• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Hk online media landscape apr 09 (general)
 

Hk online media landscape apr 09 (general)

on

  • 1,619 views

 

Statistics

Views

Total Views
1,619
Views on SlideShare
1,619
Embed Views
0

Actions

Likes
0
Downloads
32
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Need to mentioned that online spend monitoring is still relatively new and there is a lot of assumptions…..only takes into account display banners

Hk online media landscape apr 09 (general) Hk online media landscape apr 09 (general) Presentation Transcript

  • Hong Kong Online Landscape
  • Has online taken off in Hong Kong?
  • 70% of the population is online Source: ComScore
  • Ranked #5 in Worldwide household broadband penetration at 86.91% Source : Point Topic Worldwide broadband penetration by household Q2 2008
  • Internet ranks # 3 on media consumption % Yet only approximately 4% of the media budget is allocated to online in 2008 (according to admanGo) Target: People aged 15-64 Source: Synovate Media Atlas 2006 – 2008
  • Hong Kong consumers spend more time online
  • Internet usage per day maintains at about 2 hours a day Target: People aged 15-64 Source: Synovate Media Atlas 2006 – 2008 Minutes per day per user
  • The Hong Kong Online Consumer
  • Internet is a unisex media 48% 52% Internet Users - Accessed Internet Past Month P15-64 Source: Synovate Media Atlas 2008
  • Core internet population is concentrated among 15-39, but still… … 35% are 40 or above % Internet Users - Accessed Internet Past Month P15-64 Source: Synovate Media Atlas 2008
  • What are they doing online?
  • Email and browsing are prevalent while IM and downloading are also popular Top 10 features used on the internet % Internet Users - Accessed Internet Past Month P15-64 Source: Synovate Media Atlas 2008
  • Email, general browsing and using search engines are constantly popular tasks across all age groups Internet Users - Accessed Internet Past Month P15-64 Source: Synovate Media Atlas 2008 %
  • User-generated activities are the domain of youth Internet Users - Accessed Internet Past Month P15-64 Source: Synovate Media Atlas 2008 %
  • 81% of Hong Kong consumers are more interested in a brand after seeing it advertised digitally Email is the preferred way to pass on branded messages to peers
  • Advertising on branded website and online message forums are the most trusted source of online information
  • Men are from Mars Women are from Venus
  • Men spend more time online while women are more addicted to TV Internet Users - Accessed Internet Past Month P15-64 Source: Synovate Media Atlas 2008 Minutes per day per user
  • Women like socialising, men keep downloading! % Features used on the internet General browsing Using email Using search engines Instant messenger D ownloading Online games Online banking Social networking Listening to music Accessing forum Blogging Online auctions Online purchase Online travel booking Internet Users - Accessed Internet Past Month P15-64 Source: Synovate Media Atlas 2008 %
  • Are Hong Kong consumers buying online?
  • Hong Kong consumers are not only browsing the web… For those online adults that buy online, 8.9% of their annual income is being allocated to online Transactions
  • 66% of online transactions are made via credit cards
  • Online Purchasing however is not yet mature Only 50% on online users have made an online transaction
  • Are Advertisers Spending online?
  • Although online still accounts for a small % of the total media budget … it will continue to grow Source: AdmanGo
    • Although not monitored, the majority of ad spent is allocated towards display activity followed by search engine marketing
  • Local ad budget allocation decreased for print with minor growth in TV, but with continuous positive growth for internet Below-the-line activities Mean allocation on media Media production Above-the-line (media) 2005 2004 2006 38.5 72.7% 76.4% 76.6% NA Newspapers Magazines TV Outdoor media Internet Radio Mobile Phone SMS 35.7 36.1 28.6 200 7 71.1% Figures in % Source: Ad Spend Projections for 2007 by HKAA (by Synovate Jan 2007)
  • Online ad spend was dominated by the finance sector in 2008 Source: AdmanGo Rank No. Categories Online adspend HK$ million Offline Rank No. Offline adspend HK$ million 1 Banking & Investment Services 455.08 1 6,079.91 2 Education & Training 226.86 14 1,842.23 3 Computers & Internet Services 219.44 18 1,618.86 4 Telecommunication, Mobile Phones & Services 136.67 15 1,718.74 5 Travel & Tourism Services 95.92 8 2,809.64 6 Beauty, Slimming & Fitness 95.70 7 2,818.71 7 Entertainment 83.45 9 2,681.70 8 Cosmetics & Skincare 82.33 4 3,540.11 9 Mass Media 81.17 13 2,017.54 10 Transportation & Logistics 71.45 21 954.64 11 Pharmaceuticals & Healthcare 68.23 2 4,089.44 12 Restaurants 58.47 11 2,226.05 13 Hotels, Resorts & Service Apartments 54.49 28 491.78 14 Sports 45.37 26 563.31 15 Business Services 39.26 24 665.02 16 Non-profit Organization 37.78 20 987.77 17 Retail 37.23 6 3,260.93 18 Camera, Photography & Optical Instruments 36.87 23 786.38 19 Toiletries & Household 29.81 3 3,723.78 20 Insurance 29.11 27 516.75
  • On advertiser level, beauty care company that leads the way Source: AdmanGo Rank No. Categories Online adspend HK$ million Offline Rank No. Offline adspend HK$ million 1 Global Beauty International [Cosmetic Care Asia] 76.59 66 69.19 2 Citifinancial 68.01 55 89.31 3 Citibank 61.15 29 158.22 4 PCCW HKT / Pacific Century CyberWorks 43.93 5 409.88 5 HSBC 40.53 1 514.28 6 Travelzoo 39.49 344 1.59 7 EF Education First [EF Education] / EF Language School 32.64 303 12.58 8 Smartone-Vodafone 32.30 25 203.66 9 KBC Bank & Insurance Group 27.43 51 133.43 10 The Wall Street Institute 27.30 418 4.99 11 Sony 26.57 21 232.73 12 University of Liverpool 25.29 12 322.07 13 Hang Seng Bank 25.03 34 186.30 14 Nokia 24.50 124 67.08 15 Dell 23.70 48 149.39 16 Cathay Pacific 22.51 2 487.27 17 HK SAR Government 21.37 23 222.13 18 Samsung 21.36 41 159.82 19 Sing Tao 21.04 128 67.52 20 Octopus Cards 19.55 112 76.51
  • Who are the major online players
  • Facebook and Yahoo lead the way in the Hong Kong online scene Source: Hitwise Hong Kong, April 2009, based on market share of visits
  • Portals or online services reach more then 80% of the active internet audience
  • There are also an increase of performance based ad Networks We have seen an increase in performance based networks in 08 Although Ad Network spend is not monitored in HK; OMD advertisers are beginning to invest in performance based networks to drive ROI  
  • Increasingly, Advertisers taking advantage of the limitless creative opportunities online Demo |
  • Rich Media Sample Demo |
  • Hong Kong Users use the internet for sending email more then any other nation in Asia Pacific Source: *Synovate and ComScore HK Internet users on average spend 1.4 hours per day checking their email*
  • However Hong Kong Consumers are less inclined to provide personal information to receive promotional messages
  • We are moving into a ‘Searching’ lifestyle There is on average of 199 million searches being contacted on a monthly basis by 2.8 million unique users That is 42% of the population are performing 72 different searches per month
  • The Hong Kong Market is dominated by two major search engines We are seeing an increasing trend of consumers moving over to Google over time. Searches from Google have a higher propensity to transact
  • Advertisings are beginning to place more emphasis on search as a capture channel
      • Canon Expo, Nov 07
      • Search : canon expo
      • Canon Photo Printer, Mar 08
      • Search : enjoy photo
      • Canon IXUS, Apr 08
      • Search : IXUS
      • Canon DV, May 08
      • Search : Canon DV
  • Online has become a centralized channel for entertainment Online as a medium for entertainment is highly linked with the maturity of broadband within each Market
  • 20% of the Hong Kong online population are willing to share videos More than any other APAC country eMarketer April 2008
  • IM is used by nearly half of online consumers in Hong Kong 49% of HK internet users used IM in past 3 months * Market: Hong Kong Universe (Sample): Total population aged 15-64 – 5,102,800 (1,006) Source: Synovate AsiaBUS Survey Dec 2007 - Hong Kong
  • Young people spend near 140 minutes chit-chatting on IM everyday Minutes per day per user Internet Users - Accessed Internet Past Month P15-64 and participated in respective activities Source: Synovate Media Atlas 2008
  • Creative opportunities have also evolved
    • Teenagers added Hello Kitty as buddy. Chat and play game with her through MSN messenger
  • Social Networking Source: *eMarketer 53% of online users have created a social profile Popular Forum / Newsgroup in HK Popular Blog sites in HK Social Networking Sites
  • Social Networking Sites are Gaining Popularity
      • 88% of HK people have read, commented or created a blog
      • 52% have created a social network profile page or read others’ social network profile page
      • 33% have shared/managed photos online
      • 15% have shared/managed videos online
      • 14% have read or participated in chat rooms/forums
    Source: Synovate Media Atlas Hong Kong 2007Q4-2008Q3,Respondents who accessed Internet in the past 7 days (4,291 respondents) Source: Hitwise Hong Kong, April 2009, based on market share of visits 5 of the top 20 websites are Social Networking sites
  • Face book dominates the social networking environment in Hong Kong
  • Social Networks are being increasingly seen as a platform to build brands
  • Which of the following blog/social networking websites have you visited in past month? Yahoo Blog is the most frequent used blogging/social networking websites in Hong Kong Market: Hong Kong Universe (Sample): Total population aged 15-64 – 5,102,800 (1,006) Source: Synovate AsiaBUS Survey Dec 2007 - Hong Kong
  • The growth of mobile can not be ignored
  • High mobile penetration, but not a mature marketing platform due to high-cost data plan
    • 11 Million mobile service subscribers; mobile penetration rate at 146%
    • Increasing 3G penetration driven by growth in iPhone ownership - Currently 2 Million subscribers
    • SMS still a key communication medium on mobiles
      • SMS Sent 339 Million (Mar 08)
      • SMS Received 476 Million (Mar 08)
  • After the introduction of iPhone, outdoor Wi-Fi access points, and cheaper data plans, more localized mobile WAP sits and applications are found Watch Videos Find Restaurants Check Weather Chat on Facebook Play Games Check Chinese Calendar
  • Mobile as an online gaming platform is still relatively new when compared to other APAC markets
  • The Net is ready…… so are you ready ???