view the internet ACCESSED INFO ON ENTERTAINMENT 802 27.3 as an important source of entertainment, a sizeable 83% ACCESSED INFO ON FINANCE/LOANS/MORTGAGES 316 10.7 of them spend time on entertainment-related browsing at ACCESSED TELECOM yELLOW PAGES 428 14.6 ACCESSED TELECOM WHITE PAGES 534 18.2 new Zealands internet Users least once a week. ❚ DeMoGR APhiCS totAL USeRS (000) % of USeRS (SoURCe: WiPnZ) ACCESS STREET DIRECTORy EG WISES 507 17.2 VISITED NZ ONLINE SHOPPING SITE 851 29 GenDeR VISITED OVERSEAS ONLINE SHOPPING SITE 373 12.7 New Zealand currently has 3.5 million internet users, MALE 1,381 48.6 Online entertainment has a reach of 70.1% in New EDUCATION RESEARCH 569 19.4 FEMALE 1,458 51.4 representing a penetration rate of 83%. AGe Zealand. GENERAL RESEARCH EG HEALTH 676 23 (SoURCe: inteRnetWoRLDStAtS) INSTANT MESSAGING 861 29.3 10-19 554 19.5 (SoURCe: CoMSCoRe) JOINED CHAT/DISCUSSION GROUPS 272 9.3 20-29 497 17.5 PARTICIPATED IN ONLINE AUCTION 537 18.3 There are more than 1.13 million broadband internet 30-39 498 17.6 Online entertainment has yet to capture the imagination PAID A BILL 1181 40.2 40-49 525 18.5 subscribers in New Zealand. 50-59 390 13.8 of New Zealanders on a daily basis however, with just DOWNLOADED PODCASTS 107 3.7 (SoURCe: StAtiStiCS neW ZeALAnD) MADE TELEPHONE CALL (VOIP) 207 7.1 60-74 315 11.1 10% of users downloading or watching videos daily; 11% SEARCHED FOR JOBS ONLINE 536 18.3 75+ 60 2.1 New Zealands internet user universe grew 321.7% hoUSehoLD inCoMe downloading or listening to music daily; and 13% playing SEARCHED FOR PROPERTIES ONLINE 456 15.5 SEARCHED FOR VEHICLES ONLINE 359 12.2 between 2000 and 2009. UP TO $20,000 104 3.6 online games daily. READ NZ ELECTRONIC MAGAZINE 152 5.2 $20,000-$30,000 129 4.5 (SoURCe: WiPnZ) (SoURCe: inteRnetWoRLDStAtS) READ INTERNATIONAL ELECTRONIC MAGAZINE 152 5.2 $30,000-$40,000 193 6.8 SUBSCRIBED TO DIGITAL COPy OF MAGAZINE 51 1.7 $40,000-$60,000 394 13.9 New Zealand was ranked eighth in the world by levels of $60,000-$80,000 366 12.9 Nearly two thirds (63%) of online New Zealanders go SUBSCRIBED TO DIGITAL COPy OF NEWSPAPER 25 0.9 OTHER 186 6.3 internet usage in early 2009. $80,000-$100,000 329 11.6 online at least once a week for news and information. A READ A BLOG 465 15.8 (SoURCe: inteRnetWoRLDStAtS) $100,000-$120,000 264 9.3 similar proportion (65%) view the internet as an important POSTED A BLOG 169 5.8 $120,000-$250,000 355 12.5 $250,000+ 63 2.2 source of information – more so than TV (55% of users), UPLOADED CONTENT TO WEBSITES 421 14.3 Nearly a third of New Zealands internet users (31.7%) REFUSED/NOT SPECIFIED 172 6.1 newspapers (53%) or radio (44%). NOT SPECIFIED (SoURCe: nieLSen MeDiA PAnoRAMA q1-q4 2009) 154 5.2 have an annual household income greater than DONT KNOW 470 16.6 (SoURCe: WiPnZ) (SoURCe: nieLSen MeDiA PAnoRAMA q1-q4 2009) NZ$100,000. (SoURCe: iAB nZ/nieLSen) More than half of online Kiwis (55%) use online banking. new Zealands internet Subscribers by Connection ❚ onLine ADVeRtiSinG (SoURCe: WiPnZ) nUMBeR of SUBSCRiBeRS The more you earn, the more likely you are to be ConneCtion tyPe a broadband user – 69% of those earning between Nearly two thirds (64%) of online New Zealanders have DIGITAL SUBSCRIBER LINE 873,500 Online ad spend in New Zealand came to NZ$213.89 million NZ$25,000 and NZ$40,000 are, while 90% of those earning CELLULAR, CABLE, AND SATELLITE 219,500 bought something online. More than two fifths (41%) have WIRELESS 36,000 in 2009, a 10.8% increase on 2008 (NZ$193.15 million). NZ$65,000 or more are also home broadband customers. sold something online. (SoURCe: iAB nZ) FIBRE OPTIC 2,200 (SoURCe: WiPnZ) (SoURCe: WiPnZ) TOTAL NON-ANALOG SUBSCRIBERS 1,131,000 DoWnLoAD SPeeD Online now represents 10.5% of overall ad spending in More than three quarters (76%) of households earning LESS THAN 256KBPS 434,000 More than half of New Zealands internet-using city dwellers New Zealand. NZ$100,000 or more rate the internet as important BRoADBAnD (53%) are members of a social networking site, compared (SoURCe: iAB nZ) 256KBPS TO LESS THAN 512KBPS 89,000 compared to 42% of households earning less than $25,000. 512KBPS TO LESS THAN 1.5MBPS – to less than a third (31%) of rural dwellers. (SoURCe: WiPnZ) 1.5MBPS TO LESS THAN 24MBPS 911,000 (SoURCe: WiPnZ) Despite a 12% decline in overall ad spend, online spend 24MBPS TO LESS THAN 100MBPS – actually grew by 10.8% in 2009. Online was the only media The highest earners are also more likely to see the loss of 100MBPS OR GREATER 700 Just over a third (34.1%) of New Zealands internet users BROADBAND TOTAL 1,131,000 category in New Zealand to see any increase in spend last the internet as a problem, with 75% of households earning are online gamers. Gamers on average visited gaming sites TOTAL 1,565,000 year. NZ$100,000 or more saying this was the case. (SoURCe: StAtiStiCS neW ZeALAnD) 7.7 times a month in 2009. (SoURCe: iAB nZ) (SoURCe: CoMSCoRe) (SoURCe: WiPnZ) 46 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 47
    • Online ad spend in New Zealand is forecast to reach new Zealands top 10 Retail Sites of 2009 The most prolific online shoppers in New Zealand are aged Nearly two thirds (65%) of online New Zealanders send US$251 million in 2010 – and US$349 million by 2012. 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) between 25 and 44 years old, with 56% of this age group SMS messages every week or more. RETAIL 1,282 (SoURCe: ZenithoPtiMeDiA) AMAZON SITES 404 having bought something online in the past year. (SoURCe: WiPnZ) (SoURCe: StAtiStiCS neW ZeALAnD) APPLE WORLDWIDE SITES 296 There were 2,242 online advertisers in New Zealand in 1-DAy.CO.NZ 131 The mobile internet has yet to take off in a real way in 2009, 15.30% more than in 2008. THEWAREHOUSE.CO.NZ 128 More than a third (35%) of New Zealands online shoppers New Zealand. Just 6% of those who do access the internet WOOLWORTHS 112 (SoURCe: iAB nZ/nieLSen) SHOPPING.COM SITES 111 made six or more online purchases in the past year. via their mobiles spend between one and four hours on the NOELLEEMING.CO.NZ 67 (SoURCe: GeeKZone/nieLSen) mobile internet a week. More than 80% of internet users The country hosted 8,517 online ad campaigns in 2009, HEWLETT PACKARD 67 spend no time on the mobile internet at all. just 1.20% more than in 2008. There was a sharper TICKETEK 62 Online retail has a reach of 51.4% in New Zealand. (SoURCe: WiPnZ) MIGHTyAPE.CO.NZ 57 increase in the number of banners deployed, with 15.40% (SoURCe: CoMSCoRe) (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At neW ZeALAnD hoMe/WoRK more in 2009 (21,235 banners) than in 2008 (18,406). LoCAtionS) (SoURCe: iAB nZ/nieLSen) New Zealanders, like many of their peers across the region, new Zealands top 10 entertainment Sites of 2009 are yet to embrace comparison shopping, with just 13.7% ❚ CASe StUDy Search and directories ad spend grew at a rate of 31.64% 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) of users having visited a comparison shopping site. ENTERTAINMENT 1,768 in 2009 to reach NZ$78.16 million. Search and directories yOUTUBE 1,130 (SoURCe: CoMSCoRe) Client: MSN NZ now account for 37% of all online ad spend in the country. ITUNES SOFTWARE (APP) 549 Agency: MSN NZ That being said, online shoppers in New Zealand have (SoURCe: iAB nZ) CBS INTERACTIVE 483 Campaign: Recipe Finder VIACOM DIGITAL 316 become more appreciative of the ability to compare prices TVNZ SITES 311 objective: When MSN launched Recipe Finder, the Display ad spend grew at a rate of 7.67% to reach of products and services over the internet, with 61% of VEVO 304 definitive online cooking bible, it considered two broad NZ$64.30 million in 2009, representing 30% of all online IMDB 220 internet users saying they find this easier to do online. approaches. One was slow burn, peppering the MSN ad spend in New Zealand. (SoURCe: GeeKZone/nieLSen) BREAK MEDIA NETWORK 216 (SoURCe: iAB nZ) GORILLA NATION 208 website with targeted banners to build recognition and UGO ENTERTAINMENT 187 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At neW ZeALAnD hoMe/WoRK Nearly half of online New Zealanders (49%) say they find awareness over time. The other was what mights be Spend on online classifieds fell in 2009 to NZ$71.43 LoCAtionS) online shopping more convenient. termed a big bang firing a concentrated blast to grab million (down from NZ$75.32 million in 2008), reflecting a (SoURCe: GeeKZone/nieLSen) attention and prompt clickthrough. new Zealands top online Advertisers in 2009 stagnant jobs marketplace. Spend on classifieds represent In weighing up its options, MSN decided brand launch was ADVeRtiSeR onLine AD SPenD in 2009 (nZ$000) More than 90% of online shoppers in New Zealand say they 33% of all online ad spend in New Zealand. TELECOM 6,782 best supported by a strongly visual platform with sufficient AIR NEW ZEALAND 3,499 are generally happy with their online shopping experiences, presence to arrest attention and draw people away from (SoURCe: iAB nZ) HOUSE OF TRAVEL HOLDINGS 1,280 according to one survey. EXPEDIA NZ 1,143 the immediate content to the new offering. In the very Kiwis made 113.8 searches per searcher in August 2009. (SoURCe: MASteRCARD) (SoURCe: CoMSCoRe) SEEK EMPLOyMENT 1,064 sense of the word, advertising had to interrupt, though TOyOTA (NZ) 1,012 Products new Zealanders Research, Compare without causing irritation, enticing people to click and look. JOHNSON & JOHNSON NZ 987 A sizeable 80.5% of all search activity in New Zealand VODAFONE NEW ZEALAND 943 or Buy online Strategy: Homepage Takeover advertising using an takes place on Google. SKy NETWORK TELEVISION 903 PRoDUCt % of onLine ShoPPeRS 2009 AIRLINE TICKETS 51.1 expandable full-page OTP (over the page) format. An (SoURCe: CoMSCoRe) BANK OF NEW ZEALAND 809 WESTPAC BANK 634 BOOKS/MAGAZINES 30.6 expandable homepage billboard, capped at two 10-second EMIRATES AIRLINES 628 ENTERTAINMENT (CONCERTS, TICKETS) 28.2 exposures per browsers, with a 300x250 island reminder new Zealands top 10 Sites of 2009 MASTERCARD INTERNATIONAL 603 CLOTHING/SHOES/ACCESSORIES 26.8 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) KIWIBANK 599 TRAVEL-RELATED SERVICES (HOTEL/CAR HIRE) 23.8 follow-on. GOOGLE SITES 2,064 NZ LOTTERIES COMMISSION 588 COMPUTER HARDWARE 13.4 MICROSOFT SITES 1,749 VISA NZ 542 MUSIC CD/VIDEO/DVD 13.0 FAIRFAX MEDIA 1,375 RETIREMENT COMMISSION 528 HEALTH & BEAUTy 12.4 yAHOO! SITES 1,255 MCDONALDS SySTEM OF NZ 505 MOVIE DVDS/VIDEO (NOT DOWNLOADED) 11.8 FACEBOOK 1,132 TELEVISION NEW ZEALAND 455 COMPUTER SOFTWARE (NOT DOWNLOADED) 10.3 AOL 1,045 COCA-COLA OCEANIA 419 (SoURCe: the nieLSen CoMPAny) WIKIMEDIA FOUNDATION SITES 725 (SoURCe: nieLSen MeDiA ReSeARCh ADVeRtiSinG infoRMAtion SeRViCeS 2010) APPLE 653 top online Retail Subcategories in new Zealand CBS INTERACTIVE 483 ANZ BANKING GROUP 428 new Zealand online Display Ad Spend by industry CAteGoRy % ReACh (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At neW ZeALAnD hoMe/WoRK inDUStRy CAteGoRy 2009 2009 2008 2008 RETAIL 51.4 LoCAtionS) % of SPenD nZ$ MiLLion % of SPenD nZ$ MiLLion COMPARISON SHOPPING 13.7 INVESTMENT, FINANCE AND BANKING 14 9.07 14 8.10 BOOKS 19.1 COMPUTER HARDWARE 15.6 new Zealands top 10 Gaming Sites of 2009 TRAVEL & ACCOMMODATION 13 8.70 14 8.00 CONSUMER ELECTRONICS 9.1 GOVERNMENT DEPARTMENTS 12 7.76 12 7.13 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) TELECOMMUNICATION 10 6.59 12 7.05 COMPUTER SOFTWARE 11.3 ONLINE GAMING 869 LEISURE, ENTERTAINMENT & MEDIA 8 5.48 10 5.70 APPAREL 10.1 WILDTANGENT NETWORK 216 AUTOMOTIVE 8 4.90 8 4.69 HEALTH CARE 2.2 MINICLIP 184 FOOD & BEVERAGE 7 4.32 6 3.25 MALL 1.0 NICKELODEON CASUAL GAMES 124 RETAIL 5 3.00 3 1.89 FRAGRANCES/COSMETICS 2.3 MSN GAMES 91 HEALTHy, BEAUTy & PHARMACEUTICALS 5 2.96 4 2.26 RETAIL-MUSIC 3.5 DISNEy GAMES 80 OTHER 4 2.61 3 1.80 RETAIL-FOOD 4.0 EA ONLINE 71 BUSINESS SERVICES & OFFICE PRODUCTS 4 2.93 5 2.81 DEPARTMENT STORES 2.3 SPIL GAMES 58 COMPUTERS 4 2.67 4 2.52 TICKETS 4.4 UNIVERSAL MULTIPLAyER GAME ENTERTAINMENT 57 INSURANCE 3 1.67 2 1.26 FLOWERS/GIFTS/GREETINGS 3.9 BIG FISH GAMES SITES 48 HOME & GARDEN 2 1.18 2 0.90 JEWELLERy/LUXURy GOODS/ACCESSORIES 1.7 FREEONLINEGAMES 45 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At neW ZeALAnD hoMe/WoRK REAL ESTATE 1 0.47 1 0.78 CONSUMER GOODS 1.5 Details: Launch was a single day event, with advertising (SoURCe: iAB nZ/PWC) SPORTS/OUTDOOR 3.4 LoCAtionS) HOME FURNISHINGS 1.2 clickthrough transferring browsers to Recipe Finder. The TOyS 1.9 intrusive nature of the format dictates shortened exposure. Launched from MSN content, OTP advertising is first vetted (SoURCe: CoMSCoReWoRLD MetRix, AUGUSt 2009) ❚ e-CoMMeRCe and approved by MSN content managers. Results: The campaign generated the following response: There are now around 1.5 million Kiwis who shop online. ❚ MoBiLe - The one-day promotion attracted 0.9% clickthrough. (SoURCe: SCooP/nieLSen) - Launch day captured approximately 4,000 unique Around 13.4% of New Zealands internet users access the browsers accounting for 18,000-plus page views. In the last quarter of 2009, more than 40% of New internet via their mobile phones. - Five weeks on page views increased 69% and unique Zealanders aged 15 or over have bought something online (SoURCe: iAB nZ/nieLSen) in the past year. daily visitors hover between 1,000 and 2,000. (SoURCe: StAtiStiCS neW ZeALAnD)48 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 49
    • the PhiLiPPineS What filipinos did online in 2009, by Gender feAtUReS eVeR USeD totAL % of MALeS feMALeS how Long filipinos Spent online in 2009, by Age TiMe SPent 10-19 AGe of inteRnet USeRS on inteRnet 20-29 30-39 40+ (000) (000) % (000) % NEWSPAPER/NEWS 656 1.82 416 2.34 240 1.32 (000) % (000) % (000) % (000) % EMPLOyMENT OPPORTUNITIES 676 1.88 384 2.16 292 1.61 At hoMe in PASt Month WEATHER FORECAST 306 0.85 195 1.1 111 0.61 LESS THAN 5 HOURS 318 3.35 299 3.69 355 5.05 235 2.07 TRAVEL 165 0.46 58 0.33 107 0.59 5-9 HOURS 160 1.69 108 1.33 77 1.1 111 0.98 DOWNLOADING MUSIC 1,671 4.65 943 5.3 728 4.01 10-19 HOURS 234 2.47 189 2.33 113 1.61 57 0.5 DOWNLOADS-GAMES 2,211 6.15 1,339 7.52 872 4.8 20+ HOURS 505 5.32 380 4.69 212 3.02 104 0.92 DOWNLOADS-VIDEOS 1,292 3.59 700 3.93 592 3.26 eLSeWheRe in PASt Month DOWNLOADS-FILES/SOFTWARE 772 2.15 412 2.31 361 1.99 LESS THAN 5 HOURS 2,427 25.59 1,324 16.35 467 6.65 221 1.95 DOWNLOADS-PICTURES 1,828 5.08 867 4.87 961 5.29 5-9 HOURS 691 7.29 431 5.32 165 2.35 206 1.82 SPORTS 879 2.44 702 3.94 177 0.98 10-19 HOURS 413 4.35 371 4.58 181 2.58 31 0.27 ACADEMIC STUDy/RESEARCH 2,526 7.03 1,376 7.73 1,149 6.33 20+ HOURS 757 7.98 532 6.57 165 2.35 45 0.4 (SoURCe: nieLSen MeDiA inDex PhiLiPPineS; ALL ReSPonDentS) PERSONAL RESEARCH/ GENERAL BROWSING 2,628 7.31 1,248 7.01 1,381 7.61 USING EMAIL 5,334 14.83 2,578 14.48 2,756 15.18 ONLINE BANKING 253 0.7 117 0.66 136 0.75 CHATTING 4,946 13.76 2,337 13.13 2,609 14.37 PLAyING GAMES (ONLINE) 4,369 12.15 2,921 16.41 1,448 7.98 ❚ onLine ADVeRtiSinG BUSINESS INFORMATION 512 1.42 274 1.54 238 1.31 HEALTH INFORMATION 882 2.45 354 1.99 528 2.91 Online ad spend is estimated to take up just 1% of the CINEMA LISTINGS/EVENTS GUIDE 222 0.62 126 0.71 96 0.53 LISTENING TO ONLINE RADIO 978 2.72 506 2.84 472 2.6 Philippines US$3 billion ad market. (SoURCe: CoMPUteRWoRLD PhiLiPPineS/iMMAP) INTERNET PHONE 349 0.97 178 1 172 0.95 INTERNET FAX 102 0.28 63 0.35 39 0.21 VIDEO CONFERENCING 637 1.77 276 1.55 360 1.98 The Philippines is ranked eighth in the world in terms of SOCIAL NETWORKING 6,324 17.59 3,168 17.79 3,156 17.39 the countries with the highest number of Facebook users. BLOGS/ONLINE JOURNAL 989 2.75 544 3.06 444 2.45 OTHERS 786 2.19 416 2.34 370 2.04 The country has more than 10.64 million Facebook users. (SoURCe: teChCRUnChieS/WeBSite MonitoRinG) NO 957 2.66 441 2.48 517 2.85 CANT REMEMBER 1 0 1 0.01 – – USED THE INTERNET Filipinos are twice as likely to click on online banners OVER 12 MONTHS AGO 3,501 9.74 1,819 10.22 1,681 9.26 NEVER USED THE INTERNET 20,652 57.44 9,858 55.37 10,794 59.47 advertising mobile phones than they are the ones (SoURCe: nieLSen MeDiA inDex PhiLiPPineS; ALL ReSPonDentS) advertising cars. (SoURCe: teChCRUnChieS/yAhoo!) What filipinos did online in 2009, by Age Boats at Boracay beach feAtUReS USeD AGe of inteRnet USeRS Friendster owes much of its success to the Philippines. 10-19 20-29 30-39 40+ (000) % (000) % (000) % (000) % More than 12 million Filipinos are active Friendster users NEWSPAPER/NEWS 169 1.78 249 3.07 166 2.36 72 0.63 every month. EMPLOyMENT OPPORTUNITIES 72 0.76 318 3.93 231 3.29 55 0.48 (SoURCe: thoMAS CRAMPton/fRienDSteR) WEATHER FORECAST 26 0.27 136 1.68 117 1.67 27 0.24 ❚ DeMoGR APhiCS ❚ USeR BehAVioUR TRAVEL 17 0.18 46 0.57 70 1 32 0.28 In a global survey, online Filipinos ranked fourth in terms DOWNLOADING MUSIC 756 7.97 652 8.05 228 3.25 35 0.31 DOWNLOADS-GAMES 1,090 11.49 764 9.43 317 4.51 40 0.35 of showing the most trust in search engines as a paid There are now 24 million internet users in the Philippines, Entertainment reach in the Philippines stood at 78.2% as DOWNLOADS-VIDEOS 578 6.09 470 5.8 225 3.2 18 0.16 avertising channel, with 56% showing the most trust in representing a penetration rate of 24.5%. of August 2009, with Filipino internet users spending an DOWNLOADS-FILES/SOFTWARE 277 2.92 304 3.75 143 2.04 48 0.42 DOWNLOADS-PICTURES 696 7.34 735 9.08 328 4.67 69 0.61 them. (SoURCe: inteRnetWoRLDStAtS) average of 2.5 hours online on entertainment. SPORTS 379 4 268 3.31 183 2.6 48 0.42 (SoURCe: the nieLSen CoMPAny) (SoURCe: CoMSCoRe) ACADEMIC STUDy/RESEARCH 1,474 15.54 723 8.93 198 2.82 130 1.15 Broadband penetration is low in the Philippines, at just 5%. GENERAL BROWSING 967 10.2 920 11.36 504 7.17 238 2.1 In the same survey, online Filipinos ranked fifth in terms (SoURCe: AfP/StRAteGy AnALytiCS) A sizeable 87% of Filipino unique internet users are social USING EMAIL 1,836 19.36 1,895 23.4 959 13.65 644 5.68 ONLINE BANKING 42 0.44 136 1.68 53 0.75 22 0.19 of showing the most trust in online video ads as a paid network users, representing 3.92 million people. There were expected to be around 2 million broadband (SoURCe: CoMSCoRe) CHATTING 1,923 20.27 1,736 21.44 868 12.35 419 3.69 avertising channel, with 53% showing the most trust in PLAyING GAMES (ONLINE) 2,671 28.16 1,292 15.95 276 3.93 131 1.15 users in the Philippines by the end of 2009. BUSINESS INFORMATION 48 0.51 136 1.68 209 2.97 119 1.05 them. (SoURCe: inqUiReR) Internet users in the Philippines spent an average of 17.8 HEALTH INFORMATION 204 2.15 271 3.35 232 3.3 175 1.54 (SoURCe: the nieLSen CoMPAny) CINEMA LISTINGS/EVENTS GUIDE 71 0.75 96 1.19 47 0.67 9 0.08 hours online in August 2009. The number of internet users in the Philippines grew at a (SoURCe: CoMSCoRe) LISTENING TO ONLINE RADIO 524 5.52 308 3.8 128 1.82 18 0.16 the Philippines top 10 Sites of 2009 INTERNET PHONE 135 1.42 76 0.94 108 1.54 30 0.26 rate of 1,100% between 2000 and 2009. INTERNET FAX 26 0.27 21 0.26 36 0.51 18 0.16 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) yAHOO! SITES 4,278 (SoURCe: CiMiGo/inteRnetWoRLDStAtS) More than two fifths of online users in the Philippines VIDEO CONFERENCING 248 2.61 249 3.07 80 1.14 60 0.53 GOOGLE SITES 3,773 (42.8%) go online for news or information. SOCIAL NETWORKING 3,120 32.89 2,217 27.38 759 10.8 228 2.01 FACEBOOK 3,514 Fixed broadband service revenues are expected to grow at (SoURCe: CoMSCoRe) BLOGS/ONLINE JOURNAL 438 4.62 367 4.53 153 2.18 31 0.27 FRIENDSTER 2,892 a CAGR of 16.2% in 2010. OTHERS 417 4.4 232 2.86 67 0.95 69 0.61 MICROSOFT SITES 1,538 NO 445 4.69 345 4.26 87 1.24 81 0.71 WIKIMEDIA FOUNDATION SITES 1,494 (SoURCe: PyRAMiD ReSeARCh) Pretty much all online Filipinos (98%) have watched video USED THE INTERNET ASK NETWORK 1,137 online. More than two thirds (67.61%) of them have OVER 12 MONTHS AGO 894 9.43 991 12.24 682 9.71 934 8.23 MULTIPLy 915 the Philippines internet Users 2009 NEVER USED THE INTERNET 3145 33.16 3381 41.75 4,708 67.01 9,419 83.02 AOL 914 totAL USeRS (000) % of USeRS uploaded a video to a sharing site. (SoURCe: nieLSen MeDiA inDex PhiLiPPineS; ALL ReSPonDentS) (SoURCe: UniVeRSAL MCCAnn) THE MOZILLA ORGANISATION 895 GenDeR (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At PhiLiPPineS hoMe/WoRK LoCAtionS) MALE 6,127 34.41 how Long filipinos Spent online in 2009, by Gender FEMALE 5,676 31.27 Only 21% of online Filipinos would fail to cope without the tiMe SPent GenDeR of inteRnet USeRS AGe internet, according to one survey. on inteRnet totAL % of MALeS feMALeS the Philippines top 10 Gaming Sites of 2009 10-19 5,447 57.43 (000) USeRS (000) % (000) % 20-29 3,727 46.02 (SoURCe: BBC) 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) At hoMe in PASt Month 30-39 1,636 23.28 ONLINE GAMING 1,766 LESS THAN 5 HOURS 1,206 3.35 625 3.51 582 3.21 40+ 993 8.75 The main concern of Filipinos when engaging online is 5-9 HOURS 456 1.27 262 1.47 195 1.07 y8 693 hoUSehoLD inCoMe yAHOO! GAMES 348 violent or explicit content, with 71% of respondents saying 10-19 HOURS 594 1.65 288 1.62 306 1.69 LEVELUPGAMES.PH 283 PHP10,000 AND BELOW 1,245 13.54 20+ HOURS 1,202 3.34 486 2.73 715 3.94 PHP10,001-15,000 548 36.85 this was the case. eLSeWheRe in PASt Month WILDTANGENT NETWORK 207 PHP15,001-20,000 184 59.35 (SoURCe: BBC) CPMSTAR 146 LESS THAN 5 HOURS 4,439 12.35 2,527 14.19 1,912 10.53 PHP20,001-25,000 OR PHP25,001-30,000 140 56.22 MINICLIP 120 5-9 HOURS 1,493 4.15 798 4.48 696 3.83 EA ONLINE 114 PHP30,001-35,000 OR PHP35,001-40,000 28 37.33 Filipinos are comfortable with online dating, with 42% of 10-19 HOURS 996 2.77 427 2.4 569 3.13 NICKELODEON CASUAL GAMES 114 PHP40,001-45,000 OR PHP45,001-50,000 22 68.75 20+ HOURS 1,499 4.17 846 4.75 653 3.6 PHP50,001 & ABOVE 16 66.67 them saying they felt the internet was a good place to (SoURCe: nieLSen MeDiA inDex PhiLiPPineS; ALL ReSPonDentS) SPIL GAMES 100 (SoURCe: nieLSen MeDiA inDex PhiLiPPineS; ALL ReSPonDentS) meet that special someone. AOL GAMES (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At PhiLiPPineS hoMe/WoRK 63 (SoURCe: BBC) LoCAtionS) 50 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 51
    • the Philippines top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) ❚ MoBiLe RETAIL 1,870 AMAZON SITES 621 APPLE WORLDWIDE SITES 422 There are around 73 million mobile subscribers in the ALIBABA.COM 175 Philippines. yAHOO! SHOPPING 165 (SoURCe: BUDDe.CoM) HEWLETT PACKARD 95 WARESEEKER 90 Mobile penetration rates in the Philippines are now at 87%. AMERICANGREETINGS PROPERTy 86 (SoURCe: PyRAMiD ReSeARCh) SAMSUNG GROUP 56 ZAZZLE 47 I SHOPPING.COM SITES 42 The Philippines is ranked number one in the world for SMS (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At PhiLiPPineS hoMe/WoRK LoCAtionS) usage. (SoURCe: BUDDe.CoM) the Philippines top 10 entertainment Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) Mobile Filipinos send more than 2 billion SMS messages to AM ENTERTAINMENT 3,570 each other every day. yOUTUBE 2,597 (SoURCe: CoMPUteRWoRLD PhiLiPPineS/iMMAP) CBS INTERACTIVE 850 AOL MUSIC 660 VEVO 604 Over two days during the 2009 Christmas and New year ITUNES SOFTWARE (APP) 566 period, Filipinos sent 2.63 billion SMS messages to each NOT VIACOM DIGITAL 456 other. GORILLA NATION 354 (SoURCe: BMi/ACiSion) TURNER SPORTS & ENTERTAINMENT DIGITAL NETWORK 342 LYRICSMODE 311 BREAK MEDIA 308 Mobile data revenues in the Philippines are projected to (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At PhiLiPPineS hoMe/WoRK LoCAtionS) grow at a CAGR of 9.6% in 2010. GENERIC. (SoURCe: PyRAMiD ReSeARCh) Mobile phones are allowing Filipinos to "save face", with ❚ e-CoMMeRCe almost half of respondents in the Philippines (49%) saying they preferred using their phones when they had to Online retail has a 40.2% reach in the Philippines. communicate negative messages. (SoURCe: CoMSCoRe) (SoURCe: MeDiA/SynoVAte) Comparison shopping has yet to take off in the Philippines, Filipinos made more than 459 million mobile ad requests with just 8.5% reach. on the AdMob network over Q4 2009. (SoURCe: CoMSCoRe) (SoURCe: ADMoB) One third of Filipino internet users have bought something Mobile internet users in the Philippines averaged 437 because it had been discussed with or recommended by an online friend. page views per user in December 2009, 63% more than December 2008. BUILD RELEVANT CUSTOMER EXPERIENCES (SoURCe: BRitiSh CoUnCiL) (SoURCe: oPeRA) Your customers are individuals. Unique. Singular. They want experiences that are personal and relevant to Just 3% of Filipinos engage in online banking or Shipments of smartphones to the Philippines are expected e-commerce. to reach 1.36 million units in 2010, 17% up on 2009. them. At Epsilon, we’re introducing a powerful new approach driven by data and deeper insights to create (SoURCe: teChnoGRAPh/yAhoo!) (SoURCe: iDC) more engaging relationships. It’s called Customer Experience Marketing and it’s proven to: top online Retail Subcategories in the Philippines the Philippines top Mobile Sites CAteGoRy % ReACh RAnK Site RETAIL 40.2 1 FACEBOOK  Create Brand Differentiation  Deliver Engagement and Loyalty COMPARISON SHOPPING 8.5 2 GOOGLE BOOKS 15.0 3 FRIENDSTER  Accelerate Considered Purchase  Optimise Marketing Spend COMPUTER HARDWARE 10.8 4 YAHOO! CONSUMER ELECTRONICS 4.8 5 yOUTUBE COMPUTER SOFTWARE 11.4 6 WIKIPEDIA.ORG APPAREL 5.4 7 SyMBIANIZE Let us show you how we can help you develop HEALTH CARE 1.7 8 ZEDGE.NET MALL 0.4 9 WIKIPEDIA.ORG the right customer experience for your brand. FRAGRANCES/COSMETICS 0.9 10 PINOyWAP.NET RETAIL-MUSIC 2.5 (SoURCe: oPeRA SoftWARe) RETAIL-FOOD 0.5 DEPARTMENT STORES 1.1 TICKETS 0.4 FLOWERS/GIFTS/GREETINGS 2.9 JEWELRy/LUXURy GOODS/ACCESSORIES 1.5 CONSUMER GOODS 0.5 SPORTS/OUTDOOR 1.4 HOME FURNISHINGS 0.8 TOYS 1.4 epsilon.com/apac | apac-info@epsilon.com (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009)52 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 53
    • SinGAPoRe Online gaming sites have an average monthly reach of 41.2% in Singapore – the highest in the region. According to the IAB Singapore however, oline ad spend in 1H 2009 came to S$30.2 million (US$22.2 million). (SoURCe: CoMSCoRe) (SoURCe: iAB SinGAPoRe) Singaporeans spent more than an hour (66.5 minutes) per Digital is expected to represent 20% of Singapores overall month on average on online gaming sites in 2009, visiting marketing spend by 2020. on average 7.2 times per month. (SoURCe: ADMAx/DMS) (SoURCe: CoMSCoRe) Less than one fifth (19%) of Singaporeans say that online More than a third (37.46%) of Singaporean active internet marketing has increased their interest in a particular brand, users have uploaded a video to a video sharing site. while 24% say it has not impacted their interest levels at (SoURCe: UniVeRSAL MCCAnn) all. (SoURCe: DiGitAL MeDiA/tnS) Nearly half (49.3%) of Singaporeans turn to the internet for news and information. Nearly half (48%) of online Singaporeans do not trust pop- (SoURCe: CoMSCoRe) ups and pop-unders. (SoURCe: DiGitAL MeDiA/tnS) Nearly two fifths (38%) of Singapores baby boomers (aged 45+) go online, around 60% of them for news and Nearly three quarters (72.3%) of all search activity in information; 20% for online chat or instant messaging; Singapore takes place on Google. 19% to shop online and 11% for SNS visits. (SoURCe: CoMSCoRe) (SoURCe: BUSineSS tiMeS/CoUnCiL foR the thiRD AGe) Online took up an estimated 6% of overall ad budgets in What Singaporeans do online Singapore in 2009. feAtUReS USeD (000) % of USeRS % of MALe % of feMALe (SoURCe: iAB SinGAPoRe) USeRS USeRS EMAIL 2,150 56.64 53.72 46.28 Singapores top 10 Sites of 2009 ACCESS ADULT SITES 66 1.74 74.24 25.76 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) ACCESS CLASSIFIED ADS 170 4.48 66.47 33.53 GOOGLE SITES 2,198 ACCESS EDUCATION SERVICES 404 10.64 47.77 52.23 MICROSOFT SITES 2,062 ACCESS NEWS/CURRENT AFFAIRS 891 23.47 59.82 40.07 yAHOO! SITES 1,871 ACCESS NEWS GROUP/ FACEBOOK 1,567 BULLETIN BOARD 99 2.61 64.65 35.35 Cityscape showing the Merlion and the financial district BLOGGING/POSTING ONLINE JOURNAL 381 10.04 45.14 54.86 WIKIMEDIA FOUNDATION SITES 895 APPLE 731 BUy PRODUCTS/SERVICES 414 10.91 56.28 43.72 SPH GROUP 637 CHAT ROOMS/INTERNET RELAy CHATS 167 4.40 64.67 35.93 FRIENDSTER 632 DOWNLOAD MEDIA FILE 385 10.14 62.60 37.40 CBS INTERACTIVE 601 DOWNLOAD SOFTWARE/FILES 552 14.54 65.22 34.78 ASK NETWORK 568 S$3501-4000 172 6.82 FINANCIAL SERVICES 732 19.28 57.79 42.21 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SinGAPoRe hoMe/WoRK LoCAtionS ❚ DeMoGR APhiCS S$4001-5000 284 11.27 GATHER COMPANy RESEARCH 977 25.74 56.70 43.30 S$5001-6000 238 9.44 GATHER PRODUCTS/SERVICES INFO 1,358 35.77 54.49 45.51 S$6001-7000 196 7.77 GENERAL SURFING 1,554 40.94 53.67 46.33 Singapores top 10 Gaming Sites of 2009 Singapore has more than 3.37 million internet users. S$7001-10000 497 19.71 INSTANT MESSAGING 997 26.26 53.46 46.54 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) (SoURCe: inteRWoRLDStAtS) S$10001-15000 274 10.87 INTERNET PHONE 173 4.56 64.16 35.84 ONLINE GAMING 1,093 MORE THAN 15000 234 9.28 JOB HUNTING 295 7.77 56.27 43.73 Y8 242 LISTEN TO MUSIC 882 23.23 55.10 44.90 WILDTANGENT NETWORK 198 Singapore has more broadband accounts than homes (SoURCe: nieLSen MeDiA inDex SinGAPoRe; ALL ReSPonDentS) NEXON 187 PARTICIPATE IN AUCTIONS 83 2.19 77.11 22.89 however. Taking into consideration multiple accounts, the PARTICIPATE IN SOCIAL MINICLIP 171 city states broadband penetration rate is now at 148.9%, NETWORKING PORTALS 854 22.50 50.23 49.77 MSN GAMES 124 PLAy GAMES 728 19.18 58.24 41.76 VIWAWA 110 representing more than 5.96 million subscriptions. ❚ USeR BehAVioUR POST PHOTOS ONLINE 317 8.35 45.43 54.57 GAMANIA DIGITAL ENTERTAINMENT 96 (SoURCe: iDA) READ E-MAGAZINES 159 4.19 64.78 35.85 yAHOO! GAMES 86 READ E-NEWSPAPERS 495 13.04 61.62 38.38 IJJI 79 Singaporeans spent an average of 1,315.8 minutes a month Singapores internet user numbers have grown by 181% VIDEO CONFERENCING 142 3.74 69.72 30.28 NICKELODEON CASUAL GAMES 74 online in 2009, going online an average of 39.3 times every WATCH MOVIE/TV/VIDEO 1,173 30.90 54.90 45.01 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SinGAPoRe hoMe/WoRK LoCAtionS) between 2000 and 2009. (SoURCe: inteRnetWoRLDStAtS) month. OTHERS 171 4.50 57.31 42.69 (SoURCe: CoMSCoRe) (SoURCe: nieLSen MetRix SinGAPoRe; ALL PeRSonS 15+) Singapores top 10 Retail Sites of 2009 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) Singapores internet Users 2009 how Long Singaporeans Spent online in 2009 USeD inteRnet in PASt 12 MonthS totAL USeRS % of More than three quarters (77%) of Singaporeans are social RETAIL 1,450 tiMe SPent onLine totAL APPLE WORLDWIDE SITES 495 (000) USeRS network users, numbering more than 2 million people. in AVeRAGe DAy (000) % of USeRS AMAZON SITES 386 GenDeR (SoURCe: CoMSCoRe) ALIBABA.COM 166 LESS THAN 30 MINUTES 179 4.72 MALE 1,334 52.92 DELL 127 30 MINUTES-1 HOUR 348 9.17 FEMALE 1,187 47.08 AGe Of Singapores active internet user universe, around 1.6 1-2 HOURS 593 15.62 HEWLETT PACKARD 84 2-3 HOURS 462 12.17 SINGTELSHOP 80 15-17 180 7.14 million actively manage their SNS profiles. 3-4 HOURS 346 9.11 GMARKET.COM.SG 65 18-19 122 4.84 (SoURCe: UniVeRSAL MCCAnn) SAMSUNG GROUP 64 4-5 HOURS 176 4.64 20-24 326 12.93 AMERICANGREETINGS PROPERTy 57 5-6 HOURS 134 3.53 25-29 370 14.68 Singaporeans are amongst the keenest searchers in the 6-7 HOURS 44 1.16 TyREPAC 54 30-34 359 14.24 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SinGAPoRe hoMe/WoRK LoCAtionS 35-39 340 13.49 region, averaging 124.8 searches per searcher, above the MORE THAN 7 HOURS (SoURCe: nieLSen MeDiA inDex SinGAPoRe; ALL ReSPonDentS) 240 6.32 40-44 277 10.99 regional average (84.4 searches). Singapores top 10 entertainment Sites of 2009 45-49 224 8.89 (SoURCe: CoMSCoRe) 50-54 139 5.51 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) 55-59 82 3.25 ENTERTAINMENT 2,110 60+ 102 4.05 Entertainment reach in Singapore stood at 79.2%, as of ❚ onLine ADVeRtiSinG yOUTUBE 1,495 MonthLy hoUSehoLD inCoMe August 2009. CBS INTERACTIVE 601 S$750 AND BELOW 17 0.67 (SoURCe: CoMSCoRe) MEDIACORP 464 S$751-1000 40 1.59 Online ad spend in 2009 was estimated at US$16 million ITUNES SOFTWARE (APP) 440 S$1001-1500 49 1.94 Online Singaporeans like multitasking when they are online, and is expected to increase slightly to $17 million in 2010. VEVO 356 S$1501-2000 120 4.76 VIACOM DIGITAL 338 S$2001-2500 114 4.52 with nearly two thirds of them (62%) also watching TV at By 2010, online ad spend is expected to come to US$19 GORILLA NATION 278 S$2501-3000 140 5.55 the same time offline. million. IMEEM 269 S$3001-3500 146 5.79 (SoURCe: ZenithoPtiMeDiA) BREAK MEDIA NETWORK 218 (SoURCe: DiGitAL MeDiA/tnS) METACAFE 213 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SinGAPoRe hoMe/WoRK LoCAtionS 54 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 55
    • trust in Media Channels in Singapore MeDiA ChAnneL % Who tRUSt the ChAnneL CoMPLeteLy ❚ MoBiLe RECOMMENDATIONS FROM FRIENDS AND FAMILy 49 INDEPENDENT REVIEWS IN PUBLICATIONS 25 MANUFACTURERS / BRANDS WEBSITES CONSUMER OPINION IN BLOGS 15 The mobile penetration rate now stands at 137.9%. (SoURCe: iDA) TV ADS 17 NEWSPAPER ADS 18 ADS THAT APPEAR ON SEARCH ENGINES 7 Singaporeans are as receptive to mobile advertising as BANNER ADS ON WEBSITES 7 ADS IN VIRTUAL WORLDS 5 their Malaysian peers, with nearly one quarter (24%) of ADS IN VIDEO GAMES 4 Singaporeans saying they can recall mobile ad campaigns. ADS VIA MOBILE SMS 8 (SoURCe: DiGitAL MeDiA/tnS) (SoURCe: tnS/DiGitAL MeDiA) Singaporeans sent more than 2 billion SMS messages to each other in Q4 2009. ❚ e-CoMMeRCe (SoURCe: iDA) Nearly one third (32%) of Singaporeans do not trust mobile More than half (53.8%) of Singaporean internet users have SMS ads. visited an online retailer. (SoURCe: DiGitAL MeDiA/tnS) (SoURCe: CoMSCoRe) Singaporeans are keen users of mobile internet services, Just 9.6% of online Singaporeans have visited a comparison with 60% saying they regularly used mobile web and shopping site. mobile applications. (SoURCe: CoMSCoRe) (SoURCe: ACiSion) In the year ended March 2009, Singaporean internet users Singapore has one of the lowest mobile SNS take-ups in spent on average US$1,892 per user on online shopping on Asia, with 25% of Singaporeans using their mobile to visit international sites. social media sites. (SoURCe: ViSA) (SoURCe: teLeCoMASiA/iDC) Of those Singaporeans who do shop on international retail Singaporeans love their phones more than most in Asia – sites, 61% shop mainly at US sites. 89% of them never leave the house without their trusty phones, while nearly half (49%) of them say that they (SoURCe: ViSA) simply cannot live without their mobiles. More than 40% of Singapores online users (around 1.2 (SoURCe: MeDiA/SynoVAte) million people) visited an online travel site in January 2010, 44% more than the same time last year. Mobile internet users in Singapore averaged 257 page views per user in December 2009, 426.2% more than in (SoURCe: CoMSCoRe) December 2008. More than half (53.5%) of Singaporean visitors to travel (SoURCe: oPeRA) sites are aged between 25-44. What Singaporeans do on their Mobiles (SoURCe: CoMSCoRe) AGe (% of USeRS) What Singaporeans Buy online ACtiVity 15-24 25-34 35-49 50-59 60+ ALL ReSiDentS inteRnet USeR AGe (% of USeRS) SENDING OR RECEIVING SMS 98 96 88 65 40 82 iteMS PURChASeD 15-24 25-34 35-49 50-59 60+ 15+ EMAIL 56 58 44 27 13 41 TRAVEL PRODUCTS 18 39 48 35 67 38 WEB BROWSING 22 29 24 14 6 19 CLOTHING, FOOTWEAR, SPORTING PLAyING OR DOWNLOADING GOODS OR ACCESSORIES 56 36 21 12 – 33 COMPUTER OR VIDEO GAMES 37 16 8 4 – 19 TICKET FOR ENTERTAINMENT EVENT 29 33 33 24 4 31 INSTANT MESSAGING 37 23 13 5 3 17 BOOKS, MAGAZINES, NEWSPAPER SOCIAL NETWORKS 33 20 6 1 – 13 (IN PHySICAL FORM) 7 11 15 12 7 11 READING ONLINE NEWSPAPERS 11 17 16 8 5 12 BOOKS, MAGAZINES, NEWSPAPER MOBILE BANKING 5 17 14 8 3 10 (IN DIGITAL FORM) 4 5 11 5 9 7 DOWNLOADING OR LISTENING TO COMPUTER SOFTWARE (IN DIGITAL FORM) 4 5 6 13 20 6 ONLINE MUSIC 22 10 5 2 1 9 COMPUTER EQUIPMENT OR PARTS 4 4 6 9 43 5 PAyING FOR GOODS OR SERVICES 7 18 11 6 3 9 FOOD OR GROCERIES 3 7 5 3 6 5 ONLINE GOVERNMENT SERVICES 3 11 13 6 7 8 IT AND TELECOMM SERVICES 4 5 5 7 16 5 DOWNLOADING OR WATCHING OTHERS 2 6 5 8 – 5 MOVIES, SHORT FILMS OR IMAGES 16 9 3 2 – 6 FINANCIAL PRODUCTS 1 3 5 3 22 4 BLOGGING/READING BLOGS MUSIC PRODUCTS (IN PHySICAL FORM) 7 2 4 1 – 4 CREATED By OTHERS 17 8 2 1 1 6 COMPUTER OR VIDEO GAMES PEER-TO-PEER 12 10 6 2 1 6 (IN DIGITAL FORM) 3 1 3 4 – 3 READING ONLINE MAGAZINES 3 6 5 2 1 4 PHOTOGRAPHIC, TELECOMMUNICATION CHAT ROOMS 12 5 2 1 – 4 OR OPTICAL EQUIPMENT 4 3 3 2 – 3 SENDING OR RECEIVING DIGITAL BOOKING(S) FOR SPORTS FACILITy 2 1 1 3 – 2 PHOTOGRAPH(S) 6 5 3 1 1 4 COMPUTER OR VIDEO GAMES SENDING OR RECEIVING MMS 5 5 3 1 1 3 (IN PHySICAL FORM) 3 1 2 – – 2 CREATING/MAINTAINING OWN BLOGS 7 4 1 – – 3 MOVIES, SHORT FILMS OR IMAGES VOIP 5 5 3 2 1 3 (IN DIGITAL FORM) 1 2 2 3 – 2 LISTENING TO WEB RADIO 5 3 1 1 – 2 MOVIES, SHORT FILMS OR IMAGES DOWNLOADING OR UPLOADING OTHER (IN PHySICAL FORM) 2 2 3 – – 2 MEDIA (E.G. DIGITAL PHOTOGRAPHS) 5 2 1 1 – 2 MUSIC PRODUCTS (IN DIGITAL FORM) 2 1 3 2 9 2 WATCHING WEB TELEVISION 4 2 1 – – 2 HEALTH RELATED/FACIAL PRODUCTS 1 2 3 6 – 2 FORUM DISCUSSION/POSTING OF COMPUTER SOFTWARE FEEDBACK, ADVICE (IN PHySICAL FORM) 2 1 – 3 14 1 (E.G. PRODUCT REVIEWS) 4 2 1 – – 2 ELECTRONIC PRODUCTS 1 1 2 – – 1 DOWNLOADING RINGTONES, GAMES 2 1 – – – 1 HAMPERS/FLOWERS – 1 1 3 – 1 READING ELECTRONIC BOOKS 2 2 1 – – 1 (SoURCe: iDA jUne 2009; PeRSonS Who hAVe PURChASeD onLine in LASt 12 MonthS) (SoURCe: iDA jUne 200956 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 57
    • SoUth KoReA ❚ USeR BehAVioUR how Long South Koreans Spend online % of inteRnet USeRS fReqUenCy AT LEAST ONCE A DAy 77.2 Why are South Koreans online? Information. The majority AT LEAST ONCE A WEEK 22.1 of internet users in the country go online for this reason AT LEAST ONCE A MONTH 0.4 (89.4% of users), the next most popular reason being LESS THAN ONCE A MONTH 0.3 tiMe SPent onLine PeR WeeK leisure activities (88.4%). LESS THAN 1 HOURS 1.8 (SoURCe: KCC/KiSA) 1-3 HOURS 8.0 3-7 HOURS 11.2 Nearly three quarters (74.2%) of online South Koreans 7-14 HOURS 30.9 14-21 HOURS 24.2 went online for news and information in August 2009. 23-35 HOURS 16.7 (SoURCe: CoMSCoRe) 35 HOURS AND MORE 7.4 WEEKLy AVERAGE HOURS 13.9 South Korean internet users collectively spent more than (SoURCe: KCC/KiSA noVeMBeR 2009) 618 billion minutes online in 2009. (SoURCe: CoMSCoRe) Why South Koreans go online PURPoSe % of USeRS FOR GETTING INFORMATION 89.4 South Koreans spend the longest time online than anyone LEISURE ACTIVITIES 88.4 else in Asia, averaging nearly 30 hours (1,797.8 minutes) of COMMUNICATING 87.0 online time per month per user in 2009. That is far above INTERNET SHOPPING/SELLING 56.4 EDUCATION/LEARNING 52.5 the regional average of 1,008.4 minutes and well past the MANAGING HOMEPAGE 44.8 global average too (1,376.7 minutes). ONLINE COMMUNITy 43.8 (SoURCe: CoMSCoRe) FINANCIAL TRANSACTION 36.9 FILE SHARING SERVICE 19.8 E-GOVERNMENT SERVICE 13.1 South Korea has the highest entertainment reach in the SOFTWARE DOWNLOAD/UPGRADE 8.6 region, standing at 83.8% in August 2009 and exceeding JOB SEARCH 7.1 (SoURCe: KCC/KiSA noVeMBeR 2009) the regional average of 71.2%. South Koreans averaged 2.7 hours online on entertainment in August 2009. (SoURCe: CoMSCoRe)Gyeongbok Palace (Gyeongbokgung), Seoul ❚ onLine ADVeRtiSinG Online gaming reach in South Korea was 34.2% in 2009. A total of 9.77 million South Koreans played online games per Online ad spend in South Korea in 2009 was estimated to month in 2009, with users visiting online gaming sites on come to US$1.23 billion. That number is expected to rise average 11.9 sites a month. to $1.39 billion in 2010. South Koreas internet Users 2009 (SoURCe: CoMSCoRe) ❚ DeMoGR APhiCS (SoURCe: ZenithoPtiMeDiA) % of USeRS GenDeR More than half (57%) of South Korean internet users are By 2012, online ad spend in South Korea is expected to There are currently around 37.47 million internet users in MALE 53.6 SNS users, representing more than 16.63 million people. FEMALE 46.4 come to US$1.69 billion. South Korea, representing a penetration rate of 77.3%, the AGe (SoURCe: CoMSCoRe) (SoURCe: ZenithoPtiMeDiA) highest in the region. 15-24 18.4 (SoURCe: inteRnetWoRLDStAtS) 25-34 22.0 Just over half (51%) of South Koreas internet users have South Koreas top 10 Sites of 2009 35-44 22.5 used instant messenger in the past year. 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) 45-54 14.0 South Korea has the highest high broadband penetration 55+ 6.3 (SoURCe: KCC/KiSA) NHN 23,307 LyCOS SITES 20,996 rate on earth – 10% of all broadband connections in the StUDyinG StAtUS STUDENTS 31.2 Nearly two fifths (39.6%) of internet users in the country SK GROUP 18,492 country have speeds of 25 Mbps or more. Overall, it is third CyWORLD 15,552 NON STUDENTS 68.8 watch TV online and 80.4% of them do it at least once a in the world for overall broadband connections ranked by eDUCAtion GRETECH 14,066 week. Online TV is favoured most by users in their 20s, yAHOO! SITES 13,296 speed, with 89% of broadband connections being delivered ELEMENTARy SCHOOL AND BELOW 20.2 MICROSOFT SITES 12,411 HIGH SCHOOL 9.1 with 64.6% of users in this age range doing this. at 2 Mbps or more. COLLEGE 41.1 (SoURCe: KCC/KiSA) GOOGLE SITES 12,345 (SoURCe: AKAMAi) KT GROUP 11,741 MASTERS AND ABOVE 29.6 JMNET (JOONGANG MEDIA NETWORK) 11,085 hoUSehoLD inCoMe Nearly half of all internet users in the country (46.2%) (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SoUth KoReA hoMe/WoRK There are estimated to now be more than 16 million LESS THAN KRW1 MILLION 4.1 LoCAtionS) KRW1-2 MILLION 15.0 watch movies online and 40.9% watch it at least once a broadband subscribers in South Korea. (SoURCe: yonhAP) KRW2-3 MILLION 35.3 week. And again the most enthusiastic viewers are in their South Koreas top 10 Gaming Sites of 2009 MORE THAN KRW3 MILLION 47.5 yeARS of inteRnet USAGe 20s (76.8% of users in this age range). 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) South Koreas internet user population grew by 96% LESS THAN 12 MONTHS 0.7 (SoURCe: KCC/KiSA) ONLINE GAMING 9,777 1-3 yEARS 7.3 HANGAME 3,439 between 2000 and 2009. NETMARBLE 3,317 (SoURCe: inteRnetWoRLDStAtS) 3-5 yEARS 15.1 Three quarters of South Koreas job hunters go online for NEXON 3,183 5 yEARS AND ABOVE 76.8 ACCeSS LoCAtion leads, compared to just 13.3% who turn to the newspaper. NATE.COM APPSTORE 2,985 South Korea is number one in the world when it comes to HOME 98.5 (SoURCe: KCC/KiSA) GAMANIA DIGITAL ENTERTAINMENT 1,114 NATE.COM GAMES 549 home broadband connections, with 95% of homes in the WORK/SCHOOL 40.3 yAHOO! GAMES 531 INTERNET CAFE 14.2 South Koreans collectively conducted more than 4 billion country now broadband-connected. OTHERS 38.0 GAMETREE.CO.KR 528 (SoURCe: AfP/StRAteGy AnALytiCS) ACCeSS Point searches in December 2009, 44% more than in 2008. JOyCITy 336 (SoURCe: CoMSCoRe) DESKTOP 98.8 WEMADE 218 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SoUth KoReA hoMe/WoRK There are now around 2 million internet-TV subscribers in LAPTOP 24.0 LoCAtionS) MOBILE PHONE 69.5 Nearly half (49.3%) of all search activity in South Korea in South Korea, just two years after the service was launched. (SoURCe: yonhAP) INTERNET-ENABLED TV 6.6 September 2009 took place on search engine Naver.com. OTHERS 5.8 (SoURCe: CoMSCoRe) ConneCtion MethoD Pretty much all of the countrys internet users (99.3%) go DIAL-UP 1.0 BROADBAND 98.1 South Koreans are the most enthusiastic searchers of the online more than once a week, the vast majority doing so OTHERS 70.2 region, averaging 133.1 searches per user in August 2009, from home (97.3% of users). (SoURCe: APiRA) (SoURCe: KCC/KiSA) way above the regional average of 84.5 searches per user. (SoURCe: CoMSCoRe) 58 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 59
    • South Koreas top 10 Retail Sites of 2009 Around 9% of South Koreas internet population (aged South Korean Mobile internet Users 2009 RETAIL 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) 19,797 above 18) are online stock traders. ❚ MoBiLe inteRnet USeRS USinG MoBiLe AS ACCeSS DeViCe % of inteRnet USeRS (SoURCe: KCC/KiSA) GenDeR GMARKET.CO.KR 9,921 MALE 70.5 NAVER.COM SHOPPING 6,609 South Korea has around 47 million mobile subscribers. Of FEMALE 69.5 11ST.CO.KR 5,579 Digital music sales in South Korea rose by 53% in the first those, 6 million are mobile internet users. AGe SAMSUNG GROUP 5,345 nine months of 2009. (SoURCe: yonhAP) 10-19 76.1 INTERPARK 5,169 (SoURCe: ifPi) 20-29 99.2 GSESHOP.CO.KR 3,115 30-39 96.3 SHINSEGAE 2,852 South Korea currently has a 99% mobile penetration rate. LOTTE 2,758 South Koreas online Shoppers 2009 (SoURCe: CoMPAnieSAnDMARKetS) 40-49 57.7 % of inteRnet USeRS 50-59 42.3 DNSHOP 2,654 60+ 36.2 ALADDIN.CO.KR 2,311 totAL 62.3 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SoUth KoReA hoMe/WoRK GenDeR South Korea has around 20 million 3G subscribers, oCCUPAtion PROFESSIONALS/MANAGERS 79.4 LoCAtionS) MALE 55.6 representing around 44% of the mobile population. FEMALE 70.3 (SoURCe: yonhAP) OFFICE WORKERS 89.4 SERVICE/SALES 30.4 South Koreas top 10 entertainment Sites of 2009 AGe PRODUCTION WORKERS 51.6 12-19 68.0 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) 20-29 88.6 Around 70% of South Korean internet users use their AGRICULTURE/FISHING 41.0 ENTERTAINMENT 23,666 GOMTV 13,880 30-39 73.5 phones to go online. STUDENTS 70.2 40-49 44.1 (SoURCe: KCC/KiDA) HOUSEWIVES 64.4 SBS (SEOUL BROADCASTING SySTEM) 6,798 NOT EMPLOyED/OTHER 37.2 TAGSTORy 6,510 50-59 30.1 60+ 16.0 eDUCAtion PANDORA.TV 6,389 South Koreas mobile subscriber base is expected to grow ELEMENTARy SCHOOL AND BELOW 37.2 KBS (KOREAN BROADCASTING SySTEM) 6,023 fReqUenCy PeR Month of onLine ShoPPinG LESS THAN 1 TIME 39.9 by 6.7% in 2010, driven by the growing popularity of 3G. MIDDLE SCHOOL 71.9 MBC (MUNHWA BROADCASTING CORP.) 5,319 HIGH SCHOOL 73.1 CBS.CO.KR 5,307 1-2 TIMES 19.9 The 3G sector is expected to grow by 15.3% this year. COLLEGE AND ABOVE 87.3 NOWCOM 3,604 2-3 TIMES 25.6 (SoURCe: CoMPAnieSAnDMARKetS) 3 TIMES AND OVER 14.6 hoUSehoLD inCoMe CBS INTERACTIVE 3,390 LESS THAN KRW1 MILLION 64.8 LASt tiMe ShoPPeD onLine yOUTUBE 3,386 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At SoUth KoReA hoMe/WoRK IN THE LAST WEEK 8.1 South Koreas mobile internet services market is expected KRW1-2 MILLION 68.1 KRW2-3 MILLION 68.7 LoCAtionS) 1 WEEK-1 MONTH AGO 15.3 to grow by 16.5% in 2010. KRW3-4 MILLION 71.3 1-6 MONTHS AGO 25.9 (SoURCe: yonhAP) 6 MONTHS-1 yEAR AGO 13 MORE THAN KRW4 MILLION 73.1 (SoURCe: KCC/KiSA noVeMBeR 2009; % of inteRnet USeRS thAt ACCeSS the inteRnet ViA theiR MoBiLe) MORE THAN 1 yEAR AGO 8.3 NEVER USED 29.4 South Koreas three mobile telephony carriers – SK ❚ e-CoMMeRCe MonthLy exPenDitURe on onLine ShoPPinG Telecom, KT and LG Telecom – together now generate LESS THAN KRW10,000 15.8 around KRW2.8 trillion in mobile data revenues. South Koreans made KRW166.90 trillions worth of KRW10,000-20,000 10.5 (SoURCe: KoReA tiMeS) ❚ CASe StUDy KRW20,000-30,000 13.5 e-commerce transactions (US$133.82 billion) in Q2 2009 KRW30,000-50,000 20.1 alone, 11.3% more than the previous quarter. Of those KRW50,000-100,000 28.4 Nearly 26 million South Koreans watch mobile TV, nearly Client: Hachette Ein*s Media transactions, KRW4.84 trillion were B2C and C2C sales. KRW100,000 AND OVER (SoURCe: KCC/KiSA noVeMBeR 2009) 11.7 250,000 of which are simultaneously watching it every Agency: Isobar Korea (Ion Global Korea) (SoURCe: joonAnG DAiLy/nSo) hour. Campaign: ELLE at ZINE (SoURCe: KoReA tiMeS) What South Koreans Buy online More than half of South Koreas internet users went online iteM % of onLine ShoPPeRS objectives: To create to buy or sell products or services (56.4%) in 2009, and CLOTHING, FOOTWEAR, SPORTING GOODS AND ACCESSORIES 63.7 Mobile TV may be popular, but its early days in terms of a digital solution for Elle 62.3% only purchased from online sources in the past year. MUSIC PRODUCTS 40.3 revenues. Ad-based mobile TV revenues were not expected VIDEO (MOVIES/TV PROGRAMMES) 31.7 Magazine showcasing (SoURCe: KCC/KiSA) to exceed KRW40 billion in 2009, as in 2008. COSMETICS 30.4 (SoURCe: KoReA tiMeS) Elles brand partners BOOKING/RESERVATIONS 27.5 Retail reach is strong in South Korea, at 69.4%, the second BOOKS, MAGAZINES OR NEWSPAPERS 27.3 and connecting them to highest in the region. FOOD/GROCERIES 13.2 South Koreans made an average of 1.72 million mobile consumers. (SoURCe: CoMSCoRe) COMPUTER OR VIDEO GAMES 12.1 banking transactions every day in 2009. Strategy: To create a multi- HOME APPLIANCES/ELECTRONIC PRODUCTS 11.5 (SoURCe: joonGAnG DAiLy/BAnK of KoReA) COMPUTER EQUIPMENTS OR PARTS 9.7 use interactive platform to Comparison shopping sites have a sold user based in South TODDLER OR CHILDREN PRODUCTS 9.4 Just 1.6% of mobile subscribers currently use smartphones. reach two audiences: Elles Korea, with 44.2% reach, the second highest in the region. COMPUTER SOFTWARE (EXCL. COMPUTER GAMES) 5.8 (SoURCe: CoMSCoRe) PHOTOGRAPHIC/TELECOMMUNICATIONS OR OPTICAL EQUIPMENTS 2.8 That is expected to rise to 4.5% in 2010. By 2012 they are brand base and the online (SoURCe: KCC/KiSA noVeMBeR 2009) expected to account for 17.5% of all mobile usage. fashion community such as South Korea is one of three countries leading Asias (SoURCe: joonAnG DAiLy) online readers, bloggers, dominance in the virtual goods market (the others being top online Retail Subcategories in South Korea CAteGoRy % ReACh stylists, fashion lovers, etc. China and Japan) generating around US$1 billion in virtual RETAIL 69.4 According to one survey, nearly one third (30%) of South Details: Isobar created a site that included: all Elles goods revenues in 2009. COMPARISON SHOPPING 44.2 Korean mobile users have downloaded a full music track content; uploaded content from its readers; and a virtual BOOKS 8.2 (SoURCe: +8*/ViRtUALGooDSneWS.CoM) on the phone, while 13% have paid for one or more music showroom for Elles brand partners. All the content could COMPUTER HARDWARE 11.9 CONSUMER ELECTRONICS 25.3 applications on their phones. Nearly one fifth (18%) of be downloaded on to mobile phones. Consumers could Online banking use in South Korea increased by 24.8% COMPUTER SOFTWARE 10.1 mobile users, meanwhile, have watched a music video on purchase direct from the showroom. Consumers could also in 2009. There are now 59.2 million online banking APPAREL 11.9 their phone. HEALTH CARE 0.6 download an item (barcode) on to their mobile phone and subscribers registered in the country. MALL 15.2 (SoURCe: MiDeMnet/MUSiC MAtteRS/SynoVAte) (SoURCe: joonGAnG DAiLy/BAnK of KoReA) take it to a brand outlet, so they get the exact item in the FRAGRANCES/COSMETICS 2.4 RETAIL-MUSIC 2.1 Two thirds of South Koreans have bought applications such store that they saw in the magazine or on the site. South Koreans now make an average 28 million online RETAIL-FOOD 1.9 as ringtones and wallpaper via their mobiles in the last Results: The campaign generated the following response: DEPARTMENT STORES 16.1 banking transactions every day, representing some 29.5 year. - 200,000 signed up members within 20 days. TICKETS 4.2 trillion won (US$25.4 billion) per day in 2009. FLOWERS/GIFTS/GREETINGS 1.5 (SoURCe: MiDeMnet/MUSiC MAtteRS/SynoVAte) - 1,000,000 pages viewed per day within one month. (SoURCe: joonGAnG DAiLy/BAnK of KoReA) JEWELLERy/LUXURy GOODS/ACCESSORIES 0.6 - 26 virtual brand shops, with 100 on the waiting list. CONSUMER GOODS 0.0 The emergence of smartphones in South Korea is leading - We created a new revenue generating model for Elle. South Korean internet users listen to their friends. Nearly SPORTS/OUTDOOR 0.9 its users to spend 20-30% less time on their PCs. half of respondents to a survey (48%) said they had HOME FURNISHINGS 1.0 (SoURCe: KoReA tiMeS/etRi) - Elle became a direct link between advertisers and TOyS 0.6S bought something in the past because it was either (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009) consumers. discussed or recommended by one of their online friends. South Koreas mobile gaming industry generated an (SoURCe: BRitiSh CoUnCiL) estimated KRW299 billion in 2009 (6% of the countrys total game market), which is expected to rise to KRW332 billion in 2010. (SoURCe: CReDit SUiSSe/KoReA GAMe White BooK)60 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 61
    • tAiWAn Taiwan internet users averaged 75.6 searches per searcher as of August 2009. Nearly two thirds (65.4%) of all search taiwans top 10 Sites of 2009 yAHOO! SITES 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) 9,910 activity in Taiwan takes place on Yahoo! sites. GOOGLE SITES 7,127 (SoURCe: CoMSCoRe) MICROSOFT SITES 6,974 CHUNGHWA TELECOM 4,203 how Long the taiwanese Spend online PCHOME ONLINE 3,646 AVeRAGe tiMe SPent USinG inteRnet WeeKDAyS WeeKenDS yAM 3,500 (000) % of USeRS (000) % of USeRS PIXNET.NET 3,192 LESS THAN 30 MINUTES 369 3.5 233 2.2 SINA 2,282 30 MINUTES-LESS THAN 1 HOUR 2,081 20 1,565 15 MyFOXy.NET 2,235 1 HOUR-LESS THAN 2 HOURS 3,262 31.4 2,666 25.6 UNITED DAILy NEWS GROUP 2,172 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At tAiWAn hoMe/WoRK LoCAtionS) 2 HOURS-LESS THAN 3 HOURS 1,878 18.1 1,870 18 3 HOURS-LESS THAN 4 HOURS 957 9.2 1,287 12.4 4 HOURS-LESS THAN 5 HOURS 662 6.4 807 7.8 taiwans top 10 online Gaming Sites of 2009 5 HOURS-LESS THAN 6 HOURS 370 3.6 510 4.9 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) 6 HOURS-LESS THAN 7 HOURS 131 1.3 126 1.2 ONLINE GAMING 3,133 7 HOURS OR MORE 369 3.6 594 5.7 GAMANIA DIGITAL ENTERTAINMENT 1,144 DONT USE INTERNET ON WEEKDAy 313 3 744 7.1 yAHOO! GAMES 542 DONT KNOW 10 0.1 2 * NEXON 419 (SoURCe : nieLSen MeDiA inDex tAiWAn; PeoPLe Who USeD inteRnet in PASt 7 DAyS) GAMEFLIER 404 I-GAMER.NET 336 Why the taiwanese go online WAyI ENTERTAINMENT 252 PURPoSe (000) % of USeRS CAyENNE ENTERTAINMENT 249 EMAIL 7,842 75.4 MSN GAMES 231 INSTANT MESSENGER 6,960 66.9 CHINESEGAMER 203 VOICE OVER IP 835 8 BETCITy.COM.TW 202 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At tAiWAn hoMe/WoRK LoCAtionS) ONLINE SHOPPING 4,888 47 ORDERING TICKETS 1,004 9.6 AUCTION 4,264 41 taiwans top 10 online Retail Sites of 2009 MASSIVELy MULTIPLAyER ONLINE GAME 2,299 22.1 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) ONLINE LEISURE GAME 4,028 38.7 RETAIL 6,532 DOWNLOADING SOFTWARE 3,007 28.9 yAHOO! SHOPPING 3,616 DOWNLOADING MP3/MUSIC/VIDEO 3,009 28.9 PCHOME SHOPPING 1,555 DOWNLOADING MOBILE GRAPHICS/RINGTONES 782 7.5 BOOKS.COM.TW 1,326 INTERNET BANK/CREDIT CARD SERVICE 620 6 PAYEASY SITES 1,013 INTERNET BROKER SERVICE 1,465 14.1 PCHOME STORE 784 SENDING MESSAGE TO MOBILE PHONE 216 2.1Taipei 101 from street level CHAT ROOM/DATING/MAKING FRIENDS 3,038 29.2 ALIBABA.COM 676 MOMOSHOP.COM.TW 567 BBS/FORUM/COMMUNITy 2,917 28 AMAZON SITES 515 READING NEWS 7,027 67.6 APPLE WORLDWIDE SITES 483 READING MAGAZINES 583 5.6 SOGI.COM.TW 471 SEEING MOVIES 1,363 13.1 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At tAiWAn hoMe/WoRK LoCAtionS) WATCHING WEB TV 728 7 how the taiwanese Connect LISTENING TO ONLINE RADIO 356 3.4 ❚ DeMoGR APhiCS LoCAtion % of USeRS LISTENING TO ONLINE MUSIC 2,026 19.5 taiwans top 10 online entertainment Sites of 2009 HOME 90.7 2009 AVeRAGe MonthLy UniqUe ViSitoRS (000) SEARCHING EMPLOyEES OR JOB 1,071 10.3 OFFICE 29.3 ENTERTAINMENT 7,786 There are more than 17.6 million internet users in Taiwan. SCHOOL/RESEARCH INSTITUTIONS 24.6 E-CARD 130 1.3 yOUTUBE 3,235 (SoURCe: the nieLSen CoMPAny) CREATING BLOGS/ALBUMS/UPLOADING VIDEOS 2,997 28.8 INTERNET CAFES 14.4 PPSTREAM 1,901 BROWSING BLOGS/ALBUMS/VIDEOS 6,353 61.1 PUBLIC SPACES 7.6 yAHOO! MOVIES 1,620 FORTUNE/HOROSCOPE/MENTAL TEST 2,007 19.3 Taiwans individual internet penetration rate is 69.9%, while STORES OFFERING INTERNET SERVICES 4.9 E-GOVERNMENT SERVICE 622 6 yAHOO! MUSIC 1,208 HOMES OF RELATIVES/FRIENDS 3.8 IM.TV 1,135 the household internet penetration rate is 78.7%. HOTELS 2.7 SEARCHING OR COLLECTING INFORMATION 9,145 87.9 CBS INTERACTIVE 926 (SoURCe: finD) SUBSCRIBING E-PAPER 324 3.1 TRANSPORTATION FACILITIES 2.0 PCHOME PHOTO 920 BROWSING 3,880 37.3 ConneCtion MethoD TUDOU SITES 822 READING NOVELS/COMIC BOOKS 1,043 10 Household broadband penetration levels are now at 73.9%. DIAL-UP 14.3 OTHERS 2 * QIANQIAN 776 (SoURCe: finD) BROADBAND 94.3 (SoURCe: nieLSen MeDiA inDex tAiWAn; PeoPLe Who USeD inteRnet in PASt 7 DAyS) SONy ONLINE 709 OTHERS 46.0 (SoURCe: CoMSCoRe WoRLD MetRix; AUDienCe: ALL PeRSonS 15+ At tAiWAn hoMe/WoRK LoCAtionS) DONT KNOW 4.9 Taiwans internet population grew by 141.9% between DESKTOP 93.7 2000 and 2009. trust in Media Channels in taiwan LAPTOP 35.7 MeDiA ChAnneL % Who tRUSt the ChAnneL CoMPLeteLy (SoURCe: inteRnetWoRLDStAtS) MOBILE PHONE 7.1 ❚ onLine ADVeRtiSinG RECOMMENDATIONS FROM FRIENDS AND FAMILy 53 INTERNET TV 2.8 INDEPENDENT REVIEWS IN PUBLICATIONS 18 taiwans internet Users 2009 OTHERS (SoURCe: APiRA; finD) 1.1 Online ad spend in 2009 was estimated to come to US$208 MANUFACTURERS / BRANDS WEBSITES 14 totAL (000) % of USeRS CONSUMER OPINION IN BLOGS 18 GenDeR million and is expected to reach $229 million in 2010. TV ADS 12 (SoURCe: ZenithoPtiMeDiA) MALE 5,600 53.8 NEWSPAPER ADS 9 FEMALE 4,802 46.2 ADS THAT APPEAR ON SEARCH ENGINES 8 AGe ❚ USeR BehAVioUR By 2012, online ad spend could reach US$277 million. BANNER ADS ON WEBSITES 7 12-19 2,341 22.5 (SoURCe: ZenithoPtiMeDiA) ADS IN VIRTUAL WORLDS 4 20-29 3,202 30.8 ADS IN VIDEO GAMES 5 30-39 2,569 24.7 More than half (54.3%) of Taiwans home internet users ADS VIA MOBILE SMS 5 Pay-per-click ads account for 64.2% of Taiwans online ads. 40-49 1,560 15 log on every single day. (SoURCe: finD) (SoURCe: tnS/DiGitAL MeDiA) 50-65 730 7 (SoURCe:finD) MonthLy hoUSehoLD inCoMe taiwans top 10 Motivating Digital Brands UNDER NT$20,000 308 3 More than half (50.8%) of Taiwans advertisers have NT$20,000-NT$29,999 609 5.9 More than one fifth (22.2%) of Taiwanese internet users RAnK BRAnD advertised online in the past year. 1 KFC NT$30,000-NT$39,999 1,008 9.7 spend between seven hours and 14 hours online a week. (SoURCe: finD) 2 SONy NT$40,000-NT$49,999 1,056 10.2 (SoURCe: finD) 3 MCDONALDS NT$50,000-NT$59,999 1,097 10.5 NT$60,000-NT$69,999 1,027 9.9 An estimated 10% of all Taiwanese ad budgets are spent 4 BOOKS.COM.TW Around 40% of Taiwans internet users are online gamers. 5 7-ELEVEN NT$70,000-NT$79,999 834 8 (SoURCe: finD) on digital. 6 NIKE NT$80,000-NT$89,999 737 7.1 (SoURCe: MeDiA/iii) 7 UNI-PRESIDENT NT$90,000-NT$99,999 452 4.3 8 VISA NT$100,000-NT$109,999 644 6.2 More than one third of Taiwanese are active social networkers, 9 PIZZAHUT NT$110,000 OR ABOVE 619 6 with 22.5% writing a blog, while 3.5% are microbloggers. 10 HEINEKEN REFUSED/DONT KNOW 2,010 19.3 (SoURCe: finD) (SoURCe: tnS/DiGitAL MeDiA) (SoURCe: nieLSen MeDiA inDex tAiWAn; PeoPLe Who USeD inteRnet in PASt 7 DAyS) 62 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 63
    • Nearly three quarters (73.3%) of mobile internet ❚ e-CoMMeRCe subscribers are 3G users. (SoURCe: finD) Taiwans online shopping market was expected to generate US$9.46 billion in 2009, 30.4% more than in 2008. Of that, Only 8.4% of Taiwans advertisers have run any ad US$4.33 billion was expected to come from C2C sales and campaigns on mobile phones. (SoURCe: finD) US$5.12 billion from B2C sales. (SoURCe: MiC) Taiwanese mobile users sent 1.5 billion SMS messages to E-commerce sales are expected to rise by 21.5% in 2010. each other in Q1 2009. Mobile users sent an average of (SoURCe: MeDiA/iii) 58.5 messages each in that period. (SoURCe: nCC) More than half (55.2%) of Taiwanese internet users have visited an online retail site. Mobile advertising has yet to make an impact on the (SoURCe: CoMSCoRe) Taiwanese customer, with only 14% of consumers in a study being able to recall a mobile ad campaign. Comparison shopping has established itself more in Taiwan (SoURCe: MeDiA/tnS) than elsewhere in Asia, with 36.9% of Taiwanese internet users having visited a comparison shopping site, some way Trust appears to be an issue for Taiwanese mobile users, above the regional average of 21.4%. with more than half of them (59%) in a survey saying they (SoURCe: CoMSCoRe) dont trust SMS ads. Nearly a third of them meanwhile (32%) say they dont trust search ads either. The most popular online purchases in Taiwan in 2009 were (SoURCe: MeDiA/tnS) expected to be travel products (48.5% of online shoppers); clothes and accessories (13%) and IT-related electronic What the taiwanese do on the Mobile internet ACtiVitieS of 3G/3.5G % of USeRS MoBiLe inteRnet USeRS products (10.2%). These three product categories account INFORMATION BROWSING 43.0 for around 71.6% of Taiwans B2C market. SEARCHING 37.0 (SoURCe: MiC) SENDING/RECEIVING EMAILS 14.5 DATA UPLOAD 11.5 ONLINE ENTERTAINMENT 9.0 top online Retail Subcategories in taiwan RINGTONES DOWNLOAD 7.1 CAteGoRy % ReACh MOBILE GAMES DOWNLOAD 5.2 RETAIL 55.2 MUSIC DOWNLOAD 5.0 COMPARISON SHOPPING 36.9 ONLINE CHAT 4.5 BOOKS 10.9 ONLINE SHOPPING 2.8 COMPUTER HARDWARE 7.5 GPS 2.7 CONSUMER ELECTRONICS 12.4 MMS 1.9 COMPUTER SOFTWARE 9.5 FINANCIAL TRANSACTION 1.9 APPAREL 8.0 DATA DOWNLOAD 0.9 HEALTH CARE 1.0 LIVE GAME BROADCAST 0.6 MALL 0.9 TICKET SERVICES RESERVATION 0.2 FRAGRANCES/COSMETICS 7.0 (SoURCe: finD) RETAIL-MUSIC 2.6 RETAIL-FOOD 1.0 DEPARTMENT STORES 0.6 TICKETS 1.8 FLOWERS/GIFTS/GREETINGS 0.2 ❚ CASe StUDy JEWELRy/LUXURy GOODS/ACCESSORIES 0.8 CONSUMER GOODS 0.3 SPORTS/OUTDOOR 0.4 Client: Paramount Pictures HOME FURNISHINGS 1.4 Agency: Microsoft Advertising TOyS (SoURCe: CoMSCoRe WoRLD MetRix, AUGUSt 2009) 0.7 Campaign: Transformers: Revenge of the Fallen objective: To promote its new movie, ‘Transformers: Revenge of the Fallen ahead of the release in Taiwan. Strategy: Paramount Pictures wanted to create an online ❚ MoBiLe advertising campaign for the movies target audience, which ranged in age from 12 to 38 years old. They also There were around 16.17 million mobile internet users in wanted to showcase the audio and visual effects used in Taiwan in Q1 2009, representing 63% of mobile users. the movie, which were a major attraction for the audience. (SoURCe: nCC) Details: Paramount Pictures and Microsoft Advertising There were 25.67 million mobile subscribers in Q1 2009, created a campaign that included: a skin advertisement on representing a penetration rate of 111.3%. the MSN homepage, with embedded push down video of (SoURCe: nCC) the movie trailer; an expandable 300x600 advertisement on Windows Live Messenger, which expanded to a full Taiwans current 3G/3.5G penetration rate is around 6.6%. (SoURCe: finD) screen view of the movie trailer; an expanding skyscraper banner in Windows Live Hotmail, showing the movie trailer; More than two fifths (20.3%) of mobile internet users and a Transformers 2 microsite on the MSN entertainment access the internet via their phones when in transit, or channel, featuring the trailer and interactive options. when waiting. Results: The campaign generated the following response: (SoURCe: finD) - A high clickthrough rate of 1.49%. - An interaction rate of 119.76%. The most popular activity amongst 3G/3.5G users is - Out of the advertisement viewers, 69.76% of them played information browsing (43% of users), followed by search the full video trailer. (37%) and emailing (14.5%). (SoURCe: finD)64 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 65
    • thAiLAnD how Long thais Spend online tiMe SPent on inteRnet (000) % of inteRnet USeRS trust in Media Channels in thailand MeDiA ChAnneL RECOMMENDATIONS FROM FRIENDS AND FAMILy % Who tRUSt the ChAnneL CoMPLeteLy 49 30 MINUTES OR LESS 1,469 14.93 INDEPENDENT REVIEWS IN PUBLICATIONS 27 31-60 MINUTES 2,785 28.3 MANUFACTURERS/BRAND WEBSITES 39 1-2 HOURS 2,290 23.27 CONSUMER OPINION IN BLOGS 19 2-3 HOURS 1,904 19.35 TV ADS 32 3-4 HOURS 606 6.16 NEWSPAPER ADS 22 4-5 HOURS 265 2.69 ADS THAT APPEAR ON SEARCH ENGINES 24 5-6 HOURS 116 1.18 BANNER ADS ON WEBSITES 16 6-7 HOURS 102 1.04 ADS IN VIRTUAL WORLDS 12 7 HOURS OR MORE 303 3.08 ADS IN VIDEO GAMES 9 (SoURCe: nieLSen MeDiA inDex thAiLAnD; ALL PeoPLe AGeD 12+; inteRnet USAGe in the PASt WeeK) ADS VIA MOBILE SMS 9 (SoURCe: tnS/DiGitAL MeDiA) What thais do online ACtiVity % of inteRnet thailands top 10 Motivating Digital Brands (000) USeRS RAnK BRAnD ELECTRONIC MAIL 7,746 78.72 1 SAMSUNG INTERNET TELEPHONE 92 0.93 2 7-ELEVEN DOWNLOAD SOFTWARE/FILES 2,193 22.29 3 NOKIA PRODUCT INFO 1,456 14.8 4 SONy COMPANy INFO 990 10.06 5 CANON PURCHASE PRODUCT 173 1.76 6 HONDA PERFORM FINANCIAL 167 1.7 7 PEPSI INTERNATIONAL NEWS 1,252 12.72 8 MCDONALDS LOCAL NEWS 1,970 20.02 9 TOyOTA READ ELECTRONIC NEWSPAPER 1,713 17.41 10 KFC READ ELECTRONIC MAGAZINE 805 8.18 (SoURCe: tnS/DiGitAL MeDiA) LISTEN TO MUSIC 3,595 36.53 WATCH MOVIE/TV PROGRAM 1121 11.39 online Ad Performance in thailand, Basic Metrics PLAy GAMES 3,022 30.71 iMP. With inteRACtion DWeLL RAte USeR AVeRAGe CtR (RiCh CtR NEWS GROUP/BULLETIN BOARDS 129 1.31 inteRACtionS RAte RAte DWeLL tiMe MeDiA) (StAnDARD (SeConDS) MeDiA) INTERNET RELAy CHAT IRC 542 5.51 APPAREL 17.2% 45.3% 14.4% 30.2 0.44% – JOB HUNTING 816 8.29 AUTO 14.0% 33.2% 12.3% 35.7 0.54% – VIDEO CONFERENCE 100 1.02 PACKAGED GOODS 11.1% 23.6% 11.5% 51.9 0.41% – EDUCATION SERVICES 3,311 33.65 CORPORATE 15.5% 27.6% 18.7% 70.1 0.83% – CLASSIFIED ADS 357 3.63 ELECTRONICS 10.6% 18.1% 9.6% 58.6 0.26% – AUCTIONS 92 0.93Grand Palace, Bangkok SMS 454 4.61 FINANCIAL 6.0% 13.5% 11.3% 23.5 0.55% 0.32% HEALTH/BEAUTy 11.3% 26.0% 10.6% 33.2 0.40% – TV ON DEMAND:DRAMA 671 6.82 RETAIL 10.8% 22.7% 8.7% 26.3 0.24% – TV ON DEMAND:MUSIC 405 4.12 SERVICES 11.2% 24.4% 10.4% 47.4 1.14% – FOR CHAT (MSN/yAHOO!/SKyPE) 2,005 20.38 TECH/INTERNET 8.1% 13.8% 13.4% 27.1 0.56% 0.27% OTHERS 7 0.07 TELECOM 13.7% 31.4% 12.5% 42.3 0.64% – (SoURCe: nieLSen MeDiA inDex thAiLAnD; ALL PeoPLe AGeD 12+; USeD inteRnet in the PASt yeAR MonthLy hoUSehoLD inCoMe TRAVEL 7.8% 14.2% 6.8% 36.7 0.25% – ❚ DeMoGR APhiCS (SoURCe: eyeBLASteR ReSeARCh q1 2009 to q4 2009) LESS THAN THB4,000 330 3.46 THB4,000-4,999 271 2.84 THB5,000-5,999 584 6.12 online Ad Performance in thailand, Video Metrics There are now 18.1 million internet users in Thailand, with THB6,000-6,999 621 6.51 ❚ onLine ADVeRtiSinG AVG. ViDeo DURAtion StARteD RAte 50% PLAyeD RAte fULLy PLAyeD RAte THB7,000-7,999 88 0.92 1.9 million of them being broadband subscribers. (SeConDS) THB8,000-8,999 369 3.87 APPAREL 20.0 9.0% 7.3% 4.2% (SoURCe: tRiDi) THB9,000-9,999 225 2.36 Online ad spend in 2009 was estimated at US$7 million and AUTO 9.0 9.7% 17.1% 10.2% THB10,000-12,499 680 7.13 is expected to stay the same through 2010 and 2011. PACKAGED GOODS 19.8 10.2% 51.3% 34.8% Thailand has an internet penetration rate of 24.4%. THB12,500-14,999 231 2.42 (SoURCe: ZenithoPtiMeDiA) CORPORATE – – – – (SoURCe: inteRnetWoRLDStAtS/itU) THB15,000-17,499 566 5.93 ELECTRONICS 106.8 1.1% 88.5% 76.6% THB17,500-19,999 187 1.96 FINANCIAL 23.8 52.5% 75.7% 62.8% By 2012, online ad spend in Thailand is expected to rise More than 9.92% of all households in Thailand (1.8 million THB20,000-22,499 829 8.69 HEALTH/BEAUTy – – – – THB22,500-24,999 202 2.12 slightly to US$8 million. RETAIL – – – – households) now have broadband. THB25,000-29,999 445 4.66 (SoURCe: ZenithoPtiMeDiA) SERVICES 31.0 1.7% 20.6% 11.5% (SoURCe: tRiDi/ntC) THB30,000-34,999 883 9.25 TECH/INTERNET – – – – THB35,000-39,999 251 2.63 The internet currently accounts for around 2% of total ad TELECOM 11.0 6.4% 15.6% 8.2% By 2013, the household broadband penetration rate in THB40,000-49,999 776 8.13 TRAVEL – – – – THB50,000-74,999 1,140 11.95 spend in Thailand. (SoURCe: eyeBLASteR ReSeARCh q1 2009 to q4 2009) Thailand is expected to reach 15%. THB75,000+ 865 9.07 (SoURCe: the nAtion) (SoURCe: GARtneR) (SoURCe: nieLSen MeDiA inDex thAiLAnD; ALL PeoPLe AGeD 12+; inteRnet USAGe in the PASt WeeK) Domestic online ad expenditure is expected to increase by Thailands internet user population grew by 600% between 20% in 2010 to generate around THB2 billion. ❚ e-CoMMeRCe 2000 and 2009. (SoURCe: the nAtion) (SoURCe: inteRnetWoRLDStAtS) ❚ USeR BehAVioUR More than two fifths (43%) of Thais shop online and 69% More than two fifths (41%) of Thais say that an online of these users intend to shop online more in future. thailands internet Users 2009 More than two thirds of Thai consumers (69%) say the % of inteRnet presence significantly increases their interest in brands. (SoURCe: the nAtion/MASteRCARD) (000) USeRS internet is their first stop for information. (SoURCe: MeDiA/tnS) (SoURCe: the nieLSen CoMPAny) GenDeR The preferred types of online shopping destinations for MALE 4,789 50.19 Nearly two fifths (39%) of Thais completely trust own- Thais include music download sites (53%), clothing and FEMALE 4,753 49.81 An estimated 8 million Thais use social networks. brand websites, which is more than the number who feel AGe (SoURCe: jonAthAn RUSSeLL/ReSeARCh in Motion) accessories (50%), cinemas (49%) supermarkets (43%) 12-14 1,358 14.23 the same about TV ads (32%). and sites selling books, CDs and DVDs (41%). 15-19 2,508 26.28 (SoURCe: MeDiA/tnS) 20-24 1,673 17.53 After email, the second biggest reason Thais have for going (SoURCe: MASteRCARD) 25-29 975 10.22 online is music. More than one third (36.53%) of them Thais put a lot of trust in search ads, more so than their 30-34 914 9.58 access the internet to download their favourite tracks, while The products or services Thais like buying most online 35-39 635 6.65 peers around the region, according to one survey. Nearly a include clothing and accessories (for women), with 47% of 40-44 526 5.51 over 30% of them go online to play games. quarter (24%) of Thais say they completely trust a search 45-49 418 4.38 (SoURCe: the nieLSen CoMPAny) users saying this was the case; followed by CDs, DVDs and 50-54 299 3.13 ad, compared to the regional average of 12%. VCDs (30%); cosmetics (30%); personal care and beauty (SoURCe: MeDiA/tnS) 55-59 168 1.76 60-64 37 0.39 products (29%); and airline tickets (24%). (SoURCe: MASteRCARD) 65-69 17 0.18 70+ 14 0.15 66 asia pacific digital marketing yearbook asia pacific digital marketing yearbook 67
    • Online impulse shopping is triggered amongst Thais by a thailands top Mobile Sites good deal, with 75% of Thais citing this as the case. More More Ways RAnK Site 1 GOOGLE than two thirds (68%) of Thais meanwhile reason that a 2 HI5 unique product or service offered online is likely to also 3 LIVE To Stay Connected To 4 FACEBOOK provoke an impulse buy. 5 HOTMAIL (SoURCe: MASteRCARD) 6 yOUTUBE 7 My.OPERA The average online spend amongst Thai online shoppers 8 LIVESCORE 9 PANTIP stands at around US$550 per shopper per month. ® (SoURCe: MASteRCARD) 10 SANOOK (SoURCe: oPeRA SoftWARe) ❚ MoBiLe ❚ CASe StUDy There are currently 69 million mobile users in Thailand. Client: DialUsNow (SoURCe: BAnGKoK PoSt/AiS) Agency: massiveImpact There are now 12 million mobile internet users in Thailand, Campaign: Esthemed Korean BB Cream representing 17.4% of total mobile users. By end-2010, objective: DialUsNow wanted to market its cosmetic there are expected to be 18 million mobile internet users. brand Esthemed in a new country – Thailand – and wanted (SoURCe: BAnGKoK PoSt/AiS) to break out of traditional advertising conventions used for introducing a brand into a new market. Thailands mobile internet user universe has grown at a Strategy: To launch a mobile retail campaign across rate of 400% since 2008. (SoURCe: BAnGKoK PoSt/AiS) Thailand, connecting interested customers with DialUsNow telemarketers. MassiveImpact created a range of enticing ads with real time connections to sales and order entry. Fan TIME on Facebook Follow on Twitter Sign Up for Newsletters The number of mobile broadband users in Thailand is expected to grow to around 1.66 million in 2010, up from Through the unique targeting and conversion technique Join the TIME community Get continuous news updates TIME.com’s Daily 24/7 or 595,000 in 2009. By 2014, that number is expected to hosted by massiveImpacts proprietary platform, DialUsNow on Facebook. Become a fan at on Twitter. Follow TIME at Top 10 Weekly newsletters reach nearly 30 million. was able to get first hand market receptivity to the new facebook.com/time. twitter.com/time. give you the latest TIME.com (SoURCe: the nAtion/oVUM) brand and product, plus a direct ROI conversion as headlines delivered right to consumers were connected to telemarketers. Thailands non-voice mobile data market is expected to your inbox. The exclusive mobile campaign ran from March to early generate THB30 billion in revenues in 2010, representing a April 2010, comprising interactive SMS ads, a tailored user growth rate of 30% on 2009. (SoURCe: BAnGKoK PoSt/AiS) interaction and controlled daily lead generation. The number of smartphone sales in Thailand was expected to reach 400,000 units in 2009, a 35% increase on 2008. (SoURCe: the nAtion) The total number of smartphones in circulation in Thailand was expected to reach between 700,000 and 800,000 units in 2009. (SoURCe: the nAtion) Smartphones account for 20% of Thailands mobile market. Mobile RSS Widgets In 2010, smartphones are expected to take up 33.2% of the market. Go to mobile.time.com to Choose from topics like Add the TIME.com Top Stories (SoURCe: the nAtion) access the latest news from Top Stories, Photo Essays or Quotes of the Day widget Mobile data usage in Thailand grew by 176% in 2009. TIME at your fingertips. or Entertainment and tailor to your desktop, Web page (SoURCe: the nAtion/iDC) TIME.com on your My Yahoo or blog for easy access to the or Google Reader news feed. latest updates. Thailands mobile data market is expected to grow at a CAGR of 34% continuously until 2013. (SoURCe: the nAtion/iDC) Mobile internet users in Thailand averaged 305 page views per user in June 2009, 238% more than in June 2008. Details: Selected users were given a new cosmetic product (SoURCe: oPeRA) via an easy interactive experience. With massiveImpacts targeted platform, users could access a new cosmetic at More than 50% of Thais access social networking sites via their fingertips in real time. The choice is yours! their mobile phones. Results: The campaign generated the following response: (SoURCe: teLeCoMASiA/iDC) Only 24% of Thais trust text ads on their mobile phones. - The campaign reached more than 4 million unique users. - More than 18,000 interested user responses. Go to time.com/connect (SoURCe: the nieLSen CoMPAny) - More than 30% sale conversion recorded in first month. More than two thirds of Thais (70%) use their mobile phones to listen to music. (SoURCe: SynoVAte)68 asia pacific digital marketing yearbook asia pacific digital Facebook is a registered trademark of Facebook, Inc. ©2009 Time Inc. TIME is a registered trademark of Time Inc. marketing yearbook 69
    • VIETNAM COLLEGE/SCHOOL OTHER 5 4 Entertainment is a popular online activity for the Vietnamese, with 76.2% reach, higher than the regional ACCeSS LoCAtion (WeeKenDS) HOME 73 average of 71.2%. WORK 5 (SoURCe: CoMSCoRe) INTERNET SHOP/CAFE 16 COLLEGE/SCHOOL 0 OTHER 3 Why the Vietnamese go online LenGth of USAGe (WeeKDAyS) PASt onLine ACtiVitieS % of USeRS LESS THAN 1 HOUR 25 USE FOR NEWS 93 1-2 HOURS 28 USE A SEARCH SITE (E.G GOOGLE) 91 2-5 HOURS 31 LISTENING TO MUSIC 76 MORE THAN 5 HOURS 15 RESEARCH FOR SCHOOLOFFICE WORK 73 DONT USE 1 CHATTING 69 LenGth of USAGe (WeeKenDS) EMAIL 68 LESS THAN 1 HOUR 22 DOWNLOADING MUSIC 59 1-2 HOURS 21 VISITING FORUM 46 2-5 HOURS 30 WATCHING MOVIES 43 MORE THAN 5 HOURS 15 VISITING BLOGS 40 DONT USE 11 VISITING A SOCIAL NETWORK 39 FREQUENCy OF USAGE EVERyDAy 67 SHOPPINGAUCTIONS 38 FEW TIMES A WEEK 24 PLAyING GAMES ON WEB GAME 35 ONCE A WEEK 4 PLAyING GAMES ON ONLINE APPLICATIONS 25 LESS OFTEN 5 SENDING SMS 24 (SoURCe: CiMiGo netCitiZenS) SEARCHING FOR A JOB 22 INSTANT MESSAGING 22 DOWNLOADING/UPLOADING PICTURES 21 DOWNLOADING MOVIES 19 WRITING BLOGS 19 ❚ USeR BehAVioUR POSTING IN FORUM 16 E-BANKING 10 (SoURCe: CiMiGo netCitiZenS) Entertainment reach in Vietnam stood at 76.2%, as of August 2009. frequency of online Usage in Vietnam (SoURCe: CoMSCoRe) ACtiVity fReqUenCy (% of USeRS) totAL eVeRDAy onCe A WeeK onCe A Month LeSS often By 2011, there is expected to be as many as 10 million or oR MoRe oR MoRe LISTENING TO MUSIC 76 30 30 8 8Rice fields on Cat Ba Island in Halong Bay, northern Vietnam more Vietnamese online gamers. DOWNLOADING MUSIC 59 12 25 12 10 (SoURCe: PeARL ReSeARCh) WATCHING MOVIES 43 5 17 9 12 PLAyING WEB GAME 35 10 13 5 6 There are currently more than 50 online games to be PLAyING GAMES ON ONLINE APPLICATIONS 25 9 8 3 5 played in Vietnam. The most popular of these games can DOWNLOADING/ pull in 200,000 users – and many of these gamers are UPLOADING PICTURES 21 2 7 6 6 As much as 70% of Vietnams PC-based internet traffic ❚ DeMoGR APhiCS goes through the countrys internet cafes. most likely to be found in internet cafes. DOWNLOADING MOVIES CHATTING 19 69 3 30 6 24 6 6 4 8 (SoURCe: PeARL ReSeARCh) (SoURCe: MeDiA)